K.G JOSHI COLLEGE OF ARTS & N.G BEDEKAR COLLEGE OF COMMERCE

Assignment on: -

Kesari tours and travel

SUBMITTED BY:

NAME: - Mamta.M.Rawal.

STD.:- TYBMS “A”.

ROLL NO.:- 56.

TEACHER: - Archana Nair Mam

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Kesari tours and travels

Vision:

It is world class travel company, spreads smiles and happiness

Mission:

It is passionately committed to the total quality travel, with the continues delivery of value added services.

It upholds the highest ethical standard and believes in creating new benchmarks in the industry

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CHARACTERISTICS OF TOURISM INDUSTRY

1. Inflexibility

The tourism industry is highly inflexible in terms of capacity. They provide us all comfortable things so customer can have good relax and enjoy their tour happily.

2. Inventory / Perishability

It is related to the fact that travel products are intended to be consumed as they are produced. For example, an airline has seats to sell on each flight. If the airline is not able to sell all its seats on its flight then the opportunity to sell the product is lost forever. Service sector cannot keep inventory like products. To overcome this problem, the travel industry has come up with various marketing strategies. One is to overbook. Another strategy is multiple distributions.

3. Inconsistency

A general norm is that in Travel and Tourism industry the product or the package of the tourism can be standardized i.e. for example of 2 days 3 night in so and so hotel, but the actual experience of consuming this package is highly inconsistent. There is high level of inconsistency prevailing.

4. Intangibility

Travel products cannot be touched. These products are experiences. Once they have taken place they can only be recalled and relished. Intangible products are not a physical object. The services provided by them are highly intangible. It cannot be felt.

5. Inseparability

Most travel products are produced and consumed at the same place and at the same time. This is the opposite of the tangible products, which are produced at a different place and time and consumed at a different place and time. In contrast, most travel products are sold first and then, then simultaneously produced and consumed. Thus there is simultaneous consumption and production. This creates certain interdependence between suppliers and customers as the interaction between the supplier and customer takes place on the supplier’s premises.

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6. People-oriented

Tourism Services are high contact services, as people interact with people at virtually every stage of the way. Tourism services are very people-oriented services, and the service people are plenty and have high contact with the consumers. The customers have high level of contact with service provider.

P’s OF KESARI TOURS & TRAVELS

A. PRODUCTS AND SERVICES:

Special Tours Provided By Kesari Travels Ltd.:

1. My Fair Lady:

The fun never ends in My Fair Lady! So far, this ladies-only

tour has had a blast in Thailand, Mauritius, Singapore,

Dubai, Malaysia and Europe. All have had the time of their

life on these hugely popular, highly enjoyable tours.

2. Honeymoon:

Marriages are made in Heaven - Honeymoons happen with Kesari! With Kesari's

specially designed honeymoon tours, you will see wonderful sights and yet find

enough time for precious moments together.

3. Second Innings:

It is an exclusive tour for Senior Citizens. It's a opportunity to meet

seniors from different walks of life & experience the culture of new

destinations.

4. World Class Educational Tours:

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Learning can actually be fun! Kesari's special interest World Class Educational

tour takes teaching out of the textbooks. It gives a wonderful opportunity to learn

about various historic events.

5. Chota Break :

'Kesari Chota Break' - a short holiday inclusive of accommodation,

breakfast, dinner, (airfare, taxes & visa fees for international

tours) ,city tour and even a caring tour escort on tour.

6. Students Special :

Kesari’s Masti ki Pathshala’ is a popular tour specially arranged for student’s .It

means fun, friends and freedom for students.. As they enjoy the tour, they are

actually preparing themselves to be a world citizens.

7. Others:

B. PROMOTIONS OF KESARI TOURS & TRAVELS

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THIRD PARTY ADVERTISEMENTS

Advertisement helps to give information of the company to the comman public.

The advertisers may also use combined information about your visits to our Site

and other sites in order to provide advertisements about related goods and services

that may be of interest to you.

