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HISTORY OF HOTEL INDUSTRY:
This has largely been due to the 4.4 m tourist arrivals in Financial Year 2007 (13% growth) over the
previous period. The compounded growth in tourist inflow over the last ten years (FY97-FY07) has
been 4.3%, while in the last five years, growth stands at 11.6% per annum. The hotel industry went
through a rough patch between FY00 to FY04 owing to factors like the Asian financial crisis,
Afghan war, Middle East unrest, September 11 attacks, SARS and domestic riots.
India occupies the forty-sixth position among the sixty tourist destinations in the world. The
flourishing economy helped boost the demand for the industry. Also, Efforts to diversify tourist
attractions by offering new products such as adventure tourism, wellness tourism, medical tourism
and golf tourism are expected to have a positive effect on both foreign tourist arrivals and domestictourism.
The five star hotel segments have grown the fastest during the last five years at a CAGR of 12%.
Further this segment can be divided into 3 sub-segments namely Luxury, Business and Leisure. The
growth in this segment indicates the genre of travelers coming into the country. Over the last few
years the country has witnessed a large influx of business travelers in the country owing to
relaxation of the government's stand on Foreign Direct Investments (FDI) for most of the sectors in
the country.
The Hotel Industry comprises a major part of the Tourism industry. Historically viewed as an
industry providing a luxury service valuable to the economy only as a foreign exchange earner, the
industry today contributes directly to employment (directly employing around 0.15 million people),
and indirectly facilitates tourism and commerce.
Prior to the 1980s, the Indian hotel industry was a slow-growing industry, consisting primarily of
relatively static, single-hotel companies. However, the Asian Games, held in New Delhi in 1982,and the subsequent partial liberalization of the Indian economy generated tourism interest in India,
with significant benefits accruing to the hotel and tourism sector, in terms of improved demand
patterns. Growth in demand for hotels was particularly high during the early 1990s following the
initiatives taken to liberalize the Indian economy in FY1991, as per the recommendations of the
International Monetary Fund (IMF). The euphoria of the early 1990s prompted major chains, new
entrants and international chains to chalk out ambitious capacity additions, especially in the
metropolitan cities. However, most of these efforts were directed towards the business travellers
and foreign clientele.
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Structure of the Industry
Hotels in India are broadly classified into 7 categories (five star deluxe, five-star, four star, three
star, two star, one-star and heritage hotels) by the Ministry of Tourism, Government of India, based
on the general features and facilities offered. The ratings are reviewed every five years.
1. Premium and Luxury Segment
This segment comprises the high-end 5-star deluxe and 5-star hotels, which mainly cater to the
business and upmarket foreign leisure travellers and offer a high quality and range of services.
2. Mid-Market Segment
This segment comprises 3 and 4 star hotels, which cater to the average foreign and domestic leisure
traveller. This segment also caters to the middle level business travellers since it offers most of the
essential services of luxury hotels without the high costs since the tax component of this segment is
lower compared with the premium segment.
3. Budget Segment
These comprise 1 and 2 star hotels referred to as Budget Hotels. These categories do not offer as
many facilities as the other segments but provide inexpensive accommodation to the highly price-
conscious segment of the domestic and foreign leisure travellers.
4. Heritage Hotels
In the past four decades, certain architecturally distinctive properties such as palaces and forts, built
prior to 1950, have been converted into hotels. The Ministry of Tourism has classified these hotels
as heritage hotels.
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5. Others
At any point in time, applications for classification are usually pending with the Ministry of
Tourism because of which such properties remain unclassified. The number of hotel rooms pending
classification has declined from historical 15-20 per cent to 5per cent of the total rooms available in
the recent past.
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INTRODUCTION TO GINGER:
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 group of
hotels. The company was incorporated on 1902 by the founder of the Tata Group, Mr. Jamshedji
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 GenNext 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 first of the Smart Basics hotel was launched in Bangalore and was called IndiOne. Having
completed the test marketing of the concept and subsequent fine-tuning of the hotel facilities and
services, the Smart Basics concept is now ready to roll out across India. These hotels have been
launched with a new name Ginger Hotels in sync with the fresh, simple-yet-stylish and warm
world of Smart Basics.
The Ginger Hotels are built around a unique concept that provides facilities to meet the key needs
of today's traveller, 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 travellers, beyond the present offerings in the industry.
Ginger Surat is located near Iskon Mall at Surat. It takes 20-25 minutes from Bus stand and Railway
station and 10 minutes from Airport to reach the hotel. Ginger Surat has 98 intelligently designed
rooms offering Smart Basic features.
Business travellers across the country travelling to Surat chose to stay with Ginger.
Surat is full of ancient temples and caves. A traveller to the city will find it impossible to resist
spending a day at these heritage monuments that have withstood the ravages of time. Ginger Hotel
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in Surat is centrally located and is close to the airport, railway station and the bus stand. It offers
quick and easy access to all the temples as well as to the flourishing commercial establishments in
and around the city.
Ginger Surat , one of the best budget hotel, in the city has 98 self sufficient rooms, with all the
special features of Smart Basics such as Smart space, Safe zone, Gymnasium geared to make
your stay comfortable and pleasant. At Ginger Hotel in Surat all rooms are equipped with amenities
such as Mini-fridge, LCD TV, Self-controlled A/c, Tea and Coffee maker and Telephone. This
business hotel also has a conference room facility.
To make your stay at Ginger Hotel in Surat comfortable, enjoyable and hassle free, we have
detailed information in this section right from directions to our Hotel in Surat to tariff details and
more. The City Guide section will help you gain an insight into important locations in Surat its
heritage, businesses and business centres and other key locations to visit. Your experience at Ginger
Surat is our primary concern, and rest assured, it will be a great one!
In case the hotel is unable to provide room on confirmed reservation , the hotel will be responsible
to relocate the guest to the same category or the next available category for room only.
In case the hotel is unable to provide room on confirmed reservation , the hotel will be responsible
to relocate the guest to the same category or the next available category for room only.
Value added services
Taxi and Van service Doctor on call
What is in it for you?
More and more corporates are finding it convenient, time saving, efficient and economical to stay
with us. We strive to achieve excellence by providing all the basic and modern amenities required
by smart business travelers, at a competitive price.
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Our belief
We believe in maintaining a long-term and enriching relationship with the corporates and we invite
you to join us to experience newer ways of smart and cost-effective business travel.
Vision
Ginger is a fresh and warm experience, of an unsurpassed value.
Mission
We provide smart, clean and safe hospitality offerings by adopting Gen next-practices that
constantly enhance value for our patrons.
We are driven by respect for people and nature and passion for our stakeholders.
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CHARACTERISTICS OF SERVICES
Intangibilty:
Services are intangible and insubstantial: they cannot be touched, gripped, handled, looked at,
smelled, and tasted. Thus, there is neither potential nor need for transport, storage or stocking of
services. Furthermore, a service can be (re)sold or owned by somebody,but it cannot be turned over
from the service provider to the service consumer. Solely, the service delivery can be commissioned
to a service provider who must generate and render the service at the distinct request of an
authorized service consumer.
Service is an experience for the customer
The interaction between the customer and the service provider will leave an impression on the
customer. The effect of the interaction between the service provider and the customer will either
enhance or detract from the customers satisfaction of the tangible product.
