SHIVAJI UNIVERSITY, KOLHAPUR

PROMOTIONAL ACTIVITY

CHAPTRE 1
INTRODUCTION OF STUDY

1.1 Introduction
The study is on marketing and promotion activities of marketing in hotel. Marketing in
business is the process of getting potential customers and products or services together.
Defines marketing as “The action or business of promoting and selling products or services.”
In simple words, marketing is the process of attracting potential customers and clients to a
product or service. It involves researching, promoting, advertising, selling, and distributing a
company’s products and services. The marketing mix refers to the set of actions, or tactics,
that a company uses to promote its brand or product in the market. The 4Ps make up a typical
marketing mix – Price, Product, Promotion and Place. However, nowadays, the marketing
mix increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements. All the elements of the marketing mix influence each other.
They make up the business plan for a company and handled right, can give it great success.
But handled wrong and the business could take years to recover. The marketing mix needs a
lot of understanding, market research and consultation with several people, from users to
trade to manufacturing and several others.
Marketing Mix directs the company how it can provide and increase the satisfaction of
customer’s product, prices, place and promotion (4 basic elements of marketing mix) are all
controllable variables. Depending upon the nature of demand and competition the company
can modify and after the elements of marketing mix and can makes it often attractive and
acceptable to the customers A suitable and superior Marketing Mix needs creative and
analytical thinking. By making an analysis of the market situation and nature of consumer
behaviour, the marketer is able to understand the different types of buying motives and
buying preferences. Marketing Mix suggests that in order to be successful, offer right
product, at right price with right type of promotional efforts and through right kind of
distribution channels.
Marketing is a process of delivering value to the customer. One of the major objectives of
business firms is to become a market leader. To be able to achieve this objective, firms need
to assemble their marketing offers called marketing mix. The market offer is an assortment or
bundle of the value the marketer extends to the customer.

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

1.2 Review of literature:

According to Philip Kotler:
“Defined marketing as a social and managerial process by which individuals and groups
obtain what they need and want through creating, offering and exchanging products of value
with others.”
According to B.J. Walker:
“Defines marketing as a total system of business activities designed to plan, price, promote
and distribute want satisfying products to target market in order to achieve organization
Objectives”.
According to American marketing Association:
“Defines marketing management as a process of planning and executing the conception,
pricing, promotion and distribution of ideas, good and services to create exchange for
achieving customers and organizational goals”
Reference Book:
Principals of Marketing by Prof. Kavita Sharma and Dr. Swati Aggarwal.
Published in July 2018 by Taxman Publication Ltd.

1.3 Research problem:

To study promotional activities of Hotel Surya Executive.

1.4 Objective of study:

1. To study marketing mix adopted by Surya Hotel.
2. To study promotional tools used by Surya Hotel.
3. To study customers opinion about marketing mix.
4. To give any suggestions related to study.

1.5 Scope of the study:

 Geographical Scope :
The geographical Scope of study is limited to concern organisation for 14 days
 Topical scope:
The topical scope of study is limited to promotional activities
 Functional scope:
The functional scope of study is limited for predetermined objectives only

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

1.6 Importance of Study:

 Understanding effectiveness of promotional mix
 Identify best communication channels
 Improve customer retention
 Support strategy decision making
 Provide suggestions

1.7 Research methodology:

1] Research Methodology is the process used by the researcher to search the data regarding
specifie sübject. Research designs are the plans used in the projects like data collection,
questionnaire, interview, and data analysis and sample design.
2] Method for Data collection –
 Primary data
 Secondary data
Primary data –
Researcher had conduct personal interview with the manager about marketing goals and
objectives, policies. Rules and implementation of marketing mix and promotional activities.
Secondary data –
Research had collected the secondary data from magazines. Marketing related books and
internet.
Samping Techniques –
Research should use simple random sampling techniques to collect primary data for the
purpose of study. Sampling Size – 25 customers
Sample area – Surya Hotel.

1.8 Limitations of Study:

 The study will be limited to promotional activities only.
 The study will be limited to Surya Hotel only
 The time period of study is limited.
 The researcher had covered only the area of Promotional Mix in marketing
management and no other areas like Production, Finance, and Personnel Management
etc.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

CHAPTER 2
THEORETICAL BACKGROUND

Market:
A market may be considered as a convenient meeting place, where buyers and sellers gather
together for exchange of goods. E.g. A spot, cash or physical market.

