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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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