CHAPTER-1

INTRODUCTION

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 INTRODUCTION TO MARKETING MANAGEMENT

Marketing management is concerned with the chalking out of a definite program after
careful analysis and forecasting of the market situations and the ultimate execution of these plans
to achieve the objectives of the organization.

Marketing management may be defined as the process of management of marketing

program for accomplishing organizational goals and objectives. It involves planning,
implementation and control of marketing program or campaigns.

Marketing management has gained importance to meet increasing competition and the
need for improved methods of distribution to reduce cost and to increase profits.

Marketing management today is the most important function in a commercial and

business enterprise.

DEFINITION:-

“Marketing management is the analysis, planning, implementation and control of

program designed to bring about desired exchanges with target markets for the purpose of
achieving organizational objectives.”

----- PHILIP KOTLER

“The process of planning and executing the conception, pricing, promotion and distribution of
ideas, goods and services in order to create, exchange and satisfy individual and organizational
objectives.”

---- THE AMERICAN ASSOCIATION OF MARKETING

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 INTRODUCTION TO MARKETING MIX

The marketing philosophy of business assumes that an organization can

best service, prosper and profit by identifying and satisfying the needs of its customer. This
however is a recent thinking. Various definitions of marketing have been given from different
perspectives, exchange and utility being the two important ones.

The marketing concept, a philosophy of early 1950s gave marketing a much

more important role in business. To apply this concept, an organization must meet three basic
needs. First, it must truly believe in the customer’s importance. Most of the companies gives lip
service to this idea; no manager wants to be caught saying that customers are not important

Second, marketing efforts must be integrated. Specific and measurable goals

should be set; all marketing activities should be coordinated. If various departments follow their
own private agenda in conducting marketing activities, the organization may see sight of
customer’s needs.

Finally, management must accept the assumption that profit goals will be
reached through satisfied customers. Clearly, the path to profit is not a simple one; all business
firms compete within a complex environment that demands astute management of organizational
resources and effort

Definition:

”Marketing is a management process whereby the resources of the whole

organization are utilized to satisfy the needs of selected customer groups in order to achieve the
objectives of both parties. Marketing them is first and foremost an attitude of mind there than a
services of functional activities.” – McDonald.

“Marketing is so basic that it cannot be considered a separate function at par

with other for action such as manufacturing or personnel. It’s first a central dimension of the
entire business. It’s the whole business seen from the point of view of its final result, that is the
customer’s point of view” – Drunker.

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 Marketing mix is the one of the key concepts in marketing. The appropriation of
efforts of combination of marketing into a program of mix on the basis of the market force will
best achieve the objectives of an enterprise at given time. The combination of product, price,
place and promotion are called marketing mix. A product mix is the set of all product lines and
items that a particular company offer sale to the buyer’s features, benefits, quality, packaging
services, warranties etc.

A price should be related to demand, utility and the relative price of other similar
products. Price mix finally concerns itself with the price offered, trade terms and discounts,
credits given to major customers. A place mix refers to the company aims at marketing the
product availability at the right place and in right time. Promotional mix of the company aims at
creating awareness about the product to the customers.

The marketing mix is a dynamic entity and needs to be reviewed and refined
periodically. It always helps to stay in touch with the latest developments. Marketing mix
mapping form the brand is done to know the essential element of marketing mix i.e: product,
price, place, promotion. It ensures studying marketing mix strategies of the brand mapped and
reviewed and refined periodically according to market condition and competition comparative
mapping with other major players in the market, finding loopholes and building effective
marketing mix strategy.

Emergence and growth of the marketing mix:

The origins of the 4 Ps can be traced to the late 1940s.The first known mention of a mix
has been attributed to a Professor of Marketing at Harvard University, Prof. James Colleton.

In 1948, Collation published an article entitled, The Management of Marketing Costs in

which Colleton describes marketers as 'mixers of ingredients'. Some years later, Culliton's
colleague, Professor Neil Borden, published a retrospective article detailing the early history of
the marketing mix in which he claims that he was inspired by Culliton's idea of 'mixers', and
credits himself with popular rising the concept of the 'marketing mix'.

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 According to Borden's account, he used the term, 'marketing mix' consistently from
the late 1940s. For instance, he is known to have used the term 'marketing mix' in his presidential
address given to the American Marketing Association in 1953.

Although the idea of marketers as 'mixers of ingredients' caught on, marketers could
not reach any real consensus about what elements should be included in the mix until the
1960s.The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who
presented them within a managerial approach that covered analysis, consumer behavior, market
research, market segmentation, and planning .Phillip Kotler, popularized this approach and
helped spread the 4 Ps model. McCarthy's 4 Ps have been widely adopted by both marketing
academics and practitioners.

The prospect of extending the marketing mix first took hold at the inaugural AMA
Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical
works pointing to many important limitations of the 4 Ps model.

Taken collectively, the papers presented at that conference indicate that service
marketers were thinking about a revision to the general marketing mix based on an
understanding that services were fundamentally different to products, and therefore required
different tools and strategies. In 1981, Booms and Biter proposed a model of 7 Ps, comprising
the original 4 Ps extended by process, people and physical evidence, as being more applicable
for services marketing.

Since then there have been a number of different proposals for a service marketing mix
(with various numbers of Ps), most notably the 8 Ps, comprising the 7 Ps above extended by
'performance'.

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McCarthy's 4 Ps:

The original marketing mix, or 4 Ps, as originally proposed by marketer and academic E. Jerome
McCarthy, provides a framework for marketing decision-making. McCarthy's marketing mix has
since become one of the most enduring and widely accepted frameworks in marketing.

Product: It refers to what the business offers for sale and may include products or services.
Product decisions include the "quality, features, benefits, style, design, branding, packaging,
services, warranties, guarantees, life cycles, investments and returns".

Price: It refers to decisions surrounding "list pricing, discount pricing, special offer pricing,
credit payment or credit terms". Price refers to the total cost to customer to acquire the product,
and may involve both monetary and psychological costs such as the time and effort expended in
acquisition.

Place: It is defined as the "direct or indirect channels to market, geographical distribution,

territorial coverage, retail outlet, market location, catalogues, inventory, logistics and order
fulfillment". Place refers either to the physical location where a business carries out business or
the distribution channels used to reach markets. Place may refer to a retail outlet, but
increasingly refers to virtual stores such as "a mail order catalogue, a telephone call center or a
website".

Promotion: It refers to "the marketing communication used to make the offer known to
potential customers and persuade them to investigate it further". Promotion elements include
"advertising, public relations, direct selling and sales promotions.

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 FUNCTIONS OF MARKETING

The delivery of goods and services from producers to their ultimate consumers or users
include many different activities. These different activities are known as marketing functions.
Different scholars have described different functions of marketing. Some of the eminent scholars
have described the functions of marketing as under:

G.B. Giles described seven functions of marketing: (1) Marketing research, (2) Marketing
planning, (3) Product development, (4) Advertisement and sales promotion, (5) Selling and
distribution, (6) After sale services and (7) Public relations.

Tousle Clark and Clark, have described eight functions of marketing: (1) Purchasing, (2)
Standardization, (3) Collection, (4) Transportation (5) Finance, (6) Risk bearing (7) Marketing
promotion and (8) Sales.

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 SCOPE OF THE STUDY

The scope of my study is to understand clearly about the “Marketing Mix” of PALM

BEACH HOTEL, Visakhapatnam. The study was carried out in keeping in view all the
aspects of marketing mix and to know the product quality, present strategies followed by
competitor, the process of marketing mix and the effectiveness of marketing.

The study is confined to only PALM BEACH HOTEL, Visakhapatnam. I cannot

generalize my study to other branches of PALM BEACH HOTEL in Andhra Pradesh.

