summer internship report on radisson blu

SUMMER INTERNSHIP PROJECT 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:

SYEDA MOSHABA FIROZ

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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:

Signature of the Student with date Name of the Student: SYEDA MOSHABA FIROZ

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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 NO’S

1

Executive Summary

6

2

Introduction And Design Of The Study

7-14

3

Company Profile

15-20

Radisson Blu Hotel, Ranchi

21-37

4 5

Data Analysis

38-44

6

Findings And Suggestion

45-46

7

Recommendation And Conclusions

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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INTRODUCTION AND DESIGN OF STUDY The hospitality industry saw positive growth in 2015, with every key performance indicator increasing, according to a report from Smith Travel Research (STR) and Tourism Economics’ forecast. For 2015, they forecasted a 1.4% growth in occupancy, 5.2% increase in average daily rate, and a 6.6% growth in Revenue per Available Rooms (RevPAR). Their forecast for 2016 included a 0.8% increase in occupancy, 5.0% increase in Average Daily Rate (ADR), and 5.8% increase for Rev Par. 2016 hospitality outlook table Smith Travel Research(STR) also projects demand to increase in 2016 by 1.4%. Accommodations benefited from these increases in 2015 and projections for 2016 appear to point North for the United States market. What Exactly Is The Hospitality Industry? The hospitality industry is much broader than most other industries. The majority of business niches are composed of only a handful of different businesses, but this industry applies to nearly any company that is focused on customer satisfaction and meeting leisurely needs rather than basic ones: DEFINING ASPECTS: One of the most defining aspects of this industry is that it focuses on customer satisfaction. While this is true of nearly every business, this industry relies entirely on customers’ being happy. This is because these businesses are based on providing luxury services. Very few hospitality businesses provide a basic service that people need, like food. Another defining aspect of this industry is its reliance on disposable income and leisure time. For this reason, the majority of these businesses are for tourists or rich patrons. If disposable income decreases due to a slump or recession, then these are often the first businesses to suffer because customers won’t have the extra money to enjoy their services. DIFFERENT BUSINESSES: Most people think that hotels alone belong to the hospitality industry, but hotels are only one sector of this industry. Many forms of transportation that cater to tourists are also part of this business world. For example, this niche includes airlines, cruise ships and even fancier trains. Restaurants, general tourism and event planning also belong to this niche. Some of these businesses partially belong to the hospitality industry. For example, a fast food restaurant would be considered convenient. A restaurant that provides fancy food with amazing service would be providing a hospitality service. LEVEL OF SERVICE: Regardless of the business, this industry relies heavily on providing an excellent level of service. Customers are visiting the business to get away from their troubles. A bad experience might keep them from returning ever again. Brand loyalty is very important to these customers, so the associated companies do their best to provide the best service. 7|Page

THEMES: Another defining aspect of the hospitality industry is its theme. This doesn’t 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 year’s turnover for India’s 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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CLASSIFICATION OF HOTEL INDUSTRY The Ministry of Tourism has formulated a voluntary scheme for classification of operational hotels into different categories, to provide contemporary standards of facilities and services at hotels. Based on the approval from the Ministry of Tourism, hotels in India can divided into two categories:  DoT (Department of Tourism) classified hotels  DoT (Department of Tourism) unclassified hotels Classified hotels Hotels are classified based on the number of facilities and services provided by them. Hotels classified under the Ministry of Tourism enjoy different kinds of benefits such as tax incentives, interest subsidies, and import benefits. Due to lengthy and complex processes for such classification, a significant portion of the hotels in India still remain unclassified. The Ministry of Tourism classifies hotels as follows:  Star category hotels  Heritage hotels  Licensed units Star category hotels

     

Within this category, hotels are classified as Five-star deluxe, Five-star, Four-star, Three-star, Two-star One-star. Heritage hotels These hotels operate from forts, palaces, castles, jungles, river lodges and heritage buildings. The categories within heritage classification include heritage grand, heritage classic and heritage basic. Licensed units Hotels/establishments, which have acquired approval/license from the Ministry of Tourism to provide boarding and lodging facilities and are not classified as heritage or star hotels, fall in this category. These include government-approved service apartments, time sharing resorts, and bed and breakfast establishments. 9|Page

