Animesh Project

8/2/2019 Animesh Project

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A

PROJECT REPORT

ON

Identifying the business potential for Ginger hotels in SME segment

Submitted by

Animesh Kumar Sinha

Roll no: - A-08

SUBMITTED IN PARTIAL FULFILLMENT OF GRADUATE PROGRAMME

(PGP-Marketing + Fin)

2010-2012

UNDER THE VISIONARY GUIDANCE OF

Prof. Ashok Kumar


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ACKNOWLEDGEMENT

Presenting summer training project on such a topic is an arduous task, which demands a lot of time,

hard work and dedication. Even though battling with the lack of time, I gave in best of my efforts. This

project has helped me to expand my knowledge base and widen my horizons. I cant reciprocate the

kindness and contribution made by various persons in this endeavour. I will remember all of them with

gratitude.

I would like to thank Mr. Vivek Jain (SR.Sales& Marketing)&Mr. Manoj Nair(SR.Hotel Manager) for

providing me a chance to take this project and for his valuable guidance, which helped me in including

those strategic points without which this project would not have been that effective. I would also like to

thank him for his significant support extended for the successful completion of the project.

I am grateful to Mr. Prashant tripathi (Marketing Executive )&Mr.Vibhuti(Marketing Executive) who was

extremely helpful in offering his professional expertise and bestowing me practical knowledge in all

spheres related to the organization and its working.

I am very obliged to our director Dr. P.K.Divakaran and all faculty members especially my project guide

Prof. Ashok Kumar, for their valuable time and extreme help & guidance during the completion of my

project work.

Animesh kumar sinha


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DECLARATION

I would like to take this opportunity to declare that the project work that is undertaken by me is an

original and authentic work done by me. This project is being submitted by me in partial fulfilment for

the award of the degree of Post Graduate Programme in management from Indira School Of Career

Studies.

The content of this report is based on the information collected by me during my tenure at Ginger Hotel

Pune for two months of training from 2nd of May to 2nd of July, 2011.


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EXECUTIVE SUMMARY

Indian economy is booming at a growth rate of about 8% and has touched upon every sector with its

magical growth. So is the sector of hospitality, which is growing at a rate of 16% in India and the average

growth rate of hotel industry is around 9% with a contribution of 4.8% to the GDP of India. India has the

second fastest growing hotel industry only after China. This industry is anticipated to double in less than

5 years in terms of revenue.

Through this research we have tried to analyze the market trends in hotel Industry and the position of

Ginger hotels in terms of services. This research is an honest attempt in understanding the market

complexities and the problems faced by the company.

During this research, we tried to focus upon market dynamics and statics along with a view to find the

consumer preferences. We also tried to bring out the USP of the company along with its potential to

fight competition and market complexities. It is well known that Ginger hotel has done wonders with its

services. This step of Ginger hotels has placed it as a prominent player in budgeted hotel segment withthe brand image of Tata group of hotels and with the largest network base among all the companies in

budgeted 3 star hotels in India. This shows a world of opportunity for Ginger hotels.

The objective of this research is to understand and find the relationships between various factors which

are responsible for a smooth flow of business between the company and its customers, through the

SMEs visited for cold calling in different locations of Pune city, by the Judgemental sampling. In order to

bring out the best results, a structured research questionnaire was made based on the problems

identified and is circulated to a sample of 70 SMEs. Thus, the primary data collected is being used for

evaluating and analyzing results computing through graphical tools. On the basis of this information

results and analysis has been given along with the recommendations.


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COMPANY PROFILE

Roots Corporation Limited (RCL) is a subsidiary of The Indian Hotels Company Limited (IHCL).

Incorporated on December 24, 2003, RCL operates the first-of-its-kind category of Smart

Basics hotel chain across the country.

IHCL operates Taj Hotels, Resorts and Palaces, one of South Asia's largest and finest groups of

hotels. The company was incorporated on 1902 by the founder of the Tata Group, Mr. Jamsetji

Nusserwanji Tata and opened India's first luxury hotel, The Taj Mahal Palace Hotel, Mumbai in

1903.

