MINOR PROJECT REPORT

On The Topic

MARKETING STRATEGIES OF HOTEL TAJ, DELHI

Submitted To Prepared By

Dr Ashita Sharma Aanya Kakkar

BBA (G) ΙΙΙrd Semester

ANSAL INSTITUTE OF TECHNOLOGY

Affiliated to

GURU GOBIND SINGH UNIVERSITY

SEC-16C,DWARKA,NEW DELHI – 110075

UNIVERSITY CERTIFICATE

This is to certify that the project titled “Marketing Strategy of Hotel Taj Palace, Delhi” submitted by Ms

Aanya Kakkar 03110601710 BBA (G)-III rd Semester Guru Gobind Singh Indraprastha University, Delhi is

evaluated by the following examiners.

Name of examiner:

Signature of examiner:

SUPERVISION CERTIFICATE

This is to certify that the project titled “Marketing Strategy of Hotel Taj Palace, Delhi” submitted by

Ms.Aanya Kakkar 03110601710 BBA (G)-III rd Semester Guru Gobind Singh Indraprastha University, Delhi

is authentic and made under my guidance.

Dr Ashita Sharma

Project Guide

Ansal Institute of Technology

ACKNOWLEDGMENT

I would first of all like to thank Ansal Institute of Technology, Gurgaon and Dr.Ashita Sharma to give me

valuable support and information. I would also like to thank all the people who rendered all possible help in

the completion of this project.

Ms Aanya Kakkar

03110601710

EXECUTIVE SUMMARY

This particular Project Report studies one of the leading Luxury Hotel of Delhi and list out the findings and

analysis of marketing strategy under Product, Price, and Place & Promotion. Based on these guidelines, I have

chosen Taj Palace one of the leading five star hotels in Delhi. The study of Taj Palace is carried out from the

Strategic Marketing point of view and after gathering data and getting relevant information the findings have

been analyzed and compiled, which highlights the area undertaken in the Research of these Hotels for the last

five years. In finding and analysis, I have also done a comparison and analysis of marketing strategy of Hotel

Taj Palace with Hotel Hyatt regency.

The findings section would reveal all the processed information after analyzing the data obtained. The

research section is divided into four sections viz., Product, Price, Place and Promotion and each of these heads

deal only with marketing information pertaining to them. For example, the head “Product’ would list out

information about the products and services.

The most important section is the conclusion-, which is the knowledge the student gains after the study of the

Project. Here the data listed in the findings is logically, critically analyzed and the interpretation is written

down in a comprehensive yet simple form.

Any project making would have its own limitations; the section titled limitation would talk about the difficulty

and limiting factors, which would have had their effect in the final project.

CONTENTS

Sl.No

.

Particulars Pg. No.

1 University Certificate i

2 Supervisor Certificate ii

3 Acknowledgement iii

4 Exclusive Summary iv

5 Chapter 1 - Introduction 1 - 4

1.1 Company Profile 1 - 3

1.2 Objectives 4

6 Chapter 2- Literature Review 5 -6

7 Chapter 3 Rationale 7

8 Chapter 4 – Methodology 8

9 Chapter 5 –Marketing Strategy 9 -

5.1 Marketing Set - up 9

5.2 Product 10 - 16

5.3 Place 17 - 19

5.4 Promotion 20 - 26

5.5 Pricing 27 - 28

5.6 SWOT Analysis 29

5.7 Competitive Analysis 30

10 Chapter 6 Findings and Analysis 31 - 40

11 Chapter 7 Recommendations and Conclusion 41 - 43

7.1 Recommendation 41

7.2 Conclusion 42 - 43

12 Bibliography 44

13 List of Appendices 45

Questionnaire 45

CHAPTER 1

INTRODUCTION

Analysis of Marketing Strategies of Hotel Taj Palace, Delhi

1.1 Company Profile

Taj Group of Hotels

Taj group of hotels is the largest chain in India- with several Hotels abroad also. The parent Hotel-The Taj

Mahal Hotel, Bombay is rated among the 10 best hotels in the world.

The History of the Taj

The founder of the house of Tata’s, Mr.Jamshetji Nuserwanji Tata, in 1894 formed the Indian Hotels

Company and built the exquisitely beautiful Taj Mahal Hotel in Bombay. The doors opened in 1903 and has

been a landmark by the Gateway of India ever since.

In 1971, the 220 roomed Taj Mahal Hotels in Bombay was converted to a 325 Roomed hotel, and a multistory

structure was built adjoining the original property. In 1972, the Lake Palace at Udaipur and Rambagh Palace

in Jaipur was linked to the Taj and a Chain was born. In 1974, a new company was floated, which created the

Taj Coromandel in Madras. In the same year the chain broadened with the acquisition of fort Aquada Beach

Resort in Goa.

In 1976, Fisherman’s Cove was built which is 30 minutes drive from Madras on the Bay of Bengal with a

Private Beach. In the same year, the Taj Group opened the Taj Flight Kitchen in Bombay, Catering to both

domestic and international flights.

In 1978, the glittering Taj Mahal was opened in Delhi, and this was followed by The Taj Ganges in Varanasi

after two years.

The1980’s was to see a rapid expansion of the group and the gigantic Taj Palace in New Delhi was opened.

The Shiv Nivas Palace at Udaipur and TAC (Taj Air Caterers) in New Delhi Airport were also opened.

Followed by this was the opening of Taj Residency in Bangalore, the Savoy Hotel in Ooty and the Raj Mahal

Palace in Jaipur and the Taj View Hotel in Agra. Taj has been operating in the USA, UK, the Maldives, Oman

and Srilanka and the Taj Empire continues to expand further. Today Taj has 93 Hotels in 55 destinations and

is the largest Hotel chain in the country. Only one hotel group knows India and South Asia so well, and does

so with such consummate style. From its earliest days, taking residence with The Taj Group has been a grand

occasion. When The Taj Mahal Hotel, Mumbai, opened in 1903, the event was described by The Times,

London, as “a resplendent debut”.

Taj Palace is Luxury Hotel under Taj Group of Hotels. It is ideally located, 10 minutes from the Airport, 10

minutes from down town situated amidst 6 acres of landscaped greenery; Taj Palace hotel offers convenience

and gentle ambience. The hotel combines attractive functionality with style in a peaceful symbiosis. In Taj

tradition, one finds congenial atmosphere of true business hotel coupled with local handicrafts and a special

emphasis on cuisine. Taj Palace has 421 rooms and suites. Each Deluxe Business floor room is a modern

business centre. So too is their exclusive club floor rooms. Within quiet reason, everything that one wishes is

available round the clock Taj Palace hotel including the finest cuisine in town. On request in-room fax, E-mail

facility, Laptop computer, background information on major Indian industries, plus on line accessibility to

world business information is available. There are six restaurants and a bar in the hotel to offer its guests. To

name the few are Orient Express, Isfahan, and The Tea House of the August Moon, Handi and My Kind of

Place (Discotheque). There are six Luxury Hotels, which offer a whole of elegant living and upto the minute

business amenities, as a part of Rs. 300 crore upgradation programme. All Luxury Hotels now have renovated

rooms, a state of the art Business Centre and a modern Fitness Centre. The Taj group also has eight Business

Hotels spread over different corners of the country. There are 20 Taj Leisure Hotels out of which 16 are in

India and 4 are abroad.

