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 and business hotels.
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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 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 4
5. SWOT ANALYSIS
Strengths
107 yr old established brand
64 rank in fortune 500
Understanding different customer needs
High brand salience or image
Celebrity status
Iconic Stature
Early expansion
Strategic location
First mover advantage
Weakness
Complex ownership structure(Hindrance
from property owners)
Brand dilution
Confused customer perception
Only NRI s knw about it
Non users positioning was not clear
Brand abuse
Losing emotional appeal
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6. Opportunities
Untapped potential
41% middle affluent class
Luxury market to expand in INDIA
Liberalisation expanding into
international markets
Increase in tourist
Gateway to fill middle segment
vaccuum
Threats
Terrorist attack- rebuilding customer
confidence in the brand
New brands are launching at the same
time—at the time of attack
Liberalisation—foreign competitor’s
entering the market
37 brands coming to india
Recession
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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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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
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
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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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15. CRM used in Taj Palace Hotel
• At the time of the reservation a preference
sheet is sent across to the guest along with
the reservation conformation mail
• This is primarily to capture the various
preferences of the customer such as food
habits (Diabetic/ Low fat etc.), special
needs etc. It also asks if the customer is
coming on a special occasion or not and
arrangements are made accordingly made
on the visit
• e.g. If the guest is coming on a
honeymoon or anniversary the room is
decorated accordingly, cake is placed in
the room etc.
• This is another important tool in
improving the service of the hotel and to
capture guest complaints. If a complaint is
registered by a customer it is updated on
the software.
• Gradually as the time lapses the status
displayed turn from green to yellow and
ultimately red. This status can be seen by
any of the managers as the software is
connected to the central server. A daily
Action Taken Report is generated which is
signed by the operational head.
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16. • Fidelio is the property management
system used by Indian Hotels Company
Limited. Although it is used for various
functions but it also plays an important
role in the CRM processes of the hotel.
• It is used for saving the profile,
preferences and special information
(Anniversary, Birthday, allergies etc.)
related to the guest on a central server.
• This information is accessible to all the
Taj properties; therefore, whenever there
is a repeat customer the hotel staff already
has all the necessary information enabling
them to delight the customer by
personalized service.
• This is a special instrument used by
personal butlers for recording guest
preferences & other important information
related to the guest.
• This is a small booklet which is carried by
the staff at all times and whenever they get
any information which can be useful in the
future to please the customer, they simple
record it here.
• This information is further uploaded on
the PMS making it accessible to all.
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17. • Once the guest is in the hotel and stayed
for sometime (a day or two) a courtesy call
is made by the guest relationship executive
during the evening hours.
• This is just to know about the guest’s
experience and how can it be improved in
case there is some difficulty being faced
by him/her.
• In case there is a complaint it is uploaded
on the CRM software and further
processes are followed as mentioned
above.
• Post departure an automated mail from the
central server is sent to the guest
requesting to fill up a feedback form.
There are various heads covering the
various stations of experiences which are
scored on a Likert Scale.
• This information is quantified to highlight
the areas of concern. This score is also
used as a measure of performance of a
hotel unit.
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19. THE TAJ GROUP OF HOTELS
SEGMENTATION
TAJ LUXURY
HOTELS –
TAJ PALACE,
TAJ MAHAL,
TAJ BENGAL,
TAJ WEST END
OFFER FINEST
STANDARD OF
HOSPITALITY &
SERVICE
TAJ BUSINESS
HOTELS:
TAJ PRESIDENT,
TAJ RESIDENCY,
TAJ CONNEMARA,
TAJ BLUE
DIAMOND
OFFER
MULTI – CUISINE
RESTAURANTS &
BEST BUSINESS
FASCILITIES
TAJ LEISURE
HOTELS:
TAJ BEACH
RESORT,
TAJ CULTURAL
CENTRE,
TAJ GARDEN
RETREATS
LOCATED AT
BEACH RESORTS,
PALACES, PILGRIM
CENTRES ETC.
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20. Positioning
• Through print media
• Electronic media
• Magazines
• Online advertising
Targeting
• Targeting is a group of
people who have
common need, and
behavior.
• 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
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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
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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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31. What Creates Customer Delight
24-hour room service
Free safe deposit lockers
Express laundry/ dry cleaning
Purified water supply
Doctor-on-call
Full-equipped Business Centre
24-hour fax/ telex facilities.
3 Meeting rooms
Laptops on hire
Currency Exchange
Travel assistance
Car hire service
24-hour Coffee Shop
6 Restaurants & Bars
Night Club
8 luxurious Banquet Rooms
Shopping arcade
Fitness Centre
Beauty shop
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.
• The points are redeemable for holidays and memorable meals at the
Taj and for gifts from a hand-picked selection of merchandise.
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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 and follow up
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