Marketing plan for ananda himalayas

commercializeing pattern for ananda himalayasAnanda Himalayas is a trend setting concept in twain military control and marvelous resort hotel.ananda Himalayas is a recess of IHHR Hospitality owned by Mr Ashok Khanna.It is a luxurious watering place situated in the tranquil Himalayan foothills, father oned on a carbon acres estate surrounded by graceful Sal forests broad(prenominal)-and-mighty the river Ganges, close to the towns of Rishikesh Haridwar.Ananda Himalayas was established in 2000 its Indias offset destination watering place. it is a nerve pathway to the ultimate, discovered by dint of the union of body, mind soul. it volunteers a breathless delimit lifestyles with the well-k this instantn traditional Indian wellness regime of Ayurveda,yoga and Vedanta.IT is considered to be one(a) of the best watering place in the world and as well rated no.1 destination spa in the world by most of the run low constituent as well as newfoundspapers magazines(T ravel and leisure).Ranked by top new hotels of 2008by Conde nest traveller,76 hot spas across globe by travel leisure and 26 best business hotels in S byh ASIA.Mission and Vision masteryMission-to create a unique design merchandise advise world come a dampen hospitality with a distinctive warmth and unimportance break and innovate constantlyto crate exceptional value for great deal,their indistinguishability and to their growthVISION-to be a world-class hospitality chain in Indiabenchmark in spa indus filterto study a world-class spa institute in Indiaexpending might of actual property as well as expending with more(prenominal) new properties.Ethos-E-empathyT- aggroupworkH-honestyO-ownershipS-selflessness incarnate objectives- profit revenue from 500 m to 550.75 m.Reaching to 100% customer atone handst instead of 8.3 to 9.3%.Tar contracting acquire from 45.64 to 58.42Taking gross profit balance to 12-15%.Mktg Objectives - change magnitude revenue from 50% to 100%Achi eving customer ecstasy and part standards to 100%Increasing profit from 80% to 100%Increasing growth profit ratio from 12% to 15%(CIRRUS 01 SEP 2008).Mkt part-Market Segmentation broadly identifies the potential grocerys from a general universe for further refining and goating. The foodstuff segmentation for ananda Himalayas will be do on the two bases.1.geographic segmentation (it will contain both multinational and domestic securities industrys)2.demographic segmentation.Geographical SegmentationCountry of Origin of Guests in Rishikesh thaumaturgist hotelsCOMPOSITIONFive Star Deluxe and Five Star hotel%ASEAN2.4Australia2.1 screwada1.6Carribbean0.6mainland China3.4France2.0Germany6.6Japan3.2Middle East2.5Other European1.4Russia1.2SAARC1.0S starth Africa1.4UK8.4the States24.8Other37.4Total100(FHRAI, Indian Hotel manufacture Survey 2008-2009)The get across preceding(prenominal) shows the percentages of people from different origin that prefer staying in the fin star del uxe and five star hotels in Rishikesh. According to this stack through by FHRAI, the number of holidaymakers from US(24.8%) is the maximum which is comeed by UK(8.4%) and Germany(6.6%) which have a marginal difference amidst them. These statistics clearly show us that in that respect is a decent amount of tourists from The US for which we already have a good trade. Therefore, there is a domain for targeting more people from UK and Germany. Though, we in time groundworknot target a specific commercialize with these statistics alone which will be done in the later partsDemographic Segmentation opposed tourist arrival in India on the bases of gender(FHRAI, Indian Hotel Industry Survey 2008-2009)For the year 2006, the percentage of foreign male tourists was 57% against the female tourists which comprises of 36%. Whereas, there atomic number 18 7% of the tourists which did not report and ar missing from the stats.Similar is the good ensample for the domestic tourists as well. The percentage of men travelling is slightly heights than that of females each(prenominal) over India.Therefore, by evaluating all in all in all the data stipulation above, we have chosen a differentiation market segment method to specify the target markets. Our specific target market will beForeign business travellers from UK and Germany interior(prenominal) tourists- leisure with high income (4.9% in all of India)Meeting ParticipantsTarget Market- incarnate- as this hotel is situated in a religious tourist shopping centre.Leisure- this jackpot be the major target market as it is basically a health and wellness spa. it attracts tourists who indispensabilitys to rejuvenate.Groups- groups improves sales as well as domiciliates hotels a good market reputation and in any case capture major grammatical constituent out of market.Positioning-Market PositioniningPerceptual Mapping Foreign Business Travellers costlyHigh ModerateService Ista .Less high-priced(nargonsh k.ma lhotra(marketing research p-700)Domestic TouristsExpensiveHigh ModerateService ServiceIsta .Less Expensive(n arsh k.malhotra(marketing research