ali ramzan mid
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SERVICEMARKETINGCourse Instructor: Prof. Asim Jameel
MID TERM ASSIGNMET
Ali Ramzan 10134
Date: 13.12.2010
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ACKNOWLEDGEMENT
Praise is to Allah Almighty, the one testing us all at all times and making decisions
about what we dont know and cant know. Writing this assignment appeared to be
a great experience to us. It added a lot to my knowledge while I was working on
this project. If i say that this project is one of our memorable experiences in student
life, then it would not be wrong.
We owe profound gratitude to Prof. Asim Jameel for stimulating my creative
abilities by assigning this assignment to me. I am immensely obliged to all our
fellow students who guided us in making this Assignment, without whose
considerate attention and interest, it would be difficult for me to complete this
project on time. Whatever I have learnt from them and this project report has put
indelible impression on my mind. It is my conviction that this learning experience
will always be a source of help in our practical life and professional career.
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INTRODUCTION
Since its inception as an IATA approved agency, Walji's has made
tremendous contribution in the field of travel and tourism in
Pakistan. The small office of a travel agency has now turned into a diversified
travel organization having over 400 professionally sound and committed staff, a
fleet of above 200 vehicles and 14 offices operating in 08 cities throughout the
country. Today Walji's Family of Businesses is a dominant player in the travel and
leisure market in Pakistan. Walji's Family of Businesses is comprised of a
destination management company Travel Waljis Private Limited; an adventure
travel specialist. Adventure Pakistan; a car rental franchise Avis Rent a Car; an
IATA approved agency. Waljis Travel Bureau; and leisure travel specialist for
domestic and outbound tours Holiday Makers, caters to all kinds of travel and
tourism needs of its customers.
Walji's has always upheld the quality in its operations and has delivered the quality
service that exceeded the expectations of its customers. This is the reason that now
Walji's is recognized as a name synonymous with excellence in service industryand is respected for setting very high standards in customer orientation and care
throughout the travel and tourism industry. Thus, being the only organization in
Pakistan that can provide all travel related services under one roof, Waljis is
recognized as The Ultimate Travel Experience.
SERVICES PROVIDED BY THE COMPANY
y Air ticketing for domestic and international airlines at special attractiverates.
y Hotel bookings around the globe and within Pakistan (222 hotels across68 cities) at discounted rates.
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y Package Tour bookings with all tour operators.
y Surface Transportation.y Insurance coverage, free of cost, on every purchase of domestic and
international tickets.
y Customizable package tours to the Far East, Europe, USA, Australia,New Zealand, South Africa, Kenya, Dubai, Mauritius, Maldives etc.
y Domestic Discover PAKISTAN Inbound tour packages for nonresidents and foreign nationals.
y Car Rentals for your local transportation needs.y Foreign Exchange services.y Assistance provided at Network offices in over major cities around
the country.
y Processing of American Express Cards (Domestic and International).y Major credit cards accepted.
y We also offer you reconfirmation of airline tickets, sightseeingarrangements, rescheduling of flights as per your convenience. In
addition, for in-bound groups, we offer Meet & Assist services at
airports and any other additional facilities required by them.
Services are provided directly to the customers by the trained and efficient staff of
the company.
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And to retain the customers the TRAVEL WALJIS launch was, perhaps one of
the most aggressive as far as their unique offered services are concerned, with TV,
print ads, radio commercials, billboards and plenty of BTL (below the line)
activities including direct customer. They keep the information of the other
companies what they are offering. Try to improve their strategies from others so
that they can promote their services more. Like more companies are now coming
in the market so there is more completion in the market and they have to be up to
date from the current situations.
Now as far as the contact employees are concern Travel Waljis is doing a lot in this
regard as the presence of professionally trained and courteous staff is one of the
most important features that people look forward to in any travel agency. We have
chosen our staff based on several factors.