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 OBJECTIVES OF THE STUDY

 To understand the Customer Perception towards PALM BEACH HOTEL,

Visakhapatnam.
 To know about the sales promotion impacts on revenues of PALM BEACH HOTEL,
Visakhapatnam.
 To know the market programs that is being implemented at PALM BEACH HOTEL,
Visakhapatnam.
 To analyze the strength & weakness of PALM BEACH HOTEL, Visakhapatnam.
 To suggest suitable recommendations for enhancing the value of PALM BEACH HOTEL,
Visakhapatnam.

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 METHODOLOGY OF THE STUDY

Data Collection: The data is collected through primary and secondary research. The data is
collected through primary research by doing field Survey in Visakhapatnam region and
secondary research through text books, websites, previous studies etc. The scope of research is
restricted to Visakhapatnam region and the research approach descriptive method.

DATA SOURCE:

 Primary Data - Interviews, Group Discussions, and Structured questionnaires is used to

collect Primary information on customers and marketers.
 Secondary Data – Is collected from Business Magazines, Manual of advertisements,
Websites, Official Publication, Industry market report, Local and International
Newspapers, Articles, Journals, Brochures and Books.

Sample Design:

 Sampling Technique - Random Sampling procedure is used.

 Sample Size - The size of the sample will be about 80 comprising respondents of
different socioeconomic profile (Age/ Gender/ Occupation/ Income Level/ Rural or
Urban/ Education Level).

 Data approaches: Questionnaire.

 Research design: Research design is simply the framework or plan for a study, Used
guide in collecting and analyzing data.

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 LIMITATIONS OF THE STUDY

 The duration of the study for 45 days is a constraint to arrive at a definite conclusion.

 As some of the respondents are reluctant, could not get detailed information.

 Some of the questions were not answered by respondents by the questionnaire.

 Due to shift system of employees all the employees’ responses could not be collected.

 Some of the respondents that are very well educated are very co-operative but due to time
constraint, interaction could not be very effective

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 CHAPTER – 2

INDUSTRY PROFILE

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Introduction:
Hospitality industry is a major employer. The industry includes service sector work like
tourism and food service. It suffers from more economic fluctuations compared to its peer
industries.

The hospitality industry is major service sector in the world economy. The industry
encompass an extensive variety of service industries that include food service, tourism and
hotels. Hospitality industry suffers from fluctuations within an economy every year.

Hospitality:
Hospitality is the way of treating people in the way you want yourself to be treated.
Hotels are called "home away from home" because it's the only place where we get food
& accommodation, provided all luxuries and comfort. These days we can easily get hospitality in
retail outlets hotels hospitals and offices and competition is so high that everyone wants to attract
customer by one mean or other. The hospitality also increases profit and reputation of the hotel.
it also provide handsome amount of revenue and give name and fame to the hotel
In ancient times, when wheel was not discovered since then people use to travel by
walking, the cover long distance at that time sine then the concept of hospitality was there but
was no interest of money or any economic profit travelers use to stay in homes of villagers then
slowly inns were accruable but in very low rent.

Origin of hotels:
In medieval Europe monasteries rationally offered hospitality to the travelers. The main aim in
offering hospitality was for pilgrims as monasteries were found at the site of holy place in early
stage. In early Europe inns, they were especially designed as profit making business it was the
first commercial Venter in hotel keeping. Usually there were public rooms like restaurant where
merchants could sit and discuss business.

Hotel industry has followed path of travelers from time they travel. There came the rest
house, inns and monasteries. Inn keeping is believed to be started in 1200 years age. in1650 Mr.
Pascal opened cafe in Paris and coffee house in London. During industrial revolution 1750-1820

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English inns were considered finest in the world. Hotel de Henry was one of the 1st European
hotels built in 1788 with capacity of 60 rooms. Growth of hotel inns took place with concept of
family hotels i.e. run by the families were called mom & pop in England.

The hospitality industry consists of broad category of fields within the service industry
that includes lodging, restaurants, event planning, theme parks, transportation, cruise line, and
additional fields within the tourism industry. The hospitality industry is a several billion dollar
industry that mostly depends on the availability of leisure time and disposable income. A
hospitality unit such as a restaurant, hotel, or even an amusement park consists of multiple
groups such as facility maintenance, direct operations (servers, housekeepers, porters, kitchen
workers, bartenders, etc.), management, marketing, and human resources.

The hospitality industry covers a wide range of organizations offering food service and
accommodation. The industry is divided into sectors according to the skill-sets required for the
work involved. Sectors include accommodation, food and beverage, meeting and events, gaming,
entertainment and recreation, tourism services, and visitor information

Hospitality Industry Overview

Hospitality is a major growth industry and will continue to expand rapidly into the 21st
Century. It is an industry which creates economic and employment opportunities throughout
Australia and provides an exciting and worthwhile career in a diverse range of industry areas.

The Hospitality industry provides food, beverage, entertainment and accommodation to

both international and domestic visitors. It includes hotels, motels, resorts, restaurants, cafes,
clubs and casinos.

Hospitality can be segmented into the following areas:

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Major departments of hospitality

 Front Office: It is the most important department of the hotel. The main function of this
department is to give warm welcome to the guest. It helps to create good image in front
of the guest. This is the first department where guest comes in contact with. It generates
the maximum revenue for the hotel as it sells room to the guests. This also includes sub
departments like reservation, Bell desk, and Information desk. It also provides some
facilities like concierge service to the guest
 Food and Beverage Service: It is a department which serves food and beverage to the
guest in a very attractive and pleasing manner, which creates good impression on the
guest. There are several kind of food and beverage outlet like restaurants, Bars, Coffee
shops, take away banquets etc. It is second most revenue producing department of the
hotel by selling different types of food and beverage to the guest.
 Housekeeping: This department is responsible for cleaning and maintaining hotel
premises which include public area, guest rooms, lobby, swimming pool area etc.
generally this department is not visible to the guest. It works for guest satisfaction
through keeping the environment clean and hygiene. Horticulture is one of the most
important features of housekeeping department which deals with different types of flower
arrangement and maintaining the garden. This department works to give pleasant look of
the hotel to the guest.
 Food Production: It is a department with deals with the preparation of different types of
food items. It is not a visible department to the guest because it usually works in the back
area. It makes the food more delicious and attractive by different styles of cooking
method. Different cuisine has their own kitchen and specialized chef to work on it
according to their skills. Bakery departments comes under this which include preparation

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Nature of the Industry:
People travel for a variety of reasons, including for vacations, business, and visits to
friends and relatives. For many of these travelers, hotels and other accommodations will be
where they stay while out of town. For others, hotels may be more than just a place to stay; they
are destinations in themselves. Resort hotels and casino hotels, for example, offer a variety of
activities to keep travelers and families occupied for much of their stay.

Goods and services:

Hotels and other accommodations are as different as the many family and business
travelers they accommodate. The industry includes all types of lodging, from luxurious five-star
hotels to youth hostels and RV (recreational vehicle) parks. While many provide simply a place
to spend the night, others cater to longer stays by providing food service, recreational activities,
and meeting rooms. In 2008, 64,300 establishments provided accommodations to suit many
different needs and budgets.
Hotels and motels comprise the majority of establishments in this industry and are
generally classified as offering either full-service or limited service. Full-service properties offer
a variety of services for their guests, but they almost always include at least one or more
restaurant and beverage service options other than self-service—from coffee bars and lunch
counters to cocktail lounges and formal restaurants. They also usually provide room service.
Larger full-service properties usually have a variety of retail shops on the premises, such as gift
boutiques, newsstands, and drug and cosmetics counters, some of which may be geared to an
exclusive clientele. Additionally, a number of full-service hotels offer guests access to laundry
and valet services, swimming pools, beauty salons, and fitness centres or health spas. A small—
but growing—number of luxury hotel chains also manage condominium units in combination
with their transient rooms, providing both hotel guests and condominium owners with access to
the same services and amenities.
The largest hotels often have banquet rooms, exhibit halls, and spacious ballrooms to
accommodate conventions, business meetings, wedding receptions, and other social gatherings.
Conventions and business meetings are major sources of revenue for these properties. Some
commercial hotels are known as conference hotels—fully self-contained entities specifically
designed for large-scale meetings.

