The document discusses Taj Wellington Mews, a luxury residence in Mumbai. It provides an overview of the property and its facilities, brand awareness and recall studies among customers, and analyses the micro and macro environment including PESTLE, SWOT and organizational structure. Sales strategies are discussed to improve growth, such as focusing on key client sectors and maintaining relationships.

1. “TAJ WELLINGTON MEWS - BRAND AWARENESS &
RECALL IN THE MARKET. THE STUDY INCLUDE
WITH MICRO & MACRO LEVEL OF THE
ORGANIZATION.”
PRESENTED BY-
ADITYA BANERJEE
Christ Institute Of Management (Christ University)

2. TABLE OF CONTENTS
1. Indian Hotels Company Limited (IHCL) & Taj History
2. Taj Hotels in Mumbai
3. Taj Wellington Mews Luxury Residences, Mumbai
• Facilities
• Amenities
4. The Brand Awareness and Recall in the Market
5. About Micro & Macro Level of Taj Wellington Mews
6. Sales Strategies
7. Strategy – To Improve The Growth Of The Organization

3. SHAREHOLDER OF TAJ WELLINGTON MEWS
29.53%
12.7%
3.05%
2.12%
52.6%
Pecentage of share
Tata Sons Limited
LIC OF INDIA
Deutsche securities mauritius
LTD
General insurance
coorporation of india
Other minor shareholders

4. TAJ WELLINGTON MEWS
•Taj wellington Mews, Mumbai is a prestigious high end Luxury Residences situated along
the western sea coast of India with 80 Apartments (240 rooms). The property is enclosed in
landscape gardens. The sea coast has special significance in terms of marine environment
established in 2004.
•Jiva Grande Spa opens in January 2005.
•First venture of Taj Hotels Resorts & Palace in the segment.
• Pricing Models- Two Dimensional approach. Hotel pricing as well as realty trends in
pricing taken into account.
• Guest Profile- Ceo's Of Mnc’s, Consul Generals, Ceo’s Of Equity Firms,Banks,NRI’s ,
Financial Institutions.
• Taj Wellington Mews Luxury Residences, is at the heart of the Commercial Capital of India,
Facing both sides of waterfront.
• In the heart of Corporate House & Business Hubs.

5. TAJ HOTELS IN MUMBAI
• Taj Mahal Palace.
• Taj Lands End.
• Vivanta by Taj – President.
• Taj Wellington Mews Luxury Residences.
• Taj Santacruz.

6. FACILITIES & SERVICE
• 24 HOUR FRONT DESK.
• AIRPORT TRANSPORTATION.
• BUSINESS CENTER.
• DRY CLEANING SERVICE.
• FITNESS CENTER.
• LIBRARY.
• JACUZZI OR JIVA SPA.
• LAUNDRY.
• LOUNGE/BAR.
• PARKING – SELF.
• WI-FI.
• SWIMMING POOL.
• CAR WASH.
• HOUSEKEEPING.
• SITESEEING TOURS.

7. BRAND AWARENESS & RECALL
38
15
13
4
9
0
5
10
15
20
25
30
35
40
PREFERENCE RATINGS
PREFERENCE
RATINGS
Log.
(PREFERENCE
RATINGS)

8. BRAND AWARENESS & RECALL
41%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
HAVE HEARD OF NEVER HEARD OF
ARE FIMILIAR WITH TAJ WELLINGTON MEWS
ARE FIMILIAR WITH TAJ
WELLINGTON MEWS

9. BRAND AWARENESS & RECALL
9
3
24
6
0 0
18
0
5
10
15
20
25
30
ADVERTISEMENTS FOR TAJ WELLINGTON MEWS
ADVERTISEMENTS FOR TAJ
WELLINGTON MEWS

10. BRAND AWARENESS & RECALL
27
18
6 6
3
0
5
10
15
20
25
30
EXCELLENT VERY
GOOD
GOOD FAIR POOR
TAJ WELLINGTON MEWS IN BRAND RECALL ORDER
TAJ WELLINGTON MEWS IN
BRAND RECALL ORDER
Log. (TAJ WELLINGTON
MEWS IN BRAND RECALL
ORDER)

