NAME - GOLAM MOHAMMED SARDAR

ROLL - 42

IISWBM EVENING
TAJ BENGAL
INTRODUCTION:-
• Taj Hotels is a chain of luxury hotels and a subsidiary of the Indian
Hotels Company Limited headquartered at Express Towers, Nariman
Point in Mumbai. Incorporated by the founder of the Tata Group,
Jamsethji Tata, in 1903, the company is a part of the Tata Group, one
of India's largest business conglomerates. The company employed
over 13,000 people in the year 2010.
• As of 2018, the company operates a total of 100 hotels and hotel-
resorts, with 84 across India and 16 in other countries, including
Bhutan, Malaysia, Maldives, Nepal, South Africa, Sri Lanka, UAE, UK,
USA and Zambia.
7 P’s of Taj Bengal
PRODUCT
The product strategy and mix in Taj Hotels marketing strategy can be explained as
follows:
• Taj Hotels is one of the leading hotel based out of India. The Taj Hotels brand consists
of 90+ hotels and resorts in India and around the world as a part of its marketing mix
product strategy. It has 80+ of them in India and 10+ in countries outside India like
Singapore, Malaysia, USA, UK, Maldives, etc. While the brand was mainly into the
hotel business, it forayed into various other areas later. Taj Hotels opened its first
resort in 1974 at Fort Aguada, Goa.
• They started converting Indian palaces to Hotels to give them an authentic royal
touch. Some palaces which were included in the Taj Hotels were Lake Palace in
Udaipur, Rambagh Palace in Jaipur, Falaknuma Palace in Hyderabad and Nadesar
Palace in Varanasi. The hotels come under three main categories – Luxury, Business,
and Leisure. Also, there are three names that the Taj Hotels operate under in India,
namely Taj, Vivanta, and Gateway. The hotels live up the luxury status it has and it
can be seen in the atmosphere on the premises, the services they offer, the
amenities in the rooms, the common area.
PRICE
Below is the pricing strategy in Taj Hotels marketing strategy:
• Taj Hotel caters to a group of people who have refined and luxurious tastes in their
travel and business. These are the premier group of hotels aimed at providing an
unmatched and unique experience to their guests. They are priced higher than the
hotels in the same category. Taj Hotels are the market leader in the sector and has an
upper hand as compared to hotels like ITC, JW Mariott, etc. Their target customers
include the upper middle class to upper-class individuals. Taj Hotels are known for its
luxury, excellence, quality, leisure and hence follow premium pricing strategy.
• The three sub-brands of Taj, namely Taj, Vivanta, and Gateway have different levels
of service and luxury where Taj is the highest and Gateway being the lowest among
the three. Taj is the flagship brand which provides the highest level of luxury service,
Vivanta being the contemporary luxury brand and Gateway the mid-market brand. It
is aimed at providing service to the upper strata of the society. It is just not the
service that the brand charges you for but the experience.
PLACE
• Taj Hotels started its operations through The Taj Mahal Palace from Mumbai in
India in the year 1903 and with time extended its presence to one hundred and
one hotels in sixty-four destinations. Its resorts and hotels are located in cities like
Bengaluru, Chennai, Kolkata, Mumbai, Agra, Hyderabad, New Delhi, Srinagar,
Udaipur and Surat with its headquarters base at Mumbai in Maharashtra.
• Taj Hotels has spread its international presence in the overseas market to include
hotels in places like Sri Lanka, Bhutan, Malaysia, Maldives, United States, United
Kingdom, Zambia, UAE, South Africa and Nepal. In the year 2006, Taj Hotels
launched a new offering titled Taj Safaris at Mahua Kothi in Bandhavgarh. It
catered to individual needs by offering sumptuous luxury and unmatchable
services amidst primitive settings of the national park. Second wildlife lodgings
were established at Baghvan in Pench. Taj Hotels launched international Taj
Safaris with first overseas safari lodge at Meghauli Serai in Nepal.
PROMOTION
The promotional and advertising strategy in the Taj Hotels marketing
strategy is as follows:
• Since Taj Hotels are a luxury brand, it heavily relies on advocacy. Word of mouth
publicity is what is of utmost importance and the customers tend to be loyal to
the service. The promotion for the brand includes the prime locations of the
Hotels, Resorts or Palaces.
• It always chooses the best amongst the lot and provides the best for their
customer. Although there might not be many price slashes like the other ones in
the sector, it has some price difference between the on and off-peak seasons. Taj
Hotels have a membership for the group of Hotels and provides promotional
offers to their loyal customers. They are also involved in TV advertisements,
Direct Marketing and Social Media advertisements. It also provides training to
individuals who are not well off.
PHYSICAL EVIDENCE
• Taj Hotels provide the customer with an enriching and fulfilling
experience. It provides its customers with several amenities during
their stay and makes them comfortable during that time. There are
many services on the premises which would take care of their luxury
needs and satiate their leisure needs.
• There are spas, high-end restaurants, exquisite décor, and a top
quality service.
PEOPLE
• Taj Hotels has a strong focus on its customers and employees. When
providing a brand a service of this stature, it is very important to
provide a good experience to its customers. People are given the
utmost importance here for it is through them that your customers
would enjoy their stay and wish to come again.
• People are trained extensively on their tenure and are made to learn
rigorously throughout their course so as to gain perfection of service.
There are various levels where the people will be placed under. There
are Front Desk Staff, Managerial Staff, Technological staff, Concierge
Staff, etc.
PROCESS
Taj Hotels has several processes which take care of its business. When the
customer wants to book a hotel, he usually does it at the concierge or he
does it beforehand through the official Taj Website where he would see a list
of hotels. Then he chooses the preferred hotel and the room. When he
reaches the hotel, he checks in into his room. The bell boy picks up the
luggage and welcomes the guests. He will be provided with food every day
based on what the package contains. He could order for in-room services or
on-call services as and when he wishes. After the trip is over, he goes to the
counter to checkout and pays the bill. During his stay, he judges the hotel
based on these parameters and they should be taken into account to provide
the customer with an unmatched and delightful experience. This completes
the marketing mix of Taj Hotels.
THANK YOU