Group members- TYBMS-B

SR.NO NAMES 1 2 3 MITESH DHOBLE FAISAL KHAN ANIKET KHARADE

ROLL NO. 11B411 11B421 11B422

SIGNATURE

4 5

FREDON RODRIGUES ASHOK YADAV

11B443 11B456

Table of Contents

Sr. no. 1. 2. 3. 4. Introduction to Tourism sector Introduction to the Company Service marketing triangle

Topics 2 3 4 6 6 14 18 20 24 27 31 33 36 37 38

Page no.

Marketing Mix of Kesari Tours 4.1. Product 4.2. Price 4.3. Place 4.4. Promotion 4.5. People Moment of truth 4.6. Process Service blueprinting 4.7. Physical evidence- Servicescape model

5. 6. 7.

Kesari & its competitors Recommendations Conclusion Bibliography

1. Introduction to Tourism sector

Tourism is one of the major engines of economic growth in most parts of the world including India. In 2011, the contribution of tourism to the countrys GDP, and to total jobs (direct and indirect) in the country was estimated at 8.8 per cent, and 7.5 per cent respectively. In absolute numbers, the total number of tourism jobs in the country increased from 38.6 million in 2002-03 to 37,655,000 jobs in 2011. According to the UN World Tourism Organization, tourism provides 6 per cent to 7 per cent of the worlds total jobs directly and millions more indirectly through the multiplier effect in this sector. Tourism also plays an important role in the countrys foreign exchange earnings, as its
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share in Indias export of services accounted for 13 per cent of the total export of services in 2009-10. In India, the tourism sector witnessed significant growth in recent years. The tourism industry earns foreign exchange worth 21,828 crore. Previous year the growth rate of the tourism sector of Indian economy was recorded as 17.3% .During the period 2004 to 2009, the CAGRs of foreign tourist arrivals and foreign exchange earnings from tourism in rupee terms were 8.1 per cent, and 14.5 per cent respectively. The foreign exchange earnings from tourism in the year 2010 witnessed a growth of 18.1 per cent over the previous year in rupee terms compared to the decline of 3.3 per cent in 2009. Domestic tourism also plays an important role in overall tourism development in the country. The number of domestic tourist visits increased to 650 million in 2009 as compared to 562.98 million in 2008, witnessing a growth of 15.5 per cent in spite of various adverse factors during this period. The growth in the tourism industry is due to the rise in the arrival of more and more foreign tourists and the increase in the number of domestic tourists. Tourists from Africa, Australia, Lain America, Europe, Southeast Asia, etc are visiting India and they are growing by the thousands every year. The factors for the growth of the Tourism sector of Indian economy

Increase in the general income level of the populace Aggressive advertisement campaigns on the tourist destinations Rapid growth of the Indian economy

2. Introduction to the Company

The trailblazing journey of Kesari began in 1984 with a pledge - When you make a promise to your guests, honour it. A firm belief in honest and transparent deals, no hidden costs and no compromise on sight seeing - that's what makes Kesari the first choice of generations of guests. Kesari strives for 100% customer satisfaction and that has earned them immense goodwill. Kesari has specialized divisions to cater to the needs of all types of travelers; whether it is a guest looking for the safety and security of escorted group tours (Kesari Tours), or someone seeking exclusive customised holidays (Strawberi Holidays) or the business traveler (Kesari MICE). Vision "Kesari-The World Class Travel Company, spreading smiles and happiness..." Mission "Kesari is passionately committed to Total Quality Travel, with continual delivery of value added services. Kesari upholds the highest ethical standards and believe in creating new benchmarks in the industry." Kesari believes in providing innovative holidaying ideas to its guests hence created unique concepts to cater to their ever evolving needs, which have been acknowledged as innovations in the Indian Tourism Industry and have translated into smiles on the faces of our happy guests. Trusted name Kesari India - First Travel Company certified to ISO 9001 & OHSAS 18001 Lacs of satisfied tourists. Maximum repeat guests. Winner of major National and International Tourism Awards. Preferred company by Tourism boards, Airlines and Associates. 500 dedicated professional Kesarians in offices all over and 400 exclusive Tour Managers, to serve you. A variety of tours all over the World, from 4 to 21 days to suit every budget.

