Taj group puts focus on profitable growth, unveils 5year. Marketing strategies are laid to achieve long term objectives of the company johnson n. Our corporate marketing drives a range of dynamic, innovative and market specific initiatives including strategic customer and b2b advertising, omni channel media outreach. Strategies brands rates strategy taj hotels 250 skimming vivanta by taj 10500 competition the gateway hotels 6500 psychological ginger hotels 3500 penetration 16. Prakash pandit ashwini harne 18bsp0208 taj hotel and resorts taj hotels is a chain of luxury hotels and a subsidiary of the indian hotels.
An analysis on taj group of hotels 3620 words 15 pages executive summary the primary objective of this report is to analyze the taj group of hotels through the specific analysis of taj luxury fullservice hotels, resorts and palaces, taj exotica, taj safaris. An analysis on taj group of hotels 3620 words bartleby. Taj group of hotels is an international chain of luxury hotels owned by the tata group. The taj group of hotels is an established player in the indian market and the hotel chain is expanding into smaller towns and cities a task which is impossible for the multinational hoteliers. The cases of taj hotels, carlson hotels and aaa hotel classification systems. Ihcl their first property was the taj mahal palace hotel in mumbai in 1903 the first five star hotel in india. All our hotels are represented and accessible through the gds under our unique tj code.
The taj group of hotels continued with its branding strategy with the launch. The marketing mix of taj hotels is explaine as below. The hotels belonging to the oberoi and the taj group are among the most famous hotels in india. Aug 16, 2016 taj hotels, resorts and palaces is introducing a new marketing campaign focused on tajness, the brands new philosophy that defines its signature guest experience. Mar 03, 2019 taj hotels has adopted several marketing strategies to promote its brand name in the international and domestic arena. The brand taj hotels resorts and palaces comprises 58 hotels across india and 17 hotels globally. Defining a proper marketing mix for hotel industry is crucial for the success of hotels marketing efforts. Incorporated by the founder of the tata group, jamsetji tata, in 1903, the company is a part of the tata group, one of indias largest business conglomerates. Tata owned taj hotels resorts and palaces thrp, indias most celebrated luxury hotel. Pdf a case study on market segmentation, positioning and. Today the taj group has won international acclaim for its quality hotels.
Taj hotels resorts and palaces is one of the leading luxury hotel brands in india with over 93 hotels in 55 locations across the country. Gateway hotel by taj group marketing collateral gateway hotel kolkata by taj. Taj group os hotels marketing strategies linkedin slideshare. Marketing mix of taj hotels taj hotels marketing mix marketing91. Doc corporate strategy indian hotels company sujit. Currently the taj hotels resorts and palaces comprises 76 hotels, 7 palaces at 52 locations in 12 countries and employ over 00 people. The success of the new brand architecture strategy has renewed the. The taj hotels the part of tata industries are one of the renowned business houses of india started indian hotels company ltd.
It is especially known for its hospitality and customer service. These are the premier group of hotels aimed at providing an unmatched and unique experience to their guests. Taj hotels is one of the most popular hotel chains in india. The 7 ps of service marketing in hotel industry trilyo blog. The taj, a symbol of indian hospitality, completed its centenary year in 2003. It is a symbol of quality and elegance, the brand offers all the facilities and services to the visitors. A customer sticks to the indian hotels company as he progresses in life. Ihcl has close associations and partnerships with leading consortia and global agents. Established in 1903, taj is indian hotels company limiteds ihcl iconic brand. Taj hotels is easily known as one of the finest chains of luxury hotels and resorts globally. Strategies brands rates strategy taj hotels 250 skimming vivanta by taj. Welcome group has a marketing and reservation agreement. General goals of most hotels are to expand their presence in more regions, increase customers, improve the quality of their services and earn more profits.
By this study i have found all type of data related to marketing plan. In this article, we are going to look at taj hotels digital marketing strategy and see how they use digital platforms to attract their target audience. Pricing strategy of the taj hotels in usa according to. Analysis of the hotel sector in more lia, from the perspective of marketing a mistake made by many hotels, when they have begun to be aware of the need to structure the marketing function has been to concentrate on the operational side advertising, design, catalogs, etc. Here is the marketing mix of taj hotels which is associated with.
