sales & marketing strategies of hotel Centaur

7/27/2019 sales & marketing strategies of hotel Centaur

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SUMMER TRAINING PROJECT REPORT ON

(SALES & MARKETING STRATEGIES OF HOTEL CENTAUR)

FOR THE PARTIAL FULF I LLMENT OF THE REQUIREMENT

FOR THE AWARD OF

MASTER OF BUSINESS ADM INI STRATION

AFF I LI ATED TO MAHAMAYA TECHNICAL UNIVERSI TY

NOIDA

UNDER THE GUIDENCE OF: UNDER THE SUPERVISION OF:

PROF. RAKESH PANDEY MR. SURINDER SHARMA

SUBMITED BY: RISHI KUMAR

ROLL NO. : 1227970308

MBA 2012-2014


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ACKNOWLEDGEMENT

This is successful completion of any work would be always be

Incomplete unless we mention the valuable cooperation and assistance

Of those people who were a source of constant guidance and

encouragement, they served as bacon light and crowned our efforts

with success.

I would like to extend my sincere gratitude to our Faculty Prof.

Rakesh Pandey for his guidance.

(Rishi Kumar)


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DECLARATION

I hereby declare the project report entitled Sales & Marketing

strategies Of Hotel Centaur submitted for the post graduate

degree in Management in my original work and the project report

has not formed the basis for the award of any degree, diploma,

and associate ship or other similar titles.

Place: Signature

Date: Rishi Kumar


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PREFACE


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TABLE OF CONTENTS

INTRODUCTION

EXECUTIVE SUMMARY

OBJECTIVE OF RESEARCH

RESEARCH METHODOLOGY

ORGANIZATIONAL STRUCTURE


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EXECUTIVE SUMMARY

The main object of this project is to show the marketing

strategies and quality management of hotels in order to

improve its revenue and the research problem is, how canMarketing Strategies and Quality Management improve future

revenue with the special reference to selected five star hotels in

India? The methodology includes primary data and obtaining

access to secondary data like historical sales and revenue data. The

study is based on selected five star hotels in Delhi and I take

Centaur Hotel which belongs to HCI to explain my project.

Objectives talks of types of data the research project will generate

and how these data is relevant.

Research approach gives a non technical description of the data

collection method, measurement instrument, sample and analytical

techniques. I use experimental and questionnaire methods for

research methodology. Hotel industry which has been

underperforming on revenue targets in todays competitive market.

Marketing strategies is a key to improving hotels revenue. As

advertising and promotional strategies affects revenue faster and in

a sustain manner compared to one time hotels promotions depends

on external factors besides advertising and promotional strategies

can be controlled by the hotel management to help retained loyal


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customers. It is thus an important element of the marketing strategy

to generate growth in sales revenue.

The stylishly designed hotel that made its way to the list of best

hotels in the world, promises a rich experience to any visitor and

patron. Realizing the huge potential for hospitality industry have

to look back to their marketing strategies. The positive response of

the customers towards the hotel led to the new marketing

strategies.

What is a Hotel?

Hotel is an establishment that provides lodging and usually meals

and other services for travellers and other paying guests. The

provision of basic accommodation, in times past, consisting only of

a room with a bed, a cupboard, a small table and a washstand has

largely been replaced by rooms with modern facilities, including

en-suite bathrooms and air conditioning or climate control. These

days some more additional common features are also found in hotel

rooms like telephone, an alarm clock, a television, a safe, a mini-

bar with snack foods and drinks, ironing facilities and facilities for

making tea and coffee. Luxury features include bathrobes and

slippers, a pillow menu, and

jacuzzi bathtubs. Larger hotels may provide additional guest

facilities such as a restaurant, swimming pool, fitness centre,

business centre, childcare, conference facilities and social function

services.

