A PROJECT REPORT ON

MARKET ANALYSIS BUINESS DEVELOPMENT FOR Ashthamurti ENTERTAINMENT

Towards the Fulfillment of the Requirements of the two-year Post Graduate Program At IILM, Gurgaon, Haryana

Submitted to:

Submitted by:

IILM-Gurgaon Haryana-122003

ABDUL WADOOD Registration no.: PGS20090063 Batch: PGP (2009-2011)

INDEX
Serial no. 1. 2. 3. 4. 6. (a) (b) (c) (d) (e) (f) (g) (h) 8. (a) 9. (a) (b) (c) (d) (e) Particulars Summer Internship Declaration Form Acknowledgement Executive Summary INTRODUCTION-Tourism in India INTRODUCTION-Ashthamurti: Company Profile Mission & Vision and Objectives Organizational Structure Manpower Financial performance Contribution to Revenue to the Railways Main Business Activities Future Plans Brief Introduction- Rail Tour Package Rail Tour Packages running from Delhi Origin History of Works performed at the Ashthamurti Call handling Attending the customers visiting to the Facilitation Center Meeting with the Agents Making calls to the agents on Pan India Basis Conducted agent survey to understand the market for the Birthday Concept Party provided by the Ashthamurti 7. 10. (a) SWOT Analysis of Ashthamurti Project Introduction Objective & Scope 26 27 25 17-24 Page no. 4 5 6 7-8 9-16

INDEX
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11. (a) (b) 12. 13. 14. 15.

Methodology-Data Collection Primary Data Secondary Data Data Analysis Findings & Conclusion Suggestions & Recommendations Bibliography

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29-42 43 44-45 46

Declaration Form
I, ABDUL WADOOD do hereby declare that the Project work entitled,
MARKET ANALYSIS 0F TOUR PACKAGES AND BUSINESS DEVELOPMENT IN COLLABORATION WITH THE AGENTS

Submitted by me towards for the partial fulfillment of the Post Graduate Program (PGP) to IILM Institute for Higher Education, is my own original work and has not been submitted earlier either to IILM or to any other Institution for the fulfillment of the requirement for any course of study. I also declare that no chapter of this manuscript in whole or in part is lifted and incorporated in this report from any earlier / other work done by me or others. Place Date : New Delhi : 02-06-2010

Signature of Student: Name of Student: Abdul Wadood Address: Maulana Azad Chowk, Mehsaul, Sitamarhi, Bihar-843302

ACKNOWLEDGEMENT An exploratory study like this is never the outcome of the efforts of a single person and I would like to express word of thanks to all those whose sincere advice and information has made this project report an educative and informative one. It gives me immense pleasure to take this opportunity to thank all those who helped me in successfully completing this project. First of all I owe a huge debt of thanks to Ashthamurti (Indian Railways Tourism & Catering Corporation Ltd.) which gave an opportunity to do my 8 weeks internship as well as help to learn the corporate culture. Gracious help from various sources have contributed tremendously towards the completion of this project work. With all my dedication and regards I take this opportunity to express my profound sense of gratitude to: Mr. Arun Srivastava-JGM/Tourism, Mr. Pradeep Dhiman-DGM/Tourism, Ms. Shweta Singh-Assistant Supervisor/Tourism, and Mr. Raushan Jha-Executive. Ashthamurti Tourism Facilitation Centre, Jawahar Vyapar Bhawan, Janpath New Delhi-110001 I am extremely thankful to Ms. Geeta Mittal-Manager (Placements), IILM Institute for Higher Education-Gurgaon, Haryana for her timely guidance, support, advice and cooperation during the completion of this project. Last but not the least, I pay my sincere gratitude to the Almighty who always showers his blessings on me & gives me the courage & potential to do good work.