2.1 Marketing
Introduction and meaning:
The term ‘Market’ originates from the Latin noun “Mercatus’ which means ‘a place where
business is conducted’ A layman has given the word market’ which brings to his mind the
vista of place where the buyers and sellers personally interact and finalize deals. However for
the students of marketing, it has wider and deeper implications. It is not merely a place of
exchange, but an arrangement that provide an opportunity of exchanging good and services
for money.
Marketing as a comprehensive term and it includes all resources and a set of activities
necessary to direct and facilitate the flow of goods and in the process of distribution.
Businessman regards marketing a management function to plan to Promote and deliver
producer to the clients or customers human efforts, finance and constitute the primary
resources in marketing.

2.2 Definition:
According to Philip kotler, “Marketing is a social process by which individuals and groups
obtain what they need and want to creating and exchanging products and values with others”
According to Philip Kotler, ‘marketing mix is the mixture of controllable marketing variable
that the firm uses to pursue the sought level of sales in the target market.
According to B.J. Walker : “Defines marketing as a total system of business activities
designed to plan, price, promote and distribute want satisfying products to target market in
order to achieve organization Objectives ”
According to American marketing Association : “Defines marketing management as a
process of planning and executing the conception, pricing, promotion and distribution of
ideas, good and services to create exchange for achieving customers and organizational
goals”.

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

2.3 Marketing mix:

Marketing is a process of delivering value to the customer. One of the major objectives of
business firms is to become a market leader. To be able to achieve this objective, firms need
to assemble their marketing offer called marketing mix. The market offer is an assortment or
bundle of the value the marketer extends to the customer. In the words of Philip Kotler”,
“Marketing mix is the set of controllable, tactical marketing tools that the firm blends to
produce the response it wants in the target described the term marketing mix in terms of 4Ps,
i.e. product, place, price market”. Jerome McCarthy first described the term marketing mix in
terms of 4ps, product, price, place, promotion.
The task of the marketing manager is to develop the most appropriate and creative marketing
mix for the organization. Marketer tries to mix deliver value through each of 4ps. Value can
be enhanced by improving the product, by giving better service support by reducing the price,
by improving the access to the product and by improving the communication.
A planned approach to marketing helps us to set clear objectives based on the current
situation a company is facing. The strategy defines how those objectives will be achieved,
including the target market to focus on and how the company will be positioned. So now we
need to define the tactics to make this plan happen and that’s where the extended marketing
mix (7Ps) comes in.
1. Product -
This refers to what the company produces (whether it is product or service, or a combination
of both) and is developed to meet the core need of the customer – for example, the need for
transport is met with a car. The challenge is to create the right ‘bundle of benefits’ that meet
this need. So what happens as customer needs change, competitors race ahead or new
opportunities arise? We have to add to the ‘bundle of benefits’ to improve the offering, create
new versions of existing products, or launch brand new products. When improving the
product offering think beyond the actual product itself – value can be added and
differentiation achieved with guarantees, warranties, after-sales or online support, a user-
friendly app or digital content like a video that helps the user to make the most out of the
product.
2. Price-
This is the only revenue-generating element of the mix – all other marketing activities
represent a cost. So it’s important to get the price right to not only cover costs but generate
profit! Before setting prices, we need to research information on what customers are willing
to pay and gain an understanding of the demand for that product/service in the market. As
price is also a strong indication of the positioning in the market against competitors (low
prices=value brand), prices need to be set with competitors in mind too.
3. Place-

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
This is the ‘place’ where customers make a purchase. This might be in a physical store,
through an app or via a website. Some organisations have the physical space, or online
presence to take their product/service straight to the customer, whereas others have to work
with intermediaries or ‘middlemen’ with the locations, storage and/or sales expertise to help
with this distribution. The decisions to be made in this element of the marketing mix concern
which intermediaries (if any) will be involved in the distribution chain and also the logistics
behind getting the product/service to the end customer, including storage and transportation.

