Marketing plan for ananda himalayas

Marketing plan for ananda himalayasAnanda Himalayas is a trend setting concept in both trading and luxurious health club.ananda Himalayas is a dispel of IHHR Hospitality own by Mr Ashok Khanna.It is a luxurious health health spa situated in the tranquil Himalayan foothills, nested on a 100 acres estate surrounded by graceful Sal forests overlooking the river Ganges, close to the towns of Rishikesh Haridwar.Ananda Himalayas was established in 2000 its Indias first reference spa. it is a pathway to the ultimate, discovered finished the union of body, mind soul. it provides a dyspneic redefine lifestyles with the well-known traditional Indian wellness regime of Ayurveda,yoga and Vedanta.IT is considered to be cardinal of the best spa in the world and in like manner rated no.1 destination spa in the world by most of the travel agent as well as newspapers magazines(Travel and leisure).Ranked by top new thermalels of 2008by Conde nest traveller,76 hot spas across globe by travel leisure and 26 best business hotels in South ASIA.Mission and Vision StatementMission-to bring to pass a unique design result quip world class hospitality with a distinctive warmth and humility amend and innovate perpetuallyto crate exceptional value for people,their individuality and to their growthVISION-to be a world-class hospitality chain in Indiabenchmark in spa industryto bust a world-class spa institute in India practice session capacity of existing property as well as expending with more new properties.Ethos-E-empathyT-team soundH-honestyO-ownershipS-selflessnessCorporate objectives- change magnitude revenue from d m to 550.75 m.Reaching to 100% client satisfaction instead of 8.3 to 9.3%.Tar ascertaining profit from 45.64 to 58.42Taking staring(a) profit ratio to 12-15%.Mktg Objectives -Increasing revenue from 50% to 100%Achieving customer satisfaction and quality standards to 100%Increasing profit from 80% to 100%Increasing growth profit ratio from 12% to 1 5%(CIRRUS 01 SEP 2008).Mkt segmentation-Market Segmentation broadly identifies the potential commercialises from a general population for nonwithstanding refining and targeting. The grocery store segmentation for ananda Himalayas will be through with(p) on the two bases.1.geographic segmentation (it will contain both international and domestic commercialises)2.demographic segmentation.geographic SegmentationCountry of Origin of Guests in Rishikesh star hotelsCOMPOSITIONFive Star Deluxe and Five Star hotel%ASEAN2.4Australia2.1Canada1.6Carribbean0.6China3.4France2.0Germany6.6Japan3.2Middle eastern2.5Other European1.4Russia1.2SAARC1.0South Africa1.4UK8.4USA24.8Other37.4Total100(FHRAI, Indian Hotel Industry see 2008-2009)The table above shows the percentages of people from different p bentage that prefer staying in the five star deluxe and five star hotels in Rishikesh. According to this survey done by FHRAI, the number of touring cars from US(24.8%) is the maximum which is n oticeed by UK(8.4%) and Germany(6.6%) which moderate a marginal difference between them. These statistics clearly show us that there is a decent amount of tourists from The US for which we already admit a good market. Therefore, there is a ambit for targeting more people from UK and Germany. Though, we still cannot target a specific market with these statistics alone which will be done in the later partsDemographic SegmentationForeign tourist arrival in India on the bases of gender(FHRAI, Indian Hotel Industry Survey 2008-2009)For the year 2006, the percentage of extraneous male tourists was 57% against the female tourists which comprises of 36%. Whereas, there are 7% of the tourists which did not report and are missing from the stats. quasi(prenominal) is the case for the domestic tourists as well. The percentage of men travelling is slightly extravagantly than that of females all over India.Therefore, by evaluating all the data given above, we have chosen a differentiation ma rket segment method to specify the target markets. Our specific target market will beForeign business travellers from UK and GermanyDomestic tourists- leisure with high income (4.9% in all of India)Meeting ParticipantsTarget Market-Corporate- as this hotel is situated in a religious tourist place.Leisure- this can be the study target market as it is basically a health and wellness spa. it attracts tourists who fates to rejuvenate.Groups- groups improves sales as well as provides hotels a good market reputation and also capture major partake in of market.Positioning-Market PositioniningPerceptual Mapping Foreign Business Travellers priceyHigh ModerateService Ista .Less Expensive(naresh k.malhotra(marketing look into p-700)Domestic TouristsExpensiveHigh ModerateService ServiceIsta .Less Expensive(naresh k.malhotra(marketing research p-700)Key-findings for market positioning-If we take price and customer satisfaction ratio into consideration, Ananda has lower price than its competi tors and a good customer