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A PROJECT REPORT

ON

A STUDY OF PROMOTIONAL STRATEGY OF PROMOTION IN

PUNE CITY

IN PARTIAL FULFILLMENT

FOR THE AWARD OFMASTER DEGREE IN COMMERCE

SUBMITTED BY

FARHANA SAYYED IMTIAZ

UNDER THE GUIDANCE OF

MRS.SADIA KHAN

DEPARTMENT OF COMMERECE

ABEDA INAMDAR SENIOR COLLEGE

OF ARTS, SCIENCE & COMMERCE CAMP, PUNE

202!20"

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCEPage 1

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DECLARATION

I hereby declare that this project report titled, P#$%$'$()* S#)+- '(

PUNE '-, submitted by me in the partial fulfillment of the requirement

for the degree of Masters is the result of the authentic work taken up by me.

I have not submitted the same to any other university for any post graduate

course whatsoever.

Submitted by:

arhana Sayyed Imtia!


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ACKNOWLEDGEMENT

irstly, I would like to thank and e"press my gratitude to my #reator

$lmighty %od.

I am thankful to my mentors MRS.SADIA KHANand Mr. &inod 'ohra,

the store manager of world of (itan M% 'oad )une, and also to their staff

for guiding me throughout the project. (he project would not have been

completed without the guidance of MRS.SADIA KHANand apart from my

own efforts.

I would like to thank everyone who helped me directly or indirectly in

completing my project.

T/)( -$1


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Chapter No. Particulars P)+ NO

Chapter 1 Introduction

1.1 Introduction general Introduction of the topic selected

(half page)

1.2 Objectives of the study (!" Objectives)

1. I#portance $ %ignificance of the study(!"pts)

1." %cope of the study (one paragraph)

1.& 'ypothesis (to paragraph)

1. *i#itation (proble#s faced during the study)

1.+ Conclusion half page

Chapter 2 Co#pany Profile

Co#plete infor#ation about the co#pany, product selected.

Chapter *iterature -evie (1pgs)

/etail infor#ation to be ritten fro# the boo0s, internet,

journals, about the topic selected ith diagra#s and flo

charts if any.

Chapter " -esearch ethodology ("!&)

Chapter & /ata nalysis $ Interpretation(2pgs)

naly3e the data based on the 4uestionnaire along ith the

bar graphs, pie charts and interpret the data and ansers

collected fro# the 4uestions drafted.


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Chapter Conclusion $ %uggestions (!"Pgs)

Conclude the overall study, prove the hypothesis and give

suggestions to the co#pany.

B'*'$#)3/-

S1+4'$(

INDE5

CHAPTER 6 INTRODUCTION OF THE PROMOTIONAL STRETEGY

. I(#$71'$( 8

*oing a bit of everything is not the best strategy, because you+ll want to be able to

provide e"cellent customer service at every point of contact. Instead, build a strategy with

places and networks where you e"pect your customers to be. Social media strategist #hris

rogan recommends building an online presence by joining conversations of people and

groups that are already interested in what you are publishing, and he adds, always be

prepared to try something different if you don+t get a good response promotion strategies

play an important role to boost the company performance. $ precise and accurate strategy

will not only recruit a lot of new customer, but also saving a lot of company cost. Many

companies will have a reliable and integrated plan before e"ecuting their promotion

activity. $ research or survey will commonly held to eliminate the risk of being fail.

Surprisingly, a company that spends big money to promote its products or services would

sometimes get less sales increment than those that spend less money. (hat+s whyunderstanding the characteristics of the target market is the most important things to

discover at the beginning. Moreover, the customer behavior will also determine the

promotional activity success or failure.


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The importance of a marketing strategy is that it helps a company create,

communicate and deliver value to target consumers, using the tools of

promotion, product, price and distribution. The importance of a promotional

strategy is that it enables marketers to determine the most effective

communication vehicles.

.2 O9+':+4 T$ S17- $; P#$%$'$()* S#)+'+48

Small companies use promotional strategies to achieve many objectives. (hese objectives

may be short- or long-term in nature. Marketing and advertising directors or managers are

usually responsible for implementing company promotional strategies. (hey may use

distribution tactics to push products at retail stores, or pull tactics aimed at drawing

consumer to their outlets. hatever the case, promotions can include advertising, direct

mail, billboards, trade shows and even in-store promotions

T$ S17- $; B#)(7 A

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#ompanies primarily promote their products to drive sales and profits. (hey may use

product sales, coupons and /bogo/ or buy-one0get one free offers to increase sales

short-term. ut they will need to emphasi!e product quality and customer service in

their messages to increase long-term sales and profits. usinesses usually havespecific attributes or core competencies that set themselves apart from competitors. (o

be successful, the images marketers wish to portray must be commensurate with actual

company operations

." T/+ I%3$#)(+ A(7 4'(';')(+ $; P#$%$'$( S#)+-

$ marketing strategy pinpoints a group of consumers with high potential to

choose the firm1s products over the competition1s. (his is an important way to

avoid wasting marketing resources on people who are unlikely to respond or

difficult to reach. (arget consumers may be selected based on a range of personal

characteristics. or e"ample, people of the same age and se" are likely to choose

similar clothing brands. #onsumers who share a distinctive lifestyle, like frequent

travelers, make good targets for airlines or rental car companies.

