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    Ihcl Group 1

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    abhishek kulshrestha
    Indian Hotels Company Limited (IHCL) was founded in 1902 and owns several hotel brands, including Taj, Vivanta, Ginger, and SeleQtions. IHCL uses a hybrid brand architecture model, with Taj as its flagship luxury brand and additional sub-brands targeting different market segments. This allows IHCL to attract multiple types of customers while maintaining each brand's unique identity. While successfully catering to upscale travelers, IHCL could further expand its reach by introducing more affordable brand options to appeal to India's large middle-class demographic.

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    Ihcl Group 1

    Uploaded by

    abhishek kulshrestha
    34 views9 pages
    Indian Hotels Company Limited (IHCL) was founded in 1902 and owns several hotel brands, including Taj, Vivanta, Ginger, and SeleQtions. IHCL uses a hybrid brand architecture model, with Taj as its flagship luxury brand and additional sub-brands targeting different market segments. This allows IHCL to attract multiple types of customers while maintaining each brand's unique identity. While successfully catering to upscale travelers, IHCL could further expand its reach by introducing more affordable brand options to appeal to India's large middle-class demographic.

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    Indian Hotels Company Limited (IHCL) was founded in 1902 and owns several hotel brands, including Taj, Vivanta, Ginger, and SeleQtions. IHCL uses a hybrid brand architecture model, with Taj as its flagship luxury brand and additional sub-brands targeting different market segments. This allows IHCL to attract multiple types of customers while maintaining each brand's unique identity. While successfully catering to upscale travelers, IHCL could further expand its reach by introducing more affordable brand options to appeal to India's large middle-class demographic.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    34 views9 pages

    Ihcl Group 1

    Uploaded by

    abhishek kulshrestha
    Indian Hotels Company Limited (IHCL) was founded in 1902 and owns several hotel brands, including Taj, Vivanta, Ginger, and SeleQtions. IHCL uses a hybrid brand architecture model, with Taj as its flagship luxury brand and additional sub-brands targeting different market segments. This allows IHCL to attract multiple types of customers while maintaining each brand's unique identity. While successfully catering to upscale travelers, IHCL could further expand its reach by introducing more affordable brand options to appeal to India's large middle-class demographic.

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    CASE STUDY : INDIAN

    HOTEL COMPANY
    LIMITED

    Presented By-

    Abhimanu Dhanraj, Abhishek Bhandekar,


    Abhishek Kulshreshtha, Abhishek Kumar,
    Adhiraj, Advait Lowalekar, Aiyappa NP,
    Akshay Tejle, Alfred Tony
    Introduction:-
    • The company was founded by Tata Group founder
    and industrialist Jamshedji Tata in 1902.

    • Indian Hotels Company Limited (IHCL) is a prominent


    player in the global hospitality industry.

    • With a heritage spanning decades, IHCL boasts a


    rich history of delivering exceptional guest
    experiences.

    • IHCL offers a wide array of hotels, resorts, and


    accommodations, catering to diverse traveler
    preferences. From iconic Taj to vibrant Vivanta, curated
    SeleQtions, revolutionary Ginger, and serene amã Stays

    • IHCL has established its presence not only in India


    but also in key international markets.

    • The IHCL brand is synonymous with luxury, quality,


    and personalized service.
    THE IHCL BRANDSCAPE
    A Hospitality Ecosystem with a Legacy of Iconic Brands
    Brand architecture of IHCL:

    • •Taj Hotels Resorts and Palaces: Iconic luxury brand with heritage and opulence.

    • •Vivanta: Contemporary upscale hotels celebrating vibrant living.

    • •Ginger: Lean-luxe budget-friendly accommodations.

    • •SeleQtions: Unique handpicked hotels for distinctive experiences.

    • •amã Stays & Trails: Exclusive getaways in picturesque locales.

    • Qmin: Gourmet food delivery, offering culinary excellence beyond the premises.
    • TajStat: Enhancing in-flight dining with imaginative variations and sophisticated details.
    Providing a commitment to quality hospitality that remains unwavering.
    • Expressions: Expressions offers illustrious offerings in service retail, beyond the hotels that house
    them
    Brand IHCL uses a hybrid model of brand architecture which involves a
    branded-house strategy in combination with a sub-brand strategy.