Hotel rooms are usually numbered (or named in some smaller

hotels) to allow guests to identify their room. Some hotels offer


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meals as part of a room and board arrangement. In the United

Kingdom, a hotel is required by law to serve food and drinks to all

guests within certain stated hours. In Japan, capsule hotels provide

a minimized amount of room space and shared facilities. A capsule

hotel is a type of hotel with a large number of extremely small

"rooms" (capsules) intended to provide cheap and basic overnight

accommodation for guests not requiring the services offered by

more conventional hotels.

HOTEL INDUSTRY

Hotel industry in India has witnessed tremendous boom in recent

year. Hotel industry is inextricably linked to the tourism industry

and the growth in the Indian tourism industry has fuelled the

growth for Indian hotel industry. The thriving economy and

increased opportunities in India has acted as a boon for Indian hotel

industry. The arrival of low cost airlines and the associated price

wars have given domestic tourists a host of options. The

Incredible Indiadestination campaign and the recently launched

Ati thi Devo Bhavah campaign has also helped in the growth of

domestic and international tourism and consequently the hotel

industry. The Indian hospitality industry has emerged as one of thekey industries driving growth of the services sector in India. It has

evolved into an industry that is sensitive to the needs and desires of

people. The fortunes of the hospitality industry have always been

linked to the prospects of the tourism industry and tourism is the

foremost demand driver of the industry. The Indian hospitality

industry has recorded healthy growth fuelled by robust inflow offoreign tourists as well as increased tourist movement within the


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country and it has become one of the leading players in the global

industry.

OBJECTIVES OF THE PROJECT

To study the various trends in Hotel Industry.

To find the future market potential of Hotels.

To find out the strategies of Hotel Industry.

To know the marketing practices of Hotels.

To know about loyalty programmes.

LIMITATIONS OF THE STUDY

No study is complete in itself, however good it may be and everystudy has some limitations:

Time is the main constraint of my study.

Sample size availability was not large enough.

The views of the people are biased therefore it doesnt reflect true

picture.

INDIAN TOURISM INDUSTRY

Tourism is the basic and the most desirable human activity

describing the praise and encouragement of all people and

government. Hotel industry is an essential part of tourism. The


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expansion of tourism is well inevitable bringing out

development of the hotel industry. Hotel industry is so closely

linked with the tourism industry that it is responsible for about

50% of the foreign exchange earning form tourism trade and

enterprises. The rising volume of tourism influx brought into

light, the shortage of hotels in important tourists centers.

Keeping in view the changing standards in the international

hotel keeping. The Indian industry to make a number of

improvements. Its not enough to have adequate hotel

accommodations, it is equally necessary to have at various

levels, low priced, moderately priced, high priced, and a few

luxury hotels.

Hotels may be categorized depending upon factors such as

Locations

Categorization according to plan

Categorization according to number of rooms.

Categorization by type of clientele.

Categorization by the length of stay of guests.

Categorization by the facilities that the hotel offers

The devaluation of the Asian currencies, the Kargil issue and the

parliamentary elections had affected growth in the tourism

industry. The situation is gradually moving back to normal with the

tourist arrival figure marginally increasing from 2.3mn to 2.5mn.

The industry is growing at a rate of 9%. With the political and

economic stability being more clearly visible, both tourists as well


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as business arrivals are likely to gather momentum in the remaining

part of the year.

The Indian hotel business focuses largely on foreign tourists withonly 30% of the business coming from the domestic business and

the leisure travels. The tourist arrivals in India are seasonal in

nature, with the best season being from September to December

followed by a steep fall till May. The period June to September

gains momentum once the monsoons are over. The slack season is

generally used for renovation work and the period is characterized

by discounts to attract clients.

The studies says, "tourism is a traditional instrument, which

enables culture to the rehabilitated and made know to the rest of the

world". It is said it's a smokeless industry and has become second

to the petroleum industry in world trade.

This great importance was formally acknowledged when the XXI

U.N. General assembly designated 1967 as international tourist

year with a unanimous resolution recognizing that "tourism is a

basic and most desirable activity deserving the praise and

encouragement of all peoples of government".

