INTRODUCTION OF TAJ HOTELS

CONTENT
 VIEW OF HOTEL INDUSTRY
 CHALLENGES FOR HOTEL INDUSTRY
 INTRODUCTION OF TAJ HOTELS.
 MARKETING MIX.
 COMPETITOR.
 SERVICE TRIANGLE
 SERVICE SCAPE
 CONCLUSION.
 VIEW OF HOTEL INDUSTRY
What is Hotel Industry?
“A place Where Travelers Can Pay for Lodging and
Meals and Other Services on a short-term basis.”
Objectives of Hotel Industry
 Customer Satisfaction
 Health
 Safety Environment
 To Promote Tourism
 FORMS 30% OF
INDUSTRY

Eg :
ITC,
BUILT OVER TAJ GROUP,
18000 sq.m AREA OBEROI GROUP,
ITDC

STAR RATED
HOTELS
5 DELUXE & 5 4 & 3 :
: LUXURY AT HIGH FOR MIDDLE LEVEL
PRICE , 27 % GOVT. BUSINESS
APPROVED ROOMS EXECUTIVES/LEISURE
2 &1 : TRAVELLERS
AROUND TOURIST
SPOT, PREFERRED
BY DOMESTIC
TOURIST
 HERITAGE
HOTELS

HERITAGE HERITAGE HERITAGE:

CLASSIC: GRAND:

HOTELS HOTELS HOTELS

CONSTRUCTED CONSTRUCTED CONSTRUCTED
BETWEEN PRIOR TO AROUND
1920 - 1935 1920 1935 – 1950

 CHARACTERISED BY LESSER CAPITAL EXPENDITURE AND

AFFORDABILITY .

 OPERATE FROM FORTS, PALACES, CASTLES, RIVER

LODGES, HERITAGE BUILDINGS ETC.
 FACILITY HOTELS
• SPECIALLY EQUIPED WITH CONFERENCE
ROOMS, SEMINAR HALLS, INTERNET
BUSINESS
FACILITIES ETC. TO SUIT THE CORPORATE
HOTELS GUESTS.
• Eg: INTER-CONTINENTAL, CROWNE PLAZA

• LOCATED NEAR AIRPORTS AND SUITABLE

AIRPORT FOR SHORT STAY TRAVELLERS.
HOTELS • ARE FOUND NEAR ALL MAJOR CITY
AIRPORTS.

• MOSTLY LOCATED AT HILL STATIONS AND

SPECIALLY FASCILITATED TO SUIT THE
HONEYMOON
COMFORTS OF HONEYMOON COUPLES.
HOTELS
• Eg. HOTEL WOODVILLE PALACE, CARLTON
HOTEL, HOTEL HONEYMOON INN ETC.
 CRITERIA FOR STAR RATING