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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STRENGTH, CONCERNS, OPPRTUNITY AND THREAT (SCOT) ANALYSIS STERNGTH

CONCERNS











A very wide variety of hotels is present in the country that can fulfill the demand of the tourists. There are international players in the market such as Taj and Oberoi & International Chains. Thus, the needs of the international tourist’s travelers are met while they are on a visit to India. Manpower costs in the Indian hotel industry are one of the lowest in the world. This provides better margins for Indian hotel industry. India offers a readymade tourist destination with the resources it has. Thus the magnet to pull customers already exists and has potential grow.







The cost of land in India is high at 50% of total project cost as against 15% abroad. This acts as a major deterrent to the Indian hotel industry. The hotel industry in India is heavily staffed. This can be gauged from the facts that while Indian hotel companies have a staff to room ratio of 6:1, this ratio is 1:1 for international hotel companies. High tax structure in the industry makes the industry worse off than its international equivalent. In India the expenditure tax, luxury tax and sales tax inflate the hotel bill by over30%. The services currently offered by the hotels in India are only limited value added services. It is not comparable to the existing world standards.

OPPORTUNITY

THREATS









Demand between the national and the inbound tourists can be easily managed due to difference in the period of holidays. For international tourists the peak season for arrival is between Septembers to March when the climatic conditions are suitable where as the national tourist waits for school holidays, generally the summer months. In the long-term the hotel industry in India has latent potential for growth. This is because India is an ideal destination for tourists as it is the only country with the most diverse topography.





 

Guest houses replace the hotels. This is a growing trend in the west and is now catching up in India also, thus diverting the hotel traffic. Political turbulence in the area reduces tourist traffic and thus the business of the hotels. In India examples of the same are Insurgency in Jammu Kashmir and the Kargil war. Changing trends in the west demand similar changes in India, which here are difficult to implement due to high project costs. The economic conditions of a country have a direct impact on the earnings in hotel industry. Lack of trained man power in the hotel industry.

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OBJECTIVES OF THE STUDY Based on the topic of research the following would be the objectives of our study:    

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.

SCOPE OF THE STUDY The scope of the study covers the marketing strategy used by Radisson Blu Hotel, Ranchi. The specified tasks covered in the scope are:  Limited up to Ranchi.  The study was carried out from 16th May 2016 to 1st July, 2016.  The study was restricted to Sales and Marketing. METHODOLOGY ADOPTED FOR THE STUDY    

Observing the working of sales and marketing department. Discussion with the company executives and employees, managers and guests. Visiting and surfing websites of the company. To find and suggest the best marketing tool for the Radisson Blu Hotel, Ranchi.

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SOURCE OF DATA COLLECTION Primary Data Source: The source of primary data in the research will be Structured Questionnaire and Telemarketing, which will consist of 6-8 questions. Secondary Data Source: The source of secondary data will be through different websites and company data. Setting: RADISSON BLU HOTEL, RANCHI Time Frame: The proposed research is expected to be complete within 6-8weeks. Preparation of Questionnaire : 2 days (approx.) Pilot study : 4 days (approx.) Data Collection : 1week (approx.) Data Tabulation and Analysis : 1 week (approx.) Report Writing : 1 week (approx.) Data Collection Procedure The data will be collected through a well-designed and structured questionnaire, using both selfadministered schedules, as well as face-to-face interaction with guests. The questionnaire will be the base, which may be revised and improved upon in consultation with the project guide, and through indepth literature review and study. Statistical Tools To Be  Pie chart Data Interpretation and Analysis All the data collected will be first tabulated in a structured format i.e. Master Table for the ease of processing. Then according to the need and desire sub tables will also be prepared using the master table. The data will be analyzed using various statistical tools such as sampling technique. (Random sampling).Also graphical representation tools will be used i.e. the data collected will be presented in the form of graphs and pie-charts. LIMITATION OF THE STUDY    

Data inconsistency. Time constraint. Restricted access to secondary data. Unwillingness of guests to respond. 14 | P a g e

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.