When travelling away from home, tourist comes in contact with the

places they visit with their inhabitants and social exchange takes

place. Their presence and social background affect the social

structure and mode of life at the destination. Tourists are in turn

affected by the experience and often carry back home with them,

new habits and new outlook on life.


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Tourist has great educational significance. Contact between people

of different races and nationalities widen ones outlook. Tourism,

whether domestic or international has common economies

significance in the sense that money earned in places visited large

sums of transferred to the host economies where this money

provided a source of income, a means of livelihood and amenities

for the resident population. Purchasing power is generated in the

receiving areas through the expenditure of visitors. Money received

is spent and resent and this multiplier process the host country is a

beneficiary.

International tourism is of great importance in international trade in

the sense that it enters into the balance of payments of accounts of

individual countries generating tourist traffic and export for

countries receiving tourist traffic. For many countries is a major

item in world trade. These countries exhibit faster growth in

tourism than in trade of goods.

Domestic and International Tourism

Usually, a distension is drawn between domestic or internal

and foreign of international tourism. In domestic tourism people

travel outside their normal domicile to other areas within the

country. Barriers like language, currency and documentation are

not in the domestic tourism. But in India, since difference estates

have different languages; ones own language may not serve a

medium of communication. Domestic tourism has no balance of

payment implications.


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When people travel to a country other than which they normally

live in is known as international tourism, the distinction between

domestic and international tourism is now diminishing. The reasons

being:

Language barriers are reduced by improving language skills

Currency and customs unions are developing in many European

countries.

With globalization the free movement of people is growing.

Considering the greater multiplier effect in domestic tourism,

domestic tourism would have received greater emphasis in India.

Reliable data on the growth of domestic tourists traffic are not

available as not extensive survey has been conducted on a national

level by any agency, government or otherwise not given the

numerous festivals celebrated throughout out the year, the

innumerable tourist's centers in the country, the geographical

expands and the resource constraints, estimates of documents

tourists' traffic through an executive survey is considered

impossible.

Domestic tourism if considered separate from the travel for

religious and commercial purpose. It is a post-independencephenomenon. Industrial growth, improvement in the standard of

living, rise in disposable income and most importantly the

improvement of tourist infrastructure search as hotels, air, train and

road transport has contributed to the impressive growth in tourist

traffic.


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The definition of a domestic tourist is a person who travels within

the country to a place of residence and stays at hotels or other

accommodations establishments run on commercial basis or in

dharmashalas, sarais, chaultries etc. for duration of not less than 24

hours.

The factors that govern the magnitude of domestic tourist traffic arethe religious and cultural importance of a place. The extent of

manufacturing, business and trading activity, the climatic

conditions, the infrastructure facilities available and the

geographical location etc. the current rough estimate of domestic

tourism in India is ten million a year.

HOTEL INDUSTRY

According to the British laws a hotel is a place where a bonafied

traveler can receive food and shelter provided he is in a position to

for it and is in a fit condition to receive.

Hotels have a very long history, but not as we know today, way

back in the 6th century BC when the first inn in and around the city

of London began to develop. The first catered to travelers and

provided them with a mere roof to stay under. This condition of the

inns prevailed for a long time, until the industrial revolution in

England, which brought about new ideas and progress in the

business at inn keeping.


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The invention of the steam engine made traveling even more

prominent. Which had to more and more people traveling not only

for business but also for leisure reasons. This lead to the actual

development of the hotel industry as we know it today.

Hotel today not only cater to the basic needs of the guest like food and

shelter provide much more than that, like personalized services etc.

Hotels today are a Home away from home.

CLASSIFICATION OF HOTEL

Hotel can be classified into different categories or classes, based on

their operational criteria. For example the type of accommodation

they provide, location of the property, type of services provided,

facilities given and the clientele they cater to can help categories

hotels today. Hotels today are basically classified into the following

categories:

MARKET SEGMENT

Economy hotel:

It provides efficient sanity private rooms with bath. The furnishing

and decor are acceptable to majority of travelers. Food andbeverage service may or may not be available.

