A PROJECT REPORT

ON
A STUDY OF PROMOTIONAL STRATEGY OF PROMOTION IN
PUNE CITY
IN PARTIAL FULFILLMENT
FOR THE AWARD OF
MASTER DEGREE IN COMMERCE

SUBMITTED BY
FARHANA SAYYED IMTIAZ
UNDER THE GUIDANCE OF
MRS.SADIA KHAN
DEPARTMENT OF COMMERECE
ABEDA INAMDAR SENIOR COLLEGE
OF ARTS, SCIENCE & COMMERCE CAMP, PUNE
2012-2013

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

DECLARATION
I hereby declare that this project report titled, Promotional Strategy in
PUNE city, submitted by me in the partial fulfillment of the requirement
for the degree of Masters is the result of the authentic work taken up by me.
I have not submitted the same to any other university for any post graduate
course whatsoever.

Submitted by:
Farhana Sayyed Imtiaz

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

ACKNOWLEDGEMENT
Firstly, I would like to thank and express my gratitude to my Creator
Almighty God.
I am thankful to my mentors MRS. SADIA KHAN and Mr. Vinod Rohra,
the store manager of world of Titan MG Road Pune, and also to their staff
for guiding me throughout the project. The project would not have been
completed without the guidance of MRS. SADIA KHAN and apart from my
own efforts.
I would like to thank everyone who helped me directly or indirectly in
completing my project.

Thank you

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Chapter No.
Chapter 1

Particulars

Page NO

Introduction
1.1 Introduction general Introduction of the topic selected
(half page)
1.2 Objectives of the study (3-4 Objectives)
1.3 Importance & Significance of the study(3-4pts)
1.4 Scope of the study (one paragraph)
1.5 Hypothesis (two paragraph)
1.6 Limitation (problems faced during the study)

Chapter 2

1.7 Conclusion half page

Company Profile
Complete information about the company, product selected.

Chapter 3

Literature Review (10pgs)

Detail information to be written from the books, internet,
journals, about the topic selected with diagrams and flow

Chapter 4

charts if any.
Research Methodology (4-5)

Chapter 5

Data Analysis & Interpretation(20pgs)

Analyze the data based on the questionnaire along with the
bar graphs, pie charts and interpret the data and answers
collected from the questions drafted.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Chapter 6

Conclusion & Suggestions (3-4Pgs)

Conclude the overall study, prove the hypothesis and give
suggestions to the company.

Bibliography
Suggestion

INDEX

CHAPTER 1 INTRODUCTION OF THE PROMOTIONAL STRETEGY

1.1 Introduction :
Doing a bit of everything is not the best strategy, because youll want to be able to
provide excellent customer service at every point of contact. Instead, build a strategy with
places and networks where you expect your customers to be. Social media strategist Chris
Brogan recommends building an online presence by joining conversations of people and
groups that are already interested in what you are publishing, and he adds, always be
prepared to try something different if you dont get a good response promotion strategies
play an important role to boost the company performance. A precise and accurate strategy
will not only recruit a lot of new customer, but also saving a lot of company cost. Many
companies will have a reliable and integrated plan before executing their promotion
activity. A research or survey will commonly held to eliminate the risk of being fail.
Surprisingly, a company that spends big money to promote its products or services would
sometimes get less sales increment than those that spend less money. Thats why
understanding the characteristics of the target market is the most important things to
discover at the beginning. Moreover, the customer behavior will also determine the
promotional activity success or failure.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

The importance of a marketing strategy is that it helps a company create,

communicate and deliver value to target consumers, using the tools of
promotion, product, price and distribution. The importance of a promotional
strategy is that it enables marketers to determine the most effective
communication vehicles.

1.2 Objectives To Study of Promotional Strategies:

Small companies use promotional strategies to achieve many objectives. These objectives
may be short- or long-term in nature. Marketing and advertising directors or managers are
usually responsible for implementing company promotional strategies. They may use
distribution tactics to push products at retail stores, or pull tactics aimed at drawing
consumer to their outlets. Whatever the case, promotions can include advertising, direct
mail, billboards, trade shows and even in-store promotions

To Study of Brand Awareness:

Small companies usually implement promotional strategies to increase brand
awareness. Brand awareness is the percentage of people who recognize a brand from a
specific company, according to marketing expert Dave Dolak. It is a metric that is
relative to other competitive companies. In other words, companies strive to build
brand awareness so their products are chosen over other brands. Brand awareness
usually increases over time through repeat advertising and other key promotions

To Examine Strategy Increasing Sales and Profits:

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

Companies primarily promote their products to drive sales and profits. They may use
product sales, coupons and "bogo" or buy-one/get one free offers to increase sales
short-term. But they will need to emphasize product quality and customer service in
their messages to increase long-term sales and profits. Businesses usually have
specific attributes or core competencies that set themselves apart from competitors. To
be successful, the images marketers wish to portray must be commensurate with actual
company operations

1.3 The Importance And significance of Promotion Strategy

A marketing strategy pinpoints a group of consumers with high potential to

choose the firm's products over the competition's. This is an important way to
avoid wasting marketing resources on people who are unlikely to respond or
difficult to reach. Target consumers may be selected based on a range of personal
characteristics. For example, people of the same age and sex are likely to choose
similar clothing brands. Consumers who share a distinctive lifestyle, like frequent
travelers, make good targets for airlines or rental car companies.

