SUMMER INTERNSHIP PROJECT

ON
“TO STUDY VARIOUS MARKETING TOOLS UTILISED FOR REVENUE MAXIMIZATION
AT RADISSON BLU HOTEL, RANCHI”

A project submitted in partial fulfillment of the requirement for the award of the degree of
INTEGRATED MASTERS OF BUSINESS ADMINISTRATION (IMBA)

Submitted by: SYEDA MOSHABA FIROZ

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 DECLARATION CERTIFICATE

This is to certify that the work present in the project entitled “TO STUDY VARIOUS MARKETING
TOOLS UTILISED FOR REVENUE MAXIMIZATION AT RADISSON BLU HOTEL,
RANCHI” in partial fulfillment of the requirement for the award of degree of integrated master of
business administration of Birla Institute Of Technology, Mesra, Extension Centre, Ranchi is an
authentic work carried out under my supervision and guidance.
To the best of my knowledge, the content of this project does not form a basis of the award of any
previous degree to any one else.

DATE: Signature of the Student with date

Name of the Student: SYEDA MOSHABA FIROZ

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 CERTIFICATE OF APPROVAL

The foregoing project entitled “TO STUDY VARIOUS MARKETING TOOLS UTILISED FOR
REVENUE MAXIMIZATION AT RADISSON BLU HOTEL, RANCHI” is hereby approved as a
creditable study of research topic and has been presented in satisfactory manner to warrant its
acceptance as per requisite to the degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily endorse any conclusion drawn
or opinion expressed there in, but approve the project for the purpose for which it is prepared.

SIGNATURE OF HR MANAGER SIGNATURE OF DOSM

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 ACKNOWLEDGEMENT

The internship opportunity I had with Radisson Blu Hotel, Ranchi was a great chance for learning and
professional development. Therefore I consider myself as a very lucky individual as I was provided with
an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful
people and professionals who led me through this internship period.

I extend my sincere thanks to Mr. Kaustubh Sur (Director of Sales and Marketing), Mr.Devesh Kumar
(Sales Manager) and Mrs. Madhulika Mani Das (HR. Manager) for their continuous guidance and
supervision to help me make this project successful and a learning experience for life.

I wish to express my indebted gratitude and special thanks to Mr. Kaustubh Sur (Director of Sales and
Marketing), who in spite of being extraordinarily busy with his duties, took time out to hear, guide and
keep me on the correct path and allowing me to carry out my project work at their esteemed
organization. I do not know where I would have been without him. I am grateful to all the contacted
people who took pains to fill survey and understood the importance of this research.

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 INDEX

SR.NO PARTICULARS PAGE NO’S

1 Executive Summary 6

2 Introduction And Design Of The Study 7-14

3 Company Profile 15-20

Radisson Blu Hotel, Ranchi 21-37

4
5 Data Analysis 38-44

6 Findings And Suggestion 45-46

7 Recommendation And Conclusions 47-48

Bibliography 49
8
9 Annexure 50-52

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 EXECUTIVE SUMMARY

Radisson Blu Hotel belongs to Carlson Group which owns numerous other brands like Country Inn and
Suites, Park Plaza, Radisson Red. The company has numerous properties of Radisson among them
Radisson Blu Hotel, Ranchi one of them.

The property is of high repute which has served numerous guests who has also been the guest of our
country. It is still considered the best Hotel in Jharkhand and only single five star properties in
Jharkhand and Bihar state.

The project discuses the various marketing tools used by Radisson Blu Hotel Ranchi to promote its
brand image and maximizing its revenue.

My learning also involved how to hotel launch new product and services and promote it through
different marketing tools in the market to different guests.

My learning circumscribes the various points about the variety of offered by Radisson Blu Hotel, Ranchi
in the market, their pricing policy and the commissioned earned by department of sales.

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 INTRODUCTION AND DESIGN OF STUDY

The hospitality industry saw positive growth in 2015, with every key performance indicator increasing,
according to a report from Smith Travel Research (STR) and Tourism Economics’ forecast. For 2015,
they forecasted a 1.4% growth in occupancy, 5.2% increase in average daily rate, and a 6.6% growth in
Revenue per Available Rooms (RevPAR). Their forecast for 2016 included a 0.8% increase in
occupancy, 5.0% increase in Average Daily Rate (ADR), and 5.8% increase for Rev Par. 2016
hospitality outlook table Smith Travel Research(STR) also projects demand to increase in 2016 by 1.4%.
Accommodations benefited from these increases in 2015 and projections for 2016 appear to point North
for the United States market.

What Exactly Is The Hospitality Industry?

The hospitality industry is much broader than most other industries. The majority of business niches are
composed of only a handful of different businesses, but this industry applies to nearly any company that
is focused on customer satisfaction and meeting leisurely needs rather than basic ones:
DEFINING ASPECTS:
One of the most defining aspects of this industry is that it focuses on customer satisfaction. While this is
true of nearly every business, this industry relies entirely on customers’ being happy. This is because
these businesses are based on providing luxury services. Very few hospitality businesses provide a basic
service that people need, like food.
Another defining aspect of this industry is its reliance on disposable income and leisure time. For this
reason, the majority of these businesses are for tourists or rich patrons. If disposable income decreases
due to a slump or recession, then these are often the first businesses to suffer because customers won’t
have the extra money to enjoy their services.
DIFFERENT BUSINESSES:
Most people think that hotels alone belong to the hospitality industry, but hotels are only one sector of
this industry. Many forms of transportation that cater to tourists are also part of this business world. For
example, this niche includes airlines, cruise ships and even fancier trains. Restaurants, general tourism
and event planning also belong to this niche.
Some of these businesses partially belong to the hospitality industry. For example, a fast food restaurant
would be considered convenient. A restaurant that provides fancy food with amazing service would be
providing a hospitality service.

LEVEL OF SERVICE:
Regardless of the business, this industry relies heavily on providing an excellent level of service.
Customers are visiting the business to get away from their troubles. A bad experience might keep them
from returning ever again. Brand loyalty is very important to these customers, so the associated
companies do their best to provide the best service.

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 THEMES:
Another defining aspect of the hospitality industry is its theme. This doesn’t apply to every business in
this industry, but many of them use a certain theme to attract customers. For example, a fancy restaurant
might have a Mediterranean theme to attract customers who like that type of food and atmosphere.
Not only does this set the business apart from competitors, but it also allows customers to judge the
business on another level. Hospitality businesses that provide an authentic theme are often appreciated
more than general hospitality businesses. If the above restaurant cooks authentic Mediterranean cuisine
and uses the proper decorating elements, then this will make customers happy and more willing to visit
the business.

CHARACTERISTICS OF HOSPITALITY INDUSTRY

Major characteristics of the Indian hospitality industry are:

1. High seasonality
The Indian hotel industry normally experiences high demand during October
April, followed which the monsoon months entail low demand. Usually the December and
March quarters bring in 60% of the year’s turnover for India’s hoteliers. However, this
Trend is seeing a change over the recent few years. Hotels have introduced various offerings to improve
performance (occupancy) during the lean months. These include targeting the conferencing segment and
offering lucrative packages during the lean period.

2. Labor intensive
Quality of manpower is important in the hospitality industry. The industry provides employment to
skilled, semi-skilled, and unskilled labor directly and indirectly. In India, the average employee-to-room
ratio at 1.6 (2008-09), is much higher than that for hotels across the world. The ratio stands at 1.7 for
five-star hotels and at 1.9 and 1.6 for the four-star and three-star categories respectively. Hotel owners in
India tend to “over spec” their hotels, leading to higher manpower requirement. With the entry of
branded international hotels in the Indian industry across different categories, Indian hotel companies
need to become more manpower efficient and reconsider their staffing requirements.

