Documente Academic
Documente Profesional
Documente Cultură
ON
TO STUDY VARIOUS MARKETING TOOLS UTILISED FOR REVENUE MAXIMIZATION
AT RADISSON BLU HOTEL, RANCHI
A project submitted in partial fulfillment of the requirement for the award of the degree of
INTEGRATED MASTERS OF BUSINESS ADMINISTRATION (IMBA)
Submitted by:
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DECLARATION CERTIFICATE
This is to certify that the work present in the project entitled TO STUDY VARIOUS MARKETING
TOOLS UTILISED FOR REVENUE MAXIMIZATION AT RADISSON BLU HOTEL,
RANCHI in partial fulfillment of the requirement for the award of degree of integrated master of
business administration of Birla Institute Of Technology, Mesra, Extension Centre, Ranchi is an
authentic work carried out under my supervision and guidance.
To the best of my knowledge, the content of this project does not form a basis of the award of any
previous degree to any one else.
DATE:
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CERTIFICATE OF APPROVAL
The foregoing project entitled TO STUDY VARIOUS MARKETING TOOLS UTILISED FOR
REVENUE MAXIMIZATION AT RADISSON BLU HOTEL, RANCHI is hereby approved as a
creditable study of research topic and has been presented in satisfactory manner to warrant its
acceptance as per requisite to the degree for which it has been submitted.
It is understood that by this approval, the undersigned do not necessarily endorse any conclusion drawn
or opinion expressed there in, but approve the project for the purpose for which it is prepared.
SIGNATURE OF HR MANAGER
SIGNATURE OF DOSM
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ACKNOWLEDGEMENT
The internship opportunity I had with Radisson Blu Hotel, Ranchi was a great chance for learning and
professional development. Therefore I consider myself as a very lucky individual as I was provided with
an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful
people and professionals who led me through this internship period.
I extend my sincere thanks to Mr. Kaustubh Sur (Director of Sales and Marketing), Mr.Devesh Kumar
(Sales Manager) and Mrs. Madhulika Mani Das (HR. Manager) for their continuous guidance and
supervision to help me make this project successful and a learning experience for life.
I wish to express my indebted gratitude and special thanks to Mr. Kaustubh Sur (Director of Sales and
Marketing), who in spite of being extraordinarily busy with his duties, took time out to hear, guide and
keep me on the correct path and allowing me to carry out my project work at their esteemed
organization. I do not know where I would have been without him. I am grateful to all the contacted
people who took pains to fill survey and understood the importance of this research.
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INDEX
SR.NO
PARTICULARS
PAGE NOS
Executive Summary
7-14
Company Profile
15-20
21-37
4
5
Data Analysis
38-44
45-46
47-48
Bibliography
49
Annexure
50-52
8
9
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EXECUTIVE SUMMARY
Radisson Blu Hotel belongs to Carlson Group which owns numerous other brands like Country Inn and
Suites, Park Plaza, Radisson Red. The company has numerous properties of Radisson among them
Radisson Blu Hotel, Ranchi one of them.
The property is of high repute which has served numerous guests who has also been the guest of our
country. It is still considered the best Hotel in Jharkhand and only single five star properties in
Jharkhand and Bihar state.
The project discuses the various marketing tools used by Radisson Blu Hotel Ranchi to promote its
brand image and maximizing its revenue.
My learning also involved how to hotel launch new product and services and promote it through
different marketing tools in the market to different guests.
My learning circumscribes the various points about the variety of offered by Radisson Blu Hotel, Ranchi
in the market, their pricing policy and the commissioned earned by department of sales.
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THEMES:
Another defining aspect of the hospitality industry is its theme. This doesnt apply to every business in
this industry, but many of them use a certain theme to attract customers. For example, a fancy restaurant
might have a Mediterranean theme to attract customers who like that type of food and atmosphere.
Not only does this set the business apart from competitors, but it also allows customers to judge the
business on another level. Hospitality businesses that provide an authentic theme are often appreciated
more than general hospitality businesses. If the above restaurant cooks authentic Mediterranean cuisine
and uses the proper decorating elements, then this will make customers happy and more willing to visit
the business.
CHARACTERISTICS OF HOSPITALITY INDUSTRY
Major characteristics of the Indian hospitality industry are:
1. High seasonality
The Indian hotel industry normally experiences high demand during October
April, followed which the monsoon months entail low demand. Usually the December and
March quarters bring in 60% of the years turnover for Indias hoteliers. However, this
Trend is seeing a change over the recent few years. Hotels have introduced various offerings to improve
performance (occupancy) during the lean months. These include targeting the conferencing segment and
offering lucrative packages during the lean period.
