Advertisement and Sales Promotion strategies of Hospitality Industry (an Hotel Overview)

Ajay Srivastava

VVISM/PGM/09/5114

2009-11

Under the guidance of

Prof. SUNITHA RATNAKARAM

College Emblem

A Dissertation submitted as a partial Fulfillment for the Award of

Post Graduate Diploma in Management, to the Department of Marketing,

Vishwa Vishwani Institute of Systems & Management

Hyderabad
 CERTIFICATION FROM INTERNAL GUIDE

This is to Certify that the dissertation titled “Advertisement and Sales Promotion strategies of
Hospitality Industry (an Hotel Overview)” By AJAY SRIVASTAVA is a record of research
work done during the year 2010-11, under my directions and that the dissertation has not
previously formed the basis for the award of any degree or Diploma or Associate ship, with the
similar title, by any other university/Institute.

Hyderabad Signature of Internal Guide

Date: (Name of the internal Guide)

Prof. SUNITHA
 DECLARATION

I hereby declare that the dissertation on “ADVERTISEMENT AND SALES

PROMOTION STRATEGIES OF HOSPITALITY INDUSTRY (AN HOTEL
OVERVIEW)” has been written by me during the year 2010-11, under the guidance of Prof.
SUNITHA Vishwa Vishwani Institute of Systems & Management, Hyderabad, in partial
fulfillment of the requirement of the award of Post Graduate Diploma in Management.

I also declare that this dissertation is the result of my own efforts and has not been copied
from any other source or submitted to any other university/Institute, before.

Hyderabad Signature

Date: (Name of the student)

AJAY SRIVASTAVA
 CERTIFICATION

This is to certify that Mr. AJAY SRIVASTAVA PGDM, IV Semester, at Vishwa Vishwani
Institute of Systems & Management, Hyderabad, has prepared the dissertation titled
“ADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY
INDUSTRY (AN HOTEL OVERVIEW)”- during the year 2010-11 under the guidance of
Prof. SUNITHA RATNAKARAM as a partial fulfillment, for the award of Post Graduate
Diploma in Management, by our Institute.

Hyderabad (Signature)

Date: Director, Academics

 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Faculty Guide, Prof. SUNITHA

RATNAKARAM for taking out his precious time and guiding me throughout my Business
Research Project. With the help of his valuable suggestions, guidance and encouragement, I was
able to perform this project work.

I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this
small but relevant exposure to the corporate sector while doing my Project.

Last, but not the least, I would like to thank my colleagues, who often helped and gave me
support at critical junctures during the making to this project in one way or another.
 CHAPTER 1
INTRODUCTION
 INTRODUCTION:

Many companies are trying to put their arms around the ever-evolving marketing services
dynamics. They seek to unify efforts across geographies and business units. As it becomes more
apparent that marketing excellence needs to be strengthened, companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach.
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing. Companies could directly interact with a greater number of their individual, end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs, clicks or
footsteps that search marketing delivered.

Now, most companies realize that it is also critical to a business’ success to gather information
from these interactions to not only measure behavioral change but also increase profitability.
The basis for any successful marketing strategy is an understanding of the firm’s target market.
The traditional consumer-goods classification system consisting of convenience, shopping,
specialty and unsought goods are one example of a classifications system that furthers marketers’
understanding of their consumers
(Kotler & Keller, 2006). This system, which is based on how consumers think and shop for
products, allows marketers to develop marketing mixes for new and present products that satisfy
their customers’ want and needs. (Perreault, Cannon & McCarthy, 2008).

There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at "The
Advertising Agency." The agency was a one stop shop for just about everything—especially
advertising and media buying. Of course, time changes everything and so does the Internet.
The rise of the Internet created new metrics and led to greater accountability in marketing.
Companies could directly interact with a greater number of their individual, end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs, clicks or footsteps that
search marketing delivered. Now, most companies realize that it is also critical to a business’
success to gather information from these interactions to not only measure behavioral change but
also increase profitability.

The majority of companies have traditionally focused solely on their customers. Now, traditional
companies are also collaborating with online giants, such as Google and Yahoo!, as well as other
media and direct marketing agencies to increase their market share. All of these changes reflect
the resurgence of the consumer as the arbiter of media choices.
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic. They seek to unify efforts across geographies and business units. As it becomes more
apparent that marketing excellence needs to be strengthened, companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach.

Hospitality, as an industry segment in itself, is a US$ 3.5 trillion service sector within the global
economy. In India, the tourism and hospitality industries are witnessing a period of exponential
growth; the world's leading travel and tourism journal, "CondeNast Traveller", ranked India as
the numero uno travel destination inthe world for 2007, as against fourth position in 2006. The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals, foreign exchange
earnings have shown a robust growth of 25.6% during January-October 2007 totouch US$ 6.32
billion as against US$ 5.03 billion during January-October 2006.

