RESORT MANAGEMENT

FEATURES:.longer time
Recreation activity
Natural environment
Which has some kind of uniqueness
Person is staying in house only
Resorts are defined by diff names depending on location or activities
Or recreation they are carrying out
TIME SHELL RESORT
Basic problem of resorts; seasonality business
To cover up that:- this concept of time shell is introduced
Seasonality
Increased guest relations
Concept should be there
Increased services, more personalized
It requires more marketing efforts
Resorts are in the outskirts coz of the larger size.
Security
OPERATION POINT OF VIEW
Keep a minimum staff and higher contractual labour to make it successful
Trainees:- higher them also
Use local resources like some kind of drinks or vegetables etc
Take people around to the local areas like farms etc

ROTATION OF STAFFmultiskilling:- rotate them in diff areas so that the

permanent staff can handle it well even in d off season. Eg . service people
are used in housekeeping ie. Making a bed etc
Keep the morale of the staff very high, a manager shd be aware of each nd
every staff member.
Take care of the staff in order to made them work and support them in diff
dept as well
MARKETING;
By giving special packages
PACKAGE
Plan MAP OR AP
Use of recreational facilities
Give sometimes complimentary ---limited use
A.I; taxes inclusive
Make diff kind f pricing policies
A package can include travel also
Time duration f stay in required
Mention the check in time
No extra bed mention no of children---coz it depends on food plans and other
factors like extra bed etc which can be charged
Also mention the standard f room u r giving in a package
PRICING
How do we do the pricing?
Suppose 2 nite 3 days---room rent. Food factor ,recreational facilities, travel,
taxes
Total the amount of evry charges nd see wat discount we can offer + add
marketing cost ie some % of commission on travel agents etc
advertisements companies etc.

HOW TO MARKET A RESORT?

SEASONAL RATES
Weekendsdiff rates
Weekdaysdiff rates
Travel agentswork on commission basis
Advertisements (paid)\////promotions not paid
Organize family tour---familiarization tour of the property take them to the
property etc nd keep a follow up in order to make it a success .
Target market ---corporates / companies ---can be highered for meetings,
conferences and rates given to them may be like twin sharing.
Time share membership
Incentive----extra reward given by the company to their employees
MICEmeetings, incentives, conferences, exhibitions
Push the property for increased occupancy and advertisement
Association / clubs.
DETAILED TIME SHARING
It is a kind of deal in which the customers are given d rooms and services for
particular period and the rates are kept acc..to the season ie..diff for peak
season and diff for off season etc.
It has some negative concept also like egguest hav to book a room prior to
45 days. So these days this concept is getting less popular due to some
disadvantages.
RCIoffice in indiabangaloreresorts condominous international..it is a
company..exchange company
If someone wants to surrender or exchange their contract of staying in a
property for 10 yrs, every yr then they can gv a request to RCI and there are
certain condition which needs to be followed and gv rs 500 extra.

To be a resort, a property must be spacious and offer some basic

theme activity such as golf course with a wide range of supporting
activities and be exclusive. As distinct from conventional hotels,
resort hotels are positioned as destination in their own right, in
other words, there is no need for guest to go anywhere outside the
resort as it shd be completely self contained. They are infact little
villages providing everything that both holiday and long staying
guest may require. They are commercially driven which means they
have to appeal a wide range of client basebusiness, conference,
local market as well as the leisure market. They have to respond to
inc the leisure time by adding extensive leisure and recreational
activities to their properties. Also the resorthas to provide a wide
range of accommodationapartments, villas, or full service hotel
rooms.
The resorts are more dependent on leisure customers than
conventional hotels. The resort hotel nowadays tend to be
positioned as country clubs offering peace and relaxation as
opposed to excitement and entertainment which traditional holiday
centres used to provide. They target more up market families with
their high standard of service and accommodation. Increased leisure
time, the growth of short break market and weekend breaks for
senior citizens market and a greater interest in sports, health and
fitness activities have contributed to a greater demand for holiday
centres and have moved away them from traditional waysof
providing holidays for price conscious families.
In terms of market segmentation and overall holiday experience, a
company may target young families or young retired people or peer
groups such as squash or golf clubs, or value for money holiday
market. Its typical customers therefore remains leisure seekers who
holiday mainly as a family unit. Interestingly upto 50% of this core
market are repeat customers which is very high as compared to
conventional hotels.
The resorts may provide some meeting rooms and associated
facilities in order to target businesses from conferences and
training programmes. However in reality, it has been found dat it is
very difficult to mix both the markets in resort facilities. The resorts
have to install diff features for team building and mgt development
exercise for targeting their business segment. Sports tourism is also