Mid market hotels:

They offer comfortable accommodation with private on premises

bath. Food

and beverage services and uniformed bell staff. They offer aboveaverage luxury.


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All Suite hotels:

It offers separate sleeping and living areas along with a kitchenette

and a stocked bar, and offer class service.

First class hotels:

They are luxury hotels with exceptional decor better than average

food and beverage service, uniformed bell services. They often

have 2 or 3 dining rooms, swimming pool, spas etc.

Deluxe hotels:

They are better and offer more specialized services than first class

hotels. They also provide limousine services.

PROPERTY TYPE

Traditional hotels:

They have the basic concept of rooms with break fast, bell desk

services and

the other usual services.

Motels:They are located on highways. Guest is given parking right outside

their

rooms. The usually have a gas station / workshop attached to them.

Resorts:

They are usually situated in tourist locations like on rivers,

mountains, jungles, or the sea. They give more privilege to sports


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activities leisure and re-creation activities like manages,

sightseeing, adventure sports, etc.

Resident hotels:

Where guest stay for longer duration, stay like weeks, months even

years.

Casino hotels:

They are hotels usually in tourist spots and mainly cater to people

who are on holidays. Casino hotels like the name suggest offer

gambling facilities along with accommodations.

ACCORDING TO SIZE

Small hotelup to 150 rooms

Medium hotels150 to 299 roomsLarge hotels299 to 600 rooms

Extra large hotelsabove 600 rooms

OWNERSHIP AND AFFILIATION:

Independent hotels:

They have no application with other properties. They have their

own management and are single properties with one owner.

Chain hotels:


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They impose certain minimum standards, levels of service, policies

and procedures to be followed by their entire establishment. Chain

hotels usually have corporate offices that monitor all their

properties and one management runs these properties. That is all

the hotels under the chain are completely owned and run by the

chain itself.

Franchisee hotels:

The franchisee grants the entities, the right to conduct business

provided they follow the established pattern of the franchisee,

maintains their standards, levels of service, practice their policies

and procedures.

STAR CATEGORY OF HOTEL [INDIA]

One star [*]Two star [**]

Three star [***]

Four star [****]

Five star [*****]

Five star deluxe [***** deluxe]

THREE STAR CATEGORIES:For a hotel to be recognized as a three star property the architectural

features and general features of the building should be very good

there should be adequate parking facilities. At least 50% of the

rooms must be air-conditioned. Also the ambience and


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decor of the place must be ecstatic. They should provide

reservation and information facility apart from reception,

information, bell service at least two gourmet dining facility

should be available. The establishment may or may not have

banqueting facility. They should provide high levels of

personalized services. The staff must be well-trained and proper

standards for hygiene and sanitation must be followed. Also all

properties have to keep in mind that proper waste management is

done.

FIVE STAR CATEGORIES:

Five star category is only allotted to properties, which have all the

qualities of a three star property and a few additional. Like the

entire property must be centrally air- conditioned. The building of

the property must be an attractive one. All the rooms must bespacious. The property must have proper banqueting facility,

business center. Proper and well-maintained pool and health club a

spa is optional. The property must have 24 hour coffee shop, round

the clock room service, a bar, and a minimum of 1 gourmet

restaurant. The staff must be highly trained and a degree of

specialization must be shown. State of art Equipments must be usedand the facility provided in the rooms must be sophisticated.

FIVE STAR DELUXE CATEGORIES:

They are more or less like five star properties with the only

difference is that they are on a larger scale. Five star deluxe

properties maintain a very high staff to guest ratio and very high


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levels of service is maintained. They in addition to five star

properties have 5 to 7 dining rooms, a bar, 24-hour coffee shop,

banqueting facility. Spas, fitness centers, business centers etc.

