SEGMENTATION, TARGETING & POSITIONING

OF

Presented By:
Gaurav
MBA – 3rd
Roll No. -12
Sec. - B
FLOW OF PRESENTATION
 Hotel & Tourism Industry

 TAJ Hotels

 Segmentation, Targeting & Positioning

 Marketing Mix

 Marketing Strategies.
 HOTELS & TOURISM INDUSTRY
 Hotels in India have supply of 110,000 rooms.

 According to the tourism ministry, 4.4 million tourists visited

India in 2009 and demand will soar to 10 million in the year
2010 - to accommodate 350 million domestic travellers

 India ranks 18th in business travel and will be among the top 5 in
this decade

 With demand-supply disparity, the room rates are most likely to

rise 25% annually and occupancy to rise by 80%, over the next
two years
 Government has approved 300 hotel projects, nearly half of which
are in the luxury range leading to increase in manpower
requirements from 7 million recorded in 2002 to 15 million in
2010.

 Hotels today are implementing innovative ways to capture

demand.

 'Hotel Industry in India' is set to grow at 15% a year.

 TAJ HOTELS
 The Indian Hotels Company Limited (IHCL) and its subsidiaries
are collectively known as Taj Hotels Resorts and Palaces and are
recognized as one of Asia's largest and finest hotel company

 Mr. Jamsetji.N.Tata was the founder and opened first hotel The
Taj Mahal Palace Hotel, Bombay in 1903

 Taj Hotels Resort and Palaces comprises more than 60 hotels in 45

locations across India with an additional 15 international hotels in
the Malaysia, United Kingdom, United States of America, Bhutan,
Sri Lanka, Africa, the Middle East and Australia
 SEGMENTATION, TARGETING &
POSITIONING

Hotel Segmentation in India are broadly classified into 7

categories, these are given blow----

 Five Star Deluxe

 Five- Star

Four Star

 Three Star

 Two Star

 One Star

 Heritage Hotels…..
 Segmentation, Targeting & Positioning
 Segmentation: The segmentation of the Taj Mahal hotel is mainly upon
lifestyle and income. It focuses on upper class, luxury, leisure travellers and
business professional.

 Targeting:  Targeting the most luxurious segment. The brand will have
properties on the best locales and attract the most premium customers. Home
to the Royalty, heads of states, tycoons, captains of industry, corporate
nomads, star celebrities, kings & queens and Hollywood royalty, Maharajahs
and rockstars.

 Positioning: The Taj marked out three separate entities for the Taj Group:
Business, Leisure and Luxury. Though the concept of these sub-brands had
come into existence earlier, in the mid nineties, it was in 1999-2000, that the
hotels became operationally different. It positioned itself as luxury heritage
hotel with excellent location and services.
 Marketing Mix

Product:
 Grouped into 3 categories-
 Luxury
 Leisure
 Business
 Core product is space - supplemented with services like
restaurants, health club, banquets, discotheques, bar, business
centers
 Supplementary products include travel arrangements, ticketing,
airport pick-ups, sightseeing, etc
Types of Accommodation

Tower Wing Rooms

Heritage Wing Rooms

Taj Club

Facilities and Services

 PRICE
 As a result of various overheads and superior
quality, prices are not affordable by all
 Rooms start at Rs 20,000 and suites start at Rs
75,000
 The Presidential Suite is around Rs 6-7 lakh

 The target audience comes to Taj for its ambience

and world-class standards
 High prices are justified as they help Taj retain
exclusivity
 PLACE
 Taj Hotels resorts and Palaces comprises more than
60 hotels in 45 locations across India with 15 in
International Locations
 Taj offers vantage locations like industrial towns
and cities, hill stations, wildlife destinations,
historical and pilgrim centers
 Also encompasses a unique set of iconic properties
rooted in history and tradition
 PROMOTION
 Loyalty programs, clubs, memberships, privilege.
Eg- Inner circle, JuniorLeague, club
 Surprises such as weekend savers, value vouchers,
book early get more
 Offers during seasons and off-season

 Monthly letters to ‘Inner Circle Customers’ about

upcoming events
 Holiday package promotions at exhibitions

 Cross-promotions
 PHYSICAL EVIDENCE
 5 star-hotel
 Well designed, spacious lobby

 Corridor aisles graced with genuine artifacts and

antiques
 Traditional Indian welcome to guests
 PROCESS
 Check-in
 Bell-person carrying luggage to room

 Butler service

 Food

 Laundry

 Child-care and baby-sitting

 Currency exchange

 Wake-up call

 Gift-shop, boutique, florist

 Check out
 PEOPLE
 Skilled personnel
 Personal Agents
 Technological persons
 Travel agents
 Butler
 Bell-boys
 Restaurant staff
 House-keeping
 Marketing Strategies

 Caters to two segments a) Foreign tourist in winter b) Domestic

tourist in non peak season
 Indians urged to take more short holidays through unique price
package

 More value offered at same prices in Goa, Sri Lanka, etc e.g.: Taj
Samudra at Colombo at Rs.24,500 for 4 night holiday
 Many first-timers now loyal customers

 Variety of holiday packages for various target groups e.g.: Senior

citizens, survivors etc.
 Inner Circle Junior League for children, arranging various activities
 ACQUISITIONS
 The overall strategy is to ensure that a third of the
brand’s revenues come from global acquisitions
 Acquisition of Ritz-Carlton in Boston and
Campton Palace in San Francisco, and plans to
enter gateway cities like Paris, Frankfurt, Chicago,
and London in the near future
 Alliance with Okura hotels in Japan