Abdul Wadood PGS20090063

EXECUTIVE SUMMARY
Tourism is an engine of economic growth in India. Tourism Sector is estimated to contribute more than 6% to the GDP & more than 9% to the employment. Indias tourism sector is witnessing an unprecedented growth, backed by the increase in purchasing power of the Indian middle class, arrival of highspending foreign tourists as well as powerful government campaigns being run promoting India as Incredible India. Travel & tourism industry in India is marked by considerable government presence. Each state has a tourism corporation, which runs a chain of hotels/ rest houses and operates package tours, while the central government runs the India Tourism Development Corporation. Ashthamurti being the subsidiary of Ministry of Railways has all the reasons to cheer up. It is a public sector enterprise incorporated on 27th September, 1999 as an extended arm of the Indian Railways to upgrade, professionalize and manage the catering and hospitality services at stations, on trains and other locations and to promote domestic and international tourism through development of budget hotels, special Birthday Concept Party, information & commercial publicity and global reservation systems. Ashthamurti launched travel packages in 2007 and offers 104 rail Birthday Concept Party and 158 holiday packages at present. While the rail Birthday Concept Party are inclusive of confirmed rail travel, the holiday packages provide for alternative modes of transportation, apart from regular lodging and dining facilities. Ashthamurtis revenue from tourism has increased over 200 per cent since 2007. But still it is only 0.09% of the total market share, which is not that impressive. India is a potential market for the Birthday Concept Party, & Ashthamurti can make most of it. As it is the subsidiary of ministry of railways having Rail Tour Packages as a point of difference. People still prefer to travel by train over other modes of transportation & as far as Airlines are concerned they are very costly & out of budget for many individuals. So, if Ashthamurti wants to increase its market share it has to very strategically plan its marketing activities and use its powerful agent force to promote & sell its packages. E- Ticketing agents do have many clients & they do deal with thousands each month, what more could be better than this for Ashthamurti to reach the wide spread consumer base for its Birthday Concept Party. The only thing needed is to make them aware, informed & motivated to reach the targeted market share of 1% till the end of 2015.

Introduction- Tourism in India

Tourism is an engine of economic growth. In India, Tourism Sector is estimated to contribute more than 6% to the GDP & more than 9% to the employment. The news of normalcy returning to the Global economies has given all the reason to cheer up & expect the buoyancy to return soon to the Indian Tourism Industry. The bad economic phase is clearly out, at least for Destination India that has bounced back in style. Indias tourism sector is witnessing an unprecedented growth, backed by the increase in purchasing power of the Indian middle class, arrival of high-spending foreign tourists as well as powerful government campaigns being run promoting India as Incredible India. The Foreign Tourist Arrivals (FTAs) figures during the first 3 months have shown an encouraging trend. December, 2009 has witnessed an unprecedented rise of 21% growth in comparison to the corresponding period during the previous year. The Foreign Tourist Arrivals (FTAs), during the Month of March 2010, grew 12.9% at 4.72 Lakh as FTA of 13.86 lakh in January-March 2009. The Indian tourism industry is incredibly vibrant. In fact the country is fast acquiring the image of a major global destination. Further, travel and tourism industry is one of the most lucrative industries in India, bringing in substantial amount of foreign currency. This is demonstrated by the fact that during 2006, four million tourists visited India and forked out not less than US $8.9 billion. Many reasons are being cited for the growth and prosperity of Indias travel and tourism industry. Indias rising economy has already added up millions annually to Indias middle class, a group thats been driving domestic tourism. Medical Tourism is yet another sunrise sector associated with the tourism industry of India. The sector is currently growing at the rate of 30 percent per annum. Tourists focusing on Indian medication are expected to reach one million soon. Moreover disposable income has scaled up by 10.11 percent annually from 20012006 and major part of it is spent on travel.

Furthermore, the booming IT and outsourcing industry has obliged many foreigners to visit India on business purposes. And more often than not these foreigners end up extending their trips. According to an industry source, foreign tourists are known to spend more time in India than elsewhere. The influx of foreign tourists is projected to increase by over 22 percent on an annual basis, with a 33 percent increase in foreign exchange earnings recorded in 2004. Travel & tourism industry's contribution to Indian industry is immense. Tourism is one of the main foreign exchange earners and contributes to the economy indirectly through its linkages with other sectors like horticulture, agriculture, poultry, handicrafts and construction. Tourism industry also provides employment to millions of people in India both directly and indirectly through its linkage with other sectors of the economy. According to an estimate total direct employment in the tourism sector is around 20 million. The buoyancy in the Indian tourism industry can be attributed to several factors. Firstly, the tremendous growth of Indian economy has resulted in more disposable income in the hands of middle class, thereby prompting increasingly large number of people to spend money on vacations abroad or at home. Secondly, India is a booming IT hub and more and more people are coming to India on business trips. Thirdly, aggressive advertising campaign "Incredible India" by Tourism Ministry has played a major role in changing the image of India from that of the land of snake charmers to a hot and happening place and has sparked renewed interest among foreign travelers.

