The document provides an overview of the hotel industry in India and focuses on Taj Hotels. It discusses the different types of hotels in India, including luxury hotels like Taj Palace and ITC hotels. It then examines the marketing mix strategies of Taj Hotels, including their segmentation approach, pricing, locations, and promotional activities. Finally, it covers the concepts of service triangle, physical evidence, and servicescape which are important for customer experience.

1. HOTEL INDUSTRYBY MAULIK CHAUDHARYROSHAN UPADHYAYSHASHIN BAJAJSEKHAR SHARMA

2. VIEW OF HOTEL INDUSTRYCHALLENGES FOR HOTEL INDUSTRYINTRODUCTION OF TAJ HOTELS.MARKETING MIX.COMPETITOR.SERVICE TRIANGLESERVICE SCAPECONCLUSION.CONTENT

3. What is Hotel Industry?“A place Where Travelers Can Pay for Lodging and Meals and Other Services on a short-term basis.”Objectives of Hotel IndustryCustomer SatisfactionHealthSafety EnvironmentTo Promote TourismVIEW OF HOTEL INDUSTRY

4. FORMS 30% OF INDUSTRYEg : ITC,TAJ GROUP,OBEROI GROUP, ITDCBUILT OVER 18000 sq.m AREASTAR RATED HOTELS5 DELUXE & 5 : LUXURY AT HIGH PRICE , 27 % GOVT. APPROVED ROOMS 4 & 3 : FOR MIDDLE LEVEL BUSINESS EXECUTIVES/LEISURE TRAVELLERS2 & 1 : AROUND TOURIST SPOT, PREFERRED BY DOMESTIC TOURIST

5. HERITAGE HOTELSHERITAGE CLASSIC:HOTELS CONSTRUCTED BETWEEN 1920 - 1935HERITAGE GRAND: HOTELS CONSTRUCTED PRIOR TO 1920HERITAGE:HOTELS CONSTRUCTED AROUND 1935 – 1950 CHARACTERISED BY LESSER CAPITAL EXPENDITURE ANDAFFORDABILITY . OPERATE FROM FORTS, PALACES, CASTLES, RIVER LODGES, HERITAGE BUILDINGS ETC.

6. FACILITY HOTELSSPECIALLY EQUIPED WITH CONFERENCE ROOMS, SEMINAR HALLS, INTERNET FACILITIES ETC. TO SUIT THE CORPORATE GUESTS.

7. Eg: INTER-CONTINENTAL, CROWNE PLAZABUSINESS HOTELS LOCATED NEAR AIRPORTS AND SUITABLE FOR SHORT STAY TRAVELLERS.

8. ARE FOUND NEAR ALL MAJOR CITY AIRPORTS.AIRPORT HOTELSHONEYMOON HOTELS MOSTLY LOCATED AT HILL STATIONS AND SPECIALLY FASCILITATED TO SUIT THE COMFORTS OF HONEYMOON COUPLES.

9. Eg. HOTEL WOODVILLE PALACE, CARLTON HOTEL, HOTEL HONEYMOON INN ETC.3 STAR HOTELS FORMAL AND SPACIOUS RECEPTION AREA AND LOUNGETHEIR RESTUARANTS CATER TO NON- RESIDENTS GUESTS TOOEN-SUITE BATHS WITH GOOD STANDARD AND QUALITY OF EQUIPMENTS COMFORTABLE STAY TARGETED 4 STAR HOTELS HIGH QUALITY FURNISHING, DÉCOR, AND EQUIPMENTS HIGH STAFF TO GUEST RATIO FOR BETTER SERVICES SERIOUS APPROACH TOWARDS CUISINES AND VARIETY CRITERIA FOR STAR RATING

10. 5 STAR HOTELS THE ENTIRE HOTEL IS SPACIOUS AND LUXURIOUS EXQUISITE CUISINES THAT CATER TO TASTE BUDS FROM ALL OVER THE WORLDSERVICES ARE MORE, FLAWLESS AND PERSONAL ATTENTION TO THE GUEST’S NEEDSSOME UNIQUE SERVICES PROVIDED IN THE 5 STAR HOTELS BUTLERS CHAUFFER DRIVEN LUXURY CARS PILLOW MENU CUSTOMISED SERVICES IN THE IN-HOUSE SPA AND SALOON 42” PLASMA TV, INTERNET, FAX, LAPTOPS ON RENT AND MUCH MORE …Contd...

11. Product :- Hotels stay innovative in the peripheral services. Price :- The diverse nature and character of dishes, involvement of cost and spending power of customers. Place :- Location of the hotel is the most important business decision for the hotel. Promotion :- Advertisement, publicity, sales promotion, personal selling, word-of-mouth promotion and telemarketing are the components of a hotel’s marketing strategy.MARKETING MIX OF HOTEL INDUSTRY

12. People:- The hotel management should train its people regularly, especially the front line professionals.Physical Evidence:- Lobby- It being the first & the last part of the hotel that the guest sees, thus it should be well designed, also to ensure that the customer returns again the room should be comfortable and should have made his stay hassle free. Cont.

