Introduction:

Dhaka Regency is a magnificent new-generation business class hotel ideally located on Airport Road in the commercial area of Nikunja 2. It is just a 3-minutes drive away from the only international gateway to Dhaka and is within easy access of the City's diplomatic zones, major commercial areas, and a number of industrial belts. The hotel offers a host of other attractions such as 24-hours multi-cuisine dining, live performance bar lounge, authentic Thai spa center, health club, and a Mediterranean hookah lounge. 15-stories high with over 250,000 sq. ft. of space (including 25,000 sq. ft. parking lot), this edifice of classic stature structured for 207 luxuriously furnished guest rooms and suites is a venture of the UK based NRB organization British Bangladesh Investment Group (BBIG). With the promising future of the Bangladeshi economy and an optimism to instigate further growth in this fast paced industry, BBIG set out to create this 5 star business boutique hotel of international standard with business travelers and leisure seekers in mind alike to reign supreme both in sophistication and quality services and opened its soft operation in April 2007. Dhaka Regency's guests are privileged to enjoy a host of lavish services and facilities apart from just great lodging, including personal butler services and private VIP Lounge. For dining purposes, the hotel harbors the largest 24 hours 5 star restaurant, the Grandiose Restaurant, which offers a menu of an eclectic range of internationally acclaimed delicacies. Grill on the Skyline, which will be a steak and seafood bistro set on the rooftop provides guests a panoramic view of the City as well as the Hazrat Shahjalal International Airport runway. For those with sweet tooth and a snacking tendency, the hotel also has a chic and modern cafe deluxe, the Comfee Lounge. The hotel also harbors one of Dhaka's most fabulous and largest bar lounge offering an exciting environment with international live entertainment, Club-13. Here, you will also find the City's most frequented and popular hookah lounge, Shisha World, with its decor specified to create that authentic Mediterranean allure. For the fitness friendly, Dhaka Regency's health club, DR Fitness, includes a state-of-the-art multi-gym together with steam and sauna to keep both the body and mind in shape. Its Siam Spa is once again the largest and only genuine Thai rejuvenation facility in the nation operated fully by foreign spa specialists from Thailand to provide a range of naturalistic health and beauty solutions. For conferencing and banqueting purposes, the hotel has 6 venues of various statures to cater to a wide range of categorical and size of delegates and parties, including the Celebration Hall, which can hold over 1,000 people standing.

So whether it is to kick back after a tour expedition or to stay and hold high profile business conferences, Dhaka Regency boasts elements of both worlds leisure and labor. This is what makes the hotel a truly business boutique hotel, with its amalgamation of commerce and trade related facilities and luxurious hassle free good times, respectively. A sure place to visit for great entertainment, fine dining, relaxed stay, and simply getting the relevant things done. A must add to your travel itinerary.

8 Ps of Regency:

Service

marketing

applies

to

Dhaka

Whilst for some time there were considered to be 7Ps in the services marketing mix, which included the traditional 4Ps plus Process, People and Physical evidence (the last 3Ps represent the systemic vision from the Marketing point of view), Services Marketing Academics and Experts from the sector have recently added an 8th P. We will discuss each of the 8 Ps in the marketing mix in the following section.

Product elements:

In the manufacturing industry, once a product is made in the factory and shipped to the retail shop, there is always not much of contact between the customers and the manufacturer after that. However, in the hospitality industry, it is not so clear cut. They involve customers in the process of service delivery and sales transaction. For instance, they make the food when the customers waiting in the Dhaka Regency Restaurant. Customers to five star hotel outlets like Dhaka Regencys Grandoise Restaurant is expecting a meal that is consistent in its quality, good service, luxurious environment. Essentially, this is an example of a Dhaka Regency Hotels food outlet offers customers a combination of product, service and facilities to its target customers to fulfill their needs and wants. Customers have different expectations with products and services in different settings (i.e. Place, Packaging, Programming, People, etc.). For instance, consider these two scenarios: 1) Selling a cup of milk tea in a local Store for $5 to a construction worker on his tea break or a Student on her way to the university 2) Selling a cup of tea in the Dhaka Regency Hotels Comfee Lounge for $120 to a Japanese tourist. Both set of customers in the two different settings of food outlets would consider they are getting what their money worth. The construction worker quenches his thirst and gets a boost with the caffeine and do not expect too much from that price. On the other hand, the Japanese tourist gets what he pay for the tea (Product) plus the pleasant experience of to see and to be seen. The doorman, the fleet of Mercedes outside, the hotel ambience (Packaging) and the live band (Programming) in the lobby make his visit very memorable. All products have tangible and intangible aspects. In the service industry like hospitality and tourism, what they offer in terms of product is largely

intangible. In fact, in the hospitality industry, there products are mainly in the form of services, which make the product of the industry quite unique as compares to other industries. This is the experience and service that customer have paid for, for example, taking a vacation trip to Dhaka Regency. Once the trip is over, you are unable to take the product away except the pleasant experience that lingers on.

