Travel & Tourism Project

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Introduction

Our objective oI the study is to understand the travel & tourism industry with respect
to service marketing mix that are 8P`s (Product, Price, Place, Promotion, People,
Process, Physical Evidence & Positioning) and also we have compared two oI the
travel & tourism company. To understand the Iormer part, we have visited KESARI
World Class Travel Company` & RAJ Travel World` and gathered appropriate
inIormation with regards to project.
We have analyzed the inIormation oI the
companies with respect to 8P`s and
prepared comparative statement. For this
proceeds, we have picked same packages
which are provided by both the
companies. Further we have point out
that how company manage their services
to satisIy the customers.

AIter concerning all the above we known that, By composing and orchestrating the
appropriate level oI resources, skill, ingenuity, and experience Ior eIIecting speciIic
beneIits Ior service consumers, service providers participate in an economy without
the restrictions oI carrying stock (inventory) or the need to concern themselves with
bulky raw materials. On the other hand, their investment in expertise does require
consistent service marketing and upgrading in the Iace oI competition which has
equally Iew physical restrictions. Many so-called services, however, require large
physical structures and equipment, and consume large amounts oI resources, such as
transportation services.

Service Sector Management
Service:
A type oI an economic activity that is
intangible not stored & does not result in
ownership. A service is consumed at the
point oI sale. Services are one oI the two
key components oI economic, the other
being is goods. Providers oI services
make up the tertiary sector oI the
economy.
Examples oI services include the transIer
oI goods, such as the postal service,
delivering mail & use oI expertise or
experience, such as a person visiting a
doctor or lawyer.


Characteristics of Service:

Intangibility: Services are intangible and insubstantial: they cannot be touched,
gripped, handled, looked at, smelled, tasted or heard. Thus, there is neither potential
nor need Ior transport, storage or stocking oI services.

Perishability: Services are perishable in two regards
O The service relevant resources, processes and systems are assigned Ior service
delivery during a deIinite period in time. II the designated or scheduled service
consumer does not request and consume the service during this period, the
service cannot be perIormed again Ior him.
O When the service has been completely rendered to the requesting service
consumer, this particular service irreversibly vanishes as it has been consumed
by the service consumer.

Simultaneity: Services are rendered and consumed during the same period oI time.
As soon as the service consumer has requested the service (delivery), the particular
service must be generated Irom scratch without any delay and Iriction and the service
consumer instantaneously consumes the rendered beneIits Ior executing his
upcoming activity or task.

Inseparability: Services are typically produced and consumed simultaneously. In
case oI physical goods, they are manuIactured into products, distributed through
multiple resellers, and consumed later. But, in case oI services, it cannot be separated
Irom the service provider. Thus, the service provider would become a part oI a
service.

Variability: Any services is not identical, so quality, price, way oI presentation or
timing oI render oI services may diIIer Irom one activity to another. Also the level oI
satisIaction may changes Irom consumer to consumer. The service Iirms should make
an eIIort to deliver high and consistent quality in their service; and this is attained by
selecting good and qualiIied personnel Ior rendering the service.

Lack of Ownership: Right oI ownership is not taken to the service, since you merely
experience it. For example, an engineer may service your air-conditioning, but you
do not own the service, the engineer or his equipment. You cannot sell it on once it
has been consumed, and do not take ownership oI it.

Service Management:
It is integrated into Supply Chain Management as the joint between the actual sales
and the customer. The aim oI high perIormance Service Management is to optimize
the service-intensive supply chains, which are usually more complex than the typical
Iinished-goods supply chain. Most service-intensive supply chains require larger
inventories and tighter integration with Iield service and third parties. They also must
accommodate inconsistent and uncertain demand by establishing more advanced
inIormation and product Ilows. Moreover, all processes must be coordinated across
numerous service locations with large numbers oI parts and multiple levels in the
supply chain.