The company also have websites and other sites for customers. The customer can

easily book their tickets through the websites. Hence TV ads, websites are used for

advertisement purpose.

LINKS

The Site may include links to other websites operated by parties other than Kesari.

The Internet websites to which links are provided in this Site are not under the

control of Kesari. In no circumstances shall Kesari be considered to be associated

or affiliated in whatever manner with any trade or service marks, logos, insignia or

other devices used or appearing on web sites to which the Site is linked and shall

not be held responsible in any manner whatsoever for use of the said web sites.

LOGOS, CONCEPTS, IDEAS

They exclusively develop logos, concepts and ideas for use in advertising,

promotion, public relations and whatever else is appropriate to promote the

products and services.

C. PRICING

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Price quoted has been calculated as per the rates prevailing at the time of printing

the brochure. K&S reserves the right to amend/alter the price published in this

brochure in case of supplier rate fluctuations, currency fluctuations due to changes

in the various cross rates of exchange, changes in various taxes, visa fees and/or

fuel costs, before the date of departure. Any such increase in price must be paid for

in full before tour departure by the passenger. In exceptional cases any increase in

price on the tour must be paid in full by the guest on tour.

Discounts/Benefits:

The discount/ benefit is valid for limited number of seats and limited period for

limited dates only. The discount/benefit given to the passengers will be at the

sole discretion of K&S and may vary from passenger to passenger and for

bookings done on different dates for the same tour.

POSITIONING:

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Positioning is a form of marketing communication that plays an important

role in enhancing the attractiveness of a tourism destination. One of the most

effective tools in tourism marketing is POSITIONING. The objective of

positioning is to create a distinctive place in the minds of potential customers.

Positioning is a communication strategy that is the natural follow through of

market segmentation and target marketing. Since market segmentations on the

notion that different Tourism destination appeal to different types of Tourist, target

market segments must be selected before Tourism marketers can begin to entice

these potential customers.

The world is literally full of travel products. Not only the travelers offer a

huge variety of destinations, they also have many hotels, airlines, car rental

companies, attractions and other travel products from which to choose.

The perception of the consumer for a particular product is a critical variable

in the marketing process, one that has a great influence on purchasing decisions,

especially decisions among similar products.

Effective positioning:

According to the basic principles of marketing, product and services are

created to solve the customers’ problems i.e. to satisfy their needs, wants and

provide benefits. Thus, to be effective, positioning must promise the benefit the

customer will receive, create the expectations, and it offers a solution to the

customers’ problem. If at all possible, the solution should be different from any

better than the competitors’ solution. One of the biggest challenges faced by

Tourism marketers is that the product is largely intangibles.

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HOLIDAY DEMANDHOLIDAY

MARKET SEGMENTATION

Holiday : Mass market, Individual market, and popular market

Demand : Primary, Secondary, and Opportunity.

Geography : International, according to regions, etc.

Psychology : Lifestyle, Personal motive, and Knowledge.

Demography : Age, Sex, and religion.

Socioeconomic: Rich, poor, rural, urban, literate, illiterate.

Age : Teens, kids, youth and senior citizen

Purpose : Business travel, Cultural Tourism, and common interest

convention.

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Service marketing triangle

Company:

Kesari tours listens to the customers and evolves/develops the travel/tour package and it

communicates the attractiveness and the utility of that very tour package directly to the

customers. The company makes promises to the customers.

External Marketing: It makes promises to the customers, for e.g. Kesari promises world class

tours to the customer.

Internal Marketing: The Company enables the providers to fulfill the promises made by it to

the customers.

Providers:

Company’s internal customers constituting employees and agents.