3 STAR HOTELS
 FORMAL AND SPACIOUS RECEPTION AREA AND LOUNGE
 THEIR RESTUARANTS CATER TO NON- RESIDENTS GUESTS
TOO
 EN-SUITE BATHS WITH GOOD STANDARD AND QUALITY OF
EQUIPMENTS
 COMFORTABLE STAY TARGETED
4 STAR HOTELS
 HIGH QUALITY FURNISHING, DÉCOR, AND EQUIPMENTS
 HIGH STAFF TO GUEST RATIO FOR BETTER SERVICES
 SERIOUS APPROACH TOWARDS CUISINES AND VARIETY
 Contd...
5 STAR HOTELS
 THE ENTIRE HOTEL IS SPACIOUS AND LUXURIOUS
 EXQUISITE CUISINES THAT CATER TO TASTE BUDS FROM ALL OVER
THE WORLD
 SERVICES ARE MORE, FLAWLESS AND PERSONAL ATTENTION TO THE
GUEST’S NEEDS
SOME UNIQUE SERVICES PROVIDED IN THE 5 STAR HOTELS
 BUTLERS
 CHAUFFER DRIVEN LUXURY CARS
 PILLOW MENU
 CUSTOMISED SERVICES IN THE IN-HOUSE SPA AND SALOON
 42” PLASMA TV, INTERNET, FAX, LAPTOPS ON RENT AND MUCH
MORE …
 MARKETING MIX OF HOTEL
INDUSTRY
 Product :- Hotels stay innovative in the peripheral
services.
 Price :- The diverse nature and character of dishes,
involvement of cost and spending power of
customers.
 Place :- Location of the hotel is the most important
business decision for the hotel.
 Promotion :- Advertisement, publicity, sales
promotion, personal selling, word-of-mouth
promotion and telemarketing are the components
of a hotel’s marketing strategy.
 Cont.
 People:- The hotel management should
train its people regularly, especially the
front line professionals.
 Physical Evidence:- Lobby- It being the
first & the last part of the hotel that the
guest sees, thus it should be well designed,
also to ensure that the customer returns
again the room should be comfortable and
should have made his stay hassle free.
 Challenges for Hotel Industry
1. Shortage of skilled employees
2. Retaining quality workforce
3. Shortage of rooms
4. Intense competition
5. Customer expectations
6. Manual back-end
TAJ GROUP OF HOTELS
 INTRODUCTION OF TAJ HOTELS
 The Indian Hotels Company (IHC) is the
parent company of Taj Hotels Resorts and
Palaces.
 It was founded by Jamshetji N. Tata on

December16, 1903.
 Currently the Taj Hotels Resorts and Palaces

comprises 76 hotels, 7 palaces at 52

locations in 12 countries and employ over
13000 people.
 Cont.
 Additional 18 hotels are also being operated
around the globe.
 During fiscal year 2010, the total number of

hotels owned or managed by the Company

was 76.
 The Taj hotels are categorized as luxury,

leisure and business hotels.

 Cont.
 The Taj Luxury Hotels offer a wide range of
luxurious suites with modern fitness centers,
rejuvenating spas, and well-equipped
banquet and meeting facilities.
 The Taj Leisure Hotels offer a complete

holiday package that can be enjoyed with the

whole family.
 Cont………
 It provides exciting activities ranging from
sports, culture, environment, adventure,
music, and entertainment.
 The Taj Business Hotels provide the finest
standards of hospitality, which helps the
business trips to be productive.
 They offer well-appointed rooms,
telecommunication facilities, efficient
service, specialty restaurants and lively bars,
well-equipped business centres, and other
conference facilities
 THE TAJ GROUP OF HOTELS
SEGMENTATION

TAJ LEISURE
TAJ LUXURY TAJ BUSINESS
HOTELS:
HOTELS – HOTELS:
TAJ PRESIDENT, TAJ BEACH
TAJ PALACE,
TAJ RESIDENCY, RESORT,
TAJ MAHAL,
TAJ CONNEMARA, TAJ CULTURAL
TAJ BENGAL,
TAJ BLUE CENTRE,
TAJ WEST END
DIAMOND TAJ GARDEN
RETREATS
 OFFER FINEST
STANDARD OF  OFFER
MULTI – CUISINE  LOCATED AT
HOSPITALITY &
RESTAURANTS & BEACH RESORTS,
SERVICE
BEST BUSINESS PALACES,
FASCILITIES PILGRIM CENTRES
ETC.
Smart Basics Hotels –
(Budget hotel chain)
 Vision
 The Taj Group of Hotels commits itself to
the overall improvement of the ecological
environment, which we are all a part of.
 We recognize that we are not owners but

caretakers of the Planet and owe it to our

children and future generations of
humankind.
 It is our endeavor not only to conserve and

protect but also to renew and regenerate the

environment in which we live and operate
 Cont………
 Our commitment encompasses all actions
related to our products, services,
associates, partners, vendors and
communities.
 We will partner and engage with our