p-700)Key-findings for market positioning-If we take price and customer expiation ratio into consideration, Ananda has lower price than its competitors and a good customer satisfaction but not the highest.If factors like brand reputation and value for money is considered than it has got the highest brand name.Corporate marketing dodge-objectivesStrategic tactics carrying out periodrevenue500 m to 550.75mTie-up with the travel agencies.Air-line packagesCorporate evaluateGroup gradeShould start from aprilShould start through out the yearclient relationship8.3m to 9.3mSet-up of various information centresStart from april and should expect through out the year.Total profit45.64m to 58.42mCutting down all unnecessary spendingsThrough out the yearsProfit percentage12-15% gravelion services with packagesStart from aprilMarketing dodging-As pe r the increase our hotel is disco biscuiting,most of the facilities are delivered directly.to make it more lucky we neediness to promote our product in market to increase market share.this good deal be done through various channels of advertising(travel agency,media advertising).As our target market is corporate and foreign clients so for this we need to tie up with prospective business to put up the sale.hotel is in the growth level as per product life cycle,but ascribable to recession the market share percentage has gone down.to come out of this,we are going to use the differentiationmarketing dodging.in this,the focus will be on different market segment with warring price and product with quality service.Another reason is our target market is divided into small segmentations so, jackpot easily increase our market share through these segmentations.our brand strategy is to show high level of services and customer satisfaction with low rates and first objective is to inc rease the market share.The marketing mix strategy is ground upon the two ps factors.we consider price and product.our aim is to provide different experience than other hotels and increase market share by establishing the brand value with in the customers.Markets Ansoffs MatrixExisting NewProducts Products3.product ripening1.Market Penetration ExistingMarkets4.diversification2. Market DevelopmentNewThe Ansoffs Matrix shows four-spot different ways of marketing. It is basically a combination of four equivalent but different things. Existing Products and new products ,and, existing markets and new markets. In the case of the hotel ananda, we are going to follow the two methods that are Market Penetration and Market Development as shown in the figure above. We already have a product with us and we do not picture to create or add somewhatthing new to our product line. Our design is to cypher further into the markets that we are already in. As explained earlier, we plan to increas e our market share within the same market and try to reach the customers who regress in the same category but different profiles.The second plan is to create new markets with our existing product to offer the customers. In this case we have planned to create a new target market in the form of the domestic tourist which comes for purpose of leisure and holidaying. This is cosmos done because according to the research that we have done in the generator it shows us the desktop of the domestic tourists. Another reason that supports this strategy is that we also have the right good-humored of product offering for this market.Budget-fiscal Report Percentage of revenue enhancement (2008-2009)HotelsanandaGrand hyattsheratonsVivanta(taj)Occupied Rooms Hotel33,69922,20638,72939,828 job percentage55.4%63.4%66.7%65.7%Rate per room$209.59$220.09$203$186.59Room Revenue65.20%66.8%63.9%55.7%F B Revenue23.5%20.8%26.3%31.4%Banquet conferences6.6%9.2%2.0%9.7%other4%2%7%3%Total100%100%100%100% Imp- theater of trading operations to further researchEvaluation of marketing plan for ananda Himalayas-Objective Increasing customer satisfaction level from 6.2 7.5Key Performance Indicator Customer Satisfaction SurveysFrequency of Evaluation MonthlyObjective Increasing Revenue from 500m 550.75m.Escalating profit from 45.64m 58.42mKey Performance Indicator Revenue Report, Financial analyzeFrequency of Evaluation AnnuallyObjective Growing profit ratio 12.00% 15%Key Performance Indicator Monthly Revenue reports, silver flowFrequency of Evaluation MonthlyNote (subject to further research) hazard plan-In the event that suggested marketing plan measures prove to be in rough-and-ready or below threshold by-line measures are suggestedency plan-1. PRICE+PROMOTION start with new products along with wellness packages.2. harvest- star sign +PLACE tail endt change the product services.3. PROCESS+PEOPLE Can stick to same old training methods) simply to 10% of armory per store.4 . Cost cutting and cost management regards to budgeting and investment plans.The product offerAnanda, Himalayas offers a comfortable and contemporary rooms with a beautiful raft of landscape grounds.this hotel has 21,000 square feet spa(only one in India).all rooms are intentional with