Advertising It was only when the product was ready, was a major advertising campaign developed. Earlier, advertising had been restricted to the major feeder markets: And the advertising emphasised the hardware aspect of the hotel. The new campaign developed a specific brand identity for the hotel.
Though the Taj had high unaided recall, it launched a corporate campaign to reinforce this new identity. The ad made by Rediffusion shows the enigmatic woman who stands for both hospitality and efficiency. Over 60 in-depth interviews were conducted by client and agency.
Not quantity, but quality. The things done right. The quality of check-in, the smile, the greeting or the welcome drink. The insights gathered were analysed and a clear slot, which the Taj could occupy when global competition arrived, emerged. This was translated into creating a distinct personality of the Taj as caring, efficient and enigmatic. The Taj maintained a far higher average and continued to grow and expand. Slowly the hotel became more profitable than it had ever been.
The reason is clear. The hotels are grouped into 3 categories - Luxury, Leisure and Business. The Taj Luxury Hotels offer lavish accommodation, gourmet specialty restaurants and bars, fitness centres and spas and well-equipped business and banquet facilities. Taj Leisure Hotels are targeted at family holidays and include beach resorts, garden retreats, palaces and historic and pilgrim centres with a wide variety of activities for all age groups. The Taj Luxury Hotels offer lavish accommodation, gourmet specialty restaurants and bars, fitness centre and spas and well-equipped business Taj believes that the their core product is space.
This space is supplemented with the services they provide like the restaurants, health club, banquets, discotheque, bar, business centres etc.
Their other supplementary products also include travel arrangements, ticketing, airport pick-ups, sightseeing etc. With easy access to the Business Centre, these contemporary rooms offer guest amenities like Internet connectivity, 2-line speaker phones with international direct dial facility and voice mail. Mini bar, personal safe, channel music and television with satellite programmes. These rooms are renowned for their architecture and exude an aura of old-world elegance.
Guests have a choice of rooms that overlook the city or pool or face the Gateway of India and the Arabian Sea. Located on the top floors of the Heritage Wing, Taj Club is designed for the discerning business traveler.
Guest amenities and services include complimentary airport limousine transfers, private check-in at the Club desk, in-room fax, personal safe, a complimentary bottle of wine, valet service and complimentary deluxe Continental breakfast. Each of these suites is decorated with original paintings and antiques that transport guests into a world of regal luxury and grandeur.
Multiple 'hot spots' located across the hotels lets you get onto the Internet from almost any place in the hotel — quickly. Swimming pool, beauty parlour, barber shop, travel desk, car rental, pastry shop, book shop, shopping arcade, currency exchange, doctor-on-call and babysitting. Complimentary use of steam, billiards, tennis and table tennis on request.
To ensure timely delivery of their services, they have set processes in place and in case of failure or delay of service, they have built in contingencies and trained their staff to communicate the delay to the customer in the right manner.
In case of breakdown of the elevator, the Room Service makes use of the elevator in the other wing to ensure timely delivery to the customer. This hotel was one of the main targets of terrorists during the November bombings of Mumbai and was severely damaged. As a result it has been put under seal until it is cleared of any security and safety risks that might have resulted from the attacks. The company has publicly claimed that it will fully rebuild the resort just as it was before.
In India, these include: But at The Taj, they serve the best quality and also incur overhead expenses. Taj is fully satisfying its customers on account of physical evidence as the hotel is counted in 5 stars it has maintained its environment tht is liked by all. Major service encounter that extremely delighted or disappointed are: Bell person carrying luggage to the room. Wake up call 5. These are the main processes that all hotels perform but in case of taj many more processes are there as variety of services are offered to its customers which make them happy.
Taj has various professional people to handle its customers and to give a high service to its customers like: Taj hotels is good in each area of service, moreover its overall interpretation can be done with the help of following table: Taj is serving its customers to its best and it is able to achieve 5-star ratings from a long period.
But in this era all have to apply marketing strategies to attract customers otherwise the competitors will not leave a single chance to grab market share. The strategies used by taj as explained above are successful in attracting customers as well as positioning it as a high class service delivering brand with luxury. Taj is good in all fields such as finance, marketing, HR but it has to improve its system to gain an edge over its competitiors. Taj can improve in the area of system as system of an organization can also be its core competency and it can also serve better if the internal system is good.
Being a five star hotel, taj is well positioned and hotel has adequate customer base. Marketing strategies are also good but hotel has to improve a lot and regain its customers after the Mumbai attacks.
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SERVICE MARKETING ABOUT TAJ. The Taj was built at a time when Indians were not allowed entry into most of the prestigious hotels and clubs in British ruled India.
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