Submitted by: Md Afzal Azam (Ft-10-880) Deepak Kumar(Ft-10-843) Deepali Srivastava(Ft-10-845) Neha Gupta(Ft-10-889) Nisha Jain (Ft-10-897)

SEGMENTATION The market is identified on two basis

Purpose ( Vacation/Business/Parties ) Lifestyle and status

TARGETING Market targeted is

Premium customers Vacation and business primarily

POSITIONING
Positioned as ethnic , classic and luxurious hotel

Product Tangible - the artistic design of the Hotel, blend of Maplah & Hindu style - the 17 cottages and 57 elegant rooms - multi-cuisine restaurant - Amoeba shaped swimming pool and play area - the distinct charm of the serene Kerala landscape - cleanliness of the hotel - the conference and banquet room Intangible - ayurvedic therapies - the daily cultural programmes - the hotel personnel behavior & quality of service - the quality of service for children

Price : Premium pricing for - satisfying ego and status symbol - differentiating from the key competitor, Raj Hotels Promotion - trade commission to Travel Agents - participation in trade fairs ( domestic & international) For Trade Promotion, Publicity, Brand Awareness, etc.
Place - distribution through 12 Agents in three key cities - commission-based-Agents - trade fairs to hook wholesale buyers

People - needs trained & skilled manpower for best delivery of service in moment of truth - Kadavu lacks skilled Manpower bcoz of remote location of Kadavu - local semi-skilled Employees unable deliver efficient service - high attrition leading inefficiency in maintaining service quality standards - seasonal demands leads to staffing problem Process - the service delivery process should be quick and highly time-bound to provide quality service - in Kadavu, the spread-out layout hindering efficient service operation Physical Evidence - the atmosphere in and around the Hotel has been kept enriched with natural beauty and life - to create a memorable stay, Kadavu has to organized various games & activities such as boat riding, dance, video games for children, home theatre ,disco, etc

Company to Customer (External Marketing)

Promotional Offers
Different tariff for different seasons Special packages for special occasions (like new year) Packages for family and couples

Pricing Strategy
Variation in Demand Targeting to premium segment costlier the place the more prestigious it is For local market they maintain uniformity and price almost double of the competitors.

 Promotional Activities
Appearance in trade fairs Provision for marketing and promotion in financial budget Distribution through 12 companys agent in 3 cities and travel agents

Company to employee (internal marketing)

Difficult to acquire manpower from outside areas in such remote places On-job-training to the employees Lack of formal training Difficult to maintain the standard level because seasonal nature of business and temporary staff.

Employee to customer ( interactive marketing)

Spread out lay out of the resort To avoid delay in delivery, the customer are encouraged to go to restaurant and caf Mini bars and kitchenettes are provided in the room Various games and activities are organized to make visit memorable Home theatre and disco on demand A interactive kitchen

UPPER LIMIT

ZOT

Hotel is providing a premium service. High customer expectation Lower limit will shift upward A narrow ZOT

LOWER LIMIT

Very few international groups venturing out to northern district of Kerala. Lack of formal training to the employees It is difficult to maintain the standards when employees are on contractual agreement or are temporary High attrition rate Problems with locals ( fishermen, local residents)

It should position itself as, A peaceful place where you can get away from your stressful life Use brochures (Physical Evidence) to promote their resorts Tie ups with tourism clubs Packages that include complete Kerala tour Expanding agent network in North India Continue participating in domestic and international trade fairs Formal training of the employees Incentives to the employees apart from salary

Pricing strategy was designed to satisfy the ego and status symbol of premium class customers.

Differentiating factors of Kadavu Resort was the ethnic feel of resort and its architecture which gives the resort an absolutely unique appearance.

Raj resorts and royal resorts can not compete with Kadavu in terms of quality of services offered. The premium pricing adds exclusivity to the resorts perceived/psychological value,

thus the place which is not yet a preferred

tourist destination act in positive.