3. Service Marketing Triangle

Company Kesari Tours

Internal marketing (enabling promise)

Externa (setting

Providers agents, hoteliers, etc. Interactive marketing (delivering promise)

Cus

Service marketing is unique in many ways in the travel and tourism industry. There are 3 players in the transaction process: Company: Kesari tours listens to the customers and evolves/develops the travel/tour package and it communicates the attractiveness and the utility of that very tour package directly to the customers. The company makes promises to the customers. External Marketing: It makes promises to the customers, for e.g. Kesari promises world class tours to the customer. Internal Marketing: The Company enables the providers to fulfill the promises made by it to the customers.
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Providers: They are a travel companys internal customers constituting employees and agents. The company does internal marketing with the providers educating and motivating them about the idea of the particular tour package that they can offer to their customers. This is done to enable the providers to effectively carry out the survive transportation process. The providers make provisions for office space, accessibility and connectivity. The company enables promises to be kept by this infrastructure association. The Providers include all the entities that finally fulfill the Companys promise to the Customers. They undertake Interactive Marketing, because they are in touch with the final customer. Thus in the case of Kesari, this would include the transportation providers (Kingfisher airlines, Air India, Local Bus transportation, Local Trains in Kuala Lumpur, Car and two-wheeler rentals), the different hotels within Malaysia (for tour to Malaysia), souvenir outlets at tourist areas, tourist spots (KL Towers, Twin Towers, etc.), restaurants (KFC Joints, Mary Brown, Pizza Hut), etc.

Customer (Travelers): The customers are the reasons that the Travel Company exists and for whom the company has designed the traveling and touring package as well as setup the infrastructure facilities and spent money on employee developments programs. Here the providers are the only ones who interact with the customers, like the travel agents interact with the customers and not with the company. The agents perform interactive marketing that is on time, all time, and every-time. This is the most crucial of service marketing in the travel and tourism sectors. Those agents have the responsibility of keeping promises made and enabled by the company. The providers (agents) are responsible for the perceived quality level of the service transaction. This underlines the uniqueness of service marketing.

4. Marketing Mix of Kesari Tours

4.1. PRODUCT
Escorted group tours World tours at Europe, South East Asia, America, Australia, Africa, Mauritius, Japan, China, Dubai, Sri Lanka. India tours at Himachal, Kashmir, Rajasthan, Kerala, Nainital, Mussourie, etc.

Specialty tours Students Special - Welcome to the 'Masti ki Pathshala'!

Kesari Students Special Tour, where your curiosity meets our care. When it comes to travel for children, Kesari is the first choice. The trust parents have in our name is only matched by the fun children have traveling with us.Friends, isn't it a wonderful idea to explore the world on your own, have lots of fun, observe, experience, make new friends and learn while traveling around the globe? Kesari Students Special tour will make you independent. It will show you how to enjoy freedom with a sense of responsibility and also create unforgettable travel memories. Parents call it as a confidence-booster. So friends, hop on, let's go... let's explore!

Honeymoon Tours - An Everlasting Love Story

The most special holiday for a couple is their honeymoon. This is the time they discover each other and bond for life. These tours are specially designed keeping in mind the mood and requirements of honeymooners. The schedule is different from that of regular tours. Overnight journeys and early wake-up calls are generally avoided. Couples get their privacy as also the opportunity to meet and enjoy the company of other couples. Jungle Tours : Lets love and save wildlife

Lets love and save wildlife. Its an amazing opportunity to refresh yourself from your boring, artificial routine. Enjoy the nature trail in open jeeps through lush green forest, calls of various birds, freely moving wild animals, pug marks on the path. experience the unexpected and delightful world of wildlife on Kesari's Jungle Tours.

Marigold Tours : Yatra to Spiritual Places

Marigold is the latest addition to Kesari's bouquet of speciality tours. It is uniquely designed to help you connect to your spiritual side. A marigold tour offers you opportunities to unwind and be touched by the rich, diverse and cultural heritage, Along with scenic beauty and peaceful vibrations of our country's most sacred and holy places. The temples of Chardham, Kashmir Amarnath Vaishnodevi and Kailash Mansarovar which are
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surrounded by the mighty Himalayas, Shri Krishna's Mathura & Dwarka, coastal temples Rameshwar & Somnath, the pious Kashi and Pashupatinath or Maharashtra's Ashtavinayak and Jejuri, all these places are enriched with spirituality and positiveness.

