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"A Study on Customer Satisfaction

Organization Study

Submitted to MAHATMA GANDHI UNIVERSITY, KOTTAYAM In Partial Fulfillment of Requirements for the award of the MASTERS DEGREE IN BUSINESS ADMINISTRATION (2011-2013) By Mittali Chawla ROLL NO

RAJAGIRI COLLEGE OF SOCIAL SCIENCES RAJAGIRI SCHOOL OF MANAGEMENT RAJAGIRI VALLEY P.O, KAKKANAD KOCHI

DECLARATION I, Mittali Chawla, hereby declare that this project report entitled Study on cust omer satisfaction is an original work done by me and submitted to Mahatma Gandhi University, Kottayam , for the partial fulfilment of the requirement for the aw ard of Master Degree in Business Administration during the academic year 2011-13 under the guidance of Prof.George Joseph, Faculty Member, Rajagiri Business Scho ol. I also declare that this project has not been submitted to any other institution for the award of any other degree. I also declare that this report is the result of my sincere effort and has not b een submitted in full or part thereof, to any other university or institution for th e award of any degree or diploma

Date: Place: Cochin

ACKNOWLEDGEMENT The gratification and elation of this project will be incomplete without mention ing all the people who helped me to make it possible, whose guidance and encoura gement were valuable to me. Above all I thank the God Almighty for his immense grace and blessings at each a nd every stage of the project. I am greatly indebted to Dr. Joseph I. Injodey, the Principal, RSOM for his enco uragement, guidance and assistance in availing this opportunity for doing a diss ertation project. I record my deepest sense of gratitude to Mr Kaustav Dhar, CEO of Olivea, for gi ving me an opportunity to fulfil my dream of doing my summer project in Olivea. I also would like to thank Mr Sanjay Vellore,Vice President Sales,Olivea for bel ieving in me and giving me such a challenging project work. I specially thank Mr. Vijetha Shastry, Senior General Manager Sales, Olivea for being a supportive guide and instilling in me, the desire to succeed and to reac h my full potential. I am deeply indebted to Mr Sandeep Jhakhar,Executive Sales Manager-Business Deve lopment,Olivea for his prompt words of guidance and encouragement and introduci ng me to Olivea. I gratefully acknowledge my sincere gratitude to Prof.George Jospeh for his kin d guidance and helpful suggestions in every stage of the preparation of this rep ort. I gratefully acknowledge my sincere gratitude to Prof. Roffin T.M for his kind g uidance and helpful suggestions in every stage of the preparation of this report . I would also like to thank all those persons who have spent their valuable time to contribute the required information to me and gave me support while preparing this report. I am obliged to the entire staff of Blue Hill Logistics Pvt Ltd, across all depa rtments, for accepting me whole heartedly and helping me in any possible way mak ing this internship a unique experience I am thankful to all the respondents who participated in my study for sparing th eir time and effort without which I would never have been able to complete this

study successfully. I am forever in debt to my family and relatives for the love and trust placed in me which guided me through thick and thin throughout the training period. Needless to say, I am solely responsible for any errors, which may remain.

Contents Sl.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 20 21 22 23 Executive Summary Organisation Study Chapter- 1 Industry Profile Company Profile Problem Study Chapter-2 Introduction Problem Statement Need of Study Title of Study Objectives of Study Scope of the Study Limitations of Study Chapter-3 Research Methodology Research Design Chapter-4 Data Interpretation and Analysis Chapter-5 Findings & Suggestions Conclusion Bibliography Annexure Particulars Page No.

Table. No

List Of Tables Contents Page No.

1 2 Olivea 3 ers of Olivea 4 ney 5 vigation 6 th the booking process 7 ance of coach 8 9 es 10 vices 11 a to others

Ticket Booking Awareness about Regular travell Purpose of jour Ease of site na Satisfaction wi On time perform Lounge services On board servic Newer feasible ser Recommending Olive