The core product, supporting product & facilitating product As core product is really what customer is getting, supporting product is extra products to offer the add value to the core product itself and to help to differentiate it from the competitors. Facilitating products are the goods or services that must be present for the guest to use the core product. To put it in another way, not only that they sell a core product like the computers, but in the hospitality industry, they also feature supporting product and facilitating product. In fact, customers come to us for an expectation of a wonderful experience that combines all these elements. For example, Dhaka Regencys core product is selling rooms that will satisfy the consumers need who wants stay for a night. The facilitating product of Dhaka Regency will be the convenient locations which make it easy for traveler to come quickly in the hotel. In this case, Dhaka Regencys location is just near the airport areas. This is where its major target client, the travelers, foreign buyers etc. The supporting product for Dhaka Regencys will be providing Bar, Spa, Gym, Restaurant, Swimming Pool and the Wi-Fi system for its customers to access the Internet using personal laptop computers or mobile phones.

Place and Time:

After the Product, Place and time is another important aspect in the marketing distribution channel. Once a product is made and is available for sale to consumers, where to sell becomes a critical decision. Imagine this: You may have the best product in the world, but nobody can access to the remote Place where the product is sold, you still would not have any transaction. Thus, Place is where an organization selects to place its product and service so that its target consumers can easily get hold of it. In the hospitality and tourism industries, one would often hear the expression of location, location, location which is critical to the businesss success. For example, Dhaka Regency is located in the capital of our country, because only city customer are able to expend a large number of money in the luxuries hotel. It is also very near to the airport, so it is the most suitable place for tourist. They love to stay very near to the airport so that they dont miss their flight. Similarly, Dhaka Regencys Outlets are more popular to the customer for its location. On the other hand, there are also times that location determines the product or service that you would offer. Hotels built as center city hotel, resort hotel, airport hotel or a motel along the highway are pretty much determined by the locations that they are on. This in turn dictates the type of clientele that these hotels will attract. There are many factors to consider when we determine the right location for hotels. These factors include, accessibility,

traffic pattern, supporting infrastructure, establishments (e.g. hospitals, schools, office buildings, residential and etc.) in the vicinity, demographics and income distribution of the people living in the area. If you choose to put your restaurant next to an office building, a factory, a hospital or even a school, you are guaranteed to have businesses from these establishments. They also need to consider number of direct competitors in the radius where you want to draw their customers. They need to remember that a good location at the time when you open for business may not be a good location for ever. They must constantly monitor trends in the town planning to keep track of any changes that may affect them.

Promotion:

Now that we have the product that the consumers want and good location to sell it, we need to consider the third P in the Marketing Mix: Promotion. A company has a good product is not enough; it will not generate any sales unless the consumers are aware of the products existence and also can access to the product. This is where Promotion comes to play its part. Promotion helps to get the message of the product out so consumers are aware of it and want to purchase it. There are many promotion tools that you can consider to market your product. These tools include: Advertising, sales promotion and merchandising, personal selling, and public relations. Each of the tools has its functions, cost and disadvantages. Hospitality organizations can consider these tools to match their product nature, the brand image and the stage of life cycle. 1) Advertising is the communication to target markets that are paid for by hospitality companies. It ranges from television commercials, to radio and Internet advertisements, through print media such as newspapers and magazines, and billboards. The type of advertising that you use to promote your product will depend on your marketing budget. Each of these forms has its advantages and disadvantages and you have to decide what suits your product the best. Some types of advertising, like television commercials are very costly while other types like the company website on the Internet can be relatively cheap. It also depends on the economy of scale if you have many hotel properties. Through advertisement, you can build a brand image, increase the awareness of the product or the sales promotions of the product. Moreover, the type of advertising that you use when you first introduce your product to the market may be different when your product is at its maturity stage of the product life-cycle. This is because you want to send different messages about your product to your consumers during the stages of its life cycle. Dhaka Regency Hotels advertising partner is Radio Today, they put maximum advertisement in radio. They also put advertisement on TV for their different outlets. 2) Sales promotion and merchandising is a short term inducement to motivate an immediate purchase of a product or service. You do this either to introduce a new product to the market or to boost sales of existing product. Sales promotion tools include offering discount