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 They provide physical fitness and recreational facilities for meeting attendees, in addition
to state-of-the-art audiovisual and technical equipment, a business centre, and banquet
services. Limited restaurants most other amenities that must be provided by a staff other than the
front desk or housekeeping. They usually offer continental breakfasts, vending machines or small
packaged items, Internet access, and sometimes unattended game rooms or swimming pools in
addition to daily housekeeping services. The numbers of limited-service properties have been
growing. These properties are not as costly to build and maintain. They appeal to budget-
conscious family vacationers and travelers who are willing to sacrifice amenities for lower room
prices.

Hotels can also be categorized based on a distinguishing feature or service provided by

the hotel. Conference hotels provide meeting and banquet rooms, and usually food service, to
large groups of people. Resort hotels offer luxurious surroundings with a variety of recreational
facilities, such as swimming pools, golf courses, tennis courts, game rooms, and health spas, as
well as planned social activities and entertainment. Resorts typically are located in vacation
destinations or near natural settings, such as mountains, seashores, theme parks, or other
attractions. As a result, the business of many resorts fluctuates with the season. Some resort
hotels and motels provide additional convention and conference facilities to encourage customers
to combine business with pleasure. During the off season, many of these establishments solicit
conventions, sales meetings, and incentive tours to fill their otherwise empty rooms; some resorts
even close for the off-season.
Extended-stay hotels typically provide rooms or suites with fully equipped kitchens,
entertainment systems, office space with computer and telephone lines, fitness centers, and other
amenities. Typically, guests use these hotels for a minimum of 5 consecutive nights, often while
on an extended work assignment or lengthy vacation or family visit. All-suite hotels offer a
living room or sitting room in addition to a bedroom.

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 Casino hotels combine both lodging and legalized gaming on the same premises. Along
with the typical services provided by most full-service hotels, casino hotels also contain casinos
where patrons can wager at table games, play slot machines, and make other bets. Some casino
hotels also contain conference and convention facilities. In addition to hotels, bed-and-breakfast
inns, RV parks, campgrounds, rooming and boarding houses provide lodging for overnight
guests and are included in this industry. Bed-and-breakfast inns provide short-term lodging in
private homes or small buildings converted for this purpose and are characterized by highly
personalized service and inclusion of breakfast in the room rate. Their appeal is quaintness; they
typically provide unusual service and unique decor.
RV parks and campgrounds cater to people who enjoy recreational camping at moderate
prices. Some parks and campgrounds provide service stations, general stores, shower and toilet
facilities, and coin-operated laundries. While some are designed for overnight travelers only,
others are for vacationers who stay longer. Some camps provide accommodations, such as cabins
and fixed campsites, and other amenities, such as food services, recreational facilities and
equipment, and organized recreational activities. Examples of these overnight camps include
children's camps, family vacation camps, hunting and fishing camps, and outdoor adventure
retreats that offer trail riding, white-water rafting, hiking, fishing, game hunting, and similar
activities.

Industry organization:
In recent years, the hotel industry has been dominated by a few large national hotel
chains. To the traveler, familiar chain establishments represent dependability and quality at
predictable rates. Many chains recognize the importance of brand loyalty to guests and have
expanded the range of lodging options offered under one corporate name to include a full range
of hotels from limited-service, economy-type hotels to luxury inns. While these national
corporations own some of the hotels, many properties are independently owned but affiliated
with a chain through a franchise agreement or management contract. Increasingly, hotel chains
are moving away from owning properties to managing them. As part of a chain, individual hotels
can participate in the company's national reservations service or incentive program, thereby
appearing to belong to a larger enterprise. For those who prefer more personalized service and a

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unique experience, boutique hotels are becoming more popular. These smaller hotels are
generally found in urban locations and provide patrons good service and more distinctive decor
and food selection. Although there are nationwide RV parks and campgrounds, most small
lodging establishments are individually owned and operated by a single owner, who may employ
a small staff to help operate the business.

Working Conditions:
Hours Because hotels are open around the clock, employees frequently work varying
shifts or variable schedules. Employees who work the late shift generally receive additional
compensation. Many employees enjoy the opportunity to work part-time, nights or evenings, or
other schedules that fit their availability for work and the hotel's needs. Hotel managers and
many department supervisors may work regularly assigned schedules, but they also routinely
work longer hours than scheduled, especially during peak travel times or when multiple events
are scheduled. Also, they may be called in to work on short notice in the event of an emergency
or to cover a position. Those who are self-employed, often owner-operators of small inns, camp
sites, or RV parks, tend to work long hours and often live at the establishment or nearby.
Office and administrative support workers generally work scheduled hours in an office setting,
meeting with guests, clients, and hotel staff. Their work can become hectic—processing orders
and invoices, dealing with demanding guests, or servicing requests that require a quick
turnaround. Job hazards typically are limited to muscle and eye strain common to working with
computers and office equipment .Computer specialists, information technology technicians, and
audiovisual technicians who are employed mostly by larger convention hotels typically maintain
standard hours servicing the property's Web sites and computer and communications networks.
However, they often work long hours setting up and testing equipment for events that require
their services.

Work environment. Work in hotels and other accommodations can be demanding and
hectic. Hotel staffs provide a variety of services to guests and must do so efficiently, courteously,
and accurately. They must maintain a pleasant demeanor even during times of stress or when
dealing with an impatient or irate guest. Alternately, work at slower times, such as the off-season

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or overnight periods, can seem slow and tiresome. Still, hotel workers must be ready to provide
guests

Neat, clean appearance and visitors with gracious customer service at any hour. Food
preparation and food service workers in hotels must withstand the strain of working during busy
periods and being on their feet for many hours. Kitchen workers lift heavy pots and kettles and
work near hot ovens and grills. Job hazards include slips and falls, cuts, and burns, but injuries
are seldom serious. Food service workers often carry heavy trays of food, dishes, and glassware.
Many of these workers work part time, including evenings, weekends, and holidays.

Hotels and other accommodations provided 1.9 million wage and salary jobs in 2008.
Employment is concentrated in cities and resort areas. Compared with establishments in other
industries, hotels and other accommodations tend to be small. About 74 percent employed fewer
than 20 workers and 54 percent employed fewer than 10. As a result, lodging establishments
offer opportunities for those who are interested in owning or running their own business.
Although establishments tend to be small, the majority of jobs are in larger hotels—those with
more than 100 employees. Hotels and other lodging places often provide first jobs to many new
entrants to the labor force. In 2008, about 19 percent of the workers were younger than age 25,
compared with about 13 percent across all industries.

The vast majority of workers in this industry—83 percent in 2008—were employed in

service and office and administrative support occupations (table 1). Workers in these occupations
usually learn their skills on the job. Postsecondary education is not required for most entry-level
positions; however, college training may be helpful for advancement in some of the occupations.
For those in administrative support—mainly hotel desk clerks—and service occupations, positive
personality traits and a customer-service orientation may be more important than formal
schooling. The most important traits for success in the hotels and other accommodations industry
are good communication skills; the ability to get along with people in stressful situations; a; and
a pleasant manner.

