Study on Sales and

Marketing of Services in
Majestic Park Plaza
Ludhiana.
Hotel Industry
 “Atithi Devo Bhavha” (Guest is God) has
been one of practices of Indian Culture
since time immemorial.
 In India “Atithi” is treated with warmth,
respect and give them best services as we
can.
 In today’s scenario Hospitality sector is
second among all the fastest growing
sectors in India.
 It would grow at 8% between 2010 to 2016.
 These Days Tourism sector is also included
in the Hospitality sector
Continue…
 Hotel industry depends largely upon the foreign
tourist arrivals further classified into business
travellers (around 65% of the total foreign
tourists) and leisure travellers.
 The main factors contributing to the growth
included stable political & economic
conditions, boom in service industry,
infrastructure development, emphasis on
tourism by the central as well as state
governments and tax rationalization initiatives
to bring down the tax rates in line with the
international levels.
Top Players of Industry
 Indian Hotels Company Ltd. (The Taj hotels,
Resorts& Palaces)
 Oberoi Hotels (East India Hotels)
 ITC Hotels
 Hotel Leela Venture
 Asian Hotels Ltd.
 Sarovar Hotels and Resorts(Park Plaza and
Park Inn)


The industry is classified into
four segments:
 5 Star
 5 Star deluxe
 Heritage Hotels
 Budget Hotels
Majestic Park Plaza
 Majestic Park Plaza is the first five star hotel in
Punjab. Majestic Park Plaza is franchise of
Sarovar Group of Hotels and Resorts. The hotel
with the perfect location and it is the ideal
venue for business travellers, tourists and for
hosting conferences, meetings, weddings and
other functions.


 No. of rooms in different categories :

q Superior Rooms : 60
q Club Rooms : 17
q Suites : 03
q Executive Suites : 15
q Latala Suite : 01


  Facilities in Rooms:-All the rooms are occupied with
CCTV, Mini bars, STD & ISD direct Dialing and 24hrs room
service.
 Restaurant Facilities:-
q Break For The Border
q Punj spice
q Tea Lounge
q The Champs
q Orient Blade
 Conference Facilities
q Darbar
q Kohinoor
q Diwan-e-khas
q Firdaus
q Boared room
q Party room 1 & 2



Sarovar group
 Sarovar Hotels are the master franchisor for the Park Plaza
and the Park Inn hotel brands in India. The Majestic Park
Plaza is Franchise of Sarovar hotels and Resorts.


 Sarovar Hotels & Resorts pioneered in venturing into the

mid-market segment in the Indian hospitality landscape.
The Company over a period of 11 years has successfully
churned the demand in this segment, and is now the
fourth largest chain in India, with 36 hotels across the
country and overseas.
 It has a diverse portfolio encompassing hotels, resorts,
restaurants and corporate hospitality.
Objectives of Study
 Primary objective:-
 To study about the Sales & Marketing functions & operations
of a hotel in details.
 Secondary Objective:-
 To study the behaviour and preferences of Punjab based
companies for a hotel situated in Ludhiana. For which I have
evaluated different parameters such as Price, Proximity,
Preference to analyse the behaviour of the companies in
Punjab.

Understanding the
7 P’s of Service
Marketing
In
Majestic Park Plaza
Product
 Acknowledged as the preferred residence of visiting heads
of state and global business leaders for over 8 years- the
majestic park plaza epitomizes the Luxury Hotel
Experience in Punjab.
 Superior Rooms is the perfect combination of the
lavishness with the grandeur of space and service
standards which create an air of quiet understated
elegance.
 Club Room is exclusive tower which redefines the
definition of space for the corporate leader. inventory
during the recent renovation.
 Executive Suite is exclusively for a business traveller who
is on the move, offers the latest & best communication, a
fully equipped business centre, and Executive Club
Lounge.
 The Latala Suits is the first in its kind and a unique
concept of a “Flat in the hotel”.


F&B Collection
 Name Cuisine Capacity
utiliztaion
 PunjSpice Indian Restaurant Covers 108
 Orient Blade Chinese cuisine 130
 Champs Sports Bar Covers 102
 Break for Border International Cuisine Covers 80(64+
16-at the terrace)
 Tea Lounge Snacks Covers 52
 Coffee Lounge Open Terrace Covers 245


 Banqueting Faclities:-
Darbar, Kohinoor,Firdaus,Diwan-e-Khas,


Price
 Room Category SGL DBL
 Executive Suite 8000 10,000
 Club Room 12000 15000
 Superior Rooms 4500 6000
 LatalaSuite 35,000
q RACK RATES
q CVGR – Corporate Volume Guarantee Rate.
q ETVP – Executive Travel Volume Plan.
q GIT
q Majestic privilege Membership card
 CARD USAGE DISCOUNT
 (Average Spend in previous 3 months)
 Up to Rs. 3999 10%
 4000-7999 15%
 8000-11999 20%
 12000 and above 25%
q
  Accommodation Benefits:- The Majestic Privilege
member will be entitled to a 20% discount on the rack
rate for accommodation booked by him/her during the
card validity. Rack rate means the published rate for a
room and does not include any discounts, packages or
promotions.


