taj hotel

1. ANALYSIS OF HOSPITALITY
SECTOR
Team 5
Mallikarjun
Krithika
Hitesh.k
Kiran Shankar
Karthik shetty
Lohith
Case Study - TajMahal Palace & Tower
Mumbai

2. What is “HOSPITALITY SERVICE”
 Hospitality + Service equips staff and
volunteers to improve the culture of hospitality
in their organizations and enhance client
service.
 Hospitality + Service is a tailored training
program that leverages TAJ HOTEL
Worldwide's internal Team Member trainings
to infuse hospitality into the daily practices of
nonprofit and social sector organizations to
develop a strong culture of hospitality over
time..

3. Hospitality Industry in India
 Hospitality revenues are projected to grow over Rs 82,600 crore by
2010.
An additional 70,000-80,000 rooms are slated to come online across
categories countrywide.
More than 40 international brands are trying to make inroads

4. TAJ GROUP OF HOTELS

5. Introduction Of TAJ HOTELS
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.

7. MARKETING MIX STRATEGY OF TAJ HOTELS
Products
Core Services :-
 Room
 Restaurant and Bar
 Meeting room
 Banquet facility
 Amenities
 Services

8. PRICE
Taj hotel has set its price of the room on the basis
of Business, Leisure and Luxury class.

9. PLACE
Location of the hotel is the most important business decision for the
hotel.
 Present in metro cities in India
 Global presence (Maldives, London, Dubai, Cape Town and many
other countries)

10. PROMOTION
Promotional schemes are carried on regularly the hotel has many loyalty
programe,clubes,membership,previlage etc some of them are
1. Taj Inner Circle
2. Taj advantage plus
3. TAPP Me
Taj also offer Taj surprises
including weekend savers,
value vouchers, book early
get more.

11. Process
Major service encounter that extremely delighted
or disappointed are:
1. Check – in.
2. Bell person carrying luggage to the room.
3. Food.
4. Wake up call
5. Check out.

12. People
 Skilled person
 Professional person
 Personal Agents
 Technological person
 Travel agents

13. Physical Evidence

14. Competitors
1. ITC Group Of Hotels
2. The Oberoi Hotels and Resorts
3. The Leela
4. Le Meridian

15. 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

16. 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.

17. 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
Employees Customers

18. Internal Marketing
 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

19. 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)

20. ‘STP Analysis’ Of Taj Hotels
SEGMENTING –
 Placed among the top most in the high end
luxury segment.
 Is a pioneer in this segment & continues to set
higher standards and increase benchmarks.
It caters to the affluent segment of consumers,
who are a class apart.

21. ‘STP Analysis’ Of Taj Hotels
TARGETING –
 Targets company heads, CEOs, successful
entrepreneurs, businessmen, men of power.
 By serving royalty and Heads of State, Taj has been
able to set a unique standard & thus targets those
consumers who are rich but also achievers.

22. ‘STP Analysis’ Of Taj Hotels
 POSITIONING –
Positions itself as a high end luxury hotel
chain, giving its consumers a taste of
‘ROYALTY’ in modern times.

23. Developed by Booms and Bitner.
According to them: “The environment in which the service
is assembled and in which the seller and customer
interact, combined with tangible commodities that
facilitate performance or communication of the service".
 Physical Evidence
 Tangibles
Service scape

24. Importance of Services cape
 Services cape helps in creating a corporate identity (i.e.
positioning and differentiation).
 It’s a part of service experience: customers frequently
use the service environment as an important quality
proxy.
 Its a part of value proposition: physical surroundings
help to shape appropriate feeling and reactions in
customers and employees.
 Servicescape facilitates the service encounters by
reducing service failures and supporting a fast &
smooth service delivery process.

25. Customer Relationship Management at
Taj Palace, Mumbai
 Guest Preference Sheet
 Handling Complaints
 Fidelo – A Property Management System
 Wow Card
 GRE Courtesy Call
 GSTS (Guest Satisfaction Tracking System)

26. Thank you
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