BY MAULIK CHAUDHARY ROSHAN UPADHYAY SHASHIN BAJAJ SEKHAR SHARMA

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

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

FORMS 30% OF INDUSTRY ITC, TAJ GROUP, OBEROI GROUP, ITDC

Eg :

BUILT OVER 18000 sq.m AREA

STAR RATED HOTELS

DELUXE & 5 : LUXURY AT HIGH PRICE , 27 % GOVT. APPROVED ROOMS

&1 : AROUND TOURIST SPOT, PREFERRED BY DOMESTIC TOURIST

& 3 : FOR MIDDLE LEVEL BUSINESS EXECUTIVES/LEISURE TRAVELLERS

HERITAGE HOTELS
HERITAGE CLASSIC: HOTELS CONSTRUCTED BETWEEN 1920 - 1935 HERITAGE GRAND: HOTELS CONSTRUCTED PRIOR TO 1920 HERITAGE:

HOTELS CONSTRUCTED AROUND 1935 1950

CHARACTERISED BY LESSER CAPITAL EXPENDITURE AND AFFORDABILITY . OPERATE FROM FORTS, PALACES, CASTLES, RIVER LODGES, HERITAGE BUILDINGS ETC.

FACILITY HOTELS
BUSINESS HOTELS
SPECIALLY EQUIPED WITH CONFERENCE ROOMS, SEMINAR HALLS, INTERNET FACILITIES ETC. TO SUIT THE CORPORATE GUESTS. Eg: INTER-CONTINENTAL, CROWNE PLAZA 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.

AIRPORT 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, DCOR, AND EQUIPMENTS HIGH STAFF TO GUEST RATIO FOR BETTER SERVICES SERIOUS APPROACH TOWARDS CUISINES AND VARIETY

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 GUESTS 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

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 hotels marketing strategy.

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.

1. 2. 3. 4. 5. 6.

Shortage of skilled employees Retaining quality workforce Shortage of rooms Intense competition Customer expectations Manual back-end

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.

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, wellequipped business centres, and other conference facilities

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.

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

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

Products
Core Services :

Room Restaurant and Bar Meeting room

Banquet facility
Amenities Services

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

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.

Rate
Room Tariff of all TAJ Palaces, Resorts, And Hotels.pdf

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)

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 Circle 2. Taj advantage plus 3. TAPP Me Taj 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 call 5. Check out.

Skilled person Professional person Personal Agents Technological person Travel agents

The hotel has many competitors 1. The Oberai towers. 2. The Leela. 3. ITC Hotels. 4. Le Meridian. Acquisition - hotel blue diamond, pune.

Company

Internal Marketing
Vertical Communications Horizontal Communications

External Marketing Communication

Advertising Sales Promotion Public Relations Direct Marketing

Employees

Interactive Marketing
Personal Selling Customer Service Center Service Encounters Servicescapes

Customers

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)

The Taj Singles vacation package is about bringing likeminded 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.

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

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

Servicescape helps in creating a corporate identity (i.e. positioning and differentiation). Its 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.

ENJOY THE STAY