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INTRODUCTION

Marketing Mix

What is the marketing mix?

The marketing mix is probably the most famous marketing term. Its
elements are the basic, tactical components of a marketing plan. Also
known as the Four P's, the marketing mix elements
are 5rice, 5ace, 5roduct, and5romotion.
Eg:-The concept is simple. Think about another common mix - a cake
mix. All cakes contain eggs, milk, flour, and sugar. However, you can
alter the final cake by altering the amounts of mix elements contained
in it. So for a sweet cake add more sugar!
It is the same with the marketing mix. The offer you make to your
customer can be altered by varying the mix elements. So for a high
profile brand, increase the focus on promotion and desensitize the
weight given to price. Another way to think about the marketing mix is
to use the image of an artist's palette. The marketer mixes the prime
colours (mix elements) in different quantities to deliver a particular
final colour. Every hand painted picture is original in some way, as is
every marketing mix. If you'd like to see the marketing mix applied to
a real business - then take a look at our Ryanair marketing mix.
Some commentators will increase the marketing mix to the Five P's,
to include people. Others will increase the mix to Seven P's, to
include physical evidence (such as uniforms, facilities, or livery)
and process (i.e. the whole customer experience e.g. a visit the Disney
World). The term was coined by Neil H. Borden in his article The
Concept of the Marketing Mix in 1965.








What is Hotel Industry?

"A Building Where Travelers Can Pay for Lodging and Meals and Other
Services

-ectives of Hotel Industry
O Customer Satisfaction
O Health
O Safety Environment
O To Promote Tourism

CHALLENGES FOR HOTEL INDUSTRY
O Shortage of skilled employees
O Retaining quality workforce
O Shortage of rooms
O Intense competition and image of India
O Customer expectations
O Manual -ack-end
INTRODUCTION TO ITC Group Of Hotels
ITC incorporated under the name of 'Imperial Tobacco Company of India
Limited'.

O 1925- ITCs Packaging & Printing Business Division was set up as a
strategic backward integration for ITCs Cigarettes business.

O 1974 - The Company's ownership progressively Indianised, and the
name of the Company was changed to ITC Limited (Indian tobacco
company).

O 1975 - The Co. launched its HOTEL BUSINESS which was named `ITC-
Welcome group Hotel Chola.

O 1979 - ITC entered the Paperboards Business by promoting.
Bhadrachalam Papaerboards Limited, which today has become
the market leader in India.

O 1985 - Surya Nepal Pvt. Ltd.




Marketing Mix Strategy Of ITC Hotels
PRODUCT

a)Basic Products
O Room
O Restaurant and Bar.
O Meeting room and Banquet facility
O Amenities
O Services
O Safe deposit box

-)Special Services
O courier
O Child care
O Laundry
O Pet
O Internet
O Travel desk
O Babysitting
O Wake-up call
O Barber shop
O Boutiques
O Currency exchange
O In room telephone service
O Express check -in and out
O lorist
O ront desk 24 - hour
O ift shop
O Maid service

PRICE
ITC hotel has set its price of the room on the basis of Business, Leisure
and Luxury class.
%e Suite US$-275
Executive Suite US$ - 250
Standard sea view double US$-175
Standard sea view single US$-150
The Blue Lagoon US$-120

PLACE
O Location of the hotel is the most important business decision for
the hotel.
O Present in metro cities in India
O lobal presence (Maldives,London,Dubai,Colombo


PROMOTION STRATEGY

Promotional schemes are carried on regularly the hotel has many
loyalty programe,clubes,membership,previlage etc some of them
are
1. The ITC olden Circle.
2. The ITC Silver League.
3. The ITC Silver Circle.
ITC also offer ITC surprises including weekend savers, value
vouchers, book early get more,



ADVERTISING
O Business news paper(E.T, inancial Express, Bombay Times)
O T.V channels like STAR NEWS,CNN and CNBC.
O Magazines like THE OUT LOOK TRAVELAR,O NOW and TRAVEL


PHYSICAL EVIDENCE
Lobby- It being the first & the last part of the hotel that the
guests, thus it should be
well designed, also to ensure that the customer returns again the
room should be
comfortable and should have made his stay hassle free.

PROCESS
Major service encounter that extremely delighted or disappointed
are:
O Check - in.
O Bell person carrying luggage to the room.
O ood.
O Wake up call
O Check out.

PEOPLE
W Skilled person
W Professional person
W Personal Agents
W Technological person
W Travel agents

COMPETITOR
The hotel has many competitors like
O The olden Tobacco Ltd.
O The odfrey Philips India Ltd
O VST Industries Ltd
O RTCL Ltd
O Hindustan Unilever Ltd.
O Marico




VISION
ITC's Vision Sustain ITC's position as one of India's most
valuable corporations through world class performance, creating growing
value for the Indian economy and the Company's stakeholders. ITC's Mission
To enhance the wealth generating capability of the enterprise in a globalizing
environment, delivering superior and sustainable stakeholder value. ITC's
Core Values ITC's Core Values are aimed at developing a customer-focused,
high-performance organisation which creates values for all its stakeholders.
Lets Put India irst


Conclusion
Imperial Tobacco Company of India Ltd has built a reputation
around the world as a major player in the hotel industry as well as the
leader in the Customer satisfaction. This has been done by creating a
wholesome environment for their customers all the while maintaining
its integrity.Currently they are facing stiff competition from ...., but
with their various marketing ventures as well as the selling strategies
Indian hotel company is poised o give ..a definite battle and Indian
hotel company is well positioned to maximize opportunities in the
(uniquely Indian) hotel & tourist growth market.

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