4. Promotion-
So we have a fantastic product, at an appealing price, available in all the right places, but how
do customers know this? Promotion in our marketing mix is about communicating messages
to customers, whichever stage they are in the buyer journey, to generate awareness, interest,
desire or action. We have different tools for communication with varying benefits.
Advertising is good for raising awareness and reaching new audiences, whereas personal
selling using a sales team is great for building relationships with customers and closing a sale.
The challenge? To choose the best tool for the job, and select the most effective media to
reach our audiences based on what we know about them. If your customer is a regular on
Instagram then that’s where you need to be talking to them! This doesn’t just apply to
customers. Communicate to other stakeholders too like shareholders and the wider public to
build company reputation. The same principles apply; choose the right tools and media that
fit with what you are trying to achieve.
5. People-
A company’s people are at the forefront when interacting with customers, taking and
processing their enquiries, orders and complaints in person, through online chat, on social
media, or via the call centre. They interact with customers throughout their journey and
become the ‘face’ of the organisation for the customer. Their knowledge of the company’s
products and services and how to use them, their ability to access relevant information and
their everyday approach and attitude needs to be optimised. People can be inconsistent but
with the right training, empowerment and motivation by a company, they can also represent
an opportunity to differentiate an offering in a crowded market and to build valuable
relationships with customers.
6. Process-
All companies want to create a smooth, efficient and customer-friendly journey – and this
can’t be achieved without the right processes behind the scenes to make that happen.
Understanding the steps of the customer journey – from making an enquiry online to
requesting information and making a purchase – helps us to consider what processes need to
be in place to ensure the customer has a positive experience. When a customer makes an
enquiry, how long will they have to wait before receiving a response? How long do they wait
between booking a meeting with the sales team to the meeting taking place? What happens
once they make an order? How do we make sure reviews are generated after a purchase?

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
How can we use technology to make our processes more efficient? All of these considerations
help build a positive customer experience

7. Physical Evidence-
Physical evidence provides tangible cues of the quality of experience that a company is
offering. It can be particularly useful when a customer has not bought from the organisation
before and needs some reassurance, or is expected to pay for a service before it is delivered.
For a restaurant, physical evidence could be in the form of the surroundings, staff uniform,
menus and online reviews to indicate the experience that could be expected. For an agency,
the website itself holds Valuable physical evidence – from testimonials to case studies, as
well as the contracts that companies are given to represent the services they can expect to be
delivered.
2.4 Promotional elements:
1. Advertising:
A paid, non-personal form of promotion that uses mass media such as TV, radio,
newspapers, online platforms, and social media to reach a broad audience. It aims to create
awareness and inform or persuade potential customers.
2. Sales Promotion:
Short-term incentives designed to encourage immediate purchases or actions. These include
discounts, coupons, contests, loyalty programs, and samples, often used to boost sales in a
short period.
3. Public Relations (PR):
Activities aimed at building and maintaining a positive image of the company or brand. PR
efforts include press releases, media relations, sponsorships, and events, and they focus on
creating goodwill and managing the company’s reputation.
4. Personal Selling:
Direct interaction between a salesperson and potential customers with the goal of building
relationships and closing sales. This one-on-one approach is typically used for more complex
or high-value products that require explanation or customization.
5. Direct Marketing:
A targeted and personalized communication approach aimed directly at individual customers
through channels such as email, direct mail, telemarketing, or text messages. It allows for
customized messaging and direct engagement with the audience.
6. Digital Marketing:
While often considered a part of advertising, digital marketing is broad and includes specific
strategies like social media marketing, search engine optimization (SEO), content marketing,

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
and influencer marketing. It allows for more targeted campaigns and better tracking of
performance metrics, often providing cost-effective ways to reach a global audience.

7. Word of Mouth and Viral Marketing:

These strategies involve leveraging existing customers or brand advocates to spread the
message organically. Word-of-mouth marketing can be powerful when customers share
positive experiences. Viral marketing, often seen in digital campaigns, aims to create content
that rapidly spreads across platforms, generating massive attention
8. Sponsorship and Event Marketing:
Companies sponsor events, sports teams, or causes to create brand visibility and align
themselves with particular values or interests. Event marketing also includes organizing trade
shows, exhibitions, or product launch events to engage customers in person and create buzz
around a brand or product.
9. Influencer Marketing:
Marketing involves partnering with individuals who have significant social media followings
or authority in specific niches to promote products or services. These influencers create
authentic content around a brand, leveraging their credibility to affect the purchasing
decisions of their followers. Micro-influencers (with smaller, niche followings) and macro-
influencers (with large audiences) are both employed depending on the campaign goals.
10. Content Marketing:
Marketing focuses on creating and distributing valuable, relevant, and consistent content to
attract and engage a clearly defined audience. It includes blog posts, articles, videos,
infographics, podcasts, eBooks, and webinars. Instead of directly promoting a product, it
aims to educate, inform, or entertain the target audience, building long-term relationships and
trust, which can eventually lead to sales.
11. Affiliate Marketing:
Marketing involves partnering with third-party marketers or influencers who promote a
company’s products or services in exchange for a commission on sales. It’s a performance-
based approach where affiliates earn revenue based on leads, sales, or clicks generated
through their.
12. Mobile marketing:
Is a strategy that targets consumers through their mobile devices, such as smartphones and
tablets, using various channels to deliver personalized content, promotions, and services.
With the widespread use of mobile devices, mobile marketing has become an essential part of
the promotional mix, allowing businesses to engage with customers anytime and anywhere.