coupons, contests and sweepstakes, free samples, and premiums. In the Dhaka Regency Hotel, a buy three get one free offer for dining at a hotel for dinner buffet is an example. They have also Happy Hour Drink Buffet where diners can enjoy the all-you-can-drink beverages for a special price. This is usually effective in creating excitement about products among the guests. Sometimes a company may join hands with a partner to conduct sales promotion on their product. 3) Personal selling is the interpersonal process of where a sales person does his best to persuade the consumer to purchase his product. The sales force of Dhaka Regency Hotel may contact its corporate clients from time to time to promote hotel rooms, banquet service and/or meeting spaces. They also do cold calls to potential customers. These sales calls give the hospitality firm exposure and provide information to potential clients with arrangement of conference and banquet functions. They can also answer questions the clients may have and for better understanding of their products or services. 4) Public relations are the communication that results from activities organized by a hospitality or travel organization which it does not directly paid for. These include press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. The function of public relations is to have a good relationship with all the stakeholders that it serves. Different from advertising or personal selling, there is usually no direct sales result from activities of public relations, but the impact is more of long term. For example, the Public Relations department of Dhaka Regency Hotel usually has close relationship with reporters and invites them to sample new product or campaign so they can write feature articles about it. The aim is to build positive image in the local community as a good corporate citizen.

Price and Other User Outlays:

How much does Dhaka Regency Hotel want to sell your product and service? Or put it another way: how much should they charge that they think their customer would pay and yet they still make a profit? Price is the monetary value that they charge to cover the cost of the product plus the other costs associated with the product, such as labor cost, promotional cost, etc., plus a profit. The decision on pricing would make or break Dhaka Regency Hotel business. Consider this: If there price cannot even cover the cost to produce it, they will operate in a loss and eventually go out of business. On the other hand, if the price you charge is so high that it may drive you out of the market. Price also conveys the message to the consumers that indicates the price-quality relationship: The higher the price, the better the quality. You also pay for the brand name rather than just the product itself. Often times, customers are willing to pay premium for a product that they perceive to be of good value. The closer the price to value relationship, consumers are more likely to be satisfied and likely to have return purchase. For example, a Valentines Special for a romantic dinner at Dhaka Regency Hotels restaurant is often fully

booked even though the price is several times higher than in regular time. They can also use pricing as a promotional tool.

Dhaka Regency Outlets:

GRANDIOSE Restaurant: With a contemporary yet elegant setting sprawled over a space of 8,500 sq. ft., the Grandiose Restaurant is the nation's largest 24-hours multi-cuisine 5-star restaurant, allowing plenty of privacy to all our patrons. It comprises an a la carte menu boasting sumptuous dishes from all four hemispheres of Earth, thereby, truly offering food for your every mood - and at any hour to boot! The restaurant's buffet table too is a gastronomic affair, always allowing you to eclectically satiate your palates.

GRILL on the Skyline: Grill on the Skyline - it is a secret garden in the nook of Dhaka City where the first thing that hits you when you step out to it is the smoky aroma of grilled goodies, before the open sky and the majestic view feels up your senses with a little slice of heaven.

CoMfee Lounge: Futuristic furnishing and flavored fragrances make up the feel for the Comfee Lounge. Whether you drop by for a quick cuppa or stay for the confection, this is the perfect place to treat your palates. Shisha World: The City's most frequented hookah lounge is frequented for a reason - it is the only bar where the hookahs remain authentic to the Mediterranean region where the pursuit originated from. The Shisha World is where you are treated like a sheikh.

Club-13: Whether to talk shop with clients and make business deals in a positive atmosphere, catch up with old friends while sipping your favorite cocktail, or simply soften the glare of your daily activities at the end of each day by nursing a soothing drink, Club-13 is the place to advertise your sense of flair and sophistication. Bring your friends and associates to the largest live entertainment bar lounge, open up your personalized bottle of drink, share international live entertainment and even livelier ambience, and enjoy flaunting your elitist status.

