SERVICES MANAGEMENT PROJECT TOURS AND TRAVEL INDUSTRY COMPANY-SOTC GROUP MEMBERS: Akash Arora Harsh Chauhan Bhaven Chheda Anuj Choudhary Bhavna Daswani Pramod Iyer Dipesh Jain Zececa Mehta

INDUSTRY OVERVIEW 10.8mn Indians travel abroad Growth rate of 10-12% South-east Asia is the most preferred area Reasonable hotel rates and weak dollar are the key drivers

Establishment Kuoni India Best Outbound Tour Operator COMPANY OVERVIEW

MARKETING MIX (7P’s) PRODUCT PROMOTION PLACE TARGET MARKET PRICE PEOPLE PROCESS PHYSICAL EVIDENCE THE EXTENDED MARKETING MIX

Product Potential Augmented Expected Basic Core

Services they offer Escorted tours Customized holidays Trade fairs SOTC sports Corporate tours Special tours – Marathi tours, Gujarati tours, Monalisa Tours

Price Cost Plus Competitive Pricing Perceived Value Pricing

Place Franchisees Offices in all major cities of India 347 offices in India Internet

Promotion Print Electronic Ads Sales Promotion- EMIs Publicity/PR Word of mouth, personal selling, telemarketing Exhibitions/Trade Fairs

People Includes travel agents, tour operators, tour guides et al Locals are employed Exhaustive training is provided 2900 employees

Customer Enquiry/ Reaching the customer Negotiating the Terms Explaining the details Completion of customer formalities and document submission Line of Interaction Air, hotel reservations as per needs Itinerary Arrange- ments Travel/Journey to destination Maintaining records and follow up through CRM Itinerary Confirmation Line of Internal Control/Records Process Contingency provisions Walking the Talk Return Journey

Physical Evidence Sales  Ambience/website  Brochures, photos  Pens, files, caps etc. Consumption  Facilities like flat beds  Ambience of hotels  Experience

SERVICES MARKETING TRIANGLE Tourism Company EmployeesCustomers Training Motivating Imbibing the values 4Ps Employee skills

KNOWLEDGE GAP Feedback system exists for namesake Customers require hotels near the airports during travelling In case of evening flights, they need lunch which is not provided Inadequate response to customers

SERVICE DESIGN & STANDARD GAP Vague Itineraries SOTC does not always adhere to itineraries Travelling days are included in the tour and are not clearly communicated to the customer No proper contingency planning

SERVICE PERFORMANCE GAP No single tour guide Difficulty in coordinating with channel members Language barriers

SERVICE DELIVERY AND EXTERNAL COMMUNICATION GAP Promises of hotels are not kept “All inclusive” cost CUSTOMER GAP Free days perceived as cost saving measures by the company