Launched in June 2004, the Smart Basics concept created a revolution in the world of Indian

hospitality. A Generation Next category of hotels, they signify simplicity, convenience,

informality, style, warmth, modernity and affordability. The concept was developed in

association with renowned corporate strategy thinker, Dr C. K. Prahalad, and the hotels have

been indigenously designed and developed by IHCL.

The Ginger Hotels are built around a unique concept that provides facilities to meet the key

needs of today's traveler, at surprisingly affordable rates. They have created a new category in

the domestic hospitality landscape, while giving a major fillip to Indian tourism and other

ancillary industries. The primary objective behind the launch of these hotels is to provide a

superior product offering and consistent experience to travelers, beyond the present offerings

in the industry.

The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj

Hotels Resorts and Palaces and is recognised as one of Asia's largest and finest hotel company.

Incorporated by the founder of the Tata Group, Mr. Jamsetji N. Tata, the company opened its

first property, The Taj Mahal Palace Hotel, Bombay in 1903. The Taj, a symbol of Indian

hospitality, completed its centenary year in 2003.

Taj Hotels Resorts and Palaces comprises 93 hotels in 55 locations across India with an

additional 16 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri

Lanka, Africa and the Middle East.

Spanning the length and breadth of the country, gracing important industrial towns and cities,

beaches, hill stations, historical and pilgrim centres and wildlife destinations, each Taj hotel

offers the luxury of service, the apogee of Indian hospitality, vantage locations, modern

amenities and business facilities.


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IHCL operate in the luxury, premium, mid-market and value segments of the market through

the following:

Taj (luxury full-service hotels, resorts and palaces) is the flagship brand for the world's most

discerning travelers seeking authentic experiences given that luxury is a way of life to which

they are accustomed. Spanning world-renowned landmarks, modern business hotels, idyllic

beach resorts, authentic Rajput palaces and rustic safari lodges, each Taj hotel reinterprets the

tradition of hospitality in a refreshingly modern way to create unique experiences and lifelong

memories.

Taj also encompasses a unique set of iconic properties rooted in history and tradition that

deliver truly unforgettable experiences. A collection of outstanding properties with strong

heritage as hotels or palaces which offer something more than great physical product and

exceptional service. This group is defined by the emotional and unique equity of its iconic

properties that are authentic, non- replicable with great potential to create memories andstories.

Taj Exotica is the resort and spa brand found in the most exotic and relaxing locales of the

world. The properties are defined by the privacy and intimacy they provide. The hotels are

clearly differentiated by their product philosophy and service design. They are centered around

high end accommodation, intimacy and an environment that allows its guest unrivalled comfort

and privacy. They are defined by a sensibility of intimate design and by their varied and eclectic

culinary experiences, impeccable service and authentic Indian Spa sanctuaries.

Taj Safaris are wildlife lodges that allow travelers to experience the unparalleled beauty of theIndian jungle amidst luxurious surroundings. They offer India's first and only wildlife luxury

lodge circuit. Taj Safaris provide guests with the ultimate, interpretive, wild life experience

based on a proven sustainable ecotourism model.

Vivanta by Taj Hotels & Resorts span options for the work-hard-play-hard traveller across

metropolitan cities, other commercially important centres as well as some of the best-loved

vacation spots. Stylish & sophisticated, Vivanta by Taj delivers premium hotel experiences with

imagination, energy & efficiency. It's the flavour of contemporary luxury, laced with cool

informality and the charming Taj hospitality. Created for the cosmopolitan global traveller and

bon vivant, Vivanta by Taj Hotels & Resorts create experiences that will amuse, invigorate &

inspire one. Vivanta revels in a spirit that presents the normal with an unexpected twist.

Experiences which make you pause & appreciate the hidden beauty in life! It challenges your

expectations of a hotel and unfolds multiple layers of delight. Innovative cuisine concepts, the


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smart use of technology & the challenge to constantly engage, energize and relax you all add up

to make Vivanta by Taj the new signature in hospitality.