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

CHAPTER 3
COMPANY PROFILE
3.1 INTRODUCTION:
The prestigious Hotel Surya Executive founded in 2000, is an iconic establishment of
Gadhinglaj, in Dist. Kolhapur. Founded by Mr.Kiran D. Kadam who was the ex-vice
president of the Gadhinglaj Municipal Council and serves currently as the President of the
Lions Club, Gadhinglaj. Hotel Surya has executive rooms with all modern facilities and two
restaurants famous for its Kolhapuri and Multi-cuisine food.

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

3.2 COMPANY PROFILE

NAME OF ORGANISATION Surya Hotel

OWNERS Kiran kadam, Arun kadam, Dheeraj kadam,
Koustubh kadam
ESTABLISHED January 2000
FOUNDER Kiran kadam
CONSTITUTION Private ltd
AREA SERVED Gadhinglaj
EMPLOYESS 40
PRODUCTS 1) Foods- Maharashtrian, Veg course,
Non veg, Sea food, Chinese,
Beverages, Ice-creams.
2) Drinks- Vodka, Wine, Beer, Cold
drinks, Whisky, Rum, Brandy, Gin.
3) Rooms – AC ROOM & NON AC
TURNOVER 2.3 CR Yearly
EMAIL ID www.hotelsuryaexecutive.com
PHONE NO 02327-224700

3.3 OBJECTIVE OF ORGANISATION

 To provide better services to customers
 To provide better quality food to customers and reasonable price
 To build strong and friendly environment in society
 To provide customer satisfaction to their needs
 TO build good relationship with customers
3.4 PROMOTIONAL ELEMENTS USED BY SURYA HOTEL
 Social media
 Hotel website

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
 Newspapers
 Banners
 Content marketing
 Email marketing

3.5 ORGANIZATION STRUCTURE:

CHAIRMAN ARUN KADAM

EXECUTIVE DIRECTORS KIRAN KADAM, DHEERAJ KADAM,

KOUSTUBH KADAM
GENERAL MANAGER UTTAM KUMAR DESAI

MARKETING MANAGER SAMBAJI BHOSALE

OPERATIONS / FMB VILAS PATIL

MANAGER

FRONT DESK MANAGER VINAIK LOHAR

KITCHEN HEAD JAY RAM KUMBHAR

BAR MANAGER ARUN PATIL

3.6 MISSION ANS ACHIVEMENT

Mission is to provide better quality foods & drinks to customers and provide rooms to stay in
hotel. And to build biggest hotel in city. Achievement got award for best garden & hotel in
Gadhinglaj by nagarparish (CM). Recently got 3 star certified for hotel.
3.7 FINANCIAL POSITION
The financial position of surya hotel is from past 3 years per year 10% growth in turnover.

3.8 FUTURE PALN

Future plan of surya hotel is to increase the publicity of hotel. And start fast food sanction &
café and Expansion of rooms that will help customers to attract to the hotel.

3.9 SERVICES

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
Dry cleaning, Room service, Transportation facility, Banquet facilities, Bar, Breakfast,
Parking, Conference hall. This are the services provided to the customers in Surya hotel.

CHAPTER 4

DATA ANALYSIS & INTERPRETATION

TABLE NO. 4.1

Gender of customers

SR. GENDER NO. OF PERCENTAGE

NO RESPONDENTS
1 MALE 20 80%
2 FEMALE 5 20%
TOTAL 25 100%

Gender
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
MALE FEMALE

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
INTERPRETATION:

The above table shows the age group of customers. 80% of customers are male and 20% of
customers are female.

TABLE N0. 4.2

Age group of customers

SR. AGE GROUP NO. OF PERCENTAGE

NO RESPONDENTS
1 20-25 years 10 40%
2 26-30 years 2 8%
3 31-35 years 1 4%
4 36-40 years 2 8%
5 41-45 years 5 20%
6 46-50 years 0 0%
7 50-55 years 5 20%
TOTAL 25 100%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

Age of the customers

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
20-25yrs 26-30yrs 31-35yrs 36-40yrs 41-45yrs 46-50yrs 50-55yrs

INTERPRETATION:

The above table shows the he Age group of customers. 40% of customers belong to age group
of 20-25yrs, 8% 26-30yrs, 4% 31-35yrs, 8% 36-40yrs, 20% 41-45yrs and 20% 50-55yrs of
customers.

TABLE NO. 4.3

How did you hear about promotional or special offers of Surya Hotel?

