Contains all the analysis

1. CHUTTI ON WHEELS

2. INTRODUCTION
 The World Travel and Tourism Industry calculated that tourism generated INR 6.4 trillion
i.e. 6.6% of the nation's GDP in 2012.
 It supported 39.5 million jobs, 7.7% of its total employment.
 The sector is predicted to grow at an average annual rate of 7.9% from 2013 to 2023.
 This gives India the third rank among countries with the fastest growing tourism
industries over the next decade.
 Some other aspects of its tourism infrastructure remain somewhat underdeveloped
however. The nation has very few hotel rooms per capita by international comparison and
low ATM penetration.
 India's rich history and its cultural and geographical diversity make its international
tourism appeal large and diverse.
 Most visited cities in India:Agra, Kashmir, Goa, Kanykumari, Jaipur & Udaipur, Kerala,
Delhi, Ahmedabad, Mysore, Ajanta Ellora.

3. Objective and Need of Study
 As the statistics above suggest, the tourism industry in India is
burgeoning exponentially and provides a vast scope for neophytes like
ourselves.
 To compete in such an environment we as beginners must attract the
tourists by providing them with something refreshingly different.
 Hence, we have come up with a totally new concept which is yet to find its
footing in India.
 Our Business Idea is “CHUTTI ON WHEELS”.

4. CHUTTI ON WHEELS
- Where Adventure and Luxury Go ‘HAND in HAND’

5. CHUTTI ON WHEELS
- Where Adventure and Luxury Go ‘HAND in HAND’
“CHUTTI ON WHEELS” is India’s first caravan based tourism company. The idea, as the
name suggests, is to provide our customers with the luxury of travelling in a Hotel.
OUR MISSION: The mission of “CHUTTI ON WHEELS” is to be the leading Caravan based
travel and related services company of choice, providing premier services and an
entirely exotic experience to all customers.
“CHUTTI ON WHEELS” is provided in 3 different sizes :-
1. MINI (Small)- For 4 people.
2. STANDARD (Medium)- For 8 people.
3. JUMBO (Large)- For 12 people.
“CHUTTI ON WHEELS” comes in the given 3 packages :-
1. Regular- Normal Comfort & Facilities (1000 INR)
2. Supreme- Extra Comfort & Facilities (1500 INR)
3. Deluxe- Ultra Comfort & Facilities (2000 INR)

6. • NEW GOVT. REGULATIONS
THAT MIGHT NOT
SUPPORT THE BUSINESS
• OTHER TOUR PLANNERS
• PEOPLE STEREOTYPING
TRAVELLING/ VACCATIONS
TO TRADITIONAL WAYS
• ECONOMIC CRISIS
EFFECTS ON TOURISM
• TRAVELLERS LOOKING FOR
A DIFFERENT APPROACH TO
TRAVEL
• VARIOUS INCENTIVES &
CONCESSIONS EXTENDED BY
THE GOVT.
• REGULAR FLOW OF TOURISTS
• UNIQUE THUS LESS
COMPETITORS
• NEW BRAND: TRUST ISSUES
• LESS VARIETY OF FOOD
• HARD TO REPLACE TRADITIONAL
WAYS
• COULD BE UNCOMFORTABLE FOR
PEOPLE OF OLD AGE GROUP
• INNOVATIVE CONCEPT
• FLEXIBLE
• CONVENIENT- FACILITIES
AT EACH DOORSTEP
• ADVENTUROUS AND
LUXURIOUS
• INSTANT BACKUP
• SECURITY
STRENGTHS WEAKNESSES
THREATSOPPORTUNITY

7. Research Methodology
 Research Tool- Questionnaire
a) Online- https://docs.google.com/forms/d/13iYONgvMkOdWmWoegJa2ePKW5gD2X-
fFgi73vdg0P00/viewform.
b) Hard-copy
 Data- Primary and Secondary data.
 Sample Size- 185.
 Sample Procedure- Convenience and random sampling.
 Data Analysis Tool- Ms Excel, Clustering Process, Bi- Variate Analysis.

