MARKETING STRATEGIES OF ITC WELCOMGROUP

Ratnashree Tripathi 2010174 Saket Rathi 2010197 Vaibhav Garg 2010279 Sarita Choudary 2010296 Debashish Bagg 2010298

INTRODUCTION

ITC ventured into hotels in 1975. Indias second largest hotel chain. Leader in premium hospitality sector. Established in all major tier 1 cities. More than 100 Strategically customized hotels across 80 destinations. Best employer in Asia in hospitality sector. Attracts high level of foreign exchange, tourism infrastructure. Offerings:

Accommodations Cuisine- WelcomCuisine Spa- kaya kalp Meetings and events

POSITIONING
ITC-WelcomGroup positions itself as a provider of traditional Indian hospitality combined with globally benchmarked services. 'Nobody gives you India like we do'

ITC WELCOMGROUP

PRODUCT STRATEGY
Four kind of product offering 1. Accommodation 2. Cuisine 3. SPA kaya kalp 4. Meetings

ACCOMMODATION STRATEGY
Core Benefit Basic Product Expected Product Augmented Product Potential Product Core Benefit: World class Luxurious accommodations Basic Product: ITC WelcomGroup Luxurious collection Expected Product: ITC Fortune Hotels and Resorts Augmented Product: ITC WelcomHeritage

ACCOMMODATION STRATEGY
Hotel Category Customer Segment addressed Luxuries break seeking customers, frequent flyers, annual meetings for large corporates, centers for services like Kaya Kalp and Branded cuisines. Luxury hotels at a lesser price point more reach. Smaller breaks or annual, semiannual meeting of corporate bodies, also used for travelling professionals, has tie-ups with corporate bodies for the same History tourist, religious tourist, targeted at historical places and monuments, also associated with different tourism related bodies.

ACCOMODATION POSITIONING

Integral part of hospitality business Different cuisines cultures and themes Same tradition in one place.

Bukhara Dakshin Kebab

and Peshawari

&Kurries Pan Asian West View Edo

MEETINGS AND CONFERENCES

Prominent offering in the Fortune Hotels. Also halls, banquets and pool side space are made available in the Luxury collection, WelcomGroup / Sheraton hotels for events. Helps in arranging your meetings allowing you to concentrate on other pressing needs

Provides Indian traditional treatment Western style therapies Relaxing, rejuvenating and rebalancing Array of hair and beauty services Designed to enhance luxury quotient of the premium segment accomodation

ITC KAYA KALP

PLACE STRATEGY
Located

at strategic business cities and tourist spot like Agra. Near to the airport and well connected with main city Tourism locations can be further divided into adventure, religious, natural, hill locations. The properties are significantly placed in terms of proximity to railway stations, airports, key business locations, tourist spots etc. depending upon the different requirements of different set of customers.

PLACE STRATEGY CONTD

ITC

Hotel Luxury Collection:

Situated

at strategic business locations and central tourist locations such as Mumbai, New Delhi, Bengaluru, Kolkata, Hyderabad and Agra. Located in proximity to the most posh or key business locations but away from the hustle and disturbance of the city
ITC

WelcomHotels / Sheraton:

Situated

at major non metro strategic business or tourist location. They are situated at Jaipur, Chennai, New Delhi, Vadodara, Visakhapatnam etc.

PLACE STRATEGY CONTD

ITC Fortune hotels:

locations

at various metro and non-metro cities having proximity to business hubs. They are also at multiple locations in same city also. These are situated at Ahmedabad, Bengaluru, Chennai, Gurgaon, Jaipur etc.

WelcomHeritage:
mainly caters to the history tourist. Located mainly at places of historical importance and in historical buildings like Jaipur etc It also caters to religious tourism like Varanasi, Amritsar etc Adventure tourism like SawaiMadhopur etc
It

DISTRIBUTION CHANNEL.

The group follows different platforms to book various hotel brands. Those are:
Online booking facility through its own website Instant reservation system on telephone. Booking through business partners (Program WelcomLink). These are generally tour operators, individuals, etc. Through Travel partners (Travel agencies, booking agents) Third party booking sites. Through corporate accounts. This channel is specific for corporate bookings.

CONTD
The various properties are rightly placed according to their positioning and their target customers. Most of the competitors though existing in the similar location ITC have been able to keep up with the competition around as most of the hotels seem to have a minimum of 30 days of booking time for availability. The internet reservation system is primarily for the booking of the accommodations. This facility may be extended for the restaurants which serve branded cuisines and KayaKalp. Currently for these telephonic or in-person reservation is done. For international representation it has partnered with with Sabre, Worldspan, Amadeus and Apollo/ Galilio.

PRICE STRATEGY

Differential pricing
Offerings

at different price points for varied customer demands and preferences Signals standard of service offering

Fortune

Sheraton

28ooo

25000

16500

Heritage

Luxury

14000

PRICE STRATEGY
Room Type INR (Minimum) INR (Maximum) Single Double Single Double

ITC Hotels - Luxury Collection Suite Price Range Suite Price Range Suite Price Range Suite Price Range 28,000 ITC WelcomHotels / Sheraton 11,000 ITC Fortune Hotels 3,500 WelcomHeritage 3,000 7,000 18,500 80,000 400,000

PRICE STRATEGY

Pricing dependent on season and tourism preferences.

Early

Bird Prices Internet only prices Extended stay offers.

COMPLEMENTARY SERVICES
airport/ railway station transfers, breakfast, lunch & dinner, welcome drink, 20% discount on salon, spa & laundry, complimentary use of swimming pool gymnasium

DISCOUNTED SERVICE
Discounts offered to certain group members Corporate discounts

MEMBERSHIP

PROMOTION STRATEGY

Uses pull strategy

To

persuade customer Brand loyalty High involvement of customers.

Effective use of communication mix

Advertisement
Mainly

through print media

ADVERTISEMENT

PROMOTION STRATEGY CONT.

Sales Promotion
WelcomBreak
MiniBreak Shortbreak Sneakaways

Discounts

on branded cuisines Special packages

SALES PROMOTION

EVENTS AND EXPERIENCES

EVENTS

EVENTS

PUBLIC RELATIONS AND PUBLICITY

PUBLIC RELATIONS AND PUBLICITY

PUBLIC RELATIONS AND PUBLICITY

PUBLIC RELATIONS AND PUBLICITY

INTERACTIVE MARKETING

HANDLING CUSTOMER EXPECTATIONS

SUMMARY

Hotels on themes that gel with the most prominent dynasty that ruled that area. Diversified into different hotel categories to satisfy and attract different customer base. ITC WelcomHotels Luxury collection has oriented itself to high profile travellers and luxury travellers. Sheratons are directed to medium - upscale customers ITC Fortune Group of hotel and resorts are more of a economic set of hotel WelcomHeritage group that are more oriented towards tourism and also to domestic interstate travellers

ANY QUESTIONS..