2. Labor intensive
Quality of manpower is important in the hospitality industry. The industry provides employment to
skilled, semi-skilled, and unskilled labor directly and indirectly. In India, the average employee-to-room
ratio at 1.6 (2008-09), is much higher than that for hotels across the world. The ratio stands at 1.7 for
five-star hotels and at 1.9 and 1.6 for the four-star and three-star categories respectively. Hotel owners in
India tend to over spec their hotels, leading to higher manpower requirement. With the entry of
branded international hotels in the Indian industry across different categories, Indian hotel companies
need to become more manpower efficient and reconsider their staffing requirements.
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Branded players
This segment mainly represents the branded budget hotels in the country, which bridge the gap between
expensive luxury hotels and inexpensive lodges across the country .Budget hotels, are reasonably priced
and offer limited luxury and decent services .Increased demand and healthy occupancy have fueled
growth of budget hotels. These hotels use various cost control measures to maintain lower average room
rates without compromising on service quality.
Other smaller players
These are small hotels, motels and lodges that are spread across the country. This segment is highly
unorganized and low prices are their Unique Selling Proposition is also different.
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CONCERNS
OPPORTUNITY
THREATS
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To study and analyze the marketing tool used by Radisson Blu Hotel, Ranchi.
To determine the consumer behavior and perception about product and services.
To determine various opportunity and possibilities in boosting revenue.
To find and suggest the best marketing tool for the Radisson Blu Hotel, Ranchi.
REASON FOR CHOOSING THIS TOPIC
Marketing is eminent part of any business and is highly important to establish any product or services in
market, Radisson Blu Hotel, Ranchi is the only branded hotel in the city of Ranchi and the state.
To understand revenue sources from various marketing tools.
The study has been undertaken to understand marketing tools used by the hotel to establish itself in the
market and how various channel of marketing is contributing to the business.
To study the impact of marketing tools used for revenue generation.
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Data inconsistency.
Time constraint.
Restricted access to secondary data.
Unwillingness of guests to respond.
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COMPANY PROFILE
Carlson Rezidor Hotel Group is one of the world's largest hotel groups, with headquarters in
Minneapolis and Brussels, Belgium. The Carlson Rezidor Hotel Group includes more than 1,370 hotels
in operation and under development in over 115 countries, employing over 88,000 staff. The hotel
brands include Quorvus Collection, Radisson Hotels, Radisson Blu, Radisson Red, Country Inns
&Suites, Park Inns, and Park Plaza Hotels & Resorts.
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Park Inn By Radisson Smile stems from our genuine belief that we offer all the best essentials for the
modern traveler seeking value: always connected, always switched on and always on the go. Enjoy a
great choice of destinations, flexible spaces and mice packages, plus our super stimulating Smart
Meetings and Events concept. Park Inn by Radisson also builds and supports strong communities
through our social media, Responsible Business and our award winning Club Carlson loyalty program.
Park Inn by Radisson is a colorful and dynamic, midscale hotel brandaimed at tech savvy, youthful
travelers who know what they want from a hotel stay and also seek value for money. Accessible and
inclusive, the brand is Friendly, Positive, Vibrant and Uncomplicated. From functional rooms to
flexible. The hotels can be found in capital cities and economic hubsoften close to city centers, airports
and railway stations, generate attractive financial returns for our shareholders and business partners.
Country Inns & Suites By Carlson is a leading upper midscale brand known for providing a caring,
consistent and comfortable hospitality experience delivered with a touch of home. Welcoming and
genuine, with a be our guest service philosophy, the brand provides amenities to make every guests stay
as productive as possible with free high speed Internet and complimentary hot breakfast. Our over 470
locations found in both urban and suburban locations greet guests with a warm, contemporary aesthetic.
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1985: TGI Friday signed its first international development agreement with hotels Paradiso in Mexico
and an agreement where the 1000 rooms hotel Concorde La faytee , Paris, France, became a Radisson
affiliated hotel . The Carlson real estate company is founded.
1986: Carlson and the Radisson brand entered into an international partnership agreement with SAS
International Hotels. SAS International Hotels would later become The Rezidor Hotel Group.