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Service occupations:
Service workers are by far the largest occupational group in the industry, accounting for
65 percent of the industry's employment. Most service jobs are in housekeeping occupations,
including maids and housekeeping cleaners and janitors and cleaners, and in food preparation
and serving jobs, including waiters and waitresses, bartenders, fast food and counter workers,
and various other kitchen and dining room workers. The industry also employs many baggage
porters and bellhops, gaming services workers, and grounds maintenance workers. Workers in
cleaning and housekeeping occupations ensure that the lodging facility is clean and in good
condition for the comfort and safety of guests. Maids and housekeeping cleaners clean lobbies,
halls, guestrooms, and bathrooms. They make sure that guests not only have clean rooms, but
have all the necessary furnishings and supplies. They change sheets and towels, vacuum carpets,
dust furniture, empty wastebaskets, and mop bathroom floors. In larger hotels, the housekeeping
staff may include assistant housekeepers, floor supervisors, housekeepers, and executive
housekeepers. Janitors help with the cleaning of the public areas of the facility, empty trash, and
perform minor maintenance work.

Workers in the various food preparation and serving occupations deal with customers in
the dining room or at a service counter. Waiters and waitresses take customers' orders, serve
meals, and prepare checks. In smaller establishments, they often set tables, escort guests to their
seats, accept payment, and clear tables. In larger restaurants, some of these tasks are assigned to
other workers. Hosts and hostesses welcome guests, show them to their tables, and give them
menus. Bartenders fill beverage orders for customers seated at the bar or from waiters and
waitresses who serve patrons at tables. Dining room and cafeteria attendants and bartender
helpers assist waiters, waitresses, and bartenders by clearing, cleaning, and setting up tables,
replenishing supplies at the bar, and keeping the serving areas stocked with linens, tableware,
and other supplies. Fast food and counter workers take orders and serve food at fast-food
counters and in coffee shops; they also may operate the cash register.

A variety of food preparation workers prepare food in the kitchen. Larger hotels
employ chefs and head cooks who create menus, develop recipes, and oversee food preparation

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operations and personnel. Food preparation and serving supervisors direct workers and supervise
specific tasks, such as overseeing banquet cooks or bartenders and servers at a private function,
while the chef tends to other activities. Restaurant cooks specialize in the preparation of many
different kinds of foods and menu items, generally cooking from scratch and typically only when
ordered by diners. They may have titles such as salad chef, grill chef, or pastry chef. Individual
chefs may oversee the day-to-day operations of different kitchens in a hotel, such as a full-
service restaurant that specializes in fine-dining, a casual or counter-service establishment, or
banquet operations. Chef positions generally are attained after years of experience and,
sometimes, formal training, including apprenticeships. Larger establishments also
employ executive chefs and food and beverage directors who plan menus, purchase food, and
supervise kitchen personnel for all of the kitchens in the property. Food preparation
workers shred lettuce for salads, cut up food for cooking, and perform simple cooking steps
under the direction of the chef or head cook. Beginners may advance more to more skilled food
preparation jobs with experience or specialized culinary training.

Many full-service hotels employ a uniformed staff to assist arriving and departing
guests. Baggage porters and bellhops carry bags and escort guests to their
rooms. Concierges arrange special or personal services for guests. They may take messages,
arrange for babysitting, make restaurant reservations, provide directions, arrange for or give
advice on entertainment and local attractions, and monitor requests for housekeeping and
maintenance. Doorkeepers help guests into and out of their cars, summon taxis, and carry
baggage into the hotel lobby. Hotels also employ the largest percentage of gaming
services workers because a large share of gaming takes place in casino hotels. Some gaming
services positions are associated with oversight and direction—supervision, surveillance, and
investigation—while others involve working with the games or patrons themselves, by tending
the slot machines, handling money, writing and running tickets, dealing cards, and performing
related duties.

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 The industry also employs a large number of recreation and fitness workers. At resort
hotels and at vacation and recreational camps, recreation workers organize and conduct
recreation activities for guests and campers. Camp counselors lead and instruct children and
teenagers in outdoor-oriented forms of recreation, such as swimming, hiking, horseback riding,
and camping. In addition, counselors at vacation and resident camps also provide guidance and
supervise daily living and general socialization.

1. Based on location
a. City center: Generally located in the heart of city within a short distance from
business center, shopping arcade. Rates are normally high due to their location
advantages. They have high traffic on weekdays and the occupancy is generally high.
Example: Taj Mahal , Mumbai
b. Motels: They are located primarily on highways, they provide lodging to highway
travelers and also provide ample parking space. The length of stay is usually
overnight.
c. Suburban hotels: They are located in suburban areas, it generally have high traffic
on weekend. It is ideal for budget travelers. In this type of hotel rates are moderately
low.
d. Airport hotels: These hotels are set up near by the airport. They have transit guest
who stay over between flights.
e. Floating hotels: As name implies these hotels are established on luxury liners or ship.
It is located on river, sea or big lakes. In cruise ships, rooms are generally small and
all furniture is fixed down. It has long stay guest.
f. Resort hotels: They are also termed as health resort or beach hill resort and so
depending on their position and location. They cater a person who wants to relax,
enjoy themselves at hill station. Most resort work to full capacity during peak season.
Sales and revenue fluctuate from season to season.
g. Boatels: A house boat hotels is referred as boatels. The shakers of Kashmir and
kettuvallam of Kerala are houseboats in India which offers luxurious
accommodation to travelers.

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 h. Rootles: These novel variants are hotel on wheel. Our very own "palace on wheels"
and "Deccan Odysseys" are trains providing a luxurious hotel atmosphere. Their
interior is done like hotel room. They are normally used by small group of travelers.

2. Based on Size of Property

The main yardstick for the categorization of hotel is by size the number of rooms
available in the hotel.
a. Small hotel: hotel with 100 rooms and less may be termed as small hotels.
b. Medium sized hotel: hotel which has 100-300 rooms is known as medium sized
hotel.
c. Large hotels: hotel which have more than 300 rooms are termed as large hotels.
d. Mega hotels: are those hotels with more than 1000 rooms.
e. Chain hotels: these are the group that have hotels in many number of location in
India and international venues.

3. Based on the Level of Service

Hotels may be classified into economy, and luxury hotels on the basis of the level of
service they offer.
a. Economy/ Budget hotels: These hotels meet the basic need of the guest by providing
comfortable and clean room for a comfortable stay.
b. Midmarket hotels: It is suite hotel that offers small living room with appropriate
furniture and small bed room with king sized bed.
c. Luxury hotels: These offer world class service providing restaurant and lounges,
concierge service, meeting rooms, dining facilities. Bath linen is provided to the guest
and is replaced accordingly. These guest rooms contains furnishing, artwork etc.
prime market for these hotels are celebrities, business executives and high ranking
political figures. Example: Hyatt Regency, New Delhi.

24
4. Based on the Length of Stay
Hotel can be classified into transient, residential and semi residential hotels depending
on the stay of a guest.
a. Transient Hotel: These are the hotel where guest stays for a day or even less, they
are usually five star hotels. The occupancy rate is usually very high. These hotels are
situated near airport.
b. Residential hotels: These are the hotel where guest can stay for a minimum period of
one month and up to a year. The rent can be paid on monthly or quarterly basis. They
provide sitting room, bed room and kitchenette.
c. Semi residential hotels: These hotels incorporate features of both transient and
residential hotel.

