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Segmentation, Targeting & Positioning Marketing Mix CRM Tools Used In Taj Hotel Loyalty Programmes of Taj Hotel Future Outlook/Recommendation
Bombay in 1903 Taj Hotels Resort and Palaces comprises more than 60 hotels in 45 locations across India with an additional 15 international hotels in the Malaysia.Tata was the founder and opened first hotel The Taj Mahal Palace Hotel.Taj Hotels Mr. United States of America. Africa. Jamsetji. Bhutan. Sri Lanka. United Kingdom. the Middle East and Australia .N.
The brand will have properties on the best locales and attract the most premium customers. Home to the Royalty. captains of industry. Targeting & Positioning Segmentation: The segmentation of the Taj Mahal hotel is mainly upon lifestyle and income. that the hotels became operationally different.Segmentation. corporate nomads. luxury. in the mid nineties. it was in 1999-2000. . Maharajahs and rockstars. heads of states. kings & queens and Hollywood royalty. Targeting: Targeting the most luxurious segment. tycoons. leisure travellers and business professional. Leisure and Luxury. star celebrities. Though the concept of these sub-brands had come into existence earlier. It positioned itself as luxury heritage hotel with excellent location and services. It focuses on upper class. Positioning: The Taj marked out three separate entities for the Taj Group: Business.
banquets. etc .supplemented with services like restaurants. discotheques.Marketing Mix Product: Grouped into 3 categories Luxury Leisure Business Core product is space . bar. airport pick-ups. business centers Supplementary products include travel arrangements. ticketing. sightseeing. health club.
Types of Accommodation Tower Wing Rooms Heritage Wing Rooms Taj Club Suites Facilities and Services .
prices are not affordable by all Rooms start at Rs 20.000 and suites start at Rs 75.000 The Presidential Suite is around Rs 6-7 lakh The target audience comes to Taj for its ambience and world-class standards High prices are justified as they help Taj retain exclusivity .PRICE As a result of various overheads and superior quality.
hill stations.PLACE Taj Hotels resorts and Palaces comprises more than 60 hotels in 45 locations across India with 15 in International Locations Taj offers vantage locations like industrial towns and cities. wildlife destinations. historical and pilgrim centers Also encompasses a unique set of iconic properties rooted in history and tradition .
book early get more Offers during seasons and off-season Monthly letters to ‘Inner Circle Customers’ about upcoming events Holiday package promotions at exhibitions Cross-promotions . club Surprises such as weekend savers. Eg.Inner circle. value vouchers. clubs. memberships. privilege. JuniorLeague.PROMOTION Loyalty programs.
PHYSICAL EVIDENCE 5 star-hotel Well designed. spacious lobby Corridor aisles graced with genuine artifacts and antiques Traditional Indian welcome to guests .
boutique.PROCESS Check-in Bell-person carrying luggage to room Butler service Food Laundry Child-care and baby-sitting Currency exchange Wake-up call Gift-shop. florist Check out .
PEOPLE Skilled personnel Personal Agents Technological persons Travel agents Butler Bell-boys Restaurant staff House-keeping .
CROSS-PROMOTIONAL ACTIVITIES Marketing alliance with Raffles international Ltd. covering 14 hotels under Taj and 12 under Raffles Joint promotion through loyalty programs e.g. Cell phone operators and airlines to pull out all stops of marketing fronts .: Taj inner circle and Raffles elite Such an alliance has encouraged the staff to think globally and in an enlightened and intelligent way. Singapore. which will help them to grow and expand in the next century Alliance with CC companies.
renovation of previous properties.COMPETITION TO GLOBAL BRANDS Introduction of new systems like corporate standardization. loyalty programs and spa services Acquisition of properties outside India E.g.g.S. Far East. Juxtaposition of traditional and contemporary styles . Locations with historic and traditional significance also help in promoting tourism in India E. Palaces. Leisure properties etc. U. Middle East etc.
Thai. Mexican and Italian cuisines in India PURE – organic restaurant introduced at Taj Lands End .CUISINE EXPERIENCE Focus on food and beverage serves as a differentiator Dining experience builds perception of a hotel in India The Taj brand’s penchant for creating outstanding culinary experiences has increased footfall of nonresident guests. creating significant revenue source First to introduce Sichuan.
Incentives. Conferences and Exhibitions) destination .TECHNOLOGY INTRODUCTION Innovative service called ‘Cyber-butlers’ allow guests to get connected to the Internet in any part of the hotel Provision to corporate clients with practical utilities and luxury Wi-Fi technology to promote ‘green work stations’ particularly at a time when India is emerging as an important MICE (Meetings.
