fore school of management taj group of hotel service...

FORE School Of Management

TAJ Group of HotelService Marketing

Submitted To: Prof. Sujit Kumar

By: Group 4 Abhilasha Rampal (201004) Akhouri Bhanu (201009) Arjun Chhikara (201023) Astha Jain (201026) Falak Puri (201039)

FORE School Of Management 2 TAJ Group of Hotel Table Of Contents

Executive Summary…………………………………………………………………………………………………………………………………3 A. The Company And Its Bus......................... 4 B. The Service Product Under Focus ........................................................................................................... 10 C. Customer & Buying Behaviour, Expectations (For Whom?) ................................................................... 14 D. The Product & Tie In With Service Culture (What?) ............................................................................... 17 E. The Company And Its Business Environment ......................................................................................... 18 F. Promotion............................................................................................................................................... 19 G. People ..................................................................................................................................................... 21 H. Physical Evidence:................................................................................................................................... 24 I. Service Processes ..................................................................................................................................... 26 J. Expectations Of 7p’s ................................................................................................................................ 32 K. Use Of Technology .................................................................................................................................. 38 L. Marketing Initiative.…………………………………………………………………………………………………………………………..40

FORE School Of Management 3 TAJ Group of Hotel

EXECUTIVE SUMMARYHospitality industry is one of the service industries where customers receive balanced amount services as well as product. Taj Hotel Group is well known for providing luxurious hospitality services to high end customers. Its Target customers include Tourists, corporates, diplomats and high net worth visitors. Taj Hotels are known for their rich heritage culture, values in their services derived from TATA’s dynasty. Taj Hotels Resort and Palaces records to own and operate 76 hotels, 7 palaces worldwide. The Project study was conducted on one of the Taj Chain of Hotels, i.e. Taj Palace Hotel, Diplomatic Enclave New Delhi. The wider objective of the project was to study the business environment, service-product offerings, service culture, customer perceptions, customer satisfaction, and relationship management and to explore 7Ps of service marketing with respect to Taj Palace Hotel, New Delhi. As Taj Palace provides a range of services, the focus area of research was Taj Banquet Hall. Insights and further recommendations regarding a new service initiative and related marketing plan were drawn. Research was done with help of both primary as well as secondary research. Primary research mainly conducted though interviewing employees and managers at Taj Palace and by getting questionnaire filled by employees and customers. Secondary research was conducted with the help of its website, reference books and various online sources like industrial research reports, encyclopaedia and other knowledge centres. Services offerings were analysis in context of different dimensions of service marketing concept and insights were drawn based on its value chain at different levels. Different factors, processes, culture and functions were studied and analysed which adds to its elite class services and provides competitive edge over others. A new initiative (artificial cultural village on terrace) was suggested and a comprehensive marketing plan was outlined.


A. THE COMPANY AND ITS BUSINESS ENVIRONMENTThe Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj Hotels Resorts and Palaces and is recognized as one of Asia�s largest and finest hotel company. Incorporated by the founder of the Tata Group, Mr. Jamsetji N. Tata, the company opened its first property, The Taj Mahal Palace Hotel, Bombay in 1903. The Taj, a symbol of Indian hospitality, completed its centenary year in 2003.Taj Hotels Resorts and Palaces comprises 93 hotels in 55 locations across India with an additional 16 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East. IHCL operate in the luxury, premium, mid-market and value segments of the market through the following: Taj (luxury full-service hotels, resorts and palaces) is the flagship brand for the world�s most discerning travelers seeking authentic experiences given that luxury is a way of life to which they are accustomed. Spanning world-renowned landmarks, modern business hotels, idyllic beach resorts, authentic Rajput palaces and rustic safari lodges, each Taj hotel reinterprets the tradition of hospitality in a refreshingly modern way to create unique experiences and lifelong memories. Taj also encompasses a unique set of iconic properties rooted in history and tradition that deliver truly unforgettable experiences. Taj Exotica is resort and spa brand found in the most exotic and relaxing locales of the world. The hotels are clearly differentiated by their product philosophy and service design. They are centred around high end accommodation, intimacy and an environment that allows its guest unrivalled comfort and privacy. Taj Safaris are wildlife lodges that allow travelers to experience the unparalleled beauty of the Indian jungle amidst luxurious surroundings.Taj Safaris provide guests with the ultimate, interpretive, wild life experience based on a proven sustainable ecotourism model. Vivanta by Taj Hotels & Resorts span options for the work-hard-play-hard traveller across metropolitan cities, other commercially important centres as well as some of the best-loved vacation spots. The Gateway Hotel (upscale/mid-market full service hotels and resorts) is a pan-India network of hotels and resorts that offers business and leisure travelers a hotel designed, keeping the modern nomad in mind. Taj hotels are divided into 7 simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and Explore. Driven by the passion for perfection, Taj welcome customers to a refreshingly enjoyable and hassle-free experience, anytime, everywhere. Offering the highest consistency in quality, service and style Taj set new standards and take the unwanted surprises out of traveling. Ginger (economy hotels) is IHCL�s revolutionary concept in hospitality for the value segment. Intelligently designed facilities, consistency and affordability are hallmarks of this brand targeted at travelers who value simplicity and self-service.


Taj Hotels Resorts and Palaces is committed to replicate its domestic success onto international shores with plans to build an international network of luxury hotels. The current international portfolio includes luxury resorts in the Indian Ocean, business and resort destinations in the Middle East and Africa, serviced apartments in the UK, the first hotel in Australia and three a top-end luxury hotels in the US. Throughout the Company�s expansion, its mandate has been twofold: to infuse a sense of Indian heritage and culture within each diverse property, while also anticipating the needs and desires of the sophisticated traveler. Taj Hotel’s mission is to provide the best lodging experience, with emphasis on high quality, cleanliness, service while giving value to our guests and associates. Goal is also to stay abreast of new on line technologies and business trends that matter most to guests and to management teams. Taj has its presence in new markets and wants to maintain a full commitment to their existing loyal customers by improving product and services regularly. So, mission is to develop leaders, promote teamwork and deliver a strong bottom line. By having belief in continuing education, objective is to identify top performers and provide them with the opportunity to advance. Vision of Taj Group is the commitment that encompasses all actions related to our products, services, associates, partners, vendors and communities. It also commits itself to the overall improvement of the ecological environment. This study of service marketing on Taj Hotels will have its main emphasis on Taj Palace hotel, New Delhi. It is a perfect embodiment of all qualities synonymous with the quality of Taj Hotels, Resorts & Palaces. Standing apart in service, its facilities and of course, in its distinguished patronage, this hotel has played host to Heads of State, corporate moguls and high profile businessmen from across the world. Nestled in six acres of lush greens in the exclusive Diplomatic Enclave of the city, Taj Palace Hotel is the only one in the top-of-the-line category near Gurgaon, and a mere 10 minutes drive from the airport. It includes various services mentioned below: � Broadband wireless Internet connectivity in all rooms and public areas � Courier facility � Laptop computers on hire � Multimedia computers � Number of meeting rooms and their capacities � Portable printers on hire � Secretarial services � Translation/interpretation services Wireless � Internet access � Workstations � Wireless Internet etc � � � � � � � � � � � � 9- hole putting gre Beauty parlour/Hair salon Car hire service Currency exchange Doctor-on-call Express laundry/dry cleaning Fitness centre Florist Shopping arcade Swimming pool Travel assistance