COMPETITION IN HOTEL INDUSTRY

After witnessing good times for 3 years, the hotel sector had a

tough 2009 due to the Global Economic slowdown and terror

attacks. The travel & tourism growth in 2009 slowed down to just

1%. The global economic downturn impacted the Indian tourism

and hospitality industry which saw a decline in the foreign tourist

arrivals to India from 5.13 m in FY 2009 to 5.5 m in FY2010,

thereby resulting in a increase of 7% . India occupies the sixty-

second position among the top tourist destinations in the world for

2009. To encourage the tourism sector, the government in recent

times, has taken some measures which will benefit the sector. In

FY2009, Rs. 5.2 bn for development of tourism infrastructure was

allocated. This figure is higher by Rs 970m as compared what was

allocated in the previous year. However, it is only 1% of the total

government spending. RBI has allowed ECB upto US$ 100 m in

January 2009, which would help in raising funds. The Centre and

States are also working out a PPP (Public-Private-

Partnership) model to increase hotel capacity. Government of India

increased spend on advertising campaigns (including for the

campaigns 'Incredible India' and 'Athithi Devo Bhava' - Visitors are

like God) to reinforce the rich variety of tourism in India. The

ministry promoted India as a sate tourist destination and undertook

various measures, such as stepping up vigilance in key cities and at

historically important tourist sites.


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Supply

We have a shortage of 100,000 guest rooms short in the

country. This is expected to keep ARRs high for the

next few years.

Demand

Largely depends on business travellers but tourist traffic

is also on the rise. Demand normally spurts in the peak

season between November and March.

Barriers to entry

High capital costs, poor infrastructure facilities and

scarcity of land especially in the metros.

Bargaining power of suppliers

Limited due to higher competition, especially in the

metros.

Bargaining power of customers

Higher in metro cities due to increasing room supply.

Competition

Intense in metro cities, slowly picking up in secondary

cities. Competition has picked up due to the entry offoreign hotel chains


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INTTROUDUCTION TO CENTAUR HOTEL

Centaur Hotel Delhi Airport: - Centaur Hotel, Delhi Airport is a

unit of HCI situated for Hotel Corporation of India limited. This hotel

is Situated Near to the Indira Gandhi International Airport, the hotel

is noise free & Centrally air-conditioned making its heaven for the

weary businessmen. It has been categorized as a 5 star deluxe hotel.

Due to closet to airport, this hotel receives mainly transit guests. Its

Location is very quiet & peaceful. It is just 5 kms. away from the

domestic Airport & only 1 km, away from the international Airport. A

transit hotel With an imposing identification of superb luxury, its

architecture its based On spectacular lobby which is first if its kind

in the country. It is 16 kms. By road from the city centre.

Aim & Establishment Of The Company

The Centaur Hotels are the units of Hotel Corporation of India Ltd.

The Hotel Corporation of India Ltd. (HCI) is a public limited

Company wholly owned by the National Aviation Company of

India Ltd, erstwhile Air India Limited and was incorporated on

July 8th 1971 under the companies act 1956 when Air India

decided to enter the hotel industry in keeping with the then

prevalent trend among world airlines. The objective was to offer

passengers a better product, both at the international airport and

other places of tourist interest thereby also increasing tourism in


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India. The objective was to promote tourism and catering and

thus offer a better product to the passengers, both at the international

airports and at other places of tourist interest. The authorized

Share Capital of the Company 10541 crores (Paid upRs40.60

crores). Presently HCI operates 2 Hotels, one each at Delhi and

Srinagar under the brand name Centaur and 2 flight Kitchens,

one each at Mumbai and Delhi under the brand name Chefair.

MARKETING PRACTICE

Marketing Funda : Above The Line & Below The Line

Above the Line (ATL) and Below The Line (BTL) are the two most

commonly used terms in marketing. Both these refer to the nature of

promotional activities done by companies. The simple and

most common definition for Above the Line promotions is that

ATL refers to all promotional activities done by companies through

mass media. In common, Advertising is the major ATL activity and

all other form of promotions except direct marketing falls below the

line.

