Escolar Documentos
Profissional Documentos
Cultura Documentos
restore a legend
Dr Amit Rangnekar
Case learnings
Hotel Industry
Taj Hotels Origin
Competitive Strategy
Brand Architecture
Branding models
Luxury branding
Brand building
Brand
architecture
Brand portfolio
Branding models
R
k
Group
Countr
y
Hotel
s
Rooms
UK
4186
619851
USA
7043
592880
USA
3088
545705
USA
3259
544361
France
3982
478975
Choice (Cambria)
USA
5827
472526
Best Western
USA
4032
305387
USA
942
284800
USA
1013
151487
USA
373
114343
10 Hyatt
Criteria
Skilled staf
1Star
50%
60%
60%
Valet parking
Room internet
Restaurants
20%
30%
5star
deluxe
Dining room
Multi
cuisine
Room service
Room size sq
ft
Bathroom
Multi- cuisine
+ 24 hours cofee
shop
+ 1 speciality
restaurant
24 hours
120
140
200
Attached
Attached with
City /
Region
Average Room
Rent Rs
Average
occupancy%
10000
77
Jaipur
6000
64
Kolkata
6500
65
Mumbai
8000
74
Pune
7500
75
Goa
5500
50
Bangalore
12500
60
Hyderabad
6500
55
Kochi
4000
70
Chennai
4500
65
NCR
Palaces
Tata Sons
Indian
Hotels
Subsidiaries
Domest
ic
Ideal Ice & Cold
Storage
Benares Hotels
Taj Air
Piem Hotels
Taj Trade
Taj Enterprises
Taida Trading
Inditravel
Oriental Hotels
Taj Madurai
Internatio
nal
Taj Asia
Taj International
South Africa
Taj Asia (Thailand)
Taj Lanka Resorts
Taj Lanka Hotels
Associates
JV
Domestic
Internati
onal
Tifco Holdings
KTC Hotels
United Hotels
Taj SATS Air Catering
Residency F&B
Innovative Foods
Palaces
Mumbai
1st building to be lit by electricity
1st hotel to have a laundry
1933 1st licensed bar the Harbour Bar (bar licence no 1)
India
1st hotel with refrigeration plant, aerated water bottling
plant
American fans, German elevators, chandelier polishing
machines, Turkish baths and English butlers
Electroplating /burnishing for silverware, crockery
washing plant
1933 1st all-day dining restaurant, 1st 24-hour cofee shop
1st international discotheque
Finest collections of art, artefacts and collectibles
Safari
Corporate campaign-
Strategy
1970s
1980s 1990s
New
Markets
Resorts, Palace
religiou s
s
Licensing
Domesti
c
InternationalYemen, UK
JV
Flight
Caterin
g
Kerala
TDC
M&A
Managem
ent
contracts
2000+
Spas, wildlife lodges,
serviced apartments,
GVK
Jaisalmer, Gwalior
UAE, Bhutan, South
Africa
US- Pierre, Ritz
Carlton, Campton,
Aus
Dubai, Maldives,
Beijing
Restaura
nts
An
programs
x
x
x
Source: Designing brand architecture (Davidson, 2002, portfolio managing matters. Brand Strategy pp 28-29)
35
Confusion to Clarity
36
Conferences
Brand
Segmen Features
t
Full service
Taj Hotels, Luxury
Palaces & premium hotels, resorts
and palaces
Resorts
Target
Traditional hospitality in
a refreshingly modern
way to create unique
experiences and lifelong
memories
Full service
Exotic locale, privacy &
Taj Exotica Luxury
premium resorts and spas intimacy
Taj Safaris Luxury
Luxury wildlife
lodges
Contemporary and
creative, full-service,
hospitality experience
Midmarket
Taj Luxury
Taj Premium
Gateway
TGH
Overseas
Bangalore (2)
Calicut
Khajuraho
Savoy, Ooty
Jaisalmer
Bangalore
Sasan Gir
Baramati
Vpatnam
Madurai
Coonoor
Mangalore
Agra
Nasik
Varanasi
Ernakulam
Varkala,
Chikmagalur
Surat
Vijaywada
Ahmedabad
Vadodara
Jaipur
Jodhpur
Vivanta by Taj
Wildlife Resorts
Bandhavgh
Pench
41
Air
Suite
@Rs /night
Features
Tata Suite
600,000
Grand Luxury
Suites
170,000
Luxury
120,000
Executive
95,000
Taj Club
75,000
Oberois
868
sqft Premier
Suite with ocean views
Taj Palace
