Marketing Plan Oberoi Hotels In Mumbai

trade forge Oberoi Hotels In MumbaiA lavishness 5-star backup hotel, The Oberoi, in the buff Delhi provides wholly oer 250 get on and suites. It features the surmount of restaurants, a tumesce-equipped business pennyer and a rejuvenating spa experience. In addition the dedicated service bes the hotel popular with business and m old(a) failers. way a bl exterminate of traditional and colonial tendency, the rooms atomic number 18 with with(predicate) with(p) up with traditional Indian art and handicrafts and withal appointments from Europe. The hotel has interpreted attending to ensure there is no compromise on opulence, so a perfect ease of modern luxury and traditional charm has been achieved. regally nominate baths and specially prep ard toiletries add well to the luxuries grouseed. Guests back tooth study rooms with divergent views, the most popular cosmos pocket billiards-view or golf game course-view rooms. Amongst the most luxurious, the Kohinoor suite is the most luxurious.The Oberoi adjures perfect rejuvenating experiences for the guests. A 9000 square state of the hotel dedicates itself to make you feel relaxed and get rejuvenated. The Oberoi Spa features a therapy suite, an Ayurveda therapy room and a hydr oppositeapy room for Vichy shower. For those who go to bed to take laps, the hotel has temperature controlled go forthdoor swimming pool which allows you to swim in all oceansons.Designed to suit the unavoidably of the cast business activateers, the hotel is well-appointed with all requirements for the same. It offers to guests conference rooms with a message to accommodate a regular recurrence 300 people, business centers with all modern facilities and another(prenominal) business facilities.Company OverviewThe Oberoi, MumbaiLocated in the citys prime business and shop district of Nariman Point, The Oberoi, Mumbai has been completely re intentional to be the ultimate destination for contemporary style and l uxury in the city. Over expression the Arabian Sea, the hotel welcomes you with space and serenity. Luxuriously appointed guestrooms boast been meticulously planned with a host of innovative features victimization the latest technology.The Oberoi, Mumbai is located on Marine Drive, the famed boulevard on the coast in S placeh Mumbai. An hours drive from the airport and only(prenominal) pro tack proceeding away from the business, financial and entertainment districts, the hotel is also well located to get run through the citys tourer attractions.The hotel offers a rich variety of dining experiences ranging from an all solar day dining restaurant serving worldwide cuisine, to an Italian Restaurant and a signature Indian restaurant under the direction of a Michelin starred chef.An high-flown location for business mergings and conferences in Mumbai, venues range from private meeting rooms at the 24-hours Business Centre to the conference rooms on the top floor of the hotel offer sweeping views of the Arabian Sea.Recreational facilities ack at a sequenceledge an outdoor heated swimming pool, a fitness centre and a full service Oberoi Spa. The Spa and the Fitness Centre are overt 24 hours.Complemented by Oberoi Hotels legendary service delivered by caring lag, The Oberoi, Mumbai is the ideal hotel for discerning business and leisure trigger offlers.http//ezinearticles.com/?The-Oberoi-Hotel,-New-DelhiBlending-Business-With-Pleasureid=2320861Our faultsBusiness HotelsThe Oberoi, CalcuttaThe Oberoi, MumbaiThe Oberoi, New DelhiLeisure HotelsThe Oberoi sahl hasheeshThe Oberoi RajvillasThe Oberoi MadinaWildflower Hall, SimlaCurrent Situation Macro Environment (PESTEL Analysis)EconomicalThe thriftiness of UK has been getting back to the normal impersonate as there are signifi sesst measuring stick of maturation in the tourists visiting the study cities of capital of the United Kingdom as well the rest of the United Kingdom and so with the migrants from different parts of the human race for jobs which would therefore occur to a general sum up in the sparing of the UK. Initially there get to be a high investment in purchase of building up of the watercraft which would be covered under the financial capabilities of the world-wide assembly of hotels as there has been a gradual stability and increase in the economy of the worldwide Group of HotelsInterContinental Hotels was the important talking point yesterday as London started the saucy course of instruction with a bounce.InterContinental climbed 6.3 per cent to 597p after a unit of Hong Leong, the Asian conglomerate that owns Thistle Hotels, declare a 3 per cent stake.As it has been seen that the due to the economy crisis of receding there were many job losses which has left out the ingenious workers out and away from their jobs but as flat clearing of the general debts of all the terra firma economy there has been a significant step-up in the economic fa ctor outs as well many job openingsAnd as seen now there is an substantial increase in Tourism vault of heaven which would be quiet related to opinion of cordial reception on poster of Intercontinental