HOTEL INDUSTRY Taj / Oberoi / Leela

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 Pet Internet Travel desk Babysitting Wake-up call

Barber shopBoutiquesCurrency exchangeIn room telephone

serviceExpress check -in

and outFloristFront desk 24 –

hourGift shopMaid service

PRICE Taj hotel has set its price of the room on the

basis of Business, Leisure and Luxury class.

RateThe Taj Suite Single room Double room Tax %

Superior City View Room

21500 23000 10

Standard sea view double

US$-75

Standard sea view single

US$-75

The Taj Lady 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

1. The Taj Inner Circle.

2. The Taj Junior League.

3. The Taj Club.

Taj also offer Taj surprises including weekend savers,value vouchers,book early get more,

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 call5. 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; • • The Oberoi Ballroom - $875.00. • 4.3 Promotion • Promotion: primary focus will remain on mass communication via print ads in trade • publications and on the Internet. Direct mail campaigns to existing and prospective clients will • increase as a cost effective means of targeted campaigning. • Personal selling in the local market will remain an important element of the mix in order to • continue to build long-term relationships within the local community and generate high levels • of corporate activity. • Public relations activities will continue to play an important role in the marketing mix, • presenting the hotel as a supportive member of the community and participating in significant • local events

Financial

Ratio Taj Leela Oberoi Mar '11 Mar '10 Mar '09 Mar '11 Mar '10 Mar '09 Mar '11 Mar '10 Mar '09Current Ratio 0.53 0.42 0.38 0.75 0.72 0.8 2.42 0.89 1.24Quick Ratio 0.56 0.39 0.42 1.21 0.86 0.82 2.31 1.2 1.14Debt Equity Ratio 0.44 0.43 0.51 4.28 3.48 3.49 0.35 0.89 0.86

Long Term Debt Equity Ratio 0.4 0.41 0.47 3.9 3.32 3.42 0.35 0.89 0.86Total Debt to Owners Fund 0.44 0.43 0.51 4.28 3.48 3.49 0.35 1.07 0.86Inventory Turnover Ratio 96.16 87.42 96.36 47.63 62.76 59.78 70.33 25.75 --Debtors Turnover Ratio 31.28 34.6 40.49 12.07 12.39 12.9 8.58 8.09 8.6Investments Turnover Ratio 96.16 87.42 96.36 47.63 62.76 59.78 70.33 60.24 --Fixed Assets Turnover Ratio 0.53 0.47 0.51 0.11 0.1 0.12 0.37 0.31 --Total Assets Turnover Ratio 0.56 0.55 0.58 0.11 0.12 0.14 0.31 0.29 --Asset Turnover Ratio 0.53 0.47 0.51 0.11 0.1 0.12 0.37 0.31 0.49

Number of Days In Working Capital -38.03 -68.28 -53.08 108.59 -2.72 -20.88 231.45 58.54 42.22Earnings Per Share 6.91 5.78 8.42 1 1.09 3.84 1.13 1.46 4.34Book Value 51.26 46.68 43.22 22.94 21.91 18.59 41.21 30.08 30.01

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