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Terrorist Attack on the Taj Mahal Palace& Tower, Mumbai: Crisis

Communication Strategies

Presented by

Akhil Yerawar !"P#P!$"%

Sonia ar'ary !"P#P!$(%

)eena *odo !"P#P!$+%

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-er-iew

This case highlights the need o. em/loyees0coo/eration to combat crisis

12em/li3es how Taj 4otel0s em/loyees stared

into the eyes o. death when terror struck themo56guard

7ocuses on how the management0s concerntowards its em/loyees moti-ated them to standby the com/any when they were most re8uired

Presents how the Taj management has usedcommunication e5ecti-ely to regeneratecon3dence in its regular /atrons

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Pur/ose o. the case

To analy'e the reasons behind the 9+!! terrorattacks on the Taj 4otel

To understand the im/ortance o. *usiness Continuityand ;isaster

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Contents

The Taj Mahal Palace 4otel & the Tata)egacy

Taj Mahal Palace & Towers 4otel

9+!!: The ightmare *egins

At the Taj

Picking u/ the Pieces =hat ne2t>

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The Taj Mahal Palace 4otel and theTata )egacy

)egacy older than ?nde/endent ?ndia

!$+ year old iconic hotel

!"$6/lus year old conglomerate

@ey com/anies inTata grou/:Tata Steel, Tata Motors,

TCS, Tata Power,Tata Tea,Tata Chemicals,?ndian 4otels, Tata

Communications

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Tata Conglomerate

7ocus o. the organi'ation sinceince/tion has been its /eo/le

7ounder o. the conglomerate Bamsetji Tata

alues: ?ntegrity, Dnderstanding12cellence, Dnity and

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The whole idea is to create a vibrantself-correcting organization whichresponds intelligently to changing

business conditions.

6 4FFSrini-as Cor/orate Guality icePresident, ?4C)%

4

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Taj Mahal Palace & Towers4otel

*uilt under the aegis o. ?4C) in !E$H

D6sha/ed building

Tower wing /art o. the e2/ansion o.the hotel

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9+!!: The ightmare*egins

=ednesday, o-ember 9+th9$$J,E:H$/m

!$ young men entered the city .romArabian Sea

S/lit into ( teams o. two each

Armed with riKes, grenades, ?1;

7irst team: CST 6L Cama 4os/ital 6L#irgaum Chow/atti @asab ca/tured%

Second team: Taj 4otel

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9+!!: The ightmare*egins

Third team: )eo/old Ca. 6L Tajback gate%

7ourth team: beroi6Trident hotels at!$ /m

7i.th team: ariman 4ouse at !$:9(/m Kushed out only 9 days later byS# commandos%

Choice o. target -ery s/eci3c thee2ecuti-e clubs where the who0s who

o. the world -isits

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Positi-es

#eneral Manager @ang asked thesta5 to lea-e but they re.used andstayed on to hel/ the guests and

security .orces Sta5 dis/layed bra-ery and

/rotected guests

ther Taj hotels sta5 chi//ed in andset u/ hel/line

Called u/ guests and instructed them

to lock their rooms, turn o5 lights

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Positi-es

!( e2/erts were brought .or /ost6trauma counseling

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Positi-es

1ndless 3re drills as a /art o. hotelsecurity mandateF Thus, the hotel sta5could kee/ calm

4otel was insured against both terroristattack and loss o. re-enue

Com/ensations, /ensions, jobs were

gi-en to the .amilies o. the deceased S/ecial -isit .or the berea-ed /arents

o. slain S# Major was arranged

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The cor/orate communications teamga-e regular inter-iews, /ressreleases .or u/dates

#uests0 re/orts stating the sta5 wereready to gi-e their li-es .or ensuringsa.ety were retold in the media

@ang Nsymbol o. all good that e2istsin cor/orate ?ndia0

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Challenges

Cleaning the hotel

1m/loyee rehabilitation

Counseling to deal with trauma Managing /erce/tions that had

de-elo/ed

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Could things ha-e been di5erent>

*ack end o. the hotel was thedown.all

All security in the .ront

o security6check 26ray machines,metal detectors, etcF% at the entrance

4otel sta5 didn0t /ay heed to claimmade by guest about sus/iciousgoings on in room +H$

S# & Marine Commandos didn0tha-e the blue/rintlayout o. the hotel

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Could things ha-e beendi5erent>

1cho in the dome and atrium made itdiOcult to 3gure out where the shotswere coming .rom

?nade8uate s/rinkler system

)ack o. in.rastructure 1FgF 3re raged.or H hours be.ore 3re engines could

res/ond%

Police were inade8uate in numberand /re/aredness

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Could things ha-e beendi5erent>

Commandos were relati-ely ill6e8ui//ed

4a-e a crisis management grou/ inthe city

Peo/le died being shot through thebullet6/roo. -ests

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THANK YOU