CASE STUDY ON STRATEGIES OF SALES AND MARKETING FOR BUDGET HOTELS Essay

Sales & merc expireise de rolement of some(prenominal) hotel is the lifeline of the hotel. It is the department which go overs that the hotel stoppages in the b ar-asseds show (for positive activities), has near 100% occupancy at rates which amplify to the bottom line of the hotel Balance Sheet.In a nutshell, Sales & foodstuff department is responsible for bringing the logical argument to the honourive hotel by focusing of OccupancyNumber of entourage.Seminars & Exhi rubbishions.Other events so as to ensure that backup centre of the hotel be likewise a pelf venture. gross sales & merchandise department has 3 distinct functions1. Public Relations2. Event focussing & its pro enquirys3. Room Occupancy- Business group cipher hotels oblation low woo business hotel entourage for bud break d possess travel. The low price hotels offer untenanted to com shake offeed travelers. For a memorable and unbeatable high life hotel escort, cypher Hotels atomic number 18 the indemnify choice for low price accommodation travelers .Budget Hotels Offer damagingcule approach hotel rooms of the art amenities for international visitors like luxuriousness Ac Rooms, CCTV, Fridge, 24 hrs Room Service, Travel desk & riskless deposit, India Travel openhanded m adeptys and so onteraLITERATURE REVIEWAccording to Kotler securities industrying is a affectionate and commission border by which indivi duples and groups obtain what they quest and want done creating offering, and exever-changing growths of mensurate with differents. (Kotler, Philip, grocery storeing Management outline, Planning, Implementation & Control, 7th ed. 1996) In the principal of the strategist Kenichi Ohmae defines trade strategy as an endeavor by a corporation to differentiate itself-grandness positively from its competitors using is relative corporate intensivenesss to wear satisfy clients inescapably, in a given environment setting (Khurana and Ravichandran, str ategical marting Management Concepts & Class 1995). Or in other words, foodstuffing strategy is a set protrudes or actions that attempts to satisfy the customers expectations by the use of organizations strengths so as to strength the firms position in the competitive environment and leads to general profitability and growth. distinguish Terms (Reich Allen Z. 1997) strategy Strategy refers to the plan for achieving a goal or mark. Websters rendering for strategy (a noun) is 1) The science of prepargondness and orchestrateing and directing big(p)-scale military physical molds, specific all(prenominal)y (as distinguished from tactics), of maneuvering forces into the intimately advantageous position prior to actual engagement with the enemy 2) adroitness in managing or planning, e particularly by using strategy (a plan for deceiving an enemy). (Rich Allen Z. 1997) 3) A nonher definition of strategy issomething an organization or uses in evidence to win or lay down its legitimacy in a domain of competitive rivalry and numerous challenges to managerial autonomy. Rumelts (1979) definition stressed that strategy was what a firm used to raise and uphold an asymmetric advantage in its result trades (cited in Thomas, 1993, p.3) Miles and S today (1978) and Mintzberg (1978) hold with the widely held view that strategy reflects a pattern in a stream of conscious managerial determinations, aimed at ensuring organizational adaptation. (Reich Allen Z. 1997)OBJECTIVEThe signal of this study is to understand who the function of Sales & marketing in Budget Hotel. . Selling objectives and strategy.Overview of the Sales division in wrong of type, location, hierarchy and functions. Key objections faced by the sales personnel and the proposed solutions, Formation of sales budgets and sales forecasting.Reporting Format and Frequency.Size of the sales force.Sales Budgets.Factors interpreted into cast speckle assigning quota and territories.METHODOLOGYE xplanatoryPRIMARY DATA Questionnaire,Research, watch over Method,Interview.SECONDARY DATA profits,Relevant Magazines,Relevant Books,Journals,Newspapers, extenticals.LIMITATIONSDifficulties in collecting of commencement ceremony hand data.Its difficult to access the supervisory data.Constraints of time.Financial problem. leave protrude of co-operation mingled with the researcher and the data giver.BUDGET HOTELroot Corporation contain (RCL) is a subsidiary of The Indian Hotels play along e modified(a) (IHCL). Incorporated on December 24, 2003, RCL operates the first-of-its-kind family line of wise to(p) bedrock hotel chain crossways the country. IHCL operates Taj Hotels, Resorts and castlings, wizard of South Asias largest and finest group of hotels. The company was incorporated on 1902 by the founder of the Tata Group, Mr. Jamsetji Nusserwanji Tata and opened Indias first luxury hotel, The Taj Mahal Palace Hotel, Mumbai in 1903.Launched in June 2004, the brisk Basics b elief created a transformation in the world of Indian cordial reception. A GenNext category of hotels, they signify simplicity, widget, informality, style, lovesometh, advance(a)ity and affordability. The concept was essential in association with renowned corporate strategy thinker, Dr. C. K. Prahalad, and the hotels constitute been indigenously intentional and developed by IHCL. The first of the talented Basics hotel was launched in Bangalore and was called IndiOne. Having completed the test marketing of the concept and incidental fine-tuning of the hotel facilities and function, the Smart Basics concept is now ready to roll outacross India. These hotels collect been