Today, The Taj Group is India’s largest and finest hotel chain offering 48 hotels in 34 locations across the

subcontinent. This growth has been as diversified as it has been impressive. In addition to superlative luxury

hotels, The Taj Group includes business hotels, beach resorts, palace, garden retreats and other comfortable

accommodation. Internationally, The Taj Group has a few properties in key cities like London, New York,

Washington DC Chicago and locations in the Middle East and in Africa.

The uniqueness of the Taj Group lies in the sum of its parts in providing a living heritage of India, together

with superb comforts and modern facilities. All of these combine to make The Taj Experience a must.

1.2 Objectives

To present an in-depth analysis of marketing strategy of Hotel Taj Palace in the Hotel industry.

To study the product strategy.

To study the different tariff or different pricing strategy.

To study the sales promotion schemes in and outside Delhi.

To study the advertising policy.

To critically analyze the company with regard to their marketing policies and strategies.

To study the competition in the hotel industry.

To make a comparative analysis of marketing strategy of Hotel Taj Palace with Hotel Hyatt Regency.

This report has been written keeping in mind the objectives mentioned above.

CHAPTER 2

LITERATURE REVIEW

A business must be viewed as a customer satisfying process, not a goods/services producing process.

Products/Services are transient, but basic needs and customer groups endure forever. Company should first

identify the need of a customer & then try to identify the potential user group. Each business unit need to

define its specific objective, once the business unit has formulated its objective, the business manager knows

the part of environment it needs to monitor to achieve its goal. For e.g. the hotel industry company need to

watch the various event happening in that particular city, current and new competitor, technological

development that might affect the marketing. In general business unit has to monitor key external macro

environment forces like demographic economic, technological, political/legal and social culture and

significant microenvironment actors like customers, competitor etc, that effects its ability to earn profits. After

seeing all the above aspects the next thing that has to be considered is marketing process.

The marketing process consists of "analyzing marketing opportunities, developing marketing strategies,

planning marketing programs, and managing the marketing effort".

The first phase should be to analyze an external, internal and long run opportunities in the market for

improving the performance. To evaluate its opportunity the company needs to operate a reliable marketing

information system. Marketing research is an indispensable marketing tool, because company can serve their

customers only by researching there needs and wants, their location, their visiting practices in the hotel etc. So

in my case I m performing the function of marketing information system to let the company know what is the

reason for the recession period in there company and how they can overcome to it.

The purpose of marketing research is to gather significant information about the marketing environment.

Company' microenvironment consist of all the players who effect the company's ability to provide a service

viz. customers and competitors. In macro environment it consists of demographic, economical, physical,

political/legal and social/cultural forces that affect its sale and profit. An important part of gathering

environmental information includes measuring market potential and forecasting future demand.

The next step is the marketing strategy; it is basically a game plan for how to achieve a particular goal of a

company. To transform marketing strategy into marketing programs a company must make basic decisions on

marketing mix, it also has to decide how to divide the various tools in the marketing mix. Marketing mix is a

set of marketing tools that the firm uses to pursue its marketing objective in the target market.

There are literally dozens of marketing mix tools. McCarthy popularized a four-factor classification of these

tools called the four Ps: product, price, place and promotion. Not all marketing mix variables can be adjusted

in the short run. Typically the firm can change its price, sales force size, and advertising expenses in the short

run. It can develop new products and modify its distribution channel only in the long run. Thus the firm

typically makes fewer period-to-period marketing mix changes in the short run than the number of marketing

mix might suggest. The most basic marketing tool is "product or service" the company's offer to the market,

which includes the product or service quality, design, features and branding. The company, which will

provide good service, will have a competitive advantage in the globally competitive marketplace. A critical

marketing tool mix is price, the amount of money that customers pay for the product or service. On the price

the company has to decide the discounts and allowances. Its price should be commensurate with the offers

perceived value. If it is not, buyer will turn to competitor's product. Place, another key marketing mix tool,

includes the various activity the company undertakes to make the product accessible and available to target

customers. Company must identify, recruit, and link various marketing facilitators to supply its services

efficiently to the target market. Promotion, the fourth marketing mix tool, includes activities the company

undertake to communicate and promote its product to the target market. Company has to setup communication

and promotion programs consisting of advertising, sales promotion, public relation and direct and online

marketing.

Thus winning companies will be those who can meet customer’s needs economically and conveniently and

with effective communication.

CHAPTER 3

RATIONALE

This section describes why I have chosen the particular topic for making a organization research project, what

is the project undertaken and explain in brief the outline of the project. I am making a project on Hotel Taj

Palace The objective of this project report is to present an in-depth analysis of marketing strategy of a

company in the same industry which are comparable pertaining to marketing strategies adopted by them under

four different heads - Product, Price, Place, & Promotion. Along with this, it was important to critically

analyze the company with regard to their marketing policies and strategies.

There are certain factors, which influence me to choose a project in Hotel industry. First of all, I have an

attraction for glamour and I love to connect with it. Secondly what attracts me is the tough competition, as

more international chain hotels are coming to India, so hotel industry is facing a tough competition. Third

factor is related with the incident of "World Trade Tower" attack in America, which took place on 11

September 2001, due to which people have, low trust in flights, and therefore foreign tourist is decreasing in

number. Fourth factor is also of a similar type to third factor, it is the incident which took place on 13

December 2001, in "Indian Parliament house" a firing was broke out there between terrorist and police due to

which some casualties was happen, due to these factor foreign tourist have threat in there mind, the number of

tourist has been decreased and now there is recession in Indian Hotel Industry. Therefore I have decided to

choose Indian based hotel Taj Palace to analyze its marketing strategy and in keeping in mind all the above

factors recommend the company that what could be the strategies and how it can overcome the situation.

Under marketing, the areas that were to be covered were numerous. It was imperative to cover the process of

planning and execution of the concept, Pricing, Promotion, and the Distribution/ Place strategy. Also, the

other activities undertaken by the organization such as marketing research, planning, implementation, and

control, etc., were to be covered. Within marketing planning, various decisions such as those on target

markets, market positioning, pricing, distribution channels, physical distribution, communication, and

promotion are extremely important decisions that have to be made by the marketing managers of any

organization and after getting relevant information the findings have been analyzed and compiled, which

highlights the area undertaken in the Research of the Hotel.

CHAPTER 4

METHODOLOGY

The study of the hotel is carried out from the Strategic Marketing point of view and analysis of the gathered

data is done in the light of academic knowledge secured from the Institute. After getting relevant information

the findings have been analyzed and compiled, which highlights the area undertaken in the Research of the

Hotel.