(he following are valuable information that you will find helpful if you want to have a

successful and profitable adventure tour company:

Make sure that you provide the types of services that your clients will look for in your

tour agency. hen operating a tour company, it is important that you think of the possible

things that your clients will need or will more likely look for when they are looking for

travel tour companies. 2our clients may be looking for affordable tour packages and there

are times when your clients will prefer to have a personali!ed special tour. #onsider these

things when planning the types of services that you will offer in your travel tour

company. 2ou will find it a good idea to offer affordable packages to people who avail of

your group tour. 2ou may also provide tours packages that can be customi!ed by your

clients who may have preferences when going on a guided tour.


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3stablish good relationship with other companies related to your industry. 2ou may be

engaging in the travel tour business industry but it is important that you establish good

relationship with other companies that can be related to yours. 2ou will, for e"ample, find

it a good idea to build relationship with a tickets company and tour bus companies so you

can be given discounted rates and nice accommodation when you avail of their services

for your virtual tour company. 2ou also can increase your contacts with different

franchising hotels to give an affordable travel deal along overnight stay at famous hotels

to your customers. 2ou have to give something special to sell your package, which no one

gives in your competitive market so plan your deals well.

ind competent staffs that can handle your corporate tours company. It is also important

that you employ competent staffs that can efficiently manage your %rand #anyon tour

company. 4ook for reliable and friendly tour agents, tour operator and tour guides who

will be responsible for the tour services that you offer such as romantic tours, family tour,

senior tours and sightseeing services.

.> . S$3+ $; /+ 417-8

*eals with the coverage of the market. $ business unit may serve an entire market or

concentrate on one or more of its parts. (hree major alternatives in market-scope strategy are

single-market strategy, multimarket strategy, and total-market strategy.

$ variety of reasons may lead a company to concentrate its efforts on a single segment of a

market. or e"ample, in order to avoid confrontation with large competitors, a small

company may find a unique niche in a market and devote its energies to serving this niche.

*esign and Manufacturing #orporation 5*6M7 is a classic e"ample of a successful single-

market strategy. In the late 89;s, Samuel 'egistries studied the dishwasher market and

found 5a7 high growth potential< 5b7 market domination by %3< and 5c7 absence of a

manufacturer to supply large retailers, such as Sears, with their own private brand. (hese

conclusions led him to enter the dishwasher market and to concentrate his efforts on a single

segment: national retailers. (he company has emerged as the largest producer of dishwashers

in the world with over = percent of the >.S. market. $ *6M e"ecutive describes the

company1s strategy in the following words: /Sam knew precisely what segment of the market


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he was going after< he hit it at e"actly the right time< and he has set up a tightly run

organi!ation to take full advantage of these oppor-tunities./8

.? H-3$/+4'4

)roduct effort and promotion effort hypotheses described in marketing literature suggest

that competitive marketing strategy, and consequently the relative importance of various

marketing activities, will vary with the nature of the product and the market. (he study

reported, deals with empirical testing of the product and promotion effort hypotheses, and

the assessment of the relative importance of marketing decision variable. (oward this

end, the study employs dummy variable-multiple regression analysis in the conte"t oftwo broad classes of business?consumer nondurables and capital goods businesses. (he

report differs from previously published studies in that real world data, descriptive of

marketing activity and performance, is used in place of opinions of managers. hile the

stated hypotheses are generally supported by this study, the observed results differ from

previously reported findings in regard to the relative importance of marketing decision

variables for the two classes of businesses e"amined.

8.@ L'%')'$( I( P#$%$'$()* S#)+-8

8. (he study has been restricted to the users of )rasanna (ours 6 (ravels )vt 4td.

=. (he study is confined to target area only.

A. (he survey is restricted to few respondents.

B. (here is possibility of sampling errors in the study.

. (he responses of the consumers may not be genuine.

.@ C$(*14'$(


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Cot every product can be marketed in the same way. (ruth be told the promotional

strategy is based solely on the product or service. (here is no list of defined

inally it can be said that the performance of )romotional Strategy is not only ama!ing

but also highly sales (he company can achieve further success by improvement the

suggestions of the consumers.

CHAPTER 62 COMPANY PROFILE

P#)4)(() T$1#4 & T#):+*4 P: L7

e )rasanna (ours and (ravels )vt. 4td. are very much pleased to introduces

ourselves as avey e"tinguished (ransport and (our operators in the capital of India,

*elhi nad we are in the field for past =; years with very e"perienced and professional

staff to meet all your need any where in Corthern India to suit the individual

(raveler+s 'equirements with very competitive rate

e )rasanna (ours and (ravels 5'egd7 are the pioneer in )ackage tours and hold the

leadership in Corthern India with capable of handling thousands or travellers every

day for every location.

(he best way to discover the undiscovered is through us. e take care of all travel

requirements leaving you totally free to enjoy your tour. (ruly and unbeatable

e"perience.


