Gitanjali More 028

Rucha Puntambekar 195

Tourism in India
 According to the Travel and Tourism
Competitiveness Index, India ranks 65th
 Travel & Tourism Industry in India is
expected to grow and generate US $
128 billion by 2016
 In the year 2006, India represented 0.52
% of the world market share in
International Tourist arrivals
About Cox & Kings

 Established in India in 1978

 Biggest asset: trust and comfort that clients
have in it
 Won several awards and recognitions:
 “India’s Top Rated Tour Operator –
Outbound” by the Economic Times &
Travel Agents
 Association of India Travel Awards (2009)
 “Best Domestic Tour Operator” by TAFI-
abacus Awards for Business Leadership in
About Cox & Kings
 C & K h a s a lw a y s c o m e o u t
w it h In n o v a t iv e a n d
C u s t o m iz e d p r o d u c t s t o
s u it it s c u s t o m e r ’ s n e e d s ,
e . g . ‘One Stop Shop’ for varied travel
requirements like Visa, Ticketing, Holidays,
Insurance and Foreign exchange among
others
 C&K has created brand awareness among
travelers through its products like “Duniya
De kho” , “ Bharat De ko” and
About Cox & Kings
 C&K operates in 19 countries through its
Subsidiaries, Branch offices and
Representative offices.
 In India, it has 255 points of presence
covering 164 locations through a mix of
14 branch sales offices, 56 franchised
sales shops and a mix of 185 General
Sales Agents (GSAs)and Preferred
Sales Agents (PSAs).
Competitor Analysis
 SOTC is the market leader with about
35% p.a. growth, distribution network of
130 sales outlets and about 3500 travel
agents across India.
 Thomas Cook serves about 20million
customers every year. They provide
services to about 4500 locations in more
than 100 countries
 Other local competitors include Kesari
and Raj Tours and Travels
Segmentation of Tourists
Base of Segmentation Categories

Holiday Mass Market, Popular Market,

Individual Market

Demand Primary, Secondary, Opportunity

Geography National, International

Psychographics Lifestyle, Personality, Knowledge

Demography Age, Sex, Religion

Socio-Economic Rich-Poor, Urban-Rural, Literate-

Illiterate
Purpose Business, Leisure, Culture tourism

Age Teens, Youths, Senior Citizens

 Target Audience Segmentation
Base of 0Segmentation for Cox &
Kings
Non Users
Categories
Lack willingness and ability (in terms of
income and leisure time)

Potential Users Have the willingness but the marketing

resources have not been used in an
optimum way to influence their impulse

Actual Users Already using the services generated by

tourism service providers

Occasional Users Although they do possess the requisite

income and leisure, they have not formed
a habit of traveling
Habitual Users Frequent travelers
Latest Trends in Tourism
 Foreign holidays becoming more of an aspiration
as Indian society is being increasingly becoming
driven by consumerism.
 With the rise in disposable incomes, the interest
and willingness to spend in overseas travel has
increased.
 Stability in tour-prices and increase in value-added
offers such as “Holiday now, Pay Later”, “Take
your Partner on Holiday Free”, Holiday Vouchers.
 Booming economy, affordable air-fare, better
connectivity, prosperous middle class have
together contributed to a large number of holiday
Brand Strategy for Cox & Kings:
Objective
 To achieve a well defined and unique
brand personality through selection of
correct positioning strategies and
consistent and appropriate brand
promotion
 To acquire about 17% market share
in the tourism service providers sector
 Careful brand guardianship
Brand Vision for Cox & Kings
Short Term (in 2 years) Long Term (in 5 years)
Promoting various tourism segments Full-fledged branding & promotional
like medical tourism, adventure tourism, Initiatives (Integrated Marketing
ecotourism, etc by designing segment Communication)
specific packages in addition to country
and region specific packages

To concentrate on capacity building by To provide an umbrella of services

improving the quality of services associated with travelling to the
offered, infrastructure, manpower by customers.
benchmarking with competitors

Use of Information Technology

(eTourism) to
complement branding and promotional
initiatives
Branding Strategy
 Promote destination and segment based
campaigns by writing articles in tourism
magazines, journals and newspapers like Go
World, NatGeo Traveller, etc.
 Publish advertisements in various tourism and
photography magazines (Travel and Living, Asian
Photography, etc.)
 Publish testimonials of happy customers on Cox
& Kings website
 Upload medical, adventure tourism and eco-
tourism related videos on YouTube and other
video sharing websites
 Flickr and other photo sharing websites to
showcase various destinations and testimonials
Brand Strategy
 Form various tourism related communities on
social networking sites promoting various
tourism destinations
 Come up with various value added packages
and allied services for customers.
 Promotion of Cox & Kings on websites of
various airlines, hotels, transport services
providers by buying banner space on the
websites of these allied service providers
 Buzz marketing through celebrity tie-ups.
Celebrities will be offered luxury travel
packages and encouraged to promote the
Brand Strategy
 Make the website more user friendly by
providing information about related
destinations and related service providers to
the customers.
 Design and promote packages for non-users
by providing them facilities of easy finance.
 Design packages with more user friendly
services in order to convert occasional and
actual travelers into frequent travelers
 Design special aspiration boosting packages
 T r a v e lin g L ig h t
 Package tours for globetrotting
Offbeat destinations
 Offbeat
 destinations like
like the
the Amazon
Amazon
Forest, Guatemala,
Forest, Guatemala, the
the Great
Great Smoky
Smoky
Mountains, Coron Bay, Puerto Morelos
Mountains, Coron Bay, Puerto Morelos
 Cost-effective tour packages with focus
 Cost-effective tour packages with focus
on ‘Back to Nature’
on ‘Back to Nature’
Target Audience
 Adventurous
 Rebellious
 Cool
 Feel the need to impress peers
 Spend money on traveling and other luxuries
Target Geographies
 Cities like Mumbai, New Delhi,
Bangalore, Chennai, Kolkata, Pune, and
so on
Passion Groups
 Art tours
 Photographer’s clubs
 Biker’s clubs
 Nature buffs
 Backpackers
Online Presence
Highlights
 Book early to get crazy discounts!
 Photography competition post-vacation
with attractive prizes like travel kits, etc.
 Induce customers to come up with
innovative online contests on contests
based websites. The contest would
involve creation and promotion of
various contests designed by the users.
Winners to be accorded a 6 month
membership program.
Contd.
 Avail heavy discounts of up to 25% on
products by Canon, Wildcraft, and
Samsonite
 Packages can be customised to suit
budget and luxury travelers – and the
entire spectrum. This includes hotel
stay, food and beverages, etc.
Yours Truly – from Travelling Light
PR and Advertising by Cox and Kings
 http://inventorspot.com/articles/new_ad_camp
aign_highlights_reliability_15649
 http://adsoftheworld.com/files/cox%20n
%20kinga%201.jpg
 http://www.indiaprwire.com/pressrelease/travel
/2009083132685.htm
 http://www.coxandkings.com/live/promos/kore
a/korea.php (Promo video)
 http://www.blowfishdigital.com/index.php?
page=cox-and-kings
 http://www.prlog.org/10455677-win-50-free-
holidays-to-cyprus-with-cox-kings.pdf