SALES AND MARKETING

IN
FAIRFIELD BY MARRIOTT
Submitted by

Mr. SYED SHAHUL HAMID

Registration NO: TO5D18006100030

In partial fulfillment of the requirement for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

IN
HOSPITALITY MANAGEMENT

Under the Guidance of

Prof. K. Shanthi, MBA, M. Phil,

Department of Management Studies,

Chennai’s Amirta International Institute of Hotel Management,

Chennai

December 2019
 BONAFIDE CERTIFICATE

Certified that the Project report titled SALES AND MARKETING DEPARTMENT
IN FAIRFIELD BY MARRIOTT is the bonafide work of Mr. SYED SHAHUL
HAMID Reg No.: : TO5D18006100030 who carried out the work under my
supervision. Certified further that to the best of my knowledge the work
reported here in does not form part of any other project report or dissertation on
the basis of which a degree or award was conferred on an earlier occasion on
this or any other University/Institution.

Signature of the Guide

Name and Official Address of the Guide

Place:

Date:
 STUDENT’S DECLARATION

I, Mr.SYED SHAHUL HAMID hear by declare that Project Work Titled

SALES AND MARKETING is the original work done by me and submitted to
the Chennai’s Amrita International Institute of Hotel Management
(Annamalai University) in partial fulfillment of requirements for the award of
Master of Business Administration in Hospitality Management. This is a record
of original work done by me under the supervision of Prof. K. Shanthi of
Chennai’s Amirta International Institute of Hotel Management, Chennai.

Signature of the Student

Register no:
Date :
 ACKNOWLEDGEMENT

First and foremost, I would like to state my gratefulness to Mr. NIHAL

KURIAN (DIRECTOR OF SALES) for enabling me to complete this report in
due time.

I would like to express my sincere gratitude to my internship faculty

Prof .K.Shanthi , Senior Lecturer, Chennai’s amrita international institute
of hotel management, Annamalai University for providing me with detailed
feedback and advice on this report. She gave me suggestions in order to make
this study as informative and useful as possible.

I would also like to express my at most appreciation to Mr. NIHAL KURIAN

for giving me an in-depth knowledge about the Sales and marketing and
workflow of the company is following as a whole. I would also like to thank all
the other officials from various departments for providing the necessary
information about the organization. Their guidance and co-operation helped me
to get a better understanding of the tasks performed at the organization.

I have also thoroughly enjoyed working on the internship report and hope the
report is appreciative.
 PROJECT INDEX

CONTENTS
SI.NO.
Chapter 1
1.1 Introduction
1.2 Problem statement
1
1.3Need and Scope of the Study
1.4Objectives of the Study
1.5 Methodology of the study
1.6Limitations of the study
2 Chapter 2- Industry Profile
3 Chapter 3-Company profile
4 Chapter 4-Review of Literature
5 Chapter 5-Research Methodology
6 Chapter 6-Data Analysis
Chapter 7
7.1Findings
7
7.2Suggestions
7.3Conclusion

8 Bibliography
 CHAPTER-1
INTRODUCTION
 Industry Profile

HOSPITALITY AND TOURISM INDUSTRY

Travel is often considered everyone’s favourite pastime. Thus, it is no wonder that many consider the
hospitality industry to be one of the world’s biggest industries. Some could say the hospitality
industry makes the world go round. Perhaps, that’s a bit of an exaggeration, but it cannot be denied
that the hospitality industry plays a critical role in world business, travel and history. The hospitality
industry is a service industry that has encompasses many different branches of business including
lodging, restaurants, cruises, theme parks and others segments related to tourism. Many of the
different branches are interrelated and directly influence each other. The success or failure of one
branch directly influences the success or failure of another.

The term Hospitality means the cheerful welcoming of people, who may be known or may be
strangers. From the beginning, hospitality has been an important element in enriching experiences of
guests through its consistent service quality. They further elaborate that it includes hotels, resorts,
restaurants, houseboats, catering establishments, bed and breakfast outlets, casinos, clubs, lounges
and bars.

CURRENT STATUS OF THE INDUSTRY

The Indian hotel industry is a highly divided one, with a large number of small and unorganized
players accounting for the major portion. Some of the main stakeholders in the organized segment
include Indian Hotel Company (Taj group of hotels, The East India Company (Oberoi group of
hotels), the ITC Welcomgroup Hotels, the Leela group of hotels (Hotel Leela Venture Ltd).

There is high seasonality in the Indian hospitality industry,

with the demand peaking during the months of October to April. The monsoon period is generally the
off-season. It was observed that Indian hoteliers made most of their money in the December and
March quarters. However, one can see this trend changing in the past few years. To boost occupancy
during the lean months and thereby generate revenue, hotels have introduced various offerings, such
as targeting the MICE (Meetings, Incentives, Conferences and Exhibitions/Expositions) segment and
offering them attractive packages.

