c





     
 

    
 

      
 

  c   c      

   



 !"#$%& c & '

 

(  $#)c %

 

*  !"#$+$#)
 

,  &
 


 
 Introduction

Our objective of the study is to understand the travel & tourism industry with respect
to service marketing mix that are 8P¶s (Product, Price, Place, Promotion, People,
Process, Physical Evidence & Positioning) and also we have compared two of the
travel & tourism company. To understand the former part, we have visited µ KESARI
World Class Travel Company¶ & µRAJ Travel World¶ and gathered appropriate
information with regards to project.

We have analyzed the information of the

companies with respect to 8P¶s and
prepared comparative statement. For this
proceeds, we have picked same packages
which are provided by both the
companies. Further we have point out
that how company manage their services
to satisfy the customers.

After concerning all the above we known that, By composing and orchestrating the
appropriate level of resources, skill, ingenuity, and experience for effecting specific
benefits for service consumers, service providers participate in an economy without
the restrictions of carrying stock (inventory) or the need to concern themselves with
bulky raw materials. On the other hand, their investment in expertise does require
consistent service marketing and upgrading in the face o f competition which has
equally few physical restrictions. Many so -called services, however, require large
physical structures and equipment, and consume large amounts of resources, such as
transportation services.
 Service Sector Management
Service:
A type of an economic activity that is
intangible not stored & does not result in
ownership. A service is consumed at the
point of sale. Services are one of the two
key components of economic, the other
being is goods. Providers of services
make up the tertiary sector of the
economy.
Examples of services include the transfer
of goods, such as the postal service,
delivering mail & use of expertise or
experience, such as a person visiting a
doctor or lawyer.

Characteristics of Service:
Intangibility: Services are intangible and insubstantial: they cannot be touched,
gripped, handled, looked at, smelled, tasted or heard. Thus, there is neither potentia l
nor need for transport, storage or stocking of services.

Perishability: Services are perishable in two regards

| The service relevant resources, processes and systems are assigned for se rvice
delivery during a definite period in time. If the designated or scheduled service
consumer does not request and consume the service during this period, the
service cannot be performed again for him.
| When the service has been completely rendered to th e requesting service
consumer, this particular service irreversibly vanishes as it has been consumed
by the service consumer. 

Simultaneity: Services are rendered and consumed during the same period of time.
As soon as the service consumer has requested the service (delivery), the particular
service must be generated from scratch without any delay and friction and the service
consumer instantaneously consumes the rendered benefits for executing his
upcoming activity or task.

Inseparability: Services are typically produced and consumed simultaneously. In case

of physical goods, they are manufactured into products, distributed through multiple
resellers, and consumed later. But, in case of services, it cannot be separated from the
service provider. Thus, the service provider would become a part of a service.

Variability: Any services is not identical, so quality, price, way of presentation or

timing of render of services may differ from one activity to another. Also the level of
satisfaction may changes from consumer to consumer. The service firms should make
an effort to deliver high and consistent quality in their service; and this is attained by
selecting good and qualified personnel for rendering the service.

Lack of Ownership: Right of ownership is not taken to the service, since you merely
experience it. For example, an engineer may service your air -conditioning, but you
do not own the service, the engineer or his equipment. You cannot sell it on once it
has been consumed, and do not take ownership of it.

Service Management:
It is integrated into Supply Chain Management as the joint between the actual sales
and the customer. The aim of high performance Service Management is to optimize
the service-intensive supply chains, which are usually more complex than the typical
finished-goods supply chain. Most service-intensive supply chains require larger
inventories and tighter integration with field service and third parties. They also must
accommodate inconsistent and uncertain demand by establishing more advanced
information and product flows. Moreover, all processes must be coordinated across
numerous service locations with large numbers of parts and multiple levels in the
supply chain.