imp to few resorts as business tourism egthere is a growing and

lucrative market from the golfers who have good spending power
and also stays for a longer time. In addition, local memberships of
health club usage whereas the resorts near urban locations with
health club may hav members which may outnumber the guest.
Another market for hotels and resorts of this dis type is incentive
travel market. Incentive travel is used by all kind of employers to
reward their managers or employees for high level of performance
in their workplace. Incentive planners are attracted by ambience,
exclusivity, upmarket image, flexibility offered and facilities in the
resort hotels.
LOCATION OF RESORTS
It is obvious that one of the most imp factor affecting the location of
resort hotels is the requirement for extensive land. For instancea
golf course is estimated to take 120175 acres of land. A resort
also requires beautiful natural settings as well as the need to
artificially landscapes facilities such as golf courses and
accommodation units. The resorts also need not to be very far from
commercial centresfor a good city not further than two hours drive
frm the big city. The resort also need to be near a local village for
the labour to be employed on site, the majority of which come from
surrounding areas. It also employees far more people indirectly
through the use of local suppliers and firms. For all resort hotels,
accessibility is very imp. If they are targeting over seas market
theyll lead to be close to an airport or a railway station connecting
the airport. A resort may also be close to a community that has
some attraction to overseas market.
In short the resort hotels shd be fast and easy to access near a local
population.
Many business hotels have added leisure and health club facilities
which reduces the difference btwn them and the resort hotel is
designed entirely around its recreation and leisure facilities. They
are year round centres where innovative and extensive indoor and
outdoor facilities form an integral part. A country resort hotel may
offer following products and services.
FACILITIES---

 Acres of park land

9 or 8 hall golf course
Tennis course
Putting green putting ball in a whole
Jogging trail
Clay shooting
Archery
Horse riding
Hot air ballooning
Fishing
Restaurant and cocktail bar
Swimming pool
Health and beauty facilities such as aroma therapy, massage,
steam and sauna rooms, facials, body treatments, hair
dressing etc.
Gymnasium and fitness centre
Dance studio
Squash courts
Well appointed accommodation facilities
Crche facilities
Conference and convention facilities
Professional coaching or lifestyle evaluation
Tailor made fitness plans
Self catering accommodation
Fully serviced villas

It is hereby emphasized that resort hotels provide a complete

experience not just the use of facilities. It is these facilities
with quality service which helps develop reputation of a
resort. So keeping pace with rising consumer expectations, all
holiday centres are investing in better quality accommodation,
restaurant facilities and general comfort. The resorts may
develop a unique setting point for promotions. It may have
water sports with wave pool, water sledes, whirlpools, or
heated pool facilities.

STAFFING
the prominence of sports, leisure and recreational facilities in
all types of resort hotels means that their organizational
structures and corresponding staff requirements are quite
different from traditional hotels. Stydying the combination of
diff operating deptts reiterates in strengthen this point. The
non-room turn over to total hotel turn over compared to
conventional hotels. In a hotel, executive may know little
about diff operational demands of sports and leisure areas but
an experienced leisure or recreation manager has an imp role
to play in resort hotels. Eggolf having its own adequates and
set of specific rules, needs professionals managing the
facilities. They will have better appreciation of customer needs
and the confidence to that what is being offered meets with
the expectations.
Safety is also another imp operational aspect which must be
managed correctly and is made more complex by the addition
of guest involved in recreational and sporting activities. Just
like other services, special customer care is imp aspect of staff
training.
The corporate country resort hotels are probably most
expensive hotels to operate. They average a higher no of
employees per room due to their high service levels and thus
their payroles are much higher than other kind of hotels. So to
compensate this, successful resorts tend to achieve higher