CURRENT TRENDS IN HOSPITALITYINDUSTRY

Contemporary needs, demands and desires of a tourists customers (increased need for security and
preservation of health; emphasis on ecology and healthy food; pure nature stay; growing demand for
adventure activities and excitement; convention facilities and incentive offerings; visits to towns, big
sports, cultural, religious, business events; new travel motivation) have led to the emergence of new
trends in hospitality offering design. Current hospitality trends include:

Wellness and spa hotels

Release from the stress and desire to improve the quality of life has led to the emergence of wellness
and spa hotels. Business philosophy of wellness and spa hotels include face and body care, health
promotion with various wellness and spa methods, mental training and special wellness diet. Some
counties with developed tourism are developing wellness and spa tourism, while some tourist
destinations are gradually being profiled as wellness and spa destinations.

Boutique hotels
Boutique hotel is a term lately heard very often in demands of the world famous jetsetters and tourist
with high purchasing power. Typical boutique hotels include originally decorated interior, specially
designed rooms and suites furnished with a lot of style and detail, exclusive lounge bar, excellent
range of food and beverages, and hotel capacity is between 10 to 15 rooms. Due to their succession
the market, some well-known international hotel chains have also developed boutique hotels under its
brand (W Hotels, Small Luxury Hotels of the World). ‘Boutique hoteldoes not have to be rebuilt, it
does not have tobe a new building, it can be converted old buildings, castles, historic buildings,
monasteries, villas or larger old farmhouses.Its location may not be a fashionable touristdestination.
This type of hotel may be at theseaside, mountain, and lake or in the countryside. Itshould only make
profits as other types ofhotels, since invested funds should be returned and enriched.

All-inclusive hotels
All-inclusive hotels can be found in Mediterranean countries and exotic tourist destinations. Hotels
with all-inclusive service are often chosen by families with children and tourists who will spend most
of their time in the hotel complex, either at the beach or by the hotel pool. Modern all-inclusive
service includes rich buffet breakfast, lunch and dinner, afternoon and late night snack, day and
evening entertainment for children and adults, spots facilities (tennis, football, basketball, handball,
volleyball...).

Hotel animation
In recent years, animation has become an important component of the hotel offers aiming to fill
guests’ free time. Every serious hotel resort, if wanting to meet modern demands and needs of the
guest, pays special attention to this important segment of drawing up a variety of activities for all age
groups.
Major role in the realization of entertainment, sports and recreational facilities have hotel
animators. ‘Animators create a special atmosphere among the guests with their activities. Depending
on the structure of guests and the hotel category, animators are mostly taking care of guests by
organizing their free time, encouraging them to do various activities for recreation, entertainment and
relaxation.

Online search and booking

Modern consumers are increasingly facing theInternet concepts such as online search andbooking or
e-payments as a part of everydaylife. Hoteliers and restaurateurs who haveadapted to these trends
very quickly show verygood results. Websites presenting hotels andrestaurants to guests are
becoming richer, havemore contents and offer the option of an onlinesearch and booking service.
Thanks to richweb pages and sophisticated booking systems,hotels and restaurants successfully
promotetheirservices and destinations where they arelocated.Hospitality is a specific economic
activity which, except for basic service of food and beverages, offers a variety of social, cultural and
health services in order to meet desires and needs of customers. New needs, demands and desires of
customers have led to the emergence of new trends in hospitality offerings design. Wellness and spa
hotels, boutique hotels, all inclusive hotels, slow food restaurants, and wine and lounge bars are only
some of the main trends and successful hospitality managers will create politics of development in
accordance with new requirements and the needs of the global market.

Working in the Hospitality Industry

As the hospitality industry includes many types of businesses, and within each business, a wide
spectrum of positions with varying skills, it is not an overstatement to say there is something for
everyone. The industry is characterized by a large number of employees and attracts diversity of
ages, genders, cultures and education levels. Entry level positions usually require no formal
education, while professional positions typically will require a college degree.

As with many industries, the hospitality industry is vulnerable to downturns in the economy,
especially as much of the industry is driven by disposable income. With that being said, the
hospitality industry is one of the oldest in the world, and one that continues to grow, innovate and
avail new opportunities.

PROBLEM STATEMENT:
Competitors of fair field by marriott are prospering in the new global economy recognized
that measuring corporate sales and the customer satisfaction is the key. The basis of
consumer satisfaction or dissatisfaction lies in mankind’s ability to learn from past
experiences – accordingly, consumer preferences are constantly being updated by way of the
learning process. Reward in turn, leads to an evaluation that the purchase was satisfactory
and hence it can exert an effect on brand beliefs and attitudes. Given the vital role of
corporate sales, a variety of research has been devoted to investigating the determinants of
satisfaction. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy. Corporate sales and Customer satisfaction is considered to be
one of the most important outcomes of all marketing activities in a market-oriented firm.
The obvious need for satisfying the firm’s customer is to expand the business, to gain a
higher market share, and to require repeat and referral business, all of which lead to
improved profitability. Studies conducted by Cronin and Taylor (1992) in service sectors
such as: banking, pest control, dry cleaning, and fast food; found that customer satisfaction
has a significant effect on purchase intentions.
 NEED & SCOPE OF THE STUDY:
NEED OF THE STUDY:
This study mainly focuses on the sales performance who are intellectually and emotionally
bound with the organization. The study will help the company to identify and ensure that
company is well-integrated with productive and involved employees. Customer satisfaction
analysis is needed and very important for the mariott Hotels to signify the factors that
support the positive customer view in continuous visit to mariott. The relationship between
factors will give a concrete idea on the most influential factors among many.
SCOPE OF THE STUDY:
 To know about the Operations of mariott Hotels.
 To know what kind of activities are done in hotels sector.
 To now about the customer response and behavior towards the mariott Hotels.
 To expand network of contacts with various stakeholders, owners and vendors.
 To apply business concepts and theories to real-world decision-making.

