MARKETING OF SERVICES

(Hospitality sector)

Submitted to : Dr Anurupa B. Singh

Group members :-

Hospitality sector

The Indian hospitality sector has emerged as one of the key industries driving growth of the services sector in India. It has evolved into an industry that is sensitive to the needs and desires of people. The fortunes of the hospitality sector have always been linked to the prospects of the tourism industry and tourism is the foremost demand driver of the industry. The Indian hospitality sector has recorded healthy growth fuelled by robust inflow of foreign tourists as well as increased tourist movement within the country and it has become one of the leading players in the global industry. On the other hand, domestic tourist movement within the country was the highest in 2009.

The hospitality

sector consists

of

land

category

of

fields

within

the service

industry including lodging, restaurants, event-planning, transportation, cruise line, and additional fields within the tourism industry. The hospitality industry is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. A hospitality unit such as a restaurant, hotel, or even an amusement park consists of multiple groups such as facility maintenance, direct operations (servers, housekeepers, porters, kitchen workers, bartenders, etc.), management, marketing, and human resources. The hospitality industry covers a wide range of organizations offering food service and accommodation. The industry is divided into sectors according to the skill-sets required for the work involved. Sectors include accommodation, food and beverage, meeting and events, gaming, entertainment and recreation, tourism services, and visitor information.

INTRODUCTION OF TAJ HOTEL

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. It was founded by Jamsetji N. Tata onDecember16, 1903.

Currently the Taj Hotels Resorts and Palaces comprises 57 hotels at 40 locations across India Additional 18 hotels are also being operated around the globe.

Corporate Objective
Mission
"Embrace talent and harness expertise to leverage standards of excellence in the art of hospitality to grow our international presence, increase domestic dominance, and create value for all stakeholders."

 Vision
The Taj Group of Hotels commits itself to the overall improvement of the ecological environment. It is our endeavor not only to conserve and protect but also to renew and regenerate the environment in which we live and operate.

Total Quality Management in Taj Hotels and Palaces:

Service excellence:
From the last few years Indian Hotel Company Limited (IHCL) has taken several steps to enhance the service standards of their hotels. They regularly benchmarked international luxurious chain hotels and they try to increase their service standards constantly. Philosophy of the service of IHCL is the core .They had taken several steps to enhance their personalised services to their Customers, butler services in IHCLs in their Premium properties.They provide proper training to their employees to achieve the service standard of a five start hotel. In order to increasing their service standards Tata Business Excellence Model (TBEM) plays a major role.

TATA BUSINESS EXCELLENCE MODEL (TBEM):

This is to enhance their service standards to the international service standards they conduct proper assessment regularly. For the external assessment also luxury division has applied, this is processed by the Tata Quality Management Services. With the help of external and internal assessment report, they plan their actions to constantly increase their bar of service standards. The key things they focus will be on the following, improving their level in terms of service and product quality: To raise the service standards to the international level of service standard they conduct external audits.

SWOT ANALYSIS OF TAJ HOTEL

MARKETING MIX STRATEGY OF TAJ HOTELS Products

Room

Restaurant and Bar Meeting room Banquet facility Amenities Services

 Safe deposit box

Special services
Courier Child care Laundry Pet Internet Travel desk Babysitting Wake-up call

PRICE
Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class. Rate The Taj Suite US$-175 Executive Suite US$-125 Standard sea view double US$75 Standard sea view single US$-75 The Taj Lady US$-90

PLACE
Location of the hotel is the most important business decision for the hotel. Present in metro cities in India Global presence(Maldives,London,Dubai,Colombo)

PROMOTION STRATEGY
Promotional schemes are carried on regularly the hotel has many loyalty programme, clubes, membership, previlage etc. some of them are:1. The Taj Inner Circle 2. The Taj Junior League 3. The Taj Club Taj also offer Taj surprises including weekend savers, value vouchers, book early get more,

ADVERTISEMENT
Business news paper(E.T, Financial Express, Bombay Times)T.V channels like STAR NEWS,CNN and CNBC. Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL.

Physical Evidence

Lobby- It being the first & the last part of the hotel that 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

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 call

People
Skilled person Professional person Personal Agents Technological person

Travel agents

COMPETITER
The hotel has many competitors like 1. The Oberoi towers 2. The Marine Plaza 3. The Orchid.

4. Le Meridian

Acqusition -hotel blue diamond pune.

STP ANALYSIS THE TAJ GROUP OF HOTELS SEGMENTATION

TAJ LUXURY HOTELS, TAJ PALACE, TAJ MAHAL, TAJ BENGAL, TAJ WEST END OFFER FINEST STANDARD OF HOSPITALITY &SERVICE

TAJ LEISURE HOTELS TAJ BEACH RESORT, TAJ CULTURAL CENTRE,

TAJ GARDEN RETREATS

LOCATED AT BEACH RESORTS,PALACES,PILGRIM CENTRES ETC.

Positioning
Through print media Electronic media

Magazines

Online advertising

Targeting
Targeting is a group of people who have common need, and behavior. Business class Upper class

Tourists