Components of Service Management:
Generally, Service Management comprises six diIIerent capabilities that companies
should consider Ior optimization:
O Service strategy and service oIIerings
4 eIining Service Strategy
4 eIining Service OIIerings & Positioning
4 Go-To-Market Strategy
4 Service PortIolio Management


O Spare parts management
4 Parts Supply Management
4 Inventory Management
4 Parts emand Management
4 FulIillment Operations & Logistics
4 Service Parts Management

O Returns, repairs and warranties
4 Warranty & Claims Management
4 Reverse logistics
4 Returns Processing
4 RemanuIacturing

O Field Service Management or Field Iorce eIIectiveness
4 Technician Enablement
4 Mobility
4 E-learning
4 Activity Scheduling
4 Service Billing

O Customer management
4 Order Management & Availability
4 Channel & Partner Management
4 Customer Insight
4 Technical ocumentation

O Assets, Maintenance, Task Scheduling, Event Management
4 Remote Monitoring
4 iagnostics & Testing
4 Asset Management/Optimization
4 ConIiguration Management

Travel & Tourism with respect to Service
Marketing Mix

Travel & Tourism:

Travel is the movement oI people between relatively distant geographical locations
Ior any purpose and any duration, with or without any means oI transport. Travel also
includes relatively short stays between successive movements. Movements between
locations requiring only a Iew minutes are not considered as travel. As an activity,
"travel" also covers all the activities perIormed during a travel (movement).
Tourism is travel Ior recreational, leisure
or business purposes. The World Tourism
Organization deIines tourists as people
who "travel to and stay in places outside
their usual environment Ior more than
twenty-Iour (24) hours and not more than
one consecutive year Ior leisure, business
and other purposes not related to the
exercise oI an activity remunerated Irom
within the place visited." Tourism has
become a popular global leisure activity.

Tourism is vital Ior many countries, such as Egypt, Greece, Lebanon, Spain and
Thailand, and many island nations, such as The Bahamas, Fiji, Maldives, and the
Seychelles, due to the large intake oI money Ior businesses with their goods and
services and the opportunity Ior employment in the service industries associated with
tourism. These service industries include transportation services, such as airlines,
cruise ships and taxicabs, hospitality services, such as accommodations, including
hotels and resorts, and entertainment venues, such as amusement parks, casinos,
shopping malls, music venues and theatres.








Who, When, Where, How, & Why?
O - Any One
First Wave - They are the Leisure
Tourists which are mostly wealthy &
upper-class citizens. Travel Ior them is a
novelty.
Second & Third Waves - It comprises oI
middle & lower level people who are not
a leisure tourist.


- Any Time


Tourists have Seasonal Tourism -
summer, winter, spring & rainIall or
during Holidays or on occurrence oI
certain Events marriage, birthdays, etc.


# - Any here

Being a Globalization a tourist can travel
easily at aIIordable prices. Nearly every
country has a market Ior Tourism



O - Any ay

evelopments in transportation have
helped to globalize the industry. Various
means such as Planes, Trains,
Automobiles, Ship, etc are available Ior
tourism.


- Any #eason

First Wave travel Ior Religious
Pilgrimages, Exploration, Trade, Medical
& Necessity
Second & Third Waves, Because oI the
expansion and growth oI Tour & Travel
industry this Second & Third Waves
people also travel at aIIordable prices.

Service Marketing:
Service marketing is the process by which companies create customer interest in its
provided services. It generates the strategy that underlies sales techniques, business
communication, and business development. It is an integrated process through which
companies build strong customer relationships and create value Ior their customers
and Ior themselves.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants oI target markets and delivering the desired
satisIactions. It proposes that in order to satisIy its organizational objectives, an
organization should anticipate the needs and wants oI consumers and satisIy these
more eIIectively than competitors.

The Service Marketing Mix:

Product: It`s a tangible object or an
intangible service that is mass produced
or manuIactured on a large scale with a
speciIic volume oI units. In travel &
tourism industry the holiday packages is
considered as a product.



Price: It is the amount a customer pays
Ior the product. It is determined by a
number oI Iactors including market share,
competition, material costs, product
identity and the customer's perceived
value oI the product. In travel & tourism
industry the packages amount is
considered as price.

Place: It represents the location where a
product or services can be purchased. It
includes any physical store as well as
virtual stores on the Internet. Place is not
exactly a physical store where it is
available Place is nothing but how the
product takes place or create image in the
mind oI customers.