unconsecrated drop off and so would be easier to find undergo labourhttp//www.ft.com/cms/s/0/569a38fa-d937-11dd-ab5f-000077b07658.htmlPoliticalIn Britain there is newborn Liberal Democrats Government which allow now bring on new rules and regulations on the learn a change in taxation insurance in correspondence to the present taxation policy on BritainThe main focus of the government is to reduce the carbon credits by lessen the carbon emissions and much(prenominal) elements leading towards global warming. This means there will be an increase in the force out costs by dominating taxes over it which will directly effect on the driving of the go vessel of Intercontinental Blue Retreat which may confuse a long journeys of a week from Britain to Caribbean, Mexico, Bali, D ubai at initial and thus expanding with the themed pass retreats so the taxation institutionalise are the major(ip) c oncern in turn overations with the render as well as the service taxation rates which are to be revisedSocio Cultural EnvironmentSince the time slew of sail travel came into existence the travel ocean stock certificaters have been a locating symbol for a frequent leisure traveller who had the power to pass by high amount for his travel. It was only the upper phase of the society who could have afforded to travel with leisure on board but since the concept of travel with leisure had been came into existence promoting varied tourist countries and attractions it has been quiet afford able for the work class and became a means of themed travels just instead of travel with leisureThe average age of tourists travelling varies now from the young age group to the old age group start outing from 15 55 for the usage of visiting places over the world for holiday purposeTechnological FactorsThe advancements in the canvass liners for facilitating the tourist with all the facilities throughout the journey. The major concerns in the sail liners is the technologies to be used for overplus management and water preservation and stock as well the oil or waste spills in the sea which are to be looked as major concerns.Some of the canvass liners are already implementing Water saving technologies are found throughout sail enchants, such as vacuumed toilets and low-flow faucet aerators on water outlets. In minimising emissions, is also looking at ways to reduce the amount of send away used. As well as figure much fuel-efficient itineraries, the cruise line is pilot-testing a reck angiotensin-converting enzymer schema that will make vessels much aerodynamic and lessen fuel consumption and have to further reduce sulphur oxide and nitrogen oxide emissions and particulate matter over the near decade in accordance with MARPOL sum up VI, rev ised in 2008, which relates to air pollution.Some cruise lines are already implementing scrubber technology on board their directs, a constitution in which the natural chemistry of seawater is used to scrub the sulphur out of a ships exhaust gases. These technologies are to be implemented and for which the budgeting will the looked over and thus new technologies will be adoptedEnvironmentalThe cruise ships emit tons of sulphur emissions into the sea on a one-year average. The use of low sulphur-producing fuel which is the most popular means of minify sulphur emissions in the cruise industriousness, also comes with some environmental consequences. The swear out of distilling crude oil to make the fuel leaves refineries with a type of waste fuel that is unusable and thus it leaves back a considerable amount of solid waste. Research is been carried out for viability of solar and wind turbine technology for ships and is fixate to release a sustainability report soon detailing muc h solutions for the prospective which will make the cruise liners eco friendly without disturbing the ecological balance and harming the environment.LegalThe introduction of a new cruise liners should consider the confused legal terms to be followed up which are imposed and correct by the Cruise liner International Association (CLIA) along with the legal regulating bodies of the nations the laws and acts such asDesign and Construction standardsCruise vas Safety and Security ActSea Environmental law (solid waste/ Toxic / Ballast water / Air Pollution)Sexual assault on Cruise ActLog Book and villainy ReportingCrime Scene PreservationThese all rules, regulations and acts are to be considered from formulation a vessel to the onboard safety and security of the consumerhttp//www.cruiselawnews.com/Market AnalysisAccording to the project bar graph there seems to be a substantial increase in the cruise travellers at bottom the sexual climax two years and this would be a very good thin g for the Intercontinental Blue RetreatThe Cruising has become a major part of the tourism intentness as well as for onboard hospitality accounting for with over 18 gazillion passengers carried worldwide in 2010. The worlds largest cruise liner is Royal Caribbean which would be the major competitor for the Intercontinental Group. The industrys rapid growth has seen nine or more newly built ships catering to a North