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    D D Presentation Transcript

    • Taj Group Of Hotels 1
    • Presented By- parth arora 2
    • •The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. •It was founded by Jamshetji N. Tata on December16, 1903. • Currently the Taj Hotels Resorts and Palaces comprises 76 hotels, 7 palaces at 52 locations in 12 countries and employ over 13000 people. •Additional 18 hotels are also being operated around the globe. •During fiscal year 2010, the total number of hotels owned or managed by the Company was 76. •The Taj hotels are categorized as luxury, leisure and business hotels. INTRODUCTION OF TAJ HOTELS 3
    • 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. • 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 4
    • SWOT ANALYSIS Strengths 107 yr old established brand 64 rank in fortune 500 Understanding different customer needs High brand salience or image Celebrity status Iconic Stature Early expansion Strategic location First mover advantage Weakness Complex ownership structure(Hindrance from property owners) Brand dilution Confused customer perception Only NRI s knw about it Non users positioning was not clear Brand abuse Losing emotional appeal 5
    • Opportunities Untapped potential 41% middle affluent class Luxury market to expand in INDIA Liberalisation expanding into international markets Increase in tourist Gateway to fill middle segment vaccuum Threats Terrorist attack- rebuilding customer confidence in the brand New brands are launching at the same time—at the time of attack Liberalisation—foreign competitor’s entering the market 37 brands coming to india Recession 6
    • Competitors 1. ITC Group Of Hotels 2. The Oberoi Hotels and Resorts 3. The Leela 4. Le Meridian 7
    • CRM 8
    • Stations Of Experience • Pre-Arrival Reservations: During the reservation a preference sheet is mailed to capture the details and to enhance the stay experience. Airport pick-up: An airport representative is sent along with a chauffeur holding a placard • Arrival – Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire. – Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan of Elephants, camels , horses along with a professional band is called for the reception of the group. – ATG( Aarti, Tiki and Garlanding): – Welcome Drinks upon arrival • Check-in – Escorting – Welcome Letter – Room Orientation 9
    • Cont… • Experience during stay – Heritage walk – Special Occasion Celebration – City tour by vintage car – Cultural music and dance – Unique dinner experience – Grand Wedding – Other Facilities  Check Out – Feedback Form at time of Turn Down – Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the customers as a souvenir. 10
    • SERVICE TRIANGLE Internal Marketing Vertical Communications Horizontal Communications Interactive Marketing Personal Selling Customer Service Center Service Encounters Servicescapes External Marketing Communication Advertising Sales Promotion Public Relations Direct Marketing Company CustomersEmployees 11
    • External Marketing-Advertisement T.V channels like STAR NEWS,CNN and CNBC. Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL. Business news paper(E.T, Financial Express, Bombay Times) 12
    • • Taj Management Training Programme (TMTP) • Hotel Operations Management Trainee (HOMT) Program • Taj Management Training Programme (TMTP) - Operations/ Food Production • Affiliation with Indian Institute of Hotel Management, Aurangabad Internal Marketing 13
    • Interactive Marketing 14
    • CRM used in Taj Palace Hotel • At the time of the reservation a preference sheet is sent across to the guest along with the reservation conformation mail • This is primarily to capture the various preferences of the customer such as food habits (Diabetic/ Low fat etc.), special needs etc. It also asks if the customer is coming on a special occasion or not and arrangements are made accordingly made on the visit • This is another important tool in improving the service of the hotel and to capture guest complaints. If a complaint is registered by a customer it is updated on the software. • Gradually as the time lapses the status displayed turn from green to yellow and ultimately red. This status can be seen by any of the managers as the software is connected to the central server. A daily Action Taken Report is generated 15