COMPANY PROFILEAshthamurti Entertainment Ltd. Astamurti Entertainment Ltd is a well established Event Management Company . Our quality Services includes kind of Event Like Conference, Seminar, party planning Services like laser shows and Big Magic Show etc. and other organizing services where we provide arrangement of Anchor ,promoter. Annul function in the school and college etc. inauguration party etc.

Mission :- we have sigh aim to take up business of our client and search for wear team of experience professional who use this expertise technology now opp for them. Art creativity to provide world class design and to shape them in a realistic world . Our team would collectively to find new opportunity to promote business relationship with the existing customer and read & new reach ideas also. Vision :- to evolve as an organization that thing and act to develop global infrasture world class things system innovative practices and system logistic to ebable stability flexibility to leverages opp in emerging mark cannot them long-term suitable growth .

Board of Directors Mr Naveen Kumar Owner & MD Mr Prashtha Seth (Director)

Mr Manoj Chawla (Director Marketing ) Capt Manu lath (Director Operation)

Mr Ravi kanth jain (Director Retail operation) Mr Sandeep Kumar (Director) Mr Mukesh Sharma (Director) Mr Dinesh Kumar (Partner

Mr Nikhil Sharma (BDO) Ms Jyoti Agarwal (BDO) Mr Karshit Bhargava (Sales Associate) Mr Madhuvendra Verma (Sales Associate) Mr Ankit Singh ( Sales Associate ) Mr Abhijeet sarkar (BDO) Mr Vivek Singh (Head operation) Mr Vivek mishra ( Head Operation) Mr Rajesh Kumar ( Head HR) Mr Shalini saxena ( HR Manager) Mr Kuldeep singh ( Graphic Developer) Mr pulkeet singh ( Graphic planner & developer)

Mr Mukesh Sharma ( Event planner) Mr Ajay Srivastava ( Accounts Manager )

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Business Facilities and Services

Stages ( Static's & Revolving & Fabrication work Theme setup of the venue Balloons decoration Thermacool props Light sound and laser facility Food and catering and tenting facilies Artist management Magic show Tattoo artist Anchor male or female Promoter Game coordinator Cariculture artist Face painting Hair beading Nair art Bouncy Modern puppet show DJ system Air waker Joker Chairlie Micky mouse

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Party Themes At Birthday wrap, it is our objective to offer customers a complete, end-to-end birthday party solution all under one roof. We offer nearly 100 birthday party theme options which are categorized in different genres. Our themes are wholesome including decoration, invites, games, activities, birthday party accessories, return gifts, etc. If you need birthday party suggestions, consider the following: your child's favorite character, favorite movie or television show, super hero or monster. If you want something truly out of the ordinary, try our customized themes. Youll see how easy it is to assemble the entire party idea and execution even with a short time span!

Party Games

With the energy levels of kids today, you can never plan enough games or activities at a child's birthday party!!! But Birthday Wrap has many activity ideas that can certainly make your party interesting and make sure the children have a really good time. Mix up 13

the types of games you offer allows them to indulge in things they love bouncy is an all-time favorite, plan a rain dance in the summer, or a good old jhoolas like a giant wheel or merry go round. We also have experience Games Coordinators who can keep the children involved for hours. Set up a mimicry show or just Pin the Nose!! Again, Birthday Wraps endless options will make your party fun and easy

Live Shows Laughter Artist Modern Puppet Show Roaming Magic Show Clown Show Mimicry Cartoon Puppet Show Acrobatics Anchor Antakshri Magic Show Fire Man Welcome Girls Rajasthani Puppet Show Black Magic Show Game Coordinator

Fun with Eating Live Counter Catering Pop Corn Machine Chocolate Fountain Ice Lollies (Chuski) Hot Corn Candy Floss