BRAND OF CARLSON REZIDOR Quorvus Collection Is a new generation of expertly curated luxury hotels inspired by the lifestyle and sensibilities of the contemporary global traveler. Individual and inspiring, each property within the collection offers a distinguished guest experience – and an invitation to immerse oneself in the best a location can offer. From a host of world-leading guest facilities to ‘Q24’, our signature suite of hallmark services, all Quorvus Collection properties offer a unique destination for guests and locals alike – a modern take on the luxury way of life. A star in the making, the Quorvus Collection has strong growth ambitions with plans to see the portfolio grow to 20 hotels in operation and development by 2020. Different by scale, architecture, ambiance and design, our future portfolio will include historic landmark properties, contemporary residences, classic boutiques and urban retreats. Radisson Blu Iconic, stylish and sophisticated, brilliant Radisson Blu continues to make fantastic progress: our on-going, dynamic growth initiatives have taken Europe’s leading upper upscale brand to a truly global level. Radisson Blu’s 300+ inspirational hotels – and the size advantages of a strong global presence – help us drive our business, building brand awareness, while creating efficient economies of scale. Individual and contemporary, Radisson Blu is truly reflective of modern guests’ needs. Buzzy and inviting. In great locations. Passionate about heritage. With fast free Internet for all. And exciting, tailormade solutions – including our new Blueprint interior design scheme. - jobs and help our employees grow and achieve their potential. Radisson RED Is so much more than a whole new brand; it takes Carlson Rezidor into a whole new category of hospitality – Lifestyle Select. With Red we’ve invented a bold, fresh hotel experience that will totally resonate with the ageless millennial mindset. Red loves technology – but we’re also big on fashion, music and art. And we curate each property with its own personality, reflecting the very best of each destination, injecting true soul and relevance. No Rules, No Boundaries. The Red cast is made up of real people – who care about the guest, not the process. And we’re here to share our great local connections, making your visit just right for you. Our technology is all about you, too: easy to use and superfast. Red’s stylish studios are simply designed to make you feel good. The social spaces are drawyou-in, do-what-you-want places.

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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 brand–aimed 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 hubs–often 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 guest’s 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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HISTORY AND EVOLUTION  1938: Armed with a $55 loan, Curtis L. Carlson founded the gold bond stamp company. By 1953, gold bond stamp had become a household name in the United States.  1953: gold bond trading stamps are introduced into super value one of the largest super market chains in the United States and first large supermarket chain in the nation to use trading stamps. Other supermarket chain like Safeway, colonial, acme and first national, along with hundreds of additional retail units, quickly followed and begin using gold bond trading stamps.  1955: Gold bond trading stamps are introduced into Canada and eventually became the largest trading stamp company in the country. The company moved inti its own building at 1629 Hennepin in downtown Minneapolis.  1960: Carlson acquired 50 percent interest in the Radisson downtown hotel in Minneapolis, making the company’s entrance into the hospitality business.  1961: The Minnesuingacre training facility is opened on Lake Minnesuing is Wisconsin.  1962: Gold bond stamp company headquarters opened in Plymouth Minnesota. Contract service associates were officially formed and started business. Carlson acquired the remaining interest in the Radisson in Minneapolis. Today there are more than the 550 Radisson Blu and Radisson hotels globally.  1968: Gold bond Stamp Company in joint venture with Mitsubishi the Japanese industrial giant introduced gold star and gift bond trading stamps thought Japan.  1975: Carlson acquired TGI Friday Inc. with 12 restaurants in nine states, making the company’s entrance into the restaurant business.  1976: Carlson acquired ask MR. Foster travel agency chain that would be rebranded as Carlson travel group. Formed the North American financial corporation leasing company.  1980: The Company established the Hotel and Resort Group to include Radisson Hotels, Inns and Resorts as well as Colony Resorts  1981: Carlson acquired E.F. MacDonald Motivation Company that would become Carlson marketing.  1983: TGI Friday under an initial public offering on December 8, 1983, sold out its first day

