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Distribution Strategy of

westin

hoteL Market in India


Rs.

5000 crore HOTEL market,


growing @20~25% Annually.
Marriot & Hyatt leaders, 40%
share.
Preferance- suite rooms, lanai
Per capita consumption estimated
at 18000RS-20000RS.
Summers accounts for 65% of
annual sales.
Source: Indica Market Research Agency.

Market Segmentation

Content
content
Benefits
to
consum

Food n beverage
Rooms

SERVICES
ACCOMMODATION
OTHER SERVICES- CONFERENCE ROOMS,
SHOPPING ARCADE, GYM& PARLOUR
FACILITIES

EXCELLENCE IN SERVICE
CONFIRMANCE OF QUALITY
VALUE FOR MONEY

Consumer buying pattern


Small

STAY- convenience, .
Large Packs- price conscious.
Availability (shelf space) & brand
awareness.
Predominant consumer age <
30years.
Low brand loyalty- same taste.

Key: Availability in right


TIME at right place TO
RIGHTCUSTOMER

About westin PUNE


hotel

has annual turnover of


Rs.10.5 Billion that is expected to
touch Rs.13 Billion in next 2
years.

Existing Distribution
Network
Direct

Distribution network:- Own


fleet plying between CORPORATE
& outlets. In Mumbai fleet of 50
owned FLEET OF DISTRIBUTION.
Franchise network:
south 18 franchise.
other 11 franchise.

WESTIN PUNE: AS A PRODUCT


Positioning:

commercial market.
Target Market segment: business
clientele
Tag line- QUALITY inborn.

Saint Juice: The Product


Positioned

as COMMERCIAL HOTEL
with buisiness clientele
Competitors-MARRIOT, HYATT
Pricing: going rate, competitive set
pricing

Promotion:

TV advertisement,
INTERNET,franchise.

Distribution Strategy: future


vision
Metros,

Mini-metros and top 3


cities of every state.
LOCATION:- AT THE HEART OF
CITY
FEATURES:- Multiplexes, hotels,
restaurants.

Distribution chart
Manufacturing @ DELHI
(corporatebranch)
Franchise

Agent

Retailer
End User

Stockist/
Distributor

Results
Sales

have jumped 25 per cent


from last years.
Activation has seen as much as
95 per cent conversion for the
brand!

Future Plans

The Rs 8-crore campaign will also have


an outdoor component and will be backed
by on-ground sampling.
Expansion to Tier 3 cities.

WESTIN PUNE: Backbone of PAs


marketing structure.
Information

gathering network monitoring sales at


approximately 21,000 outlets among 300 towns in the
country.
Gives a monthly indication of outlets covered by the
distribution network, simultaneously identifying strong
and weak zones.
Stock and display levels of the company's brands as
well as competitive brands are determined for each
monitored outlet.
Corresponding sales figures are tracked on a daily
basis, as is off take speed- helps in calculating the
average time spent by the products on the shelves.
Advantages: optimal inventory, guaranteeing
movement of only the freshest stock & quick response.

Cheers!

Thank You

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