ITC Final Ppt
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ABOUT THE INDUSTRY. Hotels and restaurants are the most important part of the hospitality sector.
Hotels in India have supply of 110,00 rooms. India ranks 18th in business travel and will be among the top 5 in this decade. There is huge employment provided by this sector under different department and hierarchies The hospitality industry is poised to grow at a faster rate and reach 826.76 billion INR by this year. It is estimated that over the next two years 70,000 80,000 rooms will be added across different categories throughout the country
ABOUT THE COMPANY ITC Maurya is named after the famous Mauryan dynasty. Its build over 5.5 acres . It has 440 rooms . One of the most popular dining destination in India. Renowned for their convenient and strategic locations within
major cities .
COMPETITORS The Taj group of hotels . Grand Radisson . Le Meridien .
The Leela Kempinski . The Park . The Trident Oberoi . Shangrila hotels .
PRODUCT High quality facilities accompanied by exemplary
personal services. It has multi cuisine restaurants. It has a special spa in its every hotel (kaya kalp) It has an executive club which offers magnificent dcor
and modern amenities. It has launched the powerful idea of hotel within a hotel
by segmenting and branding the hotel services
Place It consists of over 70 hotels across as many destination in
The prominent in india are : ITC Maurya New delhi ITC Maratha MUMBAI ITC Sonar Kolkata ITC Mughal agra ITC Grand central - Mumbai ITC Windsor bengaluru ITC Kakatiya - hyderabad
PROMOTION Primary focus on mass communication via print
ads in trade publications and on the internet Direct mail campaigns. Official websites Public relations
PRICERoom Category Special Tariff Single room Special tariff double room
Mauryan Chamber Pool view
EXECUTIVE SUMMARY New Delhi, the capital of India, is one of the premier cities
which experiences huge influx of tourists almost around the year. New Delhi is one of the popular satisfies the tastes and preferences of the tourists. For three consecutive years, the hotel has been awarded the British Safety Councils Sword ho Honor Award. The Maurya, New Delhi has been the preferred residence of visiting heads of state and global business leaders for over 25 years.
TABLE OF CONTENT Situation analysis Marketing strategy Financial projections Implementation controls References
SITUATION ANALYSIS ITCs hotel division was launched on October 18, 1975, with the
opening of its first hotel - Chola Sheraton in Chennai. Each of the chains hotels pays architectural tribute to ancient
dynasties, which ruled India from time to time. With more and more hotels being added at strategic destinations, the
group has joined hands with the Sheraton Corporation to strengthen its international marketing base.
SWOT ANALYSIS STRENGTHS Structure: flat, decentralized structure. Skills: diverse range of service skills within management and staff. Style: strong, participative culture. Staff: Specialized and experienced staff that are motivated and highly
skilled. A well trained team who respects and promote the brand values.
Brand Strength: Brand values well represented engendering brand loyalty
amongst existing and new guests.
Reputation: A strong reputation within the local market and corporate and
travel trade markets for reliability, exemplary service and quality.
SWOT CONTD Weaknesses Strategy: differentiation strategy needs to be more clearly
communicated externally, within local and national markets. Systems: formal systems result from the detail oriented work and
environment. Interdepartmental communications could be improved. Staff: seasonal turnover requires ongoing training and orientation of
new staff. Facilities: certain rooms require renovation and upgrade as regards
technical equipment, such as high speed Internet access and laptop links.
Market: Returning growth after a period of slump. Competitors: No direct competition exists at present, in terms of the five
star 'boutique business property' niche. Suppliers: Strong, long-term relationships established with suppliers. Guest Dependency: Repeat corporate business based on personal service and quality, in a small but luxurious environment.
THREATS Market Entry: potential for a competitive, global brand to enter the market
with a similar product. Substitutes: fully furnished and serviced business apartments offering lower daily rates. Economy: recovery from slight recession may take time.
MARKETING STRATEGY Our marketing strategy's objective is to communicate the
unique set of services that we offer to discerning hotel guests. We attempt to direct the focus of our guests to the issues of quality and value for the money as opposed to simply the bottom line costs associated with their stay. Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customers and suppliers and to identify the needs of our guests in an effective manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will take place by targeting new areas of business within both local and national communities.
MISSION WE are dedicated to providing its guests with the highest
quality of service and standards. We seek to deliver on our promise of value and quality above all else. We value our place in the community and will work to develop those relationships and to respect and protect our environment.
We will continue to strive to create value for both owners
and shareholders whilst honoring our brand values and encouraging our personnel to develop themselves in an environment of trust, loyalty and encouragement.
OBJECTIVES To continue to communicate our strategic
objectives to our target markets effectively.
To provide a positive hotel experience to all our
To accomplish our growth targets within the given
time and budget.
Expand our markets and identify new markets for
our product and services.
FINANCIAL PROJECTIONParticulars Advertising (print media) Advertising (electronic media) Total cost 98,oo,ooo /26,50,000/-
Promotional visitBANNERS TOTAL
SALES FORECAST Break Even Analysis
Total Expenses/ Revenue per Month
18,11,20,000/10,00,000 =18.12 monthsIt would take us around 19 months to reach break even point.
IMPLEMENTATION CONTROLSSchedule of advertisement NEWSPAPER APPEARANCE TOTAL EXPENSES
TIMES OF INDIAHindustan Times magazines Banners Promotional visit Electronic media Official website T.V. Ads TOTAL
Once in a weekOnce in a week Once in a week Prime locations of delhi Corporate offices
60,00,00024,00000 14,00,000 200000 1,20,000 1,50000
4 times a day
Contd: Return on Investment:Restraunt revenue Rs .3,00,00000
Health club Casino Bar TOTAL REVENUE
Rs. 1,00,00000 Rs. 4,00,00000 Rs. 5,00,00000 Rs.18,00,00,000
CALULATION: ROI:Rs.18,00,00,000 -
1,27,70,000=Rs.16,72,30,000 Therefore:16,72,30,000/1,27,70,000*100 Approximately 130% profit on and against the