My Fair Lady Tours : Popular Ladies Special Tours

Ladies only tour, an original and pioneering innovation in the world of tourism.This concept was born with an idea to give a chance to ladies to explore and enjoy their freedom by visiting destinations around the world with women alike. So far, this ladies-only tour has had a blast in Thailand, Mauritus, Singapore, Dubai,Malaysia, Europe and India.Various generations of women have had the time of their life on these hugely popular , highly enjoyable tours. The fun never ends for My Fair Lady! Enjoy the world with entertainment like games, antakshari, dance, fashion show, paithani show and dhamaal on tour. Come join the fun...

Second Innings Tours - A Journey of Celebrations

Your Golden Age is a time for real celebration... Kesari Second Innings is a tour especially designed for senior citizens. It is a great opportunity to meet seniors from different walks of life and experience the culture of new destinations. A fun filled tour that promises non stop

enjoyment, a comfortable travel experience and select sightseeing. Come, Join the Second Innings golden gang and be a part of wonderful celebration.
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Kesari Agro Tours : Green Grass Golden Hay Agro The Kesari Way

Changing technology and concepts have revolutionized the field of agriculture. The focus today is on how to get higher yields with limited resources. The new concepts of soil-less agriculture and organic farming are also becoming popular. While some countries are surging ahead with research and advances in farming technology, others have focused on certain key areas like dairy farming and horticulture and become leaders in these fields. Farmers are traveling abroad to study advanced technologies and returning to incorporate the changes in their farming techniques. Agro Tours is a special concept designed to enable farmers to have a larger global vision that they can incorporate in their own business. It is our effort to make these tours a genuine learning experience for our farmers. By reaching out to the grassroots, we wish to contribute

to society in our own small way.

Chota Break - Escorted short tours

(These tours are scheduled for long weekends) In today's world, life is full of busy schedules, meeting deadlines and breathlessly shuttling between home and work. And to face this hectic life it is necessary to take small breaks from routine and return refreshed, rejuvenated and enriched... That's what this tour is all about! Short, but long on quality time with your dear ones!

Prince Charming - Men's Tours, Men's Way!

A welcome break from routine and responsibilities, it gives men a chance to reconnect with old buddies, family members or simply the unknown few...A perfect getaway for guys to rediscover their youthful days, enjoying their jokes, their activities and amusements. K & S : Cost Saver Tours From Kesari

To make our beautiful world affordable to every Indian, Kesari has come up with a Cost Saver tour brand, K&S. These economical tours are genuinely all-inclusive with no hidden cost or extra expenses to be paid on tour. Choose your favourite destination and fulfill your holiday dream. Tailormade holidays- Strawberi Holidays

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 Kesari MICE

Supplementary services Kesari Forex: An authorized 'Full Fledged Money Changer' by Reserve Bank of India, Kesari Forex tries to fulfil to all currency needs of the Indian traveler going abroad. Kesari Forex Pvt Ltd, a full-fledged Money Changer to take care of your forex requirements . K-Forex deal in Purchase & Sale of All Traded Foreign Currency Notes, Travellers' cheques and Forex Currency Cards. Traweltag : While traveling abroad, whether for business or pleasure, there is an undeniable element of medical risk involved. And given the astronomical costs of medical treatment abroad, this risk can debilitate ones finances permantly. Trawelltag a complete Travel Insurance Policy covers not only medical risks, but also covers you against other frequent occurrences such as loss of passport, baggage etc.
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 Features of Kesari Tours & Travels a. Trusted tour programmes Meticulously planned, well designed itinerary to suit everyone. All 'Must See' sightseeing included. More sightseeing, less bus journey, mostly no backtracking of routes. Choice of Mono to Multi countries, Tour Dates, Days and Prices.

b. Trusted services Professional services with a Personal touch. Conveniently located Hotels, appreciated by all traveled guests. Hi-tech, Air conditioned/Air cooled coaches with reclining seats. All meals - Breakfast, Lunch, Dinner included as per itinerary. Sumptuous Indian meals on tour. Extra toppings like Ice-cream, Softy, Tea, Coffee, Juice, Soft drink at various places to add to the fun.

c. Trusted entertainment See and enjoy World with Entertainment, Smiles and Laughter. Games, Antakshari, Dance and fun on tour. Attentive, caring Tour Manager to make the tour more enjoyable for every guest.

d. Trusted policies Transparent, Honest and Fair dealings with all. Committed to Ethical Business Practices. No advertising gimmick. No false promises.

