You are the new Marketing Manager hired by Taj Hotels to advise on Marketing post-pandemic, with
a focus on their Luxury properties. Write a report addressing the following:
• What does today’s luxury hotel customer really want?
• What are the brand values of Taj Hotels?
• How important is the Indian heritage?
• How should Taj position itself against competition?
• Branding: does the membership of a group (Tata/ IHCL) make it easier or more difficult to
communicate Taj as a Luxury brand? What branding strategy do you recommend for Taj within IHCL?
• What marketing channels do you recommend for Taj? (consider both digital and traditional=offline)
< N.B. Base your answers on the Current Situation (February 2022)>