11. 31
18
10
0 1
0
5
10
15
20
25
30
35
COMPARED WITH COMPETITORS,RATE OF TAJ WELLINGTON MEWS
COMPARED WITH
COMPETITORS,RATE OF TAJ
WELLINGTON MEWS
BRAND AWARENESS & RECALL

12. BRAND AWARENESS & RECALL
40%
13%
7%
TAJ WELLINGTON MEWS CONVENIENTLY LOCATED
AGREE
NEUTRAL
DISAGREE

13. BRAND AWARENESS & RECALL
36%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
YES NO
AWARE ABOUT JIVA GRANDE SPA
AWARE ABOUT JIVA GRANDE
SPA

14. THE STUDY OF MICRO & MACRO LEVEL
MICRO – Levels looks at small-scale interaction between individuals, such as
conversation or group dynamics.
MACRO -Levels looks at large scale social processes, such as social stability & change.
OBJECTIVE
SOCIETY ,LAW, BUREAUCRACY,
ARCHITECTURE, TECHNOLOGY &
LANGUAGE.
SUBJECTIVE
CULTURE, NORMS, VALUES.
OBJECTIVE
PATTERNS OF BEHAVIOUR, ACTION &
INTERACTION.
SUBJECTIVE
PERCEPTION BELIEFS THE VARIOUS FACTS
OF THE SOCIAL CONSTRUCTION OF
REALITY.
MACROSCOPIC ORGANIZATION
MACRO
MICRO

15. PESTLE ANALYSIS – MACRO LEVEL
POLITICAL
• POLITICAL STABLE.
• SOCIAL POLICIES (E.G.SOCIAL WELFARE)
• GOVERNMENT REDUCE TARRIFS AND DUTIES ON
VARIOUS ITEMS.
• RELEASED FIVE-YEAR TAX HOLIDAY TO
PROMOTE THE GROWTH OF NEW HOTELS.
ECONOMICAL
• GOVERNMENT ALLOWED FDI & FII FOR
BUSINESS TRAVELS.
• TAX STRUCUTER IS VERY HIGH.
SOCIAL
•COMPARED SERVICES OFFERED WITH PRICES.
• CHALLENGE TO DESIGNING PRICE STRATEGY.
• ADVANTAGE OF EDUCATED WORK FORCE .
TECHNOLOGICAL
•E.COMMERCE.
• GOBAL DISTRIBUTION SYSTEM TO ACCESS
THE AVAILBILTY OF PRODUCTS.
•EASY ACCESSIBILTY OF INFORMATION.
• IMPROVED CRM,SAVED TIME,INCREASED
THE REVENUE AND PROFIT.

16. PESTLE ANALYSIS – MACRO LEVEL
LEAGAL
• EMPLOYEMENT REGULATION.
• HEALTH & SAFETY REGULATION.
• CONSUMPTION RELATED POLICIES &
REGULATION BY HEALTH AUTHORITIES.
• MAINTAING THE TATA CODE OF CONDUCT
(TCOC).
ENVIRONMENTAL
• CONTINUALLY IMPROVING ITS
ENVIRONMENTAL & SOCIAL SUSTAINABILTY
PERFORMANCE.
• ESTABLISHING IMPLEMENTING,MAINTAING
& CONTINUALLY IMPROVING ITS
ENVIRONMENT PERFORMANCE IN
ACCORDANCE WITH THE REQURIMENTS OF
THE EARTHCHECK COMPANY STANDARD.
• ENVIRONMENTAL PROTECTION LAW.
• ENERGY CONSUMPTION REGULATION.

17. SWOT ANALYSIS
MICRO
STRENGTH
• Strategic location in the up most market
area in the town.
• Amenities available-swimming pool,
jogging track, spa, gym .
• High quality furnishings.
• Good security minute details looked into
the from of comfort.
• Proper trained teacher available in the
crèche for children’s.
• Perfect experience of Indian Luxury
living. The quality option available for
people seeking absolute luxury stay.
WEAKNESS
• Only above from 5th floor offer sea view.
• The residence /Apartments are expensive,
high tax rates.
• Limited market share due to tough
competition.