Components of Service Management:

Generally, Service Management comprises six different capabilities that companies
should consider for optimization:
| Service strategy and service offerings
Y| *efining Service Strategy
Y| *efining Service Offerings & Positioning
Y| Go-To-Market Strategy
Y| Service Portfolio Management

| Spare parts management

Y| Parts Supply Management
Y| Inventory Management
 Y| Parts *emand Management
Y| Fulfillment Operations & Logistics
Y| Service Parts Management

| Returns, repairs and warranties

Y| Warranty & Claims Management
Y| Reverse logistics
Y| Returns Processing
Y| Remanufacturing

| Field Service Management or Field force effectiveness

Y| Technician Enablement
Y| Mobility
Y| E-learning
Y| Activity Scheduling
Y| Service Billing

| Customer management
Y| Order Management & Availability
Y| Channel & Partner Management
Y| Customer Insight
Y| Technical *ocumentation

| Assets, Maintenance, Task Scheduling, Event Management

Y| Remote Monitoring
Y| *iagnostics & Testing
Y| Asset Management/Optimization
Y| Configuration Management
 Travel & Tourism with respect to Service
Marketing Mix
Travel & Tourism:
c
 is the movement of people between relatively distant geographical locations
for any purpose and any duration, with or without any means of transport. Travel also
includes relatively short stays between successive movements. Movements between
locations requiring only a few minutes are not considered as travel. As an activity,
"travel" also covers all the activities performed during a travel (movement).

c  is travel for recreational, leisure

or business purposes. The World Tourism
Organization defines tourists as people
who "travel to and stay in places outside
their usual environment for more than
twenty-four (24) hours and not more than
one consecutive year for leisure, business
and other purposes not related to the
exercise of an activity remunerated from
within the place visited." Tourism has
become a popular global leisure activity.

Tourism is vital for many countries, such as Egypt, Greece, Lebanon, Spain and
Thailand, and many island nations, such as The Bahamas, Fiji, Maldives, and the
Seychelles, due to the large intake of money for businesses with their goods and
services and the opportunity for employment in the service industries associated with
tourism. These service industries include transportation services, such as airlines,
cruise ships and taxicabs, hospitality services, such as accommodations, including
hotels and resorts, and entertainment venues, such as amusement parks, casinos,
shopping malls, music venues and theatres.

Who, When, Where, How, & Why?






First Wave - They are the Leisure

Tourists which are mostly wealthy &
upper-class citizens. Travel for them is a
novelty.

Second & Third Waves - It comprises of

middle & lower level people who are not
a leisure tourist.



c 

Tourists have Seasonal Tourism -

summer, winter, spring & rainfall or
during Holidays or on occurrence of
certain Events ± marriage, birthdays, etc.




 

Being a Globalization a tourist can travel

easily at affordable prices. Nearly every
country has a market for Tourism

 





*evelopments in transportation have

helped to globalize the industry. Various
means such as Planes, Trains,
Automobiles, Ship, etc are available for
tourism.







First Wave travel for Religious

Pilgrimages, Exploration, Trade, Medical
& Necessity
Second & Third Waves, Because of the
expansion and growth of Tour & Travel
industry this Second & Third Waves
people also travel at affordable prices.
Service Marketing:
Service
marketing is the process by which companies create customer interest in its
provided services. It generates the strategy that underlies sales techniques, business
communication, and business development. It is an integrated process through which
companies build strong customer relationships and create value for their customers
and for themselves.
The term i

  holds that achieving organizati onal goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions. It proposes that in order to satisfy its organizational objectives, an
organization should anticipate the needs and wants of consumers and satisfy these
more effectively than competitors.

The Service Marketing Mix:

Product: It¶s a tangible object or an

intangible service that is mass produced
or manufactured on a large scale with a
specific volume of units. In travel &
tourism industry the holiday packages is
considered as a product.

Price: It is the amount a customer pays

for the product. It is determined by a
number of factors including market share,
competition, material costs, product
identity and the customer's perceived
value of the product. In travel & tourism
industry the packages amount is
considered as price.

