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7p S of Marketing PDF
7p S of Marketing PDF
7p S of Marketing PDF
On the Title
Award of Degree of
2010-12
Guide Certificate
This is to certify that Kalpana khandal has completed the project titled "Study of
7ps of marketing of five star hotels with reference to Hotel Rajputana Sheraton
and Hotel Rambagh Palace" under my guidance.
This is hard original piece of work and has not been published elsewhere.
Mrs.Kaneenika Jain
Project Guide
Student’s Declaration
The Information used is purely for academic purpose and would not be used for
any other purpose.
Kalpana Khandal
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and organizations. I would
like to extend my sincere thanks to all of them.
I would like to express my gratitude towards my Director and my Project guide for
their kind co-operation and encouragement which help me in completion of this
project.
The Hotel industry today is a fast growing sector of indian service industry.over
the last decade,this particular sector has been facing great challenges and
immense growth.The Hotel industry is now obtaining new heights and
contributing in national economy by providing several job opportunities.
Table of contents
1 Introduction to Industry 7
2 Introduction to company 25
3 Research methodology 38
5 Conclusion 97
6 Recommendations 99
7 Appendix 101
8 Bibliography 104
Introduction to the
Industry
Hotel rooms are usually numbered (or named in some smaller hotels and B&Bs)
to allow guests to identify their room. Some hotels offer meals as part of a room
and board arrangement. In the United Kingdom, a hotel is required by law to
serve food and drinks to all guests within certain stated hours. In Japan,capsule
hotels provide a minimized amount of room space and shared facilities.
Over the last decade and half the mad rush to India for business opportunities
has intensified and elevated room rates and occupancy levels in India. Even
budget hotels are charging USD 250 per day. The successful growth story of
'Hotel Industry in India' seconds only to China in Asia Pacific.
'Hotels in India' have supply of 110,000 rooms. According to the tourism ministry,
4.4 million tourists visited India last year and at current trend, demand will soar to
10 million in 2010 - to accommodate 350 million domestic travelers. 'Hotels in
India' has a shortage of 150,000 rooms fueling hotel room rates across India.
With tremendous pull of opportunity, India is a destination for hotel chains looking
for growth. The World Travel and Tourism Council, India, data says, India ranks
18th in business travel and will be among the top 5 in this decade. Sources
estimate, demand is going to exceed supply by at least 100% over the next 2
years. Five-star hotels in metro cities allot same room, more than once a day to
different guests, receiving almost 24-hour rates from both guests against 6-8
hours usage. With demand-supply disparity, 'Hotel India' room rates are most
likely to rise 25% annually and occupancy to rise by 80%, over the next two
years. 'Hotel Industry in India' is eroding its competitiveness as a cost effective
destination. However, the rating on the 'Indian Hotels' is bullish.
'India Hotel Industry' is adding about 60,000 quality rooms, currently in different
stages of planning and development and should be ready by 2012. MNC Hotel
Industry giants are flocking India and forging Joint Ventures to earn their share of
pie in the race. Government has approved 300 hotel projects, nearly half of which
are in the luxury range. Sources said, the manpower requirements of the hotel
industry will increase from 7 million in 2002 to 15 million by 2010.
With the USD 23 billion software services sector pushing the Indian economy
skywards, more and more IT professionals are flocking to Indian metro cities.
'Hotel Industry in India' is set to grow at 15% a year. This figure will skyrocket in
2010, when Delhi hosts the Commonwealth Games. Already, more than 50
international budget hotel chains are moving into India to stake their turf.
Therefore, with opportunities galore the future 'Scenario of Indian Hotel Industry'
looks rosy.
The global hotels industry appears to be now on a path of slow recovery, having
coming out of two exceptionally bad years (2009-10). While the main recovery
leaders are the emerging countries in the Asia-Pacific region, the developed
luxury hotel markets of the USA and Europe have also reported signs of demand
recovery during the past 12 months.
In India, the demand - or occupancy - led recovery that started with the return of
domestic travellers late in calendar 2010, received a boost with foreign tourist
arrivals (FTAs) picking up in the subsequent months. The latter half of 2010-11
saw the industry push for higher tariffs, although pricing recovery for the whole of
2010-11 stood at a tepid 5-8%. From our analysis of demand, supply and
industry profits, and considering the fact that the previous recovery cycles lasted
six to eight years, ICRA believes that the current recovery is still in a nascent
stage and yet to make the transition from an occupancy-led up-cycle to a more
convincing ARR-led recovery. The market requires further improvement in
occupancy and confidence to be able to gain real pricing power. Overall, ICRA
expects the Indian hotels industry to post a modest recovery in performance
during the next three quarters, aided by high single-digit ARR growth.
One of the key risks to recovery come from demand dampeners, namely,
expectations of relatively mute corporate performance in fiscal 2011-12 (which
could slow down corporate spending), increase in interest rates, rise in fuel and
food prices (which would impact disposable incomes), and subdued
macroeconomic signals from the developed markets. For recovery to be
sustained, it must be supported by gains in the underlying economy. Additionally
on the supply front, heavy supplies in markets like the National Capital Region
(NCR), Hyderabad, Pune, Bangalore and Chennai are expected to suppress
pricing power.