Perishability:
Services are perishable in two regards
The service relevant resources, processes and systems are assigned for service delivery during a
definite period in time. If the designated or scheduled service consumer does not request and,l. An
empty seat on a plane never can be utilized and charged after departure.
When the service has been completely rendered to the requesting service consumer, this particular
service irreversibly vanishes as it has been consumed by the service consumer. Example: the
passenger has been transported to the destination and cannot be transported again to this location at
this point in time.
Excess production of service cannot be placed in inventory
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Economies of scale cannot be realized in the production of services. Since demand fluctuates and
production cannot be stockpiled, hospitality service providers are not able to take advantage of
consistent and steady production that result in a cost reduction associated with the manufacturing of
tangible products.
Inseparability:
The service provider is indispensable for service delivery as he must promptly generate and render
the service to the requesting service consumer. In many cases the service delivery is executed
automatically but the service provider must preparatorily assign resources and systems and actively
keep up appropriate service delivery readiness and capabilities. Additionally, the service consumer
is inseparable from service delivery because he is involved in it from requesting it up to consuming
the rendered benefits. Examples: The service consumer must sit in the hair dresser's shop & chair or
in the plane & seat; correspondingly, the hair dresser or the pilot must be in the same shop or plane,
respectively, for delivering the service.
When service is delivered, the guest and service provider are both part of the transaction
Services purchased by customers often involve the interaction between the service provider and the
customer.Typically, the transaction requires the customer to be a participant in the experience
Variability:
Each service is unique. It is one-time generated, rendered and consumed and can never be exactlyrepeated as the point in time, location, circumstances, conditions, current configurations and/or
assigned resources are different for the next delivery, even if the same service consumer requests
the same service. Many services are regarded as heterogeneous or lacking homogeneity and are
typically modified for each service consumer or each new situation (consumerised). Example: The
taxi service which transports the service consumer from his home to the opera is different from the
taxi service which transports the same service consumer from the opera to his homeanother point
in time, the other direction, maybe another route, probably another taxi driver and cab.
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Each of these characteristics is retractable per se and their inevitable coincidence complicates the
consistent service conception and make service delivery a challenge in each and every case. Proper
service marketing requires creative visualization to effectively evoke a concrete image in the
service consumer's mind. From the service consumer's point of view, these characteristics make it
difficult, or even impossible, to evaluate or compare services prior to experiencing the service
delivery.
Mass generation and delivery of services is very difficult. This can be seen as a problem of
inconsistent service quality. Both inputs and outputs to the processes involved providing services
are highly variable, as are the relationships between these processes, making it difficult to maintain
consistent service quality. For many services there is labor intensity as services usually involve
considerable human activity, rather than a precisely determined process; exceptions include utilities.
Human resource management is important. The human factor is often the key success factor in
service economies. It is difficult to achieve economies of scale or gain dominant market share.
There are demand fluctuations and it can be difficult to forecast demand. Demand can vary by
season, time of day, business cycle, etc. There is consumer involvement as most service provision
requires a high degree of interaction between service consumer and service provider. There is a
customer-based relationship based on creating long-term business relationships. Accountants,
attorneys, and financial advisers maintain long-term relationships with their clientes for decades.These repeat consumers refer friends and family, helping to create a client-based relationship.
the interaction between the customer and the service provider will leave an impression on the
customer. The effect of the interaction between the service provider and the customer will either
enhance or detract from the customers satisfaction of the tangible product.
When service is delivered, there can be no recall of the guests experience
There is an aspect of time that is associated with the delivery of service. Additionally, since service
is the intangible part of the organizations output there are no opportunities for the organization to
recall and evaluate the quality of the service delivered. This requires management to develop
service providers that have the ability to deliver service consistently under different and changing
environments
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Lack of Ownership:
The final distinguishing feature of a service is that, unlike a physical product, the consumer does not
secure ownership of the service. Rather the customer pays only to secure access to or use of the
service. Again the hotel room is a good example. Similarly, with banking services, although the
customer may be given a Cheque book, credit cards, etc, they serve only to allow the customer to
make use of what he or she is actually buying, namely, bank services.
When purchasing services there is limited or no ownership
When purchasing services from a hospitality organization, the purchaser has limited or no
ownership of the service provided. Once the service transaction is complete, there is little or no
ability to enjoy the use of the service again in the future. Managing the service delivery in any
hospitality organization is difficult but often proves to be the only sustainable competitive
advantage available to the business in a hyper-competitive marketplace. Failure to understand these
characteristics of service will lead to a failure to recognize and meet the needs of the consumer.
Service has an aspect of time
Often, the delivery of service adds value to the physical product as noted above, therefore, service
must be delivered at the time and speed that is appropriate to the consumption or delivery of the
physical product. However, hospitality organizations can add value to the service proposition by
varying the time the service is available so that it better meets the needs of the customer, such as
restaurants having extended hours or brunches during weekends and holidays.
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SERVICE MANAGEMENT AT GINGER
The service marketing mix is also known as an extended marketing mix and is an integral part of a
service blueprint design. The service marketing mix consists of 7 Ps as compared to the 4 Ps of a
product marketing mix. Simply said, the service marketing mix assumes the service as a product
itself. However it adds 3 more Ps which are required for optimum service delivery.
The product marketing mix consists of the 4 Ps which are Product, Pricing, Promotions and
Placement. These are discussed in my article on product marketing mixthe 4 Ps.
The extended service marketing mix places 3 further Ps which include People, Process and
Physical evidence. All of these factors are necessary for optimum service delivery. Let us discuss
the same in further detail.
Product
The product in service marketing mix is intangible in nature. Like physical products such as soap or
a detergent, service products cannot be measured. Tourism industry or the education industry can be
an excellent example. At the same time service products are heterogeneous, perishable and cannot
be owned. The service product thus has to be designed with care. Generally service blue printing is
done to define the service product. For example a restaurant blue print will be prepared before
establishing a restaurant business. This service blue print defines exactly how the product (in this
case the restaurant) is going to be.
Place
Place in case of services determine where is the service product going to be located. The best place
to open up a petrol pump is on the highway or in the city. A place where there is minimum traffic is
a wrong location to start a petrol pump. Similarly a software company will be better placed in a
business hub with a lot of companies nearby rather than being placed in a town or rural area.
Promotion
Promotions have become a critical factor in the service marketing mix. Services are easy to be
duplicated and hence it is generally the brand which sets a service apart from its counterpart. You
will find a lot of banks and telecom companies promoting themselves rigorously. Why is that? It is
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because competition in this service sector is generally high and promotions is necessary to survive.
Thus banks, IT companies, and dotcoms place themselves above the rest by advertising or
promotions.
Pricing
Pricing in case of services is rather more difficult than in case of products. If you were a restaurant
owner, you can price people only for the food you are serving. But then who will pay for the nice
ambience you have built up for your customers? Who will pay for the band you have for music?
Thus these elements have to be taken into consideration while costing. Generally service pricing
involves taking into consideration labor, material cost and overhead costs. By adding a profit mark
up you get your final service pricing. You can also read about pricing strategies.
Here on we start towards the extended service marketing mix.
People
People is one of the elements of service marketing mix. People define a service. If you have an IT
company, your software engineers define you. If you have a restaurant, your chef and service staff
defines you. If you are into banking, employees in your branch and their behavior towards
customers defines you. In case of service marketing, people can make or break an organization.