18. SWOT ANALYSIS
MACRO
OPPORTUNITIES
• With penthouse, Maid’s room & Resumed
car parks extra storage can be charged.
• Business center , Spa memberships,
health club membership all are revenue
generating, put to best use of options.
• The location has a lot of potential in terms
of view & that is the best up selling product.
• Weli Deli , Spa , Mini Mart , Gym , are all
revenue generating resources.
• Introduce better membership plan.
THREATS
• Higher market share in same price.
• Taj wellington Mews are higher on rates
than anyone in the market.
• Marriott offers best discount to the travel
advisors.

19. MICRO ENVIORNMENT OF THE ORGANIZATION
• VISION
• MISSION
• ORGANIZATION CHATRS
• STRATEGY
• RESOURCES
• PRODUCTS & SERVICE

20. MICRO ENVIORNMENT OF THE ORGANIZATION
OUR VISION
To be the leading luxurious serviced Residences/Apartments in Mumbai,
committed to providing a memorable living experience for our guest.
OUR MISSION
We strive to serve our guest with a personal touch & exceed expectation
through continuous enhancement of our apartments, facilities &
service, so as to provide a conducive and environmental friendly home
away from home.

21. CUSTOMER SEGMENTATION OF (TWM)
• Corporate Clients
• Multi-National Corporation
• National & Multi-National Banks
• Diplomats
• Consultants to various Corporate
• High net worth Individuals

22. ORGANIZATIONAL CHARTS
General
Manager
L & D
Manger
Security
Manger
Restaurant
Manager
Director Of
Finance
Spa
Manager
Director Of
Engineering
Sales &
Marketing
Front Office
Manager
Security
Officer
• Asst Guest
Service.
• Team Leader
• A/C Officer
• Finance Execution.
• Asst Manager.
• Purchase Manager.
• Life Guard .
• Personal Trainer.
•Senior Fitness Trainer.
•Spa Attendant.
• Spa Front Office Receptionist.
• Director of
Engineering.
•Front Office
Executive.
•Deputy Manager.
•Secretary.
• Coordinator.
•Sale Executive.
• Asst.Sales
Managers
• Guest
Service
Assistance.
• Bell Boy.
•Concierge.
• Asst
Manager
Front Desk.HR
Manager
Asst.HR Manager

23. PRODUCTS & SERVICE OF TAJ WELLINGTON MEWS
PRODUCTS -
• Apartments/Residence.
• Board Rooms
• Jiva Spa
• Food & Bevarages
SERVICE -
•Parking
•Wi-Fi
• Pet facilities
• Creche
• Jogging-Track
• Housekeeping
• Swimming pool.
• 24 hours business center.
• Travel arrangements.

24. RESOURCES
• LAPTOPS & COMPUTERS
• DATABASE
• FOOD & BEVARAGES
• RESTAURANT
• SALES & MARKETING
• FINANCE
• HUMAN RESOURCES
• SECURITY
• EMPLOYMENT
• PRODUCTS & SERVICES
• TECHNOLOGY

25. SALES STRATEGIES
• To make a list of potential clients
• Providing ideal incentives to the Re-location agency
• Sales Strategy consist of a plan to gain a competitive advantage
• Follow-up for building a good relationship with the customer for the long-
term Relationship
• Generate leads from finance sector/ Middle east Consulate/Relocation
companies form the beginning of the month
•The goal of the strategic sales is to achieve the fastest selling of the
Apartments, Board Rooms, Jiva Spa
• The right approach to Customer is with face to face interaction

26. STRATEGY TO IMPROVE THE GROWTH
• Keeping a track on new companies through the Sales team, Journals ,
Social Media sites
• Work with Re-Location agencies for new business
• Continuing relationship with residents who have move out
• Focus on individuals guest
• Focus on companies on South Central, Worli – to tap business from
four seasons
• Enhanced website experienced

27. SERVICE TRIANGLE
COMPANY
Internal Marketing (TMTP,HOMT,
TMTP Food Production)
EMPLOYEE Interactive Marketing CUSTOMER
External Marketing Communication
(T.V Magazines, Business News.
(THIS WILL HELP TO MAINTAIN AND RECOVER THE SERVICE GAP AND INCREASE THE BRAND
AWARENESS)
(PERSONAL SELLING,SERVICE ENCOUNTERS,SERVICESCAPES,CUSTOMER SERVICE)