1987 Carlson founded the Country Inns & Suites by CarlsonSM brand with the opening of its first hotel
in Burnsville, Minnesota. The brand now operates more than 470 hotels throughout the world, primarily
in the United States, Canada, Latin America and India.
1988: Carlson celebrated its 50th anniversary. Carlson entered Europe with opening of the Radisson
hotel bakes, Budapest.
1989: Edwin C. Gage is named chief executive officer. Carlson opened its world headquarter in
Minnetonka, Minnesota- home to office of more than1, 000. Carlson opened its Worldwide Reservation
Center in Omaha, Nebraska where today, more than 350reservations and hotels specialists are employed.
1991 Carlson announced an agreement with Edwardian Hotels of London to add its nine upscale fivestar and four-star hotels to the Radisson chain.
1992 Carlson launched Look to Books, an innovative, patented online reward program for travel agents.
1994 Carlson and Accor group combined business travel interest to form Carlson wagnoit travel which
has become a global leader in business travel management. AS International Hotels signed a master
franchise agreement with Carlson to manage the Radisson brand in Europe, the Middle East and Africa,
and formed the pioneering co-branded partnership, Radisson SAS, which would eventually become the
Radisson Blu brand.
1996 Carlson acquired Regent Hotels & Resorts.
1997 country kitchen is sold. TGI Friday become the first casual dining chain to operate a restaurant in
Moscow.
1998 Carlson celebrate its 60th anniversary. Merlyn Nelson daughter of founder Curtis L. Carlson is
named president and chief executive officer. The Curtis l.Carlson school of management is established
at the University of Minnesota. The 100th international TGI Friday debuted in Edinburg, Scotland, and
the 500th opened in Plymouth, Minnesota.
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1999 Carlson founder and chairman of the board, Curtis L. Carlson passed away on February 19, 1999
Carlson launched the guest loyalty program, Gold Points Rewards. The program would later evolve into
Club Carlson, the global rewards program of Carlson Rezidor Hotel Group.
2000 Carlson began acquisition of the hotel brands hotel brands later relaunched as park plaza and park
inn. Carlson expanded hotel operations in Asia with the opening of a regional office in Singapore.
2002 SAS International Hotels became The Rezidor Hotel Group and acquired additional franchise
rights to Regent Hotels & Resorts, Park Inn and Country Inns & Suites By Carlson.
2004 In line with its commitment to world child hood foundation, Carlson was the first north American
company to sign the code of conduct for the protection of children from sexual exploitation in travel and
tourism.
2005 Carlson acquired 25 percent ownership of The Rezidor Hotel Group, solidifying the companys
commitment to global growth.
2006 The Rezidor Hotel Group completed an initial public offering on the Stockholm Stock Exchange,
with the Radisson SAS brand as a key asset. Carlson purchased additional shares and increased its
ownership to 35 percent. Carlson wagnoit travel acquired Navigant international, doubling its size in
North America and reinforcing its presence in Asia pacific.
2007 Carlson increased ownership in The Rezidor Hotel Group to 41.7 percent.
2008 Carlson celebrate its 70th anniversary. Carlson celebrated the opening of its 1,000th hotel hubet joy
was named president and chief executive officer, becoming the first non-family chief executive officer.
Marilyn Carlson nelson remained chairman of the board
2009 The Radisson SAS brand name was updated to Radisson Blu.
2010 Carlson sold the regent luxury hotel brand to Formosa international hotel corporation. Carlson
signed the United Nations global compact encouraging business to adopt sustainable and socially
responsible practices. Carlson achieved a perfect score on the human rights campaigns corporate
equality index. Carlson was named to working mother magazines list of 100 best companies. Carlson
announced the signing of a land mark agreement to develop the first Radisson Blu hotel in the United
States in Chicagos iconic aqua tower. The hotel opened in November 2011.
2011Club Carlson is launched as the global hotel rewards program for Carlson Rezidor hotel group and
its becomes known as one of the richest hotel loyalty program in the industry
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2012 Carlson increased its ownership in The Rezidor Hotel Group to 51 percent and the two joined
forces in a strategic partnership and went to market as Carlson Rezidor Hotel Group.
2013 Carlson celebrates its 75th anniversary with more than 1,340 hotels in operation and under
development, more than 930 restaurants, and the worlds premier business travel management company,
Carlson is a global leader in the hospitality and travel industries. Club Carlson was the first hotel loyalty
program to commit to a global carbon offsetting program.