Thus many companies nowadays are involved into specially getting their staff trained in
interpersonal skills and customer service with a focus towards customer satisfaction. In fact many
companies have to undergo accreditation to show that their staff is better than the rest. Definitely a
USP in case of services.
Process
Service process is the way in which a service is delivered to the end customer. Lets take the
example of two very good companies Mcdonalds and Fedex. Both the companies thrive on their
quick service and the reason they can do that is their confidence on their processes. On top of it, the
demand of these services is such that they have to deliver optimally without a loss in quality. Thus
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the process of a service company in delivering its product is of utmost importance. It is also a
critical component in the service blueprint, wherein before establishing the service, the company
defines exactly what should be the process of the service product reaching the end customer.
Physical Evidence
The last element in the service marketing mix is a very important element. As said before, services
are intangible in nature. However, to create a better customer experience tangible elements are also
delivered with the service. Take an example of a restaurant which has only chairs and tables and
good food, or a restaurant which has ambient lighting, nice music along with good seating
arrangement and this also serves good food. Which one will you prefer? The one with the nice
ambience. Thats physical evidence. Several times, physical evidence is used as a differentiator in
service marketing. Imagine a private hospital and a government hospital. A private hospital will
have plush offices and well dressed staff. Same cannot be said for a government hospital. Thus
physical evidence acts as a differentiator.
This is the service marketing mix (7p) which is also known as the extended marketing mix.
Customer-Driven
Service Designs and
Standards
Service Designs and
Standards
Theres Ginger in the air
Walk into a Ginger hotel in any one of 25 locations, and it feels like home. Clean and neat, without
being overwhelmingly luxurious, theres ginger in the air--
an exciting yet cheerfully friendly atmosphere thats eicient without being intimidating. Ginger
hotels brought about a signiicant change in the Indian hospitality space by unveiling an innovative,
irstof-its-kind category of Smart Basics hotels, says Prabhat Pani, chief executive officer, Roots
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Corporation, which owns and runs Ginger hotels. For the past five years, this Smart Basics
philosophy has been providing intelligent, well-planned facilities and services at attractive pricing
that delivers great value to guests.
EXPANSION PLANS
Not surprisingly, the demand for Ginger hotels has grown enormously especially among young
business travellers. And it is against this scenario that Roots Corporation has several new projects
underway at Bengaluru (second hotel), Hyderabad, Mumbai, Amritsar, Chandigarh and Jaipur,
along with three hotels in the National Capital Region (NCR). In addition, the company is planning
energetic forays into new areashaving multiple hotels in metros and tier 1 cities such as Delhi-
NCR, Mumbai, Bengaluru and Chennai; targeting markets that do not have wide seasonal
fluctuation in occupancy; and a sharper focus on small entrepreneurs, traders, business travellers
from large corporate organisations and self-employed professionals. From the current number of 25
operational properties, the target is to have about 40 hotels by the end of iscal 2012-13, and a total
of about 75 to 80 properties in two or three years thereater. While a high proportion of properties
will be owned or leased, the company has also commenced with the asset-light model of
management contracts, where Ginger hotels earn management fees for providing the design,
branding and operational management of a property owned by another party but maintaining the
Ginger standards. Growth is likely to be largely organic. Redevelopment of existing hotel
properties could be an option in limited cases, where the basic layout of the property meets the
Ginger requirements, adds Mr Pani. International markets are not Rooted in the Smart Basics
approach, Ginger hotels offer intelligent, no-frills services. Not surprisingly, the chain has enjoyed
steady growth in demand and customer loyalty Ginger places a high premium on its employees...
More than ever, the quality and ability of our employees and partners will become a make-or-breakfactor for us.
Under consideration currently; there is a clear focus on India, where the demand for hospitality is at
least double and, according to some sources, even four times the number of rooms available
(Ginger for select international markets with some adaptation is not ruled out in the future). The
category attracting the highest demand in India is the budget segment, eyed by several domestic and
international companies.
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THE SMARTADVANTAGE
Roots Corporation is in the enviable position of having the first-mover advantage. We believe that
this current value proposition of the Ginger brand needs to be made even stronger by growing its
footprint, says Mr Pani. To facilitate growth, Ginger has developed a flexible expansion model
with new hotels coming up as a part of a research park promoted by IIT in Chennai, alongside a
shopping mall in Ahmedabad, and in public-private partnership with Indian Railways- The Ginger
Rail Yatri Niwas in New Delhi.At the heart of all the hotels is the Ginger Smart Basics package
that focuses on hospitality elements needed by a business or leisure traveller, with no unnecessary
frills, keeping tarifs extremely attractive. The no-frills model ofers all the necessary comforts
posturepedic mattresses that support the back, good quality linen, an LCD TV ofering channels
from Tata Sky, a tea / cofee maker, a mini fridge, an attached bathroom with 24-hour hot water,
free wi-fi connectivitybut dispenses with elements like the traditional services of doorman and
valet, multiple restaurants and swimming pool. Even the room service is limited, allowing guests to
order only a select range of snacks.
GOING GREEN
Moving ahead, various new improvements are planned, all of them with an eye to eiciency in the
use of resources. here has been a deliberate efort to go green, with additions like solar-based water
heating, sensor-operated lighting in public areas, rain-water harvesting and so on. he latest three
Ginger hotels at Tirupur, Indore and Surat use LED lighting (in place of the CFL bulbs used
earlier), which may well make Ginger the first hotel in India to do so.
Product innovation coupled with well-trained staff is helping strengthen customer loyalty at Ginger.
Using technology, other improvements have also been planned across the range of operations
payment mechanisms, guest engagement and customised
offerings among these a pre-paid product, a check-in kiosk, webbased and mobile phone-based
booking and check-in. A special section for travel agencies on the Ginger website would allow them
to create speciic user accounts, define access rights, make, view, amend or cancel bookings online,
print invoices online, and so on.
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FOCUSING ON PEOPLE
Such growth demands continuous focus on people, processes and product oferings, while keeping
the customer at the centre, says Mr Pani, expounding
further that, hence, the strategy involves investment in people in the recruitment, training,
development processesin infrastructure and IT-related operations, in product innovation and in
building relationships and forging key new relationships with outsourcing partners.While staing is
tight by design, availability of suitable human resources is a challenge and likely to remain so going
forward. Says Mr Pani, Ginger places a high premium on its employees being multi-skilled and
professional. More than ever, the quality and ability of our employees and partners will become a
make-or-break factor for us. Therefore, Roots Corporation undertakes intensive training
programmes to advance skill levels of both regular employees and staf members of partners.
Outsourcing of services such as food and beverage (F&B) offerings, including 24-hour caf
operations and la carte and buffet meal options, and laundry and housekeeping services to
reputed and specialised partner-companies, allows for cost-efficiencies.
