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.