Place: It represents the location where a

product or services can be purchased. It
includes any physical store as well as
virtual stores on the Internet. Place is not
exactly a physical store where it is
available Place is nothing but how the
product takes place or create image in the
mind of customers.
 Promotion: It represents all of the
communications that a marketer may use
in the marketplace. Promotion has four
distinct elements: advertising, public
relations, personal selling and sales
promotion. A certain amount of crossover
occurs when promotion uses the four
principal elements together, which is
common in film promotion.

People: An essential ingredient to any

service provision is the use of appropriate
staff and people. Recruiting the right staff
and training them appropriately in the
delivery of their service is essential if the
organization wants to obtain a form of
competitive advantage. In travel &
tourism industry driver, sales executives,
hospitality executives, guide, etc are the
related people.

Process: It refers to the systems used to

assist the organization in delivering the
service. In travel & tourism industry the
process of service is done by picking up
the customer from their place, then
guiding them, providing accommodation,
providing meals on time & finally
dropping back them to their place.

Physical Evidence: Where is the service

being delivered? Physical Evidence is the
element of the service mix which allows
the consumer again to make judgments
on the organization. In travel & tourism
industry customer make judgment on
accommodation, travel facilities,
executive¶s behavior, etc.
Positioning:| In marketing, positioning has
come to mean the process by which
marketers try to create an image or
identity in the minds of their target
market for its product, brand, or
organization. In travel & tourism industry
a company builds its image in the market
with regards to their services and the
packages they provide.


Vision
 ³To be a world class travel company spreading smiles and happiness.´
Mission
 ³Kesari is passionately committed to Total Quality Travel, with continual
delivery of value added services. We uphold the highest ethical standards and believe
in creating new benchmark in the industry.´

Company¶s background & j
:

The trailblazing journey of Kesari began

in 1984 with a pledge - ³When you make
a promise to your guests, honour it.´ by
Mr. Kesari Patil. Today that small travel
company, called Kesari Tours Pvt. Ltd, is
one of India¶s most reputed travel
companies with an office staff of over
500 & 400 tour escorts, with branches
and expanding PSA network in every
nook & corner of India. Kesari is a world
class travel company certified by ISO
9001:2000 & OHSAS 18001:2007
standards.

Mr. Kesari Patil was awarded as

µLifetime Achievement award¶ by
Galileo Bird Travel World Express, in
*elhi in the presence of chief Minister
Sheela *ixit, Chief Editor Shekhar Gupta
& Tourism Minister Kumari Shalaga on
21st April, ¶10 for his contribution in the
Travel & Tourism industry. Further, the
company was awarded as µBest *omestic
Tour Operating Company in India¶ in
year 2006-07 & in year 2007-08 it was
awarded as µBest Outbound Tour
Operator Western in India¶
Today, Kesari has become a household name for travelers spread across the length &
breadth of our country having a substantial portfolio of large domestic &
international holiday destinations to its credit, spreading across the seven continents.
Over 4 lac happy customers have enjoyed the world class standards of service,
quality & innovation that Kesari has bought in the tourism industry.

Trusted name
| First Travel Company certified by ISO 9001:2000 & OHSAS 18001:2007.
| Lakhs of satisfied tourists, maximum repeat customers.
| Winner of major national & international tourism awards.
| Preferred company by tourism boards, Airlines & Associates.
| 900 dedicated professional Kesarians in offices all over & 400 exclusive Tour
leaders, to serve you.
| A variety of tours all over the world, from 4 to 21 days to suit every budget.

Trusted price
| Worldwide tours at its best price.
| Clear cut on line tour price
| No hidden cost.
| No extra charges for stipulated sightseeing in tour programme or meals when
on tour.
| Air fare, Airport taxes (expect fluctuations), Visa charges, Insurance (for
selected tours) included.
| Tips to guides & drivers included.