satisfaction but not the highest.If factors like differentiate reputation and value for money is considered than it has got the highest brand name.Corporate marketing strategy-objectivesStrategic tacticsImplementation periodrevenue500 m to 550.75mTie-up with the travel agencies.Air-line packagesCorporate ratesGroup ratesShould start from aprilShould start through out the yearCustomer relationship8.3m to 9.3mSet-up of mixed information centresStart from april and should continue through out the year.Total profit45.64m to 58.42mCutting down all unnecessary spendingsThrough out the years servicing percentage12-15%Add-on serve with packagesStart from aprilMarketing strategy-As per the product our hotel is offering,most of the facilities are delivered directly.to make it more successful we need to promote our product in market to increase market share.this can be done through various channels of advertising(travel agency,media advertising).As our target marke t is collective and foreign clients so for this we need to tie up with prospective business to enhance the sale.hotel is in the growth level as per product life cycle,but due to niche the market share percentage has gone down.to come out of this,we are going to use the differentiationmarketing strategy.in this,the focus will be on different market segment with competitive price and product with quality service.An some other reason is our target market is divided into small segmentations so,can easily increase our market share through these segmentations.our brand strategy is to provide high level of services and customer satisfaction with low rates and first objective is to increase the market share.The marketing mix strategy is based upon the two ps factors.we consider price and product.our aim is to provide different experience than other hotels and increase market share by establishing the brand value with in the customers.Markets Ansoffs matrixExisting NewProducts Products3.pr oduct development1.Market Penetration ExistingMarkets4.diversification2. Market DevelopmentNewThe Ansoffs Matrix shows four different ways of marketing. It is basically a combination of four similar but different things. Existing Products and new products ,and, existing markets and new markets. In the case of the hotel ananda, we are going to follow the two methods that are Market Penetration and Market Development as shown in the figure above. We already have a product with us and we do not plan to create or add something new to our product line. Our plan is to enter get along into the markets that we are already in. As explained earlier, we plan to increase our market share within the same market and try to pee the customers who fall in the same house but different profiles.The second plan is to create new markets with our existing product to offer the customers. In this case we have planned to create a new target market in the form of the domestic tourist which comes for purpo se of leisure and holidaying. This is being done because according to the research that we have done in the beginning it shows us the scope of the domestic tourists. Another reason that supports this strategy is that we also have the right kind of product offering for this market. cypher-Financial Report Percentage of Revenue (2008-2009)HotelsanandaGrand hyattsheratonsVivanta(taj)Occupied Rooms Hotel33,69922,20638,72939,828Occupancy percentage55.4%63.4%66.7%65.7%Rate per room$209.59$220.09$203$186.59Room Revenue65.20%66.8%63.9%55.7%F B Revenue23.5%20.8%26.3%31.4%Banquet conferences6.6%9.2%2.0%9.7%other4%2%7%3%Total100%100%100%100%Imp- subject to further researchEvaluation of marketing plan for ananda Himalayas-Objective Increasing customer satisfaction level from 6.2 7.5Key Performance Indicator Customer Satisfaction Surveys oftenness of Evaluation periodicalObjective Increasing Revenue from 500m 550.75m.Escalating profit from 45.64m 58.42mKey Performance Indicator Revenue Rep ort, Financial AuditFrequency of Evaluation yearlyObjective Growing profit ratio 12.00% 15%Key Performance Indicator Monthly Revenue reports, Cash flowFrequency of Evaluation MonthlyNote (subject to further research)Contingency plan-In the event that purposeed marketing plan measures prove to be in executionive or below threshold succeeding(a) measures are suggestedency plan-1. PRICE+PROMOTION start with new products along with wellness packages.2. PRODUCT +PLACE cant change the product services.3. PROCESS+ quite a little Can stick to same old training methods) only to 10% of stock per store.4. Cost cutting and cost management regards to budgeting and investment plans.The product offerAnanda, Himalayas offers a comfortable and contemporary rooms with a beautiful view of landscape grounds.this hotel has 21,000 square feet spa(only one in India).all rooms are designed with a high level of comfort and as per the need of nodes.Along with rooms this hotel offers a range of packa ges that includes scheduled aerobics,hiking trips in the foothills of