base
20,000
@Rs
90,000, Presidential suites @Rs 3 lakh a night
rooms
Segment
Luxury
Premium
Mid-market
Value
Architecture
Geo
Current
Hotels
Global
64
India
3
India
0
India
30
Reflag as
30
20
17
60
Strategy
Rank
Targets
Pierre
Ownership to partnership
Global outlook
Focus- management contracts, strategic acquisitions and
expansion
Brand architecture- clarity
Evolving with changing tastes
"Our strategy to be asset-light will allow us to move in
quickly. We are looking at management contracts. Four
Seasons works on the same model. They have many
hotels around the world but own only a few. But the level
and standard of service is the same everywhere. That is
what we are trying to do too. Raymond Bickson CEO
Product
Premium luxury
hotels
Price
Premium
Promotion
Word of mouth,
experiential
Place
Hotels, resorts,
palaces, wildlife
lodges,
restaurants
Domestic &
Premium luxury international,
Hotels, resorts, premium
palaces, wildlife luxury,
business &
lodges, restaurants
leisure
traveller who
seeks
modernity
with tradition
Segmentation
Targeting
P
Finest Indian
hospitality,
unique
customer
experiences,
Tajness
Positioning
Brand
Brand equity,
equity,
luxury,
luxury, splendour
splendour
warmth
warmth &
&
hospitality
Differentiation
Functional
Finest
hospital
ity &
service
Economic
Emotional
Premiu
m,
exclusiv
e
Unique
customer
experien
ces and
lifelong
memorie
s
Caring,
enigmatic
woman who
stands for
great
hospitality &
eficiency
Suites
Position
Identit
y
Taj
Mumbai,
Indias
finest
hotels
Finest
Indian
hospitalit
y, unique
customer
experien
ces,
Tajness
Image
(Perceptio
n)
Customers Mind
Premium
luxury
hotels
Title
Add your text
POP
5 Star Hotels
Luxury stay
Premium price
Speciality cuisine
POD
Taj Brand Equity
Hospitality &
service
Customer
experience
Maldive
s
Extremely
high
quality:
Finest
service &
hospitality,
Tajness
Luxury
product:
premium,
exception
al
service,
high
value
Resonance
Judgements
Feelings
Performance
Imagery
Salience
High awareness: Most easily recalled
luxury hotel brand in India
Ultimate social
status: Loyals &
high repeats.
Affiliation &
attachment. Elite
Society
Exclusive & self
rewarding:
Feeling of
success, social
status, social
approval & self
Classic &
respect
Achievemen
t image:
Elite, old
world luxury
image, status
symbol,
Relationship
(Brand to customer)Attachment, finest
Reflection (Customer
identifies wrt brand)Successful, elite, arrived
Culture (Brand in
customers
conscience)
Indian, unique
experiences
Internalisation
Externalisation
Physique
(Purpose)Premium luxury
hotels
Self-Image (Customer
identifies brand wrt self)
Status, classic heritage
Restaura
nts
Pa
la
ce
s,
ic
on
ic
ho
te
ls
Extended
Global
Core
Brand Essence
Tr
ad
it
ion
al
ye
t
Heritage
St
er
lin
g
Hospitality
se
rvi
ce
Luxury
tic
o
Ex
mo
de
rn
Suites
http://www.tajhotels.com
Hindu Businessline 28July2009
http://www.thehindubusinessline.com/2010/07/29/stories/201
0072952030900.htm
Taj Grand Plans to be Indias best 19Aug2010
http://business.redif.com/slide-show/2010/aug/19/slide-show1-taj-hotel-plans-to-be-indias-best.htm
Business Standard 13August, 2010
La Carte- Major hotel chains enhancing brand
diferentiation
http://www.businessworld.in/bw/storyContent/2010_07_24__L
a_Carte.html
INDIA HOTEL Review Q4 2008, Knight Frank
September 2005 | Cynthia Rodrigues , In the lap of luxury
www.tata.com
http://www.brandchannel.com/features_profile.asp?pr_id=355