The Gateway Hotel (upscale/mid-market full service hotels and resorts) is a pan-India network

of hotels and resorts that offers business and leisure travelers a hotel designed, keeping the

modern nomad in mind. At the Gateway Hotel, we believe in keeping things simple. This is why,

our hotels are divided into 7 simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and

Explore.

As travel often means more hassle than harmony, more stress than satisfaction, modern

travelers are looking for smarter choices. Driven by passion for perfection, they welcome the

customers to a refreshingly enjoyable and hassle-free experience, anytime, everywhere.

Offering the highest consistency in quality, service and style they set new standards and take

the unwanted surprises out of traveling. The warm welcomes make the guests feel at home,

away from home and our crisp and courteous service empowers them to get more done withgreater effectiveness and control. And through the unrivalled network we provide service that

is effortless, simple, never overwhelming, and always warm.

CORPORATE SUSTAINABILITY AND SOCIAL RESPONSBILITY

As a part of Tatas; India's premier business house; at Taj Hotels, have always believed in society

and environment being integral stakeholders in our business along with our shareholders,

customers, vendors and others. Over the last decade, the movement towards ecologicallysound tourism has gained urgency and importance across the globe and they recognize that

responsible practices in vogue are as diverse as the geographies.

They promote corporate citizenship through the strategic public-private partnerships which

encourage building livelihoods of less-advantaged youth and women. The causes they promote

include reducing malnutrition, promoting indigenous artisans and craftsmen and enhancing

employability of identified target groups by sharing the core competencies as a leading

hospitality company. They encourage training and development of differently abled youth.

They at Taj have the unique scope and opportunity to develop raw potential into a skilledworkforce that is immediately employable by various players in the industry. A majority of the

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. They are fully

committed to the cause of building a sustainable environment by reducing the impact of our


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Fun, joy and zing: We believe that a happy employee leads to a delighted guest

PRODUCT PROFILE

Smart Basics is much more than a catchy phrase. It is a philosophy of providing intelligent,

thought-out facilities and services at a value pricing. Smart Basics reflects the new spirit in

which people live and work today. The emerging lifestyle which is visible in the degree to

which individuals have taken control of their various activities viz. the use of email instead of

letters as also the use of mobile phones, conference calls and video conferences to get things

done quickly and efficiently.

Essentially, Smart Basics signifies simplicity, convenience, informality, style, warmth,

modernity and affordability. Simplicity and convenience in ease of doing business (awareness,

booking channels, payment gateways); informality, style, warmth and modernity in its approach

to product design, service philosophy and affordability in pricing.

Food and Beverage options

The hotels have a myriad of options when it comes to dining. They believe in giving you the best

value in dining, as with everything else.

The Square Meal :

Open for breakfast, lunch, dinner and snacks

20" Large screen TV

WorldSpace radio

Dial-a-meal

Order from a selection of menus from local restaurants and enjoy the meal at our

resturant,collect the food at the Give 'n' Take counter


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Smart Basics Facilities and Services

Ginger hotels have intelligently designed facilities and services, conceived with convenience

and comfort in mind. Some of our features include:

The Square Meal: The Multi-Cuisine restaurant for a wholesome breakfast, lunch or

dinner

Net Zone: For high speed internet connectivityConference Room (seats 80-100 people) or Meeting room (seats 8-10 people)

Laundry facility: Express delivery (same day delivery): Give your clothes by 9.30 am and get

them back on the same day.

Gymnasium: Equipped with treadmill, exercycle and weights, air power bike, dumbbells,

dual action poles with stepper, wrist curler, doorway chinning bar and punching bag, yoga

mat


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On-site ATM: From a selected set of approved/empanneled banks

Secure parking: 24*7 security on-site: monitoring by CC TV

Doctor on call

Smart Basics, Smart prices


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They have a totally transparent pricing policy, with no hidden costs and additional levies. They

believe in giving you true value for your money.

