A Project Simulation on opening a 5 Star Hotel In one of India’s most visited tourist destination Khajuraho • Environmental scanning - PEST Analysis • STP (Segmentation, Targeting & Positioning) Analysis • Designing the Hotel Layout • Designing a blue print for overnight stay • Marketing & Promotion Strategies • Applying the 7 P's to the Project

1. Service Management Project
Name Roll No.
Punit Bhatt 104
Abhizar Bootwala 105
Sameera Bootwala 106
Stephen Cardoza 107
Sanjay Das 115
Vaibhav Dave 116
Harshal Navghare 151

2. •Famous for its 1000 years old
exquisitely carved and
embellished temples and
sculptures
•Listed as world heritage site
by UNESCO
•Main temples – Western
group
•Area 21 sq km
•Population 4.7 mn
What
•Domestic mainly consist of
pilgrimage
•Foreign tourist mainly
heritage
•Destination for historian and
research scholars
Who
•Legacy of 1000 years heritage
•Experience the masterpiece
of Indian architecture which
exhibits culture in the form of
sculpture
•Handicrafts and Gem stones
•In-juxtapose to “Golden
Triangle”
Why
•Road
•Air – Daily flight from Delhi
(Frequency 3)
•Railway is not convenient as
nearest major railway station
Jhansi is 173 km away
How

3. Political
• Favorable as both
Union and State
Governments
promote tourism
• Positioning
tourism as national
priority
Economic
• Tourism industry in
India is booming
• Annual growth of
FTA is 15%, 2010-
11
• Primary economic
activity for
localities'' is
Agriculture
Social
• Religious and
cultural centre
• Festival oriented
(Shivaratri and
Basant Panchami)
• Handicraft and
local art
Technological
• Well developed
national high way
• Sophisticated
Airport
• Modernized Hotels
PEST Analysis

4. Market
Development
Diversification
Market
Penetration
Product
Development
NewExisting
Existing New
Product & Service
Market

6. Type of Tourists No of Tourists Annual Growth rate Revenue growth rate
Foreign Tourists 5.58mn 8.1% 24.6%
Domestic Tourists 740mn 10.7% 11.2%
Foreign Tourists
Domestic Tourists
85%
40%
15%
60%
% Heritage tourists % Non Heritage tourists
Mainly
Pilgrimage
Foreign Tourists
Domestic Tourists
80%
38%
20%
62%
Central & Northern States Southern States

7. Primary target would be Foreign Heritage travellers [a niche market]
Well educated and cosmopolitan
Matured [Mostly between the age 25 - 65]
Top quality service and cultural experience seekers
Generous on spending on antiques and outdoor experiences
Inclined to stay longer than average traveller and likely to visit a diversity of
sites, cities and regions.
Looking for High quality services both in hospitality and travel content.
Interested in authenticity
Easy-to-Do travel experiences

8. USA
16%
UK
14%
Bangaladesh
7%
Canada
4%Germany
4%Srilanka
4%
France
4%
Japan
3%
Australia
3%
Malayasia
3%
Others
38%
Top 10 FTA %, 2010

9. Tech-
Savvy
Eco-
Friendly
Premium
Category
Heritage
Hotel
India’s First Green
Heritage Hotel

11. Solar
Power
Green
Roofs
Modular
Buildings
Landscaping
with native
plants
Green
Transport
Rainwater
Harvesting

12. Recycled
Materials Local Art
Low Emission
Finish
Materials
Natural
Carpeting

13. Energy
Efficient
Appliances
Natural
Ventilation
Efficient
Laundry
Program
Wi-Fi

14. Shower Gel
Dispensers
Towel Reuse
Program
Low Flow
Shower Heads
Water
Closet

15. Indian Chinese Continental
24/7 Café Patisserie Bistro Bar

17. Core
Expected
Augmented
Potential
P
R
O
D
U
C
T
 Luxurious accommodation
 High quality variety of continental, oriental
and Indian cuisine
 Pick up and drop to Airport
 Hassle free parking, check in-out
 24 hrs Multi-cuisine
 Spa/Gymnasium/Saloon/swimming
pool/Golf court
 Forest essentials
 Interior decoration with Local Art
 Rainwater harvesting
 Solar Power
 Green Transport
 Green Roofs
 Low emission finish material
 Recycled material
 Energy efficient appliances
 Yoga session
 Store for Handicraft/Gems
stones/Boutique
 i-Pad for guest
 Chopper service for local
travel
 Experience horticulture
 “Explore Artist Inside You” Live
workshop on Indian Art`

