A strategic marketing management class activity done in group with some basic assumptions and secondary data.

1. HOW TO INCREASE MARKET
SHARE OF TAJ HOTELS IN BLORE?
GROUP 4
Anshuman, Anubha, Himanshi,
Swati & Yash

2. TAJ WEST END
Rich travellers
Business men: both foreign & international
Elite strata of society
Foreign Tourists
TAJ VIVANTA
Corporates

3. COMPETITIVE STRATEGY
Target Customer
Positioning
Differentiation

4. MARKETING MIX
(i) Product: ROOMS & RESTAURANTS
(ii) Pricing: Differential Pricing
(iii) Place: Locational Advantage
(iv) Promotion:
(v) Physical Ambience: Classic Eg of a 5 star hotel
(vi) People : Employees an asset

5. CAPACITY DEMAND BALANCING
Seasonal Variation: The Indian hotel business focuses on
domestic and foreign tourists to a large extent. The peak
season for the hotels is usually from September to December
followed by a steep fall till May. The period from June to
September gains momentum once the monsoons are over.
Weekly Variation: The demand varies during the weekend
and the beginning of the week as many of the business
travellers tend to go back on weekends, thereby reducing the
demand. On the other hand, many customers come at the
beginning of the week (Monday or Tuesday) for business.

6. To meet the higher demand and smoothening the demand
fluctuations, Taj West End is resorting to following measures:
• Tie-ups: These are with corporate clients for regular
inflow of clientele. Taj West End also provides certain
types of discounts to these clients depending on the
frequency and number of customers. Some of their
clients are Motorola, Nokia, etc. Regular sales calls are
made by the sales executives to existing and potential
clients.
Intra Group tie-up: Taj West End has tie-ups with
other Taj Group hotels in Bangalore and other cities for
channelizing the customers to their hotels.
Foreign tie-up: The hotel has recently entered in tie-
ups with some foreign hotels like Shangrila in Middle
East and a few hotels in Southeast Asia to channelize
foreign customers to Taj West End.

7. SEGMENTATION

8. CURRENT MARKET SHARE & some
Statistics
20-22% in the Bangalore City
F&B consumption = 27-30% (highest)
Room Occupancy = approximately 70%

9. FINDINGS- What customer want??
 Warm Welcome
 Quick Check in & Check out
 Friendly Staff
 More and more functions available in rooms and hotels
 Room services
 Reservation System
 Excellent CRM

10. CUSTOMER SUGGESTIONS
• Pro-actively improve its position as the leader
• Value for money and luxury

11. PROPOSED STRATEGIES
TAJ is a market leader, it will continue being the same, so it should concentrate more
on defensive strategies. Some of them can be:
• Indianization
• Market leader so it should resort to defensive strategies
• Think global, act local
• More dining chains
• Rentals from luxury stores
• Better service and amenities (tablets, golf clubs, ect)
• Loyalty maintenance
• Attract corporate parties (betterment of b-2-b relations) and other events like
product launch or gallantry awards, etc..,
• Bangalore’s a IT hub and & MNCs (opportunity for TAJ VIVANTA)
• Tie-ups with Thomas cook and likes
• It should deviate from its core strategy of catering to Niche markets because if it
ventures into catering all strata of society, the very essence of the brand will ne
diluted.

12. THANK YOU..!!