A Plan To Sell Products

A jut To Sell ProductsMerchandising, advertising, promotion, a plan to dish give away products, sales to the meet gets of customers, media planning be each well to be kn receive as merchandising. While these activities whitethorn be regarded as part of commercialiseing, none of them is marting itself.It is remarkable that in that location ar two conditions that must be met in the lead merchandising is possible. Firstly, on that point must be a person or comp all that desires to sell a product or a service. Secondly, there is a need for potential buyers of the product or service. nonematter which comes first, but both must exist. If both factors exist, market is the bring or series of activities that the ilkly purchaser of the product or service with the product or service. If there is a no problem in exchange your product or service for profit, the selling has been a success. If the problem is non to make profits, the marketing has failed. It is important to re cognize, then that marketing is the sum of all activities mendd to pitch buyer and seller profitably together.1.2 Introduction to MauritiusMauritius was first explored by the Portuguese in the 16th century and subsequently settled by the Dutch who named it in honor of Prince Maurits van NASSAU in the 17th century. untenanted until the 17th century, the island was ruled first by the Dutch and then the french after the Dutch had abanthroughd it. The British took control during the Napoleonic Wars and Mauritius became self-sustaining from the UK in 1968. Mauritius is a parliamentary republic and is member of the randomnessern Afri laughingstock organic evolution Comm social unity, the Common Market for Eastern and Southern Africa the African juncture and the Commonwealth of Nations.The important languages spoken in Mauritius atomic number 18 Mauritanian Creole, french and English. English is the entirely appointed language but the lingua franca is Creole and the newspaper s and television programs are usually in french. Ethnically, the majority of the population is Indian and there are also many people of African alliance on the island and there are also European and Chinese minorities. It is the solitary(prenominal) African nation where the largest religion is Hinduism although Christianity and Islam also drive home significant populations. The fogey has been extinct since the mid-to-late 17th century1.3 Introduction to MaradivaMaradiva Villas Resort Spa, Mauritius, (member of Leading refined Hotels of the World) is an exclusive assimilaten of luxury spread over 27 scenic acres with 750 m of pristine beach. It overlooks the serene, blue waters of Tamarin verbalize at Wolmar. The 65 Suite Villas (from 163 to 345 m) draw inspiration from the charm local architecture, each with a private pool adjoining a tranquil living-dining area, with the benefit of full butler service to ensure that each guest need is met. The villas are wonderfully s pacious and include a large daylight bathroom with an indoor and an outdoor shower, a walk-in wardrobe, flat-screen television, DVD, music system, internet connectivity, espresso machine, personal bar and in-room safe. The blossoming park of Maradiva enhances already an appealing feature of the holiday resort into a lush tropical tend with sculptured landscaping.The resort offers to its guests a choice between 65 bonny villas with a private pool of their own. The following is a table word picture the variant categories of retinue that the resort has to offer with their comeTYPE OF VILLAS figure OF VILLASLuxury Villas46Luxury Beachfront Villas11Luxury Suites Villas6presidential Villas2Chapter 2 little Environment and Macro Environment2.1 Micro EnvironmentThe micro environment includes internal factors close to the company that bring a direct impact on the organizations st measuregy. These factors include2.1.1 ConsumersThe maximum bites of consumers balking in the hotel are from France, then Europe, USA, Middle East, India and dissimilar countries. All the cliental from these places are of time out class. in that respect are incompatible types of clientele like corpo mark, Leisure, commercial enterprise domestic clientele. Maradiva basically caters types of clientele they areCorporate clients since the hotel is well committed it has a huge corporate clientLeisure Clients since Maradiva is marketed as a leisure property it caters to many clients from around the global.Domestic clients since the hotel is successional it offers a special rate of 14,000 MAU throughout the year for Mauritian guests. In this room it caters to the niche fragment of the domestic clients(Source From the hotel monthly Occupancy report)2.1.2 SuppliersIt is directly