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 CLASSIFICATION OF HOTEL INDUSTRY

The Ministry of Tourism has formulated a voluntary scheme for classification of operational hotels into
different categories, to provide contemporary standards of facilities and services at hotels. Based on the
approval from the Ministry of Tourism, hotels in India can divided into two categories:
 DoT (Department of Tourism) classified hotels
 DoT (Department of Tourism) unclassified hotels

Classified hotels
Hotels are classified based on the number of facilities and services provided by them. Hotels classified
under the Ministry of Tourism enjoy different kinds of benefits such as tax incentives, interest subsidies,
and import benefits. Due to lengthy and complex processes for such classification, a significant portion
of the hotels in India still remain unclassified. The Ministry of

Tourism classifies hotels as follows:

 Star category hotels

 Heritage hotels
 Licensed units

Star category hotels

Within this category, hotels are classified as

 Five-star deluxe,
 Five-star,
 Four-star,
 Three-star,
 Two-star
 One-star.

Heritage hotels
These hotels operate from forts, palaces, castles, jungles, river lodges and heritage buildings. The
categories within heritage classification include heritage grand, heritage classic and heritage basic.

Licensed units
Hotels/establishments, which have acquired approval/license from the Ministry of Tourism to provide
boarding and lodging facilities and are not classified as heritage or star hotels, fall in this category.
These include government-approved service apartments, time sharing resorts, and bed and breakfast
establishments.

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Branded players
This segment mainly represents the branded budget hotels in the country, which bridge the gap between
expensive luxury hotels and inexpensive lodges across the country .Budget hotels, are reasonably priced
and offer limited luxury and decent services .Increased demand and healthy occupancy have fueled
growth of budget hotels. These hotels use various cost control measures to maintain lower average room
rates without compromising on service quality.

Other smaller players

These are small hotels, motels and lodges that are spread across the country. This segment is highly
unorganized and low prices are their Unique Selling Proposition is also different.

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STRENGTH, CONCERNS, OPPRTUNITY AND THREAT (SCOT) ANALYSIS
STERNGTH
 A very wide variety of hotels is present in
the country that can fulfill the demand of the
tourists.
 There are international players in the market
such as Taj and Oberoi & International
Chains. Thus, the needs of the international
tourist’s travelers are met while they are on a
visit to India.
 Manpower costs in the Indian hotel industry
are one of the lowest in the world. This
provides better margins for Indian hotel
industry.
 India offers a readymade tourist destination
with the resources it has. Thus the magnet to
pull customers already exists and has
potential grow.
OPPORTUNITY
 Demand between the national and the
inbound tourists can be easily managed due
to difference in the period of holidays.
 For international tourists the peak season for
arrival is between Septembers to March
when the climatic conditions are suitable
where as the national tourist waits for school
holidays, generally the summer months.
 In the long-term the hotel industry in India
has latent potential for growth. This is
because India is an ideal destination for
tourists as it is the only country with the
most diverse topography.
CONCERNS
 The cost of land in India is high at 50% of total
project cost as against 15% abroad. This acts as
a major deterrent to the Indian hotel industry.
 The hotel industry in India is heavily staffed.
This can be gauged from the facts that while
Indian hotel companies have a staff to room
ratio of 6:1, this ratio is 1:1 for international
hotel companies.
 High tax structure in the industry makes the
industry worse off than its international
equivalent. In India the expenditure tax, luxury
tax and sales tax inflate the hotel bill by
over30%.
 The services currently offered by the hotels in
India are only limited value added services. It is
not comparable to the existing world standards.
THREATS
 Guest houses replace the hotels. This is a
growing trend in the west and is now catching
up in India also, thus diverting the hotel traffic.
 Political turbulence in the area reduces tourist
traffic and thus the business of the hotels. In
India examples of the same are Insurgency in
Jammu Kashmir and the Kargil war.
 Changing trends in the west demand similar
changes in India, which here are difficult to
implement due to high project costs.
 The economic conditions of a country have a
direct impact on the earnings in hotel industry.
 Lack of trained man power in the hotel
industry.
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 OBJECTIVES OF THE STUDY

Based on the topic of research the following would be the objectives of our study:

 To study and analyze the marketing tool used by Radisson Blu Hotel, Ranchi.
 To determine the consumer behavior and perception about product and services.
 To determine various opportunity and possibilities in boosting revenue.
 To find and suggest the best marketing tool for the Radisson Blu Hotel, Ranchi.

REASON FOR CHOOSING THIS TOPIC

 Marketing is eminent part of any business and is highly important to establish any product or services in
market, Radisson Blu Hotel, Ranchi is the only branded hotel in the city of Ranchi and the state.
 To understand revenue sources from various marketing tools.
 The study has been undertaken to understand marketing tools used by the hotel to establish itself in the
market and how various channel of marketing is contributing to the business.
 To study the impact of marketing tools used for revenue generation.

SCOPE OF THE STUDY

The scope of the study covers the marketing strategy used by Radisson Blu Hotel, Ranchi. The specified
tasks covered in the scope are:

 Limited up to Ranchi.
 The study was carried out from 16th May 2016 to 1st July, 2016.
 The study was restricted to Sales and Marketing.

METHODOLOGY ADOPTED FOR THE STUDY

 Observing the working of sales and marketing department.

 Discussion with the company executives and employees, managers and guests.
 Visiting and surfing websites of the company.
 To find and suggest the best marketing tool for the Radisson Blu Hotel, Ranchi.

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SOURCE OF DATA COLLECTION

Primary Data Source:

The source of primary data in the research will be Structured Questionnaire and Telemarketing, which
will consist of 6-8 questions.
Secondary Data Source:
The source of secondary data will be through different websites and company data.
Setting: RADISSON BLU HOTEL, RANCHI
Time Frame:
The proposed research is expected to be complete within 6-8weeks.
Preparation of Questionnaire : 2 days (approx.)
Pilot study : 4 days (approx.)
Data Collection : 1week (approx.)
Data Tabulation and Analysis : 1 week (approx.)
Report Writing : 1 week (approx.)

Data Collection Procedure

The data will be collected through a well-designed and structured questionnaire, using both self-
administered schedules, as well as face-to-face interaction with guests. The questionnaire will be the
base, which may be revised and improved upon in consultation with the project guide, and through in-
depth literature review and study.

Statistical Tools To Be
 Pie chart

Data Interpretation and Analysis

All the data collected will be first tabulated in a structured format i.e. Master Table for the ease of
processing. Then according to the need and desire sub tables will also be prepared using the master
table. The data will be analyzed using various statistical tools such as sampling technique. (Random
sampling).Also graphical representation tools will be used i.e. the data collected will be presented in the
form of graphs and pie-charts.

LIMITATION OF THE STUDY

 Data inconsistency.
 Time constraint.
 Restricted access to secondary data.
 Unwillingness of guests to respond.

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 COMPANY PROFILE

Carlson Rezidor Hotel Group is one of the world's largest hotel groups, with headquarters in
Minneapolis and Brussels, Belgium. The Carlson Rezidor Hotel Group includes more than 1,370 hotels
in operation and under development in over 115 countries, employing over 88,000 staff. The hotel
brands include Quorvus Collection, Radisson Hotels, Radisson Blu, Radisson Red, Country Inns
&Suites, Park Inns, and Park Plaza Hotels & Resorts.