The following are valuable information that you will find helpful if you want to have a
successful and profitable adventure tour company:
Make sure that you provide the types of services that your clients will look for in your
tour agency. When operating a tour company, it is important that you think of the possible
things that your clients will need or will more likely look for when they are looking for
travel tour companies. Your clients may be looking for affordable tour packages and there
are times when your clients will prefer to have a personalized special tour. Consider these
things when planning the types of services that you will offer in your travel tour
company. You will find it a good idea to offer affordable packages to people who avail of
your group tour. You may also provide tours packages that can be customized by your
clients who may have preferences when going on a guided tour.
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

Establish good relationship with other companies related to your industry. You may be
engaging in the travel tour business industry but it is important that you establish good
relationship with other companies that can be related to yours. You will, for example, find
it a good idea to build relationship with a tickets company and tour bus companies so you
can be given discounted rates and nice accommodation when you avail of their services
for your virtual tour company. You also can increase your contacts with different
franchising hotels to give an affordable travel deal along overnight stay at famous hotels
to your customers. You have to give something special to sell your package, which no one
gives in your competitive market so plan your deals well.
Find competent staffs that can handle your corporate tours company. It is also important
that you employ competent staffs that can efficiently manage your Grand Canyon tour
company. Look for reliable and friendly tour agents, tour operator and tour guides who
will be responsible for the tour services that you offer such as romantic tours, family tour,
senior tours and sightseeing services.

1.4 . Scope of the study:

Deals with the coverage of the market. A business unit may serve an entire market or
concentrate on one or more of its parts. Three major alternatives in market-scope strategy are
single-market strategy, multimarket strategy, and total-market strategy.
A variety of reasons may lead a company to concentrate its efforts on a single segment of a
market. For example, in order to avoid confrontation with large competitors, a small
company may find a unique niche in a market and devote its energies to serving this niche.
Design and Manufacturing Corporation (D&M) is a classic example of a successful singlemarket strategy. In the late 1950s, Samuel Registries studied the dishwasher market and
found (a) high growth potential; (b) market domination by GE; and (c) absence of a
manufacturer to supply large retailers, such as Sears, with their own private brand. These
conclusions led him to enter the dishwasher market and to concentrate his efforts on a single
segment: national retailers. The company has emerged as the largest producer of dishwashers
in the world with over 25 percent of the U.S. market. A D&M executive describes the
company's strategy in the following words: "Sam knew precisely what segment of the market

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

he was going after; he hit it at exactly the right time; and he has set up a tightly run
organization to take full advantage of these oppor-tunities."1

1.5 Hypothesis
Product effort and promotion effort hypotheses described in marketing literature suggest
that competitive marketing strategy, and consequently the relative importance of various
marketing activities, will vary with the nature of the product and the market. The study
reported, deals with empirical testing of the product and promotion effort hypotheses, and
the assessment of the relative importance of marketing decision variable. Toward this
end, the study employs dummy variable-multiple regression analysis in the context of
two broad classes of businessconsumer nondurables and capital goods businesses. The
report differs from previously published studies in that real world data, descriptive of
marketing activity and performance, is used in place of opinions of managers. While the
stated hypotheses are generally supported by this study, the observed results differ from
previously reported findings in regard to the relative importance of marketing decision
variables for the two classes of businesses examined.
1.6 Limitation In Promotional Strategy:
1. The study has been restricted to the users of Prasanna Tours & Travels Pvt Ltd.
2. The study is confined to target area only.
3. The survey is restricted to few respondents.
4. There is possibility of sampling errors in the study.
5. The responses of the consumers may not be genuine.

1.7 Conclusion

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Not every product can be marketed in the same way. Truth be told the promotional
strategy is based solely on the product or service. There is no list of defined
Finally it can be said that the performance of Promotional Strategy is not only amazing
but also highly sales The company can achieve further success by improvement the
suggestions of the consumers.

CHAPTER 2 COMPANY PROFILE

Prasanna Tours & Travels Pvt Ltd
We Prasanna Tours and Travels Pvt. Ltd. are very much pleased to introduces
ourselves as avey extinguished Transport and Tour operators in the capital of India,
Delhi nad we are in the field for past 20 years with very experienced and professional
staff to meet all your need any where in Northern India to suit the individual
Travelers Requirements with very competitive rate
We Prasanna Tours and Travels (Regd) are the pioneer in Package tours and hold the
leadership in Northern India with capable of handling thousands or travellers every
day for every location.
The best way to discover the undiscovered is through us. We take care of all travel
requirements leaving you totally free to enjoy your tour. Truly and unbeatable
experience.
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

Our other services include arrangements of all kind of transportation comfortable and
economical boarding and lodging across northern India for our esteemed clients you
can expect more from us because we expect more from ourselves
We Prasanna Tours and Travel. are very much pleased to introduces ourselves as very
extinguished Transport and Tour operators in the capital of India, Delhi and we are in the
field for past 20 years with very experienced and professional staff to meet all your need
any where in Northern India to suit the individual Travelers Requirements with very
competitive rate.
We Prasanna Tours and Travels (Regd) are the pioneer in Package tours and hold the
leadership in Northern India with capable of handling thousands or travelers every day
for every location.
One core element of our strategy will be that of differentiation from our
competitors. In terms of marketing we intend to ensure that our name and
services are marketed on an extensive basis so that customers are aware of our
existence. In price, we intend to offer reasonable and competitive prices in
comparison to competition and we need to be able to sustain that. Our service
marketing will strive to ensure that we establish long relationships with clients.

