4. INTRODUCTION TO TOURISM
One of the most profitable industries in
India.
The largest service industry, with a
contribution of 6.23% to the national GDP
and 8.78% of the total employment in India.
10.8 million Indians travel abroad.
Growth rate of 10-12%.
5. SOTC – AN OVERVIEW
SOTC is India's Leading Tour operator
SOTC is KUONI India's key outbound
travel brand.
SOTC, India’s largest outbound tour
operator was acquired by KUONI Travels -
World's leading premium Tour Operator in
the year 1996 and is a leader in all
segments.
SOTC has been voted "Best Outbound
Tour Operator" five times in a row by the
Galileo Express Travel & Tourism Awards
Committee.
6. SERVICES OF SOTC
Planning, organization and equipping of
location area
Contracting and negotiation of services
Organization of pre and post tour
programs.
Transportation - meet and greet services
during all arrivals
Security
Visa application services, etc
7. P’S OF MARKETING MIX
Positioning
Productivity
and Planning
and quality
perception
8. 1. PRICE
Cost Plus Pricing
Competitive Pricing
Perceived Value
Pricing
9. 2. PLACE
347 offices in India.
Internet.
3. PROMOTION
Advertising.
Public relations.
Personal selling.
Sales promotion.
10. 4. PEOPLE
An essential
ingredient
Exhaustive training is
provided.
2900 employees.
Includes travel agents.
Tour operators ,etc .
11. 5. PROCESS
Reaching the Explaining the Negotiating
customer details the terms
Reservations Completion of
Itinerary
as per the customer
arrangements
needs formalities
Journey to Walking the Return
destination talk journey
12. 6. PHYSICAL EVIDENCE
Making judgment on
accommodation, travel
facilities, executives’
behavior, etc.
13. 7. PRODUCTIVITY AND QUALITY
8. POSITIONING AND PERCEPTION
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.
14. 9. PLANNING
1) Define goals and objectives
2) Identify the tourist system
3) Generate alternatives
4) Evaluate alternatives
5) Select and implement
6) Monitor and evaluate
15. 4 PILLARS OF SOTC
Transportation. Transportation
Customer.
Hotel industry.
Government PILLARS Customer
Government.
Hotels
16. SWOT ANALYSIS
STRENGTHS
India’s largest outbound tour operator.
Offices in all major cities of India.
Tie-ups with other tour operators and travel agents
across India.
Internet booking of tickets and packages.
WEAKNESS
Lack of corporate offices and small cities across the
nation.
Feedback system available only for namesake.
Ineffective customer services.
No proper marketing of India's tourism abroad.
17. OPPORTUNITIES
More proactive role from the government of India
in terms of framing policies.
Allowing entry of more multinational companies
into the country giving us a global perspective.
Growth of domestic tourism.
THREATS
Economic conditions and political turmoil in other
conditions.
Political turbulence within India in Kashmir and
Gujarat.
Aggressive strategies adopted by other countries.
18. BALANCE BETWEEN DEMAND AND
SUPPLY
Cross training employees
Modify or move facilities and equipments
Schedule down time during low demand
Partitioning the demand
Developing complementary service
Advertising and sales promotion
20. GAP ANALYSIS
Knowledge gap
Standards gap
Delivery gap
Internal communication gap
Perception gap
Interpretation gap
Service gap
21. HOW TO OVERCOME GAP ANALYSIS ???
Learn what customer expects.
Establish the right quality standards
Ensure that performance meets
standards
Ensure that delivery matches promises.
22. SERVICE RECOVERY
We are sorry.
Fix the problem.
Show your concern.
Do something extra.
23. COMPLAINT HANDLING
a) Adopt a positive attitude
b) Reassure the customer
c) Establish the empathy
d) Identify the problem and the cause
e) Guide the customer
f) Communicate the steps to follow
g) Solve the problem
h) Inform the customer about the same
i) Monitor the final satisfaction