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 PRODUCT LEVELS In planning its market offering, the marketer needs to think through five levels of product. Each level adds to the customer value, and the five constitute a customer value hierarchy. The levels of the product that the travel and tourism industry offers to its customers are as follows: a) Core product The core product offered by
KESARI

is the destination. It is core because the main aim of the

tourist is the destination where he has to reach or go. b) Basic product The basic products offered by Kesari are ticket booking, transport, sight seeing, hotel booking. c) Expected product These are the products that the customer expects the organization to offer. These are impeccable services, seat availability on needed time as it is critical to business travelers, accurate information, and quick check in for the senior manager of the company, authentic information, information about various packages, different routes leading to a particular destination. d) Augmented product These are the products that are offered by the companies to distinguish itself from others. These products become expected products in the future. Those are flat beds in business class, Wi-Fi connection in hotels, customized meals on board, tele-checking 8hrs booking in hotels, hotels providing laptops on request, internet access as complimentary for the corporate packages. e) Potential products If space travel becomes a reality Kesari will be the first to start offering group tours to the moon.

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4.2. PRICE
In pricing decisions, the product or the service mix of the tourist organization is important. They have to set prices in line with the quality of services to be made available to the customers and the type of customers they are targeting. Pricing decisions are influenced by internal factors like pricing policy of the company, and external factors like the destination itself. They are required to think in favor of discounting price. These may include discounts for cash payments, seasonal discounts, trade discounts etc. But while offering the discounts, it is not to be forgotten that it may also create image problem since some of the value sensitive tourists may doubt the quality. Factors affecting pricing in tourism: Seasonal demand Tactical price-cutting and price wars Low prices Fixed capacity The customers total purchases Increased use of the Internet Late booking Pricing by Kesari Trusted price Worldwide tours at its best price. Clear cut one line tour price. No hidden costs. No extra charges for stipulated sightseeing in tour programme or meals when on tour. Air fare, Airport taxes (except fluctuations), Visa Charges, Insurance (for selected tours) included. Tips to guides and drivers included.

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 Holiday Investment Plan (HIP) Benefit

They Say Money Can't Buy Happiness. But 'Kesari HIP' will. For You And Your Family. Now you can Plan Your Holiday three years in advance. Select your Future Tours. Pay the advance. Every advance payment you make for these tours will give you More & More Discounts. Remember, prices may fluctuate, but discounts are assured. No Wonder, the Return on this Investment is Priceless Customers Happiness. Investment Benefit - World Tours:

Additional amount paid by the guests Up to 5000 5001 10000 10001 25000 25001 50000 50001 75000 75001 100000 100001 150000 150001 200000 Above 200000

Payment made days before tour departure 300-400 250 500 1250 2500 3750 5000 7500 10000 12000 401-500 300 600 1500 3000 4500 6000 9000 12000 14000 501-600 350 700 1750 3500 5250 7000 10500 14000 16000 601 & above 400 800 2000 4000 6000 8000 12000 16000 18000

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Investment Benefit - Indian Tours: Days before tour departure 300-400 25 50 75 100 250 500 750 1000 1200 401-500 30 60 90 120 300 600 900 1200 1400 501-600 35 70 105 140 350 700 1050 1400 1600 601 & above 40 80 120 160 400 800 1200 1600 1800

Additional amount paid by the guests Up to 500 501 1000 1001 15000 1501 2000 2001 5000 5001 10000 10001 15000 15001 20000 Above 20000

A part of the entire price of tour had to be paid at the time of registration. The registration amount varies for Indian tours and world tours. For world tours Tour Price between (INR) Below 1,00,000 1,00,001 to 1,50,000 1,50,001 to 2,00,000 2,00,001 to 3,00,000 3,00,000 to above For Cruise Tours Registration Amount (INR) 20,000 25,000 30,000 35,000 50,000 40,000

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For Indian tours Indian Tours : Advance Pay Tour Price Upto 5000 5001 - 10,000 10001 - 20,000 20001 - 25,000 Above 25,001 This includes A2A tours also. Advance 3000 5000 10,000 15,000 20,000

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4.3. PLACE
Most tour operators sell their services through travel agents, however some deal directly with the consumers and eliminate middlemen. Kesari has its own branches situated throughout the country so they are easily accessible. Kesari has its branches in India at Mumbai, New Delhi, Bangalore, Hyderabad, Kolkata, Ahmedabad, Kolhapur, Pune, Nashik, Nagpur. It also has its overseas branch in London. The customer, in the travel and tourism industry, has to go to the service provider. Hence strategic locations are very important for Kesari. Overseas office at London

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 Preferred Sales Agent (PSA)

Kesari also distributes its services through a Preferred sales agent. A PSA promotes brands like K & S, Special Tours like Agro Tours,My Fair Lady ,Second Innings,Marigold etc. Kesari's PSA will be authorized to take bookings for KTPL Products. Kesari PSA's will be supported by Providing Promotional Material Like Brochures , Facia . A PSA will have to select the right outlet, furnish it, manage opex including rental, telephone charges, conveyance etc, appoint staff and pay for their salaries. PSA will have to ensure smooth financial functioning of the Agency.