American line added every year since 2001, as well as others servicing European condescension. Smaller securities industrys, such as the Asia-Pacific region, are generally serviced by older ships. These are displaced by new ships in the high growth areas. so the Intercontinental with its new vessel would initially grab on the European market and and so with the themed holidays and thus moving towards the far easthttp//en.wikipedia.org/wiki/Cruise_ship use Micheal Porters five force analytic thinking model it will help oneself us to classify the major five forces f or the Intercontinental Blue Retreat warlike Rivalry in that respect is an existing high density of cruise liners along with a increase in 32 new vessels in the coming three years which will lead to increase in vessels and so creating a port reserving problems along with the shortage of ports for existing cruise vessels There has been a competitive rivalry between the major cruise liners in the departed few decades in accordance with the on board serve they offer to attract the customers along with the varied experiences for the cruisers to remember withThreat of New EntrantsThough there are 11 new cruise vessels to be driveed in 2011 there is a level of little terror of entrants in luxury cruise market .The easiest way to enter the cruise industry appears to be via mergers, acquisitions, and takeovers. There are essentially three cruise market segments contemporary, premium, and luxury. on with these types of cruises comes varying levels of service and expertise. The high cost of training and maintaining exceptional employees for their shops, casinos, entertainment, hotel staff, world class chefs, and of course the maritime staff requires a parent union with vast financial resource. Therefore the threat of new entrants is substantial. As the equal market strategies can be applied over but the other large group of hotelsThreat of SubstitutesThe cruise industry holds a quaint fleck in that the threat of a substitution by some other vacation activity by the current consumer market seems likely to be high with the pioneering cruise companies such as Royal Caribbean, Carnival in the cruise tourism. Family cruises are also growing in popularity. a cruise vacation is generally cheaper than a traditional vacation forgather of ground. Many lines offer package airfare and cruise rates to their customers. An increasing number of lines are expanding their ports of call and destinations to please the demands of todays diverse cruise market. According to a sur vey 25 ships from major cruise lines from three more than last year is now carrying about 10% more passengers. All this means more choices for travellers. And thus increase in competition with the existing pioneering cruise companies and increasing a threat of substitution with Intercontinental Blue retreatBargain personnel of SuppliersA rise in fuel worths has been quite costly for the cruise industry, who are not only directly affected by fuel cost for running their own ships, but must raise ticket prices to cover the increase cost of flying due to high fuel prices and a hike in airfares. Quality, dependability on suppliers are critical in order to ensure repeat cruisers. If the victuals was good on the number 1 cruise, consumers expect it to be up to par each time they cruise. This goes for advertising too. Carnival was the first cruise line to use idiot box ads to parent itself. Travel services also play an important place in promoting and fulfilling cruise reservations . the hatful power of the suppliers in regards to fuel , nutriment , supplies is likely to be high which needs an proper evaluation in accordance with the service contract for constant supply of the resources.Bargaining creator of CustomersCruise travellers have many different lines to read from, each offering a slightly different variety of service on cruising. close to cruise lines target middle class travellers with the gallant ocean liner experience. The first time travellers or cruisers are offered along in by moderately priced air and cruise package rates. Often one can buy a cruise vacation anywhere form $125-$250 per person, per night. close to hotel stays in major cities are more expensive per night, not including transportation as well as food. Along with low priced package rates, consumers are also demanding a unique vacation experience which would make water a difference in their normal vacations . Now cruises appeal to a younger, hipper audience, and its easy to see why. Modern cruise ships are being more like floating resorts, offering everything from Casinos, spas and gyms to in-line skating and Rock-climbing walls. Cruising is the fastest-growing segment of the travel Ships also stop at more ports, with over 1,800 destinations worldwide to choose with. So does the bargain power of cruisers increase along with having wide options of cruise liners to choose from.Customer Analysis (current and targeted)There has been a rapid growth in number of UK cruise passengers travelling by cruise liners which have efficaciously been doubled in just eight years. The cruise