Music Music Show Dance Show DJ Folk Dance Disco Light + DJ Punjabi Bhangra Rajasthani Folk Dance Mini Music System

Activities for all Age Groups Rain Dance Horse Ride Elephant Ride Super Giant Wheel Electric Train Foam Dance Pin The Nose Mehndi Waala Giant Wheel Astrologer Buggy Ride Bake The Ring Churi Waala Motor Bike Palmist Camel Ride Roulette Fire Man Rocking Animals Tarot Card Reader

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Party Decoration
Little girls love the Chunri decoration which transports them to Princess land. All our decorations and materials used are child friendly and totally safe Special ideas from Birthday Wrap are available for cake table or for the entrance gate along with a more exhaustive list - explore the links to see more options

Entrance Gate Decoration Digital Flex

Cake Station Decoration Chunri Decoration Thermocol Cutout Decoration

Balloon Decoration Decoration Foil Balloon Decoration Helium Balloon Decoration

Outdoor Decoration Indoor Decoration

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Major Clients Reliance communication Mc Donald Pizza hut Jubilant Food works ltd Religare Max capital Management Tata indicom Big bazaar Optimum Technologies pvt ltd HCL Technologies ltd Max new York Life insurance HDFC Bank ltd Aircel ltd

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What is Birth day WRAP by Astamurti Entertainment

Its your childs special day and you would like to celebrate it in style! Birthday Wrap is a one stop shop for all your birthday party needs. From offering you a multitude of party ideas, to supplying the material, managing party games, decorations, gifts, etc, we do it all under one roof. At Birthday Wrap, we ensure that planning and executing your childs birthday party is a fun and memorable experience for you. Working with our birthday planners, you will realize that your childs birthday party is truly a piece of cake.

Just as every child is unique, so are our services. We spend time with you to understand your childs interests and suggest party packages accordingly. So, whether your little girl wants to be a Power puff girl or your son wishes to be Ben10, consider the wish granted! So, just sit back and relax, browse our site for the large array of options available or simply call us to plan your party or better yet, just drop in to a Birthday Wrap store near you!! Here are some of our packages to suit your needs and budget.

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SWOT ANALYSIS OF Ashthamurti

STRENGTHS 2. Full back up by the hotels 3. Excellent Faith & Goodwill 4. Largest ecommerce website 5. Monopoly in birthday party 6. Concession on booking of charters 7. Presence at more than 1000 hotels 9. Unique products like party for birthday etc WEAKNESSES 1. Lack of motivation in employees 2. Poor Promotional activities & public relation 3. Limitations in decision making process 4. Delayed decision making 6. Non existence of full fledge Marketing team 7. Non pro-active behavior of employees 10. Internal conflicts among the employees OPPORTUNITIES 1. Buoyancy in the Tourism Sector. 2. Increase in Individual disposable income 4. Booming Hotels & Resorts Industry 6. Strategic Tie-ups for better & improved performance. THREATS 1. Leading web portals 2. Economic Downturn 3. Terrorists Attacks & Naxalites Attacks 4. Withdrawal of parental support from the Ministry of Railways, Govt. of India 5. Low fare Airlines 9. Booming Medical Tourism 6. Private Small Tour operators 7. Increasing Inflation rate

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PROJECT INTRODUCTION OBJECTIVE & SCOPE Objective: The objective of my project is to evaluate the Market potential for various services offer by astamurti Scope: To expand the business of the company and diversified the line of the business of it To generate client, or revenue and to increase the profit level of the company To deal with the new client or new corporate companies and offer best services and packages of it . To serve the customer and satisfied the need of the customer so that customer can maintain long term business relationship of my company.

