taj margeting
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VIEW OF HOTEL INDUSTRY
What is Hotel Industry?
A Building Where Travelers Can Pay for Lodging and
Meals and Other Services
Objectives of Hotel Industry Customer Satisfaction
Health
Safety Environment
To Promote Tourism
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STAR RATED
HOTELS
5 DELUXE & 5 : LUXURY AT HIGH
PRICE , 27 % GOVT. APPROVED ROOMS
FORMS 30% OF INDUSTRY
BUILT OVER
18000 sq.m AREA
2 & 1 : AROUND TOURIST
SPOT, PREFERRED
BY DOMESTIC
TOURIST
4 & 3 : FOR MIDDLE LEVEL
BUSINESS
EXECUTIVES/LEISURE TRAVELLERS
Eg : ITC, TAJ GROUP,
OBEROI GROUP,
ITDC
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SPECIALLY EQUIPED WITH CONFERENCE ROOMS, SEMINAR HALLS, INTERNET
FACILITIES ETC. TO SUIT THE CORPORATE
GUESTS.
Eg: INTER-CONTINENTAL, CROWNE PLAZA
BUSINESS
HOTELS
AIRPORT
HOTELS
LOCATED NEAR AIRPORTS AND SUITABLE FOR SHORT STAY TRAVELLERS.
ARE FOUND NEAR ALL MAJOR CITY AIRPORTS.
HONEYMOON
HOTELS
MOSTLY LOCATED AT HILL STATIONS AND SPECIALLY FASCILITATED TO SUIT THE
COMFORTS OF HONEYMOON COUPLES.
Eg. HOTEL WOODVILLE PALACE, CARLTON HOTEL, HOTEL HONEYMOON INN ETC.
FACILITY HOTELS
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Challengeg for Hotel Industry
1. Shortage of skilled employees
2. Retaining quality workforce
3. Shortage of rooms
4. Intense competition and image of India
5. Customer expectations
6. Manual back-end
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INTRODUCTION OF TAJ HOTEL
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 comprises 57 hotels at 40 locations across India
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Cont.
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.
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Cont.
The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers, rejuvenating spas, and well-equipped banquet and meeting facilities.
The Taj Leisure Hotels offer a complete holiday package that can be enjoyed with the whole family.
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Cont It provides exciting activities ranging from
sports, culture, environment, adventure, music, and entertainment.
The Taj Business Hotels provide the finest standards of hospitality, which helps the business trips to be productive.
They offer well-appointed rooms, telecommunication facilities, efficient service, specialty restaurants and lively bars, well-equipped business centres, and other conference facilities
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THE TAJ GROUP OF HOTELS
SEGMENTATION
TAJ LUXURY
HOTELS
TAJ PALACE,
TAJ MAHAL,
TAJ BENGAL,
TAJ WEST END
OFFER FINEST STANDARD OF
HOSPITALITY &
SERVICE
TAJ BUSINESS
HOTELS:
TAJ PRESIDENT,
TAJ RESIDENCY,
TAJ CONNEMARA,
TAJ BLUE
DIAMOND
OFFER MULTI CUISINE
RESTAURANTS &
BEST BUSINESS
FASCILITIES
TAJ LEISURE
HOTELS:
TAJ BEACH
RESORT,
TAJ CULTURAL
CENTRE,
TAJ GARDEN
RETREATS
LOCATED AT BEACH RESORTS,
PALACES, PILGRIM
CENTRES ETC.
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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
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Cont
Our commitment encompasses all actions related to our products, services, associates, partners, vendors
and communities.
We will partner and engage with our environment through EARTH: Environmental Awareness and
Renewal at Taj Hotels. For us EARTH is not a
program, nor a process; it is a way of life
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MARKETING MIX STRATEGY OF TAJ HOTELS
Products
Room
Restaurant and Bar.
Meeting room and Banquet facility
Amenities
Services
Safe deposit box
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Special services
courier
Child care
Laundry
Pet
Internet
Travel desk
Babysitting
Wake-up call
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Barber shop Boutiques
Currency exchange
In room telephone service
Express check -in and out
Florist
Front desk 24 hour
Gift shop
Maid service
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PRICE
Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class.
Rate
The Taj Suite US$-175
Executive Suite US$ -125
Standard sea view double US$-75
Standard sea view single US$-75
The Taj Lady US$-90
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PLACE
Location of the hotel is the most important business decision for the hotel.
Present in metro cities in India
Global presence (Maldives,London,Dubai,Colombo)
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PROMOTION STRATEGY
Promotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them are
1. The Taj Inner Circle.
2. The Taj Junior League.
3. The Taj Club.
Taj also offer Taj surprises including weekend savers,value vouchers,book early get more,
ADVERTISEMENT
Business news paper(E.T, Financial Express, Bombay Times)
T.V channels like STAR NEWS,CNN and CNBC.
Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL.
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Physical Evidence
Lobby- It being the first & the last part of the hotel that the guestsees,thus it should be well designed, also to ensure that the customer returns again the room should be comfortable and should
have made his stay hassle free
Process Major service encounter that extremely delighted or disappointed
are:
1. Check in.
2. Bell person carrying luggage to the room.
3. Food.
4. Wake up call
5. Check out.
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People
Skilled person
Professional person
Personal Agents
Technological person
Travel agents
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COMPETITER
The hotel has many competitors like
1. The Oberai towers
2. The Marine Plaza
3. The Orchid.
4. Le Meridian
Acqusition-hotel blue diamond pune.
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STP analysis
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Segmentation
Geographical segmentation
Demographical segmentation
Psychographic segmentation
Behavioral segmentation
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TAJ LEISURE HOTELS
TAJ BEACH
RESORT,
TAJ CULTURAL CENTRE,
TAJ GARDEN
RETREATS
LOCATED AT BEACH RESORTS,PALACES, PILGRIM CENTRES ETC.
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Positioning
Through print media
Electronic media
Magazines
Online advertising
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Targeting
Targeting is a group of people who have common need, and behavior.
Business class
Upper class
Tourists
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