PROJECT REPORT ON
ADVERTISING,
PERSONAL SELLING
AND IPR.
BY VARUN KUMAR
ADVERTISING
ADVERTISING IS A STRATEGIC COMMUNICATION TOOL
USED BY BUSINESSES TO PROMOTE THEIR PRODUCTS
OR SERVICES. IT ENCOMPASSES VARIOUS CHANNELS,
INCLUDING TRADITIONAL MEDIA, DIGITAL
PLATFORMS, AND SOCIAL MEDIA. EFFECTIVE
ADVERTISING NOT ONLY CREATES BRAND
AWARENESS BUT ALSO INFLUENCES CONSUMER
BEHAVIOR. HOWEVER, ETHICAL CONSIDERATIONS
ARE VITAL TO AVOID MISLEADING PRACTICES AND
MAINTAIN CONSUMER TRUST.
Give
Information
Main Puropose Attract
Attention
Of Create
Advertising Awareness
Influence
Buying
Behavior Of
Consumers
PERSONAL SELLING
Personal selling involves direct interaction between a sales representative and a
potential customer. This personalized approach allows for tailored
communication, relationship-building, and addressing specific customer needs.
Unlike advertising, personal selling provides immediate feedback and fosters a
more intimate customer connection, contributing to higher conversion rates. It is
particularly effective in industries where complex or high-value products require
detailed explanations.
INTELLECTUAL PROPERTY
RIGHTS
IPR encompasses legal protections for creations of the mind,
including patents, trademarks, copyrights, and trade secrets. These
rights safeguard the innovations and unique aspects of a business,
fostering innovation and ensuring fair competition. Maintaining a
balance between protecting intellectual property and encouraging
collaboration is crucial for a thriving business environment.
COPYRIGHT
TRADE
SECRETS IPR PATENT
TRADEMARKS
THE IMPACT OF ADVERTISEMENT AND PROMOTION
ON
HOTEL INDUSTRY
The impact of advertising and promotion on hospitality services is significant,
influencing various aspects of the industry from customer acquisition to brand
perception. Here are key ways in which advertisement and promotion impact
hospitality services:
1. Brand Awareness and Recognition
• Advertising and promotion help build brand awareness within the target
audience.
2. Customer Acquisition
• Effective advertising attracts new customers by highlighting the unique
features, services, and experiences offered by the hospitality establishment.
3. Increased Occupancy Rates
• Well-executed advertising campaigns and promotions can drive demand,
leading to higher occupancy rates.
• Seasonal promotions, package deals, or limited-time offers encourage
bookings and maximize room occupancy.
4. Online Presence and Bookings
• Digital advertising and online promotions contribute to a strong online
presence, making it easier for potential guests to discover and book hotels.
• Social media advertising and paid search campaigns can directly impact online
bookings.
MARKETING STRATEGY IN THE HOTEL
INDUSTRY
In the hotel industry, marketing strategies play a crucial role in attracting guests,
building brand loyalty, and staying competitive. Here are key elements of
marketing strategies commonly employed in the hotel industry:
1. Target Audience Identification
• Define and understand the target market, including demographics, preferences,
and behaviour's.
• Segment the audience based on factors like business travelers, leisure guests,
families, or luxury seekers.
2. Online Presence and Digital Marketing
• Establish a strong online presence through a user-friendly website optimized
for search engines.
• Leverage social media platforms to engage with potential guests and showcase
the hotel's unique features.
• Implement digital advertising campaigns to reach a wider audience.
3. Content Marketing
• Create compelling content, including blogs, articles, and videos, to showcase
the hotel's amenities, local attractions, and unique offerings.
• Use storytelling to create an emotional connection with potential guests.
4. Guest Reviews and Reputation Management:
• Encourage positive guest reviews on various platforms.
• Implement effective reputation management strategies to address negative
reviews promptly and professionally.
5. Customer Relationship Management (CRM):
• Implement CRM systems to personalize communication with guests.
• Use data analytics to understand guest preferences and tailor marketing efforts
accordingly.
INTELLECTUAL PROPERTY RIGHTS
IN HOTEL INDUSTRY
Intellectual Property Rights (IPR) play a crucial role in the hotel industry,
protecting the unique creations, innovations, and branding that set hotels apart
from competitors. Here's how intellectual property is relevant in the hotel industry
1. Branding and Trademarks:
• Logo and Name: Hotels invest significantly in creating distinctive logos and
brand names. Trademarks protect these elements, ensuring that competitors
cannot use similar identifiers.
• Brand Recognition: Trademarks help build brand recognition, establishing trust
and loyalty among guests.
2. Uniforms and Dress Codes:
• Staff Uniforms: Distinctive staff uniforms can be protected under trademark
law.
• Dress Codes: If a hotel has a unique dress code, it may be protected as part of
the overall brand image.
3. Architectural and Design Innovations:
• Building Designs: Architectural designs of hotels can be protected under
copyright law. This protection prevents unauthorized replication of unique
structures.
• Interior Design: Distinctive interior design elements, such as decor or
layouts, may also be protected under copyright.
4. Marketing and Advertising Materials:
• Promotional Materials: Intellectual property rights protect advertising
materials, ensuring that competitors do not use similar marketing
collateral.
• Photography and Visuals: Original photographs, videos, or other visual
content used in marketing campaigns can be protected by copyright.
5. Entertainment and Events:
• Entertainment Acts: If a hotel hosts unique performances or events, the
intellectual property associated with those acts may be protected.
• Event Concepts: Innovative event concepts or themes may be safeguarded
through copyright.
LOYALTY PROGRAM AT THE OBEROI
GROUP
The Oberoi Group, often have loyalty programs to reward frequent guests.
These programs typically offer various benefits and privileges to enhance the
guest experience.
1. Membership Tiers:
• Loyalty programs often have different membership tiers based on the
frequency of stays or expenditures. Higher tiers usually offer more
exclusive benefits.
2. Points or Rewards System:
• Guests accumulate points or rewards
for every stay, which can be
redeemed for various perks, such as
free nights, room upgrades, spa
treatments, or dining credits.
3. Exclusive Discounts and Offers:
• Loyalty program members may
receive special discounts on room
rates, dining, spa services, or other
hotel amenities.
4. Priority Check-in and Check-out:
• Members may enjoy expedited check-in and check-out processes, ensuring a
seamless and efficient experience.
5. Room Upgrades:
• Higher-tier members often receive complimentary
room upgrades based on availability, enhancing their
overall stay.
6. Personalized Services:
• Loyalty programs may offer personalized services, such as preferred room
configurations, pillow preferences, or special amenities upon arrival.
7. Access to Exclusive Events:
• Some programs provide access to members-only events, including cocktail
receptions, cultural performances, or private dinners.
8. Partner Benefits:
• Collaboration with other businesses may lead to additional benefits, such as
discounts on airline tickets, car rentals, or experiences outside the hotel.
9. Special Recognition:
• Loyalty program members may receive special recognition during their stay,
such as welcome amenities, personalized notes, or exclusive access to certain
areas of the hotel.
10. Points Transferability:
• Some programs allow members to
transfer or gift their points to friends
or family, providing flexibility in
utilizing earned rewards.
11. Digital Platforms:
• Loyalty programs often have
dedicated mobile apps or online
platforms, allowing members to
track their points, make reservations,
and access exclusive offers
conveniently.
