Study of Marketing Strategy Of

Travel Agencies
SUBJECT: - MARKETING MANAGEMENT

MBA-IT (2nd SEM) Session: 2012 2013

Under the supervision of Dr.M D KAKADE Submitted By: Ankit Badnikar (04) Sanchit Sharma (21)

Institute of Management and Entrepreneurship Development

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CERTIFICATE This is to certify that, the work embodied in the field survey report entitled, STUDY OF MARKETING STRATEGY OF TRAVEL AGENCIES has been, carried out by Ankit Badnikar & Sanchit Sharma under our supervision for field survey reports on for the degree of Master of Business Administration.

(Dr. M D KAKADE) Program Director

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DECLARATION

We Ankit Badnikar & Sanchit Sharma, confirm that this work submitted for assessment is my original work and is, expressed in my own words. Any uses made within it of the works of other authors in any form (e.g. ideas, equations, figures, text, tables) are, properly acknowledged at the point of their use. A full list of the references employed has been included. We also declare that this project report has not been submitted anywhere in any form for the partial fulfillment of the award of degree. We understand that our project report may be, made electronically to the public.

Signature of the Student Ankit Badnikar (04) Sanchit Sharma (21)

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ACKNOWLEDGEMENT

I am thankful to Dr.Sachin S Verneker Director, IMED, Pune for providing all the necessary requirements and for his moral support for this dissertation work as well during the course of MBA. I am also thankful to, Program Director IMED, Pune for his honest dedication towards our education and career and for being with us in various levels of academic pursuits. In this report, I was greatly assisted, inspired by my mentor and supervisor without them, the completion of this project was almost impossible. With great reverence, I acknowledge them for providing me an environment to involve as an independent researcher. Their constant encouragement and affection gave me courage to tackle the failure days, which is inevitable in a researchers life. My primary thanks goes to Dr. M D KAKADE for his deep commitment & guidance. I am also grateful to Prof.Seema Taranekar and all faculties in for their support and motivation throughout my project work. It is my pleasure to thank all the people who helped to turn this project a success. I am also very thankful to ALL CLASSMATE and my colleagues for their support.

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CHAPTER-1 INTRODUCTION TO FIELD SURVEY

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What is Field survey? Collection and gathering of information at the local level by conducting primary surveys is called field survey. The primary surveys are also called field surveys. They are an essential component of geographic enquiry. It is a basic procedure to understand the earth as a home of humankind. It is carried out through observation, sketching, measurement, interviews, etc. Why is Field Survey Required? i. ii. iii. iv. v. Geography is a field science, thus, a geographical enquiry always needed to be supplemented through well planned field surveys. These surveys enhance our understanding about patterns of spatial distributions, their associations and relationships at the local level. Further, the field surveys facilitate the collection of local level information that is not available through secondary sources. Field surveys are required so that the problem under investigation is studied in depth as per the predefined objectives. It helps in comprehending the situation and processes in totality and at the place of their occurrence.

The need for field survey Before the need for field survey is discussed, it is worth briefly reviewing the concept of remote sensing. Remote sensing provides a synoptic portrait of the Earths surface by recording numerical information on the radiance measured in each pixel in each spectral band of the image being studied. To create a habitat map, the operator must instruct the computer to treat certain reference pixels as belonging to specific habitats. The computer then creates a spectral signature for each habitat and proceeds to code every other pixel in the image accordingly, thus creating a thematic map.

Historically, some researchers have looked upon remote sensing as a means of mapping without the need to conduct field work. Whether this is an appropriate tenet depends on the objective of the study and familiarity of the operator with the study site. On a general basis, most people can view a satellite image or aerial photograph and easily distinguish different features according to their color, contrast, pattern, texture and context. In some instances, this may be all that is required to make use of the imagery. For example, visual interpretation is
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usually sufficient to delineate the shape of coastlines. In the majority of studies, however, the objective is more sophisticated (e.g. mapping submerged habitats) and the thematician may not be able to draw on visual interpretation and background knowledge to identify each habitat type. In fact, the thematician is unlikely to be aware of the variety of habitat types in the image. Our own experience supports this view (see Chapter 9): even when moderately familiar with an area (the Caicos Bank), the overall accuracy of the final map was low if field surveys were not conducted (e.g. 1530%).

The aims of field survey are three-fold. Firstly, to identify each feature of interest (e. g. each habitat type). Secondly, to locate representative areas of each feature in order to generate spectral signatures (spectra) from the imagery. Thirdly, to generate adequate additional data to test the quality or accuracy of the image classification (i.e. habitat map). This latter consideration is extremely important for any mapping exercise. In a coastal management context, imagine the legal problems in suggesting that a developer had cleared a particular mangrove area if the accuracy of mangrove maps were unknown. Taken a step further, where do decision makers stand legally if offenders are fined according to the extent of habitat that they have illegally destroyed? Legal problems may not be the only consequence. In biological terms, management initiatives based on a habitat map of unknown accuracy could lead to unnecessary or inappropriate action, although it is difficult to predict or generalize specific problems arising from such circumstances. Surprisingly though, accuracy assessments are fairly scarce in the context of mapping tropical coastal resources. Green et al. (1996) found that only a quarter of papers reviewed included an assessment of accuracy. The apparent scarcity of such assessments is understandable, although hardly acceptable. To test a classification rigorously, further field data are required which must be independent of the field data used to classify the imagery in the first place. It is often suggested that an adequate accuracy assessment is not possible on financial grounds. Such arguments may be countered by asking what the value is of habitat maps of unknown accuracy. The extra expenditure will clarify the degree to which the map can be trusted for planning activities and should avert inappropriate management action on the basis of poor information. For example, the map might have to be disregarded for planning some areas whereas other sites might be well-represented

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Field Survey Procedure Steps: Step 1. Defining the Problem: First the problem to be studied is defined precisely by statements indicating the nature of the problem. The problem is the title and sub-title of the topic of the survey. Step 2. Objectives: Objectives and purposes of the survey are outlined and in accordance to these, suitable tools of acquisition of data and methods of analysis will be chosen. Step 3. Scope: Scope of survey is the geographical area studied, time period of enquiry and if required themes of studies to be covered are defined. Step 4. Tools and Techniques of information collection: Various types of tools are required to collect information. These include: i. Recorded and Published Data: from government agencies are collected and these provide base information about the problem. For example: Election Office can provide information about households, persons. Similarly, physical features like relief, drainage, vegetation, land use, etc. can be traced out from the topographical maps.

Field Observation is very necessary to find the characteristics and associations of geographic phenomena. Sketching and photography are helpful tools. iii. Measurement: Some of field surveys demand on site measurement of objects and events. It involves use of appropriate equipment. iv. Interviewing: In all field surveys, personal interviews are needed to gather information about social issues through recording the experiences and knowledge of each individual. Step 5. Compilation and Computation: Information collected is organized for their meaningful interpretation and analysis to achieve the set objectives. Notes, field sketches, photographs, case studies, etc. are first organised according to sub-themes of the study. Similarly, questionnaire and schedule based information are tabulated on the spreadsheet. Step 6. Cartographic Applications: Maps and diagrams are used for giving visual impressions of variations in the phenomena.
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ii.

Step 7. Presentations: The field study report is prepared in concise form and it contains all the details of the procedures followed, methods, tools and techniques employed. At the end of the report, the summary of the investigation is provided.