    Architecture Taj being a well-established brand under IHCL umbrella has over

    Strategy of
    the years (since 1903) cemented itself as the flagship brand and its
    iconic hotels are the flagship products of the company.

    IHCL Leveraging the esteemed reputation of its hotels and their


    exceptional services, Taj has cultivated a distinctive brand identity
    and value.

    This success has, in turn, facilitated IHCL, its parent company, in


    introducing additional brands (Vivanta, Ginger, SeleQtions, ama
    Stays & Trails, Qmin etc.) that have been launched by using Taj’s
    excellent goodwill.

    IHCL has also used “Cobranding” while promoting products and


    services like Wasabi by Morimoto, Seven Rivers Brewing Co.,
    Paper Moon, TajSATS
    Logic Behind the Structure
    • Targeting multiple consumer targets. There are different types of
    travelers with different requirements, budgets and preferences.
    By offering a wide range of brands spanning from luxury to
    budget-friendly IHCL is able to serve a broader base of
    customers.
    • Retaining variety seeking guests who may otherwise try out
    other hotel brands and IHCL may suffer the loss of brand
    switching.
    • Each IHCL hotel brand is made for a special kind of experience.
    Taj is for luxury and history lovers. Vivanta is for modern luxury
    fans. Ginger is for budget-conscious travelers. SeleQtions is for
    unique adventures, and ama Stays & Trails is for exclusive
    getaways.
    • Having different brands helps IHCL serve different groups of travelers.
    This way, IHCL can attract many types of customers without changing
    what makes each hotel brand special.
    • Extensions of the Taj Group:
    • •Taj Hotels Resorts and Palaces: This is the flagship brand of IHCL and represents the core of the Taj group.
    The Taj brand is synonymous with luxury, heritage, and impeccable service. It is the cornerstone of IHCL's brand
    identity and represents its iconic and prestigious properties. Examples:- Taj hotel & convention centre agra,
    Mahua kothi or Taj safari bandhavgarh national park, Taj lake front Bhopal, etc.

    • •Vivanta: Vivanta by Taj is also part of the Taj group. It is positioned as a contemporary and upscale brand,
    offering modern luxury experiences to cater to the evolving preferences of travelers. Examples:- Vivanta Suraj
    Kund, Delhi NCR, Vivanta Dal View, etc.

    • •SeleQtions: These properties offer unique and distinctive experiences while maintaining a connection to the Taj
    group's legacy of quality and service. Ex:- Taj View, Agra, Norbu The montana, Dharmalshala,etc.

    • Independent Brands:
    • •Ginger: Ginger is an independent brand within IHCL's portfolio. It focuses on providing affordable
    accommodations without compromising on quality.

    • •Ama Stays & Trails: Similarly, amã Stays & Trails is an independent brand that offers a portfolio of private
    bungalows and villas set in picturesque locales. While not directly tied to the Taj name, it reflects IHCL's
    commitment to offering unique and exclusive getaways.
    Conclusion
    IHCL primarily concentrates on brands that cater to the higher or affluent segment of
    society, offering luxurious services and experiences that come at a premium cost.
    Additionally, IHCL has extended its brands to international locations. While this brand
    structure appeals effectively to the upscale clientele, it may not be as suitable for individuals
    belonging to the middle-class demographic due to the associated costs. Consequently, the
    current IHCL portfolio might not align with the desires of middle-class travelers seeking
    luxury and experiences akin to those offered by Taj resorts.
    In order to address this gap, IHCL has the opportunity to diversify its brand offerings to
    encompass the middle-class segment more effectively. By creating additional brands similar
    to "Ginger," which is tailored for budget-conscious travelers, IHCL could tap into a
    potentially vast middle-class market. They can Launch dormitories to cater Budget traveler
    and students. This strategic move could lead to increased profitability and a broader market
    reach for IHCL.
    Thank you

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