Trusted tour programmes

| Meticulously planned, well designed itinerary to suit Indian tourists.
| All µMusic See¶ sightseeing included.
| More sightseeing, less bus journey, mostly no backtracking of routes.
| Choice of Mono to Multi countries, dates, days & prices.

Trusted services
| Professional services with a personal touch.
| Centrally or conveniently located Hotels, appreciated by all traveled guests.
| Hi-tech, A.C. / Air cooled coaches with reclining seats.
 | Sumptuous Indian meals on tour.
| Extra toppings like ice-cream, softy, tea, coffee, juice, soft drink at various
places to add to the fun.

Trusted entertainment
| See & enjoy World with Entertainment, Smiles & Laughter.
| Games, Antakshari, *ance & *hamaal on tour.
| Attentive tour leader to make the tour more enjoyable for every customer.

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

| |
|


|
|
 
Company¶s background & profile:

Shree Raj Travels & Tours Ltd. was

established in 1976 by the Chairman &
Managing *irector- Mr. Lalit Sheth÷ It
was his vision to provide the Indian
traveler with SUPERIOR quality package
tour facilities. He ensured that the
services of Raj Travels would be totally
customer focused and would maintain
their exclusivity. The objective was to
make family holidays tours more
comfortable, more exciting, and most
memorable.

His passion was to CHANGE the entire scenario that existed in the Indian Market.
An array of new Services was introduced by Raj Travels that were welcomed by
customers with open arms. Within a short span of time RAJ TRAVELS
revolutionized the entire travel industry. The CHANGE had taken place and Raj
Travels began its journey to become the Number 1 Outbound Tour Operator in the
country.

Raj Travels was the first Outbound Tour

Company to introduce Indian Meals on
its Globe Tour Packages. Raj Travels was
the first tour operator to start package
tours to Australia & New Zealand. Way
back in 1986 when Raj Travels Launched
Caravan Kitchens and started serving
"Indian Cuisine- Hot Meals" in Europe,
the customer response was so dynamic
that it changed the face of "Indian Tours"
forever.

The biggest players in the industry were compelled to follow suit and it was do or die
situation for many. Raj Travels has been renowned for PIONEERING some of the
most admired "Customer Services" in tourism. Today, we proudly continue to enjoy
the Number 1 position in the outbound tours industry with 54 operational offices
Spread over India. The few of the laurels that they have received in 2003, includes
the Best Performing Agency by reputed airlines such as Lufthansa and Air India.
Amadeus, the world's largest CRS has declared Raj Travels as the number I
reservations agent in India. BBC worldwide has also rated Raj Travels as India's
premier outbound tour operator.

What brings Raj travels to an enviable position †

The growth & success can be attributed to its constant improvisation and introducing
new features - be it the choice of Hotels, choice of Airlines, or choice of *estinations.
Awareness of the growing trends in travel trend, keeping up to the demands of the
more educated and savvy travelers , catering to all these has been our forte.
Orlando, Madame Tussauds, Kukenhof Gardens, Fantasyland, Holiday Park, TGV
train ride, Hovercraft ride Safari, Helicopter ride, Balloon ride, Ski flight, *inners at
Planet Hollywood, Hard Rock Café, Rainforest Café, James Bond Breakfast at
Schilthorn, Mt Titlis, Mt Rigi, *inner on 107th floor of World Trade Center, Para
Sailing, Submarine ride, Ride on MTR, the Singapore Zoo, Night all these and more
were brought to the discerning traveler, only in a Raj Tour.

They do Things *ifferently:

They want to be different; this has been their most outstanding quality. This is a trait
which segregates them from the rest of the competition. They are aggressive, intense
& passionate of their business of travel promotion.
They provide a lending ear to understand the changing profile of today's traveler.
They pack a lot of things to do and see in a short holiday, for some it may be taxing,
for most it is the best way to holiday. Their young and vibrant team is full of ideas &
eager to provide the right service.