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Dur other services include arrangements of all kind of transportation comfortable and

economical boarding and lodging across northern India for our esteemed clients you

can e"pect more from us because we e"pect more from ourselves

W+ P#)4)(() T$1#4 )(7 T#):+*.are very much pleased to introduces ourselves as verye"tinguished (ransport and (our operators in the capital of India, *elhi and we are in the

field for past =; years with very e"perienced and professional staff to meet all your need

any where in Corthern India to suit the individual (raveler+s 'equirements with very

competitive rate.


leadership in Corthern India with capable of handling thousands or travelers every day

for every location.

Dne core element of our strategy will be that of differentiation from our

competitors. In terms of marketing we intend to ensure that our name and

services are marketed on an e"tensive basis so that customers are aware of our

e"istence. In price, we intend to offer reasonable and competitive prices in

comparison to competition and we need to be able to sustain that. Dur service

marketing will strive to ensure that we establish long relationships with clients.

Initial marketing and training e"penses will be relatively high as we seek to

become known on the market and staff get trained in the professional provision

of our services. (his will be brought about by the development of sales

literature and advertising e"penses. $s our market share increases and capital is

generated, further marketing programmers and the e"pansion of those in

e"istence at the time will be undertaken, to ensure market development.

Eowever with time these programmers will start generating revenue for the

business, which we shall in turn reinvest. )ricing Strategy )rassana (ours will

be competitively priced in relation to the dictates of the market. *ue to the

introductory nature of our services we intend to implement a penetration

pricing strategy which will ensure that potential customers are not frightened


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away by our prices, up until our services are appreciated and fully operational.

Eowever this will dictate that our costs are prudently kept so as to ensure our

financial goals come to fruition. (his is reflected in our prices as stated in the

services description of this plan charging close to )F per kilometer per person.

3ach trip will include an average of eight to ten persons. e intend our income

structure to match our cost structure, so as to ensure that the salaries we pay to

our employees to assure good service are balanced by the cost we charge to the

customer.

(hese are increasingly becoming important as more firms establish in the country

and hence the need to be known. (he organi!ation aims to promote itself through

attending trade shows and e"positions. Cot only will these increase awareness of

our services and business name, but also enable us to interact with potential clients

who may decide to utili!e our service. (rade shows that come to mind include

otswana International (rade air 5I(7 and I(3#.

us Services

e have daily

service for the

following*elhi-Gammu

*elhi-Hatra *elhi-

Hathmandu *elhi-

Cainital *elhi-Manali *elhi-

*ehradun

(our services

e have daily

service for the

following4u"urious

conducted tours

by delu"e $0# 4u"urious

conducted tours

by delu"e CDC

#ar Services

Indica Con-$0# Indica $0# Siera $0# (oyota ualis

$0#

(empo (raveler

$0#

e have

e"pertise of five

decades for#onference

Seminars oad Meeting oreign

*elegations Special 3vents 3"hibitions


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$0#

e )rasanna (ours and (ravels )vt. 4td. are very much pleased to introduces

ourselves as avey e"tinguished (ransport and (our operators in the capital of India,

*elhi and we are in the field for past =; years with very e"perienced and professional

staff to meet all your need any where in Corthern India to suit the individual

(raveler+s 'equirements with very competitive rate.


leadership in Corthern India with capable of handling thousands or travelers every

day for every location


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(ime and Hms will be calculated from garage to garage, enroutes toll ta"es,parking,driver bata day and

night will be from them, for out of *elhi minimum average =;km.)er day will be charge. Service ta"

e"tra as applicable. Cight charge starts after 8;pm. Eill station (

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CHAPTER 6" REIEW OF LITRATURE

)lans and decisions are essential requirements to organi!ational tasks and

management. usiness success depends significantly upon the successful planning

and decision making. Eence, planning is usually listed as the first function of

management as we must have a plan before we can organi!e. )lanning can be defined

as the management function which involves setting the company+s goals and then

determining the means to achieve these goals, in other words, deciding how best to

achieve them. In simpler terms, it means deciding now, what to do in the future, given

certain intended conditions.

(he word now indicates present circumstances and the current state of affairs

pertaining to an organi!ation. So, it has been observed that environmental scanning,consisting of the SD( analysis is therefore a pre-requisite for the planning process.

It includes the internal and e"ternal environment of the organi!ation which allows the

firm to take advantage of the opportunities and minimi!e the impact of threats. In

addition, the company will...

M)#+'( M'=

In addition to promotion, marketers use other tools known as the marketing mi".

(hese include product, price and distribution. )roduct tactics involve choices

related to the functions, attributes, benefits and image of an item. )rice is a

measure of relative value in the marketplace, as well as an amount of money the

buyer is asked to pay. *istribution, also called place, is about making goods

available to consumers when and where they shop.


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A7:+#'4'( )(7 S)*+4 P#$%$'$(

$mong the important questions addressed in promotional strategy are whether

and how the firm should use advertising and sales promotion. $dvertising uses

messages transmitted via mass media. It is effective in educating consumers about

a product and persuading them that it is superior, but takes time to produce sales.