SR PROMOTIONAL ELEMENTS NO. OF PERCENTAGE

NO. RESPONDENTS
1 Hotel website 12 48%
2 Word of mouth 9 36%
3 Email / newspaper 0 0%
4 Social media 4 16%
Total 25 100%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

PROMOTIONAL ELEMENTS
60%

50%

40%

30%

20%

10%

0%
HOTEL WEBSITE WORD OF MOUTH EMAIL/ NEWSPAPER SOCIAL MEDIA

INTERPRETATION

The above table shows that the customers got to know about the promotional & special offer
of the Surya hotel. By 48% of hotel Website 36% by word of mouth and 16% by social media
platform.

TABLE NO. 4.4

Where you aware of any special promotion or offers when you booked your stay?

SR OPINION NO. OF PERCENTAGE

NO. RESPONDENTS
1 YES 5 20%
2 NO 13 52%
3 NOT SURE 7 28%
TOTAL 25 100%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

OPINION
60%

50%

40%

30%

20%

10%

0%
YES NO NOT SURE

INTERPRETATION

Above table shows the aware of any special promotion or offers when you booked your stay.
20% were yes 52% were no and 28% of customers were not sure of promotional offers.

TABLE NO. 4.5

Which type of promotion would most likely encourage you to book again?

SR OFFERS NO. OF PERCENTAGE

NO. RESPONDENTS
1 DISCOUNT 20 80%
2 COMPLEMENTARY MEALS 3 12%
3 FREE UPGRADE 0 0%
4 PACKAGES 2 8%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
TOTAL 25 100%

OFFERS
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
DISCOUNT COMPLEMENTARY FREE UPGRADE PACKAGES
MEALS

INTERPRETATION

The above table show that the offers would most likely encourage them to book again are.
Discount with 80% of customer review and complementary meals with 12% & package with
8% on customer opinion.

TABLE NO. 4.6

Which promotional channels do you find most useful for hotel offers?

SR PROMOTIONAL CHANNELS NO. OF PERCENTAGE

NO. RESPONDENTS
1 SOCIAL MEDIA 19 76%
2 HOTEL OFFICIAL WEBSITE 6 24%
3 EMAIL MARKETING 0 0%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
4 3RD PARTY BOOKING WEBSITE 0 0%
TOTAL 25 100%

PROMOTIONAL CHANNELS
80%
70%
60%
50%
40%
30%
20%
10%
0%
IA TE G TE
ED SI IN SI
M EB K ET EB
AL W AR W
CI IA
L M N
G
SO IC AI
L KI
FF M O
O E BO
L Y
TE RT
O PA
H
D
3R

INTERPRETATION

The above table shows that the most useful promotional channel for customers are. Social
media platform with 76% of customer review and 24% of hotel Website

TABLE NO. 4.7

How would you rate the effectiveness of Hotels promotions?

SR OPINION NO. OF PERCENTAGE

NO. RESPONDENTS

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
1 VERY EFFECTIVE 9 36%
2 NEUTRAL 9 36%
3 SOME WHAT EFFECTIVE 7 28%
4 NOT EFFECTIVE 0 0%
TOTAL 25 100%

OPINION
40%

35%

30%

25%

20%

15%

10%

5%

0%
VERY EFFECTIVE NEUTRAL SOME WHAT EFFECTIVE NOT EFFECTIVE

INTERPRETATION

The above table shows the opinion on effectiveness of Hotel promotion. 36% are very
effective 36% is neutral and 28% are some what effective.

TABLE NO. 4.8

Which type of promotion appeals you the most?

SR OFFERS NO. OF PERCENTAGE

NO. RESPONDENTS
1 PER% BASED DISCOUNT 22 88%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
2 FREE BREAKFAST 0 0%
3 BUY ONE GET ONE FREE 2 8%
4 FREE UPGRADE ROOM 1 4%
TOTAL 25 100%

OFFERS
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
PER% BASED FREE BRAKFAST BUY ONE GET ONE FREE UPGRADE
DISCOUNT FREE ROOM

INTERPRETATION

The above table shows the most promotion appeals to customers are. 88% are per% based
discount 8% buy one get one free and 4% are free upgrade room.

TABLE NO. 4.9

Which platform do you prefer for receiving promotion offers from Hotel?

SR PROMOTIONAL ELEMENTS NO. OF PERCENTAGE

NO. RESPONDENTS
1 EMAIL 10 40%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
2 HOTEL APP 3 12%
3 SMS/TEXT MESSAGE 10 40%
4 SOCIAL MEDIA 2 8%
TOTAL 25 100%

PROMOTIONAL ELEMENTS
45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
EMAIL HOTEL APP SMS/TEXT MESSAGE SOCIAL MEDIA

INTERPRETATION

The above table show that the customer prefer receiving promotion offers from hotel. 40%
are email 12% are hotel app 40% sms/text message and 8% are social media platform.

