Product Mix Hotels Travel

Product Width
Catering Luxury Stores

Product Length
Ansoff’s Matrix

Existing Product New Product

Existing Market

New Market
Core Competencies
Product Lifecycle
 MATURITY

TAJ Palaces and

Resorts

INTRODUCTION

TAJ Luxury DECLINE

Residences
Ginger
GROWTH
SALES

Taj Vivanta

TIME
Service Blueprint
Marketing Mix:7P’s
Promotion: Advertising
Promotion: Offers
Promotion: Media
Promotion: Online Media

Facebook YouTube
People
Pricing
Pricing: Steps
Pricing: Strategies

Brands Rates Strategy

TAJ Hotels 13250 Skimming
Vivanta by TAJ 10500 Competition
The Gateway 6500 Psychological
Hotels
Ginger Hotels 3500 Penetration
Price vs Service Level
PRICE
S OBEROI

E TAJ MAHAL

R
J W MARRIOTT
V Moderate
High
I THE GRAND HYATT
C
E ORCHID
Place

Locations of Taj
Hotels in India
 Taj Umaid Bhawan
Palace, Jodhpur

Taj Lake Palace

Hotel, Udaipur
 Taj Mahal Palace,
Mumbai

Taj Mahal Hotel,

New Delhi
 Taj Exotica Resort & Spa,
Maldives

Taj Blue Sydney,

Australia
Physical Evidence
 Private Dining Space

Larger than life

Taj Lobby
 Banquets & Events

Taj Traditional Welcome Drink

Moment of Truth / Service
Encounter
Segmentation
Segmentation
Selective Specialization
Upscale Mid Scale Economy
Vivanta by Taj
Gateway
Ginger

Market Specialization
Upscale Mid Scale Economy
Taj Exotica
Vivanta by Taj
Taj Mahal Palace
Single Segment Concentration
Leisure Eco-tourists Affluent Business
Taj Luxury Residences
Taj Safaris
Ginger

Product Specialization
Leisure Business Events
Taj Mahal Palace
Taj Safaris
Ginger
 Consumer Consumer
Target Takeaway
Values/Personality/Character Taj is the
SEC A1, A2
one-stop
Consumer Substantiators brand for
Upper Class
Insight all the
Modern day RTB
Convenient consumer’s
traveler
access to needs
top notch
luxury while Tracking of Points of Parity Top HR
traveling guest reputation
satisfaction
Affluent scores Executive
Business
business Restaurants & Centre
traveler Bars Brand Mantra
Charming, progressive,
Variety of Consistent
contemporary &
Rooms service &
Reinventing traditional Welcomes
tradition message perfection
Focus on
Nimble
Highly acclaimed tradition
Consumer Need & agile
State loyalty program
Need the perfect Points of Difference
Radiant
stay

Competitive Product Stylishly Differentiated

Set spirited guest
International experiences
players, upcoming Executional Properties/Visual Identity
local luxury hotels
Differentiation: Means
Employee Differentiation
Channel Differentiation
Image differentiation
Service Differentiation
SWOT Analysis:
Service Triangle

Internal Marketing External Marketing

“enabling the promise” “making the promise”

Interactive Marketing
“delivering the promise”
 CUSTOMER
RELATIONSHIP
MANAGEMENT
CRM Tools: Currently in Use
Loyalty Programs