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Taj Hotels are Luxury hotels owned by the Indian Hotels Company Limited.

There are approximately 72 Taj hotels in India, all located in the metropolitan cities.

What is Service Industry?

Other than Taj Hotels, IHCL also owns SeleQtions Hotels and Vivanta Hotels.

Taj Mahal Palace Hotel has been accorded the highest guest satisfaction score amongst its hospitality peers globally for the year 2018-2019 by TrustYou

Service marketing refers to the application of strategies to anticipate the consumer’s need for an intangible product.

And thus, meet their requirements accordingly, to create maximum value for them from their purchase.

What is Hospitality Industry?

The hospitality industry is part of the service industry and is comprised of 5 major sub-sectors which include lodging service, food and beverage service, events, tourism & transportation.

The main goal of hospitality industry is to provide customized services to customers and make them feel satisfied.

7P's Of Service Marketing For Taj Mahal Palace Hotel

7P's Of Service Marketing In Hospitality Industry

Product

People

Core Product:

1. Tower Rooms

2. Club Rooms

3. Palace Rooms

4. Signature and Presidential Rooms

Basic Product:

- Bar and Restaurants

- 24/7 Room Service

Expected Product:

- Meeting Rooms

- Online Reservation Facilities

- Spa and Saloons

Augmented Product:

- Child care facilities

- Laundry

- Travel Guide

People here mean the Customers, Employees, Management and the Society.

Customers:

1. Diplomats

2. Business Heads

3. Celebrities

4. Sport teams

5. Foreign Tourists

6. Royalties, etc

Hotel Employees:

1. Front Desk Clerks

2. Porters

3, Concierge Staff

4. Housekeeping Staff

5. Room Service Staff

6. Restaurant Staff:

- Chefs

- Kitchen Manager

- Restaurant Manager

- Waiter/ Waitress

7. Administrative Stafff:

- Event Planner

- Accounting

- Purchasing

- Hotel Manager

- Assistant Hotel Manager

By:

7P's

Price

Physical Evidence

Taj Mahal Palace Hotel uses Premium Pricing Strategy as their target Audience are Upper-Middle class to Upper Class Individuals.

The Hotel not only has Luxurious rooms but also has Best Restaurants and Banquet halls in Mumbai

Physical Evidence is The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communicationof the service.

Physical Evidence For the Taj Mahal Palace Hotel includes all the tangible items such as the hotel lobby, rooms, restaurants, pool, garden, meeting rooms, etc

6911 Shahin Farukhi

6912 Jigar Gandhi

6914 Sandhya Gurjar

6915 Tripti Gupta

6917 Rohit Jadhav

6918 Amisha Jain

Place

Process

The Service is simultaneously produced and the consumed in the same place, That means the place where the service is provided is very important.

Location of the hotel is the most important business decision for the hotel.

Most of the Upper Class Individuals live in the surrounding areas, as they are the target audience of the Hotel

Major Tourists sports are located nearby:

- Gateway of India

- Marine Drive

- Colaba Causeway Market

- Shree Siddhivinayak Temple

- Elephanta Caves

- Kanheri Caves

In order to ensure that the core product and the supplementary product is developed and delivered in the right manner and at the right time, the hotel has formed certain set processes.

When the room is being prepared for customer check-in , the house-keeping department make sure that all the room amenities are provided as per the check list.

Infact the processes are so specifically laid down that hotel staff are even advised on what to say and what words to use while talking to a customer.

Promotion

Loyalty Programs Created by Taj Hotels:

Print media When it comes to print media Taj Group of Hotels has been using the print media especially the business newspaper like Economic Times, Financial Express, and Bombay Times mainly to attract its upper class corporate clients who are its major targets.

1. Taj Inner Circle Programme:

- Frequent guest programme where they can earn points from staying or Stopping by for a meal in any of their restuarants.

- Points are redeemable for room nights, memorable meals, and gift certificates redeemable at Taj Khazana, Taj Salon, Jiva Spa, and gifts from a hand-picked selection.

In case of magazine it has also done a similar work as it has perfectly targeted its client tale by advertising in magazines like THE OUT LOOK TRAVELAR, GO NOW and TRAVEL which are mainly read by upper class corporate clients and travellers.

2. Taj Advantage Plus Programme:

- Programme for their valued corporate bookers in India.

- Comes with great earning and redemption opportunities, special benefits and exciting offers.

- Enrolment to the programme is by invitation only.

Television Since its major target customers are the corporate and professionals it tends to advertise itself on news channels like STAR NEWS, CNN and CNBC and on some of the lifestyle channels like NDTV Good Times, Fox Travel etc.

Taj Hotels is generating brand awareness through niche promotions like participation in global travel exhibitions and marketing alliances.

3. Taj Alliance Preferred Partner Membership (TAPP Me):

- Programme has been designed exclusively for their partner’s in the travel trade in India.

- Enrolment to the programme is by invitation only.

Their Presence on Social Media platforms such as:

Facebook

Instagram

Twitter

Youtube, etc

Taj surprises including weekend savers, value vouchers, book early get more etc. Cross selling to these customers is done by hosting various events & packages like Dussera Special, Diwali Package, Christmas & New Year Package, Surprises,

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