Vivanta by TajRohini Kumar

Parent Brand and Brand Extensions

• The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj Hotels Resorts and Palaces and is recognised as one of Asia's largest and finest hotel company

• Incorporated by the founder of the Tata Group, Mr. Jamsetji N. Tata, the company opened its first property, The Taj Mahal Palace Hotel, Bombay in 1903

• Today, it comprises 93 hotels in 55 locations across India with an additional 16 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East

Taj Heritage Hotels Taj Exotica Taj Safari

Vivanta by Taj The Gateway Hotels & Resorts

Ginger

Vivanta by Taj• Established in September 2010, Vivanta by Taj is a 5-star hospitality brand positioned in the upper-upscale segment after Taj luxury Hotels

• It offers a fresh, vivacious & stylish take on ‘cool luxury’. With innovative cuisine concepts, the smart use of technology & experiences that seek to constantly engage, energize and relax, it appeals to the cosmopolitan world-traveller synced into an immersive and sensory lifestyle

• Currently there are ~30 hotels in India, Maldives, Sri Lanka and Malaysia

Industry Analysis INR 16670 crores is the 2013 revenue of Chained Hotels in India

Of which 2013 revenue of

was at INR 1925 crores holding a share of 11.5%

The revenue of 2015 stood at INR 1977.33 crores

10%5%

4%4%3%3%

72%

Hotel NBO Company Shares 2013

Indian Hotels Co Ltd

Starwood Hotels & Resorts Worldwide Inc

Marriott International Inc

EIH Ltd

Carlson Rezidor Hotel Group, The

ITC Ltd

Others

Source: Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

Comparative Analysis

Source: Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources

Industry Taj Luxury Vivanta by Taj The Gateway Ginger

Rooms 1,96,900 4,500 3,100 2,700 2,700

Revenue per Room (INR) 6,825 6,500 3,900 4,100

Average Daily Room Rate (INR) 10,500 10,000 6,000 5,000

Rooms per outlet 216 96.9 114.2 89.7

Outlets 4,418 21 32 24 30

Occupancy (%) 65 65 65 82

Sales per Outlet (INR) 538.1 231.8 162.7 134.2

Sales per Room 2,491.10 2,392.90 1,425 1,496

Comparative Analysis (Continued)

The following points can be inferred from the table – In 2013, the inventory of the Taj Group of Hotels stood at 118 hotels with

~14,300 rooms; holding about 7.3% of the rooms available in the industry

By FY2014, the inventory of the Taj Group of Hotels now stands at 125 hotels with 15,503 rooms, cutting across all our 4 brands

The difference in the Average Daily Room Rates of the Taj Luxury Hotels and Vivanta explains the latters target segment to be the upper-upscale segment after Taj Luxury Hotels

The Gateway Hotels are the upscale/mid-market full service hotels and resorts whereas the Ginger is Taj’s economy line of hotels

Industry Growth since 2010 Year Total Income Percentage Growth2010 118,9002011 136,100 14%2012 151,300 11%2013 166,700 10%

2010 2011 2012 2013

118900

136100

151300

166700

Industry Growth since 2010

Year

Reve

nue

As compared to 2010, Hotel Industry revenues increased

by 40% in 2013

Growth of Taj Group since 2010Year Total Income Percentage Growth

2010 1,5202011 1,737 14%2012 1,865 7%2013 1,925 3%2014 2,024 5%

As compared to 2010, Taj Group’s revenues increased

by 27% in 2013 and by

33% in 20142010 2011 2012 2013 2014

1,520

1,7371,865 1,925

2,024

Growth of Taj Group since 2010

Year

Reve

nue

Growth Analysis From 2010 to 2012, the growth of Taj Group was in line with the

industry growth at 14% and 7% respectively. In 2013, the Taj Group drastically slowed down its growth as

against the industry, since there was a gap of 7 percentage points in their growth ratios of 3% and 10% respectively

Current Status By FY2015, the Taj Group now has a total revenue of INR

6,015 crores including the revenue from the international hotels

Competitive Frame of Reference• The Competitive frame of reference

has been developed in view of the city Hyderabad

• These hotels are considered as competition on the basis of the prices offered for their rooms, which range from INR 3,500 to INR 4,500 on weekends for their basic rooms