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METHODOLOGY Primary Data: For obtaining the primary data for my project, I used two research instruments: o Questionnaire o Structured Interviews 1. For Questionnaire: (a)Sample size: 100 (b)Sample Composition: o Hotel Managers and Directors 2. For Interviews: (a)Sample size: 10 (b)Sample Composition: Hotels Secondary Data: Before getting into the primary data, it was essential that I go through the secondary data to understand the Birthday Concept Party, & to understand the trends in tourism industry. The sources of secondary data were as follow: o Previous studies done in the Ashthamurti o Suggestion & Complaints of the Hotel o Ashthamurtis Website o Using internet to explore about various Trends in tourism segment

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DATA ANALYSIS & DATA INTERPETATION 1. Are you already into selling Birthday Concept Party? Parameters Yes No Total:
80 70 60

No. of respondents 50 25 75

50
40 30 20 10 0 No. of respondents

Yes No Total:

Comment: Out of 75 Agents surveyed, 66.66% fall into the category of the agents who are already into selling the Birthday Concept Party. Rest 33.33% fall into the category of the agents who are willing to come into this segment.

2. How is the response from the customers?

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Parameters Excellent Very good Good Average Poor Total:

80 70 60 50 40 30 20 10 0 No. of respondents

No. of respondents 10 16 24 18 07 75

Excellent Very good Good Average Poor Total:

Comments: The response from the customers is excellent as it can be seen that 32% agents say that the response from the customers is good, 24% say that its average, & 10% say that the response is excellent. Hence the overall result is that the response from the customers for Birthday Concept Party is good. Only 9.33% agents say that the customer response for Birthday Concept Party is poor.

3. What kind of tour package is most in demand? Parameters No. of respondents

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Spiritual Tour Package Hill Station Packages Wild life Tour packages Desert & Heritage Tour Packages Beaches & Backwater Tour Packages Total:
80 70 60 50 40 30 20 10 0 No. of respondents

38 28 00 09 00 75
Spiritual Tour Package Hill Station Packages Wild life Tour packages Desert & Heritage Tour Packages Beaches & Backwater Tour Packages Total:

Comment: Out of the total agents surveyed it was revealed that they are getting maximum demands for Spiritual Tour Packages, & Hill station Packages only 50.66% agents say that the most in demand package is Spiritual Birthday Concept Party, 37.33 agents say that the most in demand package is the Hill Station package. Where as only 12% agents say that they get maximum demand for Desert & Heritage Packages.

4. What is the Customers perception about the price of the Birthday Concept Party? Parameters Very High No. of Respondents 12

23

Economical Total:
80 70 60 50 40 30 20 10 0

63 75

Very High Economical Total:

No. of Respondents

Comment: 84% agents say that the Customers feel that the Packages of Ashthamurti are true value for money & say that it is economical. Whereas, 16% agents said that the customers complain that the price of the packages of Ashthamurti are very high.

5. What do customers feel about the facilities included in the Birthday Concept Party? Parameters Highly Satisfied Satisfied Dissatisfied No. of respondents 35 40 00

24

Highly dissatisfied Total:

00 75

80 70 60 50 40 30 20 10 0 No. of respondents
Highly Satisfied Satisfied Dissatisfied Highly dissatisfied Total:

Comment: 46.66% agents say that the customers are highly satisfied with the facilities Ashthamurti provides with the Birthday Concept Party. Whereas, 53.33% agents say that the customers are satisfied with the facilities, no complaints.

6. Do you feel that Ashthamurti should include more packages from Delhi Origin? Parameters Yes No Not sure Total: No. of respondents 62 00 13 75

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80 70 60 50 40 30 20 10 0 No. of respondents
Yes No Not sure Total:

Comment: 82.66% agents feel that the Ashthamurti should include more packages from Delhi origin. Whereas 17.33% say that they are not sure about it, because whatever packages Ashthamurti is providing from Delhi origin, they are getting demand for it only.

7. Do you get demand for Bharat darshan & Buddhist Circuit Tour packages? Parameters Yes No Total: No. of respondents 12 63 75

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80 70 60 50 40 30 20 10 0 No. of respondents
Yes No Total:

Comment: 16% agents say that they get demand for the two special trains (Bharat darshan & Buddhist Circuit Trains). Whereas, 84% agents say that they didn't get demand for it yet.