2014 Carlson Rezidor Hotel Group announced two new brands, Quorvus Collection and Radisson RED.
Nearing achievement of the goals set forth by ambition 2015 , Trudy ratio unveiled vision 20/20 a
strategy that renews the companys focus on the guest experience and the delivery of the brands
promises by developing talent, creating a services culture that is unrivaled in the industry and fostering a
culture of innovation and collaboration.
2015 Trudy Rautio retires from Carlson. Carlson implemented a new leadership structure to enhance the
companys focus on travel and hospitality. The new organizational structure provides dedicated chief
executive officer for each of these respective platforms. David p. berg assumed duties as chief executive
officer for Carlson hospitality group with responsibility for leading the global hotel business and Carlson
corporate Centre. DoughAnderson, president and chief executive officer, will lead Carlson wagnoit
travel.
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CARLSON CREDO
For Carlson Rezidor Hotel Group, hospitality is more than a market: it represents the essence of what we
do for our guests. We simply like to take care of them and bring them extraordinary service.
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MEETING & EVENTS: Offering the winning of world class meeting facility and a convenient
location the hotel is the ideal choice for hosting corporate and social events with 10,000 sq.ft of
banqueting areas
THE GRAND BALL ROOM: Can be divided into 3 sound proof halls along with pre function area.
MULTIPURPOSE VENUE
BOARD ROOM
MEETING ROOMS
BREAKAWAY ROOMS
All the banqueting venues are equipped with state of art audio equipment to cater to your every need,
anytime.
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MEETING CAPACITY
Meetings
Rooms
L(Ft.)
Cluster Social
95
GRAND
BALL
ROOM
IRIS
100
150
400
120
80
600
62
23
16
1426
40
100
40
40
125
EMILIA
62
49
16
3038
60
90
150
60
50
200
ASTOR
62
23
16
1426
40
100
40
40
125
EXORA1
16
14
224
10
15
EXORA 2
22
14
308
15
25
15
20
IXIA 1
24
15
360
15
IXIA 2
24
15
360
15
IXIA 3
15
15
225
CLUB
LOUNGE
18
11
198
CLUB
LONGE
13
11
143
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GENERAL MANAGER
SALES &
MARKETING
HUMAN
RESOURCE
ACCOUNTING
SECURITY
ENGINEERING
HOUSEKEEPING
FRONT OFFICE
IT
KITCHEN
RESERVATIONS
FOOD PRODUCTION
TABLE DESK
CONCIERGE
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Radisson Hotels
Parent Company
Category
Sector
Tourism
Tagline/ Slogan
USP
STP
Segment
Target Group
Positioning
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
1.
2.
Shift
from
Terrorism
4-5
star
events
hotels
affect
to
lower
the
ones
tourism
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Competitors
1.
Four
2. Starwood Hotels and Resorts
3. Ritz Carlton
4. Hilton
Seasons
Hotels
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OPPORTUNITY
CONCERN
THREAT
Prices of other hotel.
Government interference.
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The variety of food the hotel offers is another reason for which the hotel was famous for. The Radisson
Blu hotels are famous for its super breakfast. It has wide range of food items ranging from the
best continental, north European & American. Breakfast on the go is another feature which Radisson
provides. This is the first ever hotel which has a provision for take away breakfast for those guests who
dont have time to sit & dine (Hill, Arthur et al, 2002). They serve their guests with tea & coffee in
disposable cups with fresh fruits in a disposable plate.
Radisson is also famous for its Late Check-Out. Radisson hotels dont charge any extra dollar, in excess
of the normal check out time. Radisson is famous for its one touch service; the guests can get anything at
their room by just pressing of one button of telephone. The easy connect service offered by Radisson
hotels which enables the guests to log on to the internet with high speed in all the guest rooms and
public areas. The satellite reception desks are designed specially for guests who provide them more
personalized, informal and efficient relaxed service while checking in /out.
Since Radisson Blu hotel & resorts have been ranked amongst the top five star category hotels, its target
market is majorly the high class as well as the rich people. The target market of Radisson also comprises
of big business houses that visit & book their banquet halls for seminars, meetings & conferences.
Determinants of demand:
There are various determinants of demand that helps any industry or sector to attract consumers towards
themselves.
One of the major determinants of demand for hospitality sector would be the Price of the services
offered by a Hotel or a Resort. The demand for Radisson Blu Hotel & resort would change if the prices
of the services offered by the hotel increases. Though, it has been discussed above that the target market
for Radisson are the high end consumers but, we cannot forget if the prices increases the demand for a
particular product/service decreases (Haeckel et al, 2003).