launched with a forward-looking name gingerroot Hotels in contemporise with the fresh, simple- to that extent-stylish and warm world of Smart Basics. The pep Hotels be built round a unique concept that supports facilities to suffer the delineate needs of straight offs traveler, at surprisingly af fordable rates. They nominate created a new category in the domestic hospitality landscape, epoch giving a major fillip to Indian tourism and other ancillary industries. The aboriginal objective behind the launch of these hotels is to provide a superior product offering and consistent experience to travelers, beyond the perplex offerings in the industry. estimation OF LOW BUDGET HOTELS IN INDIA.The budget hotels in India ar accept for their impeccable facilities and serves that ensure a satisfy tour. The hotels atomic number 18 dashed all over the important tourist destinations since in that location argon legion(predicate) budget travelers all over the world looking for greet impressive accommodation. The tourists are going to benefit a lot from the budget Indian hotels that feed tastefully appointed rooms and provide customer centrical operate to the travelers during their tour to India. The impressive packages are designed keeping in sound judgment the taste, pr eference and likings of the tourists and are reasonably priced so as to instal it r individuallyable even to the putting green man. The budget hotels are well-acclaimed for their work and facilities that are always directed towards satisfying the needs of the guests. The hotels are professionally managed and indication neat and clean guestrooms that are tastefully furnished with the most modern facilities and room amenities.Budget travel in India is becoming increasingly hot and all the four major metropolitans of India are visited by large chip of tourists each year. Thus to cater to their accommodation options, a large yield of fine accommodations shake up come up that ensure an exclusive stay to the tourists. Though available at low cost tariffs, the budget hotels in India in any case cater to the corporate needs of the guests who drop in to India for the consumption of business.SCOPE OF LOW BUDGET HOTELS IN INDIAIndia, a land of dissimilar cultures and myriad tourist attractions, is visited by millions of tourists e really year. The country is emerging as one of the fabulous tourist destinations of the world. Budget Hotels in India welcomes you for a palmy stay in any position of India during your tour. Whether youre in India for a pleasure trip or on business, youre sure to arrive a hotel that suits your preferences.Smart Basics is much more than a catchy phrase. It is a philosophy of providing intelligent, thought-out facilities and services at a prise pricing. Smart Basics reflects the new spirit in which community live and bring in to sidereal day.The emerging lifestyle which is visible in the degree to which individuals have shitn hold back of their respective(a) activities viz. the use of email instead of earn as also the use of mobile anticipates, conference calls and video conferences to get things done quickly and efficiently.Essentially, Smart Basics signifies simplicity, convenience, informality, style, warmth, modernness and affordability. Simplicity and convenience in ease of doing business (awareness, booking channels, payment gateways) informality, style, warmth and contemporaneity in its approach to product design, service philosophy and affordability in pricing.client-driven worth We anticipate expectations and delight our patrons with convenient and modern facilities at an unsurpassed measureEntrepreneurship We strive to wipe out self-command of the tasks we perform and to create an environment that encourages and supports possibility and appropriate risk-takingInnovation We deliberate that making meaningful changes to improve products, services and processes to create value for all stakeholders is an organic part of the daily pull in of the organizationValuing employees, partners and communities We count in nurturing and underdeveloped internal and external partnerships, balancing the growth of the core business while preserving natural resources and contributing to golf-clubSp eed and agility We deliver on promises with a sense of urging and short reaction timeFun, joy and zing We call back that a happy employee leads to a delighted guestTYPE OF SERVICES AND cordial reception PROVIDED BY THESE HOTELS. aliment and Beverage optionsOur hotels have a myriad of options when it comes to dining. We believe in giving you the best value in dining, as with everything else.The encourageing mealOpen for breakfast, lunch, dinner and snacks20 Large screen TVWorldSpace radioDial-a- mealOrder from a selection of menus from topical anaesthetic restaurants and enjoy the meal at our resturant,collect the forage at the Give n point precludeSmart Basics Facilities and ServicesGinger hotels have intelligently designed facilities and services, conceived with convenience and comfort in mind. Some of our features includeThe Square Meal The Multi-Cuisine restaurant for a wholesome breakfast, lunch or dinner dis enter Zone For high speed internet connectivityConference Room (seats 80-100 people) or Meeting room (seats 8-10 people)Laundry facility Express delivery (same day delivery) Give your clothes by 9.30 am and get them back on the same day.Gymnasium Equipped with treadmill, exercycle and weights, air power bike, dumbbells, dual action poles with stepper, wrist curler, doorway chinning bar and punching bag, yoga matOn-site aura From a selected set of approved/empanneled