ORGANIZATIONAL STUDY

Business travel is defined as all non-discretionary trips which occur either expl icitly for the purpose of engaging in work, or incidentally in the course of con ducting work-related activities. (Ritchie, 2000). The nature, value and extent of busines s tourism has changed significantly in recent years.In a competitive market plac e, market segmentation is the key to success. The concept of market segmentation can be implemented best, when there is a sound basis of knowledge about the tar get group. To be successful in business, one must understand how customers perce ive the product or service attributes, their importance and performance when com pared with other competitors. The importance of and being competitive and offeri ng competitive advantage has been recognised for some years. Business Travel in India has increased as a direct outc ome of economic liberalization in India. Foreign investments have increased in I ndian companies. There have also been an increasing trend which have led to a st eady growth of business or corporate travel to India. Economic liberalization ha s initiated a spurring growth of business travel in India. Mutual trade relation s with major countries in the world have taken a giant leap so much so that Indi a has been ranked among the fastest growing economies in the world. With its con tinuously evolving infrastructure and fabled hospitality India is increasingly b eing considered as the preferred venue for meetings, incentives, conferences, co nventions and exhibitions. In todays climate of globalization in the corporate wo rld in general, as well as the travel and hospitality industry in particular, an agency that is serious about the business of business travel and is not a membe r of a brand name international network organization, is at a serious competitiv e disadvantage. Fast pace of globalisation and economic liberalization have been t he catalysts behind growth of business and industry in India. Indias growing trad e relations with foreign countries have made it recognized as worlds one of the f astest growing economies today. Today India is a hot MICE Destination for Meetin gs, Incentives, Conferences and Exhibitions (MICE). MICE tourism is the new buzz word in the international tourism industry and relates to various business group s and individual travellers. The business traveller contributes significa

ntly to the turnover of the hospitality and travel industry and, with the global isation of business, these sector shows signs of increasing growth. Service qual ity has now become one of the main factors used to gain competitive advantage, t hus the industry must focus more specifically on the needs and expectations of i ts business customers. Olivea,product of Blue Hill Logistics Pvt Ltd,is in the beginnin g stage of establishing itself in the market. It is highly service oriented and concentrates mainly on customer satisfaction.Because of its first mover advantag e,Olivea was able to attract many customers from a diverse sector.In this scenar io of high competition,it is crucial for companies to provide maximum customer s atisfaction.It was hence, felt necessary to obtain a feedback on customer satisf action in order to sustain itself in the present competitive scenario.The questi onnaire was prepared keeping in mind the companys requirement.Also the companys pr evious questionnaire was taken into consideration with other factors.This study is to find out the expecting level of customers in terms of services by Olivea. To increase the customer satisfaction level, the company has to know what the cu stomer expects out of the company The study was conducted at Olivea,product of Blue Hill Logistics Pvt Ltd,Bengaluru.The study was based on the topic customer satisfaction of Oliv ea travellers because of its importance in the present scenario.The study was de scriptive and analytical in nature.The information from the respondents was coll ected with the help of questionnaire by survey method.The report was prepared on the basis of the data collected through observation,survey, organization manua l.All the collected information is analyzed by using statistical tools like perc entage, tabulations and graphs.The data was collected from the population of cus tomers travelling with Olivea from the Olivea lounge, Bengaluru and Chennai.The study uses data collected by survey using a structured questionnaire from 118 cu stomers through convenient sampling method.

INDUSTRY PROFILE

Travel and Hospitality industry Olivea, a product of the Blue Hill Logistics Pvt Ltd comes under the travel and