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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 company’s 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 campaign’s corporate equality index. Carlson was named to working mother magazine’s 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 Chicago’s 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 world’s 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 company’s focus on the guest experience and the delivery of the brand’s 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 company’s 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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PROFILE OF RADISSON BLU HOTEL Radisson Blu (formerly Radisson SAS) is an upscale international chain of full service hotels and resorts brand for Radisson Hotels mostly outside the United States, including those in Europe, Africa, and Asia. These are operated by Carlson Rezidor Hotel Group. As of December 2014, Radisson Blu has 287 hotels operating throughout the world with 68,270 rooms, and 102 hotels under development with an additional 23,489 rooms. Scandinavian Airlines System (SAS) used to be a major shareholder in Rezidor Hotel Group and licensed its brand for Radisson Scandinavian Airlines System (SAS) hotels. Following the withdrawal of SAS from the partnership in 2009, the name changed from Radisson Scandinavian Airlines System (SAS) to Radisson Blu. The new brand is being introduced gradually across the portfolio. In 2012, Carlson Hotels and Rezidor Hotel Group combined to form Carlson Rezidor Hotel Group. RADISSON BLU VISION

RADISSON BLU MISSION

“To be the most admired Hotel Company in Asia Pacific”

“Serve with care”

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.     

Whatever you do, do with Integrity. Wherever you go, go as a Leader. Whomever you serve, serve with Caring. Whenever you dream, dream with your All. And never, ever give up.

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RADISSON BLU HOTEL, RANCHI A beacon of cutting edge style and sophistication, The Radisson Blu Hotel, Ranchi is the first international hotel opened in the states of Jharkhand. The hotel and its guest rooms have been designed in a chi and modern style. The architecture inspiration was to integrate contemporary design with elegance and flair. As one enters the entrances foyer with its quite ambience to the elevator that takes one to the lobby where the sun light almost bursts into the space from the atrium on to a serene reflective pool. The Radisson Blu hotel offers a great choice of food and beverages and recreation option including pool, spa, gym, making it the ideal destination for mixing business with pleasure. ROOMS The rooms at Radisson Blu Hotel, Ranchi includes a mix of superior, business class room and deluxe suite with interconnectivity and accessibility features for business traveler’s families and large group. All 115 rooms over look the swimming pool and have splendid view of open green areas. All rooms provide premier amenities that include coffee and tea provision, free high speed internet access in room safe and mini bar. Guest in the business class rooms and suites have access to the exclusive business class lounge. All rooms are decorated with urban interiors that createan ambiance of elegance and pure relaxation. RESTRAUNTS AND BARS The hotel boasts of wide variety of thematic clining option located 360 degree around the lobby and the reflective pool.  THE GREAT KABAB FACTORY: signature specialty restraint serving Indian and North Western Frontier Cuisines.  WATERFRONT: An all day dining serves up a mouth watering versatile menu from all over the world.  SKYLIT BAR: Hip and happenings bar that is ideal for meeting up with clients and catching up with the friends.  CARAMEL: The Tea Lounge serves teas and coffee from the around the world with light bites and pastries just a command away.

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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.)

U

Double Theatre Class U Room

Cluster Social

95

W(Ft.) H(Ft.) Total Sq. Ft. 62 16 5890

GRAND BALL ROOM IRIS

100

150

400

120

80

600

62

23

16

1426

40

0

100

40

40

125

EMILIA

62

49

16

3038

60

90

150

60

50

200

ASTOR

62

23

16

1426

40

0

100

40

40

125

EXORA1

16

14

8

224

10

0

15

0

0

0

EXORA 2

22

14

8

308

15

0

25

0

15

20

IXIA 1

24

15

8

360

15

0

0

0

0

0

IXIA 2

24

15

8

360

15

0

0

0

0

0

IXIA 3

15

15

8

225

8

0

0

0

0

0

CLUB LOUNGE

18

11

8

198

8

0

0

0

0

0

CLUB LONGE

13

11

8

143

8

0

0

0

0

0

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DEPARTMENTS IN RADISSON BLU HOTEL, RANCHI.