Smart Planet An eco initiative

At Ginger Hotels, the values give special emphasis on environmental and ecological issues. They

constantly work towards building a better and sustainable way of living by providing facilities to

the customers without compromising on the environment. The steps taken by them speak

volumes of the measures that have been taken to create a safer environment for the future.

Smart Sleep*

A good night's sleep is very important as it renews the mind and rejuvenates the body. At

Ginger, they understand the importance of a good nights rest and strive to make our guests

incredibly comfortable. They offer state-of-the-art posturepedic mattresses, which provide

adequate support, thus ensuring a good slumber. The special mattresses help in:

Providing advanced pressure point relief

Absorbing and redistributing pressure from your body weight

Delivering the correct orthopaedic support

Sensing body motion and responding with increased supportReducing tossing and turning

These mattresses are complimented with duvets that offer softness and comfort to enhance

the sleeping experience. The exciting new range of beautiful bed linen, our comfortable pillows,

and sumptuous duvets add to your convenience and comfort.

Smart Space Rooms

At Ginger, they believe in the luxury of simplicity. Smart Space rooms are designed with

comfort and practicality in mind. One can choose from:

Single Rooms: Ideal for the lone traveller, yet does not compromise on any of the

conveniences of the other rooms

Twin Rooms: Separate beds for those who travel together
http://www.gingerhotels.com/AboutUs/smart_basics.aspx#top


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Double Rooms: A queen-size bed for your comfort

Family Rooms: Perfect for a family of four (at Delhi and Durg only)

Special Room to look after the special needs of the physically challenged

Their rooms are packed with features, to make your stay a memorable experience. one can find

the following amenities:

Electronic locks on doors

17-inch wall-mounted flat-screen TV

24-hour cable TV with all major channels

Internet connectivity: Wi-fi

Mini-fridge

Tea / coffee maker with complementary sachets of Tea/Coffee

STD and local direct dial, voice mail and self programmed alarm on phone

Full-length mirror

Ergonomic work area

Wardrobe and luggage rack

Self controlled AC

Bottled water, Posturepedic mattress, Duvets every room has an attached bathroom with the

following facilities:

24-hour running hot and cold water

Branded toiletries: Body & hair wash, and hand wash

Shower area

Bath and hand towels


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Safe Zone

At Ginger, they realise the importance of safety. The hotels have been designed for total

security and have security features like:

24-hour security

Close-circuit TV maintains records of all areas and visitors

Swipe card locks that offer the latest in security

Digital safes located at the Give 'n' Take counter at the lobby

SWOT analysis

Strength

A brand of TATA Economical tariffs for a convenient & clean place of 3 star hotel. Number of properties increasing across the country. All in one & a special smart basic concept

Weakness Services need to be updated as per 3 star category hotel. Self service concept Only focused on business travellers.

Threats


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Number of rooms are less with respect to market demand Competitors coming up with more services in same prices

Opportunities

Increasing brand awareness will flourish the shares in market in terms of morecustomers.

Company is coming up with a plan to develop total of 50 branches of ginger across thecountry.

Looking at the opportunities in the tier 2 cities, so there is huge scope of developmentfor the ginger.

Looking at the competitive world most of the corporate are opting for ginger because ofcost saving.

Process of getting business for Ginger hotels from the SMES

DATA ACQUISITION AND PROCESSING

Every day a different area was allotted by my mentor in order to get business

order for the Ginger hotel. I was supposed to visit theSMEs in the allotted area. I

had to gather information at first, so that I could get an appointment. I used to

search on the internet about the SMEs in the allotted area and its details.

Then, I used to go for cold calling to the SME,s and gat an appointment from the

office to meet the concerned authority.

MEETING AND PROPOSAL

I used to meet the concerned authority on the specified data and gatherinformation regarding the companys movements in and out of prune and the

frequency of movements along with the requirements of the company. The

current location and hotel being used by the company for its employees and

executives in Pune and the rates being provided by the specific hotels to the

company.


