ajay live project
TRANSCRIPT
Advertisement and Sales Promotion strategies of Hospitality Industry (an Hotel Overview)
Ajay Srivastava
VVISMPGM095114
2009-11
Under the guidance of
Prof SUNITHA RATNAKARAM
College Emblem
A Dissertation submitted as a partial Fulfillment for the Award of
Post Graduate Diploma in Management to the Department of Marketing
Vishwa Vishwani Institute of Systems amp Management
Hyderabad
CERTIFICATION FROM INTERNAL GUIDE
This is to Certify that the dissertation titled ldquoAdvertisement and Sales Promotion strategies of
Hospitality Industry (an Hotel Overview)rdquo By AJAY SRIVASTAVA is a record of research
work done during the year 2010-11 under my directions and that the dissertation has not
previously formed the basis for the award of any degree or Diploma or Associate ship with the
similar title by any other universityInstitute
Hyderabad Signature of Internal Guide
Date (Name of the internal Guide)
Prof SUNITHA
DECLARATION
I hereby declare that the dissertation on ldquoADVERTISEMENT AND SALES
PROMOTION STRATEGIES OF HOSPITALITY INDUSTRY (AN HOTEL
OVERVIEW)rdquo has been written by me during the year 2010-11 under the guidance of Prof
SUNITHA Vishwa Vishwani Institute of Systems amp Management Hyderabad in partial
fulfillment of the requirement of the award of Post Graduate Diploma in Management
I also declare that this dissertation is the result of my own efforts and has not been copied
from any other source or submitted to any other universityInstitute before
Hyderabad Signature
Date (Name of the student)
AJAY SRIVASTAVA
CERTIFICATION
This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani
Institute of Systems amp Management Hyderabad has prepared the dissertation titled
ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY
INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of
Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate
Diploma in Management by our Institute
Hyderabad (Signature)
Date Director Academics
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA
RATNAKARAM for taking out his precious time and guiding me throughout my Business
Research Project With the help of his valuable suggestions guidance and encouragement I was
able to perform this project work
I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this
small but relevant exposure to the corporate sector while doing my Project
Last but not the least I would like to thank my colleagues who often helped and gave me
support at critical junctures during the making to this project in one way or another
CHAPTER 1
INTRODUCTION
INTRODUCTION
Many companies are trying to put their arms around the ever-evolving marketing services
dynamics They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing Companies could directly interact with a greater number of their individual end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or
footsteps that search marketing delivered
Now most companies realize that it is also critical to a businessrsquo success to gather information
from these interactions to not only measure behavioral change but also increase profitability
The basis for any successful marketing strategy is an understanding of the firmrsquos target market
The traditional consumer-goods classification system consisting of convenience shopping
specialty and unsought goods are one example of a classifications system that furthers marketersrsquo
understanding of their consumers
(Kotler amp Keller 2006) This system which is based on how consumers think and shop for
products allows marketers to develop marketing mixes for new and present products that satisfy
their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)
There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at The
Advertising Agency The agency was a one stop shop for just about everythingmdashespecially
advertising and media buying Of course time changes everything and so does the Internet
The rise of the Internet created new metrics and led to greater accountability in marketing
Companies could directly interact with a greater number of their individual end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that
search marketing delivered Now most companies realize that it is also critical to a businessrsquo
success to gather information from these interactions to not only measure behavioral change but
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
CERTIFICATION FROM INTERNAL GUIDE
This is to Certify that the dissertation titled ldquoAdvertisement and Sales Promotion strategies of
Hospitality Industry (an Hotel Overview)rdquo By AJAY SRIVASTAVA is a record of research
work done during the year 2010-11 under my directions and that the dissertation has not
previously formed the basis for the award of any degree or Diploma or Associate ship with the
similar title by any other universityInstitute
Hyderabad Signature of Internal Guide
Date (Name of the internal Guide)
Prof SUNITHA
DECLARATION
I hereby declare that the dissertation on ldquoADVERTISEMENT AND SALES
PROMOTION STRATEGIES OF HOSPITALITY INDUSTRY (AN HOTEL
OVERVIEW)rdquo has been written by me during the year 2010-11 under the guidance of Prof
SUNITHA Vishwa Vishwani Institute of Systems amp Management Hyderabad in partial
fulfillment of the requirement of the award of Post Graduate Diploma in Management
I also declare that this dissertation is the result of my own efforts and has not been copied
from any other source or submitted to any other universityInstitute before
Hyderabad Signature
Date (Name of the student)
AJAY SRIVASTAVA
CERTIFICATION
This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani
Institute of Systems amp Management Hyderabad has prepared the dissertation titled
ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY
INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of
Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate
Diploma in Management by our Institute
Hyderabad (Signature)
Date Director Academics
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA
RATNAKARAM for taking out his precious time and guiding me throughout my Business
Research Project With the help of his valuable suggestions guidance and encouragement I was
able to perform this project work
I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this
small but relevant exposure to the corporate sector while doing my Project
Last but not the least I would like to thank my colleagues who often helped and gave me
support at critical junctures during the making to this project in one way or another
CHAPTER 1
INTRODUCTION
INTRODUCTION
Many companies are trying to put their arms around the ever-evolving marketing services
dynamics They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing Companies could directly interact with a greater number of their individual end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or
footsteps that search marketing delivered
Now most companies realize that it is also critical to a businessrsquo success to gather information
from these interactions to not only measure behavioral change but also increase profitability
The basis for any successful marketing strategy is an understanding of the firmrsquos target market
The traditional consumer-goods classification system consisting of convenience shopping
specialty and unsought goods are one example of a classifications system that furthers marketersrsquo
understanding of their consumers
(Kotler amp Keller 2006) This system which is based on how consumers think and shop for
products allows marketers to develop marketing mixes for new and present products that satisfy
their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)
There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at The
Advertising Agency The agency was a one stop shop for just about everythingmdashespecially
advertising and media buying Of course time changes everything and so does the Internet
The rise of the Internet created new metrics and led to greater accountability in marketing
Companies could directly interact with a greater number of their individual end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that
search marketing delivered Now most companies realize that it is also critical to a businessrsquo
success to gather information from these interactions to not only measure behavioral change but
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
DECLARATION
I hereby declare that the dissertation on ldquoADVERTISEMENT AND SALES
PROMOTION STRATEGIES OF HOSPITALITY INDUSTRY (AN HOTEL
OVERVIEW)rdquo has been written by me during the year 2010-11 under the guidance of Prof
SUNITHA Vishwa Vishwani Institute of Systems amp Management Hyderabad in partial
fulfillment of the requirement of the award of Post Graduate Diploma in Management
I also declare that this dissertation is the result of my own efforts and has not been copied
from any other source or submitted to any other universityInstitute before
Hyderabad Signature
Date (Name of the student)
AJAY SRIVASTAVA
CERTIFICATION
This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani
Institute of Systems amp Management Hyderabad has prepared the dissertation titled
ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY
INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of
Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate
Diploma in Management by our Institute
Hyderabad (Signature)
Date Director Academics
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA
RATNAKARAM for taking out his precious time and guiding me throughout my Business