Both ATL and BTL jargons does not form a part of the core

marketing concepts hence you will not find a clear academic

definition in marketing text book.


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According to Mr .Michael John Baker (, the term came into

forefront in 1954 through the practice of Proctor and Gamble,

where the advertising agencies were paid differently from those

who undertook promotional activities other than advertising.

Marketers began to delineate activities other than advertising as a

separate marketing practice called Below the Line Promotion.

Below The Line promotions include sales promotions, consumer

promotions, PR, events , point of purchase promotions and all those

unconventional tools that marketers adopt. Direct Marketing how

ever could not be fitted into both these jargons and hence is kept

stand alone.

Frankly there is no need for such a hypothetical boundary and

classifications like ATL and BTL. The current developments that

are happening in the media space makes such jargons highly

irrelevant. Because boundaries are blurring. Now we see consumer

promotions heavily advertised in mass media. Events are highlypublicized using advertising, so the LINE is actually non-existent.

For example a viral video in You tube which is watched by

millions can be theoretically put as a BTL but it is reaching even

more people than the traditional media like TV and print. The

recent ZooZoo campaign of Vodafone cannot be bracketed along

ATL and BTL because the campaign has already become viral with

many blogs writing about it. The campaign was designed to be

viral.


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Above the line sales promotion

ATL is a type of advertising through media suchas television, cinema, radio, print, and Out-of-home to

promote brands or convey a specific offer. This type of

communication is conventional in its nature and is considered

impersonal to customers. It differs from BTL advertising, which

uses unconventional brand-building and promotional strategies,

such as direct mail, sales promotions, flyers, point-of-

sale, telemarketing and printed media (for example brochures)

and usually involves no motion graphics.[1]

It is much more

effective than when the target group is very large and difficult to

define.

The term comes from top business managersand involves the way

in which Procter & Gamble, one of the worlds biggest advertisingclients, was charged for its media in the 1950s and 1960s.

Advertising agencies made commission from booking media

(Television, cinema, radio, press, out-of-home and magazines). As

below the line had no media involvement there was no commission

to be made for the advertising agencies. The accountants thus

labeled the different media ATL and BTL depending on where itwould sit in the balance sheet and profit and loss accounts (ATL

where they made a profit and BTL where they did not) Since then,

models have changed and clients are no longer charged for their

media in that way.
http://en.wikipedia.org/wiki/Advertising#Mediahttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Radio_broadcastinghttp://en.wikipedia.org/wiki/Print_mediahttp://en.wikipedia.org/wiki/Out-of-home_advertisinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Telemarketinghttp://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Target_grouphttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Target_grouphttp://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Telemarketinghttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Out-of-home_advertisinghttp://en.wikipedia.org/wiki/Print_mediahttp://en.wikipedia.org/wiki/Radio_broadcastinghttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Advertising#Media


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Below the line sales promotion

BTL sales promotion is an immediate or delayed incentive to

purchase, expressed in cash or in kind, and having short duration. It

is efficient and cost-effective for targeting a

limited and specific group. It uses less conventional methods than

the usual ATL channels of advertising, typically focusing on direct

means ofcommunication, most commonly direct mail and e-mail,

often using highly targeted lists of names to maximize responserates. BTL services may include those for which a fee is agreed

upon and charged up front.

BTL is a common technique used for "touch and feel" products

(consumer items where the customer will rely on immediate

information rather than previously researched items).

BTL techniques ensures recall of the brand while at the same time

highlighting the features of the product.

Another BTL technique involves sales personnel deployed at retail

stores near targeted products. This technique may be used to

generate trials of newly launched products. It helps marketers

establish one-to-one relationship with consumers while mass

promotions, by definition, make it difficult to gauge consumer-

response, except at the time of sales. Examples include tele-

marketing, road shows, promotions, in- shop and shop-front

activities, display units.