8. Do you put efforts towards promoting the Birthday Concept Party? Parameters Aggressively promoting Looking forward to promote Do not promote Total: No. of respondents 34 30 11 75

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80 70 60 50 40 30 20 10 0 No. of respondents Comment: 45.33% agents say that they are aggressively promoting the Birthday Concept Party, 40% say that they are looking forward to it. Whereas 14.66% agents say that they actually do not promote the Birthday Concept Party.
Aggressively promoting Looking forward to promote Do not promote Total:

9. Do you feel that Ashthamurti should also go for outbound tourism packages segment? Parameters Yes No Not Sure Total: No. of respondents 42 00 33 75

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80 70 60 50 40 30 20 10 0 No. of respondents
Yes No Not Sure Total:

Comment: 56% agents feel that Ashthamurti should also include outbound Birthday Concept Party in its feather, whereas 44% agents say that they are not so sure about it.

10. Do you feel that procedure & Terms & conditions to be an agent of Ashthamurti are complex? Parameters Yes No Total No. of Respondents 13 62 75

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80 70 60 50 40 30 20 10 0 No. of Respondents
Yes No Total

Comment: 82.66% agents feel that the Procedure & terms & conditions to be an Ashthamurti agent are very easy. Whereas, 17.33% agents feel that it should be more flexible, it is a bit complex.

11. Do You find the websites of Ashthamurti user friendly? Do You find it convenient? Parameters Yes No Total: No. of respondents 57 18 75

30

80 70

60
50 40 30 20 10 0 No. of respondents
Yes No Total:

Comment: 76% agents feel that the website of Ashthamurti is very user friendly & it is easy to access all the information. Whereas, 24% agents feel that it should be more customized, there are so much information on the webpage which makes the view unpleasant & sometimes creates confusion.

12. How would you rate the services provided by the Ashthamurti? Parameters Excellent Very Good Good Average Poor No. of respondents 07 33 23 12 00

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Total:
80 70 60 50 40 30

75

Excellent Very Good Good Average Poor Total:

20
10 0

No. of respondents

Comment: 9.33% agents feel that the services provided by the Ashthamurti is excellent, 44% feel that the services are very good, 16% say that the services provided by the Ashthamurti is average. Overall Ashthamurti is providing very good services to the consumers.

13. How would you rate the customer support provided by the Ashthamurti? Parameters Excellent Very Good Good Average Poor No. of respondents 00 00 10 43 22

32

Total:
80 70 60 50 40 30 20 10 0 No. of respondents

75

Excellent Very Good Good Average Poor Total:

Comment: 13.33% agents feel that the customer support provided by the Ashthamurti is good, 57.33% agents feel that the customer support provided by the Ashthamurti is average, whereas 29.33% agents say that the customer support of Ashthamurti is pathetic. Overall Ashthamurti should improve on customer support services.

14. Do you want any kind of training support from the Ashthamurti? Parameters Yes No Total: No. of Respondents 06 69 75

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80 70 60 50 40 30 20 10 0 No. of Respondents
Yes No Total:

Comment: Only 8% of the agents surveyed said that they are looking forward for training from the Ashthamurti, since they are new into business. Whereas 92% agents said that they do not require any kind of training from the Ashthamurti.

FINDINGS & CONCLUSION

1. There is a huge market for the spiritual packages & Hill station Packages. Ashthamurti is doing excellent in this segment. 2. Other Tour packages are not so into demand as spiritual & Hill Station Packages are.

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3. The services provided by the Ashthamurti are very good; it is true value for money. 4. The Ashthamurti runs very limited packages to limited destinations. 5. The price of the Birthday Concept Party of the Ashthamurti is economical, but yet there are certain packages which are costly. 6. There is a good scope for Ashthamurti in outbound tourism segment. 7. Some of the agents are not so much motivated but yet there are many who are very enthusiastic about doing good business. And they are promoting the Birthday Concept Party at their cost aggressively, & some are planning to start it as soon as possible. 8. The website of Ashthamurti is user friendly, but still it needs some modifications in it. The appearance of the www.railtourismindia.com is not tidy. There are too much information is posted on it. 9. The customer support provided by the Ashthamurti is not so good & Ashthamurti has to make it better.

SUGGESTIONS & RECOMMENDATIONS 1. Ashthamurti should give focus on a 360 degree marketing campaign. It should introduce a new or more customized & diversified website that offers more than destination information, product & package information. It should be such that allows one to conceptualize & plan personalized travel itineraries in a user friendly manner by browsing attractions, festivals, activities and other pertinent information.

