Description
international service markting mix of Tourism Industry
SOTC AROUND THE WORLD
KRISHNA KAUSHIK – 29 SHANKY JAIN - 59 BATCH - 26
TOURISM INDUSTRY
? Tourism is one of the world's fastest growing ? ?
?
?
industries at present. Spending on tourism amounts to 5%-10% of total consumer spending in a year worldwide. The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion worldwide. India's share of the total market is a pittance at 0.51%. The Tourism industry's foreign exchange earnings in India are around $3.2 billion.
SPECIAL FORMS OF TOURISM
? ? ? ? ? ? ? ? ? ? ? ? ? ?
Adventure Tourism Culture Tourism Educational Tourism Garden Tourism Heritage Tourism Health Tourism Medical Tourism Hobby Tourism Pop-Culture Tourism Perpetual Tourism Pilgrimage Tourism Sport Tourism Eco Tourism Gambling Tourism
SOTC : An Overview
? SOTC - India's Leading Outbound Tour operator. ? Established in 1949. ? Was acquired by Kuoni Travels – World’s leading
premium Tour Operator in the year 1996.
? SOTC – Voted The Best Outbound Tour Operator
2004, 2005, 2006, 2007 and 2008 by the Galileo Express Travel & Tourism Awards Committee.
SOTC’s Brands
? SOTC Escorted Group Tours
? SOTC Customised Holidays
? SOTC Holidays of India
? SOTC Corporate Tours
? SOTC Trade Fair Tours
MARKETING MIX (8P’s)
PEOPLE
PRODUCT
PLACE
PRICE
PROCESS
THE EXTENDED MARKETING MIX
PHYSICAL EVIDENCE
PROMOTION
PRODUCTI VITY & QUALITY
1. PRODUCT : MAIN FOCUS
Potential
Augmented
Expected
Basic
Core
Sr.No.
BENEFIT
MEANING
WITH RESPECT TO THE SOTC
1
The fundamental benefit or CORE BENEFIT service that the customer is buying.
Traveling.
2 3
BASIC PRODUCT Basic, functional attributes. Ticketing, hotel reservation. EXPECTED PRODUCT Set of attributes/conditions Customer friendliness, good the buyer normally expects. food. Prompt services, That meets the customer’s comfortable and convenient desires beyond trip, spectacular sights, and expectations. music. The possible evolution to distinguish the offer.
4
AUGMENTED PRODUCT
5
POTENTIAL PRODUCT
Totally customized tour packages, A grade service at every stage.
2. PRICE
A very important way, in which SOTC responded to their highly complex pricing circumstances, is to operate at two levels. 1. The first level is corresponds with the marketing strategy, which concerns with the product positioning, value for the money, long run return on investments etc. 2. The second level corresponds to the marketing operations or tactics where the prices are manipulated to match the current demand and competition.
3. PLACE
? Different distribution strategies ?
?
? ?
are selected for Tours marketing by SOTC. SOTC act as wholesalers and also act as a retailer. The latest mode of reaching the customers is through Internet. SOTC has its own website from where information on the tours can be procured & direct booking can be done. SOTC also has its own offices from where booking can be done. There are also small agents (who have taken franchise of SOTC) spread all over the town/country.
4. PROMOTION
Some of the important aspects of promotion are: ? Print ? Electronic Ads ? Sales Promotion- EMIs ? Publicity/PR ? Word of mouth, personal selling, telemarketing ? Exhibitions/Trade Fairs ? Tie ups with Yash Raj Films, Experiencing the Magical moments of Yash Raj Films with SOTC. ? SOTC appointed as the Tour Partner to Kingfisher Airlines for the DLF IPL T20.
5. PEOPLE
SOTC`S PEOPLE MIX? Includes travel agents, tour operators, tour guides etc. ? Locals are employed. ? Exhaustive training is provided. ? 2900 employees through its 347 offices and caters to 3 million customers.
6. PROCESS
-------------------------------- Line of Interaction--------------------------------
Customer Enquiry/ Reaching the customer
Explainin g the details
Negotiating the Terms
Completion of customer formalities and document submission
Air, hotel reservations as per needs
Itinerary Arrangements
Travel/Journe y to destination
-----------------------------------Line of Internal Control/Records--------------------
Itinerary Confirmation
Maintaining records and follow up through CRM
The sequential steps involved in the delivery of the SOTC products are:
? Provision of travel information. ? Preparation of itinerates. ? Liaison with providers of services. ? Planning and costing tours.
? Ticketing
? Provision of foreign currency and insurance.
7. PHYSICAL EVIDENCE
? The Physical evidence of a tourism
product refers to a range of more ‘tangible attributes of the operations. For SOTC, elements such as: ? quality and attractiveness of décor ? effective layout of establishment ? surroundings and quality of promotional materials are all important.