Tourism has now become a significant industry in India, contributing around 5.9 per cent of the
Gross Domestic Product (GDP) and providing employment to about 41.8 million people.
􀂃 As per the World Travel & Tourism Council, the tourism industry in India is likely to generate
US$ 121.4 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015.
􀂃 Additionally, India is also likely to become a major hub for medical tourism, with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 2.2 billion by 2012,
says a study by the Confederation of Indian Industry (CII) and McKinsey.
􀂃 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates. While occupancy ratio is around 80-85
per cent – up nearly 10 percent from three years back, the average increase in room rates over the
last one year has hovered around 22-25%. It is pertinent to mention in this context, that
according to recent estimates, there are a total of 110,000 rooms in India, as against a total
requirement of approximately 250,000 – demonstrating the untapped potential that continues to
exist in this industry.
􀂃 With a view to stimulating domestic and international investments in this sector, the
government has implemented the following initiatives:

i. 100% FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts, recreational facilities and city and regional level
infrastructure.

ii. 100% FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74%.

iii. A five year tax holiday has been extended to Companies that set up hotels, resorts and
convention centers at specified destinations, subject to compliance with the prescribed
conditions.

iv. Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports.

􀂃 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry. For the period April 2000 to November 2007, a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism.

􀂃 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector – investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07.

􀂃 It is estimated that the hospitality sector is likely to see a further US$ 11.41 billion in inbound
investments over the next two years.
 NEED FOR STUDY

 To study various competition of Hospitality Industry in Hyderabad and in India.

 To understand consumer Behavior towards Hospitality industry.
 To find out Hospitality Industry performance and Future Prospects.
 To understand the stronger area to attract more Customers.
 To understand adaptive advt. & promotion tools by company.
 OBJECTIVE:

 To analyze the current trend of industry.

 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers.
 Aligning the shift in the services portfolio for loyal customers, keeping in mind the
demographics, sales channels and the customer trends.

The degree of customer satisfaction is a major factor in the determination of a brand’s

familiarity, which in turn justifies the usage of Promotional tools be it Advertisement, or
Promotions. There are five levels of brand familiarity:

(1) Brand rejection,

(2) Brand no recognition,
(3) Brand recognition,
(4) Brand preference, and
(5) Brand insistence

(Perreault, Cannon & McCarthy, 2008)

Dissatisfied customers will reject the brand. Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal.

Satisfied customers will recognize, prefer, or insist upon the brand. The level of commitment
varies with brand insistence occupying the highest level.
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal.
Just because a customer regularly buys a product does not mean they are loyal to the product.
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand. Depending on the type of decision, customer satisfaction will vary.
Therefore, certain generalizations can be made about brand familiarity, cognitive dissonance, and
brand loyalty.
Depending on how the product is viewed by the target market, the customer satisfaction will vary
between extreme dissatisfaction vs. extreme satisfaction. This in turn determines the degree of
cognitive dissonance experienced vs. the degree of brand loyalty.
 RESEARCH METHODOLOGY

“Research Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting, editing, calculating, evaluating,
analyzing, interpreting and presenting data in order to find justified solutions”.

Research Design

The descriptive research design has been used in this study. Descriptive research studies, which
are concerned with describing the characteristics of a particular individual or of a group or a
situation. Studies concerned with specific predictions with narration of facts and characteristics
concerning individual, group or a situation are examples of descriptive research studies.

This report is based on primary as well secondary data, however primary data collection was
given more importance since it is overhearing factor in attitude studies. One of the most
important users of research methodology is that it helps in identifying the problem, collecting,
analyzing the required information data and providing an alternative solution to the problem .It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones.
 Research design needed is exploratory where primary data can be used to analysis
consumer preference.

Whereas Questionnaire method is used to provide the required data

Data sources:
Primary data

Primary data helped in the knowledge gathered from our sources. Primary data was collected by
means of:

 Questionnaire

 Personal interviews
  Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us.

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures.

It is a data, which are arrived from the primary data and collected from the other various sources
also as follows- through various articles, books, reports and websites.

 Collection of data relevant to the report from internet, developed Questionnaire and sites of
service providers and analyze it.
 Consultation with Managers (Sales & Marketing) of Industry.
 News Releases on consumer behavior.

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure, perception, communication and sales effect. We can assess the credibility and
comprehension of the ads.
Few of the methods of this type of tests are:

1. Recall tests: In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory. It could be aided recall, where they are given few clues to help them
recall and unaided recall, which of course is based on memory alone.

2. Recognition test: These are also known as readership tests, whereby it is seen whether they
buy the product upon seeing the ads. Importantly, the individual has to qualify as the reader of
that particular issue.

3. Triple association test: Here the respondent is given certain cues wherein he can relate to a
certain brand. For example – “Thanda Matlab”, if the answer is coca cola, then it is correct. And
if the respondent is able to connect the product with the company then it is a triple association.
4. Sales effect tests: They measure the various stages of buyer awareness, preference, buying
intention and actual purchase in relation to actual advertising effort.

5. Sales results tests: The additional sales generated by the ads are recorded. It is difficult
however to correlate an increase in sales to advertising alone.
 CHAPTER 2
PROFILE OF THE INDUSTRY

INDUSTRY PROFILE
Hospitality is the relationship between guest and host, or the act or practice of being hospitable.
Specifically, this includes the reception and entertainment of guests, visitors, or strangers,
resorts, membership clubs, conventions, attractions, special events, and other services for
travelers and tourists.

The word hospitality derives from the Latin hospes, which is formed from hostis, which
originally meant "to have power." The meaning of "host" can be literally read as "lord of
strangers." Hostire means "equalize or compensate."

In the contemporary West, hospitality is rarely a matter of protection and survival, and is more
associated with etiquette and entertainment. However, it still involves showing respect for one's
guests, providing for their needs, and treating them as equals. Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers, as opposed to personal
friends or members of one's in-group.