Outsourcing partners include Caf Coffee Day and Khaaja Chowk for F&B services, Forbes
Concepts for house-keeping services, and Jyothi Fabricare for laundry services. In the budget hotels
space, Ginger can, in fact, take credit for starting a trend in outsourcing. Constant improvement is amantra at Ginger. Feedback from employees and customers is sought virtually as a business
development tool. There is a speciic efort made to collect feedback from guests and
recommendations from employees. This helps in providing essential inputs towards short-term and
long-term approaches on product development, process changes, training, spends, and so on, says
Mr Pani. At Ginger, we recognise that repeat business is the key for success and hence it is
essential to track customer satisfaction. It is equally important to have low attribution rates in the
interests of operational and cost efficiencies. As a fast-expanding hotel chain, the challenge is to
keep pace with the evolving needs of consumers and to make necessary changes in the Ginger
product offering in a timely and cost effective manner. A big challenge is to make the brand
visibility salient and build strong brand equity amongst potential and current guests. It does, after
all, have the punch of ginger to offer guests.
Reach and spread: 25 operational Ginger hotels in Bengaluru, Haridwar, Bhubaneswar, Mysore,
Thiruvananthapuram, Pune (two, including Wakad), Nashik, Agartala, Puducherry, Vadodara,
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Pantnagar, New Delhi (two, including the Rail Yatri Niwas), Goa, Ludhiana, Ahmedabad,
Mangalore, Guwahati, Jamshedpur, Surat, Chennai, Indore, Manesar and Tirupur.
Number of employees: Over 300 on the rolls of Roots Corporation (as of August 2011).
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Flower of Services
FLOWER OF SERVICES
The eight clusters are displayed as petals surrounding the center of a flower; hence we call it the
Flower of Service.
The petals are arranged in a clockwise sequence depending on how they are likely to be
encountered by customers.
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However, the sequence may sometimes vary. For instance, payment may have to be made before
service is delivered rather than afterwards.
In a well-designed and well-managed service organization, the petals and core are fresh and well-
formed.
A service that is badly designed or poorly delivered is a like a flower with missing or dried petals.
Even if the core is perfect, the flower looks unattractive.
Think about one of your negative experiences as a service customer. When you were dissatisfied
with a particular purchase, was it the core that was at fault, or was it a problem with one or more of
the petals
A company's market positioning strategy helps to decide which supplementary services should be
included. If a company's strategy is to add benefits to increase customers' perceptions of quality,
then more supplementary services are required
Information
To obtain full value from any good or service, customers need relevant information .New customers
and prospects are especially hungry for information.
Information may sometimes be required by law. These include conditions of sale and use, warnings,
reminders, and notification of changes.
Customers also appreciate advice on how to get the most value from a service and how to avoid
problems.
Companies should make sure that the information they provide is both timely and accurate. If not, it
is likely to make customers feel irritated or cause them inconvenience.
Traditional ways of providing information to customers include using front-line employees, printed
notices, brochures, and instruction books.
Information can also be provided through videos or software-driven tutorials, touch screen video
displays, or through company web sites. The types of information range from train and airline
schedules, to assistance in locating specific retail outlets, to information on the services of
professional firms.Many business logistics companies offer shippers the opportunity to track the
movements of their packages, which have been assigned a unique identification number.
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Order-Taking
Once customers are ready to buy, the company accepts applications, orders, and reservations.
The process of order-taking should be polite, fast, and accurate so that customers do not waste timeand endure unnecessary mental or physical effort.
Technology can be used to make order-taking easier and faster for both customers and suppliers.
Billing
Billing is common to almost all services (unless the service is provided free of charge). Customers
usually expect bills to be clear. Inaccurate, illegible, or incomplete bills risk disappointing
customers who may, up to that point, have been quite satisfied with their experience. If customers
are already dissatisfied, the billing mistake may make them even angrier.
Billing should also be timely, because it encourages people to make payment faster. Procedures
range from verbal statements to a machine-displayed price, and from handwritten invoices to
elaborate monthly statements of account activity and fees.
Busy customers dislike being kept waiting for a bill to be prepared. There are different ways in
which bills can be presented to customers in a faster way.
Hotels and rental car firms now have express check-outs. Many hotels may push bills under
guestroom doors on the morning of departure showing charges to date
Payment
In most cases, a bill requires the customer to take action on payment. One exception is the bank
statement which shows details of charges that have already been deducted from the customer's
account.
Increasingly, customers expect it to be easy and convenient to make payment, including using
credit, when they make purchases in their own countries, and while traveling abroad.
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A variety of options exist for customers to make payment. For selfservice payment systems, one
may make payment by inserting coins, banknotes, tokens or cards into machines.
Good maintenance of the equipment is important. If the equipment breaks down, it can destroy the
purpose of such a system.
Most payment still takes the form of cash or credit cards.
However, more and more shopping is being done online.
PayPal offers a fuss-free and secure way to make payments for goods bought over the Internet.
Online shoppers must first register with PayPal and have a credit card to use the service.
Customers can make their payments via PayPal who will process the payment to the seller. PayPalwill then charge the amount owed to the registered buyer's account.
ENHANCING SUPPLEMENTARY SERVICES
Consultation
Now we move to enhancing supplementary services, led by consultation. Consultation involves a
dialog to probe customer requirements and then develop a solution that is suited to the needs of the
customer.
Examples of several supplementary services in the consultation category-
Customized advice
Personal counseling
Tutoring/training in product use
Management or technical consulting
At its simplest level, consultation consists of immediate advice from a knowledgeable service
person in response to the request, what do you suggest? (For example, you might ask the person
who cuts your hair for advice on different hairstyles and products).
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Finally, management and technical consulting for corporate customers include the solution selling
associated with expensive industrial equipment and services.
Effective consultation requires an understanding of each customer's current situation, before
suggesting a suitable course of action.
Good customer records can be a great help in this respect, particularly if relevant data can be
retrieved easily from a remote terminal
In an Internet environment, which encourages customers to engage in self-service applications and
be more self-reliant, companies should not forget the personal touch of a live human being during
the process of consultation.
The human touch of a friendly customer-service officer will certainly be valued and remembered,
and will go along way for customers.
Counseling is another type of consultation that is less direct than consultation. It involves helping
customers understand their situations better, so that they can come up with their own solutions and
action programs
Hospitality
Hospitality-related services should, ideally, reflect pleasure at meeting new customers and greeting
old ones when they return. Well-managed businesses try, atleast in small ways, to ensure that their
employees treat customers as guests.
Courtesy and consideration for customers needs apply to both face-to-face encounters and telephone
interactions.
Hospitality is an element that can be more clearly displayed in face-to-face encounters. In some
cases, it starts (and ends) with an offer of transport to and from the service site on courtesy shuttle
buses.
If customers must wait outdoors before the service can be delivered, then a thoughtful service
provider will offer weather protection.
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If customers have to wait indoors, then there can be a waiting area with seating and even
entertainment (TV, newspapers or magazines) to pass the time. Recruiting employees who are
naturally warm, welcoming, and considerate helps to create a hospitable atmosphere
The quality of the hospitality services offered by a firm can increase or decrease satisfaction with
the core product. This is especially true for people-processing services where customers cannot
easily leave the service facility.
Private hospitals often seek to enhance their appeals by providing the level of room service that
might be expected in a good hotel. This includes the provision of quality meals.
Failures in hospitality can extend to the physical design of the areas where customers wait prior to
receiving service.
A survey found that unappealing offices and lack of comfort can drive away patients of cosmetic
surgeons.
Safekeeping
While visiting a service site, customers often want their personal possessions to be looked after.
In fact, some customers may choose not to go to certain places that do not have safekeeping
services like a safe and convenient car park.
