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taj hotels and resorts service marketing mix
SERVICE MARKETING
ABOUT TAJ

The Taj was built at a time when Indians were not allowed entry into most of the prestigious hotels and clubs in British ruled India. Legend has it that this was one of the reasons why Jamshetji Nusserwanji Tata, the first Indian industrialist built India’s first luxury hotel. He went ahead with the project although he was busy with plans to industrialise India.
The first Taj Hotel, the flagship of the Group was born in 1903 and stood alone for almost half a century. Initially it was smooth sailing, even though the original hotel was conceived and built when the hotel business was not even considered an industry.
Right from the beginning, the Taj stood for class and comfort. It was a place where the viceroys of the Empire arrived and departed amidst scenes of splendour. Scenes which were typical of the Raj. In fact, it soon became one of the wonders of the Orient. Singapore’s Raffles or Hong Kong’s Peninsula did not come up to the level of the Taj inspite of their rich ancestry.
Notably, there was hardly any advertising directly to the consumer. In fact, this element of the marketing mix was not visible until the late nineties! Advertising was not considered necessary. Secondly the company was conservative and media shy for many years.
The reason the hotel towered above the rest was because of the amazing attention to detail that was paid by it’s founder Jamshetji Tata. As far back as 1900, he made sure that the Taj would have it’s own laundry, an aerated water bottling plant, electroplating for it’s silverware, a Mora sliver burnishing machine, a crockery washing plant and elevators. The hotel was built completely at a cost of 500,000 pounds in 1903.
MARKETING STRATEGIES BY TAJ

Positioning

The Taj marked out three separate entities for the Taj Group: Business, Leisure and Luxury.
Though the concept of these sub-brands had come into existence earlier, in the mid nineties, it was in 1999-2000, that the hotels became

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