Our staff will be able to provide you with expert advice on domestic and
international travel, both for business and leisure purposes. They can handle any of
your queries relating to travel and documentation. In fact, we have divided our
staff based upon their area of expertise. One group would be handling all
international travel items; another would be handling domestic travels, while yet
another would be processing all your requisite documentation procedures. This
classification enables us to provide the best travel related services.
The staff at Travel Waljis are trained to render the utmost services possible by
them to our clients. As we consider our staff as one the most valuable resource, we
consistently invest in developing and upgrading their skills through training andexposure to world-class travel practices and developments. IATA, an international
body based at Geneva has certified most of our staff.
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The staff at Travel Waljis frequently participate in customer care, sales meets,
products, and presentations organized by Amex, Tourism Authority and other
accredited agencies, where they learn new professional skills.
Travel Waljis constantly endeavors to enhance the skills of its employees by
sponsoring them to attend travel-related seminars and workshops.
The experience and commitment of our staff has made Travel Waljis, the market
leaders in the travel industry in the country.
The challenges faced by the Travel Waljis are:
y Segments are being shared by competitors
y Under cutting by competitors.y Uncertain conditions will affect the tourism industry in Pakistan.
SUGGESTIONS:
Due to uncertain condition in the country, the tourism industry declining day by
day, to overcome this problem the company should plan continuous awareness
campaign to introduce good image of the country around the world in order to
increase outbound tourism.
Favorite Service Marketing Company
Waljis family of Businesses represent the Avis Rent a Car
System in Pakistan. Waljis is a name synonymous with
excellence in the service industry and respected for setting very
high standards in customer orientation and care throughout the
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travel and tourism industry. Being the only agency in Pakistan that can provide all
travel related services under one roof, it is recognized as "The Ultimate Travel
Experience".
I like Avis Pakistan because of the Avis Philosophy of total customer satisfaction
through constant innovation in its system and operations, has completed a
successful 30 years of operations.In Pakistan, Avis has remained the leader in thecar rental company by virtue of its comprehensive operational system, wide range
of fleet selection and highly qualified staff. Avis ardently believe in and adhere to
the ever inspiring motto "We try harder" aiming at the total satisfaction of our
prestigious clients. In Pakistan, Avis is operating in all major cities from
downtown and airport locations.
Their online booking & car rental system enable them to concentrate more on
customer service and to give more attention to detail. Their recent plan of
upgrading their fleet has helped them in achieving their organizational objective to
be the best service provider in the industry and now they are aiming to bringing
down the average age of their fleet to one and half year by year.
House cleaning service firm & lawn maintenance
firms:
We are registered in Plant QuarantineDepartment (Government of Pakistan,
Ministry of Food,
Agriculture and Livestocks, Department of plant
Protection.) General Sales Tax Department,
Income Tax Department.
These chemicals are of special nature and
formulations, which are registered for use in houses
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and public places by W.H.O. (World BankSubsidiary) these chemicals are very
safe for
environment and human beings. These chemicals are also Odorless, Colorless
Non-Irritant
Highly effective, friendly for environment.
Famous health services firms in Lahore
y The primary focus of Union Health Services (PVT) LTD is to benefit thegeneral public by helping him/her for their health care needs in the shortest
possible time frame and at reasonable cost. Its achievements have been
significant because in order to keep pace with the challenging health care
needs, corresponding changes have been introduced in UHSfrom time to
time.
y Health Services Management Consultants (HSMC) is a premierconsulting company of Pakistan which not only provides services related to
the health sector but also works in the field of professional / executive
education and production of animated books and posters.
Top Clubs in Lahore
Royal Palm Golf and Country Club:
Facilities:
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Dome
The Dome is the pride and glory of Royal Palm. Its grand
appearance is complemented by fine views of the golf course.
Summit
Capacity to accommodate 300 persons on round tables.
500 to 600 on theatrical or casual seating
Bab-al-Shams
Can accommodate 700 persons on round tables. 1800 on theatrical or casual
seating.
Palmers Lawn
Exclusive area only for Club events or for member events.
Can accommodate 500 persons on round tables
700 persons on casual/theatrical seating.
Roof Top
Can accommodate 250 persons on round tables
360 persons on casual/theatrical seating.
