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Case study
Publication date: 21 August 2021

Shobha Menon

This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be…

Abstract

Theoretical basis

This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be balanced with a certain amount of brand authenticity and continuity. Brand identity is the vision, core values and key beliefs of the brand. There are four main branding strategies as follows: house of brands, endorsed brands, sub-brands and branded house. These options can be placed in a continuum and the position on the branding relationship spectrum reflects the degree to which brands are separated in strategy execution and in the customer’s minds.

Research methodology

This case is based on secondary data, mainly from interviews of industry leaders in business journals, newspapers, research articles and industry reports, including from international organizations.

Case overview/synopsis

The case examines the frequent revisions in branding strategies by India’s second largest group of hotels – Indian Hotels Company Limited. Repositioning involves changing the market’s perceptions of an offering to compete more effectively in its target segments. However, a certain amount of continuity is also essential to the brand’s development over time. The case helps students to view the brand from two angles as follows: the angle of brand identity and the disruptive angle of new developments. They will examine the rationale for the frequent repositioning strategies using the brand relationship spectrum and whether these will affect the brand identity of the iconic brand Taj.

Complexity academic level

This case has been effectively used with MBA Marketing students in Product and Brand Management and Services Marketing classes to demonstrate how companies use repositioning strategies as a considered response to the market conditions. As competitive conditions and consumers evolve, changes in branding strategy will be necessitated. The students are expected to have basic knowledge of brand architecture and brand strategies. The case can be used to illustrate the brand relationship spectrum and the differences among branding strategies in brand architecture.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Case study
Publication date: 1 August 2014

Subhadip Roy and Subhalaxmi Mohapatra

The present case study discusses the multi-branded strategy of hotels by the Indian Hotels Company Limited (IHCL) in 2012. The brand architecture of the group in 2012 consisted of…

Abstract

Synopsis

The present case study discusses the multi-branded strategy of hotels by the Indian Hotels Company Limited (IHCL) in 2012. The brand architecture of the group in 2012 consisted of four brands, namely Taj, Vivanta, Gateway and Ginger. However such brand architecture posed quite a few challenges for the group such as positioning, sustain the different brands and avoiding brand dilution since both The Gateway and Vivanta had a tag “by Taj” which could erode the premium associations of the parent brand.

Research methodology

The case is based on secondary research and has been developed using published information collected from online and offline sources. Wherever required, written permission has been obtained from the copyright holders (Exhibits VII-IX). Direct quotes have been properly cited from original sources.

Relevant courses and levels

This case could be a part of the Marketing Management course in an undergraduate Program in Business Management. The specific topics which could be facilitated through this case are Segmenting, Targeting and Positioning. The case could also be a part of a Brand Management course in the same program for specialized subjects where it could illustrate the concept of Brand Architecture. In case of an Executive Education Program, this case can be used to facilitate issues in Marketing as well as Brand Management.

Details

The CASE Journal, vol. 10 no. 2
Type: Case Study
ISSN: 1544-9106

Keywords

Article
Publication date: 4 April 2023

Sonia Bharwani and David Mathews

In the context of heightened awareness and understanding of responsible tourism, it has become increasingly imperative for luxury hotels to introspect on the impact of their…

Abstract

Purpose

In the context of heightened awareness and understanding of responsible tourism, it has become increasingly imperative for luxury hotels to introspect on the impact of their operations on environmental and social sustainability. This study aims at examining the prevalence and growth of sustainability practices in the Indian luxury hotel segment as it increasingly competes on a global platform.

Design/methodology/approach

The research approach adopted in this paper is qualitative and emic. Primary data is gathered for the study through semi-structured interviews with select luxury hotel general managers from four hotel chains of Indian origin – ITC Luxury Hotels, Oberoi Hotels and Resorts, Taj Hotels and Palaces and The Leela – to gain an insight into sustainability initiatives adopted in the Indian hospitality industry. Secondary research data regarding the eco-friendly, green measures implemented in these hotels is collected primarily from the websites of the respective hotel chains and supplemented by review of academic literature, media articles, industry reports and company press releases.