BRAND OF CARLSON REZIDOR

Quorvus Collection Is a new generation of expertly curated luxury hotels inspired by the lifestyle and
sensibilities of the contemporary global traveler. Individual and inspiring, each property within the
collection offers a distinguished guest experience – and an invitation to immerse oneself in the best a
location can offer. From a host of world-leading guest facilities to ‘Q24’, our signature suite of hallmark
services, all Quorvus Collection properties offer a unique destination for guests and locals alike – a
modern take on the luxury way of life. A star in the making, the Quorvus Collection has strong growth
ambitions with plans to see the portfolio grow to 20 hotels in operation and development by 2020.
Different by scale, architecture, ambiance and design, our future portfolio will include historic landmark
properties, contemporary residences, classic boutiques and urban retreats.

Radisson Blu Iconic, stylish and sophisticated, brilliant Radisson Blu continues to make fantastic
progress: our on-going, dynamic growth initiatives have taken Europe’s leading upper upscale brand to a
truly global level. Radisson Blu’s 300+ inspirational hotels – and the size advantages of a strong global
presence – help us drive our business, building brand awareness, while creating efficient economies of
scale. Individual and contemporary, Radisson Blu is truly reflective of modern guests’ needs. Buzzy and
inviting. In great locations. Passionate about heritage. With fast free Internet for all. And exciting, tailor-
made solutions – including our new Blueprint interior design scheme. - jobs and help our employees
grow and achieve their potential.

Radisson RED Is so much more than a whole new brand; it takes Carlson Rezidor into a whole new
category of hospitality – Lifestyle Select. With Red we’ve invented a bold, fresh hotel experience that
will totally resonate with the ageless millennial mindset. Red loves technology – but we’re also big on
fashion, music and art. And we curate each property with its own personality, reflecting the very best of
each destination, injecting true soul and relevance. No Rules, No Boundaries. The Red cast is made up
of real people – who care about the guest, not the process. And we’re here to share our great local
connections, making your visit just right for you. Our technology is all about you, too: easy to use and
superfast. Red’s stylish studios are simply designed to make you feel good. The social spaces are draw-
you-in, do-what-you-want places.

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Park Inn By Radisson Smile stems from our genuine belief that we offer all the best essentials for the
modern traveler seeking value: always connected, always switched on and always on the go. Enjoy a
great choice of destinations, flexible spaces and mice packages, plus our super stimulating Smart
Meetings and Events concept. Park Inn by Radisson also builds and supports strong communities
through our social media, Responsible Business and our award winning Club Carlson loyalty program.
Park Inn® by Radisson is a colorful and dynamic, midscale hotel brand–aimed at tech savvy, youthful
travelers who know what they want from a hotel stay and also seek value for money. Accessible and
inclusive, the brand is Friendly, Positive, Vibrant and Uncomplicated. From functional rooms to
flexible. The hotels can be found in capital cities and economic hubs–often close to city centers, airports
and railway stations, generate attractive financial returns for our shareholders and business partners.

Country Inns & Suites By Carlson is a leading upper midscale brand known for providing a caring,
consistent and comfortable hospitality experience delivered with a touch of home. Welcoming and
genuine, with a be our guest service philosophy, the brand provides amenities to make every guest’s stay
as productive as possible with free high speed Internet and complimentary hot breakfast. Our over 470
locations found in both urban and suburban locations greet guests with a warm, contemporary aesthetic.

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 HISTORY AND EVOLUTION

 1938: Armed with a $55 loan, Curtis L. Carlson founded the gold bond stamp company. By 1953, gold
bond stamp had become a household name in the United States.

 1953: gold bond trading stamps are introduced into super value one of the largest super market chains in
the United States and first large supermarket chain in the nation to use trading stamps. Other
supermarket chain like Safeway, colonial, acme and first national, along with hundreds of additional
retail units, quickly followed and begin using gold bond trading stamps.

 1955: Gold bond trading stamps are introduced into Canada and eventually became the largest trading
stamp company in the country. The company moved inti its own building at 1629 Hennepin in
downtown Minneapolis.

 1960: Carlson acquired 50 percent interest in the Radisson downtown hotel in Minneapolis, making the
company’s entrance into the hospitality business.

 1961: The Minnesuingacre training facility is opened on Lake Minnesuing is Wisconsin.

 1962: Gold bond stamp company headquarters opened in Plymouth Minnesota. Contract service
associates were officially formed and started business. Carlson acquired the remaining interest in the
Radisson in Minneapolis. Today there are more than the 550 Radisson Blu and Radisson hotels globally.

 1968: Gold bond Stamp Company in joint venture with Mitsubishi the Japanese industrial giant
introduced gold star and gift bond trading stamps thought Japan.

 1975: Carlson acquired TGI Friday Inc. with 12 restaurants in nine states, making the company’s
entrance into the restaurant business.

 1976: Carlson acquired ask MR. Foster travel agency chain that would be rebranded as Carlson travel
group. Formed the North American financial corporation leasing company.

 1980: The Company established the Hotel and Resort Group to include Radisson Hotels, Inns and
Resorts as well as Colony Resorts

 1981: Carlson acquired E.F. MacDonald Motivation Company that would become Carlson marketing.

 1983: TGI Friday under an initial public offering on December 8, 1983, sold out its first day

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 1985: TGI Friday signed its first international development agreement with hotels Paradiso in Mexico
and an agreement where the 1000 rooms hotel Concorde La faytee , Paris, France, became a Radisson
affiliated hotel . The Carlson real estate company is founded.

 1986: Carlson and the Radisson brand entered into an international partnership agreement with SAS
International Hotels. SAS International Hotels would later become The Rezidor Hotel Group.
 1987 Carlson founded the Country Inns & Suites by CarlsonSM brand with the opening of its first hotel
in Burnsville, Minnesota. The brand now operates more than 470 hotels throughout the world, primarily
in the United States, Canada, Latin America and India.

 1988: Carlson celebrated its 50th anniversary. Carlson entered Europe with opening of the Radisson
hotel bakes, Budapest.

 1989: Edwin C. Gage is named chief executive officer. Carlson opened its world headquarter in
Minnetonka, Minnesota- home to office of more than1, 000. Carlson opened its Worldwide Reservation
Center in Omaha, Nebraska where today, more than 350reservations and hotels specialists are employed.

 1991 Carlson announced an agreement with Edwardian Hotels of London to add its nine upscale five-
star and four-star hotels to the Radisson chain.

 1992 Carlson launched Look to Books, an innovative, patented online reward program for travel agents.

 1994 Carlson and Accor group combined business travel interest to form Carlson wagnoit travel which
has become a global leader in business travel management. AS International Hotels signed a master
franchise agreement with Carlson to manage the Radisson brand in Europe, the Middle East and Africa,
and formed the pioneering co-branded partnership, Radisson SAS, which would eventually become the
Radisson Blu brand.

 1996 Carlson acquired Regent Hotels & Resorts.

 1997 country kitchen is sold. TGI Friday become the first casual dining chain to operate a restaurant in
Moscow.

 1998 Carlson celebrate its 60th anniversary. Merlyn Nelson daughter of founder Curtis L. Carlson is
named president and chief executive officer. The Curtis l.Carlson school of management is established
at the University of Minnesota. The 100th international TGI Friday debuted in Edinburg, Scotland, and
the 500th opened in Plymouth, Minnesota.

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 1999 Carlson founder and chairman of the board, Curtis L. Carlson passed away on February 19, 1999
Carlson launched the guest loyalty program, Gold Points Rewards. The program would later evolve into
Club Carlson, the global rewards program of Carlson Rezidor Hotel Group.

 2000 Carlson began acquisition of the hotel brands hotel brands later relaunched as park plaza and park
inn. Carlson expanded hotel operations in Asia with the opening of a regional office in Singapore.