13. 1. Shortage of skilled employees2. Retaining quality workforce3. Shortage of rooms4. Intense competition5. Customer expectations6. Manual back-endChallenges for Hotel Industry

14. TAJ GROUP OF HOTELS

15. 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.INTRODUCTION OF TAJ HOTELS

16. 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.Cont.

17. 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.Cont.

18. Cont………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 business trips to be productive.They offer well-appointed rooms, telecommunication facilities, efficient service, specialty restaurants and lively bars, well-equipped business centres, and other conference facilities

19. THE TAJ GROUP OF HOTELS SEGMENTATIONTAJ LUXURY HOTELS – TAJ PALACE, TAJ MAHAL, TAJ BENGAL, TAJ WEST END OFFER FINEST STANDARD OF HOSPITALITY & SERVICETAJ BUSINESS HOTELS:TAJ PRESIDENT, TAJ RESIDENCY, TAJ CONNEMARA, TAJ BLUE DIAMOND OFFER MULTI – CUISINE RESTAURANTS & BEST BUSINESS FASCILITIESTAJ LEISURE HOTELS:TAJ BEACH RESORT, TAJ CULTURAL CENTRE, TAJ GARDEN RETREATS LOCATED AT BEACH RESORTS, PALACES, PILGRIM CENTRES ETC.Smart Basics Hotels – (Budget hotel chain)

20. The Taj Group of Hotels commits itself to the overall improvement of the ecological environment, which we are all a part of. We recognize that we are not owners but caretakers of the Planet and owe it to our children and future generations of humankind. It is our endeavor not only to conserve and protect but also to renew and regenerate the environment in which we live and operateVision

21. Our commitment encompasses all actions related to our products, services, associates, partners, vendors and communities.We will partner and engage with our environment through EARTH: Environmental Awareness and Renewal at Taj Hotels. For us EARTH is not a program, nor a process; it is a way of lifeCont………

22. ProductsCore Services :-Room Restaurant and BarMeeting room Banquet facility Amenities Services MARKETING MIX STRATEGY OF TAJ HOTELS

23. CourierChild care, Laundry, PetTaj Sats Air Catering Ltd.Wi-Fi AccessExpress check -in and outTaj Air and Taj YachtsBabysittingWake-up callSpecial services (Facilitating services)

24. Barber shop, Boutiques, FloristCurrency exchangeIn room telephone serviceFront desk 24 – hourGift shop

25. Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class.RateRoom Tariff of all TAJ Palaces, Resorts, And Hotels.pdfPRICE

26. 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)PLACE

27. PROMOTION STRATEGY Promotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them areTaj Inner CircleTaj advantage plusTAPP MeTaj also offer Taj surprises including weekend savers, value vouchers, book early get more.

28. Major service encounter that extremely delighted or disappointed are:Check – in.Bell person carrying luggage to the room.Food.Wake up callCheck out.Process

29. Skilled personProfessional personPersonal AgentsTechnological personTravel agentsPeople

30. The hotel has many competitorsThe Oberai towers.The Leela.ITC Hotels.Le Meridian.Acquisition - hotel blue diamond, pune.COMPETITER

31. SERVICE TRIANGLECompanyInternal MarketingVertical Communications Horizontal CommunicationsExternal Marketing CommunicationAdvertising Sales Promotion Public Relations Direct MarketingEmployeesCustomersInteractive MarketingPersonal Selling Customer Service Center Service Encounters Servicescapes

32. 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)External Marketing-Advertisement

35. The Taj Singles vacation package is about bringing like-minded people together to enjoy a specially designed holiday at the exotic Fort Aguada Beach Resort in Goa.The Kumbh Mela package, which has packages from the Taj Residency, Nashik and Aurangabad, introduces specially designed packages at affordable prices, giving pilgrims and devotees of the Kumbh Mela the opportunity to set aside their worries of in-city traveling, boarding and lodging.Taj Singles and Kumbh Mela

36. “She is the Taj”Rediffusion Classic - Taj She is Taj.mp4

37. Taj Management Training Programme (TMTP)Hotel Operations Management Trainee (HOMT) ProgramTaj Management Training Programme (TMTP) - Operations/ Food ProductionAffiliation with Indian Institute of Hotel Management, AurangabadInternal Marketing

38. Interactive Marketing

39. 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 EvidenceTangiblesService scape

40. Servicescape 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.Servicescapefacilitates the service encounters by reducing service failures and supporting a fast & smooth service delivery process.Importance of Servicescape

41. Physical Evidence

43. Tangibles