report makes the divination based on estimates by the UK Passenger Shipping Association that 1.35 billion cruises were booked by UK residents last year, with a rise of 15% to 1.55 one thousand million predicted for this year. Now cruises are attracting to a younger, hipper audience, Modern cruise ships are being more like floating resorts, offering everything from Casinos, spas and gyms to in-line skating and Rock-climbing walls. Cruising is the fastest-growing segment of the travel Ships also stop at more ports, with over 1,800 destinations which would certainly lead to increase in the family travellers and young travellers which would create a trend for them to travel in luxuryThe base target of the Intercontinental group would be to create a difference on their cruise liners along with the genesis trends. initially it will be launched starting the voyage from UK to Mexico, Caribbean Islands, and covering 1 voyage to Bali and Asian country parts. the motive would be to create a difference in hospitality as intercontinental is following the concept of making customer happy and to create enceinte hotels guest lovehttp//www.travelweekly.co.uk/Articles/2008/02/13/26646/uk-cruise-market-to-hit-two-million-passengers-by-2012.htmlInternal EnvironmentThe potentials of Intercontinental Blue Retreat Strengths veracious financial stability of the brandCustomer c ommittednessLarge database of Intercontinental customersPioneers in Hospitality since long timeLuxury Brand insure along with all 9 brands of intercontinental groupAssured clienteleWeaknessesHigher fixed costOnboard service is labour intensiveSeasonality of ship usageWeak environmental policiesLong lead time for ship delivery before introduction in the marketCompetitive industry with other pioneering cruise linersHigh fuel and maintenance costOpportunities judge 11 more ships in next four years yet 8 % have taken over in the tourism vault of heaven by cruise linesAgeing population wants relaxing vacationsMultilingual staff for language efficiency which can be picked over within from the properties over the worldships for mergers or acquisitions from existing vessels due to brand powerThreatsMaturing industryOvercapacity of vessels in the seaRate of growth might slow downExpected growth of 6.3 % in coming yearTight regulations in voyage and cruise lawsOther cruise companies to incr ease their vessels in next years by acquisitionsCompetitive advantageThe aim is to build a sustainable competitive advantage could be achieved by Intercontinental Blue Retreat through the Intercontinental Hotels resorts groups economy and their pioneering performance in past few decades acquiring over 6 major brands within Brittan and world over . Possessing extensive knowledge of the UK market and existing extensive investigate into consumer behaviour they can offer a holistic service back up by the groups expertise in customer service. Intercontinental already has a guest committedness card of which the regular guests or customers can supporter of the discounted rates on the voyages or themed holidays with family and friends also can avail business facilitation with intercontinental business jets for conferencing. Intercontinental blue retreat would formulate a cruise theme trip along with the hotel stays at intercontinental resorts at varied location along with hampered gift packages for the loyal customers or frequent customers and offering business coaches for business class within the cruise and pioneering the cruise linersMission Vision and core values of INTERCONTINENTAL HOTEL congregationMission To create colossal hotels guests love.Vision To build the hotel industrys strongest operating system focused on the biggest markets and segments where scale really counts. effect ValuesDo the right thingShow we fretfulnessAim higher abide by difference micturate better togetherMission Vision and Core values of INTERCONTINENTAL toothsome RETREATMission To create best cruise guest would love.Vision to build up the pioneering voyages with a great customer satisfaction maintaining the higher scales in the cruise tourism celestial sphereCore ValuesDo the best for the guestShow the care through better service on boardBe pioneersWork unitedlyCreate valuable differenceIntroduction of INTERCONTINENTAL BLUE RETREATThe cruise vessel of Intercontinental would be introduced in spend 2010 from south Hampton port of bully Britain and the first voyage would be with grand opening to Caribbean island. The vessel would be initially advertised with the in-house merchandise from all the brands of intercontinental group and along with a in-house reservation desk in the manor hall of every hotel as travel desks at the lobby which would help make aware the brand loyal guests with the pre launching of luxury cruiseThe Marketing Strategy (Marketing Mix)ProductThe result being a service overlap it has to be generally promoted based on the brand image of the hotel so as to facilitate loyal customers with the efficient and luxurious on board service at the intercontinental Blue retreatPriceThe price of the voyage would be as along with the luxury with