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CHAPTER 2 INTRODUCTION

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A travel agency is a private retailer or public service that provides tourism related services to the public on behalf of suppliers such as airlines, car rentals, cruise lines, hotels, railways, and package tours. In addition to dealing with ordinary tourists most travel agencies have a separate department devoted to making travel arrangements for business travelers and some travel agencies specialize in commercial and business travel only. There are also travel agencies that serve as general sales agents for foreign travel companies, allowing them to have offices in countries other than where their headquarters are located. Origins The British company Cox & Kings is sometimes said to be the oldest travel agency in the world, but this rests upon the services that the original bank, established in 1758, supplied to its wealthy clients. The modern travel agency first appeared in the second half of the 19th century. Thomas Cook, in addition to developing the package tour, established a chain of agencies in the last quarter of the 19th century, in association with the Midland Railway. They not only sold their own tours to the public, but in addition, represented other tour companies. Other British pioneer travel agencies were Dean & Dawson, the Polytechnic Touring Association and the Co-operative Wholesale Society. The oldest travel agency in North America is Brownell Travel; on July 4, 1887, Walter T. Brownell led ten travelers on a European tour, setting sail from New York on the SS Devonia. Travel agencies became more commonplace with the development of commercial aviation, starting in the 1920s. Originally, travel agencies largely catered to middle and upper class customers, but the post-war boom in massmarket package holidays resulted in travel agencies on the main streets of most British towns, catering to a working-class clientele, looking for a convenient way to book overseas beach holidays. Operations A travel agency's main function is to act as an agent, selling travel products and services on behalf of a supplier. Consequently, unlike other retail businesses, they do not keep a stock in hand. A package holiday or a ticket is not purchased from a supplier unless a customer requests that purchase. The holiday or ticket is supplied to them at a discount. The profit is therefore the difference between
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the advertised price which the customer pays and the discounted price at which it is supplied to the agent. This is known as the commission. In many countries, all individuals or companies that sell tickets are required to be licensed as a travel agent. In some countries, airlines have stopped giving commission to travel agencies. Therefore, travel agencies are now forced to charge a percentage premium or a standard flat fee, per sale. However, some companies still give them a set percentage for selling their product. Major tour companies can afford to do this, because if they were to sell a thousand trips at a cheaper rate, they still come out better than if they sell a hundred trips at a higher rate. This process benefits both parties. It is also cheaper to offer commissions to travel agents rather than engage in advertising and distribution campaigns without using agents. Other commercial operations are undertaken, especially by the larger chains. These can include the sale of in-house insurance, travel guide books and timetables, car rentals, and the services of an on-site Bureau de change, dealing in the most popular holiday currencies. The majority of travel agents have felt the need to protect themselves and their clients against the possibilities of commercial failure, either their own or a supplier's. They will advertise the fact that they are surety bonded, meaning in the case of a failure, the customers is guaranteed either an equivalent holiday to that which they have lost or if they prefer, a refund. Many British and American agencies and tour operators are bonded with the International Air Transport Association (IATA), for those who issue air tickets, Air Travel Organisers' Licensing (ATOL) for those who order tickets in, the Association of British Travel Agents (ABTA) or the American Society of Travel Agents (ASTA), for those who sell package holidays on behalf of a tour company. A travel agent is supposed to offer impartial travel advice to the customer. However, this function almost disappeared with the mass-market package holiday and some agency chains seemed to develop a 'holiday supermarket' concept, in which customers choose their holiday from brochures on racks and then book it from a counter. Again, a variety of social and economic changes have now contrived to bring this aspect to the fore once more, particularly with the advent of multiple, no-frills, low-cost airlines. Commissions
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Several areas of a travel agencys focus pay commissions to the agency which becomes its principal income. These are mainly car rentals, cruise lines, hotels, railways, sightseeing tours, tour operators, etc. A fixed percentage of the main element of the price is paid to the agent as a commission. Commissions are not paid on the Tax component of the price. However regarding air travel, commissions are becoming a thing of the past. In the United States, most airlines pay no commission at all to travel agencies. In this case, an agency usually adds a service fee to the net price. Reduced commissions have taken place since 1995, when first commission reductions hit North America: a cap of $50 on return trips and $25 on one way. In 1999 European airlines began eliminating or reducing commissions, while Singapore Airlines did so in parts of Asia. In 2002 Delta Air Lines announced a zero commission base for USA and Canada; after a few months United Airlines, American Airlines, Continental Airlines, Northwest Airlines, US Airways and American Trans Air joined Delta. Types of agencies There are three different types of agencies in the UK: multiples, miniples and independent agencies. The former comprises a number of national chains, often owned by international conglomerates, like Thomson Holidays, now a subsidiary of TUI AG, the German multinational.[7] It is now quite common for the large mass-market tour companies to purchase a controlling interest in a chain of travel agencies, in order to control the distribution of their product. (This is an example of vertical integration.) The smaller chains are often based in particular regions or districts. In the United States, there are four different types of agencies: mega, regional, consortium and independent agencies. American Express and the American Automobile Association (AAA) are examples of mega travel agencies. Independent agencies usually cater to a special or niche market, such as the needs of residents in an upmarket commuter town or suburb or a particular group interested in a similar activity, such as sporting events, like football, golf or tennis. There are two approaches of travel agencies. One is the traditional, multidestination, out-bound travel agency, based in the originating location of the
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traveler and the other is the destination focused, in-bound travel agency, that is based in the destination and delivers an expertise on that location. At present, the former is usually a larger operator like Thomas Cook, while the latter is often a smaller, independent operator. Consolidators Airline consolidators and other types of travel consolidators and wholesalers are high volume sales companies that specialize in selling to niche markets. They may or may not offer various types of services, at a single point of access. These can be hotel reservations, flights or car-rentals. Sometimes the services are combined into vacation packages, that include transfers to the location and lodging. These companies do not usually sell directly to the public, but act as wholesalers to retail travel agencies. Commonly, the sole purpose of consolidators is to sell to ethnic niches in the travel industry. Usually no consolidator offers everything; they may only have contracted rates to specific destinations. Today, there are no domestic consolidators, with some exceptions for business class contracts. Travel agencies in the 21st century With general public access to the Internet, many airlines and other travel companies began to sell directly to passengers. As a consequence, airlines no longer needed to pay the commissions to travel agents on each ticket sold. Since 1997, travel agencies have gradually been disintermediated, by the reduction in costs caused by removing layers from the package holiday distribution network.[8][9] However, travel agents remain dominant in some areas such as cruise vacations where they represent 77% of bookings and 73% of packaged travel.[10] In 2009, the market size for travel agencies experienced a sharp decline, dropping from $17 billion the previous year to $14.5 billion.[11] In response, travel agencies have developed an internet presence of their own by creating travel websites, with detailed information and online booking capabilities. Major online travel agencies include: Expedia, Voyagessncf.com, Travelocity, Orbitz, CheapTickets, Priceline, CheapOair, Webjet, and Hotwire.com. Travel agencies also use the services of the major computer reservations systems companies, also known as Global Distribution Systems (GDS), including: SABRE, Amadeus CRS, Galileo CRS and Worldspan, which is a subsidiary of Travelport, allowing them to book and sell airline
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tickets, hotels, car rentals and other travel related services. Some online travel websites allow visitors to compare hotel and flight rates with multiple companies for free. They often allow visitors to sort the travel packages by amenities, price, and proximity to a city or landmark. Travel agents have applied dynamic packaging tools to provide fully bonded (full financial protection) travel at prices equal to or lower than a member of the public can book online. As such, the agencies' financial assets are protected in addition to professional travel agency advice. All travel sites that sell hotels online work together with GDS, suppliers and hotels directly to search for room inventory. Once the travel site sells a hotel, the site will try to get a confirmation for this hotel. Once confirmed or not, the customer is contacted with the result. This means that booking a hotel on a travel website will not necessarily result in an instant answer. Only some hotels on a travel website can be confirmed instantly (which is normally marked as such on each site). As different travel websites work with different suppliers together, each site has different hotels that it can confirm instantly. Some examples of such online travel websites that sell hotel rooms are Expedia, Orbitz and WorldHotel-Link. The comparison sites, such as Kayak.com, TripAdvisor and SideStep search the resellers site all at once to save time searching. None of these sites actually sell hotel rooms. Often tour operators have hotel contracts, allotments and free sell agreements which allow for the immediate confirmation of hotel rooms for vacation bookings. Mainline service providers are those that actually produce the direct service, like various hotels chains or airlines that have a website for online bookings. Portals will serve a consolidator of various airlines and hotels on the internet. They work on a commission from these hotels and airlines. Often, they provide cheaper rates than the mainline service providers as these sites get bulk deals from the service providers. A meta search engine on the other hand, simply culls data from the internet on real time rates for various search queries and diverts traffic to the mainline service providers for an online booking. These websites usually do not have their own booking engine.
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Evolution of travel agencies: Travel Agency Numerous Travel Agencies in India are today actively involved in organizing Exciting Vacation Packages to India. India a land of diversities has always attracted numerous travelers from all corners of the world. India has dictated the world with its past history, as the dwelling of powerful empires, as a commanding business nation, and as a source of immaculate traditions and evolution. The Travel Agency to India also offers Group commuting to vacation Destinations of India where the culture and legacy of the country are at display. Online Travel agency to India will lend a hand in exploring India's enormous diversity of urban and rural Culture. The Tourism of India has displayed a considerable growth from its remote past. Currently, Indian Tourist Agents presents selection of Indian places of sight seeing that allures tourists from all parts of the world. Online travel Agents India has for all time enthralled and captivated the entire world and will maintain this forever. So come to India where attractiveness sparkles, background talks and variety gives joy to one and all! The various facilities offered by the Online Travel Agents in India are that they offer inexpensive airfares, discount accommodations, rail or air reservations at extremely competitive prices. The Online Travel Agents offer very cheap cruise and ferries all around the world. Other than the above mentioned services, the Online Travel Agents proffer a range of other value added services to offer comfort and relaxation to you. Such facilities comprise of 24 hour caretaker service, specialist PA service, and necessary bring up dates and aide memoire service.

India Travel Agents There are numerous India Travel Agents who provide all the information related to the India tour, about India tour packages, beach tours, Spa and ayurvedic tours , wildlife tours, Hill station packages ,adventure travel, romantic vacation tour, honeymoon packages, Luxury Train Tour ,car on rent, cheap hotel
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accommodation and all the other travel vacation associated activities. Traveling to India has forever fascinated the world with its vivacious and dissimilar culture, a subcontinent with a very educational past civilization, the past divided and combined by its variety, a land enhanced by the prosperity of its background and traditions. Travelers from all over the world visit this nation to feel and take home the essence of tourist attractions, variety of topography and an extra punch that only India Travel Agents assure to deliver. Along with this, India Travel Agents has an unusual art of customizing travel packages for trade and leisure travels.