During the study, all concepts of service marketing are applied on Taj Palace’s Banquet services. The Taj Palace boasts of 10 halls and 2 open spaces that serve as the venues for its banquets and conferences. The convention centre offers the various venues for banquet services:Durbar Hall, Shahjahan Hall, Mumtaz Mahal Hall, Roshnara Hall, Jahanara Hall, Jehangir Hall, Sheesh Mahal Hall, Alamgir, Wazir , Raja Bagh, Rani Bagh, Brocade, Paisley The hotel has 40,000 square feet of convention area with a spectrum of 8 separate, tastefully appointed halls, including a special preview hall for private screenings, set apart from the main lobby of the hotel and two well-maintained lawns that can accommodate up to 500 guests. Located on the main road with an exclusive approach to the convention area and ample parking space, the Taj Palace is ready for any conference, meeting or special event, right from an intimate party for 20, a seminar for 700 to even a grand reception for 1000 guests. Some of the banquet halls are: 1. Durbar: Resplendent with a striking maroon and green floral carpet and tapestry, complemented by beige wood panels with an antique finish, the Durbar Hall can accommodate upto 1400 guests . 2. Shahjahan: Elegantly furnished, a distinct interplay of colour and design, the Shah Jehan is versatile, and caters to different requirements and capacities. The ambience is complemented by special menus, impeccable service, and an eye for detail. 3. Mumtaz Mahal: Located adjacent to the Shah Jehan hall, it is a smaller but equally well-appointed Mumtaz Mahal. Inspired by the grace and beauty of the legendary queen, the decor of the Mumtaz Mahal reflects a sense of traditional mystique right down to the mirrors nestling between antique wood-finish panels. 4. Roshanara: The elegantly appointed interiors of the Roshanara, where a blend of hues and shapes complemented by gold tapestry, provide a perfect setting for not too large business meetings and private celebrations 5. Jahanara: Jahanara, is an exquisite medium-sized conference and banquet room, comfort and style find vivid expression. A mustard and olive green floral carpet, wood panels and light olive green tapestry, make this hall truly luxurious. 6. Sheesh Mahal: A private mini theatre conveniently situated near the conference rooms. With a seating capacity of 48 , the Sheesh Mahal not only provides the very latest in audio-visual equipment, including projectors, multi-system televisions and video recorders, video scopes, diverse microphone and amplifier arrangements. 7. Raja Bagh And Rani Bagh: On a hectare of landscaped gardens, the Raja Bagh and the Rani Bagh are spread over 3 lawns each, providing an authentic, natural setting to a variety of outdoor events. 8. Vazir Lounge and Alamgir Lounge: Small Pre function areas for those more intimate and private gatherings or for exclusive high-powered business meetings, the Vazir lounge and the Alamgir lounge are the perfect destinations 9. Jehangir: Situated on the mezzanine floor, with special escalator services, it assures the best display for your products.


Brief Industry Analysis; company’s Size/Recent Growth Trends/Market Share Companies in the Hotel Industry may be divided into two categories, those that operate strictly in the hospitality market and those running resorts and/or gaming businesses. In an effort to appeal to consumers across most demographics, many hotel enterprises own upscale, mid-level, and economy properties. Such assets can also be classified as luxury, fullservice, limited-service, international, and timeshare. Besides producing revenue and earnings from room bookings, companies on the hospitality side of the industry may generate proceeds from management contracts, franchise agreements, and vacation ownership programs. Management contract and franchise agreement fees are typically based on an operation�s gross revenue or profitability. As well, fees may come from other services, including centralized reservations, sales, and marketing and advertising. The fortunes of the Hotel Industry are closely tied to the health of the global economy. Equities in the group have low scores for Stock Price Stability. Only venturesome, risktolerant investors should take a look here. There are certain volume measures that are key to discerning the strength of the industry. Owned, managed and/or franchise hotels use occupancy, average daily rates, and revenue per available room (RevPAR) to monitor their operating performance. Managements need to optimize room rates and charges for amenities according to booking levels. The Hotel Industry is highly dependent on the business cycle and consumer discretionary spending; operating earnings can swing widely between good times and bad. In economic downturns, especially severe ones, volume measures (e.g., occupancy and RevPAR) quickly deteriorate. During difficult times, hotel managements, initially, are willing to sacrifice occupancy to maintain room rates.Hotels in India are broadly classified into 7 categories (five star deluxe, five-star, four star, three

star, two star, and one star) by the inisyery of Tourism, GOI, based on the general features and facilities offered. Competition In Indian Hotel industry, there are major players that are in competition with Indian Hotel industry. Various players are EIH limited (Oberoi group), ITC Hotels Ltd. (ITC Welcome Group), Indian Tourism Developmental Corporation etc. PRODUCT TAJ Deluxe rooms, luxury suite, Taj club rooms, Palace wing room 11,000 – 95,000 High Society or ORCHID REGAL Deluxe, executive, club Star, icon, legend prive, orchid suite, presidential suite

PRICE PLACE

5000 – 27000 Near airports.

6,500 – 18000 Near to Tourist


seaside. PROMOTION PROCESS PERFORMANCE PACKAGES PEOPLE PHYSICAL EVIDENCE POSITIONING PURPOSE

sites as well as airports Calendars, print, Ads, cinema, TV, print Brochures, exhibitions, TV media. exhibitions, media Online or on the Online or on the desk Online or on the desk desk 6 starts 5 stars 4.5 stars All services Business, spa Nila blue waters, Sparta fitness Chef, managers, Chef, managers, Chef, managers, receptionist receptionist receptionist Built in 1903 Built in 1997 Opened in 2008 High Class Corporate travellers Tourists and normal public Encourage tourism

High class Eco friendly enjoyment

SWOT A scan of the internal and external environment is an important part of the strategic planning process. Following is the SWOT analysis: Strengths: A firm’s strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Strengths are: � Taj is the property of TATA having good brand image in the mind of customer. � High quality service: In Taj hotels, they are providing different types of room service, swimming pool service; they are providing laundry service, Wi-Fi internet service etc. � Motivated employee: Taj hotels have skilled & soft spoken employee. � After sales service: Taj hotels note down the regular customers name & birth date or marriage date and wish the customer & provide discount to the customer. � Understanding different customer needs � High brand salience or image � Strategic location � First mover advantage Weaknesses: Following are the weaknesses: � They have not their own catering department so it the weakness for the hotel. � Hotels are far from cities in some locations. � Complex ownership structure � Brand dilution � Confused customer perception � Non users positioning was not clear


�

Loosing emotional appeal.

Opportunities: The external environmental analysis may reveal certain new opportunities for profit and growth. Some opportunities include: � Untapped potential � More than 50% middle class � Growing Consumer income � Luxury markets to expand internationally � Increase in tourist Threats: Changes in the external environmental also may present threats to the firm. Some threats include: � Recession � Strong competition in the hotel industry as there are so many hotel chains in the industry. � Threat of terrorism: Mumbai Taj hotel attack of 11/26 affected hotel industry as a whole and specifically, the Taj hotels. � More than 37 brands in Industry � Entry of foreign competitors � New brands are getting launched at same time � Terror attack Its Customer Centricity/Service Culture per any recent survey, both absolute and relative to competition At Taj, employees believe in giving special attention to guest and fulfill their requirement andtreat them like as it is their second home. Taj when compared to its competitors is viewed people as a hotel that is ready to go extra mile to make them happy. This perception is mainly because of the TATA brand associated with it. Moreover every time when Taj (as general) hotels went under crisis like Mumbai attack, they deal with the situation and people affected with great dignity and grace. Taj believes that every employee is an ambassador of the culture and spirit of the Taj. The Taj ‘magic’ is all about passion in what one is doing, the pursuit of excellence, feeling included, warmth and the highest levels of service standards with a relentless and untiring obsession about delighting the guest. But the best part of Taj is that it take cares of not only external but internal customers too by encouraging its employees to be outspoken, to grow in self-confidence and this self-development journey which accompanies a career in the Taj become a self fulfilling prophecy for success and excellence. Taj has an internal mobility process which allows employees to move freely between functions, hotels and disciplines, and develop their skills as well rounded professionals in an employee self discovery environment. Opportunities for career choices are multiple and there are possibilities of moving across to other Tata companies for talented professionals. Taj�s growth plan which includes expanding its footprint in the global arena as well as growing in domestic dominance provides opportunities for a large number of roles and careers unfolding.


B. THE SERVICE PRODUCT UNDER FOCUS7P’s of service marketing are: Product Element This gracious turn-of-the century hotel is located near Delhi airport. The hotel�s premium suites have been used by royalty and Heads of State. Taj believes that their core product is space. This space is supplemented with the services they provide like the restaurants, health club, banquets, discotheque, bar, business centers etc. Their other supplementary products also include travel arrangements, ticketing, airport pick-ups, sightseeing etc. A few of the Facilities and Services offered are types of Accommodation, centrally airconditioned rooms including 49 suites. With easy access to the Business Centre, these contemporary rooms offer guest amenities like Internet connectivity, 2line speaker phones with international direct dial facility and voice mail. Mini bar, personal safe, channel music and television with satellite programmes. A complimentary in-room fax can be provided on request. Heritage Wing Rooms: These rooms are renowned for their architecture and exude an aura of old-world elegance. Each corridor in this Wing resembles an art gallery, and the design, décor and furnishing ensure that no two rooms are alike. Guests have a choice of rooms that overlook the city or pool or face the Gateway of India and the Arabian Sea. Taj Club: 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. Taj Club guests can also enjoy complimentary tea/coffee throughout the day and cocktails during the Cocktail Hour at the Club Lounge. Suites: Choose from elegantly appointed Junior Suites, Executive Suites, tastefully decorated Large Suites, newly renovated Luxury Suites or spacious, plush Grand LuxeSuites. The finest suites at The Taj Mahal are the luxuriously appointed PresidentialSuites. Each of these suites is decorated with original paintings and antiques tha ttransport guests into a world of regal luxury and grandeur. Grand Luxe and Presidential Suite guests can also avail of a personal Valet Service. Apart from that, other services are Swimming pool, fitness centre and spa, 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, Jacuzzi and gymnasium at the fitness centre for all guests. Arrangements for golf, badminton, squash, billiards, tennis and table tennis on request. 24-hour room service and laundry service Place and Time