GENERAL MANAGER

SALES & MARKETING

HUMAN RESOURCE

ACCOUNTING

SECURITY

ENGINEERING

HOUSEKEEPING FRONT OFFICE

IT

FOOD AND BEVERAGES SERVICES

KITCHEN RESERVATIONS

FOOD PRODUCTION

TABLE DESK

CONCIERGE

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There are 22 Radisson Blu Hotel in India.

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Radisson Hotels Parent Company

Carlson Rezidor Group

Category

Hotels and Resorts

Sector

Tourism

Tagline/ Slogan

Hotels That Love to Say Yes!

USP

“Yes I Can!” Service philosophy, aims at 100% guest satisfaction

STP Segment

Leisure travelers, Wedding parties, Honeymooners, Business travelers

Target Group

Upper middle and upper class

Positioning

A powerful, globally consistent, first class brand that delivers vibrant, contemporary and engaging hospitality characterized by the “Yes I can” service philosophy.

SWOT Analysis

Strengths

1. Top notch service and excellent customer service 2. Global presence 1340+ hotels globally in over 115 countries 3. Goodwill from Employees and customers 4. They offer really go deals and promotional offers hence attracting more customers 5. Parent group adds to brand value 6. High Brand Recall

Weaknesses

1. The brand name comes with a perception of being expensive 2. Current economic status is bound to take a toll on spending power 3. Still trying to establish itself in the emerging economies

Opportunities

1. Using current economic scenario to increase clientele through special packages 2. Expansion of the global tourism market 3. Traveler’s are looking for novel destinations

Threats

1. 2.

Shift from Terrorism

4-5 star events

hotels affect

to

lower the

ones tourism 27 | P a g e

3. Huge number of strong competitors Competition

Competitors

1. Four 2. Starwood Hotels and Resorts 3. Ritz Carlton 4. Hilton

Seasons

Hotels

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STRENGTH, CONCER, OPPORTUNITY, THREAT (SCOT) ANALYSIS OF RADISSON BLU HOTEL, RANCHI. STRENGTH   

     

Location: Close to the airport, rail station and in the  heart of the city. First Five star hotel in Bihar and Jharkhand Asset Leverage (cutting edge style, designed in chic  and modern style, 115 rooms overlook the swimming pool and have splendid view of open grass area) Separate entrance facility for guests going to banquet. Only largest Pillar less banquet available in Jharkhand & Bihar. (5890sq ft.) Spacious rooms with work station(Business room has bath tub and Jacuzzi in deluxe suite) No. of rooms115 which is maximum in Ranchi. All day dining restaurant and coffee shop Valet parking with 100cars parking facility which is maximum in Ranchi.

OPPORTUNITY      

CONCERN

More promotional offers can be done for restaurant. Increase client through special packages Kitty party packages. Extra special treatment for ladies who has single booking. Special packages for college students in Caramel. Market is fewer prices sensitive.

Brand name comes with the perception of being very expensive. Unsuited surroundings.

THREAT  Prices of other hotel.  Government interference.

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CORPORATE STRATEGIES OF RADISSON BLU HOTEL Radisson Blu, previously known as Radisson SAS, was famous outside the United States including those in Africa, Asia and Europe. But after some time, the withdrawal of SAS took place from the partnership, and the new brand Radisson Blu is being introduced across the world Radisson is one of the world's leading global hotel brands. It delivers vibrant, contemporary and engaging hospitality that is characterized by its unique Yes I Can! service philosophy. First-class, fullservice hotels with a range of World of Radisson features that have been created specifically to be empathetic to the challenges of modern travel, including its 100% Guest Satisfaction Guarantee. Radisson Blu Resorts & hotels have marked its presence in more than 150 countries in the Middle East Africa and Europe, and planning to incorporate 51 more hotels in the years to come. Radisson Blu can be differentiated from its competitors in various ways & is known for its first class service such as ‘100% guest satisfaction’ & ‘Yes I Can spirit of service’(Hill, Arthur et al, 2002). Radisson Blu is a division of Rezidor hotel group, which is one of the quickest growing resorts all over the globe. It comprises of several hotels ranging from 350-400 (approx.) operating in more than 62 countries, & comprising of 87000 rooms. Radisson Blu hotels are situated in city centers, leisure resorts, airports and world capitals. Radisson Blu wants to be a market leader by mixing its different and stylish method to hotel hardware with its Yes I Can strength of hospitality on the software side. Services offered by Radisson Blu Hotel & Resorts: The current services provided by Radisson Blu Hotels & Resorts are almost the same as compared to its competitors, but, the way they serve their customers is entirely different. ‘Yes I Can’ policy is a feature that helped Radisson Hotel to be on the top most lists & be a market leader in their field. ‘Yes I Can’ portrays a positive attitude when they deal with every guest. The main theme of Radisson is to provide 100% satisfaction to their guests. The employees at Radisson Blu Hotel & Resorts give their guests commitment that if they are not satisfied with the services offered, the customers are not required to pay a single penny. Radisson Blu hotel and resorts, room styles are famous for more than 20 years; they give a choice to the guests to select a room of their choice. There are about 20 different room designs. The guests at this hotel have the liberty to choose the design according to their taste, preference, living style as well as their budget. The Radisson Blu Hotel & Resort is well known for it 3 hours Express laundry. The guests could get a delivery of their washed & ironed clothes within 3 hours. This feature added to its credentials & the guests used to prefer coming to this place for a stay.