environment through EARTH: Environmental

Awareness and Renewal at Taj Hotels. For
us EARTH is not a program, nor a process; it
is a way of life
 MARKETING MIX STRATEGY OF TAJ
HOTELS
Products
Core Services :-
 Room
 Restaurant and Bar
 Meeting room
 Banquet facility
 Amenities
 Services
 Special services (Facilitating
services)
 Courier
 Child care, Laundry, Pet
 Taj Sats Air Catering Ltd.
 Wi-Fi Access
 Express check -in and out
 Taj Air and Taj Yachts
 Babysitting
 Wake-up call
 Barber shop, Boutiques,
Florist
 Currency exchange
 In room telephone service
 Front desk 24 – hour
 Gift shop
 PRICE
Taj hotel has set its price of the room on the
basis of Business, Leisure and Luxury class.

Rate
Room Tariff of all TAJ Palaces, Resorts,
And Hotels.pdf
 PLACE
Location of the hotel is the most important business decision
for the hotel.
 Present in metro cities in India

 Global presence (Maldives, London, Dubai, Cape Town and

many other countries)

 PROMOTION STRATEGY
Promotional schemes are carried on regularly the hotel has many
loyalty programe,clubes,membership,previlage etc some of them are
1. Taj Inner Circle
2. Taj advantage plus
3. TAPP Me
Taj also offer Taj surprises
including weekend savers,
value vouchers, book early
get more.
Process
Major service encounter that extremely
delighted or disappointed are:
1. Check – in.
2. Bell person carrying luggage to the room.
3. Food.
4. Wake up call
5. Check out.
 People
 Skilled person
 Professional person
 Personal Agents
 Technological person
 Travel agents
 COMPETITER
The hotel has many competitors
1. The Oberai towers.
2. The Leela.
3. ITC Hotels.
4. Le Meridian.

Acquisition - hotel blue diamond, pune.

SERVICE TRIANGLE
Company

Internal Marketing External Marketing

Vertical Communications Communication
Horizontal Communications Advertising
Sales Promotion
Public Relations
Direct Marketing

Employees Interactive Marketing Customers

Personal Selling
Customer Service Center
Service Encounters
Servicescapes
External Marketing-Advertisement
 T.V channels like STAR
NEWS,CNN and CNBC.
 Magazines like THE
OUT LOOK
TRAVELAR,GO NOW
and TRAVEL.
 Business news
paper(E.T, Financial
Express, Bombay
Times)
Taj Singles and Kumbh Mela
 The Taj Singles  The Kumbh Mela package,

vacation package is which has packages from

the Taj Residency, Nashik
about bringing like- and Aurangabad, introduces
minded people specially designed packages
together to enjoy a at affordable prices, giving
specially designed pilgrims and devotees of
the Kumbh Mela the
holiday at the opportunity to set aside
exotic Fort Aguada their worries of in-city
Beach Resort in traveling, boarding and
Goa. lodging.
“She is the Taj”
 Rediffusion Classic - Taj She is Taj.mp4
Internal Marketing
 Taj Management Training Programme (TMTP)
 Hotel Operations Management Trainee
(HOMT) Program
 Taj Management Training Programme (TMTP)
- Operations/ Food Production
 Affiliation with Indian Institute of Hotel
Management, Aurangabad
Interactive Marketing
Service scape
Developed by Booms and Bitner.
According to them: “The environment in which
the service is assembled and in which the seller
and customer interact, combined with tangible
commodities that facilitate performance or
communication of the service".
 Physical Evidence
 Tangibles
Importance of Servicescape
 Servicescape helps in creating a corporate identity (i.e.
positioning and differentiation).

 It’s a part of service experience: customers frequently use

the service environment as an important quality proxy.

 Its a part of value proposition: physical surroundings help

to shape appropriate feeling and reactions in customers
and employees.

 Servicescape facilitates the service encounters by reducing

service failures and supporting a fast & smooth service
delivery process.
Physical Evidence
Tangibles
 Thank You !

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