MARKETING MIX(i) Product: ROOMS & RESTAURANTS (ii) Pricing: Differential Pricing (iii) Place: Locational Advantage (iv) Promotion: (v) Physical Ambience: Classic Eg of a 5 star hotel(vi) People : Employees an asset
CAPACITY DEMAND BALANCINGSeasonal Variation: The Indian hotel business focuses ondomestic and foreign tourists to a large extent. The peakseason for the hotels is usually from September to Decemberfollowed by a steep fall till May. The period from June toSeptember gains momentum once the monsoons are over.Weekly Variation: The demand varies during the weekendand the beginning of the week as many of the businesstravellers tend to go back on weekends, thereby reducing thedemand. On the other hand, many customers come at thebeginning of the week (Monday or Tuesday) for business.
To meet the higher demand and smoothening the demand fluctuations, Taj West End is resorting to following measures:• Tie-ups: These are with corporate clients for regular inflow of clientele. Taj West End also provides certain types of discounts to these clients depending on the frequency and number of customers. Some of their clients are Motorola, Nokia, etc. Regular sales calls are made by the sales executives to existing and potential clients. Intra Group tie-up: Taj West End has tie-ups with other Taj Group hotels in Bangalore and other cities for channelizing the customers to their hotels. Foreign tie-up: The hotel has recently entered in tie- ups with some foreign hotels like Shangrila in Middle East and a few hotels in Southeast Asia to channelize foreign customers to Taj West End.
CURRENT MARKET SHARE & some Statistics20-22% in the Bangalore CityF&B consumption = 27-30% (highest)Room Occupancy = approximately 70%
FINDINGS- What customer want?? Warm Welcome Quick Check in & Check out Friendly Staff More and more functions available in rooms and hotels Room services Reservation System Excellent CRM
CUSTOMER SUGGESTIONS• Pro-actively improve its position as the leader• Value for money and luxury
PROPOSED STRATEGIESTAJ is a market leader, it will continue being the same, so it should concentrate more on defensive strategies. Some of them can be:• Indianization• Market leader so it should resort to defensive strategies• Think global, act local• More dining chains• Rentals from luxury stores• Better service and amenities (tablets, golf clubs, ect)• Loyalty maintenance• Attract corporate parties (betterment of b-2-b relations) and other events like product launch or gallantry awards, etc..,• Bangalore’s a IT hub and & MNCs (opportunity for TAJ VIVANTA)• Tie-ups with Thomas cook and likes• It should deviate from its core strategy of catering to Niche markets because if it ventures into catering all strata of society, the very essence of the brand will ne diluted.