HOTEL INDUSTRY

GROUP 10

SNEHA BARUA
SOMAL SAGAR
SOUMYA
SOUMYA TALWAR
SRIKANTIAH SHIKHAR SATISH
What is a Marketing Strategy? How is it different from Marketing Plan?

• It is a business’s • A company’s • It covers the big • A marketing plan is

overall game plan marketing strategy picture of what the how the business
for reaching aims to have a business offers: the will get across the
people and longer life span and value proposition key message; the
turning them into does not vary much and related brand platforms, the
customers of the over a period of messaging creative and the
product or service time timing. It is
• A marketing
the business basically the day-to-
strategy is a broad
provides day work done
statement of the
which revolves
company’s direction
around the core
Why do people choose 5 Star Hotels? towards its long
marketing strategy
• Exceptional services • Formal Events term goals under
• Hospitable treatment • High Quality Food & the “umbrella” of
• Infrastructure & Beverages
Facilities • Personal Touch marketing
• Social Status • Convenience
• Adaptability • Positive Experience
• Relaxing atmosphere
A world of understanding and care

Hyatt Hotels Corporation,

headquartered in Chicago,
is a leading global
hospitality company with a
portfolio of 19 premier
brands. As of December
31, 2018, the Company's
portfolio included more
than 850 properties in 60
countries across six
continents.
  Primary target customers are high end clients
 Different brand focuses on customers with
different goals
SEGMENTATION
11

 High-end travellers
TARGETING
1
 Luxury Seeking Tourists
1  Business Executives
7  Sporting Events

Prominent player in the hospitality industry,

13
culturally rich brand giving importance to the
local community, culture & traditions POSITIONING
MARKETING MIX
PROMOTION
PRODUCT
 Schemes for customer benefits
 Luxurious services
 Rewards loyalty of regular clients
 Authentic Hospitality
via signature membership card
 Advance amenities
called Hyatt Gold Passport
 Wide range of food and
 Voucher cards
beverage options
 Eloquent taglines
 Event celebrations
 Word-of-mouth
 Well trained employees

PRICE
PLACE
 Offers excellent products
 International presence
and services in luxurious
 Established 679
settings
properties
 Premium pricing policy
 Spread worldwide over
 Vouchers for meals
54 countries
 Complimentary suites for
regular customers
 Lucrative deals to cut down
its premium prices
 • Investment in new
• Product Innovation technologies needed

S • Strong Brand Portfolio

• Strong Distribution
Network
Strengths • High Level of Customer
W
Weakness
• Limited

• Unsuccessful
integrating
success
outside core business
at
firms
satisfaction with different work
culture

• New customers from online • No regular supply of innovative

O
Opportunity
channel
• Opening up of new markets
• New trends in consumer
behavior
T
Threats
products
• Liability Laws in different
countries
• Growing strength of local
• New environmental policies distributors
India’s leading hospitality chain
ITC hotels were launched on Oct
1975 with the opening of its first
hotel-Casla Sheraton in Chennai.
ITZ welcome group hotels,
palaces and resorts, is today one
of India’s finest hotel chains,
with its distinctive logo of the
hands folded in the traditional
Namaste which is widely
recognized as the ultimate in
Indian hospitality.
 Urban | High Income Group
 Luxury Tourism | High-end services
 Luxurious Hospitality and Ambience
SEGMENTATION

ITC targets upscale segment, global

travellers and high-end lavish
tourists who seek comfort and luxury
TARGETING

 Greenest Luxury Hotel Chain

 Tagline – “RESPONSIBILITY LUXURY
 ITC is an exemplar in sustainable hospitality POSITIONING
MARKETING MIX
PRODUCT
 ITC has a premium range
of luxury hotels in over 70
destinations.
 ITC hotels are the greenest
luxury hotels in the world
because of its sustainable
and responsible policies.
PLACE
 Strategic Locations
 Metropolitan Cities
 Business Hubs
 Tourist Places
 Heritage Areas
PROMOTION
 Hotel Directories
 Travel Agencies
 Social Media
 Media Releases
 Media Mix
 Brand Advocacy
PRICE
Pricing is one of the major
issues in Hospitality sector and
ITC Hotels have adopted
a premium pricing strategy. 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.
 • Amenities for guests

S W
• Customer Loyalty programs • Limited global presence as
• Moved out to smaller towns compared to some other leading
and cities and this hotel chains
expansion has helped to • Huge number of competitors
Strengths increase customer base of Weakness means limited market share
the business

• Growing market and tourism

O T
industry • International chains like
• Foreign Tourists Arrival Ritz Carlton, Novotel are
constantly growing entering India
• Novel traveling concepts like • Economy fluctuations affect
Opportunity Threats
Ecotourism, Business and tourism
Medical Tourism
World's favourite travel Company

Offering the most powerful

portfolio in the industry, our 30
brands and 7,000+ properties
across 131 countries and
territories give people more
ways to connect, experience and
expand their world.
 Primary target customers are business
people & business clients
 Vacation experience for the entire family
SEGMENTATION

 Uses differentiated strategy

 Targets business travellers


Also focuses on economy customers
Achievement guest are also the
TARGETING
target for this hotel chains