OBJECTIVES OF THE STUDY:

1. To get practical exposure in the corporate world.
2. To have a proper balance between the theory and practical knowledge.
3. To study origin, mission vision, and status of the organization.
4. To study the functional departments exist in the organization
5. To evaluate the effectiveness of the organization.
6. To study the problem areas in the organization
7. To provide some valuable suggestion to improve the efficiency in the organization.
8. To know about the Operations of MARIOTT HOTELS.
Primary objective:
 To develop an understanding about customer satisfaction towards MARIOTT Hotels
 To point out the factors/variables which are positively/negatively affecting the customer
satisfaction
 To give out recommendations based upon the analysis.

Secondary objectives:
 To identify whether the organization appreciate importance of Customer satisfaction.
 To study the extent to which employees are engaged.
 To identify the factors that contributes Customer satisfaction.
 To identify the level of customer satisfaction towards various hotel attributes like, quality
offered, quantity provided, varieties available, interior decoration, parking facility, drive-in
facility, neatness and cleanliness, amenities, price, tastes etc.
 To seek out the customers’ order of preference towards the various hotel attributes.

Methodology of the study:

RESEARCH PROCESS:
Before embarking on the details of research methodology and techniques, it seems
appropriate to present a brief overview of the research process. Research process consists of
series of actions or steps necessary to effectively carry out research and the desired
sequencing of these steps.
1. Formulating the research problem.
2. Extensive literature survey.
3. Development of working hypothesis.
4. Preparing the research design.
5. Determining the research design.
6. Collecting the data by observation through personal interview by questionnaires.
7. Execution of the project.
8. Analysis of data.
9. Hypothesis-testing.
10. Generalization and interpretation.
11. Preparation of the report.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying now research is done systematically. In that various
steps, those are generally adopted by a researcher in studying his problem along with the
logic behind them. It is important for research to know not only the research method but also
know methodology.” The procedures by which researchers go about their work of
describing, explaining and predicting phenomenon is called methodology.” Methods
comprise the procedures used for generating, collecting and evaluating data. All this means
that it is necessary for the researcher to design his methodology for his problem as the same
may differ from problem to problem. Data collection is important step in any project and
success of any project will be largely depend upon now much accurate you will be able to
collect and how much time, money and effort will be required to collect that necessary data,
this is also important step. Data collection plays an important role in research work. Without
proper data available for analysis you cannot do the research work accurately.
The study is mainly based on two sources of data. They are
Primary data
Secondary data

Primary Data
Interviewing a few food and beverage services departmental heads, officers and
management bodies and staff members of fair field by Marriott collected primary data.
However, the present study in based on secondary data.
Secondary Data
The present is mostly secondary resource of the data. These sources are the annual reports
and original records of fair field by Marriott
Limitations of the study
The study was limited to only five years Business data.
The study is purely based on secondary data which were taken primarily from published
annual reports of fair field by Marriott
The study is based on only the past records.
The short span of time of 75 days for carrying out the study is also one of the limitations.
 CHAPTER-2
INDUSTRY PROFILE
 Industry Profile

Fairfield Inn & Suites

Industry Hospitality, tourism

Founded 1987

Number of locations 979 hotels (December 31, 2018)[1]

Area served Worldwide

Key people Liam Brown

Parent Marriott International

Website fairfield.marriott.com
Fairfield by Marriott is a low-cost, economy chain of hotels that are franchised by Marriott
International. The properties are geared towards guests requiring a place to sleep with fewer
amenities, thus allowing Marriott to offer lower prices than would otherwise be possible. This is
accomplished via cost-saving measures, such as consistent building architecture and bedding, and the
omission of a full-service restaurant. However, a complimentary hot breakfast is included. As of
December 31, 2018, it has 979 hotels with 94,288 rooms.

Company History

The Marriott chain began with two motels in the 1950s. The first opened as a Quality Inn airport
motel near Washington D.C. and another motel nearby, the Twin Bridges, a few years later. With the
opening of the second motel, Marriott was born as a brand name. The Twin Bridges property was
demolished in 1990, but the Key Bridge property still operates, but as a full-service hotel.

In 1967, Marriott opened its first resort hotel, Camelback Inn, in Arizona, USA. Marriott Hotels &
Resorts expanded outside of the United States for the first time in 1969 with the opening of the
Marriott in Acapulco, Mexico.

By 1975, Marriott Hotels & Resorts had expanded to Europe, with the Amsterdam Marriott hotel
opening that year.