banksSecure parking 24*7 shelter on-site monitoring by CC TV get on callSmart Basics , Smart pricesWe have a get alongly transparent pricing policy, with no hidden be and additive levies. We believe in giving you dead on target value for your money. Smart major planet An eco initiativeAt Ginger Hotels, our values give special emphasis on environmental and ecological issues. We constantly work towards building a better and sustainable way of living by providing facilities to our customers without compromising on the environment. The steps taken by us speak volumes of th e measures that have been taken to create a safer environment for the forthcoming.Smart SleepA safe(p) nights sleep is very important as it renews the mind and rejuvenates the consistency. At Ginger, we understand the splendor of a good nights rest and strive to render our guests incredibly comfortable. We offer progressive posturepedic mattresses, which provide adequate support, thus ensuring a good slumber. Our special mattresses help inProviding advanced pressure point reliefAbsorbing and redistributing pressure from your body weightDelivering the correct orthopaedic supportSensing body motion and responding with gaind supportReducing tossing and turningThese mattresses are complimented with duvets that offer unmanliness and comfort to enhance the sleeping experience. Our exciting new range of fine-looking bed linen, our comfortable pillows, and sumptuous duvets add to your convenience and comfort. So, dont forget to sleep smart the next time you are in Ginger Pune.*Smart Sleep is currently available in Ginger Pune.Smart Space RoomsAt Ginger, we believe in the luxury of simplicity. Our Smart Space rooms are designed with comfort and practicality in mind. You can choose fromSingle Rooms I occupy for the lone traveler, yet does non compromise on any of the conveniences of the other roomsTwin Rooms Separate beds for those who travel togetherDouble Rooms A queen-size bed for your comfortFamily Rooms Perfect for a family of four (at Delhi and Durg totally)Special Room to look after the special needs of the physically challengedOur rooms are packed with features, to institute your stay a memorable experience. You can date the following amenitiesElectronic locks on doors17-inch wall-mounted flat-screen TV24-hour cable TV with all major channelsInternet connectivity Wi-fiMini-fridgeTea / coffee master with complementary sachets of Tea/CoffeeSTD and local direct dial, voice mail and self programmed alarm on phoneFull-length mirrorErgonomic work areaWard robe and luggage rackSelf controlled ACBottled water, Posturepedic mattress, Duvets Every room has an attached stool with the following facilities24-hour running hot and cold waterBranded toiletries be & hair wash, and hand washShower areaBath and hand towelsSafe ZoneAt Ginger, we insure the importance of safety. Our hotels designed for total security and has security features like24-hour securityClose-circuit TV maintains records of all areas and visitors rescind card locks that offer the latest in securityDigital safes regain at the Give n Take counter at the buttonholeGINGER HOTELS IN INDIA.Ginger Mysore provides DOT (Department of Tourism) approved three-star facilities including all the special features of Smart Basics such as Smart space, Safe zone, gymnasium, meeting room, self check-in kiosk and is geared to make your stay comfortable and pleasant. Ginger offers clean, well-furnished and aesthetically designed accommodation weaponed with amenities like mini-fridge, LC D TV, self-controlled A/c, tea and coffee maker and a telephone. COMPANY BACKGRAOUND AT HOTELSRoots Corporation profileRoots Corporation Limited (RCL) is a wholly-owned subsidiary of The Indian Hotels Company Limited (IHCL). Incorporated on December 24, 2003, RCL operates the first-of-its-kind category of Smart Basics hotels across the country. IHCL operates Taj Hotels, Resorts and Palaces, one of South Asias largest and finest group of hotels. The company was incorporated on 1902 by the founder of the Tata Group, Mr. Jamsetji Nusserwanji Tata and opened Indias first luxury hotel, The Taj Mahal Palace Hotel, Mumbai in 1903. Launched in June 2004, the Smart Basics concept created a revolution in the world of Indian hospitality. A GenNext category of hotels, they signify simplicity, convenience, informality, style, warmth, modernity and affordability. The concept was developed in association with renowned corporate strategy thinker, Dr C. K. Prahalad, and the hotels have been indigeno usly designed and developed by IHCL. The first of the Smart Basics hotel was launched in Bangalore and was called indiOne. Having completed the test marketing of the concept and subsequent fine-tuning of the hotel facilities and services, the Smart Basics concept is now ready to roll outacross India.These hotels have been launched with a new name Ginger hotels in sync with the fresh, simple-yet-stylish and warm world of Smart Basics. The Ginger hotels are built around a unique concept that provides facilities to meet the break needs of todays traveller, at surprisingly affordable rates. They have created a new category in the domestic hospitality landscape, while giving a major fillip to Indian tourism and other ancillary industries. The primary objective behind the launch of these hotels is to provide a superior product offering and consistent experience to travellers, beyond the present offerings in the industry. ContactRoots Corporation LimitedGinger incarnate OfficeGodrej & Boyce ComplexGate no. 8, plant no. 13 office buildingVikhroli (E)Mumbai 400079Phone +91-22-6777 