hospitality sector(mainly the travel sector). Indias travel and hospitality indus try is one of the most profitable industries in the country, and also credited w ith contributing a substantial amount of foreign exchange. Several reasons are c ited for the growth and prosperity of Indias travel and tourism industry. Economi c growth has added millions annually to the ranks of Indias middle class, a group that is driving domestic tourism growth. Today the world economy is transiting towards services.The global export of ser vices is rising faster than the export of goods.Today with large number of less expensive,educated and skilled wokers,Indias comparative advantage lies in servic es. Modern travel business is not mere ticketing and reservations but covers a wide spectrum of activities including travel guidance,accommodations,local travel,pla nning,insurance,etc. Travel and hospitality is the largest service industry globally in terms of gros s revenue and foreign exchange earnings. It is also one of the largest employmen t generators in the world. It has been a major social phenomenon and is driven b y social, religious, recreational, knowledge seeking and business interests and motivated by the human urge for new experience, adventure, education, and entert ainment. Travel is both cause and consequence of economic development. It has th e potential to stimulate other sectors in the economy owing to cross-synergistic benefits and its backward and forward linkages. Travel and tourism is one of the fastest-growing industries and a leader in many countries. The global travel and tourism industry experienced a downturn in 2009 due to the global economic and financial meltdown. The industr y was affected by low business volumes and consumer confidence, given the uncert ainty about factors such as availability of credit, exchange rates, employment, and the H1N1 virus. Consequently, tourist arrivals fell 4% worldwide in 2009. Ne vertheless, tourist arrivals increased 2% in the last quarter of 2009, led by re covery in the Asia Pacific and the Middle East. The expected rebound in tourism materialised in the first four months of 2010. This is reflected in the 7% incre ase in international tourist arrivals during January-April 2010. Tourist arrival s grew at a faster pace of 8% in emerging markets, while advanced economies repo rted a 5% increase. Given the improvement in global economic conditions, Asia is expected to continue showing the strongest rebound, while Europe and America ar e likely to recover at a more moderate pace. The travel industry is primarily service and people orient ed; it is made up of businesses and organisations belonging to various other ind ustries and sectors. It is an interplay among these businesses and organisations /persons which offer travel experience to tourists. The travel industry caters to recreational, leisure and business travelers.The travel industry can be divided into inbound and outbound tourism; inbound refers to countries attracting the l argest number of tourists and outbound refers to countries from where the larges t number of tourists originate. Indian travel industry Indias travel industry is experiencing a strong period of growth, driven by the burgeoning Indian middle class, growth in high spending foreign tourists, and co ordinated government campaigns to promote Incredible India, which promoted Indias c ulture and tourist attractions in a fresh and memorable way. The campaign helped create a colourful image of India in the minds of consumers all over the world, and has directly led to an increase in the interest among tourists. The travel industry in India is substantial and vibrant, and the cou ntry is fast becoming a major global destination. The travel industry holds imm ense potential for the Indian economy. It can provide impetus to other industrie s through backward and forward linkages and can contribute significantly to GDP. With changing times and global business conditions, significant changes have be en observed in the Indian travel and tourism industry.Demand for niche and custo mised tourism products have increased.Lifestyle changes and higher disposable in

comes have resulted in shifting travel preferences and travelers are looking for out-of-the-box experiences. Consequently, travel service providers are offering n iche, customised tourism products. This has led to emergence of niche segments s uch as wine tourism, pop-culture tourism, cruise tourism, wellness tourism, mons oon tourism etc. Tour companies are also willing to customise products as per tr avellers choices/preferences. Specialist travel service providers assist tourists with travel arrangements. These providers include travel agencies who are invol ved in retailing of travel products directly to the tourists (individuals or gro ups). They provide information on different travel destinations and advise custo mers on travel plans. They also sell associated products such as insurance, car hire, and currency exchange.Business travel agencies specialise in making travel and accommodation arrangements for business travellers and promoting conference trades. The tour operators provide packages for individuals while the principal s provide basic travel and tourism related services.Tour operators offer holiday packages which comprise travel (road, rail, sea, air as well as to and from the destination airport, car hire, excursions, etc) and accommodation (hotels, gues thouses, apartments, etc) services.The tourist information and guidance provider s include a number of service providers such as those offering insurance, recrea tional, communication, and banking services; government agencies; tour guides; i ndustry associations; packaging agents; ticketing agents; and holiday sellers. ONLINE TRAVEL TREND Online travel sales have increased drastically in recent years. Greater prolifer ation of the Internet, growth in low-cost air carriers, secure payment mechanism s, and coming-up of the Indian railways portal have led to rise in online sales in the travel industry. A number of low-cost carriers operate on certain routes, and hence online booking offers choice of air carriers to customers. Airline ti cket booking constitutes more than seventy per cent of online travel sales. Howe ver, a shift is being seen from air to non-air segments in the online travel mar ket. This shift is due to the non-air ticket booking segment growing swiftly wit h launch of the Indian Railways online portal (www.irctc.co.in) and many online travel agencies providing bus tickets.. A number of hotels also use the Internet for booking of rooms. Online travel market sales are expected to grow in the co ming years. Online travel booking has become simpler and easier. This has given rise to the concept of spontaneous travel. Realising the potential in this segment , travel companies also offer services for last-minute bookings. Competition in on line ticket booking is moving away from air to non-air segments. The following trends in online travel are soon to be visible: Online travel going mobile: changing e-travel to m-travel OTAs looking for offline counters leveraging on their brand value. Meta search engine is the latest innovation in online travel. Indian online travel market is growing at a steady rate due to increase in awar eness coupled with confidence among the customers to make online transactions. T he Indian customer is aware about online travel portals and is ready to pay for the convenience and better service. Today, the online travel industry is the dri ving force in the e-commerce segment and its importance is likely to increase in the future. Porter s five forces analysis gives an overall picture of the onlin e travel industry and helps to understand the major influencers. The business mo del explains the role of global distribution systems and their role in the onlin e travel industry. The major forms of travel include: Ship travel: Sea travel has largely been replaced by faster means of travel, suc h as automobiles and airplanes. However, it is still used for short trips (ferri es) and leisure cruises.Popular destinations for sea travel are the Caribbean an d North America.