In 1976, Marriott opened two Great America theme parks but sold to Six Flags in 1984.

In these first several decades, Marriott International owned and managed many of the hotels within
its portfolio. In 1993, the company decided to spin off the real estate ownership operations as a new
company, Host Marriott, while retaining hotel management services under the Marriott
International company name.

By 1999, there were over 360 Marriott Hotels & Resorts in 47 countries, and in 2012 Marriott Hotels
& Resorts celebrated the opening of the 500th Marriott Hotels & Resorts property, the Pune Marriott
Hotel & Convention Centre, in Pune, India. In April 2014, Marriott Hotels & Resorts acquired The
Protea Hotel Group in South Africa, rebranding the Protea Hotels name to Protea Hotels By Marriott

Vision

Marriott International's Vision is "To be the World's Favorite Travel Company."

To help us achieve our Vision, we've developed a 4-part strategy. This strategy focuses on How We
Win with our customers worldwide.
Our Purpose to "Open Doors to Opportunity" will take us there. And our Values – especially to Put
People First and to Embrace Change – will provide the foundation for how to invest in our people
and keep innovation alive at Marriott International.
We’re on the road to creating "raving fans" for our brands, our channels and our portfolio.

Culture & Beliefs

The Fairfield brand is the namesake of Fairfield Farm, J. Willard Marriott’s favourite vacation home
in the Blue Ridge Mountains of Virginia. Known for being a sanctuary of warm hospitality and
simple comforts, the farm is the inspiration for the way Fairfield teams all over the world serve
guests today. Since the first Fairfield opened its doors in Atlanta, Georgia, this tradition of providing
warm hospitality serves as the foundation for our Guest Promises and our brand’s commitment that
every guest leaves satisfied.

• We deliver memorable moments every day, everywhere, every time.

• We enjoy serving with our “Yes I Can!” spirit.

• We grow talent, talent grows us.

• We are many minds, with one mindset.

• We value open and direct interactions to build trust.

• We believe anything is possible.

• We have fun in all that we do.

MARRIOTTPORTFOLIO

At Marriott Hotel Group, have engineered our global portfolio of brands to meet the needs of the
changing travel sector. Eight distinctive hotel brands have clear brand segmentation with no
overlapping.
 Figure 1: Marriott Portfolio

A Global Presence

Marriott International is an American multinational diversified hospitality company that manages and
franchises a broad portfolio of hotels and related lodging facilities. Founded by J. Willard Marriott,
the company is now led by his son, Executive Chairman Bill Marriott, and President and Chief
Executive Officer Arne Sorenson. Marriott International is the third largest hotel chain in the
world.[3] It has 30 brands with 7,003 properties in 131 countries and territories around the
world,[1][2][4] over 1,332,826 rooms (as of March 31, 2019),[1] including 2,035 that are managed
with 559,569 rooms, 4,905 that are franchised or licensed with 756,156 rooms, and 63 that are owned
or leased with 17,101 rooms,[1] plus an additional 475,000 rooms in the development pipeline and an
additional 25,000 rooms approved for development but not yet under signed contracts.[1][5][6][7]

It is headquartered in Bethesda, Maryland, in the Washington, D.C. metropolitan area.[8] In 2017,

Marriott was ranked #33 on Fortune's "100 Best Companies to Work For" list, its twentieth
appearance on the list.[9]
Marriott Brands
 CHAPTER-3
COMPANY PROFILE
 COMPANY PROFILE

FAIRFIELD BY MARRIOTT

Location

This informal hotel in a business area is 7 km from the HAL Heritage Centre and Aerospace
Museum, 10 km from the Shivoham Shiva Temple complex and 2 km from Hoodi Halt railway
station.

Nearby business hubs:

 RMZ NXT – 1.1 km

 Kalyani Techpark – 2.5 km
 International Tech Park Bangalore – 4 km
 Bagmane Constellation Business Park – 5 km
 Prestige Shantiniketan – 4.9 km

Rooms

Hotel with 104 rooms with Two categories in the heart of Bengaluru at the Fairfield by Marriott
Bengaluru. Advantage of free high-speed, wireless Internet to keep in touch with home or the office,
or finishing touches on a business presentation at the spacious work desk.

Fairfield Superior Rooms - 74

Superior Room, which features the choice of a king bed or twin bed. Take care of business in
comfort at the ergonomic work desk equipped with free high-speed, wireless Internet, or relax in the
living area, complete with a sofa and coffee table.

Fairfield Deluxe Rooms – 30

Deluxe Room with a king bed and experience welcoming amenities that include a convenient work
desk and stylish furnishings. Each Deluxe Room features necessities like a hairdryer and ironing board to
assist you in getting ready for the day, and the sleek LED TV.