The hospitality service industry includes hotels, casinos, and resorts, which offer comfort and
guidance to strangers, but only as part of a business relationship. The terms hospital, hospice,
and hostel also derive from "hospitality," and these institutions preserve more of the connotation
of personal care.

Hospitality ethics is a discipline that studies this usage of hospitality

In India, hospitality is based on the principle Atithi Devo Bhava, meaning "the guest is God."
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality. From this stems the Indian approach of graciousness towards guests at
home, and in all social situations.

 Between 2004 and 2014, the Hospitality industry is expected to add 17 percent in wage
and salary employment. Within the industry, wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14, compared to 14
percent growth projected for wage and salary employment in all industries combined.
  Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19, about
5 times the proportion for all industries.
 The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics, Industry at a Glance). Two out of five
workers in the industry are part-time - more than twice the proportion for all industries.

Image and Outreach

 Like other service sectors, hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement. Consequently, qualified workers,
especially youth, are unaware of the range of hospitality careers available.

Recruitment and Retention

 With the hospitality industry's growth rate increasing, the importance of finding good
employees, especially youth workers, is a high priority. Historically, the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs, but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand. Faced with a shrinking pipeline of workers, the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools.

High turnover is a key challenge in the hospitality industry. The restaurant, hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces.

Training and Skill Needs

 Employers have difficulty finding workers who possess basic "soft skills," which are
often a prerequisite for success in a customer service-oriented field. English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language. Employers seek language training programs that allow
 workers to effectively perform their job, which includes providing quality customer
service and understanding safety requirements.
 The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications. Many employers provide internal training programs for entry-
level workers, which makes it difficult to monitor the content of training and the skills
acquired.
 The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds. Jobs will be
plentiful for first-time job seekers, senior citizens and those seeking part-time or
alternative work schedules.
 Training for food service managers is available through industry-sponsored seminars;
short-term, subject-specific certificate programs; or associate and bachelor's degree
programs in management.
 A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelor's degree.

In June 2003, ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the local/regional workforce investment system to find
solutions that address changing talent development needs in various industries.

In October 2005, the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable, flexible and accessible education for the nation's
workforce.

ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative.
Through WIRED, local leaders design and implement strategic approaches to regional economic
development and job growth. WIRED focuses on catalyzing the creation of high skill, high wage
opportunities for American workers through an integrated approach to economic and talent
development.
These initiatives reinforce ETA's commitment to transform the workforce system by engaging
business, education, state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of today's economy.

Current Trends of Marketing of Hotels:

Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords. It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines. It integrates your direct response
marketing keywords, with your vertical market keyword research, and your educational buying
keyword life cycles into a single website system.

While analyzing the design of optimal travel or tourism website, it looks at the correlation of
keywords between;

 Traffic
 Number of clicks
 Number of natural searches or queries
 Pay-per-click statistics
 Cost and profitability
 SEO inbound link and deep link competition
 Co-occurrence of related searches
 Statistically improbable phrases and expert verbiage
 Missed opportunity ranking
 Market value
 Market potential and opportunity.

It provides Hotels with a keyword market map. It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market. It will tell you how your
market is moving, where it’s been and how it can possibly evolve. It can even go to the last drop,
and extract every keyword in your market that has a € value attached to it and the ones that do
not.
Hotel Website Design

Hotel website development is beyond design and brings the right balance between, navigation,
usability, functionality, structure, visuals and content and normally offers;

 100% Freedom
 100% Flexibility
 Search Engine Optimization
 Functional Design
 Booking Engine Integration
 Web 2.0 Modules

A hotel website includes optimization of content, meta-tags, keywords and site structure to
maximize qualified traffic. With keyword advisory tools at disposal we can tell what your
keywords should be. Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments.

To reach optimal conversion, design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google, Yahoo and many of the large ecommerce sites (like Walmart &
Virgin Megastores). The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly, easy to navigate and reach a
high number of bookings or conversion. To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything.
Hotel e-CRM - Customer Relationship Management

We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones. So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty.

Hotel e-CRM system helps to manage hotel’s customer or guest database. It is essential to know
who stays at your hotel, how often and when for client loyalty and retention strategies

Based on stay patterns and preferences you are able to send targeted, relevant and high quality
HTML email messages to your guests and leads. This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency, higher ADR and
branding.

Distressed Inventory Management

For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer. As you only make the offer available
to a carefully selected segment of your guests, you will not erode your price positioning or
branding, and still be able to push distressed inventory and offset weak demand.

Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send "intelligent" emails
that are highly personalized and customized for each guest;

 confirmation emails
 pre-arrival emails
 thank you emails
 guest satisfaction survey
It is important you send the right message, to the right guest, at the proper time all to enhance the
guest experience.

Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign. This enables to learn more about guests’
preferences and buying habits and get their feedback from the guest satisfaction survey. Most
importantly hotel will be able to quantify this information in numbers and revenue. It gives
hotels the following reports:

 Campaign ROI Report

 Email Performance Report
 Profile Report
 Bounce Report

Mobile Hotel Website & iPhone App

SMS marketing & advertising

The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website. It enables hotels to scheduled updates on special offers, packages or
event in city. Even local dining in hotel restaurants is targeted this way.

Provide an interactive mobile brochure of your hotel

Consumers are not longer just using a pc or laptop to access the internet. They look for travel
ideas and to make hotel reservations on their mobile phone, PDA and Blackberry. With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly.
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel, SMS
confirmations including a map of the hotel location upon booking, offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network.