TABLE NO. 4.10

What do you think of the clarify of promotional messages performed by the Hotel.

SR OPINION NO. OF PERCENTAGE

NO. RESPONDENTS
1 VERY CLEAR 5 20%

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SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
2 SOMETIME CONFUSING 0 0%
3 EASY TO UNDERSTAND 20 80%

4 NOT CLEAR AT ALL 0 0%

TOTAL 25 100%

OPINION
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
L
AR N
G D
AL
E SI AN
CL FU S T AT
RY O
N ER AR
VE C N E
U
E CL
IM TO T
T O
E SY N
M EA
SO

INTERPRETATION

The above table shows the clarify of promotional messages performed by the Hotel. 20%
very clear and 80% are very easy to understand.

TABLE NO. 4.11

Which type of promotion would you like to see in the future?

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
SR CUSTOMER OPINION NO. OF PERCENTAGE
NO. RESPONDENTS
1 LONGER STAY DISCOUNT 17 68%
2 HOLIDAY OR SEASONAL DEALS 6 24%
3 SPECIAL OFFERS 2 8%
4 GROUP OR CORPORATE 0 0
PACKAGE
TOTAL 25 100%

CUSTOMER OPINION
80%
70%
60%
50%
40%
30%
20%
10%
0%
T
N LS RS G
E
U EA FF
E A
O D CK
SC O
PA
D
I AL L
N IA TE
AY O C
ST
S E RA
EA SP O
ER R
S RP
N
G O CO
LO AY O
R
I D P
L U
O
H RO
G

INTERPRETATION

The table shows that the type of promotion would like to see in the future by the customers
are. 68% longer stay discount 24% Holiday & seasonal deals and 8% are special offers.

TABLE NO. 4.12

How was your overall experience during your stay?

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
SR OPINION NO. OF PERCENTAGE
NO. RESPONDENTS
1 EXCELLENT 3 12%
2 AVERAGE 0 0%
3 GOOD 22 88%

4 POOR 0 0%
TOTAL 25 100%

OPINION
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
EXCELLENT AVERAGE GOOD POOR

INTERPRETATION

The above table shows that the overall experience during the stay of customers. 12% were
excellent and 88% were good.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
TABLE NO. 4.13
Where there any issues or challenges you faced during your stay?

SR OPINIONS NO. OF PERCENTAGE

NO. RESPONDENTS
1 YES 1 4%
2 NO 22 88%
3 SOME MINOR 2 8%
TOTAL 25 100%

OPINION
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
YES NO SOME MINOR

INTERPRETATION
The above table shows that the issue or challenges faced by the customers during their stay
88% of customers didn’t faced any issues during their stay. 4% of customer faced some
problem and 8% were some minor problem they faced during the visit.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

TABLE NO. 4.14

How would you rate the friendliness and helpfulness of the staff?

SR NO. OPINIONS NO. OF PERCENTAGE

RESPONDENTS
1 EXCELLENT 4 16%
2 AVERAGE 2 8%
3 GOOD 18 72%
4 POOR 1 4%
TOTAL 25 100%

OPINIONS
80%

70%

60%

50%

40%

30%

20%

10%

0%
EXCELLENT AVERAGE GOOD POOR

INTERPRETATION
The above table shows the friendliness and helpfulness of the staff faced by the customers
were. 16% were excellent, 8% were Average, 72% were good & 4% were poor. The overall
experience of customers.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
TABLE NO. 4.15
How would you rate the overall value for the price you paid during your visit?

SR OPINION NO. OF PERCENTAGE

NO. RESPONDENTS
1 EXCELLENT VALUE 4 16%
2 FAIR VALUE 12 48%
3 GOOD VALUE 9 36%
4 POOR VALUE 0 0%
TOTAL 25 100%

OPINION
60%

50%

40%

30%

20%

10%

0%
EXCELLENT VALUE FAIR VALUE GOOD VALUE POOR VALUE

INTERPRETATION
The above table shows the overall value for the price they paid during the visit to Hotel. 16%
was Excellent, 48% was Fair value & 36% were Good value.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
TABLE NO. 4.16
How easy was to make a reservation?