Sales promotion offers direct incentives like coupons, rebates and premiums that

motivate people to buy a brand immediately, or in greater quantities than they

otherwise would. Dften, these two tools are used simultaneously

P+#4$()* S+**'( )(7 P1*' R+*)'$(4

)romotional strategies may also call for the use of personal selling and public

relations, which further e"pand marketers1 communication opportunities. or

products that are technologically comple", difficult to use, e"pensive and0or

require demonstration, one-on-one persuasion by skilled salespeople may be more

effective than any other technique. In situations where the firm wants to influence

its shareholders, employees, vendors and the broader community, public relations

devices like press releases and media events can help get attention and build

e"citement.

.> M)#+!4$3+ 4#)+-

$market strategyunder which a company may either choose to segment the market or to

pursue a single-market strategy. Market-scope strategy thus specifically amounts to

identification of the bases for forming market segments or establishing criteria for

segmentation, and choosing to serve a single market, several distinct markets, or the

entire market.

Initially )rasanna (ours will focus on the local market in the adventure travel sector. (he

target customers will mainly include foreign tourists intending on sightseeing various

attractions.

http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=4046http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=3956http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=6402http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=3956http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=4046http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=3956http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=6402http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=3956

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Dur marketing strategy will emphasi!e focus. e are a relatively new company on the

market and hence must focus on certain kinds of services with certain kinds of clients.

Initially the business will focus on the local market, e"panding into the regional market

as time progresses, and as we gain the necessary e"perience. (herefore the initial aim will

be to instill awareness and confidence in our services. In order to achieve its goal of

becoming the premiere mobile operator, Sephats intends to adopt the following strategies:

8. 3stablish )rasanna reputation as a differentiated, specialty provider of city0

adventure travel and e"cursions. (his will be accomplished through a diverse

marketing communications programmed directed at )rasanna target market,

utili!ing various media as well as the establishment of strategic allies.

=. )rovide unparalleled service to the tourists, local and international, of otswana

in order to gain repeat business and build trust. (his will include providing

superior service in all phases of the transaction, including timely follow-through.

A. $ggressively promote e"cursions as healthy, eye-opening and e"citing activities

with those who participate in them as appreciative of the finer things in life.

B. e intend to build image and awareness through consistency and distinctiveness

in our service provision.

Dur strategy is to grow the business by nurturing clients, differentiating the service fromour competitors, particularly through service and staff behavior. $ll criteria from

customer satisfaction, service provision, price competitiveness to staff attitudes are to be

looked at thoroughly in the initial stages as areas for improvement. $lliances and

collaboration with hotels, lodges and travel agencies are to be adopted as strategies for

market penetration. (raining will be conducted on a regular basis to ensure that our staff

is fully meeting customer e"pectations.

(hrough the implementation of a fair, effective and competitive remuneration policy we

intend to optimi!e our human resource output and advancement. e need the right people

in the right place at the right time if we are to ensure optimum growth. e intend to

develop our team so that our people can grow as the company grows - a mutually


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beneficial relationship. e are currently vigorously searching and recruiting the right

people for our organi!ation.

(his study highlights many issues related to marketing of tourism companies< more

specifically it will be looking at the three companies mentioned above and will be givinga broad analysis to marketing strategy as a marketing tool.

(he purpose of this dissertation is to conduct a detailed analysis on three different >H

holiday companies which are Huoni, (homas #ook and S($ (ravel, who target different

segments of the market. I believe that this investigation will broaden my understanding of

the tourism marketing as well as the techniques and strategies that they use as a key

factor to their success. 5Morgan, =;;87Dverall I believe that it is an interesting area to

study because I can use and demonstrate while conducting this investigation the skillsand knowledge that I had obtained while studying my degree. In addition, I have chosen

to carry out my dissertation on the following three companies, because I believe that they

differ in their market segmentation, however they have a common goal and they are

competitors. I would like to introduce the companies that I will be focusing on and

provide some brief introduction for each of them. ut first of all let us talk about the role

of tour operators. 5ang, =;;=7

(our operators today play a very important role in creating the images of destinations. Inthis global capacity, they can significantly influence international tourism flows towards a

country hit by safety and security risks. 3ven decisions of individual tourists on where to

spend a holiday very often depend on the attitude and practice of tour operators towards a

particular destination. ut people have their own choices and preferences. In this paper

we are going to analy!e Huoni, (homas #ook and S($ (ravel tourism and travelling

services as this is one of the best tour operator agencies worldwide and the first choice of

tourists. 5uhalis, =;;87

rom 89; to 899J the number of international tourist arrivals in the world increased

from = million to @A million 5(D 8999b7, with an average annual increase of @.9KL.