a high level of comfort and as per the need of invitees.along with rooms this hotel offers a figure of packages that includes scheduled aerobics,hiking trips in the foothills of Himalayas,meditation and yoga classes,wellness and treatment packages, prep classes etc.this hotel has 75 deluxe rooms,5 suites and 3 villas.all rooms are equipped with all young amenities.Pricing strategies-Pricing needs to be decided as plays a very vital role in hotel growth.every hotel has a set target and goal,due to recession prices have come down. rate rationalization is the biggest change later on recession.Penetrating pricing strategies following this strategies would dish out ananda hotel to capture more port ion of market share. In this strategy ananda hotel would be offering guests competitive rates with best standards of service which could be given in same class of hotel. Following penetrating pricing strategies would help ananda strengthening its position in market and establishing its brand name among customers. Penetrating pricing strategies would give grab to demand. disputation based pricing strategies Keeping an close eye on every step of your competitor is very essential, specially pricing strategies. expenditure is the only factor which would play prime role in attracting customers. Competition based pricing basically means pricing according to your competitors and try giving fall apart or something unique to them which would be our unique change point of business. Competition based pricing will help ananda to participation competition and establish its market.Promotion-Corporate and commercial ratesAir-lines packagesCorporate packagesGroup discounted ratesOff-season spe cial packagesOn-line contendsPromotional spa packagesAnanda place in tourism system-Ananda is a hospitality service supplier in destination. depot is composed of different elements that together make up a destination mix. Basic components of destination mix are facilities, attraction, infrastructure, merchant vessels and hospitality service provider commonly utilize as acronym faith (Weaver Lauton 2005).Ananda is an established name in hospitality service sector, just because of recission it lost its market share and profit started declining. To doctor from the situation of recission ananda need to establish cordial relation with other component of Destination Mix. It has seen that hospitality service provider cant alone make tourist experience better of visiting place. The hospitality service provider needs to work in coordination with other component so that tourist can get better services and he is satisfied with hospitality given to him. For example- Guest comes from un ited kinghdom to attend seminar or companys put uping when he would arrive airport first thing he would require would be transportation to hotel, after reaching hotel he would require facilities that would support his travel purpose. If guest would be getting all these facilities without hassle he would be a satisfied guest and repeat guest in future day or guest commercially heavy person for hotel(CIP) for hotel who could give more business to hotel in near future.We would suggest ananda to apply free energy strategy. This strategy involves pushing the product through distribution channel to final consumer. oppose strategy will induce distribution channel to put more effort for selling the hotels room and service as they would be having individualized motive or interest that is profit or commission from hotel by doing so. Using push strategy will help ananda hotel to increase scope of capturing more market because by choosing distribution channel we could widen scope of adve rtising and promotion of our products. For example hotel ananda could give lucrative offers to travel agent like 10% of room cost as commission in addition to their normal commission for booking. A push strategy provides an inducement for channel member to promote product to their customer or push product through distribution channel (Kotler, Bowen., Makens2006 pg 561).People-Orientation endingChangeInternal marketingProcess-Process ananda hotel is using is based on technology and e-marketing.Physical evidence-Brand image connect to vision position.Environment-The situation analysis that can be done for the hotel will include all the external factors which have an effect on the working of the hotel. These external factors can be studied by the help of PESTEL (political, economic, social, technological, environmental, legal) analysis and how these factors affect the working of the hotel. It is a strategic planning technique that provides a useful framework for analyzing the envir onmental pressures on a team or an organization. (Edmonstone, Havergal, 1999).Political Environment this includes all the government policies, the laws in which the hotel has to deal and the pressure groups which affect the hotel performance. The Political instability much(prenominal) as revenue rates and other matters like the policies and rules with which the hotel is concerned. The hotel has to be in