Kava Kitchen
Savor delicious cuisine from India and around the globe at our hotel's light and airy restaurant. Enjoy
your favorites from the buffet or select from the curated à la carte menu. Stop by our bar for a
cocktail after a busy day in Whitefield, Bangalore

Indulge in an array of gourmet offerings from across the globe at One Kava Café, the all-day dining
restaurant at the Fairfield By Marriott.
This exquisite multi-cuisine restaurant overlooking the pool is perfect for any meal, ranging from
light snacks to delectable dinners. The extensive Super Breakfast, lunch and dinner buffets offer
Middle Eastern, Chinese, Indian and Western cuisine, while the à la carte menu features stunning
 culinary offerings. For a fun night check out the live interactive kitchen.

Fitness Center

 A fitness center in a hotel is a large room, usually containing special equipment, where people go to
do physical exercise and get fit. ... The fitness center has modern exercise equipment, including
treadmill and stationary bicycle. Cardiovascular Equipment and
Free weights.

5SERVICES

Guest Services

Guest will find everything need for a convenient stay in Bengaluru (formerly Bangalore) at the
Fairfield By Marriott. Enjoy a quiet meal in the privacy of room or suite with 24-hour room service,
or finishing touches on a project in the business centre, complete with print and fax services.
Advantage of valet parking and express check-out to ensure a relaxed stay.

MEETINGS & EVENT

Offering Two banquet venues and One boardrooms that cater to all business needs, the Fairfield by
Marriott Bengaluru is the ideal setting for hosting successful meetings and conferences.
Fairfield By Marriott has Two banquet halls
Ballroom 1 – 733.5 sqft
Ballroom 2– 733.5 Sqft
Ballroom 1&2 – 1467 sqft
Boardroom – 400 sqft

EVENT ROOM FEATURES

 Free high-speed Internet

 Lighting effects
 TV display outside each part of hall to showcase event
 CHAPTER-4
REVIEW OF LITERATURE
 CHAPTER II LITERATURE REVIEW

Marketing

Kotler, Bowen and Makens define marketing as “the process by which companies create value for
customers and society, resulting in strong customer relationships that capture value from the
customers in return.”
An important aspect of marketing is the marketing mix which includes product, price, distribution
and advertising and sales. Marketing also includes research, information systems and planning.
The four-P framework calls on marketing professionals to decide on the product and its
characteristics, set the price, decide how to distribute their product and choose methods for
promoting their product.
If marketers do a good job of identifying customer needs, developing a good product, and pricing
and distributing and promoting it effectively, the result will be attractive products and satisfied
customers. Marketing means “hitting the mark”. Peter Drucker, a leading management thinker,
put it this way “The aim of marketing is to make selling superfluous. The aim is to know and
understand customers so well that the product or service fits them and sells itself”.
This does not mean that selling and
promotion are unimportant, but rather that they are part of the larger marketing mix, a set of
marketing tools that work together to produce satisfied customers.
“Marketing is so basic that it cannot be considered a separate function. It is the whole business
seen from the point of view of its final result, that is, the customer’s point of view…… Business
success is not determined by the producer but by the customer”.

2.1 The marketing process

Chart 1 shows a simple five step model of the marketing process. In the first four steps companies
work to understand consumers, create customer value and build strong customer relationships. In
the final step, companies reap the rewards of creating superior customer value. By creating value
for customers, they are in turn capturing value from customers in the form of sales, profits and
long-term customer equity.
The first three steps in the marketing process – understanding the marketplace and customer
needs, designing a customer driven marketing strategy, and preparing an integrated marketing
plan – all lead up to the fourth and most important step: building profitable customer
relationships.
 Create value for customers and build
customer relationships

Understand the
Construct an integrated
marketplace and
Design a customer-driven marketing programme that
customer wants and
marketing strategy delivers superior value
needs

Capture value from Build profitable

customers to create relationships and create
profits and customer customer delight
equity

Capture value from customers in return

Figure 3 Five step model of the marketing process

Marketing in hotel industry

Marketing started as a result of economic and business pressure due to a need which arises to
focus on embracing a set of managerial measures in order to satisfy customers’ needs. The
evolution of marketing in the hotel industry is similar to every other industry. The main reason
for the marketing in the hotel business is because of the growth in the number of guests who are
in need of accommodation and the increase in competitions by the accommodation service
providers. Moreover, the hotel industry is becoming a more and more mature market whereby the
competition is increasing globally and winning customers becomes a problem. Therefore, there is
a huge shift to marketing.

Segmentation of the hotel market

The hotel indu
stry is one of the most diverse and dynamic industries in the world. In order to understand the
customers, it is necessary to divide the whole market into subsets. “Market segmentation is the
process of dividing the total perceived market into subsets, of which each of the potential
customers have characteristics in common, which lead to similar demand needs for a product or
service”. Since the main reason behind marketing is to find a way of satisfying customers’ need
in a new or better way, dividing the market into different segments will allow the hotel to focus
on the segment that provides the best opportunity for its product and services. Successful hotels
recognize that the taste and preferences, needs, lifestyles, family size and composition of guests
differs from one another and are able to follow a policy which increases market demand for their
products by focusing their marketing efforts at a sub-group of customers. Sometimes the hotel
might need to choose more than one segment to concentrate on. For example, the needs ofa
family to book a hotel room is different from that of a business person who comes to the city for
business purposes. In the case of a business person the hotel will need to ensure that there are
phone services, internet connection for the guest. Creating a niche within a market segmentation
helps the hotel to have focus on the market segment and be able to fully deliver the benefit of the
product to the customer.
The importance of market segmentation cannot be overemphasized.
It helps the hotel to divide the total market and identify the needs of the sub-group. Segmentation
is the first step taken when engaging in a marketing process that involves developing products
that meet the need of the customers. When a product meets the customers’ needs and expectation,
they will usually come back for more and more. This will definitely result in a good relationship
between the hotel and its customers. Moreover, it is necessary to divide the market into different
groups and subgroups when setting the market objectives. Having a deep knowledge about the
target customer for the company’s product helps in planning, setting the budget and controlling
the marketing activities
There are four bases for the segmentation of the consumer market. These include;
 Geographical
 Demographic
 Psycho-graphic and
 Behavioural segmentation

