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Approach Document For
Emarald Group Of Hotels
www.constient.com
Oct 15, 2012

2. INTRODUCTION
Background
CGS VP, Business Development Mr. Kishore had a meeting with Emarald Group of Hotels’ CMD
Mr. Faisal Mohammed on 07/07/2012, where the following items were discussed, mutually agreed and
finalized
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Vision of Mr. Faisal Mohammed, Chairman & Managing Director:
 CGS to be Emarald’s exclusive Technology Partner that provides end to end technology support for
Emarald Hotels’ technology needs.
 Development, maintain and promote a trendy website for Emarald to attract business persons and
tourists from other countries primarily and attract domestic tourists as well.
 Impressive and easy site navigation for website visitors
 Add system to balance off season and peak season tariffs and maintain better occupancy ratio.
 Promote Emarald Hotels & Resorts through direct online/SMM/MMM marketing team.

3. OUR APPROACH
Phase 1
 Website Development
 Online Booking
 Digital Marketing
 Search Engine Optimization

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Online campaign / Search Medial Marketing / Search Engine Marketing
Phase 2
 Hotel Management System (HMS)
 Property Management System (PMS)
 Customer Relationship Management (CRM)
 Point Of Sale (POS)
 Business Intelligence
Phase 3
 Mobile Apps (IPhone / Android)
 Data Analytics

4. WEBSITE
 Aligned with nature of business
 Compatibility-Desktop, Laptop,ipad etc
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 Followed typography & International colour std
 1.Clean & Initiative Navigation
 2.Search Engine Friendly Website
 3.Reaching Global Audience

5. LIKES & SHARES…
Social Media Likes and share for promoting business
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Benefits:
1. More Traffic to website
2. Email Marketing Capability
3. More Effective Advertising

6. SERVICES & FACILITIES
Representing all services and facilities with Graphical Icon based on
the locations, types of rooms and packages etc with one click solution
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7. CUSTOMER FRIENDLINESS
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8. GOOGLE MAPS…
 Location mapping from Airport,
Railway Station, etc. to Hotels with
Distance
 Tourist location around the hotel witho
map location, distance, etc.
 Facilitates customers to locate
Emarald Hotels & Resorts
 Customers find business listing using
mobile phones

9. TECHNOLOGY ...
Massively Reduces your Server Bills.
Royalty Free
Ready Made Frameworks
100% Free (No Software Cost)
Canvas Technology
Web Video
o Audio on Web
100% Secured
Better for Business growth

10. LOGIN INTERFACE ...
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 Fast Access to Emarald Site
 Gather user details, information and interest through Social Media
 Customers can find us through Social Media which generating more leads
 Social Media can be much cost effective than traditional advertising and
promotional activities

11. WELCOME & FOLLOWUP MAIL
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Auto Welcome Email Request : 1st Reminder after 3 Days

12. PIVOTAL RESERVATION SYSTEM
Integrated Reservation System provides complete solution for
Direct and Third Party Bookings
 Direct Booking
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 Website
 Front office booking
 Express Check-in (Existing Customers)
 Third Party Booking
 Agoda
 Makemytrip

13. BOOKING SYSTEM ARCH.
Room Availablity
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Front-Office &
Website 3rd Party

14. ONLINE RESERVATION ...
FEATURES:
 Centralized Database maintenance which will be the inputs for CRM to
maintain the customers contacts
 Provides Seasonal based tariff
 Provides discounts to customers o
BENEFITS:
Centralized booking system:
 Good business relationship with Partners and Third-party agents
 Provides insight details on available offers & Customer can choose their
rooms available services to customers
 Higher rate of occupation.
 Provides different options to vendors and Emarald to use the un-occupied
room after a cut-off time.
 3rd party can know the availability of rooms.