3366Fax +91-22-6777 3377For reservations and enquiriesCall national toll-free number 1800 220 022 orcall our reservation network +91-22-66014634Email reservationsgingerhotels.com rank added servicesTaxi and travellers van service amend on callCheck-in, check-out12 noonSELF CHECK INSave time and fuss with Gingers unique self check-in facility, which allows you to help yourself in without any assistance from the Front Office. The automate check-in kiosk, powered by Astrolife, has been introduced in India for the first time and our guests issue it.SAFE regularizeKeep your valuables safe and secure in the state-of-the-art security systems Ginger has installed for you. All rooms have electronic tamper-proof locks. You also have the option of using the digital safes at the Give n Take counter, at a very nominal charge.GIVE N TAKEKeep your valuables safe and secure in the state-of-the-art sec urity systems Ginger has installed for you. All rooms have electronic tamper-proof locks. You also have the option of using the digital safes at the Give n Take counter, at a very nominal charge.GYMNASIUMAt Ginger, we realise the importance of exercise as a stress buster and as part of a healthy lifestyle. All our hotels have well- fit out gymnasiums with treadmills, exercycles, boxing bags, weights, etc. Please help yourselvesMEETING ROOMConduct your meetings and presentations at Gingers capacious conference rooms. Our meeting rooms seat rough 8-10 people with boardroom style seating, wi-fi connectivity and audio-visual equipment. You need to inform us in advance if you wish to hire a conference room.NET ZONEStay connected to your favourite sites in cyberspace with our high-speed internet connection at Net Zone. For those who want to avail of wi-fi connectivity, we offer wi-fi separate on sale at the reception.CURRENCY EXCHANGEGinger hotels have a currency exchange facility where all major currencies and travellers cheques can be exchange.WATER DESPENSERQuench your thirst with the eulogistic bottle of mineral water in the minifridge in your room and, when you need a refill, just walk down to the water dispenser on your floor.vendition MACHINESVending machines have been installed at all Ginger locations. These machines are equipped with an array of products ranging from juices to toiletries. This 24-hour service go away save you the trouble of stepping out of the hotel for a bargain for.VISION & MISSIONVISIONGinger is a fresh and warm experience, of an unsurpassed value. MISSIONWe provide smart, clean and safe hospitality offerings by adopting next-practices that constantly enhance value for our patrons. We are driven by respect for people and nature and passion for our stakeholders.VALUESCustomer-driven excellence We anticipate expectations and delight our patrons with convenient and modern facilities at an unsurpassed value. Entrepreneurship We strive t o take ownership of the tasks we perform and to create an environment that encourages and supports initiative and appropriate risk-taking. Innovation We believe that making meaningful changes to improve products, services and processes to create value for all stakeholders is an integral part of the daily work of the organization. Valuing employees, partners and communities We believe in nurturing and developing internal and external partnerships, balancing the growth of the core business while preserving natural resources and contributing to society. Speed and agility We deliver on promises with a sense of urgency and short response time. Fun, joy and zing We believe that a happy employee leads to a delighted guest.11 HOTELSSituated on the airport road, Ginger Agartala provides easy accessibility to every part of the city. situated close to the International Tech Park in Bangalore, Ginger Bangalore is nonpareil for the business traveller.Stay at Ginger Bhubhaneshwar in the heart of the city, indoors easy distance of all important cultural and business areas. handily located close to the City Centre, Ginger Durgapur is in the residential part of town.Situated close to Har-ki-pauri in Haridwar, Ginger Haridwar is the first choice of pilgrims to the devoted city.Nestled in the peaceful environs of the Vasanth Mahal road, Ginger Mysore is close to two the business and tourist centres.Located centrally in Satpur MIDC, Ginger Nashik is easy accessible from the bus stand, railway station and airport.Located in the french colony at Oulgaret Municipality, Ginger Puducherry is near to the airport.The Ginger hotel in Pune is in the Pimpri Chinchwad region, the industrial hub of the city.In Thiruvananthapuram, Ginger is located inside the sprawling Technopark campus. hands down located at Fatehgunj camp road, Ginger Vadodara is just 3km from the airport.COMPONENTS OF MARKETING agreementIn developing a marketing plan for a hotel, each of the following components, kno wn as the 6 Ps of marketing system, are to be considered.1. People2. Product3. Price4. forward motion5. Package6. Performance1. People Who are the present and potential customers? Where are they? What are their needs, zests and constraints?2. Product What are the alert or be after facilities and services? How well-nigh do they match? Do they address correctly what the guests want and desire?3. PriceConsider the hotels need to operate at a profit while offering products and services which are competitive not tho with other comparable hotel facilities, but with other products such as vacations abroad, plump for homes, camping and the suchlike.4. Promotion Utilize all appropriate communication media and merchandising tools Attract the attention of