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After gathering of the information I used to offer them our package with the rates

of Ginger in order to provide them services within their purview. If the rates

provided to them were not of Ginger standard rates then I used to get in touch

with my mentor for least possible rates, if the order was in bulk.

FINALISATION OF DEAL

The proposal if gets accepted by the SME then the deal was send to the Ginger

hotel for further processing and then the SME was asked to send a mail to the

company with the demands and requirement along with the rates. Thus, the deal

gets finalized and that SME becomes a client of the Ginger hotel.

RESEARCH PROBLEM

To identify the factors responsible for sales growth of ginger hotels in SMEs segment.

OBJECTIVES OF RESEARCH

To understand the demand for hotel rooms in corporate customers. To study the corporate preference of services while selecting rooms and hotels. To understand the business potential of ginger hotels in SMEs segment.

RESEARCH METHODOLOGY

INTRODUCTION:

Research Methodology is a way to systematically solve the research problem. It may

understand as science of studying how research is done scientifically. Various steps

&techniques adopted for research are studied in Research Methodology.


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DATA COLLECTION:

PRIMARY DATA

A Structured questionnaire was used to collect primary data with the interview method.

SECONDARY DATA

It was collected from internet, company website, magazines, newspapers, company booklets

etc.

GRAPHICAL TOOLS

Graphical tools used in the project are tables, pie chart and percentages.

RESEARCH DESIGN

The design of the research was descriptive research. The data was collected through primary & secondary data sources. The research instrument used was a structured questionnaire. The sample size was 70. The personal interview method was used to collect the primary data. The sampling method used was purposive sampling.

Limitations

Study was limited to specific areas of Pune. Lack of time. The customers were unable or unwilling to respond to some of the questions. Lack of credible data as the response given by the customer could bias. Lack of Resources for the study.


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Q1. What is the average number of hotel rooms your company needs?

(A)


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Q2. What is the average rate of rooms being used?

(A) 999-1499 (B) 1500-1999 (C) 2000-3999 (D) 4000-5999

Objective: - to understand the rate of rooms being used by the SMEs.

Interpretation:-

This shows that almost 60% of the SMEs gets rooms in a range of 1500-1999 rupees and 21.4%

gets room in a range of2000-3999 followed by 10% in the range of 999-1499 and 4000-5999

both.

10.0%

58.6%

21.4%

10.0%

Rates

999-1499

1500-1999

2000-3999

4000-5999

999-1499 7

1500-1999 41

2000-3999 15

4000-5999 7


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Q3. . The requirement for hotel rooms arises at what interval?

(A)Quarterly (B)Monthly (C) Half yearly (D) Yearly (E) fortnightly

Objective: - to know the frequency of requirement of hotel rooms by corporate customers.

Interpretation:-

This shows that almost 37% of corporate customers need rooms half yearly and 25.7% of

customers need hotel rooms quarterly and yearly where as 8.6% and 2.9% of customers need

rooms monthly and fortnightly respectively.

25.7%

8.6%

37.1%

25.7%

2.9%

Requirement

Quarterly

Monthly

Half yearly

Yearly

Fortnightly

Quarterly 18

Monthly 6

Half yearly 26

Yearly 18

Fortnightly 2


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Q4.. What is the category of rooms used for the stay?

(A)Standard (B) Executive (C) Sharing room (D) Suites

Objective: - to understand the category of rooms being used by the SMEs.

Interpretation:-

This shows that the biggest share of rooms acquired are Executive rooms with 81.4% and 10%

share is of sharing rooms.

2.9%

81.4%

10.0%

5.7%

Room Type

Standard

Executive

Sharing room

Suites

Standard 2

Executive 57

Sharing room 7

Suites 4


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Q5. . What kind of booking your company does?

(A) Group booking (B) Individual booking (C) Family booking (D) Corporate booking

Objective: - to understand the type of booking used by different corporate customers.