On-site safekeeping services includes coatrooms, baggage transport, handling and storage;
safekeeping of valuables; and even child care and pet care.
Examples of Safe-keeping Elements
Caring for Possessions Customer
Bring with Them
Child care, pet care
Parking for vehicles, valet parking
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Baggage handling
Storage space
Safe deposit boxes
Security personnel
Caring for Goods Purchased (or Rented) by Customers
Packaging
Pickup
Transportation and delivery
Installation
Inspection and diagnosis
Cleaning
Refueling
Preventive maintenance
Repair and renovation
Exceptions
Exceptions involve supplementary services that fall outside the normal service delivery. Exceptions
include special requests, and problem solving.
Companies should anticipate exceptions and develop back-up plans and guidelines in advance. That
way, employees will not appear helpless and surprised when customers ask for special assistance.
Well-defined procedures make it easier for employees to respond promptly and effectively.
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Managers need to keep an eye on the level of exception requests. Too many requests may indicate
that standard procedures need to be changed.
Examples of Exception elements
Special Requests in Advance of Service Delivery
Children's needs
Dietary requirements
Medical or disability need
Religious observances
Handling Special Communications
Complaints
Compliments
Suggestions
Problem Solving
Warranties and guarantees
Resolving difficulties that arise from using the product
Resolving difficulties caused by accidents, service failures
Assisting customers who have suffered an accident or a medical emergency
Restitution
Refunds and compensation
Free repair of defective goods
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BRANDING SERVICE PRODUCTS AND EXPERIENCES
In recent years, more and more service firms have started talking about their products. What is the
difference between a service and a product
A product is a defined and consistent bundle of output.
One bundle of output can be differentiated from another bundle of output.
Service providers can usually offer a menu of products, representing an assembly of carefully
prescribed elements built around the core product. They may also bundle in certain value-added
supplementary services.
Product Lines and Brands
Most service firms offer a line of products rather than just a single product.
As a result, they must choose among three broad alternatives: using a single brand to cover all
products and services, a separate stand-alone brand for each offering, or some combination of these
two extremes.
The term branded house is used to describe a company like the Virgin Group, which applies its
brand name to multiple offerings in often unrelated fields.
Next on this spectrum are what they term sub-brands. A sub-brand is one where the master brand is
the main reference point, but the product itself has a distinctive name too.
Offering a Branded Experience
Branding can be used at both the company and product level by almost any service business.
In a well-managed firm, the corporate brand is not only easily recognized, but it also has meaning
for customers. The brand stands for a particular way of doing business.
Applying distinctive brand names to individual products helps marketers to establish a mental
picture of the service in customers' minds and to clarify the nature of the value proposition.
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CHANNEL OF SERVICE DISTRIBUTION
The channel of service distribution means the channels through which service is distributed to
masses. In our hotel Ginger, owned by the TATA group, the channel of distribution is zero level i.e.
the company doesnt involves the intermediaries to provide services to people. Although it has
various branches in various cities so as to provide its hospitality services to a large number of
people living in different cities.
The company sees to it that the services are uniformly spread over each region viz East, West,
North, and South parts of our country. The channel is designed in such a way that the services and
the product of the company are easily accessible by the general public. Its hotels are spread over 23
cities all over India from Manesar in Haryana to Trivendrum in Kerala thereby ensuring that itsservices are available at different parts of the country.
The management of the company decides where to expand their services operations and through
which mediums and intermediaries. The TATA group along with the roots corporation carry on the
service operation of the Ginger and decide the distribution channel through which they can market
their services.
The distribution channel plays a vital role in making the service reach to masses. The more efficient
the distribution channel, the better will be service delivery. The efficiency level of the service
delivery or distribution channel can be measured by the number of customers who are satisfied with
the services.
The company Ginger sees to it that the quality is not compromised throughout its various branches
which exist due to their zero level distribution channel. The quality is the major component that
company focuses on while spreading their services through distribution channel.
The channel of distribution decides the actual route through which service has to be delivered to the
customers. Channel of distribution defines the ways through which the company reaches its services
to the masses, and sees to it that the quality is not degraded while reaching product or the service to
public.
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Customer Role in Service Delivery:
There are three types of roles for the customer in the service delivery process. The customer can be
a productive resource, a contributor to quality and satisfaction or a competitor in the service
delivery process.
For the service Amtrak expects the customer to take part as a productive resource in the service
delivery process to gain a better. For Amtrak it is clearly most effective for a customer to get the
tickets from the QuickTrak machine. There is simply no labor involved other than that of the
customer himself. The second best way for Amtrak is if the customer orders his tickets online. This
way, few employees are needed to send the tickets to the customers address. The last and most
ineffective way for Amtrak is if the customer makes his purchase at the ticket booth at the train
station. Amtrak needs to employ people to sit behind the counter and help the customer. This brings
also the risk of complaints and lowering the customers perception of the service delivery. They
totally depend on the person behind the ticket booth and blame that person for any mistakes.
Although the customer still needs to provide the cashier with the necessary information. This leads
to the second customer role.
The customer can also has to contribute to the quality and satisfaction. The customer will be more
satisfied if they think that they have done their part in the service delivery. Therefore it is advisable
to involve the customer. By online and QuickTrak purchases the customer is fully involved. The
customer needs to find out when and where he wants to go. What level of comfort he desires. If he
wants to eat on the train, what he wants to eat. These are all examples of decisions that the customer
is involved in.
The third and last is viewing the customer as competitor. By answering the critical factors we can
see that there is a way that the customer can be seen as a competitor. The customers ultimate goal
is to get from point A to point B. There are few different options. The train is one and others might
be going by car or taking a airplane.
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Factor Explanation
Expertise capacity
Resource capacity
Time capacity
Economic rewards
Psychic rewards
Trust
Control
The expertise capacity of the customer is likely not to be that good that he can produce the service
of the train trip himself. Other options to go from point A to B are therefore important.
The recourses of duplication are low. People are not known to have an entire train in their backyard.
However, they do have a car most likely. A plain is again a good option.
If there is no expertise or resource for duplication it is not likely that time will be a critical factor.
However the time aspect can be seen in the options again. The train is quicker than the car but not
quicker than the plane.
Other options such as the car might prove to be cheaper. A plane is generally more expensive.
The psychic reward does not play any role here.
The degree of confidence or certainty the customer has in the various options. So what confidencedoes the customer has in options such as the car or the plane.
The control level will be higher for the customer if he chooses to go by car. The level of control will
be lower if he chooses the plane.
We can conclude that there is a certain form of viewing the customer as a competitor. If the critical
factors associated with the external or internal exchange are reviewed, the conclusion is that the
customer fulfills his role as a competitor by evaluating its options on substitution possibilities.
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Role-learning
There is a question for to ask concerning role-learning. How did the customer learn his role in the
service experience? As stated before the customer takes all three roles there are in the service
delivery process. It is often learned from others what the customer needs to do as a productive
recourse. By asking questions and receiving answers from others the customer becomes aware of
what his role is in being a productive resource. The second role that the customer adapts is that of
contributor to quality and satisfaction. The customer learns this by asking himself how he
contributed to the technical and functional quality. Treating employees, other customers, supplying
them with the necessary information. The third and last role the customer has to learn is the role of
competitor. This is done by answering and weighing the critical factors. The customer does this in
his mind upfront. During the service delivery the customer makes the same decision about various
aspects of the service. For instance the purchase of food in the food-car. The customer can also
decide to bring his own food. This role is learned by knowing the alternatives and what the outcome
of the critical factors are. Customers do not know the critical factors by heart but they go by them
all the time. This displays that the customer does not have to learn these but already knows.