Promotion: It represents all oI the
communications that a marketer may use
in the marketplace. Promotion has Iour
distinct elements: advertising, public
relations, personal selling and sales
promotion. A certain amount oI crossover
occurs when promotion uses the Iour
principal elements together, which is
common in Iilm promotion.

People: An essential ingredient to any
service provision is the use oI appropriate
staII and people. Recruiting the right staII
and training them appropriately in the
delivery oI their service is essential iI the
organization wants to obtain a Iorm oI
competitive advantage. In travel &
tourism industry driver, sales executives,
hospitality executives, guide, etc are the
related people.



Process: It reIers to the systems used to
assist the organization in delivering the
service. In travel & tourism industry the
process oI service is done by picking up
the customer Irom their place, then
guiding them, providing accommodation,
providing meals on time & Iinally
dropping back them to their place.

Physical Evidence: Where is the service
being delivered? Physical Evidence is the
element oI the service mix which allows
the consumer again to make judgments
on the organization. In travel & tourism
industry customer make judgment on
accommodation, travel Iacilities,
executive`s behavior, etc.



Positioning: In marketing, positioning has
come to mean the process by which
marketers try to create an image or
identity in the minds oI their target
market Ior its product, brand, or
organization. In travel & tourism industry
a company builds its image in the market
with regards to their services and the
packages they provide.


















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'Kesari is passionately committed to Total Quality Travel, with continual delivery oI
value added services. We uphold the highest ethical standards and believe in creating
new benchmark in the industry.¨

CoD¡nD_´: InrIq1ouDn & ¡1o]1I«:


The trailblazing journey oI Kesari began
in 1984 with a pledge - 'When you make
a promise to your guests, honour it.¨ by
Mr. Kesari Patil. Today that small travel
company, called Kesari Tours Pvt. Ltd, is
one oI India`s most reputed travel
companies with an oIIice staII oI over
500 & 400 tour escorts, with branches
and expanding PSA network in every
nook & corner oI India. Kesari is a world
class travel company certiIied by ISO
9001:2000 & OHSAS 18001:2007
standards.





Mr. Kesari Patil was awarded as
LiIetime Achievement award` by
Galileo Bird Travel World Express, in
elhi in the presence oI chieI Minister
Sheila ixit, ChieI Editor Shekhar Gupta
& Tourism Minister Kumari Shalaga on
21
st
April, `10 Ior his contribution in the
Travel & Tourism industry. Further, the
company was awarded as Best omestic
Tour Operating Company in India` in
year 2006-07 & in year 2007-08 it was
awarded as Best Outbound Tour
Operator Western in India`

Today, Kesari has become a household name Ior travelers spread across the length &
breadth oI our country having a substantial portIolio oI large domestic &
international holiday destinations to its credit, spreading across the seven continents.
Over 4 lakhs happy customers have enjoyed the world class standards oI service,
quality & innovation that Kesari has bought in the tourism industry.

Trusted name
First Travel Company certiIied by ISO 9001:2000 & OHSAS 18001:2007.
Lakhs oI satisIied tourists, maximum repeat customers.
Winner oI major national & international tourism awards.
PreIerred company by tourism boards, Airlines & Associates.
900 dedicated proIessional Kesarians in oIIices all over & 400 exclusive Tour
leaders, to serve you.
A variety oI tours all over the world, Irom 4 to 21 days to suit every budget.

Trusted price
Worldwide tours at its best price.
Clear cut on line tour price
No hidden cost.
No extra charges Ior stipulated sightseeing in tour programme or meals when
on tour.
Air Iare, Airport taxes (expect Iluctuations), Visa charges, Insurance (Ior
selected tours) included.
Tips to guides & drivers included.

Trusted tour programmes
Meticulously planned, well designed itinerary to suit Indian tourists.
All Music See` sightseeing included.
More sightseeing, less bus journey, mostly no backtracking oI routes.
Choice oI Mono to Multi countries, dates, days & prices.

Trusted services
ProIessional services with a personal touch.
Centrally or conveniently located Hotels, appreciated by all traveled guests.
Hi-tech, A.C. / Air cooled coaches with reclining seats.
Sumptuous Indian meals on tour.
Extra toppings like ice-cream, soIty, tea, coIIee, juice, soIt drink at various
places to add to the Iun.