As per an analysis done by retail consultancy Technopak, at the end of 2010 the
Indian hotel industry’s worth was estimated around US$ 17 billion. Of the total
revenue, nearly 70 per cent is being contributed by the unorganized sector and
the remaining 30 per cent (US$ 5 billion approx.) comes from the organized
sector. The hotel industry is estimated to grow at a CAGR (Compounded Annual
Growth Rate) of around 15 per cent over the next five years.
The share of hotel and restaurant sector in the overall economy is still below 2
per cent. For the last five years the total contribution of the hospitality sector has
remained stagnant. Although the overall share increased from 1.46 per cent in
2004-05 to 1.69 per cent in 2007-08, but then after the phase of economic
meltdown in US the total share again decreased to 1.45 per cent in 2009-10.
Hotels – classification
Presently there are 1593 classified hotels with a capacity of 95,087 rooms in the
country. The hotels sector comprises various forms of accommodation, namely
star category hotels, heritage category hotels, timeshare resorts, apartment
hotels, guest houses, and bed and breakfast establishments.
Based on that the hotels in India are classified into following segments:
These are mainly situated in the business districts of metro cities and cater to
business travelers and foreign tourists. These are considered to be very
expensive. These account for about 30% of the industry.
The star hotels are further classified into six categories: Five star deluxe, Five
star, Four star, Three star, Two star, One star.
a) Five Star Deluxe & Five Star:These are restricted to the four metros and
some major cities like Bangalore and Hyderabad. The customers of these hotels
are mostly foreign business and leisure travelers, senior business executives and
top government officials.
b) Three Star & Four Star: These are located in all major cities as well as
tourist destinations. Their customer group ranges from middle level business
executives to leisure travelers.
c) One Star & Two Star:These are located in major cities as well as in small
cities and other tourist destinations. Their customers include usually the domestic
tourists.
Major players in this segment are Taj, WelcomeGroup, EIH and Oberoi. Apart
from Indian players some of the international hotels also have their presence in
this segment. Those include, Best Western, Choice hotels, Bass Hotels, Park
Plaza and Carlson Hospitality.
Room supply in the 5-star segment has grown at a compounded annual growth
of 5 per cent over the past decade. While, the 3 and 4-star categories have
grown at 6 per cent and 8 per cent CAGR respectively during the same period.
These are characterized by less capital expenditure and greater affordability and
include running hotels in palaces, castles, forts, hunting lodges, etc.
They are further classified as: Heritage classic (hotels built between 1920 and
1935), Heritage Grand (hotels built prior to 1920) and Heritage (hotels built
between 1935 and 1950)
Budget hotels cater mainly to domestic travelers who favor reasonably priced
accommodations with limited luxury. These are characterized by special
seasonal offers and good services.
These are low-priced motels spread throughout the country. A low-pricing policy
is their only selling point. This segment accounts for about 19% of the industry.
V. Resorts and Clubs
VI. Restaurant
These are food chains and outlets set up in the India. They are usually by
international chains like Dominos, Espresso, Pizza Hut and McDonalds.
Latest trends
Many hospitality chains that were earlier focused only on the luxury segment are
now diversifying into new product segments, such as budget hotels and serviced
apartments, in order to reduce risks.
IHCL has already launched budget hotels in India, while Accor has announced
plans to introduce its budget hotel brand, Formule1, in the country. Moreover,
hotel chains are diversifying into niche segments such as medi-cities, wildlife
lodges and spas to establish additional revenue-generation streams. These
segments also help hotel chains retain customers and provide them with value-
added services.
For instance, IHCL operates wildlife lodges under the brand TajSafari, a JV
between IHCL and &Beyond, an Africa-based safari and ecotourism company.
ITC-Welcomgroup and IHCL operates spas at some of their luxury properties.
Classification Of Hotels
1. Residential Hotel
2. Commercial Hotel
The commercial hotels are meant for the people who visit a placeof trade and
commerce or business purposes and therefore thesehotels are
found located at the commercial or industrial centers.These hotels focus
their attention on individual travelers and aregenerally run by the owners .
3. Resort Hotel
The resort hotels are meant for the holiday makers tourists and
for those who need a change in the atmosphere mainly on healthground These h
otels are found located near the sea, mountain
andother areas having an attractive landscape and healthy climaticcondition The
tourists visit hotels mainly to relax The entertainmentand recreation facilities like
swimming pool tennis courts, boating,golf course, self-
riding and other indoor sports in addition torestaurant and cafeteria, conference r
oom, lounge, shoppingarcade, entertainment etc become significant in the resort
hotels
4. International Hotel
5. Floating Hotel
The floating hotels are located on the water surface The place aresea, river, lake
These hotels provide all the facilities and
servicesmade available in a good hotel In the leading tourist generatingcountries
of the world we find the practice of using old luxury shipsas floating hotels
C) Classification on the Basis of Star:
One more basis for making a classification is the availability of star. The
Department of Tourism classifies hotels under the
star system into various categories from one star to seven star deluxe based on
several criteria - from the size of the room to thequalifications of staff. On this
basis, there are two importanttypes-
classified and unclassified. The star group of hotels areincluded in the classified
group. Hotels having no star aredeemed unclassified. The four major
classifications of Americanhotels are the commercial, the resort, the
residential and themotel.