Dver the past 8 years, international tourism receipts have grown 8. times faster than

world %*), with no signs of slowing down. In 899J international tourism accounted for


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an estimated JL of the world1s total earnings and AKL of e"ports in the service sector

5(D 8999a7. $ccording to data from the International Monetary und, in 899J

international tourism receipts and passenger transport amounted to more than ;B

billion, putting it ahead of all other categories of international trade 5automotive products,

chemicals, food, petroleum and other fuels, computer and office equipment, te"tiles and

clothing, mining products, etc.7. 5*river, 89997

(his rapid development of international tourism can partly be e"plained by the ""package

holidays promoted nationally and internationally. Indeed, tour operators represent one of

the most powerful and most influential entities in the tourism industry. (hey have a

strong influence on international flows from main generating markets to various

destinations. $ccording to orld (ourism Drgani!ation estimates, tour operators

nowadays have a share of about =L in the total international tourism market. (his

means that in =;;; tour operators organi!ed at least 8K million international tourism

trips. (herefore, the success of many destinations depends on whether foreign tour

operators include them in their programs. 5uhalis, 899J7

Travel Industry

$s the travel industry consists of numerous sectors and divisions, companies within the

industry vary greatly in their activities and the segments of the market they are involvedin. (hree of them Huoni, (homas #ook and S($ (ravel leaders in their respective field

and I would like to commence with Huoni in the following segment. 5'iege, =;;;7

Introduction to Kuoni, Thomas Cook and STA Travel Companies

Huoni (ravel Eolding 4td. oversees one of 3urope1s top five travel and tour groups.

ased in Nurich, Swit!erland, the company is particularly strong in both its domestic and

>.H. markets, but is also present throughout 3urope, especially in Scandinavia, with a

rising presence in the >nited States and $sian markets. Huoni (ravel operates in three

primary areas of business: 4eisure (ravel, which accounts for more than J percent of the

company1s sales< usiness (ravel, through its (I unit, which handles travel coordination

activities for the small and mid-si!ed and large-scale corporation markets< and Incoming

Services, which provides travel destination services, such as touring and sightseeing


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packages. 5Morrison, 899B7(he company markets its high-end tours and travel packages

under the Huoni name. *iscount travel packages are offered under the Eelvetica brand

name. Swit!erland remains the company1s single largest market, representing slightly less

than one-third of its total sales. (he >.H. and Corth $merican markets together provide

less than one-third of sales. (he 3uropean continent, including Scandinavia, added

another roughly A; percent to Huoni1s total sales, which topped Sr B billion in 899@.

5Scotland and illiams, 899@7 Huoni has been stepping up the pace of its acquisitions at

the turn of the century. $fter being disappointed in its attempt to merge with the >nited

Hingdom1s irst #hoice Eolidays )lc, which would have helped the company create a

counterweight to 3urope1s market-leading )resage-(homson alliance announced in early

8999, Huoni has changed direction, targeting the Scandinavian, Indian, and Corth

$merican markets for its future growth. 5eber and 'oehl, 899974isted on the Swiss

stock e"change, Huoni is led by #hairman *aniel $ffolter and )resident and #3D Eans

4erch. 5onn and urr, 89997

S#)+' A**')(+48

In today1s competitive environment it is becoming increasingly essential for

organi!ations to concentrate on their core activities so as to gain and maintain a

competitive advantage. (his brings out the advantage of undertaking strategic

alliances with organi!ations that the firm may benefit from and visa versa. Sephats

(ours intends to establish strong partnerships with several hotels, lodges and travel

agencies so as to be able to deliver customer wants. (hese alliances will assist in

ensuring that we obtain a regular stream of customers from various establishments.

$t this writing, strategic alliances with several companies are possibilities, given the

content of e"isting interest and discussions. Eowever ultimately it is the quality of

our service5s7 and the skill and e"perience of the staff that will attract customers.

*uring the start-up phase word-of-mouth from satisfied customers will play a large

part in increasing awareness and gaining e"posure for our services.

C$#3$#)+ S$')* R+43$(4''*'-8

)rasanna (ours recogni!es the fact that as it is involved in the tourism sector of the

overall economy there is need to be involved in a wide range of social responsibility


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engagement programmers so as to invest back into the community in which we

operate. e believe that through our social responsibility programmed we can

indeed assist in improving people+s lives. e believe that if we are to contribute to

development in a sustainable way, we need to support numerous projects. Eowever,

before we commit ourselves to projects we intend to ensure that they will be

beneficial to the community, particularly in the long term. e know that we cannot

address all the development needs of our society. here we can, we assist and

sometimes may form partnerships so as to increase capacity. Dne of the ways the

company intends to be involved in corporate social responsibility is through

organi!ing cleaning campaigns with various communities. asically this will

involve briefing the community on the advantages of having a clean environment,

now and in future. In order to entice the community to get involved in these

campaigns, as well as to increase awareness about our business and services we

intend to give out (-shirts and caps with our company name. (hese campaigns will

also assist in us being perceived and appreciated as a good corporate citi!en.

M)()+%+( S1%%)#-8

(he human resources element shall be an essential component in the delivery of the total

service. y encouraging all employees to handle customers well, and by having

enthusiastic, capable and empowered people interacting with our customers, we intend to

build the competitive advantage of being able to comprehensively meet our customers1

needs. (here will be need to evaluate jobs and remuneration packages against market

benchmarks to employees for their agreed and set out tasks so as to ensure they are

competitive. (hese principles e"tend to accident, medical, death and welfare benefits.

O#)(')'$()* S#11#+8


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)rasanna (ours shall be managed primarily by working owners0partners. (he company

will engage more of a functional organi!ation structure whereby people shall be focusing

on their prime area of e"pertise. Eowever in engaging this organi!ation structure we

intend to ensure that there is open communication between all personnel at all levels.

ith such a group we believe it will be simple to communicate with and support one

another. Dur organi!ational structure demonstrates the importance we shall put on our

customers, and ensuring their satisfaction in utili!ing our services .

