MARKETING MIX AND STRATEGY FOR ITC HOTELS TO

ESTABLISH FIVE-STAR VILLA IN MEGHALAYA

PRESENTED BY GROUP 1G:

AKASH GUPTA 2019PGP007
BSS PRAMOD 2019PGP012
RAKSHA SHETTY 2019PGP043
RISHABH AGRAWAL 2019PGP044
SANYA SHARMA 2019PGP048
VIPUL BHATIA 2019PGP066
ABOUT ITC HOTELS
 ITC Limited entered the hotel business on 18 October 1975 with the opening of a hotel in 
Chennai, which was renamed Hotel Chola.
 ITC Hotels is India's third largest hotel chain with over 100 hotels
 ITC Hotels has a reputation of playing host to visiting royalty and world leaders time and again
 With ‘Responsible Luxury’ as its guiding premise, ITC’s Luxury Collection hotels combine
grandeur with intimacy to operate according to the highest principles of environmental
stewardship
 Each ITC luxury hotel is an archetype of the culture and ethos of the region that it is located in.
 The concept of each of the hotels weaves in the strongest elements of the culture of the region –
harking back through architecture, interiors, art and artefacts to the major dynasties who have
ruled India
4PS
Product
 Service based Model-We market our offerings as services which aim to deliver a premium experience to
customers. Rather than charging the customers upfront, we will aim to gain profits over a longer period of time
by increasing our subscriber base
 Convenience-Easy and convenient transportation service to and from hotel, tourist spots, airport, railway station

 Personalization-We will try to personalize the experience of the stay at our villa for our customers. We will try to
provide home like experience to all the customers. They would also be provided regional food preferences and
choices.
Price
 Premium Prices- We will provide premium services and as a result we will have to incorporate premium
pricing model.
 Loyalty Benefits-We will also offer loyalty additions to regular customers. Customer’s will also be
rewarded with points for referring other users onboard. This will help in word of mouth promotion for
the brand. As customer’s pay for bills on the mobile application, they will get reward loyalty points
which they can use for paying off premiums in the future. Also, loyal customers can be given additional
rewards in like Netflix, Amazon Prime, etc. Subscription for a small period of time
 Subscription Model-Customers will only have to pay for what they use. If customers do not receive
satisfactory level of customer service , they will be reimbursed with vouchers, coupons and other
benefits.
Place
 We have chosen to build 5 villas around the outskirts of Shillong.

 This spots will be selected on the basis of their proximity to tourist spots in and around Shillong.

 They will also be well connected with airport and railway station.

Promotion
 Media Reports and Media Releases

 Social Media Marketing

 Media Mix (Newspaper, Radio, Advertisements)