Marketing Mix Of ITC Hotels and 7Ps (Updated 2024)

The Marketing mix of ITC Hotels analyses the 7Ps of ITC Hotels, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of ITC Hotels. ITC Hotels is a subsidiary of its parent company, ITC Limited, a public company of Indian origins. It is associated with brands in the Tourism and Hospitality industry and deals with resorts and hotels.

ITC Hotels was founded in 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 the best employer in the hospitality sector in Asia. The company has targeted the upscale segment, global travelers, and high-end travelers as its target market share of customers. Some of its rival companies in the hotel business are as follows-

• Oberoi Group
• Taj Hotels
• Leela Hotels

About ITC Hotels

• Type: Public limited company
• Industry: Hospitality
• Founded: 1975
• Founder: ITC Limited
• Headquarters: Gurgaon, India
• Area served: India, the United Arab Emirates, and the United Kingdom
• Key people: Anil Chadha – Chairman and Managing Director
• Number of employees: Over 12,000

ITC Hotels Product Strategy

ITC Hotels has been declared one of the most luxurious and greenest hotel chains globally. They have been a favorite hotel amongst leisure travelers because of their qualitative products and unparalleled services.

The new Product Mix of ITC Hotels in 2024 is as follows (Source).

1. Luxury Accommodation: Offering a range of luxury rooms and suites, ITC Hotels cater to various segments, including business travelers, families, and tourists. The accommodations are designed with a blend of modern amenities and traditional aesthetics.
2. Specialized Restaurants and Dining Experiences: ITC Hotels house various specialty restaurants that offer a range of cuisines, from local Indian fare to international dishes. These dining experiences are renowned for their quality, ambiance, and culinary excellence.
3. Meeting and Conference Facilities: Equipped with state-of-the-art meeting rooms and banquet halls, ITC Hotels are ideal venues for corporate events, conferences, and social gatherings. These facilities are designed to meet the needs of business clients with high standards.
4. Wellness and Spa Services: Many ITC Hotels feature luxurious spa and wellness centers, offering a range of treatments and therapies. These services are focused on providing relaxation and rejuvenation to guests.
5. Customized Events and Celebrations: ITC Hotels offers personalized services for hosting various events like weddings, anniversaries, and other celebrations. They provide customized planning, catering, and decor services to make these events memorable.
6. Sustainable and Eco-friendly Initiatives: As part of their product offering, ITC Hotels are known for their commitment to sustainability. This includes eco-friendly practices and initiatives integral to their service delivery and operations.
7. Club ITC Program: ITC Hotels offers a loyalty program, Club ITC, which provides members with exclusive benefits, rewards, and privileges across their hotels and associated services.
8. Culinary and Hospitality Training: Some ITC Hotels also provide culinary and hospitality training, reflecting their commitment to excellence in the hospitality industry.
9. Boutique and Shopping Experiences: Select ITC Hotels also feature exclusive shopping areas where guests can purchase luxury goods, including branded apparel and artisanal products.
10. Cultural and Local Experiences: Emphasizing local culture and heritage, many ITC Hotels offer guests unique cultural experiences, including local tours and cultural performances.

This mix of hotel products, brands, and services underlines ITC Hotels’ focus on luxury, excellence in service information technology, cultural richness, and sustainability, catering to a high-end market segment of consumers looking for premium hospitality experiences.

ITC Hotels Pricing Strategy

ITC Hotels have gained international recognition and fame because of the world-class services and qualitative products in their luxurious and top hotels.

Here’s an analysis of ITC Hotels’ pricing, distribution system, product offerings and promotion strategy:

1. Premium and Luxury Pricing: ITC Hotels primarily operates in the luxury segment, adopting a premium pricing strategy. This pricing reflects the high-end, luxury experience, exceptional service, and unique amenities offered, targeting affluent travelers and business executives.
2. Dynamic Pricing for Maximizing Revenue: ITC Hotels utilizes dynamic pricing, adjusting room rates based on demand, seasonality, and booking patterns. This strategy helps optimize revenue, especially during peak travel seasons or special events with high demand.
3. Value-Added Packages and Promotions: To enhance value perception and attract diverse customer segments, ITC Hotels offers various packages and promotions. These include spa packages, gourmet dining experiences, and cultural tours, providing more than just a stay but an enriched hospitality experience.
4. Corporate and Group Rate Strategies: ITC Hotels often provides negotiated rates and customized packages for business travelers and corporate clients. This strategy caters to the needs of corporate clients while ensuring long-term partnerships and repeat business.
5. Loyalty Program Pricing Benefits: Through the Club ITC loyalty program, the hotel chain offers special pricing, exclusive offers, and rewards to its members. This not only encourages repeat bookings but also fosters a sense of brand loyalty among customers.
6. Competitive and Market-Based Pricing in Various Locations: Recognizing the varied market dynamics in different regions, ITC Hotels adopts a competitive and market-based pricing strategy. This ensures their pricing is competitive with other luxury hotels in the exact geographic location, catering to the specific economic conditions of each market.