Trusted entertainment
See & enjoy World with Entertainment, Smiles & Laughter.
Games, Antakshari, ance & hamaal on tour.
Attentive tour leader to make the tour more enjoyable Ior every customer.

Trusted policies
Transparent, Honest & Fair dealings with all.
Committed to Ethical Business Practices.
No advertising gimmick.
No Ialse promises.



Pouse of kLSA8lť




















































Company`s background & proIile:
Shree Raj Travels & Tours Ltd. was
established in 1976 by the Chairman &
Managing irector- Mr. Lalit Sheth It
was his vision to provide the Indian
traveler with SUPERIOR quality package
tour Iacilities. He ensured that the
services oI Raj Travels would be totally
customer Iocused and would maintain
their exclusivity. The objective was to
make Iamily holidays tours more
comIortable, more exciting, and most
memorable.

His passion was to CHANGE the entire scenario that existed in the Indian Market.
An array oI new Services was introduced by Raj Travels that were welcomed by
customers with open arms. Within a short span oI time RAJ TRAVELS
revolutionized the entire travel industry. The CHANGE had taken place and Raj
Travels began its journey to become the Number 1 Outbound Tour Operator in the
country.

Raj Travels was the Iirst Outbound Tour
Company to introduce Indian Meals on
its Globe Tour Packages. Raj Travels was
the Iirst tour operator to start package
tours to Australia & New Zealand. Way
back in 1986 when Raj Travels Launched
Caravan Kitchens and started serving
"Indian Cuisine- Hot Meals" in Europe,
the customer response was so dynamic
that it changed the Iace oI "Indian Tours"
Iorever.
The biggest players in the industry were compelled to Iollow suit and it was do or die
situation Ior many. Raj Travels has been renowned Ior PIONEERING some oI the
most admired "Customer Services" in tourism. Today, we proudly continue to enjoy
the Number 1 position in the outbound tours industry with 54 operational oIIices
Spread over India. The Iew oI the laurels that they have received in 2003, includes
the Best PerIorming Agency by reputed airlines such as LuIthansa and Air India.
Amadeus, the world's largest CRS has declared Raj Travels as the number I
reservations agent in India. BBC worldwide has also rated Raj Travels as India's
premier outbound tour operator.


hat brings #aj travels to an enviable position?

The growth & success can be attributed to its constant improvisation and introducing
new Ieatures - be it the choice oI Hotels, choice oI Airlines, or choice oI estinations.
Awareness oI the growing trends in travel trend, keeping up to the demands oI the
more educated and savvy travelers , catering to all these has been our Iorte.
Orlando, Madame Tussauds, KukenhoI Gardens, Fantasyland, Holiday Park, TGV
train ride, HovercraIt ride SaIari, Helicopter ride, Balloon ride, Ski Ilight, inners at
Planet Hollywood, Hard Rock CaIe, RainIorest CaIe, James Bond BreakIast at
Schilthorn, Mt Titlis, Mt Rigi, inner on 107th Iloor oI World Trade Center, Para
Sailing, Submarine ride, Ride on MTR, the Singapore Zoo, Night all these and more
were brought to the discerning traveler, only in a Raj Tour.

They do Things Differently:
They want to be diIIerent; this has been their most outstanding quality. This is a trait
which segregates them Irom the rest oI the competition. They are aggressive, intense
& passionate oI their business oI travel promotion.
They provide a lending ear to understand the changing proIile oI today's traveler.
They pack a lot oI things to do and see in a short holiday, Ior some it may be taxing,
Ior most it is the best way to holiday. Their young and vibrant team is Iull oI ideas &
eager to provide the right service.

Product Price:
Raj believes in guiding the traveler with an "all Inclusive" price point, and not
mislead a client with eyewash oI a published low price, with all others as Optional.
Raj travels has been able to prove to its clients that what is appearing cheap, is
ultimately more expensive & there can be no compromises on a well tailored, all
inclusive holiday. Raj believes in giving true value Ior money. It has been their
competitors` constant endeavor to prove them wrong; however, their satisIied clients
have been their greatest spokes person. A good product talks Ior them.