SR OPINION NO. OF PERCENTAGE

NO. RESPONDENTS
1 VERY EASY 10 40%
2 DIFFICULT 0 0%
3 EASY 15 60%
4 VERY DIFFICULT 0 0%
TOTAL 25 100%

OPINION
70%

60%

50%

40%

30%

20%

10%

0%
VERY EASY DIFFICULT EASY VERY DIFFICULT

INTERPRETATION
The above table shows the how easy was to make a reservation at hotel. 40% was very easy
and 60% was easy to make reservation at hotel.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
TABLE NO. 4.17
Which aspects of the hotels services or facilities was most important to you?

SR SERVICES NO. OF PERCENTAGE

NO. RESPONDENTS
1 ROOM QUALITY 4 16%
2 DINNING OPTIONS 21 84%
3 BUSINESS FACILITIES O 0%

TOTAL 25 100%

SERVICES
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
ROOM QUALITY DINNING OPTIONS BUSINESS FACILITIES Category 4

INTERPRETATION
The above table shows the aspects of the hotels services or facilities was most important to
customers were. 16% was room quality and 84% dining options.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

TABLE NO.4.18
What could we improve to make your experience better?

SR OPINION NO. OF PERCENTAGE

NO. RESPONDENTS
1 BETTER ROOM QUALITY 8 32%
2 FRIENDLIER STAFF 5 20%
3 IMPROVED AMENITIES 0 0%
4 FAST SERVICE 12 48%
TOTAL 25 100%

OPINION
60%

50%

40%

30%

20%

10%

0%
BETTER ROOM FRIENDLIER STAFF IMPROVED FAST SERVICE
QUALITY AMENITIES

INTERPRETATION
The table shows the improvement need to make the customers experience better. 32% are
better room quality 20% Friendlier staff and 48% fast services. That need to make
Improvement for customers experience.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

TABLE NO. 4.19

What would encourage you to visit us again?

SR OPINION NO. OF PERCENTAGE

NO. RESPONDENTS
1 BETTER PRICING 21 84%

2 LOYALTY REWARDS PRORAM 2 8%

3 IMPROVED AMENITIES 1 4%
4 EXCEPTIONAL SERVICES 1 4%
TOTAL 25 100%

OPINION
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
BETTER PRICING LOYALTY REWARDS IMPROVED EXCEPTIONAL
PRORAM AMENITIES SERVICES

INTERPRETATION
The above table shows the offer that will encourage them to visit them again are. 84% Better
pricing 8% loyalty program and 4% improved amenities & 4% are exceptional services.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

FINDINGS AND OBSERVATION

5.1. It is found that, the majority of customers heard about the promotions or special offers
from Hotel website & word of mouth.
(Please refer Table no. 4.3)
5.2. It is found that, most of customers were not aware of special promotional offers when
they booked their stay.
(Please refer Table no. 4.4)
5.3. It is found that, promotion offers would most likely encourage the customers to visit
again are Discount offers.
(Please refer Table no. 4.5)
5.4. It is found that, the most useful promotional channel for hotel offers are social media
platform.
(Please refer Table no. 4.6)
5.5. It is found that, the effectiveness of hotel promotion are very effective and easy to
understand.
(Please refer Table no. 4.7)
5.6. It is found that, the customers prefer receiving hotel promotion offers from Email and
SMS/ Text message from hotel.
(Please refer Table no.4.9)
5.7. It is found that, the message send or promoted by hotel are easy to understand and very
clear.
(Please refer Table no.4.10)
5.8. It is found that, the type of promotion would customers like to see in the future are longer
stay discounts. That will encourage them to visit again.
(Please refer to Table no.4.11)
5.9. It is found that, the overall experience of customers during their stay were good.
(Please refer Table no.4.12)
5.10. It is found that, the customers did not face any issue or challenges during their visit. But
some problem were minor.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
(Please refer Table no.4.13)
5.11. It is found that, the customers were satisfied with the friendliness and helpfulness of the
staff.
(Please refer Table no.4.14)
5.12. It is found that, the overall price paid for during the visit were fair value & good.
(Please refer Table no.4.15)
5.13. It is found that, it was easy to make reservation at the Surya hotel.
(Please refer Table no.4.16)
5.14. It is found that, improvement that need to make in service are fast service.
(Please refer Table no.4.18)
5.15. It is found that, the customers would like to visit again if there is better pricing system
and reasonable prices.
(Please refer Table no.4.19)