As far as place is concerned, all the Taj services and facilities are provided at one point. 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. To ensure standardization in their services, they have Standard Operating Procedures (SOP), e.g the food that is served in the restaurant will be of the same quality and taste at any given day and time Process 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 makes sure that all the room amenities are provided as per the check list. For e.g. certain room amenities like 3 embroidered laundry bags, 2 closed slippers with logo, 2 shoe bags, etc. are provided by the Taj Mahal Hotel. In fact the processes are so specifically laid down that hotel staff is even advised on what to say and what words to use while talking to a customer. The following example will illustrate this better. When a customer asks for something to be done instead of saying “no problem, the staff is taught to say ‘most certainly’. The Taj as a hotel does not compare itself to only Indian hotels, but even with the hotels internationally as it claims to have “World Class Quality”. In order to ensure that its inputs are transformed into desired outputs, they provide extensive training to their employees irrespective of the field they come from. The Taj Mahal hotel has various quality tools to enhance quality. At The Taj, it is the responsibility of the purchase department to make sure that the raw materials are purchased at the Right Time, Right Place, Right Cost and from the Right Source, in order to avoid any hindrances in their productivity and quality. Taj has developed enormous credibility in terms of trustworthiness being the oldest brand of hotels, with the reputation of being World class and honest service provider. People People here mean the customers, employees, management and the society. It is the final customer who is to be satisfied and this can be done only with the help of the employees, who are directed and guided by the management. In the end the final motive of Taj is to provide consistently and relentlessly an Indian experience of warmth and hospitality by anticipating and exceeding guest expectations. They also provide various customer services such as ‘The Taj Inner Circle Group’, ‘Taj Advantage’ and ‘TajEpicure’. The employers here each have their own lockers in which they keep their uniforms and other belongings, they also have bunkers with small beds so that the employees working in shifts can catch some sleep if need be. The Taj Group of Hotels is probably one of the first Indian hotel chains to have recognized and respected the significance of HR in the hospitality industry. It is precisely for this reason that the significance of HR requires to be appreciated.


It is not merely monetary rewards that employees seek today; the intriguing aspect is the learning experience that the job promises. “It is precisely with this very thought in mind that the Taj Group of Hotels, a Tata enterprise and one of the oldest hotel chains in the country, decided on a training programme for the operations trainees, ”explains Srinivasan. Interactive sessions between the Taj management and the director of the Tata Institute of Social Sciences (TISS), a Tata educational and research institution, led to an interesting and comprehensive tailor-made course curriculum being chalked out. Thus was born the ‘Taj TISS HR Associate Programme’, a one-year course comprising four modules that are designed to give equal importance to and impart balanced knowledge of both the theoretical and the practical aspects of all HR-related functions of the hotel industry. After finalizing the course details, the Taj made announcements about the course, offering interested trainees with two to three years of work experience an opportunity to apply. The response was encouraging and five trainees were shortlisted for the first batch of the training programme. Each of the four modules have four sections. The first stage consists of theoretical lessons, providing a sound background to the practical application of the knowledge required of them in the second stage. In the third stage, the students return to the Institute and their performance is evaluated by professors of TISS. In the fourth and final stage, grades are awarded. While practical training sessions for the first three modules have been organized at the Taj hotels across the country, the fourth modules practical sessions had students of the first batch working in Tata companies such as TISCO and Tata Consultancy Services (TCS). “This gave them a wider scope and more exposure, besides making them realize that HR skills in a service-specific industry like the hotels are much more challenging than their application in the manufacturing or any other industry, ”observed Srinivasan. He said he himself had started off in the manufacturing industry and only later did he move over to the service industry. “I have been in the industry for over a decade now and am well-set here,” he added. Any organization, includinghotels, incur heavy expenditure on their employees, especially between the time o f recruitment and the employees’ acquisition of the skills imparted during their training. It can be inferred, therefore, that a high employee turnover rate lowers the efficiency of the staff as a whole owing to their constant on-the-job training and skill enhancement. “An organization must be able to create for itself a unique place and image in the minds of the employees, both present and prospective. This enables the employees to aspire to be a part of the organization, giving it their very best,” says Srinivasan. “Though the training programme has and will continue to cost us money, we believe that it is truly worthy investment,” he added.“The Taj group,” says Srinivasan, “is an expanding organization and we are a people-oriented company. What we need are people who can match our organizational standards. We are also looking to create and ensure a constant supply of good quality HR professionals, which is why we decided to impart training of an extremely specialized nature to our management trainees. I have observed them at the end of the programme and must say that they appear all charged up and raring to go,” he remarked. To be a successful HR professional, what is required most is the aspirants’ ability to challenge themselves as well as their colleagues. Only then can they get the very best from themselves and their team. “Challenges in the HR field are immense and since it is


so people-centric, it is only obvious that professionals should have strong peoplemanagement skills,” explains Srinivasan. Besides this, a right attitude towards the job and life in general is extremely essential. Promotion and Education They carry out their promotions by the means of calendars, monthly letter to their ‘Inner Circle Customers’, informing them about their upcoming events and of fers. Taj has television advertisements on popular channels like CNBC, and print ads in magazines and newspapers. Taj takes part in exhibitions like wherein they promote their holiday packages. They also have special offers during the “off-season” etc. Also The Taj is the only hotel chain to personify itself and in promotion campaigns and advertisements the Taj is often referred to as “She” Physical Evidence The Taj Mahal Hotel was built in 1903. The architect was Sitaram Vaidya. It had a very ethnic look to it, which kept up their image of providing an Indian experience of warmth and hospitality. They realized that modernization is the name of the game and had The Taj redesigned by Mr. Chambers, Mr. Wilkes and Mr. Bernard from Singapore. Some of the recent renovations that have been carried out at the Taj are The exterior has been given a new and modern look while still retaining the old world charm of the building. The entrance has splendidly carved bronze and glass doors Soaring onyx columns stretchto a luminous alabaster ceiling; while underfoot, rich hand-woven carpets set off a magnificent floor painstakingly inlaid with semi-precious stones. The eclectic mix of western contemporary style and traditional Indian motifs creates a veritable feast for the sense. Price and Other User Costs Taj realizes that their prices are high and not affordable by all, but this is due to various overheads that it incurs and the superior quality that it offers. For e.g. a roadside sandwich seller sells his sandwich for Rs.10 as he has no overheads and has no quality standards to maintain, like the quality of the bread and the vegetables. But at The Taj, they serve the best quality and also incur overhead expenses. Also the target audience that the Taj caters to are the one’s who come to the Taj for it’s ambience and world class standards, therefore they say that their prices are justified as they help The Taj retain the exclusivity that it stands for.