Research Project With the help of his valuable suggestions guidance and encouragement I was
able to perform this project work
I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this
small but relevant exposure to the corporate sector while doing my Project
Last but not the least I would like to thank my colleagues who often helped and gave me
support at critical junctures during the making to this project in one way or another
CHAPTER 1
INTRODUCTION
INTRODUCTION
Many companies are trying to put their arms around the ever-evolving marketing services
dynamics They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing Companies could directly interact with a greater number of their individual end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or
footsteps that search marketing delivered
Now most companies realize that it is also critical to a businessrsquo success to gather information
from these interactions to not only measure behavioral change but also increase profitability
The basis for any successful marketing strategy is an understanding of the firmrsquos target market
The traditional consumer-goods classification system consisting of convenience shopping
specialty and unsought goods are one example of a classifications system that furthers marketersrsquo
understanding of their consumers
(Kotler amp Keller 2006) This system which is based on how consumers think and shop for
products allows marketers to develop marketing mixes for new and present products that satisfy
their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)
There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at The
Advertising Agency The agency was a one stop shop for just about everythingmdashespecially
advertising and media buying Of course time changes everything and so does the Internet
The rise of the Internet created new metrics and led to greater accountability in marketing
Companies could directly interact with a greater number of their individual end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that
search marketing delivered Now most companies realize that it is also critical to a businessrsquo
success to gather information from these interactions to not only measure behavioral change but
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
CERTIFICATION
This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani
Institute of Systems amp Management Hyderabad has prepared the dissertation titled
ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY
INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of
Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate
Diploma in Management by our Institute
Hyderabad (Signature)
Date Director Academics
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA
RATNAKARAM for taking out his precious time and guiding me throughout my Business
Research Project With the help of his valuable suggestions guidance and encouragement I was
able to perform this project work
I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this
small but relevant exposure to the corporate sector while doing my Project
Last but not the least I would like to thank my colleagues who often helped and gave me
support at critical junctures during the making to this project in one way or another
CHAPTER 1
INTRODUCTION
INTRODUCTION
Many companies are trying to put their arms around the ever-evolving marketing services
dynamics They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing Companies could directly interact with a greater number of their individual end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or
footsteps that search marketing delivered
Now most companies realize that it is also critical to a businessrsquo success to gather information
from these interactions to not only measure behavioral change but also increase profitability
The basis for any successful marketing strategy is an understanding of the firmrsquos target market
The traditional consumer-goods classification system consisting of convenience shopping
specialty and unsought goods are one example of a classifications system that furthers marketersrsquo
understanding of their consumers
(Kotler amp Keller 2006) This system which is based on how consumers think and shop for
products allows marketers to develop marketing mixes for new and present products that satisfy
their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)
There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at The
Advertising Agency The agency was a one stop shop for just about everythingmdashespecially
advertising and media buying Of course time changes everything and so does the Internet
The rise of the Internet created new metrics and led to greater accountability in marketing
Companies could directly interact with a greater number of their individual end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that
search marketing delivered Now most companies realize that it is also critical to a businessrsquo
success to gather information from these interactions to not only measure behavioral change but
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA
RATNAKARAM for taking out his precious time and guiding me throughout my Business
Research Project With the help of his valuable suggestions guidance and encouragement I was
able to perform this project work
I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this
small but relevant exposure to the corporate sector while doing my Project
Last but not the least I would like to thank my colleagues who often helped and gave me
support at critical junctures during the making to this project in one way or another
CHAPTER 1
INTRODUCTION
INTRODUCTION
Many companies are trying to put their arms around the ever-evolving marketing services
dynamics They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing Companies could directly interact with a greater number of their individual end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or
footsteps that search marketing delivered
Now most companies realize that it is also critical to a businessrsquo success to gather information
from these interactions to not only measure behavioral change but also increase profitability
The basis for any successful marketing strategy is an understanding of the firmrsquos target market
The traditional consumer-goods classification system consisting of convenience shopping
specialty and unsought goods are one example of a classifications system that furthers marketersrsquo
understanding of their consumers
(Kotler amp Keller 2006) This system which is based on how consumers think and shop for
products allows marketers to develop marketing mixes for new and present products that satisfy
their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)
There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at The
Advertising Agency The agency was a one stop shop for just about everythingmdashespecially
advertising and media buying Of course time changes everything and so does the Internet
The rise of the Internet created new metrics and led to greater accountability in marketing
Companies could directly interact with a greater number of their individual end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that
search marketing delivered Now most companies realize that it is also critical to a businessrsquo
success to gather information from these interactions to not only measure behavioral change but
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
CHAPTER 1
INTRODUCTION
INTRODUCTION
Many companies are trying to put their arms around the ever-evolving marketing services
dynamics They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing Companies could directly interact with a greater number of their individual end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or
footsteps that search marketing delivered
Now most companies realize that it is also critical to a businessrsquo success to gather information
from these interactions to not only measure behavioral change but also increase profitability
The basis for any successful marketing strategy is an understanding of the firmrsquos target market
The traditional consumer-goods classification system consisting of convenience shopping
specialty and unsought goods are one example of a classifications system that furthers marketersrsquo
understanding of their consumers
(Kotler amp Keller 2006) This system which is based on how consumers think and shop for
products allows marketers to develop marketing mixes for new and present products that satisfy
their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)
There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at The
Advertising Agency The agency was a one stop shop for just about everythingmdashespecially
advertising and media buying Of course time changes everything and so does the Internet
The rise of the Internet created new metrics and led to greater accountability in marketing
Companies could directly interact with a greater number of their individual end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that
search marketing delivered Now most companies realize that it is also critical to a businessrsquo
success to gather information from these interactions to not only measure behavioral change but
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
INTRODUCTION
Many companies are trying to put their arms around the ever-evolving marketing services
dynamics They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