occupancy and higher sales per room than other category of

hotels. Once again extensive leisure amenities, the scale of
operations and holiday experience make sum of the operating
procedures for these hotels distinct. The economics of leisure
and sports facilities are similar to those of hotels. The purpose
is to maximize yield through full utilization of capacity for
accomodtion. This means that all rooms and villas are occupied
to their optimum capacity while for sports like golf, this means
that all courses are fully booked. Unexpected changes in the
weather for outside activities and the diff popularity of certain
sports in diff seasons---systems can be installed in order to
maximize facility use and manage the capacity of these
amenities.contry resort hotels usually operate diff use
categories such as peak and off peak membership and
computerized booking system for all facilities including sports
which helps to optimize the occupancy.
An operational task in large capacity holiday centres is the
management of large peaks in demand due to their less
varied demand and specific arrival and departure times. Egat
certain meal times, all restaurants and snacks bars are busy.
The procedures that assist in managing these trading peaks
includes evolving and developing diff systems. In some
instances bookable facilities such as laundry may be
contracted out in order to help manage the huge demand for
linen on change over days. The prepayment of short breaks or
long holidays also reduces the front of house operations on
arrival and departure case. Many non-accomodation facilities
such as retail outlets bars and restaurants utilizes
computerized point of sale equipment in order to monitor
these facilities and as a feedback system for recognizing
demand trends.
Country resort hotels tend to use the conventional mix of hotel
distribution channels for marketing their resort. Many holiday
centres are keen to work with travel agents on commission
structure whereas many holiday resorts also operate through
direct selling. However for business and conference houses,
incentive planner and sales representatives at metro cities are
particularly imp demand. Nower days internet is also an
increasing source of getting reservations.

So far resort hotels have been responding to meet changing

customer expectations and aspirations of increasingly affluent
and more widely travelled leisure consumer. This market in
future will be driven by affluent and active middle aged and
early retired consumers. This sector will be constrained in
terms of new supply due to sizable land requirement, huge
cost andn changing weather at a place. In addition, all resort
operations will have to take more note of environmental
impact of their operations. The key market for futurewill be
shortbreak market rather than long holiday market.
Following overseas trend there is a potential for resort hotels
to become more mixed developments. In other words a hotel,
villas and homes for time share could all be developed, on the
same side. An example of an existing type of mixed resort in
Europe is hyatt, a manga club resort in spain. The resort is set
in 1400 acres and comprises 192 rooms 5 star hotel, 72
apartments, three 18 hall championship golf course, 18 court
tennis centre with gym and spa, a beach club for water sports,
a soccer field, bowling and equestrian (talwaar baazi) centre
and arrangement of diff types of restaurants.

MICE (MEETINGS, INCENTIVES, CONFERENCES, EXHIBITIONS OR

EXPOSITIONS)
Whenever we think of travel, the first image in our mind is that
of tourist going to a destination to have fun and entertainment
and generally good time, however this is not true for all the
travels. There are some travelers who go in a more serious
mood. They go to a destination on work or to conduct some
short business hence the name the business traveler. A
business traveler is a person with a definite needs than those
of the tourist. He or she runs hard on time and is more inclined
towards comfort and service. Unlike the ordinary tourist they
do not cringe on money and are more interested in smooth
goingly rather than value for money. This so happens because
most business travel expence is covered by the company that
thay represent. Business travel can range from sailing product,
meeting and clients bringing a new business oe can be plain or