8. ANALYSIS AND INTERPRETATION OF
DATA

9. Analysis
 Geographic :-
 79%-(North), 8%-(West), 5%-(Central).
 45%-(Metropolitan), 32%-(Tier1), 23%-(Tier2).
 Demographic :-
 Age: 64%- (21-25), 14%- (>41).
 Gender: 53%- (Female), 47%- (Male).
 Family Size: 55%- (2-4), 32%- (4-6).
 Income: 30%- (5-10 lpa), 24%- (10-15 lpa).
 Behavioral :-
 Usage Rate(year): 57%- (once ), 35%- (2-3 times).
 Duration(weeks): 55%- (<1), 41%- (1-2).
 Readiness Stage(Awareness): 84%-(No), 16%-(Yes).
 Attitude: 44%-(Interested), 25%-(Highly Interested).
 Psychographic :-
 Personality: Planned, Unplanned & Impulsive Travelers: 59%,26%,15%.
 Lifestyle: Highly, Moderately & Less Active: 37%,53%,10%.
 Lifestyle: Highly, Moderately & Less Adventurous: 22%,64%,14%.

10. SEGMENTATION USING BI-VARIATE
Geographic
0
5
10
15
20
25
30
35
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
Metropolitan Big City Small city
NumberofPeople
1
2
3
4
5

11. SEGMENTATION USING BI-VARIATE
Demographic
0
5
10
15
20
25
30
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
Metropolitan Big City Small city
NumberofPeople
< 1000 INR
1000-2000 INR
2000-3000 INR
3000-4000 INR
> 4000 INR

12. SEGMENTATION USING BI-VARIATE
Demographic
0
5
10
15
20
25
30
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
Metropolitan Big City Small city
NumberofPeople
< 1000 INR
1000-2000 INR
2000-3000 INR
3000-4000 INR
> 4000 INR
0
5
10
15
20
25
30
35
40
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
Metropolitan Big City Small city
NumberofPeople
< 2
2-4
4-6
6-8
> 8

13. SEGMENTATION USING BI-VARIATE
Demographic
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5
NumberofPeople
Level of Interest(1-Least, 5-Maximum)
Female
Male

14. SEGMENTATION USING BI-VARIATE
Behavioral
0
5
10
15
20
25
30
35
40
45
50
< 1 week 1-2 weeks 2-4 weeks < 1 week 1-2 weeks 2-4 weeks < 1 week 1-2 weeks 2-4 weeks
Metropolitan Big City Small city
NumberofPeople
North India
South India
East India
West India
Central India
0
5
10
15
20
25
30
35
CentralIndia
EastIndia
ForeignNational
NorthIndia
SouthIndia
WestIndia
CentralIndia
EastIndia
NorthIndia
SouthIndia
WestIndia
CentralIndia
EastIndia
NorthIndia
SouthIndia
WestIndia
Metropolitan Big City Small city
NumberofPeople
Yes
No
Never heard of

15. SEGMENTATION USING BI-VARIATE
Psychographic
0
5
10
15
20
25
30
35
40
Metrop…
BigCity
Smallcity
Metrop…
BigCity
Smallcity
Metrop…
BigCity
Smallcity
Metrop…
BigCity
Smallcity
Metrop…
BigCity
Smallcity
NumberofPeople
Light (Ex: light walking)
Moderate ( Ex: walking, light
sporting activities)
Very Active (Ex: hiking, biking,
mountain climbing, river crossing)
0
10
20
30
40
50
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
North
India
South
India
East
India
West
India
Central
India
Metropolitan Big City Small city
NumberofPeople
Highly Adventurous ( visit
only unique tourist spots)
Little Adventurous (visit only
popular and well-known
tourist spots)

16. SEGMENTATION USING BI-VARIATE
Psychographic
0
5
10
15
20
25
30
35
40
45
50
Metropolitan
BigCity
Smallcity
Metropolitan
BigCity
Smallcity
Metropolitan
BigCity
Smallcity
Metropolitan
BigCity
Smallcity
Metropolitan
BigCity
Smallcity
North India South India East India West India Central India
NumberofPeople
Planned holiday traveller
Unplanned holiday traveller
Impulsive holiday traveller

