ITC Final Ppt
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Transcript of ITC Final Ppt
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 .
4P’S
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 décor 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 india.
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
PRICE
Room Category Special Tariff Single room
Special tariff double room
Executive Club Rs.22000 Rs.25000
Mauryan Chamber
Rs.18000 Rs.20000
Pool view Rs.15500 Rs.16500
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 Council’s 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
ITC’s hotel division was launched on October 18, 1975, with the opening of its first hotel - Chola Sheraton in Chennai.
Each of the chain’s 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.
TARGET
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.
OPPORTUNITIES
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 guests.
To accomplish our growth targets within the given time and budget.
Expand our markets and identify new markets for our product and services.
FINANCIAL PROJECTION
Particulars Total cost
Advertising (print media) 98,oo,ooo /-
Advertising (electronic media) 26,50,000/-
Promotional visit 1,20,000/-
BANNERS 2,00,000/-
TOTAL 1,27,70,000/-
SALES FORECAST
Break Even Analysis
Total Expenses/ Revenue per Month
18,11,20,000/10,00,000 =18.12 months
It would take us around 19 months to reach break even point.
IMPLEMENTATION CONTROLS
Schedule of advertisement
NEWSPAPER APPEARANCE TOTAL EXPENSES
TIMES OF INDIA Once in a week 60,00,000
Hindustan Times Once in a week 24,00000
magazines Once in a week 14,00,000
Banners Prime locations of delhi
200000
Promotional visit Corporate offices 1,20,000
Electronic media
Official website 1,50000
T.V. Ads 4 times a day 25,00,000TOTAL Rs.1,27,70,000/-
Contd:
Return on Investment:Restraunt revenue Rs .3,00,00000
Room Rent Rs. 5,00,00000
Health club Rs. 1,00,00000
Casino Rs. 4,00,00000
Bar Rs. 5,00,00000
TOTAL REVENUE 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*100Approximately 130% profit on and against
the investment.