conjugated to the companys overall customer value de blendry system. The suppliers turn in resources to Maradiva to produce these services. If it faces any problems from suppliers it will directly affect th e marketing strategies of the hotel.The local travels agents that Maradiva deals with are-MauritoursThe bloodless Sand ToursSummer TimesElite VoyageConnectionsExpression holidays2.1.3 CompetitorsMaradiva provides different strategies packages to acquire customer value satisfaction. These strategies help them to compete with their competitors. The hotel by apply these strategies must gain strategic advantage by positing their offerings strongly against competitors offerings. animateROOMSMaradiva Villas and spa, Mauritius65Four seasons, Mauritius145Sugar Beach resorts, Mauritius258Shanti Ananda Maurice61Sofitel imperial resort spa191Total7202.1.4 MediaThe modes of advertisements that are used there are printed media and the hoardings. In the printed media local newspapers were used and the local newspapers were Le Mauricien and lexpress.2.2 Macro Environment2.2.1Political2.2.2 EconomicalGDP (2009 est., official exchange rate)$9.156 billionReal growth rate (2009 est.)2.1%Per cap ita income (2009 est., purchasing powerfulness parity)$12,400Avg. inflation rate (2009 est.)3.4%Agriculture(4.5% of GDP) Productssugar, sugar derivatives, tea, tobacco, vegetables, fruits, flowers, cattle and fishing.Manufacturing, including export treat zone(19.4% of GDP) Typeslabor-intensive goods for export, including textiles and clothing, watches and clocks, jewelry, ocular goods, toys and games, and cut flowers.Financial services(10.9% of GDP)Tourism sector(8.7% of GDP) Main countries of originFrance, including near French island Reunion, South Africa, and west European countries.(Source http//www.state.gov/r/pa/ei/bgn/2833.htm)2.2.3 sociableThe forebears of the various ethnic assemblages composing Mauritian society arrived as settlers, slaves, indenture laborers, and immigrants. Ethnicity, religion, and language have been important factors in shaping the way Mauritians relate to each other in the social spheres.The Mauritian Constitution makes no mention of an official language and its one million citizens speak Mauritian Creole, a French-based Creole, English or French. It is only in the Parliament that the official language is English but any member of the National gather can placid address the chair in French.PopulationIsland of Mauritius only 1,288.2 (In Thousands 2009)Population growth rate0.7%Birth rate16.66 births/1,000 population (2000 est.) expiry rate6.83 deaths/1,000 population (2000 est.)Sex ratioTotal population 98 male(s)/100 femaleInfant mortality rate17.73 deaths/1,000 live births (2000 est.) demeanor expectancy at birthMale 66.98 long timefemale 75.04 years (2000 est.)Ethnic groupsIndian 68%, Creole 27%, Chinese 3%, French 2%ReligionsHinduism 52%, Christianity 28.3% (Roman Catholicism 26%, Protestant 2.3%), Islam 16.6%, other 3.1%LiteracyTotal population 82.9%male 87.1%female 78.8% (1995 est.)(Source http//en.wikipedia.org/wiki/Demographics_of_Mauritius,http//unstats.un.org/unsd/demographic/products/socind/population.htmtech)2.2 .4 technicalIt is usually assumed in the literature that the successful accumulation of technology in a given developing country depends only on approach path to new information, stable macroeconomic conditions, market-driven signals and the supply of human capital. Mauritius is an outlier in the African scene in foothold of its trade, industrial and macroeconomic regime. From the 1970s, Mauritius followed a sundry(a) trade policy of import substitution coupled with incentives for exports through the exportation Processing Zone. There have been three phases of adjustment since the mid-1980s, each with a different pace and coverage.Industries also plays an important role in an economy, the main industries in Mauritius are textiles, chemicals, food processing, tourism, metal products, non-electrical machinery and transport equipment. The food processing industry in Mauritius is largely composed of sugar milling. The Sugar jaw industry arrived in Mauritius in the year of 1639. The re are so many sugar-cane fields in Mauritius. There is also now innate sugar production on the island. Textiles industries have been one of the major industries in Mauritius for past 30 years. The Chinese population is mainly responsible for the discipline of textile on the island.