Executive Boardroom A
For board meetings and small conferences for 70 persons for U-shape setup and
60 persons round table or theatrical setup.Can accommodate 30 person to arrange meetings U-shape.
60 persons round table or theatrical setup.
Executive Boardroom B
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For board meetings and small conferences for 45 persons for U-shape setup and
40 persons round table or theatrical setup.
WeddingsThe memories of your wedding day will last a life time- and at Royal Palm Golf
& Country Club, we will ensure they are perfect.
Front Lawn
Can accommodate 350 persons on round tables.
500 persons on casual/theatrical seating
Mettings & Events
Royal Palm Golf & Country Club is more than just a venue, it is a meeting and
events destination in its own right.
Gym
Royal Palm provides outstanding gym facilities, family gym and a separate
ladies only gym. This slick environment motivates everyone to get into the spirit
of TRAXX, which is to think smarter, train harder & finish stronger.
Swimming Pool
Family Pool , Ladies Pool , Kids Pool
The turquoise surface with shimmering ripples in the sun is the perfect place fora quick dip to experience instant relief from the sweltering heat, or a swim at
leisure in the warm waters during winter. The cascading waterfall lets its
shimmering waters merge into the pools separating the Ladies from the Mens.
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The pool overlooks the rolling hills of the golf course and the added attraction of
the Jacuzzi tempts all to leave their anxieties far behind and relax in its bubbling
depth.
Ladies Pool
Your special needs are never forgotten at Royal Palm, where we are always
thinking of you. For you exclusively, we offer a lively pool where you can relax
or do a few laps. It is covered and discretely protected from prying eyes. We
have not forgotten your children, who can also enjoy and learn swimming in a
pool of their own under the supervision of a separate trainer.
Floating Lounge
Quench your Thirst and Relax at the Floating Bar after a exhaustive work out at
the Traxx.
Why only weekends and dinners?
Break out of the weekend rush or have a beautiful day time wedding set with
backdrop of picturesque of the golf course and let the scintillating spring weather
stimulate you...
ChopTixx Restaurant
Authentic taste of the Orient.
ChameleonChameleon presents a unique fine dining experience with a selection of dishes
conceived over a fusion of sensual flavors, moreover textures impressed from
cuisines across the globe. The Chameleon promises finest local and imported
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ingredients, which combine to produce a stimulating choice of sublime dishes
that will be served to delight the most discerning palate and dazzle aesthetic
connoisseurs.
Palmers
Relax with friends and associates in an environment that is the perfect blend of
luxury and comfort at Palmers.
Palmers Sports Lounge
Decorated in a manner that can only be described as sports tech meets chic.
Palmers boost luxurious seating with a splendid view of the golf course,
moreover a sports-bar menu to go with the plasma TV.
Seating Capacity: Approximately 140 - 150 inside & at the terrace.
Caviar lounge
As you progress upstairs through the serpentine contours of the clubhouse, you
come upon a place where a fragrant mist greets you with a warm luxurious
welcome of palette tantalizingodors and exhilarating Cuban tobacco aromas.
Fashion For Flood Relief
As many as leading seventy designers of country exhibited their collection of
clothes to raise funds for flood victims under the auspices of Jazba Foundation
held in Royal Palm Golf and Country Club.
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Royal Palm Fashion Week
Royal Palm Golf and Country Club was the host of the Pakistan Fashion Week
32 top designers showcased their collections.
Fashion Show at Bab-ul-Shams
A stellar fashion show followed by a dinner. This elegant fashion show was held
in August 2010 in Bab-ul-Shams
Summer Camp 2010
The Royal Palm Golf & Country Club organized a sports summer camp for
uniors in the age bracket 6 to 18 years, spread over 45 days, covering activities
like football, swimming, squash, tennis, fitness gym and golf.
Night Cricket Tournament
Cricket Tournament event picked up intensity, as aggression became more
visible in the performances of the stronger teams, and as a result the weaker ones
stand eliminated from the contest. Certainly cricket as a game capitalized on this
occasion.
