Marketing Mix Of ITC Hotels – ITC Hotels Marketing Mix

ITC Hotels is a subsidiary of its parent company ITC Limited and is a public company of Indian origins. It is associated with Tourism and Hospitality industry and deals with resorts and hotels. ITC Hotels was founded in the year 1975 and with time has spread its empire to most parts of India. ITC Hotels is a part of ITC limited and an Indian franchisee of Starwood Hotels and Resorts. Its management has been voted as Best employers in Asia in the sector of hospitality. The company has targeted upscale segment, global travellers and high-end travellers as its target customers. Some of its rival companies in hotel business are as follows-

• Oberoi Group
• Taj Hotels
• Leela Hotels

Product in the Marketing Mix Of ITC Hotels:

ITC Hotels has been declared as one of the best luxurious and greenest hotel chains in the global market.  They have been a favourite amongst leisure travellers because of qualitative products and unparallel services.

India has relaxed visa norms for tourists and this means business and ITC Hotels have taken maximum advantage by creating a magical and authentic atmosphere that has modern amenities to suit the needs of every tourist. Resorts, havellis, heritage palaces, five-star hotels and super deluxe hotels are all part of its hotel chain. It also has a ready-to-eat line of food products titled Kitchens of India. In order to be able to cater and offer services to a wider range of audience, ITC Hotels have diversified in four different brands like

• Welcome Heritage
• Fortune
• Sheraton
• Luxury Collection

ITC Restaurants are equally famous amongst the foodies and these are Bukhara, Kebabs and Kurries, DumPukht, Dakshin and Peshawari. Employees in a hotel business are one of their main assets as they offer innumerable services that need a lot of dedication and hard work. ITC Hotel workforce has redefined and set up new standards in the hospitality business.

Place in the Marketing Mix Of ITC Hotels:

ITC Hotels is a chain of hotels and is ranked second as the largest chain that includes more than one hundred hotels spread over India. ITC hotels are synonymous with welcome and hospitality. It has its headquarters base at Gurgaon in India.

ITC Limited first entered this sector by opening its first hotel called Hotel Chola in Chennai in the year 1975. By the year 2006, the company was the owner and operator of nearly one hundred hotels spread in seventy-five locations like Agra, Jaipur, Kolkata, Bengaluru, Mumbai, New Delhi, Chennai and Chandigarh.  It has started its first overseas project in Sri Lanka and its new domestic projects coming along the way are in Coimbatore, Ahmedabad, Hyderabad and Kolkata.

Price in the Marketing Mix Of ITC Hotels:

ITC Hotels have gained international recognition and fame because of world-class services and qualitative products in their luxurious and top hotels. Pricing is one of the major issues in Hospitality sector and ITC Hotels have adopted a premium pricing strategy. Its policy is value-added as it is offering best possible value for money and the best part is that its clients are satisfied with qualitative services and thus do not hesitate to shed extra bucks.

Promotions in the Marketing Mix Of ITC Hotels:

ITC Hotels have a global reputation and that has led it to play host to world leaders and royalties. As part of its marketing plan, it has an extensive collection of art from fifty well-known artists like Tyeb Mehta and M.F. Hussein. ITC has an apt tagline “Responsible luxury” and it has dedicated 100% efforts for eco-friendly designs. All its luxury hotels have LEED Platinum certificates by US Green Building Council and the company has doubled its efforts for recycling and reducing carbon footprint and solid wastes. It also has a unique brand logo “Namaste”.

ITC Hotels offer several incentives to its customers to maintain their loyalty. It has a scheme titled Executive Travel Value Plan or ETVP that offers special and discounted rates to executives while travelling from on business or leisure from one city to another and staying in ITC Hotels along the way. Every time a person stays at ITC Hotel he/she earns green points which accumulate and offers rewards.