INTRODUCTION
TO THE
ORGANISATION
Website: www.itcportal.com
ITC is one of the India’s foremost private sector companies with a marketcapitalization
of nearly US $20 billion.ITC is rated among the World’s bestbigcompanies, Asia’s
‘Fab 50’ and the world’s most reputed companies byForbes magazine, among India’s
most valuable companies by BusinessToday. ITC also ranks among India’s top 10 ‘Most
Valuable (company)Brands in a study conducted by brand finance .
FMCG :
C i g a r e t t e s , f o o d p r o d u c t s , l i f e s t y l e r e t a i l i n g , g r e e t i n g s , stationary,
and safety match sticks and agarbatties.
HOTELS
: Luxury collection, welcome hotel, Sheraton hotel, fortunepark hotel, and
welcome heritage.
AGRI BUSINESS :
Agri exports, E-chouplal, leaf tobacco.
IT :
ITC info tech India Ltd. Wholly owned subsidiary.
GROUP COMPANIES :
Surya Nepal private Ltd., International
travelhouse.integrated source of quality tobaccos. Serving customers in 50 count
riesacross more than 70 destinations, ITC co-creates and delivers value at
everystage of the leaf tobacco value chain.TC buys nearly 50 per cent of all
cigarette tobacco types grown in India.
built on a 7 acres slandscape; the hotel is designedon the lines of a royal haveli.
Its lobby is fashioned after the Jaigarh Fort & thehotel itself is richly detailed with
beautiful balconies, high canopies & tinklingwaterfalls that blend seamlessly with
each other. It is a fitting ribute to theglorious heritage & romance of Rajasthan. A
218-rooms hotel is a uniqueblend of lavish luxury & crisp efficiency.
The hotel has the largest room inventory and the largest banqueting facility inthe
city. The hotel is located in the city centre, has international bookingfacilities,
standardized services and international safety standards. In totalitythe hotel
offers a magnificent experience.The organization has a hierarchial structure. The
general manager being
onthe top. Followed by various functional departments headed by thedepartment
manager and then followed by line managers and so on.The philosophy of the
hotel is :
•Guest experience
•Swimming pools, shopping arcade, SPA and Beauty parlour.The biggest pillar
less banquet hall “Suryavanshi Mahal” in the townRefined artistry
The ITC Rajputana is 5 star business hotel with a unique concept of
accommodation in the heart of Jaipur (Rajasthan). ITC Rajputana reflects
everything that is splendid about Rajasthan and all that is unique about ITC
Hotels.
Designed to echo the traditional havelis of the region, ITC Rajputana has a red
brick exterior rising to different levels around a central area. Long corridors,
secluded courtyards and simplified lattice work recall Rajasthani architecture in a
modern uncluttered and contemporary idiom and bring alive the spirit of
Rajasthan and makes it distinguished amongst the luxury hotels of Jaipur.
Discover all that Rajasthan has to offer while staying at the ITC Rajputana .
A world of comfort and luxury, with responsibility
ITC Rajputana is a legendary 5 star luxury hotel in Jaipur with 218 guest rooms
and suites. Our guest rooms and suites offer spacious bathrooms, a refreshment
centre, safety locker for your valuables, well designated sitting area for your
comfort and Sweet Sleeper Bed™ - help you enjoy a pleasant night’s sleep. The
lavish and rich food of Rajasthan at Jal Mahal or the old and authentic cuisine
from the Northwest makes it an iconic luxury hotel in Jaipur offering a unique
culinary experience. Unwind in our Kaya Kalp Spa, workout at our fitness centre
or simply relax with signature massages or the complimentary steam and sauna,
available at the hotel.
The hotel also offers 9300 square feet of banqueting space including three
private boardroom.
Throughout the Company's expansion, its mandate has been twofold: to infuse a
sense of Indian heritage and culture within each diverse property, while also
anticipating the needs and desires of the sophisticated traveller. Over the years,
the Taj has won international acclaim for its quality hotels and its excellence in
business facilities, services, cuisine and interiors.
The Taj strengthened its presence in the Indian Ocean rim with the Exotica
Brand. The Taj Exotica was evolved as part of Taj Hotels Resorts and Palaces
intent to position it as a brand that is clearly differentiated by its product
philosophy and service design. The Taj Exotica Resort and Spa, in Maldives is
centered on high-end accommodation, intimacy and an environment that allows
its guest's unrivalled comfort and privacy.
The presence of Taj Hotels Resorts and Palaces internationally has been
developed through a network of Taj regional sales and PR offices in the United
Kingdom, France, Germany, Italy, Dubai, Singapore, Australia, Japan, Russia
and the United States of America.