 2002 SAS International Hotels became The Rezidor Hotel Group and acquired additional franchise
rights to Regent Hotels & Resorts, Park Inn and Country Inns & Suites By Carlson.
 2004 In line with its commitment to world child hood foundation, Carlson was the first north American
company to sign the code of conduct for the protection of children from sexual exploitation in travel and
tourism.

 2005 Carlson acquired 25 percent ownership of The Rezidor Hotel Group, solidifying the company’s
commitment to global growth.

 2006 The Rezidor Hotel Group completed an initial public offering on the Stockholm Stock Exchange,
with the Radisson SAS brand as a key asset. Carlson purchased additional shares and increased its
ownership to 35 percent. Carlson wagnoit travel acquired Navigant international, doubling its size in
North America and reinforcing its presence in Asia pacific.

 2007 Carlson increased ownership in The Rezidor Hotel Group to 41.7 percent.

 2008 Carlson celebrate its 70th anniversary. Carlson celebrated the opening of its 1,000th hotel hubet joy
was named president and chief executive officer, becoming the first non-family chief executive officer.
Marilyn Carlson nelson remained chairman of the board

 2009 The Radisson SAS brand name was updated to Radisson Blu.

 2010 Carlson sold the regent luxury hotel brand to Formosa international hotel corporation. Carlson
signed the United Nations global compact encouraging business to adopt sustainable and socially
responsible practices. Carlson achieved a perfect score on the human rights campaign’s corporate
equality index. Carlson was named to working mother magazine’s list of 100 best companies. Carlson
announced the signing of a land mark agreement to develop the first Radisson Blu hotel in the United
States in Chicago’s iconic aqua tower. The hotel opened in November 2011.

 2011Club Carlson is launched as the global hotel rewards program for Carlson Rezidor hotel group and
its becomes known as one of the richest hotel loyalty program in the industry

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 2012 Carlson increased its ownership in The Rezidor Hotel Group to 51 percent and the two joined
forces in a strategic partnership and went to market as Carlson Rezidor Hotel Group.

 2013 Carlson celebrates its 75th anniversary with more than 1,340 hotels in operation and under
development, more than 930 restaurants, and the world’s premier business travel management company,
Carlson is a global leader in the hospitality and travel industries. Club Carlson was the first hotel loyalty
program to commit to a global carbon offsetting program.

 2014 Carlson Rezidor Hotel Group announced two new brands, Quorvus Collection and Radisson RED.
Nearing achievement of the goals set forth by ambition 2015 , Trudy ratio unveiled vision 20/20 a
strategy that renews the company’s focus on the guest experience and the delivery of the brand’s
promises by developing talent, creating a services culture that is unrivaled in the industry and fostering a
culture of innovation and collaboration.

 2015 Trudy Rautio retires from Carlson. Carlson implemented a new leadership structure to enhance the
company’s focus on travel and hospitality. The new organizational structure provides dedicated chief
executive officer for each of these respective platforms. David p. berg assumed duties as chief executive
officer for Carlson hospitality group with responsibility for leading the global hotel business and Carlson
corporate Centre. DoughAnderson, president and chief executive officer, will lead Carlson wagnoit
travel.

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 PROFILE OF RADISSON BLU HOTEL

Radisson Blu (formerly Radisson SAS) is an upscale international chain of full service hotels and resorts
brand for Radisson Hotels mostly outside the United States, including those in Europe, Africa, and Asia.
These are operated by Carlson Rezidor Hotel Group. As of December 2014, Radisson Blu has 287 hotels
operating throughout the world with 68,270 rooms, and 102 hotels under development with an additional
23,489 rooms.
Scandinavian Airlines System (SAS) used to be a major shareholder in Rezidor Hotel Group and
licensed its brand for Radisson Scandinavian Airlines System (SAS) hotels. Following the withdrawal of
SAS from the partnership in 2009, the name changed from Radisson Scandinavian Airlines System
(SAS) to Radisson Blu. The new brand is being introduced gradually across the portfolio. In 2012,
Carlson Hotels and Rezidor Hotel Group combined to form Carlson Rezidor Hotel Group.

RADISSON BLU VISION “To be the most admired Hotel Company in Asia Pacific”

RADISSON BLU MISSION “Serve with care”

CARLSON CREDO
For Carlson Rezidor Hotel Group, hospitality is more than a market: it represents the essence of what we
do for our guests. We simply like to take care of them and bring them extraordinary service.

 Whatever you do, do with Integrity.

 Wherever you go, go as a Leader.
 Whomever you serve, serve with Caring.
 Whenever you dream, dream with your All.
 And never, ever give up.

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 RADISSON BLU HOTEL, RANCHI

A beacon of cutting edge style and sophistication, The Radisson Blu Hotel, Ranchi is the first
international hotel opened in the states of Jharkhand. The hotel and its guest rooms have been designed
in a chi and modern style. The architecture inspiration was to integrate contemporary design with
elegance and flair. As one enters the entrances foyer with its quite ambience to the elevator that takes
one to the lobby where the sun light almost bursts into the space from the atrium on to a serene reflective
pool. The Radisson Blu hotel offers a great choice of food and beverages and recreation option including
pool, spa, gym, making it the ideal destination for mixing business with pleasure.

ROOMS

The rooms at Radisson Blu Hotel, Ranchi includes a mix of superior, business class room and deluxe
suite with interconnectivity and accessibility features for business traveler’s families and large group.
All 115 rooms over look the swimming pool and have splendid view of open green areas. All rooms
provide premier amenities that include coffee and tea provision, free high speed internet access in room
safe and mini bar. Guest in the business class rooms and suites have access to the exclusive business
class lounge. All rooms are decorated with urban interiors that createan ambiance of elegance and pure
relaxation.

RESTRAUNTS AND BARS

The hotel boasts of wide variety of thematic clining option located 360 degree around the lobby and the
reflective pool.

 THE GREAT KABAB FACTORY: signature specialty restraint serving Indian and North
Western Frontier Cuisines.
 WATERFRONT: An all day dining serves up a mouth watering versatile menu from all over
the world.
 SKYLIT BAR: Hip and happenings bar that is ideal for meeting up with clients and catching
up with the friends.
 CARAMEL: The Tea Lounge serves teas and coffee from the around the world with light bites
and pastries just a command away.

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MEETING & EVENTS: Offering the winning of world class meeting facility and a convenient
location the hotel is the ideal choice for hosting corporate and social events with 10,000 sq.ft of
banqueting areas

THE GRAND BALL ROOM: Can be divided into 3 sound proof halls along with pre function area.

 MULTIPURPOSE VENUE
 BOARD ROOM
 MEETING ROOMS
 BREAKAWAY ROOMS

All the banqueting venues are equipped with state of art audio equipment to cater to your every need,
anytime.

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 MEETING CAPACITY

Meetings L(Ft.) W(Ft.) H(Ft.) Total U Double Theatre Class Cluster Social
Rooms Sq. U Room
Ft.
GRAND 95 62 16 5890 100 150 400 120 80 600
BALL
ROOM
IRIS 62 23 16 1426 40 0 100 40 40 125

EMILIA 62 49 16 3038 60 90 150 60 50 200

ASTOR 62 23 16 1426 40 0 100 40 40 125

EXORA1 16 14 8 224 10 0 15 0 0 0

EXORA 2 22 14 8 308 15 0 25 0 15 20

IXIA 1 24 15 8 360 15 0 0 0 0 0

IXIA 2 24 15 8 360 15 0 0 0 0 0

IXIA 3 15 15 8 225 8 0 0 0 0 0

CLUB 18 11 8 198 8 0 0 0 0 0
LOUNGE

CLUB 13 11 8 143 8 0 0 0 0 0
LONGE

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 DEPARTMENTS IN RADISSON BLU HOTEL, RANCHI.