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CHAPTER-3 FIED OBSERVATIONS

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Marketing Mix The 4ps of the m marketing mix are the parameters that a marketing manager can m an- age to achieve companys target. Changes happening on these parameters are subject to changes in companies inside or outside environment. (Kilter & Arm strong 1997, 263-266) The marketing mix is like a recipe of a products strategic position in the market. So to achieve success in a companys strategic approach the 4ps of marketing are the main tools. (Culliton 1948.). In the Figure below, I have indicated the 4ps of the marketing mix:

Product Promotion

price Place

Figure 2.Marketing mix (Kotler & Armstrong 1997, 263-266)

Product A product is a good or service or the combination of both which is made to satisfy a group of people in a market where people can give a value in exchange of any specific goods or services. Commercially, a product means something that belongs to a company or a person which is produced and delivered for a certain market with a certain process and in exchange of a value is called product. This can be tangible or intangible. (Griffin & Ebert 2004, 308-313) Considering customers needs marketers must deliver a descriptive package quoting what a customer really buys when they purchase a product. This kind of understandings means that every product has a value in its pricing which provides benefits to satisfy customer needs and wants. Only this method ensures that marketers formulate strategies effectively. (Griffin & Ebert 2004 308-313)

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A product can be tangible or intangible. In both cases customers get value of what they buy. For example, a rechargeable battery with 10 hours long lasting capacity. In addition, to attract customers m marketers can also provide: batteries that have two years guarantee. So then the buyer becomes happy to know this after sales service too. (Griffin & Ebert 2004, 308-313) Today buyers expect to receive e pro ducts or services with a greater value and with a reasonable price. Marketers call this the value package. Below are some possible attributes of a package trip (travel agency product) that a customer might consider in time of purchasing the services: Crystal clear trip itinerary Choices from a variety of destinations Choices of accommodation and transportation Reasonable price range Simple process of purchasing Credit card protection Comfortable and safe Insurance services, etc.

Though package trips from a travel agency is work involving different media such as Airline Company, hotel and others. In that case feedback from the customer goes to the travel agency as well as service provider too. (Griffin & Ebert 2004, 308-313) Classifying Goods and Services There are two types of buyers according to different groups of products: (I) Consumer products interest group and (ii) Service interest group. But surprisingly the methods of marketing are quite similar. Both types of products market to the customers through newspapers , m magazines, radio, TV, billboards, etc. (Griffin & Ebert 2004, 308-313) Goods

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The definition of goods refers to a tangible object that is economically benefited and made for consumption and to satisfy a certain group of people. (Griffin & Ebert 2004, 308-313) More specifically, when people go into a shopping mall, what they put in a shopping basket are all tangible goods. Purchases from online stores seem to be good as long as this product is shipped to the buyers address. (Griffin & Ebert 2004, 308-313) Services Services are a kind of activity that one party can offer to another. This kind of product may or may not be related with a physical touch. Activities such as renting a hotel room, buying a flight ticket, hair cutting, consultancy, etc. are service related products. (Kotler & Amstrong 1997, 263-266) A company must consider four special characteristics when designing m marketing programmers, these are: intangibility, inseparability, variability and perish ability. Figure 3 has described these more Intangibility
Services cannot be seen, tasted, felt, heard, or smelled before purchase

Inseparability
Services cannot be separated from their providers

Services

Variability
Quality of services depends on who provides them and when, where, and how

Perish ability
Services cannot be stored for later sale or use

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Service intangibility means, that a service cannot be seen before they are bought or served. For example, an airline ticket bought before the flight is nothing but a promise of a safe and comfortable journey of a passenger from one destination to another. Service Inseparability means that a service cannot be separated nor from the customer or from the provider. F or example, consultants who consult to their customers both party affects with the outcome of the service. Service Variability means, the quality of service at the time it is given. For example, in a travel agency one agent may be fluent and faster than another agent, in delivering customer services and solving their queries. Service Perish ability means that a service cannot be stored for later sale. For example if a patient missed his or her doctors appointment, a doctor m ay charge an extra fee because the service value existed only at that point of the time scheduled. (Kotler & Armstrong 1997, 263-266) Price In this process of the m marketing m ix, pricing comes after preparing the product. In pricing managers decide the value of a product according to its cost and profit margin. The discussion below is about the objective of product pricing and then elaborate on some major segments and tools that companies follow in pricing their products. Objectives of pricing Usually a company makes pricing to meet business objectives but it also includes satisfying other objects related to building up a product. Pricing of a product differs in different markets. Some companies have a monopolised market with their unique product and some have only the right to do business on a specific market. Pricing also depends on corporate image, social value, market condition, and geographical condition or situation. (Ricky & Ronald 2004, 319-366) Profit-Maximizing Objectives Maximizing profit is sometimes very tricky. Low prices sometimes give a bad image about the company or on the other hand it can lead to high volume. A high price sells low volume of products but keep a standard of quality and company image. For example, low prices from Tale communication service
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providers enable them to sell more, but places huge pressure on their network in regard s to volume. But high price can attract more customers with a high quality of services and benefits. On the other hand high prices return a companys cost and effort within a short time but low prices take time and often take longer than expect ed. To reduce this kind of problem companies try to set a reasonable price which can return minimum profits but will keep the value of the company and customer. (Ricky & Ronald 2004, 319-366) Market Share Objectives Establishing market share in different markets often differs from one market to an- other. Sometimes its easier than expected and sometimes its take time to achieve this objective. In the long run, a business must make profit to keep it running.

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A company can set their prices lower in the beginning to attract more customers and to offer their customer to have a try, but they might have to be ready to make losses too. But for some established and well known companies this is easier than newcomers, because customers are more likely to buy a product that they are used to regardless of prices. (Ricky & Ronald 2004, 319-366) Other Objectives In some conditions neither maximizing profit nor market share is the main objective. For example, in the time of recession in 2009 companies have tried to stay in the market with their maximum effort to keep their company running and to overcome the situation. Price Setting Segments and Tools Regardless of the objectives, the companys managers measure the potential impact on deciding the final pricing. This m ay include all costs of producing a product and estimated profit of the company. Managers worldwide norm ally use two tools for this purpose: cost-oriented pricing and breakeven analysis . (Ricky & Ronald 2004, 319-366) Cost-oriented pricing Cost oriented pricing considers the desire of making profit by covering product costs. A travel manager will make their trip pricing by calculating the costs of fares, worker wages, etc. Managers m ay include also rent, utility costs, insurance, and other fixed and variable costs. Lets have an example of a package trip that costs 700 altogether for a single person. If a manager sells this at 700 it wont make any profit, nor will it make profit if it is sold for 850 or 900 or even 950. To have a m ark-up a manager should com pare the costs and profit. In this case if the reasonable mark-up is 600 over costs, a package trip should amount to 1200 selling price. A mark-up usually calculates as a percentage of selling price and is calculated as below:

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Mark-up percentage = Mark-up/Sales price For my trip price, the mark-up percentage is 50%: Mark-up percentage = 600/1200 = 50%/600 This m ark-up of .50 for a trip will be gross profit of 600 euro. Out of this profit the manager has to cover the product making costs, utility costs, insurance, rent, wages etc. (Ricky & Ronald 2004, 319-366) Breakeven analysis To cover variable costs, a manager of a firm uses cost oriented pricing that changes with every single unit of products produced and sold. It will also produce money to cover the firm s fixed costs- that are fixed regardless the number of product produced or sold. Break-even analysis costs versus revenues for various volumes. It shows, at any particular selling price, the financial result, the amount of loss or profit for the company. (Ricky & Ronald 2004, 319-366) To continue with the Package trip example, the manufacturing cost for a single trip is 700. Then there are fixed costs for one year 5.00.000. The amount of total trip sold in a year does not affect these fixed costs. And variable costs depend on the amount of products sold every day. Therefore, we must know how many trips a manager should sell to cover both fixed and variable costs. We can find the solution of the query below. In calculating the breakeven point of my example package trip lets have a look at the table below. Promotional Objectives The core objective of giving promotion is to have a product at a discounted price. In addition, a company can communicate information with their customers, position product against competitors, and they can add value. (Ricky & Ronald 2004, 319-366) Communicating Information Consumer need to know about the product before they buy it. Thus communicating information may advise customers about a product and its features. (Ricky & Ronald2004, 319-366)
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Positioning means to place an image of a product in customers mind. Positioning a product is difficult because the company tries to attract some specific market segments rather than the market as a whole. In this case the company needs to identify which market segment they are targeting and who are their competitor s. (Ricky & Ronald 2004, 319-366) Adding Value Value addition means to offer customers the same product but with a lower price. This is actually done by cutting product advertising costs and replacing that cost by giving them discounts in the time of selling that product. (Ricky & Ronald 2004, 319-366) Controlling Sales Volume Companies like Hallmark card producers experience seasonal sales patterns. So to balance sales volume in off season they give discounts and offers. This way the company can balance their volume of production and they can keep running this balance across the year. (Ricky & Ronald 2004, 319-366) Place Place refers to the channel of product distribution. It may be from factory to outlet or from outlet to final customer or from factory to customer. Selecting an appropriate distribution channel is a strategic process. This determines both the amount and cost of a product and market demand. Normally marketers are determined to keep the enough flow of their product. (Ricky & Ronald 2004, 319-366) Below there are three strategies: intensive, exclusive, and s elective distribution that provide different forms of products distribution channels.