Geographic Demographic

Market
Segmentation

Behavioral Psychographic

Figure
4Bases of Market Segmentation

The demographic segmentation which includes variables such as the age, gender, education,
occupation, income, ethnicity, nationality, race, and religion of the customers is one of the
common ways of dividing the targeted market because it is closely associated with customers’
wants and needs and it can be easily measured
Psychographic segmentation focuses on measuring a guest’s mental attitudes and psycho-logical
make-up. In other words, psychographic segmentation uses psychological attributes to determine
the behaviour pattern of the customer. Many marketers use this to learn more about the
customers’ lifestyle and attitudes. The rationale behind the division of customers into this
segment is the belief that customers with common values tend to have similar purchasing
patterns. A hotel can obtain psychographic information by using surveys and questionnaires to
ask questions about the target market’s interest and opinion on some particular activities.
Another way of segmenting the hotel market is by considering the geography when grouping the
customers. The group can be divided based on the customers’ countries, states, regions,
municipalities or cities. The company can then focus it operations on one or more units within the
segmentation. A company can also use mapping software to show the geographical location of its
customer. There are various approaches to using geographical segmentation in analyzing the
target market. Some approaches combine geographical segmentation with demographic
segmentation in order to have a better description and understanding of the customers. Marketers
use behavioural segmentation to divide the market based on the customers’ pattern of behaviour.
Behavioural segmentation is usually based on the benefit the customers seek to get from using a
product, how they use a product, spending pattern, and their loyalty to a certain brand. In the
hotel industry, it can be based on the frequency at which a guest travels or uses hotel services. For
instance, a business traveller may use hotel rooms and services for fifteen times or more in a year
whereas a leisure traveller or tourist may only travel once or twice in a year. Knowing the
behavioural variable may be helpful to the hotel in planning their services to enhance the
experience customers get from lodging with them.

Market Strategy in Hotel Industry

The hotel industry is so competitive that it requires the hotel to formulate a dynamic mechanism
which can adapt to the changes in the market environment, the competitiveness of the market as
well as the economic climate. The ultimate goal of having a marketing strategy is usually to
identify opportunity to serve the market in a way that is profitable and effective enough to the
extent that it becomes difficult if not impossible for another company to take up the venture
without running into losses. Some authors believe that at the initial stage of starting a hotel
business, the hotel will not make a profit, even in the second year the hotel will only break even
and the hotel may start to make a little profit from the third year. On the other hand, other
marketers in the hotel industry think that the hotel can start to make a profit immediately from the
first year of entering into the industry if the right marketing strategies were used.
An hotelier that wants to achieve success needs to have a deep understanding of marketing and
how to combine various marketing elements such as the price, product promotion and
distribution.

Digital marketing in hotel industry

Digital marketing is a term that is used to describe the use of ICT (information and
communication technology) in marketing. In the hotel industry, digital marketing includes the use
of internet-based marketing as well as other kinds of activities that are based on digital
technology such as email, phone communication, and interactive digital television. Nowadays,
digital marketing is becoming an integrated and vital part of marketing activities. There are
several ways through which digital marketing is conducted by hotels. These ways are referred to
as digital marketing communication.

Digital marketing communication channels

Digital marketing communication is the communication and interaction between a hotel and its
guest using digital channels and information technology. Some of the noticeable communication
channels are explained in the paragraphs below.
 Email marketing.

Email marketing allows a company to establish and maintain communication with their
customers. Email marketing has evolved beyond sending mass messages to multiple customers at
the same time. Companies have made an interesting distinction between mass emails (spam) and
direct email to customers based on their relationship with them. Many companies that use email
marketing have come to the realization that a lot of customers are irritated when they get
messages which are irrelevant to them, therefore they have been sending messages based on their
understanding of the customers and what their taste is.

Viral marketing

Viral marketing is an internet adaption of marketing using the word-of-mouth effect. It is actually
an advertising message spread by customers among other customers. In today’s age, the way
people communicate and share information with each other has changed compared to what it used
to be about one or two decades ago. Many of the changes are due to social networking.