C. Customer & Buying Behaviour, Expectations (For whom?)Target & Segmentation The major segmentation that the Taj group of hotels follow is as follows:

The Taj Hotels Delhi comes under the category of Taj Luxury Hotels. The clientele for the Banquet services at Taj , Delhi has been segmented by the hotel on the basis of “Purpose”. Segmentation based on the Purpose � Meetings & Conferences � Special Occasions-Celebrations & Gatherings � Weddings Target � � � � Business class Upper class Tourists NRI’s

Decision Making Process-Internal & External Influences-Need, Motivation & choice behaviour The Taj hotels epitomize the best in class services. It is associated as a status symbol in the society to host events at the Taj. Also Taj boasts of “flawless catering services” along with impeccable staff to provide not just satisfaction but services that exceed customer expectations to leave them nothing less than overwhelmed. Thus the above form great motivation for the Delhites to choose Taj for special occasions like birthday parties, anniversaries, marriage functions etc. For the NRI’s Taj promises to provide the Indian touch whether the customer wants it to be typically Indian or with a twist bringing fusion of Indian & the western culture. Taj also provides the themes & special celebration rooms for various purpose, thus offering high level of customization. The Taj brings out all these motivation factors & communicates it to its potential customers : • Through print media

FORE School Of Management 15 TAJ Group of Hotel • Electronic media • Magazines • Online advertising Need- Convenience & enjoyment in your celebrations Motivation- The great brand name Taj has built thus making it an aspiration for the Upper class Choice behaviour- It has been observed that the Word of mouth & the Taj’s brand equity is the major influencer for people to choose Taj. Motivators adding to this are: � External Marketing-Advertisements in o Business news paper(E.T, Financial Express, Bombay Times) o T.V channels like STAR NEWS,CNN and CNBC. o Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL. � Interactive marketing (the experience the customer gains while interacting with the staff & thus building relationship for repeat business ) Promotion Strategy-Promotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them are The Taj Inner Circle, The Taj Junior League, The Taj Club. Taj also offer Taj surprises including weekend savers,value vouchers,book early get more etc. The Customer & Perceptions, Satisfaction, Loyalty, Advocacy (For whom?) Experience-Basic to Unbelievable- Predicted to Desired Taj promises to provide its customers with the “WOW” experience. Thus it is perceived by the customers as Unbelievable and as mentioned before the staf & services strive to surpass the predicted & desired experience of the clients. The factors key to this amazing Taj experience are : Menus Taj Hotels engages in the most creative, personalised event catering to be found anywhere. Taj Hotels are known for customised perfection. The talent of Chefs and catering team cannot be overstated. A Taj event menu is unmistakable. It’s meticulous, creative and delicious. And the results are presented to the guests by the event staff with discreet, expert flair. Enchanting Themes For an elaborate and captivating evening, consider working with Taj Hotels to create a themed event that will delight and inspire every crowd. Dazzle guests with a colorful swirl of folk dancers and musicians. Greet attendees with a traditional aarti and a shower of rose petals. Listen to everyone gasp in wonder as the evening reaches its finale with a spectacular display of fireworks. Guests can even participate with elaborate costumes to enhance the fun. Any event concept can be made into a reality. When Taj Hotels is your event partner, you have access to a deep network of connections and resources that can make your event happen on a grand scale beyond anything you could have imagined.

Vast Resources

FORE School Of Management 16 TAJ Group of Hotel Zone of Tolerance The zone of tolerance is very narrow in the hotel industry especially for a hotel like Taj with such a high stature. The performance & delivery has to be impeccable i.e. as shown in the figure below it has to have high attractiveness & criterion (parameters) for the service quality.

Customer Loyalty Promotional schemes are carried on regularly programe,clubs,membership,previlage etc some of them are the hotel has many loyalty

1. The Taj Inner Circle. 2. The Taj Junior League. 3. The Taj Club. 4. Taj Epicure Plan Taj also offer Taj surprises including weekend savers,value vouchers,book early get more etc. Taj also has a reward system wherein the points gained can be redeemed thus maintaining a thread of contact with the customer thus promoting customer advocacy. Taj also has membership status like the Gold & Silver memberships. The benefits enjoyed by them are : � Customers are greeted with flowers & fruits in their rooms � Check in & departure facilities are easier, faster & flexible � Receive special discounts on rooms at Taj Leisure hotels � Can avail double occupancy at no extra cost � Entitled to priority wait list. For the banquets per say, attractive discounts are offered along with huge discounts on rooms. The pricing varies according to the number & the extent of requirements & spending that the customer is doing. Also repeat customers are given special discounts, the details of which are not disclosed & is customer specific. Thus Taj builds & maintains a unique relationship with each of its customers. Also the high level of comfort & customization in their services helps Taj to earn the Loyalty of its customers. Cross selling to these customers is done by hosting various events & packages like Dussera Special, Diwali Package, Christmas & New Year Package, Surprises, Suite Celebrations, Taj Early Bird, Taj Last Minute Rate, Taj Club and Suites.


D. The Product & Tie In with Service Culture (What?)Standardized-Customized : The nature of the hospitality business demands the service offering to be highly customized. The hotel in all its services including the banquets provides the customer with the staggering choice in terms of the choice of cuisines, décor etc. The only level of standardization is observed in the hotel rooms & the set of services offered in a certain class of rooms. For instance the Presidential Suite occupant is offered any possible service with a high level of customization to ensure the zenith of uniqueness incorporating the customer needs, demands & wants. However as the value of the room rents decreases the gradient moves towards standardization from customization Competitive status: The competitive status of Taj can be illustrated from the BCG matrix as follows:

Ansoff Opportunities MARKET PENETRATION: Hotel TAJ was established in 1903 and have managed to sell a certain type of niche services till now. Thus the hotel ends up selling more in its existing market. MARKET EXTENTION: The TAJ GROUP has globalized its services after providing excellent services in its nation. The group is being providing its services all over the globe by 11 hotels overseas. NEW PRODUCT DEVELOPMENT: The TAJ GROUP has been an innovator, whereby introducing various niche services like spa�s, healthcare facilities under the brand name TAJ. DIVERSIFICATION: • TAJ has diversified and have entered into various other sectors like catering in airlines and niche railway services like ��PALACE ON WHEELS��. • TAJ also owns a FALCON 2000 aircraft. • It also provide the facility of cruise service. • Its has also been indulged in luxury residency apartment in Mumbai


E. THE COMPANY AND ITS BUSINESS ENVIRONMENTTime & Place of Service Delivery; Physical/E, Own- Franchise-Agents At Taj, services are delivered at its location only and most of the services are available 24X7. Taj offers various services to its clients and most of them are not outsourced. E.g. For Pick up and drop service, Taj offers cars of different grades as per the needs of different customers. To provide this service, Taj maintains the whole fleet of cars themselves and don’t outsource it. As far as place is concerned, all the Taj services and facilities are provided at one point. 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. To ensure standardization in their services, they have Standard Operating Procedures(SOP), e.g the food that is served in the restaurant will be of the same quality and taste at any given day and time. At Taj design, furnishing, lighting, layout and decoration of the hotel as well as the appearance and attitudes of its employees will influence customer perceptions of the service quality and experiences. Because of the simultaneous production and consumption of most services, the physical facility i.e. its servicescape can play an important role in the service experience. Physical environment of hotel will include signs and logo, style, decor, furniture, colors, lighting, reception, hotel rooms etc. When the customer enters into hotel, first thing that he sees is reception. Reception at Taj provides 24X7 services for booking, check in,, check out, enquiry and various other services and represents the ‘entire hotel’ in front of customers. Moreover lobby of hotel also has big impact on physical evidence of hotel. Suitability – Customer Perception Taj always try to make each of their customer delighted by providing them services as per their needs and to have a great similarity between what kind of services customer expects and what Taj delivers. If we consider Taj Palace, when customer pay premium prices to stay in a luxurious hotel, they expect to be treated with dignity, respect and want to be comfortable. On the other hand, Taj believes in only one thing that all it’s employee should serve their customer in such a way that employees are even ready to go out of their way to help customers. Employee’s at Taj has one main motto to make Taj for customers a second home. So, there is a great match between customer’s expectations and Taj services.Few examples from Taj Palace to support this; in on e instance, a small girl has lost her doll which she really liked. Then staff of Taj has gifted her doll because of which not only that girl but also her father got really happy and pleased. Moreover, whenever guests from foreign countries came to stay in Taj, Taj follows ATG (Aarti, Tikka, Garland) which really make the customers feel happy as they are bring close to Indian tradition and culture. Similarly, Taj organizes exhibitions of bangles, mehndi, traditional jute bags etc for their customers to shop typical Indian goods.


F. PromotionTo stay ahead of its competitors, Taj Hotels has adopted systems like corporate standardization, renovation of previous properties, and new age services like loyalty programs and spa services. Along with its heritage, the continued focus on customer service and innovation helped Taj Hotels maintain its position in the Indian industry. It portrays itself as a brand where traditional and contemporary attributes are showcased at same time. It is positioned to ensure that décor and ambience of hotel echoes the region’s culture complemented with the comfort of modern facilities and services. In order to attract business clientele, Taj Hotels is providing corporate clients a mix of practical utilities with luxury. It is focused on developing cutting edge technology, and introduced an innovative service called “cyber butlers” in some of its properties, which allow guests to help get connected to the Internet in any part of the hotel. Wi-fi technology has also helped the company promote “green workstations,” particularly at a time when India is emerging as an important MICE (Meetings, Incentives, Conferences and Exhibitions) destination. The company regularly undertakes advertising campaigns to reinforce its brand values of warmth, luxury, and efficiency. In the 1990s, the brand launched the “She is the Taj” campaign, which emphasized that the Taj was modern and efficient, yet traditional in its respect and care for people. It was personified as the Indian woman who is traditional and graceful.