The other factor that would lead to a shift in the number of consumers arriving at the hotel is the
Substitution effect. This means the other five star hotels & resorts would offer the same services at a
lower rate in order to attract more number of guests at their door step.
The Income of the consumer (guest) also has an effect on the demand. Since, the services offered by a
five star hotel & resort is a luxury therefore, as the income of the consumer increases he/she tends to
visit places which marks his status. The target population of the Radisson Hotel & Resorts is the big
business houses, high end consumers, etc. who are ready to spend huge amounts. The taste & preference
would also lead to a change in the demand for a particular industry/ sector.
The services provided by Radisson Blu hotel should be such that the guests arriving at their hotel should
develop a favorable taste towards itself & guests are forced to come to that place time & again.
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Employee motivation and mission: This service motivates the employees to fulfill the guarantee and to
satisfy the customers. This service not only just take the reservations , check out the customers or clean
the rooms but also inspire a new vision for service quality when employees are required to satisfy
consumer needs (Mudie&Pirrie), 2006
Organizational service learning: This service helps the organizations to find out unsatisfied customers
and learn from them and improve the service quality.
This service will have a positive influence on the vision and the motivation of the employees and
thereby increases service quality and customer satisfaction. It helps the organization to focus on their
weakest part and improve it from customer responses. This service helps the organization to measure the
service quality performance on the basis of marketing communication impact, employee motivation and
mission and organizational service teaching (Haeckel et al, 2003).
Radisson managers and employees were required to participate in the training program before the hotel
could implement the service guarantee program.
Potential sources of service failure
Apart from all the positives, there are certain potential sources which would lead to failure in near
future.
Since major bookings are done through internet, the potential service would be caused due to the
ineffective functioning of the website or due to the server break downs. Another potential service
failure was, customers found it very difficult to receive a full refund for a minor complaint that they
lodged. This actually discouraged the customers from voicing their complaints.
If unacceptable room rates are charged, when the customer leaves the hotel before time would also lead
to service failure thereby leading to dissatisfaction of the consumers.
Service failure could take place because of miscommunication takes place between hotel staff and
customers (Haeckel et al, 2003).
Recommendation about improvements:
In order to overcome the potential service failures, the hotel staff should try & understand their weak
points & start working on it. By focusing upon their grey areas, Radisson Blu would be able to have an
edge over the others, serve their customers & satisfy them in the utmost manner (Marquis, 2006).
The recommendations for Radisson Blu Hotel & Resort needs to take into consideration the long term
perspective i.e. development of strategies which would help them in long run for example improvement
in the product which would help Radisson Blu to target all the various segments (Marquis, 2006).
They should understand that the guests are the main source of marketing. If they would be dissatisfied
with current services offered by the Radisson Blu hotel then they would never recommend about the
hotel to their friends, colleagues, etc.
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Manage
multiple
OTA
simultaneously
Derive rate plans and levels
Intelligent
allocation
management
Conversion-focused design
Merchandising
and
packaging features
Control
over booking
engine
branding
and
styling
User-friendly interface
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3. SOCIAL MEDIA: It is one of the widely used applications to circulate information of the hotels. Social
media such as Facebook, Twitter, and LinkedIn etc. helps to supply the information of the hotel.
Every one in todays world is using these social networking sites which helps to make them aware about
our product and services, best daily offers, booking rooms on one click has made it very easy.
4. E MAILS : Through emails we easily send all the details such as offers of various kinds of events, food
festival, special offer on some special days like father and mothers day ,valentine day etc. to our
corporate guest, card members, and also others. To come and enjoy with your family, friends,
colleagues.
5. PRESS RELEASE: We conduct press release in case of any new event is going to be organized in the
hotel itself. In press release we basically give the details of the events and its specialty.
6. BARTER MARKETING: In the barter system the hotel does exchange of goods and services with the
concern party. It means that the both the organization exchanges there goods and services with each
other on an understanding without the use of cash.
7. ONSITE MARKETING: This is another way of marketing to promote our product and services with
the help of tent cards.
8. HOARDINGS: This is the ultimate way of doing marketing in which poster is made to show case the
overall facility given up by the hotel. It is displayed in the center of the city where most of the people
has to pass by and have a look over it. This is one of the tool of attracting the clientels.