Initial marketing and training expenses will be relatively high as we seek to

become known on the market and staff get trained in the professional provision
of our services. This will be brought about by the development of sales
literature and advertising expenses. As our market share increases and capital is
generated, further marketing programmers and the expansion of those in
existence at the time will be undertaken, to ensure market development.
However with time these programmers will start generating revenue for the
business, which we shall in turn reinvest. Pricing Strategy Prassana Tours will
be competitively priced in relation to the dictates of the market. Due to the
introductory nature of our services we intend to implement a penetration
pricing strategy which will ensure that potential customers are not frightened
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

away by our prices, up until our services are appreciated and fully operational.
However this will dictate that our costs are prudently kept so as to ensure our
financial goals come to fruition. This is reflected in our prices as stated in the
services description of this plan charging close to PX per kilometer per person.
Each trip will include an average of eight to ten persons. We intend our income
structure to match our cost structure, so as to ensure that the salaries we pay to
our employees to assure good service are balanced by the cost we charge to the
customer.

These are increasingly becoming important as more firms establish in the country
and hence the need to be known. The organization aims to promote itself through
attending trade shows and expositions. Not only will these increase awareness of
our services and business name, but also enable us to interact with potential clients
who may decide to utilize our service. Trade shows that come to mind include
Botswana International Trade Fair (BITF) and BITEC.

Bus Services
We have daily
service for the
following
Delhi-Jammu
Delhi-Katra
DelhiKathmandu
DelhiNainital
Delhi-Manali
DelhiDehradun

Tour services

Car Services

We have daily

service for the

following
Luxurious
conducted tours
by deluxe A/C
Luxurious
conducted tours

We have
Indica Non-A/C
Indica A/C
Siera A/C
Toyota Qualis

A/C
Tempo Traveler
A/C

expertise of five
decades for
Conference
Seminars
Boad Meeting
Foreign
Delegations
Special Events
Exhibitions

by deluxe NON
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

A/C

We Prasanna Tours and Travels Pvt. Ltd. are very much pleased to introduces
ourselves as avey extinguished Transport and Tour operators in the capital of India,
Delhi and we are in the field for past 20 years with very experienced and professional
staff to meet all your need any where in Northern India to suit the individual
Travelers Requirements with very competitive rate.

We Prasanna Tours and Travels (Regd) are the pioneer in Package tours and hold the
leadership in Northern India with capable of handling thousands or travelers every
day for every location

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

S.N Types of
o

Cars

Local
up

to

80 kms

Extra

Extra

Per/HourPer/Km.

Out of de Per/Km.

Indica
1.

2.
3.

4.

Non-

Rs.900 Rs.50

Rs.6.50 Rs.6.50

Rs.1100Rs.50

Rs.8.50 Rs.8.00

Rs.1400Rs.120

Rs.12.00Rs.12.00

Rs.1200Rs.120

Rs.10.00Rs.10.00

Rs.1500Rs.120

Rs.10.00Rs.13.00

Rs.1800Rs.120

Rs.14.00Rs.14.00

Traveler Rs.2700Rs.120

Rs.16.00Rs.16.00

A/C
Indica
A/C
Siera
A/C
Toyota
Qualis
NonA/C
Toyota

5.

Qualis
A/C
Tempo

6.

Traveler
NonA/C
Tempo

7.

A/C
Note:
Time and Kms will be calculated from garage to garage, enroutes toll taxes,parking,driver bata day and
night will be from them, for out of Delhi minimum average 250km.Per day will be charge. Service tax
extra as applicable. Night charge starts after 10pm. Hill station T

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

CHAPTER 3 REVIEW OF LITRATURE

Plans and decisions are essential requirements to organizational tasks and
management. Business success depends significantly upon the successful planning
and decision making. Hence, planning is usually listed as the first function of
management as we must have a plan before we can organize. Planning can be defined
as the management function which involves setting the companys goals and then
determining the means to achieve these goals, in other words, deciding how best to
achieve them. In simpler terms, it means deciding now, what to do in the future, given
certain intended conditions.
The word now indicates present circumstances and the current state of affairs
pertaining to an organization. So, it has been observed that environmental scanning,
consisting of the SWOT analysis is therefore a pre-requisite for the planning process.
It includes the internal and external environment of the organization which allows the
firm to take advantage of the opportunities and minimize the impact of threats. In
addition, the company will...