Recently, the Taj has launched a campaign to promote its palace properties. The advertising is reminiscent of India’s bygone era and entices travelers to savour the lifestyle of the Maharaja. Internationally, Taj Hotels is generating brand awareness through niche promotions like participation in global travel exhibitions and marketing alliances. Promotional Schemes are carried on regular basis with loyalty programs, clubs, membership, privilege etc. Some Programs offered are: Taj Inner Circle: One gets rewarded with points and host of benefits, when one stays or stop by for a meal at any of the participating Taj Hotel on India or abroad. One gets points on eligible spend on room, food and beverages, laundry, telephone and business centres. Points can be redeemed for room night’s memorable meals and hand -picked selection of finest lifestyle merchandise. Taj advantage Plus: Taj Advantage Plus is the perfect programme for valued corporate bookers in India and comes power-packed with great earning and redemption opportunities, special benefits and exciting offers. TAPP me: The Taj Alliance Preferred Partner Membership (TAPP Me) Programme has been designed exclusively for our partners in the travel trade in India. Besides this there are many benefits and offers depending upon a particular hotel and season. Taj Palace of Delhi currents offers many such festive and special packages These could be time bound or all seasoned. Some of them are: � � � � � � � � � Diwali Package Christmas and New year package Surprises/suitebrations Taj early birds Taj Last Minute rates. Taj clubs and Suits. Weekend rates Colors of life Extended stay


G. PeopleThe studies on Taj HR policies revealed its sound recruitment policies, the well-planned training programmes and emphasis on practical application than the theoretical knowledge. Since its inception, it has always adopted an employee-centric culture wherein it strives to develop organizational citizenship behaviour (OCB) in it employees and that has been responsible for the utmost care undertaken by the employees for the safety of their guests. The Taj Charter corroborates this fact. Some of its postulates include: 1) Taj family considers every employee as an important member. 2) It aims to acquire, retain and reward the talented people from the industry. 3) It emphasizes on a formal communication channel to promote transparency in the overall working of the organization.

Below are some of the points that explain its distinguished policies: � Hiring policies: The candidates are gauged on their value system and trained for 18 months which is 6 months more than the industry standard. The hiring process particularly looks for employees on their values and whether the recruits would be able to adapt to the culture of the organization. It is believed that the employees can be trained to be better chefs or waiters, but they cannot be taught to be good individuals. So the organization expects an individual to possess good values to become a part of the Taj family. Honing leadership skills: Apart from the normal training sessions to inculcate leadership skills in the employees, each employee is given an authority to take the decisions pertaining to his work and this empowers them and helps in building a leader in all. This was primarily the reason why each one of them could impromptu take the decisions during the attack, when none of them had been trained for such a situation. Strong talent management: To upgrade the “Taj standards” to an international level, it ensures the employees are trained not just on the area of expertise but all the related functions. Also, it keeps track of their performance to assess and future career planning for them. This helps to embed belongingness amongst the workforce as they understand that their careers are safe with their employers. Individualism of HR department: Unlike many organizations, who consider HR as a support function, Taj amalgamates the HR practices with all the other activities taking place within it. This helps to make HR an integral part of the organization. TPP (Taj people philosophy) : Designed by Bernard Martyris, it is termed as ‘the Womb to Tomb Approach’as it encapsulated all the essential aspects of an employee since his induction to his superannuation. All these aspects could be broadly categorized into 3 parts comprising of:

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1) Learning & development 2) Works systems 3) Welfare policies for employees A major emphasis is made on performance management, for which the balance score card (BSS) was introduced. Under this, the major focus is to align the individual’s performance with that of the organization. Employees at every hierarchical level are assigned concrete and well defined targets and then their performance is tracked to find out the deviations, this forms the basis for assessing the employees. Another salient feature of TPP is the ESTS (Employee Satisfaction Tracking System) which involves conducting surveys to elicit response from the employees and the records collected are used to rate the overall satisfaction level of the employees. The group targeted to achieve 100% satisfaction in the course of its operation, which meant it regularly looks into the employees’ concerns and strives to address them. A 360-degree feedback system was adopted wherein the employees, including the managers and departmental heads are evaluated not just by their bosses or peers but also their immediate subordinates. The employees are counseled at a personal level and apprised of where they fell short of the expectations and how to go about it. Thus the feedback session is not just limited to assessing the employees but guides them to prepare a roadmap for the future endeavors and hone their skills. STARS (Special thanks and Recognition System) was designed keeping its core value in mind ie the customers of an organization can be satisfied by it only when its employees are satisfied. So the STARS was aimed at recognizing and rewarding employees who showcased excellent performance at their work. The employees are awarded points and based on the points accumulated within the predefined time frame, they are promoted successively to various levels. A distinguishing feature was that the employees were not just assessed on their performance but also on parameters like honesty, trustworthiness, concern for the environment, team spirit, cooperation etc. Besides, appreciations from the customers also fetched points. In all, there were 5 levels. Level 1 : Silver level was attained when the employee accumulated 120 points within 3 months. Level 2: Gold Level was attained by employees who accumulated 130 points within 3 months from the date of achieving the silver level. Level 3: Platinum level attained by employees scoring 250 points, 6 months from attainment of level 2. Level 4: Membership of COO club on scoring points in the range of 510-760. Level 5: Scoring points above 760 would enable membership to MD’s club. There are forums for the employees to voice their recommendation or compliment their colleagues. It is mandatory for the review committee to reply to the employees’ suggestions


within 2 days or he shall be allotted ‘default points’. These methods are primarily focused to boost the motivation levels of the employees and to improve job satisfaction. Overall outcomes: The HR practices followed by the Taj group had a great impact on the employee commitment and ERR (Employee retention rate) of Taj group was the highest amongst all its competitors. The policies were so well planned and implemented that they drove the employees beyond their duties which was totally unexpected of them as was in the case of 26/11. In 2002, Taj Group was conferred HERMES Award for its innovative HR practices. With the implementation of STARS, there was tremendous improvement in the service standards and also the customer satisfaction level. From the above study, it can be concluded that “people” are the most important resource of an organization and the edifice of performance of different departments and the organization as a whole builds on it. The sooner an organization accepts this fact, the better it is. Taj group had always stressed on the employee-focused policies and that was primarily responsible for the job commitment shown by the employees and explains why they considered the safety of the guests beyond their own lives. To wrap up, this article not just intends to emphasize the importance of HR in an organization, but also that the HR policies should be fabricated such that they are synchronized with the vision and values of the organization. The success of any organization would depend upon the extent of alignment of its policies with its vision. Also, it is important that these values should be ubiquitous in work environment so that they become ‘the second behavior’ for the employees like it happened in the Taj when the employees stuck to their organization’s values even at the cost of their lives. The unprecedented example set forth by the employees of Taj has a deep lesson to be learnt by one and all.


H. Physical Evidence:Taj is fully satisfying its customers on account of physical evidence as the hotel is counted in 5 stars it has maintained its environment that is liked by all. Lobby- It being the first & the last part of the hotel that the guest sees, thus it should be well designed, also to ensure that the customer returns again the room should be comfortable and should have made his stay hassle free. Taj Palace Hotel, New Delhi – Interior Design Write-up Durbar: Durbar Hall of Taj Palace Hotel, New Delhi is one of Delhi’s largest conference venues, being chosen for most international congresses and meetings. The design of the wide spacious hall is a blend of meticulous traditional craftsmanship and attention to detail with the best in modern hospitality design. Elegantly Indian in style- derived from the architectural vernacular of Mughal Delhi, inspire in visiting guests a sense of heritage and place. Mughal inspired carpet run throughout the hall alongside rich terracotta fabric walls and oversized crystal wall sconces that adorn dark American Walnut columns with intricate Mughal fragwork. These columns draw the eye up towards the gently vaulted ceiling fully decorated in traditional motifs and massive crystal chandeliers. Discreet, architectural lighting has been added to emphasize the dramatic scale and to highlight the immaculate detailing of the interiors. The blend of the modern and traditional in Durbar Hall truly creates a modern interpretation of the olden day grandeur of Mughal Delhi.