And this is only the beginning; the possibilities to reach potential clients and deliver more
service to existing guests are infinite...

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message).

Hotels even create a hyperlink to a map with the hotel location and directions how to get there,
as well as access to hotels mobile website for any other services the guest might need. A few
days before arrival hotel can send a weather update so he knows what to pack...

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions, public transportation information etc.
Or if they need a taxi, it is just a matter of a click o a button, adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application.

Following can be the add on apart from the above services:

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM). Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites, for example Face book, Twitter, and various other promotional
and social community sites.
 COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. It
was founded by Jamsetji N. Tata on December16, 1903. Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India. Additional 18 hotels are also being
operated around the globe. During fiscal year 2006, the total number of hotels owned or
managed by the Company was 75. The Taj hotels are categorized as luxury, leisure and business
hotels. The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers,
rejuvenating spas, and well-equipped banquet and meeting facilities. The Taj Leisure Hotels
offer a complete holiday package that can be enjoyed with the whole family. It provides exciting
activities ranging from sports, culture, environment, adventure, music, and entertainment. The
Taj Business Hotels provide the finest standards of hospitality, which helps the business trips to
be productive. They offer well-appointed rooms, telecommunication facilities, efficient service,
specialty restaurants and lively bars, well-equipped business centers, and other conference
facilities.

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological
environment, which we are all a part of. We recognize that we are not owners but caretakers of
the Planet and owe it to our children and future generations of humankind. It is our endeavor not
only to conserve and protect but also to renew and regenerate the environment in which we live
and operate. Our commitment encompasses all actions related to our products, services,
associates, partners, vendors and communities. We will partner and engage with our environment
through EARTH: Environmental Awareness and Renewal at Taj Hotels. For us EARTH is not a
program, nor a process; it is a way of life.
NATIONAL AWARD

Apr-2009

• Jiva Spa is nominated for the award of ‘Best Spa Treatment –Ventoz’ Asia Spa India
Awards held on 8th April 2009 held at Delhi

Jan-2008

• Dun & Bradstreet - American Express Corporate Awards 2007 -India's Top 500
Companies 2007 - in the "Hotels" category – The Indian Hotels Company Ltd.

Jan-2008

• Taj Hotels Resorts & Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- “ India’s Most Customer Responsive Hotel “ – Category Hotels.

MILE STONE OF TAJ GROUP

• 1903

The Company opens its first hotel, the "Taj Mahal Palace" in Mumbai, India.

The Company opens its first five star deluxe beach resort, the "Fort Aguada Beach Resort"
in Goa. 

• 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel,
the "Taj Coramandel" in Chennai.

• 1980

The Company opens its first hotel outside India, the "Taj Sheba Hotel" in Sana'a, Yemen.

• 1984

The Company entered into a licence agreement to operate the "Taj West End" in Bangalore,
"Taj Connamera" in Chennai and the "Savoy" in Ooty.
 • 1989

The Company opens a five star deluxe hotel in Calcutta, the "Taj Bengal

• 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation.

• 1998

The Company opens the "Taj Exotica" in Bentota, Sri Lanka.

• 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad.

• 2001

The Company is awarded the management contract for the "Taj Palace", Dubai. 

The Company launches the "Taj Exotica Spa and Resort" in Maldives.

• 2002

The Company obtains licenses to manage and operate two leisure hotels: the "Rawal-Kot"
in Jaisalmer and the "Usha Kiran Palace", Gwalior. 

• 2003

The Company relaunches its flag ship property as the "Taj Mahal Palace and Tower.

• 2004

The Company launches its first luxury serviced apartments, "Wellington Mews" in
Mumbai. 

The Company opens its first economy hotel under the brand "Ginger" in Bangalore.
 • 2005

The Company obtains a management contract to operate "The Pierre" in New York, USA. 

The Company entered into a management contract to operate the "Taj Exotica" in Palm Island,
Jumeirah, Dubai. 

The Company obtained the operating agreement for the "Umaid Bhavan Palace" in Jodhpur.

• 2006

The Company acquires the "W" hotel in Sydney, Australia which is later renamed as the
"Blue Sydney".

 The Company commences operation of its first wildlife lodge at Mahua Kothi, Bandhavgarh.

• 2007

The Company acquires the "Ritz-Carlton" in Boston, USA which is later renamed as the "Taj
Boston." 

The Company commences operation of its second wildlife lodge at Baghvan, Pench.
 Taj Mahal Palace & Tower

INTRODUCTION

The Taj Mahal Palace & Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai, Maharashtra, India, next to the Gateway of India. Sher Singh is the old owner
of the Taj Mahal Hotel.Part of the Taj Hotels, Resorts and Palaces, this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms.
From an historical and architectural point of view, The Taj Mahal Palace and the Tower are two
distinct buildings, built at different times and in different architectural designs .

Location Mumbai, Maharashtra, India

Opening date 16 December 1903

Sitaram Khanderao Vaidya and D. N.

Architect
Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

Front view of Taj Hotel
 PROMOTION MIX

ADVERTISING THROUGH WEBSITE MEDIUM

The Taj hotel used its website medium for advertisement on the web. So that the customer
can worldwide get the services of royal hotel
 Media coverage

The picture show the media coverage webpage of the Taj hotel in which from different
country news are gathered in a signal web page.

Advertising through broushers

Advertising through print media
 This advertisement campaign shows that taj hotel is providing the royal services to its
customer with full of satisfaction in the services.

Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the
world
 Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary
setting at the Taj . All modern amenities ensure that you have a comfortable stay.

Summer Offer
- Validity -15 May 2010 to 31 Aug 2010

HOTEL Offer for 3 nights(CPAI $USD)

Taj   (For 3 nights) Double Occupancy

Deluxe Room USD 825

OFFERS

Extended Stay: (Incl breakfast, free upgrade subject to availability & 20% discount on F & B.
Tax differential charges due to upgrade shall apply)

The Taj Mahal Hotel, has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality. Longer stays enhance The Taj Mahal Hotel experience and are more
affordable.

Weekend Rates: (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday,
Saturday or Sunday. Special room rates encourage mini-vacations throughout the year.

Early Bird Rates: (Room Only)

Book now and get more value for your future stays. Minimum advance booking restriction
applies.

Last Minute Rates: (Room Only)

When last-minute travel plans occur, the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time.

Facilities & Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attent ion. The Taj Mahal, New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites, where
the butler plays the all-important role of guide and assistant. The Hotel offers the unique concept
of a cyber butler who is available at all times.

While on business a quick buy is always a welcome deviation. ‘Khazana’ houses exquisite gems
and jewelry, miniature paintings on silk and paper and exclusive designer wear from India. Mont
Blanc Showroom offers exclusive writing instruments, leather goods, men’s accessories and
scarves.

Hotel Business Services include: 

Color copier, Courier, Fax, Laptop computers on hire, Legal Library, Mobile phones on hire,
Portable printers on hire, Secretarial services, Translation / interpretation services, Wireless,
broadband internet access, Workstations with multimedia computers

Meeting Rooms & Banquet Facilities include:

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails/
receptions. Terrace garden and poolside lawns are also available.

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library. The latest in hi-tech broadband wireless internet connectivity, PC workstations,
multimedia computers, laptops, portable printers and cellphones, colour copying and secretarial
facilities are available for the convenience of the business executive.

Hotel Leisure and Other Services include:

Babysitting, Beauty Salon, Car hire service, Concierge service, Currency exchange, Doctor-on-
call, Express laundry / Dry cleaning, Florist, Travel services, Gift Shop, 24 hour in-room dining,
24 hour cyber butler on call, 24 hour gym.

Food and Wine

From casual, all-day eateries to formal, fine dining, guests can look forward to a wide selection
of delectable dishes and refreshing drinks.

At Taj, we offer a distinctive dining experience, one that explores the nuances of the finest
Indian and international cuisines, serving traditional and contemporary favorites.
Emperor’s Lounge:

The relaxed ambience of Emperor’s Lounge provides an ideal place to sample a variety of teas,
coffees, and desserts.

Attire: Casual

House of Ming:

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurant?the first
Chinese restaurant in the city.

Attire: Casual

Machan:

Voted ‘the best 24 hour International eatery ‘in the city by the Times Food guide 2003, Machan
offers eclectic multi-cuisine options.

Attire: Casual.

Ricks:

An award-winning lounge bar offering a wide selection of Martinis, wines, spirits and
exceptionally creative Wok cuisine.

Attire: Casual.

 The Grill Room:

The Grill Room combines panoramic views with the specialties of the European Chef Ingo
Möller. Open for resident guests only.

Attire: Formal.

Varq:

The capital’s newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi. Varq retains the

Indian traditional way of cooking while using exotic ingredients like sea bass, diver’s scallops,
goose liver, halibut, sand crab and Karachi prawns. A new selection of breads and spreads adds
to the dining experience. The restaurant is a harmonious blend of traditional and contemporary
sophistication. Visually spectacular in every way, this elegant Indian restaurant overlooks the
hotel’s beautifully manicured gardens.

Wasabi By Morimoto:

Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar. A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chef's sampler menus.

Attire: Formal

Hotel Vertual tours

Hotel Virtual Tours

Exterior
Lobby
Reception
Luxury Room
Taj Club Guest Room
Taj Club Concierge Lounge
Balcony Suite Living Room
Balcony Suite Bedroom
Oriental Suite Living Room
Oriental Suite Bedroom
Tanjore Suite Living Room
Tanjore Suite Bedroom

Dining & Leisure

Meeting Facilities

Rooms & Suites at Taj Mahal Hotel

The hotel offers The Taj Club, Executive Suites, Luxury Suites and the recently designed Grand
Presidential Suite. Every detail in this suite has been perfected to host Heads of State and global
business leaders.

Deluxe & Luxury Rooms

Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler. All rooms have been refurbished and include all the superior room guest
amenities. An in-room fax is provided in addition to the above guest amenities.

Taj Club Rooms

Guest amenities and services include complimentary airport pick-up, exclusive check-in and
check-out, early check-in (9 am) and late check-out (6 pm), subject to availability and a welcome
drink on arrival. Guests will also be provided with 24-hour invisible butler, and are welcome to
enjoy complimentary breakfast, tea and coffee and cocktails in the Taj Club lounge.
Complimentary use of the meeting room at the Taj Club and use of the gymnasium, steam and
Jacuzzi in the fitness centre. Taj Club guest rooms will be provided with a complimentary bottle
of imported wine, chocolates, fresh flowers, a fruit basket and a choice of newspapers and
magazines.

Executive Balcony Suites

A combination of comfort, style and convenience. Features include a bedroom, lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai. The privileges of the Taj Club are also included.

