Study on Sales and Marketing of Services in Majestic Park

Plaza Ludhiana.

“Atithi Devo Bhavha” (Guest is God) has been one of practices of Indian Culture since time immemorial.

In India “Atithi” is treated with warmth, respect and give them best services as we can.

In today’s scenario Hospitality sector is second among all the fastest growing sectors in India.

It would grow at 8% between 2010 to 2016. These Days Tourism sector is also included

in the Hospitality sector

Hotel Industry

Hotel industry depends largely upon the foreign tourist arrivals further classified into business travellers (around 65% of the total foreign tourists) and leisure travellers.

The main factors contributing to the growth included stable political & economic conditions, boom in service industry, infrastructure development, emphasis on tourism by the central as well as state governments and tax rationalization initiatives to bring down the tax rates in line with the international levels.

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Indian Hotels Company Ltd. (The Taj hotels, Resorts& Palaces)

Oberoi Hotels (East India Hotels) ITC Hotels Hotel Leela Venture Asian Hotels Ltd. Sarovar Hotels and Resorts(Park Plaza and

Park Inn)

Top Players of Industry

5 Star 5 Star deluxe Heritage Hotels Budget Hotels

The industry is classified into four segments:

Majestic Park Plaza is the first five star hotel in Punjab. Majestic Park Plaza is franchise of Sarovar Group of Hotels and Resorts. The hotel with the perfect location and it is the ideal venue for business travellers, tourists and for hosting conferences, meetings, weddings and other functions.

No. of rooms in different categories : Superior Rooms : 60 Club Rooms : 17 Suites : 03 Executive Suites : 15 Latala Suite : 01

Majestic Park Plaza

Facilities in Rooms:-All the rooms are occupied with CCTV, Mini bars, STD & ISD direct Dialing and 24hrs room service.

Restaurant Facilities:- Break For The Border Punj spice Tea Lounge The Champs Orient Blade Conference Facilities Darbar Kohinoor Diwan-e-khas Firdaus Boared room Party room 1 & 2

Sarovar Hotels are the master franchisor for the Park Plaza and the Park Inn hotel brands in India. The Majestic Park Plaza is Franchise of Sarovar hotels and Resorts.

Sarovar Hotels & Resorts pioneered in venturing into the mid-market segment in the Indian hospitality landscape. The Company over a period of 11 years has successfully churned the demand in this segment, and is now the fourth largest chain in India, with 36 hotels across the country and overseas.

It has a diverse portfolio encompassing hotels, resorts, restaurants and corporate hospitality.

Sarovar group

Primary objective:- To study about the Sales & Marketing functions & operations

of a hotel in details. Secondary Objective:- To study the behaviour and preferences of Punjab based

companies for a hotel situated in Ludhiana. For which I have evaluated different parameters such as Price, Proximity, Preference to analyse the behaviour of the companies in Punjab.

Objectives of Study

Understanding the7 P’s of Service Marketing

In Majestic Park Plaza

Acknowledged as the preferred residence of visiting heads of state and global business leaders for over 8 years- the majestic park plaza epitomizes the Luxury Hotel Experience in Punjab.

Superior Rooms is the perfect combination of the lavishness with the grandeur of space and service standards which create an air of quiet understated elegance.

Club Room is exclusive tower which redefines the definition of space for the corporate leader. inventory during the recent renovation.

Executive Suite is exclusively for a business traveller who is on the move, offers the latest & best communication, a fully equipped business centre, and Executive Club Lounge.

The Latala Suits is the first in its kind and a unique concept of a “Flat in the hotel”.

Product

Name Cuisine Capacity utiliztaion

Punj Spice Indian Restaurant Covers 108 Orient Blade Chinese cuisine 130 Champs Sports Bar Covers 102 Break for Border International Cuisine Covers 80(64+

16-at the terrace)

Tea Lounge Snacks Covers 52 Coffee Lounge Open Terrace Covers 245

 Banqueting Faclities:-Darbar, Kohinoor,Firdaus,Diwan-e-Khas,

F&B Collection

Room Category SGL DBL Executive Suite 8000 10,000 Club Room 12000 15000 Superior Rooms 4500 6000 Latala Suite 35,000 RACK RATES CVGR – Corporate Volume Guarantee Rate. ETVP – Executive Travel Volume Plan. GIT Majestic privilege Membership card CARD USAGE DISCOUNT (Average Spend in previous 3 months) Up to Rs. 3999 10% 4000-7999 15% 8000-11999 20% 12000 and above 25%

Price

Accommodation Benefits:- The Majestic Privilege member will be entitled to a 20% discount on the rack rate for accommodation booked by him/her during the card validity. Rack rate means the published rate for a room and does not include any discounts, packages or promotions.