simple going for striking the deual. For many operation in

hospitality industry business travel is critical to success. On a
year bondn basis about 85% of all air travel is business
related. Similarly many hotels are oriented towards catering to
the business travelers and design their facilities and services
keeping them as target guest.
along side the individual business trips and activities those
involved in transporting goods. Another major streams of
business tourism has been the trade fairs. Here people from
region a specific industry would gather together to exchange
professional news, sell and promote their own products, the
growth in business tourism has been fuled by a no of factors
including :- Improvement in transported
Rise of global economy
The growth of SUPRA national trading laws such as
European union.
The efforts made by the govt. to attract high spending
business tourist.
The development of new forms of business tourism such as
incentive travelers.
A whole new industry has risen to meet the growing
demands of business travelers for entirely new reasons. It is
this activity that has given rise to a whole range of activity
that are popularly called MICE in tourism. Mice standards for
meeting, incentives, conventions (conferences) expositions
(exhibitions). As the four more imp aspect of business
tourism. Mice in particular generates a lot of revenue within
the hotel and airline industry.
NEEDS OF A BUSINESS TRAVELLER
A business traveler is one of the most demanding lots.
He/she looks for the best and not the cheapest and is not
worried about the cost. Some times a business traveler
decides to take a trip at the last moment. So he has no time

to spare, needs comfort before during and after the flight

etc.
The needs of a business traveler may be listed as -- SPEED AND CHIOCEtime is imp so is flexibility to change
flights, hotels and travel plans all to suit his needs at the
last minute to cater his changing needs.
RELIABILITYsince time is imp so reliability becomes a
big issue as delays due to flight cancellations or mismgt
can mean a deal lost.
Comfort prestige--- a business traveler because of busy
schedule likes to go in ultimate comfort to reach his
destination in complete central.
Informationsince he is goin on a business deal it is imp
to have constant compact with the company concerned. It
is also imp to be touch with latest business news and
updated info.
Credit-- ___________ unforcing circumstances access to
credit is also required.
Secretarial facilities ---are fixing of business
appointments are some other needs that are looked for a
business traveler.

Conferences can be both inhouse and out house also are

major chunk of business.

Exhibitions can be both inhouse and outhouse. If its

inhouse, then the organizer is giving the advertisement
and the resort also getsadvertised automatically.

INCENTIVES

Incentive travel, very broadly defined is the lure of a

travel trip or hotel stay to motivate employees at work.
Incentive travel has become increasingly popular with a
lot of corporations in the last few years so much so that it
has become a huge market for the industry. Incentive
magazine defined incentive travel as global mgt tool that
uses an exceptional travel experience to motivate and
recognize participants for increased level of performance
in support of organizational goals. It is nower days a
modern mgt tool used to achieve extra ordinary goals by
participants or a travel prize upon attainment of their
share of an uncommon goal. Meaning whereby that
incentive travel is a reward programme which
employeesget after attaining certain targets. The
companies that offer their employees the possibility of an
incentive trip are generally motivated by one or more of
the following reasons-- Increasing sales volumes and/or employee productivity
Selling new accounts and/or slow moving items
Introducing new products
Pushing low season sales
Overtaking competition
Generally doin sumthing profitable for the company

In addition, there may be indirect benefits to a firm

using concept of incentive travel in such areas as-- Improving employees morale and goodwillthis is
because it is one of the most obvious firms of
recognition.
Incentive programmes also serve some educational
purpose in the vast majority of instances where
business meetings, seminars and
trainingprogrammes for sales people are also
incorporated in travel programme.

 It also helps in improving attendance and employee

participation in the interest of the company.
Getting demotivated employees to perform better.
This can also beb used as a salary perk for
attracting talent to the organization.

GROWTH IN INCENTIVE TRAVEL SECTOR

There is a steady growth in the incentive industry
but there is plenty of rooms for further growth. One
such study in US about incentive travel industry
revealed that 38% of firms used incentive travel and
29% used group travel as major incentive for
motivation. Today corporate houses all over the
world have started adopting incentive travel as a
motivational tool for their employees.
The fast growth of incentive travel led to the
creation of several organization, sometimes referred
to as motivational houses, that specialize in
arranging incentive travel and trips for the
companies involved. Incentive travel organizing
firms negotiate with suppliers such as airlines,
cruise companies, hotels and car rentals to establish
total travel cost per trip to which they add a
markup, that thay charge to the company.
The organization thus acts as a poor whole saler
that acts on the behalf of the company so that it
does not have to be involved in all details of
arranging the incentive travel trip for their
employees.