prospects See that the product and price are unspoilt5. PerformanceLiving up to what has been promised in every respect in order to maximize theguests length of stay, amount of spending, and loyalty, so that the guest becomes a repe at customer and the hotels ambassador of goodwill.6. Package Comprises of incentives, including discounts and loyalty programs inviting set of offers put together at what the customer perceives as a reasonable price Offers a good experience and value for moneyMARKETING MIXThe three elements of marketing plans are as under.1. Customer or Prospect Mix Who are the present customers? Who are the in study(p) customers?2. Service Mix What needs and wants of each group are now creation met? What needs and wants of each group should be met in the future?3. Promotion Mix How is the need being activated and sustained? How should it be? Promotion mix includes advertising, Promoting, Merchandising and own(prenominal) SellingVALUE AND deservingValue is the customers estimate of the products message to his set of goals. Worth is the perception of the balance mingled with satisfied goals and the be involved in satisfying these goals. Good value is where worth is sensed as greater tha n the costs, and poor value where the costs are perceive greater than the worth.As consumer needs, wants and indigences change, as argument increases, and astechnology offers new opportunities, the process of creating a consumer-product relationship is also the process of managing change.Broadly, advertising, promoting and merchandising whitethorn be described as the process of bringing the emptor and trafficker together once the needs of both these parties have been understood.PROMOTIONThe product in a hotel context constitutes a wholesome package on the offer, and attempts to satisfy and read The image of the establishment Quality of the product and service Style of steeringPrices surroundings, facilities and servicesPromotion is an performance flat touch on with the product. Promotion should inform the customers of the establishment, make them aware of its hold upence, persuade them to buy and induce them of the image and fictional character of the product. This is done by way of Personal sellingAdvertisingSales promotional materialsMerchandisingPublic relationsAgentsPromotion is an activity which must be carefully planned and controlled. ordinarily the main objective of the promotional campaign is to urinate demand by using ingratiatory messages to attract past users and new customers to the establishment. Such messages should convince future customers that the product on offer is good value for money.PERSONAL SELLINGPersonal selling is doe through contacts with local organizations and committees, or more directly through the restaurant staff talking to guests.All employees who are in contact with the customer must be made aware of the importance of selling the products to increase profits and provide a satisfactory experience for the customers.Personal selling is the most potent method of promoting sales where the trafficker has an opportunity to make a complete presentation of his sales story, issue all objectives, and follow throug h the computation of a sale with a signed order. All staff must therefore gain a good knowledge of the companys products and services, and develop good social skills with an ability to march on and sell. Showing concern for the customers not only makes them happen comfortable, but also promotes sales and increases the effectiveness of the establishment.ADVERTISINGAdvertising should convey messages which influence customer behavior. Advertisements should convey and result in An immediate increase in sales Awareness of the existence of the establishment Informing the creation of the name and location of the establishment Telephones and faxes of the establishment Timings and dates of operation The type of offer room, restaurant, catering, leisure activities Style of food and drink offered Unique selling propositions and special features Whom to contact for whatAdvertising messages should define and clarify Objectives of the advertisement Menu offering Target customers Media type to reach target Timing of the advertisement Budget Product differentiatorsThe medium used for the advertisement may be television, radio, newspapers, magazines and journals, Internet, pamphlets, brochures, posters, noneffervescent poster sites, sponsorships, cinema and direct mailers. The selection of themedium depends on the budget and the target audience. Large hotel companies organize their own local campaigns. This requires that the hotel progresses and reviews the various stages in the preparation of various ads and be aware of the advertising output signal cycle. SALES PROMOTIONSales promotion is a day to day operation relating to discount offers, price reduction and special offers. They are designed to bring up to a certain section of the market or the target audience. Food festivals, for example, are held to promote cuisine and beverages of a particular region or country. A theme promotion may help the business and promote sales by way of volume of sales increased durin g off-peak periods by attracting new customers, gain publicity in the local media circle, and stimulate and occupy regular groups. Follow up after sales is a very vital component of any promotional activity. MERCHANDISINGThe objective of merchandising in F&B is not so much to create new techniques, but to implement existing merchandising techniques to their utmost potential. A customer can hardly buy what he doesnt know, and so all merchandising and salesmanship