Mohmmad Sameem DE Mounts.

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: Indias 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 customers 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 Tourists
Base of Segmentation Holiday Categories Mass Market, Popular Market, Individual Market

Demand
Geography

Primary, Secondary, Opportunity

National, International

Psychographics
Demography

Lifestyle, Personality, Knowledge

Age, Sex, Religion

Socio-Economic
Purpose

Rich-Poor, Urban-Rural, LiterateIlliterate

Business, Leisure, Culture tourism

Age

Teens, Youths, Senior Citizens

Target Audience Segmentation

Base of 0Segmentation for Cox & Kings Non Users Categories Lack willingness and ability (in terms of income and leisure time) Have the willingness but the marketing resources have not been used in an optimum way to influence their impulse

Potential Users

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 Frequent travelers

Habitual Users

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 & Kings

Short Term (in 2 years) Long Term (in 5 years) Promoting various tourism segments Full-fledged branding & promotional like medical tourism, adventure Initiatives (Integrated Marketing tourism, ecotourism, etc by designing Communication) segment specific packages in addition to country and region specific packages

To concentrate on capacity building by improving the quality of services offered, infrastructure, manpower by benchmarking with competitors
Use of Information Technology (eTourism) to complement branding and promotional initiatives

To provide an umbrella of services associated with travelling to the customers.

 Promote destination and segment based campaigns by

Branding Strategy

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 communities on Form various tourism related

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

 Make the website more user Brand Strategy 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.

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
Photographers clubs Bikers 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.

Yours Truly from Travelling Light

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.

PR and Advertising by Cox and Kings

http://inventorspot.com/articles/new_ad_campaign_highl

ights_reliability_15649 http://adsoftheworld.com/files/cox%20n%20kinga%201.j pg http://www.indiaprwire.com/pressrelease/travel/200908 3132685.htm http://www.coxandkings.com/live/promos/korea/korea.ph p (Promo video) http://www.blowfishdigital.com/index.php?page=coxand-kings http://www.prlog.org/10455677-win-50-free-holidaysto-cyprus-with-cox-kings.pdf

COMING SOON DE-Mounts

SAFE RIDE TO HEAVEN www.demounts.com

I Trek my passion uphill is my task Courage it gives me, I shall overcome