Services Essentially intangible. Services are actions that are directed at the customer or their possessions. Action and deeds lead to creation of value desired by customers. The service cannot be touched, viewed, gripped, handled, looked at, smelled, tasted or heard So it is difficult to tell in advance what the clients will be getting
For Example – Person getting cosmetic surgery A person getting cosmetic surgery cannot see the result before purchase.
Product The Taj Luxury Hotels offer 1. Lavish accommodation 2. Gourmet specialty restaurants and bars, 3. Fitness centre and spas and well-equipped business Taj believes that the their core product is space. This space is supplemented with the services they provide like 1. The restaurants 2. Health club 3. Banquets etc.
PRICE Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class. Rate
Food 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. For e.g. a roadside sandwich seller sells his sandwich for Rs.10 as he has no overheads and has no quality standards to maintain, like the quality of the bread and the vegetables. 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.
Promotion Taj regularly comes up with offers during season and off-season such as Taj Holiday Summer Package to boast 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. Promotional schemes are carried on regularly the hotel has many loyalty programme, clubs , membership, privilege etc some of them are The Taj Inner Circle. The Taj Junior League. The Taj Club.
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