The advancement of technology (Internet) created new metrics and led to greater accountability
in marketing Companies could directly interact with a greater number of their individual end-
user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or
footsteps that search marketing delivered
Now most companies realize that it is also critical to a businessrsquo success to gather information
from these interactions to not only measure behavioral change but also increase profitability
The basis for any successful marketing strategy is an understanding of the firmrsquos target market
The traditional consumer-goods classification system consisting of convenience shopping
specialty and unsought goods are one example of a classifications system that furthers marketersrsquo
understanding of their consumers
(Kotler amp Keller 2006) This system which is based on how consumers think and shop for
products allows marketers to develop marketing mixes for new and present products that satisfy
their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)
There was a time when companies had secreted away in their annexes marketing services
organizations that essentially acted as a go-between with the creative brain trusts at The
Advertising Agency The agency was a one stop shop for just about everythingmdashespecially
advertising and media buying Of course time changes everything and so does the Internet
The rise of the Internet created new metrics and led to greater accountability in marketing
Companies could directly interact with a greater number of their individual end-user consumers
and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that
search marketing delivered Now most companies realize that it is also critical to a businessrsquo
success to gather information from these interactions to not only measure behavioral change but
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
also increase profitability
The majority of companies have traditionally focused solely on their customers Now traditional
companies are also collaborating with online giants such as Google and Yahoo as well as other
media and direct marketing agencies to increase their market share All of these changes reflect
the resurgence of the consumer as the arbiter of media choices
Many companies are trying to put their arms around the ever-evolving marketing services
dynamic They seek to unify efforts across geographies and business units As it becomes more
apparent that marketing excellence needs to be strengthened companies are implementing new
strategies to continue to push the evolution of a fully integrated marketing approach
Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global
economy In India the tourism and hospitality industries are witnessing a period of exponential
growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as
the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The
year 2007 also marked the fifth consecutive year during which India has witnessed double-digit
growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange
earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632
billion as against US$ 503 billion during January-October 2006
Tourism has now become a significant industry in India contributing around 59 per cent of the
Gross Domestic Product (GDP) and providing employment to about 418 million people
1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate
US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn
US$ 24 billion in foreign exchange by 2015
1048707 Additionally India is also likely to become a major hub for medical tourism with revenues
from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012
says a study by the Confederation of Indian Industry (CII) and McKinsey
1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an
increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85
per cent ndash up nearly 10 percent from three years back the average increase in room rates over the
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
last one year has hovered around 22-25 It is pertinent to mention in this context that
according to recent estimates there are a total of 110000 rooms in India as against a total
requirement of approximately 250000 ndash demonstrating the untapped potential that continues to
exist in this industry
1048707 With a view to stimulating domestic and international investments in this sector the
government has implemented the following initiatives
i 100 FDI under the automatic route is now permitted in all construction development projects
including construction of hotels and resorts recreational facilities and city and regional level
infrastructure
ii 100 FDI is now permitted in all airport development projects subject to the condition that
FDI for up gradation of existing airports requires FIPB approval beyond 74
iii A five year tax holiday has been extended to Companies that set up hotels resorts and
convention centers at specified destinations subject to compliance with the prescribed
conditions
iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization
and expansion of Delhi and Mumbai airports
1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this
industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign
direct investments was channelized towards development of hotels and tourism
1048707 The hospitality industry has also been receiving increasing interest from the Private Equity
Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in
2006-07
1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound
investments over the next two years
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
NEED FOR STUDY
To study various competition of Hospitality Industry in Hyderabad and in India
To understand consumer Behavior towards Hospitality industry
To find out Hospitality Industry performance and Future Prospects
To understand the stronger area to attract more Customers
To understand adaptive advt amp promotion tools by company
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
OBJECTIVE
1048707 To analyze the current trend of industry
1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal
customers
1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the
demographics sales channels and the customer trends
The degree of customer satisfaction is a major factor in the determination of a brandrsquos
familiarity which in turn justifies the usage of Promotional tools be it Advertisement or
Promotions There are five levels of brand familiarity
(1) Brand rejection
(2) Brand no recognition
(3) Brand recognition
(4) Brand preference and
(5) Brand insistence
(Perreault Cannon amp McCarthy 2008)
Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving
type products will experience extreme cognitive dissonance while the level of cognitive
dissonance for Limited Problem Solving products will be minimal
Satisfied customers will recognize prefer or insist upon the brand The level of commitment
varies with brand insistence occupying the highest level
Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Just because a customer regularly buys a product does not mean they are loyal to the product
Individuals often buy a product out of habit because they recognize (brand recognition) or prefer
(brand preference) the brand Depending on the type of decision customer satisfaction will vary
Therefore certain generalizations can be made about brand familiarity cognitive dissonance and
brand loyalty
Depending on how the product is viewed by the target market the customer satisfaction will vary
between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of
cognitive dissonance experienced vs the degree of brand loyalty
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
RESEARCH METHODOLOGY
ldquoResearch Methodology is a systematic and objective process of identifying and formulating the
problem by setting objectives and methods for collecting editing calculating evaluating
analyzing interpreting and presenting data in order to find justified solutionsrdquo
Research Design
The descriptive research design has been used in this study Descriptive research studies which
are concerned with describing the characteristics of a particular individual or of a group or a
situation Studies concerned with specific predictions with narration of facts and characteristics
concerning individual group or a situation are examples of descriptive research studies
This report is based on primary as well secondary data however primary data collection was
given more importance since it is overhearing factor in attitude studies One of the most
important users of research methodology is that it helps in identifying the problem collecting
analyzing the required information data and providing an alternative solution to the problem It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones
Research design needed is exploratory where primary data can be used to analysis
consumer preference
Whereas Questionnaire method is used to provide the required data
Data sources
Primary data
Primary data helped in the knowledge gathered from our sources Primary data was collected by
means of
Questionnaire
Personal interviews
Telephonic interviews
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data
from the data provided to us
Secondary data
Secondary data provided the knowledge about the other investment options other than KARVY
in terms of facts and figures
It is a data which are arrived from the primary data and collected from the other various sources
also as follows- through various articles books reports and websites