Interpretation:-

This shows that almost 45% of the corporate go for Group Booking and 27.1% and 24.3% of

corporate go for individual and corporate booking respectively.

45.7%

27.1%

2.9%

24.3%

Type of Booking

Group booking

Individual booking

Family booking

Corporate booking

Group booking 32Individual

booking

19

Family booking 2

Corporate

booking

17


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Q6.What is the average number of days hotel rooms are used per stay?

(A)


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Q7. What services are you looking for while searching for the hotels?

(A)Luxurious rooms (B) Bar and Restaurant (C)Banquet hall (D) Quality food

Objective: - to understand the preferences of SMEs while selecting hotel rooms.

Interpretation:-

This shows that almost 67% of the SMEs gives preference to luxurious rooms while selecting

hotel rooms and almost 17% prefer Quality foods while 10% go for Bar and Restaurant facility

where as 5.7% go Banquet hall.

67.1%

10.0%

5.7%

17.1%

Preferences

Luxurious rooms

Bar and Restaurant

Banquet hall

Quality food

Luxurious rooms47

Bar and Restaurant 7

Banquet hall 4

Quality food 12


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Q8. . What are the services of ginger hotel that attracts you?

(A)Luxury rooms (B)Quality foods (C) Bar & Restaurant (D)Conference room & Banquet hall

Objective: - to understand the service quality of Ginger hotels.

Interpretation:-

This shows that 45.7% of SMEs like Luxury rooms of Ginger hotel and 30% want Quality foods

whereas 15.7% and 8.6% wants Conference room & Banquet hall and Bar &Restaurant facilities

respectively.

45.7%

30.0%

8.6%

15.7%

Services

Luxury rooms

Quality foods

Bar & Restaurant

Conference room& Banquet hall

Luxury rooms32

Quality foods 21

Bar & Restaurant 6

Conference room &

Banquet hall

11


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Q9. How would you rate ginger hotel in terms of service in budgeted hotel?

(A) Excellent (B) Good (C) Satisfactory

Objective: - to understand the perception of SMEs about the services of Ginger hotels in the

Budgeted hotel segment.

Interpretation:-

This shows that almost 83% of SMEs perception about the services of Ginger hotel is Excellent

and 15.7% think as good while 1.4% believes its services are satisfactory.

15.7%

82.9%

1.4%

Perception

Excellent

Good

Satisfactory

Excellent 11

Good 58

Satisfactory 1


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FINDINGS

The average requirement of rooms is below 300 rooms in almost 80% of the SMES. Almost 40% of the SMEs need rooms half yearly.

Biggest chunk of booking is made under Group booking by almost 45% of the SMEs. Executive rooms are preferred by almost 81% of SMEs. 50% of SMEs use hotel rooms for less than 5 days during each stay.

Almost 60% of the SMEs get rooms within a range of 1500-1999 rupees per day. Luxury room is the biggest preference for almost 70% of the SMEs when they search for

hotels.

About 45% of SMEs find luxury rooms of ginger hotels the biggest attraction. The perception about Ginger hotels is good in almost 83% of the SMEs.


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RECOMMENDATIONS

The SMEs segment has a large business potential for Ginger hotels with each companyhaving large demand for hotel rooms.

Require more sales force to cover the entire market.

As every 3 star property is having swimming pool & SPA, so ginger should also have thisfacility to attract the customers.

Airport and office pick & drop facility can be included in the package for the corporate.

As most of the hotels provide the services like bell boy, so ginger should also come upwith these kinds of services.

There should be banquet hall to provide the options for the corporate to organizemeeting & parties.

The sitting capacity of the restaurant area is small, the same is that customer has to waittill the time it is vacant. So, it should increase the sitting capacity.

The number of hotels should be increased along with availability of rooms in order tomeet the competition.


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QUESTIONNAIRE:-

Q1.What is the average number of hotel rooms your company needs?

(A)


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References

Webliography:-

Animesh Project

Documents

Transcript of Animesh Project