At the Taj Hotels Resorts and Palaces luxurious living and fine dining find
common ground. Whether it is introducing exotic world cuisines to India or taking
authentic Indian fare to the world, the Taj Hotels Resorts and Palaces is
renowned for the eclectic culinary experiences it brings to its guests. Through a
vast repertoire of award-winning restaurants, legendary recipes from royal
kitchens and celebrated food festivals, the Taj has pioneered innovation in fine
dining across the world.
Taj Hotels also promise a whole new experience of tranquillity and total
'wellness', through Jiva Spas a unique concept, which brings together the
wisdom and heritage of the Asian and Indian Philosophy of Wellness and Well-
being. Rooted in ancient Indian healing knowledge, Jiva Spas derive inspiration
and spirit from the holistic concept of living. There is a rich basket of fresh and
unique experiences under the Jiva Spa umbrella of offering, Yoga and
Meditation, mastered and disseminated by accomplished practitioners, authentic
Ayurveda, and unique Taj signature treatments. Royal traditions of wellness in
service experiences, holistic treatments involving body therapies, enlivening and
meaningful rituals and ceremonies and unique natural products blended by hand,
come together to offer a truly calming experience.
IHCL operates Taj Air, a luxury private jet operation with state-of-the-art Falcon
2000 aircrafts designed by Dassault Aviation, France; and Taj Yachts, two 3-
bedroom luxury yachts which can be used by guests in Mumbai and Kochi, in
Kerala.
IHCL also operates Taj Sats Air Catering Ltd., the largest airline catering
service in South Asia, as a joint venture with Singapore Airport Terminal
Services, a subsidiary of Singapore Airlines.
As a part of Tatas; India's premier business house; we; at Taj Hotels, have
always believed in society and environment being integral stakeholders in the
business along with the shareholders, customers, vendors and others. Over the
last decade, the movement towards ecologically sound tourism has gained
urgency and importance across the globe and we recognize that responsible
practices in vogue are as diverse as the geographies.
Taj have the unique scope and opportunity to develop raw potential into a skilled
workforce that is immediately employable by various players in the industry. A
majority of community projects are focused around extending our key strengths
in food production, kitchen management, housekeeping, customer service and
spas to promote economic empowerment of candidates from vulnerable socio-
economic backgrounds. The group is fully committed to the cause of building a
sustainable environment by reducing the impact of daily operations on the
environment and improving operational efficiencies, resource conservation, reuse
and recycling of key resources.
The Company was incorporated in 1902 and it opened its first hotel, The Taj
Mahal Palace & Tower, Mumbai, in 1903. The Company then undertook major
expansion of The Taj Mahal Palace & Tower, Mumbai by constructing an
adjacent tower block and increasing the number of rooms from 225 to 565
rooms. With the completion of its initial public offering in the early 1970s, the
Company began a long term programme of geographic expansion and
development of new tourist destinations in India which led to its emergence as a
leading hotel chain in India. From the 1970s to the present day, the Taj Group
has played an important role in launching several of India's key tourist
destinations, working in close association with the Indian Government. The Taj
Group has a philosophy of service excellence which entails providing consistently
high levels of personalized service and innovative means of improving service
quality.
The Taj Group has been active in converting former royal palaces in India into
world class luxury hotels such as the Taj Lake Palace in Udaipur, the Rambagh
Palace in Jaipur and Umaid Bhawan Palace in Jodhpur. In 1974, the Taj Group
opened India's first international five star deluxe beach resort, the Fort Aguada
Beach Resort in Goa. The Taj Group also began its business in metropolitan
hotels in the 1970s, opening the five-star deluxe hotel Taj Coromandel in
Chennai in 1974, acquiring an equity interest and operating contract for the Taj
President, a business hotel in Mumbai, in 1977, and opening the Taj Mahal
Hotel in Delhi in 1978.
Rambagh Palace however, only achieved the status of a palace when Maharaja
Sawai Man Singh II returned to his childhood home in 1925. Rambagh Palace,
resplendent in all its 47 acres, was finally converted into a hotel in 1957. The
Management was then entrusted to The Taj Group in 1972. The Rambagh
Palace has since blossomed in to one of the finest experiences any hotel can
offer.
Featured in Peter Coats’ “The Most Beautiful Gardens in the World”, the gardens
of Rambagh Palace Hotel are renowned for their elegance and exotic foliage.
Initially built for the Zenana (Ladies of the court), the gardens used to attract a
variety of exotic birds. Even today, peacocks preen on the lawns, and flocks of
migratory birds continue to visit the gardens, transporting you to a place that can
only be paradise.
The Front Lawns of Rambagh Palace are abloom with Ashok, Bougainvillea and
Lantana Trees. The Oriental Garden is inspired by Chinese motifs and designs.
The Mughal Garden has an expansive range of flowers. The Swimming Pool
Garden and the Nakhsa Garden of Rambagh Palace Hotel are horticultural
wonders in themselves, and the seasonal flowers here, add to the spectrum of
colours during winters.
RESEARCH
METHODOLOGY
With Special Reference To The Rajputana Sheraton and Hotel Rambagh Palace
• To critically study the 7p’s of marketing in the above mentioned two five
star hotels.
Data collection
1.Primary data
2.Secondary data
• Respondents were reluctant to give their views on data and their details.