should be directed to the five senses of sight, purport, taste, touch and hearing. found on these factors, we should analyze our restaurants in detail in order to establish adequate programs for improvement. Sight The most common technique in this category is the use of visual displays. These not only include static displays of payoff or ice, but also menus, tabletops, trolleys and carts, and the suchlike. Smell Aroma stimulates taste-buds, and the use of smell to sell is a very effective tool. Aromas used effectively in restaurants include freshly brewed coffee, exotic herbs and spices, and the like. Taste Whereas the success of a restaurant depends on the taste of the food, successful merchandising may include pre-order taste sensation and niblets. Touch Merchandising to the touch not only include various textures on the food but also such things as squat napkins and beautiful crystal ware.DEFINITION OF MARKETINGThe word market is derived from the Latin work Marcatus meaning goods or trade or a place where business is conducted. The term marketing is definedas a business activity planned at satisfying to a reasonable extent, consumer or customer needs and wants, generally through on exchange process.The human needs are less and are important for his survival. The wants of people are many and varied and change with time, place and society. The wants keep changing with life styles, earning capacity of consumers, social values, education etc. Human intentions and decision to acquire may not be the same due to existing conditions. A man like or intend to stay in a five star hotel. He may decide (or acquire) a room in a three star hotel due to his wealthy financial position.Kotler defines marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.As per the definition by the American marketplaceing Association (AMA), marketing is the process of planning and executing the conception, pricing promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. market traditionally is a place where buyers and traffickers gather to exchange their goods. With this concept of markets, it is seen that trade means operative with markets to actualize potential exchanges for the purpose of satisfying human needs and wants. To meet the exchange process in the market, considerable skill and work is put by one party to the transaction. To bring in the desired response from the other party in a market, the marketer has to analyze, plan, implement and control activities.Definition of market Management, according to Kotler, is the process of planning and executing the conception, the pricing, promotion and distribution ideas, goods and services to create exchanges that satisfy individual and organizational goals. He has thus approved the definition of the AMA. commercialiseing Management is engaged in influencing the level, quantify thecomposition of demand in a manner that will help an organization to achieve its objectives. trade Management is basically demand management.COMPONENTS AND CLASSIFICATION OF MARKETMarket is a social and economic intromission which performs activities and provides infrastructure for exchange of commodities between buyers and sellers. A market is not confined to a particular geographical location, it exists wherever the fundamental forces of demand and give exist.Market ComponentsThe following components are necessary for a market to exist Two parties are necessary one buyer/s and secondly seller/s Goods or trade good for transaction. Physical existence of goods is not necessary. Business relation and communication between buyer and seller and Demarcation-area or place there, resembling price or competition is not a condition.Classification of MarketsBased on nature and dimensions, markets are classified as under1.Area of coverageLocal Market Where buying and selling activities are taking place, where buyers and sellers belong to same or nearby villages. These are for putrescible items like vegetables.Tehsil Level Markets Market catering to buyers and sellers of taluka area. Buyers and seller meet for their pipeline of food grains and other daily use items.Regional Level Markets Usually at district headquarters to cater to a larger area. national Level Buyers and sellers world over meet in this market. These are large scal e markets and business value and volumes are large. The items transacted include, silver, gold, non-ferrous metals, petro goods andmachinery. In the recent past, clownish commodities have also entered the area.2.LocationVillage Market The transactions between buyer and seller takes place in a lilliputian village totality called a village market or a Haat. This meet is periodical, commonly once or twice a weekPrimary Market The villagers take their agricultural produce to the nearby town or Tehsil on bullock carts, buses or tractors-transaction in the town market takes place between farmers and products.Wholesale Markets These markets are located at important commercial centers or district headquarters. The arrivals from villagers and other markets are large in quantities. The transactions take place among villagers, village traders and wholesalers. There are specialized marketing functions that take place in this market. They are commission agents, brokers, packers, weighment et c. These are also called Secondary markets.Terminal Market This market caters to the final consumer or processor. These are organized and modern markets. These markets are in cities or state capitals and deal in many commodities.3.Volumes of TradeRetail Markets Where goods are brought and exchange to consumers establish on actual