-Intensive distribution: Intensive distribution means distributing products through as m any different channels as possible. These may vary from product to product. Retail products like milk, sugar etc. can enter into the market through different channel members of channels.
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-Exclusive distribution: Here the manufacturer has the right to distribute its products to a specific channel. This kind of distribution only applies in high cost products such as distributing Audi car s. An airline product also belongs to this category as only the manufacturers have the right to select its distribution channels. -Selective distribution: This kind of distribution channels only specified on one kind of product. Such as furniture or electronic items only displayed in a furniture shop or electronic shops respectively. (Ricky & Ronald 2004, 319-366) Moreover, internet based online shops are becoming very popular nowadays. Customers feel very comfortable to order or purchase a product from online shops rather than going to a supermarket. As online shops are a place where customers from all over the world can visit and buy products and get information about any product. It is getting popular for all types of products now a day. In addition to this, it has low costs and set-up fees as well as low barrier s to enter into the market. The medium of payment through credit cards or from direct bank accounts is also raising the demand of inter- net based shops. (Ricky & Ronald 2004, 319-366) Competitor analysis In this ever changing business environment competitor analysis is needed in all levels of business. Some firms may find it difficult to cope up with their competitors strategy and may form their own strategy targeting a certain group of customers. On the other hand, some may think this is only the way that a firm may bring business if they can compete with their competitors given prices in the market. However, a company has two strategies to analyse whenever they formulate a competitors approach: 1.) Who are the competitors and 2) What are their motives? (Li 2002, 39) To find out who are the competitors of ones business you have to look at the market and the similarities between products or services. Here they can additionally look for the same manufacturer, service provider, what are their value prices, and the customers response to their products etc.

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From the customers loyalty and comments on another companys product, a company can sort out the reason why their competitors are providing this or that service. Also a company can identify what they want from their pricing an d how they can achieve their breakeven point, along with what are the future changes coming from any specific advertisement. (Ricky & Ronald 2004, 161163) However, knowledge of competitors resources and capabilities is necessary to per- form competitively. Before starting a big change in acquiring an additional resource there must be different modifications and advertisements in operation. From analysing the competitors SWOT we know the competitors capabilities. (HRM advice & Net- MBA.com 2008 online)

Finally, to analyse competitors future target and strategy, it is easier to look on what are the upcoming new technologies and new product or services in competitors product line is going to add. In addition with that, a company itself should be stable with enough funds and financial stability, necessary resources so that they can compete with competitors market strategy. (HRM advice & NetMBA.com 2008 online)

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Findings: Prasanna tours:

We have an array of mobility solutions like City and Intercity buses, Bus and Car rentals, Corporate and school bus services , Hop on Hop off city sight seeing services, Corporate MICE movement, Individual and group tours. We understand the concept of human logistics very well due to our vast experience. Today we operate around 600 vehicles of different categories. We carry 30 Million Passengers per day by our city buses and 5000 passengers on intercity buses daily. We maintain very high level of service standards; to achieve this we train our staff from all categories at least 52 hours per year. We are very sensitive to environment, health and safety related issues and we practice it as priority. Vision

Mission

Proactively understand customer needs and fulfill them, by continuously challenging ourselves to provide innovative mobility solutions to revolutionize the industry Ensure consistent and sustainable quality standards

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Guarantee value for money to customers Create opportunities to expand universally Ensure profitability by building accountability at every level Ensure overall growth of employee aligned with companys growth Ensure healthy returns on equity capital Ensure commitment towards a green planet Ensure our contribution to make the world a better place to live.

Our Goals

Strategic Business and Government relationships with Centre and State Governments along with local civic bodies City bus Operations in 5 state capitals and 10 cities within next two years. Business Network and geographical presence at strategic locations throughout the country in next three years. Creating sustainable and profitable City Bus business model within next one year Positioning our company as undisputed leader in India in the field of Public transport having a fleet size of more than 1000 buses in next 3 years. Recognition as a professional organization having a very capable team, goodwill of customer & other stakeholders with a brand equity spreading across society it serves, within the next 3 years.

Corporate Profile Prasanna Purple has a long history of more than 25 years in passenger mass transit operation and has pioneered the art of surface mobility solutions. We have highly trained and motivated team of professionals handling the operations 24 / 7 . We have an array of mobility solutions like City and Intercity buses, Bus and Car rentals, Corporate and school bus services , Hop on Hop off city sight seeing services, Corporate MICE movement, Individual and group tours. We understand the concept of human logistics very well due to our vast experience. Today we operate
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around 600 vehicles of different categories. We carry 30 Million Passengers per day by our city buses and 5000 passengers on intercity buses daily. We maintain very high level of service standards; to achieve this we train our staff from all categories at least 52 hours per year. We are very sensitive to environment, health and safety related issues and we practice it as priority.

Under Public Private Partnership we operate City buses at Pune, Indore, Ahmednagar, Bhopal and at Delhi we operate Metro feeder services with Delhi Metro Rail Corporation. We are Pioneer in starting Inter-city Luxury bus service all over Maharashtra. We have state-of-the art sleeper coaches, super luxury Volvo and Mercedes which caters to 1.5 million people across millions of kilometers annually. We had an honor of becoming official travel partners of many international sport events including Common wealth Youth Games .We were the officials travel partner to Indian Cricket Team, catering for their entire logistic requirement during International matches. Our flagship collaboration with Delhi Tourism led to the creation of HOHO (Hop-On-Hop-Off) which connects most important Historical Monuments, Entertainment zones, Shopping malls, Museums, Zoo, Gardens, parks and places of religious importance with state-of-the-art low floor air-conditioned buses. Prasanna Purples Holiday division is an IATA accredited travel agency which provides various options in International and Domestic holiday packages for Individuals, families, corporate and schools; Our experts help corporate houses in undertaking their MICE movement. All Vehicles of Prasanna Purple are monitored with GPS , entire ticketing is done through Electronic Ticketing machine and Smart Card. Business is run scientifically using modern tools like Business Intelligence and Oracle financials. To support and monitor all technology a well equipped and efficient local and centralized Control Rooms and Research Centers are set up.
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The Current Board of Directors comprise of

Mr. Prasanna Patwardhan Chairman & Managing Director Mr. K W Patwardhan Ms. Priyada Patwardhan Mr. Rajeev Agarwal Nominee of Ambit Pragma Fund

Branding Specifications

Corporate identity is generally perceived as an artwork of logo design, whereas a corporate identity is the "PERSONA" of a Corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.

The Purple Symbol design signifies (Derived from Letter P)

Our respect for the Tradition and Heritage of the Prasanna Group Window to the world Open to the modern thought.

The Purple symbol (P mnemonic) is a prominent visual element of the Purple signature. Communication The Purple symbol, communicates to our
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stakeholders, our traditional values and modern outlook. It represents what we at Purple stand for, that is quality service and putting People first, whether they are our customers, or, our employees.

The font used for the Purple Logotype was specially created. It amplifies the bold and steadfast manner in which we approach our projects and endeavours. However, curved edges in each letter, from a design perspective, align it with the Purple Symbol, also highlights the softer side of our company. The side that knows its responsibilities to its people, be it our employees or customers, our environment and economy. The word and the colour Purple were chosen as the Brand Name and the Brand Colours, as it is one of those rare colours that does not carry any negative emotions with it. Purple general term used for the range of shades of colour occurring between red and blue, thereby effectively signifying the entire gamut of operations we cover here at Prasanna Purple, right from city buses to packaged holidays. Also, when most think Purple, the images of royalty make an appearance, the emotion of being a Cut Above the rest comes to the fore, which is exactly the experience we would like our customers to have, whether they use our city buses, or, choose to holiday with us.

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Colour Reproduction of the Purple Corporate Signature Preferred colour version: Wherever possible the Purple Corporate Signature should be reproduced in the Purple Shades of the Purple Signature and the grey of the marketing strapline, on a white/light background. The background should ensure optimum clarity of all elements of the Purple Corporate Signature. Alternative colour versions: In circumstances where the background is the same shade of the Purple logotype/a dark colour, the use of the Purple Signature with a white outline and the strapline in white is permitted. NOTE: This format of the Purple Corporate Signature is to be compulsorily used for all our branch back lit signages.

Monochrome versions: In circumstances where the background is the same shade of the Purple logotype, the Purple Corporate Signature in complete white can also be used. However, on non corporate colour backgrounds, especially dark backgrounds, this format of the Purple Corporate Signature is to be used.

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Greyscale version: The greyscale logo in which the Purple Symbol and the strapline are in a shades of grey and the Purple Logotype is in black, is to be used in greyscale printing processes.