the parameters of govt policies and have to follow all the rules and regulations. frugal EnvironmentThis environment mainly deals with the money capacity of the consumer.this plays a vital role in deciding the promotion or downfall of the hotel business.The economic meltdowns lead to a downfall in the tourism sector, leading to a drop in the business of the hotel. The economy has started to improve and the international corporate travelers who form the major part of the target market of the hotel have once again started to come to the hotel. The economy will need some time to impr ove and this time can be utilized to make new marketing strategies which will attract more such travelers and suits their needs as well.Socio-Cultural EnvironmentIt includes behaviors, perceptions, choices and the values of various individuals who constitute the society. This part includes both the employees and the society in which the hotel is working. The hotel needs to keep proper care of its employees and their needs in order to achieve high standards of work. The hotel also has some social responsibilities. The hotel can social events, the earnings of which can go for charity, it can also have an effective disposal system for garbage, water and gases which whitethorn help in maintaining a healthy environment for the society almost it.Technological EnvironmentThese factors act as the facilities in the hotels and are also the main aspects which help in the differentiation of one property to another. The ananda hotel has all the modern technologies being used forthe spas compa red to other hotels. The hotel can always come up with some innovative ideas to place itself at a better position than its competitors.Natural EnvironmentThe natural environment does not have much effect on the business of the hotel as anada,Himalayas situated in the beautiful landscape of Himalayas with natural and pollution free environment. This factor effect only when the marketers can use it for the promotion of the hotel.Legal EnvironmentThis part includes the various rules and the policies that the hotel needs to follow in order to run the operations efficiently. These legal issues include the payment of taxes, giving proper remuneration to the lag, following of the legal government policies and others. Tax paid by tourists in India is the highest in the world, Indian hotels charge about 40% taxes compared to other Asian countries where it varies between 3% and 6%. (World travel and tourism council, 2010). Such factors as mentioned above shows the different legal requiremen ts that are expected to be fulfilled by the hotel.Proposed Environmental Scanning System for anada,Himalayas hotelEnvironmental FactorSource of readingPerson ResponsibleFrequencyCompetitorsNewspapers rung/ instructionDailyGuests supplyDailyMagazinesManagementhebdomadary cyberspace cater/ Management hebdomadallyAnnual ReportsManagementYearlyCustomersCustomer feedbackStaffDailyStaffManagementWeeklyTravel agentsManagementMonthlyRegular guestsStaff/ ManagementMonthlyInternetStaff/ ManagementWeeklyEconomicEconomic newslettersManagementWeeklyNews papersManagementWeeklyInternetManagementWeeklyAverage room rates comptroller/ ManagementDailyBalance sheetsAccountant/ ManagementYearlyInternetManagementMonthlyTechnologies job magazinesManagement/ Department headsMonthlyTrade showsAccountant/ ManagementYearlyInternetManagementMonthlyNewspapersManagementWeeklyTelevisionManagementDailyThe above mentioned three severalise areas need to be followed for the purpose of the environmental scanning.Th e hotel became one of the top rated hotels in the rishikesh, but due to the recession in late 2008 most of the business was lost. The above mentioned SWOT and PESTEL analysis, if followed properly, will help the business to reach high levels of business and market share.Service Concept/productivity-Anada,Himalayas could get competitive advantage if, they properly plan and implement their supporting products. They must meet customers needs and expectation, to overbeat their competitors (Hertneneky, B,P.2006. p.g 281). In this critical stage of reviving from rescission, ananda hotel should not only concentrate on providing core product or basic product that would be food, shelter, and safety of guest. They should look upon providing augment or supporting products, which are very important for delivering quality service and meeting expectation of guest. The increase product includes accessibility, atmosphere, customer fundamental interaction with service organization, customers partic ipation and customer interaction with each other (Kotler, Bowen., Makens2006 pg 307). Augmented product is important to be soundless because it tells what is delivered and how is to be delivered. ananda hotel have to work seriously upon this service concept of augmented product because these product have huge impact on guest and will help to capture major portion of markets, by customer satisfaction which is key element in hospitality industry.Facilities we are providing are-Wi-Fi internet access ananda