Amphibious vehicles- The De Souza Group -

Asmita Chakraborty – GIMTim Molkens – UAntwerp

Gaurav Sharma – GIMBen Van Campfort - UAntwerp

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Organizational structure – company overview

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Problem statement – main research question

“What is the feasibility of offering an amphibious vehicle tourist service in Goa, based on a

marketing study?”

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Sub-questions

1. How does the tourism market in Goa work and what are the challenges the amphibious vehicle faces?

2. What kind of customers should be targeted in order to become successful? Is there a difference in audience (foreign/domestic tourists)?

3. Why is the product unique and what actions should be taken to reach its full potential on this new market?

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Research methodology - method• Brainstorming before project

• Meetings• Ralph De Sousa general idea + contacts• GTDC factual data about tourist sector• Sairaj Dhond project information

• Determine scope form research question and sub-questions• Find appropriate framework: Go-to-market strategy

• Apply framework + analyze data

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Research methodology - data• Company information (relations etc.)

• Touristic market in Goa:• Number of tourists (foreign/domestic) – yearly and monthly• Average duration of stay• Income distribution – spending habits

• Vehicle information (technical)

• Organizational information (logistics of the tours) and future plans

• Cost information• Fixed operational costs, vehicle cost, fee for GTDC, expected occupancy rate, willingness to pay

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Research methodology – analysis/framework

Market perspective• Analysis of market statistics (growth etc.)• Porter 5 forces analysis

Consumer perspective• Segmentation exercise• Brand positioning – perceptual mapping

Product perspective• 4P analysis• Breakeven calculation + differentiated pricing• Sensitivity analysis (occupancy rate)-

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P1: Market - Market statistics

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P1: Market - Market statistics

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P1: Market - Market statistics

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P1: Market

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FIVE FORCES ANALYSIS

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P2: Consumer – Segmentation exercise• Segmentation parameter 1: Geography• Indian (domestic) tourists focus• Foreign tourists

• Segmentation parameter 2: Purpose of visit• Couples and friends (backpacking) • Married couples and families (with children) • MICE-tourists

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P2: Consumer – Perceptual mapping

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P3: Product - 4P analysisProduct• Characteristic features• Brand Attributes: novelty, informative, fun, adventurous, entertaining, amphibious, affordable and mass appeal• Logo, Merchandising, Brand Associations

Place• North Goa• Manufacturing: Sanquelim• Routes start/stop in Panaji

Promotion• Introduction stage PLC important• Online marketing (Ad words), create buzz (#GoaDuckTours)• Packages/offers: Early Duck Discount, family formula, group arrangement, etc.

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P3: Product – 4P analysis - Price• Variables, data and assumptions• Vehicle cost: 120 million rupees• Fixed operational costs: 500.000 rupees per month • GTDC : 60 million rupees + 5% of revenue OR 12% of revenue• Expected average occupancy rate: 70%• Number of seats per vehicle: 32• Price of a ticket (fee): anywhere between 500 – 1000 rupees

• Seasonal coefficients per month (2013 numbers)

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P3: Product – 4P analysis - Price• Method: • Each month: total revenue – total cost = profit• Cumulated profit until = 120.000.000 (buying cost vehicles)• This is the break-even point start making real profit

• Analysis• Price variations: 500 rupees, 750 rupees, 1000 rupees, differentiated pricing• Sensitivity analysis on occupancy rate• Worst case scenario

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P3: Product – 4P analysis - Price

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P3: Product – 4P analysis - Price

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P3: Product – 4P analysis - Price

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Managerial recommendationsAlways stick to the value proposition!

• Stay informed• Screen products (safety)• Break-even: use calculation template

on schedule? Problems?• Market evolutions

• Mind the financials• Differentiated pricing• Realistic expectations (70%?)

• Marketing as a growing tool• Introduction PLC invest• Promotional packages• Quality word of mouth• Brand identity (logo, …)

• Other tours, uses, segments and suppliers• Tours per segment • Logistics, public transport, etc.• Foreign tourists• Independence is important

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Final thoughts• Assumptions• Many assumptions needed• Some of them were very strong (70% occupancy etc.)

• Limits• Data availability future surveys• General data (not very specific)• Limited time

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THANK YOU