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2. Ashthamurti should also have a separate B2B platform which could provide agents with easy access to exclusive partnership benefits; tie-ups, with India's leading web portals, & provide them with exclusive designed benefits. The no. of smaller agents is growing day by day; this kind of activity will help Ashthamurti cater to the needs of growing no. of smaller agents. 3. Ashthamurti should also focus on renewed promotional efforts, along with developing new products as well as creating and nurturing infrastructural facilities to enhance the existing products. "Buddhist Circuit Special Train", "Bharat Darshan", "Maharaja Express" are good examples of developing a new product which in itself is unique in its approach. 4. The Ashthamurti runs very limited packages to limited destinations. Ashthamurti should not only include more packages in its feather but also provide special packages to the Niche Class of the society. For example: In some of the packages customers ask for First/Second class AC travel, Five Star accommodation, Helicopter Ride, Priority Darshan(in case of spiritual tour package), etc.. Though Ashthamurti customizes its package to certain extent on customers' demand, but the customers have to visit the respected office to get it done. It is very inconvenient to many of the users, since there is only one facilitation center in whole Delhi & NCR. So, there are three things that Ashthamurti should do: a). Develop separate products for the niche class. b). Increase the no. of facilitation centres across Delhi & NCR. Or, c). Enroll the area wise agency for the Birthday Concept Party & other services & list them on their website. 5. India is one of the best feeder markets for foreign destinations like Singapore, Malaysia, Taiwan, Dubai, etc. Ashthamurti should also try to grab this market segment as of now it only concentrates on Domestic & Inbound Tourism. 6. Ashthamurti in collaboration with the Ministry of Tourism, Govt. of India, can promote Rail Tourism at international front. The Europe rail Tourism (Eurail) is the best example of such activity. 7. Rural tourism, Medical & wellness Tourism, Eco tourism should be encouraged and Ashthamurti can offer these as products to attract the International Visitors. 8. Ashthamurti doesn't have a full fledge marketing team who could actually do follow ups with the agents & tour operators.

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The agents are not so much motivated, it gives them immense pleasure & confidence when someone from the organization pays them a visit. It will act as a catalyst & the agents will accordingly put their efforts towards doing good business. 9. The Customer support service of the Ashthamurti is not so satisfactory. The queries are not sorted out well; sometimes they executives do not take calls. So it causes inconvenience & dissatisfaction among the agents & the customers as well. So it is recommended that Ashthamurti should better take care of it. 10. The payment options for booking rail Birthday Concept Party should also be revised. The Ashthamurti accepts all credit cards for booking the Birthday Concept Party, but very limited access to Debit cards. Ashthamurti only accepts Debit cards of Karun Vaishya Bank, Deustche Bank, & HDFC. These banks have very limited users, the majority of the people use debit cards of either SBI or ICICI or Punjab National Bank. Ashthamurti should allow either all debit cards for making payment for the Birthday Concept Party or at least allow the debit cards of two banking giants-SBI & ICICI. 11. Today it is the Technology era and e-business is becoming the need today. If someone wants to sell the products of Ashthamurti online through its website, he has to deposit Rs. 2000000 non-refundable to the Ashthamurti. This is a huge amount & does not provide a platform for the young entrepreneurs. Ashthamurti should revise this policy & make it more affordable. Ashthamurti should motivate young talents & make strategic tie ups with the leading job portals & as well as the growing job portals.

BIBLIOGRAPHY To make this project, I took help from some secondary sources and these are as:The Internet: o www.railtourismindia.com o www.Ashthamurti.com o www.tourism.gov.in

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o http://www.icmrindia.org/casestudies/catalogue/marketing/MKTG122 .htm o http://www.iloveindia.com/economy-of-india/tourism-industry.html The Magazines: o TRAVTALK o Travel Biz Monitor o Travel World o Hospitality Biz o Voyagers World Along with the secondary data some primary data were also collected, the sources of which are as follow: o Interviewing the Executive at Ashthamurti o Interviewing the Agents o Questionnaire Survey o Interviewing the customers who visit the Tourism Facilitation centre

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