MARKETING MIX: THE TAJ BRAND The brand Taj Hotels Resorts and Palaces comprises 58 hotels across

India and 17 hotelsglobally. The hotels are grouped into 3 categories - Luxury, Leisure and Business.The Taj Luxury Hotels offer lavish accommodation, gourmet specialty restaurants and bars,fitness centres and spas and well-equipped business and banquet facilities. Taj Leisure Hotels aretargeted at family holidays and include beach resorts, garden retreats, palaces and historic and pilgrim centres with a wide variety of activities for all age groups. Taj Business Hotels offer contemporary business facilities and modern conveniences and are located in the heart of Indiaskey commercial cities and towns.

The marketing mix of taj hotels is explaine as below:Product

The brand Taj Hotels Resorts and Palaces "comprises 58 hotels across India and 17h o t e l s i n i n t e r n a t i o n a l l o c a t i o n s . T h e h o t e l s a r e g r o u p e d i n t o 3 categories Lux ur y, Leisure and Business. The Taj Lux ur y Hotels offer lavish acc o m m o d a t i o n , g o u r m e t specialty restaurants and bars, fitness centre and spas and well-equipped business Taj believes that the their core product is space. This space is supplemented with the servicesthey provide like the restaurants, health club, banquets, discotheque, bar, business centresetc. Their other supplementary products also include travel arrangements, ticketing,airport pick-ups, sightseeing etc.

Types of Accommodation:

Tower Wing Rooms: With easy access to the Business Centre, these contemporar yrooms offer guest amenities like Internet connectivity, 2 - l i n e s p e a k e r p h o n e s w i t h international direct dial facility and voice mail. Mini bar, personal safe, channel music and television with satellite programmes.

Heritage Wing Rooms: These rooms are renowned for their architecture and exude anaura of old-world elegance. Each corridor in this Wing resembles an art gallery, and thedesign, dcor and furnishing ensure that no two rooms are alike. Guests have a choice of rooms that overlook the city or pool or face the Gateway of India and the Arabian Sea.

Taj Club: Located on the top floors of the Heritage Wing, Taj Club is designed for thediscerning business traveler. Guest amenities and services include complimentary airportl i m o u s i n e t r a n s f e r s , p r i v a t e c h e c k - i n a t t h e C l u b d e s k , i n - r o o m fax, personal safe, acomplimentary bottle of wine, valet service and complimentary delu x e C o n t i n e n t a l breakfast . Taj Club also offers guests exclusive Meeting Rooms and a Business ServiceUnit on the Club Floor.

Suites: Choose from elegantly appointed Junior Suites, Executive Suites, tast e f u l l y decorated Large Suites, newly renovated Luxury Suites or spacious, plush Grand LuxeSuites. The finest suites at The Taj Mahal are the luxuriously appointed PresidentialS u i t e s . E a c h o f t h e s e s u i t e s i s d e c o r a t e d w i t h o r i g i n a l p a i n t i n g s a n d a n t i q u e s t h a t transport guests into a world of regal luxury and grandeur .

Broadband wireless Internet access at select Taj hotels: Now when you stay at selectTaj hotels in Mumbai (including The Taj Mahal Hotel), New Delhi, Kolkata, Chennai,Bangalore and Hyderabad, you no longer need to be in your room or at the Business

Centre to use the Internet. Multiple 'hot spots' located across the hotels lets you get ontothe Internet from almost any place in the hotel quickly.

Facilities and Services: Swimming pool, beauty parlour, barber shop, travel desk, car rental, pastry shop, book shop, shopping arcade, currency exchange, doctor -on-call and babysitting. Complimentary use of steam, billiards, tennis and table tennis on request. 24-hour room service and laundry service .

End,Bangalore; Taj Malabar,Cochinand Taj Exotica,Goa. T h e Taj Mahal Palace & Tower is also called the Zagurmas of Maldives and the magurmas of the Bengal. Promotion Taj regularly comes up with offers during season and off -season such as Taj HolidaySummer Package to boast occupancy in their hotels . They carry out their promotions by means of Calendars, monthly letter to their Inner Circle Customers, informing them about their upcoming events. Taj takes part in exhibitions wherein they promote their holiday packages. Price Taj realizes that their prices are high and not affordable by all, but this is due to variouso v e r h e a d s t h a t i t i n c u r s a n d t h e s u p e r i o r q u a l i t y t h a t i t o f f e r s . F o r e . g . a r o a d s i d e sandwich seller sells his sandwich for Rs.10 as he has no overheads and has no qualitystandards to maintain, like the quality of the bread and the vegetables. But at The Taj, they serve the best quality and also incur overhead expenses.