Luxury Suites

Transcending time, these picturesque suites are designed around a central theme and are named
appropriately as Versailles, Khush Mahal, Oriental, Rajputana and Tanjore. The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service. The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view. They have a spacious living room, bedroom, and dining room with a pantry. The
privileges of the Taj Club are included.

The Grand Presidential Suite

The Grand Presidential Suite is based on Lutyen's art and architecture and offers aerial views of
Lutyen’s Mumbai from its windows. The artefacts, books, and the furniture design are the
original designs of Sir Lutyen. The luxury of the suite includes Frette linen, Avaya digital
telephones, a wide selection of coffee-table books in the Suite’s personal library, Bose
speakers,IBMThink pad,apersonal tread mill, and much more.

The Grande Presidential Suite has been home to many Heads of state and CEO visits. The suite
features a master bedroom, a master bathroom, a vanity room, a private pantry, a library, private
workout area, drawing room, dining room, powder room and also offers the option of attaching
two more bedrooms. Privileges of the Taj Club are included.

Taj Promotional Strategies

The travel industry is a very competitive one, and in order to succeed, taj keep trying new
marketing plans to get the attention of prospective customers. Taj have a perpetual need to fill
rooms, keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line. And Developing new marketing
and promotion ideas for the success of hotel.

Direct and indirect marketing through diffrent travelling websites of taj Hotels
 www.subhyatra.com

Direct Marketing

The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services .all the booking ,cancle ,cab facility is being provided by the Taj itself.

Web Plan

The taj website is already up and running, but needs to be revamped to give it an updated look
and feel, as well as to add secure interactivity. The content in the site is good -- it just need a
little refreshment according to the time like.

1. New home page design and navigation

2. Online reservations capability

3. Printable brochure

Website Goals
Taj website needs to be able to do the following:

1. Convey our messaging of high quality, luxury business accommodations

2. Be indexed on major travel websites so that people find us

3. Be able to take reservations online and make changes to reservations online.

Website Marketing Strategy

The taj hotel website marketing strategy hinges upon making sure all major travel sites such as

Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our
area the first preference is given is taj in web search.

There are different pr offices situated in different parts in world:-

USA:North America Sales & Marketing Office:

Ms.JodiDellLeblanc - Vice President – Sales & Marketing, The Americas
Direct Tel: 001 212-515-5892
Email: jodi.leblanc@tajhotels.com
USA: West Coast Sales Office:
Ms. Melinda Anderson – De Regil - Director of Sales - West Coast
Tel: 001 805 529 8833
Fax: 001 805 529 9087
Email: melinda.anderson@tajhotels.com
UK: London Sales Office:
Mr. Subhash Thaker - VP - Sales & Marketing (UK & Europe)
Tel: 0044 20 7834 6655 Ext. 3079
Mobile: 070 5005 4884
Email: subhash.thaker@tajhotels.com

Far East: Singapore Sales Office:

Ms. Ivy Ong - Regional Director of Sales
Mobile: 00656 96375881
Email: ivy.ong@tajhotels.com

Australia: Sydney Sales Office:

Ms. Thushara Liyanarachchi - Regional Director of Sales - Australia & New Zealand
Direct Tel: (61 2) 8356 2566
Mobile: +61 (0) 408 675613
Email: Thushara.Liyanarachchi@tajhotels.com

Japan: Tokyo Sales Office:

Mr. T. Tokuhara - Representative
Taj Hotels Resorts & Palaces
C/o. Yusen Jyoho Kaihatsu Co. Ltd.
9th Floor, Onarimon Yusen Bldg.
23-5 Nishi Shinbashi, 3-Chome,
Minato-Ku, Tokyo 105-0003, Japan
Tel / Fax: (81 3) 3432 4530
Email: tiger08@k9.dion.ne.jp; sales.tokyo@tajhotels.com

France: Paris Sales Office:

Ms. Florence Dubois - Director of Sales & Marketing – France, Belgium, Switzerland
Email: florencedubois@glahotels.com
Middle East: Dubai Sales Office:
Mr. Sajid Khan - Director of Sales
Mobile: +97150-4552698
Email: sajid.khan@tajhotels.com

The Indian Hotels Company Ltd. ME

Taj Hotels Resorts and Palaces
Taj regional Office, Building 17, Office G-51
Dubai Internet City,
P.O. Box 502249, Dubai, UAE.
Tel: +971 4 3900442 / 443 / 444
Fax: +971 4 3908405
Email: sales.dubai@tajhotels.com

Germany: Frankfurt Sales Office:

Mr. Daryl Kornelsen – Director of Sales & Marketing - Germany, Austria, Switzerland
Email: Daryl.kornelsen@tajhotels.com

Ms. Sabine Kornelsen - Director of Sales - Germany, Austria, Switzerland

Email: sabine.kornelsen@tajhotels.com

The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques, and also sales reports of particular Hotel to be used for analyzing the trend.
 CHAPTER-3
REVIEW OF LITERATURE

Direct mail
It involves communicating by post to specified customers; it may be directed at new and
potential customers or to post or well established customers. It involves the direct mailing of
personalized letters, and as a form of advertising offers a numbers of advantages:

1. Specific customers can be targeted. i.e ,members of a specific profession within a defined
areas,
Members of a particular club or society ,residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday, anniversary and Christmas
cards, details of special promotions, events and offers to regular and occasional
customers.