GENERAL MANAGER

HUMAN SALES & ACCOUNTING ENGINEERING IT

RESOURCE MARKETING

SECURITY HOUSEKEEPING
FOOD AND BEVERAGES
FRONT OFFICE
SERVICES
KITCHEN

RESERVATIONS
FOOD PRODUCTION

TABLE DESK

CONCIERGE

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There are 22 Radisson Blu Hotel in India.

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Radisson Hotels

Parent Company Carlson Rezidor Group

Category Hotels and Resorts

Sector Tourism

Tagline/ Slogan Hotels That Love to Say Yes!

USP “Yes I Can!” Service philosophy, aims at 100% guest satisfaction

STP

Leisure travelers, Wedding parties, Honeymooners, Business

Segment travelers

Target Group Upper middle and upper class

A powerful, globally consistent, first class brand that delivers

vibrant, contemporary and engaging hospitality characterized by the
Positioning “Yes I can” service philosophy.

SWOT Analysis

1. Top notch service and excellent customer service

2. Global presence 1340+ hotels globally in over 115 countries
3. Goodwill from Employees and customers
4. They offer really go deals and promotional offers hence attracting
more customers
5. Parent group adds to brand value
Strengths 6. High Brand Recall

1. The brand name comes with a perception of being expensive

2. Current economic status is bound to take a toll on spending
power
Weaknesses 3. Still trying to establish itself in the emerging economies

1. Using current economic scenario to increase clientele through

special packages
2. Expansion of the global tourism market
Opportunities 3. Traveler’s are looking for novel destinations

1. Shift from 4-5 star hotels to lower ones

Threats 2. Terrorism events affect the tourism

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 3. Huge number of strong competitors

Competition

1. Four Seasons Hotels

2. Starwood Hotels and Resorts
3. Ritz Carlton
Competitors 4. Hilton

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STRENGTH, CONCER, OPPORTUNITY, THREAT (SCOT) ANALYSIS OF RADISSON BLU
HOTEL, RANCHI.

STRENGTH CONCERN
 Location: Close to the airport, rail station and in the  Brand name comes with the
heart of the city. perception of being very
 First Five star hotel in Bihar and Jharkhand expensive.
 Asset Leverage (cutting edge style, designed in chic  Unsuited surroundings.
and modern style, 115 rooms overlook the swimming
pool and have splendid view of open grass area)
 Separate entrance facility for guests going to banquet.
 Only largest Pillar less banquet available in Jharkhand
& Bihar. (5890sq ft.)
 Spacious rooms with work station(Business room has
bath tub and Jacuzzi in deluxe suite)
 No. of rooms115 which is maximum in Ranchi.
 All day dining restaurant and coffee shop
 Valet parking with 100cars parking facility which is
maximum in Ranchi.

OPPORTUNITY THREAT
 Prices of other hotel.
 More promotional offers can be done for restaurant.  Government interference.
 Increase client through special packages
 Kitty party packages.
 Extra special treatment for ladies who has single
booking.
 Special packages for college students in Caramel.
 Market is fewer prices sensitive.

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 CORPORATE STRATEGIES OF RADISSON BLU HOTEL

Radisson Blu, previously known as Radisson SAS, was famous outside the United States including those
in Africa, Asia and Europe. But after some time, the withdrawal of SAS took place from the partnership,
and the new brand Radisson Blu is being introduced across the world
Radisson is one of the world's leading global hotel brands. It delivers vibrant, contemporary and
engaging hospitality that is characterized by its unique Yes I Can! service philosophy. First-class, full-
service hotels with a range of World of Radisson features that have been created specifically to be
empathetic to the challenges of modern travel, including its 100% Guest Satisfaction Guarantee.
Radisson Blu Resorts & hotels have marked its presence in more than 150 countries in the Middle East
Africa and Europe, and planning to incorporate 51 more hotels in the years to come. Radisson Blu can
be differentiated from its competitors in various ways & is known for its first class service such as
‘100% guest satisfaction’ & ‘Yes I Can spirit of service’(Hill, Arthur et al, 2002).
Radisson Blu is a division of Rezidor hotel group, which is one of the quickest growing resorts all over
the globe. It comprises of several hotels ranging from 350-400 (approx.) operating in more than 62
countries, & comprising of 87000 rooms. Radisson Blu hotels are situated in city centers, leisure resorts,
airports and world capitals.
Radisson Blu wants to be a market leader by mixing its different and stylish method to hotel hardware
with its Yes I Can strength of hospitality on the software side.

Services offered by Radisson Blu Hotel & Resorts:

The current services provided by Radisson Blu Hotels & Resorts are almost the same as compared to its
competitors, but, the way they serve their customers is entirely different. ‘Yes I Can’ policy is a feature
that helped Radisson Hotel to be on the top most lists & be a market leader in their field.
‘Yes I Can’ portrays a positive attitude when they deal with every guest. The main theme of Radisson is
to provide 100% satisfaction to their guests. The employees at Radisson Blu Hotel & Resorts give their
guests commitment that if they are not satisfied with the services offered, the customers are not required
to pay a single penny.
Radisson Blu hotel and resorts, room styles are famous for more than 20 years; they give a choice to the
guests to select a room of their choice. There are about 20 different room designs. The guests at this
hotel have the liberty to choose the design according to their taste, preference, living style as well as
their budget.
The Radisson Blu Hotel & Resort is well known for it 3 hours Express laundry. The guests could get a
delivery of their washed & ironed clothes within 3 hours. This feature added to its credentials & the
guests used to prefer coming to this place for a stay.

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 The variety of food the hotel offers is another reason for which the hotel was famous for. The Radisson
Blu hotels are famous for its super breakfast. It has wide range of food items ranging from the
best continental, north European & American. Breakfast on the go is another feature which Radisson
provides. This is the first ever hotel which has a provision for take away breakfast for those guests who
don’t have time to sit & dine (Hill, Arthur et al, 2002). They serve their guests with tea & coffee in
disposable cups with fresh fruits in a disposable plate.
Radisson is also famous for its Late Check-Out. Radisson hotels don’t charge any extra dollar, in excess
of the normal check out time. Radisson is famous for its one touch service; the guests can get anything at
their room by just pressing of one button of telephone. The easy connect service offered by Radisson
hotels which enables the guests to log on to the internet with high speed in all the guest rooms and
public areas. The satellite reception desks are designed specially for guests who provide them more
personalized, informal and efficient relaxed service while checking in /out.
Since Radisson Blu hotel & resorts have been ranked amongst the top five star category hotels, its target
market is majorly the high class as well as the rich people. The target market of Radisson also comprises
of big business houses that visit & book their banquet halls for seminars, meetings & conferences.

Determinants of demand:

There are various determinants of demand that helps any industry or sector to attract consumers towards
themselves.
One of the major determinants of demand for hospitality sector would be the Price of the services
offered by a Hotel or a Resort. The demand for Radisson Blu Hotel & resort would change if the prices
of the services offered by the hotel increases. Though, it has been discussed above that the target market
for Radisson are the high end consumers but, we cannot forget if the prices increases the demand for a
particular product/service decreases (Haeckel et al, 2003).
The other factor that would lead to a shift in the number of consumers arriving at the hotel is the
Substitution effect. This means the other five star hotels & resorts would offer the same services at a
lower rate in order to attract more number of guests at their door step.
The Income of the consumer (guest) also has an effect on the demand. Since, the services offered by a
five star hotel & resort is a luxury therefore, as the income of the consumer increases he/she tends to
visit places which marks his status. The target population of the Radisson Hotel & Resorts is the big
business houses, high end consumers, etc. who are ready to spend huge amounts. The taste & preference
would also lead to a change in the demand for a particular industry/ sector.
The services provided by Radisson Blu hotel should be such that the guests arriving at their hotel should
develop a favorable taste towards itself & guests are forced to come to that place time & again.