ITC Hotels Place Strategy

ITC Hotels is a chain of hotels ranked second as the largest, including over one hundred hotels spread over India. ITC hotels are synonymous with welcome and hospitality. ITC Hotel’s headquarters is in Gurgaon, India.

Here’s the place strategy of ITC Hotels.

1. Strategic Location in Key Cities and Tourist Destinations: ITC Hotels are strategically located in major cities and popular tourist destinations across India. This positioning ensures easy accessibility for business travelers and tourists, enhancing the appeal and convenience for a diverse clientele.
2. Integration with Cultural and Historical Sites: Many ITC Hotels are situated near cultural, historical, or natural landmarks, offering guests an immersive experience of the local heritage and natural beauty. This strategy not only attracts tourists but also adds to the unique value proposition of each hotel.
3. Focus on High-Visibility and Prestigious Areas: ITC Hotels are often located in prestigious and high-visibility areas within cities. This enhances brand presence and aligns with its luxury image, appealing to high-end corporate and leisure travelers.
4. Use of Digital Platforms for Global Accessibility: ITC Hotels employs digital platforms, including an online booking system and a strong presence on social media and travel websites. This digital approach widens their reach and makes it convenient for international and tech-savvy travelers to access their services.
5. Leveraging ITC’s Existing Business Network: As part of the giant ITC conglomerate, ITC Hotels benefit from the group’s extensive business network. This integration enables cross-promotional opportunities and synergies with other ITC businesses, enhancing overall market reach and brand strength.

ITC Hotels Promotion Strategy

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

ITC Hotels offers several incentives to its customers to maintain their loyalty. The ITC Hotel also has a scheme titled Executive Travel Value Plan or ETVP that offers unique and discounted rates to executives while traveling on business or leisure from one city to another and staying in ITC Hotels. Every time a person stays at ITC Hotel, they earn green points, which accumulate and offer rewards.

Some Recent Video ads and Print ads for ITC Hotels are:

ITC Hotels People Strategy

The “People” aspect of the service marketing mix is crucial, especially in the hospitality industry and online retailing, as it directly influences customer experience and satisfaction for brands such as ITC Hotels, a premium hotel chain known for its commitment to excellence and sustainability, the “People” component is integral to its service delivery and brand perception. Here are several points detailing the “People” aspect of ITC Hotels:

1. Highly Trained Staff: ITC Hotels invests heavily in training and developing its staff across all levels. This includes customer service training, sustainability practices, and operational excellence to ensure guests receive top-notch service that aligns with the brand’s luxury image.
2. Customer-Centric Approach: Employees at ITC Hotels are encouraged to adopt a customer-centric approach, prioritizing guest satisfaction and personalized service. This focus is evident in their attention to detail, responsiveness to guest needs, and ability to provide customized experiences.
3. Diverse and Inclusive Workforce: ITC Hotels boasts a diverse workforce, with employees from various backgrounds and cultures. This diversity enriches the guest experience, as the staff can cater to guests’ needs worldwide, understanding different cultural nuances and preferences.
4. Employee Empowerment: ITC Hotels empowers its employees by giving them the authority to make decisions that enhance guest satisfaction. This empowerment leads to a more responsive and flexible service, where staff can quickly address issues or go the extra mile for guests without excessive bureaucracy.
5. Leadership in Sustainability: The staff at ITC Hotels is trained in hospitality excellence and sustainable practices. ITC Hotels is known for its commitment to environmental stewardship, and its employees play a crucial role in implementing these practices, from energy conservation to waste reduction and sustainable sourcing.
6. Employee Satisfaction and Retention: ITC Hotels strongly emphasizes employee satisfaction and retention, recognizing that happy employees lead to happy customers. The company offers competitive compensation, benefits, and opportunities for career advancement, contributing to a positive work environment and long-term employee commitment.
7. Community Engagement: The staff at ITC Hotels is also involved in community engagement and social responsibility initiatives. This involvement contributes to the brand’s image and fosters a sense of purpose and fulfillment among employees, enhancing their motivation and loyalty.
8. Global Standards with Local Flavor: ITC Hotels also trains its staff to incorporate local culture and traditions into the guest experience while maintaining global hospitality standards. This approach ensures guests a unique, memorable stay, highlighting the local heritage and cuisine through its people.

ITC Hotels Process Strategy

The “Process” element of the service marketing mix refers to the procedures, mechanisms, and flow of activities by which consumer goods and services are consumed. This aspect of the marketing mix is crucial in determining the efficiency, quality, and customer satisfaction levels associated with the service. The process is meticulously designed for ITC Hotels, a leading luxury hospitality company, to enhance customer experience and operational efficiency. Here are several points detailing the “Process” aspect of the marketing mix for ITC Hotels:

