Branding strategy - TAJ

Branding: one of the hot words in the corporate board rooms. I was reading through the article about the strategies of Indian hotels company in today's newspaper and thought of sharing some points which you might have missed reading. In that, Indian Hotels co.’s MD & CEO, Mr.Raymond Bickson was explaining the strategy of TATA on its hospitality business.

One of the main things which i was so impressed with is, their long term strategy. They are foreseeing the market for another 30 to 40 years and describes how its been sealed from competition in the coming decades.

In the next five years the group is planning to have 200 hotels and 24000 to 25000 rooms. that is a short term plan ( for five years )

Their branding strategy is nicely balanced with different brands in the basket.

1. Two star Economy - GINGER
2. Upscale segment - The Gateway,
3. Four Star segment - Vivenda by Taj
4. Five star segment - Taj Hotles.
5. Resort - Taj Exotica ( you have to pay $1000 a night )

This is how Indian Hotels co. cover all segments of Hotel business area.

Another strategy is to have presence in different geographical locations that it doesn’t affect from any geographical vulnerabilities like, Tsunami or chikungunya. Mr. Raymond bickson is of the opinion that, by keeping geographically scattered, they have protected at least 1/3 of their revenue.

They already have 16 properties overseas and planning to add up more to in the coming years.

Mr.Bickson states that, They have 25% market share in india, and they are the largest player in india, in all the segments they operate.

Teamwork - a story from nature

I was on a nice journey through the NUTS - ( one of the most famous book on Southwest Airline's success story) spotted one interesting story about teamwork, which we all can inculcate in our life. lets dash through the story without wasting much time.

This is the actual story from nature, by naturalist Milton Olsen's work on the behaviour of geese.

This spring when you see geese heading back north for the summer flying along in "V" formation, you might be interested in knowing what scientists have discovered about why they fly that way. It has been learned that as each bird flaps its wings, it creates an uplift for the bird immediately following.
By Flying in "V" formation, the whole flock adds at least 71% greater flying range than if each bird flew on its own.

Basic truth #1. People who share a common direction and sense of community can get where they are going quicker and easier because they are travelling on the thrust of one another.
Basic Truth #2. There is strength and power ( safety, too) in number when travelling in the same direction as others with whom we share a common goal.


When the lead goose gets tired, he rotates back in the wing and another goose flies point.
Basic truth # 3. It pays to take turns doing hard jobs-with people or with geese flying north.

These geese honk from behind to encourage those up front to keep up their speed.
Basic trough #4. Those who are exercising leadership needs to be remembered with our active support and praise.

Finally when a goose gets sick or is wounded by gunshots and falls out, two geese fall out of formation and follow him down to help and protect him. They stay with him until he is either able to fly or until he is dead, and then they launch out on their own or with another formation to catch up with their group.
Basic truth #5. We must stand by those among us in their times of need.

Lets learn from these real time stories and implement at least points from them.