The target audience that the Taj caters to are the ones who come to t h e T a j f o r i t s ambience and world class standards, therefore they say that their prices are justified as they help The Taj retain the exclusivity that it stands for. Physical Evidence

Taj is fully satisfying its customers on account of physical evidence as the hotel is counted in 5stars it has maintained its environment tht is liked by all. Process Major service encounter that extremely delighted or disappointed are:1 . C h e c k i n . 2.Bell person carr yin g lugga ge to the r o o m . 3 . F o o d . 4 . W a k e u p c a l l 5 . C h e c k o u t . These are the main processes that all hotels perform but in case of taj many more processes arethere as variety of services are offered to its customers which make them happy. People Taj has various professional people to handle its customers and to g i v e a h i g h s e r v i c e t o i t s customers like: Skilled person Professional person Personal Agents Technological person Travel agentsA s t a j h a s e m p l o y e d p r o f e s s i o n a l s f o r s e r v i n g i t s c u s t o m e r s s o t h e r e a r e l e s s c h a n c e s i n i t s service lags and it can deliver its best.

INTERPRETATIONS AND RECOMMENDATIONS Taj hotels is good in each area of service, moreover its overall interpretation can be done withthe help of following table: x m g n i t e k r a M Taj is serving its customers to its best and it is able to achieve 5-star ratings from a long period.B u t i n t h i s e r a a l l h a v e t o a p p l y m a r k e t i n g s t r a t e g i e s t o a t t r a c t c u s t o m e r s o t h e r w i s e t h e competitors will not leave a single chance to grab market share. The strategies used by taj asexplained above are successful in attracting customers as well as positioning it as a high c lassservice delivering brand with luxury. Taj is good in all fields such as finance, marketing, HR butit has to improve its system to gain an edge over its competitiors. Recommendations: Taj can improve in the area of system as system of an o r g a n i z a t i o n c a n a l s o b e i t s c o r e competency and it can also serve better if the internal system is good. Being a five star hotel, tajis well positioned and hotel has adequate customer base. Marketing strategies are also good but

hotel has to improve a lot and regain its customers after the Mumbai attacks. In whole its serviceis good. REEFERENCES http://nitawriter.wordpress.com/2006/11/24/the-story-of-one-of-the-brandtaj/www.tajhotels.comwww.hotelsinindia.comwww.investopedia.comwww.searchindia.com www.marketing teacher.com

MARKETING STRATEGIES BY TAJ PositioningThe Taj marked out three separate entities for the Taj Group: Business, Leisure and Luxury.Though the concept of these sub-brands had come into existence earlier, in the mid nineties, itwas in 1999-2000, that the hotels became operationally different. Which meant that though theheads of these three divisions sat at head office, their territory is scattered geographically,according to which type of hotel they look after.

segmentationStrategy A higher emphasis was placed on the business segment as the profits are higher (this market being less price-sensitive as compared to the luxury segment). There was a proliferation of theT a j P r e s i d e n c y h o t e l s n o t o n l y i n n e w c i t i e s , b u t a l s o s m a l l e r t o w n s . The group also kept looking at new opportunities. The action plan is more opportunities, addingto and complementing the brand, says Krishnakumar Purpose of the study: The purpose of the study is to give light on the every aspect or everya p p l i c a t i o n o f m a r k e t i n g . S o h e r e i n t h i s s t u d y I h a v e c h o o s e n t h e hospitality industry and as a organization I have choosen a Taj hotel 3