 Focuses on purposeful luxury and more

personal elements for guest’s stay
 Focuses on services, features & amenities
to inspire the achievement guest POSITIONING
 Warm & friendly culture
MARKETING MIX
PRODUCT
 Have different brands under
it. Each brand is unique in its
own style and theme which
makes it recognizable in
comparison to other
 Extreme focus on meeting the
needs and demands of the
customer
PLACE
 Present in more than 120
countries
 Located in places which are
easily accessible such as
near airport, highways,
central markets, etc.
PROMOTION
 Digital Marketing
 Promotional schemes to
retain its loyal customers
 Media Mix
 Media Reports
 Sponsoring Sports teams
PRICE
 Prices vary with location
and segment
 Keeps value with quality
framework satisfied
 Pricing strategy to
maximize their revenue
while maintaining brand
value
 • Ubiquitous luxury brands
S W
• Mergers & Acquisitions
deals driving strategic
advantages
• Proactive & innovative
Strengths • Strong pipeline to Weakness • Impact of family feud
expand globally
O T
• Alibaba partnership to help
expand in Chinese market
• Increase in International travel
• Opportunities to drive future
Opportunity Threats
rooms growth
• Majorly reliant on North
American market
• Falls short of Organized
Team Activities
• Getting loyalty right
• Increasing competition from new
entrants
• Stringent travel norms and slowing
economic growth in United States
 Simply Delightful

When Radisson Group of Hotels

was first established, under the
leadership of its former
president, Radisson focussed
primarily on growth, establishing
one hotel after the other all over
the world. Strategy was “Growth
at any cost”.
 Primary target customers are high end clients
 Different brand focuses on customers with
different goals
SEGMENTATION

 Radisson Red - Young Travellers

 Park Inn – Midscale Group of Hotels
 Radisson Blu - high-end customers
TARGETING

 Positions itself as a brand that cares for you

 Focuses on 100% guest satisfaction with
genuine hospitality and honest service POSITIONING
MARKETING MIX
PRODUCT PROMOTION
 Wake-up facility, spa, sauna,  Brand advocacy through
doctor-on-demand, Jacuzzi, baby- customers
sitting services, courier services,  Regular coupons and offers
pick & drop to airports to regular customers
 Personalized dining options with  Tie-ups with travel agencies
different types of cuisines  Regular posts on Facebook
 “Yes I Can” – training front-line campaigns to engage
employees to deliver excellent customer.
services  Viral marketing: Providing
“Best online rate guarantee”
PLACE PRICE
 70+ Countries|Over 900 locations  Premium pricing strategy
 Radisson Blu located in 150+ targeting high-end
locations in Asia, Europe and customers
Africa  High and Mid-premium
 Strategically located near airports prices catering to respective
for the convenience of business customer segments
travellers, and in posh and urban  Promotional pricing strategy
locales for its high-end customers for loyal customers
 • Delivers excellent service Plan to Expand
to guests

S W
Radisson Hotels is planning to
• Wide network expand further into Asia
• Rewards program of Pacific which will involve a lot
Radisson is considered as of restructuring. This will
Strengths industry benchmark Weakness bring lots of expenses which
• Wide target segments will be costly to the company
• Unique brand identity

Changing market trends Extensive competition

O T
Customers nowadays increasingly
desire high quality service and
hence are becoming less price-
sensitive. This opens up a lot of
Opportunity Threats
opportunities for Radisson to grow
in future
Radisson group of Hotels faces
extensive competition from other 5-star
hotels like Taj, JW Marriott, Hyatt etc.
This can act as an obstacle in its growth
if it loses its market share in future to
these competitors.
India’s leading hospitality chain

Headquartered at Express Towers,

Mumbai, incorporated by the founder
of the Tata Group, Jamshetji Tata in
1903, the company is a part of the Tata
Group, one of India's largest business
conglomerates. The company employed
over 13,000 people in the year 2010.
 Lifestyle- Lavish, Luxurious


Occupation- Businessmen, Officers/Executives
Accessibility- Central Location SEGMENTATION
 Tourism- Prominent Vacation Destinations
 High-end service seeking group of people

 Targets organizational heads, CEOs,

entrepreneurs, businessmen
 By serving royalty and Heads of States,
Taj has been able to set a unique standard
TARGETING
 Tourists are another set of targets
influenced by the above
 Positions itself as a high-end luxury hotel chain,
giving its consumers a taste of ‘Royalty’ in
modern times
 Hotel experiences that are efficient yet
imaginative, luxurious yet informal, relaxing yet
POSITIONING
energizing
MARKETING MIX
PRODUCT
 The brand “Taj Hotels Resorts
and Palaces” hotels are
grouped into Luxury, Leisure
and Business categories
 The Taj Luxury Hotels offer
lavish accommodation,
gourmet specialty restaurants
and bars, fitness centres and
spas and well-equipped
business and banquet facilities
PROMOTION
 Blitz- “Taj Santa Cruz Team”
 Road Shows- “Zambia Road Show”
 PR Event - “Chip n Put”
 Online Promotions- FB page
 Advertisements through media mix
 CSR Events- Black Tie
 TAP & Taj Inner circle

PLACE
 100 hotels | 62 across India PRICE
 Extended its international  Taj hotel has set its price of
presence with 15 hotels the room on the basis of
(Maldives, London, Dubai, Cape Business, Leisure and
Town and many other countries) Luxury class
 Locations set relative to the  Generally the Business
segment of the Taj Group is
customer bands it caters to, based on premium pricing
metro cities, tourist locations and model
leisure close to nature places.
 • Customer Relationships
• Catering to multiple

S W
• Unequal growth across
segments
segments
• Business Philosophy
• The high cost of
• Amenities and Customer
maintenance
Loyalty programs
Strengths • Service Differentiation Weakness • Security: The terrorists’ attack
left a question mark over
• Focus on the business class
security

Growth in smaller towns

Competition: Oberoi, Sheraton,

O T
The Taj Group of Hotels is an
Radisson, Hilton, Wyndham
established player in the
Worldwide
Indian market and the hotel Substitutes: There is a high threat of
chain is expanding into
substitutes like Guest Houses, Lower
Opportunity smaller towns and cities a Threats Star Hotels, New entrants like OYO
task which is impossible for
and Airbnb
the multinational hoteliers.
THANK YOU!