8.Productivity and Quality
? Computer records and online tracking
? Continuously working on customer feedback. ? Employees trained accordingly and continous
improvement in technology.
doc_879598072.pptx
international service markting mix of Tourism Industry
SOTC AROUND THE WORLD
KRISHNA KAUSHIK – 29 SHANKY JAIN - 59 BATCH - 26
TOURISM INDUSTRY
? Tourism is one of the world's fastest growing ? ?
?
?
industries at present. Spending on tourism amounts to 5%-10% of total consumer spending in a year worldwide. The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion worldwide. India's share of the total market is a pittance at 0.51%. The Tourism industry's foreign exchange earnings in India are around $3.2 billion.
SPECIAL FORMS OF TOURISM
? ? ? ? ? ? ? ? ? ? ? ? ? ?
Adventure Tourism Culture Tourism Educational Tourism Garden Tourism Heritage Tourism Health Tourism Medical Tourism Hobby Tourism Pop-Culture Tourism Perpetual Tourism Pilgrimage Tourism Sport Tourism Eco Tourism Gambling Tourism
SOTC : An Overview
? SOTC - India's Leading Outbound Tour operator. ? Established in 1949. ? Was acquired by Kuoni Travels – World’s leading
premium Tour Operator in the year 1996.
? SOTC – Voted The Best Outbound Tour Operator
2004, 2005, 2006, 2007 and 2008 by the Galileo Express Travel & Tourism Awards Committee.
SOTC’s Brands
? SOTC Escorted Group Tours
? SOTC Customised Holidays
? SOTC Holidays of India
? SOTC Corporate Tours
? SOTC Trade Fair Tours
MARKETING MIX (8P’s)
PEOPLE
PRODUCT
PLACE
PRICE
PROCESS
THE EXTENDED MARKETING MIX
PHYSICAL EVIDENCE
PROMOTION
PRODUCTI VITY & QUALITY
1. PRODUCT : MAIN FOCUS
Potential
Augmented
Expected
Basic
Core
Sr.No.
BENEFIT
MEANING
WITH RESPECT TO THE SOTC
1
The fundamental benefit or CORE BENEFIT service that the customer is buying.
Traveling.
2 3
BASIC PRODUCT Basic, functional attributes. Ticketing, hotel reservation. EXPECTED PRODUCT Set of attributes/conditions Customer friendliness, good the buyer normally expects. food. Prompt services, That meets the customer’s comfortable and convenient desires beyond trip, spectacular sights, and expectations. music. The possible evolution to distinguish the offer.
4
AUGMENTED PRODUCT
5
POTENTIAL PRODUCT
Totally customized tour packages, A grade service at every stage.
2. PRICE
A very important way, in which SOTC responded to their highly complex pricing circumstances, is to operate at two levels. 1. The first level is corresponds with the marketing strategy, which concerns with the product positioning, value for the money, long run return on investments etc. 2. The second level corresponds to the marketing operations or tactics where the prices are manipulated to match the current demand and competition.
3. PLACE
? Different distribution strategies ?
?
? ?
are selected for Tours marketing by SOTC. SOTC act as wholesalers and also act as a retailer. The latest mode of reaching the customers is through Internet. SOTC has its own website from where information on the tours can be procured & direct booking can be done. SOTC also has its own offices from where booking can be done. There are also small agents (who have taken franchise of SOTC) spread all over the town/country.
4. PROMOTION
Some of the important aspects of promotion are: ? Print ? Electronic Ads ? Sales Promotion- EMIs ? Publicity/PR ? Word of mouth, personal selling, telemarketing ? Exhibitions/Trade Fairs ? Tie ups with Yash Raj Films, Experiencing the Magical moments of Yash Raj Films with SOTC. ? SOTC appointed as the Tour Partner to Kingfisher Airlines for the DLF IPL T20.
5. PEOPLE
SOTC`S PEOPLE MIX? Includes travel agents, tour operators, tour guides etc. ? Locals are employed. ? Exhaustive training is provided. ? 2900 employees through its 347 offices and caters to 3 million customers.
6. PROCESS
-------------------------------- Line of Interaction--------------------------------
Customer Enquiry/ Reaching the customer
Explainin g the details
Negotiating the Terms
Completion of customer formalities and document submission
Air, hotel reservations as per needs
Itinerary Arrangements
Travel/Journe y to destination
-----------------------------------Line of Internal Control/Records--------------------
Itinerary Confirmation
Maintaining records and follow up through CRM
The sequential steps involved in the delivery of the SOTC products are:
? Provision of travel information. ? Preparation of itinerates. ? Liaison with providers of services. ? Planning and costing tours.
? Ticketing
? Provision of foreign currency and insurance.
7. PHYSICAL EVIDENCE
? The Physical evidence of a tourism
product refers to a range of more ‘tangible attributes of the operations. For SOTC, elements such as: ? quality and attractiveness of décor ? effective layout of establishment ? surroundings and quality of promotional materials are all important.
8.Productivity and Quality
? Computer records and online tracking
? Continuously working on customer feedback. ? Employees trained accordingly and continous
improvement in technology.
doc_879598072.pptx