Tourism in India

According to the Travel and Tourism Competitiveness Index, India ranks 65th

Travel & Tourism Industry in India is expected to grow and generate US $ 128 billion by 2016

In the year 2006, India represented 0.52 % of the world market share in International Tourist arrivals

About Cox & Kings Established in India in 1978 Biggest asset: trust and comfort that

clients have in it Won several awards and recognitions: “India’s Top Rated Tour Operator –

Outbound” by the Economic Times & Travel Agents

Association of India Travel Awards (2009)

“Best Domestic Tour Operator” by TAFI-abacus Awards for Business Leadership in Tour Operating (2009)

About Cox & Kings 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

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.

About Cox & Kings

C&K operates in 19 countries through its Subsidiaries, Branch offices and Representative offices.

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).

Competitor Analysis SOTC is the market leader with

about 35% p.a. growth, distribution network of 130 sales outlets and about 3500 travel agents across India.

Thomas Cook serves about 20million customers every year. They provide services to about 4500 locations in more than 100 countries

Other local competitors include Kesari and Raj Tours and Travels

Segmentation of TouristsBase 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

Target Audience SegmentationBase 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

Latest Trends in Tourism Foreign holidays becoming more of an aspiration

as Indian society is being increasingly becoming driven by consumerism.

With the rise in disposable incomes, the interest and willingness to spend in overseas travel has increased.

Stability in tour-prices and increase in value-added offers such as “Holiday now, Pay Later”, “Take your Partner on Holiday Free”, Holiday Vouchers.

Booming economy, affordable air-fare, better connectivity, prosperous middle class have together contributed to a large number of holiday seekers.

Brand Strategy for Cox & Kings: Objective To achieve a well defined and

unique brand personality through selection of correct positioning strategies and consistent and appropriate brand promotion

To acquire about 17% market share in the tourism service providers sector

Careful brand guardianship

Brand Vision for Cox & KingsShort 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 & promotionalInitiatives (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) tocomplement branding and promotional initiatives

Branding Strategy Promote destination and segment based

campaigns by writing articles in tourism magazines, journals and newspapers like Go World, NatGeo Traveller, etc.

Publish advertisements in various tourism and photography magazines (Travel and Living, Asian Photography, etc.)

Publish testimonials of happy customers on Cox & Kings website

Upload medical, adventure tourism and eco-tourism related videos on YouTube and other video sharing websites

Flickr and other photo sharing websites to showcase various destinations and testimonials from clients

Online magazines like TravelTorch.com, Outlooktraveller.com, etc.

Brand Strategy Form various tourism related

communities on social networking sites promoting various tourism destinations

Come up with various value added packages and allied services for customers.

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

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

Brand Strategy Make the website more user friendly by

providing information about related destinations and related service providers to the customers.

Design and promote packages for non-users by providing them facilities of easy finance.

Design packages with more user friendly services in order to convert occasional and actual travelers into frequent travelers

Design special aspiration boosting packages for the habitual travelers.

Traveling Light

Package tours for globetrotting Offbeat destinations like the

Amazon Forest, Guatemala, the Great Smoky Mountains, Coron Bay, Puerto Morelos

Cost-effective tour packages with focus on ‘Back to Nature’

Package tours for globetrotting Offbeat destinations like the

Amazon Forest, Guatemala, the Great Smoky Mountains, Coron Bay, Puerto Morelos

Cost-effective tour packages with focus on ‘Back to Nature’

Target Audience

Adventurous Rebellious Cool Feel the need to impress peers Spend money on traveling and other

luxuries

Target Geographies Cities like Mumbai, New Delhi,

Bangalore, Chennai, Kolkata, Pune, and so on

Passion Groups

Art tours Photographer’s clubs Biker’s clubs Nature buffs Backpackers

Online Presence

Highlights Book early to get crazy discounts! Photography competition post-vacation

with attractive prizes like travel kits, etc. 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.

Contd.

Avail heavy discounts of up to 25% on products by Canon, Wildcraft, and Samsonite

Packages can be customised to suit budget and luxury travelers – and the entire spectrum. This includes hotel stay, food and beverages, etc.

Yours Truly – from Travelling Light

PR and Advertising by Cox and Kings http://inventorspot.com/articles/

new_ad_campaign_highlights_reliability_15649

http://adsoftheworld.com/files/cox%20n%20kinga%201.jpg

http://www.indiaprwire.com/pressrelease/travel/2009083132685.htm

http://www.coxandkings.com/live/promos/korea/korea.php (Promo video)

http://www.blowfishdigital.com/index.php?page=cox-and-kings

http://www.prlog.org/10455677-win-50-free-holidays-to-cyprus-with-cox-kings.pdf