The service marketing mix comprises off the 7’p’s. These include:
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical evidence.
An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the delivery of
their service is essential if the organisation wants to obtain a form of competitive
advantage. Consumers make judgments and deliver perceptions of the service
based on the employees they interact with. Staff should have the appropriate
interpersonal skills, aptititude, and service knowledge to provide the service that
consumers are paying for. Many British organisations aim to apply for the
Investors In People accreditation, which tells consumers that staff are taken care
off by the company and they are trained to certain standards.
Process
Refers to the systems used to assist the organisation in delivering the service.
Imagine you walk into Burger King and you order a Whopper Meal and you get it
delivered within 2 minutes. What was the process that allowed you to obtain an
efficient service delivery? Banks that send out Credit Cards automatically when
their customers old one has expired again require an efficient process to identify
expiry dates and renewal. An efficient service that replaces old credit cards will
foster consumer loyalty and confidence in the company.
Physical Evidence
Where is the service being delivered? Physical Evidence is the element of the
service mix which allows the consumer again to make judgments on the
organisation. If you walk into a restaurant your expectations are of a clean,
friendly environment. On an aircraft if you travel first class you expect enough
room to be able to lay down!
Physical evidence is an essential ingredient of the service mix, consumers will
make perceptions based on their sight of the service provision which will have an
impact on the organisations perceptual plan of the service.
HOTEL RAJPUTANA SHERATON-7PS OF MARKETING
(1)PRODUCTS
The products has two parts : - the core product, which central problem-
solvingb e n e f i t that customer seek. The other part is the
supplementary serviceswhich augment the product. These
s e r v i c e s f a c i l i t a t e t h e u s e o f t h e c o r e product and also enhance its
value and appeal. These services also pay arole in differentiating and
positioning the core products. Increasing the level of performance adds value to
the core products.Core products includes the rooms and the food and
beverage outlets. Andsupplementary services include things like swimming
pool, laundry, recreationactivities, shopping arcade etc.Sheraton Rajputana has
the largest inventory in tow with 218 rooms which aredivided into following
categoriesguest rooms and suites offer spacious bathrooms, a refreshment
centre, safety locker for your valuables and well designated sitting area for your
comfort.
• Peshawri
Savour a cuisine that's as old as fire itself. The specialty cuisine from the
North West frontier
• Chandravanshi Pavilion
Chandravanshi Pavilion is a 24/7 multi Cuisine restaurant with a
comprehensive range of Indian and International delights.
Hours: 24 hrs
Jal Mahal
A splendid venue for Indian, International, Oriental and Rajasthani delicacies in a
delectable buffet spread.
Service
The hotel is the destination of choice for the city's glitterati. The unbeatable
combination of ambience, facilities and the experienced expertise make it the
preferred venue for conferences and banquets
Kayakalp
India’s rich cultural, spiritual and ancient traditions are intertwined throughout our
treatment menu with healing stones, soothing music and the healing hands of the
therapist’s that will be effectively integrated into an experience that is relaxing,
rejuvenating and rebalancing to each person on a soul level.
Kaya Kalp also offers western style therapies using luxurious products that are
natural but deliver the desired effects, and an array of hair and beauty services.
The spa’s luxurious interior designs will start your sensory journey as soon as
you enter with a delightful aroma and relaxing surroundings, you will walk into a
haven of peace, tranquility with unparallel luxury.
“A visit promises to deliver a journey of relaxation and rejuvenation through a
world of regal luxury and pampering”
Massages
Relax your mind, body and soul with one of our mystic massages that help to
increase circulation, removes physical tension , nourishes the skin and leaves
you with a sense of well being, total relaxation and rejuvenation.
Stress Soother: Soothe and relax with a de-stress calming blend of Mysore
Sandalwood.
Revitalize: Uplift, detoxify and renew your zest for life with a blend of Lime &
Ginger.
Muscle Ease: Ease away tired, aching muscles with a muscle easing blend of
warming Eucalyptus & Black Pepper.
Beauty Elixirs
Our skin care professional will analyse your skin and create a healthy skin care
regime based on your skin type. Each of our specially designed facials are
customised to your specific needs. The youthful glow of your pampered skin will
reflect your inner beauty.
(2).Prices
Pricing is a very complex issue and so special attention is given and is donevery
comprehensively.The Hotel releases price guidelines applicable for every
three month whichs h o w s t h e r a c k r a t e s , t h e b a r r a t e s a n d t h e
c o r p o r a t e r a t e . T h e s e p r i c e guidelines help in estimating the lowest
prices which could be charged andalso to homogenize the prices over
a standard bench.The price guidelines play a very significant role in determining
the associationthe client with the hotel. Different types of price guidelines are
followed by thehotel as per the circumstances. The price guidelines vary on the
basis of thefollowings :-
INR
Room Type
Single Double
Price range for the restaurant is shown to fall in range of rs. 200-
3000.Price range for bars in hotels is shown as rs. 450-10000.
