Product MixProduct Length

Product WidthHotels Catering Luxury StoresTravel

Ansoff’s Matrix

Existing Market

New ProductExisting Product

New Market

Core Competencies

Product Lifecycle

INTRODUCTION

TAJ Luxury Residences

GROWTH

Taj Vivanta

MATURITY

TAJ Palaces and Resorts

DECLINE

Ginger

TIME

SALE

S

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 Hotels

6500 Psychological

Ginger Hotels 3500 Penetration

Price vs Service LevelP R I C E

SERVICE

ModerateHigh

OBEROI

THE GRAND HYATT

J W MARRIOTT

ORCHID

TAJ MAHAL

Locations of Taj Hotels in India

Place

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 lifeTaj Lobby

Banquets & Events

Taj Traditional Welcome Drink

Moment of Truth / Service Encounter

Segmentation

Segmentation

Selective SpecializationUpscale Mid Scale Economy

Vivanta by Taj

Gateway

Ginger

Market SpecializationUpscale 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 SpecializationLeisure Business Events

Taj Mahal Palace

Taj Safaris

Ginger

Brand Mantra

Points of Parity

Points of Difference

SubstantiatorsRTB

Values/Personality/Character

Executional Properties/Visual Identity

Charming, progressive, contemporary &

traditional

Consistent service & message

Variety of Rooms

Highly acclaimed loyalty program

Restaurants & Bars

BusinessCentre

Focus ontradition

Tracking of guest

satisfactionscores

Nimble & agile

Differentiated guest

experiences

Top HR reputation

Modern day traveler

Upper Class

Affluent business traveler

Executive

Reinventing tradition

Stylishly spirited

Welcomes perfection

Consumer Target

SEC A1, A2

Consumer Insight

Convenient access to top notch

luxury while traveling

Consumer Need State

Need the perfect stay

Competitive Product Set

International players, upcoming local luxury hotels

Consumer TakeawayTaj is the one-stop brand for

all the consumer’s

needs

Radiant

Differentiation: Means

Employee Differentiation

Channel Differentiation

Image differentiation

Service Differentiation

SWOT Analysis:

Service Triangle

External Marketing“making the promise”

Interactive Marketing“delivering the promise”

Internal Marketing“enabling the promise”

CUSTOMER RELATIONSHIP MANAGEMENT

CRM Tools: Currently in Use

Loyalty Programs