Marketing Management of OYO (Leading Hospitality Industry)

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Hospitality can be defined as a kindness while welcoming guests, visitors or strangers. It consists with relationship between host and guests or may be a practice of being hospitable. Evidently hospitality industry is rapidly thriving over the world when other sectors are struggle to regain from credit crunches and economic downturns. In India, number of visitors come every year, in this manner hospitality industry act a major engine of economic growth amd improves country's image. The growth in hospitality industry and its contributions towards GDP are continuously remain higher that helps in improving economic condition of the nation as well. OYO Rooms is the selected organisation for this completion of this report; its an Indian hospitality service and budget hotel network which was established in 2013 by Ritesh agarwal. Since, the firm has grown to across more than 8000 hotels in 200+ cities of India, Nepal and Malaysia. In late 2017, OYO launched OYO Home, an Airbnb-like marketplace for short-term managed rentals. The firm focused on offerings hassle free and standardized experience of staying at an unmatched price. In this manner, OYO provides same amenities and awesomeness hotel experience over all its rooms. Along with a clean room, they also offer, or claim to offer, quality and standardized services like in-room WiFi, breakfast, AC, backup power, etc at budget prices. It means people feel in the same way as they feel at home. The business association uses most advanced hospitality tech which gives shape to its operations. It introduced pioneering technology so as to deliver better and efficient services, management and CRM. People can book their orders or rooms through mobile apps of OYO in just just 3 steps or within 10 seconds.

Unlike any hotel chain, OYO doesn't operate and own most of its hotels, actually it ties up with existing hotel chains and ensure to deliver defined quality to guests who book OYO. In many cases, guests can book the same hotels through hotel aggregator websites or directly from the hotel reservations desk, often at the same price (Belz and Peattie, 2012). However having the brand gives the comfort of familiar brand and quality to guests.

Apart from this, in order to retain its top ranking from competitors. OYO is emphasised on digital and mass marketing which aggressively leads customer acquisition. The brand claims to have over 5 million active users of its mobile applications whereas the company also has strong media presence on Facebook, i.e. more than 3 Lakh followers. It also organises marketing and promotional campaigns on social media channels in order to attract more and more people.

Unique selling proposition of the company -

Finding hotels is not a big problem but finding the best one is; it encompasses with trust factor. The founder of the company invested to provide standard hotel rooms over the nation. The entire business model is rely upon customer experience by an innovative amalgamation of digital technology and implementing quality control measures which supports to improve customers' experience in a certain time period. The brand has a tie up with Airtel so as to deliver in room wi-fi services at no extra charges. OYO Rooms has started two new divisions so as to raise up the market share of the firm such as -

• OYO premium – By coming up from budgted room segmentation, OYO rooms has started to provide premium rooms services in metro cities with an aim of raising client base. The concept has been taken by considering business travellers and families who wants high quality and luxurious accommodation services while staying in hotels and read to shell out extra money to higher comfort.
• OYO WE – Its a women exclusive brand that is started by the company in order provide better and safe accommodation services to women travellers; they all will be treated by ladies staff and peculiar amenities of women (Hutt and Speh, 2012). The main features involves in this category are – automatic locks of rooms, full length mirror, clean and hygienic wash rooms, hair dryer, availability of doctor and beauty products on call. Beside this, there is a facility of cab services and library with women magazines. The entire concept has been designed by considering maximum satisfaction and comfortless to women in respect of safety and security as well.

Marketing audit

Marketing audit is a comprehensive assessment of marketing activities, aims and objectives. By using this tactics, marketers enable to take a look whether or not their marketing efforts are planned and managed. Along with this, a marketing audit is a great way of examining the entire marketing plan and then make necessary adjustments so as to make it more effective. It helps management to getting back in touch with marketing efforts and linked them with firm's goals and objectives (Malhotra and Peterson, 2014). In addition to this, marketing audit looks upon internal factors, i.e. efficiency of organisation and marketing activities, but also involves external environment, I.e, customers, competitors etc. By considering all the fundamental components of a comprehensive and systematic marketing audit are the following:

SWOT analysis of OYO Rooms

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