The terms "below the line" promotion or communications, refers to

forms of non-media communication, even non-media advertising.

Below the line promotions are becoming increasingly important
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Communication


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within the communications mix of many companies, not only those

involved in FMCG products, but also for industrial goods. Below

the line sales promotions are short-term incentives, largely aimed at

consumers. With the increasing pressure on the marketing team to

achieve communication objectives more efficiently in a limited

budget, there has been a need to find out more effective and cost

efficient ways to communicate with the target markets. This has led

to a shift from the regular media based advertising. In other words,

below-the-line sales promotion is an immediate or delayed

incentive to purchase, expressed in cash or in kind, and having only

a short term or temporary duration.

Below the Line uses less conventional methods than the usual

specific channels of advertising to promote products, services, etc.

than Above the Line strategies. These may include activities such

as direct mail, public relations and sales promotions for which a fee

is agreed upon and charged up front. Below the line advertising

typically

focuses on direct means of communication often using highly

targeted lists of names to maximize response rates.

Trained sales personnel, often young women, are deployed at

Retail Stores, near the shelves of targeted products. These young

women convince customers visiting these shelves about the better

aspects of their brand compared with others. This is ideal for new

launches as it generates trials, which if successful result in repeat

sales. In addition, above the line is much more effective when the

target group is very large and difficult to define. But if the target

group is limited and specific, it is always advisable to use BTL

promotions for efficiency and cost-effectiveness.


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Say, for example, if a pen manufacturer is going to promote its

product, it may take the ATL route, but if a company manufactures

computer UPS, it will certainly take the BTL route, as the target

group is very limited and specific.

More recently, agencies and clients have switched to an 'Integrated

Communication Approach.' BTL is a common technique used for

"touch and feel" products ,consumer items where the customer will

rely on immediate information rather than previously researched

items. BTL techniques ensures recall of the brand while at the same

time highlighting the features of the product.

HOTEL TARIFF PLANS

The various tariff patterns followed by hotels have come to be

identified with the areas where such patterns originated .hotels

charge their guests according to the European plan, Continentalplan, American plan, Bed and Breakfast meal plans ,etc.

EUROPEAN PLAN: The tariff consists of room rate only .all

other expenses would be paid by the guest as per the actual

use or consumption.

CONTINENTAL PLAN: The room tariff includes continental

breakfast along with the room rent .A continental breakfast

includes a choice of fresh or canned juices, breads like toast,

croissant, etc. with butter or preserves like jam, jellies and

marmalade, beverages like tea or coffee with or without milk.


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AMERICAN PLAN: It is also known as en-pension or full board.

The tariff includes all meals(b/f, lunch and dinner)along with room

rent. The menu for the food and beverage is fixed.

MODIFIED AMERICAN PLAN: It is also known as half board.

The tariff consists of breakfast and one major meal (lunch or

dinner) along with the room rent.

BED AND BREAKFAST PLAN (B&B) OR BERMUDA

PLAN: -

The room tariff includes American breakfast along with the room

rent. American breakfast generally includes most or all of the

following :two eggs (fried or poached),sliced bacon or sausages,

sliced bread or toast with jam /jelly/butter, pancakes with syrup,

cornflakes or other cereal, coffee/tea or orange/grapefruit juice.


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GROUP TARIFF ON REQUEST

MEAL RATES

BREAKFAST RS.300.00

LIGHT REFRESHM ENT RS.200.00

LUNCH RS.600.00

DINNER RS.600.00EXTRA IN ROOM RS.900.00

TARIFF

INDIVIDUAL TARIFF CONTINENTAL PLAN

STANDARD SINGAL/DOUBLE ROOM RS.5000.00

EXECUTIVE SINGLE/DOUBLE ROOM RS.6000.00

EXECUTIVE SUITE RS.9000.00

PRESIDENTIAL SUITE RS.18000.00


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CHILDREN : -

No additional charges for children under 12 years occupying the same

Room with parents and not requiring extra bed .