The Data hunting for the Project was conducted in various logical and systematic steps to obtain maximum

information on this context keeping the objective in the mind. Broadly speaking the data was collected from

two sources- Primary & Secondary. Well-drafted Questionnaire formed the most powerful tool in the

extraction of the relevant information in the case of primary sources. Secondary information, which also gave

immense data inputs, was from brochures, pamphlets, In-house Journals & various other Magazines and Text

books in this connection.

CHAPTER 5

MARKETING STRATEGY

5.1 Marketing Set-up

Both Taj Palace and Taj Mahal have a combined Sale & Marketing team. For operational convenience, the

company has divided the marketing operations into two types viz.,

Inbound

Outbound

The Inbound team is in charge of clienteles coming towards Delhi. They promote and market the hotel

products and services and other facilities only to those specific customers who intend to stay in Delhi. This

also assists the Sale & Marketing team in knowing what is the total market in Delhi and what percentage of

this customers stay with the Taj hotels in Delhi. The company can also study the percentage of repeat

clienteles, duration of stay, frequency of visits and also make future forecasts and project trends. This also

gives the company ample database of the incoming (potential) traffic to the city.

Similarly, the outbound team is in charge of potential customers going away from Delhi. The Sale &

Marketing team (Outbound) interacts with such customers and try to promote various Taj hotels outside Delhi.

The idea is to bring or retain business within the Taj Group of companies. The customers are made aware of

the Taj Group of Hotels and what comforts and Luxury they get within a specific budget. Thus the Outbound

team solely focuses their Sale & Marketing efforts at the potential customers going away from Delhi to other

cities within the country as well as foreign destinations where Taj has their properties.

The idea of bifurcation of the Sale & Marketing tasks into two categories of Inbound & Outbound makes the

operations simpler and highly efficient. But sometimes sorting out the customers may not be completely

possible; in such cases both the teams are equally responsible to promote the products & services of the

hotels. The bottom line is - that the Taj hotels in Delhi and Taj Hotels in other parts of the country and the

world are with in the strong hands of these talented Sale & Marketing professionals which bears testimony for

the continued expansion and growth of the group over the years.

5.2 Product:

Hotel is a place, which offers boarding and lodging for a certain charge. The concept has changed over the

years from “Home away from home” to “Office away from home”. Broadly speaking, the product, which a

hotel offers, falls into two categories: -

Accommodation: - which includes Rooms, Food & Beverage.

Service: - which is an intangible product.

Food & Beverage - which is also a perishable commodity like a room, are served from different F&B outlets

like restaurants, coffee shops, banquets, room’s service, specialty restaurants, bars etc.

Accommodation: - Further classification of Accommodation would make the range of Products wider; The

Rooms could vary from a Standard deluxe room to luxurious Presidential Suites which differ considerably in

the facilities offered and of course the Tag or Tariff on them. The banqueting facilities, halls and conference

rooms also come under the ambit of the Rooms division.

Rooms that work smarter: -

The Taj Palace hotel has 421 guest rooms of which 381 are deluxe rooms and 40 are Suites. Guest rooms of

Taj Palace combine modern facilities with relaxing decor. Deluxe Business Floor Rooms are indulgently

comfortable whilst being, virtually, an office away from home. The Club Rooms of Taj Palace offers guests a

world of exclusive services and privilege. The Club floor rooms provide personalized services to the guests

round the clock, comfortable large areas, and the conference rooms suited to conduct private meetings of up to

ten persons are just a few facilities to talk about. Luxury Terrace Suites are spacious, individually appointed

with separate lounge, dining and work areas and a terrace garden. The Executive Suite combines luxury and

modern convenience for excellence.

The Standard rooms and deluxe rooms offer complimentary airport transfer, complimentary breakfast, in-

rooms fax machine and butler on call. Both Standard and Deluxe rooms are now equipped with ‘Flecon

System’ through which the guest can regulate the air-conditioning and light intensity in the room, obtain

World Time and operate the night light at the flip of a button. E-mail and Internet can be accessed in both the

Standard and the Deluxe Rooms.

In the days gone by, the invading armies came from the Northwest. But today they come from all over the

world. New Delhi, India’s capital city is a magnificent tourist attraction and important trading and commercial

centre. The Taj Palace Hotel is the most distinguished residence in New Delhi for Heads of State and

Corporations, Business tycoons and Luxury tourists, offers a spectacular choice of accommodation.

This session would list below the product and services offered by Taj Palace Hotel and what makes them

unique from the rest of the hotel \s, whether it is the rooms or the service.

The Taj Club: -

It is a known fact that a business traveler is a much-pampered person indulged with comforts and

conveniences unheard of even a decade ago. However a yearning has undoubtedly arisen for a special

privilege, an inner sanctum, an Exclusive Club. Born of desire, The Taj Group of Hotels presents the Taj club,

which offers unique world of facilities and privileges, both essential and extraordinary.

The Taj Palace, ND accommodates two floors of club facilities, linked by a grand staircase. The Club Rooms

are inviting and exude a subtle touch of extravagant. The Club Lounge here offers the modern businessman

delighting facilities and services which are listed below,

The Club Complementaries: -

Complimentary Airport Limousine transfer.

Exclusive check-in and check-out (for credit transactions) on the floor itself.

Exclusive check-in (9.00 am) and late check-out (6.00pm)

A welcome drink on arrival.

24-hr valet service.

A complimentary deluxe Continental breakfast in Taj club Lounge.

Complimentary cocktails with a selection of hors d’oeuvres in the Taj Club Lounge.

Complimentary use of the meeting room on The Club floor for two hours (Subject to availability)

Complimentary tea and coffee throughout the day in the Taj Club Lounge.

Complimentary use of gymnasium, steam and Jacuzzi.

A complimentary bottle of imported wine.

Complimentary chocolates, fresh flowers and a fruit basket.

Personal electronic safe in the room.

Personalized stationery

A choice of newspapers and magazines.

Rooms contribute to 70% of the total revenue where as F&B (banquets, restaurants and other outlets)

collectively contribute only 30%. Also the profit margins for the rooms are much higher as compared to a

mere 7-10% from the Food and Beverage section.

Broadly speaking Taj Palace has five categories of rooms,

Standard Rooms

Superior Rooms

Deluxe Business Rooms

Taj Club Rooms

Suites Rooms ->

Executive Suites

Deluxe Suites

Luxury Suites

Presidential Suites

The distinction between the Standard room and the most expensive Presidential Suites is the Value addition

and imagery and also the premium tariff rates associated with the Presidential suite. Facilities like

complementary breakfast, Limousine transfer, Happy hours, Complimentary valet service and scores of other

services accompany these rooms based on the category. Guest rooms combine modern facilities with relaxing

decor. Deluxe Business Floor rooms are indulgently comfortable whilst being, virtually, an office away from

home. The Club Room guest enjoys personalized service round the clock. The Executive suite combines

luxury and modern convenience par excellence. The Luxury Terrace suites are spacious, individually

appointed with separate lounge, dining and work areas, and a terrace garden. The Terrace suites are ideal for

Al Fresco dining.