15. HMS - Dashboard
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16. DIGITAL MARKETING SERVICES
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SEM:
Sponsored
Link: Search
and Content
Networks/
Banner Ads

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Targeting Search Network-SEM

18. WHY CONTENT NETWORK:
Reach customers with the world's largest advertising network
Business Consultant in •Reach: reaches 80% of global INTERNET users
Chennai making it the world's #1 ad network. Thousands
of advertisers use Google to reach users on
hundreds of thousands of web sites across all
industries, from large, well-known sites to niche
sites and audiences.
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•Leads: High traffic increases the probability to
capture and generate new customers from your
advertising efforts. We use Google's renowned
targeting technology to match your ads with the
web users most likely to become real customers.
This helps you gain more qualified leads at a
lower cost, boosting your sales and ROI.
•Branding: Most search networks only allows
text ads, which makes content network more
Business Development valuable for online branding campaigns. You can
Executive in US run text ads, image ads, and video ads on content
network pages.

19. SEARCH BASED TEXT ADS
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20. GOOGLE BANNER ADS
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21. S.E.O: Search Engine
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Optimization

22. WHY SEO?
Why search engine marketing is so
important today?
 85% of Internet users find websites o
through search engines.
 90% of Internet users do not go past
the top 30 search engine results. They
simply type something else in if they
can't find a relevant site.
 75% of Internet users have the
intention of purchasing a product or
service when using search engines.

23. SEO ACTIVITIES
 Article Creation  On Page Optimization
 Article Optimization  Ranking Check
 Article Implementation  RSS Creation
 Article Submission o  RSS Updation
 Competition Analysis  RSS Submission
 Directory Submission  Site Study
 E Book Creation & Implementation  XML Site Map - Creation and
 E-Book Submission Submission
 Initial Site Activities  Blog Section Creation*
 Link Building  Blog Post Creation
 Link Building Validation  Blog Optimization
 Log File Analysis/ Traffic Analysis  Blog Posting/Implementation
 Monthly Activity Report  Blog Submission
 Internal Activity

24. SMO: Social Media Optimization
Engaging Customers through Social Media
Photo Sharing Discussion Board
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Video Sharing Widgets
Chat Rooms Blogging

25. FACEBOOK RECOMMENDATION
Customized Brand Page with:
 Landing page tab
 Discussion board
 Customer Testimonials
 Contact us tab o
 Polls
 Deals
 Slide share ppt / Videos
 Recent News / Articles on Services

26. TWITTER RECOMMENDATION
Customized Twitter Page with
 Basic info
 Brand image in the background
 Daily tweets on product , customer
views
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 Linking to other social networks
(Eg : Slide share,scribd,myspace)

27. VIDEO OPTIMIZATION EXAMPLE
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28. SOCIAL BOOKMARKS
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29. ARTICLE CREATION & SUBMISSION
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30. GOOGLE LOCAL BUSINESS LISTING
Google Map
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31. OUTCOME
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32. PHASE 2- Hotel Management
System
 Property Management Software (PMS)
CGS Solution covers all important functions of property management right from
Reservation to Housekeeping, Groups to Company Accounts and meaningful reports . It is
designed to cater Hotels, Motels, B & B, Service Apartments, Corporate Guest House etc.
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 Customer Relationship Management (CRM)
Capture customer profiles to maintain guest history, send greetings, send promotional
offers, collect guest reviews, thus enable management to offer better customer
engagement and personalized service.
 Console for Travel Agents and Corporates
CGS Solution enables your Travel Agents and Corporates to enter booking from
their console. Not only that, they can also keep a track of their account
statement and commission. Special rates and room can be allocated to them.

33. BENEFITS…
 Rate Management
 Daily and long-stay rates
 Multiple rates and rate types support in a single day
 Reservation Management o
 User defined reservation type – Confirmed, Unconfirmed, Wait Listed
 Reservation cancellations with defined rules for cancellation charges
 Front Office
 Room move allowed at any point of time
 Incident invoice for non staying guests (Miscellaneous sales)
 House Keeping
 User defined room statuses: Dirty, clean, inspected, under repair
 Visibility of remark/request/message set by guest/front office staff

34. POS-Point Of Sale…
 CGS Solution POS is an advanced computerized point of sales system for
restaurants, resorts, pubs and other hotel outlets.
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 POS products a full solution for all managerial needs such as cash register
management, printing job orders to the different food preparation
sites(Kitchen),Price management and price equipment's
 This is done in a friendly and easy manner with full combination with all
other systems

35. BUSINESS INTELIGENCE
 CGS gives powerful reporting capabilities to gain real insight into
the performance of Emarald Group of hotel(s) and networks.
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 See where revenues wins and losses occur in order to more
effectively plan management strategies and marketing
promotions.
 Business Intelligence can be integrated with data analytics/Big
data to understand the pulse of global customers expectations
and win the game

36. DATA ANALYTICS
Data Analytics and Modeling
solutions to Emarald and Group
of hotels providing them a o
geographical based framework
for data driven decision making
and maximizing the value of
customer service and yield
better business and profit.