Marketing Mix

In addition to promotion, marketers use other tools known as the marketing mix.
These include product, price and distribution. Product tactics involve choices
related to the functions, attributes, benefits and image of an item. Price is a
measure of relative value in the marketplace, as well as an amount of money the
buyer is asked to pay. Distribution, also called place, is about making goods
available to consumers when and where they shop.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Advertising and Sales Promotion

Among the important questions addressed in promotional strategy are whether

and how the firm should use advertising and sales promotion. Advertising uses
messages transmitted via mass media. It is effective in educating consumers about
a product and persuading them that it is superior, but takes time to produce sales.
Sales promotion offers direct incentives like coupons, rebates and premiums that
motivate people to buy a brand immediately, or in greater quantities than they
otherwise would. Often, these two tools are used simultaneously

Personal Selling and Public Relations

Promotional strategies may also call for the use of personal selling and public
relations, which further expand marketers' communication opportunities. For
products that are technologically complex, difficult to use, expensive and/or
require demonstration, one-on-one persuasion by skilled salespeople may be more
effective than any other technique. In situations where the firm wants to influence
its shareholders, employees, vendors and the broader community, public relations
devices like press releases and media events can help get attention and build
excitement.

1.4 Market-scope strategy

A market strategy under which a company may either choose to segment the market or to
pursue a single-market strategy. Market-scope strategy thus specifically amounts to
identification of the bases for forming market segments or establishing criteria for
segmentation, and choosing to serve a single market, several distinct markets, or the
entire market.
Initially Prasanna Tours will focus on the local market in the adventure travel sector. The
target customers will mainly include foreign tourists intending on sightseeing various
attractions.
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

Our marketing strategy will emphasize focus. We are a relatively new company on the
market and hence must focus on certain kinds of services with certain kinds of clients.
Initially the business will focus on the local market, expanding into the regional market
as time progresses, and as we gain the necessary experience. Therefore the initial aim will
be to instill awareness and confidence in our services. In order to achieve its goal of
becoming the premiere mobile operator, Sephats intends to adopt the following strategies:
1. Establish Prasanna reputation as a differentiated, specialty provider of city/
adventure travel and excursions. This will be accomplished through a diverse
marketing communications programmed directed at Prasanna target market,
utilizing various media as well as the establishment of strategic allies.
2. Provide unparalleled service to the tourists, local and international, of Botswana
in order to gain repeat business and build trust. This will include providing
superior service in all phases of the transaction, including timely follow-through.
3. Aggressively promote excursions as healthy, eye-opening and exciting activities
with those who participate in them as appreciative of the finer things in life.
4. We intend to build image and awareness through consistency and distinctiveness
in our service provision.
Our strategy is to grow the business by nurturing clients, differentiating the service from
our competitors, particularly through service and staff behavior. All criteria from
customer satisfaction, service provision, price competitiveness to staff attitudes are to be
looked at thoroughly in the initial stages as areas for improvement. Alliances and
collaboration with hotels, lodges and travel agencies are to be adopted as strategies for
market penetration. Training will be conducted on a regular basis to ensure that our staff
is fully meeting customer expectations.
Through the implementation of a fair, effective and competitive remuneration policy we
intend to optimize our human resource output and advancement. We need the right people
in the right place at the right time if we are to ensure optimum growth. We intend to
develop our team so that our people can grow as the company grows - a mutually

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

beneficial relationship. We are currently vigorously searching and recruiting the right
people for our organization.
This study highlights many issues related to marketing of tourism companies; more
specifically it will be looking at the three companies mentioned above and will be giving
a broad analysis to marketing strategy as a marketing tool.
The purpose of this dissertation is to conduct a detailed analysis on three different UK
holiday companies which are Kuoni, Thomas Cook and STA Travel, who target different
segments of the market. I believe that this investigation will broaden my understanding of
the tourism marketing as well as the techniques and strategies that they use as a key
factor to their success. (Morgan, 2001)Overall I believe that it is an interesting area to
study because I can use and demonstrate while conducting this investigation the skills
and knowledge that I had obtained while studying my degree. In addition, I have chosen
to carry out my dissertation on the following three companies, because I believe that they
differ in their market segmentation, however they have a common goal and they are
competitors. I would like to introduce the companies that I will be focusing on and
provide some brief introduction for each of them. But first of all let us talk about the role
of tour operators. (Wang, 2002)
Tour operators today play a very important role in creating the images of destinations. In
this global capacity, they can significantly influence international tourism flows towards a
country hit by safety and security risks. Even decisions of individual tourists on where to
spend a holiday very often depend on the attitude and practice of tour operators towards a
particular destination. But people have their own choices and preferences. In this paper
we are going to analyze Kuoni, Thomas Cook and STA Travel tourism and travelling
services as this is one of the best tour operator agencies worldwide and the first choice of
tourists. (Buhalis, 2001)
From 1950 to 1998 the number of international tourist arrivals in the world increased
from 25 million to 635 million (WTO 1999b), with an average annual increase of 6.97%.
Over the past 15 years, international tourism receipts have grown 1.5 times faster than
world GDP, with no signs of slowing down. In 1998 international tourism accounted for
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