The comforts and facilities of all 421 guest rooms and luxury suites are splendid. A second look reveals that

each Deluxe Business Floor room is a modern business centre. so too, the hotels exclusive Club Floor Rooms.

On request, in-room fax, E-mail facility, laptop computer, background information on major Indian

industries, plus on-line accessibility to world business information. Guests enjoy modern comforts and warm

hospitality in all 421 rooms and Luxury suites. Service is of the highest order as is to be expected, around the

clock.

Business Centre: -

It offers several useful facilities 24-hrs a day, seven days a week. These include Facsimile, Internet, and E-

mail, Color photocopying and legal library, as well as laptops, city pagers and mobile phones on rental basis.

Taj Palace Business Centre is designed to give the best to the business community who do require

sophisticated communication facilities and other gadgets to stay connected to the rest of the world while at the

Hotel. With no exaggeration it could be said that the guest gets the best of best services and facilities which

are more than necessary for a modern business man, and also feel at home while at work. The hotel calls this

concept “An office away from home”.

Banquet Facility: -

The hotel provides facility for orchestrating parties and banquets, conferences, seminars and symposiums. Taj

Palace has 11 Banquet halls with a capacity of 15 to 1600 persons (Auditorium Style) or 15 to 2500 persons

for Cocktails/ Receptions. It also has two huge Lawns to organize Fork Buffet / Standing Buffet also for

outdoor functions. The conference aids includes simultaneous translations in 5 languages. The banquet halls

of various size, decor and interiors, capacity suit all kinds of occasions including receptions, marriage parties,

conferences, meetings, get-togethers, cocktail parties and scores of other functions. The banquet halls are very

much flexible for various types of seating arrangements and set-ups like Fish-bone, Theatre style, Class room

style, Auditorium type etc. the Banqueting facilities offered by the hotel could be matched to any other

competing hotels and is par excellence.

The Food & Beverage:-

Division accounts for roughly 30% of the total revenue earned by the hotel. There are numerous Food &

Beverage outlets, but broadly they could be segregated into

Food & Beverage Outlets: -

Restaurants Coffee Shops Bars Room Service Banquets

Taj Palace has four Restaurants and one Night Club and a Bar. To name the few are Orient Express, Isfahan,

The Tea House of the August Moon, Handi and My Kind of Place, which is the discotheque and the hottest

and most wanted place in the city, especially among the youth.

Tea House of the August Moon: -

The Taj Palace’s Chinese specialty restaurant is the in place for the gourmets and adds to the unabashed

delight of aficionados of this great cuisine. Its Chinese Combo-Buffet Lunch includes a choice of starters

presented as a buffet. The Combi (nation) Buffet offers the guest a choice of soup, served steamy hot. There

are six salads and two vegetarian and two non- vegetarian specialties, rice and noodles. There is a different

chicken dish on offer every day and for the second meat dish, the guest could opt for pork, beef or fish. The

meal could be topped with a delectable dessert. The menu for the Combi-Buffet Lunch charges daily.

Orient Express:-

Orient express is the only restaurant in the country to feature in the “50 great Hotel Restaurants of the World”.

It is a theme restaurant and the entire set-up is that of a train and any guest who aboard Orient Express would

get lost in the sheer opulence of the legendary train, recreated down to the minutest detail. The Exquisite

delight the menu offers is savored by anybody with a palate for food. It also serves hard drinks and acts as a

bar for the hotel. Orient Express offers an excellent selection of premium red and white wines, champagnes

and house wines.

Handi: -

The Handi is one of the most popular Indian restaurants in the Capital city. The restaurant offers both ‘Ala

Carte’ and ‘Table-d- hotel menus to its guests. The hotel organizes various food festivals (Indian) and takes

Handi as a platform for its promotional schemes. The decor and ambience of the restaurant, coupled with the

mouth-watering Indian specialty dishes makes the dining experience a memorable one even to a gourmet

critic. It offers specialties from Northern as well as Western India.

My Kind of Place: -

It is the most wanted Discotheque in the city and it is enjoyed by people of all ages. The DJ plays music on

request, which includes- Rap, Ragga, Techno, Pop, Soft, Fast numbers and also Heavy metal on request. The

songs could be dedicated to anyone as desired by the guest. Food & beverages are also served out here to

rekindle the lost energy at the dance floor.

Taj Fitness Centers: -

Executive stress- In today’s tough, demanding world, it is not just a buzz-word (Fitness). It is a daily

occupational hazard. Hectic schedules, constant travel, and job pressures - not to mention relentless routine -

all add up to rising levels of physical exhaustion and mental tension. No wonder keeping fit is a part of every

busy executive’s agenda.

The Taj Group of Hotels gives it due priority by incorporating full-fledged Fitness Centers in all Taj Luxury

hotels in Metro-cities. Taj Palace too has a fitness centre which could be availed by her guests. Complimented

by facilities for a variety of out-door sports and swimming. The Fitness centre offer the guests many different

ways to ‘work out’ - Weights, Dumbbells with bench, Shoulder press, Pulley weights, Abdominal board,

Treadmills. A Step Climber with a monitor. The fitness centre at Taj Palace also offers a choice of Aerobic

exercise tapes.

Other facilities include Steam baths, Jacuzzi and Chilled showers. Trained Masseurs are on hand to give the

guest a soothing yet invigorating body massage with pure olive -oil, which is equated to 45 minutes of sheer

bliss. The fully air-conditioned, richly carpeted fitness centers, all gleaming marble and granite, are open all

the seven days of the week. Its facilities are available to all resident guests of the Taj Palace hotel.

Other Services & Facilities: -

24-hour room service

Free safe deposit lockers

Express laundry/ dry cleaning

Purified water supply

Doctor-on-call

Full-equipped Business Centre

24-hour fax/ telex facilities.

3 Meeting rooms

Work station availability

Laptops on hire

Secretarial service

Knight Ridder on-line service

Currency Exchange

Travel assistance

Car hire service

24-hour Coffee Shop

6 Restaurants & Bars

Night Club

8 luxurious Banquet Rooms

Shopping arcade

Fitness Centre

Beauty shop

Arrangements made for golf and tennis

5.3 Place:

Location/ Place play a significant role in the type of clientele who would be using the product. The very type

of a hotel is determined by its location. For example - A hotel in a highway is a motel, similarly there are

beach hotels, floatel, tourist hotel, transit hotel, and business hotel etc. convenience is another factor

associated with the selection of a hotel (location). A guest would not like to stay in a hotel, which is 50-100

kms away from the city when he is come for some business in the city. He would look for his convenience and

how well it is connected to the rest of the city and its proximity to the transportation terminals like airports,

railway station etc.

Taj Palace is ideally situated amidst six acres of landscaped greenery’s and is only 10 minutes from the

Airport and 10 minutes from down town. To be precise the hotel is 13 kms from the International Airport and

a minute’s drive from Daula Kuan, in the Sardar Patel Marg, which is a traffic free road with not much of

traffic bottlenecks. The hotel welcomes with a longest driveway entrance in the city and lush green meadow

and garden, which is a magnificent sight. It also allows easy entrance and exit for cars and other long vehicles,

unlike other hotels in the city where there is too much congestion, clustering of vehicles and irritating

bottlenecks. The location of the hotel is spectacular and it also offers a fabulous view, both from inside and

outside the hotel.

