KEY CHARACTERISTICS OF SERVICES THAT WOULD

IMPACT THE OPERATIONS OF THE SEVICES

ORGANIZATION AND DEVELOPING THE APPROPRIATE
MARKETING MIX ELEMRNT AND RELATIONSHIP
BUILDING FOR ORGANAIZATIONAL SUCCESS.

Prepared By
T.R.J.D Rathnayaka
180I6231

SIBT Institute
Content
1. Executive Summery 03
2. Introduction 04
3. Methodologic 05
4. Task 01 06
5. Task 02 10
6. Task 03 15
7. Task 04 17
8. Finding and conclusion 18
9. Recommendation 25
10. Referents 27
1. Executive summery
2. Introduction
3. Method Logic
4. Task 01
4.1.The Story About Shangri la Colombo
Every great city deserves a truly great international hotel - a special place that reflects
the importance and the beauty of its location with world-class luxury and the very finest
service.

Shangri-La Hotel, Colombo is delighted to welcome you to the enchanting capital of

Sri Lanka - a precious jewel in the Indian Ocean, with a glittering cultural heritage and a
long, proud history.

The hotel benefits from a prime location by the sea that is in the heart of the business
district and buzzing social hotspot. A personal tropical sanctuary that is perfect for
escaping the city, it offers some of the finest, most modern accommodation in the country,
with

 500 luxurious guest rooms and suites

 41 serviced apartments.

An exciting new dining and social scene has come to life around the hotel's outstanding
group of restaurants and bars, and the exclusive Horizon Club Lounge is the largest of its
kind in Colombo.

Shangri-La's world-renowned CHI, The Spa presents 7 private rooms and a soothing
selection of traditional Sri Lankan and Asian treatments and therapies. The spa is
complemented by a state-of-the-art,

 24-hour Health Club

 largest outdoor swimming pools in Colombo.
 To meet the needs of Colombo's dynamic business community, Shangri-La Hotel,
Colombo, is pleased to offer the largest and most extensive hotel conference and event
facilities in the region, which can cater to up to 2,000 guests.

Colombo is the entrance city to discovering the rich culture, wildlife, mountains and
beaches that make Sri Lanka so unique. Shangri-La Hotel, has properties in,

 Colombo
 Hambanthota
 Villingili in Maldives

Colombo is the perfect stopover for holidaymakers going to the sister properties in
Hambantota, which is in southeastern Sri Lanka, and Villingili in the Maldives.
 4.2.Vision and Mission
Vision
To be the first choice for guests, colleagues, shareholders and business partners.

Mission
To delight our guests every time by creating engaging experiences straight from our
heart.
 4.3.Management of the Shangri la Colombo

Delivering hospitality from the heart in the city

Our executive staff guarantees the comfort of your stay. Feel free to contact one of our
executives for more information about Shangri-La Hotel, Colombo.

Timothy Wright

General Manager

timothy.wright@shangri-la.com

Chris McFall

Director of Sales & Marketing

chris.mcfall@shangri-la.com

Niranga Gunaratna

Director of Communications
 4.4.Introducing Products of Shangri la Colombo
a. Rooms and Suites
b. Dining
c. Health and Leisure

Rooms and Suites

The Shangri-La Hotel, Colombo offers 500 guest rooms and suites, and 41 serviced
apartments. Our finely appointed rooms are among the largest in Colombo and offer
striking views of the Indian Ocean, Beira Lake and the city beyond.

Refined furnishing materials, such as marble and silk, blend with contemporary light
woods, complementing the urban and ocean-side location. High-end technology sits
comfortably alongside subtle luxury. The 34 spacious suites are the finest in the city, and
include personal butler service.
 Rooms And Suite

Rooms Horizon Club Suite

Deluxe Lake Horizon Club

Exective Suites
View Lake VIew

Deluxe Ocean Horizon CLub

Specialty Suites
View Ocean View

Premier Balcony Shangri-La Suite

Premier Ocean
View
Rooms and Suite in Shangri-La Colombo
Dinning

Shangri-La Hotel, Colombo, delivers the best of Shangri-La’s signature Chinese

restaurant, Shang Palace, an exciting all-day dining restaurant, featuring a retro-design
steakhouse and grill and a contemporary Sri Lankan restaurant and bar boasting glorious
views across the Indian Ocean.