(Source http//EzineArticles.com/?expert=Ricky_MorganOxford Development Studies, Vol. 30, No. 1, 2002Firm Size, Technological Capabilities andMarket-oriented Policies in MauritiusGANESHAN WIGNARAJA*)2.2.5 EnvironmentalIn recent years, the United Nation Development Programme UNDP Environment Unit Mauritius has succeeded in mobilizing resources and increasing environmental sustainability in both Mauritius and Seychelles. The main achievements includeThe adoption of a sustainable environmental management plan for an industrial estate that has served as a beat for replication in other industrial estatesThe creation of a co-management unit and the designation of a Marine Protected Area in RodriguesA comprehe nsive portfolio of Global Environment Facility (GEF) projects developed for implementation procession of biodiversity conservation in SeychellesSupporting the development of an Energy Policy for Mauritius sagacity of national capacity gaps for environmental management in SeychellesNational Plan for phase out of POPs in MauritiusUNDP remains committed to the continuation and sweetening of support and local and regional initiatives so as to promote environmental protection in Mauritius, Seychelles and the region.(Source http//un.intnet.mu/UNDP/html/mauritius/energy_env.htmtop)2.2.6 LegalGovernments objective is to transform Mauritius into an outside(a) financial and avocation hub built on strong foundations. A number of important legislations were passed over the past few years to ensure that the legislative frame pass water meets all the international bristleards and also aimed at improving the capability and competitiveness of our financial services sector.Company lawBusiness F acilitation (Miscellaneous Provisions) chip 2006 (Act No. 21 Of 2006)Business Registration Act 2002Co-operatives (Amendment) Act 2006 (Act No. 6 Of 2006)Development Works Corporation (Repeal) Act 2007 (Act No. 1 Of 2007Regulations made by the Minister under section 360 of the Companies Act 2001(purchase of own shares)Regulations made by the Minister under sections 355 and 360 of the Companies Act 2001The Companies Act 2001The want Act 2001(Source http//www.lexadin.nl/wlg/legis/nofr/oeur/lxwemau.htm)Chapter 3SWOT of Maradiva, MaurituisStrengthsA perfect destination for honeymooners, with get along silent surrounding and privacy. alone all a la poster menu provided on the island. stick outing a novel sort of sentiment to the customers An all villa conceptBasic category of the villa starts from 163 m, and is the largest square footage trying on per room in Mauritius.Each Villa has its own private plunge pool.The Only resort with Ayurvedic Spa in Mauritius which is a big competit or for Shanti Ananda hotel Mauritius, who are humanity famous for their spas.Cilantro, one of its restaurants has a live teppanyaki Japanese culinary art which is very famous all over Mauritius.WeaknessDue to the removal of brand Taj, the product Maradiva is unknown to the market, and has to create its new position in the market.Proximity from the airport isnt that good it takes more than an hour from the airport.The resort does not have a mix of rooms and villas, due to which it faces severe business losses in the slack season.Lack of qualified and trained military force is a very big problem in Mauritius due to the causa that most of the staff members are employed just after the schooling.Location- the resort is on the west coast, whereas most of the hotels, water sports activities, places to visit are on the other side of the island.The hotel only carters to the niche customers.OpportunityThe resort should position more guests from the Middle East.They should try and bum the tourist from Russia, China and Switzerland.The maturation interest of tourist looking for private holidays.ThreatUpcoming flipper star hotels.Duplication of concept with minor changes by new coming(prenominal) hotels.Being on seashore it always has a danger of the senior high tide in the sea.SegmentationMarket segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better repay the needs of its potential customers. Customers within any market rarely have similar needs and expectations. As the country of Mauritius had been under the rule ofBritish French people the place still holds a lot of gross ideologies thus makingit a hit destination amongst the British and French Nationals. Based on this fact theresort segmented various markets of the world into strike markets (UK, France,Germany, and Switzerland) and developing markets (India, Russia, South Africa,Australia). As Mauritius has been known as a Honeymooners Paradise so the hotel based in this fact has targeted new-fangled and moniedindividuals who would like to have their wedding done or a honeymoon. non only theyoung but the place is a hit chargeing with the elderly peopleTargetingTargeting or Target market selection is the process of deciding which market segments of the company should actively pursue to generate sales. later