1. Taj Group Of Hotels
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2. Presented By-
parth arora
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3. •The Indian Hotels Company (IHC) is the parent
company of Taj Hotels Resorts and Palaces.
•It was founded by Jamshetji N. Tata on
December16, 1903.
• Currently the Taj Hotels Resorts and Palaces
comprises 76 hotels, 7 palaces at 52 locations in 12
countries and employ over 13000 people.
•Additional 18 hotels are also being operated around
the globe.
•During fiscal year 2010, the total number of hotels
owned or managed by the Company was 76.
•The Taj hotels are categorized as luxury, leisure and
business hotels.
INTRODUCTION OF TAJ HOTELS
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4. Cont….
• The Taj Luxury Hotels offer a wide range of
luxurious suites with modern fitness
centers, rejuvenating spas, and well-equipped
banquet and meeting facilities.
• The Taj Leisure Hotels offer a complete holiday
package that can be enjoyed with the whole
family.
• It provides exciting activities ranging from
sports, culture, environment, adventure, music,
and entertainment.
• The Taj Business Hotels provide the finest
standards of hospitality, which helps the 4

5. SWOT ANALYSIS
Strengths
107 yr old established brand
64 rank in fortune 500
Understanding different customer needs
High brand salience or image
Celebrity status
Iconic Stature
Early expansion
Strategic location
First mover advantage
Weakness
Complex ownership structure(Hindrance
from property owners)
Brand dilution
Confused customer perception
Only NRI s knw about it
Non users positioning was not clear
Brand abuse
Losing emotional appeal
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6. Opportunities
Untapped potential
41% middle affluent class
Luxury market to expand in INDIA
Liberalisation expanding into
international markets
Increase in tourist
Gateway to fill middle segment
vaccuum
Threats
Terrorist attack- rebuilding customer
confidence in the brand
New brands are launching at the same
time—at the time of attack
Liberalisation—foreign competitor’s
entering the market
37 brands coming to india
Recession
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7. Competitors
1. ITC Group Of Hotels
2. The Oberoi Hotels and Resorts
3. The Leela
4. Le Meridian
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8. CRM
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9. Stations Of Experience
• Pre-Arrival
Reservations: 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
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10. Cont…
• Experience during stay
– Heritage walk
– 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.
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11. SERVICE TRIANGLE
Internal Marketing
Vertical Communications
Horizontal Communications
Interactive Marketing Personal
Selling Customer Service
Center Service Encounters
Servicescapes
External Marketing
Communication
Advertising
Sales Promotion
Public Relations Direct
Marketing
Company
CustomersEmployees
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12. External Marketing-Advertisement
T.V channels like
STAR NEWS,CNN
and CNBC.
Magazines like THE
OUT LOOK
TRAVELAR,GO
NOW and TRAVEL.
Business news
paper(E.T, Financial
Express, Bombay
Times)
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13. • Taj Management Training Programme (TMTP)
• Hotel Operations Management Trainee (HOMT)
Program
• Taj Management Training Programme (TMTP) -
Operations/ Food Production
• Affiliation with Indian Institute of Hotel Management,
Aurangabad
Internal Marketing
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14. Interactive Marketing
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15. CRM used in Taj Palace Hotel
• 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
• 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
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16. • 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, allergie
s etc.) related to the guest on a
central server.
• This information is accessible
to all the Taj properties;
• 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 making16

17. • 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
• 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.
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18. Customer
Acquisition/Retention/Defection
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19. 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 BUSINESS
HOTELS:
TAJ PRESIDENT,
TAJ RESIDENCY,
TAJ CONNEMARA,
TAJ BLUE
DIAMOND
 OFFER
MULTI – CUISINE
RESTAURANTS &
BEST BUSINESS
FASCILITIES
TAJ LEISURE
HOTELS:
TAJ BEACH
RESORT,
TAJ CULTURAL
CENTRE,
TAJ GARDEN
RETREATS
 LOCATED AT
BEACH
RESORTS, PALACES,
PILGRIM CENTRES
ETC.
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20. 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
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21. Customer Loyalty Programs ( Retention)
• Taj Inner Circle
• Taj Epicure Plan
• Benefits That Customers Enjoy As A Silver & Gold Member
– Customers will be greeted with flowers & fruits in their room
– Check-in & departure formalities will be easier, faster & flexible
– Receive special discount on rooms at Taj leisure hotels
– Avail of double occupancy at no extra cost
– Entitled to a priority wait-list
• Points Redemption
• Taj Club
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22. Program for Employees
• Employee loyalty program called STARS, the 'Special
Thanks and Recognition System‘ - was an initiative
aimed at motivating employees through
acknowledgements and rewards.
• The STAR system also led to global recognition when
the group bagged the 'Hermes Award' for 'Best
Innovation in Human Resources' in the global hospitality
industry.
• Taj Group developed the 'Taj People Philosophy' (TPP)
which helped the company boost the morale of its
employees and improve service standards 22

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Steps In E-CRM
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24. Information system in Taj Hotels
Seranata Intraware
• Connects all 75 hotel of Taj and have centralized
software
• The scenario or the problem
– Problem of fragmented distributed information
– Problem of delicacy and missing of data
– Scalability Issues: incorporating new hotels in the
chain involved consuming and time processing
process
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26. Online Presence
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28. Reservations Booking Portal
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29. Difference between CRM & E-CRM
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31. What Creates Customer Delight
24-hour room service
Free safe deposit lockers
Express laundry/ dry cleaning
Purified water supply
Doctor-on-call
Full-equipped Business Centre
24-hour fax/ telex facilities.
3 Meeting rooms
Laptops on hire
Currency Exchange
Travel assistance
Car hire service
24-hour Coffee Shop
6 Restaurants & Bars
Night Club
8 luxurious Banquet Rooms
Shopping arcade
Fitness Centre
Beauty shop
Arrangements made for golf and
tennis
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32. Details
• John Abraham likes rasgullas in supper.
• Nana Patekar is fond of tawa fish fry.
• Esha Deol prefers her room ash tray to be cleaned
twice a day.
• Anjelina Joli likes her beef steaks medium done.
• Miss Chanda Kochhar (MD ICICI Bank) prefers
sandwiches with sides.
• Besides a host of benefits guest earns points when
they stay or stop by for a meal at one of the
restaurants of taj
• 1 Point for every Rs 100 they spend on food and
beverage
• Each point is worth Rs 10. 32

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34. Customer Feedback System
• Room Feedback form: During the evening
service/ Turn- down service a feedback form is
placed on the bed to know about the customer
experiences.
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35. Conclusion & Recommendation
• Strict compliance to the SOPs
• Improvement in knowledge & skill set of employees
• Customer centric vis-à-vis profit centric approach
• Stopping unethical practices especially in seasons
• Treat all the customers equally
• Taking feedback not only from external customers but
also the internal customers i.e., the employees.
• Proper check on the hotel staff’s and processes’
efficiency by the management, say by employing
Mystery Customers.
• Keeping regular track of the sales data for further leads 35

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Thank you
VISIT