Health and Leisure

The hotel is pleased to offer a comprehensive range of recreational activities and

facilities to help you unwind and rejuvenate, including a fully equipped Health Club, and
Shangri-La’s signature CHI, The Spa.

DINING

Resturant Bar and Lounges

Table one Sapphyr Lounge

Shang Palace Kaema Sutra

Capital Bar and Capital Bar and

Grill Grill

Kaema Sutra
 HEALTH AND
LEISURE

Health Club CHI, The Spa

Health Club

CHI, The Spa

5. Task 02
5.1.What is the service

Service is deferent who provide the service and we can’t touch the service otherwise
service can not be separated, and also we can not store service in a place. People were not
buying tangible goods but they buy many services such as service from a bank, insurance
companies, hotels, doctors, government agencies etc.

5.2.Characteristic of Service
 Variable
 Tangible
 Inseparable
 Perishable

a. Variable

There are two Shangri La Hotels in Sri Lanka, One of that two hotels is situated in
Colombo and the other one is in Hambanthota. The Colombo Shangri La is a 7Star Hotel
and the Hambanthota one is a Resort. The services are different in these two hotels. There
are many varieties of services in both of hotels. They are different to each others.as a Eg:
The Shangri La Hambanthota has a Golf and Country Club but the Colombo Shangri La
Hasn’t Golf. The Shangri La is in Urban side but the Hambanthota one is in country side.
Service is varying of customer services, benefits, facilities, and who provide service. The
services are variable to service to service that depend on who provide the service.
 b. Tangible

The service can only experience. We can not touch the service nether services
provider nor can not. And we can’t know will be like this and that it depends on service
provider. As a example we can explain about butler we can not able to touch his service.
Otherwise we can not touch chef’s service, front office services and bar services that we
only can experience it. That is the tangible of the service.

c. Inseparable
The service we can not touch and we can not separate. Service is knotted up with
service provider. There where is no service provider there is no service. As an example
a Chef, he provide his service by giving delicious foods to the customers and the butler
gives his service to his customers then we can not separate nether chef’s service nor
butler’s service. That is why service is inseparable.

d. Perishable

The service we can not touch, can not separate and we can not store some where that
is why service is not a good to store some where. As an example the butler provide his
service, can we touch it and store it any where and can we use if after no we can not do
it because service can not store. we can only exercise the service when provider provide
his service. That is why service is perishable.
6. Task 03
6.1.Marketing Mix

“Marketing mix is the set of controllable tactical marketing tools that the firm blend
to produce the response it wants in the market. The marketing mix consists of
everything the firm can do to influence the demand for its product”

-Kotler 12th edition-

Traditionally it is comprised of,

a. Product
b. Price
c. Place
d. Promotion
e. People
f. Process
g. Physical Evidence

Products of the Marketing Mix of Rooms

There are 500 luxury rooms in Shangri-La Colombo and they are in different
categories. Rooms divided to the different categories for the choices of the
customers. They are, Deluxe Lake View, Deluxe Ocean View, Premier Balcony,
Premier Ocean View this rooms different to each room. The customer can select his
room as he wishes because there are various types of rooms in Shangri-La
Colombo. This is great opportunity to travelers, businessman, and who searching for
luxury rooms in Sri Lanka.
Price of the Marketing Mix of Rooms

Today is competitive market. It is not easy to stand against to competitors

because of their prices. Shangri-La Colombo realized this situation and they decided
to give a premium experience to his customers than their competitors. As a result of
that they gave package opportunity, discounts etc. that is how they make the prices
of their products at a nearby range from their competitors.