1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of
service providers and analyze it
1048707 Consultation with Managers (Sales amp Marketing) of Industry
1048707 News Releases on consumer behavior
Post-testing methods actually gives us an idea about the actual performance of the ad in terms of
exposure perception communication and sales effect We can assess the credibility and
comprehension of the ads
Few of the methods of this type of tests are
1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on
the basis of their memory It could be aided recall where they are given few clues to help them
recall and unaided recall which of course is based on memory alone
2 Recognition test These are also known as readership tests whereby it is seen whether they
buy the product upon seeing the ads Importantly the individual has to qualify as the reader of
that particular issue
3 Triple association test Here the respondent is given certain cues wherein he can relate to a
certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And
if the respondent is able to connect the product with the company then it is a triple association
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
4 Sales effect tests They measure the various stages of buyer awareness preference buying
intention and actual purchase in relation to actual advertising effort
5 Sales results tests The additional sales generated by the ads are recorded It is difficult
however to correlate an increase in sales to advertising alone
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
CHAPTER 2
PROFILE OF THE INDUSTRY
INDUSTRY PROFILE
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Hospitality is the relationship between guest and host or the act or practice of being hospitable
Specifically this includes the reception and entertainment of guests visitors or strangers
resorts membership clubs conventions attractions special events and other services for
travelers and tourists
The word hospitality derives from the Latin hospes which is formed from hostis which
originally meant to have power The meaning of host can be literally read as lord of
strangers Hostire means equalize or compensate
In the contemporary West hospitality is rarely a matter of protection and survival and is more
associated with etiquette and entertainment However it still involves showing respect for ones
guests providing for their needs and treating them as equals Cultures and subcultures vary in
the extent to which one is expected to show hospitality to strangers as opposed to personal
friends or members of ones in-group
The hospitality service industry includes hotels casinos and resorts which offer comfort and
guidance to strangers but only as part of a business relationship The terms hospital hospice
and hostel also derive from hospitality and these institutions preserve more of the connotation
of personal care
Hospitality ethics is a discipline that studies this usage of hospitality
In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God
This principle is shown in a number of stories where a guest is literally a god who rewards the
provider of hospitality From this stems the Indian approach of graciousness towards guests at
home and in all social situations
Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage
and salary employment Within the industry wage and salary jobs in food services and
drinking places are expected to increase by 16 percent between 2004-14 compared to 14
percent growth projected for wage and salary employment in all industries combined
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Food services and drinking places provided many young people with their first jobs in
2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about
5 times the proportion for all industries
The accommodation and food services sector makes up approximately 8 percent of all
employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five
workers in the industry are part-time - more than twice the proportion for all industries
Image and Outreach
Like other service sectors hospitality careers are often stereotyped as low-wage and
entry-level with little opportunity for advancement Consequently qualified workers
especially youth are unaware of the range of hospitality careers available
Recruitment and Retention
With the hospitality industrys growth rate increasing the importance of finding good
employees especially youth workers is a high priority Historically the hospitality
industry has drawn heavily from the youth labor pool to meet their workforce needs but
in recent years the industry has been left with an insufficient pipeline of new workers to
satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is
increasing its recruitment efforts towards youth and developing targeted strategies for
previously untapped labor pools
High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging
sectors have difficulty retaining skilled workers because of the negative image that the industry
faces
Training and Skill Needs
Employers have difficulty finding workers who possess basic soft skills which are
often a prerequisite for success in a customer service-oriented field English proficiency
is a key challenge because a large percentage of the hospitality workforce does not speak
English as their primary language Employers seek language training programs that allow
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
workers to effectively perform their job which includes providing quality customer
service and understanding safety requirements
The hospitality industry as a whole lacks consistency and portability in training models
and skill certifications Many employers provide internal training programs for entry-
level workers which makes it difficult to monitor the content of training and the skills
acquired
The diverse range of activities offered by this industry provides excellent job
opportunities for people with varied skills and educational backgrounds Jobs will be
plentiful for first-time job seekers senior citizens and those seeking part-time or
alternative work schedules
Training for food service managers is available through industry-sponsored seminars
short-term subject-specific certificate programs or associate and bachelors degree
programs in management
A certification in hospitality management can be obtained through an 18-month training
course or a four-year specialized bachelors degree
In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses
with local education providers and the localregional workforce investment system to find
solutions that address changing talent development needs in various industries
In October 2005 the Community-Based Job Training Grants were announced to improve the role
of community colleges in providing affordable flexible and accessible education for the nations
workforce
ETA is investing more than $260 million in 26 different regions across the United States in
support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative
Through WIRED local leaders design and implement strategic approaches to regional economic
development and job growth WIRED focuses on catalyzing the creation of high skill high wage
opportunities for American workers through an integrated approach to economic and talent
development
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
These initiatives reinforce ETAs commitment to transform the workforce system by engaging
business education state and local governments and other federal agencies with the goal of
creating a skilled workforce to meet the dynamic needs of todays economy
Current Trends of Marketing of Hotels
Online Market and Business Intelligence tools perform a vertical online market analysis to
identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your
vertical market with fewer inbound links on the search engines It integrates your direct response
marketing keywords with your vertical market keyword research and your educational buying
keyword life cycles into a single website system
While analyzing the design of optimal travel or tourism website it looks at the correlation of
keywords between
1048707 Traffic
1048707 Number of clicks
1048707 Number of natural searches or queries
1048707 Pay-per-click statistics
1048707 Cost and profitability
1048707 SEO inbound link and deep link competition
1048707 Co-occurrence of related searches
1048707 Statistically improbable phrases and expert verbiage
1048707 Missed opportunity ranking
1048707 Market value
1048707 Market potential and opportunity
It provides Hotels with a keyword market map It will give you a global or top down vertical
view of all the keywords and associative co-occurrences in your market It will tell you how your
market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop
and extract every keyword in your market that has a euro value attached to it and the ones that do
not
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Hotel Website Design
Hotel website development is beyond design and brings the right balance between navigation
usability functionality structure visuals and content and normally offers
1048707 100 Freedom
1048707 100 Flexibility
1048707 Search Engine Optimization
1048707 Functional Design
1048707 Booking Engine Integration
1048707 Web 20 Modules
A hotel website includes optimization of content meta-tags keywords and site structure to
maximize qualified traffic With keyword advisory tools at disposal we can tell what your
keywords should be Hotel website is set-up correctly according to SEO standards and positioned