The importance of the customer to the service delivery process
As stated before the satisfaction of the customer goes up if the level of participation is higher.
Through appropriate or inappropriate, effective or ineffective, productive or unproductive behaviors
the customer contributes to GAP 3. This GAP deals with the problems between the service delivery
on the one hand and the customer-driven service designs and standards on the other. The
importance of the customer to the service delivery process is huge. The customer is receives the
service direct. A mistake in the service can cause the customer to feel negatively towards the
service. It is all important for future customers. The customer can decide not to use the service
anymore. He also can promote the company negatively. Word of mouth is one of the strongest
marketing tools there is. Therefore if the customer feels that the service lived up to his expectations
and standards or even exceeded it, he will be greatly important for future revenue.
Participation level in the service delivery process
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There is a low participation level in the service delivery process of a train trip. First of all, the
service is standardized (or at least standardized in segments). The service that the next person gets
is the same as the customer himself. Second, the service is provided regardless of any individual
purchase. The train is going with or without the customer on it. And third the payment is the only
required customer input. After deciding where and when the customer wants to go there is only the
payment for the ticket involved. After that the customer cannot change the service to fit his profile
individually.
Other customers influences on the service experience
There are many ways that other customers can influence the service experience. Someone candisplay disruptive behavior in line for the ticket purchase, in the waiting area or in the train. Other
customers are expected to share space, time and other service factors. This may become a problem
if segments are not comfortable with sharing or with each other or when the need to share is
intensified due to capacity constraints. Customers will more often notice each other because they
are in close physical proximity to each other. They are influenced by each others behavior. There
are many ways of positive and negative influencing the customers service experience.
How other customers can enhance or diminish the service experience
Above is stated how customers can influence the service experience by displaying certain behavior.
Enhancing can be done in various ways. The most common way is helping the customer. In this the
most frequent way is that the customer gets directions to something. The track number, location of
the track number, to the restrooms or just the information desk. Just a friendly conversation with a
fellow passenger on the train can enhance the service experience as well. These are ways other
customers can enhance the service experience, just by interacting with one another. Interacting can
also diminish the service experience. If the outcomes of interaction are negative towards the
customer or the customer feels it is negative can contribute to a diminished feeling towards the
service experience. Nowadays another thing that other customers can do to diminish the experience
is calling on cell phones. Often people are not aware of the fact that apparently they try to conquer
the distance by shouting on their phone. This leads to another diminishing fact. The fact that other
customers are loud in the train. The customer might want to go to sleep or just quietly read thenewspaper.
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How the customer is able to enhance the service experience.
Participation is a key element in how the customer is able to enhance his service experience. This
means that the customer should come prepared. If the customer feels he has done his part, he will
have a better experience. Your involvement in the ticket purchase can be part of this. Second, the
customer maybe asked to seat himself and during the train trip go to the food-car himself. This is all
participation. Customers often do not feel that they contribute to the service. This is the positive part
of this. Let the customer decide simple things for himself, and the service experience goes up. The
customer is also able to enhance the service experience if he knows enough of it. So self-educationis also an important part. This may the customer do by asking questions. They know what to do.
Also linked to this is helping others. If you have the knowledge you can help others. Most people
feel that the service is better if they have helped another person. If it is standing up for an elderly
woman or just directing someone to the bathroom on the train.
There is another thing the customer can do to enhance the service experience. Often if the customer
encounters a bad service delivery there is possibility to complain about it. Amtrak allows the
customer to complain. Often when the customer complains, he will enhance his feeling towards the
entire experience. Complaining makes a customer feel better so understanding that is a huge part on
enhancing the customers service experience.
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EMPLOYEES ROLE IN SERVICES DELIVERY
The level of customer participation required in a service experience varies across services as shown
in Table I. In some cases, all that is required is the customers physical presence (low level of
participation), with the employees of the firm doing all of the service production work, as in the
case of a symphony concert. Symphony-goers must be present to receive the entertainment service,
but little else is required once they are seated. In a business-to-business context, examples of
services that require little participation are less common. One example shown in Table I is that of
providing plant and flower interior landscaping services. Once the service has been ordered, little is
required from the organization other than to open its doors or provide access to the service provider
to move plants in and out.
Low: Customer presence Moderate: Customer inputs required during service required for service
High: Customer co-creates delivery creation the service product Products are standardized Client
inputs customize an active client participation standard service guides the customized service.
Service is provided Provision of service requires Service cannot be created apart regardless of any
individual customer purchase from the customers purchase active participation. Payment may be
the only Customer inputs (information, Customer inputs are mandatory required customer input
materials) are necessary for an and co-create the outcome adequate outcome, but the service firm
provides the service
Examples:
End consumer
Airline travel Hair cut Marriage counselling
Motel stay Annual physical exam Personal training
Fast-food restaurant Full service restaurant Weight-reduction programme
Business-to-business customer
Uniform cleaning Agency-created advertising Management consulting service campaign
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Executive management
Pest control Payroll service seminar
Interior greenery Independent freight Install wide area network maintenance service transportation
(WAN)
In other cases, consumer inputs are required to aid the service organization in creating the service
(moderate level of participation). Inputs can include information, effort or physical possessions. All
three of these inputs are required for a CPA to prepare a clients tax return effectively: information
in the form of tax history, marital status and number of dependents; effort from the client in putting
the information together in a useful fashion; and physical possessions such as receipts, past tax
returns, etc. Similar types of information, effort and possessions are required when the customer isan organization seeking to outsource services such as payroll, customer database management, or
tax accounting.
In some situations, customers can actually be involved in co-creating the service (high level of
participation). For such services, customers have essential production roles that, if not fulfilled, will
affect the nature of the service outcome. All forms of education, training and health maintenance fit
this profile. Unless the customer does something (e.g. studies, exercises, eats the right foods), the
service provider cannot effectively deliver the service outcome.
Similarly, an organization seeking training services for its employees will need to help define the
nature of the training, identify the right employees for the training, provide incentives for them to
learn and facilitate their use of the training on the job. If the organization does not do this, it and the
employees involved will not receive the full benefits of the service.
Table I captures the three levels of participation required of service customers and provides several
examples of each type for both end consumers and business-to-business customers. The
effectiveness of customer involvement at all of the levels will impact organizational productivity
and ultimately quality and customer satisfaction.
Customers roles in service experiences
Within the levels of participation just discussed, customers can play a variety of roles. Through a
review of literature which has contributed to our understanding of customer participation (see Table
II), we have identified three of these:
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(1) The customer as productive resource;
(2) The customer as contributor to quality, satisfaction and value; and
(3) The customer as competitor to the service organization.
These roles are not mutually exclusive meaning an individuals co-productive behaviors in a
specific situation may apply to more than one of the three roles. Elements of each role may be at
play in a given service transaction. A description of these roles and their implications follows.
Afterwards, the discussion of two empirical research studies further illustrates customer
participation levels and the roles customers can play in service delivery
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SERVICES MARKETING COMMUNICATION MIX
Special offers:
Monsoon offer: Experience the Monsoon Mania with Ginger Hotel's Special Monsoon Package!