9. MARKETING ON GLOBAL LEVEL: Radisson is the brand from Carlson Rezidor, which is present
internationally; this directly helps the hotel to promote itself world wide .And in this way marketing is
done on a global level.
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PSU
PHARMA
AUTO MOBILE
OTHERS
7% 0%
43%
18%
21%
Fig No: 1
BOOKINGS
PSU
PHARMA BANK
AND AUTOMOBILES OTHERS
INSURANCES
21%
18%
7%
0%
PERCENTAGE 43%
3%
BUSINESS
FAMILY
10%
COUPLE
SOLO TRAVEL
OTHERS
3% 1%
83%
Fig No:2
SEGMENTS
PERCENTAGE
83%
10%
3%
SOLO
TRAVELS
3%
OTHERS
1%
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DATA ANALYSIS
In order to fulfill the objective of the study, a questionnaire was prepared (enclosed as Annexure I).
The study was conducted for the sample size of 100 guests visiting the hotel either in person or through
emails or telephone. The purpose of study is to identify easiest source of connecting with the hotels and
brand perception amongst the visitors.
It was imperative to understand how do the visitors (guests) gets to know about the hotels existence in
the market.
The survey was done by the help of 100 guests who arrived at the hotel, in which the male respondent
were 63 and 37 were female respondent.
ELECTRONIC MEDIA
WORD OF MOUTH
OTHERS
SOCIAL MEDIA
15%
22%
10%
11%
42%
FIGNO:3
REF
TABLE
NO: 1
SEGMENTS
PRINT
MEDIA
RESPONDENT 22
ELECTRONI
C MEDIA
SOCIAL
MEDIA
15
11
WORD
OF
MOUT
H
42
OTHERS
22
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In order to study marketing tools, question was framed as to how the guests approach the hotel or what
are the popular tools to reach out to the hotel. The above figure no. 3 (ref table no. 1) suggests that
majority of the population are encouraged by word of mouth as 42% of the respondents certifies so.
Also, print media has got a role to play as another 22% of the sample surveyed voted for print media.
Electronic and social media are yet to contribute to the promotion of the brand as only 15% and 10% of
the respondents could identify with them.
27%
BRAND
EXCELLENT SERVICES
17%
19%
14%
OTHERS
FIGNO: 4
REF
TABLE
NO:2
SEGMENTS
BRAN
D
RESPONDENT
27
EXCELLE
NT
SERVICE
19
EXCELLEN
T
FOOD
QUALITY
14
AMBIANCE/
ATMOSPHR
E
17
OTHERS
23
From the above analysis and finding as per the question framed reason behind the guests visit to this
hotel are as listed , most of the guest are brand seeker 27% approach this hotel because of the brand
image. As the above (FigNo:1) shows that business class people arrive hotel due to business purpose
therefore others 23% comes for this, rest 19% and 14% of guest arrives for pursuing excellent services
and enjoying the ambiances of the hotel with 14% of guest mentioning excellent food quality .
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3 .At our hotel different festivals and event are organized so for this information which source is easier
for you to get the details? (FIG NO: 5)
PRINT MEDIA
17%
SOCIAL MEDIA
23%
44%
EMAILS
OTHERS
E MAILS
OTHERS
44
16
From the above study of the question which was framed as what will be the easiest source to get
information about the hotel, interaction with the guest fond that majority 44% of the guests want to have
an email forwarded to them is easy to grab any information. Social media also plays a major role in
passing the information to the guests as it is rising now a days so 23% of guests wants to get information
via social media, 17% guests feel that print media is a good source of information tool, but rest 16%
comes for business purpose so they are not so much bothered about the information of the hotels events.
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MESSAGING
TELE CALLING
8%
EMAILS
OTHERS
15%
34%
33%
10%
FIG NO: 6
REF
TABLE
NO:
4
SOURCE
OF HOARDINGS MESSAGING
INFORMATION
RESPONDENT
15
33
TELE
CALLINGS
EMails
OTHERS
10
34
From the above study for having a look toward the marketing tools, a set of question was framed to find
that what is the guest view in getting any kind of information to them will be easy. From this pie chart
guests answer is clearly defined as 34% are surfer of net so they feel email is easiest source to get any
information, 33% guest feel that messaging will be a good source to get information, another 15% of
guest says that if a hoarding in the center of the city is in huge then information is passed automatically,
tele calling and other source is very less in percentage i.e10% and 8%.
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5. What is the basic reason for choosing Radisson Blu hotel, Ranchi?