well in the search engines for a broad range of keyword searches and market segments
To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye
tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp
Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each
module and component of hotel website to make it user friendly easy to navigate and reach a
high number of bookings or conversion To give hotel complete freedom and flexibility after the
hotel web site has been build of Open Source CMS (content management system) which gives
the hotel complete control over hotel website and allows changing anything
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Hotel e-CRM - Customer Relationship Management
We all know that the cost of retaining current clients is much lower than the cost to acquire new
ones So hotel marketing plan takes this in consideration and target repeat and one time guests to
promote loyalty
Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know
who stays at your hotel how often and when for client loyalty and retention strategies
Based on stay patterns and preferences you are able to send targeted relevant and high quality
HTML email messages to your guests and leads This guest profiling system of email marketing
with newsletters and special offers is aimed at an increased stay frequency higher ADR and
branding
Distressed Inventory Management
For periods of low demand you can filter on guests who stayed with you during specific periods
and on other criteria to launch a targeted aggressive offer As you only make the offer available
to a carefully selected segment of your guests you will not erode your price positioning or
branding and still be able to push distressed inventory and offset weak demand
Intelligent E-mailing
Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails
that are highly personalized and customized for each guest
1048707 confirmation emails
1048707 pre-arrival emails
1048707 thank you emails
1048707 guest satisfaction survey
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
It is important you send the right message to the right guest at the proper time all to enhance the
guest experience
Reporting
Hotel measures the results of electronic marketing campaign and know exactly how much
revenue was generated by each email and campaign This enables to learn more about guestsrsquo
preferences and buying habits and get their feedback from the guest satisfaction survey Most
importantly hotel will be able to quantify this information in numbers and revenue It gives
hotels the following reports
1048707 Campaign ROI Report
1048707 Email Performance Report
1048707 Profile Report
1048707 Bounce Report
Mobile Hotel Website amp iPhone App
SMS marketing amp advertising
The Database of Hotel provides mobile phone numbers of your guests as well as people
browsing your website It enables hotels to scheduled updates on special offers packages or
event in city Even local dining in hotel restaurants is targeted this way
Provide an interactive mobile brochure of your hotel
Consumers are not longer just using a pc or laptop to access the internet They look for travel
ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the
launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself
more rapidly
As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS
confirmations including a map of the hotel location upon booking offering a welcome cocktail
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
invitation or tourist map with local attractions upon check-in through a Bluetooth network
And this is only the beginning the possibilities to reach potential clients and deliver more
service to existing guests are infinite
Send booking confirmation by SMS
Hotel sends a hotel reservation confirmation by SMS (mobile text message)
Hotels even create a hyperlink to a map with the hotel location and directions how to get there
as well as access to hotels mobile website for any other services the guest might need A few
days before arrival hotel can send a weather update so he knows what to pack
Offer interactive guest services
Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map
with local tourist attractions public transportation information etc
Or if they need a taxi it is just a matter of a click o a button adding the extra services you can
offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application
Following can be the add on apart from the above services
Interactive Bluetooth service network
Mobile loyalty card
PPC - Pay per Click
Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC
campaigns in search engines hotels can also manage pay per click or paid search advertising for
hotel website in other websites for example Face book Twitter and various other promotional
and social community sites
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
COMPANY PROFILE
ABOUT TAJ HOTELS
The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It
was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and
Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being
operated around the globe During fiscal year 2006 the total number of hotels owned or
managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business
hotels 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 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 centers and other conference
facilities
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 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
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
NATIONAL AWARD
Apr-2009
bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India
Awards held on 8th April 2009 held at Delhi
Jan-2008
bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500
Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd
Jan-2008
bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards
2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels
MILE STONE OF TAJ GROUP
bull 1903
The Company opens its first hotel the Taj Mahal Palace in Mumbai India
The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort
in Goa
bull 1974
The Company begins business in metropolitan hotels by opening the five star deluxe hotel
the Taj Coramandel in Chennai
bull 1980
The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen
bull 1984
The Company entered into a licence agreement to operate the Taj West End in Bangalore
Taj Connamera in Chennai and the Savoy in Ooty
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
bull 1989
The Company opens a five star deluxe hotel in Calcutta the Taj Bengal
bull 1990
The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala
Tourism Development Corporation
bull 1998
The Company opens the Taj Exotica in Bentota Sri Lanka
bull 2000
The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to
operate three hotels in Hyderabad
bull 2001
The Company is awarded the management contract for the Taj Palace Dubai
The Company launches the Taj Exotica Spa and Resort in Maldives
bull 2002
The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot
in Jaisalmer and the Usha Kiran Palace Gwalior
bull 2003
The Company relaunches its flag ship property as the Taj Mahal Palace and Tower
bull 2004
The Company launches its first luxury serviced apartments Wellington Mews in
Mumbai
The Company opens its first economy hotel under the brand Ginger in Bangalore
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
bull 2005
The Company obtains a management contract to operate The Pierre in New York USA
The Company entered into a management contract to operate the Taj Exotica in Palm Island
Jumeirah Dubai
The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur
bull 2006
The Company acquires the W hotel in Sydney Australia which is later renamed as the
Blue Sydney
The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh
bull 2007
The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj
Boston
The Company commences operation of its second wildlife lodge at Baghvan Pench
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Taj Mahal Palace amp Tower
INTRODUCTION
The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba
region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner
of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old
heritage building retains its stature as the flagship property of the group and contains 565 rooms
From an historical and architectural point of view The Taj Mahal Palace and the Tower are two
distinct buildings built at different times and in different architectural designs
Location Mumbai Maharashtra India
Opening date 16 December 1903
ArchitectSitaram Khanderao Vaidya and D N
Mirza
Rooms 565
Suites 46
Restaurants 11
Floors 22
Taj Mahel Hotels
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Front view of Taj Hotel
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
PROMOTION MIX
ADVERTISING THROUGH WEBSITE MEDIUM
The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Media coverage
The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Advertising through broushers
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Advertising through print media
This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world
Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay
Summer Offer - Validity -15 May 2010 to 31 Aug 2010
HOTEL Offer for 3 nights(CPAI $USD)
Taj (For 3 nights)
Double Occupancy
Deluxe Room USD 825
OFFERS
Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B
Tax differential charges due to upgrade shall apply)
The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the
legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more
affordable
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Weekend Rates (Room Only)
The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday
Saturday or Sunday Special room rates encourage mini-vacations throughout the year
Early Bird Rates (Room Only)
Book now and get more value for your future stays Minimum advance booking restriction
applies
Last Minute Rates (Room Only)
When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury
pricing at the time
Facilities amp Services at The Taj Mahal Hotel to Attract Tourist
The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New
Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where
the butler plays the all-important role of guide and assistant The Hotel offers the unique concept
of a cyber butler who is available at all times
While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems
and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont
Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and
scarves
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Hotel Business Services include
Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire
Portable printers on hire Secretarial services Translation interpretation services Wireless
broadband internet access Workstations with multimedia computers
Meeting Rooms amp Banquet Facilities include
Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails
receptions Terrace garden and poolside lawns are also available
The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a
legal library The latest in hi-tech broadband wireless internet connectivity PC workstations
multimedia computers laptops portable printers and cellphones colour copying and secretarial
facilities are available for the convenience of the business executive
Hotel Leisure and Other Services include
Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-
call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining
24 hour cyber butler on call 24 hour gym
Food and Wine
From casual all-day eateries to formal fine dining guests can look forward to a wide selection
of delectable dishes and refreshing drinks
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
At Taj we offer a distinctive dining experience one that explores the nuances of the finest
Indian and international cuisines serving traditional and contemporary favorites
Emperorrsquos Lounge
The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas
coffees and desserts
Attire Casual
House of Ming
Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first
Chinese restaurant in the city
Attire Casual
Machan
Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan
offers eclectic multi-cuisine options
Attire Casual
Ricks
An award-winning lounge bar offering a wide selection of Martinis wines spirits and
exceptionally creative Wok cuisine
Attire Casual
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
The Grill Room
The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only
Attire Formal
Varq
The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with
authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the
Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops
goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds
to the dining experience The restaurant is a harmonious blend of traditional and contemporary
sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the
hotelrsquos beautifully manicured gardens
Wasabi By Morimoto
Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A
dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian
cuisine offers set menus and chefs sampler menus
Attire Formal
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Hotel Vertual tours
Hotel Virtual Tours
ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom
Dining amp LeisureMeeting Facilities
Rooms amp Suites at Taj Mahal Hotel
The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand
Presidential Suite Every detail in this suite has been perfected to host Heads of State and global
business leaders
Deluxe amp Luxury Rooms
Classical decor and refined ambience make these rooms an ideal choice for the discerning
business traveler All rooms have been refurbished and include all the superior room guest
amenities An in-room fax is provided in addition to the above guest amenities
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Taj Club Rooms
Guest amenities and services include complimentary airport pick-up exclusive check-in and
check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome
drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to
enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge
Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and
Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle
of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and
magazines
Executive Balcony Suites
A combination of comfort style and convenience Features include a bedroom lounge room with
a balcony offering charming views overlooking the pool and lawns against a backdrop of
Moghul Mumbai The privileges of the Taj Club are also included
Luxury Suites
Transcending time these picturesque suites are designed around a central theme and are named
appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and
antiques recreate old world charm with a blend of modern amenities and gracious personalized
service The suites offer fascinating vistas of the city- both the Presidential palace view and the
pool view They have a spacious living room bedroom and dining room with a pantry The
privileges of the Taj Club are included
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
The Grand Presidential Suite
The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of
Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the
original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital
telephones a wide selection of coffee-table books in the Suitersquos personal library Bose
speakersIBMThink padapersonal tread mill and much more
The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite
features a master bedroom a master bathroom a vanity room a private pantry a library private
workout area drawing room dining room powder room and also offers the option of attaching
two more bedrooms Privileges of the Taj Club are included
Taj Promotional Strategies
The travel industry is a very competitive one and in order to succeed taj keep trying new
marketing plans to get the attention of prospective customers Taj have a perpetual need to fill
rooms keep conference rooms booked and staff busy and be on the lookout for the next big
gathering that will help them add more profit to the bottom line And Developing new marketing
and promotion ideas for the success of hotel
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Direct and indirect marketing through diffrent travelling websites of taj Hotels
wwwsubhyatracom
Direct Marketing
The taj hotel do its online direct marketing through its web portal and websites with maximum
services and travel assistance to its customer so that customer does not feel any inconvenience in
the services all the booking cancle cab facility is being provided by the Taj itself
Web Plan
The taj website is already up and running but needs to be revamped to give it an updated look
and feel as well as to add secure interactivity The content in the site is good -- it just need a
little refreshment according to the time like
1 New home page design and navigation
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
2 Online reservations capability
3 Printable brochure
Website Goals
Taj website needs to be able to do the following
1 Convey our messaging of high quality luxury business accommodations
2 Be indexed on major travel websites so that people find us
3 Be able to take reservations online and make changes to reservations online
Website Marketing Strategy
The taj hotel website marketing strategy hinges upon making sure all major travel sites such as
Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our
area the first preference is given is taj in web search
There are different pr offices situated in different parts in world-
USANorth America Sales amp Marketing Office
MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas
Direct Tel 001 212-515-5892
Email jodileblanctajhotelscom
USA West Coast Sales Office
Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Tel 001 805 529 8833
Fax 001 805 529 9087
Email melindaandersontajhotelscom
UK London Sales Office
Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)
Tel 0044 20 7834 6655 Ext 3079
Mobile 070 5005 4884
Email subhashthakertajhotelscom
Far East Singapore Sales Office
Ms Ivy Ong - Regional Director of Sales
Mobile 00656 96375881
Email ivyongtajhotelscom
Australia Sydney Sales Office
Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand
Direct Tel (61 2) 8356 2566
Mobile +61 (0) 408 675613
Email ThusharaLiyanarachchitajhotelscom
Japan Tokyo Sales Office
Mr T Tokuhara - Representative
Taj Hotels Resorts amp Palaces
Co Yusen Jyoho Kaihatsu Co Ltd
9th Floor Onarimon Yusen Bldg
23-5 Nishi Shinbashi 3-Chome
Minato-Ku Tokyo 105-0003 Japan
Tel Fax (81 3) 3432 4530
Email tiger08k9dionnejp salestokyotajhotelscom
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
France Paris Sales Office
Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland
Email florenceduboisglahotelscom
Middle East Dubai Sales Office
Mr Sajid Khan - Director of Sales
Mobile +97150-4552698
Email sajidkhantajhotelscom
The Indian Hotels Company Ltd ME