17. PROFILING
SEGMENT A “PIONEERS”
(INNOVATORS)
 PLACE: Metropolitan/tier1
 REGION: West India
 AGE: 41-50
 INCOME: 15 Lakhs/Annum
 FAMILY MEMBERS: 2-6
 GENDER: Both Male/Female
 PRICE WILLING TO SPEND: 1000-
2000 INR/Head/Day
 DURATION: 1-2 Weeks
 CONCEPT: Not heard of
SEGMENT B “ENTERPRISERS”
(EXPERIENCERS)
 PLACE: Metropolitan/tier1
 REGION: North India
 AGE: 21-25
 INCOME: >15 Lakhs/Annum
 FAMILY MEMBERS: 2-4
 GENDER: Both Male/Female
 PRICE WILLING TO SPEND: 1000-
2000 INR/Head/Day
 DURATION: <1 Week
 CONCEPT: Not heard of

18. PROFILING
SEGMENT C “DITHERERS”
(STRIVERS)
 PLACE: Big City/tier2
 REGION: North India
 AGE: 21-25
 INCOME: 12.5 Lakhs/Annum
 FAMILY MEMBERS: 2-4
 GENDER: Both Male/Female
 PRICE WILLING TO SPEND: 1000-
2000 INR/Head/Day
 DURATION: 0-2 Weeks
 CONCEPT: Not heard of
SEGMENT D “PAROCHIALS”
(BELIEVERS)
 PLACE: Small City/tier3
 REGION: North India
 AGE: >50
 INCOME: 7.5 Lakhs/Annum
 FAMILY MEMBERS: 4-6
 GENDER: Both Male/Female
 PRICE WILLING TO SPEND: 1000
INR/Head/Day
 DURATION: <1 Weeks
 CONCEPT: Not heard of

19. Consumer Targeting
 “CHUTTI ON WHEELS” will be available in
3 different price and size ranges as discussed
above.
 Initially consumers from North India will be targeted.
 Initially, major focus will be on the Metropolitan cities. Tier 1 and Tier 2
cities will be targeted once the concept is established.
 Holiday destinations will initially be planned for hilly and coastal regions.
Example: Jammu and Kashmir

20. PROMOTIONAL MIX
• Marketing Strategy: segment marketing
ADVERTISING:
– Promotion by tour planners
– Print Ad/Poster
– Web Page
– Banner ads
– Television
DIRECT MARKETING:
– Outdoor advertising
– Online display ads

21. BUDGET FRAMEWORK
 Television :-
 Average Cost of 10 sec commercial during prime time (9 PM -10 PM) is 2.5 Lac.
 Cost of commercial on News channel is Rs 1 Lac.
 Prime Channel Cost=2.5*3*12=0.9 Crore (Quarterly).
 News Channel Cost=2*7*12= 1.7 Crore (Quarterly).
 Total : 2.6 Crore.
 Billboards :-
 Cost of printing per advertisement is Rs 25000.
 10 cities , 5 banners per city.
 Rent for hoarding place is Rs. 10000 per quarter.
 250 Hoardings in 20 cities (Rs.10000 per hoarding).
 Total Cost=10000*250+25000*100+10000*100=60 Lac.
 Total: 0.6 Crore.

22. BUDGET FRAMEWORK
 Internet :-
 CPC: Cost per click, CPM: Cost per thousand impressions
(M = thousand in Latin). CPC simply means that you pay when someone clicks on the ad while
CPM means that you pay for each 1,000 people who have seen it
 Both cost models use a bidding system – an auction – and the cost depends on what other
advertisers are willing to pay for clicks or impressions from the same demographic.
 Total: Variable.
 Newspaper :-
 Total: 1 crore.

23. CONCLUSIONS
 Using the data analyzed above it is clear that the concept of ‘mobile hotel’ is
unheard of in India.
 Using the same data we can also conclude that mostly people are enthusiastic to
try this new concept.
 Hence it offers a great opportunity for the one’s willing to venture into it.
 So will launch our concept “CHUTTI ON WHEELS” as soon as possible.
 After analyzing the segmentation using bi-variate analyses we have decided to first
target the ‘Pioneers’ and ‘Enterprisers’.
 Once the concept is established we will try and attract ‘Ditherers’ and ‘Parochials’
as well.

24. LIMITATIONS
1. Audience set is biased. Most of the people surveyed are between the age
of 18-22 and reside in North India.
2. The concept of “CHUTTI ON WHEELS” is unheard of in India and hence it
will be difficult to replace the traditional ways of travelling currently
being undertaken in it.
3. It will be hard to establish trust among people as we are a completely
new brand.
4. Various services and facilities provided are less luxurious as compared to
a 5 star or 3 star hotel.