18. • Centrally located
• Surrounded by greenery
• Equidistant from all the
temples
• Easy accessibility
• Away from hustle and
bustle
• Close to Airport
• Tie-up with 5 Star
Hotels in Golden
Triangle & Airlines
The Green
Leaf Hotel
Khajuraho

19. • Premium pricing (also called prestige pricing) is our strategy
• Pricing at or near the high end of the possible price range will
help attract status-conscious consumers.
• The high premium pricing will enhance and reinforce our
hotels luxury image.
• Brand and product attributes such as eco-labelling will add
value for consumers and also attract premium pricing.
• The high price will be an indication of good quality
• Its a sign of self worth - "They are worth it;" it authenticates
the buyer's success and status; it is a signal to others that the
owner is a member of an exclusive group.

20. INR -
INR 3,000.00
INR 6,000.00
INR 9,000.00
INR 12,000.00
INR 15,000.00
INR 18,000.00
INR 21,000.00
The Lalit
Temple
View
Khajuraho
Radisson
Jass Hotel
Khajuraho
Chandela
Hotel
Ramada
Khajuraho
Hotel
Clarks
Khajuraho
Hotel
Green Leaf
Deluxe Rooms INR 9,527.0 INR 5,156.0 INR 3,192.0 INR 2,347.0 INR 2,701.0 INR 7,500.0
Superior Rooms INR 12,080. INR 7,513.0 INR 7,955.0 INR 4,862.0 INR 4,223.0 INR 11,500.
Suite Rooms INR 18,500. INR 13,500. INR 14,200. INR 12,200. INR 10,250. INR 19,350.

21. Personnel - Top 10 Indian Hotel management /
Business Schools
Higher Management – Min. 10 years Experienced
having degree from worlds’s top 10 Hotel
Management schools
Well groomed, quick responsive, receptive people
Multi-linguistic capability (Minimum 5 languages)
Specialist in every category like Chinese chef for
Oriental cuisine

22. Board of
Directors
General
Manager
Relationship
Manager
Front Office
House
Keeping
Food &
Beverage
Indian
Restaurant
Continental
Restaurant
Chinese
Restaurant
Bakery &
Cafe
Beverage &
Wine
Entertainment
Musicians &
Dancers
Local
Talents
Engineering Purchase M&S
Marketing
Sales
Finance
Human
Resource
Personnel
Training
IT

23. Reservations
Online/Offline
Airport Pick-Up Welcome at
entrance
Check-In
Bell boy picks up
the luggage
Guests are taken
to their room
Every room has
an iPad

24. Light Control Room
Temperature
Room Service Restaurant
Reservations
Call Concierge
Air Lines
Schedule
Book a car Map of
Khajuraho
Trip Advisor History of
Temples
Currency
Convertor
Book a spa Check out

25. Website Parking Lobby Interiors Food
Luggage
Cart
Rooms
Luggage
Cart
CrockeryMenu Lobby
Physical
Evidence
Make
Reservati
on
Arrive Check In
Go to
Room
Eat
Receive
Bags
Sleep
Shower
Give
Luggage
Receive
Food
Call
Room
Service
Check
Out
Customer
Actions
Register
Deliver
Bags
Greet
Take
Bags
Deliver
Food
Register
Onstage
Staff
Actions
Make
Reservation
Take
Bags
Take Food
Order
Back
Stage
Staff
Actions
Reservation
System
Reservation
System
Prepare
Food
Reservation
System
Support
Process

26. Promotional Strategy

27. • Tie up with international and domestic travel sites to promote the hotel
and its services.
• Active social media pages on Facebook and twitter to interact with our
customers and let them know about our special offers.
• Also promoting our green initiatives through these social media sites

29. We will exclusively sponsor a documentary on
Khajuraho which will be produced and
broadcasted by the Discovery Channel.
Travel shows on TLC and NDTV Good Times
will feature hotel review shows about The
Green Leaf Hotel.

30. • In a unique and innovative promotional event.
• The Green Leaf Hotel will organize a plant a tree
initiative at famous parks in New York & London.
Central Park
New York
Hyde Park
London

31. THANK YOU