an estimated 8% of the world's total earnings and 37% of exports in the service sector
(WTO 1999a). According to data from the International Monetary Fund, in 1998
international tourism receipts and passenger transport amounted to more than $504
billion, putting it ahead of all other categories of international trade (automotive products,
chemicals, food, petroleum and other fuels, computer and office equipment, textiles and
clothing, mining products, etc.). (Driver, 1999)
This rapid development of international tourism can partly be explained by the xxpackage
holidays promoted nationally and internationally. Indeed, tour operators represent one of
the most powerful and most influential entities in the tourism industry. They have a
strong influence on international flows from main generating markets to various
destinations. According to World Tourism Organization estimates, tour operators
nowadays have a share of about 25% in the total international tourism market. This
means that in 2000 tour operators organized at least 175 million international tourism
trips. Therefore, the success of many destinations depends on whether foreign tour
operators include them in their programs. (Buhalis, 1998)
Travel Industry
As the travel industry consists of numerous sectors and divisions, companies within the
industry vary greatly in their activities and the segments of the market they are involved
in. Three of them Kuoni, Thomas Cook and STA Travel leaders in their respective field
and I would like to commence with Kuoni in the following segment. (Riege, 2000)
Introduction to Kuoni, Thomas Cook and STA Travel Companies
Kuoni Travel Holding Ltd. oversees one of Europe's top five travel and tour groups.
Based in Zurich, Switzerland, the company is particularly strong in both its domestic and
U.K. markets, but is also present throughout Europe, especially in Scandinavia, with a
rising presence in the United States and Asian markets. Kuoni Travel operates in three
primary areas of business: Leisure Travel, which accounts for more than 85 percent of the
company's sales; Business Travel, through its BTI unit, which handles travel coordination
activities for the small and mid-sized and large-scale corporation markets; and Incoming
Services, which provides travel destination services, such as touring and sightseeing
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

packages. (Morrison, 1994)The company markets its high-end tours and travel packages
under the Kuoni name. Discount travel packages are offered under the Helvetica brand
name. Switzerland remains the company's single largest market, representing slightly less
than one-third of its total sales. The U.K. and North American markets together provide
less than one-third of sales. The European continent, including Scandinavia, added
another roughly 30 percent to Kuoni's total sales, which topped SFr 4 billion in 1996.
(Scotland and Williams, 1996) Kuoni has been stepping up the pace of its acquisitions at
the turn of the century. After being disappointed in its attempt to merge with the United
Kingdom's First Choice Holidays Plc, which would have helped the company create a
counterweight to Europe's market-leading Presage-Thomson alliance announced in early
1999, Kuoni has changed direction, targeting the Scandinavian, Indian, and North
American markets for its future growth. (Weber and Roehl, 1999)Listed on the Swiss
stock exchange, Kuoni is led by Chairman Daniel Affolter and President and CEO Hans
Lerch. (Bonn and Furr, 1999)
Strategic Alliances:
In today's competitive environment it is becoming increasingly essential for
organizations to concentrate on their core activities so as to gain and maintain a
competitive advantage. This brings out the advantage of undertaking strategic
alliances with organizations that the firm may benefit from and visa versa. Sephats
Tours intends to establish strong partnerships with several hotels, lodges and travel
agencies so as to be able to deliver customer wants. These alliances will assist in
ensuring that we obtain a regular stream of customers from various establishments.
At this writing, strategic alliances with several companies are possibilities, given the
content of existing interest and discussions. However ultimately it is the quality of
our service(s) and the skill and experience of the staff that will attract customers.
During the start-up phase word-of-mouth from satisfied customers will play a large
part in increasing awareness and gaining exposure for our services.
Corporate Social Responsibility:
Prasanna Tours recognizes the fact that as it is involved in the tourism sector of the
overall economy there is need to be involved in a wide range of social responsibility
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

engagement programmers so as to invest back into the community in which we

operate. We believe that through our social responsibility programmed we can
indeed assist in improving peoples lives. We believe that if we are to contribute to
development in a sustainable way, we need to support numerous projects. However,
before we commit ourselves to projects we intend to ensure that they will be
beneficial to the community, particularly in the long term. We know that we cannot
address all the development needs of our society. Where we can, we assist and
sometimes may form partnerships so as to increase capacity. One of the ways the
company intends to be involved in corporate social responsibility is through
organizing cleaning campaigns with various communities. Basically this will
involve briefing the community on the advantages of having a clean environment,
now and in future. In order to entice the community to get involved in these
campaigns, as well as to increase awareness about our business and services we
intend to give out T-shirts and caps with our company name. These campaigns will
also assist in us being perceived and appreciated as a good corporate citizen.

Management Summary:
The human resources element shall be an essential component in the delivery of the total
service. By encouraging all employees to handle customers well, and by having
enthusiastic, capable and empowered people interacting with our customers, we intend to
build the competitive advantage of being able to comprehensively meet our customers'
needs. There will be need to evaluate jobs and remuneration packages against market
benchmarks to employees for their agreed and set out tasks so as to ensure they are
competitive. These principles extend to accident, medical, death and welfare benefits.