Himalayas,meditation and yoga classes,wellness and treatment packages,cooking classes etc.this hotel has 75 deluxe rooms,5 suites and 3 villas.all rooms are equipped with all modern amenities.Pricing strategies-Pricing inevitably to be decided as plays a very vital authority in hotel growth.every hotel has a set target and goal,due to inlet prices have come down. rate rationalization is the biggest change afterwards recession.Penetrating pricing strategies following this strategies would helper ananda hotel to capture more portion of market share. In this strategy ananda hotel would be offering guests competitive rates with best standards of service which could be given in same class of hotel. Following penetrating pricing strategies would help ananda strengthening its position in market and establishing its brand name among customers. Penetrating pricing strategies would give elasticity to demand.Competition based pricing strategies Keeping an close eye on every step of your competitor is very essential, specially pricing strategies. legal injury is the only factor which would play prime role in attracting customers. Competition based pricing basically means pricing according to your competitors and try cock-a-hoop better or something unique to them which would be our unique selling point of business. Competition based pricing will help ananda to fight competition and establish its market.Promotion-Corporate and commercial ratesAir-lines packagesCorporate packagesGroup discounted ratesOff-season special packagesOn-line dealsPromotional spa packagesAnanda place in tourism organization-Ananda is a hospitality service provider in destination. Destination is composed of different elements that together make up a destination mix. Basic parts of destination mix are facilities, attraction, infrastructure, transportation and hospitality service provider commonly utilize as acronym FAITH (W eaver Lauton 2005).Ananda is an established name in hospitality service sector, just because of rescission it lost its market share and profit started declining. To revive from the situation of rescission ananda need to establish cordial relation with other component of Destination Mix. It has seen that hospitality service provider cant alone make tourist experience better of visiting place. The hospitality service provider needs to work in coordination with other component so that tourist can get better services and he is satisfied with hospitality given to him. For interpreter- Guest comes from united kinghdom to attend seminar or companys adjoining when he would arrive airport first thing he would require would be transportation to hotel, after reaching hotel he would require facilities that would support his travel purpose. If guest would be getting all these facilities without hassle he would be a satisfied guest and repeat guest in future or guest commercially important pers on for hotel(CIP) for hotel who could give more business to hotel in near future.We would suggest ananda to apply push strategy. This strategy involves pushing the product through distribution channel to final consumer. Push strategy will induce distribution channel to put more effort for selling the hotels room and service as they would be having personal motive or interest that is profit or focussing from hotel by doing so. Using push strategy will help ananda hotel to increase scope of capturing more market because by choosing distribution channel we could giganticn scope of advertisement and promotion of our products. For vitrine hotel ananda could give lucrative offers to travel agent like 10% of room cost as commission in auxiliary to their normal commission for booking. A push strategy provides an incentive for channel member to promote product to their customer or push product through distribution channel (Kotler, Bowen., Makens2006 pg 561).People-OrientationCultureChang eInternal marketingProcess-Process ananda hotel is using is based on technology and e-marketing. physiological evidence-Brand image related to vision position.Environment-The situation analysis that can be done for the hotel will include all the external factors which have an effect on the working of the hotel. These external factors can be studied by the help of PESTEL (political, economic, social, technological, environmental, legal) analysis and how these factors affect the working of the hotel. It is a strategical planning technique that provides a useful framework for analyzing the environmental pressures on a team or an organization. (Edmonstone, Havergal, 1999).Political Environment this includes all the government policies, the laws in which the hotel has to deal and the pressure groups which affect the hotel performance. The Political instability such as tax rates and other matters like the policies and rules with which the hotel is concerned. The hotel has to be in the p arameters of govt policies and have to follow all the rules and regulations.Economic EnvironmentThis environment