The company does internal marketing with the providers educating and motivating them about

the idea of the particular tour package that they can offer to their customers. This is done to

enable the providers to effectively carry out the survive transportation process. The providers

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make provisions for office space, accessibility and connectivity. The company enables

promises to be kept by this infrastructure association. The Providers include all the entities

that finally fulfill the Company’s promise to the Customers. They undertake

Interactive Marketing because they are in touch with the final customer. Thus in the

case of Kesari, this would include the transportation providers (Kingfisher airlines, AirIndia,

Local Bus transportation, Local Trains in Kuala Lumpur, Car and two-wheeler rentals),the

different hotels within Malaysia (for tour to Malaysia), souvenir outlets at tourist areas, tourist

spots (KL Towers, Twin Towers, etc.), restaurants (KFC Joints, Mary Brown, Pizza Hut),etc.

Customer (Travelers):

The customers are the reasons that the Travel Company exists and for whom the company has

designed the traveling and touring package as well as setup the infrastructure facilities and spent

money on employee developments programs. Here the providers are the only ones who interact

with the customers, like the travel agents interact with the customers and not with the

company. The agents perform interactive marketing that is on time, all time, and

every-time. This is the most crucial of service marketing in the travel and

tourism sectors. Those agents have the responsibility of keeping promises made

and enabled by the company. The providers (agents) are responsible for the perceived quality

level of the service transaction. This underlines the uniqueness of service marketing.

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COMPLAINT HANDLING

The following ideas on handling complaints:

Listen: When a customer is angry or upset allows the person to know that

he/she is being heard. The personnel are prepared to listen and to handle each

complaint as if it were the most important part of their day.

Understand: They have a full understanding of the complaint. Prior to

responding to the complaint they need to determine the exact nature of the

complaint. Personnel try to focus in on the main context of the complaint, and

not be diverted by side issues.

Take Action: The visitor should see that he/she matters, and seriously consider

their complaint. If the problem cannot be solved, immediately they says the

visitor how long it will take to find a solution. They try to solve the problem as

earlier as possible and make visitor comfortable.

Learn: Every complaint and/or complainer provides a tourist professional with

a learning experience. Share with colleagues what things went wrong, and the

steps they took to correct the situation. Keep records of past complaints, not

only for in-house training purposes, but also as a guide of future problems to

prevent.

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STRATEGIES USED

KESARI’s strategies consider internal and external factors in equal measure.

In other words, they are not only geared to target groups, markets and society, but

are also based on important corporate characteristics such as heritage, vision and

values.

Brand positioning

Kesari’s brand positioning strategies lay the foundation for unique brand

identities. They give brands distinct contours in an increasingly competitive

environment – and ensure the highest level of relevance and differentiation.

Brand management is about three basic steps:

Define the promise – brand strategy,

Deliver the promise – brand engagement,

Communicate the promise – brand design.

‘Perfect Moments’

A new strategy also positions the brand. The expression of this change is a

contemporary brand appearance.

Involving all the markets

A new brand positioning that everyone feels committed to can be achieved only

through a joint effort. In this case with decision-makers from all over the world.

Brand architecture

The new brand architecture determines the implementation of the brand and its

look on the market.

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FUTURE PLANS

The company, which has been growing at nearly 40%, is also receiving several

proposals for joint ventures. "We are also receiving several proposals for joint

ventures from leading foreign tour operators, who want to have a presence in

India," she said, adding "two foreign funds have evinced interest in invest USD

25-million in our company."

The company's growth strategy includes strengthening its network to serve

tourists across the country. The company has offices in Maharashtra, Bangalore

and Ahmedabad. It also scents a big opportunity in in-bound traffic to the

country. "Nearly 1.5 million foreign travellers come to India every year and we

see immense potential here," Patil said.

Asked about the impact of the rising Rupee on the country's tourism industry,

she said that "it has provided a great opportunity for tourism as both inbound

and outbound travel has become cheaper."

As a part of several innovative concepts to promote tourism, Kesari will be

launching My Fair Lady Club (MFLC) on June 23. The club promises a range

of activities for women members including all women travel tours, get-

togethers, personality development seminars, etc.

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