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4.4

PROMOTION

Creation of awareness has a far-reaching impact. Kesari bears the responsibility of informing, persuading and sensing the potential tourists in a right fashion. The marketers need to use the various components of promotion optimally so that they succeed in increasing the number of habitual users. Promotion helps in maximizing the duration of stay, frequency of visit by offering new tourist products in the same country to areas, which have remained untapped or partially tapped. The various dimensions of promotion are as follows: Advertising: Advertisement gives important information to the actual and potential tourists. Its coverage is wide. Advertising is aimed at the public to create awareness of the travel offers available on a resort and its attractions to influence their business decisions. Intangibility can be compensated with the help of visual exposure of scenes and events. Kesari project hotel bedrooms, well-arranged restaurants and cafeterias, swimming pools etc. Publicity: It focuses attention on strengthening the public relations measures by developing a rapport with media people and getting their personalized support in publicizing the business. It helps in projecting the positive image of tourist organizations since the prospects trust on the news items publicized by the media people. The publicity program include regular publicity stories and photographs to the newspapers, travel editors, contact with magazines on stories etc. advertising is a part of publicity. The Kesari Art and Culture Foundation was launched five years ago, as a social initiative. It is through this platform that Kesari engages in activities that particularly focus on social welfare. This exclusive Kesari initiative also focuses on encouraging Indian art and culture. Kesari believes in sharing its growing revenues with the society that has given so much. Every year through this foundation, Kesari performs its social bit and endeavors to bring moments of joy and happiness in the lives of the less fortunate. In 2011, Kesari Art & Culture Foundation is celebrating the ''Year of Light". In line with the theme, Kesari organized a special days outing for the special students of National Association for the blind (NAB). On 23rd July, 2011, a group of 200 students from the National Association

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for the blind were escorted by the efficient staff of Kesaris Art and Culture foundation to the famous Essel World in Mumbai. Kesari brings a light of joy in the lives of the Sightless

Sales promotions: Sales promotion measures are the short-term activities seeking to boost sales at peak demand periods to ensure that the firms obtain its market share and are used to help launch a new product or support an ailing or modified one. The tool of sales promotions is designed to appeal particularly to those customers who are pricesensitive. There are a number of techniques to promote sale and the tourist professional need to use them in the face of their requirements vis--vis the emerging trends in the business. Kesari offers give-aways to their clients, such as flight bags, wallets for tickets, Foreign Exchange (Forex) and covers of passport. The hotels offer a number of facilities like shoe shine clothes, first aid sewing kits, shower caps and shampoo. Further, the VIP clients also get fruits and flowers in their rooms.

Word-of-mouth Promotion: Most communication about tourism takes place by wordof-mouth information, which in a true sense is word-of-recommendation. In the tourism industry it is found that the word-of-mouth promoters play the role of a hidden sales force, which helps the process of selling. The high magnitude of effectiveness of this tool of promotion is due to high credibility of the channel, especially in the eyes of the potential tourists. The sensitivity of this tool makes it clear that tourist organizations need to concentrate on the quality of services they promise and offer. The marketers or the tourist organizations need to keep their eyes open, identify the vocal persons or the
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opinion leaders and take a special care of them so that they keep on moving the process of stimulating and creating demand. Kesari has its own blog (http://kesari-tours.blogspot.in/) where the travelers can post their experience of holidays. Exhibitions The participants include state and national tourism promotion boards, travel agents and tour operators, airlines, car rentals, cruise liners, holiday financiers, technology providers, hotels and resorts, education institutions in the field of hospitality and tourism. Kesari Tours and Travels recently took part in the Travel Mela hosted by Ananda Bazar Patrika - the No. 1 Bengali daily in Kolkata. The mela was held at the Netaji Subhashchandra Bose Stadium in Kolkata, from the 1st to the 3rd of July 2011, and witnessed tour operators from across the country gather under the same roof. Giving Kolkata residents a preview of their packages, the exhibition was a success, with many a travel-happy people getting packages that were an absolute fit for their needs. The response and adoration of the people left Kesaris team extremely humbled.