$s the company grows there will be more structure to the utili!ing, with new employees

being assigned a supervisor or subordinate. hen the company is at its full staff

potential, it will operate as any closely held utili!ing, but maintain the personal interest in

each employee1s personal and family welfare and their contributions to the business.

e acknowledge the fact that successful recruiting, motivation, and discipline procedures

are keys to the growth of the utili!ing. Eence we intend to promote and maintain good

labor relations, strong morale and high quality work per employee through undertaking

the following: Odiscussion omittedP

M)()+%+( T+)% 8

(he founders of Sephats (ours are passionate about the activities it will promote and offer

on the market. Management style will reflect the participation of the

directors0shareholders. (he company intends to respect its community and treat all

employees well. e will develop and nurture the company as community. Eowever we

reali!e that we are not fully conversant in tourism and as such intend to engage

e"perienced staff as well as undergo a training course from a reputable institution. (heManaging *irector1s e"perience in public commercial transportation and government will

assist in the establishment of good networks. Ee also has attended a course in $uto

Mechanics at F #entre that will assist in servicing the vehicles. Eowever acknowledging

the importance of continuous training and improvement the Managing *irector intends to


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undergo a course in (ravel and (ourism so as to be fully conversant in the field, as well

as obtain knowledge of the latest developments in the industry

P+#4$((+* P*)(8

(he detailed monthly personnel plan for the first year is included in the appendi". (he

annual personnel estimates are included here. e believe this plan is a good compromise

between fairness and e"pedience, and meets the commitments of our mission and

business objectives e intend to compensate our personnel well, so as to retain their

invaluable e"pertise and to ensure job satisfaction and enrichment through delegation of

authority. Dur compensation will include health care, generous profit sharing, plus a

minimum of three weeks+ vacation. Sephats (ours recogni!es that our employees

contribute fundamentally to the company1s long-term prosperity, acknowledging our

obligation to remunerate them competitively. e intend to enhance our capacity to attract

and retain people of quality through competitive remuneration packages


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CHAPTER 6> RESEARCH METHODOLOGY

Market Strategies International combines scientific methodologies and rigorous

processes to create the most intelligent marketing research available. e integrate a

full range of quantitative and qualitative research methodologies 5traditional and

innovative7, as well as advanced analytics, to help you connect with your customers

in a more meaningful way. y combining science with industry focus, we deliver

solutions that bring life to your insights and freshness to your perspective

>. O9+':+

(he objective of this research is to e"amine the effects of e-marketing strategy on success

of e-commerce businesses in (hailand. (his study indicates that social network, internet

dissemination, internet competitive learning, and information technology capability. In

addition, competitive environment and customer acceptance are the moderating variables

of the research. *ata was collected from e-commerce business in (hailand. (he results

show that e-marketing strategy has significant positive influences on e-commerce

success. Moreover, internet competitive learning, and information technology capability

have positive effects on e-marketing strategy. or moderating effects, customer

acceptance has positive statistically significant influences on the relationships.

(heoretical and practical implications are presented. #onclusion and suggestions forfuture research are also discussed

Initially )rasanna (ours will focus on the local market in the adventure travel sector. (he

target customers will mainly include

oreign tourists intending on sightseeing various attractions.


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Dur marketing strategy will emphasi!e focus. e are a relatively new company on the

market and hence must focus on certain kinds of services with certain kinds of clients.

Initially the business will focus on the local market, e"panding into the regional market

as time progresses, and as we gain the necessary e"perience. (herefore the initial aim will

be to instill awareness and confidence in our services. In order to achieve its goal of

becoming the premiere mobile operator, )rasanna intends to adopt the following

Cew marketing strategies and tactics by established companies aimed at

providing e"cursions of our intended nature.

3"isting competition.

>.2 H-3$/+4'4

$ consumer is faced with many different questions and decision when

choosing a product. $ company has to take into account all different aspects

of a consumer+s decision making process into account when marketing a

product. (he research has been used in this study to know various

phenomenon that are connected to individuals, e"isting situations, customer

related engagement, and events that occur. *uring the course of research

various aspects of consumer behavior were covered which helped in

understanding the consumer behavior while purchasing and other areas of

consumer behavior.

>." SOURCES OF DATA

(A)PRIMARY DATA8 !(he primary data are those which are collected a fresh

and for the first time and thus happen to be original in nature. (he primary data

was collected through survey conducted from )rasanna (ours 6 (ravels )vt 4td

at akdewadi . )rimary sources include the questionnaire filled in by the

respondents and interviews.


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I(+#:'+< & 1+4'$(+# %+/$78 !or the present research paper ; respondents were

selected.

C$(41%+# 41#:+-8

In order to collect the primary data the consumer+s survey was undertaken. (he sample

consumers were selected on quantities method. $ structured question was used to collect

information from the sample sales contacted. 3ven personal interviews were held with

the respondents to gather unbiased information. Dbservation method also made used to

understand the real feelings of the respondents so that study become more realistic in

nature.