Organizational Structure:
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

Prasanna Tours shall be managed primarily by working owners/partners. The company

will engage more of a functional organization structure whereby people shall be focusing
on their prime area of expertise. However in engaging this organization structure we
intend to ensure that there is open communication between all personnel at all levels.
With such a group we believe it will be simple to communicate with and support one
another. Our organizational structure demonstrates the importance we shall put on our
customers, and ensuring their satisfaction in utilizing our services .
As the company grows there will be more structure to the utilizing, with new employees
being assigned a supervisor or subordinate. When the company is at its full staff
potential, it will operate as any closely held utilizing, but maintain the personal interest in
each employee's personal and family welfare and their contributions to the business.
We acknowledge the fact that successful recruiting, motivation, and discipline procedures
are keys to the growth of the utilizing. Hence we intend to promote and maintain good
labor relations, strong morale and high quality work per employee through undertaking
the following: [discussion omitted]

Management Team :
The founders of Sephats Tours are passionate about the activities it will promote and offer
on

the

market.

Management

style

will

reflect

the

participation

of

the

directors/shareholders. The company intends to respect its community and treat all
employees well. We will develop and nurture the company as community. However we
realize that we are not fully conversant in tourism and as such intend to engage
experienced staff as well as undergo a training course from a reputable institution. The
Managing Director's experience in public commercial transportation and government will
assist in the establishment of good networks. He also has attended a course in Auto
Mechanics at X Centre that will assist in servicing the vehicles. However acknowledging
the importance of continuous training and improvement the Managing Director intends to
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

undergo a course in Travel and Tourism so as to be fully conversant in the field, as well
as obtain knowledge of the latest developments in the industry

Personnel Plan:
The detailed monthly personnel plan for the first year is included in the appendix. The
annual personnel estimates are included here. We believe this plan is a good compromise
between fairness and expedience, and meets the commitments of our mission and
business objectives We intend to compensate our personnel well, so as to retain their
invaluable expertise and to ensure job satisfaction and enrichment through delegation of
authority. Our compensation will include health care, generous profit sharing, plus a
minimum of three weeks vacation. Sephats Tours recognizes that our employees
contribute fundamentally to the company's long-term prosperity, acknowledging our
obligation to remunerate them competitively. We intend to enhance our capacity to attract
and retain people of quality through competitive remuneration packages

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

CHAPTER 4 RESEARCH METHODOLOGY

Market Strategies International combines scientific methodologies and rigorous
processes to create the most intelligent marketing research available. We integrate a
full range of quantitative and qualitative research methodologies (traditional and
innovative), as well as advanced analytics, to help you connect with your customers
in a more meaningful way. By combining science with industry focus, we deliver
solutions that bring life to your insights and freshness to your perspective

4.1 Objective
The objective of this research is to examine the effects of e-marketing strategy on success
of e-commerce businesses in Thailand. This study indicates that social network, internet
dissemination, internet competitive learning, and information technology capability. In
addition, competitive environment and customer acceptance are the moderating variables
of the research. Data was collected from e-commerce business in Thailand. The results
show that e-marketing strategy has significant positive influences on e-commerce
success. Moreover, internet competitive learning, and information technology capability
have positive effects on e-marketing strategy. For moderating effects, customer
acceptance has positive statistically significant influences on the relationships.
Theoretical and practical implications are presented. Conclusion and suggestions for
future research are also discussed

Initially Prasanna Tours will focus on the local market in the adventure travel sector. The
target customers will mainly include
Foreign tourists intending on sightseeing various attractions.
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

Our marketing strategy will emphasize focus. We are a relatively new company on the
market and hence must focus on certain kinds of services with certain kinds of clients.
Initially the business will focus on the local market, expanding into the regional market
as time progresses, and as we gain the necessary experience. Therefore the initial aim will
be to instill awareness and confidence in our services. In order to achieve its goal of
becoming the premiere mobile operator, Prasanna intends to adopt the following

New marketing strategies and tactics by established companies aimed at

providing excursions of our intended nature.

Existing competition.

4.2 Hypothesis
A consumer is faced with many different questions and decision when
choosing a product. A company has to take into account all different aspects
of a consumers decision making process into account when marketing a
product.

The research has been used in this study to know various

phenomenon that are connected to individuals, existing situations, customer

related engagement, and events that occur. During the course of research
various aspects of consumer behavior were covered which helped in
understanding the consumer behavior while purchasing and other areas of
consumer behavior.

4.3 SOURCES OF DATA

(A) PRIMARY

DATA: - The primary data are those which are collected a fresh

and for the first time and thus happen to be original in nature. The primary data
was collected through survey conducted from Prasanna Tours & Travels Pvt Ltd
at Wakdewadi . Primary sources include the questionnaire filled in by the
respondents and interviews.
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

Interview & Questioner method: - For the present research paper 50 respondents were
selected.
Consumer survey:
In order to collect the primary data the consumers survey was undertaken. The sample
consumers were selected on quantities method. A structured question was used to collect
information from the sample sales contacted. Even personal interviews were held with
the respondents to gather unbiased information. Observation method also made used to
understand the real feelings of the respondents so that study become more realistic in
nature.
RESEARCH APPROACH: - In order to collect the primary data, survey was conducted
to which the target customers responded and were conducted personally. Simple
quantities Techniques was used.