Word-of-mouth

Word-of-mouth refers to direct communication between one or more customers on a particular

product or services. Traditionally, word of mouth is usually considered to be interpersonal
communication (face-to-face) however the technology has made it possible for customers to
communicate electronically with one another. This is called electronic word-of mouth (eWOM).
One of the reasons why companies prefer to use eWOM as a marketing channel is that customers
consider it to be more credible since it’s provided by individuals who have no direct marketing
interest about a company or its product.

RESEARCH GAP:

 Lack of marketing research orientation

 Inadequate upward communication
 Too many levels of management
 Not knowing various customer expectations.
 Employee role ambiguity
 Employee role conflict
 Poor Employee job fit
 Poor Technology job fit
 Inappropriate evaluation and reward systems
 Lack of empowered service employees
 Lack of team work
 CHAPTER-5
RESEARCH METHODOLOGY
 Research Methodology:
The process used to collect information and data form a king decisions for the study .It deals
with the following:

 Research Approach
 Type of data
 Research type
 Data collection
 Data analysis

5.1 RESEARCH DESIGN:

The study is descriptive in nature. Descriptive research, also known as statistical research,
describes data and characteristics about the population or phenomenon being studied. The
research approach involves selection of a representative sample by including all categories
considering demographic factors and hinge the respondent with a well conceived structural
and undisguised questionnaire for data.

5.2 SAMPLING DESIGN:

Sample design is the theoretical basis and the practice means by generalizing from
characteristics of relatively few of the comprising population. It is the method by which the
sample is chosen.

5.2.1 POPULATION:

The population here is taken from hotel customers of MARRIOTT Hotels.

5.2.2 TARGET RESPONDENTS:

The target respondents of this study are the Customers MARRIOTT Hotel in and
BANGLORE.

5.2.3 SAMPLING METHOD:

Collecting data about each and every unit of the population is called census method. The
approach, where only a few units of population under study are considered for analysis is
 called sampling method. There are two main categories under which various sampling
method can be put. Two categories are:

Probability Sampling
Non- Probability Sampling

The sampling method adopted for the study is convenience sampling under non- probability
sampling.

5.2.4 SAMPLE SIZE:

Samples are taken from MARRIOTT Hotels existing customers. The selected sample size is
100 customers. Samples were chosen using Convenience Sampling technique (Non
Probability Sampling Technique).

5.3 DATA DESIGN:

There are two types of data:

 Primary
 Secondary

PRIMARY DATA are those which are collected afresh and for the first time and thus
happen to be original in character.

SECONDARY DATA, on the other hand, are those which have already been collected by
someone else and which have already being passed through the statistical process. The
methods of collecting primary and secondary data differ since; primary data are to be
originally collected, while in the case of secondary data, the nature of data collection work is
merely that of compilation.

FOR THIS STUDY:

In this study, primary data has been collected directly from the respondents using a
questionnaire while the secondary data was collected from books, articles and the internet.

5.3.1 TYPES OF DATA:

The type of data used here is quantitative data type.

5.3.2 DATA SOURCE:

Data collection is most essential aspect of any research because the whole result of research
depends on the data and information hence, the methodology adopted by me to collect the
data final interpretation were through.
 5.4 TOOLS USED FOR ANALYSIS:
Statistics has been defined as a science which provides tools for analysis and
interpretation.Thesemethodsareappliedonthedatacollectedforthepurposeofdecision making in
various fields of scientific inquiry.

5.4.1 DESCRIPTIVE ANALYSIS (PERCENTAGE METHOD):

Percentage method is an important statistical tool which has been used in the present study
to compare two series of data to enable the research to draw meaningful conclusion

5.4.2 INFERENTIAL ANALYSIS (STATISTICAL TOOLS):

Inferential statistics use a random sample of data taken from a population to describe and
make inferences about the population. Inferential statistics are valuable when examination of
each member of an entire population is not convenient or possible. Tools used in this study
are:

 Factor analysis
 Regression analysis
 CHAPTER-6
DATA ANALYSIS
 1.Bar graph showing occupatations of guests.

60%

50%

40%

Series 1
30%
Series 2
20% Series 3

10%

0%
student business salaried professional others

INTERPRETATION:
15% students,55% Business people,20% salaried persons and 10 others
are using FAB Hotels
 2.Bar graph showing Income of Guests

60%

50%

40%
Series 3
30% Series 2

20% Series 1

10%

0%
10000 OR UNDER 10000-20000 20000-25000 25000 MORE
3. Pie chart showing guest arrival based on month

less than 3 months

3-6 months
6-12 months
more than 1 year
4. Pie chart showing satisfaction towards price

very satisfied
satisfied
nuetral
dissatisfionact

36
5. Pie chart showing satisfaction regarding amenities

very satisfied
satisfied
nuetral
dissatisfied

37
6. Pie chart showing guests satisfaction regarding mobile app

very satisfied
satisfied
nuetral
dissatisfied

38
7. Pie chart showing guests satisfaction towards customer relationship
management.

very satisfied
satisfied
nuetral
dissatisfied

39
 8. Pie chart showing will the guests consider MARRIOTT as a
first choice

yes
no

40
9. Pie chart showing guests will they consider MARIOTT to be there
first choice.

yes
no

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 CHAPTER-7
FINDINGS AND SUGGESTIONS

42
 FINDINGS AND SUGGESTIONS

Findings

From the study 40% of respondents have good trust in TripAdvisor and 26% of respondents have
completely trust in website.