Findings

The findings of the study reveal that Indian luxury hotel brands are increasingly adopting green products and integrating innovative sustainability practices in their day-to-day operations. However, several of these initiatives are in the non-customer-facing domains such as the engineering and back-of-the-house operations. Very few Indian hotel chains are building these sustainability initiatives into their core philosophy and embedding it in the front-line customer service experience at their properties to reinforce the green image of the hotels.

Originality/value

The paper also proposes the 6Cs Framework of Sustainability that can be utilised to categorise the green sustainable practices adopted in responsible hotels in a simplistic manner under six broad verticals. Practitioners, researchers and educationists in the hospitality industry would find the implications of this study useful in the context of a post-pandemic world where sustainability is influencing consumer choices across industries in today’s eco-conscious and enlightened business and marketing environment.

Details

Worldwide Hospitality and Tourism Themes, vol. 15 no. 3
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 1 November 2011

Melodena Stephens Balakrishnan

Managing brands during crisis (in the context of terrorism) does not have much historical research and the studies that exist focus on communication. Terrorism is more frequent;…

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Abstract

Purpose

Managing brands during crisis (in the context of terrorism) does not have much historical research and the studies that exist focus on communication. Terrorism is more frequent; not easily prevented; and rarely a top management priority for risk management. The purpose of this paper is to use exiting theory on brand components and architecture to prevent brand burn. Brand burn is defined as the accidental negative impact formed on a brand due to a crisis outside the control of an organization, which may not be perceived as directly related to the organization's product or management.

Design/methodology/approach

Crises are characterized by an overload of information. The exploratory study uses a case study methodology to get insights on how to manage a brand through a crisis. To validate findings, triangulation using independent reviewers, theory and secondary reports is used.

Findings

First, a conceptual framework to manage brand burn is presented. Second, from the practitioner's point of view, the paper provides a checklist that gives strategic tips for preparing for and managing brand crisis. The findings show that both brand components and brand architecture can be used to manage brands through crisis.

Research limitations/implications

The findings contribute to theory by adding to the evolving literature on brand architecture, brand components and crisis management. Key challenges were organizing and prioritizing the vast amount of data from secondary sources, including social media sites; time was an issue as memories fade; and another limitation was getting official confirmation since perceptions play a key role.

Originality/value

This is the first study looking at a terrorist crisis from a brand management point of view. This paper contributes to theory by adding to the research in brand architecture and brand components and crisis management. Future studies can look at the model robustness in other crisis situations and the impact of managing social media.

Details

Management Research Review, vol. 34 no. 12
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 25 February 2014

Anibe Ferus-Comelo

This paper seeks to illuminate contemporary corporate social responsibility (CSR) in India's tourism industry. It aims to analyse the community impact of two Indian five-star…

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Abstract

Purpose

This paper seeks to illuminate contemporary corporate social responsibility (CSR) in India's tourism industry. It aims to analyse the community impact of two Indian five-star hotels operating in Goa, a tiny coastal state.

Design/methodology/approach

The study applies a case study method to examine the employment and environmental practices of the Vivanta by Taj and Leela Kempinski. Qualitative research methods were used, including interviews with management, community leaders, and workers. Secondary data were gathered from company web sites and promotion materials as well as applications under the national Right to Information Act to access official records in the pertinent government bodies.

Findings

An analysis of the findings shows that CSR in India's tourism industry is currently limited to corporate self-reporting on indicators of the companies' choice or, in some cases, the minimum required by regulatory bodies. In the absence of tight regulatory oversight and pressure from local civil society, company reports present a one-way channel of communication of the companies' perception and practice of CSR. The paper concludes that the industry has yet to move beyond traditional philanthropy to embrace contemporary principles of CSR which include corporate transparency, multi-stakeholder engagement, and community empowerment.