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Blueprint of the existing service delivery system:

Blueprint refers to a tool for simultaneously depicting the service process, the points of customer
contact, and the evidence of service from the customer’s point of view.
Radisson Hotels is a well known brand known for its hospitality and services.
The blueprint for Radisson Blu Hotel & Resort can be described with the help of the diagram:
The blueprint mentioned above shows a clear distinction between the front stage as well as the back
stage activities followed in the hotel.
By looking at the blue print, it can be seen that at the very first moment The Rezidor group of hotel
ensures that all reservations would be made on Radisson on Blu websites which provides the guests with
best available price for the rooms according to the choice of customers and the dates which are suitable
for them (Haeckel et al, 2003).
The online booking helps the general public to find out the lowest rate online and do reservations
confirmed in the local currency of the hotel (Mudie&Pirrie, 2006).
The quality of the service provided by Radisson makes them different as compared to its competitors.
‘Yes I can’ is a philosophy which enables them to make strong alliances with the guests, the quality of
the service provided by Radisson influence the customers to come in the hotel and avail the services and
this in result effect the demand of the service.
The main purpose of Radisson Blu Hotel & Resort is to provide customer full value for money by
carrying out reservations through websites.
Radisson hotels use certain service quality performance metrics which is based upon room comment
cards given by hotel guests. First on the basis of willingness to return how many customers show their
concern to come back again. Second on the basis of percent advocates how many percent of the
customers will refer Radisson hotel to others. Third, on the basis of percent defectors that how many
percent of the customers showed negative response to hotel? Fourth on the basis of how many percent
customers have lodged complaint of room night?

Radisson Blu hotel & resort provides services on the basis of three concepts.

They are as under:

Marketing Communication Impact: Radisson hotels will provide a strong service in the form of
offensive and defensive marketing impact. With the help of high quality service they are able to attract
new customers. At the same time they offer service not only to recover unsatisfied customers but also
encourage dissatisfied customers to complain and to recover those customers in the future.

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Employee motivation and mission: This service motivates the employees to fulfill the guarantee and to
satisfy the customers. This service not only just take the reservations , check out the customers or clean
the rooms but also inspire a new vision for service quality when employees are required to satisfy
consumer needs (Mudie&Pirrie), 2006

Organizational service learning: This service helps the organizations to find out unsatisfied customers
and learn from them and improve the service quality.
This service will have a positive influence on the vision and the motivation of the employees and
thereby increases service quality and customer satisfaction. It helps the organization to focus on their
weakest part and improve it from customer responses. This service helps the organization to measure the
service quality performance on the basis of marketing communication impact, employee motivation and
mission and organizational service teaching (Haeckel et al, 2003).
Radisson managers and employees were required to participate in the training program before the hotel
could implement the service guarantee program.

Potential sources of service failure

Apart from all the positives, there are certain potential sources which would lead to failure in near
future.
Since major bookings are done through internet, the potential service would be caused due to the
ineffective functioning of the website or due to the server break downs. Another potential service
failure was, customers found it very difficult to receive a full refund for a minor complaint that they
lodged. This actually discouraged the customers from voicing their complaints.
If unacceptable room rates are charged, when the customer leaves the hotel before time would also lead
to service failure thereby leading to dissatisfaction of the consumers.
Service failure could take place because of miscommunication takes place between hotel staff and
customers (Haeckel et al, 2003).

Recommendation about improvements:

In order to overcome the potential service failures, the hotel staff should try & understand their weak
points & start working on it. By focusing upon their grey areas, Radisson Blu would be able to have an
edge over the others, serve their customers & satisfy them in the utmost manner (Marquis, 2006).
The recommendations for Radisson Blu Hotel & Resort needs to take into consideration the long term
perspective i.e. development of strategies which would help them in long run for example improvement
in the product which would help Radisson Blu to target all the various segments (Marquis, 2006).
They should understand that the guests are the main source of marketing. If they would be dissatisfied
with current services offered by the Radisson Blu hotel then they would never recommend about the
hotel to their friends, colleagues, etc.

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 DISTRIBUTION CHANNEL AT RADISSON BLU HOTEL, RANCHI.

Central Reservation System Global Distribution System Channel Management System

 Robust channel connectivity  Connects to all GDS’s  Manage multiple OTA

 User-friendly interface  Distribute via consortia and simultaneously
 Real-time, Web-based  Travelagents.  Derive rate plans and levels
 Variety of booking engines  Connectivity with  Intelligent allocation
 Multi-property functionality  3rd party websites. management

Website Booking Engine Mobile Booking Engine

 Conversion-focused design  User-friendly interface 

 Merchandising and  Mobile phone and tablet
packaging features version
 Control over booking  Facebook booking engine
engine branding and  Control over booking engine
styling branding

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 MARKETING TOOLS USED BY RADISSON BLU HOTEL, RANCHI

Marketing tool that combines all of its marketing goals into one comprehensive plan.
A good marketing tool should be drawn from market research and focus on the right product mix in
order to achieve the maximum profit potential and sustain the business. The marketing tool is the
foundation of a marketing plan.
Every time people speak to someone about the business that is involved in marketing. Any conversation
about the firm is an opportunity to promote business and increase sales.
Marketing tool will help us to focus. It will identify the different ways you can talk to customers, and
concentrate on the ones that will create most sales.
It tells us what to say, how to say it and who to say it to in order to make more sales. Because timing is
critical, it will tell us when to say it, too.
There are various marketing tools that are being followed up by the Radisson Blu Hotel, Ranchi.
The marketing tools that Radisson Blu Hotel, Ranchi follows are basically to generate revenue through
such marketing tools only the revenue could be created.

TYPES OF MARKETING TOOLS USED BY RADISSON BLU HOTEL, RANCHI

They are as follows:

1. PRINT MEDIA: Print media plays a major role in providing the presentation of the Radisson Blu
Hotel, Ranchi through this different types of information about the hotel is being circulated such as the
food festival that was being organized , offers on father’s day some promotion for various eves etc. is
being informed to the clienteles through print media. The local newspaper of Ranchi like Prabhat
Khabar and the Danik Bhaskar has a tie up with Radisson Blu to give up the ads on news paper for
various promotions of different events and programs in the market is published to the social clients.

2. ELECTRONIC MEDIA: It plays another major role in publishing the news world wide which helps in
the promotion of the brand image as well as the specialties that are being given up by the hotel in
different eves.
Electronic media yellow page of Radisson Blu Hotel, different portals of online hotel room bookings are
also a major impact on the marketing tools of this hotel.

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3. SOCIAL MEDIA: It is one of the widely used applications to circulate information of the hotels. Social
media such as Facebook, Twitter, and LinkedIn etc. helps to supply the information of the hotel.
Every one in today’s world is using these social networking sites which helps to make them aware about
our product and services, best daily offers, booking rooms on one click has made it very easy.

4. E MAILS : Through emails we easily send all the details such as offers of various kinds of events, food
festival, special offer on some special day’s like father’ and mother’s day ,valentine day etc. to our
corporate guest, card members, and also others. To come and enjoy with your family, friends,
colleagues.