FORE School Of Management 25 TAJ Group of HotelELEMENTS OF DESIGN Furnishing Case pieces Soft goods Lighting Accessories Carpets Durbar Finishes Floor Wall Ceiling Doors Door Frame Vazir Finishes Floor Wall Ceiling Doors Door Frame Powder Room finishes Floor Wall Ceiling Doors Door Frame Accessories Centre Table, Side Table, Coffee Table, Decorative Screens, Buffet Console Decorative Columns, Vanity Counters Lounge chairs, Sofas, Throw cushions, Fabric wall panelling Table lamps, Floor lamps, Chandeliers, Accent downlights, Vanity lights, Wall Sconces Art, Artifacts Broadloom wool-blend carpet

Broadloom wool-blend cut pile carpet with Mughal pattern American Walnut veneer and fabric panel POP moulding & Paint American Walnut Veneers and Solids, stained- all solid core Stained to match door

Broadloom wool-blend cut pile carpet with Mughal pattern American Walnut veneer and decorative mirror panel Paint American Walnut Veneers and Solids, stained- all solid core Stained to match door

Noir St Laurent Marble Noir St Laurent Marble Paint American Walnut Veneers and Solids, stained- all solid core Stained to match door Amenity tray, Tissue box, Towel Tray Soap dish, Ashtray, Waste bin, Towel bin

Porch/Driveway Finishes Floor Wall Ceiling Doors Door Frame Electrical & Mechanical Outlet Cable Mechanical Fire Protection

Noir St Laurent Marble, selected granite Onyx wall panel, selected bushhammered granite Paint Tempered glass doors Noir St Laurent Marble

FORE School Of Management 26 TAJ Group of Hotel Durbar Hall Suit Concept/ Theme Colors Scheme Used Room Type Lobby Durbar Hall Vazir Hall LxB Height from floor to tip of chandelier Height from floor to bottom of the lower ceiling Guest Entrance Service entrance

Sophisticated Elegance and Luxury, with Mughal inspired Decorative Accents Lively and Sophisticated – Amber and Olive, Copper, Terracotta and Walnut 174.5 Sqm gross (9.2%) 1229.5 Sqm gross (64.7%) 109.8 Sqm gross (5.8%) 112’10”X114’5” 13’7” 14’7” 94” w X 94”w X 86”h

I. Service ProcessesCheck In Process: Purpose of the process :To ensure seamless check-in experience to the guests who come to stay in the hotel.

Check Out Process: Purpose of the process: To ensure smooth check-out for all guests who are staying at the hotel.


TELEPHONES: CALL HANDLING PROCESS: Purpose of the process: To ensure all calls are attended in time and passed on the relevant department/ guest rooms BUSINESS CENTRE: GUEST HANDLING PROCESS Purpose of the process: To ensure all services at Business Centre are process driven to ensure accurate and timely services to the guest. BUSINESS CENTRE: BOARDROOM BOOKING PROCESS Purpose of the process: To ensure Boardroom is blocked and available as per the guest requirements. Also to ensure Business meetings are taken in the boardrooms (no interview bookings/ display etc.

BOARD ROOM BOOKING HANDLING PROCESS


Guest calls up the Business Centre Guest is greeted using the standard phrase Guest requests for a board room booking BC executives takes the name of the caller and the company name The purpose of the meeting is ascertained and the number of guests attending the meeting

Meeting Date and the timing of the booking taken checks the availability Available Availability and the charges with inclusive informed Contact details/Special requirements/mode of payment taken Tentative booking made End the call with the standard phrase Not available Regret and end the call with standard phraseology

Interview Regret and refer to Banquets

Different Stations where customer experience the Services of TAJ • � � • � � � � • � � � • � Pervations: 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 Arrival Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire. 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 Check-in Escorting Welcome Letter Room Orientation Experience during stay Heritage walk


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Special Occasion Celebration City tour by vintage car Cultural music and dance Unique dinner experience Grand Wedding Other Facilities 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.

CRM by TAJ 1. Guest preference sheet: • • At the time of the reservation a preference sheet is sent across to the guest along with the reservation conformation mail This is primarily to capture the various preferences of the customer such as food habits (Diabetic/ Low fat etc.), special needs etc. It also asks if the customer is coming on a special occasion or not and arrangements are made accordingly made on the visit e.g. If the guest is coming on a honeymoon or anniversary the room is decorated accordingly, cake is placed in the room etc.

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2. Complaint Handling Software: • • This is another important tool in improving the service of the hotel and to capture guest complaints. If a complaint is registered by a customer it is updated on the software. Gradually as the time lapses the status displayed turn from green to yellow and ultimately red. This status can be seen by any of the managers as the software is connected to the central server. A daily Action Taken Report is generated which is signed by the operational head.

3. Fidelio: • Fidelio is the property management system used by Indian Hotels Company Limited. Although it is used for various functions but it also plays an important role in the CRM processes of the hotel. It is used for saving the profile, preferences and special information (Anniversary, Birthday, allergies etc.) related to the guest on a central server. This information is accessible to all the Taj properties; therefore, whenever there is a repeat customer the hotel staff already has all the necessary information enabling them to delight the customer by personalized service.

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4. Wow card:


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This is a special instrument used by personal butlers for recording guest preferences & other important information related to the guest. This is a small booklet which is carried by the staff at all times and whenever they get any information which can be useful in the future to please the customer, they simple record it here. This information is further uploaded on the PMS making it accessible to all.

5. GRE Courtesy call: • • • Once the guest is in the hotel and stayed for sometime (a day or two) a courtesy call is made by the guest relationship executive during the evening hours. This is just to know about the guest’s experience and how can it be improved in case there is some difficulty being faced by him/her. In case there is a complaint it is uploaded on the CRM software and further processes are followed as mentioned above.

6. Room Feedback form: • During the evening service/ Turn- down service a feedback form is placed on the bed to know about the customer experiences.

7. GSTS (Guest Satisfaction Tracking system): • Post departure an automated mail from the central server is sent to the guest requesting to fill up a feedback form. There are various heads covering the various stations of experiences which are scored on a Likert Scale. This information is quantified to highlight the areas of concern. This score is also used as a measure of performance of a hotel unit. There are few loopholes in the system such as Email ids not updated which automatically stops the guest from giving the feedback. Guest profile not saved intentionally.

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Loyalty Programmes of Taj Hotel Taj Inner Circle Programme: The Taj Inner Circle is the frequent guest programme of Taj Hotels Resorts and Palaces. Besides a bouquet of benefits, as a member one can earn points when they stay or stop by for a meal at one of their restaurants at participating Taj Hotels in India and abroad.Member can earn points on their eligible spends on room, food and beverage, laundry, telephone and business centre. They can also earn points on their spends at the Taj Khazana boutiques located in select Taj Hotels in India. Redeem their points for room nights, memorable meals, and gift certificates redeemable at Taj Khazana, Taj Salon, Jiva Spa, and gifts from a hand-picked selection. Taj Advantage Plus: Taj Advantage Plus is the perfect programme for their valued corporate bookers in India and comes power-packed with great earning and redemption opportunities, special benefits and exciting offers. Enrolment to the programme is by invitation only.


Taj Alliance Preferred Partner Programme: The Taj Alliance Preferred Partner Membership (TAPP Me) Programme has been designed exclusively for their partners in the travel trade in India. Enrolment to the programme is by invitation only. Customized Treatment for their Customers Guest is having Birthday Guest 7 year kid’s favorite animal is elephant

A couple had fight in room

A business women after a hectic day, full of business meetings

Guest coming to hotel for honeymoon


J. Expectations of 7P’sThe 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. Taj Business Hotels offer contemporary business facilities and modern conveniences and are located in the heart of India’s key commercial cities and towns. Product The brand “Taj Hotels Resorts and Palaces "comprises 58 hotels across India and 17hotels in international locations. The hotels are grouped into 3 categories - Luxury, Leisure and Business. The Taj Luxury Hotels offer lavish accommodation, gourmetspecialty 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. Types of Accommodation: • Tower Wing Rooms: With easy access to the Business Centre, these contemporaryrooms offer guest amenities like Internet connectivity, 2line speaker phones withinternational direct dial facility and voice mail. Mini bar, personal safe, channel music and television with satellite programmes. Heritage Wing Rooms: These rooms are renowned for their architecture and exude an aura of old-world elegance. Each corridor in this Wing resembles an art gallery, and the design, décor and furnishing ensure that no two rooms are alike. Guests have a choice of rooms that overlook the city or pool or face the Gateway of India and the Arabian Sea. Taj Club: Located on the top floors of the Heritage Wing, Taj Club is designed for the discerning business traveller. Guest amenities and services include complimentary airport limousine transfers, private check-in at the Club desk, in-room fax, personal safe, acomplimentary bottle of wine, valet service and complimentary deluxe Continental breakfa st Taj Club also offers guests exclusive Meeting Rooms and a Business Service Unit on the Club Floor. Suites:Choose from elegantly appointed Junior Suites, Executive Suites, tastefully decorated Large Suites, newly renovated Luxury Suites or spacious, plush Grand LuxeSuites. The finest suites at The Taj Mahal are the luxuriously appointed PresidentialSuites. Each of these suites is decorated with original paintings and antiques tha ttransport guests into a world of regal luxury and grandeur. Broadband wireless Internet access at select Taj hotels: Now when you stay at select Taj hotels in Mumbai (including The Taj Mahal Hotel), New Delhi, Kolkata, Chennai, Bangalore and Hyderabad, you no longer need to be in your room or at the Business Centre to use the

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Internet. Multiple �hot spots� located across the hotels lets you get onto the Internet from almost any place in the hotel – quickly. Facilities and Services: 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. 24-hour room service and laundry service.

