Introduction: Ginger’s chief
differentiator is the concept of Smart Basic
The Ginger Hotels are
built around a unique concept that provides facilities to meet the key needs of
today's traveler, at surprisingly affordable rates. They have created a new
category in the domestic hospitality landscape, while giving a major fillip to
Indian tourism and other ancillary industries. The primary objective behind the
launch of these hotels is to provide a superior product offering and
consistent experience to travelers, beyond the present offerings in the
industry.
The Smart Basic Concept
Smart Basics concept
was co-created by Ginger with the help of the Renowned Management Guru CK
Prahlad. Smart Basics is a philosophy of
providing intelligent, thought-out facilities and services at a value pricing.
It reflects the new emerging lifestyle in which people want to get things done
quickly and efficiently. Smart Basics provide a
value proposition of a different kind. It represents a Next Generation category
that signifies Simplicity, convenience, informality, style, modernity and Affordability.
The acceptance of this concept has been extremely high as a majority of the
travelers focus on the offerings inside the room, such as a posture pedic
mattress (back supporting) complemented with duvets, LCD television, tea /
coffee maker, mini fridge, wi-fi, attached bathroom with 24-hour hot and cold
water, etc. All these basic services are
offered in a ‘smart’ format. The newer Ginger hotels have improved rooms
with vibrant colors and limited room service. These changes are being effected
across all properties.
The hotels operate with
skeletal staff but are highly process oriented so that most of the necessities
of the customers are taken care. Some of the services are outsourced but
available to the customer on call. As the tagline says “Please Help
Yourself", most of the services are self service ( to reduce cost)
including check in. The trick is to be process driven so that customers will
just have to follow the process and things will be taken care by the
process.That also gives the company an option to charge for specific services
demanded for the customers.
Strategies behind Gingers expansion and growth
The
price proposition – Cost cutting
Ginger,
which operates in the three-star category, prices its rooms competitively --
single rooms cost Rs 999, while a double room won't set you back by more than
Rs 1,799, inclusive of taxes. And the tariffs are the same whether you're in
Bangalore or Bhubaneswar, and whether it's January or June.
That's
different from how another newcomer in the budget hotel category, the Red Fox
chain run by Krizm Hotels, operates. Single rooms at the Hyderabad, Jaipur and
Delhi properties of the chain will cost about Rs 1,500. But Ginger is flexible about the pricing.
The reason
behind cost cutting is that since labour in India is relatively cheap, it makes
sense to offer some limited services and charge a little extra. Ginger believes that the young traveller doesn't
mind doing things on his own and so he'd rather have price as a USP. Which is
why even food is affordable(there's no room service): Rs 80-150 for the buffet.
You
can Download this 09 page Complete Project
Report title Smart Basic Concept Adopted By Ginger Budget Hotels (Complete
Analysis) for FREE from the Below Link.
The Project will cover the following case analysis topics:
·
Strategies behind Gingers expansion and growth
·
Comparison of Ginger’s
strategy with its competitor Red fox
·
Target customer group
·
Swot Analysis of Ginger group
·
Challenges to the GINGER group of hotels
·
Conclusion of the case study
We Hope the above detailed project report will help you in
getting better understanding of the concepts and also provide you better ideas
for your own project completion.
Have a Great Day!!!
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