CLIENTS PROFILE

Any business that manufactures or sells anything can be

prospective client for the incentive programmes. The manufacturer
has his own personnel, sales person, distribution staff and finally
the retailers. All these people can be targeted on incentive travel
schemes.
Incentive travel is not a buyable commodity like an inclusive tour
which means that clients would not walk into an agency or a hotel
to buy a programme. Infact it is the work of the travel agent to
prospect clients and direct their energies to world companies that
are interested in launching such motivational programmes.
Local chamber of commerce can also give a lot of information on the
groups interested in having such programmes in their personal
dept.
Whatever the company objectives, incentive travel can help to
reach the potential customer directly.
MEETINGS
As per the oxford dictionary, a meeting is an assembly or coming
together of people, a seminar is a specialist gathering, a workshop
is a place or meeting for concerned activity and a conference is a
meeting for discussion---in a very remote sort of way, all of them
convey the same meaning that of people coming together for a
purpose. The size of meeting industry has expanded to such an
extent that it requires a variety of players like the conference
centres and corporate meeting planners.
CONFERENCE CENTRES
By definition, a conference centre is a specialized hospitality
operation dedicated to facilitating and supporting conferences. The
design of a conference centre is one of its main points of distinction.
These centres are designed so as to meet the specialsed needsd of
the individuals attending the meetings and also of the conference
organizes. A conference centre design emphasizes comfort and
privacy for the groups holiding meetings in the facility. This
attention to comfort manifests itself an all areas of the conference
centres from meeting rooms to guest rooms eg---the conference
centre chairs and tables are so designed so as to keep the
conference attendees comfortable and alert for long periods of

time. Guest rooms are equipped with work study resources

including well lit reading areas, desks, dictionaries, computers etc.
Conference centres usually offer a separate conference dining room.
Refreshment breaks are another unique feature of conference
centres. Another point of distinction for conference centre is their
ability to provide all audiovisual equipment for the attendees.
The conference centre has a unique pricing system that allows a one
stop shopping approach. The conference centre charge one price
that is all inclusive of meals, room sales, audio visual equipment,
secretarial assistance, conference halls, coffee breaks, paper
supplies etc. needed for the conferences. There are no hidden
charges for breaks or service charges or other extras.
MEETING PLANNERS
The duties of a meeting planner are as diversified as the meeting
planners themselveswhile more the 2/3rds have clear cut
responsibility for the aspect of planning, a sizeable %age shoulder
the burden for strategic and tactical goal setting objectives
creating the agenda and budgeting. The role of a meeting planner
varies from meeting to meeting and org butu in general meeting
planners have the following responsibilities in the following are
PRE MEETING
Plan meeting agenda
Establish meetingn objectives
Attendance
Setting meeting budget
Select meeting facility
Select meeting site
Plan travel to and from the site
Arrange ground transportation
Organize audio visual needs
ON SITE ACTIVITIES

 Pre- event briefing

Executive plan
Trouble shooting
People mgt
POST MEETING
De-briefing
Evaluation
Thank you note
Shopping
Plan for the next day
RELATED ACTIVITIES
Pre-conference tour planning
Entertainment arrangement
Shopping arrangement
Post-conference tour planning
CONVENTION MANAGEMENT
It requires lot of hardwork and labour unless and until everything
run smoothly the whole time, effort and money invested in going to
go waste. In this scenario, it is imp that every aspect, pre-planning
to post conventionis taking care for in a very organized manner. The
convention mgt requires to look into various aspect SITES
SELECTION:--is very imp process in conducting a convention. A
poorly selected site would mean that the entire efforts of the people
involved would go waste. Convenience and cost and 2 most imp
factors in the site selection process. To begin the site selection
process, the planner must consider the goals and objectives that
have been established for the meeting or composition. Based on
these goals they develop a group prospectus that will enable a
meeting planner to determine the physical requirements must for
meeting, convention or exposition.