Air travel: It is the most popular form of international travel, due to its spe ed and coverage. Rail travel: The popular forms of rail travel include inter-city trains, rapid t ransit (metro rail) and high speed long distance trains. Road travel: It is the most popular form of travel and includes various modes su ch as personal automobiles, buses and taxis.Olivea comes under road travel. Travel Sector: Related Industries The travel sector includes the following industries: Tourism Industry: The global tourism industry is a multi-million dollar industry . It contributes approximately ten per cent of the world GDP. The industry began booming with increasing affordability of overseas travel. Hospitality Industry: It includes services provided by the tourism and food sect ors. This industry is highly prone to economic fluctuations. It can be broadly c lassified into entertainment and accommodation. Aviation Industry: The global aviation industry generated revenues of approximat ely $430 billion catering to more than 2,000 million passengers in the last few years. Shipping Industry: It involves the transportation of goods (cargo) through desig nated sea routes. The global shipping industry is regulated by the International Maritime Organization (IMO). It is considered a catalyst for economic developme nt, as it accounts for approximately ninety per cent of world trade. Logistics Industry: It involves the delivery of freight. This industry is govern ed by various factors such as technology, legislation, globalization and confede rations. Entertainment Industry: Entertainment sector also is widely covered under the tr avel sector. As today, entertainment and travel go hand in hand. Certain issues that might influence the travel industry in 2012 The financial stability of the Euro zone; Anything that could impact the flow of oil and consequently its price An economic hard-landing in China, India and Brazil (all of these countries have recently shown decelerating economic growth) on the one hand or a reaccelerati on of growth on the other; A successful way to take advantage of social medias capabilities vis--vis travel t ransactions; and Whether the US economy continues to heal or stalls and slips ba ck into recession. How the travel industry shapes up in 2012 depends, in large part, on how these i ssues play out. TRAVEL INDUSTRY IN 2012 The budget is a bit of a dampener for the travel industry. Costs will expectedly increase largely due to hike in i) ii) iii) Service tax rate Deemed value of services for purposes of service tax Railway fares

Considering that the industry is already facing pressure due to the weakening of the Rupee over the last one year, it would make the Indian trav el industry less competitive. Although there will be a little reprieve consideri ng that the disposal income of Indians will be slightly higher with the marginal increase in the income slabs from last year. According to the latest Tourism Sa tellite Accounting (TSA) research released by the WTTC and its strategic partner Oxford Economics in March 2009, the demand for travel and tourism in India is e xpected to grow by 8.2 percent between 2010 and 2019. This will most likely see India be placed at the third position globally.Indias Travel &Tourism industry is expected to generate INR 5,533 Billion (USD 118 Billion) of economic activity a ccording to the World Travel & Tourism Council (WTTC). HOSPITALITY INDUSTRY The Indian hospitality industry has emerged as one of the key industri es driving growth of the services sector in India. It has evolved into an indust ry that is sensitive to the needs and desires of people. The fortunes of the hos pitality industry have always been linked to the prospects of the travel and tou rism industry and this is the foremost demand driver of the industry. The Indian hospitality industry has recorded healthy growth fuelled by robust inflow of fo reign tourists as well as increased tourist movement within the country and it h as become one of the leading players in the global industry. The hospitality ind ustry is a several billion dollar industry that mostly depends on the availabili ty of leisure time and disposable income. The industry is divided into sectors a ccording to the skill-sets required for the work involved. Sectors include accom modation, food and beverage, meeting and events, gaming, entertainment and recre ation, tourism services, and visitor information. Among other things, hospitalit y industry players find advantage in old classics (location), initial and ongoin g investment support (reflected in the material upkeep of facilities and the lux uries located therein), and particular themes adopted by the marketing arm of th e organization in question. Hospitality segment, just like any other segment in India is booming at an unpre cedented pace. India faces a huge challenge of being "under roomed" while the ec onomy is growing rapidly. The hospitality industry in India is recovering from t he blows it suffered in the year 2008, first due to financial meltdown in Americ a in September and later due to terrorists attack on the two five-Star hotels Ta j and Oberoi in Mumbai. The onset of the global economic slowdown had a greater impact on the profitability of the sector determined by the occupancy rate. The occupancy rate came down from sixty nine per cent in 2007-08 to sixty per cent i n 2008-09. It was hovering above 71 per cent before the incidents.The hospitalit y industry reported improvement in 2009-10, with domestic tourist movement in th e country being at a high. While average rates remained lower, occupancy rates r ose, supported by surge in domestic tourist movement. The industry is expected t o report healthy growth in 2011/12, with expected increase in domestic tourist m ovement and rise in international tourist arrivals. Marketing strategies in the hospitality industry have ch anged drastically over the past decade. A decade back, the brand name of the hot el was a major driver. However, with the arrival of well educated and experience d travellers, hotel companies have had to change their marketing strategies. Tod ay, hotel companies marketing strategies are differentiation, consistency, custo mer satisfaction, delivery of brand promises, and customer retention. Developmen t and use of technology have also changed the way hotel companies operate, creat ing the need for online marketing. Travellers increasingly conduct basic researc h on the Internet. Blogs, networking sites, and travel sites are therefore being used for making choices and the information provided tends to influence opinion s and choices. Several travel portals have emerged in recent times and traveller s are increasingly using these portals to make hotel reservations.

