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Taj / Oberoi / Leela

HOTEL INDUSTRY

MARKETING MIX STRATEGY OF TAJ HOTELS

Products
Room Restaurant and Bar Meeting room and Banquet facility Amenities Services Safe deposit box

Special services
Courier
Child care Laundry
Barber shop Boutiques Currency exchange In room telephone

Pet
Internet Travel desk Babysitting Wake-up call

service Express check -in and out Florist Front desk 24 hour Gift shop Maid service

PRICE
Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class.
The Taj Suite Superior City View Room Standard sea view double Standard sea view single The Taj Lady Single room 21500 Double Rate room 23000 Tax % 10 US$-75 US$-75 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 programe,clubes,membership,previlage etc some of them are
The Taj Inner Circle. The Taj Junior League. The Taj Club. Taj also offer Taj surprises including weekend savers,value vouchers,book early get more,
1. 2. 3.

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 the guest sees, thus 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 critical are: 1. Check in. 2. Bell person carrying luggage to the room. 3. Food. 4. Wake up call 5. Check out.

People

Skilled person Professional person Personal Agents Technological person Travel agents Chefs Housekeeping person

Promotion
Product and service information are sold to the

guest via personal selling, direct marketing, advertising and the Internet. Delivery channels include travel agents and international reservations systems.

Product: high quality facilities accompanied by

exemplary personal service, differentiated from competition quality with the overall brand strategy has proven to be a successful approach generating high levels of repeat business.

MARKETING MIX STRATEGY OF OBEROI HOTELS


4.2 Pricing Pricing strategy has been consistent with the differentiation objective, to provide added value

for a reasonable rate as opposed to discounting and de valuing theirproducts and services.
Room rates quoted are net of tax and service, are per night, per room with continental breakfast included: Corporate single - $95.00;

Corporate double - $125.00;


Corporate double deluxe - $ 175.00; Corporate suite - $225.00 (maximum occupancy 2 persons). Conference room rates are net of tax and service, quoted per day use with tea and coffee

breaks (2) included:


The Oberoi Boardroom - $260.00; The Oberoi Conference Hall - $320.00;

Financial
Ratio
Current Ratio Quick Ratio Debt Equity Ratio

Taj

Leela

Oberoi

Mar '11 Mar '10 Mar '09 Mar '11 Mar '10 Mar '09 Mar '11 Mar '10 Mar '09 0.53 0.42 0.38 0.75 0.72 0.8 2.42 0.89 1.24 0.56 0.39 0.42 1.21 0.86 0.82 2.31 1.2 1.14 0.44 0.43 0.51 4.28 3.48 3.49 0.35 0.89 0.86

Long Term Debt Equity Ratio Total Debt to Owners Fund Inventory Turnover Ratio Debtors Turnover Ratio Investments Turnover Ratio Fixed Assets Turnover Ratio Total Assets Turnover Ratio Asset Turnover Ratio
Number of Days In Working Capital Earnings Per Share Book Value

0.4 0.44 96.16 31.28 96.16 0.53 0.56 0.53

0.41 0.43 87.42 34.6 87.42 0.47 0.55 0.47

0.47 0.51 96.36 40.49 96.36 0.51 0.58 0.51

3.9 4.28 47.63 12.07 47.63 0.11 0.11 0.11

3.32 3.48 62.76 12.39 62.76 0.1 0.12 0.1

3.42 3.49 59.78 12.9 59.78 0.12 0.14 0.12

0.35 0.35 70.33 8.58 70.33 0.37 0.31 0.37

0.89 1.07 25.75 8.09 60.24 0.31 0.29 0.31

0.86 0.86 -8.6 ---0.49


42.22 4.34 30.01

-38.03 -68.28 -53.08 108.59 -2.72 6.91 5.78 8.42 1 1.09 51.26 46.68 43.22 22.94 21.91

-20.88 231.45 58.54 3.84 1.13 1.46 18.59 41.21 30.08

HR Strategies

Hotel Taj
Management Trainee (1.5 yrs training)
Managers

Hotel operations ( 2yrs training )


Asst managers

HOMT (Hotel Operation Mgmt Trainees)


Taj Mahal specific cooking operations

Recruitments
Management trainees -16 nos

HOMT 18 nos
Hotel operations 60 Trained in IIHM Aurangabad & Delhi Mgmt trainees are evaluated & trained again

yearly

Rewards
Star based system ( E1 E7 )

Annual poll based


Awards by Mr RATAN TATA (Taj mahal

employees)
Mainly contract based hiring

Oberoi
OCER ( Oberoi central employee registor )
Food and beverage (F&B) service operations
Front office operations Housekeeping operations Kitchen operations

Contd
OCLD (Oberoi centre of learning & development)
Guest Services Management (GSM)

Food & beverages Front office


Housekeeping Management (HM)
Kitchen Management (KM)

Rewards
Outstanding Performance Award Employee in Spotlight Peer Recognition Program Star of The Month Champions Programme Roll of Honour WOW Awards