Brand Strategy For Cox & Kings (1)


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Created by Gitanjali More and Rucha Puntambekar - Brand strategy for revamping Cox and Kings

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Brand Strategy For Cox & Kings (1)

  1. 1. Gitanjali More 028 Rucha Puntambekar 195
  2. 3. Tourism in India <ul><li>According to the Travel and Tourism Competitiveness Index, India ranks 65 th </li></ul><ul><li>Travel & Tourism Industry in India is expected to grow and generate US $ 128 billion by 2016 </li></ul><ul><li>In the year 2006, India represented 0.52 % of the world market share in International Tourist arrivals </li></ul>
  3. 4. About Cox & Kings <ul><li>Established in India in 1978 </li></ul><ul><li>Biggest asset: trust and comfort that clients have in it </li></ul><ul><li>Won several awards and recognitions: </li></ul><ul><li>“ India’s Top Rated Tour Operator – Outbound” by the Economic Times & Travel Agents </li></ul><ul><li>Association of India Travel Awards (2009) </li></ul><ul><li>“ Best Domestic Tour Operator” by TAFI-abacus Awards for Business Leadership in Tour Operating (2009) </li></ul>
  4. 5. About Cox & Kings <ul><li>C&K has always come out with Innovative and Customized products to suit its customer’s needs, e.g. ‘One Stop Shop’ for varied travel requirements like Visa, Ticketing, Holidays, Insurance and Foreign exchange among others </li></ul><ul><li>C&K has created brand awareness among travelers through its products like “ Duniya Dekho”, “Bharat Deko” and “ FlexiHol” for Outbound Travel, Domestic Travel and Flexible Individual Travellers respectively. </li></ul>
  5. 6. About Cox & Kings <ul><li>C&K operates in 19 countries through its Subsidiaries, Branch offices and Representative offices. </li></ul><ul><li>In India, it has 255 points of presence covering 164 locations through a mix of 14 branch sales offices, 56 franchised sales shops and a mix of 185 General Sales Agents (GSAs)and Preferred Sales Agents (PSAs). </li></ul>
  6. 7. Competitor Analysis <ul><li>SOTC is the market leader with about 35% p.a. growth, distribution network of 130 sales outlets and about 3500 travel agents across India. </li></ul><ul><li>Thomas Cook serves about 20million customers every year. They provide services to about 4500 locations in more than 100 countries </li></ul><ul><li>Other local competitors include Kesari and Raj Tours and Travels </li></ul>
  7. 8. Segmentation of Tourists Base of Segmentation Categories Holiday Mass Market, Popular Market, Individual Market Demand Primary, Secondary, Opportunity Geography National, International Psychographics Lifestyle, Personality, Knowledge Demography Age, Sex, Religion Socio-Economic Rich-Poor, Urban-Rural, Literate-Illiterate Purpose Business, Leisure, Culture tourism Age Teens, Youths, Senior Citizens
  8. 9. Target Audience Segmentation Base of 0Segmentation for Cox & Kings Categories Non Users Lack willingness and ability (in terms of income and leisure time) Potential Users Have the willingness but the marketing resources have not been used in an optimum way to influence their impulse Actual Users Already using the services generated by tourism service providers Occasional Users Although they do possess the requisite income and leisure, they have not formed a habit of traveling Habitual Users Frequent travelers
  9. 12. Latest Trends in Tourism <ul><li>Foreign holidays becoming more of an aspiration as Indian society is being increasingly becoming driven by consumerism. </li></ul><ul><li>With the rise in disposable incomes, the interest and willingness to spend in overseas travel has increased. </li></ul><ul><li>Stability in tour-prices and increase in value-added offers such as “Holiday now, Pay Later”, “Take your Partner on Holiday Free”, Holiday Vouchers. </li></ul><ul><li>Booming economy, affordable air-fare, better connectivity, prosperous middle class have together contributed to a large number of holiday seekers. </li></ul>
  10. 13. Brand Strategy for Cox & Kings: Objective <ul><li>To achieve a well defined and unique brand personality through selection of correct positioning strategies and consistent and appropriate brand promotion </li></ul><ul><li>To acquire about 17% market share in the tourism service providers sector </li></ul><ul><li>Careful brand guardianship </li></ul>
