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Marketing Plan on Exotica Hotels

4th Semester

Submitted to: Prof Rajesh VyasBESs IMSR

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Name Roll No.

Yatin Aher 01

Neha Bavisi 03

Amar Bohra 06

Naeem 29

Priyanka Shah 51

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Market Size of Hotel industry 17 00 Crore

Demand and Supply gap

Supply of 1. lakh rooms, demand exceeding by

1.5 lakh rooms

Increase in Foreign Tourist Arrivals

FTAs during January 010 were 4 1,000 as

compared to 4 ,000 in January 00 , an

increase of 16.4 per cent. In all number oftourists visiting India is projected to reach 10

million in 010

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Marketing Objectives

To continue to communicate our strategic objectives toour target markets effectively.

To provide a positive hotel experience to all our guests.

To accomplish our growth targets within the given timeand budget.

Expand our markets and identify new markets for ourproduct and services.

Strategy pyramidWe will provide: The Best Business facilities

Personalized Services

Luxurious Amenities

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Increase overall room revenue by 10% on the

past year.

Increase corporate contracted rates to

reflect the return of confidence in thecorporate travel market.

Keep payroll expenses down and reduce the

level of overtime within the workforce.

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Geographic: Pune - population of 5.64 million

Target Market Strategy

Targeting corporate guests with a two to

three night stay requirement.Local firms will be targeted for day use of

conference facilities, room nights forvisiting executives and long stay

professional guestsannually contracted clients from the

travel trade

High income group families

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Product : food, conference rooms etc.

Price : pricing strategy has been consistent

with the differentiation objective

Corporate single Rs. 000;

Corporate double Rs. 3500;

Corporate double deluxe Rs. 5000;

Corporate suite Rs. 6000.00 (maximum occupancy

persons).

The Exotica Boardroom Rs. 3000; The Exotica Conference Hall Rs. 5500;

The Exotica Ballroom Rs. 8000

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Place: Pune, Maharashtra

Promotion : print ads, direct mail campaigns,

publications on the Internet, personal selling

People : manager, reception staff, sheaf,waiter etc

Process : search information, make

reservation, confirmation, check in , add on

services , order provision, check out Physical evidence : building, parking place,

chair-table arrangement etc

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Strength

Structure

Skilled staff

Brand strength

Loyalty

Location

Fresh & innovative business

idea

Weakness

System

Facility

Staff turnover

Facilities upgrading

/renovation required

Opportunity

Growing market

Less competition

Threat

Market Entry

Substitutes

Economy

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