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Other methods of promotion

Facebook page

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4.5. PEOPLE
Like other industries, the tourism industry depends substantially on management of human resources. The tourism industry is an amalgam of the services of a lot of people and hence this industry cannot work efficiently if the travel agents, tour operators and travel guides lack world class professional excellence. Of course the offices of travel agents depend on the new technology but after all employees and the other staff contribute significantly to the process. The travel guides need professional excellence since the projection of a positive image regarding a destination in particular requires their due cooperation, failing which even the world class services offered by the travel agents are found meaningless. The tour operators also need to manage human resources efficiently. In the tourism industry the travel agents and the travel guides are the two most important people who speak a lot about the industry. Hence it is imperative that they have to be at their best at all times. Travel guides especially, are expected to have a lot of patience, good sense of humour, tact to transform the occasional tourists into habitual ones, thorough knowledge of the places, linguistic skills etc. EMPLOYEES They are the representatives of the company. Their performance can create a positive as well as negative impact of the service process and the image of the company. Keeping people factor healthy is one of the prime concerns of the Kesari. Employee welfare is the top priority of the company and it aims at providing the best working atmosphere for all its employees. Kesari motivates its employees by giving them incentives, awards like Koscar awards on the lines of Oscar to best performing employees.

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 SERVICE ENCOUNTER Moment of Truth

The so-called stage service encounter or moment of truth is the element of interaction between those providing services and the customers. The instances of service encounter in travel and tourism industry are In the ticket booking process when the customer calls the service provider that is the front line staff in order to book the tickets is the first service encounter incidence. Its the moment of truth where, there is one to one interaction between the service provider who is booking the ticket and the customer who wants the ticket booked. This interaction takes place on the phone.
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In the itinerary planning process the service encounter takes place when the customer visits the travel and tourism agency to purchase a holiday package and meets the travel manager.

When the customer is experiencing the holiday package there are numerous service encounters that he goes through and one of them is his constant interaction with the tourist guides.

These were some examples of service encounter. This stage is a very crucial one where in the provider has to perform at the optimum level in order to avoid the customer from having the experience of credence quality.

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4.6. PROCESS
It is the way of undertaking transaction supplying information and providing services on a way, which is acceptable to the consumer and the effective to the organization. It is necessary for the organization which provides services to recognize the critical moments in the entire process which makes the service acceptable or not acceptable to the customer depending on the zone of tolerance and effective or not effective to the organization. Further to realize what are the critical moments in the considered process, a concept of blue printing is introduced. Process to book a tour Customers can book their tour at any of Kesaris Branch Offices or at local Kesari's Preferred Sales Agents. If customers are residing out of India they can book their tour Online through the wesbite, the process is Select your Tour > Tour Dates & Price > Select your City > Select your Departure Date > Click Here > Book Now. Kesari offers a wide variety of tours all over the world as on this website. Please browse through the website select your tour, read and understand the Tour Itinerary, Inclusions and Exclusions, Joining-Leaving Places, Tour Price, Payment Schedules, Terms and Conditions etc. Once you get convinced about everything, go ahead & book your tour.

Service blueprinting A service blueprint is the visual portrayal of a service plan. It is a key tool in service designing. It is a detail flowchart of different stages in the process. It displays the service by depicting the process of service delivery, points of customer contact, the roles of customer and employees. Blueprints are useful in designing and redesigning the service process.

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Reception

Information

Payment of advance

Payment of balance

Bookings

Accounting

Briefing

Post tour

Reception This is where the customer first comes across the minute he enters the office. The lady at the reception asks the customer his requirement i.e his name, whom he wants to meet and his purpose of visiting. The customer when he conveys his desire which place he wants to go, the lady at the reception then asks the customer to visit a particular manager. The receptionist will ask the customer whether he has received any brochure from the company regarding the tour in which he is interested in. if he has not received any brochure then, he is given brochures to see.

InformationOnce the customer is assigned a particular manager, the manager briefs him about all the information about the destination the customer wants to visit. He briefs the customer on various aspects of the tour, such as:
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 Sight-seeing places Itinerary Food- veg or non veg, which the customer needs to inform well in advance before booking the tour. Additional benefits/ facilities

Some customers have not decided about the destination which they want to visit. In such cases, the manager checks the availability of seats on the spot with the help of software. This enables the manager to know whether seats are available or not.