Taj Hotels Resorts and Palaces
Taj regional Office Building 17 Office G-51
Dubai Internet City
PO Box 502249 Dubai UAE
Tel +971 4 3900442 443 444
Fax +971 4 3908405
Email salesdubaitajhotelscom
Germany Frankfurt Sales Office
Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland
Email Darylkornelsentajhotelscom
Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland
Email sabinekornelsentajhotelscom
The following Questionnaire has been formulated to collect the data for analysis of Post Testing
Techniques and also sales reports of particular Hotel to be used for analyzing the trend
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
CHAPTER-3
REVIEW OF LITERATURE
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Direct mail
It involves communicating by post to specified customers it may be directed at new and
potential customers or to post or well established customers It involves the direct mailing of
personalized letters and as a form of advertising offers a numbers of advantages
1 Specific customers can be targeted ie members of a specific profession within a defined
areas
Members of a particular club or society residents on a housing estate etc repeat business
in particular can develop by mailing personalized birthday anniversary and Christmas
cards details of special promotions events and offers to regular and occasional
customers
2 Direct mail is easy to introduce It can either be initiated by the organization itself by
producing its own mailing lists or an external mail service agency or list broker may be
used It can be used by both small and large operations
3 The feedback from targeted customers is relatively prompt and easy to appraise Free post
return cardsfree telephone calls are usually returned soon after the direct mail shot has
been received or not at all The use of coupons vouchers is easy to appraise in that they
are normally only for use in a restricted period and the uptake can be measured easily
4 It is a cost-effective method of advertising to specifically targeted group of customers
with ver little wastage
Press advertising
Newspapers Advertising in national and local newspapers and magazines is probably
one of the most popular forms of media used by catering operations Because restaurant
advertisements are generally featured together advertisements are generally featured
together in a news paper It is essential that the design of an design of an advertisement
featuring a particular restaurant is such that it will stand apart from the others
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Magazines the different types of magazines in which a catering operation may choose to
advertise include professional journals and publications business management magazines
and the social type magazines which are read by particular target market groupsthe
advantages of advertising in specific magazines are that response may be measured they
have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times
Guides there are a numbers of good food guides produced in which food service
facilities may wish to be included to be featured in these guides will often be as a result
of passing a professional inspection by the particular organization and at times having to
pay a fee for inclusion As a method of advertising these guides have a special value in
that they all have large circulation figures and are purchased by interested and potential
customers and are used regularly as sources of reference for eating out occasions
Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering
facilities through middle men such as travel agents package tour operations At present
it is mainly the large hotel groups and restaurants chains who have utilized this form of
external selling although it is also available to small restaurant that are privately owned
Broadcasting
Radio
Advertising on commercial radio stations that broadcast with a specific radius It may be
used to advertise local take away restaurants hotels wine bars etc its main advantages
are that it is a very up to data form of advertising not too costly and has the potential to
each a large percentage of local custom people at work driving cards using personal
stereos people at home
Television
Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its
high cost particularly during peak receiving times Its national use is limited almost
exclusively to the larger hotels and popular restaurants chains Some regional television
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
advertising may be undertaken but at present very limited The use of both video cassette
recorders and cable television and satellite TV are further extensions of TV and their use
in private homes clubs hotels shopping malls is increasing annually
Cinema
Cinema advertising is also highly visual but also very localized
Signs and posters
Signs and poster advertising a careering facility may be positioned either very close to it
or some distance away They are used along street in towns and cities on hoardings in
airport lounges railway carriages and the underground subways External signs on main
roads are particularly important for hotels restaurants and fast food drive in operations
who rely heavily on transient trade and it is therefore important for these advertisements
to be easily read and their messages understood quickly Traffic travelling at high speeds
must also be given adequate time to pull in posters displayed in the street in railways
carriages can afford to be more detailed because passengers and passers by will have
more time available to read them
Miscellaneous advertising media
This includes other forms of advertising media that may be used in addition to the major
channels discussed above For example door-to- door leaflet distribution leisure center
entrance tickets theater programs shop windows etc
Public Relations
Public relations are a communications and information process either personal or non-
personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and
external environment It involves the creation of a favorable environment in which an
hotel can operate to the best of its advantages A hotel would typically be involved
internally in community council and government departments etc
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Merchandising
The merchandising of catering operations involves the point of sale promotion of their
facilities using non-personal media Unlike advertising it is not a paid for from of
communication but like sales promotion is more concerned with influencing customer
behavior in the short them
Once customer are inside a restaurant they have already made their decision as to the type
of establishment they wish to eat in their subsequent decisions are concerned with what
particular aspects of the product they will now choose
Floor Stands
Floor stands or bulletin boards are particularly effective if used in waiting and receptions
areas to advertise special events forthcoming attractions and clubs people may be
waiting in a queue or for the arrival of other guests and therefore have the time to read
the notices on these stands In the work place they can be placed in areas with a high
throughput of pedestrian traffic for example in corridors and in general locations where
people congregates such as beside vending machines
Posters
Posters have a wider circulation than the previously described floor stands They may be
displayed in reception areas elevators and cloakrooms in the restaurants dining area
itself in fact they may be placed in any strategic positions where people have the time
available to read their messages
Wall displays
Illuminated will display are used extensively by fast- food operations showing enlarged
color photographs of the food and beverages available They are also used by wine bars
cocktails bars and lounges and look particularly attractive at night Blackboards are often
found in pubs bars school cafeterias and theme restaurants where the dish of the day and
other specials can be changed regularly along with their prices
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Visual Food and Beverages Displays
It was once said that eat our eyes and if few other situations could be truer than in the
actual cooking and presentation of the food to the customer Visual selling in a catering
operation can be enhanced by the use of several techniques
1 Displays A good displays of well- presented food can do much to increase of a
product at a point of sale on the strength of its visual presentation with little or no
preconceived thoughts of buying that product
2 Trolleys or carts The use of trolleys or carts is another method of selling food and
beverages by using displays techniques
3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a
particular dish before presented to the customer or it may be used to cook a complete
dish
4 Other display cookery Some operations deliberately open up their food being
cooked for example steak houses where steaks are openly grilled on a charcoal grill
and other meat on rotating spits
5 Beverages displays The displays of beverages alcoholic and non- alcoholic can
also contribute to impulse purchases rather than being just a single coffee sale at the
end of a meal
Sales promotion
Sales promotion is a form of temporary incentive highlighting aspects of a product that
are not inherent to it Sales promotion may be aimed at customers distribution channels
and sales employees It does not necessarily occur at the point of sale although in many
instances it does