New Delhi became the Capital in 1911 - when the British administrators moved from Calcutta - and the

Capital of the Republic, since independence, in 1947. In fact, modern Delhi embraces the foundations of

seven earlier cities dating back to the eighth century. There are many tourist sights within easy reach of the

hotel: temples, tanks, walls, ruins, gateways and citadels, of which the most famous is the Red Fort.

Proximity to Embassies: -

All the embassies and High Commissions of the countries of the world are spread in and around

Chanakyapuri, which just five minutes from the Taj Palace hotel, which is why most of the Ambassadors and

high Commissioners prefer to stay in this hotel.

Security: -

Taj Palace is located in the South Delhi, distant enough from the commercial hub of the city, which makes it

the safest hotel in Delhi. For example - A hotel like Hyatt which is surrounded by tall building could be an

unsafe place for a Diplomat whose life is at threat as he could be shot operating from any of these neighboring

buildings. Also, Hyatt’s entrance is so close to the road, a car planted with a bomb can cause tremendous

damage to both human and property (in the worst of the cases). Where as Taj Palace is far from such kind of

threats, thanks to its strategic location.

Distribution: -

Taj Group of hotels has three properties in Delhi of which two are in the Taj Luxury hotels category.

Taj Mahal - Luxury hotel

Taj Palace - Luxury hotel

Ambassador - Budget hotel

The strategic spread of Taj hotels in the Capital city gives the group an edge over its competitors like Hyatt or

Oberoi, which are single properties in the city. Also these hotels cater to customers with different pocket-

sizes. It is also in Taj’s advantage that a guest who wishes to go to other cities other than Delhi would like to

move with a chain rather than select separate single properties. The importance of distribution could be

emphasized by the above example. Thus the organized distribution of Taj Group of hotels offers to a variety

of pockets and also number.

Delhi has 2200 rooms in the five star categories as the total market and both Taj Palace &Taj Mahal combined

have 300 + 421 = 721 rooms which is a good one third of the total market. The prominence of distribution

need not be further stressed and emerges a clear winner when it comes to the spread and coverage of segments

and it has no competition in India (Leave aside Delhi).

The Taj Group is India’s largest and finest hotel chain offering 48 hotels in 34 locations across the sub-

continent. This growth has been diversified, as it has been impressive. In addition to superlative Luxury

hotels, the Taj Group includes Business hotels, Beach Resorts, Palace hotels, Garden retreats and other

comfortable accommodations. Taj leisure hotels are situated all throughout India. In south zone there are 17

Leisure hotels, in the North zone there are 11 hotels, in the west zone there are 6 hotels. In the sub-continent

there are 5 Taj Leisure hotels situated in Colombo, Bentola (Srilanka), Maldives and Kathmandu (Nepal).

There are 8 Taj Business hotels in India situated in Bangalore, Hyderabad, Aurangabad, Nashik, Vizag,

Ernakulam and Calicut.

Internationally, the Taj Group has a few properties in key cities like London, New York, Washington DC,

Chicago and locations in the Middle East and in Africa.

The uniqueness of the Taj Group lies in the sum of its parts in providing a living heritage of India, together

with superb comforts and modern facilities. All of these combine to make The Taj Experience a must.

5.4 Promotion: -

Taj Groups Promotional activities are being taken care of by Rediffusion and TSL (Tata Services Ltd. for

Print Ad. Taj Group has been using high decibel Promotion program to maintain its already renowned image

and also to counter competition. Taj Palace has an effective Promotion Mix. They carry out advertising, sales

promotion, publicity as well as PR activities. Advertising is done maximum through press, magazines and

direct marketing i.e., mailing and personal meetings and minimum advertising is done through TV The

objective the company wishes to achieve through advertising is Image Building. There is no specific period in

the year when they advertise. In fact the company advertises through out the year. Since the company is

advertising through out the year, the Advertising Budget also remains constant or same for a financial year.

But much before getting in to Taj Palace’s Promotional activities, which is combined with Taj Mahal, Delhi

also for building the ‘Taj” brand as a whole, it is desired that a few lines on the Promotional Program of a

hotel as general is listed down for better comprehension. The subsequent section would detail the Planning

and Execution operations required in making the promotional effort fruitful and also it highlights the need of

having a separate promotional strategy for progress and survival.

Promotional Frame work:-

The groundwork involved in advertising planning and decision involves two major factors viz. Internal and

external factors. Internally, situation analysis, the marketing program and the advertising plan are the key

consideration. These three legs of advertising planning concern objectives setting and market identification,

message strategy and tactics, and media strategy and tactics. However, this advertising plan flows from the

overall marketing program which place the advertising plan in the context of the other marketing elements

and, a more general conceptual understanding of how advertising works. The marketing plan itself is

developed in response to a situation analysis, based on research. Once it is developed, the advertising plan is

implemented as advertising campaign, in the context of social and legal constraints and with the involvement

of the advertising agency.

Primary Research: -

The planning and decision - making process begins with a thorough analysis of the situation. Situation

analyses involve an analysis of all important factors operating in a particular situation. For this new research

studies are undertaken keeping in mind the company's history and experience. For advertising planning and

decision-making, the principal thrust of research efforts are based on market analysis or more broadly, this

analysis of consumer motivation and behavior with respect to the product. Situation analysis is based in

conventional wisdom, managerial experience of the creative team's inherent imaginative abilities. But the

current market and environment condition is based adequately on research. Such research comes in from the

company and the advertising agency's research efforts (secondary data source obtained from research

suppliers). Thus situation analysis forms the foundation for a well- developed marketing program and the

cornerstones for developing an advertising strategy.

Planning & Execution: -

The marketing program includes planning, implementation and control functions for the company or in

particular the decision - making unit. The marketing plan include a statement of marketing objectives and in

particular the strategies and tactics to reach those objectives. The marketing objective identified the segments

to be served by Taj Palace and how it goes on to serve them. The needs and wants of consumers on which the

company concentrates are worked out identifying and analyzing them when a marketing plan is prepared.

At Taj Palace, the marketing Manager (who deals with advertising and publicity) spends a considerable time

pinpointing the exact source of poor sales, before deciding that the core problem is adequate or poor

advertising or promotion. The marketing plan thus is based on specific problems or opportunities uncovered

for the service by situation analysis. It serves as a response to those problem or opportunities by allocating the

marketing budget (and the development of specific plans for various components of the marketing mix).

Conceptually, the budget is divided so that the marginal value of an extra budget increment in some for all

components of the mix. The amount of expenditure is shifted to the area that produces the higher incremental

sales.

The Promotional Plan:-

The Promotion Plan is developed once the overall marketing plan has been created. Within the marketing

plan, advertising plans and decision making focus on three crucial areas.