TnrInq« CoD¡n11:oD

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Service Marketing Mix

Product
America with Bahamas
Cruise, 19 days / 18 nights.
American Experience with
Bahamas Cruise, 19 nights
/ 20 days.
Price
INR 145990 ¹ US 2800 INR 77000 ¹ US 5815
Place
Washington, Niagara Falls,
New York, Miami,
Orlando, Las Vegas, Las
Angeles, San Francisco,
Bahamas Cruise.
New York, Washington,
Gettysburg, Harrisburg,
Niagara Falls, Toronto,
Orlando, Bahamas Cruise,
San Francisco, Las Vegas,
Los Angeles.
Promotion
Print ads, billboard,
brochures, catalogs &Web
pages
Print ads, brochures,
catalogs & Web pages
Process
Picking up-Ilight-
providing meals &
accommodation-visiting
the above mentioned
places-guiding-dropping
back to their place.
Picking up-Ilight-
providing meals &
accommodation-visiting
the above mentioned
places-guiding-dropping
back to their place.
People
river, Guide, Tour
escorts, Travel
proIessionals.
river, Guide, Hospitality
executives.
Physical Evidence
High range oI
InIrastructure
SatisIied clients have been
their greatest spokes
person.
Positioning
Advertising media, Public
Relation.
Advertising media, Public
Relation.

TnrInq« JJ:-

Service Marketing Mix

Product
All oI Europe, 21 days / 20
nights.
European Experience, 23
nights / 24 days.
Price
INR 96990 ¹ EURO 2600 INR 79999 ¹ EURO 4449
Place
Spain, Barcelona, Monaco,
Vatican, Pisa, Rome,
Padvo, Innsbruck,
Wattens, Switzerland,
Germany, Netherlands,
Paris, London.
London, Paris, Nice,
Cannes, Pisa, Rome,
Padvo, Innsbruck,
Swarovski, Schilthorn,
JungIrau, Geneva, Villars,
Zurich, Hanau, Glasgow,
Edinburgh.
Promotion
Print ads, billboard,
brochures, catalogs &Web
pages
Print ads, brochures,
catalogs & Web pages
Process
Picking up-Ilight-
providing meals &
accommodation-visiting
the above mentioned
places-guiding-dropping
back to their place.
Picking up-Ilight-
providing meals &
accommodation-visiting
the above mentioned
places-guiding-dropping
back to their place.
People
river, Guide, Tour
escorts, Travel
proIessionals.
river, Guide, Hospitality
executives.
Physical Evidence
High range oI
InIrastructure
SatisIied clients have been
their greatest spokes
person.
Positioning
Advertising media, Public
Relation.
Advertising media, Public
Relation.


CoDrIu:1oD

8y onoIy;ing oII fhe proceeds we con concIude fhof fhe froveI &
fourism indusfry is o service secfor where oII morkefing fechniques
ore used. So for running o successfuI froveI & fourism compony on
orgoni;ofion musf hove oppropriofe morkefing fechniques fo sofisfy
fheir pofenfioI cusfomers.

'IESAPI WorId CIoss TroveI Compony' & 'PAJ TroveI WorId'
bofh ore doing weII fo sofisfy fheir cusfomer's in respecf fo service
morkefing mix. UsuoIIy, bofh compony sfofes fhof fhey need nof
keep ony hidden cosf. Furfher fheir monogemenf is weII designed
wifh professionoIs fo monoge fhe fours.

As per our reoding, 'PAJ TroveI WorId' hos o Iower morkef os
compore fo 'IESAPI WorId CIoss TroveI Compony'. AIso, 'PAJ TroveI
WorId' does nof hove much domesfic pockoges which 'IESAPI WorId
CIoss TroveI Compony' provides. 'IESAPI WorId CIoss TroveI
Compony' commonds Iofs of ferms & condifions ond oIso nof provides
money bock sysfem on conceIIofion of four which 'PAJ TroveI WorId'
do (under o scheme-fhe discounfed money wiII be corry forword in
nexf frip which o fourisf does wifhin o yeor.)