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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 don’t 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 don’t 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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Blueprint of the existing service delivery system: Blueprint refers to a tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view. Radisson Hotels is a well known brand known for its hospitality and services. The blueprint for Radisson Blu Hotel & Resort can be described with the help of the diagram: The blueprint mentioned above shows a clear distinction between the front stage as well as the back stage activities followed in the hotel. By looking at the blue print, it can be seen that at the very first moment The Rezidor group of hotel ensures that all reservations would be made on Radisson on Blu websites which provides the guests with best available price for the rooms according to the choice of customers and the dates which are suitable for them (Haeckel et al, 2003). The online booking helps the general public to find out the lowest rate online and do reservations confirmed in the local currency of the hotel (Mudie&Pirrie, 2006). The quality of the service provided by Radisson makes them different as compared to its competitors. ‘Yes I can’ is a philosophy which enables them to make strong alliances with the guests, the quality of the service provided by Radisson influence the customers to come in the hotel and avail the services and this in result effect the demand of the service. The main purpose of Radisson Blu Hotel & Resort is to provide customer full value for money by carrying out reservations through websites. Radisson hotels use certain service quality performance metrics which is based upon room comment cards given by hotel guests. First on the basis of willingness to return how many customers show their concern to come back again. Second on the basis of percent advocates how many percent of the customers will refer Radisson hotel to others. Third, on the basis of percent defectors that how many percent of the customers showed negative response to hotel? Fourth on the basis of how many percent customers have lodged complaint of room night? Radisson Blu hotel & resort provides services on the basis of three concepts. They are as under: Marketing Communication Impact: Radisson hotels will provide a strong service in the form of offensive and defensive marketing impact. With the help of high quality service they are able to attract new customers. At the same time they offer service not only to recover unsatisfied customers but also encourage dissatisfied customers to complain and to recover those customers in the future.

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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. 33 | P a g e

DISTRIBUTION CHANNEL AT RADISSON BLU HOTEL, RANCHI.

Central Reservation System     

Robust channel connectivity User-friendly interface Real-time, Web-based Variety of booking engines Multi-property functionality

Website Booking Engine 

Global Distribution System

Channel Management System

    

 Manage multiple OTA simultaneously  Derive rate plans and levels  Intelligent allocation management

Connects to all GDS’s Distribute via consortia and Travelagents. Connectivity with 3rd party websites.

Mobile Booking Engine

Conversion-focused design   Merchandising and  packaging features  Control over booking  engine branding and  styling

User-friendly interface  Mobile phone and tablet version Facebook booking engine Control over booking engine branding

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MARKETING TOOLS USED BY RADISSON BLU HOTEL, RANCHI Marketing tool that combines all of its marketing goals into one comprehensive plan. A good marketing tool should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing tool is the foundation of a marketing plan. Every time people speak to someone about the business that is involved in marketing. Any conversation about the firm is an opportunity to promote business and increase sales. Marketing tool will help us to focus. It will identify the different ways you can talk to customers, and concentrate on the ones that will create most sales. It tells us what to say, how to say it and who to say it to in order to make more sales. Because timing is critical, it will tell us when to say it, too. There are various marketing tools that are being followed up by the Radisson Blu Hotel, Ranchi. The marketing tools that Radisson Blu Hotel, Ranchi follows are basically to generate revenue through such marketing tools only the revenue could be created.