The host property is intricately involved which the overall planning

and execution of the meeting. This involvement may include helping
the designed market the programme, assisting in planning of
hospitality, theme parties and sporting events etc. the convention
site shd be central and accessible to quality accommodation and
major intercity transportation terminal for domestic careersplenty
of parking spaces is necessary within the conference centre
proximity to recreation facilities and attractive surroundings is also
imp.
MARKETING AND PROMOTION
The carefully selected site in conjunction with a well planned
dynamic programme will go waste if no one is there to see it.
Therefore the sponsoring organizations needs to assume
attendance. This is done through careful attention to the marketing
materials provided to the potential attendies of the outcoming
events. In order to successfully market and promote a convention or
an event, Sponsoring org must-- Determine their breakeven attendance figuresthis is the
minimum no of paying attendies the convention must have in
order to not loose money.
Develop a marketing plan---the marketing has an overall
reputation of the sponsoring org. marketing for specific annual
event also has carry over from year to year. Meaning that if
marketed well, the first five yrs, the particular annual
convention would require less efforts thus the processing yr. A
marketing plan shd begin with clean and conscise
understanding of the goals and objectives for the marketing
and promotion of the convention. The goals and objectives shd
be expressive in nature and usually measurable. Next the
sponsor must decide to identify the target market and see who
they want to attend the event. The strategy is most often used
for transfer of info regarding convention ie direct mail to
brochures, invitations nand personal letters etc.
DEVELOP A TIME TABLE---a time table must be created for
implementing different strategies. Onen must remember the
time required at each and every step, several months in
advance 52 weeks before the event is best time to announce a

date and location of the event. 24 to 36 weeks before sendout

the first set of press releases. A second mailing of press
release shd follow with any key pieces of info such as key note
speakers and so on. 24 weeks before the event, is the time
start advertising in key industry location 1824 weeks prior to
the event mail a second round of brochures to the targeted
population. Include registration and transportation info
14weeks before the date of your event mail second round of
brochure and send a final reminder 810 weeks before the
event. 26 weeks in advance send out badge, final
programme and other promotional pieces that attendies shd
bring with them.
IMPLEMENTING THE PROGRAMME---marketing continues once
attendies are at the event. Promotions gimmicks such as pins,
balloons, mints, banners, table tent cards, fliers etc can all be
used to continue the promotin of special activities taking place
within the main event on site promotin activity also include
marketing and promotion of future events. The criteris for a
marketing plan shd be based on facts, organized and coordinated , internally consistent and inter related and clean
and simple.
EVALUTE THE PROGRAMME---evaluation shd be considered in
every step of the marketing plan. The evaluation of the
programme must be based on the designed results, which are
clearly stated in the goals and objectives of marketing plan.
Often the secrets of marketing plan are judged by comparing
current attendance figures with previous yrs figures.
FOOD AND BEVERAGE
F and B functions meet more than just the physical needs for
food, they enable the planner to set and maintain the theme for
convention or meeting. They also provide an arena for
networking, allow attendies to interact socially, provide an
opportunity to recognize key players and allow for a break from
formal programme. F and B functions have a lasting expression
on the conference attendees. When reviewing the potential host
properties, the sponser may review rest lounges, room service,
banquet facilities in a hotel. Flexibility in menus, culinary skills of

staff, cleanliness of facility, dcor of dining arear, staffing,

replenishment, break menu and service areas and ability to meet
special dietry needs must also be considered.
PROVIDING SERVICES AT MEETINGS
General info about the types of services offered shd be included
in an early mailing to the attendees. A sample of attendees
service include
honouring credit cards
cashing cheques
laundry service
room service
barber shop/ beauty saloon
interpreters (specify type, hourly rates and advance notice
required)
children or baby sitting
special diets
medical emergency assistance
spouse and children programme
recreational facilities
overseas and domestic call making facility
transfer to and from airport/railway station facility
adequate car parking in secure areas.
SPOT MANAGEMENT
On spot mgt. is abt all those aspects that have the possibility of
arising when the convention are on. Individual convention
requires different details on the choice and need of client or the
topic of convention or demands of deligates. This requires tailor
made arrangements and customization to shoot the needs of the

customer. Some of the details of convention customization are

given below--- planning the optimum layout of the minimum
arranging for required AV equipments
designing interesting yet coost effective menus
creatin all signages
managing registration
communicating with the speakers and executors regarding
their needs.
On site staffingand mgt
F and b mgt
Local transportation
Meet and greet service
Vendor payments
Staging, sounds and lighting
Vip service
Spouse programmes
Theme parties, activities
Premium and gifts
Freight coordination
Pre-checking of function room