Now, saying all these let us see a wider sense of these 7 ps. Taj hotels, resorts and palaces is introducing a new marketing campaign focused on tajness, the brands new philosophy that defines its signature guest experience. The team is present in the main markets of origin, with each region having sales targets not only for their own market but also for abroad. Hotelier taj group unveils three brands, each with distinctive customer. Pdf multiple branding is a common marketing technique used by the most hotel chains having several subbrands. The hotels are grouped into 3 categories luxury,leisure and business. The taj group has continued to open its new hotels through management contracts in the. Marketing strategies of hotel industry in india mohd. A marketing mix is used to indicate the several marketing variables used by the sales team to target specific guests or target market segments e. The taj hotels, palaces, and resorts introduced a new brand architecture to counter lack of differentiation and. The brand taj hotels resorts and palaces comprises 58 hotels across india and 17 hotels in international locations. The indian hotels company limited ihcl and its subsidiaries, bring together a group of brands and businesses that offer a fusion of warm indian hospitality and worldclass service. To ensure timely delivery of their services, they have set processes in place and in case of failure or delay of service, they have built in contingencies and trained their staff to communicate the delay to the customer in the right manner. Taj hotels digital marketing strategy tnl digital marketing.
The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy that lies in between a house of brands and a branded house. Taj hotels, resorts and palaces harvard business publishing. Prezis director of product marketing on working from home and finding balance. Marketing mix of taj hotels taj hotels marketing mix. These include taj the hallmark of iconic hospitality and vivanta with its collection of sophisticated. The restaurant uses social media to request feedback from its customers for improvement. The indian hotels company limited piem hotels limited roots corporation limited 4406 taj group 51. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. It was established by jamshedji tata on 16th december 1903. Mkt strgs taj hotels hotel hotel and accommodation scribd. Powerpoint marketing strategies for your restaurant.
Marketing strategies for hotel industry internationalization in morelia article pdf available in procedia social and behavioral sciences 148. The taj group is a part of the tata group of companies. From modern business hotels, and idyllic beach resorts to authentic rajput palaces, taj hotels seems. The taj luxury hotels offer lavish accommodation, gourmet specialty restaurants and bars,fitness centres and spas and wellequipped business and. Swot analysis of taj hotels taj hotels swot analysis. Below is the pricing strategy in taj hotels marketing strategy. Price vs service level p r i c e s e r v i c e moderatehigh oberoi the grand hyatt j w marriott orchid taj mahal 17. The taj luxury hotels offer lavish accommodation, gourmet specialty restaurants and bars, fitness centres and spas and wellequipped business and banquet facilities. Pdf multiple branding is a common marketing technique used by the most.
The taj hotels, palaces, and resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. Competitive strengths the indian hotels company limited taj. Taj hotels and resorts service marketing mix free essay example. The hotels are grouped into 3 categories luxury, leisure and business. The hotel chain has around 100 properties across india as well as operations in countries like bhutan, malaysia, maldives, nepal, south africa, sri lanka, uae, uk, usa, and zambia the hotel chain registered a net income of usd 9. The key for all hotels is to search the correct channel of marketing which may be display advertising, email marketing, payperclick advertising ppc or online public relations and disclosing the accurate message in order to influence the targeted guests. Strategy a higher emphasis was placed on the business segment as the profits are. The taj exotica was evolved as part of taj hotels resorts and palaces intent to position it as a brand that is clearly differentiated by its product philosophy and service design. The taj exotica resort and spa, in maldives is centered on highend accommodation, intimacy and an environment that allows its guests unrivalled comfort and privacy. Opportunities in the swot analysis of taj hotels some of the opportunities include. Porter five forces model of taj hotels tourism essay.
Taj hotels caters to a group of people who have refined and luxurious tastes in their travel and business. Such global hotel chains, through their multibrand strategy hook. This case explores issues faced by the corporate sustainability manager at the corporate headquarters of a large hotel group in a developing nation as she implements her companys corporate sustainability strategy through supplier partnerships with bottomofthepyramid bop social organizations. Spanning worldrenowned landmarks, modern business hotels, luxury resorts, authentic heritage palaces and rustic safari lodges, each taj hotel reinterprets the tradition of hospitality in a refreshingly modern way to create unique experiences and lifelong memories. Interact with your community using free marketing fuego mundo creates a unique dining experience by bringing the flavors, spices, and culture of south america to sandy springs, ga. The taj hotel group is a premier and top hotel chain in india. Tataowned taj hotels resorts and palaces thrp, indias most celebrated luxury hotel. It relies heavily on wordofmouth publicity as its satisfied customers recommend it to friends, family and acquaintances.
The indian hotels company ihc is the parent company of taj hotels resorts and palaces. Taj hotel service marketing free download as powerpoint presentation. Many of them appear in the list of the best hotels of the world. Scribd is the worlds largest social reading and publishing site. Oct 11, 2010 the fourbrand strategy begins to fall into place.