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SERVICE MARKETING PROJECT Insignia Tourism Marketing Specialising in Leisure Tourism
OVERVIEW ,[object Object]
The Tourism Business ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: World Tourism Organisation (WTO) TRAFALGAR SQUARE BY NIGHT
The Tourism Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: World Tourism Organisation (WTO) Almost 50% of the world’s international tourists travel to only 10 countries This presents a huge opportunity with respect to visits to other attractions/countries TOP 10 TOURIST DESTINATION COUNTRIES Rank Country No. of Tourists (in mn) 1 France 81.9 2 Spain 59.2 3 US 56 4 China 54.7 5 Italy 43.7 6 UK 30.7 7 Germany 24.4 8 Ukraine 23.1 9 Turkey 22.2 10 Mexico 21.4
THE ONLINE REVOLUTION ,[object Object],[object Object],[object Object],Source: Jupiter Kagan report ‘US Travel Forecast, 2006 to 2011’  ,[object Object],Revenues from online bookings in the US 2006: $43 billion 2011: $128 billion Share of mkt: (38%)
THE INDIA CONTEXT ,[object Object]
The India Context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: The Economist Intelligence Unit, Euromonitor ‘www.euromonitor.com’, Phocus Wright Inc.
The India Context– ONLINE ,[object Object],Sources: The Economist Intelligence Unit, Euromonitor ‘www.euromonitor.com’, Phocus Wright Inc. Revenues from online bookings in India 2007: $1.8 billion 2009: $4.8 billion Share of mkt: (35%) 2010: $5.7 bn Mkt. Share: 38%
The India Context-Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Traveler Segments Education Business Leisure School Employment Free Individual Travel College Official trip Group holiday MICE Visiting Friends & Relatives
Customer perspective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer perspective ,[object Object],Disposable income, status symbol, new experience seeking Need Recognition Information search Evaluation of Alternatives Purchase & Consumption Post Purchase Evaluation WOM, media Mood & Emotion Dissatisfaction/Brand Loyalty-leading to an evolved, well-heeled traveler Evoked set (primarily costs & no. of end to end package options)
The Business Segments Thomas Cook,  Raj travels, Kuoni,  Cox & Kings Singapore, Jet, KFA, Thai, Lufthansa, Star Cruises, etc. The Hilton, Holiday Inn, Ginger Hotels, etc. Kent Cars, Hertz Cars, Individual Tourist Guides & Local Excursions Education Business Leisure School Employment Free Individual Travel College Official trip Group holiday MICE Visiting Friends & Relatives
Existing player density & key factors Types Sub Type Players Factors E.g. Corporate Travel Ticketing Many Bulk rates with airlines Akbar Travels Employment, Business trip Many Bulk deals with airlines & hotels, Low cost Cox & Kings, Thomas Cook, etc. MICE Many Bulk deals with airlines & hotels, Low cost Cox & Kings, Thomas Cook, Kuoni, etc. Leisure Group Holiday Many Bulk deals with airlines & hotels, Low cost Cox & Kings, Thomas Cook, Kuoni, etc. Free Individual Travel Few Relatively new segment – factors vary from costs to type of holiday Smaller travel agents Visiting Friends and relatives Many Bulk deals with airlines & hotels, Low cost Smaller travel agents Cruises Few Ownership of a fleet of ships, licenses, etc. Star Cruises
Industry Summary ,[object Object],[object Object],[object Object]
INSIGNIA TOURISM MARKETING ,[object Object]
Company Overview ,[object Object],[object Object],[object Object],[object Object]
The product – Mosaic Holidays ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Team ,[object Object],[object Object],[object Object]
Financial snapshot ,[object Object],Particulars 2005-06 2006-07 2007-08 2008-09  Total Sales 27,137,372  51,775,048  47,841,320  45,301,647  Total Purchases/ cost of Operation 24,563,904  45,960,191  41,313,841  41,417,095  Less: Exchange Rate (Gain)/Loss (E) (100,721) (80,163) 497,355  40,399  Gross Profit  2,674,189  5,895,020  6,030,124  3,844,154  GP Ratio 10% 11% 13% 8%
Gaps Model of Service Quality Perceived service Expected sevice External communications to customers Customer-driven service designs and standards Service delivery Gap 4 Customer gap Gap 2 Gap 3 Customer Company gap 1: Company perceptions of  consumer expectations Company
The Service Blueprint Physical  evidence Insignia/ DA’s office location & exterior Line of visibility Customer Interact with employee of Insignia/ DA Arrive at Insignia off/ DA’s offices Employee understands purpose, type of travel, budgets etc. Customer receives proposed holiday details & discusses further details Line of interaction Employee designs holiday keeping in mind all parameters Employee makes direct changes to Itinerary based on feedback Employee implements changes on the basis of customer preferences & constraints DA interacts with insignia employee, insignia interacts with principals (telephonic/email) Customer receives proposed holiday details Hotels, car, itinerary touch points Insignia/ Distribution agents’ brochure/website Customer calls DA/ Insignia Off. Customer approves & makes payment Employee makes necessary bookings & payments GDS, other internet portals, physical payments, confirmation emails, etc. Customer arrives at hotel, various other touch points in the itinerary Promptness off service, presentability, etc. Feedback brochure Customer gives verbal feedback Insignia acts on feedback Internal Line of visibility Contact person Support Processes GAP 2 GAP 3
Gaps in the Insignia Service Model Gap Details Gap 1 ,[object Object],[object Object],Gap 2 ,[object Object],[object Object],[object Object],[object Object]
Gaps in the Insignia Service Model Gap Details Gap 3 ,[object Object],[object Object],Gap 4 ,[object Object]
[object Object],[object Object],[object Object],[object Object]
The new strategy ,[object Object],[object Object],Product 1 Product 2 Product 3 Product 4 Product 5 Product 10 Product 9 Product 8 Product 7 Product 6 Potential Market Insignia Tourism Marketing
How does this happen? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Service design & delivery: Objectives
Package types ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PLATINUM GOLD SILVER BRONZE Clubs  Resorts Agricultural Historical Royal Holidays Wine Tours
How does this happen? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Service design & delivery: Objectives
How does this happen? ,[object Object],[object Object],[object Object],[object Object],[object Object],The Future
How does this happen? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Future www.insignia.com
[object Object],[object Object]