People:

Picture this: With the right product, superb location and a price that is right for the target market, an effective promotional tool to reach the market with the right message, customers are at your door to buy your product or services that you have to offer. This is a scenario every merchant and company would like to see. Here comes the moment of truth. Customers come with their expectations of the product and services. How their expectations are met, whether customers enjoy their visit, have a good experience and vow to return to your property will entirely depend on one thing: the employees. We all know that Dhaka Regency Hotel hospitality industry, and it is a people business, where service is provided by employees within the organization to their customers. People in the hospitality marketing mix means employees as well as customers. In the Dhaka Regency Hotel, employees must do two things: 1) To provide good product to customers such as: meal, room, airline seat, holiday package, rental car and etc. 2) To provide good service of a standardized service quality. The quality of the product is very important but the quality of service is equally important. For 5-star hotels, Dhaka Regency Hotel and Hotel Sarina may have similar hardware in terms of facilities (fancy lobby and elegant ballroom, swimming pool and spa, diverse food outlets, etc.), however, what makes it different between the two hotels may lie in the personalized service that its people deliver. Nowadays companies consider People to be its human capital, rather than a cost. For this reason, a company has to commit to training of employees and develop them professionally. Employees come from a diverse background so the company needs to provide standardized operating procedure to ensure consistency delivery of product and service every time. People in the hospitality industry also mean customers. In the service industry, customers are partial employees where they are part of the service delivery system. Just like employees, they come with different family, educational and religious background, and even nationality. They have different expectations and the company job is to manage that expectation and make sure customers are satisfied with the products and services. Front-line employees give customers first impression of the company. If customers are happy, they will tell their friends by word of mouth, but if they are not happy with their experience, they also would not mind to repeat the unpleasant incident with their friends. Thus, there is a need to ensure the service encounter between the two parties (employees and customers) meets the company standard. For example, to ensure good service, a telephone operator must answer his phone within three rings.

Process:

As we know Dhaka Regency Hotel is a five star hotel. They deliver different types of services there. To provide all kinds of services they have different departments. As an example: F&B department is divided in two parts; F&B production and F&B services. Production employees are responsible for cooking, and services employees are responsible to serve the foods. In the Front Office Department, officers are responsible to look after the check in and checkout of all guests. Bellmen are responsible to guide the guest and to carry their luggage. Duty Manager is the in-charge of all departments. He is also under front office manager. Security department is responsible to all security purpose. Housekeeping department is responsible to clean the hotel properly. These are the departments of Dhaka regency hotel when the work together they provide a complete service to the customer and that is called a process.

Physical Environment:

This is very important for a hotel service. This is the tangible evidence of Dhaka Regency services. Its Building in side decoration the lobby, bar decoration, employee dress, cleanliness, this all are under the physical environment. Dhaka Regency Hotel is very much aware of this marketing mix.

There rooms are highly decorated, comfortable and clean. Recently they cover the entire floor with a very costly carpet. They imported it from china. They put artificial grass in the roof top so that customer can fill the green in the roof top. They have all new cars for the services. They play sweet music in the lobby, in a very low sound. This brings a very nice environment in the lobby. Some time customer comes only for a meeting in the conference room of Dhaka Regency Hotel, but for the environment they love to stay in the hotel or they want to become a premier club member of Dhaka Regency.

Productivity and Quality:

It is very important to make the customer loyal. They should concentrate on the productivity as well on quality. They should bring more guests for the hotel and they have to serve them properly. Only then they are able to make the customer loyal. If they can provide more service to the maximum guest the cost will decrease automatically. To increase the productivity Dhaka regency started online check in system. For a room any guest can book in online. They also make a luxuries booth inside the airport. So they can get the attention of travelers, foreign guests. Guest used to get complete the necessary process in the airport regency both. Then the gets a car from the hotel, and they directly come to the lobby of the hotel. So this service to grab the customer, if they can get maximum guest from airport then the airport both cost will be reduce.

Conclusion:
Dhaka Regency Hotel is one of the five star hotel of Bangladesh. There marketing team is very hard working. This hotels main problem is; there is a market just under the hotel. But Dhaka Regency Hotel they are receiving maximum guest day by day. This is only because of their marketing team. In this assignment all the information we get form Mr. Shamsul Arifin (Sales Manage). There hotel decoration and hospitality was very nice. We found they are providing service according to 8ps. This was very easy to understand all the elements very clearly when we see it on ground.