Service marketing of Pearl Continental hotel Lahore

Presented by:

Adnan Khawar Butt (08108088)Abdul Rehman (08108087)

Muhtahsin Elahi (08108086)Abdul Mannan (08108089)

Profile

• Pearl Continental Hotel is one of the most innovative hotels of Pakistan, where art and originality elegantly combine to offer you some rare spectacles.

• PC Karachi

• PC Lahore

• PC Rawalpindi

• PC Bhurban

• Up coming hotels

Corporate profile

• Registered Office: 3rd floor, Saudi Park tower 61/A, Jinnah Avenue,

Islamabad Tel: 0092-51-2800148 Fax: 0092-51-2800063• Websites:www.pchotels.comwww.pchotels.bizwww.hashoogroup.com.pk

• Vision: We are committed to dynamic growth and services excellence build upon our heritage of tradition and hospitality.

• Mission: Secrets to our sustained leadership in hospitality are Excellency and dynamism through offering competitive and innovative high quality, value added services to our guest and business partners.

• Confidentiality• Attendance and punctuality• Working relationships• Discussion topics• Behavior and attitude-in-general• Misconduct.

• Growth and development for all

• Recognition and reward

• Innovation

• Trust

Pearl Continental hotel Lahore

Profile of PC Lahore

• The Pearl Continental Lahore has:

485 exclusively appointed bedrooms, which includes 193 Standard rooms, 238 Atrium Deluxe rooms and 49 Luxurious Suites providing various levels of guest comfort.

The hotel is equipped with closed circuit TV system and our elaborate scanning system for hotel guests/visitors and their belongings.

various restaurants

Restaurants

• Marco Polo (Breakfast, Lunch, Dinner, Buffet selection)

• Dumpkit (Genuine Mughlai Restaurant, with an authentic selection of dishes from the sub-continent)

• Taipan (Traditional Chinese cuisine)

• Royal Elephant (The only authentic Thai Restaurant in town)

• Nadia tea lounge (serving Hi-tea, Coffee and Sushi Bar)

• The steak lounge (serving imported halal beef to our customers)

Marketing of Pearl Continental Hotel

• Pearl Continental is a hotel in which the elite Pakistanis and foreign business travelers will gravitate.

• Pearl Continental Hotel Presents, for the first time in Pakistan, a concept that embodies the very essence of luxury.

• it offers tremendous training and growth opportunities to its marketing staff.

Sales and marketing operations

• Persons working in sales and marketing department are experienced in both sales and marketing with an aim to drive the business forward.

• The key responsibility of marketing staff includes devising and implementing a sales and marketing strategy to aspects of the business.

Marketing Strategies of Pearl continental hotel

• Service profit chain model

• Internal marketing

• Interactive marketing

Service profit chain model

Internal marketing

• Internal marketing is a form of marketing, occurs in Pearl Continental Hotel focuses on staff attention and on the internal activities that needs to be changed in order to enhance external marketing place performance.

• Its aids communication and even helps them to overcome any resistance to change. It involves all staff with new initiatives and strategies.

• It encourages the employees to perform better and empowers them and gives them accountability and responsibility.

Weaknesses

• All the managers are not equally qualified.

• Lack of understanding of internal marketing concept.

• different implementation of marketing in different departments makes internal marketing difficult.

Interactive Marketing

• a dynamic collaborative process of creating, purchasing, and improving services that builds close relationships with its customers

• Customer Segmentation • Use Social Media to take advantage

• Embrace new technology

Service differentiation of pearl continental hotel

• The customer is getting benefits from their exclusive services.

• Besides these following services and facilities are available to our guests:

• Laundry/Dry Cleaning • Parking • Airline Offices • Bookstore • 24 Hour Room Service • Jewellery & Gem Shops

• Baby Sitting • In-House Doctor • Business Centre • Authorized Money Changers

• Car Rental • Travel Desk • Florist • Pharmacy

Conclusion

After a thorough study of Marketing strategy of Pearl Continental, Lahore we can conclude that PC is a huge name in the hotel industry and its

marketing Department is working dynamically to pursue its organizational goals. This project has

given us the realistic view of how marketing practices are followed in any organization.

Recommendations

• Pearl Continental hotel should send its managers/employees to abroad for training purpose for it will ultimately improve the organization’s overall performance.

• Internees should be paid for their services.• More flexible benefits plans should be

introduced for customers and employee so they can choose which suit them the best.

Recommendations

• Design a card to be given at checkout to every guest with the URL of a review site

• Use the guest comments to reinforce positive training behaviors.

• Empower them with responsibility for monitoring guest reviews online.