RESEARCH APPROACH8 !In order to collect the primary data, survey was conducted

to which the target customers responded and were conducted personally. Simple

quantities (echniques was used.

RESEARCH INSTRUMENT8 !$ structural questionnaire was used as an instrument to

collect the information.

S+$(7)#- D))

8. E:)*1)+ )(7 3' /+ +4 +:+(

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C/$$4+ )(7 7+4'( /+ 3+#;+ 3#$%$'$()* '+%4 $ ;' -$1# %)#+, +:+(,

)(7 #)(7. $gain, based on the segment you are targeting, you should then

choose the appropriate promotional product that your target market will

appreciate. *esign also plays a big factor in the success of your campaign.

3"amples of design issues to focus on are saliency of logo to t-shirt colors and

the clarity of message on printed items.

P*)( ) 7'4#'1'$( 3#$#)% ;$# -$1# 3#$%$'$()* '+%4 71#'( /+ +:+(

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CHAPTER 6 ? DATA ANALYSIS & INTERPRETATION

S)*+4 F$#+)48

(he following chart and table show our planned Sales orecast for the ne"t three

years.


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S)*+4 F$#+)4

2ear 8 2ear = 2ear A

Sales

$ll tourist services 's.A;,;;; 's.@,;; 's.@A;,;;;Dther 's.; 's.; 's.;

(otal Sales 's.A;,;;; 's.@,;; 's.@A;,;;;

*irect #ost of Sales 2ear 8 2ear = 2ear A

$ll tourist services 's.K;,;;; 's.888,A;; 's.8=@,;;;

Dther 's.; 's.; 's.;

Subtotal *irect #ost of Sales 's.K;,;;;

's.888,A;; 's.8=@,;;;

$rea wise survey distributionQ

F$#% $**+'$(P)#'1*)#4S#. ($

8=8%horpade peth8

J8Swaregate=

BJMarket yardA

I(+#3#+)'$(8

$rea of %horpade )eth is having more family travel agency but in Swargate there

are more travel agency compare to %horpade peth


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In Market 2ard there are less travel agency compare to %horpade )eth, Swargate

ut Most travel agency in this area

$s Swargate is much developed place compared to %horpade )eth so people do not

mind to take test from Swargate travel agency

Q . Interested for ebsiteQ

M)#+ -)#7 S

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.orking days travel agencyQ

S1(7)- *$4+S1(7)- /)*; 7)-A** 7)-4

A=@B=

I(+#3#+)'$(8

(hrough data collection I got information about working days of travel agency, on

mostly opened half day of Sunday their travel agency.

Dpen travel agency on whole Sunday more than closed on Sunday.


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.'ate #omparisonQ

8=889=KB=ACo of travel

agency

=;;-=;8;-=;;8;;-8;;-8;;A;-;;-A;'ate 'ange

I(+#3#+)'$(8

Co of travel agency vary as par their e"perience, 'ate 'ange. (he consultants charge

higher than %eneral )ractitioners.


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. Eow many travel agency in Seagate, Market yard, %horpade )ethQ

S#. ($ P)#'1*)#4 N$ $; *)

8 Swargate K

= Market yard A

A %horpade peth

I(+#3#+)'$(8

Most of travel agency in Swargate compare to

Market 2ard and %horpade )eth.


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. Eow many travel agency interested in own websiteQ

S#. N$ P)#'1*)#4 R+43$(74

8 $ll 'eady have =

= Cot Interested 9

A illing to have B

I(+#3#+)'$(8

More travel agency are old and work on traditional method so only = travel

agency having own website.


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.Eow many people would like to web services of travel agency line=B"K.comQ

S#, N$ Y+4 N$ C)( 4)-

8 == @B 8B

I(+#3#+)'$(8

It has been found that most of people could not favor to web services ecause its

required computer literacy

$ccording to above graph overall 80A positive result getting.


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H$< 7$ -$1 %)()+ -$1# 14$%+#4 #+*)'$(4/'3

M)='%1% 4)'4;)'$( $

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F$# A($/+# T#):+*4 8

(he )rasanna (ravlsgive their 8;;L to Ma"imum satisfaction towards services

and then ;L

to uick response to any quarry 6 Inform about latest scheme towards any services.


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1. D$ -$1 /):+ '(;$#%)'$( )$1 Prasanna Travels

R+43$(4+ N$. $; P+$3*+ A+

2es =B 9@L

Co 8 BL

T$)* 2?

I(+#3#+)'$(8 !$s per the survey 9@L of the people knew about )rasanna (ravels

and BL do not have information about it.


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H$< 7'7 -$1 $%+ $ ($< )$1 Prasanna Travels

R+43$(4+ N$. $; P+$3*+ A+

(.&. 89 K@L

riends = JL)rint Media B 8@L

T$)* 2?

I(+#3#+)'$(8 !Dut of my survey K@L of the people came to know about )rasanna

(ravelsthrough (.&. and JL through friends and remaining through )rint Media.

W/) )$1 );+# 4)*+4 4+#:'+ 3#$:'7+7 T)*+ N$.