STP for Prasanna tours:

As stresses that a key role of marketing managers is to influence and, wherever possible, to manage demand: The more an organization knows about its customers and prospective customers their needs and desires, their attitudes and behaviour the better it will be able to design and implement the marketing efforts required to stimulate their purchasing decisions. This article explains that market segmentation is the process whereby businesses organize their knowledge of current and potential customer groups and select for particular attention those whose needs and wants they are best able to supply with their products, both now and in the future. In other words, because it is increasingly impossible to deal with all customers on a mass consumption or one size fits all basis, market segmentation is the practical expression in business of the theory of consumer orientation. It is arguably the most important of all the practical marketing techniques available to marketing managers in travel and tourism. It is normally the logical first step in the marketing process involved in developing products to meet customers needs. Segmentation is also the necessary first stage in the process of setting precise marketing objectives and targets and the basis for effective planning, budgeting and control of marketing activities. It is the basis for positioning, branding and communicating relevant images to targeted users. In practice, apart from national tourism organizations, no individual business is ever likely to be much concerned with the whole or even many of a countrys tourist markets. They will usually be closely concerned with particular subgroups of visitors within the total market or segments, which they identify as the most productive targets for their marketing activities. National tourism organizations also find it necessary to segment the total market of potential tourists in order to carry out the
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specific marketing campaigns they organize, although they may have to provide facilities, such as information services, for all visitors. This article is in three parts. The first part introduces the wide range of segments that typically exist for most producers of travel and tourism products. The second part defines the process of segmentation and outlines the criteria to be applied to any grouping of customers. The third part describes the principal ways used in travel and tourism to divide up markets for marketing purposes. Multiple segments : Before considering the techniques used to segment markets we list below an indication of the wide range of subgroups with which businesses in the different sectors of the travel and tourism industry are concerned. The list notes five broad consumer segments for each of the main sectors identified (excluding destination organizations that must have regard to all segments):

Transport operators 1 First-class passengers. 2 Club-class passengers. 3 Standard-class passengers. 4 Charter groups. 5 APEX purchasers.

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Offerings:

City Bus: We undertake government project to run the tire responsibility for public transportation for a city. We have special capability to design routes, frequency management, trained manpower right from driver to senior management.

Intercity Bus Service: Luxury Air-conditioned bus service for city to city travel. We operate on all the major routes where we have sleeper, semi sleeper coach with video panel for entertainment.

Bus Tours: We have weekend holidays packages which is conducted by luxury coach.
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It includes adventure like beaches, hill station, forts, and pilgrimages.

Holidays: Offers great holiday packages in India & abroad for your entire family. From beach resorts to hill station getaways, you get a complete family adventure holiday. Services:

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Cox and kings:

An Introduction Cox & Kings Limited (CKL) is the longest established travel company in the world since 1758 and in December 2009 successfully listed on the stock exchange in India. Its distinguished history began when it was appointed as general agents to the regiment of Foot Guards in India under the command of Lord Ligonier and handled the Royal Cavalry, Artillery and Infantry, Royal Wagon Train, the Household Brigade, the Royal Navy and the Royal Air Force came under its wings. Today, it is a premium brand in all travel related services, employing over 1,400 professionals and headquartered in India. The business can be broadly categorised as Leisure Travel, Corporate Travel, MICE, Trade Fairs, Visa Processing and foreign exchange. Cox & Kings has a broad Horizon with a network of 14 offices in India, 11 International offices and 44 associate offices across the globe since its incorporation in 1758.Cox & Kings has been 7 times winner of National Tourism Award by the Department of Tourism, Government of India for being the Best MICE operator besides several other Tourism awards. Conference Services by Cox and Kings Cox and Kings Conference events are result of extensive planning and considerable research and ensure the most comprehensive travel
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experience. We are experienced to provide end-to-end services for any event. Cox & Kings were first to develop a world-class cell for international conferences and conventions in India. Backed by over a decade of award winning performance and a team of industry experts who can efficiently fuse modern amenities with local, this division is powered by a high-end platform of Information Technology that offers super-fast error free processing.

Range of Conference Services Conference and Congress Meets As Professional Conference Organiser (Conference Associate Partner) As Official Travel Partner (Travel Related Services) Business Meets Event Management Seminars Exhibitions Product Launches Incentives

Scope of our Services:

Creating Project Plan We assist in creating a full project plan with the given framework of the conference. The project plan draws a guideline to fit all the aspects of organizing an event into an orderly framework. The plan monitors the progression of tasks and ensures on schedule delivery of services. Cox and Kings define the staff responsible for delivery of the project. Marketing & Promotion Our marketing and communication strategy will work to create awareness about the conference leading to engage participation of potential delegates through effective and cost efficient marketing tools. Cox and Kings will be involved in promoting the event through advertisements in leading dailies at both local and regional level, International on line industry portals, Conference website, E-mail marketing, Web 2.0, press conferences and releases.

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Administrative Management

Financial Planning and Budgets Budgeting and budget control is the secret of well run meeting. Our expertise lies in obtaining funding, matching timelines, preparing cash flows and making accurate assessments of fees and targets to ensure success. Cox and Kings believe that the foundation to any relationship lies in trust. We work with complete transparency and in confidence to benefit the client. Website Development Domain name registration, booking of space and designing of the website will be done by Cox and Kings and this will be the main point of sale for the conference. The website will carry the event branding, include information on all services offered to the delegates e.g. registration, important dates, accommodation, tours, location etc. In order to improve the visibility of the Conference we will apply for Search Engine Optimisation. Managing Conference Secretariat Cox and Kings will assist the Organising Committee with managing the conference secretariat, structuring the scientific program, technical exhibition, sponsor packages, supporting programs, social events as well as create a comprehensive system for accepting, reviewing and finalizing abstracts. The secretariat will also coordinate with each of the speakers to facilitate their attendance to the Conference, arrange their hotel accommodation, send visa invitation, and provide travel and transportation and other logistical support.

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PR & Media Coordination Press conferences are very important to carry the message of the conference to the target audience through the proper media. Cox and Kings will identify and appoint a qualified PR Agency to evaluate requirement and raise the profile of the Symposium. We will undertake the following activities for media events/press conferences: Selection of venue for the press conference Coordinate with the PR agency for coverage of the Symposium Preparation of Press Kit and Press Release Arranging personal interviews with Key Speakers and Guests Post event promotion and media management Venue Selection & Accommodation Management The selection of venue is very crucial to the success of an event. Our experience in understanding the challenges of organizing conferences enables us suggests you the most appropriate venue. Based on our local knowledge and expertise from our past experience we are in a position to do an analysis of accommodation requirements and recommend number of rooms across various category of hotel, location, standard of service and rate expected. Technical Support Audio Visual and Technical Coordination Cox and Kings will plan and recommend the audio visual equipment that will be required for the event. All equipments provided are state-of-the-art and uses the latest technology. A team of qualified and competent technical staff will carry out the installation and operate the equipments to ensure a seamless running of the event.

Exhibition Management Exhibition being an important part of any industry conference, we help the organizers with planning and conceptualizing to promote exhibition options. Cox and Kings can assist in developing a marketing plan to sell space, prepare
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necessary documentation, create exhibition layouts and floor plans, design and fabricate exhibition stands.

Interpretation and Translation Services We can provide interpretation services from small seminars to large conventions, maintaing the same quality level in one or multiple languages. The Digital Interpretation System uses latest technology DSSS system and is free from any kind of disturbances of any other frequency like mobile phones or Walky Talky. We also provide simultaneous interpretation services for meetings, conventions, and seminars of all sizes by professional interpreters having technical knowledge in the subject of the conference. Report Writing and Publication Cox and Kings can engage a team of energetic professionals with strong background in research, writing, publishing, media, and management for your internal and external information dissemination (communication) needs of your conference. Competent professionals with diversified skill-sets are drawn from various sectors to assimilate information and submit a comprehensive proceedings report of the event. Logistics Management Arrival Reception and Farewell Services Cox and Kings will obtain necessary clearance from the airport authorities for setting up of facilitation counter inside the arrival terminal of the airport. The counter will have dedicated personnel at all times to ensure that delegates arriving for the conference are provided assistance from the time of their arrival. Our representatives will ensure that all delegates are met and escorted to their waiting cars or coaches and transferred to their hotels.

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Transport Arrangements Cox and Kings will also arrange for shuttle service from the conference hotels to the conference venue. Detailed transport plan for the entire event will be drawn and required number of coaches be blocked. The schedule of the daily shuttle service between the hotels and the conference venue will be given to all the delegates and also displayed at the facilitation counters located at the hotels and the venue. A transport assistance counter will also be set up at the Conference venue during the event.

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Air Travel Arrangements Special air travel packages could be arranged from major points of origin of the participants. Details of the packages will be mailed to all prospective participants and posted on the website.

On-Site Support Registration Management On the days of the conference, on-site registration management will also be undertaken by Cox and Kings. The Registration process will capture the delegate data in the format desired by the Organiser. The Registration desks will be equipped with computers, printers and operators for handling queries related to registration. Manpower assistance Cox and Kings will provide assistance in selecting professional staff and hostesses for the event from a professional agency. The on site staff would be in charge of handling the registration, directing the delegates to the correct halls, manage the stage during inaugurals sessions, meetings sessions, presentation of bouquets and mementoes to speakers as well as handle mikes during Q&A sessions. Medical Aid and Emergency Service Cox and Kings will partner with one of the leading medical hospitals as the official medical service provider during the event. Doctor and paramedics will be available at the venue for the entire duration of meeting along with ambulance with life support equipment and medicines. Master of Ceremonies Cox and Kings will recommend professional Master of Ceremonies who is well versed with the nuances of conducting International and Ministerial events.