Product Price:
Raj believes in guiding the traveler with an "all Inclusive" price point, and not
mislead a client with eyewash of a published low price, with all others as Optional.
Raj travels has been able to prove to its clients that what is appearing cheap, is
ultimately more expensive & there can be no compromises on a well tailored, all
inclusive holiday. Raj believes in giving true value for money. It has been their
competitors¶ constant endeavor to prove them wrong; however, their satisfied clients
have been their greatest spokes person. A good product talks for them.
Service Marketing Mix

Product America with Bahamas American Experience with

Cruise, 19 days / 18 nights. Bahamas Cruise, 19 nights
/ 20 days.

Price INR 145990 + US* 2800 INR 77000 + US* 5815

Place Washington, Niagara Falls, New York, Washington,

New York, Miami, Gettysburg, Harrisburg,
Orlando, Las Vegas, Las Niagara Falls, Toronto,
Angeles, San Francisco, Orlando, Bahamas Cruise,
Bahamas Cruise. San Francisco, Las Vegas,
Los Angeles.

Promotion Print ads, billboard, Print ads, brochures,

brochures, catalogs &Web catalogs & Web pages
pages

Process Picking up-flight- Picking up-flight-

providing meals & providing meals &
accommodation-visiting accommodation-visiting
the above mentioned the above mentioned
places-guiding-dropping places-guiding-dropping
back to their place. back to their place.

People *river, Guide, Tour *river, Guide, Hospitality

escorts, Travel executives.
professionals.

Physical Evidence High range of Satisfied clients have been

Infrastructure their greatest spokes
person.

Positioning Advertising media, Public Advertising media, Public

Relation. Relation.
 |

i
|M 
ti |Mi |
| |
 t|
ll||
|||/|| 
|
i

||
i t| i t|/|||

i
| R|||R || R| ||R ||

l
| i|B
l|M | '|i|i
|

!ti |i|R"
| C
|i|R"
|
|# | |# |
$tt
| %it
l| %i| (ilt(|
&
"|
t
l| )+|&

|!ill|
i|'| ,i (|-|&l+%|
i#+(|

"ti| it||#ill#| it||# (
|

# (
| tl+|.$
#| tl+|.|$
#| +
|
+
|


| i i+| /li+(t/ i i+| /li+(t/

ii+|"
l|.| ii+|"
l|.|
 ""ti/iiti+|  ""ti/iiti+|
t(
|#
|"
ti
| t(
|#
|"
ti
|
l
/+ii+/ i+| l
/+ii+/ i+|
# |t|t(
i| l
|| # |t|t(
i| l
|


 l
| i
|&i
|0| i
|&i
|- itlit|

 t|0
l|

ti
||

il|

(i l|i

| |-i+(|+
|| tii
| li
t|(
|#

|

t t
|| t(
i|+
t
t| 
|

|

itii+|

tii+|"
i|#li |

tii+|"
i|#li |
R
lti| R
lti|

|
| |
By analyzing all the proceeds we can conclude that the travel & tourism industry is a
service sector where all marketing techniques are used. So for running a successful
travel & tourism company an organization must have appropriate marketing
techniques to satisfy their potential customers.

µKESARI World Class Travel Company¶ & µRAJ Travel World¶ both are doing well
to satisfy their customer¶s in respect to service marketing mix. Usually, both
company states that they need not keep any hidden cost. Further their management is
well designed with professionals to manage the tours.

As per our reading, µRAJ Travel World¶ has a lower market as compare to µ KESARI
World Class Travel Company¶. Also, µRAJ Travel World¶ does not have much
domestic packages which µKESARI World Class Travel Company¶ provides.
µKESARI World Class Travel Company¶ commands lots of terms & conditions and
also not provides money back system on cancellation of tour which µRAJ Travel
World¶ do (under a scheme-the discounted money will be carry forward in next trip
which a tourist does within a year.)