Presented By: Ashish Singh

Flow of Presentation
TAJ Hotels
Segmentation, Targeting & Positioning Marketing Mix CRM Tools Used In Taj Hotel Loyalty Programmes of Taj Hotel Future Outlook/Recommendation

Taj Hotels
Mr. Jamsetji.N.Tata was the founder and opened first hotel

The Taj Mahal Palace Hotel, Bombay in 1903

Taj Hotels Resort and Palaces comprises more than 60 hotels

in 45 locations across India with an additional 15 international hotels in the Malaysia, United Kingdom, United States of America, Bhutan, Sri Lanka, Africa, the Middle East and Australia

Segmentation, Targeting & Positioning

Segmentation: The segmentation of the Taj Mahal hotel is mainly upon lifestyle and income. It focuses on upper class, luxury, leisure travellers and business professional. Targeting: Targeting the most luxurious segment. The brand will have properties on the best locales and attract the most premium customers. Home to the Royalty, heads of states, tycoons, captains of industry, corporate nomads, star celebrities, kings & queens and Hollywood royalty, Maharajahs and rockstars. Positioning: The Taj marked out three separate entities for the Taj Group: Business, Leisure and Luxury. Though the concept of these sub-brands had come into existence earlier, in the mid nineties, it was in 1999-2000, that the hotels became operationally different. It positioned itself as luxury heritage hotel with excellent location and services.

Marketing Mix Product:

Grouped into 3 categories Luxury Leisure Business Core product is space - supplemented with services like

restaurants, health club, banquets, discotheques, bar, business centers Supplementary products include travel arrangements, ticketing, airport pick-ups, sightseeing, etc

Types of Accommodation
Tower Wing Rooms Heritage Wing Rooms Taj Club Suites Facilities and Services

PRICE
As a result of various overheads and superior

quality, prices are not affordable by all Rooms start at Rs 20,000 and suites start at Rs 75,000 The Presidential Suite is around Rs 6-7 lakh The target audience comes to Taj for its ambience and world-class standards High prices are justified as they help Taj retain exclusivity

PLACE
Taj Hotels resorts and Palaces comprises

more than 60 hotels in 45 locations across India with 15 in International Locations Taj offers vantage locations like industrial towns and cities, hill stations, wildlife destinations, historical and pilgrim centers Also encompasses a unique set of iconic properties rooted in history and tradition

PROMOTION
Loyalty programs, clubs, memberships,

privilege. Eg- Inner circle, JuniorLeague, club Surprises such as weekend savers, value vouchers, book early get more Offers during seasons and off-season Monthly letters to Inner Circle Customers about upcoming events Holiday package promotions at exhibitions Cross-promotions

PHYSICAL EVIDENCE
5 star-hotel Well designed, spacious lobby Corridor aisles graced with genuine artifacts

and antiques Traditional Indian welcome to guests

PROCESS

Check-in Bell-person carrying luggage to room Butler service Food Laundry Child-care and baby-sitting Currency exchange Wake-up call Gift-shop, boutique, florist Check out

PEOPLE

Skilled personnel Personal Agents Technological persons Travel agents Butler Bell-boys Restaurant staff House-keeping

CROSS-PROMOTIONAL ACTIVITIES
Marketing alliance with Raffles international Ltd,

Singapore, covering 14 hotels under Taj and 12 under Raffles Joint promotion through loyalty programs e.g.: Taj inner circle and Raffles elite Such an alliance has encouraged the staff to think globally and in an enlightened and intelligent way, which will help them to grow and expand in the next century Alliance with CC companies, Cell phone operators and airlines to pull out all stops of marketing fronts

COMPETITION TO GLOBAL BRANDS

Introduction of new systems like corporate

standardization, renovation of previous properties, loyalty programs and spa services Acquisition of properties outside India E.g. Far East, U.S, Middle East etc. Locations with historic and traditional significance also help in promoting tourism in India E.g. Palaces, Leisure properties etc. Juxtaposition of traditional and contemporary styles

CUISINE EXPERIENCE
Focus on food and beverage serves as a differentiator Dining experience builds perception of a hotel in

India The Taj brands penchant for creating outstanding culinary experiences has increased footfall of nonresident guests, creating significant revenue source First to introduce Sichuan, Thai, Mexican and Italian cuisines in India PURE organic restaurant introduced at Taj Lands End

TECHNOLOGY INTRODUCTION
Innovative service called Cyber-butlers

allow guests to get connected to the Internet in any part of the hotel Provision to corporate clients with practical utilities and luxury Wi-Fi technology to promote green work stations particularly at a time when India is emerging as an important MICE (Meetings, Incentives, Conferences and Exhibitions) destination

ACQUISITIONS
The overall strategy is to ensure that a third

of the brands revenues come from global acquisitions Acquisition of Ritz-Carlton in Boston and Campton Palace in San Francisco, and plans to enter gateway cities like Paris, Frankfurt, Chicago, and London in the near future Alliance with Okura hotels in Japan

CRM Tools used in TAJ

1. Guest preference sheet:

At the time of the reservation a preference sheet is sent across to the guest along with the reservation conformation mail This is primarily to capture the various preferences of the customer such as food habits (Diabetic/ Low fat etc.), special needs etc. It also asks if the customer is coming on a special occasion or not and arrangements are made accordingly made on the visit
e.g. If the guest is coming on a honeymoon or anniversary the room is decorated accordingly, cake is placed in the room etc.

