A STUDY OF

SERVICE
MARKETING MIX OF
LEONIA

PGDM 2013-15
9070
MARKETING

ANCILARY PROJECT REPORT

A STUDY OF SERVICE MARKETING MIX OF LEONIA
SUBMITTED IN PARTIAL FULFILMENT OF PGDM

PGDM BATCH 2013-15

SUBMITTED TO

SUBMITTED BY

FACULTY GUIDE
Prof. C S PATTNAIK

STANLEY RAJ KUMAR TANDRA

Page 2 of 7

ANCILARY PROJECT

Name of the student

STANLEY RAJ KUMAR TANDRA

Enrollment Number

9070

Elective

Marketing

Mobile Number

08985142954

Email Id

stanleyrajkumartandra@gmail.com

Name of the Organization

LEONIA

Address
Leonia Holistic Destination
Bommaraspet, Shameerpet,
Ranga Reddy District,
Hyderabad 500 078, India.
Main activity

WWW.LEONIA.IN
Providing a unique and a fully

Summer Internship Project Topic

integrated leisure experience

ANALYSIS ON EFFECTS OF
BIFURCATION ON AGRICULTURAL
INDUSTRY IN TELANGANA &
ANDHRA PRADESH

Page 3 of 7

THE ORGANISATION: BIRDs VIEW

Leonia Holistic Destination is India's first and the world's finest themed destination
near the city of Hyderabad, India. Established with the concept of providing a unique and a
fully integrated leisure experience, Leonia comprises of 4 hotels and villa resorts of 462
keys, a 300,000 Sq Ft International convention and sporting facility with a capacity of over
6000 guests, over 50 indoor and outdoor banqueting venues, an award winning 100,000 Sq
Ft Wellness Spa and Media Centre offering over 200 experiences, over 50 unique outdoor
soft adventure experiences, 10 restaurants, bars and night clubs, 3 International standard
theatres for movie experience and conventions.
Leonia shall soon launch another upper upscale hotel of 1000 rooms and Asia's largest water
park.
An experience like no other, Leonia leaves the ordinary behind!

Page 4 of 7

INTRODUCTION
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.
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.

So basically my study is going to be more focused on the extended service marketing mix
and with the addition of rest of the 4 Ps. To analyze the services offered & management of the
Leonia resort.

Page 5 of 7

STUDY BOUNDARIES
RESEARCH METHODOLOGY:
Survey/Field work based on Primary and secondary data.

Questionnaire
Internet research
Interviews

OBJECTIVES OF THE PROJECT:

To analyze the services offered by the Leonia.

To analyze the differentiation factors of Leonia from its competitors.
To study the process of Leonia.
To study the physical evidences used in Leonia.
To know the use of latest technologies in order to deliver better services to customers.

NEEDS OF THE STUDY:

More popularity of resorts in comparison with other holiday destinations.

Transformation from holiday destination to holistic destination.
Background and Significance of services offered.
Preliminary Studies and progress report.
Customer experience.

SCOPE OF THE PROJECT:

Day by day the craze for resorts is increasing very dramatically it has become a very
important element in the service industry to know the future trend of growth in the industry.
It will help the industry as well as to the customers to the benefits of it.
It will help in the advancement of process, technology and in order to deliver the better
service experience to the customers.
Page 6 of 7

LIMITATIONS OF THE PROJECT:

Differences in the opinions of the customers.
Rapid growth in the industry.
Technological advancements in service delivery.
Highly changing demand in the industry.

CONTENT
FRAME WORK OF THE PROJECT STUDY:
1. The Birds view of Organisation
2. Acknowledgement
3. Preface
4. Declaration
5. Introduction
6. Background of the topic
7. Objectives of the study
8. Need of study
9. Methodology both primary and secondary
10. Scope and limitations
11. Economy and Industry Analysis
12. Company analysis
13. Project specific analysis
14. Conclusions and recommendations
15. Outcome or Contribution
16. Learnings from SIP
17. References
18. Appendix.

COPYRIGHTS 2014 VVISM ALL RIGHTS RESERVED

Page 7 of 7