services marketing ppt
TRANSCRIPT
![Page 1: Services Marketing Ppt](https://reader035.vdocuments.mx/reader035/viewer/2022062223/55216641497959976c8b48c4/html5/thumbnails/1.jpg)
‘How does Taj group of hotels prevent Internal Cannibalization
from Ginger Hotels’
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Executive SummaryUnder the hospitality business of TATA group there are
two hotel chains –Luxurious Taj Group of Hotels owned by Indian Hotels
Company Ltd (IHCL) Smart budget hotel chain Ginger owned by their
subsidiary Roots Corporation Ltd (RCL) . Problem - To show that there exists no internal
cannibalization between the customer base of the Taj Group of Hotels and Ginger Hotel.
To prove this we intend to show that the Target Market Segment of both these Hotels is completely different and so are the needs of their customers.
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Customer Questionnaire:Number of Questions : 6Outputs from these questions: Type of the Customer. Needs of the Customer. Expectations of the Customer. Preferences of the Customer.
Employee Questionnaire:Number of questions : 6Outputs of these questions: Services provided.Clientele base
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INTRODUCTION TO THE COMPANIES
VISITED
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Vivanta by Taj- Pune
Rating : 5 StarAddress: 11, Koregaon Road, Pune, India.
Accessibility:7 km. from Airport, 3 km. from Railway Station, 5 km. from Bus Stand.
Hotel Description:Hotel is Located at the Koregaon in Pune surrounded by lush green residential area of Koregaon Park. It is the oldest 5 star hotel of Pune. It is very close to the city's business district and shopping areas.
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Ginger Hotel
Rating : 1Star Address: Kala Khadak, Wakad Naka, Pune, India.
Accessibility:Central Park Hotel, in the Pimpri Chowk and 21 kilometres from Lohega on Airport of Pune and also near the IT sector of Pune makes the task of finding the easy for the tourists.
Hotel Description:Taj Ginger Hotel in Pune, India offers luxurious rooms that provide all the amenities that you would expect from three start hotels in Pune. The vision of Ginger hotel is to provide is a fresh and warm experience, of an unsurpassed value.
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COMPARISON BETWEEN TWO
TAJ Targets the High Income
Group Innovative means of
improving service quality High level of personalized
service Spaciously comfortable
rooms with contemporary style(swimming pool or garden view)
Residency rooms for Business travels
Other amenities and services (internet, fax service, gift shop, spa, power back up ,etc)
Own restaurant and coffee shop
GINGER Targets the middle and low
income group Caters to Basic needs of
customers. More of self service Almost same kind of rooms
for different category of customers.
Basic amenities like internet, laundry , gymnasium, etc available
Some amenities like Spa, fax service, 24hr room service, etc not available
Restaurant and coffee shop is outsourced.
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REASEARCH METHODOLOGY
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Primary Research Objective: The primary research objective (PRO) of our project is to determine how Taj
group of Hotels prevents internal cannibalisation from Ginger Hotels.Secondary Research Objective: SRO 1: To understand customers’ perspective towards Taj Hotel and Ginger Hotel
on the basis of following: Annual income Willingness to spend Preference of features (Services) Purpose of visit Perception about both the Hotels SRO 2: To understand the perspective of Taj and Ginger Hotels on the basis of
following: Price tariffs Services offered Hotel’s USP Projection of the Hotel Customer category
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Research Approach: Descriptive
Data Collection Method: Personal Interview – Intercept InterviewSeparate questionnaires were prepared for both the SROs.
Measurement Instrument:,Open ended questions, Descriptive Questions.
Sample Size: A sum total of 120 respondents were interviewed, out of which 106 are customers of either Taj or Ginger or both and remaining 19 are employees of either Taj or Ginger.
Time and Cost Requirement:Total time taken - 6 days.Cost - Rs. 500 Approx.
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Analysis of Questionnaire
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Customers perspectiveQ1.Have you visited any of the hotels?
45%
33%
28%
VISITED THE HOTELS
TAJ
GINGER
BOTH
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Q2. Are your visits Company sponsored or Self Sponsored?
74%
21%5%
TAJ HOTELS
Company SponsoredSelf SponsoredBoth
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Are your visits company sponsored or self sponsored?
28%
66%
6%
GINGER HOTELS
Company SponsoredSelf SponsoredBoth
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Q3.What influences your decision of staying in a hotel?
Mul
ti Cui
sine/
Spec
ialit
ySp
a
Swim
min
g Po
ol
Concie
rge
Serv
ices
24 H
ours
Roo
m S
ervice
In R
oom
Che
ck In
/Out
Banqu
et H
alls
Loca
tion
0%10%20%30%40%50%60%70%80%90%
41%
3%0%6%
66%
31%
3%
69%81%
37%
47%51% 51%
37% 40%
72%
GINGER HOTELSTAJ HOTELS
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Q4.How much would you be willing to spend for a room in a hotel?
1000-3000
3000-5000
5000-7000
7000-10000
10000 and
above
0%
10%
20%
30%
40%
50%
60%
GINGER HOTELSTAJ HO-TELS
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Q5. What income bracket do you fall under?
below 2
lakhs
2-5 lakhs
5-9 lakhs
above 9
lakhs
0%
10%
20%
30%
40%
50%
60%
GINGER HOTELSTAJ HOTELS
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Company perspectiveQ1. What is the price band offered in your hotel?
6%
63%
38%
ROOM TARIFF-TAJ
RS 5000-7000RS 7000-10000RS >10000
100%
ROOM TARIFF-GINGER
RS 1000-3000
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Q2.What percentage of your customers are Company and Self sponsored?
TAJ GINGER0
20
40
60
80
100
120
72.5
43.3
27.5
56.6SELF SPONSOREDCOMPANY SPONSORED
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Q3. How would you project your hotel to the customers?
VALUE FOR MONEY HOTEL
BUDGET HOTEL
BEST SERVICE PROVIDER
LUXURY HOTEL
0% 50% 100%
6%
0%
94%
81%
TAJ
VALUE FOR MONEY
BUDGET HOTEL
BEST SERVICE PROVIDER
LUXURY HOTEL
33.33%
66.67%
0.00%
0.00%
GINGER
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Q4(a) Ginger Vs Taj
COST EFFETIVE
CUSTOMER LOYALTY
STAFF
COMFORT
AVAILABILITY
FACILITIES/SERVICES
LUXURY
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9
TAJ
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Q4 (b) Taj Vs Ginger
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Q5. Does your hotel organize promotional events?
100%
TAJ & GINGER
YES NO
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SEGMENTATION
Higher salary Higher ability to spend Higher Preference for luxury Higher Preference for Services Lower preference to cost / budget
hotels Lower preference to Ginger hotels
Lower salary Lower ability to spend Lower Preference for luxury Lower Preference for Services Higher preference to cost / budget
hotels Higher preference to Ginger hotels
TAJ Ginger
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CONCLUSIONNo cannibalization prevalent between the two Tata
Group of Hotels viz: Taj and Ginger
Analysis shows that the TMS of both these hotels are entirely different
Both the hotels run on very different concept Taj : Service based Ginger : Cost based
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THANK YOU