Abstract

Indian Hotel Company Limited (IHCL), the leading Indian hospitality concern, has joined hands with C.K.Prahalad to launch indiOne, a new concept that will redefine the hotel industry and provide the company with a new growth opportunity. The caselet outlines the reasons for IHCL’s entry into the budget hotels segment and provides details on the indiOne concept. Further, the caselet explains the design and implementation of the concept. It discusses the implementation challenges and the future plans of IHCL for this venture.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Budget hotels and its viability in Indian hospitality market
• New product development in hospitality industry
• and Importance of segmentation and targeting in hospitality services.

Keywords

C.K.Prahalad, Indian Hotel Company Limited (IHCL), Raymond N Bickson, Budget Hotels, Indione, Top-Down Approach, Bottom-Up Approach, McKinsey, Customer Needs, Roots Corporation, Project Business Plan, Sheila Nair, Business Travelers, Chlorophyll, Smart Basics, Sales & Marketing Costs, Brand Name, Direct Marketing