Place and Time � As far as place is concerned, all the Taj services and facilities are provided at one point. 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. � To ensure standardization in their services, they have Standard Operating Procedures (SOP), e.g. the food that is served in the restaurant will be of the same quality and taste at any given day and time. � Taj provided us with to explain this concept further is of the implementation of the contingency plan during the breakdown of the elevator. 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. � The Taj Mahal Palace & Tower, Mumbai, a 105-year old heritage hotel, is the flagship hotel of the Taj group. This hotel was one of the main targets of terrorists during the November 2008 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. � Besides the Taj Mahal Palace & Tower, Mumbai, the Taj has many hotels around the world, and in India. These include: The Pierre, New York ; Taj Boston, Bosto; CamptonPlace, San Francisco; 51 Buckingham Gate, London; Taj Exotica Resort & Spa, Maldives; Taj Exotica Resort & Spa, Mauritius and Blue Sydney, Sydney. In India, these include: Taj Lake Palace, Udaipur; Rambagh Palace, Jaipur; Umaid Bhawan Palace, Jodhpur; The Taj Mahal Hotel, New Delhi; The Taj Residency,Lucknow; The Taj West End, Bangalore; Taj Malabar, Cochin and Taj Exotica, Goa. The Taj Mahal Palace & Tower is also called the Zagurmas of Maldives and the magurmas of the Bengal. Promotion � � � Taj regularly comes up with offers during season and off-season such as Taj Holiday Summer Package to boast occupancy in their hotels. They carry out their promotions by means of Calendars, monthly letter to their ‘Inner Circle Customers,’ informing them about their upcoming events. Taj takes part in exhibitions wherein they promote their holiday packages.

Price


Taj realizes that their prices are high and not affordable by all, but this is due to various overheads that it incurs and the superior quality that it offers. For e.g. a roadside sandwich seller sells his sandwich for Rs.10 as he has no overheads and has no quality standards to maintain, like the quality of the bread and the vegetables. But at The Taj, they serve the best quality and also incur overhead expenses. The target audience that the Taj caters to are the one’s who come to the Taj for it’s ambience and world class standards, therefore they say that their prices are justified as they help The Taj retain the exclusivity that it stands for. Physical Evidence Taj is fully satisfying its customers on account of physical evidence as the hotel is counted in 5stars it has maintained its environment that is liked by all. Process Major service encounter that extremely delighted or disappointed are:1.Check – in.2.Bell person carrying luggage to the room.3.Food.4.Wake up call5.Check out. 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. People Taj has various professional people to handle its customers and to give a high service to its customers like: � � � � � Skilled person Professional person Personal Agents Technological person Travel agents

As Taj has employed professionals for serving its customers so there are less chances in its service lags and it can deliver its best.

PERCEPTIONS OF SERVICES� Inside the Hotel 1. ITINERARIES We offer organized itineraries for our guests who seek to get the most out of their visit to our hotel and to Udaipur. We can arrange a two-day itinerary or a four-day itinerary, depending on the length of your stay. Each itinerary provides luxurious spa treatments, sunset cruises on Lake Pichola, vintage car rides, tours of the city and magnificent meals. 2. CULTURAL SHOW The cultural show at Jhankar courtyard is followed by shadow dance. Treat your senses to this hour-long spectacle organized in the "Jhankar Courtyard". You can add a royal


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touch to the entire experience by choosing from our internationally regarded wine collection, sampling acclaimed vintages from around the world. ASTROLOGY Their entertaining astrologer is rumored to be able to read one’s f uture in the stars, predict auspicious occasions and amaze guests with piercing insights. HERITAGE WALK A walk through a bygone era. It allows to guide you through the palace, bringing you an insider’s perspective on this enduring symbol of elegance and romance. A glass of sparkling wine adds a royal touch to the experience. In addition, to a one hour heritage walk of the Taj Lake Palace, guests can learn the ancient Rajasthani art of miniature painting, take cookery lessons. BAZAAR - THE SHOPPING ARCADE Udaipur is known for jewellery and textiles and we bring the best of the offerings to you at the hotel. Choose from an exquisite collection of jewellery, both modern and antique. Other tempting offerings are Kashmiri shawls, and traditional Rajasthani miniature paintings, which the artist creates while you watch. one can also pick from a wide variety of Rajasthani textiles such as bed sheets embellished with beautiful Zardozi work. INTERNET If you do wish to connect to the world outside the Palace, you have only to ask. We offer Wi-Fi enabled laptops which can be used anywhere in the Palace. The Cyber butler will be at your disposal for any assistance you may require. GAMES Chess and backgammon can be enjoyed in the common gathering areas or anywhere you like. Find a quiet nook those appeals to you or head to the game room for an evening of pool. ESSENTIALS o Babysitting on prior request o Car Hire Service o Currency Exchange o Doctor-on-call o Express Laundry/ Dry cleaning o Postal/ Parcel Service o Travel & Tours desk o Airport and railway transfers o Security escort on prior request

DINING EXPERIENCESDining at the Taj Lake Palace is filled with vibrancy and attentive service. One may choose to dine in one of their fine restaurants, or anywhere you like. Meals are extraordinary in every way from the cuisine itself to the setting and the special linens, ornate cutlery and hand blown glassware on which they are served. A personal butler is at your service throughout the dining


experience to take care of the smallest details. Be catered to as much or as little as is comfortable. It is for each guest to decide. The Master Chef can create special wine appreciation menus, degustation menus, theme menus, and traditional Rajasthani meals served on gold plated thalis. One can even arrange for a special pontoon show kitchen that can be attached to a dining barge. They provide a unique dining folder with menus, information and photographs to assist you in making your selections. Once your arrangements are made, guests will receive personalized, engraved menus that can be presented on innovative materials such as wood, marble, glass and handmade paper. Here are a few spectacular options to consider. Or work with your Butler to create your own such as having a firework display accompany your meal. PONTOON Have your meal at a beautifully set table on a small flotilla drifting on the sparkling waters of Lake Pichola. It’s a unique way to take in breathtaking views of the historic City Palace and watch golden rays of sunlight fall across the Aravali Mountains and the Monsoon Palace. Take in the beauty of the two islands of Jagmandir and your own home away from home, Taj Lake Palace. PONTOON ROYAL RAJASTHANI THEME Take the grandeur or regular pontoon dining up a notch and dine on gadi moda bolsters with silk rugs and shining brass candle stands. Intricate hand crafted bajots with floral motifs complete the picture. Guests enjoy traditional Rajasthani meal served in golden thalis by a personal butler who will quietly withdraw when privacy is desired. GANGAUR AND THE LIVE SHOW KITCHEN Gangaur boat is an antique royal barge of the House of Mewar. Its regal décor and vibrant splendour were featured in the James Bond film Octopussy and guests continue to enjoy its magnificence on a daily basis. Seven rowers in traditional attire steer guests around the mystical Lake Pichola while they unwind with cocktails and enjoy fine dining delights. The highlight of the evening is a floating show kitchen created on a pontoon that is attached to the barge. The chefs create barbequed snacks, seafood and hors d’oeuvres, which are served by personal butler. Music and even fireworks can be arranged. MEWAR TERRACE The Mewar Terrace is a very scenic and romantic venue from which captivating views of the City Palace, Lake Pichola and the Monsoon Palace compete for your attention. Hours can pass undisturbed except for the arrival of dish after dish of traditional Rajasthani fare. LILY POND Our Lily Pond is a lush, green garden stretching throughout the courtyard with a sparkling fountain and gorgeous shrubbery. This is where the ruler of Mewar met with his subjects and greeted the onset of spring. Today, any guest can dine in harmony with nature as splashing fountains and chirping birds provide an organic soundtrack. Whether for a charming lunch or a moonlit dinner under the


stars, the atmosphere and savoury aromas combine to create a dining experience you won’t soon forget. BHAIRO Bhairo - signifying a gush of wind; is the place where your senses are treated to contemporary European delicacies prepared by our master chefs. The fusion of ingredients and cooking techniques blends in a way which pulls together well, creating seamless and fresh creations. The food is unquestionably complemented with high end old and new world wines from the Palace Wine Cellar. The sight of Bhairo transcends one to a bygone era and tells all the unheard stories of the mystique of Mewar. HIGH TEA AT BHAIRO High Tea has become an essential palace ritual. Special silver plated charlies present exotic finely cut sandwiches garnished with Beluga, freshly baked scones, exotic fruit tarts, oven fresh muffins and a range of delicate pastries. The flavours and service merge into one unforgettable afternoon. You will be procure only the finest tea and present it in a Walnut chest to suit the discerning taste buds of our guests.