mainly deals with the money capacity of the consumer.this plays a vital role in deciding the promotion or downslope of the hotel business.The economic meltdowns lead to a downfall in the tourism sector, leading to a drop in the business of the hotel. The economy has started to improve and the international corporate travelers who form the major part of the target market of the hotel have once again started to come to the hotel. The economy will need some time to improve and this time can be utilized to make new marketing strategies which will attract more such travelers and suits their needs as well.Socio-Cultural EnvironmentIt includes behaviors, perceptions, choices and the determine of various individuals who constitute the society. This part includes both the employees and the society in which the hotel is working. The hotel needs to keep proper care of its employee s and their needs in order to achieve high standards of work. The hotel also has some social responsibilities. The hotel can social events, the earnings of which can go for charity, it can also have an effective disposal system for garbage, urine and gases which may help in maintaining a healthy environment for the society around it.Technological EnvironmentThese factors act as the facilities in the hotels and are also the main aspects which help in the differentiation of one property to another. The ananda hotel has all the modern technologies being used forthe spas compared to other hotels. The hotel can always come up with some innovative ideas to place itself at a better position than its competitors.Natural EnvironmentThe natural environment does not have much effect on the business of the hotel as anada,Himalayas situated in the beautiful landscape of Himalayas with natural and pollution free environment. This factor effects only when the marketers can use it for the promotio n of the hotel.Legal EnvironmentThis part includes the various rules and the policies that the hotel needs to follow in order to run the operations efficiently. These legal issues include the payment of taxes, big(p) proper remuneration to the staff, following of the legal government policies and others. Tax paid by tourists in India is the highest in the world, Indian hotels charge about 40% taxes compared to other Asian countries where it varies between 3% and 6%. (World travel and tourism council, 2010). Such factors as mentioned above shows the different legal requirements that are expected to be fulfil by the hotel.Proposed Environmental Scanning System for anada,Himalayas hotelEnvironmental FactorSource of InformationPerson ResponsibleFrequencyCompetitorsNewspapers lag/ precautionDailyGuestsStaffDailyMagazines directionWeekly cyberspaceStaff/ ManagementWeeklyAnnual ReportsManagementYearlyCustomersCustomer feedbackStaffDailyStaffManagementWeeklyTravel agentsManagementMonthly Regular guestsStaff/ ManagementMonthlyInternetStaff/ ManagementWeeklyEconomicEconomic newslettersManagementWeeklyNews papersManagementWeeklyInternetManagementWeeklyAverage room ratesAccountant/ ManagementDaily end sheetsAccountant/ ManagementYearlyInternetManagementMonthlyTechnologiesTrade magazinesManagement/ Department headsMonthlyTrade showsAccountant/ ManagementYearlyInternetManagementMonthlyNewspapersManagementWeeklyTelevisionManagementDailyThe above mentioned three key areas need to be followed for the purpose of the environmental scanning.The hotel became one of the top rated hotels in the rishikesh, but due to the recession in late 2008 most of the business was lost. The above mentioned SWOT and PESTEL analysis, if followed properly, will help the business to reach high levels of business and market share.Service Concept/productivity-Anada,Himalayas could get competitive advantage if, they properly plan and implement their supporting products. They must meet customers needs and expectation, to overbeat their competitors (Hertneneky, B,P.2006. p.g 281). In this critical stage of reviving from rescission, ananda hotel should not only concentrate on providing core product or basic product that would be nutrient, shelter, and safety of guest. They should look upon providing augmented or supporting products, which are very important for delivering quality service and meeting expectation of guest. The augmented product includes accessibility, atmosphere, customer interaction with service organization, customers participation and customer interaction with each other (Kotler, Bowen., Makens2006 pg 307). Augmented product is important to be understood because it tells what is delivered and how is to be delivered. ananda hotel have to work seriously upon this service concept of augmented product because these product have huge impact on guest and will help to capture major portion of markets, by customer satisfaction which is key element in hospitality industry .Facilities we are providing are-Wi-Fi internet access ananda hotel can provide Wi-Fi anytime anywhere, whether in-room, by the pool or in other