Originality/value

The paper demonstrates the limits of CSR in an analysis of the actual practice, rather than just communication of CSR. By examining two Indian hotels' CSR practices from the perspective of external stakeholders, the paper contributes empirical data that highlights the role of CSR beyond the interests of the corporation in its relevance to the community. The study suggests areas for further research that add to the body of knowledge about CSR in India.

Details

Social Responsibility Journal, vol. 10 no. 1
Type: Research Article
ISSN: 1747-1117

Keywords

Abstract

Subject area

Marketing

Study level/applicability

The case is suitable for MBA/MS students.

Case overview

The famous Taj Mahal Palace and Towers became the centre of one of the most deadly terrorist attacks in the Indian sub continent on the night of 26 November 2008, which became famous as “26/11”. Terrorists created havoc shooting guests on sight and throwing grenades. The attacks lasted for three days but all of the four terrorists who entered Taj were killed. The terrorists had killed 160 people across Mumbai. Of these, 36 died at the Taj Mahal Palace and Towers, Mumbai. The dead included 14 guests, most of whom were foreign nationals. However, due to the selfless and extraordinary behavior of the employees and the staff of Taj, many guests were saved. They put forth an extraordinary example justifying the Indian code of conduct towards guests, “Atithi Devo Bhav” meaning “Guest is God”. In spite of knowing back exits and hiding spots, the employees did not flee, instead helping guests. The employees' behavior during the crisis saved the lives of nearly300 guests. This gesture of Taj employees was much talked about, but it was amusing even for the management to explain why they behaved in that manner. The condition of Taj after the attacks was so disastrous that it would have been profitable to leave the hotel as it was rather than reopening it. This, however, would have dented the Taj brand as a whole, as well as the spirit of all employees and staff who had behaved bravely. Taj started its restoration and reopened a part of the Taj Mahal Palace and Towers on 21 December 2008. It became operational by August 2010. The case provides an opportunity to closely examine employee behavior in an extreme crisis situation, and the possible reasons and motivation behind such exceptional behavior which ultimately helped to sustain the Taj brand. However, the scope of the case can also be extended to illustrate recovery efforts typical to service industries.

Expected learning outcomes

The case is designed to enable students to understand: the employees role in service delivery; the service profit chain; the relationship between profitability, customer loyalty, employee satisfaction and loyalty, and productivity; service failure; service recovery; and the service recovery paradox.

Supplementary materials

Teaching notes are available. Please consult your librarian for access.

Details

Emerald Emerging Markets Case Studies, vol. 2 no. 8
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 12 August 2019

Kakoli Sen and Arunangshu Bhattacharya

Global business travel spending reached a record breaking $1.2tn in 2015 (Bureau of Labor Statistics, 2016) and the average Indian traveling is now at a phenomenal high for both…

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Abstract

Purpose

Global business travel spending reached a record breaking $1.2tn in 2015 (Bureau of Labor Statistics, 2016) and the average Indian traveling is now at a phenomenal high for both business and leisure travel. In this context, the paper aims to investigate how the top hotels in India are addressing the issue of human resource shortages and training and how they are preparing for the future when the market, the customer profile and employee expectations are undergoing a major change. In essence, brand loyalty could be minimal and competition intense.

Design/methodology/approach

This paper adopts a case study approach and reviews how participating hotels are addressing their talent attraction and retention issues and differentiating their people management processes.

Findings

The processes used by top hotel companies provide an overview as to how they manage people and how they will need to innovate to assess progress of the measures and initiatives they are taking. They will also have to be more global in their approach.

Originality/value

The findings will be of interest to managers who are responsible for hiring and managing employees. The study also has implications for policymakers and higher education institutions in relation to managing skill shortages that exist in the hotel industry.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 4
Type: Research Article
ISSN: 1755-4217

Keywords

Case study
Publication date: 24 September 2018

Anuj Sharma and Parul Kochher

General Management, International Strategic Management, International Marketing and Brand Management.

Abstract

Subject Area

General Management, International Strategic Management, International Marketing and Brand Management.