PRICE
14%
OTHERS
46%
16%
19%
AMBIANCES
5%
FIG NO:7
BRAND PRICE
REF TABLE REASONS
NO:
5
5
RESPONDENT 46
FOOD
AND
SERVICES
19
AMBIANCES OTHERS
16
14
In order to study another marketing tool, question was framed as to why the guest arrives to the hotel or
what are the popular reasons to hangout at the hotel. The above figure no. 8 (ref table no. 5) suggests
that majority of the population are optimistic to the brand image, 46% of the respondents says so. Also,
the food and service given by the hotel has got another major role to play as 19% of the sample surveyed
voted for it. Ambiances and other reason are yet to contribute to the promotion of the hotel as only 16%
and 14% of the respondents could identify with them; price 5% is not at all a major concern for any of
the guests.
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ATMOSPHERE
7%
OTHERS
22%
8%
49%
14%
FIG NO: 8
REF
TABLE
NO:
6
BRAND BEST
FOOD
AND
SERVICES
8
RESPONDENT 22
REASONS
ATMOSPHERE OVERALL
OTHERS
SATISFACTION
14
49
As from the survey it was found that guests prefer Radisson Blu Hotel in comparison to other hotels the
main reason as it gives overall satisfaction as 49% guest feel so, other 22% guest comes as it is a brand,
atmosphere of the hotel is very pleasant, 14% for that reason of the hotel for the guest to choose it, food
and services with other factors are just 8% and 7%made by the guests interaction. This has totally
proven the tag line of this hotel which 100% guest satisfaction.
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7. What is the mode of your choice for booking the hotel rooms?
10% 0%
39%
38%
DIRECT CONTACT TO
HOTEL
13%
OTHERS
FIG NO: 9
REF
TABLE
NO:
7
REASONS
ONLIN
E
RESPONDENT
39
OTHER
TRAVEL
AGENT
13
DIRECT
OTHER
CONTACT TO S
THE HOTEL
38
10
In order to find another marketing tool with the help of the survey, it was found that 39%guests are
business concern people, they travel a lot therefore they prefer that online booking is easy for them,
outcome from another set of guests was 38% about the direct booking to the hotel, rest 13% and 10%
guests conclusion was toward the other travel agents and other ways( company booking).
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FINDINGS
1. Majority of the respondents agreed to have chosen word mouth as marketing tool for the hotel.
2. Respondent of the survey said that they arrived to the hotel because of the international brand image of
the hotel.
3. From the survey it was found that maximum of the respondent wants to avail the hotel programs
information by emails and messages.
4. Easiest mode to get information of any type by the respondent in survey the result came to conclusion
that most of the guests prefer messaging and emails services to inform them about different events held
in Radisson Blu.
5. Brand is the basic reasons for most of the guests to choose the hotel, for rest of the guests choose the
hotel for excellent food, services and ambiances.
6. Majority of the guests overview is toward the over all satisfaction which the major attraction for them, in
comparison to other hotel.
7. Most of the guests book there rooms choose the platform online booking system as well as direct
contact to the hotel, which is a major marketing tool for the hotel.
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SUGGESTION
1. As most of the guests reach Radisson Blu Hotel, Ranchi through word of mouth, the service standard of
the hotel should be consistent and of high standard to attract more guests to the hotel.
2. As guests are focusing on the brand image this is the major tool for the Radisson Blu Hotel, Ranchi to
attract lots of the new guests and maintain existing to long term relationship with them.
3. Emails and messaging is a playing a big role to get the details of the events for the guests, to grab the
information.
4. Messaging and emails are two best marketing tools that Radisson Blu Hotel, Ranchi guests prefer so it is
main concern to focus on these marketing in future also.
5. In todays scenario brand plays a major role therefore it is a good symbol for the company and the hotel
must maintain the excellent quality services as till date.
6.
As over all satisfaction is the priority of the hotel therefore it must not degrade down to this tagline.
7. Online and direct booking to the hotel can be attractive marketing tool for the hotel.
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RECOMMENDATION
After the over all study from the facts and figure we can suggest that more new marketing tools could be
brought out in this Hotel.
Today as per our research facts and figure majority of people want to get all kind of information through
emails and messaging so it is the best marketing tool in today date and it must be put in to concern.
As we found that in present scenario people are more aware and attracted towards social media, but
Radisson Blu customer lees aware of product and services through social media. Therefore a new
strategy should be made for social media `platform to attract more and more customer to use our product
and services.