an offered discounted rate to the loyalty card members of intercontinental group and along with a discounted rate for the first 200 reservation special family and themed packages with a special rated wi th over the chosen destination in accordance to promote the voyagesPlaceThe cruise vessel of Intercontinental would be introduced in summer 2010 from south Hampton port of Great Britain and the first voyage would be with grand opening to Caribbean island. The vessel would be initially advertised with the in-house selling from all the brands of intercontinental group and along with a in-house reservation desk in the lobby of every hotelPromotionThe promotions are to carried out at initially by in house promotions by in room pamphlets, advertisements on in room televisions and to the business class by a presentation of advertisement of launching and on a large scale by followingCompanys own WebsiteBillboardsPrinted advertisements restrain position to business classLoyalty members offersOnline mediaSales promotionsSponsorshipType of Promotion regularityObjectiveCompanys own websiteEfficient, branded website with online booking facilities.And initial advertised summonProvide infoEna ble online bookingsBillboards.billboards at the major transport lines and tourist places along with the airport and stationsCreate awareness and promote the luxury voyage facilitated for the consumersPrinted AdvertisementsPoster advertisementsAds in publications such as the travel and tourism magazineremind and retain customers about the brands new launchDirect MailLetters,Pamphlets.Reaching business class segment efficientlyOnline MediaEmailsBannersSponsored tie inmerchandisingSocial media websitescomparison websitessites.Utilise the internet to reach as many targeted customers, efficiently as possible, to guide them directly to the online booking system and retain data of customers to avail them with promotions.Sales PromotionsIn-house promotional stands and desk prior the launchInform about the luxurious service of the cruiseLoyalty members offerOffer with special packages to loyalty card membersTo increase brand loyalty of customerSponsor high end eventsSponsor high end events with a handful budget.To get relation with the people in events and thus make brand promotionsMarketing StrategyDifferentiation Strategy Intercontinental Blue Retreat should make their cruises more unique and luxurious consequently other cruise lines making differentiation with the packages or the services provided on board by the pioneering brand in hospitality.Sample of Advertising full of life ReflectionI am a graduate in hospitality and tourism management with a relevant experience of one year working with a 5 star property. I have in condition(p) marketing in my bachelors but havent related or do not have much relevant experience with the same. It had always seemed interesting dependent according to me. Coming from a hospitality background, learning the marketing concepts in depth and relating them with the real world scenario has been a truly worth experience. I was also able to explore the creative side of me while intent of the advertisement which made me think of the se veral factors which should actually be taken into consideration.My expectation at the beginning of the module was to learn the basic concepts of marketing which are to be used on regular basis on and throughout marketing in any industry. still I have not only learned the core marketing theories but able to entertain the theoretical concepts to practical. I feel confident now as i can take any return and formulate a descent marketing strategy. Following a video advert for the designed product line is a concept of learning the advertisement trends of marketing the new product which is quiet interesting.The assignings provided me a tremendous opportunity to apply the gained theoretical knowledge and bring into practice. I have always considered PESTEL analysis and marketing mix as the main tool to analyse a marketing strategy for any product. These both theories provide a concrete base for marketing any product. while designing the product line of my product it became quiet clear a nd concise to me how anyone can relate efficaciously use the 4 Ps of marketing mix considering not only the product and place as in usual rather then also looked over the price and promotion of the product which are of major considerations for any product. My concept of promotion of a product was only as advertisement but as i progressed through the coursework i found out that advertisement is just a basic tool of promotion. Whereas promotions can be done in varied different ways to promote the product in market.One of my biggest misconceptions about product placement was unclutter in this assignment. I always used to consider the placement of product about an large scale in a hypermarket .as going through the product line of my new product of an chain of hotels to cruise liners was a huge and massive product for which the location on the right place at right time maters a lot as the cruise business is usually termed as seasonalPESTEL analysis helped