Operational mgt lies in the core of the success or failure of any

convention. It is what will decide as to whether the clients are
goin to come back again or not to a particular destination.
There shd be no negligience in providing best of services and

selling it that all functions of the event run on smoothly as

possible.
EXPOSITION/EXHIBITIONS
It is an event designed to being together the providers of
products and services in an environment in which they can
demonstrate their product and services to a group of
attendees. It is also called trade show or industrial show.
There is a slight difference btwn exhibition exposition and
trade which particularly refers to the travelling shows such as
art exhibitions . expositions on the other hand are basically
public shows that are basically business to business. Trade
shows provide a forum in which players from a particular
industry can bring their wares together nd exhibit it. All these
terms basically describe an activity designed to represent a
major industry marketing event.
The primary purpose of a trade show is to provide an
opportunity for the exchange of info btwn companies and
potential clients. Trade shows presents state of the art for an
industry to both the exhibiters and the attendees. Exhibitors
not only sell or promote, but they can also compare their
product to that of their competitors. Similarly the attendees
can closely examine the product to get the best deal. Besides
buying and selling, another purpose of organizing the
exposition in social welfare many govts, in order to fulfill their
social welfare commitments, organize health shows, rural
shows etc. trade fares are also ideal for introducing and
testing new products, thus allowing for feedback about the
potential success of these products in marketing places. Thus,
there fares not only serve as a part of marketing mix but also
act as a medium for research and development.
Tradefares are an extremely lucrative business venture and
also serve as a source of revenue for the host city and all
related business. Exhibitions havev an economic impact
through the use of hotels for housing their clients and using
restaurants to entertain potential customers, delegates add to
the revenue by renting rooms from local hotels as well as
spending money on restaurants and shops.

10 STEPS TO TRADE FARE SUCCESS:-- Secure mgt support

Set specific and realistic objectives
Do a market analysis and adequate research
Select specific trade show that coincides with your target
market.
Plan an adequate budget
Develop pre show promotion
Create professional staff
Learn how to sell and effective negotiation during the
exhibition
Follow up trade show leads carefully and immediately
Evaluate and measure the performance and result of trade
show.

DEVELOPING A MARKET PLAN:

Planning is one of the primary keys to success but also one of
the most difficult task involved in marketing. A well thought
and prepared plan achieves two major objectives
It provides the organization with a vision
Planning allows for identifying problems which may come
btwn the long term goals.

Regardless of the nature of the organization, each

marketing plan starts with 3 questions that must be
addressed-- Where are we now?
Where do we want to be?

 How do we get from where we are from where we want to

be?
Every gud marketing plan will have the following aspects-- Market analysis
Consumer analysis
Competitor analysis
Opportunity analysis (swot)
Actual marketing starts with developing a promotional
plan including research and procurement of mailing lists,
press packets and advertising, next step is the
development of promotional material for the exhibitors
in the form of packets containing all the useful
information that an exhibition might need in the form of
registration form, brief history of the exposition, its
usefulness, its participants and its past records. Next
begins the establishing of registration procedure and
seeing to it that they are widely accepted, proper
customer care at this point is absolutely necessary
because this is the time when the prospective client is
weighing the options and deciding whether to enter or
not.
To record and confirm the registration and finally prepare
a listing. A good marketing means that the sales force
must be able to understand their product and be
enthusiastic about it. It involves the right marketin mix.
And the right kind of training and enthusiasm, what is
also required at the exposition level is the identification
of two levels of customer, the internal and the external ie
the exhibitors and the attendees, both of whom are
extremely imp for the success of the same.