    • • Fidelio is the property management system used by Indian Hotels Company Limited. Although it is used for various functions but it also plays an important role in the CRM processes of the hotel. • It is used for saving the profile, preferences and special information (Anniversary, Birthday, allergie s etc.) related to the guest on a central server. • This information is accessible to all the Taj properties; • This is a special instrument used by personal butlers for recording guest preferences & other important information related to the guest. • This is a small booklet which is carried by the staff at all times and whenever they get any information which can be useful in the future to please the customer, they simple record it here. • This information is further uploaded on the PMS making16
    • • Once the guest is in the hotel and stayed for sometime (a day or two) a courtesy call is made by the guest relationship executive during the evening hours. • This is just to know about the guest’s experience and how can it be improved in case there is some difficulty being faced by him/her. • In case there is a complaint it is uploaded on the CRM software and further processes are followed as mentioned • Post departure an automated mail from the central server is sent to the guest requesting to fill up a feedback form. There are various heads covering the various stations of experiences which are scored on a Likert Scale. • This information is quantified to highlight the areas of concern. This score is also used as a measure of performance of a hotel unit. 17
    • Customer Acquisition/Retention/Defection 18
    • 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. 19
    • Positioning • Through print media • Electronic media • Magazines • Online advertising Targeting • Targeting is a group of people who have common need, and behavior. • Business class • Upper class • Tourists 20
    • Customer Loyalty Programs ( Retention) • Taj Inner Circle • Taj Epicure Plan • Benefits That Customers Enjoy As A Silver & Gold Member – Customers will be greeted with flowers & fruits in their room – Check-in & departure formalities will be easier, faster & flexible – Receive special discount on rooms at Taj leisure hotels – Avail of double occupancy at no extra cost – Entitled to a priority wait-list • Points Redemption • Taj Club 21
    • Program for Employees • Employee loyalty program called STARS, the 'Special Thanks and Recognition System‘ - was an initiative aimed at motivating employees through acknowledgements and rewards. • The STAR system also led to global recognition when the group bagged the 'Hermes Award' for 'Best Innovation in Human Resources' in the global hospitality industry. • Taj Group developed the 'Taj People Philosophy' (TPP) which helped the company boost the morale of its employees and improve service standards 22
    • 23 Steps In E-CRM 23
    • Information system in Taj Hotels Seranata Intraware • Connects all 75 hotel of Taj and have centralized software • The scenario or the problem – Problem of fragmented distributed information – Problem of delicacy and missing of data – Scalability Issues: incorporating new hotels in the chain involved consuming and time processing process 24
    • 25
    • Online Presence 26
    • 27
    • Reservations Booking Portal 28
    • Difference between CRM & E-CRM 29
    • 30
    • What Creates Customer Delight 24-hour room service Free safe deposit lockers Express laundry/ dry cleaning Purified water supply Doctor-on-call Full-equipped Business Centre 24-hour fax/ telex facilities. 3 Meeting rooms Laptops on hire Currency Exchange Travel assistance Car hire service 24-hour Coffee Shop 6 Restaurants & Bars Night Club 8 luxurious Banquet Rooms Shopping arcade Fitness Centre Beauty shop Arrangements made for golf and tennis 31
    • Details • John Abraham likes rasgullas in supper. • Nana Patekar is fond of tawa fish fry. • Esha Deol prefers her room ash tray to be cleaned twice a day. • Anjelina Joli likes her beef steaks medium done. • Miss Chanda Kochhar (MD ICICI Bank) prefers sandwiches with sides. • Besides a host of benefits guest earns points when they stay or stop by for a meal at one of the restaurants of taj • 1 Point for every Rs 100 they spend on food and beverage • Each point is worth Rs 10. 32
    • 33
    • Customer Feedback System • Room Feedback form: During the evening service/ Turn- down service a feedback form is placed on the bed to know about the customer experiences. 34
    • Conclusion & Recommendation • Strict compliance to the SOPs • Improvement in knowledge & skill set of employees • Customer centric vis-à-vis profit centric approach • Stopping unethical practices especially in seasons • Treat all the customers equally • Taking feedback not only from external customers but also the internal customers i.e., the employees. • Proper check on the hotel staff’s and processes’ efficiency by the management, say by employing Mystery Customers. • Keeping regular track of the sales data for further leads 35
    • 36 Thank you VISIT