public areassleep comfort ananda hotel can provide ergonomically designed beds and a pillow menu with a wide range of comfort pillows.Business Centre High speed internet access and board room style meeting rooms.Spa 21,000 square feet spa with all the required equipments.Pool Fitness Centre ananda hotel is giving temperature controlled swimming pool for all seasons, state of the art gymnasium with personal trainers.Tailor-made food-ananda provides food as per the customer body type and famous for cooking without oil.food is inspired by ancient times and active with natural ingredients.Organisation-The best part about anand,Himalayas is its staff as all staff is between the age of 21 to 35,customer oriented,friendly,well versed with the knowledge of therapies.they should have this kind of staff only as customer should feel at home and comf ortable only than they will be able to enjoy the treatment.strategy-Advertisement it is one of the major promotional tools which can be used by hotel anada,Himalayas for promotion of their products and services. Advertisement could be one the very successful tool which can be used for change magnitude market share. If advertisement is well positioned and planned it could help to overcome competition and help to revive from recession (Jhon,L.2009.p.g 6). Various form of advertisement which is used for promoting its products and services could be1.Internet This is one of the most widely used medium through which hotels can promote its product and services. It could be very effective in promoting products and services.2.Printed Media For example magazine, journals and news papers. This is very useful because it would help promoting product among corporate clients and corporate employee.3.Visual Media For example television, this is said to be very effective as it gives both optic a nd audio effect to guest. They can actually feel the product or services.4.Sales promotion They attract consumer attention and provide information that may lead the consumer to acquire the product. Ananda can use sales promotion tool as to get quicker and stronger response from consumer. Various sales promotion tools which can be used could be5.Promotional letters to existing guests ananda hotel can send promotional letter which includes lucrative discount offers, and various packages at discounted rates. This strategy would help ananda from recovering from recession and capturing more shares in market.Distributional StrategyDistributional strategies which can be used by hotel ananda for capturing market share and overcome competitors could be-1.Trade Show This could be very effective in distributing of products and service because trade shows are being attended by various travel agents and travel tour operator. This would help them to make up cordial relation with them, in retur n of that we could business from them.2.Exhibitions these are very important in distribution of the hotels product and services as during exhibition hotel managers could get chance to interact with other hotel managers and managers of other companies to whom they could explain their product or service which could help in increasing sales revenue.3.Airlines magazines in airlines and airline companies could be important source for distribution of product and services of hotel.4.Corporate Companies Relation with corporate companies and advertisement in corporate magazine could help in promoting hotels product services. nerd analysisStrengths-Location- situated in the green lush of Himalayas with natural flora and fauna.Heritage propertySpa- the only hotel with 21,000sq feet spa and first spa hotel in the country.Cuisine-food prepared is different from routine preparation and individually designed as per the body type and cooked without oil.Weakness-Cost- rooms are extremely expensive a nd not meet to domestic traveller.Limitations-hotel mainly offers spa and wellness packages ,limited to a less part of the society.Opportunities-Govt support- attract tourists with new promotional schemes which results in higher outbound tourists.Common wealthiness games- as games to be held in 2010,will be a boom for the industry.Aviation hospitality- both with joint venture helps in increasing travellers by offering sixpenny packages.Threats-RecessionCompetitors-many small hotels opened near about with cheap yoga n spa packages and it can reduce the rate of visitors to ananda.Natural hazards-like fire,flood etc.Cheap airlines packages-customer want to go international after international air fair falls down.Political issues-like service tax,labour union policies etc.Key-findings for Ananda Himalayas-biggest strength of Ananda Himalayas right now is its brand reputation being only spa in India(which is 50%)although it has to improve on weaknesses and less productivity than its competitors.At the same time,can increase the sale or mkt share with an increase in number of people who want relaxation and better health(as it is health and wellness industry).