41% respondents are stated that identity of the reviewers are best method to ensure that hotel
reviews are trustworthy and not abused

45% of respondents states that their competitors are the main reason for posting negative reviews

57% of respondents don’t have awareness about the Trip Advisor activities against fake reviews.

Lack of verification of reviews and reviewers- consumers are able to post a review directly on
websites without creating an account or using a link from an email.

Suggestions

Verification by the service provider, which provides the hotel operator with the possibility to verify
whether consumers providing reviews stayed at the hotel.

Compulsory provision of the ‘dates of stay’ at the hotel by consumers posting reviews;

Allowing reviews to be posted using questionnaires/links sent only to the email addresses
provided when the hotel was booked.

Providing the possibility (and alerts) to hotel operators to respond to negative reviews.

CONCLUSION

The revolution in digital media has changed the way consumers shop for travel and hotel bookings. It
has democratized the way people share their opinions online. Hotels can take advantage of guest
reviews and use them in their marketing mix. Good reviews not only push up hotel’s rankings and
visibility. Increased visibility means more exposure to business and better reputation that pushes up
both bookings and revenue. Sometimes Negative reviews affect the credibility of the hotels. So the
review website should have the awareness about such kind of fake reviews.

43
This research has shown that marketing plays a significant role in the hotel industry. Based on the
research findings, it is concluded that marketing plays a crucial part in any hotel outlet and in the
hotel industry as a whole. As a result of that, hotel owners and managers who want to be successful
in the hotel industry should pay great attention to marketing. Tourism and its business activity are
facing a scenario of change conditioned especially by the increase of demand, new values
and premises like sustainability and social responsibility. For this reason a more thorough and
varied approach to demand is needed, namely on the consumer behaviour level. However this
is not a standardized behaviour and we are witnessing a counter-cycle in the developed
markets in contrast with the emerging ones. There is a concentration of business translated in
various mergers and acquisitions and the growth of the budget market. Nevertheless due to
the diversification of the demand, companies tend to bet in brands as a priority form of
supply, such as budget branded (in airline business, rent-a-car, ship cruises) and residence
branded (high value for money).

The travel and hospitality industry is growing and brands that keep up with current marketing trends
will have a competitive advantage over those that settle for old fashioned marketing and advertising.
Remember, as you look to attract more business, it’s vital to adjust your marketing strategies to meet
consumer expectations.

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 ANNEXURE
Questionnaire

1.Customer name*
2. Gender*
A .Male
B. Female

3.Age*
A. Less than 20yrs
B.21 yrs to 30yrs
C.31 yrs to 50yrs
D.50 and above

4.Occupation*
A. Student
B. Business
C. Salaried Professional
D. Other…

5.Your annual house hold income:

A.Rs.10,000 orunder;
B. Rs.10,001-Rs.20,000;
C. Rs.20,001-Rs.25,000;
D. Rs.25,001 or more.

6.How long have you been a customer of MARRIOTT?

A .less than 3months;
B .3-6 months;
C .6-12 months;
D. more than 1year

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7.How do you rate your satisfaction regarding Price at
MARRIOTT in the following factors?

A .Very satisfied

B .Satisfied

C .Neutral

D .dissatisfied

8.How do you rate your satisfaction regarding Amenities at

MARRIOTT Hotels in the following factors?

A .Very satisfied

B .Satisfied

C .Neutral

D .dissatisfied

9.How do you rate your satisfaction regarding User interface of

MARRIOTT (website/Mobile app) in the following factors?

A .Very satisfied

B .Satisfied

C .Neutral

D .dissatisfied

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 10.How do you rate your satisfaction regarding Customer relationship
management at MARRIOTT in the following factors?

A .Very satisfied

B .Satisfied

C .Neutral

D .dissatisfied

11. Do you consider MARRIOTT to be your first choice?

A .Yes

B .No

12.Do you consider MARRIOTT to be your first choice?

A .Yes

B .No

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 BIBLIOGRAPHY

Bibliography
 James C. Makens, John T. Bowen, and Philip Kotler - Marketing for Hospitality and
Tourism
 Robert Minazzi- Social Media Marketing in Tourism and Hospitality.
 Alexander Chernev, Phillip Kotler - Strategic Marketing Management.
 Dave evans - Social Media Marketing: An Hour a Day
 Rajan Saxena - Marketing Management
 Phillip Kotler - Marketing Management 15 Edition
 Mark Timberlake Philomena Timberlake - Social Media Marketing – Digital
Marketing

Selected sites
 www.researchgate.net
 www.zapmeta.co.in
 www.xotels.com
 Ciscapture.info
 www.chm.edu.vn
 www.Rategain.com
 www.academia.edu
 www.cwhotels.com
 www.travel-industry-dictionary.com
 www.rategain.com
 www.revfine.com
 www.hospitalitynet.org
 www.marriott.com
 www.Fairfield by marriott.com

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