5. PRESS RELEASE: We conduct press release in case of any new event is going to be organized in the
hotel itself. In press release we basically give the details of the events and its specialty.

6. BARTER MARKETING: In the barter system the hotel does exchange of goods and services with the
concern party. It means that the both the organization exchanges there goods and services with each
other on an understanding without the use of cash.

7. ONSITE MARKETING: This is another way of marketing to promote our product and services with
the help of tent cards.

8. HOARDINGS: This is the ultimate way of doing marketing in which poster is made to show case the
overall facility given up by the hotel. It is displayed in the center of the city where most of the people
has to pass by and have a look over it. This is one of the tool of attracting the clientels.

9. MARKETING ON GLOBAL LEVEL: Radisson is the brand from Carlson Rezidor, which is present
internationally; this directly helps the hotel to promote itself world wide .And in this way marketing is
done on a global level.

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 PERCENTAGEWISE DISTRIBUTION OF CORPORATE BOOKING

PSU PHARMA BANK AND INSURANCES AUTO MOBILE OTHERS

7% 0%
11%
43%
18%

21%

Fig No: 1

BOOKINGS PSU PHARMA BANK AND AUTOMOBILES OTHERS

INSURANCES
PERCENTAGE 43% 21% 18% 7% 0%

PERCENTAGE WISE BOOKING OF DIFFERENT SEGMENTS

3%
BUSINESS FAMILY COUPLE SOLO TRAVEL OTHERS

3% 1%
10%

83%

Fig No:2

SEGMENTS BUSINESS FAMILY COUPLES SOLO OTHERS

TRAVELS
PERCENTAGE 83% 10% 3% 3% 1%

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 DATA ANALYSIS

In order to fulfill the objective of the study, a questionnaire was prepared (enclosed as Annexure I).
The study was conducted for the sample size of 100 guests visiting the hotel either in person or through
emails or telephone. The purpose of study is to identify easiest source of connecting with the hotels and
brand perception amongst the visitors.

It was imperative to understand how do the visitors (guests) gets to know about the hotel’s existence in
the market.

The survey was done by the help of 100 guests who arrived at the hotel, in which the male respondent
were 63 and 37 were female respondent.

1. How did you come to know about this Hotel?

guests came to know about this hotel

PRINT MEDIA ELECTRONIC MEDIA SOCIAL MEDIA
WORD OF MOUTH OTHERS

22% 15%
10%
11%

42%

FIGNO:3

REF SEGMENTS PRINT ELECTRONI SOCIAL WORD OTHERS

TABLE MEDIA C MEDIA MEDIA OF
NO: 1 MOUT
H
RESPONDENT 22 15 11 42 22

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In order to study marketing tools, question was framed as to how the guests approach the hotel or what
are the popular tools to reach out to the hotel. The above figure no. 3 (ref table no. 1) suggests that
majority of the population are encouraged by word of mouth as 42% of the respondents certifies so.
Also, print media has got a role to play as another 22% of the sample surveyed voted for print media.
Electronic and social media are yet to contribute to the promotion of the brand as only 15% and 10% of
the respondents could identify with them.

2. What is reason behind your visit to this Hotel?

why Radisson Blu Hotel.

23% 27%
BRAND

EXCELLENT SERVICES
17%
19% EXCELLENT FOOD QUALITY

14% AMBIANCES/ATMOSPHERE

OTHERS

FIGNO: 4
REF SEGMENTS BRAN EXCELLE EXCELLEN AMBIANCE/ OTHERS
TABLE D NT T FOOD ATMOSPHR
NO:2 SERVICE QUALITY E
RESPONDENT 27 19 14 17 23

From the above analysis and finding as per the question framed reason behind the guests visit to this
hotel are as listed , most of the guest are brand seeker 27% approach this hotel because of the brand
image. As the above (FigNo:1) shows that business class people arrive hotel due to business purpose
therefore others 23% comes for this, rest 19% and 14% of guest arrives for pursuing excellent services
and enjoying the ambiances of the hotel with 14% of guest mentioning excellent food quality .

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3 .At our hotel different festivals and event are organized so for this information which source is easier
for you to get the details? (FIG NO: 5)

Easiest source of information of hotel

functions.
0%

16% 17% PRINT MEDIA

SOCIAL MEDIA
23%
EMAILS
44%
OTHERS

REF TABLE SOURCE OF PRINT SOCIAL E MAILS OTHERS

NO: INFORMATION MEDIA MEDIA
3 RESPONDENT 17 23 44 16

From the above study of the question which was framed as what will be the easiest source to get
information about the hotel, interaction with the guest fond that majority 44% of the guests want to have
an email forwarded to them is easy to grab any information. Social media also plays a major role in
passing the information to the guests as it is rising now a days so 23% of guests wants to get information
via social media, 17% guests feel that print media is a good source of information tool, but rest 16%
comes for business purpose so they are not so much bothered about the information of the hotels events.

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4. According to you which are the easiest mode of getting information?

Easiest mode of getting information.

HOARDINGS MESSAGING TELE CALLING EMAILS OTHERS

8% 15%

34%

33%

10%

FIG NO: 6

REF SOURCE OF HOARDINGS MESSAGING TELE E- OTHERS

TABLE INFORMATION CALLINGS Mails
NO: RESPONDENT 15 33 10 34 8
4

From the above study for having a look toward the marketing tools, a set of question was framed to find
that what is the guest view in getting any kind of information to them will be easy. From this pie chart
guests answer is clearly defined as 34% are surfer of net so they feel email is easiest source to get any
information, 33% guest feel that messaging will be a good source to get information, another 15% of
guest says that if a hoarding in the center of the city is in huge then information is passed automatically,
tele calling and other source is very less in percentage i.e10% and 8%.

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5. What is the basic reason for choosing Radisson Blu hotel, Ranchi?

why prefer Radisson Blu Hotel, Ranchi

BRAND PRICE FOOD AND SERVICES AMBIANCES OTHERS

14%
16% 46%

19%
5%

FIG NO:7

REF TABLE REASONS BRAND PRICE FOOD AMBIANCES OTHERS

NO: AND
5 SERVICES
RESPONDENT 46 5 19 16 14

In order to study another marketing tool, question was framed as to why the guest arrives to the hotel or
what are the popular reasons to hangout at the hotel. The above figure no. 8 (ref table no. 5) suggests
that majority of the population are optimistic to the brand image, 46% of the respondents says so. Also,
the food and service given by the hotel has got another major role to play as 19% of the sample surveyed
voted for it. Ambiances and other reason are yet to contribute to the promotion of the hotel as only 16%
and 14% of the respondents could identify with them; price 5% is not at all a major concern for any of
the guests.

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6. What is the best thing of our hotel in comparison to other hotels?

Radisson Blu better than other.

BRAND BEST FOOD & SERVICES ATMOSPHERE OVER ALL SATISFACTION OTHERS

7% 22%

8%
49%
14%

FIG NO: 8

REF REASONS BRAND BEST ATMOSPHERE OVERALL OTHERS

TABLE FOOD SATISFACTION
NO: AND
6 SERVICES
RESPONDENT 22 8 14 49 7

As from the survey it was found that guests prefer Radisson Blu Hotel in comparison to other hotels the
main reason as it gives overall satisfaction as 49% guest feel so, other 22% guest comes as it is a brand,
atmosphere of the hotel is very pleasant, 14% for that reason of the hotel for the guest to choose it, food
and services with other factors are just 8% and 7%made by the guests interaction. This has totally
proven the tag line of this hotel which 100% guest satisfaction.

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7. What is the mode of your choice for booking the hotel rooms?

Mode of booking the hotel rooms.