Additional benefits/Gift Vouchers:- One Voucher worth Rs. 6800 for one night stay

( transferable at 50%discounted rate) One Voucher worth Rs.2020 for 15 days usage of

Reflexions, the Health Club and Spa. Two Vouchers worth Rs. 200 each for Punj Spice, the Indian

Restaurant Two Vouchers worth Rs. 200 each for Orient Blade, the

Chinese Restaurant Two Vouchers Rs. 200 each for Champs, the Sports Bar

A Hotel being a stationery object tends to fixed at one position. Thus, the consumer cannot avail the services of a hotel elsewhere the Place it is stationed at.

Majestic Park Plaza, is located in the heart of the city and most safe and secure pocket of Ludhiana- ‘The Diplomatic Enclave’ is an affluent neighbourhood in Central Ludhiana, located about 18 km. from Sahnewal airport.

Place

Advertisements – HT, Tribune. Press Meets. Tele calls. E-mailers. Promotional Tie Ups. Coke for ad campaign. Events In hotels. Tele-marketing. Direct Selling (Corporate Sales). Loyalty programmes.

Promotions

People are the most important element of any service or experience.

Sales –Team Tele-marketers Customer service Clients or customers

People

Physical Evidence" the lifeline for service companies....

Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence.

Packaging. Internet/web pages. Brochures. Furnishings. Signage. Uniforms. Business cards.

Physical Evidence

Process is another important part of the 7P's of services marketing .There are various perceptions for the concept of process within a business and marketing literature. Some perceive processes as a mean to obtain desired results.

Another perception is that the marketing has various processes that integrate together to create an overall marketing process, for example - Internet marketing and telemarketing can be integrated.

A further view is that marketing processes are used to control the marketing mix, i.e. processes that measure the achievement marketing goals.

Process

Summer pricing Tracking LSG’s Territorial distribution Entertainment of wedding blocks De-Growth Accounts

Market Strategies Adopted by Park Plaza

Research Method:-Descriptive Research Sample Size:-50 Convenient Sampling Primary data as well as secondary data is used.

Research Methodology

Market Research In Punjab On The Basis Of Corporate Responses To Hotel Preference In Ludhiana. The Following Results Are An Outcome Of A Study Conducted During The Summer Internship With A Sample Size Of 50 Companies

The city potential of companies highly depends on manyfactors such as the size of the company etc. Companieswith a lot of potential are of large sizes and they havetheir linkages around the world, which affects the inflowof business travellers and tourists in the country.

1. City potential (Room Nights)–

0-10 10-30 30-60 60-900-10 10-30 30-60 60-90 90+

Transient = 25 LSG = 15 Group = 8 Others=2

Q:-Type of the Employee/Traveler/Client

Transient

LSG Group Others0

5

10

15

20

25

30

Series 1Series 2Series 3

Price = 40 Proximity = 5 Travelers = 3 Others = 2

 Q: What isthe main concerns of the company when choosing a hotel?

Price

Prox

imity

Trav

eler

s

Other

s0

10

20

30

40

Series 1Series 2Series 3

Maharaja=13

Country inn=17

Nagpal=7

Redisson=4 Fortune=9

Q:  Competition hotel used by the Company.

Mah

araj

a

Count

ry In

n

Redisso

n

Fortu

ne

Nagpa

l0

5

10

15

20

Series 1Series 2Series 3

Yes = 45

No = 5

Q:Would the company prefer Park plaza instead of others?

Yes NO0

10

20

30

40

50

Series 1Series 2Series 3

Airport Pick up = 5

BTC = 28 Special Amenity = 10

Other = 7

Q: Any particular request made by the company or traveller?

0

5

10

15

20

25

30

Series 1Series 2Series 3

Q:-Whether they have travel in other cities where Park Plaza has its branches?

Mumbai=15

Delhi=10 Goa=13 Gurgaon=5 Others=7

Mumbai Delhi Goa Gurgaon Others0

5

10

15

20

Series 1Column1Column2

Difficult to get information Sample size taken is small and may not be

sufficient to predict the results with 100% accuracy.

The study only covers the area of Ludhiana that may not be applicable to other areas.

Dynamic behaviour of consumer

Limitations of Study

Price Increase Human Resource. Intensive Advertisement. Keep pace with Competitors. International Market Capture(U.K.).

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