Case Study
Submitted by:
Group 1
PRIYANKA
SUDHANSHU
ASHISH
GULL
1
1. What is Ginger's service concept? Use the flower of service model.
Ginger Hotel is a subsidiary of Indian Hotels Company ltd (IHCL), which runs the Taj Group
of hotels. It is a chain of budgeted hotels with a help- yourself concept. The Ginger hotels are
built around a concept that provides the facilities to meet the key needs of today’s traveler, at
affordable rates. What makes Ginger unique from its competition is the simplicity,
convenience and a ‘Self Service Concept’ right from the entrance. The uniquely positioned
self-service concept makes the budgeted accommodation an easily achievable goal. There are
no valets to park your car, no porter to lug your luggage, no durwans to open the gate for you,
no bell desk and there is no room service. All this helps the guest to save money for his stay.
Ginger found gap between the consumers’ expectation and perception. Ginger successfully
communicated the “please help yourself” message to the customer so that consumers enter
the hotel ‘without any expectations’.
The Flower of service Concept