Group Members

Parth Joshi 24 Ankita Rathi 42Jeba Arulraj 37 Komal Shah 52Purav Nanavati 38 Saloni Zanzari 62

Did you know????

JamshedjiNusserwanji

Tata, founder of the Tata Group,

founded Taj Mahal Palace and

Tower, at Mumbai, and it was opened to the public in

1903

The hotel has 565 rooms, 46 suites, and 11

restaurants

The dome of the hotel is made

from steel as used in the Eiffel

Tower. JamshedjiTata imported the same steel

during that time

It was the first hotel in India

to have electricity

During World War I, the Taj was converted into a 600-bed

hospital

The Tower Wing was

added in 1973

Segmentation

Psychographic

• Lifestyle Lavish, Luxurious• Interests Royal treatment, Professional goal accomplishment,

outdoor sports and activities (Swimming, Partying)

Demographic

• SEC A1, A2• Occupation Working professionals, executives and businessmen

Target

Foreign touristsForeign Business Executives and Businessmen

Celebrities & HNI Politicians and Foreign Diplomats

High end luxury hotel giving its

customers a taste of ROYALTY in

modern times

Positioning

POP PODDifferent types of rooms available SOP (Standard Operating procedure)

Restaurant and Bar Currency Exchange

Wireless internet Laptops/ mobile phones/ portable printers on hire

Fitness centre Translation/ interpretation services

Spa & Salon Maid service

24 hour business centre Secretarial services

Airport pickup and drop facility

Laundry/ dry cleaning

Basic focus strategies for service

Price v/s Service Level

Marketing Mix

Core

Information

Consultation

Order Taking

Hospitality

Safekeeping

Exceptions

Billing

Payment

Service Flower

Core Product

Tower Rooms

Club Rooms

Palace Rooms Signature and Presidential Suits

Temporary Stay – in Facility

Supplementary Services

Restaurant and Bar

Meeting Room and Banquet

Facility

Gym , Spa and Salon

Courier LaundryTravel Guide & Pick –up and

Drop –in facility

Child Care Facilities & Wake

up Call

Currency Exchange

Barber shop, Boutiques, Florist,

Gift Shop

• Reservations: During the reservation a preference sheet is mailed to capture the details and to enhance the stay experience.

• Airport pick-up: An airport representative is sent along with a chauffeur holding a placard

Pre-Arrival

12

Stations of Experience

• Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire

• Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan of Elephants, camels, horses along with a professional band is called for the reception of the group

• ATG( Aarti, Tiki and Garlanding)

• Welcome Drinks upon arrival

Arrival

13

Stations of Experience

• Escorting• Welcome

Letter• Room

Orientation

Check-in

14

Stations of Experience

• Heritage walk• Special Occasion

Celebration• City tour by vintage car• Cultural music and

dance• Unique dinner

experience• Grand Wedding• Other Facilities

Experience during stay

15

Stations of Experience

• Feedback Form at time of Turn Down

• Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the customers as a souvenir

Check Out

16

Stations of Experience

Price

Competitor Pricing

ORCHID HOTEL: Rs. 5500 - Rs. 8400

J W MARRIOTT HOTEL: Rs.10350 - Rs.12000

GRAND HYATT: Rs. 9500 - Rs. 18000

OBEROI HOTEL: Rs. 12250 - Rs.300,000

Place

Strategically located – Best of Both Worlds

Not cut off from the charm of city & Provides the Luxury of peace and quite

The iconic and heritage buildings which have been synonymous to culture of the country

leaves an impact on the guest’s mind

Proximity to major tourist spots

Promotion

Selective and very targeted

In house magazine (internal marketing)

Promotion platforms –Print, SM, P.R

Celebration of Indian and International Festivals to achieve Special Bookings and stays. Like Christmas,

Chinese New Year etc

External Marketing

Print

• Newspapers : ET, Financial express, Bombay times

• Magazines : Outlook, Traveler, Go Now ad Travel

• Online : Facebook, Twitter

Public Relations• Press Release by Brand Asset Valuator – Y&R Rediffusion.• The Taj was rated as the No.1 breakaway brand ahead of global heavyweight

Facebook (No.2). An overwhelming positive response on all the key metrics that resulted in the brand's topmost ranking in the country.

• Our commitment to deliver exceptional service quality and surpass our own benchmarks in global hospitality, resonate with the high expectations of our guests world over. This recognition is an acknowledgment by our guests and continues to motivate us to deliver exceptional and memorable experiences to our guests." said Deepa Misra Harris, Sr. Vice President, Global Sales & Marketing, Taj Hotels Resorts & Palaces

Guests Speak! Awards

• Taj Hotels is internationally acclaimed for its excellence in providing the finest and most unique hospitality experiences

“She is the Taj”

Taj Management Training Program (TMTP)

Taj Management Training Program (TMTP) - Operations / Food Production

Hotel Operations Management Trainee Program (HOMT)

Affiliation with Indian Institute of Hotel Management, Aurangabad

Internal Marketing

Interactive Marketing

Trip Advisor

Website

Facebook

Digital Marketing

People

Extreme customer-centric organizational culture where employees are willing to do almost anything for guests

Employees have encyclopedic knowledge about regular guests, and anticipate need

Staff is highly trained to go the extra mile to delight customers.

Some of the employees working since decades

Indu

ctRecr

uit

Seek

Focu

s

Hire

more on hiring people with integrity and devotion to duty than on talent and skills

from high schools and second-tier business schools rather than colleges and premier B-schools

managers who seek a single-company career and will be hands-on

fresh recruits rather than lateral hires

from small towns and semi urban areas, not metros

Approach to HR

Insis

tTeac

h

Use

Ensu

re

Ensu

re

that employees can deal with guests without consulting a supervisor

people to improvise rather than do things by the book

that employees place guests’ interests over the company’s

timely recognition, not money, as reward

that recognition comes from immediate supervisors, not top management

Approach to HR

Ordinary Heroes and their Extra –ordinary Stories

Process [Service Blueprint]

Physical EvidenceTaj Lobby Lily Pond

Welcome Drinks Gifts

Verandah Cafe

Pool and Pool side Restaurant

Unique Private Dining

Private Sit – Out

Loyalty Programs

Taj Inner circle – For Frequent Guests

Taj Advantage Plus – For Corporate

TAPP Me – For the Travel Trade Partners

Guest Preference Sheet

Handling Complaints

Fidelo – A Property Management System

Wow Card

GRE Courtesy Call

GSTS (Guest Satisfaction Tracking System)

CRM at Taj

Gap Model Analysis

Going beyond the conventional model, Taj has taught itself to anticipate the needs of the customers and provide their guests with services that lie way ahead of the realm of the general expectations. The Gaps therefore do not exist and this can be deemed an example of a service that is very close to the ideal idea of a service.

The Taj group has become a synonym for royalty worldwide

The communication that is established with the consumers is extensive and effective

The only gap that existed here is the inability of the hotel to communicate to its consumers beforehand that the Wi-Fi service provided in the rooms is chargeable separately as per usage

Communication Gap

42

Conclusion & Recommendations

• Strict compliance to the SOPs• Improvement in knowledge & skill set of employees• Customer centric vis-à-vis profit centric approach• Stopping unethical practices especially in seasons• Treat all the customers equally• Taking feedback not only from external customers but also the

internal customers i.e., the employees.• Proper check on the hotel staff’s and processes’ efficiency by the

management, say by employing Mystery Customers.• Keeping regular track of the sales data for further leads and follow

up