2. Direct mail is easy to introduce. It can either be initiated by the organization itself by
producing its own mailing lists, or an external mail service agency or list broker may be
used. It can be used by both small and large operations.
3. The feedback from targeted customers is relatively prompt and easy to appraise. Free post
return cards,free telephone calls are usually returned soon after the direct mail shot has
been received or not at all. The use of coupons, vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily.
4. It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage.

Press advertising

Newspapers: Advertising in national and local newspapers and magazines is probably

one of the most popular forms of media used by catering operations. Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper. It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others.

Magazines: the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications, business management magazines
and the social type magazines which are read by particular target market groups.the
advantages of advertising in specific magazines are that response may be measured, they
have a longer ‘shall life ‘than newspapers and may be re-read ‘shelf life’ many times.

Guides: there are a numbers of good food guides produced in which food service
facilities may wish to be included. to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion. As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions.
Trade advertising: trade or wholesale advertising is the selling of an operation’s catering
facilities through middle men such as travel agents, package tour operations. At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned.

Broadcasting

Radio:
Advertising on commercial radio stations that broadcast with a specific radius. It may be
used to advertise local take away, restaurants, hotels, wine bars etc. its main advantages
are that it is a very up to data form of advertising, not too costly and has the potential to
each a large percentage of local custom people at work, driving cards, using personal
stereos, people at home.

Television:
Television’s major advantage over radio is its visual impact. Its major disadvantage is its
high cost, particularly during peak receiving times. Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains. Some regional television
advertising may be undertaken but at present very limited. The use of both video cassette
recorders and cable television and satellite T.V are further extensions of TV and their use
in private homes, clubs, hotels shopping malls is increasing annually.
Cinema:
Cinema advertising is also highly visual but also very localized.

Signs and posters

Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away. They are used along street in towns and cities on hoardings, in
airport lounges, railway carriages and the underground subways. External signs on main
roads are particularly important for hotels, restaurants and fast food drive in operations
who rely heavily on transient trade, and it is ,therefore important for these advertisements
to be easily read and their messages understood quickly. Traffic travelling at high speeds
must also be given adequate time to pull in. posters displayed in the street, in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them.

Miscellaneous advertising media

This includes other forms of advertising media that may be used in addition to the major
channels discussed above. For example, door-to- door leaflet distribution, leisure center
entrance tickets, theater programs, shop windows etc.

Public Relations
Public relations are a communications and information process; either personal or non-
personal, operating within an hotel’s internal and operating within an hotel’s internal and
external environment. It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages. A hotel would typically be involved
internally in community, council and government departments, etc.

Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media. Unlike advertising it is not a paid for from of
communication, but like sales promotion is more concerned with influencing customer
behavior in the short them.
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in; their subsequent decisions are concerned with what
particular aspects of the product they will now choose.

Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events, forthcoming attractions and clubs, people may be
waiting in a queue or for the arrival of other guests, and therefore have the time to read
the notices on these stands. In the work place they can be placed in areas with a high
throughput of pedestrian traffic, for example in corridors, and in general locations where
people congregates such as beside vending machines.

Posters
Posters have a wider circulation than the previously described floor stands. They may be
displayed in reception areas, elevators, and cloakrooms; in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages.

Wall displays

Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available. They are also used by wine bars,
cocktails bars and lounges and look particularly attractive at night. Blackboards are often
found in pubs, bars, school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices.

Visual Food and Beverages Displays

It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer. Visual selling in a catering
operation can be enhanced by the use of several techniques:
1. Displays: A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation, with little or no
preconceived thoughts of buying that product.
2. Trolleys or carts: The use of trolleys or carts is another method of selling food and
beverages by using displays techniques.
3. Guerdon cookery: A guerdon trolley in a restaurant may be used for ‘finishing off’ a
particular dish before presented to the customer, or it may be used to cook a complete
dish.
4. Other display cookery: Some operations deliberately open up their food being
cooked, for example steak houses where steaks are openly grilled on a charcoal grill,
and other meat on rotating spits.
5. Beverages displays: The displays of beverages, alcoholic and non- alcoholic, can
also contribute to impulse purchases, rather than being just a single coffee sale at the
end of a meal.

Sales promotion

Sales promotion is a form of temporary incentive highlighting aspects of a product that

are not inherent to it. Sales promotion may be aimed at customers, distribution channels
and sales employees. It does not necessarily occur at the point of sale, although in many
instances it does.

Sale promotion is used by operations for a number of reasons including the following:

1. To increase the averages spend by customers and thereby increase the sales revenue.
2. To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take –away facility at a reduced
price.
3. To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price.
 4. To aid as a reminder during a long-term advertising campaign for example on long
established main items.

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising), street
furniture components, printed flyers, radio, cinema and television ads, web magazines, news
papers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, subway
platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the
opening section of streaming audio and supermarket receipts.

The T.V. commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events. The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself, and the average cost of a single thirty-
second TV spot during this game has reached $4.3 million.

