The document provides an overview of the hotel industry in India and focuses on Taj Hotels. It discusses the different types of hotels in India, including luxury hotels like Taj Palace and ITC hotels. It then examines the marketing mix strategies of Taj Hotels, including their segmentation approach, pricing, locations, and promotional activities. Finally, it covers the concepts of service triangle, physical evidence, and servicescape which are important for customer experience.

1. HOTEL INDUSTRY BY MAULIK CHAUDHARY ROSHAN UPADHYAY SHASHIN BAJAJ SEKHAR SHARMA

2. VIEW OF HOTEL INDUSTRY CHALLENGES FOR HOTEL INDUSTRY INTRODUCTION OF TAJ HOTELS. MARKETING MIX. COMPETITOR. SERVICE TRIANGLE SERVICE SCAPE CONCLUSION. CONTENT

3. What is Hotel Industry? “A place Where Travelers Can Pay for Lodging and Meals and Other Services on a short-term basis.” Objectives of Hotel Industry Customer Satisfaction Health Safety Environment To Promote Tourism VIEW OF HOTEL INDUSTRY

4. FORMS 30% OF INDUSTRY Eg : ITC, TAJ GROUP, OBEROI GROUP, ITDC BUILT OVER 18000 sq.m AREA STAR RATED HOTELS 5 DELUXE & 5 : LUXURY AT HIGH PRICE , 27 % GOVT. APPROVED ROOMS 4 & 3 : FOR MIDDLE LEVEL BUSINESS EXECUTIVES/LEISURE TRAVELLERS 2 & 1 : AROUND TOURIST SPOT, PREFERRED BY DOMESTIC TOURIST

10. 5 STAR HOTELS THE ENTIRE HOTEL IS SPACIOUS AND LUXURIOUS EXQUISITE CUISINES THAT CATER TO TASTE BUDS FROM ALL OVER THE WORLD SERVICES ARE MORE, FLAWLESS AND PERSONAL ATTENTION TO THE GUEST’S NEEDS SOME UNIQUE SERVICES PROVIDED IN THE 5 STAR HOTELS BUTLERS CHAUFFER DRIVEN LUXURY CARS PILLOW MENU CUSTOMISED SERVICES IN THE IN-HOUSE SPA AND SALOON 42” PLASMA TV, INTERNET, FAX, LAPTOPS ON RENT AND MUCH MORE … Contd...

11. Product :- Hotels stay innovative in the peripheral services. Price :- The diverse nature and character of dishes, involvement of cost and spending power of customers. Place :- Location of the hotel is the most important business decision for the hotel. Promotion :- Advertisement, publicity, sales promotion, personal selling, word-of-mouth promotion and telemarketing are the components of a hotel’s marketing strategy. MARKETING MIX OF HOTEL INDUSTRY

12. People:- The hotel management should train its people regularly, especially the front line professionals. Physical Evidence:- Lobby- It being the first & the last part of the hotel that the guest sees, thus it should be well designed, also to ensure that the customer returns again the room should be comfortable and should have made his stay hassle free. Cont.

13. 1. Shortage of skilled employees 2. Retaining quality workforce 3. Shortage of rooms 4. Intense competition 5. Customer expectations 6. Manual back-end Challenges for Hotel Industry

14. TAJ GROUP OF HOTELS

15. The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. It was founded by Jamshetji N. Tata on December16, 1903. Currently the Taj Hotels Resorts and Palaces comprises 76 hotels, 7 palaces at 52 locations in 12 countries and employ over 13000 people. INTRODUCTION OF TAJ HOTELS

16. Additional 18 hotels are also being operated around the globe. During fiscal year 2010, the total number of hotels owned or managed by the Company was 76. The Taj hotels are categorized as luxury, leisure and business hotels. Cont.

17. The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers, rejuvenating spas, and well-equipped banquet and meeting facilities. The Taj Leisure Hotels offer a complete holiday package that can be enjoyed with the whole family. Cont.