Payment of advanceOnce the customer is briefed about a particular destination, he shows interest/ disinterest in the tour considering the itinerary and other facilities. If the customer is satisfied and interested in the tour, he has to first register himself by filling the Registration form. This form contains the details like name, address, contact number, destination to be visited, number of travelers, number of days, mode of payment, etc. The customer then has to pay advance as per the tour selected by him.

Accounting After advance has been paid, the accounting manager then prepares and gives the receipt of payment of advance to customer. The receipt also shows the balance due from the customer.

Bookings The payment of advance indicates the guarantee that the customer is going to take the tour. The manager makes the bookings including hotel bookings, rail , air, cruise tickets, sight-seeing places etc. Here is where the back office comes into picture. The back office is concerned with submitting the visa, passport, photos etc. All documents are checked and a final document is prepared which is submitted to the embassy. The embassy gives the date for visa. The back office manager will go and collect the visa. The customer is
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informed whether he has been grated visa or not. If he has not been granted the visa, he is required to apply again. In this case, no refund of fees for application is given.

Payment of balanceOnce the customer gets the visa, he is asked to pay the balance amount either by cash or cheque.

BriefingA few days before the departure, there is a get together of all the tourists. They are briefed regarding the tour- the date of departure, the itinerary, the date of arrival etc.

Post tourAfter the tour is completed, there is a get together where the travelers are provided with snacks, souvenirs like caps, badges, certificates etc.

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4.7. PHYSICAL EVIDENCE

It is a very important factor for the travel and tourism industry. It is important in 2 distinct ways: as the environment in which the sales takes place the environment where the product is consumed

Explanation of the first case When the purchasing of the product is taking place, the customer cannot be sure whether they will enjoy the product or not. In the mean time their expectations and emotions are influenced by factors like layout of the room, the furniture, noise level, temperature, lights and other factors like the brochure of the company. In case of customers who by electronically the appearance of the website is the physical evidence. Explanation of the second case In the travel industry where the product is being experienced s particularly important in securing repeat business thus extensive facilities that prove to be physical evidence are provided to lure and woo the customer The tangibles include flat beds in business class, Wi-Fi connection in hotels, customized meals on board, tele checking 8hrs booking in hotels, hotels providing laptops on request, internet access as complimentary for the corporate packages.

Services cape of Kesari tours

In the hospitality industry, customers pick up cues based on the physical environment Consumers interact with the servicescape prior to experiencing the service in an exchange with a service agent.

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Visual Clues Color -different colours stimulate varying personal moods and emotions Kesari employs the shades of red The color red is a warm color and can excite and stimulate emotion The service personnel are also seen dressed in red They are seen to be warm and welcoming The sofa and other seating arrangements are in shades of red and add to the overall ambience of the place. Customers are served water as they come in for an enquiry

Lighting Light influences the perceptions of form, colour, texture, and enclosure. Proper lighting impart the necessary vibrancy and life to the surroundings

Space & function The furnishings in a servicescape link the space with its occupants and convey the personality of the servicescape through form, line, colour, texture, and scale The office is seen to be spacious and proper seating and furniture at place Beautiful paintings are also set up on walls that enrich the place and give a positive feeling to the customer

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5. Kesari and its Competitors

Established in 1984, Kesari Tours is a premium travel company, which offers world-class holidays in India and around the world. Kesari have perfected their tour itineraries to meet the special needs of the Indian tourist abroad. The motto of organization is No compromise on quality.

At Kesari Tours, they have made a motto that if they make a promise to their customers, they honor it. They believe in honest, transparent deals. No hidden costs and no compromise on sightseeing. They strive for 100% satisfaction of tourists. The company enjoys an immense goodwill. Thats what they earned out of their beliefs.