RESEARCH INSTRUMENT: -A structural questionnaire was used as an instrument to

collect the information.

Secondary Data
1. Evaluate and pick the best event where you can meet your target market.
After your thorough market research, you should already have enough info to
develop a segment for your target market based on their geographic,
demographic, and psychographic classifications. And from this target segment,
you should then find and utilize the best event that your segment is most likely
be attending or joining.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Choose and design the perfect promotional items to fit your market, event,
and brand. Again, based on the segment you are targeting, you should then
choose the appropriate promotional product that your target market will
appreciate. Design also plays a big factor in the success of your campaign.
Examples of design issues to focus on are saliency of logo to t-shirt colors and
the clarity of message on printed items.
Plan a distribution program for your promotional items during the event
which should answer the following questions: 1) How can your target market
find or get attracted to your location (booth) during the event? 2) How can you
effectively distribute your corporate giveaway? 3)How can you deliver your
message (sales pitch) or gather information from your target market (contact
details) during the distribution process?
Create a system to organize all gathered info. This step is often overlooked
since most believe that the success of the promotional item campaign is only
measured by the success of the event itself. But in truth, this step will separate
the weak from the strong marketing strategy. A solid system in organizing your
gathered info will often determine the ROI of your efforts.

Design a lead follow-up program from the gathered information. In other

words, call and follow-up on your gathered leads.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

CHAPTER 5 DATA ANALYSIS & INTERPRETATION

Sales Forecast:

The following chart and table show our planned Sales Forecast for the next three
years.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Sales Forecast
Year 1
Sales
All tourist services
Other
Total Sales

Year 2

Year 3

Rs.350,000 Rs.556,500 Rs.630,000

Rs.0
Rs.0
Rs.0
Rs.350,000 Rs.556,500 Rs.630,000

Direct Cost of Sales

All tourist services
Other

Year 1
Year 2
Year 3
Rs.70,000
Rs.111,300 Rs.126,000
Rs.0
Rs.0
Rs.0
Rs.111,300 Rs.126,000

Subtotal Direct Cost of Sales

Rs.70,000

Q Area wise survey distribution?

Sr. no
1
2
3

Particulars
Ghorpade peth
Swaregate
Market yard

Form collection
121
81
48

Interpretation:
Area of Ghorpade Peth is having more family travel agency but in Swargate there
are more travel agency compare to Ghorpade peth
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

 In Market Yard there are less travel agency compare to Ghorpade Peth, Swargate
But Most travel agency in this area
As Swargate is much developed place compared to Ghorpade Peth so people

do not

mind to take test from Swargate travel agency

Q . Interested for Website?

Market yard

Swargate

Ghorpade Peth

Already Interested Willing Already Interested Willing Already Interested Willing

Have
to have Have
to have Have
to have

24

13

11

27

38

16

19

46

Interpretation:
90% of the travel agency are not interested to have their own website.
Only 4.8% travel agency already have their own website. It means there is a huge
chance of electronic development.
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

56

Q .Working days travel agency?

All days
42

Sunday half day

65

Sunday close
32

Interpretation:
Through data collection I got information about working days of travel agency, on
mostly opened half day of Sunday their travel agency.
Open travel agency on whole Sunday more than closed on Sunday.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q .Rate Comparison?
No

of

travel 23

agency
Rate Range

0-30

45

27

19

21

15

30-50

50-100

100-150

150-200

200-250

Interpretation:
No of travel agency vary as par their experience, Rate Range. The consultants charge
higher than General Practitioners.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q . How many travel agency in Seagate, Market yard, Ghorpade Peth?

Sr. no
1
2
3

Particulars
Swargate
Market yard
Ghorpade peth

No of lab
7
3
5

Interpretation:
Most of travel agency in Swargate compare to
Market Yard and Ghorpade Peth.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q. How many travel agency interested in own website?

Sr. No
1
2
3

Particulars
All Ready have
Not Interested
Willing to have

Responds
2
9
4

Interpretation:
More travel agency are old and work on traditional method so only 2 travel
agency having own website.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q .How many people would like to web services of travel agency line24x7.com?
Sr, No
1

Yes
22

No
64

Cant say
14

Interpretation:
It has been found that most of people could not favor to web services Because its
required computer literacy
According to above graph overall 1/3 positive result getting.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q How do you manage your customers relationship?

Ans:-

Maximum satisfaction towards services

Quick response to any quarry

Inform about latest scheme towards any services

For Prasanna Travls:

SBI Bank manage their customers relationship by way of Maximum

Satisfaction towards Services rather than Quick response to any quarry
& inform about latest scheme towards any services.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

For Another Travels :

The Prasanna Travls give their 100% to Maximum satisfaction towards services
and then 50%
to Quick response to any quarry & Inform about latest scheme towards any services.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q
1. Do you have information about Prasanna

Response
Yes
No
Total

No. of People
24
1
25

Travels?
% Age
96%
4%

Interpretation: - As per the survey 96% of the people knew about Prasanna Travels
and 4% do not have information about it.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q How did you come to know about Prasanna Travels?