hotel can provide Wi-Fi anytime anywhere, whether in-room, by the pool or in other public areassleep comfort ananda hotel can provide ergonomically designed beds and a pillow menu with a wide range of comfort pillows.Business Centre High speed internet access and board room style meeting rooms.Spa 21,000 square feet spa with all the required equipments.Pool Fitness Centre ananda hotel is giving temperature controlled naiant pool for all seasons, state of the art gymnasium with per sonal trainers. fashion food-ananda provides food as per the customer body type and famous for cooking without oil.food is inspired by ancient times and prepared with natural ingredients. organization-The best part about anand,Himalayas is its staff as all staff is between the age of 21 to 35,customer oriented,friendly,well versed with the knowledge of therapies.they should have this kind of staff only as customer should feel at home and comfortable only than they will be able to enjoy the treatment.strategy-Advertisement it is one of the major promotional bills which can be used by hotel anada,Himalayas for promotion of their products and services. Advertisement could be one the very successful tool which can be used for increasing market share. If advertisement is well positioned and planned it could help to overcome competition and help to revive from recession (Jhon,L.2009.p.g 6). Various form of advertisement which is used for promoting its products and services could be1.Inte rnet This is one of the most widely used medium through which hotels can promote its product and services. It could be very effective in promoting products and services.2.Printed Media For example magazine, journals and news papers. This is very useful because it would help promoting product among corporate clients and corporate employee.3.Visual Media For example television, this is said to be very effective as it gives both visual and audio effect to guest. They can actually feel the product or services.4.Sales promotion They attract consumer attention and provide information that may lead the consumer to buy the product. Ananda can use sales promotion tool as to get quicker and stronger response from consumer. Various sales promotion tools which can be used could be5.Promotional letters to existing guests ananda hotel can send promotional letter which includes lucrative discount offers, and various packages at discounted rates. This strategy would help ananda from recovering f rom recession and capturing more shares in market.distributional StrategyDistributional strategies which can be used by hotel ananda for capturing market share and overcome competitors could be-1.Trade Show This could be very effective in distributing of products and service because trade shows are being attended by various travel agents and travel tour operator. This would help them to build cordial relation with them, in return of that we could business from them.2.Exhibitions these are very important in distribution of the hotels product and services as during exhibition hotel managers could get chance to interact with other hotel managers and managers of other companies to whom they could explain their product or service which could help in increasing sales revenue.3.Airlines magazines in air ducts and airline companies could be important source for distribution of product and services of hotel.4.Corporate Companies comparison with corporate companies and advertisement in corp orate magazine could help in promoting hotels product services.Swot analysisStrengths-Location- situated in the green too-generous of Himalayas with natural flora and fauna.Heritage propertySpa- the only hotel with 21,000sq feet spa and first spa hotel in the country.Cuisine-food prepared is different from routine preparation and severally designed as per the body type and cooked without oil.Weakness-Cost- rooms are extremely expensive and not suited to domestic traveller.Limitations-hotel mainly offers spa and wellness packages ,limited to a less part of the society.Opportunities-Govt support- attract tourists with new promotional schemes which results in higher outbound tourists.Common wealth games- as games to be held in 2010,will be a boom for the industry.Aviation hospitality- both with junction venture helps in increasing travellers by offering cheap packages.Threats- inletCompetitors-many small hotels opened near about with cheap yoga n spa packages and it can reduce the rate of visitors to ananda.Natural hazards-like fire,flood etc.Cheap airlines packages-customer want to go international after international air fair travel down.Political issues-like service tax,labour union policies etc.Key-findings for Ananda Himalayas-biggest strength of Ananda Himalayas right now is its brand reputation being only spa in India(which is 50%)although it has to improve on weaknesses and less productivity than its competitors.At the same time,can increase the sale or mkt share with an increase in number of people who want relaxation and better health(as it is health and wellness industry).