2. CRM Software: This is another important tool in improving the service of the hotel and to capture guest complaints. If a complaint is registered by a customer it is updated on the software. Gradually as the time lapses the status displayed turn from green to yellow and ultimately red. This status can be seen by any of the managers as the software is connected to the central server. A daily Action Taken Report is generated which is signed by the operational head.

3. Fidelio:
Fidelio is the property management system used by Indian Hotels Company Limited. Although it is used for various functions but it also plays an important role in the CRM processes of the hotel. It is used for saving the profile, preferences and special information (Anniversary, Birthday, allergies etc.) related to the guest on a central server. This information is accessible to all the Taj properties; therefore, whenever there is a repeat customer the hotel staff already has all the necessary information enabling them to delight the customer by personalized service.

4. Wow card:
This is a special instrument used by personal butlers for recording guest preferences & other important information related to the guest. This is a small booklet which is carried by the staff at all times and whenever they get any information which can be useful in the future to please the customer, they simple record it here. This information is further uploaded on the PMS making it accessible to all.

5. GRE Courtesy call:

Once the guest is in the hotel and stayed for sometime (a day or two) a courtesy call is made by the guest relationship executive during the evening hours. This is just to know about the guests experience and how can it be improved in case there is some difficulty being faced by him/her. In case there is a complaint it is uploaded on the CRM software and further processes are followed as mentioned above.

6. Room Feedback form:

During the evening service/ Turn- down service a feedback form is placed on the bed to know about the customer experiences.

7. GSTS (Guest Satisfaction Tracking system):

Post departure an automated mail from the central server is sent to the guest requesting to fill up a feedback form. There are various heads covering the various stations of experiences which are scored on a Likert Scale. This information is quantified to highlight the areas of concern. This score is also used as a measure of performance of a hotel unit.

There are few loopholes in the system such as Email ids not updated which automatically stops the guest from giving the feedback. Guest profile not saved intentionally.

Loyalty Programmes of Taj Hotel

Taj Inner Circle Programme: The Taj Inner Circle is the frequent guest programme of Taj Hotels Resorts and Palaces. Besides a bouquet of benefits, as a member one can earn points when they stay or stop by for a meal at one of their restaurants at participating Taj Hotels in India and abroad. Member can earn points on their eligible spends on room, food and beverage, laundry, telephone and business centre. They can also earn points on their spends at the Taj Khazana boutiques located in select Taj Hotels in India. Redeem their points for room nights, memorable meals, and gift certificates redeemable at Taj Khazana, Taj Salon, Jiva Spa, and gifts from a hand-picked selection. Taj Advantage Plus: Taj Advantage Plus is the perfect programme for their valued corporate bookers in India and comes power-packed with great earning and redemption opportunities, special benefits and exciting offers. Enrolment to the programme is by invitation only. Taj Alliance Preferred Partner Programme: The Taj Alliance Preferred Partner Membership (TAPP Me) Programme has been designed exclusively for their partners in the travel trade in India. Enrolment to the programme is by invitation only.

Programme for Employees

Employee loyalty program called STARS, the 'Special Thanks and Recognition System - was an initiative aimed at motivating employees through acknowledgements and rewards. The STAR system also led to global recognition when the group bagged the 'Hermes Award' for 'Best Innovation in Human Resources' in the global hospitality industry. Taj Group developed the 'Taj People Philosophy' (TPP) which helped the company boost the morale of its employees and improve service standards

Future Outlook
TAJ Group has already entered the low cost chain of hotels with its venture into Ginger Hotels. Hence, we as a group, decided to come up with a new service of TAJ which would be in accordance with what Taj stands for high class and exclusivity. The new venture for TAJ would be a Cruise ship services. This has the following features: 1. Start cruises to popular domestic and international destinations. Eg: Goa, Sri Lanka, Singapore. 2. For international, only start with the South-east Asian countries and then expand to other international boundaries based on the success levels. TAJ is one of the most famous 5 star hotels in the world. It has always been associated with luxury and premium service. It also commands a huge customer base which belongs to the societys elite class. Most of these customers have been patronages of TAJ Group for a long time and they will definitely appreciate this new line of services by TAJ.

Thank You