  11. 14. Brand Vision for Cox & Kings Short Term (in 2 years) Long Term (in 5 years) Promoting various tourism segments like medical tourism, adventure tourism, ecotourism, etc by designing segment specific packages in addition to country and region specific packages Full-fledged branding & promotional Initiatives (Integrated Marketing Communication) To concentrate on capacity building by improving the quality of services offered, infrastructure, manpower by benchmarking with competitors To provide an umbrella of services associated with travelling to the customers. Use of Information Technology (eTourism) to complement branding and promotional initiatives
  12. 15. Branding Strategy <ul><li>Promote destination and segment based campaigns by writing articles in tourism magazines, journals and newspapers like Go World, NatGeo Traveller, etc. </li></ul><ul><li>Publish advertisements in various tourism and photography magazines (Travel and Living, Asian Photography, etc.) </li></ul><ul><li>Publish testimonials of happy customers on Cox & Kings website </li></ul><ul><li>Upload medical, adventure tourism and eco-tourism related videos on YouTube and other video sharing websites </li></ul><ul><li>Flickr and other photo sharing websites to showcase various destinations and testimonials from clients </li></ul><ul><li>Online magazines like,, etc. </li></ul>
  13. 16. Brand Strategy <ul><li>Form various tourism related communities on social networking sites promoting various tourism destinations </li></ul><ul><li>Come up with various value added packages and allied services for customers. </li></ul><ul><li>Promotion of Cox & Kings on websites of various airlines, hotels, transport services providers by buying banner space on the websites of these allied service providers </li></ul><ul><li>Buzz marketing through celebrity tie-ups. Celebrities will be offered luxury travel packages and encouraged to promote the services of Cox&Kings on their blogs </li></ul>
  14. 17. Brand Strategy <ul><li>Make the website more user friendly by providing information about related destinations and related service providers to the customers. </li></ul><ul><li>Design and promote packages for non-users by providing them facilities of easy finance. </li></ul><ul><li>Design packages with more user friendly services in order to convert occasional and actual travelers into frequent travelers </li></ul><ul><li>Design special aspiration boosting packages for the habitual travelers. </li></ul>
  15. 18. Traveling Light <ul><li>Package tours for globetrotting </li></ul><ul><li>Offbeat destinations like the Amazon Forest, Guatemala, the Great Smoky Mountains, Coron Bay, Puerto Morelos </li></ul><ul><li>Cost-effective tour packages with focus on ‘Back to Nature’ </li></ul><ul><li>Package tours for globetrotting </li></ul><ul><li>Offbeat destinations like the Amazon Forest, Guatemala, the Great Smoky Mountains, Coron Bay, Puerto Morelos </li></ul><ul><li>Cost-effective tour packages with focus on ‘Back to Nature’ </li></ul>
  16. 19. Target Audience <ul><li>Adventurous </li></ul><ul><li>Rebellious </li></ul><ul><li>Cool </li></ul><ul><li>Feel the need to impress peers </li></ul><ul><li>Spend money on traveling and other luxuries </li></ul>Target Geographies <ul><li>Cities like Mumbai, New Delhi, Bangalore, Chennai, Kolkata, Pune, and so on </li></ul>
  17. 20. Passion Groups <ul><li>Art tours </li></ul><ul><li>Photographer’s clubs </li></ul><ul><li>Biker’s clubs </li></ul><ul><li>Nature buffs </li></ul><ul><li>Backpackers </li></ul>
  18. 21. Online Presence
  19. 22. Highlights <ul><li>Book early to get crazy discounts! </li></ul><ul><li>Photography competition post-vacation with attractive prizes like travel kits, etc. </li></ul><ul><li>Induce customers to come up with innovative online contests on contests based websites. The contest would involve creation and promotion of various contests designed by the users. Winners to be accorded a 6 month membership program. </li></ul>
  20. 23. Contd. <ul><li>Avail heavy discounts of up to 25% on products by Canon, Wildcraft, and Samsonite </li></ul><ul><li>Packages can be customised to suit budget and luxury travelers – and the entire spectrum. This includes hotel stay, food and beverages, etc. </li></ul>
  21. 24. Yours Truly – from Travelling Light
  22. 25. PR and Advertising by Cox and Kings <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (Promo video) </li></ul><ul><li> </li></ul><ul><li> </li></ul>