Study level/applicability

MBA (General Management), MBA (Marketing), Management and executive development programme.

Case overview

The Indian Hotels Corporation limited known as the Taj Group was set up by JRD Tata in 1903. The company has undertaken a long journey since then. It is one of the most recognized hotel brands in luxury market segment of the hotel industry. Off late some micro- and macro-level changes in the business environment have not been in favor of the group. The strategy of international expansion in acquiring and refurbishing of assets has mounted the debt and the growing losses. What has compounded the growing troubles is the entry of aggressive multinational brands in the luxury segment of the hospitality industry. The group prioritizes to get its financials in order. It thereafter needs to rework on its competitive strategy and take advantage of the booming domestic hotel industry for profitable future growth.

Expected learning outcomes

Expected learning outcomes are as follows: to understand the impact of expansions on the top line and the bottom line on the hospitality industry; to understand the impact of expansion on brand image for the legacy brand; to understand and develop strategies for a company which make it profitable in the hotel industry; and to formulate entry and exit strategies for companies dealing in the hospitality industry.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 11: Strategy.

Details

Emerald Emerging Markets Case Studies, vol. 8 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 17 July 2007

Kirti Madan

The article seeks to evaluate the capital structure of leading hotel chains of India to examine the role of financing decision in the overall performance of companies. It aims to…

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Abstract

Purpose

The article seeks to evaluate the capital structure of leading hotel chains of India to examine the role of financing decision in the overall performance of companies. It aims to analyze the debt‐equity structure of these hotels, try to discover the industry benchmark and scrutinize how capital structure plays a momentous role in the company's overall growth.

Design/methodology/approach

The paper is based on financial data collected on leading hotel chains in India. The consolidated financial results of the hotels have been considered for selecting these hotel companies.

Findings

From the financial perspective, capital structure is one of the most important determinants of a company's sustainable growth. Leverage seems to be working only for a few companies, whilst affecting others negatively. Firms that have been moderately geared have been able to generate a good return on equity.

Practical implications

The paper would be of specific use for top and middle level management of the selected hotel chains to reassess their capital structure for enhanced financial performance. For the hospitality industry in general, it would divulge best financial practices in terms of debt‐equity mix and would assist in fixing on better financing decisions.

Originality/value

The findings of the research are pertinent for the industry, as no explicit study in this area has been conducted in the Indian context. More so, because it focuses on the high turnover segment of the industry which captures the major market share in the business, it would beg the question – “Does being big always mean being better?”

Details

International Journal of Contemporary Hospitality Management, vol. 19 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Case study
Publication date: 1 January 2011

Mukta Kamplikar

Services management, strategy, marketing.

Abstract

Subject area

Services management, strategy, marketing.

Study level/applicability

Services management, strategy, marketing.

Case overview

Owned and operated by the Tata Group, Ginger Hotels is the first-of-its-kind of Smart Basics™ hotels across India. The case explores the business model and the relevance of the service concept given the Indian context and consumer behaviour, the marketing strategy, and communication strategy of Ginger. Challenges such as the use of outsourcing, learning and development, and attrition are discussed.

Expected learning outcomes

From a marketing perspective, this case can be used to demonstrate understanding of consumer behavior, reshaping customer expectations, perceived service quality, Gaps in service, service orientation, and value-for-money positioning, aggressive advertising and promotions, use of the marketing mix to introduce a new service concept in a market. From a management perspective, the case can be used to highlight how the marketing strategy is being delivered through a focus on service staff (selection, training, and motivation) and operations (logistics, IT, and communications), and branding (brand strategy – alignment to the corporate strategy).Third, the case is suitable for highlighting strategy – analyzing current competitive advantages, and carving out potential future competitive advantages in a services context. For example, strategic analysis models such as Porter's industry analysis and value-chain models can be applied to examine the sources and sustainability of Ginger's competitive advantages. The case can also be used for teaching service innovation.

Supplementary materials

Teaching note.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

1 – 10 of 26