 Additional benefits/Gift Vouchers:-

 One Voucher worth Rs. 6800 for one night stay
( transferable at 50%discounted rate)
 One Voucher worth Rs.2020 for 15 days usage of Reflexions,
the Health Club and Spa.
 Two Vouchers worth Rs. 200 each for Punj Spice, the Indian
Restaurant
 Two Vouchers worth Rs. 200 each for Orient Blade, the
Chinese Restaurant
 Two Vouchers Rs. 200 each for Champs, the Sports Bar

Place
 A Hotel being a stationery object tends to fixed at
one position. Thus, the consumer cannot avail the
services of a hotel elsewhere the Place it is
stationed at.


Ø Majestic Park Plaza, is located in the heart of the

city and most safe and secure pocket of
Ludhiana- ‘The Diplomatic Enclave’ is an
affluent neighbourhood in Central Ludhiana,
located about 18 km. from Sahnewal airport.

Promotions
ØAdvertisements – HT, Tribune.
ØPress Meets.
ØTele calls.
ØE-mailers.
ØPromotional Tie Ups.
ØCoke for ad campaign.
ØEvents In hotels.
ØTele-marketing.
ØDirect Selling (Corporate Sales).
ØLoyalty programmes.

People
Ø People are the most important element of any service or
experience.
Ø Sales –Team
Ø Tele-marketers
Ø Customer service
Ø Clients or customers
Physical Evidence
Ø Physical Evidence" the lifeline for service companies....
Ø
Ø Physical evidence is the material part of a service. Strictly
speaking there are no physical attributes to a service, so a
consumer tends to rely on material cues. There are many
examples of physical evidence.
Ø Packaging.
Ø Internet/web pages.
Ø Brochures.
Ø Furnishings.
Ø Signage.
Ø Uniforms.
Ø Business cards.
Process
Ø Process is another important part of the 7P's of services
marketing .There are various perceptions for the concept
of process within a business and marketing literature.
Some perceive processes as a mean to obtain desired
results.
Ø Another perception is that the marketing has various
processes that integrate together to create an overall
marketing process, for example - Internet marketing and
telemarketing can be integrated.
Ø A further view is that marketing processes are used to
control the marketing mix, i.e. processes that measure the
achievement marketing goals.

Market Strategies Adopted by
Park Plaza
ØSummer pricing
ØTracking LSG’s
ØTerritorial distribution
ØEntertainment of wedding blocks
ØDe-Growth Accounts

Research Methodology
Ø Research Method:-Descriptive Research
Ø Sample Size:-50
Ø Convenient Sampling
Ø Primary data as well as secondary data is used.

Market Research In Punjab On The Basis
Of Corporate Responses To Hotel
Preference In Ludhiana. The Following
Results Are An Outcome Of A Study
Conducted During The Summer
Internship With A Sample Size Of 50
Companies
1. City potential (Room
Nights)–
 0-10 10-30
10-30 30-60
30-6060-9060-90 90+


 The city potential of companies highly depends on many

 factors such as the size of the company etc. Companies
 with a lot of potential are of large sizes and they have
 their linkages around the world, which affects the inflow
 of business travellers and tourists in the country.

Q:-Type of the Employee/Traveler/Client

Transient = 25 LSG = 15 Group = 8 Others=2

 
Q: What isthe main concerns of the company when
choosing a hotel?

Price = 40 Proximity = 5 Travelers = 3 Others = 2

 Q:  Competition hotel used by the Company.

Maharaja=13 Country inn=17Nagpal=7 Redisson=4 Fortune=9

Q:Would the company prefer Park plaza
instead of others?
Yes = 45 No = 5
 Q: Any particular request made by the
company or traveller?

Airport Pick up = 5 BTC = 28 Special Amenity = 10 Other = 7

Q:-Whether they have travel in other cities
where Park Plaza has its branches?

Mumbai=15 Delhi=10 Goa=13 Gurgaon=5 Others=7


Limitations of Study
Ø Difficult to get information
Ø Sample size taken is small and may not be
sufficient to predict the results with 100%
accuracy.
Ø The study only covers the area of Ludhiana that
may not be applicable to other areas.
Ø Dynamic behaviour of consumer
Ø

Recommendations
ØPrice
ØIncrease Human Resource.
ØIntensive Advertisement.
ØKeep pace with Competitors.
ØInternational Market Capture(U.K.).
Ø
Ø
Thank You