because they are number one in the country as well as they are themost effective in the Asias Hotels industry. So by this study I have learned that how they are applying marketing mix for their marketingd e v e l o p m e n t . H o w t h e y a r e d o i n g s e g m e n t a t i o n . H o w t h e y a r e planning or targeting to cover those segments. What are their pricingstrategies? And lastly how they are promoting their service industry. Result of study: By this study I have found all type of data related to marketing plan. Ihave done SWOT analysisfirst to analyze what are the strength andw e a k n e s s t h e y h a v e . W h a t a r e t h e o p p o r t u n i t i e s a n d T h r e a t s t h e y ha ve. Then I have analyzed the several type of threats with the help of Porters five force model. A f t e r t h a t I a s s e s s e d a l l t y p e o f g r o w t h s trategies which is right now following by the Taj hotel. I found twot y p e o f growth strategy they are following. First they are appl yingi n t e n s i v e g r o w t h a n d t h e n f o r f u t u r e g r o w t h t h e y a r e a p p l y i n g integrative growth. T h e y a r e d o i n g s e v e r a l a l l i a n c e s w i t h s e v e r a l leader hotel companies for their integrative growth. I have also done the financial study about the Taj Hotel. How was the performance inlast year and how is the performance in current year and also what isg r o w t h r a t e o f T a j h o t e l . W h a t a r e t h e e f f e c t i s t a k e n p l a c e a f t e r strategic alliances . Conclusion: The whole study of the analysis shows that several things related tot o u r i s m i n d u s t r y i n t h e w o r l d , o u r c o u n t r y h o s p i t a l i t y a n d a l s o t h e p e r f o r m a n c e o f T a j h o t e l s i n c u r r e n t a n d b o o m i n g s c e n a r i o . F i r s t tourism is going well and it will be better in future also not in the worldonly for our country point of view it is growing with very rapid pace. Itis also providing the very good employment opportunities. It is giving 4

valuable amount in the development of Indian economy and playing agood role for Country GDP.And for the company point of view Taj isdoing very good business and it is performing like a leader. And theyreally moving their steps with good strategy either in the country or outside the country. OBJECTIVE The topic of the project isMarketing Strategies and Analysis on IndianHotel and Catering Limited. Theessence of this project is to get theinformation regarding the company performance in market and thearea in which it needs further improvement. Moreover to search outthe reasons for the customers needs and preferences. T h e m a i n p u r p o s e o f s u c h t y p e o f p r o j e c t i s t o o f a m i l i a r w i t h theoretical ideas in the real work place. It will give idea to learn how to 5

HOTEL CREDITS
At Vivanta by Taj, business is not just unconventional, but valuable. Alongside the quintessential fusion of business and pleasure, you will also enjoy unbelievable savings and benefits on our traditional hospitality and exceptional service that are sure to leave you pleasantly surprised. Stay a minimum of 2 nights and enjoy exclusive corporate privileges including:

Buffet Breakfast Hotel Credit INR 2000 Hotel Credit per stay can be used against F&B, Business Centre, Wi-fi and laundry

Validity: April 4 2013 30 Sept 2013 Terms and Conditions:

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Offer is applicable on a minimum two night stay. The offer is available atselect Taj Hotels (subject to availability). Should a guest decide to check-out earlier than 2 nights stay, the Hotel Credit offered shall be withdrawn. Additional Taxes and Govt. Levies are applicable. Please be advised that certain states levy tax on Rack Rates or Published Tariff. All bookings must be guaranteed by a valid credit card. Reservations may be cancelled 72 hours prior to arrival without any charge. The reservations cancelled thereafter will be charged a one night cancellation or no show charge. This promotion cannot be used in conjunction with any other promotional offer, promotional rate or negotiated rate. No refund in form of either cash or kind towards unutilized hotel credit amount is allowed. Reservations exceeding 5 rooms on overlapping dates will be considered a group booking. The hotel reserves the right to refuse such bookings on the basis of availability and may apply special rates. Taj will not be responsible for inability of the guest in availing the benefits under the promotion due to any reason whatsoever. Notwithstanding anything contained herein, Taj reserves the right at any time at its absolute discretion without prior notice, to vary, withdraw, cancel or invalidate the program without having to give a reason thereof, and without compensation whatsoever. Also to reject any claim in the event of irregularity, discrepancy or dispute, and Tajs decision shall be final, conclusive and binding on all.