ACQUISITIONS The overall strategy is to ensure that a third of the brand’s revenues come from global acquisitions Acquisition of Ritz-Carlton in Boston and Campton Palace in San Francisco. Frankfurt. and London in the near future Alliance with Okura hotels in Japan . and plans to enter gateway cities like Paris. Chicago.
cake is placed in the room etc. .). If the guest is coming on a honeymoon or anniversary the room is decorated accordingly. Guest preference sheet: •At the time of the reservation a preference sheet is sent across to the guest along with the reservation conformation mail •This is primarily to capture the various preferences of the customer such as food habits (Diabetic/ Low fat etc. It also asks if the customer is coming on a special occasion or not and arrangements are made accordingly made on the visit e.g. special needs etc.CRM Tools used in TAJ 1.
•Gradually as the time lapses the status displayed turn from green to yellow and ultimately red. A daily Action Taken Report is generated which is signed by the operational head.2. . If a complaint is registered by a customer it is updated on the software. CRM Software: •This is another important tool in improving the service of the hotel and to capture guest complaints. This status can be seen by any of the managers as the software is connected to the central server.
• It is used for saving the profile. Birthday. Fidelio: •Fidelio is the property management system used by Indian Hotels Company Limited. . whenever there is a repeat customer the hotel staff already has all the necessary information enabling them to delight the customer by personalized service. •This information is accessible to all the Taj properties. therefore. preferences and special information (Anniversary. allergies etc. Although it is used for various functions but it also plays an important role in the CRM processes of the hotel.) related to the guest on a central server.3.
they simple record it here.4. •This is a small booklet which is carried by the staff at all times and whenever they get any information which can be useful in the future to please the customer. Wow card: •This is a special instrument used by personal butlers for recording guest preferences & other important information related to the guest. •This information is further uploaded on the PMS making it accessible to all. .
. • In case there is a complaint it is uploaded on the CRM software and further processes are followed as mentioned above. •This is just to know about the guest’s experience and how can it be improved in case there is some difficulty being faced by him/her.5. GRE Courtesy call: •Once the guest is in the hotel and stayed for sometime (a day or two) a courtesy call is made by the guest relationship executive during the evening hours.
. This information is quantified to highlight the areas of concern. • Guest profile not saved intentionally.down service a feedback form is placed on the bed to know about the customer experiences.6. GSTS (Guest Satisfaction Tracking system): Post departure an automated mail from the central server is sent to the guest requesting to fill up a feedback form. 7. This score is also used as a measure of performance of a hotel unit. Room Feedback form: During the evening service/ Turn. There are few loopholes in the system such as • Email ids not updated which automatically stops the guest from giving the feedback. There are various heads covering the various stations of experiences which are scored on a Likert Scale.
They can also earn points on their spends at the Taj Khazana boutiques located in select Taj Hotels in India. laundry. Besides a bouquet of benefits. as a member one can earn points when they stay or stop by for a meal at one of their restaurants at participating Taj Hotels in India and abroad. Taj Advantage Plus: Taj Advantage Plus is the perfect programme for their valued corporate bookers in India and comes power-packed with great earning and redemption opportunities. Jiva Spa.Loyalty Programmes of Taj Hotel Taj Inner Circle Programme: The Taj Inner Circle is the frequent guest programme of Taj Hotels Resorts and Palaces. Enrolment to the programme is by invitation only. Taj Alliance Preferred Partner Programme: The Taj Alliance Preferred Partner Membership (TAPP Me) Programme has been designed exclusively for their partners in the travel trade in India. Member can earn points on their eligible spends on room. food and beverage. Taj Salon. Enrolment to the programme is by invitation only. and gift certificates redeemable at Taj Khazana. Redeem their points for room nights. memorable meals. special benefits and exciting offers. . and gifts from a hand-picked selection. telephone and business centre.
The STAR system also led to global recognition when the group bagged the 'Hermes Award' for 'Best Innovation in Human Resources' in the global hospitality industry.Programme for Employees Employee loyalty program called STARS. the 'Special Thanks and Recognition System‘ . Taj Group developed the 'Taj People Philosophy' (TPP) which helped the company boost the morale of its employees and improve service standards .was an initiative aimed at motivating employees through acknowledgements and rewards.
•The new venture for TAJ would be a Cruise ship services. •Most of these customers have been patronages of TAJ Group for a long time and they will definitely appreciate this new line of services by TAJ. It has always been associated with luxury and premium service. This has the following features: 1. only start with the South-east Asian countries and then expand to other international boundaries based on the success levels. decided to come up with a new service of TAJ which would be in accordance with what Taj stands for – high class and exclusivity. Singapore. •TAJ is one of the most famous 5 star hotels in the world. . It also commands a huge customer base which belongs to the society’s elite class. 2.Future Outlook •TAJ Group has already entered the low cost chain of hotels with its venture into Ginger Hotels. Hence. Sri Lanka. Eg: Goa. Start cruises to popular domestic and international destinations. we as a group. For international.
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