(3) PLACE:-
The hotel is located 14 kilometers from the City Airport, ½ a kilometer fromCity
Center, ½ a kilometer from City Railway Station.Being in the city centre, the
location of the hotel is an advantage to the hotel.The hotel is the place where the
product could be used. Place also includesall those mediums where the product
could be purchased.Examples could be travel agents, hotel’s reservations
department, variouswebsites including the ITC’s website and the Starwood’s
website. There isalso a national toll free number which could be used for making
the bookings.
(4)PROMOTION :
1.Website advertisement.
2.Magazines.
(5)PEOPLE :-
The role of employees is very crucial and prominent. In particular the front-
end employees carry out a very crucial role in the satisfaction of thecustomers.In
the hotel there are serious of are series of customer-employee encourters.The
quality of service management depends largely on the performance of anumber
of employees. The employee behaviour can make the service either amemorable
or a boring experience for the guests.Employees are the channels of both the
service delivery and the servicepromotion. Therefore, the control of service
delivery effectively means controlof the employee performance on the job.
•I believe that the first 30 seconds count and will use this opportunity tocreate a
favourable impression on the guest.
•I will wear the “welcomlook” at all times.
•I w i l l a l w a y s o f f e r a w a r m g r e e t i n g a n d a d d r e s s t h e g u e s t b y
n a m e whenever possible.
•For those of us who are not in guest contact it is our job to help thosewho are.
•I will anticipate all guests’ needs and run that extra mile to ensureguest
commitment.
•I will extend a warm good-bye and find farewell to our guests to ensurerepeat
visits.These guidelines are supposed to be followed by the employees
sincerelyand with pride, dignity and integrity.
(6)PHYSICAL EVIDENCE :-
The air flow, decor, temperature, etc. create the right atmosphere for
servicedelivery. The equipments add to the speed. The dress, uniform,
appearanceand facial expression of the frontline employees form a
crucial part of
thisphysical evidence. The stationery, the warranties, etc. the elements of docum
entation, which serve to confirm the impression a b o u t t h e s e r v i c e quality.The
hotel is designed in the lines of a royal haveli. It is a blend of lavish luxuryand
crisp efficiency. It lobby is fashioned after the Jaigarh Fort & the
hoteli t s e l f i s r i c h l y d e t a i l e d w i t h b e a u t i f u l b a l c o n i e s , h i g h c a n o p i
es & tinklingwaterfalls that blend seamlessly with each other. T
h e u n i f o r m o f a l l t h e employees is given a Rajasthani theme.Both the
tangible and the intangible aspects are bundled together to give theguest a total
experience.
(7)PROCESS :-
Procedure, mechanisms and the flow off activities by which service areconsumed
are an essential element of the marketing strategy.To ensure that defects are
minimized, the organization has implemented sixsigma. In fact ITC was the
pioneer in the hotel industry to implement thesystem six sigma. Six sigma seeks
to identify and remove the causes
of defects and errors in the business processes. It uses a set of qualitymanagem
ent methods, including statistical methods, and creates a
specialinfrastructure of people within the organization who are experts in thesem
ethods. Each six sigma project carried out within the organization follows
adefined sequence of steps and has quantified financial targets (cost reductionor
profit increase)
Accomodations-
HISTORICAL SUITES
The Historical Suites feature marble floors, exquisite Rajasthani artwork and
sheer fabrics, which enable crisp sunlight to enhance the beauty of each room.
ROYAL SUITES
The beautiful architecture and opulent décor - delicate mirror-and-stone work,
intricately carved pillars, rich silks and tall draped curtains - create a magical
experience.
SERVICES
The Jiva Spa:
The Jiva Grande Spa - just like everything else at the palace - is a window back
to the days of pampered royalty. A fairytale ambience, along with signature Jiva
Spa therapies and experiences from ancient regal India makes for an
unimaginably lavish experience.
The two double spa tented suites are opulently outfitted with Mughal leitmotif,
and embellished with all the trappings of a magical and romantic era - wooden
floors, glowing chandeliers, royal pennants and regal Indian love swings.
These regal sanctuaries are accompanied by attached soak tubs and showers,
exclusive lounge areas and charming outdoor relaxation hideaways. In this
glorious atmosphere, guests are treated to millennia-old wellness and beauty
treatments that were once the privilege of the maharajas and maharanis.
RESTAURANTS:
1. SUVARNA MAHAL
Step into the golden age at this grand dining hall. It resonates with the rich
heritage of the erstwhile rulers of the desert kingdom with its high ceilings, gilded
mirrors and Florentine frescos. Its menu is as opulent as its ambience - our
culinary masters have carefully studied the cuisines of the royal houses of India
to bring you an exotic array of dishes, accompanied by the lilting melody of
classical music, and vintage wines from our cellars.
Cuisine:Indian
Hours: Lunch - 12:00 p.m. to 3:00 p.m. Dinner - 7:00 p.m. to 12:00 a.m.
Reservations:Recommended
Attire:Semi-formal
Average check - INR 3500 per person
2. THE RAJPUT ROOM
If you need to take a break from all the grandeur, unwind in the informal all-day-
dining restaurant, the Rajput Room. Overlooking the front lawns, it offers up a
wonderful breakfast, light meals and a selection of signature French press
coffees and freshly infused teas.
