Marketing Survey For Opening A Five Star Hotel in Pune
Marketing Survey For Opening A Five Star Hotel in Pune
hotel in pune
Submitted by
Rahul Dhongade-260757
RAM CONSULTANTS
PVT LTD
ISO 9000: 2001 certified
organization
22/10/2009
To
Mr. Client
Leading Group
Dear Client,
This has reference to the discussions we had with you on the 22nd
of October 2009 in connection with the market survey on
feasibility of five star hotels in Pune.
SR. manager
1. To estimate the current annual demand for the following Services in Pune:
➢ Accommodation
➢ Amenities
➢ Conferences
➢ Other Services
2. To study the service delivery scene and understand the characteristics of the
market
3. To carry out a total price sensitivity analysis amongst the potential consumers of
the services under study and segment the market accordingly
5. Determine the current salience of Hotel industry and competing players in the
relevant market.
6. Understand the key services associated with different types of hospitality
services.
2 The first phase would be a qualitative phase. The aim of the qualitative
phase would be to obtain a consumer's perspective to this market, the
associated benefits and fulfillment of the need-GAP by the currently
available players and their offerings.
3 This would be followed by a quantitative phase, which would aim at
quantifying and validating issues that emerge in qualitative phase. In addition we
would also attempt to arrive at specific service feedback from different segments
that are of immediate importance to us, namely.
CATEGORY
BRANDS
BUSINESS CLASS
➢ Which are the hotels that were ever tried, used most often and the
hotels used currently? Frequency of visit and no. of people per visit?
➢ What are the reasons for visit to pune?
➢ What are the satisfaction levels with the hotel on accommodation and
other services?
➢ What are the opportunities for the new hotel to exploit?
LEISURE CLASS
➢ Which are the hotels that were ever tried, used most often and the
hotels used currently? Frequency of visit and no. of people per visit?
➢ What are the reasons for visit to pune?
➢ What are the satisfaction levels with the hotel on accommodation and
other services?
➢ What are the opportunities for the new hotel to exploit?
STUDENTS
➢ Which are the hotels that were ever tried, used most often and the
hotels used currently? Frequency of visit and no. of people per visit?
➢ What are the reasons for visit to pune?
➢ What are the satisfaction levels with the hotel on accommodation and
other services?
➢ What are the opportunities for the new hotel to exploit?
MEDICAL TOURISTS
➢ Which are the hotels that were ever tried, used most often and the
hotels used currently? Frequency of visit and no. of people per visit?
➢ What are the reasons for visit to pune?
➢ What are the satisfaction levels with the hotel on accommodation and
other services?
• Decision makers
• Males & Females≥ 25 years of age except students
• Working / non-working
• SEC ‘A’ & ‘B’
• Quarterly visit Rs.3/-
1. Qualitative Phase
Pune 5 5 5
Quantitative Phase
➢ Will consist of face-to-face interviews with the target audience,
using a structured questionnaire. This phase will provide us with
a quantitative understanding of the various facets of this category.
2. The starting point will be the electoral rolls for the city from which areas to
be covered will be selected in a random manner.
Quantitative
Phase Listing Detailed Interview
BC LT ST
Pune 110 30 50 30
3. Survey Process Chart:
Presentation
Understanding
Designing
Data Acquisition.
Analysistheofquestionnaire
the
findings,
Issuesconclusions and
What
Type of
arequestions,
the issuesorder
recommendations that etc.
need
of questions
to be etc.
addressed?
Initial discussion with sample
customers (idea is to get a feel of the
issues involved)
The data analysis stage would involve analyzing the data collected which would also
include ensuring the quality of data as a first step.
1. Since 80 to 85% of the market research involves collecting data especially from
the hotel owners and traveling service provider dealers, the quality of the report
would depend on the quality of the field staff. RC has a well trained field staff
which is dedicated and can extract the right type and the right quality of
information from the target customer.
3. RC can offer and has offered in the past a multidisciplinary package involving
market research, project conceptualization, implementation etc,
6. Organizations like ICICI, IDBI, World Bank have reposed faith and confidence in
RC. GS is empanelled list of approved consultants in these and many other
organizations.
5. Time Activity Chart:
0 1 2 3 4 5 6 7 8 9 10
6 Field investigation RC
Our charges for the above study would be around Rs. 4.00 lakhs (Rs. Four lakhs) only plus
service tax as applicable.
Payment Terms:
10% of the charges will have to be paid in the ninth week and
Service Tax as applicable will have to be paid along with the above payments.
Other Terms:
1. This offer is valid for a maximum period of 5 weeks. For periods beyond 5 weeks from
the date of this offer, the customer will have to take a reconfirmation of the offer.
2. The survey report shall be for the exclusive purpose of the customer. No part of the
report can be shared or published with any other organization.
3. RC agrees not to undertake a similar work for the customer for a period of 3 months
after the submission of the final report.
QUESTIONNAIRE DESIGN
Dear Guest,
We at the ABC try and do all we can to make your stay with us thoroughly enjoyable. However though we
succeed most of the times, there are times when we have faltered. Probably the best measure of how we
are doing comes from you. Could you therefore spare a few moments to fill in the following and giving us
your comments. We would like to put your suggestions to work and see if we can make your stay more
enjoyable.
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7) Address: Room No
Sincerely yours
Leading Group
COST OBJECTIVE
• The cost per seat (i.e. per telephone operator also called as
an AGENT ) is aprox. Rs.
1200/- to Rs. 1600/- per seat per day.
➢ Telephone Instrument.
➢ Basic MIS