ITC Hotels

ITC Hotels were launched on Oct 1975 with opening of its first hotel Casla sheraton in Chennai . ITC welcome group hotels, palaces & resorts, is today one of the Indias finest hotel chains, with its distinctive logo of the hands folded in the traditional namaste .

They were the first hotel chain in mid 1980s to foresee a boom in business travel and realized distinct needs of corporate traveler

Distinct Brands of hotels

ITC hotels- luxury collection They are super deluxe and premium hotels located at strategic business & leisure locations ITC welcome group sherton hotels

They offer warm , comforting services to the global traveler and a chance to connect.

Pros Of Direct Marketing

Direct measurement Specific targeting Cheap and quick production Potential to build list of potential or existing customers

Direct Marketing Strategy Of ITC Hotels

Its Marketing Strategy is based on the Following : Database Marketing Relationship Marketing IMC LTV

Database Marketing
Database marketing is the process of building, maintaining and using customer database ad other databases (suppliers, retailers) for the purpose of contacting and transacting With the help of database marketing , Demarcates its Customers according to their social class & their purchase history and provides them with various suitable offers

Cont
With the help of various schemes for different sections of the society , ITC encourages its customers in repeat purchase and Building Brand Loyalty with ITC
The sharing of a common Data Base helps in the process of Cross Selling Database marketing will be used as a weapon against Competitive players in the Market to provide a competitive superiority to a marketer Example : Grand hyattt , The leela

Customer Relationship Marketing (CRM)

Relationship Marketing itself conveys the idea that the goal of marketing is to build a long term relationship between the company and the customers who contribute to the companys Success .

The main motto of ITC is to create a value for its Customers and build a long term relationship

Cont
It helps Us in retaining existing Clients and entice former Clients back It helps to reduce the cost of Marketing Improved responsiveness and understanding that builds customer loyalty and decreases customer "churn"

IMC
Integrated marketing Communication MIX : The coordination and integration of all marketing communication tools , avenues within a company into a seamless program that maximises the impact on consumers and other end users at a minimal cost

4ps of IMC
Price Product Place Promotion

Price
In ITC hotels the prices are determined by the social status of its customers and subsidised rates are put in place to bring in new Clients It offers various schemes and offers to keep a good relationship with the existing Customers

Product
Better & Quality Service is provided to the Customers Different types of suites are available according to the clients Choice

Customization of the Rooms according to the customers Preferences ..

Cont
Welcome hotels:- offer five star hospitality for the discerning business and leisure traveler. Fortune hotels:- offer full service properties all over India, including small towns & cities, ideal for the budget traveler. Welcome heritage:- Bring together a chain of palaces, forts, havelies & resorts that offer a unique experience. It endeavors to preserve ancient royal homes and historical Indian grandeur & opulence for the future Indian generations.

Place

Mumbai Delhi Bengaluru Jaipur

Promotion
Will use magazine , news papers to promote thechain of hotels with the help of effective Print Ads . PR is used to highlight the positive events in the organization to establish a good image for their chain of ITC Hotels

LTV (Life time Value )

Life time value of a customer is the total net distribution that a customer makes during his or her life time The Clients and customers being associated with the Hotels , the span of this association is their LTV