Term Paper On Marketing

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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.

Advertising It was only when the product was ready, was a major advertising campaign developed.

Earlier, advertising had been restricted to the major feeder markets: the US, UK, Germany, Singapore and Hong Kong.

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 operationally different. The HRD department modernized, with an emphasis on performance and career and succession planning.Which meant that though the heads of these three divisions sat at head office, their ‘territory’ is scattered geographically, according to which type of hotel they look after. The organisation was made to flatter and more compact. More than a hundred million dollars were reportedly spend for renovation – just in the lifestyle (luxury segment)!Segmentation Strategy A higher emphasis was placed on the business segment as the profits are higher (this market being less price-sensitive as compared to the luxury segment). Moreover, a continual benchmarking against international standards was made part and parcel of the culture of the Taj. Since the business segment was slated to be become big (and those using it were likely to be non-traditionalists), the Taj went ostentatious with it’s new business floors. For instance it was thought a mini-gym on the floor would be a convenience.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. In fact, it soon became one of the wonders of the Orient.A white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter.It is meant to help readers understand an issue, solve a problem, or make a decision.The "provision of policy information through the use of white and green papers can help to create an awareness of policy issues among parliamentarians and the public and to encourage an exchange of information and analysis.They can also serve as educational techniques." White papers are a way the government can present policy preferences before it introduces legislation.B2B (business-to-business) white papers are often used to generate sales leads, establish thought leadership, make a business case, or inform and persuade prospective customers, channel partners, journalists, analysts, or investors.White papers are considered to be a form of content marketing or inbound marketing; in other words, sponsored content available on the web with or without registration, intended to raise the visibility of the sponsor in search engine results and thus build web traffic.


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