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The Master of Ceremonies will initiate each of the sessions and also ensure adherence to session time. Speaker Preview Room A business centre will be set up on site for the use by the secretariat for communication and as a preview room by the speakers. It will be well equipped with computers, printer, photocopiers, telephone lines and internet facility will be set up at the venue to meet any requirement of the delegates. Entertainment Planning and Thematic Evening Cox and Kings will organize memorable social evening with entertainment. We will suggest the theme and venue for each dinner and ensure the smooth translation of the entire theme to a reality. We assist with creative production of such events to the logistical part of doing bus transfers, signage, and decoration, catering and creating entertainment. Cox and Kings will ensure that the necessary permissions as well as licenses are procured prior to the programme.

Spouses and Accompanying Persons Program While the delegates would be busy with the technical side of the conference, the spouse would also be entertained by being taken for some sightseeing activities, cultural tours, spa activities, cooking demonstrations or shopping tours, depending on the choice of the client. Pre and Post Conference Tours Our Pre and Post Conference tours are designed to give the participants a brief insight to the rich history and cultural diversity of our country. These tours are planned to suit the profile of the participants, the season during which the conference is scheduled and the local attractions of the place.

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Why Cox and Kings Cox & Kings caters for all aspects of Conference organizing, Business Meetings, Event Management, Seminars, Exhibitions, Product Launches and Incentives. The range and diversity of our conferences covers Healthcare, Science & Technology, Trade Associations, Financial Institutions, Hydro Power & Energy Resources sector. Every program is thoroughly researched and fashioned to suit the specific requirements of our client and every detail handled with care, right from the pre event preparations, during the event itself and through to post event settlements. Extensive planning and considerable research ensure the most comprehensive & memorable conference for all our clients. Key advantages One stop travel shop offers full range of services under one roof. With a dedicated staff of 400 people continuously engaged in offering quality services round the clock. Proactive management strategies are another reason for our accomplishments. These has been instrumental in eliminating operational mishaps and conducting seamless event. Extensive industry knowledge, better buying power, favorable terms and stronger negotiating skills. Emphasis on effective and prompt communication. Hands on knowledge of the destination, local environment and customs. Strong relationship management with hotels and key suppliers. The in house contracting team helps in procuring the best rates from the suppliers, hotels, transport, etc.

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Kesari Tours:

Company profile:

Vision "Kesari-The World Class Travel Company, spreading smiles and happiness..." Mission "Kesari is passionately committed to Total Quality Travel, with continual delivery of value added services. We uphold the highest ethical standards and believe in creating new benchmarks in the industry."

Kesari strongly believes and follows the concept of Kaizen "change for the better", refers to philosophy of continuous improvement of processes which will provide maximum satisfaction to our Guest. and keep us flexible in dynamic environment to serve them better. Kesari believes in providing innovative holiday ideas to its guests. It has hence created unique concepts to cater to travellers' ever-evolving needs, which have been acknowledged as innovations in the Indian Tourism Industry. Naturally, they have also translated into wide smiles on the faces of happy guests!
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Popular Family Tours: Kesari started its journey by conducting family tours to Indian destinations and then to destinations worldwide. Today Kesari offers the largest number of Family tour options in the Indian tourism industry with more than 60 options for Europe, more than 80 options for South East Asia, 115 in India, and more than 70 in the rest of the world, not to forget 224 types of Unique Speciality Tours like My Fair Lady for Ladies, Honeymoon tours for the newly weds,Pilgrimage tours by Marigold, Exclusive tours for Seniors known as Second Innings, Students Special tours, Chota Break the escorted short tours and Agro tours Strawberi : A division of Kesari, caters to the needs of the individual traveller. These are customized or tailor-made holiday packages created for you, 'As you like it', to destinations worldwide. Kesari MICE: A division of Kesari caters to the corporate travel needs of companies mainly for Meetings, Incentives, Conferences and Exhibitions. Happy Hours: This division of Kesari, created with the idea of giving an opportunity to every Indian, with a budget constraint but a passion to travel, within India and around the world. These cost-saver tours are becoming very popular since the past few years. Kesari Forex: An authorised 'Full Fledged Money Changer' by Reserve Bank of India, Kesari Forex tries to fulfil all the currency needs of the Indian traveller going abroad. Kesari Inbound: India's favourite outbound tour operator now also offers Inbound operations. Kesari India, winner of many National and International Tourism awards, offers you a variety of packages - with responsible prices, meals, no hidden costs and much more.

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 One Line Tour Price, Always All Inclusive. No Additions - No Confusion, No Hidden Costs. No Advertising Gimmicks. No Optional Sightseeing. No Extra Expenses to be paid On Tour. Driver and Guide Tip Included in the tour price. Guarantee of Carry Zero Money On Tour. As per the tour category, Best Quality Hotels which are appreciated by traveled guests. Comfortable AC Luxury Coaches, Maximum sightseeing included. Delicious Indian Meals, Breakfast, Lunch, Dinner -all Meals Included. Lots of Extra Toppings like Ice cream, soft drinks... etc on tour, special Snack Hamper at the airport. Complimentary Bag at the time of final payment. Lot of Entertainment On Tour, Hassle-Free Travel. Professional & Caring Tour Manager throughout the tour. Thousands of Satisfied Tourists year after year, Every Year. First Travel Company in India certified for ISO 9001:2008 & OHSAS18001:2007. Brand Range of World wide Tours. Tours suitable for Every duration consisting of 3 to 40 days with many combinations. Tours suitable for Every Budget, starting from 5 thousand to 10 lakh. Tours for Every Lifestyle - luxury tours, upgraded tours, cost saver tours, Tailor made Holidays. Tours suitable for Every Age Group, from 7 to 70 years of age. Tours Designed for Special Groups like students, seniors, honeymooners, ladies, corporate and so on. Pioneer of most popular Ladies Special tour My Fair Lady'. Largest Tour Operator for South East Asia, Europe, Himachal, Kashmir and Kerala. A family of 1000 Dedicated Kesarians including 500 Exclusive Tour Managers to serve you. Recipient of many National and International Tourism Awards including the most recent Best Out bound Tour Operator of India By Times. Lifetime Achievement Award - Delhi, Asia's Best Brand in Travel Segment Award - Singapore and Friends of Thailand Award - Bangkok.'

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Segmentation, Targeting, and Positioning: Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that You cant be all things to all people, and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really cant offer much that another one cant. Usually, this is the case only for commodities. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low prices. In contrast, most airlines follow the differentiated strategy:

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They offer high priced tickets to those who are inflexible in that they cannot tell in advance when they need to fly and find it impractical to stay over a Saturday. These travelersusually business travelerspay high fares but can only fill the planes up partially. The same airlines then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance and stay over. Note that segmentation calls for some tough choices. There may be a large number of variables that can be used to differentiate consumers of a given product category; yet, in practice, it becomes impossibly cumbersome to work with more than a few at a time. Thus, we need to determine which variables will be most useful in distinguishing different groups of consumers. We might thus decide, for example, that the variables that are most relevant in separating different kinds of soft drink consumers are (1) preference for taste vs. low calories, (2) preference for Cola vs. non-cola taste, (3) price sensitivitywillingness to pay for brand names; and (4) heavy vs. light consumers. We now put these variables together to arrive at various combinations. Several different kinds of variables can be used for segmentation. Demographic variables essentially refer to personal statistics such as income, gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size. Campbells soup, for instance, has found that Western U.S. consumers on the average prefer spicier soupsthus, you get a different product in the same cans at the East and West coasts. Facing flat sales of guns in the traditional male dominated market, a manufacturer came out with the Lady Remmington, a more compact, handier gun more attractive to women. Taking this a step farther, it is also possible to segment on lifestyle and values. Some consumers want to be seen as similar to others, while a different segment wants to stand apart from the crowd. Another basis for segmentation is behavior. Some consumers are brand loyali.e., they tend to stick with their preferred brands even when a competing one is on sale. Some consumers are heavy users while others are light users. For example, research conducted by the wine industry shows that some 80% of the product is consumed by 20% of the consumers presumably a rather intoxicated group. One can also segment on benefits sought, essentially bypassing demographic explanatory variables. Some consumers, for example, like scented soap (a segment likely to be attracted to brands such as Irish Spring), while others prefer the clean feeling of unscented soap (the Ivory segment). Some consumers use toothpaste primarily to promote oral health, while another segment is more interested in breath freshening.

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In the next step, we decide to target one or more segments. Our choice should generally depend on several factors. First, how well are existing segments served by other manufacturers? It will be more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well. Secondly, how large is the segment, and how can we expect it to grow? (Note that a downside to a large, rapidly growing segment is that it tends to attract competition). Thirdly, do we have strengths as a company that will help us appeal particularly to one group of consumers? Firms may already have an established reputation. While McDonalds has a great reputation for fast, consistent quality, family friendly food, it would be difficult to convince consumers that McDonalds now offers gourmet food. Thus, McDs would probably be better off targeting families in search of consistent quality food in nice, clean restaurants. Positioning involves implementing our targeting. For example, Apple Computer has chosen to position itself as a maker of user-friendly computers. Thus, Apple has done a lot through its advertising to promote itself, through its unintimidating icons, as a computer for non-geeks. The Visual C software programming language, in contrast, is aimed a techies.