Points of Parity•Superior Rooms

•Free wi-fi services

•Breakfast

•Chauffer services

•Spa

•Well trained House keeping services

Points of Parity (Detailed)• Air Conditioning

• Voice Mail

• 220 AC

• CD Player

•Working Desk Phone

• Radio

• Dataport

•Mini Bar

•Working Desk

• Two Line Telephone

• Handicapped Facilities

• Safe

• Speaker Phone

• Cable/Satellite TV

• Full size mirror

• Bedside Telephone

• No Smoking Room

• Knock Lights

• DVD Player

• Internet Access

• Coffee/Tea Maker

• Phone in Bathroom

• Direct Dial Phone

• Television

• Free Newspaper

• Refrigerator

• Iron/Ironing Board

• Plates and Silverware

• Sep Shower and Bathtub

• Bathrobe

• Slippers

• Shaving/Beauty Mirror

• Private Bath or Shower

• Bath Tub

• Shower Cap

•WC sep. from bathroom

•Walk-in Shower

• Rails in Bathroom

• Safety Bar in Shower

• Shower

• Fax Machine

• Connecting Room

• No pornographic films

• Printer

• Color TV

•Wireless Connect

• Desk

• Codes/Buttons in Room

• High Definition TV

• Poolside

• Clothes Press

• Remote Control TV

• Seating Area

• Large Safe

• SeparateToilet Area

• Hairdryer

• Bathroom Amenities

• Accessible Bathing Controls

• Handheld Shower Head

• Accessible Wash Basins

Points of Difference Vivanta aims at delivering ‘refreshment and inspiration to hard-working, hard-playing go-getters’ which also reflects in their youth appealing yet sophisticated ambiance as shown below –

VIVANTA AVATARS• These are artful manifestations designed for

those seeking new discoveries and adventures across the worlds of art, music and design

Divas of Rock Urban Folk Barn Festival

Points of Difference (Continued) VIVANTA MOTIFS

•These are the "must sees and must dos," of the place specially curated at each Vivanta destination

Feed a Sting Ray at Vivanta by Taj - Coral Reef, Maldives

Experience Wazwaan at Vivanta by Taj - Dal View, Srinagar

Journey through Casanova Diaries at Vivanta by Taj - Whitefield, Bangalore

Distance from Hyderabad Airport

ProductSuperior Charm King Bed City ViewPrice on Weekday: INR 5,250Price on Weekend: INR 4,725Includes Wi-Fi only along with basic amenities

Premium Indulgence King Bed City ViewPrice on Monday: INR 6,250Price on Weekend: INR 5,625Includes Wi-Fi only along with basic amenities

Hailed by Wallpaper UK as a "stroke of genius" and rated by Conde Nast Traveler US as the 3rd best global hotel brand Vivanta by Taj offers an imaginative, vivacious and stylish take on ‘cool luxury’

Product (Continued)Presidential Suite 1 Bedroom King Bed City ViewPrice on Weekday and Weekend: INR 25,000Includes Wi-Fi only along with basic amenities

Deluxe Allure Suite 1 Bedroom King Bed City ViewPrice on Weekday and Weekend: INR 25,000Includes Wi-Fi only along with basic amenities

PlaceCurrently comprised of 29 hotels and resorts in India and the Indian Ocean region, Vivanta by Taj is represented across key metropolitan capitals as well as popular vacation destinations like Goa, Kerala, Rajasthan, Coorg, Langkawi, Bentota and the Maldives

PriceLooking at the pricing strategies of its competitors, Vivanta’s pricing strategy appears to be precisely apt for its target segment

It is priced more at the lower end to attract not only those who belong to the upper-upscale segment but also to those who are growing towards that segment

Superior Charm King Bed City ViewPrice on Weekday: INR 5,250Price on Weekend: INR 4,725

Superior King Twin Bed RoomPrice on Weekday: INR 5,397Price on Weekend: INR 3,099

Superior King Bed RoomPrice on Weekday: INR 6,974Price on Weekend: INR 5,274

LUXURY ROOM with Twin King/BedPrice on Weekday: INR 4,500Price on Weekend: INR 4,000

LUXURY ROOM with Twin King/BedPrice on Weekday: INR 7,000Price on Weekend: INR 6,000

Promotion• Vivanta by Taj does not carry out its promotions through hoardings and advertising on Televisions

•The promotions for consumer awareness are carried out under the Taj brand itself

•Attracting consumers to the hotels is done through various promotional discount packages it offers on its website, such as –• Discounts if the guests stays for more than 3 nights• Hotel Credits• Suite savers• Early Bird Rates• Weekend Offers• Taj Holiday Packages

Segmentation•Vivanta by Taj is a 5-star hospitality brand positioned in the upper-upscale segment after Taj luxury Hotels

•It also majorly targets corporate sectors and institutions for tie-ups for their business visits

References

www.vivantabytaj.com

www.Tajhotels.com

www.hotels.com

https://park-hyderabad.reztrip.com

http://www.lemontreehotels.com/

http://www.novotel.com/

http://hyderabad.hyatthotels.hyatt.com/

Company Annual Reports

GMID Database