kesari travels
TRANSCRIPT
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Group members- TYBMS-B
SR.NO NAMES ROLL NO. SIGNATURE
1 MITESH DHOBLE 11B411
2 FAISAL KHAN 11B421
3 ANIKET KHARADE 11B422
4 FREDON RODRIGUES 11B443
5 ASHOK YADAV 11B456
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Table of Contents
Sr. no. Topics Page no.1. Introduction to Tourism sector 2
2. Introduction to the Company 3
3. Service marketing triangle 4
4. Marketing Mix of Kesari Tours 6
4.1. Product 6
4.2. Price 14
4.3. Place 18
4.4. Promotion 20
4.5. People Moment of truth 24
4.6. Process Service blueprinting 27
4.7. Physical evidence-Servicescape model 31
5. Kesari & its competitors 33
6. Recommendations 36
7. Conclusion 37
Bibliography 38
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
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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.
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3. Service Marketing Triangle
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.
Company Kesari Tours
Providers agents,
hoteliers, etc.
Internal marketing
(enabling promise)Ex
(se
Interactive marketing
(delivering promise)
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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.
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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!
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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!
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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 extraexpenses 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 anundeniable 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 & Travelsa. 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 andfun 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 LEVELSIn 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 byKESARI 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. PRICEIn 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 PricelessCustomers Happiness.
Investment Benefit - World Tours:
Additional amount paid by the guestsPayment made days before tour departure
300-400 401-500 501-600 601 & above
Up to 5000 250 300 350 400
500110000 500 600 700 800
1000125000 1250 1500 1750 2000
2500150000 2500 3000 3500 4000
5000175000 3750 4500 5250 6000
75001100000 5000 6000 7000 8000
100001150000 7500 9000 10500 12000
150001200000 10000 12000 14000 16000
Above 200000 12000 14000 16000 18000
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Investment Benefit - Indian Tours:
Additional amount paid by the guestsDays before tour departure
300-400 401-500 501-600 601 & above
Up to 500 25 30 35 40
5011000 50 60 70 80
100115000 75 90 105 120
15012000 100 120 140 160
20015000 250 300 350 400
500110000 500 600 700 800
1000115000 750 900 1050 1200
1500120000 1000 1200 1400 1600
Above 20000 1200 1400 1600 1800
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) Registration Amount (INR)Below 1,00,000 20,000
1,00,001 to 1,50,000 25,000
1,50,001 to 2,00,000 30,000
2,00,001 to 3,00,000 35,000
3,00,000 to above 50,000
For Cruise Tours 40,000
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For Indian tours
Indian Tours : Advance Pay
Tour Price Advance
Upto 5000 3000
5001 - 10,000 5000
10001 - 20,000 10,000
20001 - 25,000 15,000
Above 25,001 20,000
This includes A2A tours also.
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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 PROMOTIONCreation 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 potentialtourists. 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 businessdecisions. 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 bydeveloping 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 toboost 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 price-
sensitive. 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 thebusiness. 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 word-of-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.
ExhibitionsThe participants include state and national tourism promotion boards, travelagents 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 1stto
the 3rdof 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 promotionFacebook page
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4.5. PEOPLELike 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 ENCOUNTERMoment 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 thefront 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 customervisits 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 serviceencounters 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. PROCESSIt 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 tourCustomers canbook their tour at any of KesarisBranch 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 blueprintingA 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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ReceptionThis 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.
Information-Once 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:
Reception InformationPayment of
advance
AccountingBookingsPayment of
balance
Briefing Post tour
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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 advance-Once 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.
AccountingAfter 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.
BookingsThe 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 balance-Once the customer gets the visa, he is asked to pay the balance amount either by cash
or cheque.
Briefing-A 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 tour-After 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 EVIDENCEIt 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 thepersonality 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 largesttravel 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 w ith 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 financial 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 istaken 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 nobacktracking 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 tillhe/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 immensegoodwill
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RECOMMENDATIONS
Pursue strategies in international contextKesari 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 integrationKesari could concentrate on forward vertical integration by acquiring hotels in most
operational areas.
Improvements in online bookingsAs 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 portfolioKesari must maintain a balanced portfolio of products by developing new products to
keep the growing revenue sustainably.
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6. CONCLUSION Product differentiationa 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 baseThe competitive base of Kesari tours is its hybrid strategy that is based on low price andproduct 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
http://www.oifc.in/Article/Tourism-in-India-Key-Potential-and-Opportunitieshttp://www.oifc.in/Article/Tourism-in-India-Key-Potential-and-Opportunitieshttp://www.kesari.in/http://www.kesari.in/http://kesari-tours.blogspot.in/http://kesari-tours.blogspot.in/http://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://kesari-tours.blogspot.in/http://www.kesari.in/http://www.oifc.in/Article/Tourism-in-India-Key-Potential-and-Opportunities -
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SERVICE SECTOR MANAGEMENT
TYBMS-B
PROJECT ON TOURISM SECTOR
WITH SPECIAL REFERENCE
TO
KESARI