Cuisine:Multi Cuisine
Hours: 6:00 a.m. to 12:00 p.m.
Reservations: Recommended
Attire: Smart casual
Average check - INR 2000 per person
3. THE VERANDAH
Bask in the attention of the palace staff in the airy and arched palace verandah
with its panoramic views of the gardens and fountains. Sit back under the
imposing high ceilings, and savour palatial privileges - an afternoon champagne
tea, pre-dinner cocktails or light meals throughout the day. If the ambience is all
you wish to dine on, we invite you to sit back and absorb a favourite book, or sink
into your own thoughts while gazing out onto the gardens.
Cuisine:Light fare
Hours: 11:00 a.m. to 1100 p.m.
Reservations: Seating as per availability
Attire: Smart casual
Average check: INR 2000
Cuisine:Bar
Hours: 12:00 p.m. to 12:00 a.m.
Reservations: Not required
Attire: Smart casual
Average check: Varies
5. A lounge bar quite unlike any other, this restored steam engine, complete with
a recreated Victorian style station, makes it quite the city favourite. Along with a
fine selection of liquors, the bar offers up delightful middle-eastern shawarmas
and wood-fired Italian crust pizzas.
2.prices
Room Type Plan Double Occupancy
Access
Airport 11 km
Railway Station04 km
Bus Stand 04 km
Rooms : 79
Area-47 acres
4.Promotion
Various promotional methods are adopted by the hotel including major print and
electronic media.The hotel provides time to time concern to extensive activities to
promote the name of hotel.these include:
1.magazines advertising
2.website advertising
3.offers on tarrifs.
5.Physical Evidence
The air flow, decor, temperature, etc. create the right atmosphere for
servicedelivery. The equipments add to the speed. The dress, uniform,
appearanceand facial expression of the frontline employees form a
crucial part of
thisphysical evidence. The stationery, the warranties, etc. the elements of docum
entation, which serve to confirm the impression a b o u t t h e s e r v i c e quality.The
hotel is designed in the lines of a royal haveli. It is a blend of lavish luxuryand
crisp efficiency. It lobby is fashioned after the Jaigarh Fort & the
hoteli t s e l f i s r i c h l y d e t a i l e d w i t h b e a u t i f u l b a l c o n i e s , h i g h c a n o p i
es & tinklingwaterfalls that blend seamlessly with each other. T
h e u n i f o r m o f a l l t h e employees is given a Rajasthani theme.Both the
tangible and the intangible aspects are bundled together to give theguest a total
experience.
6.Proccess
Procedure, mechanisms and the flow off activities by which service areconsumed
are an essential element of the marketing strategy.To ensure that defects are
minimized, the organization has implemented sixsigma. In fact ITC was the
pioneer in the hotel industry to implement thesystem six sigma. Six sigma seeks
to identify and remove the causes
of defects and errors in the business processes. It uses a set of qualitymanagem
ent methods, including statistical methods, and creates a
specialinfrastructure of people within the organization who are experts in thesem
ethods. Each six sigma project carried out within the organization follows
adefined sequence of steps and has quantified financial targets (cost reductionor
profit increase.
7.People
The role of employees is very crucial and prominent. In particular the front-
end employees carry out a very crucial role in the satisfaction of thecustomers.In
the hotel there are serious of are series of customer-employee encourters.The
quality of service management depends largely on the performance of anumber
of employees. The employee behaviour can make the service either amemorable
or a boring experience for the guests.Employees are the channels of both the
service delivery and the servicepromotion. Therefore, the control of service
delivery effectively means contro lof the employee performance on the job.
Facts and Findings
Advertisement
centers, the arranged bed rooms, the restaurants and conventionhall, the
aesthetic management are required to be telecast insuch a way that attractions
are added in the events. The targetprospects can take a decision regarding a
particular hotel, if
theyare found satisfied. With the availability of a number of TVchannels, we now
find enough scope for maintaining economyprovided the hotel professionals
manage things properly
a. Brochure
It is a device to stimulate customers and motivate them to visit ahotel and avail of
the benefits offered by the management of
thehotel. It is a detailed publication helping hotel companies inpromoting their bu
siness. ! We also call it a pamphlet boundin the form of a booklet. It describes
and illustrates the servicesmade available by hotels. We find brochure different to
folder insize and contents as well. It requires careful planning of thelayout, color
and. paper used for publishing the contents. Thebrochures are supposed to
focus on the theme and messages
of promotion areas. The guests, clients get detailed informationfrom the
brochure.
b. Folder
c. Packaging
d. Attraction leaflets
e. Merchandising
The sales letters are found to be a direct mail material, whichcan either be used
alone or in combination with brochures andfolders.
g. Display Materials
i. Special Offer
It also find a provision for special offer for all, such as users,travel agents, tour
operators, hotel personnel.
major selling tool. There are a number of ways for practicing andbenefiting from
this tool:Seasonal Discounts
Here through the guidelines for fixing reasonable roomtariffs. While fixing room
tariffs, it is essential that we assign
dueweightage to the price structure to be adopted. The averageroom rate should
not be much higher than the competitive hotelsotherwise the market will not
welcome it. A hotel may also adopta policy to give high pay roll to provide a
higher standard of services, which the customers are ready to pay. There are
somecommon factors considered by the hotel management and thepublic:•
Current charges prior to a review• The established inflationary effect on cost• The
general economic situation• The emerging trends in currency exchange and• The
intensity of competition.In the last few decades when the rate of inflation was not
so higha majority of our customers only looked at the current
chargesand the inflationary impact on cost. But now the situation ismuch more
complex and therefore the customers consider all theaforesaid factors. In
addition, it is also to be answered as towhat tariff increase will the market bear.