37. STRATEGIES INCLUDES:
1) Response Modeling
combines guest demographics, behavior and preferences along with past
history of customer's behavior to predict the propensity of prospects to respond to
different promotional offers, likelihood of their behavior in future, and their life time
value
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2) Deeper Guest Knowledge through Effective Segmentation
Segmentation solutions help clients differentiate between customer segments
based on their needs, attitudes, behaviors and demographics in ways useful for
marketing.
3) Maximize Guest Value through Effective Cross Sell Strategies:
Cross-selling helps maximize guest value by effectively marketing additional
products and services to customers. Profiles of common customer behavior patterns can
be created through analysis of guest demographics, preferences and other significant
variables. Then, by comparing new customers to these profiles, cross-sell solutions can
predict which guests are likely to follow the same paths

38. STRATEGIES INCLUDES CONT…
4) Maximize Revenue through Yield Management:
Yield management maximizes profits from the sale of perishable assets such
as hotel rooms and other facilities by controlling price and inventory and
differentiating product and service. Unique customer segments, based on behavior,
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price sensitivity, usage pattern, etc. are identified. Appropriate products are then
created along with targeted price and service levels. To maximize the revenue from
existing inventory, Yield Management solutions utilize analytics to predict the demand
and booking patterns from each of these segments of customers. It allows service
providers to plan for lean periods and maximize their revenues by attracting
customers who are likely to respond in low traffic seasons.

39. MOBILE APPS …
Why Mobility ?
Forrester Research reported that mobile booking quadrupled from 2008 to 2010,
while Google forecast that mobile will exceed PCs as the most common Web-access
devices by 2013. Expect mobile devices to be used more and more for everything
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related to travel, from researching hotels to online booking and communicating
preferences to hotel staff. To stay competitive, hotels must make sure that their
websites are optimized for tablet and smartphone use to make the mobile
experience as easy and enjoyable as possible – MDG BLOG
Options:
• Access Emarald Website from all mobile devices
• Online reservations
• Feedbacks, social media integrations and sharing

40. ADVANTAGES …
• Get into mobility world
• Pull more customers
• Facilitates customers with greater flexibility
• Ensuring business continuity
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• Wining new customers
• Promising tangible business benefits such as real time return on investment
(ROI)
• Helping us to gain and sustain a competitive advantage

41. SUMMARY
Phase 1
Website & Online booking
• Acts as a face of Emarald Hotel & Resorts
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• User Friendly and search engine friendly website
• Drive more traffic to the site which will bring more
leads.
• Centralized booking system for end-users and Third
parties with full customer centric
• Minimize the cutting of Third Party commissions

42. SUMMARY CONT …
Digital Marketing
• Search Engine Optimization (SEO)
 This will help to improve the direct customer base
• Social Media Marketing (SMM)
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 Will support customer engagement
 Give good marketing reach (sharing, likes)

43. SUMMARY CONT…
Phase 2:
 Hotel Management System (HMS)
• Rate Management
• Reservation Management o
• House Keeping
• Front Office
Customer Relationship Management (CRM)
• Detailed customer preferences
• New selling opportunities

44. SUMMARY CONT …
Phase 3:
Mobile Applications
• Get into mobility world
• Facilitates customers with greater flexibility
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Data Analytics
• Response Modeling
• Maximize Revenue through Yield Management

45. o
CONSTIENT GLOBAL SOLUTIONS INC.
USA
2610 Wedding ton Rdg Ne I Marietta I GA 30068
11574 Broadview Way I UT 84092
INDIA
ALTIUS I Level 2 I Olympia Technology Park I Guindy I Chennai I TN I IND 600 032
UAE
Al Maqta Oil Field Services I Post box:36864 I Abu Dhabi I UAE
Email : kishore@constient.com
Skype: kishoresp
Mobile : +91 99620 45899