Michael Treacy and Fred Wiersema suggested in their 1993 book The Discipline of Market Leaders that most successful firms fall into one of three categories: Operationally excellent firms, which maintain a strong competitive advantage
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by maintaining exceptional efficiency, thus enabling the firm to provide reliable service to the customer at a significantly lower cost than those of less well organized and well run competitors. The emphasis here is mostly on low cost, subject to reliable performance, and less value is put on customizing the offering for the specific customer. Wal-Mart is an example of this discipline. Elaborate logistical designs allow goods to be moved at the lowest cost, with extensive systems predicting when specific quantities of supplies will be needed. Customer intimate firms, which excel in serving the specific needs of the individual customer well. There is less emphasis on efficiency, which is sacrificed for providing more precisely what is wanted by the customer. Reliability is also stressed. Nordstroms and IBM are examples of this discipline. Technologically excellent firms, which produce the most advanced products currently available with the latest technology, constantly maintaining leadership in innovation. These firms, because they work with costly technology that need constant refinement, cannot be as efficient as the operationally excellent firms and often cannot adapt their products as well to the needs of the individual customer. Intel is an example of this discipline. Treacy and Wiersema suggest that in addition to excelling on one of the three value dimensions, firms must meet acceptable levels on the other two. WalMart, for example, does maintain some level of customer service. Nordstroms and Intel both must meet some standards of cost effectiveness. The emphasis, beyond meeting the minimum required level in the two other dimensions, is on the dimension of strength. Repositioning involves an attempt to change consumer perceptions of a brand, usually because the existing position that the brand holds has become less attractive. Sears, for example, attempted to reposition itself from a place that offered great sales but unattractive prices the rest of the time to a store that consistently offered everyday low prices. Repositioning in practice is very difficult to accomplish. A great deal of money is often needed for advertising and other promotional efforts, and in many cases, the repositioning fails.

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Thomas Cook:

About the company: Thomas Cook (India) Ltd. is one of the largest integrated travel and travel related financial services company in the country offering a broad spectrum of services that include Foreign Exchange, Corporate Travel, Leisure Travel, and Insurance. The Company launched its Indian operations in 1881 and is celebrating its 132 years of world-class service in India. Thomas Cook (India) operates in the following areas of business, namely: Leisure Travel MICE Corporate Travel Management Foreign Exchange Insurance E-Business In May 2012, Thomas Cook Group plc, UK (the erstwhile parent) sold off its investment in Thomas Cook (India) Limited (TCIL) to Fairbridge Capital (Mauritius) Limited (Fairbridge). Fairbridge made an open offer to the non-promoters and post August 14, 2012, TCIL is part of Fairfax Group, Canada. Fairbridge is a wholly-owned step-down subsidiary of Fairfax Financial
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Holdings Limited (Fairfax), a Toronto-based financial services holding company with a global presence in insurance and reinsurance and a portfolio of assets in excess of US$30 billion invested worldwide. Fairfax has almost 20 insurance subsidiaries and joint ventures globally, including several market leading companies such as Odyssey Re (USA), Crum & Forster (USA), First Capital (Singapore), Fairfax Brasil, Gulf Insurance (Kuwait) and ICICI Lombard (India). TCIL presently operates in over 101 cities across over 253 locations (including 27 airport counters). The company has overseas operations in Sri Lanka which is a branch of TCIL and Mauritius which is a subsidiary of Thomas Cook (India). TCIL is supported by a strong partner network of 131 Gold Circle Partners and 169 Preferred Sales Agents in over 100 cities pan India. The Company employs over 2,802 resources and is listed on both the Bombay Stock Exchange as well as the National Stock Exchange. Thomas Cook (India) Ltd has been honoured with the Favourite Specialist Tour Operator" award at the Cond Nast Traveller Readers' Travel Awards 2011 & 2012 and was also conferred with the CNBC AWAAZ - Best company providing foreign exchange in India for the third year in a row. In addition, Thomas Cook (India) Ltd has been awarded the Best Corporate Travel Management Company by World Travel Brands 2012, the Most Trusted Tour Operator Brand by the Times Travel Honours 2011 and also recognized as a Superbrand 20112012 by consumers for excellence in travel services. CRISIL has reaffirmed Thomas Cook (India) Limited with the CRISIL A1+ and AA- rating. The Brand Trust Report, India study 2012, has ranked Thomas Cook (India) Ltd as The most Trusted Brand in Services. Travel Corporation (India) Ltd. (TCI) a 100% subsidiary of Thomas Cook (India) Ltd. was awarded the prestigious National Tourism Award (2010-2011) for Outstanding Performance as an Inbound Tour Operator.

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Marketing strategy: Marketing mix The marketing mix is the firm's overall offer, or worth, to the client. conventionally, the marketing mix stand for in strategic terms, the total notion and application of the goods or services to be marketed. The basic advertising mix is often nicknamed "the 4Ps" (product, place/distribution, pricing, promotion); "these are basics in the marketers armoury - features that can be control to keep ahead of the opposition." Product A product refers to the sum concept' that is sell. The total creation consists of both touchable (e.g. raw materials, description, accessories) and insubstantial (e.g. brand name, product line, client service) parts. In wide-ranging terms, creation also refers to the needs-satisfying offering by a business to consumers. It is consequently more than the corporeal thing sold by the trade. Value Price refers to the concluding cost of the creation that is paid by the consumer. It represents the built-in value of a product or service to consumers. A industry may apply a variety of pricing policies responsibility on revenue goals. consequently in Marketing terms: PRICE = PRODUCT VALUE financial demand analysis (through market research) will point to how much clients are equipped to pay for a meticulous product or service at any given point in time. Here, the superior the price of a good quality, the smaller amount people that will command the product. Their helpfulness (satisfaction level) is not maximised. In most cases as price fall (from P to P1) the product becomes moderately attractive and as such 'in demand' by regulars (Q to Q1). Total proceeds for a firm is represented by Price x number Sold, or: TR = P x Q. Place Place is largely concerned with both the site of business and the way of allocation between producers and customers. Only in rare conditions does the original producer or producer of products also act as the initial and final link to clients. The involvedness of up to date society makes it
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obligatory for mediators to act as a straight link between creator and the ultimate clients of products and services. A sharing channel refers to the type of go-between or linkage between producers and clients. A onechannel distribution network engage only the retailer between creator and consumer. Two-channelled sharing may include various mediators such as wholesalers. Direct sharing happen when the creator directly provisions the product to the purchaser. The choice of distribution channel is charge on a variety of factors, for instance the type of product. a quantity of products are not suitable for direct allocation. A channel specialist such as a warehouse or trader may provide an efficient link with retailers as an alive relationship may by now be in existence. Promotion The group individuals relate promotion to direct publicity of a product . However, the result to buy a meticulous product (on or after knowledge presented) is a multifaceted and consistent process. In formal terms, promotion refers to the communication of information between seller and buyer. Its aim is to authority attitudes and behaviour.