Right averages and average room rates are the two important aspects to be
takeninto consideration while fixing hotel tariffs. The following are theeconomic
criteria on room tariffs:• The total amount of net operating costs (after contribution
fromthe food and beverage departments). Net operating costs,
netoperating cost plus rent (if payable) net operating cost plusinterest and net
operating cost plus a target return on capital.• This helps in calculating the total
room sales and to
achievevarious levels of profits with the assumption that roomdepartment cost
ratios; staff numbers and staff standards areknown• On the basis of the above, a
schedule should be produced asper the average room rates required in order to
break even and/or to achieve the profit targets at various occupancy levels.•
Budgets on room sales are to be planned based on sales mixtaking into account
the different sources of business.• After this, based on the current quoted tariffs,
it is possible tocalculate the different sources of business, must not beexceeded
if the average rate required is to be achieved.
It can't deny the fact that pricing food and beverage is muchmore complicated. In
a majority of the hotels, there are three or four types of rooms but so far as the
menus are concerned wecan have dozen of dishes. There are some of the
important pointsto be considered in the process:• Do you find that your guests
are eating in the hotel restaurantor coffee shop where the competitive
restaurants are very closeto the hotel. Generally proportions do eat in but a
significantproportion goes out.• Where a hotel has two or more restaurants, they
compete witheach other and help splitting the market down the middle
rather than offering a true price.• The business in the function room.
Restaurants can get more business because the food, services or atmosphere
is unique or just a little better than
the competitors.But this aspect is found more complicated for function roomservi
ces. Most of the functions are fairly routine, which makes itdifficult to produce a
gastronomic experience. In addition, thisaspect is found more competitive
especially on the price front.Payroll is found to be a major cost on functions.
Unless we moveto the self-
service (buffet style) functions, the payroll wouldremain an important dimension.
A number of hotels are foundfixing a staff standard for functions based on their
style of hotelor one waiter to a table of ten people or one waiter to two tables.Yet,
it find payroll more
expensive.In the pricing decisions for the hotel services, we find roomtariffs of
three types, e.g., the American Plan, Modified AmericanPlan and European Plan.
The American Plan includes the price of the room, breakfast, lunch or dinner. No
meals are included inroom rates under the European Plan. Room rates are
quoted asper day. Double room rates quoted are for two persons per
day.Some hotels have luxurious apartments, tariff of which isavailable on
application. Some hotels add a services charge of
10per cent. In hotels where the service charge is added, themanagement does
not encourage tipping. The American Plan andthe Modified American Plan give
the impression that there is anelement of compulsion. In making pricing
decisions, it is
alsoimportant that we are not underquoting ourselves. A morepragmatic and
realistic approach to tariff policy is the need
of the hour. Quoting lower rates would no doubt increase theoccupancy ratio. In
tariff fixing, the psychology of users is alsofound significant. Some guests are
found extremely sensitive toprice and for them the reduced rate would normally
be stimulant.Yet the reduction in rate must be done carefully because we alsofind
users considering high pricing a status symbol. We can'tnegate the fact that the
pricing policy affordable to the guestsand remunerative to the establishment is
found to be a rationalpolicy subserving the interests of all.
After analysis of data collectedand compiled,we can say that the hotels are doing
well and excellent in the industry.the hoyel hols a great grip on physical
ambiance and their product and services.
Both the hotel finds their places in top rated hotels and the customers reviews
are very much favourable.the hotels team staff are true and dedicated and
provide services at their best.Due to all these areas of excellence,both the hotels
are considered very reputated not only in india but in the whole world.
The management works at its best and maintain the decorum.the major areas of
concern for the rajputana Sheraton is to hold down the sky high prices of
restaurants and spa servies as reviewed by customer.the problem is same for
rambagh about its huge rprice tags of room tarrifs and food.but,all these can be
encountered by the excellemnt services provided by the both hotels.
Recommendations
Certain recommandations can be made after interviewing various employees at
different levels:
1.Though these are five star rated hotel,but according to customer reviews the
sky high prices should be brought down for room tarrifs and food.
2.The location for rajputa sheretin does not go with its rating.therefore,efforts
should be made to have better physical environment all around
3.The spa facility provided by both the hotels are only available for the customers
who stays in hotel and not available for outside visitors.This is a major
disappointment according to customer reviews.
.
APPENDIX
Secondary Data collected from:
1.www.google.com
2.www.scribd.com
3.www.itc.com
4.www.tajhotels.com
5.www.wikianswers.com
6.www.tripadvisor.com
7.www.hotelsjaipur.com