Place of the Marketing Mix of Rooms

Shangri-La Colombo is situated in front of the Galle Face beach the one side of
the hotel is face to the ocean and the other side of hotel is faces to the lake. and
rooms of this hotel are very different to each other. Some rooms are face to lake side
and some are face to ocean. they are different by the place. As a example Shangri-
La Hambanthota is totally different from Shangri-La Colombo. Their rooms are also
different because of the area.

Promotion of the Marketing Mix of Rooms

Shangri-La opened in 2018 and the did lot of promotion since to day. They give
lot of benefits to their customers as example the main thing they gave opportunity
exercise experience of luxury rooms. Various types of rooms to select, and they also
offer packages to rooms with discounts. Not only rooms they give lot of facilities
with them.
People of the Marketing Mix of Rooms

In my view room are linked with humans because I think it is impotent to

human. Specially in Sri Lanka Rooms are very important because there are lot of
tourists came to Sri Lanka to travel and see the beauty of Sri Lanka. In this case
they should need to stay some where in this time rooms are very important to them.
Foreign traveler, foreign Businessmen who came for their business are buy this
hotel rooms.

Process of the Marketing Mix of Rooms

In the hotel field they sell the rooms. Not only that they provide lot of services
with them as a example butler services and wireless internet connections etc. this is
the process how they sell their rooms. they give bunch of benefits to the customers.

Physical Evidence of the Marketing Mix of Rooms

They provide a butler, free wireless internet connections, breakfast, lunch, dinner,
swim pool service, transport services, health care centers, bar service, Spa services
for their customers. That is how the attract customers to their hotel. Not only that is
why customer go for hotels because expecting benefits.
7. Relationship Marketing
7.1. What is relationship marketing

Relationship marketing is the process of creating, building and managing long term
relationship with customer, distributors and suppliers. Life time value of a customer is
emphasized more than a value of a single transaction.

a.2. Importance of relationship marketing

It is six to seven times more expensive to take on a new customer than to keep an
existing one, and 86% of those customers will pay more for a more enriched experience.
This research shows how important it is to pay attention to what customers want. The
right 1-to-1 relationship marketing approach for a business can open up a world of
possibilities as it drives profitability and productivity.

a.3.Benefits of Relationship Marketing

a. Retaining exiting customers is cheaper than getting new ones

The new customer does not have any bond with service provider but the exiting has
a strong bond with service provider because that customer used to comer there and
more familiar with who provide the service as an example the regular customer comes
to the hotel and he familied with the staff and it make a relationship between customer
and service provider.

b. Repeat customers are costing less to service as they are familiar with
the company

Talking about the repeat customers they are costing less because we do not want
any introductions to introduce. Because they were already their customers. As an
example, the regular customer came to the hotel and we have an idea what are they
want and it save time and it is cost less. Because every thing is going easy.
c. Reduce customer deflection and bad word of mouth

This is very dangers affect to the organization than physical damage. Because this
bard word of mouth spread fast than a virus. That is why service provider must
provide high quality service to the customer. As an example, unexpectedly, the butler
happened some wrong thing to the customer and the butler should beg pardon for the
unexpected incident if butler did not beg pardon that customer will not recommend
your hotel ever it would be bad for the organization.

d. Keep customer databases and service more effectively

Keeping customer data bases is more effectively because we can remember

customer choices and other things as what they like what they don’t like. As an
example, the regular customer came to the hotel and we can search the log and satisfy
customer’s needs.

e. Small changes in retention rates have large effects on revenue

We provide service that we can not afford is not good to the organization because it
would be lost our customers also. As an example, the hotel has 10 rooms then they
sell 15 rooms, to fill the shortage of that five rooms they provide rooms which
uncompleted for their customers. And that five customers never come again.