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the public’s attitude towards their product. These may include:

 Repetition: Some advertisers concentrate on making sure their product is widely

recognized. To that end, they simply attempt to make the name remembered through
repetition.
 Bandwagon: By implying that the product is widely used, advertisers hope to continue
potential buyers to “get on the bandwagon”.
 Testimonials: Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users, experts, or both. “Three out of four dentists
recommend..” This approach often involves an appeal to authority.
 Pressure: By attempting to make people choose quickly and without long consideration,
some advertisers hope to make rapid sales: “Buy now, before they’re all gone!”
 Appeal to emotion: Various techniques relating to manipulating emotion are used to get
people to buy a product. Apart from artistic expressions intended for associative
purposes, or to relax or excite the viewer. Three common argumentative appeals to
emotion in product advertising are wishful thinking, appeal to flattery, and appeal to
ridicule.
 Advertising slogans: These can employ a variety of techniques; even a short phrase can
have extremely heavy-handed technique.
 Controversy: As in the Benetton publicity campaign.
 Guerrilla advertising: Advertising by association, done in such a way so the target
audience does not know that they have been advertised to, but their impression of the
product is increased if that is the intent of the advertiser.
 Subliminal messages: It was feared that some advertisements would present hidden
messages, for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers. The notion that technique of hypnosis are used by
advertisers is now generally discredited, though subliminal sexual messages are
supposedly.
 CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION
 DATA ANALYSIS AND INTERPRETATION

1. Total market share of Hotels in India.

TAJ OBEROI LEELA ITC OTHERS

31.5% 22.8% 3% 19.7% 23%

23%
32%

Taj
Oberoi
Leela
ITC
20% Others

23%

3%

INTERPRETATION:

The total market share of Taj hotel is 31.5%, Oberoi is 22.8%, Leela is 3%, ITC is 19.7%, and
others is 23%.
 2. Total industry share.

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

22.8% 31.5% 23% 19.7%

20% 24%

Airlines
Hotels
Travel Agency
Event Management
24%
32%

INTERPRETATION:
Hotel Industry share is 31.5% as compare to other industry.
 3. Total sales of hotels in India.

TAJ OBEROI LEELA ITC OTHERS

63% 42% 33% 29% 11%

16% 6%
35%

Taj
Oberoi
Leela
ITC
19% Others

24%

INTERPRETATION:
The total sales of Taj hotel is 63%, oberoi is 42%, Leela is 33%, ITC is 29% and others is 11%.
 4. Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1

5 4.6
4.5
4 3.6
3.5
2.8
3
2.5 2
2
1.5 1
1
0.5
0
Taj Oberois ITC Leela Others

INTERPRETATION:
 5. Which hotel people like to prefer?

HOTEL PERCENTAGE

TAJ 30%

OBEROI 20%

ITC 25%

LEELA 5%

MARRIOT 7.5%

HYATT 10%

OTHERS 2.5%

10% 3% 30%
8%

5% Taj
Oberoi
ITC
Leela
Marriot
Hyatt
Others
25% 20%

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others.

 CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it.

The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis, and the findings on these three parameters I.e.
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement?
How would you rate the Internet Advertisement of the Hotel you wish to visit?

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers.

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day. Also the advertisement got good rating.

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels, and their
internet advertisement too was not appealing to the customers, which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey.

Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad.

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers.

CONCLUSION:

The Advertiser/Hotel provides the functional benefits. The added values are mainly created and
built gradually, but inexorably by the brand's advertising. It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising.
Although the agency writes the advertising campaigns, these are also the concern of the
advertiser. The advertiser's contribution concentrates on the important managerial tasks of
evaluating the agency's proposals; using their judgment to plan the "business" of the campaign
(especially budget and media); and, most importantly, measuring the campaign's effects in the
marketplace.
Below are some measures to increase the effectiveness of Marketing Campaign of hotels:

 Pre-test to weed out ineffective advertisements

 Determine advertisement budgets strategically
 Media continuity, not concentration
 Use promotions tactically
 Tactical Coordination of Marketing Communication
 Redefining the Scope of Marketing Communication
 Application of Information Technology
 Financial and Strategic Integration
 BIBLIOGRAPHY

www.xotels.com

http://ezinearticles.com/?Hospitality-Industry---Hotels-Business-Current-and-Future-
Trends&id=1958842\

http://www.websuccess77.com/seven_ad_tips.html

www.hvsinternational.com

http://businessschoolonline.org/Lesson32AdvertisingEffectiveness.pdf

http://www.viewzone.com/cognitivedissonance.html

http://www.iimb.ernet.in/newsletter/issues/28

Advertising & Promotion – An IMC’s Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing: A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness, which includes Ad relevance, believability,
motivation, descriptive profile plus viewer life style measures.

(Tick whichever option is applicable)

1. What is the frequency of your visit to a Star Hotel in a month?

a) 1-2 b) 3-4 c) 5-above

2. We will be watching five advertisements that promote different brands of Hotels. The
titles of the five ads and their order of play are shown on this card. After you watch the
five ads, divide them into three groups. That is, arrange the ads into those you…
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again

3. Rate your opinion on advertisement of following hotels:

(Rate accordingly 1 – Extremely Motivating, 2 - Motivating, 3 – Can Recall, 4 – Cant Recall,
5 – Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels

4. What did you like most about this ad? Please be specific………….

5. How well do you remember this advertisement?

 a) Don't remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad

6. How would you rate the Internet Advertisement of the Hotel you wish to visit?

Oberoi Marriott Starwood

Taj Hotels Hotels Hyatt Hotels Hotels Hotels
a) Excellent a) Excellent a) Excellent a) Excellent a) Excellent
b) Good b) Good b) Good b) Good b) Good
c) Average c)Average c) Average c) Average c) Average
d) Not good d) Not good d) Not good d) Not good d) Not good
e) Bad e) Bad e) Bad e) Bad e) Bad
Name:
Gender: M/F
Annual Family Income (Rs):
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs