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Acknowledgement
Preface
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This report is based on the work done in the three days observation done at
Jaypee Hotels, New Delhi. The information was collected with the help of
Mr. Rajive Murishwar, Additional General Manager (Sales), Jaypee Hotels.
Once the data was collected it was put into excel sheet and then was
analysis accordingly. The results and the data were confidential for the
company therefore it could not be shown in this report. It was a great
learning experience as we could directly communicate to the people and
know them in a better way.
Except the survey we learnt the processes about ICT. The different
techniques used to know more about the customers and to maintain the
relationship with them.
This project was a great learning experience for us. It provided us with the
great exposure in both sales and marketing specially CRM management.
We would like to thank Jaypee hotels for providing me such an opportunity.
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Hotel and Catering Industry
The concept of Hotel originated in the 6th century BC in the form of Inns
that were run by couples and provided sleeping arrangements in
dormitories. Hotels as is known today emerged in Switzerland and were
patronized by the aristocracy.
Since the Hotel Industry thrives on customer services and satisfaction, the
marketing practices become significant to raise the effectiveness of
managerial decisions.
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HOTEL MARKETING — THE CONCEPT
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Customers of Hotel Industry
Domestic Foreign
In the group of domestic users, the different categories are pilgrims visiting
the sacred places, students on educational tours, officials on deputation,
political representatives, film stars on location shooting, knowledge seekers
developing their credentials, sportsmen playing national games, corporate
for conferences, etc. The domestic users stay in hotels with a different
motive. We find a change in the level of domestic users. Generally the
domestic customers pay less attention on value and more on price. A
majority of the domestic users are found price-sensitive and therefore the
hoteliers are supposed to make pricing decisions motivational.
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2. Foreign Users (FFIT – foreign free individual travelers)
The main thing in the process is to study the levels of expectations of both
the categories of users so that the marketers find it convenient to
undertake an in-depth study of their changing behavioral profile, which
would help them substantially in developing the marketing resources and
formulating a sound product portfolio. The formulation and innovation of
marketing decisions would be made easier when we are well aware of the
emerging trends in the behavioral profile.
3. Corporate clients:-
They use the hotel services for their guests and the conferences. They are
given the special tariffs which are same for all over the year. These rates
include the corporate discounts. The corporate are treated as accounts and
the top accounts are given preference.
Jaypee hotels
Jaypee has 4 hotels running under its name
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A tribute to the cosmopolitan culture of New Delhi-the Jaypee Vasant
Continental unfolds the finest lifestyle experiences for you. An exquisite
blend of business and pleasure, it is the perfect place to confer, relax or
pamper your senses.
A tribute to the cosmopolitan culture of New Delhi-the Jaypee Vasant
Continental unfolds the finest lifestyle experiences for you. An exquisite
blend of business and pleasure, it is the
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The newly upgraded Jaypee Siddharth is a boutique hotel in the heart of
Delhi. It’s elegant interiors, smart new rooms and all new Food & Beverage
options are an exciting change for regular customers and a delight for first
time visitors to this property.
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The regal Jaypee Palace Hotel and Convention Centre, a glorious structural
blend of red sandstone and marble, is spread over an unbounded 25 acres
of elegantly landscaped luxuriant greenery. Sprinkled with enormous water
bodies and endless walkways, this magical creation impeccably blends
Mughal and contemporary architecture with modern amenities.
Leading the way to luxurious rooms and suites, the impressive interiors
along the way set the tone for a majestic way
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The Jaypee Residency Manor, Mussoorie India is where your romance with
the mountains begins…. exhilarating fresh air, a splendid view and
greenery all around you. Promising to make your stay with us an affair to
remember
Residency Manor, the finest of all 5 Star Hotels Mussoorie India, is a tribute
to the majesty and splendor of the Mussoorie hills. Built on an individual
hilltop and spread over nine acres of lush green paradise, it offers an
amazing 180 degrees of the most awe inspiring view of Himalayas, India.
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Mission & vision
MISSION
VISION
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Behavior Profile of Users
Behavior is like a mirror in which everyone sees his / her face / image.
Purchase of a product or service and brand is rarely the result of a single
motive. The users of hotel services come from different regions, strata, and
economic categories. Behavior is not found static as it changes over time
and especially in tune with demographic, geographic and socio-economic
changes. Understanding the behavior of hotel users is thus found essential
but a difficult task, which requires the hotel personnel to be professionally
sound. Particularly in the hotel services we find lifestyles occupying a place
of outstanding importance. From a sociological standpoint, we find lifestyles
a group phenomenon. Lifestyles vary according to the sociologically
relevant variables.
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the customers / users are found satisfied, the process of increasing the
business and expanding the market share, keeps on moving. Contrary to it,
if they remain dissatisfied, the business is lost and lost forever. It is against
this background that the marketing professionals are supposed to assign
due weightage to the satisfaction element which requires due attention on
the behavioral studies.
The needs and requirements of men and women can't be identical, the
behavioral profile of kids and youths can't be the same, the behavioral
profile of youths and gray can't be identical or the needs and requirements
of business executives and the political representatives can't be similar.
This makes it essential that the marketing professionals have made
possible a microscopic study of the behavior of different categories of
customers belonging to different segments and in the face of their
behavioral profile attempt to develop the marketing resources and
formulate an effective CRM system.
In the hotel industry, the marketers are required to see whether guests
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they are in a position to make their marketing resources optimal visa versa
proactive to the changing business conditions.
For example the profiling for any corporate client (at the time of booking)
will be done as:
Title Ms.
Booker Contact Person Manisha Trehan
Designation Sales Coordinator
D.O.B. 7th August
Anniversary 29th March
MD/CEO Mr. R.P. Pargaonkar
S&M Head N/A
HR/Training Head Ms. Manisha Trehan
Industry Type Manufacturing – Automobile
Corporate JOST ENGINEERING
Address 304, 3rd Floor,
Address1 5, Pusa Road
City New Delhi – 110005
H.O. Mumbai
Landline 011 45676013
Mobile 9911690112
Email mtrehan@jost.in
Credit Yes
Potential - Delhi Hotels 15-20 RNS
Turnover 200 Crores
Joint Venture Bruel & Kjaer (Denmark)
New Projects No
Productivity – JHS April - Oct' 09 ------- 10 RNS
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Productivity – JVC
Potential - Resi. Conf.
(Offsite) No
Remarks
This will help us review the whole data of the customer and also maintain
the records about the same. This 14 Question profiling is done at the
starting but as this account turns loyal to the hotel, they target a 100
question profiling to know minute things about the corporate and the
booker or decision maker. These 100 questions help us to know the like and
dislikes of the clients. They are more personal then professional. This
information is with the sales department, reservation department and the
front desk department. The sales people are in continuous touch with the
corporate accounts while the reservation and front desk use the information
to serve the guest of the corporate in a better way.
Where as, when there is an individual traveler coming to the hotel, at the
time of booking (which is completely online) the basic information gets
saved in the opera system. Opera system is automated software used in
Jaypee Hotels which can be accessed by only the reservation and front desk
employees as they are the ones who are in direct touch with the guests.
This information can be accessed at all the hotels of Jaypee. During the
booking, the incomplete account is created at Opera which is further
completed during the check-in of the guest. The guest is given a form to fill
which consists of the general questions related to his likes and dislikes,
priorities, etc.
This saved information helps the hotel to keep the record of the customer
for the future use. Next time when ever the same guest arrive the hotel the
arrangements are made accordingly. And if the corporate client gives the
booking then he is called up and more information is collected about the
guest whose booking is done.
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In Today’s scenario its very important to maintain relationship with
customer and to manage that. So many information and
communication technologies help to do that. Following are some
practices adopted by Jay Pee hotels.
• Gradually as the time lapses the status displayed turn from green to
yellow and ultimately red. This status can be seen by any of the
managers as the software is connected to the central server. A daily
Action Taken Report is generated which is signed by the operational
head.
3. Fidelio:
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the necessary information enabling them to delight the customer by
personalized service.
4. Wow card:
• This is a small booklet which is carried by the staff at all times and
whenever they get any information which can be useful in the future
to please the customer, they simple record it here.
• Once the guest is in the hotel and stayed for sometime (a day or two)
a courtesy call is made by the guest relationship executive during the
evening hours.
• This is just to know about the guest’s experience and how can it be
improved in case there is some difficulty being faced by him/her.
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• Email ids not updated which automatically stops the guest from
giving the feedback.
• Member can earn points on their eligible spends on room, food and
beverage, laundry, telephone and business centre. They can also
earn points on their spends at the JayPee Khazana boutiques located
in select JayPee Hotels in India. Redeem their points for room nights,
memorable meals, and gift certificates redeemable at JayPee
Khazana, JayPee Salon, Jiva Spa, and gifts from a hand-picked
selection.
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• The STAR system also led to global recognition when the group
bagged the 'Hermes Award' for 'Best Innovation in Human Resources'
in the global hospitality industry.
Seranata Intraware
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Some innovative crm practices to be
adopted by hotels to make a better
relation with guests
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A couple had fight in room
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Guest coming to hotel for honeymoon
Forecasting
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Before getting into insights, it is pertinent that we have an in-depth idea of
the product of the hotel industry. The emerging trends in the socio-
economic environment occupy a place of outstanding significance. In the
product management of an industry, the planning and development
processes have a far-reaching effect. We are well aware of the fact that
hotels and hotel companies offer a number of core and peripheral services
to the customers. It is also a well known fact that by and large almost all
the hotels offer the core services of identical nature and character and
therefore, the hotel professionals are required to think more in favor of
peripheral services that add additional attractions to their service mix.
Communication Mix
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about the quality to be offered to them as hotel customers. This focuses
their attention on innovative promotional measures. It is against this
background that they talk about the promotional measures. There are a
number of components for promoting the business and it is hoped that a
professionally sound employee would blend the different constituents in
such a way that effects are proactive but the process of persuasion is cost-
effective. The components like advertisement, publicity, sales promotion,
personal selling, word-of-mouth promotion and telemarketing need due
attention of hotel professionals.
Advertisement
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these advertisements the marketing department goes through everyday
newspapers and the magazines to keep the record of the advertisements of
Jaypee and the competitors.
Jaypee Hotels advertise very low through telecast but it only does it when
maximum viewers are in front of their TVs. The scenes of hotel location, the
swimming pool, the shopping complex, the personal care centers, the
arranged bed rooms, the restaurants and convention hall, the aesthetic
management are telecasted in such a way that attractions are added in the
events. As maximum business is given by the corporate clients Jaypee
Hotels advertisements are telecasted on the business channels.
In view of the above information, it is right to observe that out of all the
media, we find print media the most effective media for Jaypee hotel
advertisements.
Publicity
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business. While publicizing, the hotel professionals play a significant role by
managing the media personnel for publishing news items related to the
hotel Public relations activities thus become instrumental in the process of
publicizing. Public relations cover a wide range of activities. It is the art and
science of planning and implementing a two-way communication and
understanding between hotel companies and potential users of the
services. It is also known as the reflection of the organizational programs
and activities
In Jaypee Hotels the specialties of hotel are presented in such a way that
the prospects are motivated to avail of the facilities offered by the hotel.
This is mainly done in the case of corporate clients. The sales executive do
the cold calling for such kind of publicity. Besides, it also helps in collecting
the information on the preferences of the prospects. It is right to mention
that we find a few or even a very few consumer industries to be benefited
substantially by public relations as the hotel industry
Events:
Jaypee Hotels does the same for its communication. For example they
make full use of media coverage for the corporate parties, Parties for their
loyal customers, achievements, celebrity association, etc. For ex.
http://www.indiaprwire.com/pressrelease/leisure-travel/2010030544904.htm
Journalists always prefered to visit a Jaypee as they get their full enjoyment
free of cost. Jaypee gives journalists a write-up of their story and preferably
a story with a photograph.
Follow Ups:
Tele calling:-
Regular tele calling is done to keep the customer informed about the
special offers and tariffs. It also helped them in keeping a check over any
upcoming business from the clients.
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Regular mailers and packages were sent by emails and post respectively to
the clients to always remain fresh in their minds. This would always give
them a chance to take our hotel into consideration before finalizing any one
for booking.
Birthday Gifts:
Jaypee hotels keep the record of their customers and to their loyal
customers the reminder is set in their opera system for their birthdays.
Special Bday Cakes and cards are sent to them as a surprise.
Sales Promotions:
In almost all the organizations, we feel the need of offering incentives for
promoting the business .Like other organizations; the hotels and hotel
companies also offer incentives to the user’s vise and versa to the
personnel and organizations evincing interest in promoting the business.
We consider sales promotion a temporary device to increase the business
with certain objectives. It is a short term activity seeking to boost sales
during peak demand periods to make it sure that the firm obtains its
market share and helps launch a new product or support an ailing or
modified services. This tool of promotion is designed to appeal particularly
to those customers who are found sensitive to price. Due to the changing
market condition where the hotel customers are getting more price
sensitive, sales promotion is a very efficient way to maintain the customer
relationship. We find repeated advertising and competitive market
conditions two important reasons for the growing significance of sales
promotion in the hotel industry.
Word-of-mouth Promotion
The word-of-mouth promoters are those who are satisfied with the services
of hotels or are motivated to motivate the prospects. We can't deny the fact
that one bad meal would often do more damage by word-of-mouth than
fifty good meals.
According to the Jaypee hotel, their guests take a good meal for granted
but don't forget to narrate to their friends and relatives about a bad meal or
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the bitter experiences of menu-fatigue. This speaks of the fact that word-of-
mouth promotion can show more negative effects. So they keep this in
mind that they take proper feedback of the customer about their
experience in the hotel.
Personal Selling
Nothing happens unless anyone sells something and nothing is sold unless
the buyers are motivated to purchase things of their choice. The oral
representation in conversation bears the efficacy of transforming the
motivation into persuasion. Thus we find persuasion the main thing in
energizing the process of marketing. We can't deny the fact that personal
selling has proved to be an important constituent of promotion. There is no
doubt in it that the goods or services are found half-sold when their
properties are well told. A fair combination of personal and social skill is
found essential for the sales force to be engaged.
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Extra bed charges for Children between 05-12 yrs. Inclusive of
breakfast RS. 1200/- + Taxes per night.
Extra bed charges for Adult inclusive of breakfast Rs.2000/- +
Taxes per
night
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Two children below 05 yrs are free if sharing the same room
with parents without an extra bed.
Extra bed charges for Children between 05-12 yrs. inclusive of
breakfast RS. 1200/- + Taxes per night
Extra bed charges for Adult inclusive of breakfast Rs.2000/- +
Taxes per night. Rs.3000/- + Taxes per day towards SPA
treatment.
NOTE: Package rates in INR are applicable to all Indian nationals &
foreign nationals holding valid residential permit only.
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SURVEY DONE FOR THE COMPANY
As the competition among the hotels is increasing day by day, it is really
important for hotels to know how much people are aware of them. The
brand awareness should be highly focused to take a leading position in the
market among the consumers.
To check the brand image in market and know what is the feedback of the
customers of Jaypee Hotels among the corporate, as they are the ones who
bring the major business Jaypee hotels planned to do a survey among the
corportes and take the feedback from the clients. For this the survey forms
were generated by the marketing department and those forms were then
filled by different corporates. These corporates were personally visited and
were interviewed accordingly.
Some of the corporate were also met during joint calling with the
employees of sales department which helped us get more precise data and
more attention from the client.
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Once the sample size was reached the data was analyzed and results were
determined. These results and data were confidential for the company so it
could not be discussed in this report. While the project was in progress, I
could learn many other things too.
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Brand’s crm survey
Market Objective:-
To check the awareness and CRM of the Brand ‘Jaypee’ among people,
especially in the hospitality sector and to take the feed back for the hotels.
Research Problem:-
Target people:-
• Target people for the survey were the bookers and decision maker of
the companies, who did the conference & room bookings for the
Guests.
• The Guest staying in the hotels were also surveyed.
Sample size:-
The sample size for the survey was 30 corporate including both regular
customers as well as the one those who have not tried the ‘Jaypee Hotels’.
Survey period:-
The survey was done for 4 days, starting from 16 Jan 2011 till 20 Jan 2011.
The concern people were visited personally and called on phone and were
interviewed in depth to get the details mentioned in the Questionnaire.
Some of the survey forms were filled by the guests who were consuming
the hotel services.
Survey tools:-
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BRAND’s CRM SURVEY QUESTIONNAIRE
General:
1. What name comes first when you hear the word 5 star hotels?
2. Your Preferred Hotel in the City you are staying currently, and why?
7. Of the past 5 times that you have traveled, how many times have you visited Jaypee
Hotels (any property)?
A-Excellent
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B-Very Good
C-Good
D-Average
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
10. What did you like the most on your visit to any of our hotels?
__________________________________________________________________
__________________________________________________________________
About You
11. You are requested to spare a few moments and fill in the information given below-
a. Age Group
i. 25 – 40
ii. 41 – 60
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iii. Above 60
b. Income
i. upto10 lakhs
ii. 10 – 20 lakhs
iii. 20 lakhs and above
c. Gender
i. Female
ii. Male
12.
1. Your name:
3. Your designation:
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Analysis:
Most Preferred Hotel in Delhi:-
Based on the accounts surveyed, it is found that the most preferred Hotels
by the corporate rather than Jaypee Hotels are:-
1) Taj
2) Le Meridian
3) ITC Maurya Sheraton
The reason why the corporate preferred these hotels were found to be the
corporate discounted rates (Taj up to 40 %) and the Ambiance of the hotels.
People believe that these hotels have better branding as compared to the
hotels of Jaypee. The services which are provided by them are standardized
and due to this they don’t find any problem during their stay.
For instance it was found that people are not aware that ‘Jaypee
Siddharth’ is a five star hotel and is a part of Jaypee groups. Those who
visited the hotel long back still carry an impression that it is not the 5 star
Hotel as the purview of the hotel is the same as before.
The Other Hotel which people talked about was ‘Hilton’. People are shifting
their preference to this hotel as it is providing them with the rate of
Rs.4000 to 5000.This seems to be the biggest threat of now to the areas
such as Janak Puri, Rajendra Place and Saket .
The few main words with which the brand Jaypee was associated were:-
• Cement
• Infrastructure and real estate
• Engineering and construction
• Hospitality
• Power
• Social commitment
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EXCEPTIONS (THE EXTREME CASES):
On the other hand Mr. Suresh Sharma, the Vice President of the
company named Jackson and co. seemed to be over whelmed by the
people of the Jaypee hotels. He told that he only prefers the hotel due to
the people of Jaypee who are very pleasing.
Familiarity:-
Out of all the accounts surveyed it was found that only x %( confidential)
of the people are frequent visitors to our Hotels and y %( confidential)
are occasionally visitors, z% (confidential) heard about Jaypee but never
stayed and rest never heard about the Jaypee Hotels.
Advertisements:
There were only few people who had seen the advertisement of Jaypee
Hotels. Most of them were seen on the billboards (% confidential), in
magazines (% confidential), in newspapers (confidential %) and
online (% confidential). Rest came to know about the hotels through
other sources of advertisements.
According to the data collected through the survey it was found that very
few people are aware of the Jaypee Hotels. Only x % (confidential) people
were aware of all the four properties. The brochures were given to those
who were not aware of all the four properties. People of Delhi were found to
be least aware of JRM and JPA. On the other hand people were aware of
Siddharth but not about it’s belonging to Jaypee.
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Our Services:-
When we asked people to rate our services on the scale of excellent, very
good, good and average, it was found that most of the people were not able
to judge as they didn’t had any experience.
As mentioned above in the report Mr. Mukesh Sharma rated the services
as not good. He believes that it not according to the 5 star hotel standards.
Mr. K. H. Subramanian from xyz Pvt. Ltd. was not at all satisfied with
any of the services of Siddharth. Every time he booked a room in Siddharth
for his American, Canadian and Singapore Guests he faced problem with
one or the other service. The most prominent was the Pick and Drop service
which was never followed on time and his guest had to stand at airport for
hours at late hours in night. He told us that he himself wants to promote
Siddharth because it’s nearby to his office but he can’t as the guests refuse
to stay there.
Similar case was with Mr. Yasir Khan of abc who also faced problem with
pick and drop services for his Japanese guest who was his first time visitor
to the Hotel.
On the other hand Ms Anu Arora of XYZ said “If we are giving you the
business and accepting the corporate rates then we should be given the
preference as it happened before, that when we asked for room bookings in
the peak season you straight forwardly deny to make the arrangements
due to full occupancy.
Other things which most of the corporate pointed out were regarding the
complaints which they got from their guests after the stay. They were:-
2) Ambiance: - This was the most important finding that people believe
that the ambiance of Jaypee Siddharth is not according to the Five Star
Hotel. Mr. Anmol Chhabra Director of ABC quoted “I have a different
feeling when I visit Maurya Sheraton as compared to when I go to
Siddharth.”
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still not like the 5 Star Hotels. But still I like the swimming pool of the
Hotel.”
Even some of the corporate said that Siddharth’s corporate rate is not
according to the hotel. People of abc. Company was one of them. Many
other said that the infrastructure of Jaypee Vasant Continental and
Siddharth doesn’t match to that of a 5 Star Hotel. People really admired the
ambiance of Jaypee Palace Agra.
Demographics:-
AGE GROUP:-
The surveyed sample was from all age groups. Out of which 57% were from
the age group 26 to 40 years; 36% are from age group 40 to 60 years; 3%
lies in the age group less than 25 years and rest 4% are above 60 years.
INCOME GROUP:-
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Expectations and feedback:-
All Hotels:-
Jaypee Siddharth:-
• Deals were not up to the mark, you always try but never promising.
• Banquette arrangement should be improved. The are lots of
miscommunications while booking the hall.
• Rates should be competitive as the ambiance of the Hotel is not too
good.
• Service should be improved..
• Architectural problem is that it doesn’t look like 5 star.
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• Renovation & branding should be done (Luxurious feeling is not there as
compared to Maurya).
• Services & catering- understanding need, response to the need. Need to
understand that every customer is different
• Lobby is too small.
• Pick up at reasonable rate (Options in the budget cars).
• Miscommunication among the departments.
Most Admired:
Although there were expectations among people from Jaypee Hotels, but
they also admired things which they really liked. One of these was the food
of the hotels (both Paatra and Eggspectations). Almost everyone admired
the taste and the variety of the cuisines of the restaurants. They also like
the ambiance of the restaurants.
The other thing which people liked of Jaypee Siddharth was the ‘People’.
They said that they are very good and helpful. But sometimes due to
miscommunication the guest and the booker face problems in booking.
The ambiance of JPA and JRM too were admired as they found them best
among all the four Hotels.
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Graphical Representation:-
OTHERS 18
0% PREFFERED HOTELS
AMBIENCE/ LEELA
TAJ 0%
OTHERS 14%
OBEROI
15% 3%
SAHARA STAR, MUMBAI
ITC
0%
(JVC,JS,JPA,JPH) 8%
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RECOMMENDATIONS
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References
• www.jaypeehotels.com
• www.wikipedia.com
Book:
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