5. Based on Theme
Depending on theme hotel may be classified into Heritage hotels, Ecotels, Boutique
hotels and Spas.
a. Heritage hotel: In this hotel a guest is graciously welcomed, offered room that have
their own history, serve traditional cuisine and are entertained by folk artist. These
hotels put their best efforts to give the glimpse of their region. Example: Jai
Mahal palace in Jaipur.
b. Ecotels : these are environment friendly hotels these hotel use ecofriendly items in
the room. Example: Orchid Mumbai is Asia first and most popular five star ecotel.
c. Boutique hotels: This hotel provides exceptional accommodation, furniture in a
themed and stylish manner and caters to corporate travelers. Example: In India the
park Bangalore is a boutique hotel.
d. Spas: is a resort which provide therapeutic bath and massage along with other
features of luxury hotels in India Ananda spa in Himalaya are the most popular Spa.

25
6. Based on Target Market
a. Commercial hotel: They are situated in the heart of the city in busy commercial
areas so as to get good and high business. They cater mostly businessmen.
b. Convention hotels: These hotels have large convention complex and cater to people
attending a convention, conference
Example: Le meridian, Cochin, is a hotel with largest convention centre in south
India.
c. Resort hotels: These leisure hotels are mainly for vacationers who want to relax and
enjoy with their family. The occupancy varies as per season. The atmosphere is more
relaxed. These are spread out in vast areas so many resorts have solar powered carts
for the transport of guest.
d. Suite hotels: These hotel offer rooms that may include compact kitchenette. They
cater to people who are relocating act as like lawyers, executives who are away from
home for a long business stay.
e. Casino hotels: Hotel with predominantly gambling facilities comes under this
category, they have guest room and food and operation too. These hotels tend to cater
leisure and vacation travelers. Gambling activities at some casino hotels operate 24
hours a day and 365 days a year.

Hotels in India
Hotels in India can be allocated various categories. We have tried categorizing but the list
may vary due to different opinions and perceptions. However, some of the most popular types
of Indian hotels can be listed as:
Luxury Hotels
The luxury hotels in India are meant for those who always love to be on the lap of luxury.
These hotels come with world-class accommodation with state-of-the-art facilities and
amenities to woo the guests. Cleanliness, Comfort, and Care are exactly what that one can
expect from these hotels. Following are some of the luxury hotels in India: Taj Resorts and
Palaces

26
1. Oberoi Hotels and Resorts
2. ITC Hotels
3. Le meridian Group of Hotels
4. The ITDC Ashok Group of Hotels
5. Mourya Sheraton Hotels and Towers

Heritage Hotels
India is the land of rich culture and heritage. The country has a number of places and heritage
buildings which are currently being used as heritage hotels. The heritage hotels in India would
provide you grand-style accommodation in huge bedrooms, lavish dining experience, grand
courtyard and many more. Some of the well-known heritage hotels in India are:
1. Umaid Bhawan Palace, Jodhpur
2. Rambagh Palace, Jaipur
3. Jawahar Niwas Palace, Jaisalmer
4. Spice Village, Thekkady
5. Brunton Boatyard, Kochi

HOTEL CHAINS IN INDIA:

A number of hotel chains are running their operations in India. A collection of group of hotels
operated under a specific brand name is known as hotel chains. The particular group of hotel has
several hotels under the same brand name located across the country. There are a number of
hotel chains in India, which can be listed as below:
1. Taj Group of Hotels
2. The Oberoi Group of Hotels
3. The ITDC Ashok Group of Hotels
4. The Park Group of Hotels
5. Best Western Group
6. Le Meridien Group of Hotels
7. Grand International Group
8. Choice Group of Hotels
9. Hindusthan Group of Hotels

27
10. Neemrana Group of Hotels
11. Bajaj Group of Hotels

HOTELS IN VISAKHAPATNAM:
1. GATE WAY OF HOTEL
2. HOTELGRAND BEY
3. HOTEL PALM BEACH
4. DOLPHIN HOTEL
5. DASPALLA HOTEL
6. GREEN PARK HOTEL
7. SREE KANYA FORTUNE
8. QULITY INN -BEZ KRISHNA

28
 CHAPTER –3

COMPANY PROFILE

29
Hotel Location:
Located in the coastal city of Visakhapatnam of Andhra Pradesh in the Southern Region of the
Country. Situated on the beach road being the most prime spot of the city, the property overlooks
the Bay of Bengal. It has direct access to the beach. The property is within 5 kms from the
Railway Station, 13 kms from the Airport and 3 Kms from the City Centre. All facilities within a
reasonable distance.

HOTEL INFORMATION:
The property has Forty Four Rooms. Six rooms with Direct Sea View and the rest with Partial
Sea view. The hotel is a Two Storied building with an annexure building. The Ground floor
combines the Parking Area, Lobby area, Offices, Guest Rooms, The Shop, Banquet Halls, Health
Club, Restaurants, Kitchen, Stores and the Swimming Pool. The Approximate Area is 822
Sq.mts. The First Floor combines an in-house Lobby, Guest Rooms, Storage Area, The Terrace
and Amphitheatre. The Approximate Area is 677 Sq.mts. The total Constructed Area is 1499
Sq.mts. The total side Area is 10589 Sq.mts.
The Hotel is a part of the Bajaj Group of Hotels. The Head Quarters located An Mumbai with
sister concerns coming up shortly at Gurgeon, Dehradun and Hyderabad. It is a Three Star
Deluxe property with Four Star application.

Hotel Rooms:
We have a host of 44 centrally air conditioned superbly appointed and well furnished guest
rooms. Each of these has:

1. Independent direct dialing telephones

2. Satellite channels
3. Refrigerator

30
Hotel Facilities:
Dusk
Dusk will be the trendsetter in restaurants with an International live band, twin bar setup and a
breath taking sea view to be served in your platter very soon.

Mafia Bar
We offer you the city's most "Style with leisure" combined the Mafia Bar. With a pool view
clubbed with the sea, serving world's finest foreign brands along with premium's.

Sea Deck
Open Air Restaurant by the Sea serving Dinner

Masala Mafia
Masala Mafia is a Multi-cuisine restaurant. In this restaurant Break Fast buffet, Lunch Buffet,
Dinner Buffet is maintaining with also Ala-carte is available

Buffet Particulars Rate

Masala Mafia Breakfast Rs.200/- + Tax
Dusk Buffet Lunch (Veg) Rs.350/- + Tax
Masala Mafia Buffet Lunch (Non-Veg) Rs.450/- + Tax
Masala Mafia Buffet Dinner(Non-Veg) Rs.450/- + Tax
SeaDeck only Alacarte order Rs.----/- + Tax

31
Service & Facilities :
 Centrally Air-Conditioned room,
 24 hours Room Service.
 Telephone with direct
 STD, ISD, E-mail and Internet Facility.
 Secretarial Service,
 Currency Exchange,
 Minibar, Laundry and Dry Cleaning,
 Beauty Parlour and Saloon,
 Swimming Pool,
 Doctor on call,
 Free Locker Facility.
 Postal Services,
 Travel and Car rentals,
 Florist,
 Shopping Arcade.

NO. OF EMPLOYEES:
1. The total number of employees is : 180
2. Permanent employees is : 90
Casual & trainee employees is : 90

THE SERVICE RULES OF PALM BEACH HOTEL:

TOTAL DEPARTMENTS: The total no. of departments is to be 13.
 Food & Beverage service department.

 Food and Beverage production Department

 Front office department

 House keeping department

 Finance &Accounts department

32
  HR department

 Marketing department

 Purchase department

 Maintenance department

 Administrative department

 Stores department

 Garden department

 Security department

Mission

Palm Beach Habilitation Center, Inc. is a private, nonprofit organization providing programs
for skills training, employment, community job placement, residential services, recreational and
senior activities for individuals with disabilities.

Vision

Our vision is to assure that all people with disabilities are provided the best environment in
which to learn, the best environment in which to live, the best environment in which to work, and
the greatest opportunity to have meaningful friendships and access to their community.

Our Beliefs

We believe that every individual can contribute and improve society. We believe that we have
the responsibility to provide the tools and opportunities so that each individual can make their
unique and valuable contributions. We believe that disability does NOT mean inability!

33
 CHAPTER-4

THEORETICAL FRAMEWORK

34
INTRODUCTION:

The marketing mix is the set of marketing tools the firm uses to pursue its
marketing objectives in the target market.

McCarthy classified these tools into four broad groups that he called the four P, S of
marketing: Product, Price, Place and Promotion.

Marketing Place
Mix
m Coverage
Marketing mix Assortment
Product Location
Product variety Target market Inventory
Quality Transport
Design
Price
Promotion
Feature List price Sales Promotion
Brand Discounts Advertising
Packaging Allowances Sales Force
Size payment period Public relation
Services Credit terms Direct marketing
Warranties
Returns

Four Ps Four Cs
Product Customer as solution
Price Customer cost
Place Conveniences
Promotion Communication

35
PRODUCT:

Product is one of the four P’s has its unique position in the marketing mix of
the firm. Product has very special position, as it constitutes the substantive element in any
marketing offer. Almost everything that we come across is our daily life is product. All the
product have some utility behind them; all of them cater to and satisfy some utility behind them;
all of the cater to and satisfy some needs of some people. So a product can be defined as a need
satisfy entity.

According to William J. Stanton “a product is a complex of tangible

attributes, including packing, color, price, manufactures prestige and retailers prestige and
manufactures and retailers services which the buyers may expert as a offering satisfaction of
wants or needs.

A product is a complex cluster of value satisfaction. A customer attaches values

to the product in proportion to its perceived ability to help solve his problems or meet his needs.

The product mix is one of the elements in the product policy. The product policy
decisions are made of product mix. Product items and product lines, which make the product
planning effective. Product mix is the list of all product offered for sale by a company. The
product mix has three dimensions, it has breadth and consistency. The number of variety of
product measures “breadth” manufactured by a single manufactures. “Depth” refers to the
assortment of sizes, colors and models offered within each product line. “Consistency” refers the
close relationship of various product lines either to their end use or to production requirements or
to distribution channels or to other variables.

New product development is one of the most important components of product policy
and product management. It is not enough if the existing product lines and taken wisely.

A progressive firm always considers new product development as cordial element of its product
policy.

36
Product life cycle:

All products have certain length of life during which they pass through
certain identifiable stages. Though the conception of the product, during its developments and up
to the market introduction, product remains in parental stages.

The typical product life cycle has following stages-

a) Introduction.
b) Growth.
c) Maturity.
d) Decline.

a) Introduction Stages:

At this stage, it may not be a ready market for the product. Sales are low, the
product undergoes teething trouble. Profit seen a remote possibility, demand has to be created
and developed and customers have to be prompted to try out the product. One of the crucial
decisions to be taken is the introduction a stage is the pricing strategy to be adopted for the
product.

b) Growth Stages:

During the growth stages, the demand for the product increases and the
size of the market grows. During this stages when the pioneer is setting down with his product.
Marketing and distribution efficiency becomes the devices factor at this stage.

37
c) Maturity Stages:

At the stages, demand tends to reach a saturation point. There is enough supply from
several competing sources. Long-term and short-term marketing plans are implemented to
profitably stages, because the pioneer know that the maturity stage is not prolonged, it leads on
to the next stages of market decline.

d) Decline Stages:

At the declines stages, sales begin to fail. The demand for the product shrinks probably
due to new and functionally advanced product available in the market or the market becoming
apathetic to the product. In any case, prices and margins get depressed; total sales and profits
diminish. This is a description of the typical product life cycle. This does not means that every
single product necessarily passes though all these stage.

e) Branding:

There are several products of the same kind, but product by different by different
manufactures. “A brand is a name, term sign, symbol or a combination of them which is intended
to identify the goods or service of one of sellers or group of sellers and to differentiate them from
those of competitors

A lot of though and effort goes into designing a product offering. The most
important question, as a marketer, a person need to ask is whether there is a need for that type of
product and how this product satisfies that need better than those of their competitors. This will
force to think of why that product is unique, and thereby help to evolve that products unique
selling proposition

38
STRAIGHT EXTENSION:

Straight extension means introducing the product in the product in the foreign
market without any change, straight extension has been successful with cameras consumer
electronics and many machine tools.

Product

Do not change product Adopt product Develop New product

Promotion:

Straight Product
Do not change promotion extensive Adaptation Product
Communication Dual Invention
Adaptation Adaptation

Adopt
Before embarking on the journey of understanding the marketing mix of PALM BEACH
it is imperative for us to understand what a marketing mix is. It consists of the 4 Ps and STP. The
4Ps are the product, price, place and promotion. The important fact to notice is that their
importance is in their chronological order in a decreasing way. The most important thing is the
product.

The product is the most important of the 4Ps. The product has to be very good to capture
the market share. Next important factor is the price. The pricing has always been a very
important factor as far as economists are concerned. There is that famous demand curve and the
estimation that tells us the quantity that will be sold depending on what the price that is being
charged. But marketing is an extension of the branch of economics.

It states that it is not only price which decides the sales but the value that a customer
perceives that he will get from the product. In the mind of the customer it has to be more than the

39
price he has paid for the product. Then the most important component of our marketing strategy
is the place. The place has to be appropriate.

The famous example that has been quoted so frequently is that there is no point in trying
to sell summer wear in Alaska or Greenland or to an Eskimo to be more precise with. Thus it is
very important for us to understand the people or place where we are trying to sell our product.
Promotion is the last but certainly not the least most important factor. Promotional event and
campaigning helps us in reaching out to our target customer and convey our value proposition.
This is the way companies communicate with their target customer and hence is extremely
important for their sale purpose.

SEGMENTATION, TARGETING AND POSITIONING

In segmentation we decide which part of the population we want to have as our target
customer and whom we want to serve. This depends on generally four parameters, namely:
Psychographic, demographic, geographical and behavioral characteristics. All these
characteristics generally the classification of the population on the basis of their income, age,
gender, attitudes, preferences, and the place where they are reside. This in short decides the
target segment of our customers charging premiums that are sufficient to meet claims, expenses
and produce profits at the desired level, the company will also be keen to ensure that premiums
are competitive so that it does not lose business to other insurance companies in the mortality
tables.

40
 PROMOTIOAL ACTIVITIES OF PALM BEACH HOETEL

Promotion is one of the four elements of marketing mix (product, price, promotion, and place). It
is the communication link between sellers and buyers for the purpose of influencing, informing,
or persuading a potential buyer's purchasing decision.

The following are two types of promotion:

1. Above the line promotion: Promotion in mass media (e.g. TV, radio, Newspapers, internet,
mobile phones) in which the advertiser pays an advertising agency to place the advertisements.

2. Below the Line Promotion: Much of this is intended to be subtle enough for the consumer to
be unaware that promotion is taking place.

3. E.g., Sponsorship, testimonials, sales promotion, merchandising, direct mail, personal selling,
PR, trade shows.

The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing and publicity. A
promotional mix specifies how much attention to pay to each of the five subcategories, and how
much money to budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity positioning,
competitive retaliations, or creation of a corporate image fundamentally, however there are three
basic objectives of promotion. These are:

1. To present information to consumers as well as others

2. To increase demand

3. To differentiate a product.

41
Here we have to find out:

 How effectively advertisements influence a person to visit the hotel.

 The find whether PALM BEACH needs brand ambassador to reach the customer effectively.

 Identifying the role of advertisements for life insurance products following are the main ways
in which PALM BEACH HOTEL promotes its products/services and creates awareness in the
market.