Sale promotion is used by operations for a number of reasons including the following
1 To increase the averages spend by customers and thereby increase the sales revenue
2 To promote a new product or range of products being featured by the operation for
example offering a new flavored milk shake in a take ndashaway facility at a reduced
price
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
3 To influence impulse purchasers towards a certain product or range of products for
example featuring Australian wine at a special discount price
4 To aid as a reminder during a long-term advertising campaign for example on long
established main items
Media
One crude effective advertising method is to pay someone to stand on a corner and wave a sign
all day commercial advertising media can include billboards (outdoor advertising) street
furniture components printed flyers radio cinema and television ads web magazines news
papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway
platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the
opening section of streaming audio and supermarket receipts
The TV commercials is generally considered the most effective mass- market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime during
popular TV events The annual Super Bowl football game in the united states is known as much
for its commercial advertisement as for the game itself and the average cost of a single thirty-
second TV spot during this game has reached $43 million
TECHNIQUES
Advertisers use several recognizable techniques in order to better convince the public to buy a
product and shape the publicrsquos attitude towards their product These may include
Repetition Some advertisers concentrate on making sure their product is widely
recognized To that end they simply attempt to make the name remembered through
repetition
Bandwagon By implying that the product is widely used advertisers hope to continue
potential buyers to ldquoget on the bandwagonrdquo
Testimonials Advertisers often attempt to promote the superior quality of their product
through the testimony of ordinary users experts or both ldquoThree out of four dentists
recommendrdquo This approach often involves an appeal to authority
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Pressure By attempting to make people choose quickly and without long consideration
some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo
Appeal to emotion Various techniques relating to manipulating emotion are used to get
people to buy a product Apart from artistic expressions intended for associative
purposes or to relax or excite the viewer Three common argumentative appeals to
emotion in product advertising are wishful thinking appeal to flattery and appeal to
ridicule
Advertising slogans These can employ a variety of techniques even a short phrase can
have extremely heavy-handed technique
Controversy As in the Benetton publicity campaign
Guerrilla advertising Advertising by association done in such a way so the target
audience does not know that they have been advertised to but their impression of the
product is increased if that is the intent of the advertiser
Subliminal messages It was feared that some advertisements would present hidden
messages for example through brief flashed messages or the soundtrack that would have
a hypnotic effect on viewers The notion that technique of hypnosis are used by
advertisers is now generally discredited though subliminal sexual messages are
supposedly
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
DATA ANALYSIS AND INTERPRETATION
1 Total market share of Hotels in India
TAJ OBEROI LEELA ITC OTHERS
315 228 3 197 23
3150
2280
300
1970
2300
TajOberoiLeelaITCOthers
INTERPRETATION
The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and
others is 23
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
2 Total industry share
AIRLINES HOTELS TRAVEL AGENCY EVENT
MANAGEMENT
228 315 23 197
2280
3150
2300
1970
AirlinesHotelsTravel AgencyEvent Management
INTERPRETATION
Hotel Industry share is 315 as compare to other industry
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
3 Total sales of hotels in India
TAJ OBEROI LEELA ITC OTHERS
63 42 33 29 11
63
42
33
2911
TajOberoiLeelaITCOthers
INTERPRETATION
The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
4 Comparative analysis of TAJ hotel with others
Taj ITC Oberois Leela others
Customer satisfaction 5 4 3 2 1
Infrastructure 4 3 2 2 1
Services offered 5 3 3 2 1
Locality (time destination) 4 4 3 2 1
Price 5 4 3 2 1
Taj Oberois ITC Leela Others0
05
1
15
2
25
3
35
4
45
5 46
28
36
2
1
Series1
INTERPRETATION
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
5 Which hotel people like to prefer
HOTEL PERCENTAGE
TAJ 30
OBEROI 20
ITC 25
LEELA 5
MARRIOT 75
HYATT 10
OTHERS 25
30
2025
5
8 103
TajOberoiITCLeelaMarriotHyattOthers
INTERPRETATION
Mostly people like to prefer taj hotel in compare to others
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
CHAPTER-5
FINDINGS
RECOMMENDATIONS
CONCLUSIONS
BIBLIOGRAPHY
FINDINGS
After consulting few Marketing Managers of hotel it is found that STAS (Short Term
Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
exploited if any hotel aligns their long term strategies to it
The medium-term effect of Advertisement campaign was measured with reasonable precision
using regression analysis and the findings on these three parameters Ie
Rate your opinion on advertisement of following hotels
How well do you remember this advertisement
How would you rate the Internet Advertisement of the Hotel you wish to visit
Taj Hotels Advertisement was well remembered and their internet advertisement was rated good
which enhances their capabilities to acquire new customers
Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base
every day Also the advertisement got good rating
Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their
internet advertisement too was not appealing to the customers which can fail Hyatt to retain and
acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of
survey
Marriott Hotels also has received low rating for their advertisement and people participating in
the survey had found it difficult to recall the ad
Starwood Hotels have comparatively good advertisement as per the survey findings and their ad
is well remembered and embraced increasing their chances of acquiring new potential customers
CONCLUSION
The AdvertiserHotel provides the functional benefits The added values are mainly created and
built gradually but inexorably by the brands advertising It is a fair generalization that a brand is
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
the joint product of a sound and well-organized hotel and imaginative advertising
Although the agency writes the advertising campaigns these are also the concern of the
advertiser The advertisers contribution concentrates on the important managerial tasks of
evaluating the agencys proposals using their judgment to plan the business of the campaign
(especially budget and media) and most importantly measuring the campaigns effects in the
marketplace
Below are some measures to increase the effectiveness of Marketing Campaign of hotels
Pre-test to weed out ineffective advertisements
Determine advertisement budgets strategically
Media continuity not concentration
Use promotions tactically
Tactical Coordination of Marketing Communication
Redefining the Scope of Marketing Communication
Application of Information Technology
Financial and Strategic Integration
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
BIBLIOGRAPHY
wwwxotelscom
httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-
Trendsampid=1958842
httpwwwwebsuccess77comseven_ad_tipshtml
wwwhvsinternationalcom
httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf
httpwwwviewzonecomcognitivedissonancehtml
httpwwwiimbernetinnewsletterissues28
Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)
Wikipedia
Hotel Annual Report
Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A
Suryanarayana-A Srikant)
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Questionnaire for Advertising Effectiveness which includes Ad relevance believability
motivation descriptive profile plus viewer life style measures
(Tick whichever option is applicable)
1 What is the frequency of your visit to a Star Hotel in a month
a) 1-2 b) 3-4 c) 5-above
2 We will be watching five advertisements that promote different brands of Hotels The
titles of the five ads and their order of play are shown on this card After you watch the
five ads divide them into three groups That is arrange the ads into those youhellip
a) Will watch over and over again
b) Might watch several times
c) Never want to watch again
3 Rate your opinion on advertisement of following hotels
(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall
5 ndash Not Motivating)
a) Taj Hotels
b) Oberoi Hotels
c) Hyatt Hotels
d) Marriott Hotels
e) Starwood Hotels
4 What did you like most about this ad Please be specifichelliphelliphelliphellip
5 How well do you remember this advertisement
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-
Taj HotelsOberoiHotels Hyatt
MarriottHotels
StarwoodHotels
a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad
a) Dont remember at all
b) Remember company but not product or ad
c) Remember company and product but not ad
d) Remember ad
6 How would you rate the Internet Advertisement of the Hotel you wish to visit
Name
Gender MF
Annual Family Income (Rs)
1) Below 5 laks
2) 5-10 lacs
3) Above 10 lacs
- Taj Promotional Strategies
-