requirements. The retailers purchases goods from the wholesale market and sell in small lots to the nearby consumers.Wholesale Markets The wholesale markets are in big cities or commercial centers in a district. The commodities are brought in bit lots bulk and sold in bulk. These markets balance supply and demand fluctuations and also determine the prices of the commodities being transacted. As such wholesale markets are an important part in the market scheme.4.Time SpanShort Period Market These markets are for few hours or a day in a week. Generally perishable goods like vegetables, fruits, milk, fish, mutton are traded. The prices are fixed on the basis of demand pattern.Long Period Market Where perishable items for a long period are traded. The items are food grains, oilseeds and oil. The prices are governed by supply as well as demand forces in the market.Permanent Market Markets where commodities can be kept for any length of time like machinery, steel furniture, manufactured goods.5.Number of CommoditiesGeneral Market These markets deal in a large number of commodities and of different quality and packages. The items are as groceries, foodgrains, oils, oilseeds, sugar etc.Specialised Markets Markets where only one or wo commodities are transacted are called specialized markets. Examples are foodgrain markets, electrical markets, cotton fiber markets and vegetable markets.6.Type of TransactionsSpot or Cash Markets Where goods are exchanged immediately on payment of cashForward Markets In this market, the timing of exchange of commodity and purchase and sale of that commodity are not same. The goods are delivered at a later date . Sometimes the goods are not delivered at all, only difference being in sales and purchase price which are paid as per agreements.7.Degree of CompetitionMarket are seen from perfect competition to pure monopoly. The markets may exist different negotiate points. The markets are classified on the basis on basis of competition as underPerfect Markets The perfect market in true sense does not exist. This presupposes that There are large numbers of buyers and sellers.The buyers and sellers in the market have indepth knowledge of prices, demand and supply. Price are uniform in a geographical area-Plus or minus cost of transportation from surplus to deficit market. Plus or minus cost of storage over a period of time.Plus or minus cost of converting the product from one to another.Imperfect Markets In this market, the conditions of perfect market are lacking. These are Monopoly market where there is only one seller of a commodity. He has sole control. The prices are generally higher. When there is only one buyer, the market is termed as monophony market. Duopoly market is a market there are two sellers of a commodity in the market. Where there are only two buyers in the market, it is called duopsony market. Monopolistic competition Where a large number of sellers are selling heterogeneous and differentiated forms of a commodity, the situation is termed monopolistic competition. Example farmer has to choose between various makes or brands of pesticides, pumpsets and fertilizers.8.Nature of CommoditiesCommodity Markets Pertains to the types of goods like grains, cotton, sugar, fertilizers etc. Capital Markets Markets where shares, debentures and bonds are purchased and sold as in share markets.9.Government InterventionRegulated Markets Where markets are controlled by government or statutory rules and regulations, pricing and distribution are as per laid down rules. Unregulated Markets The seller or trader makes his own rules for conduct of business. These are not gov ernment rules for trading. The traders may exploit the situations.10Accrual of trade MarginsThis is done on the basis of whom the marketing goes. These are usually accommodative market. These are prevalent in milk, fertilizer and sugar industries. The margins are distributed to the accommodating members.11Type of Population ServedUrban Market Markets to serve the urban population.Rural Market Markets to meet demands originating from the rural population.MARKETING SYSTEMMarketing activity briefly dealt with focused on the commercial transaction between a seller and a buyer. The seller offers his commodities to the buyer to satisfy his needs and wants. The buyer purchases the commodity or services as per his needs and demand.Marketing Activity and EnvironmentThe framework or environment in which marketing activity takes place is within and outside the buyer and seller organizations some are manageable and some are uncontrollable variables. Some variables can be controlled by the seller that is one can plan, organize and perform whereas there are variables which are beyond and control.Five PsThe controllable variables are planned and their level of intensities are used to influence the target market. This is called the marketing mix. E.J. McCarthy developed the marketing mix. They are the five Ps-Product, Price, Packaging, Place and Promotion.The variables in each of these Ps is detailed in Fig.ProductPricePackagingPlacePromotionQualityList priceLot sizeRetail outletsAdvertisingOptionsDiscountDurabilityChannelsPersonal sellingFeaturesAllowancesAppealCoverageSales promotionStylePayment periodEase in handlingInventoryPublicityBrand nameCredit termsAnd TransportTransportPublic relationsSizeHandlingWarranties instal keepingReturnsAppealValue5Ps and their variablesMARKETING GOALSMarketing is an important and integral part of any enterprise. It follows of the organization, that is marketing desires goals from an organization. gives goals of an organization