1. W/) )$1 );+# 4)*+4 4+#:'+ 3#$:'7+7 - Prasanna Travels

R+43$(4+ N$. $; P+$3*+ A+

Satisfied =; J;L

*elighted B 8@L

*issatisfied 8 BL


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T$)* 2?

I(+#3#+)'$(8 !)eople are mostly satisfied by the after sales service. $bout J;L are

satisfied and 8@L are the delighted customers.

1. W/) )$1 /+ $;;+#4 )(7 7'4$1(4 3#$:'7+7 - Prasanna Travels


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R+43$(4+ N$. $; P+$3*+ A+

Satisfied 89 K@L

*elighted B 8@L

*issatisfied = JL

T$)* 2?

I(+#3#+)'$(8 !$s per survey, majority of the people are satisfied with the offers and

discounts provided by )rasanna (ravelsi.e. K@L say that they are sat


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CHAPTER NO 6 CONCLUSSION & SUGGESSTIONS

CONCLUSSION

(he study results and previous discussion have shown that in the case of business

fundamental of agencies has hardly changed. (he reduction of commission revenues

is compensated by service fees without really providing additional 5new7 value to

customers, and thus generating a foundation for new revenues. irst of all with regard to

standardi!ed.

(ypes of trips, measures should be taken to retain specific product portfolios, for

instance city trips, which have been shown to be highly associated with travel

agency use. In consequence,

people interested in such trips could be further investigated with the aim of

determining their specific needs and preferences. (hat know-how could be applied in

turn to increasing the quality of travel consultation 5also in terms of helping

customers to select information sources7, which in turn would deepen the agency-customer relationship. (his conclusion can be directly derived from the empirical

analysis above, which shows that market segments based on personal characteristics

rather than travel conte"ts do not represent a promising start for defining business

models for travel agents.

Second, and referring to paragraph = in the discussion section, travel agencies will

have to transform from intermediaries to professional infomediaries, initiating and

securing information flow to and transaction flow from potential travelers and

specific markets. (hus, future prospects might lie in building up and providing

destination-specific e"pert know-how in relation to medium and long-haul trips of all

kinds. (his approach could lead to taking a representative role in regards to a

destination within a specifically delimited market,providing e"clusive access to some


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of the destination+s products and services. y this approach, no only is the foundation

of business e"tended but also additional values are created for the customers.

HYPOTHESIS

$ consumer is faced with many different questions and decision when choosing a

product. $ company has to take into account all different aspects of a consumer+s

decision making process into account when marketing a product. (he research has

been used in this study to know various phenomenon that are connected to

individuals, e"isting situations, customer related engagement, and events that occur.

*uring the course of research various aspects of consumer behavior were covered

which helped in understanding the consumer behavior while purchasing and other

areas of consumer behavior.

SUGGESSTIONS

Ceed to lower the price of (ourism packages to make it possible for lower and

middle class people also.

Should undertake some promotional activities like advertising through outdoor

media such as painted displays, travelling displays etc.

Should conduct various programs in semi urban and the rural areas to create

demand.

Should conduct regular survey of customers and market.


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BIBLIOGRAPHY

www.prasannapurpaltours6travels.com

www.google.com

www.prasannapurpletravel.com

http:00www.financiale"press.com0news0tours-plans

ANNE5URE


B$$ A1/$#

%lobal Marketing

Management

S.$. Sherlekar

&.S. Sherlekar

Marketing Management )hilip Holter

'esearch Methodology

Eimalaya publisher,

*elhi

#'. Hothari
http://www.google.com/http://www.prasannapurpletravel.com/http://www.financialexpress.com/news/tours-planshttp://www.google.com/http://www.prasannapurpletravel.com/http://www.financialexpress.com/news/tours-plans

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UESTIONARE

N)%+ 8

A77#+44 8

P/$(+ N$ 8

.N$2 D$ -$1 /):+ '(;$#%)'$( )$1 P#)4)(() T#):+*

2es Co

.N$." H$< 7'7 -$1 $%+ $ ($< )$1 P#)4)(() T#):+*

(.&. riends )rint Media

.N$.> W/- 7$ -$1 3#+;+# #):+*'( - P#)4)(() T#):+*4

#omfertebility )rice 4u"urious

.N$.? W/) '4 -$1# $3'('$( )$1 /+ 4+#:'+ 3#$:'7+7 - P#)4)(() T#):+*4

3"cellent %ood $verage

.N$. W/) )$1 );+# 4)*+4 4+#:'+ 3#$:'7+7 - P#)4)(() T#):+*4

Satisfied *elighted *issatisfied

.N$.@ W/) '4 -$1# +=3+)'$( ;#$% P#)4)(() T#):+*4

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.N$. W/) )$1 /+ $;;+#4 )(7 7'4$1(4 3#$:'7+7 - P#)4)(() T#):+*4

Satisfied *elighted *issatisfied

.N$. H$< 7$ -$1 #)+ /+ $:+#)** 3+#;$#%)(+ $; P#)4)(() T#):+*4

3"cellent %ood $verage

.N$.0 D$ -$1 3#+;+# $ 1- '+4 $(*'(+ $# ) 4$#+

Dnline Store

.N$. A#+ -$1 4)'4;'+7

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