TAJ Hotels Resorts & Palace

Taj Palace Hotel Delhi

By- SAKSHI SHARMA

MBA – II – C ROLL NO - 150

Company Introduction• The Indian Hotels Company Limited (IHCL) and its

subsidiaries are collectively known as Taj Hotels Resorts and Palaces.

• Incorporated by the founder of the Tata Group, Mr. Jamsetji N. Tata in 1903.

• The Taj, a symbol of Indian hospitality, completed its centenary year in 2003.

• Taj Hotels Resorts and Palaces comprises 93 hotels in 55 locations across India with an additional 16 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East. Taj Exotica

Product lines• Taj exotica Maldives

• Taj is a luxury full-service hotels, resorts and palaces.• Taj Exotica is the resort and spa brand found in the most exotic and relaxing locales of

the world. • Taj Safaris are wildlife lodges that allow travelers to experience the unparalleled

beauty of the Indian jungle amidst luxurious surroundings. • Vivanta by Taj Hotels & Resorts span options for the work-hard-play-hard traveller

across metropolitan cities, other commercially important centres as well as some of the best-loved vacation spots.

• The Gateway Hotel (upscale/mid-market full service hotels and resorts) is a pan-India network of hotels and resorts that offers business and leisure travelers a hotel designed, keeping the modern nomad in mind.

• Ginger (economy hotels) is IHCL's revolutionary concept in hospitality for the value segment. Affordability is the hallmark of this brand targeted at travelers who value simplicity and self-service.

Marketing Mix

Product - TAJ Brand• The TAJ Brand “Taj Hotels Resorts and Palaces” comprises 58 hotels

across India and 17 hotels globally.• The hotels are grouped into 3 categories - Luxury, Leisure and

Business.• The Taj Luxury Hotels offer lavish accommodation, gourmet

specialty restaurants and bars, fitness centres and spas and well-equipped business and banquet facilities.

• The Taj Leisure Hotels are targeted at family holidays and include beach resorts, garden retreats, palaces and historic and pilgrim centres with a wide variety of activities for all age groups.

• The Taj Business Hotels offer contemporary business facilities and modern conveniences and are located in the heart of India’s key commercial cities and towns.

Place

Taj Exotica Goa

• Place and Time : As far as place is concerned, all the Taj services and facilities are provided at one point.

• To ensure timely delivery of their services, they have set processes in place and in case of failure or delay of service, they have built in contingencies and trained their staff to communicate the delay to the customer in the right manner.

• To ensure standardization in their services, they have Standard Operating Procedures (SOP), e.g. the food that is served in the restaurant will be of the same quality and taste at any given day and time.

• The Taj has many hotels around the world these include: The Pierre, New York ; Taj Boston, CamptonPlace, San Francisco; 51 Buckingham Gate, London; Taj Exotica Resort & Spa, Maldives; Taj Exotica Resort & Spa, Mauritius and Blue Sydney.• In India, these include: Taj Lake Palace, Udaipur ; Rambagh Palace, Jaipur ; Umaid Bhawan

Palace, Jodhpur ; The Taj Mahal Hotel, New Delhi; The Taj Residency, Lucknow etc.

Promotion

• Taj regularly comes up with offers during season and off-season such as Taj Holiday Summer Package to boost occupancy in their hotels .

• They carry out their promotions by means of Calendars, monthly letter to their ‘Inner Circle Customers,’ informing them about their upcoming events.

• Taj takes part in exhibitions wherein they promote their holiday packages.

Price

• Taj realizes that their prices are high and not affordable by all, but this is due to various overheads that it incurs and the superior quality that it offers.

• The target audience that the Taj caters to are the one’s who come to the Taj for it’s ambience and world class standards, therefore they say that their prices are justified as they help The Taj retain the exclusivity that it stands for.

• Ginger (economy hotels) is IHCL's revolutionary concept in hospitality for the value segment. Intelligently designed facilities, consistency and affordability are hallmarks of this brand targeted at travelers who value simplicity and self-service.

STP Analysis

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.

Targeting

• Targeting the group of people who have common need, and behavior.

• Business class• Upper class• Tourists

Positioning

• Through print media. Eg – ET, Financial Express, Bombay times.

• Electronic media. Eg – Star news, CNN, CNBC• Magazines. Eg – Outlook Traveller, Go Now• Online advertising

Competitors

• ITC luxury hotels• Oberoi group of hotels• Leela Hotels

ANSOFF MATRIX

• MARKET PENETRATION:• Hotel TAJ was established in 1903 and have

managed to sell a certain type of nich services till now

• Thus the hotel ends up selling more in its existing market

MARKET EXTENTION:

• The TAJ GROUP has globalized its services after providing excellent services in its nation.

• The group is being providing its services all over the globe by 11 hotels overseas.

NEW PRODUCT DEVELOPMENT:

• The TAJ GROUP has been an innovator,wherebyintroducing various nich services like spa's, healthcare facilities under the brand name TAJ.

• Taking its legendary hospitality to an all-new level, Taj introduced Taj Air - an exclusive charter service that offers travelers higher levels of safety, efficiency and reliability in the comfort of their very own aircraft.

DIVERSIFICATION:

• TAJ has diversified and have entered into various other sectors like catering in airlines and niche railway services like ''PALACE ON WHEELS''.

• TAJ also owns a FALCON 2000 aircraft.• It also provides the facility of cruise service.• Its has also been indulged in luxury residency

apartments in Mumbai.

References

• www.tajhotels.com• www.hotelsinindia.com

“ THANK YOU”

TAJ PALACE UDAIPUR