1. Booking and Reservation Process: ITC Hotels has streamlined its booking and reservation process to make it user-friendly and efficient. Customers can book their stays through various channels, including the hotel’s website, mobile app, phone, and third-party booking sites. The process is designed for convenience, offering real-time availability, flexible booking options, and immediate confirmation.
2. Check-in and Check-out Procedures: The check-in and check-out procedures at ITC Hotels are optimized for speed and convenience, minimizing waiting time and ensuring a smooth experience for guests. Technology, such as mobile check-in and express check-out services, further enhances efficiency and guest satisfaction.
3. Customer Service and Feedback Mechanisms: ITC Hotels strongly emphasizes continuous improvement and customer satisfaction. Feedback mechanisms, including guest surveys, online reviews, and direct feedback during the stay, are integral to the process. This feedback is systematically analyzed to identify areas for improvement and implement changes.
4. Quality Assurance Processes: ITC Hotels employs rigorous quality assurance processes to maintain high service standards across all touchpoints. This includes regular staff training, periodic service standards reviews, and adherence to global best practices in hospitality.
5. Personalized Guest Experiences: Understanding that personalization is vital to luxury hospitality, ITC Hotels has processes in place to customize guest experiences. This includes pre-arrival preferences management, personalized greetings, and customized room settings, ensuring that guest stays are tailored to their needs and preferences.
6. Sustainability Practices: ITC Hotels integrates sustainable practices into its operational processes, from energy conservation and waste reduction to sustainable sourcing and green initiatives. These processes reflect the brand’s commitment to environmental stewardship and appeal to eco-conscious guests.
7. Safety and Security Procedures: Recognizing the importance of guest safety and security, ITC Hotels has stringent procedures, including regular security audits, emergency response drills, and advanced security technology. These processes ensure a safe and secure environment for guests and staff alike.
8. Food and Beverage Service: The food and beverage service process at ITC Hotels is designed for excellence, from menu design and food preparation to service delivery and presentation. Special attention is given to culinary quality, dietary preferences, and the dining ambiance, enhancing the overall guest experience.
9. Housekeeping and Maintenance: ITC Hotels ensures high standards of cleanliness and maintenance through systematic housekeeping processes. These include regular room and public area cleaning, quality checks, and prompt attention to maintenance issues, ensuring that the hotel premises are always pristine.
10. Training and Development: Continuous training and development are integral to ITC Hotels’ operational processes. Staff are regularly trained in service excellence, operational efficiency, and sustainability practices, ensuring they are well-equipped to deliver exceptional service.

ITC Hotels Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix plays a crucial role, especially in the hospitality industry, as it encompasses the tangible and intangible elements that customers use to evaluate the hotel business service quality. For ITC Hotels, renowned for its luxury and sustainability commitments, physical evidence shows that the hotel is meticulously curated to reflect its brand values and enhance guest experiences. Here are several points that detail the “Physical Evidence” aspect of the marketing mix for ITC Hotels:

1. Luxurious and Elegant Design: ITC Hotels are known for their architectural beauty and elegant interiors. From the majestic lobbies to the intricately designed rooms, every aspect of the hotel’s design exudes luxury, reflecting the brand’s commitment to providing a superior guest experience.
2. Branding Elements: The use of consistent branding elements, such as logos, color schemes, and thematic decor across all properties, strengthens brand identity and contributes to a unified guest experience. This visual branding helps reinforce the luxury and exclusivity associated with ITC Hotels.
3. Quality of Amenities: High-quality, luxurious amenities provided in guest rooms, such as plush bedding, designer toiletries, gourmet minibar items, and advanced technological features, are tangible proof of the hotel’s commitment to comfort and luxury.
4. Cleanliness and Maintenance: The impeccable cleanliness and well-maintained facilities at ITC Hotels offer physical evidence of the brand’s high standards. Regular maintenance ensures that all areas of the hotel, from rooms to public spaces, are in pristine condition, enhancing guest satisfaction.
5. Signage and Wayfinding: Clear and elegantly designed signage throughout ITC Hotels facilitates easy navigation for guests, enhancing their overall experience. Effective wayfinding contributes to the hotel’s operational efficiency and guest convenience.
6. Sustainability Practices: Tangible evidence of ITC Hotels’ commitment to sustainability can be seen in their use of eco-friendly materials, energy-efficient lighting, water conservation systems, and visible recycling efforts. These practices reflect the brand’s environmental responsibility and appeal to eco-conscious guests.
7. Dining and Culinary Experience: The presentation of food and the ambiance of dining venues at ITC Hotels are vital components of physical evidence. The meticulous attention to detail in food presentation, quality of ingredients, and thematic decor of restaurants provide a sensory experience that underscores the brand’s culinary excellence.
8. Uniforms of Staff: The professional attire and grooming of the hotel staff and their uniforms are physical evidence of the brand’s professionalism and service quality standards. Uniforms also help reinforce brand identity and contribute to the hotel’s overall aesthetic.
9. Marketing Collaterals: High-quality brochures, menus, and promotional materials provided to guests offer tangible evidence of the luxury and services offered by ITC Hotels. These materials are designed to be visually appealing and informative, enhancing brand perception.
10. Guest Feedback and Communication Materials: Guest feedback forms, welcome letters, and personalized communication materials are tools for engagement and physical evidence of the hotel’s commitment to guest satisfaction and personalized service.
11. Health and Wellness Facilities: The state-of-the-art fitness centers, spas, and wellness facilities at ITC Hotels provide physical evidence of the brand’s focus on health and well-being. The quality of these facilities and the range of services offered reflect the brand’s holistic approach to guest care.

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