Taxes: -

To be levied extra as per the government regulation in force at the

time of check-in.

CHECK OUT TIME 12 NOON

CREDIT CARDS : - All major credit cards accepted.

Accommodation :-

372 Guest rooms and suits elegantly furnished.

TRANSPORTATION : -

The hotel provides round the clock courtesy coach service on hourly

Basis between the airport terminal & hotel and at regular intervals

Between hotel and city.


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SERVICES: -

The hotel offers the best services and facilities catering to every

Need and requirement . The facility includes 2 specialty restaurant,

A Bar, round the clock coffee shop and 24 hours room service,

Beauty salon, barbar shop, doctor on call, secretarial service, valet,

Laundry and shoe shine, safe deposit and banking facilities ( state

Bank of India ), fax, parking facilities, a shopping arcade, closed

Circuit colour TV, mini fridge and direct dial telephone in all rooms.

Chefair Flight kitchen in Mumbai and Delhi provide in-flight meals.

COFFEE SHOP:-

For snacks and light meals round the clock. Quick snacks and light

Meals are served round the clock. Occasional food festivals are also

Held at the Coffee Shop.


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RASOI: -

A speciality restaurant serving delectable Indian fare in a refreshingly

Rustic setting accompanied by live ghazals. It is located on the

ground floor of Centaur Hotel, Delhi. The restaurant serving Indian

Cuisine is of ethnic Indian ambiance, with a split-level storage facility

For live music performances.

and


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SOMA BAR: -

Best of Indian and Foreign brands available.


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HEALTH CLUB: -

The Hotel has a range of health club facilities including a

gymnasium, sauna, Turkish bath, jacuzzi, 2 cilled water baths and

a chilled water pool. There is an outdoor swimming pool, 25 meters

long, 0.75 meters deep at the shallow end and 3.15 meters deep at

the deep end. Other facilities include an outdoor concrete tennis

court along with a small childrens park.

RECREATION: -


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Tennis Court, Childrens park.

BANQUET AND CONVENTION FACILITIES: -

The Hotel features comprehensive banqueting facilities available on

The ground floor level. The banquet area has an independent

Entrance and comprises a pre-function hall and main banquet hall,

each of which can be independently let out depending on the

number of guests. In addition, there is an open lawn adjoining the

banquet hall, which can be let out for larger gatherings. While the

pre-function hall and banquet hall can accommodate 100 and 125

guests respectively, the banquet lawn can accommodate another 800

persons. There is also a poolside garden, which is also let out for

banqueting purposes and can accommodate around 1500 persons.


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PRIME OBJECTIVEs: -

The objectives of hotel centaur are as follows:

Stay alive: -

Before making any policy and package, they always keep in mind that in order to

be in the [ market that they have to stay alive.The hotel for this objective make

many changes, for instance the price of the services, competitive strategies. In

this boom period strategies would be different then in the recession period it

keeps on analysing the situation, both economical and political and takes

actions accordingly. For this particular objective they attract client by giving

them different incentives.

GREATEST CONSUMER SATISFACTION

The hotel centaur strongly believes and follows the motto walkin happily & check out happily. The clients are the source of

revenue. In order make profit, it has to attract more and more

client. The management does their level best to give maximum

comfort to the client to satisfy them. The Centaur for its clients

satisfaction has offered many recreational activities. Its prime

objective is to satisfy the consumer from every aspects.

PROFIT MAXIMIZATION

Profit maximization is the prime objective of any well-established

business. It is the case with Islamabad Marriott Hotel. The


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management believes that the higher profits are important not only

to carry out large-scale business but also for the expansion purposes.

Retaining High Standards

Hotel centaur also keeps an objective of retaining higher standards

defined by their own visions. This is important to keep their business

different from other Hotels.

1.1 DEPARTMENTS OF THE COMPANY


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sales & marketing strategies of hotel Centaur

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