Response
T.V.
Friends
Print Media
Total

No. of People
19
2
4
25

% Age
76%
8%
16%

Interpretation: - Out of my survey 76% of the people came to know about Prasanna

Travels through T.V. and 8% through friends and remaining through Print Media.
Q
What about after sales service provided Table No. 6
1. What about after sales service provided by Prasanna

Response
Satisfied
Delighted
Dissatisfied

No. of People
20
4
1

Travels?

% Age
80%
16%
4%

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Total

25

Interpretation: - People are mostly satisfied by the after sales service. About 80% are
satisfied and 16% are the delighted customers.

Q
1. What about the offers and discounts provided by Prasanna

Travels?

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Response
Satisfied
Delighted
Dissatisfied
Total

No. of People
19
4
2
25

% Age
76%
16%
8%

Interpretation: - As per survey, majority of the people are satisfied with the offers and
discounts provided by Prasanna Travels i.e. 76% say that they are sat

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

CHAPTER NO 6 CONCLUSSION & SUGGESSTIONS

CONCLUSSION
The study results and previous discussion have shown that in the case of business
fundamental of agencies has hardly changed. The reduction of commission revenues
is compensated by service fees without really providing additional (new) value to
customers, and thus generating a foundation for new revenues. First of all with regard to
standardized.
Types of trips, measures should be taken to retain specific product portfolios, for
instance city trips, which have been shown to be highly associated with travel
agency use. In consequence,
people interested in such trips could be further investigated with the aim of
determining their specific needs and preferences. That know-how could be applied in
turn to increasing the quality of travel consultation (also in terms of helping
customers to select information sources), which in turn would deepen the agencycustomer relationship. This conclusion can be directly derived from the empirical
analysis above, which shows that market segments based on personal characteristics
rather than travel contexts do not represent a promising start for defining business
models for travel agents.
Second, and referring to paragraph 2 in the discussion section, travel agencies will
have to transform from intermediaries to professional infomediaries, initiating and
securing information flow to and transaction flow from potential travelers and
specific markets. Thus, future prospects might lie in building up and providing
destination-specific expert know-how in relation to medium and long-haul trips of all
kinds. This approach could lead to taking a representative role in regards to a
destination within a specifically delimited market,providing exclusive access to some
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

of the destinations products and services. By this approach, no only is the foundation
of business extended but also additional values are created for the customers.

HYPOTHESIS
A consumer is faced with many different questions and decision when choosing a
product. A company has to take into account all different aspects of a consumers
decision making process into account when marketing a product. The research has
been used in this study to know various phenomenon that are connected to
individuals, existing situations, customer related engagement, and events that occur.
During the course of research various aspects of consumer behavior were covered
which helped in understanding the consumer behavior while purchasing and other
areas of consumer behavior.

SUGGESSTIONS

Need to lower the price of Tourism packages to make it possible for lower and
middle class people also.

Should undertake some promotional activities like advertising through outdoor

media such as painted displays, travelling displays etc.

Should conduct various programs in semi urban and the rural areas to create
demand.

Should conduct regular survey of customers and market.

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

BIBLIOGRAPHY

Book

Author

Global Marketing

S.A. Sherlekar

Management

V.S. Sherlekar

Marketing Management

Philip Kolter

Research Methodology

CR. Kothari

Himalaya publisher,
Delhi

www.prasannapurpaltours&travels.com
www.google.com
www.prasannapurpletravel.com
http://www.financialexpress.com/news/tours-plans

ANNEXURE
ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE
Page 1

QUESTIONARE

Name

: _________________________________________________

Address

: _________________________________________________
_________________________________________________

Phone No

: _________________________________________________

Q.No12 Do you have information about Prasanna Travel?

Yes

No

Q.No.3 How did you come to know about Prasanna Travel?

T.V.

Friends

Print Media

Q.No.4 Why do you prefer traveling by Prasanna Travels?

Comfertebility

Price

Luxurious

Q.No.5 What is your opinion about the service provided by Prasanna Travels?
Excellent

Good

Average

Q.No.6 What about after sales service provided by Prasanna Travels?

Satisfied

Delighted

Dissatisfied

Q.No.7 What is your expectation from Prasanna Travels while Travelling?

Discount

Customer Care

Ambience

All of the above

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

Q.No. 8 What about the offers and discounts provided by Prasanna Travels?
Satisfied

Delighted

Dissatisfied

Q.No. 9 How do you rate the overall performance of Prasanna Travels?

Excellent

Good

Average

Q.No.10 Do you prefer to buy tickets online or at store?

Online

Store

Q.No.11 Are you satisfied with the previous journey?

Yes

No

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1

ABEDA INAMDAR SENIOR COLLEGE OF ARTS SCIENCE AND COMMERCE

Page 1