Case Study Analysis and Solutions

Case ID: 511039

Abstract:
Case Solution & Analysis for Taj Hotels, Resorts and Palaces by Rohit Deshpande, Mona Sinha
The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy that lies in between a 'house of brands' and a 'branded house'.

Keywords:
Brand management, Market research, Marketing strategy, Product positioning, Taj Hotels Resorts and Palaces Case Solution

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