The document discusses the Taj Group of hotels and its strategy to develop a new brand architecture. It summarizes the history and growth of the Taj Group portfolio. To capitalize on opportunities from India's growing middle class and travel sector, Taj realized it needed new brands to clearly define its service tiers and segments. It developed new brands like Ginger, Vivanta and Taj Safaris to target different customers beyond its flagship Taj brand. The rebranding effort required engaging employees who were proud to work for the Taj brand. Internal acceptance of the new structure has been good and analysts predict the new brand strategy will help Taj significantly outperform competitors.
3. Indian Hotels Company Limited (IHCL), branded as Taj Group,is a chain
of hotels and resorts headquartered at Oxford House in Mumbai
which was incorporated by the founder of the Tata group, Jamsetji
Tata, in the year 1903. This company is a part of the Tata group, one
of India's largest business conglomerates. As of 2015, Taj Group
operates 108 hotels across India and 17 hotels in the UK, USA,
Africa, Maldives, Malaysia, Bhutan, Sri Lanka and the Middle East,
and employed over 13000 people in the year 2010.
4. Jamsetji Nusserwanji Tata, founder of the Tata Group,
opened the Taj Mahal Palace, a hotel in Mumbai
(formerly called Bombay) overlooking the Arabian Sea,
on 16 December 1903. It was the first Taj property and
the first Taj hotel.
5. BUSINESS PROFILE
Indian Hotels Company Limited
Type: - Public company
Industry: - Hospitality and tourism
Founded: - 1903
Founder: - Jamsetji Tata
Headquarters: - Mumbai, Maharashtra, India
Key people: - Rakesh Sarna (MD & CEO)
(1 September 2014 - Present)
Revenue: - ₹1924.79 crore (US$290 million)
Operating income: - ₹453.34 crore (US$67 million) (FY2012-13)[2][3]
Net income: - ₹1924.79 crore (US$290 million) (FY2012-13)[2][3]
Parent: - Tata Group
Website www.tajhotels.com
6.
7. Why should we do the
research?
Hotel landscape in the National Capital Region (NCR) of Delhi has
seen remarkable growth in the last few years. From a totally under-
supplied market a few years ago, the city now has surplus supply of
hotels, thanks to emergence of strong micro-markets around
Gurgaon and Noida/Greater Noida. If predictions are anything to go
by, it is definitely going to be an extremely competitive region for
hospitality stakeholders in the future. The supply from the Aerocity
hospitality district has started trickling in, and it is expected to
become the new Central Business District (CBD) of Delhi in the next
few years. Greater Noida promises to be the next happening
destination and Gurgaon will continue to grow to its flanks.
8. The biggest challenge is the increase in short- term supply and the impact
it will have on product positioning and market performance against
expectations. Gurgaon is no exception. However, one must remain
confident of the Gurgaon market and its ability to recover and correct
this imbalance in the short to medium term.
9. OBJECTIVES
1. Identification of brand loyalty process undertaken by IHCL.
2. Regain Missing emotional appeal
3. Building brand image of the TAJ brand at global level and
regional level specially Delhi and NCR.
4. Identification of techniques to move from a mono-brand
structure to a sun-and-planets model.
5. Finding to reserve the Taj brand for the luxury segment only.
6. Differentiate various steps to create distinct brands for other
viable market segments.
7. Carefully manage and limit the use of the Taj name.
8. Differentiate between the luxury brand and the corporate entity.
9. Name the corporate entity Taj Group.
10. RESEARCH
METHODOLOGY
PRIMARY DATA:-
Data observed or collected directly from first-hand experience. It consists of original data collected by
researcher. It is often undertaken after the researcher has gained some insight into the issue by
reviewing secondary data.
In this research project sources of primary data are:
1) QUESTIONNAIRE
2) PERSONAL INTERVIEW
SECONDARY DATA:-
Secondary data is one type of quantitative data that has already been collected by
someone other than the user .
In this research project sources of secondary data are:
1) INTERNET
2) BOOKS
3) MAGAZINES
4) NEWSPAPERS
11. Online Survey
This survey includes in-depth information about the performance of
TAJ across Delhi and nearby cities and provides several
benchmarks for comparing TAJ with other hotel performance in
India. I would like to thank the participating personnel for all the
information they have provided, thereby helping to improve the
quality of this research.
14. Opportunity in the market
India’s hospitality market was in major flux. Explosive
growth in the middle class was joined by a huge
surge in business and leisure travel among domestic
and foreign tourists. Ambitious international hotel
brands were establishing themselves on the
subcontinent. Tata-owned Taj Hotels Resorts and
Palaces (THRP), India’s most celebrated luxury hotel
brand, realized it had an opportunity to serve new
segments of the market.
41% Of the population expected to be middle class by
2025
By 2025, domestic luxury class will reach 24 million
15. A mixed bag of brands
The Taj brand had been diluted by years of opportunistic growth. The
hotels in its portfolio—all Taj branded—offered two-star
experiences, five-star experiences, and everything in between. Taj’s
“mixed bag” of brands was confusing customer perceptions at a
time when competition was fiercest.
18. Engaging employees
Leadership faced a challenge in selling the new brand architecture to its staff,
since many employees felt proud of working for the Taj brand. The core
branding team painstakingly engaged each stakeholder group to instill
confidence in the new strategy before launching publicly. Landor produced a
brand spirit book and a 20-minute brand film to help employees embrace
the transition.
19. Conclusion
Internal acceptance of the new structure has been extraordinary, and
IHCL, Taj’s parent company, was recently named a Gallup Great
Workplace. Brand recognition is the motive by TAJ group at global
level to explore the opportunity available with them with the new
successful brand architecture strategy has renewed the company’s
commitment to international expansion, and it hopes to double its
inventory in the next five years. Credit Suisse named Taj one of only
27 Great Brands of Tomorrow expected to significantly outperform
the market in the next three to five years
