TAJ HOTELS

Submitted By: Team 1 (Brand Management B)

MANAYA BAGGA F007

NATASHA BANERJEE G008
ARNAV PARIMOO G042
YASH SRIVASTAVA G063
KALPITA NIMJE H039
PARAS DHAMA I016
SAMEER DHURI I017
How to balance domestic and international extension? Which brand architecture is suitable?

As per the facts given we suggest the following Brand Architecture

Rationale:

1. Taj is a reliable brand with a high brand salience for luxury travel in India. The multitude of
brand that it has acquired has resulted into brand dilution. Although much of IHCP revenue
is from international travellers the brand awareness in International market is limited to
those who have travelled to India. The Tata owner, Ratan Tata, wants Taj to be viewed as a
dynamic emerging Indian Asian Brand while retaining heritage and grandeur. Hence, Taj to
be kept as a separate brand for International Hotels (North America and Europe) and
heritage/luxury Indian locations.
2. Vivanta By Taj should be a full-service emerging brand with contemporary design. The initial
association with Taj would help the chain achieve the credibility and act as an initial point of
entry for emerging class of luxury hotel seekers in India and later to be expanded
internationally
3. Gateway is a full service contemporary hotel targeted towards Indian and South Asian
market
4. Ginger should has a brand association with Tata Brand name. This will give it an immediate
credibility among budget travellers in India.