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

SUGGESTION

1. The service need to be fast when the order is made by the customers.
2. Create special offers around key holidays such as Christmas, New Year’s, or local
festivals.
3. Offer reduced rates during off-peak seasons to attract more guests when
occupancy is low.
4. Provide loyalty rewards for returning customers, such as discounts on future stays,
complimentary upgrades, or exclusive services.
5. Collaborate with travel influencers or bloggers to showcase the hotel’s amenities and
location through blog posts, social media stories, and videos.
6. Encourage guests to share their experience with a specific hashtag to enter giveaways
for free stays or dining vouchers.
7. Cater to weddings, anniversaries, or birthdays by offering all-inclusive packages for
event venues, catering, and room discounts for guests.
8. Send regular newsletters to your mailing list with exclusive discounts, package deals,
and upcoming events.
9. Reward guests who book in advance with special rates or free add-ons.
10. Create a referral program where past guests receive discounts or free services when
they refer friends or family to the hotel.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

CONCLUSION

It is concluded that the majority of customers are satisfied with the overall promotional offers
gave to the customers and the helpfulness and friendliness the staff were to the customers
while the visit to the hotel. According to them the customers prefer receiving offers on base
of percentage discounts and longer stay discounts. It is found that the service need to be
improved while the order of food. And the promotional elements used to promote the hotel
are very effective and easy to understand. The elements used are social media platform and
hotel website. It is concluded that the customers prefer receiving promotional offers from the
hotel are on emails and sms/ text messages. It is concluded that the promotional activity play
an important role in promoting the hotel and creating the awareness and existing of hotel that
helps to attract the visitor’s etc.

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

BIBLOGRAPHY
Reference Books:
1) Author: S.A. Sherlekar Management
Publication: Himalaya Publishing House, Mumbai
Book: Marketing Management
Year of publication: 2006

2) Author: M.Altaf Khan

Book: Marketing Management
Publication: Wisdom publication, Delhi
Year of publication: 2011

3) Author: Prof. Kavita Sharma

Book: Principals of Marketing
Publication: Taxman Publication ltd
Year of Publication: 2018

4) Author: Seema Gupta

Book: Digital Marketing
Publication: McGraw Hill Education pvt.
Year of publication: 2018

Websites and links:

1. www.yourarticlelibrary.com/marketing/marketingmix/elements-of-marketingmix

2. http://marketingmix.co.uk

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

APENDIX
QUESTIONNAIRE FOR CUSTOMERS
A) Personal information

a) Name:
b) Age:
1) 20-25yrs
2) 26-30yrs
3) 31-35yrs
4) 36-40yrs
5) 41-45yrs
6) 50-55yrs

c) Gender:
Male female

d) Contact no.:

e) Address:

Q1. How did you hear about our promotions or special offers?
a) Hotel website c) Email
b) Word of mouth d) Social media

Q2. Where you aware of any special promotion or offers when you booked your stay?
a) Yes b) no c) not sure

Q3. Which type of promotion would most likely encourage you to book with us again?
a) Discount c) Free upgrade
b) Complementary meal d) Packages

Q4. Which promotional channel do you find most useful for hotel offers?
a) Social media c) Email marketing

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY
b) Hotel official website d) 3rd party booking website

Q5. How would you rate the effectiveness of our promotion?

a) Very effective c) somewhat effective
b) Neutral d) Not effective

Q6. Which type of promotion appeals to you the most?

a) Per% base discount c) Buy one get one free
b) Free breakfast d) free upgrade rooms

Q7. Which platform do you prefer for receiving promotion offers from hotel?
a) Email c) SMS/Text message
b) Hotel app d) Social media

Q8. What do you think of the clarify of our promotion message?

a) Very clear c) Easy to understand
b) Sometime confusing d) Not clear at all

Q9. Which type of promotion you like to see in future?

a) Longer stay discount c) Special offers
b) Holiday or seasonal deal d) Group or corporate package

Q10.How was your overall experience during your visit?

a) Excellent c) Good
b) Average d) Poor

Q11. Where there any issue or challenges you face during your visit?
a) Yes b) No d) Some minor

Q12. How would you rate the friendliness and helpfulness of the staff?
a) Excellent c) Good
b) Average d) Poor

SHIVRAJ COLLEGE, GADHINGLAJ

SHIVAJI UNIVERSITY, KOLHAPUR
PROMOTIONAL ACTIVITY

Q13. How would you rate the overall value for the price you paid during your visit?
a) Excellent value c) Good value
b) Fair value d) Poor value

Q14. How easy was to make reservation?

a) Very easy c) Easy
b) Difficult d) Very difficult

Q15. Which aspect of the hotel services or facilities as important to you?

a) Room quality b) Dinning options c) Business facilities

Q16. What could we improve to make your experience better?

a) Better room quality c) Improved amenities
b) Friendlier staff d) Fast service

Q17. What would encourage you to stay with us again?

a) Better pricing c) Improved amenities
b) Loyalty rewards program d) Exceptional service

SHIVRAJ COLLEGE, GADHINGLAJ