CASE STUDY : INDIAN

HOTEL COMPANY
LIMITED

Presented By-

Abhimanu Dhanraj, Abhishek Bhandekar,

Abhishek Kulshreshtha, Abhishek Kumar,
Adhiraj, Advait Lowalekar, Aiyappa NP,
Akshay Tejle, Alfred Tony
Introduction:-
• The company was founded by Tata Group founder
and industrialist Jamshedji Tata in 1902.

• Indian Hotels Company Limited (IHCL) is a prominent

player in the global hospitality industry.

• With a heritage spanning decades, IHCL boasts a

rich history of delivering exceptional guest
experiences.

• IHCL offers a wide array of hotels, resorts, and

accommodations, catering to diverse traveler
preferences. From iconic Taj to vibrant Vivanta, curated
SeleQtions, revolutionary Ginger, and serene amã Stays

• IHCL has established its presence not only in India

but also in key international markets.

• The IHCL brand is synonymous with luxury, quality,

and personalized service.
 THE IHCL BRANDSCAPE
A Hospitality Ecosystem with a Legacy of Iconic Brands
 Brand architecture of IHCL:

• •Taj Hotels Resorts and Palaces: Iconic luxury brand with heritage and opulence.

• •Vivanta: Contemporary upscale hotels celebrating vibrant living.

• •Ginger: Lean-luxe budget-friendly accommodations.

• •SeleQtions: Unique handpicked hotels for distinctive experiences.

• •amã Stays & Trails: Exclusive getaways in picturesque locales.

• Qmin: Gourmet food delivery, offering culinary excellence beyond the premises.
• TajStat: Enhancing in-flight dining with imaginative variations and sophisticated details.
Providing a commitment to quality hospitality that remains unwavering.
• Expressions: Expressions offers illustrious offerings in service retail, beyond the hotels that house
them
Brand IHCL uses a hybrid model of brand architecture which involves a
branded-house strategy in combination with a sub-brand strategy.

Architecture Taj being a well-established brand under IHCL umbrella has over

Strategy of
the years (since 1903) cemented itself as the flagship brand and its
iconic hotels are the flagship products of the company.

IHCL Leveraging the esteemed reputation of its hotels and their

exceptional services, Taj has cultivated a distinctive brand identity
and value.

This success has, in turn, facilitated IHCL, its parent company, in

introducing additional brands (Vivanta, Ginger, SeleQtions, ama
Stays & Trails, Qmin etc.) that have been launched by using Taj’s
excellent goodwill.

IHCL has also used “Cobranding” while promoting products and

services like Wasabi by Morimoto, Seven Rivers Brewing Co.,
Paper Moon, TajSATS
 Logic Behind the Structure
• Targeting multiple consumer targets. There are different types of
travelers with different requirements, budgets and preferences.
By offering a wide range of brands spanning from luxury to
budget-friendly IHCL is able to serve a broader base of
customers.
• Retaining variety seeking guests who may otherwise try out
other hotel brands and IHCL may suffer the loss of brand
switching.
• Each IHCL hotel brand is made for a special kind of experience.
Taj is for luxury and history lovers. Vivanta is for modern luxury
fans. Ginger is for budget-conscious travelers. SeleQtions is for
unique adventures, and ama Stays & Trails is for exclusive
getaways.
• Having different brands helps IHCL serve different groups of travelers.
This way, IHCL can attract many types of customers without changing
what makes each hotel brand special.
• Extensions of the Taj Group:
• •Taj Hotels Resorts and Palaces: This is the flagship brand of IHCL and represents the core of the Taj group.
The Taj brand is synonymous with luxury, heritage, and impeccable service. It is the cornerstone of IHCL's brand
identity and represents its iconic and prestigious properties. Examples:- Taj hotel & convention centre agra,
Mahua kothi or Taj safari bandhavgarh national park, Taj lake front Bhopal, etc.

• •Vivanta: Vivanta by Taj is also part of the Taj group. It is positioned as a contemporary and upscale brand,
offering modern luxury experiences to cater to the evolving preferences of travelers. Examples:- Vivanta Suraj
Kund, Delhi NCR, Vivanta Dal View, etc.

• •SeleQtions: These properties offer unique and distinctive experiences while maintaining a connection to the Taj
group's legacy of quality and service. Ex:- Taj View, Agra, Norbu The montana, Dharmalshala,etc.

• Independent Brands:
• •Ginger: Ginger is an independent brand within IHCL's portfolio. It focuses on providing affordable
accommodations without compromising on quality.

• •Ama Stays & Trails: Similarly, amã Stays & Trails is an independent brand that offers a portfolio of private
bungalows and villas set in picturesque locales. While not directly tied to the Taj name, it reflects IHCL's
commitment to offering unique and exclusive getaways.
 Conclusion
IHCL primarily concentrates on brands that cater to the higher or affluent segment of
society, offering luxurious services and experiences that come at a premium cost.
Additionally, IHCL has extended its brands to international locations. While this brand
structure appeals effectively to the upscale clientele, it may not be as suitable for individuals
belonging to the middle-class demographic due to the associated costs. Consequently, the
current IHCL portfolio might not align with the desires of middle-class travelers seeking
luxury and experiences akin to those offered by Taj resorts.
In order to address this gap, IHCL has the opportunity to diversify its brand offerings to
encompass the middle-class segment more effectively. By creating additional brands similar
to "Ginger," which is tailored for budget-conscious travelers, IHCL could tap into a
potentially vast middle-class market. They can Launch dormitories to cater Budget traveler
and students. This strategic move could lead to increased profitability and a broader market
reach for IHCL.
Thank you