taj group os hotels marketing strategies
TRANSCRIPT
Product MixProduct Length
Product WidthHotels Catering Luxury StoresTravel
Ansoff’s Matrix
Existing Market
New ProductExisting Product
New Market
Core Competencies
Product Lifecycle
INTRODUCTION
TAJ Luxury Residences
GROWTH
Taj Vivanta
MATURITY
TAJ Palaces and Resorts
DECLINE
Ginger
TIME
SALE
S
Service Blueprint
Marketing Mix:7P’s
Promotion: Advertising
Promotion: Offers
Promotion: Media
Promotion: Online Media
Facebook YouTube
People
Pricing
Pricing: Steps
Pricing: Strategies
Brands Rates Strategy
TAJ Hotels 13250 Skimming
Vivanta by TAJ 10500 Competition
The Gateway Hotels
6500 Psychological
Ginger Hotels 3500 Penetration
Price vs Service LevelP R I C E
SERVICE
ModerateHigh
OBEROI
THE GRAND HYATT
J W MARRIOTT
ORCHID
TAJ MAHAL
Locations of Taj Hotels in India
Place
Taj Umaid Bhawan Palace, Jodhpur
Taj Lake Palace Hotel, Udaipur
Taj Mahal Palace, Mumbai
Taj Mahal Hotel,New Delhi
Taj Exotica Resort & Spa, Maldives
Taj Blue Sydney, Australia
Physical Evidence
Private Dining Space
Larger than lifeTaj Lobby
Banquets & Events
Taj Traditional Welcome Drink
Moment of Truth / Service Encounter
Segmentation
Segmentation
Selective SpecializationUpscale Mid Scale Economy
Vivanta by Taj
Gateway
Ginger
Market SpecializationUpscale Mid Scale Economy
Taj Exotica
Vivanta by Taj
Taj Mahal Palace
Single Segment Concentration Leisure Eco-tourists Affluent Business
Taj Luxury Residences
Taj Safaris
Ginger
Product SpecializationLeisure Business Events
Taj Mahal Palace
Taj Safaris
Ginger
Brand Mantra
Points of Parity
Points of Difference
SubstantiatorsRTB
Values/Personality/Character
Executional Properties/Visual Identity
Charming, progressive, contemporary &
traditional
Consistent service & message
Variety of Rooms
Highly acclaimed loyalty program
Restaurants & Bars
BusinessCentre
Focus ontradition
Tracking of guest
satisfactionscores
Nimble & agile
Differentiated guest
experiences
Top HR reputation
Modern day traveler
Upper Class
Affluent business traveler
Executive
Reinventing tradition
Stylishly spirited
Welcomes perfection
Consumer Target
SEC A1, A2
Consumer Insight
Convenient access to top notch
luxury while traveling
Consumer Need State
Need the perfect stay
Competitive Product Set
International players, upcoming local luxury hotels
Consumer TakeawayTaj is the one-stop brand for
all the consumer’s
needs
Radiant
Differentiation: Means
Employee Differentiation
Channel Differentiation
Image differentiation
Service Differentiation
SWOT Analysis:
Service Triangle
External Marketing“making the promise”
Interactive Marketing“delivering the promise”
Internal Marketing“enabling the promise”
CUSTOMER RELATIONSHIP MANAGEMENT
CRM Tools: Currently in Use
Loyalty Programs