ITC HOTELS

Sales and Distribution Channel

By:
SAYANTAN BASAK
IInd YEAR PGDM
ROLL NO: 15046

ITC
ITC was established on August 24, 1910
Indian public conglomerate company headquartered in Kolkata, West
Bengal, India
ITC's annual turnover stood at $7 billion and market capitalization of
over $34 billion
The company is currently headed by Yogesh Chander Deveshwar (CEO)
It employs over 29,000 people at more than 60 locations across India
and is listed on Forbes 2000
ITC Limited completed 100 years on 24th August 2010

ITC entered the hotel

industry in 1975
Compan
y Logo

ITCs extension in

Luxury Hotels

BRANDING
ITC Hotels presents the GREENEST LUXURY HOTEL CHAIN in the
WORLD.
Tagline RESPONSIBILITY LUXURY
ITC Hotels is an exemplar in sustainable hospitality with all its
premium hotels being LEED Platinum certified
The group today operates under FOUR distinct brands:
Luxury Collection Hotels
Sheraton Hotels
Fortune Hotels
Welcome heritage hotel

ITCs share in the pie

18%
ITC hotels
Other hotels

82%

Of 52,000 luxury rooms in India, ITC has 9,200

Marketing @ ITC Hotels : Structure

Digital
Marketing &
EDistribution

Marketing
Services

Brand
Management

Internet and
digital
media

Advertisin
g

Loyalty
Programs

Brand
Website

Hotel
graphics

Leisure
sales
activation

Social
Media
Marketing

Marketing
Comm.

ITCs growth over the years

12000

11000

10000

9000

8000

FY09

FY10

FY11

FY12

FY13

FY14

FY15

ITC has added 8,000 rooms in the last 2 years

Product What are we selling?

Luxury rooms

Product ITC also provide services

Meeting rooms/ Conference rooms/ Board
rooms

Servic
es

Restaurants & Bars

Room bookings Eva, business,
executives
SPA & Swimming pool

ITC also provides services as part of its offerings

PRODUCT CATEGORIES
BRAND

CATEGORY

POSITIONING

ITC HOTEL

LUXURY
COLLECTION

MANSION OF
LUXURY

WELCOME HOTEL

SHERATON UPPER
UP SCALE

PASSION FOR
QUALITY

FORTUNE HOTEL

UPSCALE
-MIDSCALE

PROMISE OF TRUE
VALUE

WELCOME
HERITAGE

HERITAGE

UNIQUE
EXPERIENCES

PRICE
Charged according to facilities

Room rentals & service charges are very high

Rent for Basic Rooms are ~8-10k/ room/ night

Pricing is the only mix which generates turnover

ITC follows premium pricing strategy

Place
Strategic Locations

Mumbai

Chennai

Metropolitan cities

Bengaluru

Business hubs

Kolkata

Hyderaba
d

Tourist places

Agra

Heritage areas

Aurangaba
Delhi
d

Jaipur
Vadodara

ITC is spread across various cities in India

PROMOTIONS
1

Loyalty Program for

Customers

Tie up with Wills

Lifestyle stores

ITC has a

ITC has a tie up

reward program
for its
customers
Members will
earn loyalty
points based on
usage

with Wills
Lifestyle
Members get
rewarded with
Loyalty points
for their
purchase

Schemes based on
Usage

ITC offers various

schemes to
increase
consumption (one
night stay free in
the hotel for
spending Rs.
60,000 in its
properties)

SEGMENTATION
Grouping people according to their similarity related
to a particular product category.
Geographical Urban Area
Demographical High Income people, based on age 30+
Psychographic Life style
FEEL GOOD Hospitality and ambiance

TARGETING
High Income Families.

Couples both Indians and foreigners.

Business travellers.

Corporate Meeting & Events

POSITIONING
Tag line Responsibility
Luxury

Sales Hierarchy of ITC

Loyalty Marketing : Architecture

The Loyalty / Recognition programs of ITC Hotels target various segments of hotel clientele.
ITC Hotels member programmes can be classified as:
1.Recognition led WelcomClub
2.Loyalty / Frequency led Club ITC, Culinary Plus (Club ITC Culinaire) & WelcomLink
3.Acquisition led ETVP

550 / 300 +
member base

WelcomClub

1,50,000 +
member base

Club ITC

40,000+
member base

Club ITC Culinaire

5000+
member base

WelcomLink

250+
corporate
members

ETVP

Loyalty Marketing : Club ITC

Club ITC is the frequent guest loyalty program of ITC Hotels It

signifies a coming together of key values that ITC stands for
trusteeship, perfection and a celebration of all things fine.
There are 3 Membership levels - Silver, Gold, and Platinum. Eligible
customers will be enrolled into the base tier of the program. i.e. , Silver.
Members are upgraded from Silver to a higher tier basis the criteria
defined for each tier.
The guest is to be referred to as a Club ITC Silver / Gold / Platinum
member

Loyalty Marketing : WelcomClub

WelcomClub works like an unpublished premium tier of the Club ITC

Programme (i.e. the level cant be earned by performance , but is achieved
by Invitation basis the position he/she enjoys ).

Till the time the guest is a WelcomClub member there will be no

downgrades applicable basis the performance of the member in the Club
ITC programme, unlike all other tiers . Further, the spouse of the member
will also get a complimentary enrolment into the WelcomClub programme,
with all the similar benefits as the primary member

WelcomClub members are entitled towards the same earnings as the

Platinum members.

The Spouse of the WelcomClub member also receives a WelcomClub

membership

WelcomClub members are never downgraded

Loyalty Marketing : WelcomLink

Welcomlink is a lifestyle rewards program designed exclusively to

recognize and reward individuals channeling business into ITC Hotels.
Typical members would be admin heads, secretaries and any person in
a company who can influence travel and lodging requirements for
company executives
Given that most hotel chains offer competitive rates & services which
are more or less similar, WelcomLink may be used as a differentiator.
The idea behind this program is to give the customer an incentive for
booking with us
Members can earn points for every materialized room at 1% of eligible
room revenue generated when they book at participating hotels. These
points can be redeemed for a set of rewards

Loyalty Marketing

Executive Travel Value

Plan
ITC Hotels Executive Travel Value Plan (ETVP) is a comprehensive value filled
offering for organisations with multi-destination business or leisure travel.
Through ETVP, company executives can enjoy special room rates at over 90
participating hotels.
It also offers a host of unique benefits encompassing significant discounts on
principal services such as Food & Beverages, Laundry, Telecommunications,
Business Centre Services and more.
ETVP is designed for ease of operations, both for the individual and the
organisation and relieves them from negotiating terms each time they travel.

CRM Measures
Conducting monthly Survey.
Suggestion boxes
Taking feedback internal customers i.e., the employees.
Employing MysteryCustomers.
CRM software
Having Guest Historyprograms.
Efficient system of complaints handling
Giving recognition awards to attract old customers.
More personalized and empathic services -- satisfied and return customers

THANKYOU