ONLINE
10% 0%
39%
OTHER TRAVEL AGENT
38%
DIRECT CONTACT TO
13% HOTEL
OTHERS

FIG NO: 9

REF REASONS ONLIN OTHER DIRECT OTHER

TABLE E TRAVEL CONTACT TO S
NO: AGENT THE HOTEL
7 RESPONDENT 39 13 38 10

In order to find another marketing tool with the help of the survey, it was found that 39%guests are
business concern people, they travel a lot therefore they prefer that online booking is easy for them,
outcome from another set of guests was 38% about the direct booking to the hotel, rest 13% and 10%
guests conclusion was toward the other travel agents and other ways( company booking).

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 FINDINGS

1. Majority of the respondents agreed to have chosen word mouth as marketing tool for the hotel.

2. Respondent of the survey said that they arrived to the hotel because of the international brand image of
the hotel.

3. From the survey it was found that maximum of the respondent wants to avail the hotel programs
information by emails and messages.

4. Easiest mode to get information of any type by the respondent in survey the result came to conclusion
that most of the guests prefer messaging and emails services to inform them about different events held
in Radisson Blu.

5. Brand is the basic reasons for most of the guests to choose the hotel, for rest of the guests choose the
hotel for excellent food, services and ambiances.

6. Majority of the guests overview is toward the over all satisfaction which the major attraction for them, in
comparison to other hotel.

7. Most of the guest’s book there rooms choose the platform online booking system as well as direct
contact to the hotel, which is a major marketing tool for the hotel.

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 SUGGESTION

1. As most of the guests reach Radisson Blu Hotel, Ranchi through word of mouth, the service standard of
the hotel should be consistent and of high standard to attract more guests to the hotel.

2. As guests are focusing on the brand image this is the major tool for the Radisson Blu Hotel, Ranchi to
attract lots of the new guests and maintain existing to long term relationship with them.

3. Emails and messaging is a playing a big role to get the details of the events for the guests, to grab the
information.

4. Messaging and emails are two best marketing tools that Radisson Blu Hotel, Ranchi guests prefer so it is
main concern to focus on these marketing in future also.

5. In todays scenario brand plays a major role therefore it is a good symbol for the company and the hotel
must maintain the excellent quality services as till date.

6. As over all satisfaction is the priority of the hotel therefore it must not degrade down to this tagline.

7. Online and direct booking to the hotel can be attractive marketing tool for the hotel.

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 RECOMMENDATION

 After the over all study from the facts and figure we can suggest that more new marketing tools could be
brought out in this Hotel.

 Today as per our research facts and figure majority of people want to get all kind of information through
emails and messaging so it is the best marketing tool in today date and it must be put in to concern.

 As we found that in present scenario people are more aware and attracted towards social media, but
Radisson Blu customer lees aware of product and services through social media. Therefore a new
strategy should be made for social media `platform to attract more and more customer to use our product
and services.

 Social media of today plays a major role in the ups and downs of the company, people has basically
recommended that any information of the function which hotel wants to pass to there guest can be done
through the emails.

 As we know that today social networking is at a high peak therefore the company should adhere to
make such an application which will help the guest to get information of the hotel at an instant. This will
help in making up the revenue. Because there is a high demand of gaining information on the internet or
social media, by the guest itself.

 If the students are getting discount in the restaurant of the hotel then there is a high chance of attracting
them to earn revenue.

 But as far as I studied the project and came up to the conclusion that a concern person must be appointed
with a mobile phone having the WhatsApp facility who can circulate the information of the upcoming
festivals and offers to the guest which will easily make the guest more attracted and they can be easily
aware of the hotel functioning’s.

 Sales and marketing department plays a major role in the bringing of the clienteles into the hotel they try
to make such a conviniencing influences in the mind set of the guest that they are attracted and are
coming down to the hotel for various purposes of there own choices.

 In study found that most customer visit from business class section and less from social section class
their perception in his mind that Radisson Blu is very expensive so change their perception of people
that we provide excellent services at best affordable rate in the market.
 Radisson Blu Hotel introduces a fastest service in their premises to add value and other marketing
strategy in current surrounding environment.

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 CONCLUSION

 From the above study we concluded that Radisson Blu is one of the best 5 star Hotels which is located in
heart of the city.

 In the study found that the Radisson Blu has its well build brand image and its excellent services have
made n number of clients.

 With the help of this study which is done at the Radisson Blu Hotel, Ranchi we leant most of the things
about the hotel and we also came to know that the guest who arrived at the Radisson Blu Hotel was
only because of the word of mouth, brand and over all satisfaction.

 The offer given by the hotel is a major point of attraction in the hotel.

 Customers overall satisfaction to have leisure in the hotel premises that is Radisson Blu strategy of
100% guest satisfaction.

 The conclusion that would be drawn from the whole project sums up that the marketing tool of
Radisson Blu is well-organized. The whole tool needs to be put down under proper canvass to create
best results. The Hotel industry sector is challenging and the product and services provided effectiveness
plays a major role in converting sales into a profitable business enterprise.

 In between the food festivals and offers at rooms bookings also play a major role in satisfying the guest,
so this process of festivals and offers must be an ongoing process for long duration of time.

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 BIBLIOGRAPHY

 Www.wikipedia.com
 www.carlsonrezidor.com
 www.ibef.org
 Scribd.com
 Through the guest arriving at the hotel
 Through the print media.

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 ANNEXURE NO: 1

Q1) How did you came to know about this Hotel?

a) Print media
b) Electronic media
c) Social media
d) Word of mouth
e) Other please specify _____________________

Q2) What is reason behind your visit to this Hotel?

a) Brand
b) Excellent services
c) Excellent food quality
d) Ambiances /Atmosphere
e) Other please specify _________________________

Q3) At our hotel different festivals and event are organized so for this information which source is
easier for you to get the details?

a) Print media
b) Social media
c) Emails
d) Other please specify_________________________

Q4) According to you which is the easiest mode of getting information?

a) Hoarding
b) Messaging
c) Tele calling
d) Emails
e) Others please specify ____________________________

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 Q5) what is the basic reason for choosing Radisson Blu hotel, Ranchi?

a) Brand
b) Price
c) Food and Services
d) Ambiances
e) Others please specify ___________________________

Q6) what is the best thing of our hotel in comparison to other hotels?

a) Brand
b) Best Food and services
c) Atmosphere
d) Overall satisfaction
e) Other please specify ___________________________

Q7) What is the mode of your choice for booking the hotel rooms?

a) Online
b) Other travel agency
c) Direct contact to hotel
d) Other, please specify__________________________________

Gender

Male
Female

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 ANNEXURE NO: 2

FIGURE NO TOPICS
STRUCTURE OF THE HOTEL HOTEL INDUSTRY

RADISSON BLU MEETING CAPACITY

RADISSON BLU DEPARTMENTS IN RADISSON BLU HOTEL, RANCHI

MAP HOTELS IN INDIA

FIG NO:1 PERCENTAGEWISE DISTRIBUTION OF CORPORATE

BOOKING

FIG NO:2 PERCENTAGE WISE BOOKING OF DIFFERENT

SEGMENTS

FIG NO:3 GUESTS CAME TO KNOW ABOUT THIS HOTEL

FIG NO:4 WHY RADISSON BLU HOTEL

FIG NO:5 EASIEST SOURCE OF INFORMATION

FIG NO:6 EASIEST MODE OF GETTING INFORMATION

FIG NO:7 WHY PREFER RADISSON BLU?

FIG NO:8 RADISSON BLU HOTEL BETTER THAN OTHER

FIG NO:9 MODE OF BOOKING HOTEL ROOMS

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