NEWSPAPER:

PALM BEACH hotel has attained notice through many articles and advertisements published in
various national and regional newspapers in India like the Economic Times, Times of India, The
Hindu, Sam char Zagat, Virk Arjun, and Meghalaya Guardian etc. PALM BEACH spends
around Rs.1040 per sq.cm for promotional activities through newspapers. They position the ads
and articles in such a way that it catches the eye of the reader as soon as they start reading the
newspaper.

HOARDINGS:

Palm Beach has also tried makingSS their potential customer aware of their products and policies
through billboards and hoardings by positioning them in strategic locations. As of now, the total
number of hoardings which are put up in Hyderabad region counts to a good 17 number. The
total expenses spent by the company for this promotional activity is Rs.4 Lakh.

PAMPHLETS:

Pamphlets are distributed across India at least 5 times in a month without any cost. It’s done to
create maximum awareness about the products/services.

MAGAZINES:

There is no specific magazine in which advertisement is given. It’s given in magazines

depending upon their sales and reputed magazines like Outlook, Money etc. The advertisement is
given every month at least once in any magazine.

42
TELEVISION:

Mainly, the advertisement is shown on cricket channels, Star channels. The main promotions
were done during FEB & MARCH to:

1. Highlight the tax benefit.

2. To combat competition as all the insurance companies would advertise during this time at a
great frequency. Also the company will soon start displaying their advertisements on Satellite
TV like SUN network, etc.

DISTRIBUTORS:

A strong network of distributors and parent advisors also helps a lot in promoting
products/services of Palm Beach hotel by word of mouth. A Viral campaign is also run on the
Internet by wherein flash videos of working of products are explained in a very humorous
manner.

LOCAL EVENTS: The overall costs associated with such events totals to Rs.2, 00,000 per
annum such events are mainly conducted in Apartments, Schools, etc. Building an engagement
process around the solution being offered gives an additional boost to this cause. Spelling Bee
was a specially created spelling contest created to connect with children. The engagement started
with the spelling contest for kids and gave natural opening for a discussion with parents about
financial planning for their children’s future needs like education. This is a sort of channel
marketing which had adopted to create awareness as well as to educate the future generation
about the company and the importance of saving. Also PALM BEACH hotel involved them in
developing their business by joining hands with SAMHITA, a community development
organization based out of Bhopal which works towards bringing financial literacy to the
underprivileged population in Madhya Pradesh. They believe that such financial literacy among
the under banked population will help bring a holistic change in the way people perceive and
understand financial products and their utility at various stages in their life. This will ultimately
help bring them closer to financial inclusion.

43
 CHAPTER-5

DATA ANALYSIS AND

INTERPRETATION

44
 1. How long you know this PALM BEACH HOTEL?

Opinion No. of Respondents Percentage

10-20 28 35

20-30 24 30

30-40 17 21

Above 40 years 11 14

Total 80 100

GRAPHICAL REPRESENTATON:

experience
14%

35%
20-30
21%
30-40
Above 40 year
30%

INTERPRETATION:
45
 In the survey of connecting with palm beach,35% member said that
know hotel from past 20 years,30% members said that know from past 30 years and 14% know
from past 40 years.

.
2.Are you dealer with any other hotel other than PALM BEACH?

Opinion No. of Respondent Percentage

Yes 37 46

No 43 54

Total 80 100

GRAPHICAL REPRESENTION:

Dealer associated with other hotel

46% YES
NO
54%

46
INTERPRETATION:
In the survey is indicating 46% members dealing with other
hotel other than palm beach remaining 54% member are not dealing with other hotels.
Then percentage of dealing with other hotel is less than dealing with the Palm beach.

3.What are influencing factors while selecting the PALM BEACH?

Opinion No. of respondents Percentage

Quality 30 38

Business Experience 24 30

Growth and 17 21
profitability
Reputation 9 11

Total 80 100

GRAPHICAL REPRESENTATION:

Influencing factor

11%
Quality
38%
21% Business Experience
Growth and profitability
Reputation

30%

INTERPRETATION:
47
 The above table it is clear that nearly 38% of dealers, whole
sellers influencing quality. Growth and profitability is the second most influencing
for21% PALM beach is known for its quality of goods and has gained customer
satisfaction quality is the factor, which made the product of the company differentiated
other.

2. Are you satisfied with distribution ship of PALM BEACH?

Opinion No. of Respondents Percentage

Highly satisfied 40 50

Satisfied 30 37

Not satisfied 10 13

Total 80 100

GRAPHICAL REPRESENTATION:

Distributionship

13%

High satisfied

50% Satisfied
Not satisfied
37%

INTERPRETATION:

48
 From above diagram is clear that nearly 37% of dealers, whole
sellers are satisfied with the distribution ship of the PALM beach. And 50% of dealers and whole
sellers are highly satisfied with distribution ship. But remaining 13% of dealers are not satisfied
with the distribution ship of the PALM beach.

49
 3. According to you, what is the quality of PALM BEACH?

Opinion No. of Respondents Percentage

High Quality 32 40

Good Quality 24 30

Average Quality 15 19

Poor Quality 11 11

Total 80 100

GRAPHICAL REPRESENTATION:

Quality

11%

High Quality
40%
19% Good Quality
Average Quality
Poor Quality

30%

INTERPRETATION: From the above, table and diagram, it is clear that the opinion of the
dealers regarding to quality of the product is 30% of dealers say that it is good quality. And 40%
of dealer says it is high quality and some dealers like 19% is an average quality. But only 11% of
dealers say it is a poor quality.

50
 4. How are the promotion efforts of the PALM BEACH?

Opinion No. of Respondents Percentage

Better 36 45

Average 30 37

Not Good 14 18

Total 80 100

GRAPHICAL REPRESENTATION:

Promotion

18%

Better
45%
Average
Not Good

37%

INTERPRETATION:

At present, major promotion of the dealers are satisfied which the promotional
efforts by the PALM beach. In 45% of dealers says it is better promotional efforts and 15% is
says that the promotional efforts of the PALM beach not good.

51
 5. What is the credit period of PALM BEACH?

Opinion No. of Respondent Percentage

1months 30 38

1-3 months 41 51

3-6 months 9 11

Total 80 100

GRAPHICAL REPRESENTATION:

Credit Period

11%

38%
1MONTH
1-3 MONTHS
3-6 MONTHS

51%

INTERPRETATION

At present, major promotion of the dealers are satisfied which the credit
period given by the PALM beach only 25% dealers are expecting to increase the credit period for
company in order to promote the credit period facilities to their respective customers.

52
 6. How is the profit margin of the PALM BEACH?

Opinion No. of Respondents Percentage

Low 11 27

Average 19 48

High 10 25

Total 80 100

GRAPHICAL REPRESENTATION:

Profit margin

25% 27%
Low
Average
High

48%

INTERPRETATION

From above table, is a clear that the 48% of the dealers are satisfied with
margin offered by the PALM beach to them. Only 25% of the dealers are expecting for
increasing in the margin period by the PALM beach.

53
 7. How is the delivery period of the PALM BEACH?

Opinion No. of Respondents Percentage

Low 26 32

Average 46 58

Prompt 8 10

Total 80 100

GRAPHICAL REPRESENTATION:

Delivery time

10%

32%
Low
Average
prompt

58%

INTERPRETATION:

32% of whole sellers are satisfied that delivery of the product is low. The
other 70% of dealer, whole sellers are having given that delivery by the PALM beach is average.
For remaining 10% dealers of the product is prompt the reason for the slow delivery may be due
to lack of co-ordination between the PALM beach and market section at Mumbai.

54
 8. Which kind of promotion activities are needed for the PALM BEACH?