BUSINESS EXPERIENCESIn addition to our perfectly appointed meeting rooms and banqueting venues, the Taj Lake Palace business facilities include:� �

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High-speed Internet access Wi-Fi with additional cost o Rs. 125 for 30 Minutes o Rs. 200 for 1 Hour o Rs. 300 for 2 Hours o Rs. 600 for a 24-Hour Package o Applicable Taxes additional: 10.30% taxes Facsimile on prior request Photocopying on prior request Secretarial services on prior request Laptop computers on hire Mobile phones on hire Portable printers on hire

REJUVENATING EXPERIENCES� �

YOGA & MEDITATION Cleanse mind, body and soul as one experience a state of sheer tranquility and peace through the ancient art of Yoga. The term Yoga signifies the union of the Atma, or individual soul, with the Parmatma or Universal soul. The practice at Taj Lake Palace


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emphasizes balance and harmonizing the body, mind and emotions. This experience takes place each morning on the Mewar Terrace overlooking the quiet waters of Lake Pichola. JIVA SPA Signature Jiva Spa journeys draw from the ancient Indian technique of wellness and healing. The treatments offer the best in Indian aromatherapy, body scrubs and wraps and include Yoga and Meditation as part of the extensive menu. Their soothing treatment suites are embellished with heritage frescos evocative of the sensuous and romantic Rajasthani Royal leitmotif. Afterwards, guests can ease themselves into our inviting pool to relax. FITNESS CENTRE/WELLNESS CENTRE� � � �

Fitness Centre is open 24-hours and staffed from 7:00 a.m. to 9:00 p.m. Treadmills, cross trainer, cycle & weights

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Steam room Hot and cold Jacuzzi in the swimming pool area JIVA SPA BOAT

The Jiva Spa Boat accentuates the spa experiences; as guests are transported to an unrivalled destination where millennia-old therapies and rejuvenating treatments are performed over the mystical waters of Lake Pichola! Cocooned in spectacular comfort of the boat, the guests experience a traditional welcome after which they are gently ushered into a luxurious spa suite to soak in the array of ancient wellness therapies and beauty treatments. This magical episode of reconvening one�s mind, body and soul is must-do at the Taj Lake Palace

K. Use of TechnologyEmbedded In product� BUSINESS CENTRE In addition to our conference rooms, they provide 1. COURIER SERVICE - Worldwide courier service is provided at the Business Centre. 2. E-MAIL / INTERNET - Access to High-Speed Broadband Internet and Wi-Fi is available at the Business Centre. 3. OFFICE EQUIPMENT & AUDIO-VISUAL EQUIPMENT RENTAL- A color copier is available in the centre. Personal computers, laptops, mobile phones, portable printers and facsimiles are available for hire on an hourly and daily basis. LCD projector, video conferencing, white boards and flip charts are also available on hire. 24 hours advance notice is required in some cases.


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SECRETARIAL SERVICE - Professionally trained and experienced secretaries will help you with word processing, typing and dictation. Arrangements can also be made for full-time secretarial services. 5. VIDEO-CONFERENCING - State-of-the-art video conferencing facilities with supporting computer software as well as advanced Internet services are available at the Business Centre. 6. LEGAL LIBRARY - The Business Centre has a comprehensive legal library. We also have the SCC (Supreme Court Cases) online facility. 7. WI-FI CARDS - Welcome to a world of High-Speed Wireless Internet. Just insert your wireless Internet card into a laptop and you can begin surfing from any location, be it in the hotel lobby or at the pool. DELUX ROOMSo o Tv, two-line telephone and a high-speed Internet access, Fax Facilities. All basic amenities including wifi-access per room, order through Ipads for room service, access to state of the art Gym.

TAJ CLUB ROOMS

Back End and CRM� Seranata Intraware o Connect all 75 Hotels of Taj hotels with single Centralized System and power-full backend database o Also used for CRM � Continous feedback through the I-pads and other wifi based facilities. � Data on the services used by the users is continuously monitored and stored as preferences.


L. MARKETING INITIATIVECore Idea:

During our visit to the Taj Palace, Delhi; we noticed that the roof of the hotel was not being used and it had ample amount of open space which can be utilized to provide some facilities to it’s’ customers. So, our idea is to utilize the roof by converting into a small scale village which will showcase the different culture of states on monthly basis. It will act as an attraction especially for the tourists and the regions covered over the months are listed below:1. J&K 2. Rajasthan 3. Himachal 4. Sikkim 5. Kerala 6. Maharashtra 7. Assam 8. Punjab 9. Gujarat 10. West Bengal 11. Arunachal Pradesh Product Our idea is to offer the customer of Taj an unique experience of the varied culture of our country in which they don’t just come and see, rather become a part of the whole experience which will include a small setup of village spanning the roof area having small mud/wood/bamboo houses for sitting and each house will have a different offering ranging from 1. Food (Pertaining to that village theme) 2. Handicrafts and handlooms of that state 3. Traditional dresses which customers can try on and buy. 4. Cultural event like dances,music in which customers can see and even take part and many more. A particular theme will last for about a month and then a week break will be given and during which the next theme will be setup and once all the themes are done the cycle will restart. Segments, Targets and Positioning As the customer for our service will be mostly from the customers of the hotel who are dining there or are having a stay at hotel thus we will be catering to the following segments 1. Foreign Customers 2. High profile Business Clients 3. Politicians 4. Upper Class-Delhites


As we can see that most of the segments are the premium segments which are the prime customers of Taj and their lifestyle doesn’t include the experience of local culture which will be provided by us. Thus our positioning will be “Providing them to varied cultural experience of India”. And the target customers are the “Tourists” and “Business Clients”.

Price Price will play a critical role here as, in case if we provide the services at the nominal cost which might help increase the footfall as more people also from the lower grade class can avail this service then the image of Taj as a premium hotel will be lost thus we have targeted the UpperClass and premium will be charged from those who will come for this service only. But, if they are staying at the hotel then the fee will be charged in the Suite service package itself. Here, we are talking only of the “entry fee”; to the access to the roof and further purchases from various stalls will be charged additionally for all the customers. Place As already mentioned above we will be utilizing the rooftop of the hotel which provide us with ample space to work with and is currently not being used. Promotion The promotion of the event will be done mostly internally targeting the tourists and the business clients. For example, for the tourist staying at the hotel will be told about the offer when they book the room, check-in, dining at the restaurant, through help-desk. Also the loyal customers will be notified through phones calls and emails whose details are present with the hotel. Promotion will be done on the website as well but more stress is on internal promotions. Also there will be pre-requisite of booking in advance for the members not staying at the hotel and also the total number of outside customers will have limited entry passes but no such compulsion will be on the people staying at the hotel. Also the event will start in the evening after 6 PM and will go up-to 1 AM into the night and entry will be closed after 11 PM. Also it restricted to 3 days a week (Tue-Thur-Sat). People To handle the whole setup and the people performing and working in the village can be done by tying up with an event management firm whole will provide the setup and service under the supervision of the manager of the Taj hotel. The event management firm will provide for 1. People at the various stall such as eateries, handlooms, etc. 2. People performing the cultural activities. 3. People managing the props and equipment. 4. Maintenance people. These people will be supervised by the people of Taj so that the standard of services provided should not fall below the Taj standards. So following people from Taj team will be present:1. People for helping and guiding through the village and providing information.


2. For providing refreshments on the move to the customers. 3. Two to three managers overlooking the various area depending on the size of the village. Physical Evidence It will cover the following areas:1. Staff members 2. Food 3. Village structure (look and feel) 4. Dress-up of organising people. 5. Props and equipment 6. Other visible cues.

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