Objectives and target selection

Message strategy and tactics

Media strategy and tactics

Every advertising plan reflects planning decisions and commitments concerning each of the above three major

components. Planning as a process involves the generation and specification of alternatives. Decision making

concerns the choice of the best alternatives. Alternative with respect to objectives and target marketing are

carefully evaluated and specified. The copy alternatives are developed and analyzed with respect to content

(message strategy) and execution. The decisions more at this stage take the form of advertising campaign

adopted in a particular situation. Finally, media alternatives and decision are made on how much money to

spend (media strategy) and where to allocate it (media tactics). In each planning and decision making are

involved.

Target Selection:-

The pivotal aspect of any management plan is the development of operational objectives. An operational

objective provides useful criteria for decision making, generating standards to measure performance and

serving as a meaningful, communication device. This objective helps attitude. Moreover, the advertisement

should) be targeted to a selected group (target market) for which it becomes easier to develop relevant

stimulating copy. Besides this, the company has to develop several campaigns, each directed at different

segments of market.

Message strategy and Tactics:-

The actual development of an advertising campaign involves several district steps. The marketing manager

decides what the advertising is meant to communicate by way of benefits, feeling, brand, personality or action

content. Thus when the content of the campaign has been decided, decisions are made on the best & most

effective ways to communicate the content. One of the first exceptional objectives is the creation of an

advertisement that should gain attention. Advertisements are created that capture and retain the consumer’s

attention because in an age where thousand of advertisements compete for attention and where consumers can

flip television channels with a mere flick of the remote control. The content and tone are eventually translated

into specific advertisement. Throughout the process, decisions are made concerning with different copy

approaches and script. Assessments for 'good' copy are not merely subjective and therefore several kinds of

research- based tests are used, in the laboratory or in the field to enable a creative team to check on the

evolving campaign continually against its objectives.

Media strategy:-

Media strategy concerns about the decisions on how much money to spend on an advertising campaign. It

involves with detailed specification of what the company wants to achieve with advertising and the resources

necessary to accomplish them. It applies to the allocation of an advertising budget across media types and

within each type. The media allocation decision and media planning is done with the help of mathematical

techniques and computer programs. One is the type of vehicle audience of the campaign.

Image Building:-

Advertising is the missing link between Brand attributes and the customer’s perception, between product

features and need fulfillment, between benefits and value. Even if your service has been designed to target

your customer's wants with pinpoint precision, it's only your communication with the customer, in general

and advertising as its most potent form, in particular, that will inform her just how your are trying to

provide value to her. The advertising must deliver unmatched value to the customer. Even the most cogent,

appealing, captivating, entertaining and memorable advertising can still fail to enhance customer value if it

cannot improve the customer's understanding of the need-real or emotional- that the service being

advertised will fulfill her needs . For that your advertising must provide information telling the customer

something she did not know. It must raise your customer’s interest levels. And it must induce a change in her

attitude, which can be translated by additional marketing into a reinforcement of existing behavior or a change

in it, so that she buys your services. Only if these criteria are fulfilled your advertising will raise your service

to the levels of all competing products undifferentiated from one another. "Advertising is what gives the

service its life cycle and creates it into a brand". One of the Jackpots in the search for a value differentiator

for your brand, could be the very experience of the using the service were competing service brands

converge in terms of tangible attributes and benefits, it is often the largely emotional experience of using

the service that can provide additional value to your customer.

The task for the advertising develops and communicate the associations that make for a richer, warmer and

more exciting brand usage experience , transcending a mere objective description of the brand attributes.

When the value that your product delivers is intangible, the real differentiator may lie in the emotional

extension.

Advertising Exposure:-

Considering the splintering of customers into different segments, narrow casting, as opposed to reaching a

broad audience - can ensure that your message reaches by and large only those people that it is intended

for. Once you have found a medium that reaches your key customers you can intensify your communication.

That is the strategy used by Taj Palace’s communication division when media planning was undertaken in

India. Having narrowed its target group down to corporate class and executives who use the hotels services

and foreign tourist, Taj Palace managed to whittle down the original list of 15 publications that appeared to

match the advertisers needs to just four . For, these were the publications whose contents suggested that

the most avid readers would match either of the two customer profiles that Taj Palace was targeting for its

services. In the process not only were media costs lowered, but more crucially the advertiser was assured

that readers would indeed allow the ads to register in their minds, instead of trashing them. This did not come

out of syndicated media research. It came from trying to understand the consumers. For ascertaining that the

target subject’s attention is turned to the advertised message, you must pick a newspaper page, or any other

media that has already put her in a highly receptive frame of mind. Sure, snappy creative work can grab the

attention of page turners, but media planning can add value by selecting events that engage the attention of

their audience - preferably towards a subject that will leave them primed for a message for your product. Taj

has been extensively using Print Media to run its campaigns, and also the Television is used to promote its Ad

Campaign viz. “Your Face”, which is one of the most popular ads in the TV.

Comprehension & Attention:-

The process of comprehension of your communication if achieved by any integration between the customers

existing knowledge and the new knowledge that advertising provides. The contribution of media planning.

The timing of exposure to the advertising can ensure that the information content is lodged in the viewers

mind, allowing her to make the connection with her own knowledge - base.

The penultimate link in the chain, that of attitude or behavior changing acceptance, is forged in the

customer's mind by her cognitive or affective responses - or both - to your advertising. While the former

consists of the thoughts that occur during the comprehension stage, the latter takes the form of feelings

and emotions. Both, accepting separately or in concert, lead to an acceptance or rejection of your ad's claim of

fulfilling her needs. The crucial role of value added media selection here is to provide a vehicle that perfectly

matches which ever of these two responses the advertising tries to elicit. For instance, event offers the

perfect setting for eliciting the affective - or hot- responses while print is better suited for appealing to rational

or cold responses. It is in ensuring the marriage of objectives between advertising and media planning that the

success of communication lies. And as ever newer media planning opportunities burst onto the horizon

Promotion at Taj Palace: -

Advertising is done maximum through Press, Magazines, and Direct Marketing i.e., Mailing and Personal

meetings and minimum advertising is done through the TV. The section of the society or the target segment

for the Taj Palace hotel is the Business and the Elite segment. The hotel gets the maximum business from the

Business class. Advertising efforts made by Taj also involves receiving feedback from the customers through

mailers, direct face to face contact with them and by maintaining a register wherein the customers would give

their suggestions. All this is done to measure the effectiveness of Advertising campaign. The maximum % of

clientele they get is from the Business Class then foreigner and lastly from Holidayers. Ad agencies employed

by the company for designing their Ad campaigns and running the promotional activities are- Rediffusion and

Lintas. There is no specific period in the year when they advertise, in fact the company believes in scheduled

advertising campaign that is through out the year. Since the Advertising is done through out the year the Ad

Budget also remains same through out the year. For instance, the Handi restaurant comes out with different

promotional schemes and is advertised in the Print medium. This is a recurring expenditure to the company all

the scheme might change within a stipulated period of time. The Taj Palace Hotel also promotes its only

discotheque MKOP through out the year. The advertising done is targeted only to certain segment of the

society and it communicates only with customers and very little advertising is done to the rest of the public.