Early Booking Offer: SAVE NOW" Book Early and Pay Less with Ginger Hotels
Exclusive discount for BPCL Petro card members:Indias most trusted loyalty program for fuel,
Bharat Petroleums PetroBonus today has over 1.6 million Members across the country offering15% discount on your stay at Ginger Hotels.
Last Minute Rates: Sensational last minute rates in our top destinations. Book Now!!
Day Use Rates: Introducing special day use rates for travellers to freshen up or relax before
heading for work.
Exclusive discount for VISA Premium card members: VISA- India's Preferred Services and
Fine Dinning program for Visa premium card holders.
Weekend offer: What would be better than a hassle free and relaxed weekend? So get out of your
routine office grind and take a few days off with Ginger weekend offers.
HOW TO BOOK:
Online booking
Take advantage of our online booking service and reserve your rooms today, click here
For Cash or Debit Card bookings, email your reservation details to [email protected]
Phone Booking
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Ginger offers you the convenience of booking a room over the telephone. Just call our national toll
free number or our reservation helpdesk and reserve your rooms.
Call us on our new call center number 1860-266-3333
Payment Options
American Express Card
Master Credit/Debit Card
Visa Credit/Debit Card
Net Banking and Cash Cards
Rescheduling and cancellation
Change is the only constant in this world. If you need to reschedule, we will be glad to help.
However, rescheduling your reservation is subject to room availability. In the event of cancellation
of your reservation, cancellation charges plus taxes apply. These charges are as follows:
24 to 48 hours prior to arrival: 50 per cent of the room tariff per reserved room
Less than 24 hours prior to arrival: Room tariff for one night per reserved room
Non arrival: Room charge for one night per reserved room
To cancel your booking online, click here
Group booking
Reservations for five to 25 rooms are considered as group booking. Please note that group bookings
need to be cancelled at least 7 days prior to arrival. Cancellation of a group booking involves the
following cancellation charges plus applicable taxes:
7 to 21 days prior to arrival: 50 per cent of the applicable room tariff for the block of rooms
reserved
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Less than 7 days prior to arrival: Total room charges for the block of rooms reserved
More than 21 days prior to arrival: One night's charge paid at the time of booking
TRAVEL AGENTS:
Welcome to Ginger hotels. We provide information and services that will make it easier for you to
do business with Ginger hotels and assist you in making right choice for your clients. We feature all
accommodation types to suit every taste and budget.
We are always eager to welcome new travel partners, and are committed to improving our services
so that we can always exceed expectations of you and your clients. If you wish to use Ginger hotelsto make travel arrangement for your clients, then we urge you to sign as a registered travel agent.
All you have to do to register with Ginger hotels is provide us with below mentioned information
and documents by sending email to [email protected]
1. Name of the Organisation
2. Contact Detail of the organisation (Address, Telephone no., Fax no., Email ID)
3. Detail of the 2 contact Person (Name, Telephone No., Email ID)
4. Name of the head of Organisation
To Register with Ginger Hotels, copies of any two of the following documents at least one from
each category need to be submitted CategoryI
1. PAN Card of Entity
2. Service Tax Certificate
3. Certificate of registration under Shops and Establishment Act Category
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Values
Customer-driven excellence: We anticipate expectations and delight our patrons with convenient
and modern facilities at an unsurpassed value
Entrepreneurship: We strive to take ownership of the tasks we perform and to create an
environment that encourages and supports initiative and appropriate risk-taking
Innovation: We believe that making meaningful changes to improve products, services and
processes to create value for all stakeholders is an integral part of the daily work of the organisation
Valuing employees, partners and communities: We believe in nurturing and developing internal and
external partnerships, balancing the growth of the core business while preserving natural resources
and contributing to society
Speed and agility: We deliver on promises with a sense of urgency and short response time
Fun, joy and zing: We believe that a happy employee leads to a delighted guest
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
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Our hotels have a myriad of options when it comes to dining. We 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
Dial-a-meal
Order from a selection of menus from local restaurants and enjoy the meal at our restaurants,collect
the food at the Give 'n' Take counter
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 connectivity
Conference 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
On-site ATM: From a selected set of approved/empanneled banks
Secure parking: 24*7 security on-site: monitoring by CC TV
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Doctor on call
Smart Basics, Smart prices
We have a totally transparent pricing policy, with no hidden costs and additional levies. We believe
in giving you true value for your money.
Smart PlanetAn eco initiative
At Ginger Hotels, our values give special emphasis on environmental and ecological issues. We
constantly work towards building a better and sustainable way of living by providing facilities to
our customers without compromising on the environment. The steps taken by us speak volumes ofthe 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,
we understand the importance of a good nights rest and strive to make our guests incredibly
comfortable. We offer state-of-the-art posturepedic mattresses, which provide adequate support,
thus ensuring a good slumber. Our 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 support
Reducing tossing and turning
These mattresses are complimented with duvets that offer softness and comfort to enhance the
sleeping experience. Our exciting new range of beautiful bed linen, our comfortable pillows, and
sumptuous duvets add to your convenience and comfort.
So, dont forget to sleep smart the next time you are in Ginger Pune.
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*Smart Sleep is currently available in Ginger Pune.
Smart Space Rooms
At Ginger, we believe in the luxury of simplicity. Our Smart Space rooms are designed with
comfort and practicality in mind. You 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
Double Rooms: A queen-size bed for your comfort
Family Rooms: Perfect for a family of four (at Delhi)
Special Room to look after the special needs of the physically challenged
Our rooms are packed with features, to make your stay a memorable experience. You 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
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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
Safe Zone
At Ginger, we realise the importance of safety. Our hotels designed for total security and has
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
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SERVICE CULTURE
Service culture can be defined as Culture where an appreciation for good service exists, and where
giving good service to internal as well as ultimate, external customers is considered a natural way of
life and one of the most important norms by everyone.
Service cultures differ from organization to organization. Culture includes values, beliefs, norms,
rituals, etc. Any policy, procedure, action or inaction on the part of an organization and its
employees contribute to service culture. Employees can play key roles in communicating a
company's culture to its customers. Examples include: employee dress code, interactions with
customers, service provider's knowledge, skill, and attitude.
Companies develop vastly different service cultures depending on their industry, product, size,
business model, etc. The culture is usually set and communicated by top executives..
Service culture can be built in an organization only by a sustained and consistent effort over and
extended period. It cannot be introduced by top management diktats only. Building of service
culture requires sustained attention to:
Hiring right people:It is necessary to hire right kind of people in the hotel because they are the one who represents the
hotel. Management sees to it that the employees who are hired are disciplined, well behaved,
efficient and calm. They should be such that they can easily manage everything.
Retaining the best people:It is the responsibility of the management to retain the best employees by providing them good
facilities and also giving them monetary incentives like bonus, promotion and as well as non
monetary incentives like appreciation in front of the other employees.
Developing the people to deliver service quality:The management should give proper training to the employees so that the chance of delivering bad
service is minimized to a greater extent. The hotels should ensure that they deliver the best service
to the customers and take feedback and make changes accordingly.
Providing needed support system to people:
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It should be seen by the management of the hotel that the needs of the customers are fulfilled and
they do not face any problem.