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Insignia Tourism Services Marketing

  • 1. SERVICE MARKETING PROJECT Insignia Tourism Marketing Specialising in Leisure Tourism
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. Traveler Segments Education Business Leisure School Employment Free Individual Travel College Official trip Group holiday MICE Visiting Friends & Relatives
  • 12.
  • 13.
  • 14. The Business Segments Thomas Cook, Raj travels, Kuoni, Cox & Kings Singapore, Jet, KFA, Thai, Lufthansa, Star Cruises, etc. The Hilton, Holiday Inn, Ginger Hotels, etc. Kent Cars, Hertz Cars, Individual Tourist Guides & Local Excursions Education Business Leisure School Employment Free Individual Travel College Official trip Group holiday MICE Visiting Friends & Relatives
  • 15. Existing player density & key factors Types Sub Type Players Factors E.g. Corporate Travel Ticketing Many Bulk rates with airlines Akbar Travels Employment, Business trip Many Bulk deals with airlines & hotels, Low cost Cox & Kings, Thomas Cook, etc. MICE Many Bulk deals with airlines & hotels, Low cost Cox & Kings, Thomas Cook, Kuoni, etc. Leisure Group Holiday Many Bulk deals with airlines & hotels, Low cost Cox & Kings, Thomas Cook, Kuoni, etc. Free Individual Travel Few Relatively new segment – factors vary from costs to type of holiday Smaller travel agents Visiting Friends and relatives Many Bulk deals with airlines & hotels, Low cost Smaller travel agents Cruises Few Ownership of a fleet of ships, licenses, etc. Star Cruises
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. Gaps Model of Service Quality Perceived service Expected sevice External communications to customers Customer-driven service designs and standards Service delivery Gap 4 Customer gap Gap 2 Gap 3 Customer Company gap 1: Company perceptions of consumer expectations Company
  • 23. The Service Blueprint Physical evidence Insignia/ DA’s office location & exterior Line of visibility Customer Interact with employee of Insignia/ DA Arrive at Insignia off/ DA’s offices Employee understands purpose, type of travel, budgets etc. Customer receives proposed holiday details & discusses further details Line of interaction Employee designs holiday keeping in mind all parameters Employee makes direct changes to Itinerary based on feedback Employee implements changes on the basis of customer preferences & constraints DA interacts with insignia employee, insignia interacts with principals (telephonic/email) Customer receives proposed holiday details Hotels, car, itinerary touch points Insignia/ Distribution agents’ brochure/website Customer calls DA/ Insignia Off. Customer approves & makes payment Employee makes necessary bookings & payments GDS, other internet portals, physical payments, confirmation emails, etc. Customer arrives at hotel, various other touch points in the itinerary Promptness off service, presentability, etc. Feedback brochure Customer gives verbal feedback Insignia acts on feedback Internal Line of visibility Contact person Support Processes GAP 2 GAP 3
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.

Editor's Notes

  1. Evoked set: costs are a key factor today. However, its’ a comparison of one package over the other. Where the consumer matches his familiarity with a place from other media references. He chases his dream holiday through a package.
  2. Evoked set: costs are a key factor today. However, its’ a comparison of one package over the other. Where the consumer matches his familiarity with a place from other media references. He chases his dream holiday through a package.
  3. Evoked set: costs are a key factor today. However, its’ a comparison of one package over the other. Where the consumer matches his familiarity with a place from other media references. He chases his dream holiday through a package.