Group Members

Parth Joshi
Jeba Arulraj
Purav Nanavati

24
37
38

Ankita Rathi
Komal Shah
Saloni Zanzari

42
52
62

Did you know????

Jamshedji
Nusserwanji
Tata, founder of
the Tata Group,
founded Taj
Mahal Palace and
Tower, at
Mumbai, and it
was opened to
the public in
1903

The hotel has

565 rooms, 46
suites, and 11
restaurants

The dome of the

hotel is made
from steel as used
in the Eiffel
Tower. Jamshedji
Tata imported
the same steel
during that time

It was the first

hotel in India
to have
electricity

During World
War I, the Taj
was converted
into a 600-bed
hospital

The Tower
Wing was
added in 1973

Segmentation
Lifestyle Lavish, Luxurious
Psychographic

Interests Royal treatment, Professional goal accomplishment,

outdoor sports and activities (Swimming, Partying)

SEC A1, A2
Demographic

Occupation Working professionals, executives and businessmen

Target

Foreign tourists

Foreign Business
Executives and
Businessmen

Celebrities & HNI

Politicians and
Foreign Diplomats

Positioning

High end luxury

hotel giving its
customers a taste of
ROYALTY in
modern times

POP

POD

Different types of rooms available

SOP (Standard Operating procedure)

Restaurant and Bar

Currency Exchange

Wireless internet

Laptops/ mobile phones/ portable printers

on hire

Fitness centre

Translation/ interpretation services

Spa & Salon

Maid service

24 hour business centre

Secretarial services

Airport pickup and drop facility

Laundry/ dry cleaning

Basic focus strategies for service

Price v/s Service Level

Marketing Mix
Service

Flower

Information
Payment

Billing

Consultation

Core

Exceptions

Order
Taking

Hospitality
Safekeeping

Core Product
Temporary Stay in Facility

Signature and
Presidential Suits

Palace Rooms

Club Rooms

Tower Rooms

Supplementary Services
Restaurant and
Bar

Courier

Child Care
Facilities & Wake
up Call

Meeting Room
and Banquet
Facility

Gym , Spa and

Salon

Laundry

Travel Guide &

Pick up and
Drop in facility

Currency
Exchange

Barber shop,
Boutiques, Florist,
Gift Shop

Stations of Experience

PreArrival

Reservations: During the

reservation a preference
sheet is mailed to
capture the details and
to enhance the stay
experience.
Airport pick-up: An
airport representative is
sent along with a
chauffeur holding a
placard
12

Stations of Experience
Welcome at the lobby: Royal
welcome by the guards in
typical Rajasthani Attire

Arrival

Royal Welcome for Groups:

Special arrangements for
groups are made. A huge
caravan of Elephants, camels,
horses along with a
professional band is called for
the reception of the group
ATG( Aarti, Tiki and
Garlanding)
Welcome Drinks upon arrival
13

Stations of Experience
Escorting

Check-in

Welcome
Letter
Room
Orientation
14

Stations of Experience
Heritage walk
Special Occasion
Celebration

Experience
during stay

City tour by vintage car

Cultural music and
dance
Unique dinner
experience
Grand Wedding
Other Facilities
15

Stations of Experience

Check
Out

Feedback Form at
time of Turn Down
Souvenir: A
fragrant incense
stick wrapped in a
satin cloth is gifted
to the customers as
a souvenir
16

Price

Competitor Pricing
ORCHID HOTEL: Rs. 5500 - Rs. 8400

J W MARRIOTT HOTEL: Rs.10350 - Rs.12000

GRAND HYATT: Rs. 9500 - Rs. 18000

OBEROI HOTEL: Rs. 12250 - Rs.300,000

Place
Strategically located Best of Both
Worlds
Not cut off from the charm of city &
Provides the Luxury of peace and quite
The iconic and heritage buildings which have
been synonymous to culture of the country
leaves an impact on the guests mind

Proximity to major tourist spots

Promotion
Selective and very
targeted

In house magazine
(internal marketing)

Promotion platforms
Print, SM, P.R

Celebration of Indian and

International Festivals to
achieve Special Bookings
and stays. Like Christmas,
Chinese New Year etc