Social media of today plays a major role in the ups and downs of the company, people has basically
recommended that any information of the function which hotel wants to pass to there guest can be done
through the emails.
As we know that today social networking is at a high peak therefore the company should adhere to
make such an application which will help the guest to get information of the hotel at an instant. This will
help in making up the revenue. Because there is a high demand of gaining information on the internet or
social media, by the guest itself.
If the students are getting discount in the restaurant of the hotel then there is a high chance of attracting
them to earn revenue.
But as far as I studied the project and came up to the conclusion that a concern person must be appointed
with a mobile phone having the WhatsApp facility who can circulate the information of the upcoming
festivals and offers to the guest which will easily make the guest more attracted and they can be easily
aware of the hotel functionings.
Sales and marketing department plays a major role in the bringing of the clienteles into the hotel they try
to make such a conviniencing influences in the mind set of the guest that they are attracted and are
coming down to the hotel for various purposes of there own choices.
In study found that most customer visit from business class section and less from social section class
their perception in his mind that Radisson Blu is very expensive so change their perception of people
that we provide excellent services at best affordable rate in the market.
Radisson Blu Hotel introduces a fastest service in their premises to add value and other marketing
strategy in current surrounding environment.
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CONCLUSION
From the above study we concluded that Radisson Blu is one of the best 5 star Hotels which is located in
heart of the city.
In the study found that the Radisson Blu has its well build brand image and its excellent services have
made n number of clients.
With the help of this study which is done at the Radisson Blu Hotel, Ranchi we leant most of the things
about the hotel and we also came to know that the guest who arrived at the Radisson Blu Hotel was
only because of the word of mouth, brand and over all satisfaction.
The offer given by the hotel is a major point of attraction in the hotel.
Customers overall satisfaction to have leisure in the hotel premises that is Radisson Blu strategy of
100% guest satisfaction.
The conclusion that would be drawn from the whole project sums up that the marketing tool of
Radisson Blu is well-organized. The whole tool needs to be put down under proper canvass to create
best results. The Hotel industry sector is challenging and the product and services provided effectiveness
plays a major role in converting sales into a profitable business enterprise.
In between the food festivals and offers at rooms bookings also play a major role in satisfying the guest,
so this process of festivals and offers must be an ongoing process for long duration of time.
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BIBLIOGRAPHY
Www.wikipedia.com
www.carlsonrezidor.com
www.ibef.org
Scribd.com
Through the guest arriving at the hotel
Through the print media.
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ANNEXURE NO: 1
Q1) How did you came to know about this Hotel?
a)
b)
c)
d)
e)
Print media
Electronic media
Social media
Word of mouth
Other please specify _____________________
Q2) What is reason behind your visit to this Hotel?
a)
b)
c)
d)
e)
Brand
Excellent services
Excellent food quality
Ambiances /Atmosphere
Other please specify _________________________
Q3) At our hotel different festivals and event are organized so for this information which source is
easier for you to get the details?
a)
b)
c)
d)
Print media
Social media
Emails
Other please specify_________________________
Q4) According to you which is the easiest mode of getting information?
a)
b)
c)
d)
e)
Hoarding
Messaging
Tele calling
Emails
Others please specify ____________________________
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Q5) what is the basic reason for choosing Radisson Blu hotel, Ranchi?
a)
b)
c)
d)
e)
Brand
Price
Food and Services
Ambiances
Others please specify ___________________________
Q6) what is the best thing of our hotel in comparison to other hotels?
a)
b)
c)
d)
e)
Brand
Best Food and services
Atmosphere
Overall satisfaction
Other please specify ___________________________
Q7) What is the mode of your choice for booking the hotel rooms?
a) Online
b) Other travel agency
c) Direct contact to hotel
d) Other, please specify__________________________________
Gender
Male
Female
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ANNEXURE NO: 2
FIGURE NO
TOPICS
HOTEL INDUSTRY
RADISSON BLU
MEETING CAPACITY
RADISSON BLU
MAP
HOTELS IN INDIA
FIG NO:1
PERCENTAGEWISE
BOOKING
FIG NO:2
PERCENTAGE
SEGMENTS
FIG NO:3
FIG NO:4
FIG NO:5
FIG NO:6
FIG NO:7
FIG NO:8
FIG NO:9
DISTRIBUTION
WISE
BOOKING
OF
CORPORATE
OF
DIFFERENT
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