There is no specific appeal on which the advertisements are worked upon.

The advertising task is handled by the Advertising Manager of Taj Palace who reports directly to the

Marketing Manager. Other Managers such as Event Managers, Publicity Managers and Sales Mangers also

work closely as a team to make the promotional efforts more synergetic.

Advertising done by Taj Group of Hotels is at the National and International level. In off seasons the general

theme of the advertisement is informative and during Shoulder seasons, the theme of the ad is conceptual like

‘New Year’ during December.

Sales Promotion is done throughout the year. There are different sales promotional policies for

Rooms Division

Food & Beverages

Minor departments like Laundry etc.

Promotional Tools:-

The various promotional techniques used by the company to promote its products and services are;

During off- season special discounts are given to regular clients and one time guests through different

pricing schemes. They also carry out promotional deals.

The company also organizes Exhibitions, Beauty contests, Food festivals etc.

The Taj Palace also carries out certain Loyalty programme for their patent customers.

The company also extensively make use of Brochures, flight Journals, Jingles on FM, Mailers to

regular guests etc.

Thus to sum up Taj Palace’s Promotional efforts and strategies is something to be talked about and has been

exemplary over the years

5.5 Pricing:-

Pricing is the most important component of the Marketing Mix. The very purpose of is maximization of

revenue, to generate profits and expedite realization of returns on investments. Speaking interns of hotels,

which offers a wide range of products and services, the pricing holds tremendous significance. It is a simple

tag but a complex concept as it reduces intricate needs and wants to just numbers. All the 3P’s of Marketing

actually gets translated into this ‘P’. Price is the ultimate “Transaction border Point” between a corporation

and its customer. An organization myriad costs get converted to Price and customers value perceptions gets

reduced to price and the transition happens. The factors which determine ‘Pricing’ can be broadly classified

into three, viz., Cost, Demand and Competition. When computing the cost of a particular product or service a

series of calculations needs to be carried out. To exemplify how the costing of both product and services are

arrived at, two separate cases would be dealt with below, For instance a guest who walks into a coffee shop

and orders for a cup of coffee ought not to get horrified by the exorbitant bill of Rs. 50 for a standard portion

of 120 ml. The fact is that , the guest pays not just for the generic product ( coffee ) which would cost the

company a mere Rs. 3 per portion, but he is also required to pay for the ambience which is offered to him and

of course the service ( 5 star ) which goes with it. To elucidate further on this front, let us get a little incisive

and find out how much does it costs the hotel to Set.-up a restaurant which caters to 100 pax. The level of

investment chiefly depends on the location of the hotel and how much area is occupied by the restaurant in

question. The next itenery in the costing is what is the amount of money pumped into making the four walls

and the roof of the restaurant into reality. The cost of interior decorations and other aesthetically augmenting

features needs to be added. The cost of designer chairs and tables, chairs and side stations are not too meagre

to be neglected. The amount spent on lighting, both direct and diffused and other ornamental illumanaries too

contribute to the final cost. Last but not the least the cost of maintaining manpower and other variable cost are

of prime importance. Thus setting up a restaurant from the conception of a theme to the final completion and

there after the operation involves an exponential sum. To break-even these high investment within a stipulated

time requires management to charge a much higher figure in relation to the actual food cost. Thus the

allocation of the total set-up cost of the restaurant to each individual product demands complex and intricate

calculations. Finally the amount of Rs. 50a guest paid for his coffee is highly justified by the fact that all those

above revealed cost needs to be realized from the end user for the very survival of the hotel. Another

important cost escalating factor in terms of five star hotels is the levy of sales tax and an additional

expenditure tax of 10% which is otherwise known as tax on tax. A culmination of all these described costs

plus Tax components, plus the Profit margin speaks for the final pricing of the product. Speaking about the

rooms, which is a highly perishable commodity as a room not sold a day would result in the revenue loss for

the day from that particular room. It costs the company on average Rs. 90 lacs for a room. The cost includes

the cost of land, building, Tax given to the DDA, fuel coat, coat of Manpower, life expectancy of the product (

the room as a whole as well as the various giveaways, room supplies, fittings, furniture’s, telephones,

television, mattress, bed sheets, day covers, curtains etc. For example, a single bed sheet costs the company

Rs. 900 and it could be used for only 8-10 times as, that is its perceived life. Thus keeping all these factors in

mind the final cost of single room is arrived at. Also the Rooms Division is the major revenue contributing

department in a hotel. The occupancy of the hotel determines the final costing. For example, if Taj Palace has

to have 100 rooms and only 80 rooms are occupied on a single day. This means the occupancy of the hotel is

80% or stated differently 20 rooms do not contribute a single penny to the hotel on that given day.

5.6 SWOT ANALYSES:

STRENGTH AND OPPORTUNITIES:-

Large conventional banquet facility.

Large room area.

Close to the airport.

Security wise strong.

Charm property, which has goodwill in the market.

Location is good.

Taj Palace is only Hotel in Delhi which is having Mediterranean restaurant.

Strong hold on embassy business.

WEAKNESS AND THREAT:-

Inadequate parking space.

Maurya Shereton location's threat.

With a new flyover coming a better approach to the Hotel Hyatt Regency.

Hotel Hyatt Regency's F&B is more popular.

Radisson only International chain Airport Hotel in Delhi.

Threat from seven star Hotel Hyatt Grand which has recently opened.

5.7 COMPETITVE ANALYSIS:-

Hotels closest competitors are those seeking to satisfy the same customer’s needs and his needs, and similar

offer. In the niche market, therefore it is important to identify closest competitor.

Presently Hotel Taj Palace is receiving the competition from mainly the following Hotels

Hotel Intercontinental.

Hotel Radisson.

Hotel Maurya Shereton.

Hotel Hyatt.

Hotel Imperial.

Hotel Le Meridian.

Among all these Hotels Taj Palace is having a closest competition with Hotel Hyatt, so i am doing a

competitive marketing analysis of Hotel Taj Palace with Hotel Hyatt Regency as follow.

Taj Palace’s Customer Mix is weighed in favor of executives of India while it is balanced between

Indian Executives and Foreign Travelers in Hyatt.

Hyatt being a more global brand than Taj, the choice of Hyatt is higher over Taj among the foreign

travelers. This brand superiority of Hyatt among the foreigners is substantiated by the fact that, the foreign

occupancy in Hyatt is around 70% as compared to Taj Palace’s 50-55 %.

Taj Palace caters more to the Business Executives where as Hyatt mostly targets Foreign Tourists.

Taj Palace, being a part of an Indian Chain of hotels, the Clientele for Taj Palace are those who wishes

to travel to other parts of India, so that they can get the benefits of moving with a chain. Conversely, Hyatt

scores less on this front as it is a Single Property in India at the moment.

Taj Group of Hotels has sufficient spread, and this has infact being one of reason for their preference

for the Taj Group of Hotels for conferences. On the other hand the Hyatt does not have sufficient spread in

India.

