The Taj Group of Hotels is one of India's most prominent and historic hotel chains, founded in 1903. It operates 76 hotels across 12 countries, employing over 13,000 people. The group offers luxury, business, and leisure hotel options catering to different customer segments. It utilizes a robust customer relationship management system to capture customer preferences, provide personalized service, and gain valuable customer feedback.

1. Taj Group Of Hotels
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2. Presented By- Harpreet
Sethi
Imran
David
Akshat
Jaideep 2

3. 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 3

4. 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

5. SWOT ANALYSIS
Strengths Weakness
Complex ownership structure(Hindrance
107 yr old established brand
from property owners)
64 rank in fortune 500 Brand dilution
Understanding different customer needs Confused customer perception
High brand salience or image Only NRI s knw about it
Celebrity status Non users positioning was not clear
Iconic Stature Brand abuse
Early expansion Losing emotional appeal
Strategic location
First mover advantage
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6. Opportunities Threats
Terrorist attack- rebuilding customer
Untapped potential
confidence in the brand
New brands are launching at the same
41% middle affluent class
time—at the time of attack
Liberalisation—foreign competitor’s
Luxury market to expand in INDIA
entering the market
Liberalisation expanding into
37 brands coming to india
international markets
Increase in tourist Recession
Gateway to fill middle segment
vaccuum
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7. Competitors
1. ITC Group Of Hotels
2. The Oberoi Hotels and Resorts
3. The Leela
4. Le Meridian
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8. CRM
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9. 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
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10. 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.
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11. SERVICE TRIANGLE
Company
Internal Marketing External Marketing
Vertical Communications Communication
Horizontal Communications Advertising
Sales Promotion
Public Relations Direct
Marketing
Employees Interactive Marketing Personal Customers
Selling Customer Service
Center Service Encounters
Servicescapes
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12. 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)
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13. 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
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14. Interactive Marketing
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15. CRM used in Taj Palace Hotel
• At the time of the reservation a • This is another important tool
preference sheet is sent in improving the service of the
across to the guest along with hotel and to capture guest
the reservation conformation complaints. If a complaint is
mail registered by a customer it is
• This is primarily to capture the updated on the software.
various preferences of the • Gradually as the time lapses
customer such as food habits the status displayed turn from
(Diabetic/ Low fat etc.), special green to yellow and ultimately
needs etc. It also asks if the red. This status can be seen
customer is coming on a by any of the managers as the
special occasion or not and software is connected to the
arrangements are made central server. A daily Action
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accordingly made on the visit Taken Report is generated

16. • Fidelio is the property
• This is a special instrument
management system used by
used by personal butlers for
Indian Hotels Company
recording guest preferences &
Limited. Although it is used for
other important information
various functions but it also
related to the guest.
plays an important role in the
CRM processes of the hotel.
• This is a small booklet which is
carried by the staff at all times
• It is used for saving the
and whenever they get any
profile, preferences and
information which can be
special information
useful in the future to please
(Anniversary, Birthday, allergie
the customer, they simple
s etc.) related to the guest on a
record it here.
central server.
• This information is further
• This information is accessible
uploaded on the PMS making
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to all the Taj properties;

17. • Once the guest is in the hotel • Post departure an automated
and stayed for sometime (a mail from the central server is
day or two) a courtesy call is sent to the guest requesting to
made by the guest relationship fill up a feedback form. There
executive during the evening are various heads covering the
hours. various stations of experiences
which are scored on a Likert
• This is just to know about the Scale.
guest’s experience and how • This information is quantified to
can it be improved in case highlight the areas of concern.
there is some difficulty being This score is also used as a
faced by him/her. measure of performance of a
hotel unit.
• In case there is a complaint it
is uploaded on the CRM
software and further processes 17
are followed as mentioned

18. Customer
Acquisition/Retention/Defection
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19. THE TAJ GROUP OF HOTELS
SEGMENTATION
TAJ LEISURE
TAJ LUXURY TAJ BUSINESS
HOTELS:
HOTELS – HOTELS:
TAJ BEACH
TAJ PALACE, TAJ PRESIDENT,
RESORT,
TAJ MAHAL, TAJ RESIDENCY,
TAJ CULTURAL
TAJ BENGAL, TAJ CONNEMARA,
CENTRE,
TAJ WEST END TAJ BLUE
TAJ GARDEN
DIAMOND
RETREATS
 OFFER FINEST
STANDARD OF  OFFER
 LOCATED AT
HOSPITALITY & MULTI – CUISINE
BEACH
SERVICE RESTAURANTS &
RESORTS, PALACES,
BEST BUSINESS
PILGRIM CENTRES
FASCILITIES
ETC.
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20. Positioning Targeting
• Through print • Targeting is a
media group of people
• Electronic media who have
• Magazines common
need, and
• Online
behavior.
advertising
• Business class
• Upper class
• Tourists
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21. 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

22. 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
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24. 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
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26. Online Presence
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28. Reservations Booking Portal
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29. Difference between CRM & E-CRM
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31. What Creates Customer Delight
24-hour room service Travel assistance
Free safe deposit lockers Car hire service
Express laundry/ dry cleaning 24-hour Coffee Shop
Purified water supply 6 Restaurants & Bars
Doctor-on-call
Night Club
Full-equipped Business Centre
8 luxurious Banquet Rooms
24-hour fax/ telex facilities.
Shopping arcade
3 Meeting rooms
Fitness Centre
Laptops on hire
Beauty shop
Currency Exchange
Arrangements made for golf and
tennis
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32. 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

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34. 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.
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35. 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
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