Continuing with its exercise to redefine and restructure its brand architecture, Taj Hotels Resorts & Palaces has launched its new brand – Vivanta by Taj. With this, now the Taj Hotels Resorts & Palaces brand can be divided clearly into four segments – Luxury (Resorts and Palaces), Upper Upscale (Vivanta by Taj), Upscale (Gateway Hotels) and Economy (Ginger Hotels).
Among Taj’s existing properties, 19 of them will migrate to Vivanta by Taj brand and there are plans to open nine more hotels under this brand. The brand is positioned for the cosmopolitan global traveler, thus it is a stylish, contemporary, vivid, creative, agile and a cool avatar of luxury along with having the quintessential Taj’s warmth and friendliness that it is known for. It is understood that the company is spending significant amount in creating this new brand architecture.
Online brand experience
Interestingly, this will be the first time that Taj will be using the digital platform in a big way to promote its latest brand. Namrita Sehgal, Director, Internet Marketing, Taj Hotels Resorts & Palaces, said, “The 360 degree communication for Vivanta by Taj will be breaking today, but this time we are looking at digital in a big way. We will be doing innovative campaigns around experiencing the brand on various social media platforms. The idea is to let people experience the brand online.”
She added, “To begin with, as the brand Vivanta is about people and their interests, we will be doing a campaign on people and their alternative avatars, or what they like to do besides their own profession. This is just a way of creating brand awareness and connect. We do have many such online initiatives planned that will start by end of September or in early October.”
‘Whole new brand for a whole new creature’
Talking about the reason behind bringing Vivanta by Taj, Raymond Bickson, MD and CEO, Indian Hotels Company Ltd, explained, “We are looking at having brands straddling every market segment, and Vivanta has been brought after a series of consumer studies. This is for a generation that’s always wired, seeking experiences and surprises. This is a whole new brand for a whole new creature.”
There are almost 150 touch points designed to appeal to the guests opting for the Vivanta experience, starting as soon as one gets the in-car experience and continues with the special brand music and brand aroma created. Bickson also launched the website of Vivanta by Taj on the occasion.
The company believes that one omnibus brand will not work and segmentation is necessary to get share of the wallet. To capture the maximum market share, creating a clear differentiation is necessary, which happens with creating the four segments of the Taj Hotels & Resorts. The Upper Upscale, the category in which Vivanta by Taj falls, is also seen as a rapidly growing category with immense growth opportunity, both in existing and emerging markets.