segmenting it various customers into segments has then found out those market segments which are super profitable. The resort inorder to tap the honeymoon and wedding market has come outwith two hard-core packages targeting those clients and are looking for a unique and classifiable experience. On more generic terms the resort looks at targeting key opinion makers,corporate leaders, well traveled discerning, who have experience of finest luxury productsand services, disposed towards high end luxury goods, looking for unique/classifiableexperiences.PositioningPositioning is done to develop a unique selling proposition for the target segment. Positioning is the understanding why hotels exist and why customers miss the company if it were to cease operation. Maradiva positioned itself as a destination resort. A company must be very ad hoc in terms of its intended positioning or unique selling proposition if it wants to stand out among the clutter of choices confronting its potential customers.Chapter 3 merchandise strategies of MaradivaMaradiva majorly depends on strange tourism, which states that the marketing stratergies can never be over emphasized. Marketing departing had the premium of getting in the customers to the resort through various means and techniques. Maradiva knew that it cannot simulate the various marketing strategies macrocosm applied by other hotels as they offer a different sort of product and need to suppose out of the box in order to formulate new marketing strategies.3.1 Pay for few nighttimes and stay for moreMaradiva not only resorted to market themselves in the form of offers but also marketed themselves in the form of various packages which are designed as per the guest needs and preferences. Various packages like free night offer which includes, the guest has to pay for five nights and stay for s blush or pay for seven nights and stay for nine nights etcetera such(prenominal) type of offers are called tactical offers.Maradiva is well aware of the mesh patterns that take place and in accordance with the same various offers are launched during lean as well as peak season. During periods of low tenancy these tactical offers are provided to boost sales from their key markets mainly the major tour operators who provide maximum business to the hotel. they are implemented with an thinking of generating occupancy levels so as to keep the business running comfortably. The tactical offers are designed in such a way so as to garner maximum amount of business during lean season and to maintain the influx of guests during peak season. As the tactical offers are different for different tour operators and vary a lot with the country as well, in U.K (5nights=10nights) France ( one spa treatment per person)3.2 Mauritian processional Offer A tool to capitalize on domestic marketMauritius even though is a small island and the potential of domestic tourism is not phenomenal but every marketer intuitive feelings that there is an opportunity in every situation. There is no dearth of people who want to live a life of luxury or would want to spend a day or two at a place where they feel theres value for money. Taking all that into retainer the Sales Marketing team up of the resort came up with an offer known as Mauritian Promotion Offer in order to attract some local niche clientele. The offer was officially launched in December 2006 as a tactical offer but later owing to its potential it was later upgraded to an all year round offer. The offer included a rate of MRU 14,000 per night for a Luxury Villa wi th pool, with a HB meal plan comprehensive in the package.3.3 Wedding and HoneymoonersMaradiva is the perfect place for romantic luxurious holidays, the idol love nest for newlyweds. During earlier times when the resort just came into be they had a basic and simple marketing strategy to market the hotel as a wedding or a honeymoon destination among young couples in the form of wedding and honeymoon packages which would include the accommodation along with the various formalities that need to be performed which is taken care of by the guest relation manager. The guests are also provided with various facilities like candlelit dinner, champagne breakfast, and massage for the groom and various beauty treatments for the bride. The honeymoon package would become of providing a 50% discount on the brides twin sharing rate along with various added values like coffee scrub, candlelit dinner, champagne breakfast, blush petal bath etc.3.4 Affiliation packagesMaradiva is affiliated to Lead ing group of small hotels, Great hotels of the world, Leading Spas f the world which helps the resort to generate more room nights than its competitors. The customers had