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Taj group os hotels marketing strategies

,product mix ,ansofs matrix ,product lifecycle ,7ps of marketing ,segmentation ,positioning ,targeting ,differentiation ,swot analysis ,crm tools ,loyalty programs ,taj group of hotels marketing ,taj hotels

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Taj group os hotels marketing strategies

  1. 1. Product Mix ProductLength Product Width Hotels Catering Luxury StoresTravel
  2. 2. Ansoff’s Matrix Existing Market New ProductExisting Product New Market
  3. 3. Core Competencies
  4. 4. Product Lifecycle
  5. 5. INTRODUCTION TAJ Luxury Residences GROWTH Taj Vivanta MATURITY TAJ Palaces and Resorts DECLINE Ginger TIME SALES
  6. 6. Service Blueprint
  7. 7. Marketing Mix:7P’s
  8. 8. Promotion: Advertising
  9. 9. Promotion: Offers
  10. 10. Promotion: Media
  11. 11. Promotion: Online Media Facebook YouTube
  12. 12. People
  13. 13. Pricing
  14. 14. Pricing: Steps
  15. 15. Pricing: Strategies Brands Rates Strategy TAJ Hotels 13250 Skimming Vivanta by TAJ 10500 Competition The Gateway Hotels 6500 Psychological Ginger Hotels 3500 Penetration
  16. 16. Price vs Service Level P R I C E S E R V I C E ModerateHigh OBEROI THE GRAND HYATT J W MARRIOTT ORCHID TAJ MAHAL
  17. 17. Locations of Taj Hotels in India Place
  18. 18. Taj Umaid Bhawan Palace, Jodhpur Taj Lake Palace Hotel, Udaipur
  19. 19. Taj Mahal Palace, Mumbai Taj Mahal Hotel, New Delhi
  20. 20. Taj Exotica Resort & Spa, Maldives Taj Blue Sydney, Australia
  21. 21. Physical Evidence
  22. 22. Private Dining Space Larger than life Taj Lobby
  23. 23. Banquets & Events Taj Traditional Welcome Drink
  24. 24. Moment of Truth / Service Encounter
  25. 25. Segmentation
  26. 26. Segmentation
  27. 27. Selective Specialization Upscale Mid Scale Economy Vivanta by Taj Gateway Ginger Market Specialization Upscale Mid Scale Economy Taj Exotica Vivanta by Taj Taj Mahal Palace
  28. 28. Single Segment Concentration Leisure Eco-tourists Affluent Business Taj Luxury Residences Taj Safaris Ginger Product Specialization Leisure Business Events Taj Mahal Palace Taj Safaris Ginger
  29. 29. Brand Mantra Points of Parity Points of Difference Substantiators RTB Values/Personality/Character Executional Properties/Visual Identity Charming, progressive, contemporary & traditional Consistent service & message Variety of Rooms Highly acclaimed loyalty program Restaurants & Bars Business Centre Focus on tradition Tracking of guest satisfaction scores Nimble & agile Differentiated guest experiences Top HR reputation Modern day traveler Upper Class Affluent business traveler Executive Reinventing tradition Stylishly spirited Welcomes perfection Consumer Target SEC A1, A2 Consumer Insight Convenient access to top notch luxury while traveling Consumer Need State Need the perfect stay Competitive Product Set International players, upcoming local luxury hotels Consumer Takeaway Taj is the one-stop brand for all the consumer’s needs Radiant
  30. 30. Differentiation: Means
  31. 31. Employee Differentiation
  32. 32. Channel Differentiation
  33. 33. Image differentiation
  34. 34. Service Differentiation
  35. 35. SWOT Analysis:
  36. 36. Service Triangle External Marketing “making the promise” Interactive Marketing “delivering the promise” Internal Marketing “enabling the promise”
  37. 37. CUSTOMER RELATIONSHIP MANAGEMENT
  38. 38. CRM Tools: Currently in Use
  39. 39. Loyalty Programs

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