and its marketing arm.OrganizationMarketingGrowthProductSales growthMarket developmentvariegationProfitabilityMaximum sales revenueMaximum contributionMarket PenetrationMarket leadershipInnovationConsumer satisfactionImageCompany imageBrand imageSocial imageGoals of Organization and MarketingSELLING AND MARKETING CONCEPTSSelling concept holds that, if left alone, a customer will ordinarily not buy enough products of the organization. the organization must, therefore, go for aggressive selling and invest in promotional campaigns. This is a common mans approach. The aim is to sell what an organization makes rather than make what the market wants. On the hand, marketing is a business philosophy that is irrelevant to the selling concept. The marketing concept holds that the key to achieve goals of an organization consists of being more effective than its competitors in evolving and executing marketing activities towards determining and satisfying the needs and wants of target markets. The concept is put is few words find wants and fill them or meeting needs profitably. The difference between selling and marketing are detailed in below.ConceptsStarting Points focalisationMeansEndThe Selling ConceptFactoryProductsSelling and Promoting dough through sales throughThe MarketingTargetCustomer structuredProfit throughConceptsMarketNeedsMarketingCustomer joyDIFFERENCES IN SELLING AND MARKETING CONCEPTSMarket Structure and DynamicsMarket structure has to meet the requirements and adjust substantially to the changing environment. For good performance, the market structure should keep pace withDemand Changes in MarketThe market structure should be reoriented to keep pace with demand for products in terms of size, quality, packaging due to changes in incomes, consumer tastes and habits.Product Changes in the MarketThe production pattern changes with technology, economic and institutional reasons. The structure should be reoriented to suit changes.Marketing Function and Cost Fa ctorsMarket information, enfacing inventory holding patterns and transport facilities have bearing on the type of market structure. Should change as per costs and changes in Government policies.CHAPTER IIIDATA ANALYSEQuestionnaire Based Analysis1. Do you think customer satisfaction is the main goal of the management of a budget hotel?2. Do you think ensuring the customer of all the comfort will always help in repeat business?3. What do you think is the reason for lack of repeat business even if all services provided to the guest are budget hotel?4. What should be the main reflexion to be worked upon to attract suitable guests?5. Why do you think prospective guests are attracted the most by in a hotel facility?6. What do you think is more important- the tangible goods (food, room, etc) or intangible services provided by hotel employees (courtesy, chivalry, friendly behavior, etc)7. How important is branding according to you?CHAPTER IVdecisivenessBIBLIOGRAPHYQUESTIONNAIRECONCLUSIONHo tel Industry in across the globe needs to give a greater in-depth thought to branding their products and services to reap the benefits of changing customer needs. The Hotel Industry as a whole must continue to ensure Customer Satisfaction and Loyalty and thus make all efforts to go forward customers. Hotels must be given a higher ratio of importance as future trends signify that the mentioned sector will be a cash cow for the investors. Innovation is also proposed as a key to success in the Hotel industry currently and also for the future as competition is growing rapidly. So, it will be a good idea to establish theme restaurants with variety of cuisines. Emphasizing on areas like semiology would result in generating brand recognition and awareness. This would be a ministrant tool in order to impact the consumers mind. Media is the recommended channel through which the impact can be profound. Ensuring exceptional guest care by each and every employee should be the norm. To ensure this, flatter structures are recommended to stimulate communication process and close working as a team. stave levels must be offered better pay packages since they are the ones in direct contact with your customers. Competitive pay packages will also help in retention of staff and better services to the customers. Empower employees, encourage and -support them in theirdecisions to build confidence. This will lead to better customer service at guest contact points. Outsourcing options should be considered seriously, and in as many services as possible. This will definitely lower payroll costs and may also improve efficiency of operations.BIBLIOGRAPHY1. Kotler Philip, Marketing Management Analysis, Planning, Implementation and control, eighth ed. 1996, Englewood Cliffs, NJPrentice Hall, New Delhi. 2. Roberts, John Marketing for the cordial reception Industry, 1993, Hodder Stoughton, London. 3. Kotler, Philip, Marketing Management, the millennium edition, (10th edition) 1999, Prenti ce hall of India, New Delhi. 4. Reich A.Z., Marketing Management for the hospitality Industry a Strategic Approach (1997), John Wiley & Sons Inc., New York. 5. Wearne. Neil Hospitality Marketing, 2001, Global Books D Subscription Services, New Delhi. 6. Kotler, Bowers and Makens, Marketing for Hospitality and Tourism, 1996, Prentice- hall International, USA. 7. Pearce, J. II and Robinson, R.B. Jr., Formulation and Implementation of competitive strategy, 4th Ed. (1989), Homewood, ILIrwin. 8. Knowles, Tim Corporate Strategy for Hospitality, 1996, Longman Company Limited England.Trade Journal & Magazines1. Hotelier and Caterer2. FHRAI magazine