Blueprint of Hotels in Bangalore and Their Marketing Mix

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|nitk | |BLUEPRINT OF HOTELS | |AND THEIR MARKETTING MIX | | | |Shrisha.S | |12hm32 |

|Guided by Dr.Sunil.D.Souza |

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Abstract

Bangalore is one of the fastest growing cities in India. It is characterized by high inflow of investments, both foreign and domestic. The presence of a large number of multinationals and other corporate gives a wide consumer base for this segment. Bangalore, being one of the major tourist attractions in South India, attracts a large number of tourists, both foreign and domestic. The city being famous as the garden city of India is a regular host to a number of events like industry meets, AGMs, seminars—both national and international—new product launches, and so on. The city has also witnessed mega-events like the Miss World Contest, popular cricket matches, music concerts, and international summits, which have given a tremendous boost to the 5-star and 5-star deluxe segment of the hospitality industry. Due to these factors, there is a high demand for 5-star hotel rooms in Bangalore. The demand is of the order of 1200–1250 rooms—much higher than the supply of 800–850 rooms. At present there are four major players in this segment.

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THE OBEROI

It is an Oberoi group hotel situated on M.G. Road, right at the heart of the city’s corporate world. The hotel is one of the new entrants in the market. This 5-star deluxe hotel boasts itself of providing the most sophisticated facilities in the industry. The Hotel is characterized by its western ambience.

ASHOK

It is an ITDC run hotel in the 5-star deluxe category. Though the hotel is situated in posh locales, it is still not a major competitor due to its government attitude and bureaucratic dealings.

Le MERIDIEN

Known as Holiday Inn, till 1997, it was part of the Holiday Inn chain of hotels. It is an active player in the market.

TAJ WESTEND

Established in 1903, Taj Hotels Resorts and Palaces is one of Asia's largest and finest group of hotels, comprising 66 hotels in 42 locations across India with an additional 16 international hotels in Australia, Maldives, Mauritius, Malaysia, UK , USA, Bhutan, Sri Lanka, Africa and the Middle East. From world-renowned landmarks to modern business hotels, idyllic beach resorts to authentic Rajput palaces, each Taj hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury. The Taj, a symbol of Indian hospitality, has completed the centenary of its landmark hotel in 2003, The Taj Mahal Palace and Tower, Mumbai. Taj Hotels Resorts and Palaces is part of the Tata Group, India's premier business house.

As a part of this paper presentation we look into the existing strategies used by the major players in the market and what factors contribute to them maintaining a customer satisfaction level on the higher end of the scale.

COMPARISON OF INFLUENTIAL FACTORS

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