In the Pricing front, Hyatt offers more premium rates than Taj Palace and for the same reason Taj

Palace is preferred to Hyatt by the Domestic clientele. Taj Group of Hotels has more flexible rates and

therefore is said to be less expensive for conferences than the Hyatt.

Hyatt offers more attractive and innovative packages to the foreign travelers, although both the hotels

practice ‘Dual Tariff Rates’.

CHAPTER 6

FINDINGS AND ANALYSIS

1. Do you think high price being set in Hotel Taj, Delhi for services they offer matches with

quality being provided?

Options (A) Yes

(B) No

Result 17 3

This diagram states that 85% are agreed to the fact that high price being set in Hotel Taj for services they offer

matches with quality being provided while 15% disagree to this.

2. Do you like the ambience of Hotel Taj, Delhi?

Options (A) Yes

(B) No

Result 17 3

This also states that 85% people like the ambience of Hotel Taj, Delhi while 15% people does ne like it.

3. Rate the menu of Taj Hotel, Delhi on the scale of 5.

Options (A) 1

(B) 2

(C) 3

(D) 3

(E) 5

Result 3 3 6 5 3

The diagram states that 30% people rank hotels menu at 3, 25% ranks it at 4 ,15% ranks 1,15% ranks 2 and

15% ranks it 5.

4. Does the brand maintain its name since establishment?

Options (A) Yes

(B) No

Result 19 1

In this diagram, 95% people are saying that Hotel has maintained its name since establishment but 5%

disagrees.

5. Is hygiene a problem at Taj Hotel, Delhi?

Options (A) Yes

(B) No

Result 5 15

According to 75% people hygiene is not a problem at Taj Hotel, Delhi but it is a problem for 25% people.

6. Do they provide personalize service?

Options (A) Yes

(B) No

Result 11 9

For 55% of people personalized services are being provided by Hotel Taj, Delhi but 45% of people are not

provided personalize services.

7. Is there any special provision for kids?

Options (A) Yes

(B) No

Result 9 11

45% people say that there is special provision for kids at Taj Hotel, Delhi while 55% says there is no such

provision.

8. “Athithi Devo Bhava” how well is this motto practiced by Hotel Taj, Delhi?

Options (A) Yes

(B) No

Result 11 9

55% people are saying that Hotel Taj, Delhi practices the motto “Athithi Devo Bhava” while 45% people do

not.

9. Do you think that the work force of Hotel Taj, Delhi is disciplined enough?

Options (A) Yes

(B) No

Result 18 2

The diagram states that as per 90% people the workforce of Hotel Taj, Delhi is disciplined enough while 10%

does not think so.

10. Do they provide discount schemes?

Options (A) Yes

(B) No

Result 10 10

50 % people says that Hotel Taj, Delhi provide discount schemes while 50% says that they do not provide.

CHAPTER 7

RECOMMENDATION & CONCLUSIONS

7.1 Recommendations:

Strategies Taj Palace can adopt to benchmark its product against competitor

Targeting the delegation and dignitaries of different countries.

Providing packages and targeting foreign tourist who are the extensive user of suits by value addition.

Finalizing people with the product we have and the product that is available in the market.

Aggressive selling and increasing the cliental base through loyalty programs like Gold passport and

Private Line (various point accumulated against the stay of customer for which he/she is rewarded various

discounts, gifts, stay free for various nights etc).

Upsetting of the rooms and keeping the track of the events taking place in Delhi.

Inviting major decision maker to corporate events and enroll them in some rewarding programs.

Using of media, embassies and chamber of commerce to propagate the product.

Carrying on sales blitzing in other metros.

Relationship marketing with the in-house guests.

Telemarketing can too be followed religiously.

Same monthly / fortnightly magazine should be introduced which keeps the clients informed of

various happening pertaining to the Hotel.

The "off peak discounts" should be given from month of May to August

To retain the loyalty of customers personal touch and customer satisfaction should be priority and

therefore offer them greater personalize service and take it to higher level than at present.

7.2 Conclusion:

Hotel Taj Palace:-

Taj Palace is located 10 minutes from the international airport of New Delhi, and 10 minutes from the city

centre, TPH in one of the most posh areas of New Delhi with many Foreign Embassies and High

Commissions surrounding it. The very right kind of place to Target its desired customer i.e., the Upper-upper

class.

TPH has around 700-800 employees working for it day and night providing the ideal services that are required

in the hotel industry.

TPH’s promotional activities include print media like news papers, magazines etc. Like Hyatt, TPH too have a

very well maintained inventory of its regular guests. They send New Year wishing cards, invitation on

different celebrations, etc to their guests.

TPH in its line have around 421 guest rooms, very well decorated. There are other services and facilities like

free safe deposit lockers, express laundry/dry clearing, Doctor on call, 3 meeting rooms, laptops on hire, night

club, car hire service, travel assistance, currency exchange, conference aids including simultaneous

translation in 5 languages etc.

The decor of the TPH is amalgamation of Indian traditional and modern furniture’s. It has beautiful paintings

of every type which augment the ambiance of hotel. The hotel has 6 Restaurants serving Indian, authentic

Sichuan cuisine and “The Orient Express” serving the European cuisine.

The hotel also boasts of a private theater. The Taj Group of Hotels is India’s largest hotels chain offering 48

hotels in 34 locations across the subcontinents

KEY ISSUES:-

Taj Palace’s Customer Mix is weighed in favor of Indian Executives.

Foreign occupancy in Taj Palace is 50 to 55 %.

Taj Palace caters more to the Business Executives.

Taj Palace, being a part of an Indian Chain of hotels, the Clientele for Taj Palace are those who wishes

to travel to other parts of India, so that they can get the benefits of moving with chain

Taj Group of Hotels has sufficient spread, and this has infact being one of reason for their preference

for the Taj Group of Hotel for conference.

Taj Group of Hotels has more flexible rates and therefore is said to be less expensive.

Taj Palace use to practice "dual tariff" rates

BIBLIOGRAPHY

Kotler, P. ‘Marketing Management’.

In house Journal.

In house magazine.

Business Today.

Business World.

Economic Times

http:/www.tajhotels.com/

http://en.wikipedia.org/wiki/taj_hotels_resorts_and_palaces

http://en.wikipedia.org/marketing mix

LIST OF APPENDICES

Questionnaire;-

1. Do you think high price being set in Hotel Taj for services they offer matches with quality

being provided?

Yes No

2. Do you like the ambience of Hotel Taj?

Yes No

3. Rate the menu of Taj Hotel, Delhi on the scale of 5.

1 2 3 4 5

4. Does the brand maintain its name since establishment?

Yes No

5. Is hygiene a problem at Taj Hotel, Delhi?

Yes No

6. Do they provide personalize service?

Yes No

7. Is there any special provision for kids?

Yes No

8. “Athithi Devo Bhava” how well is this motto practiced by Taj Hotel, Delhi?

Yes No

9. Do you think that the work force of Hotel Taj, Delhi is disciplined enough?

Yes No

10 Do they provide discount schemes?

Yes No