TYPES OF MARKETING TOOLS USED BY RADISSON BLU HOTEL, RANCHI They are as follows: 1. PRINT MEDIA: Print media plays a major role in providing the presentation of the Radisson Blu Hotel, Ranchi through this different types of information about the hotel is being circulated such as the food festival that was being organized , offers on father’s day some promotion for various eves etc. is being informed to the clienteles through print media. The local newspaper of Ranchi like Prabhat Khabar and the Danik Bhaskar has a tie up with Radisson Blu to give up the ads on news paper for various promotions of different events and programs in the market is published to the social clients. 2. ELECTRONIC MEDIA: It plays another major role in publishing the news world wide which helps in the promotion of the brand image as well as the specialties that are being given up by the hotel in different eves. Electronic media yellow page of Radisson Blu Hotel, different portals of online hotel room bookings are also a major impact on the marketing tools of this hotel.

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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 today’s 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 day’s like father’ and mother’s 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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PERCENTAGEWISE DISTRIBUTION OF CORPORATE BOOKING

PSU

PHARMA

BANK AND INSURANCES 11%

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%

PERCENTAGE WISE BOOKING OF DIFFERENT SEGMENTS

3% BUSINESS

FAMILY 10%

COUPLE

SOLO TRAVEL

OTHERS

3% 1%

83%

Fig No:2 SEGMENTS

BUSINESS FAMILY COUPLES

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 hotel’s 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.

1. How did you come to know about this Hotel?

guests came to know about this hotel PRINT MEDIA

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.

2. What is reason behind your visit to this Hotel?

why Radisson Blu Hotel. 23%

27% BRAND EXCELLENT SERVICES

17% 19%

EXCELLENT FOOD QUALITY AMBIANCES/ATMOSPHERE

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)

Easiest source of information of hotel functions. 0% 16%

PRINT MEDIA

17%

SOCIAL MEDIA 23% 44%

REF TABLE SOURCE OF PRINT SOCIAL NO: INFORMATION MEDIA MEDIA 3 17 23 RESPONDENT

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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4. According to you which are the easiest mode of getting information?

Easiest mode of getting information. HOARDINGS

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

8

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?

why prefer Radisson Blu Hotel, Ranchi BRAND

PRICE

FOOD AND SERVICES

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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6. What is the best thing of our hotel in comparison to other hotels?

Radisson Blu better than other. BRAND

BEST FOOD & SERVICES

ATMOSPHERE

7%

OVER ALL SATISFACTION

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

7

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?

Mode of booking the hotel rooms. ONLINE

10% 0% 39%

OTHER TRAVEL AGENT

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 guest’s 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 functioning’s.



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

STRUCTURE OF THE HOTEL

HOTEL INDUSTRY

RADISSON BLU

MEETING CAPACITY

RADISSON BLU

DEPARTMENTS IN RADISSON BLU HOTEL, RANCHI

MAP

HOTELS IN INDIA

FIG NO:1

PERCENTAGEWISE BOOKING

FIG NO:2

PERCENTAGE SEGMENTS

FIG NO:3

GUESTS CAME TO KNOW ABOUT THIS HOTEL

FIG NO:4

WHY RADISSON BLU HOTEL

FIG NO:5

EASIEST SOURCE OF INFORMATION

FIG NO:6

EASIEST MODE OF GETTING INFORMATION

FIG NO:7

WHY PREFER RADISSON BLU?

FIG NO:8

RADISSON BLU HOTEL BETTER THAN OTHER

FIG NO:9

MODE OF BOOKING HOTEL ROOMS

DISTRIBUTION

WISE

BOOKING

OF

CORPORATE

OF

DIFFERENT

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