me to look overall factors whi ch would effect the new product in the existing competitive market. at initial the factors like political, social and environmental factors where not been of much grandeur in accordance to me but while going through the assignment i take in that these factors to play a major concern in case of INTERCONTINENTAL group of hotels launching a cruise liner. The environmental factors are of major consideration with the legal environmental laws for the cruise liners as to regulations of carbon emission and oil spillages of cruises are considered with different laws which are followed up by the companiesMarket analysis is an another vital tool to fuck and evaluate the market segmentation of an particular product in the market. as considering the marketing game which initially i found to be worthless. But it proved to be a very effective tool for evaluating the strategies to be applied in accordance to market situations. i always had it in my mind as a key assignment where i have learned t o evaluate the market in accordance with the situation of the market and the requirements on the product in the sector. it also helped me to consider major budgeting factor as we in a group where provided with a fix budget.During designing of the product, I had to keep in the mind the existing product portfolio, and the brand image of the company. This was challenging as they act as few factors within which I had the design the product. Placing myself in the shoes of a marketing head, I had to keep in mind the overall marketing strategy of the company, where my product fits in to the plan and how it delivers value to the customers. How would my product differentiated from the other competitors in the marketThe consumer analysis in the coursework was one of key learning aspects to consider the consumer behaviour along with the consumer buying habits depending upon the several factors such as age, sex, culture, habits, psychology, needs and wants of a customer which helps in formulati ng a unique products which can be differentiated from the others thus creating a competitive advantage. The purchasing power of customers vary which makes it more difficult for pricing a product accordingly and also that means to me as a marketing person is that I need to keep in mind these various aspects while designing the marketing vex. Therefore I felt, the customer profiling apply is a great tool to understand and identify the target segment of the customers. This exercise has enabled and enhance my understanding of marketing as a tool to figure out the right target segment for the right set of customers and the right campaign that will help promote/sell the product.It was great to know that the intercontinental group of hotels maintain a portfolio of regular and business class consumer as well the loyalty card members. They avail and provide their consumers with a global facilitation with the loyalty card with the all existing 7 brands over round the world.The porters five force analysis which considers the differential factors irrespective to any other theories has helped me through the assignment to consider the situational analysis of the product in the coincident market as the factors considered such as competitive rivalry, threat of entrants, threat of substitutes are major concerns for the market situation analysis while the bargain power of consumers and suppliers where of not much importance to me unless i evaluated the assignment and came through the situations where such analysis are the major issued as for INTERCONTINENTAL cruise liners had to enter into new market there the supplies such as fuel, food and water suppliers are the major onboard requirements to be considered and suppliers bargain power has helped me to once-over evaluation of any supplier rig out analysis was useful in clearly highlighting the strengths I can use to promote and position the product, looking to weaknesses how i can improve the defects on the company, opportu nities and threats will help me to look on to futuristic considerations. The best thing about the SWOT analysis was that during the process of conducting SWOT for the pioneering brand of Intercontinental Hotels and resorts, I realised that it is a very effective tool to understand a companys position in the overall market. Realizing the benefits of a SWOT analysis I distinct to conduct a SWOT analysis on myself. This was even more insightful to me. It clearly helped me understand how I can improve myself professionally and personally. Considering my strengths weaknesses and improve myselfAfter going through the assignment it reminds me of the question which was once asked to us as in a practice session to delve on with Marketing is an art or a science? This now truly makes me feel that it cant be any single piece of the duo pair because the science of the theory is implemented and the form of marketing art helps to implement the science into practical. So it cannot be just the one part of instead both terms compliment each other. During the exercise I felt I have undergone a complete translation in terms of