External Marketing
Print
Newspapers : ET, Financial
express, Bombay times
Magazines : Outlook,
Traveler, Go Now ad
Travel
Online : Facebook, Twitter

Public Relations
Press Release by Brand Asset Valuator Y&R Rediffusion.
The Taj was rated as the No.1 breakaway brand ahead of global heavyweight
Facebook (No.2). An overwhelming positive response on all the key metrics that
resulted in the brand's topmost ranking in the country.
Our commitment to deliver exceptional service quality and surpass our own
benchmarks in global hospitality, resonate with the high expectations of our guests
world over. This recognition is an acknowledgment by our guests and continues to
motivate us to deliver exceptional and memorable experiences to our guests."
said Deepa Misra Harris, Sr. Vice President, Global Sales & Marketing, Taj Hotels
Resorts & Palaces

Guests Speak!

Awards
Taj Hotels is
internationally
acclaimed for its
excellence in
providing the finest
and most unique
hospitality
experiences

She is the Taj

Internal Marketing
Taj Management
Training
Taj Management
Program (TMTP) Training
Program (TMTP)
- Operations /
Food Production

Hotel Operations
Management
Affiliation with
Trainee Program Indian Institute
(HOMT)
of Hotel
Management,
Aurangabad

Interactive Marketing
Trip
Advisor
Website
Facebook

Digital
Marketing

People

Extreme
customer-centric
organizational
culture where
employees are
willing to do
almost anything
for guests

Employees have
encyclopedic
knowledge
about regular
guests, and
anticipate need

Staff is highly
trained to go
the extra mile to
delight
customers.

Some of the
employees
working since
decades

from
small
towns and
semi
urban
areas, not
metros

Hire

fresh
recruits
rather
than
lateral
hires

Seek

managers
who seek
a singlecompany
career
and will
be handson

Induct

from high
schools
and
secondtier
business
schools
rather
than
colleges
and
premier Bschools

Recruit

more on
hiring
people
with
integrity
and
devotion
to duty
than on
talent and
skills

Focus

Approach to HR

that
recognition
comes from
immediate
supervisors,
not top
management

Ensure

timely
recognition,
not money,
as reward

Use

that
employees
place
guests
interests
over the
companys

Insist

people to
improvise
rather
than do
things by
the book

Teach

that
employees
can deal
with guests
without
consulting
a
supervisor

Ensure

Approach to HR

Ordinary Heroes and their Extra

ordinary Stories

Process [Service Blueprint]

Physical Evidence
Taj Lobby

Lily Pond

Welcome Drinks

Gifts

Unique Private
Dining

Verandah Cafe

Private Sit Out

Pool and Pool

side Restaurant

Loyalty Programs

Taj Inner circle For Frequent

Guests

Taj Advantage Plus For

Corporate

TAPP Me For the Travel Trade

Partners

CRM at Taj

Wow Card

Guest
Preference
Sheet

Handling
Complaints

Fidelo A
Property
Management
System

GRE Courtesy
Call

GSTS (Guest
Satisfaction
Tracking
System)

Gap Model Analysis

Communication Gap
Going beyond the conventional model, Taj has taught itself to anticipate the needs of the customers and provide
their guests with services that lie way ahead of the realm of the general expectations. The Gaps therefore do not
exist and this can be deemed an example of a service that is very close to the ideal idea of a service.

The Taj group has become a synonym for royalty worldwide

The communication that is established with the consumers is extensive and effective

The only gap that existed here is the inability of the hotel to communicate to its consumers beforehand that the
Wi-Fi service provided in the rooms is chargeable separately as per usage

Conclusion & Recommendations

Strict compliance to the SOPs
Improvement in knowledge & skill set of employees
Customer centric vis--vis profit centric approach
Stopping unethical practices especially in seasons
Treat all the customers equally
Taking feedback not only from external customers but also the
internal customers i.e., the employees.
Proper check on the hotel staffs and processes efficiency by the
management, say by employing Mystery Customers.
Keeping regular track of the sales data for further leads and follow
up

42