18. Cont……… It provides exciting activities ranging from sports, culture, environment, adventure, music, and entertainment. The Taj Business Hotels provide the finest standards of hospitality, which helps the business trips to be productive. They offer well-appointed rooms, telecommunication facilities, efficient service, specialty restaurants and lively bars, well-equipped business centres, and other conference facilities

20. The Taj Group of Hotels commits itself to the overall improvement of the ecological environment, which we are all a part of. We recognize that we are not owners but caretakers of the Planet and owe it to our children and future generations of humankind. It is our endeavor not only to conserve and protect but also to renew and regenerate the environment in which we live and operate Vision

21. Our commitment encompasses all actions related to our products, services, associates, partners, vendors and communities. We will partner and engage with our environment through EARTH: Environmental Awareness and Renewal at Taj Hotels. For us EARTH is not a program, nor a process; it is a way of life Cont………

22. Products Core Services :- Room Restaurant and Bar Meeting room Banquet facility Amenities Services MARKETING MIX STRATEGY OF TAJ HOTELS

23. Courier Child care, Laundry, Pet Taj Sats Air Catering Ltd. Wi-Fi Access Express check -in and out Taj Air and Taj Yachts Babysitting Wake-up call Special services (Facilitating services)

24. Barber shop, Boutiques, Florist Currency exchange In room telephone service Front desk 24 – hour Gift shop

25. Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class. Rate Room Tariff of all TAJ Palaces, Resorts, And Hotels.pdf PRICE

26. Location of the hotel is the most important business decision for the hotel. Present in metro cities in India Global presence (Maldives, London, Dubai, Cape Town and many other countries) PLACE

27. PROMOTION STRATEGY Promotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them are Taj Inner Circle Taj advantage plus TAPP Me Taj also offer Taj surprises including weekend savers, value vouchers, book early get more.

28. Major service encounter that extremely delighted or disappointed are: Check – in. Bell person carrying luggage to the room. Food. Wake up call Check out. Process

29. Skilled person Professional person Personal Agents Technological person Travel agents People

30. The hotel has many competitors The Oberai towers. The Leela. ITC Hotels. Le Meridian. Acquisition - hotel blue diamond, pune. COMPETITER

31. SERVICE TRIANGLE Company Internal MarketingVertical Communications Horizontal Communications External Marketing CommunicationAdvertising Sales Promotion Public Relations Direct Marketing Employees Customers Interactive MarketingPersonal Selling Customer Service Center Service Encounters Servicescapes

32. T.V channels like STAR NEWS,CNN and CNBC. Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL. Business news paper(E.T, Financial Express, Bombay Times) External Marketing-Advertisement

35. The Taj Singles vacation package is about bringing like-minded people together to enjoy a specially designed holiday at the exotic Fort Aguada Beach Resort in Goa. The Kumbh Mela package, which has packages from the Taj Residency, Nashik and Aurangabad, introduces specially designed packages at affordable prices, giving pilgrims and devotees of the Kumbh Mela the opportunity to set aside their worries of in-city traveling, boarding and lodging. Taj Singles and Kumbh Mela

36. “She is the Taj” Rediffusion Classic - Taj She is Taj.mp4

37. Taj Management Training Programme (TMTP) Hotel Operations Management Trainee (HOMT) Program Taj Management Training Programme (TMTP) - Operations/ Food Production Affiliation with Indian Institute of Hotel Management, Aurangabad Internal Marketing

38. Interactive Marketing

39. Developed by Booms and Bitner. According to them: “The environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service". Physical Evidence Tangibles Service scape

40. Servicescape helps in creating a corporate identity (i.e. positioning and differentiation). It’s a part of service experience: customers frequently use the service environment as an important quality proxy. Its a part of value proposition: physical surroundings help to shape appropriate feeling and reactions in customers and employees. Servicescapefacilitates the service encounters by reducing service failures and supporting a fast & smooth service delivery process. Importance of Servicescape

41. Physical Evidence

43. Tangibles

47. Thank You ! ENJOY THE STAY