Marketing at TAJ

1. Submitted By :-
Diksha Sethi
Taj Hotels,
Resorts and
Palaces
https://www.youtube.com/watch?v=9rgJSp_W
B-U

2. About the Tata Group
India’s largest conglomerate with presence in several sectors
Operations in over 80 countries and exports to 85 countries.
Group Values: Integrity, Understanding, Excellence, Unity and
Responsibility.
TATA Portfolio

3. It all began with …
… Jamsetji Tata’s passion for the city he
most loved Bombay (as it was formerly
known).
And, so came to life the Taj Mahal Palace in
1903 .
The Indian Hotels Company (IHCL) and its
subsidiaries are collectively known as Taj
Hotels, Resorts and Palaces.
Now , Taj Group comprises 108 hotels in 63
locations, including 25 Ginger hotels across
India, with an additional 17 international
hotels.

4. 7 P’s of TAJ Marketing
1. Product
Hotels & Resorts Restaurant & Bars
Jiva Spa Taj Khazana
Taj Air

5. 2. Price
Vary under different hotel segments
Prices available on. the tajhotels com site and other OTAs like
MakeMyTrip, Goibibo, etc
3. Place
100 hotels in 62 locations across India
Extended its international presence with 15 hotels in the Maldives,
Malaysia, the UK, USA, Bhutan, Sri Lanka, Africa and the Middle East.

6. 4. Promotions
• Blitz – “Taj Santa Cruz Team”
• Road Shows – “Zambia Road Show”
• PR Parties and Events - “Chip n Put”
• Online Promotions - “FB page” , “Flyers”, “Mailers”
• CSR Events – “Black Tie”
• Launch Parties – “Meghauli Serai – Chitwan National park launch”
• Exhibitions - “Global Exhibition on Services (GES - 2016)”
• FAM’s – “Meghauli Serai FAM”
• Loyalty Programs – TAP & Taj Innercircle
5. People
• Customers - Hospitality by anticipating and exceeding guest expectations
• Employees - Medical help, consultation, traveling facilities, perks and bonuses
• Management
• Society – EARTH Initiative

7. 6. Physical Evidence
Space, colour, light
Lobby- fine art, elegant finishing & comfortable furnishing
7. Process

8. Competitors of TAJ

9. PORTER FIVE FORCES MODEL

10. SWOT ANALYSIS OF TAJ
1. Taj Heritage
2. Products like Jiva Spa & Taj
Khazana
3. Dominating footprint in India
4. New Geographical location. Eg-
Meghauli Serai – Chitwan National
Park, Nepal
1. High Cost of Acquisitions.
2. A lot of properties are old as
compared to new entrants
3. Limited global presence
4. TAND
1. Rising income in households
2. Increase in niche tourism such as
eco-tourism, luxury tourism and
medical tourism
3. Rise in online bookings
4. Low cost of Labor
5. Good Brand Image
1. Increasing competition from
International Hotel Chains
2. Availability of Substitutes like
guest houses
3. Technology
4.
SWOT
Analysis

11. THANK YOU