Piano Night in Chameleon
A mesmerizing performance by Asad Anees, a 21-year-old pianist, was held in
Chameleon. He maestros performances amazed and bewildered a large
gathering with his confident playing. He is the only Pakistani to have performed
at the Carnegie Hall in New York.
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LAHORE GYMKAHANA CLUB
Facilities:
Live music concerts are fervently attended by the lovers of pop and rock. Members
and their guests cheer and rave to the tunes played by Arif lohar and Meesha Safi.
They gave their stunning performance accompanied by Overload.
49th Amature Golf Championship
The 49th Amateur Golf Championship of Pakistan was a hotly contested event.The strikingly beautiful 72 par golf course at the Gymkhana formed an idyllic
backdrop for this championship, a premier event in Pakistans golf calendar.
Sunday Brunch
Its about having a great time with the whole family!
Ardently popular within the members of all age groups ourSunday Brunches are
whole a lots of fun!
Apart from delicious food of a wide verity, members enjoy a serene atmosphere of
the golf course. Form exciting games and activities for the children to palm reading
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and mendi for adults, there is something for every one.
Tennis CourtsThe outdoor tennis courts built to International Tennis Federation (ITF)
specifications with their unique hard surface provide an apt setting for the friendly
battles which regularly ensue, fought with the chosen weapons of racquet and ball.
Squash Courts
Royal Palm Golf and Country Clubs Squash facilities are recognized as one of the
best in Pakistan featuring three glass back stadium courts built to World Squash
Federation (WSF) standards, with 150b seating capacity, set in comfortable &
spacious surroundings.
The Family Lounge
Overlooking the lush greens of golf course and adjacent to swimming pool. This
inviting family restaurant offers breakfast, lunch, hi-Tea and dinner. Focus on
Pakistani, Continental & Snack food items. The Family Lounge is favorite for
families with entertainment and activities during the evening & weekends.
Seating capacity: 80 persons.
Cigar LoungeCigar Lounge at RPGCC is for our exclusive members who like to enjoy privacy
with their member friends along with a special blend of Cigars offered at the
lounge.
Carte blanche
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Pair-a-dice! The card room found here is a study in aesthetic artistry. Whether you
eye the intricately crafted furniture, the plush felt or the coordinated wall paneling
this locale makes for the most fascinating ambience. Does Lady Luck favor you?
BBQ Caf
y Soon to be launchedy Adjacent to Palmers Sports Bary Serves a buffet of Pakistani & other grilled food, plus A La Carte.
Stages of receiving services from servicemarketing firm
There are many stages while receiving services from any firm or organization, the
most important stages are that first of you have to subscribe yourself to that
particular firm for availing their services. Process of subscription include the
whole process in which you have to give all the required information to that firm
and after subscription you start getting the services and the firms also informed youabout their new services offered in the market. And if there any change in the
policy of the firm, that change also intimated to the particular customer. This
depends on the nature of the services you are taking that how they are provided to
you at your door step.
How can service marketers get customer to visit their
outlets more frequently?
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I would like to visit outlets more frequently if the person on the outlet treat me well
and listen to my queries carefully and also informed me about the new services
they are offering and how they are different from others firms offering.
Identifications of the Gaps and suggestions:
I have visited different cellular companies and I found that they are treating the
customers well who have the post-paid connections and they consider those
customers as valuable customer. Although the companies are taking important
steps to retain their pre-paid customers but they have to treat them as they are
valuable as post-paid customers.
As a service marketer if you develop your own set up
what kind of strategy would you adopt?
The strategy I would like to adopt is that to offer some complementary services
with the package that automatically increase the power of retention and the
customer will automatically attach with the firm.
Interview with the customers of the Large size Hotel:
I have conducted the interview with the customers of AMBASSODAR hotel andthey have some concerns from the management of that hotel, that they do not offer
the complementary drink to the visitors of the guests and sometimes they dont
even bother to ask from the customers, whether they are satisfied with the services
of the hotel or not.
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