SERVICESCAPE
Environment dimension
a) Ambient conditions Temperature: The company has assure that the temperature in the hotel
for providing services should be kept cool and moderate and as per the
customers requirements and comfortability.
Air quality: Air quality plays a significant role for comforting thecustomers requirements. A good air quality influences the mood of the
customers and create good atmosphere around.
Noise: The management sees to it that there is no irritating noise or voicearound the hotel. Noisy atmosphere irks customer and so the hotel
industry should make sure to reduce it as much as possible.
Music: A good music is a base for the perfect ambience. So the managerand other executives have to make sure that there is good soothing music
playing in the background when the customers are around.
Scent, colour etc.: There should be a pleasant odour around the hotel sothat the customers feel comfortable and relaxing.
b)Space/ Function: Layout: The layout of the hotel should be such that the customer does not
face any problem and they feel easy to move. It should be seen that the
area is not congested enough and little bit spacious to make them feel
comfortable.
Equipments: It should be seen that the equipments in the gym, clubs etc.are maintained and managed properly by their respective authorities.
Similarly, the vessels used in the kitchen of the restaurant by the chef
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should be seen that it is cleaned and tidy enough so that the quality of the
food is not affected.
Furnishings: The waiting lounge facilities and the reception are kept neatand up-to-date and even the furnishings of room are made attractive and
pleasing to eyes for the customers.
c) Signs, symbols and artifacts: Signage: the GINGER signage depicts the existence of the hotel and it is
large enough to be seen from a distant place and even the signages inside
the hotel are easy to understand and unambiguous figures.
Personal artifacts: the hotel should ensure that the personal artifacts areeasy to understand by the customers.
Internal Responses (From Employees Point of view):
a) Cognitive: Beliefs: The employees Beliefs and values affects positively if the
working atmosphere is favourable to work in. He will get satisfied with
the companys working style and work effectively and efficiently for the
firm.
Categorization: The employee categorizes his job based on themovement of other jobs in the company and hence concludes which
category his job belongs to and works according to it without any
hindrance to other jobs.
Symbolic Meaning: Employee has a symbolic meaning regarding thefirm he works in, whether it is good or bad, luxury or normal. He works
according to what he feels for the company. His efforts might turn in
positive manner if he has a positive symbol about the company in his
mind.
b)Emotional: Feelings: Feelings play an important role in deciding the attitude
towards work, if the employee has a positive feeling about the company
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that it is good and respects his work, he may work even harder,
considering the service of the company as his own, rather than the
companys.
Moods: Feelings decide the moods of the employees. If the mood of theemployee is enthusiastic and workaholic type, he may work harder and
harder to support the management in providing efficient service to the
customer and vice versa.
Attitudes: The attitude of the employees towards their work andcompany exhibits their working style in the firm. If the employee
develops a positive attitude regarding the service firm, he works
positively and vice versa.
c) Psychological: Pain: The employees works effectively where he doesnt find too much
pain to his body, so the company has made sure that there is least
burden on employees body for the service delivery and hence making
them easy to work in the working atmosphere without any pain.
Comfort: Comfort is the major issue that is considered by the employeewhile working in a firm. He sees to it that he is comfortable in the
working atmosphere of the company or else his productivity in service
delivery might suffer and consequently hinder the firm.
Movement: The management makes sure that the employee doesnthave to move around too much in the service place for delivering the
service or else the employee may get tired moving here and there for
tiny works and consequently affecting his efficiency.
Physical Fit: An employee has to be physically 100% fit for renderingany service to the customer and hence the management should see to it
that the it has a physically fit workforce working in its service structure.
Internal Responses (From the customers point of view):
a) Cognitive:
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Beliefs: The beliefs of the customer about the service firm are the mostimportant feedback of the firm. If the customer has a positive belief about
the service company, he might come back again for taking services of the
firm and may also suggest other individuals for approaching the service
firm.
Categorization: The customer may categorize the service of the firmaccording to his expectations, such as excellent, good, average or poor.
On the basis of his categorization, he might decide wether to visit that
service firm again or not.
Symbolic Meaning: The customer has a symbolic meaning regarding thefirms name in its cognitive mind. For example, by coming to GINGER,
he has a symbolic meaning in his mind that it is one of TATAs products,
so it might be good enough to try once.
b)Emotional: Feelings: The feelings of the customer about the service are an important
emotional aspect to consider. If the customer acquires positive and good
feelings about the service he took, he may come back again and create a
word of mouth.
Moods: The experience of the customer after taking the service largelydepends on its mood. If he is not in a good mood, while taking service,
his experience regarding that service might not be good and affect
companys prestige as well at large.
Attitudes: When the customer has a favourable experience visiting theservice place and taking that service, he might develop a positive attitude
for the company and consequently create positive word of mouth
publicity for the company.
Behaviour Approach of employees:
Affiliation: Affiliation is the basic component that an employee expectsfrom the management. The GINGER management provides affiliation to
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its workers so that the workers feel a sense of belongingness towards the
firm and stay loyal to the firm.
Exploration: By working with a positive mindset, the employees explorenew ideas for efficient working. It is the responsibility of the management
that they should accept new ideas from the employees and they should be
appreciated so that they feel free to communicate their ideas.
Stay longer: If the employees are satisfied while working with the servicecompany and feel a sense of belongingness towards the company. They
stay longer with the firm and labour turnover reduces, also the
management has to look after its employees in a proper manner for
retaining them for longer period.
Satisfaction: Management tries various measures to gain employeesatisfaction such as paying them timely wages, giving them extra
monetary as well as non-monetary benefits. Through these measures, an
employee gets to know his importance in the company and hence his
satisfaction level increases.
Behaviour Approach of Customers:
Attraction: The service place should be such that it is attractive enough tomake the customer come inside the Hotel, atleast for trying its service
once. The Ambience, Furnishings, Colours, Articrafts, etc. should be kept
in the hotel in such a manner that it grabs maximum attention of the
customer and make him feel like a king of the palace.
Stay/Explore: If the customer finds the Hotel attractive and luxuriousenough to stay in, he might stay there for longer period and explore new
things of his interest in the hotel like the gym, club, and other recreation
facilities, on which he can spend his leisure time.
Spend more $$$: If the customer enjoys his time in the hotel and issatisfied the services provided by the company, he may spend more
money for buying other services of the hotel. The hotel therefore should
constantly try to satisfy the customer as much as possible with all its
value added as well as core service.
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Satisfaction: The level of services rendered to the customer and thehappiness of the customer after receiving them decides the satisfaction
obtained by the customer. If he is fully satisfied with the services of the
hotel, he might come back again or even recommend the hotels name to
someone else and thereby create a positive word of mouth.
CONCLUSION
Roots Corporation Limited, which is a subsidiary of the Indian Hotels Company Limited (IHCL),
along with the TATA group founded the GINGER hotels all over India. Today it has its branches in
22 cities covering all the regions in the country. 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. Ginger Surat is located near Iskon Mall at Surat. Ginger Surat has 98 intelligently designed
rooms offering Smart Basic features.
The company not only focuses on its core product of providing well cleaned and spacious rooms but
also makes sincere efforts to provide other value added services, so that the customer doesnt get
disappointed with any service of the hotel, but gets full value of his money spent into getting the
valuable services of hotel and hospitality. The company also looks after other recreational facili