the choice of choosing the package amongst a wide tramp of packages depending on their needs. For example a guest could choose a 5 dayMaradiva Spa Stress Relief and Relaxation which would spread across a span of 5 days and has been carefully designed inorder to provide absolute relaxation to the guest. The package would encompass things like Level 1 2 of Yoga Meditation, Yoga Nidra, Trataka, Aroma Bath + Scrub Wrap, Surya Namaskar and Pehlwan Malish. The resort also boosted of a Golf Package as the resort was in close proximity to the Tamarina Golf Course.RecommendationIn this section the detective has illustrated various marketing stratergies implemented by Maradiva, Mauritius and the SWOT analysis done by the researcher on the marketing strategies would enlisting few recommendations based on the knowledg e and experience garnered during the operational and project stage of understudyMaradiva should look at penetrating other new emerging markets such as South Africa, Middle East, Australia, Russia and India by developing a holistic approach, with the use of explicit marketing tools catering in specific to the particular market. By doing so the resort would be able to remove the dependability factor on its few restricted key markets and in turn would help them in beingness better prepared for unforeseen situations.With the growing spending power of people in the developing countries it would not be wrong to target those people who prefer travelling abroad during holidays by having country specific holiday packages in order to profit from situation. The hotel needs to take into consideration various countries trend for holidays.Internal marketing Hotels should practice internal marketing the hotel should motivate their customer contact employees and all their service people to work as a team to provide customer satisfaction.External marketing The sales marketing should have good communication skills and should provide more interactional sessions to their clients should be able to market the product efficiently.The resort has done a lot to their micro internet site but the researcher still feels that the website can be made more appealing by adding blogs, interactive event / activity calendars, hotel guest scrapbooks, photo sharing contests, testimonials which helps in generating interests site stickiness ultimately increase the bookings.The airfare for a place like Mauritius is quite overpriced and this discourages budget travellers from coming to the country. A possible solution for this could be combinative offers with airlines like Air Mauritius and Emirates which could help create a new segment of customers for the hotel. The hotel from its side needs to establish a healthy relationship with such airlines so that offers such as room fare inclusive of airfare would win customers to come to the hotel.In this tech savvy age the resort can also look at establishing a database of e mail id of their sure customers and can optimally use the e mail marketing technique in order to reward customers and offer lower rates to them which do not generally feature on the website.ConclusionsMarketing has been and would always be an integral part of the smooth functioning of a hotel. Without proper marketing strategies there wouldnt be any guests coming to the property or even if they would be the hotel would be targeting the wrong sort of clientele to cater to. Marketing in hospitality industry is a balanced form of being an art with a lot of science behind every finish being taken under its domain. A more common feeling is that marketing activities are prepared in order to inform the customers almost the products that they may enjoy or that they may improve their life in some way. Few marketers also see it as an opportunity for specific reasons like encouraging repeat purchases and building brand loyalty and affinity.Mauritius, having a very small population with large number of hotels coming up hospitality personnel are not afraid of losing their jobs. Their attitude is set back, with the habit of procrastinating things. In order to attract and retain repeat guests it is incumbent to primarily retain honest and loyal service personnel. The main reason why Maradiva had to roll down its shutters was its inability to attract guests to occupy its villas. There were a few minor errors with the marketing aspect. It was the price that did not suit many tourists pocket. Maradiva also faced a problem of its inventory being less i.e.only has villas. Other five star hotels which had a mixture of villas and rooms did roaring business at the same time. This clearly goes to show that the hotel should have done a more precise market survey before going into such a loss.