About

ITC Hotels is a subsidiary of its parent company ITC Limited and is a public
company of Indian origins. It is associated with Tourism and Hospitality industry
and deals in resorts and hotels. It was founded in 1975 and with time has spread
to most parts of India.
Segmentation
ITC Hotels segment the market based on Hospitality and Tourism.

Since ITC Hotels deals with resorts and hotels, it falls under the Hospitality
Industry.
Method of Segmentation
Geographical Segmentation - ITC Hotels are based in urban and developed
regions.

Demographic Segmentation - People with high incomes.

Psychographic Segmentation - People who desire luxury and high standard of

living.

Behavioural Segmentation -
Target Groups
ITC Hotels targets -

Families with high income

Couples, both Indian and Foreigners

Business Travellers

Corporate - Meetings and Events

Positioning Methods
ITC Hotels present themselves as the GREENEST LUXURY HOTEL CHAIN in
the World.

Their tagline is - ‘Responsible Luxury’

ITC Hotels is an exemplar in sustainable hospitality as all its premium hotels are
LEED Platinum Certified

The group operates under 4 distinct brands, namely - Luxury Collection Hotels,
Sheraton Hotels, Welcome Hotels & Welcome Heritage Hotels.
How Porter’s 5 Forces Affect The Competitive Indian
Market
1. Competition in the Industry
ITC Hotels face the strong force of competitive rivalry or competition.

Oberoi Group, Taj Hotels and Leela Hotels are the rival companies in this
business.

Such aggressiveness is observed through rapid innovation, advertising and

imitation.
2. Threat of Substitutes
This component of Porter’s Five Forces analysis determines the strength of new
entrants into the industry in attracting customers.

This threat is weak in affecting ITC’s business.

Substitutes to ITC Hotels are easily available in the market, however these new
entrants have low quality, less features and facilities and cannot cater to the
luxurious customers.
3. Power of Suppliers
This component of Porter’s Five Force analysis model indicates the influence of
suppliers in imposing their demands.

In case of ITC Hotels, suppliers have a weak bargaining power.

There are high levels of suppliers available in the market, which makes individual
suppliers weak in imposing their demands on companies like ITC Hotels.
4. Power of Customers
This component of Porter’s Five Forces analysis model determines how buyers
impact businesses.

The power of customers is high in ITC’s business.

It is easy for customers to change hotels, probably them shifting to their rivals.
This compels ITC Hotels to ensure customer satisfaction by providing best
services.
5. New Entrants into the Industry
This component of Porter’s Five Forces analysis model determines how buyers
impact businesses.

The power of customers is high in ITC’s business.

It is easy for customers to change hotels, probably them shifting to their rivals.
This compels ITC Hotels to ensure customer satisfaction by providing best
services.
Marketing Mix
1. Product
Hotels, resorts and hospitality services provided to its customers.

The company has various resorts and hotels across India.

Properties in Mumbai, Delhi, Bengaluru and Kolkata being the most popular ones
providing 5 star services.
2. Price
ITC hotels have adopted a premium price strategy.

The rooms range from 5,000 to 3,00,000 per night in Mumbai, Bengaluru and New
Delhi.

Its policy is value-added as it is offering best possible value for money and the
best part is that its clients are satisfied with qualitative services and thus do not
hesitate to shed extra bucks.
3. Place
ITC hotels operates 100 (approx) hotels in 75 destinations.

You can book a room or suit at the reception of the destination you wish to go to.

There is an option to book through the official website of ITC which offers certain
cash back benefits.

Even websites like Make My Trip, Trip Advisor, Trivago have additional discounts
available for certain bookings.
4. Promotion
It has an extensive collection of art from fifty well-known artists like Tyeb Mehta
and M.F. Hussein. ITC has an apt tagline “Responsible luxury” and it has
dedicated 100% efforts for eco-friendly designs.

ITC Hotels offer several incentives to its customers to maintain their loyalty. It has
a scheme titled Executive Travel Value Plan or ETVP that offers special and
discounted rates to executives while travelling from on business or leisure from
one city to another and staying in ITC Hotels along the way. Every time a person
stays at ITC Hotel he/she earns green points which accumulate and offers
rewards.
5. People
Receptionist

Security

Managers

Bell boys

Cleaners

Chefs
6. Process
Service process is the way in which the service is delivered to the consumer

1. Guest booking
2. Check in
3. Stay in hotel
4. Consumer services provided
5. Payment
6. Check out
7. Physical evidence
Hotel lobbies

Good music

Restaurants

Conference rooms

Before and after sale services

Maslow’s Hierarchy Of Needs
Esteem Needs
The ITC hotel group fulfils the esteem needs.

It defines status of a person, the upper middle class are willing to send on a
luxurious holiday in a ITC property

Business men have meetings and conferences in the hotel.

Target Audience
1. Primary Target Audience
Upper middle class

Age 28-55
2. Secondary Target Audience
Luxury travellers

Family with high income

3. Tertiary Target Audience
Businessmen who’s stay is arranged by the company they work in, its not their
first choice for stay.
Big Idea
ITC hotels take over a movie theater and provide exclusive services like foot spa,
high end food services, bell boy service, and messaging seats

This event would happen full year round once in a month and the entry will be the
invites only system the ones invited could invite others after they have visited
once.

The purpose of this event would be to give the audience a glimpse of an

experience with the ITC group of hotels.
Activation I
A life size demo of a typical luxury suit will be on display in the courtyard of High
Street Phoenix Lower Parel.

The crowd will be able to touch and experience the various features of the suits
they provide. Various competitions will be held providing the winners with free stay
offers.
Activation II
There will be a hidden sticker in the demo size room which the viewers have to
find

The first 5 people who point it out will get 2 nights free in one of the properties of
ITC hotels group
Thank You.