Opinion No. of Respondents Percentage

Advertising 26 33

Personal selling and public 13 16

relation

Other sales promotional 41 51

activities

Total 80 100

GRAPHICAL REPRESENTATION:

Promotional activities

33% Advertising

personal selling and public

relation
51%
other sales promotional
activities

16%

INTERPRETATION:

From above diagram, it is clear that the 33% of dealers are attracting by the
advertising and 16% of dealers are attracting by the personal selling and public relation. And
51% of dealers, whole sellers are attracted through other sales promotional activities of the
PALM beach hotel.

55
 9. Does personal selling involved in PALM BEACH?

Opinion No. of Respondent Percentages

Yes 10 12

No 70 88

Total 80 100

GRAPHICAL REPRESENTATION:

Personal Selling

12%

Yes
No

88%

INTERPRETATION:

Personal selling can be generally not seen in palm beach88% people says
that personal selling not held in company, whereas only 12% says that personal selling can be
done to the people working in factory in some cases for bulk material personal selling can be
take place.

56
 10. What is general planning can be done in PALM BEACH?

Opinion No. of Respondent Percentage

Possible rate of growth 38 47

Extent of market 26 33

Needed finance 16 20

Total 80 100

GRAPHICAL REPRESENTATION:

General Planning

20%

Possible rate of growth

47%
Extent of marketing
Needed finance

33%

INTERPRETATION:

General planning can be done in PALM beach possible rate of growth can
have 47% ,Extent of market have 33% , Needed finance 20% hence possible rate of growth can
have greater value.

57
 11. Are customers satisfied with the service?

Opinion No. of Respondents Percentage

Yes 72 90

No 8 10

Total 80 100

GRAPHICAL REPRESENTATION:

Satisfaction

10%

Yes
No

90%

INTERPRETATION:

From the diagram it is clear that customers are satisfied with the
service are 90%, and only 10% respondents are not satisfied with the service.

58
 12. In which stage of product life cycle is in PALM BEACH HOTEL?

Opinion No. of Respondent Percentage

Introduction 1 1

Growth 37 46

Maturity 40 50

Decline 2 3

Total 80 100

GRAPHICAL REPRESENTATION:

Product life cycle

3% 1%

Introduction

46% Growth
Maturity
50% Decline

INTERPRETATION:

From the diagram 46% says in growth phase, 50% says in maturity
stage and decline has 3% but more over it was not introduction stage.

15.Does PALM BEACH HOTEL adopt which pricing policies?

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Opinion No. of Respondents Percentage

Geographical Pricing 51 60

Promoting Pricing 19 20

Discriminatory Pricing 20 20

Total 80 100

GRAPHICAL REPRESENTATION:

Pricing Policies

20%

Geographical Pricing
Promotional Pricing

20% Discriminatory Pricing

60%

INTERPRETATION:

From the diagram it is company adopting 60% of Geographical

Pricing, 20% of promotional and discriminatory pricing can be done in PALM BEACH .

16. Which pricing method used in PALM BEACH HOTEL?

60
Opinion No. of Responding Percentage

50 62

Demand oriented

Competition oriented 10 13

Total 80 100

GRAPHICAL REPRESENTATION:

Pricing methods

13%
25%
Cost oriented
Demand oriented
Competition oriented

62%

INTERPRETATION:

From the above diagram 62% of Demand Oriented, 25% of cost

oriented and 13% of competition oriented methods are following, demand orientation is playing
major role in pricing methods.

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 CHAPTER-6

FINDINGS

SUGGESTIONS

CONCLUSION

BIBLIOGRAPHY

62
 FINDINGS

 38% of respondents are aware of PALM BEACH HOTEL from past 6 years.

 Quality is the influence factor while choosing PALM BEACH HOTEL.

 45% of respondents feeling that the promotion efforts the companies are better
 Profit margin of the company is average.

 51% of respondent feel that other sales promotion activity are needed for PALM
BEACH HOTEL.

 90% of the customers are satisfied of the service of PALM BEACH HOTEL.

 Demand oriented pricing method used in PALM BEACH HOTEL

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 SUGGESTIONS

 It should target he target the rural rich populace first and should try and customize
service with accordance to the needs of the poor.
 Especially women should be their next target as the penetration in this segment is pretty
low.
 If it can tie up with malls then there would be more credibility to its products as people
tend to have more trust in the rural segment.
 Extremely high class agents should be recruited as at the end of the day they are the
brand ambassadors for the organization
 Benchmarking the products against taj hotel and oberoi are going to bring in the best
results.
 Companies abroad have started big data in a big way to carry out analysis of which
portions to approach in a geographical location and how much to charge for premiums.
 To create a pull approach rather than a push approach.
 To make smokers and other people aware of the fact that even if they have an earlier
ailment that does not prevent them from having a health insurance.

64
 CONCLUSION

The right service model, a low cost platform, partnership with an Indian PSB, focus on
brand building, trust, good governance along with customized products for the ever expanding
client base in India will help them in carving out their own space.

 Getting associated with hotel which is fastest growing hotel in India

 Learning all the important points which affects the pricing and selling of
company’s product
 The high level of customer interaction and understanding the different behavior
associated with the client.

65
 BIBLIOGRAPHY

Text Books:

 Philip Kotler, Gary Armstrong – “Principles of Marketing”, 12th Edition, Prentice Hall
of India Private Limited, New Delhi, 2008.

 V.S.Ramaswamy, S.Namakumari – “Marketing Management”, 4th Edition, Macmillan

Publishers India Limited, New Delhi, 2009.

 Rajan Saxena – “Marketing Management”, 3rd Edition, Tata McGraw Hill Publishing
Company Limited, New Delhi, 2008.

Websites Visited:

 www.idbifederal.com
 www.ageas.com
 www.wikipedia.com
 www.google.com

66
 QUESTIONNAIRE

This questionnaire is entirely for the purposes of educational research; its contents will be kept
strictly confidential, will not be made known to anyone known outside of the research study, and
will not otherwise be disclosed or published except in an aggregated form in which individuals
cannot be identified

1) How long you know this PALM BEACH HOTEL?

A) 10years

B) 20years

C) 30years

D) 40years

2) Are you dealing with any other companies other than PALM BEACH HOTEL?

A) YES

B) NO

3) What are influencing factors while selecting the PALM BEACH HOTEL?

A) Quality

B) Growth profitability

C) Business experience

D) Reputation

4) Are you satisfied with distribution ship of PALM BEACH HOTEL?

A) Highly satisfied

B) Satisfied

C) Not satisfied

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5) According to you, what is the quality of PALM BEACH HOTEL?

A) High quality

B) Average quality

C) Good quality

D) Poor quality

6) How are the promotion efforts of the PALM BEACH HOTEL?

A) Better

B) Average

C) Not good

7) What is the credit period of PALM BEACH HOTEL?

A) 1month

B) 1-3 month

C) 3-6 month

8) How is the profit margin of the PALM BEACH?

A) Low

B) Average

C) High

9) How is the delivery period of the PALM BEACH HOTEL?

A) Low

B) Average

C) Prompt

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10) Which kind of promotion activities are needed for the IDBI federal?

A) Advertising

B) Other sales promotion activities

C) Personal selling

11) Does personal selling involved in IDBI federal?

A) YES

B) NO

12) What is general planning can be done in IDBI federal?

A) Possible Rate of Growth

B) Extent of market

C) Needed finance

13) Are customers satisfied with the service?

A) YES

B) NO

14) Awareness of the policies?

A) YES

B) NO

15) In which stage of product life cycle is in IDBI federal?

A) Introduction

B) Growth

C) Maturity

D) Decline

69
16) Does IDBI federal adopt which pricing policies?

A) Geographic Pricing

B) Promoting Pricing

C) Discriminatory Pricing

70