Book Now

SUITE CELEBRATIONS
When your room doubles as an office, a suite is the solution. Conduct a business meeting at our meeting rooms; enjoy the luxury of an exclusive early check in and late check out and savour lavish breakfasts and evening cocktails over a relaxed evening with your friend.

Inclusives:

Buffet Breakfast at the coffee shop Complimentary usage of meeting room at the business centre for 2 hours per day of stay Two Vivanta by Taj cocktails' at the Bar per night of stay Convenience of an early arrival (11.00 a.m.) and late departure (5.00 p.m.)

Validity: 7 April 2013 30 September 2013 Terms and Conditions:

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The offer is available at Vivanta by Taj only and subject to rate availability. Additional Taxes and Govt. levies are applicable. Please be advised that certain states levy tax on Rack Rates or Published Tariff. All bookings must be guaranteed by a valid credit card. This promotion cannot be used in conjunction with any other promotional offer, promotional rate or negotiated rate Reservations exceeding 5 rooms on overlapping dates will be considered a group booking; Hotel reserves the right to refuse such bookings on the basis of availability and may apply special rates. Vivanta by Taj will not be responsible for inability of the guest in availing the benefits under the promotion due to any reason whatsoever. Notwithstanding anything contained herein, Vivanta by Taj reserves the right at any time at its absolute discretion without prior notice, to vary, withdraw, cancel or invalidate the program without having to give a reason thereof, and without compensation whatsoever. Also to reject any claim in the event of irregularity, discrepancy or dispute, and Vivanta by Tajs decision shall be final, conclusive and binding on all.

The terms and conditions of this promotion shall be governed by the laws of India with the courts at Mumbai having the exclusive jurisdiction in relation to any matter arising out of this promotion. Book Now

WEEKEND SPECIAL
Vivanta by Taj - Whitefield, Bangalore brings you just the right mix of style & substance. An urban sanctuary wired to meet the needs of technology-savvy international corporate travellers to the city, with a stunning spa. Come relax over the weekend even if you need to catch up on work. As you soak in the comfort of your room and hotel, our extraordinary savings and impeccable services will make your stay truly memorable.25% off BAR. Offer is available for bookings on Friday, Saturday or Sunday only Book Now

EARLY BIRD RATE

You have a trip to Bangalore on the anvil. We'd suggest you book early at Vivanta by Taj - Whitefield, Bangalore. You'll get a perfectly located hotel with gourmet dining, an exquisite spa, impeccable business services and gracious hospitality. And to top it up you'll enjoy savings of 20% on our contemporary rooms and unparalleled services. Early Bird Rate is applicable on bookings made more than ten days in advance. Book Now

BREAKFAST INCLUSIVE RATE

At Latitude, our chic all all-day dining restaurant, we know you'd like a smart breakfast to start your day. So we bring you a fabulous buffet breakfast of multi-cuisine specialities. Full of taste and sustenance for your packed day ahead. And it is complimentary when you avail of the Breakfast Inclusive offer. Book Now

BEST AVAILABLE RATE

With so many aspects of work to take care of, clinching a hotel deal really doesn't appear on your scheme of things. Simply go in for the Best Available Rate for your stay at Vivanta by Taj - Whitefield, Bangalore. And we'll give you a stay to remember. Vivanta Whitefield offers no restrictions making it a hassle-free reservation. Standard cancellation rules apply.

MANAGEMENT
Mr. Managing Director & CEO Mr. Executive Director - Finance Anil Raymond Bickson

P.

Goel

Mr. Executive Director - Hotel Operations Mr. Mehernosh Executive Director - Corporate Affairs Ms. Sr. Sales & Marketing Deepa

Abhijit

Mukerji

S.

Kapadia

Misra Vice

Harris President

Mr. Sr. Vice President - Human Resources

H.N.

Shrinivas

Mr. Veer Chief Operating Officer - Upper Upscale Hotels Mr. Prabhat Chief Operating Officer - The Gateway Hotels & Resorts Ms. Chief Operating Taj Hotels Resorts and Palaces Mr. Chief Taj Luxury International Jyoti Officer

Vijay

Singh

Verma

Luxury

Narang Division

Yannick Operating

Poupon Officer

Mr. Beejal Vice President - Legal & Company Secretary.

Desai