The document provides a comprehensive overview of the Taj Group, detailing its history, marketing mix, brand targeting, and differentiation strategies. It highlights significant milestones, such as the opening of the Taj Mahal Palace in 1903 and the establishment of various hotel brands catering to different market segments. The Taj Group distinguishes itself in the luxury hospitality market with a focus on customer service, brand management, and unique offerings across multiple regions.

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2. Contents
 Introduction
 Marketing Mix
PRODUCT
PLACE
PROMOTION
PRICE
PHYSICAL EVIDENCE
PROCESS
PEOPLE
 Targeting
 Differentiation
 Overview of Taj group

3. Introduction
 Jamsetji Nusserwanji Tata, founder of the Tata Group, opened
the Taj Mahal Palace, a hotel in Mumbai overlooking the Arabian
Sea on 16 December 1903. It was the first Taj property and the first
Taj hotel. In 1974, the group opened India's first international five
star deluxe beach resort, the Fort Aguada Beach Resort in Goa.
 In 1970s, the Taj Group opened the five-star deluxe hotel Taj
Coromandel in Chennai, and also opened the Taj Mahal Hotel in
Delhi in 1978
 The first palace to be converted into a Taj luxury hotel was
the Lake Palace in Udaipur in 1971. In 1980 the Taj group opened
its first hotel outside India the Taj Sheba Hotel in Sana'a
in Yemen. in 1980s It acquired the St. James' Court Hotel in
London.

4.  Two hotels of the Taj group namely Rambagh Palace in Jaipur and
the Taj Mahal Palace in Mumbai were ranked in 2013 by Condè
Nast Traveler among the Top 100 Hotels and Resorts in the World.
 In 2013 the Indian Traveller magazine ranked Taj Lake Palace in
Udaipur and Taj Exotica Resort & Spa in Maldives on ranks 34
and 98 respectively in the list of 100 Best Hotels & Resorts.
 Condè Nast Traveler also ranked the Taj Mahal Palace in Mumbai
on number 13 in the list of Gold Standard Hotels in 2014.
 Taj hotels was India’s first hotel to use electricity.

5. Marketing Mix
 PLACE
 PRICE
 PEOPLE
 PROCESS
 PRODUCT
 PROMOTION
 PHYSICAL EVIDENCE

6.  Product: they provide Luxurious rooms & suites, Options of
smoking & non-smoking accommodation, bathrooms with luxury
bath amenities, Wi-Fi plan, Fine-dining speciality , Tea Lounge, The
Blue Bar - one of a kind lounge bar, Meeting room, Banquet facilities
 Place: it has 85 hotels across India and 16 hotels in the UK, USA,
Zambia, South Africa, Maldives, Malaysia, Bhutan, Nepal, Sri Lanka
and the U.A.E.
In India- Udaipur, jaipur, Mumbai, New delhi, Kolkata, Bangalore,
Hyderabad and Chennai
 Promotion: Taj regularly comes up with offers during season and
off- season such as Taj Holiday Summer package to boast
occupancy in their hotels. T.V. channels like CNN,CNBC Magazines
like outlook traveler, Go now Business news paper like E.T.,
Financial Express, Bombey times online Media. It takes part in
numerous CSR activities.

7.  Physical Evidence: Taj is fully satisfying its customers on account
physical evidence as the hotel is counted in five stars it has
maintained its environment.
 People: Here people mean the customers, employees,
management and the society. It also provide customer services like
‘The Taj Inner Circle Group’, ‘Taj advantage’, ‘Taj Epicure’. It
provide medical help, consultation, travelling facilities, bonuses. It
also have bunkers with small beds so that the employees working in
shifts can catch some sleep if need be. It has Skilled person,
Professional person, personal agents technological person travel
agents
 Price: Taj realizes that their prices are high and not affordable by all,
but this is due to various overheads that it incurs and the superior
quality.

8.  Process:
Greet Guests
Smile using proper
salutation, correct
posture, eye-
contact and guest
name
Assist guests
to their seats.
Smoking/Non-
smoking
preference to
be confirmed.
plates to be
cleared only
after all
complete their
meal.
For all orders,
serve ladies
first
Suggest the
Dinner and
describe it
Unfold the
napkins,
ladies first
Place bill folder
with cheque on
table for signature,
as per guest
convenience
Thank all guests
using their names
respectively.
Bid farewell.

9. Targeting
A roadmap for the future
 Move from a mono-brand structure to a sun-and-planets model.
 Reserve the Taj brand for the luxury segment only.
 Create distinct brands for other viable market segments.
 Carefully manage and limit the use of the Taj name.
 Differentiate between the luxury brand and the corporate entity.
 Name the corporate entity Taj Group.
 They are targeting their own audience who has been their customer
for a long time.

10. Vivanta by Taj
It is for the upper upscale
guest was designed to
capture an emerging high-
end segment. STR reports
and Gallup surveys show
that It has the highest
RevPAR and customer
engagement among its
competitive set. Condé Nast
Traveler named It the third
best hotel brand in the world.

11. Gateway
It had given rise to a large
number of domestic
business travelers. It Is a
three-star national brand,
The Gateway is not
endorsed by Taj, keeping its
identity separate from the
Taj’s luxury positioning. by
Nielsen research It was the
third strongest brand in India
only a year after its launch.

12. Ginger
It is for the budget traveler
two-star economy brand,
focuses on secondary and
tertiary cities in India, Its name
and visual identity evoke a
simple, practical hotel
experience that strikes a
balance between being Indian
and being international. The
South Asian Travel Tourism
Expo named Ginger the best
budget hotel chain in India.

13. Differentiation
 They have positioned themselves as a high end luxury segment It
has made its consumers to feel the taste of the royalty in the modern
world. This made the group different from their world wide
competitors.
 Taj marked out the three separate entities like Taj group, business,
leisure and luxury. The concept of these sub brands have come into
existence in early 1990's where the management operation was
completely different.
 Guest receive the signature hospitality irrespective of whether
they’re just visiting or staying here.
 Extravagant Indian Interiors and, cultures.

14. Competitors

15. Bhutan