The Kuoni Travel Group, India, is the countrys largest travel and Tourism Company and a 100% subsidiary Kuoni Travel Holding. Kuoni Indias vision focuses on providing all travel and travel-related services to travellers from, within and to India. Kuoni Travel Group, India was formed when Kuoni Travel Holding, Switzerland acquired 100% equity in SOTC on May 22nd, 1997. The Company was renamed Kuoni Travel (India) Ltd. SOTC World Famous Tours became a valued brand. Kuoni Travel (India) Ltd. became Indias largest travel company with the acquisition of SITA World Travel a forerunner in Destination Management, incentive and business travel market. Today, Kuoni-India is active across virtually every travel segment and operates a number of highly successful brands in India as also controls strategic markets around the world

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Cox & Kings is the longest established travel company in the world. At present, the COX & KINGS group has offices in UK (2 offices), USA, Japan, Germany Italy, Turkey, Pakistan and Nepal. In India, Cox & Kings has offices in Mumbai, New Delhi, Chennai, Bangalore, Calcutta, Ahmedabad, Cochin, Hyderabad, Pune, Goa and Jaipur and one satellite office in Andheri in Mumbai and Gurgaon in Delhi

Thomas Cook is one of the worlds leading international travel and finan cial services groups and serves over 20 million customers a year. They provide services to customers at 4,500 locations in more than 100 countries and employee over 20,000 people. The Thomas Cook Holiday comes with a 150-year-old guarantee of eternally sunlit memories. They couldnt expect any less from the people who invented travel for leisure. They offer the worlds most enjoyable holidays, to exotic destinations in India and abroad where everything is taken care of from beginning to end.

A passion for Travel & a vision for creating innovative travel packages were the two driving forces saw the beginning of a Travel Company in a very modest way in Mumbais Masjid Bunder.The tremendous success & satisfaction of their tours paved way for Raj to hold its banner high & it continues to do so till date. They are proud to say that year after year they have improved on the product, adding new destinations, new attractions, pro-active marketing, & building customer confidence.

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 Service operation at Kesari: Meticulously planned, well designed itinerary to suit all kind of customers. The company has 500 dedicated professional Kesarians in offices all over and 400 exclusive Tour Managers, to serve the customers Kesari tours have tie ups with hotels that are located at all the major cities. It offers a variety of innovative tour and travel packages to suit all kind of customers. The packages are designed in a way to ensure there are no hidden costs and the prices are inclusive for sightseeing and meals. The packages are designed to include more sightseeing, less bus journey, mostly no backtracking of routes. All 'Must See' sightseeing need to be included in the tours and travel package.

Service delivery at Kesari: The Kesari tours website has been carefully designed to guide the traveller through the intricacies of travel arrangements, helping them to choose their destinations according to their budget and choice. The sitemap on the Kesari Tours website leads the first timers through the website till he/she finds what he is looking for. The team of Kesari tours professionals ensures that each tourist is attended personally, delivering their promises. The prices charged by Kesari travels are the best and designed to suit every budget. Independent Contractor means a person and/or organization selected by Kesari Tours Pvt. Ltd. to render services including transport, hotel, Restaurants , sightseeing to the tourist/s. The company strives for 100% customer satisfaction which has fetched it immense goodwill
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RECOMMENDATIONS

Pursue strategies in international context Kesari should pursue global strategy by obtaining the benefits of international value network to diversify its products. It should develop products that better suit the local nations. For example, Kesari tours in UK should offer more products to ageing

population. It should establish its operations in countries where the workforce is cheap and close to its destination points. Kesari could develop a diversification strategy by expanding into international markets like UK etc. Focus on forward vertical integration Kesari could concentrate on forward vertical integration by acquiring hotels in most operational areas. Improvements in online bookings As the technology is growing rapidly and the use of internet is also growing faster, people are more comfortable in booking online. So Kesari has to improve its online booking facility to cope up with the future demand. Maintain a balanced portfolio Kesari must maintain a balanced portfolio of products by developing new products to keep the growing revenue sustainably.

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6. CONCLUSION
Product differentiation a successful strategy for Kesari tours The company believes that is innovative products are different from the ones in current market and are considering product differentiation as its core competency. Kesari has developed more and more innovative products like Agro tours, that provides a chance to the farmers in India to visit the foreign countries to explore the new technologies and methods of farming. Kesari tours understand its market segment properly and design products which suit a particular segment. Kesari tours competitive base The competitive base of Kesari tours is its hybrid strategy that is based on low price and product differentiation which offers more value to its customers. It charges premium prices for some products which are particularly targeted towards a focused group of customers. Premium products are tailor made packages and business tours like Straberi and MICE.

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Bibliography
Websites http://www.oifc.in/Article/Tourism-in-India-Key-Potential-and-Opportunities www.kesari.in http://kesari-tours.blogspot.in/ http://en.wikipedia.org/wiki/Economy_of_India

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SERVICE SECTOR MANAGEMENT TYBMS-B PROJECT ON TOURISM SECTOR WITH SPECIAL REFERENCE TO

KESARI

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