Marketing strategy Tactical marketing Mr Jason, managing director CEO of Dynamic Packaging Brokers rental site and a former deputy chief of operations of that company, said that Thomas Cook has taken the strategic decision to focus on trade. "Thomas Cook is interested in brand building. It's all marketing tactics, using Windows and brochures and, looking at production. First Choice Holidays marketing director Sam Turnbull said that what happens in the present instinct reflects Thomas Cook in the travel industry to focus on prices led tactical messages. While a major rival of Thomas Cook UK, said, First Choice has made a conscious decision to change the trend. "In our company there is no conscience that long-term, low price leadership positions will not be good for the brand, if that's all we do, "says Turnbull. In turn, the Morgan promised to continue the strategy of "MasterBrand" Thomas Cook, including sponsorship contracts, and putting into action plans for television advertising during the peak booking period in January and February. However, is quick to highlight the difficult
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environment in which Thomas Cook is working. "In these times we must be pragmatic about their spending," he says. "When you have a blueeyed children, such as Easyjet and Ryanair for marketing alert, which means that life is not easy, so every pound spent has to work for us, but some will be spent on building brand. Pragmatic approach Despite the accusations of its rival Thomas Cook have flooded the market earlier this year, Morgan finds that the amounts were "almost normal". "We have had excellent results both in price and volume, and greatly year to year," he says. He refuses, however, be more job cuts and speculation about how much rental giant expects to save in the UK. Morgan is known about comparisons were made between him and Edwards and ready to be criticized. But while it can not be a classic brand marketing, retail seems to be first class. "Miles is not from the bottom of the first order, but I think it will do an excellent job of Thomas Cook," says Roger Allard, the former head of First Choice, and now the president of all the Leisure Group, which owns the flight operator Discovery Cruise. Viral marketing Thomas Cook is asking a "signing-on fee", consideration to resemble 2 m, from the organization it employ at the end of its on-going 28 m media pitch. The travel companys initial RFI to media organization outlines demands for a "considerable signing-on fee in return for a 2 year contract award" in adding to "a decrease in agency fees at present paid" and "a least amount 8% saving through combined medium buying". Agency sources offer that Thomas Cook assembly have since point out that it expects the signing-on fee to be in the area of 2 m. Hamish Pringle, the IPA director-general, supposed: "This is completely outrageous. It adds abuse to the injuries that unprincipled procurement people have cause on our industry. Agencies have to pull out of this pitch." More than one organization claims to have boycotted the pitch and an group source explain Thomas Cooks demands as "ridiculous", claiming that it might take some years to split even on the commerce. However, another source of the agency, said: "It's just a sign that customers are increasingly demanding Thomas Cook is not the first nor the last one .." of the Thomas Cook did not prevent the four agencies pitching for the account. The operator, Arena Media, repitched against
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Aegis Media, Media brilliant, and Starcom MediaVest Group is expected to decide soon. The representative of the Thomas Cook, said. "Our current process step by media buying agency A review of several contracts through our business and that this process is still ongoing, we can not discuss confidential information which are part of the negotiations with institutions that want work with us. " Thomas Cook began his media pass in April, when his team contacted recruitment agencies with RFI. Account includes the media online and offline for all brands, Thomas Cook, including its travel services division and going places travel agency brand. The main part of the company owned by Arena Media with MediaVest Manchester is working in Going Places, and marks direct flights. Beta, which was created last TV advertising campaign showing Jamie and Louise Redknapp, does not affect the process of reviewing media. Guerrilla marketing Guerrilla marketing offers, cheap and effective advocacy for relatively small companies that do not require large budgets to invest in traditional methods. This form of marketing is based on the fact that the campaign and the tactics used in it is very creative, sometimes unexpected and not to be identified by consumers. However, on the basis of the facts to include in advertising biased article, even big brands with the partisan approach, however, as represented in the guerrilla campaign, going to extremes, but the Message Stick, Although the tactics are unique and fun, they tend to disappear with ease. In addition, as noted, Guerrilla Marketing been hoped these campaigns, if underdeveloped in terms of segmentation of the target and transparency, ultimately, may be held jointly and severally damage the brand image. Guerrilla marketing is controversial because of the tactics, it is difficult to identify target segments, which can lead to confusion and panic. The messages are mostly exposed to the mass market, ranging from geographical, demographic, socioeconomic and psychographic. The denial of segmentation and targeting, leads to alienation, instead of assimilating the advertised product to large companies. Thomas Cook said it was his turn, the advertising campaign was the "clean air" between him and Thomas Cook Travel. Marketing director Simon Carter, of course, the peaks of progress of the group is to eliminate the confusion between the two, using "emotion rather than price." Million pound campaign will be launched at a major soap opera, film, or drama of Charles Dickens on Boxing Day. Will be distributed
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through television, newspapers, radio and even the function of "guerrilla marketing" - people walking in the streets. Most of the aircraft 42 in the combination of Thomas Cook and MyTravel also painted the fleet to improve the information campaign, while the control staff have a role. Staff of 800 groups of shops has shown in his television advertising conference last month and are motivated by career advancement, "said Carter. He did not reveal the exact message or slogan, but hinted:." It's an emotional and relevant to everyone in the state, we are the only company that can do this kind of campaign and get people to buy into it because we have 100. Year-old brand, we can do what Thomson and First option cannot, "James Lee said.

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CHAPTER-4 CONCLUSION

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Conclusion:
The marketing mix is the combination of marketing activities that an organisation engages in so as to best meet the needs of its targeted market. The Insurance business deals in selling services and therefore due weightage in the formation of marketing mix for the Insurance business is needed. The marketing mix includes sub-mixes of the 7 Ps of marketing i.e. the product, its price, place, promotion, people, process & physical attraction. The above mentioned 7 Ps can be used for marketing of Insurance products, in the following manner: 1. PRODUCT: A product means what is produced. If one produce goods, it means tangible product and when one produce or generate services, it means intangible service product. A product is both what a seller has to sell and a buyer has to buy. Thus, an Insurance company sells services and therefore services are their product. When a person or an organisation buys an Insurance policy from the insurance company, he not only buys a policy, but along with it the assistance and advice of the agent, the prestige of the insurance company and the facilities of claims and compensation. It is natural that the users expect a reasonable return for their investment and the insurance companies want to maximize their profitability. Hence, while deciding the product portfolio or the product-mix, the services or the schemes should be motivational. The SBI Life has intensified efforts to promote urban savings, but as far as rural savings are concerned, it is not that impressive. The introduction of Rural Career Agents Scheme has been found instrumental in inducing the rural prospects but the process is at infant stage and requires more professional excellence. The policy makers are required to activate the efforts. 2. PRICING: In the insurance business the pricing decisions are concerned with: i) The premium charged against the policies, ii) Interest charged for defaulting the payment of premium and credit facility, and iii) Commission charged for underwriting and consultancy activities. With a view of influencing the target market or prospects the formulation of pricing strategy becomes significant. In a developing country like India where
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the disposable income in the hands of prospects is low, the pricing decision also governs the transformation of potential policyholders into actual policyholders.The strategies may be high or low pricing keeping in view the level or standard of customers or the policyholders. The pricing in insurance is in the form of premium rates. The three main factors used for determining the premium rates under a life insurance plan are mortality, expense and interest. The premium rates are revised if there are any significant changes in any of these factors. 3. PLACE: This component of the marketing mix is related to two important facets i) Managing the insurance personnel, and ii) Locating a branch. The management of agents and insurance personnel is found significant with the viewpoint of maintaining the norms for offering the services. This is also to process the services to the end user in such a way that a gap between the services- promised and services offered is bridged over. In a majority of the service generating organizations, such a gap is found existent which has been instrumental in making worse the image problem. Another important dimension to the Place Mix is related to the location of the insurance branches. While locating branches, the branch manager needs to consider a number of factors, such as smooth accessibility, availability of infrastructural facilities and the management of branch offices and premises. In addition it is also significant to provide safety measures and also factors like office furnishing, civic amenities and facilities, parking facilities and interior office decoration should be given proper attention. Thus the place management of insurance branch offices needs a new vision, distinct approach and an innovative style. This is essential to make the work place conducive, attractive and proactive for the generation of efficiency among employees. The branch managers need professional excellence to make place decisions productive. 4. PROMOTION: The insurance services depend on effective promotional measures. In a country like India, the rate of illiteracy is very high and the rural economy has dominance in the national economy. It is essential to have both personal and impersonal promotion strategies. In promoting insurance business, the agents and the rural career agents play an important role. Due attention should be given in selecting the promotional tools for agents and rural career agents and even for the branch managers and front line staff. They also have to be given
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proper training in order to create impulse buying. Advertising and Publicity, organisation of conferences and seminars, incentive to policyholders are impersonal communication. Arranging Kirtans, exhibitions, participation in fairs and festivals, rural wall paintings and publicity drive through the mobile publicity van units would be effective in creating the impulse buying and the rural prospects would be easily transformed into actual policyholders. 5. PEOPLE: Understanding the customer better allows to design appropriate products. Being a service industry which involves a high level of people interaction, it is very important to use this resource efficiently in order to satisfy customers. Training, development and strong relationships with intermediaries are the key areas to be kept under consideration. Training the employees, use of IT for efficiency, both at the staff and agent level, is one of the important areas to look into. 6. PROCESS: The process should be customer friendly in insurance industry. The speed and accuracy of payment is of great importance. The processing method should be easy and convenient to the customers. Installment schemes should be streamlined to cater to the ever growing demands of the customers. IT & Data Warehousing will smoothen the process flow. IT will help in servicing large no. of customers efficiently and bring down overheads. Technology can either complement or supplement the channels of distribution cost effectively. It can also help to improve customer service levels. The use of data warehousing management and mining will help to find out the profitability and potential of various customers product segments. 7. PHYSICAL DISTRIBUTION: Distribution is a key determinant of success for all insurance companies. Today, the nationalized insurers have a large reach and presence in India. Building a distribution network is very expensive and time consuming. If the insurers are willing to take advantage of Indias large population and reach a profitable mass of customers, then new distribution avenues and alliances will be necessary. Initially insurance was looked upon as a complex product with a high advice and service component. Buyers prefer a face-to-face interaction and they place a high premium on brand names and reliability. As the awareness increases,
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the product becomes simpler and they become off-the-shelf commodity products. Today, various intermediaries, not necessarily insurance companies, are selling insurance. For example, in UK, retailer like Marks & Spencer sells insurance products. The financial services industries have successfully used remote distribution channels such as telephone or internet so as to reach more customers, avoid intermediaries, bring down overheads and increase profitability. A good example is UK insurer Direct Line. It relied on telephone sales and low pricing. Today, it is one of the largest motor insurance operator. Technology will not replace a distribution network though it will offer advantages like better customer service. Finance companies and banks can emerge as an attractive distribution channel for insurance in India. In India also, banks hope to maximize expensive existing networks by selling a range of products. It is anticipated that rather than formal ownership arrangements, a loose network of alliance between insurers and banks will emerge, popularly known as bancassurance. Another innovative distribution channel that could be used are the nonfinancial organisations. For an example, insurance for consumer items like fridge and TV can be offered at the point of sale. This increases the likelihood of insurance sales. Alliances with manufacturers or retailers of consumer goods will be possible and insurance can be one of the various incentives offered.

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References:

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