Taj Hotel - service marketing

HOTEL INDUSTRYBY

MAULIK CHAUDHARYROSHAN UPADHYAY

SHASHIN BAJAJSEKHAR SHARMA

VIEW OF HOTEL INDUSTRY CHALLENGES FOR HOTEL INDUSTRY INTRODUCTION OF TAJ HOTELS. MARKETING MIX. COMPETITOR. SERVICE TRIANGLE SERVICE SCAPE CONCLUSION.

CONTENT

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 Industry

Customer Satisfaction Health Safety Environment To Promote Tourism

VIEW OF HOTEL INDUSTRY

STAR RATED HOTELS

5 DELUXE & 5 : LUXURY AT HIGH

PRICE , 27 % GOVT. APPROVED ROOMS

FORMS 30% OF INDUSTRY

BUILT OVER 18000 sq.m AREA

2 & 1 : AROUND TOURIST

SPOT, PREFERRED BY DOMESTIC

TOURIST

4 & 3 : FOR MIDDLE LEVEL

BUSINESS EXECUTIVES/LEISURE

TRAVELLERS

Eg : ITC,TAJ GROUP,

OBEROI GROUP, ITDC

HERITAGE CLASSIC:

HOTELS

CONSTRUCTED BETWEEN 1920 - 1935

HERITAGE GRAND:

HOTELS CONSTRUCTED

PRIOR TO 1920

HERITAGE:

HOTELS CONSTRUCTED

AROUND 1935 – 1950

HERITAGE HOTELS

CHARACTERISED BY LESSER CAPITAL EXPENDITURE AND AFFORDABILITY .

OPERATE FROM FORTS, PALACES, CASTLES, RIVER LODGES, HERITAGE BUILDINGS ETC.

• SPECIALLY EQUIPED WITH CONFERENCE ROOMS, SEMINAR HALLS, INTERNET FACILITIES ETC. TO SUIT THE CORPORATE GUESTS.

• Eg: INTER-CONTINENTAL, CROWNE PLAZA

BUSINESS HOTELS

AIRPORT HOTELS

• LOCATED NEAR AIRPORTS AND SUITABLE FOR SHORT STAY TRAVELLERS.

• ARE FOUND NEAR ALL MAJOR CITY AIRPORTS.

HONEYMOON HOTELS

• MOSTLY LOCATED AT HILL STATIONS AND SPECIALLY FASCILITATED TO SUIT THE COMFORTS OF HONEYMOON COUPLES.

• Eg. HOTEL WOODVILLE PALACE, CARLTON HOTEL, HOTEL HONEYMOON INN ETC.

FACILITY HOTELS

3 STAR HOTELS

FORMAL AND SPACIOUS RECEPTION AREA AND LOUNGE

THEIR RESTUARANTS CATER TO NON- RESIDENTS GUESTS TOO

EN-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

5 STAR HOTELS

THE ENTIRE HOTEL IS SPACIOUS AND LUXURIOUS

EXQUISITE CUISINES THAT CATER TO TASTE BUDS FROM ALL OVER THE WORLD

SERVICES ARE MORE, FLAWLESS AND PERSONAL ATTENTION TO THE GUEST’S NEEDS

SOME 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...

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

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.

1. Shortage of skilled employees2. Retaining quality workforce3. Shortage of rooms4. Intense competition5. Customer expectations6. Manual back-end

Challenges for Hotel Industry

TAJ GROUP OF 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.

INTRODUCTION OF TAJ HOTELS

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.

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.

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

Cont………

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.

Smart Basics Hotels – (Budget hotel chain)

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 operate

Vision

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 life

Cont………

ProductsCore Services :- Room Restaurant and Bar Meeting room Banquet facility Amenities Services

MARKETING MIX STRATEGY OF TAJ HOTELS

Courier Child care, Laundry, Pet Taj Sats Air Catering Ltd. Wi-Fi Access Express check -in and out Taj Air and Taj Yachts Babysitting Wake-up call

Special services (Facilitating services)

Barber shop, Boutiques, Florist Currency exchange In room telephone service Front desk 24 – hour Gift shop

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.pdf

PRICE

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

PROMOTION STRATEGY Promotional schemes are carried on regularly the hotel has many

loyalty programe,clubes,membership,previlage etc some of them are

1. Taj Inner Circle2. Taj advantage plus3. TAPP MeTaj also offer Taj surprises including weekend savers, value vouchers, book early get more.

Major service encounter that extremely delighted or disappointed are:

1.Check – in.2.Bell person carrying luggage to the room.3.Food.4.Wake up call5.Check out.

Process

Skilled person Professional person Personal Agents Technological person Travel agents

People

The hotel has many competitors1. The Oberai towers.2. The Leela.3. ITC Hotels.4. Le Meridian.

Acquisition - hotel blue diamond, pune.

COMPETITER

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

CustomersEmployees

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

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

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

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

Internal Marketing

Interactive Marketing

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 Evidence Tangibles

Service scape

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.

Servicescape facilitates the service encounters by reducing service failures and supporting a fast & smooth service delivery process.

Importance of Servicescape

Physical Evidence

Tangibles

Thank You !

ENJOY THE STAY