COMPARATIVE STUDY BETWEEN FMCG SECTOR AND HOSPITALITY SECTOR
OVERVIEW OF FMCG INDUSTRY
Growth rate:
In 2016-17, revenues for FMCG sector have reached
US$ 49 billion and is expected to grow at 9-9.5
per cent in FY18.
Major players:
• Asian Paints Ltd,
• Sportstarts Global Services Pvt. Ltd,
• ITC FMCG,
• Amul,
• Godrej Consumer Products Limited,
• Guruji Products Limited,
• Dabur India Ltd,
• Emami.
Distribution channel and Selling
process:
Path through which Goods and Services flow.
OVERVIEW OF HOSPITALITY
INDUSTRY
Growth rate:
Hospitality industry accounts for 7.5 per cent of the country's GDP and is
expected to grow at 16.1 per cent CAGR to reach Rs 2,796.9 thousand crore in
2022.
Major players:
• ITDC Hotels
• Hotel Corporation of India
• Asian Hotels Limited
• Hotel Leela Ventura
• Oberoi Hotels
• Indian Hotels Company Limited
• ITC Hotels
Distribution channel and Selling
process:
Comparative Study
PARAMETERS FMCG HOSPITALITY
NATURE Commodity Service
SEGMENTATION -Geographic -Business orientation
-Demographic -Channel
-Psychographic
TARGETING -Single segment -Buyer persona
concentration -Spending patterns
-Selective
specialization
-Product
specialization
-Market
specialization
-Full market
coverage
POSITIONING Features and Personalization and
benefits experience
Comparative Study
PARAMETERS FMCG HOSPITALITY
CHANNEL The channel moves the The channel moves the
product to the consumer customer to the product
SALES STRATEGY -Setting sales strategy -Revenue goals
-Quotas -Current accounts
-Sales forecasting -Top target accounts
-Demand planning -Plan for each target
-Sales planning segment
SALES PROMOTION -Advertising -Multiple print media fronts
-Free samples, free trials, -Travel agents
discount coupons, cash -Membership rewards
paybacks, discounts -Online discounts, purchase
-display allowances, discounts
discounted prices for -Low season special
retailers -Cross promotion
-Trade shows and
conventions
ITC FMCG Sales
Distribution Network for FMCG Sales of ITC
Channel Type
ITC Hospitality Sales
ITC Hotels
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
Customer Retention Strategy
• ITC has a tie up with Wills Lifestyle
• ITC launches common loyalty program
• Customer Details in order to retain customers
• Members get rewarded with loyalty points
• ITC offers various schemes to its Consumers eg Free night stay
CRM
Conducting monthly Survey.
• Suggestion boxes
• Taking feedback internal customers i.e., the employees.
• Employing Mystery Customers.
• CRM software
• Having Guest History programs.
• Efficient system of complaints handling
• Giving recognition awards to attract old customers.
• More personalized and empathic services -- satisfied and return customers
PRIYAL PARMAR 71
RACHNA SHAH 74
NIDA SHEIKH 76
