Case based Presentation

on
Taj Hotels
Presented by
Preetinder
Diksha Verma
Shikha Aggarwal
Taniya sharma
Charu Mahajan
TAJ BUSINESS HOTEL
 BACKGROUND:-


ØStarted in April 1,1902 by Mr.Jamshejtji

Nussrewanji Tata


ØProvide modern facility i.e attractive rooms



ØMeet growing needs of business travellers



ØHaving multi cuisine restaurants

Ø
MAJOR PLAYERS
 TAJ GROUP OF HOTELS AND RESORTS
 OBEROI GROUP OF HOTELS
 ITC WELCOME HOTELS
 SAROVAR PARK PLAZA HOTELS
 CASINO GROUP OF HOTELS
 HRH HOTELS


Marketing mix
 PRODUCTS:-
Ø300 Rooms
Ø20 suites with Italian interiors,
ØHaving internet connection, Fax, voice mails and
phone lines.
The rooms are

 The Taj Suite

 Executive Suite
 Standard sea view Double
 Standard sea view single
 The Taj Lady

Restaurants and bars
 TheTrattoria


 The libarary Bar



 The Konkan Café



 The Thai Pavilion


MEETING ROOMS & BANQUET
Facilities
 5 Banquet rooms with capacity of 25-600
persons Audi style or 50-700 persons for
cocktails and receptions.
 2 Mini Conference Rooms.
 Basic Amenities.
 Services such as barber shop, Babysitting,
Currency

Price
 The room tariffs and price for its product are
decided by the board of director of the taj
group.
 They are factored by the variable cost , fixed
cost and the value “The Taj” brand.
Place
 The hotel is situated in south Mumbai’s
business district.
 This location is easily accessible to Nariman
point, Cuffe parade and these are major
business areas.
Promotions
 Loyalty Programs, Club Memberships etc.
 The Taj Inner Circle
 The Taj Junior Circle
 The Taj Club
 Tie-ups with Airlines such as Japan Airlines,
Fin Air etc.
 Food Festivals
 Happy Hour
 Deal with Radio Mirchi
 ADVERTISIMENT OF TAJ
ADVERTISES IN NEWSPAPER:
 Economics times.
 Financial express.
 Mid-Way.
 Bombay times.
ADVERTISES ON RADIO.
 Cont…
 ADVERTISES ON T.V.
 Star news.
 CNN And CNBC.
 ADVERTISES ON MAGAZINE.
 The outlook traveller.
 Go now.
 International magazines.
 PEOPLES:
 Hotel target business class.
 Their customers are only
business travelers.
 VALUE ADDED SERVICES:
vComplimentary airport
limousine transfer.
vExclusive check-in/out.
vEarly check-in/ late check-out.
vWelcome drink on arrival.
v24 hour valet services.
vComplimentary breakfast and
cocktails.
 SOCIAL ACTIVITIES:
vTree plantation.
vFree check-ups for cancer patients in
tata memorial hospital.
vMaintains gardens beside its area.
 WELL MANAGED HIERARCHY.

 MARKET INFORMATION SYSTEM.

 CUSTOMER TRACKING:
USE SYSTEM:
 Guest satisfaction tracking system.
 Fed data into “FIDELIO "Network
software…
 Every particular information is fed into
this..
QUESTIONS
 1.) CRITICALLY ANALYSE THE MARKETING
EFFORTS MADE BY TAJ TO WITHSTAND THE
TEST OF TIME.HOW WELL HAS IT
SUCCEEDED IN DIFFERENTIATING ITS
SERVICE FROM THAT OF ITS
COMPETITORS? EXPLAIN.
 2.) OUTLINE THE MARKETING MIX ELEMENTS
FOR THE TAJ.WHAT DO YOU THINK ARE THE
AREAS WHERE PRESENT AND FUTURE
IMPROVEMENTS CAN TAKE PLACE?
THANK YOU