The prospects for the hospitality industry in Ind ia are bright. With revival in the global economy, international tourist inflow into the country is expected to rise. Additionally, hosting of international spo rts events and trade fairs and exhibitions in the country are expected to aid bo th inflow of international tourists and domestic tourist movement.

COMPANY PROFILE

OLIVEA Blue Hill Logistics Pvt Ltd About the company: Olivea(formerly known as LUXURIA)comes under the Blue Hill group. The Blue Hill group was founded in 1905.It is the most coveted and respectable household retai l brand in southern India. It is diversified into several facets of hospitality and quick service restaurants. It also owns hospitality and travel vertical unde r the Blue Hill Logistics Pvt Ltd.Blue Hill Logistics Pvt Ltd is the parent comp any of Olivea. The Blue Hill Group is promoted by the directors of the Nilgiris, a renowned supermarket chain since 1905. The story of Nilgiris dates back to over a hundred years, when the founder, Mr. Muthuswamy Mudaliar started a small butter trading business near Coonoor and went on to establish the first supermarket on Brigade Road,Bengaluru. Nilgiris has always been seen as the connoisseurs of quality an d authenticity with a range of traditional Indian as well as classical Internati onal food products. Nilgiris today boasts of over 100 outlets spread across Sout h India, with plans to open many such stores. The company s foray into dairy, co nfectionery, bakery, chilled and frozen food and stand-alone cafes has met with immense success, with a vast range of products being exported to countries like Singapore, Malaysia, Sri Lanka, Germany and Australia. The Blue Hill Group was f ormed with the intention to introduce innovative snacks, first of its kind hospi tality restaurant services, new and improved food retail experience and a first of its kind road travel experience for India. Olivea product of the Blue Hill Group is a head turner concept i n luxury surface travel.It was started and conceptualized in November 2010 ex Ba ngalore. The whole idea of uber luxury travel was perceived by Mr M.C Ramachandr an,chairman of the Blue Hill Group. The buses (with chassis of extremely comfort able and jerk-free Multi-Axle) manufactured by Volvo and Mercedes Benz has been

converted and made into dream coaches by DC Designs (owned by Mr. Dilip Chhabria ).

Product Line

PRODUCT/SERVICES 1. Ceaars Specialty Foods Private Limited Ceaars is a one of its kind FMCG snack foods manufacturing division of the Blue Hill Group which aims to manufacture internationally accepted, long shelf life u nique snacks targeting the masses. Ceaars manufactures value for money products wi th the aim of reaching the masses far and wide across the country. This has been possible by focusing on the following Price points of Rs. 5, Rs. 10 and Rs. 15 wider acceptance Products that can hold good in ambient temperature Ease in logistics Very long shelf life products - to get a wider reach across the country Attractive packaging Using only high-quality ingredients Sourcing the most innovative food and tailoring it to Indian tastes Using the most modern technology primarily from Italy and Belgium 2. Indotel Hospitality Services Private Limited (IHSPL) INDOTEL is the Hospitality and Food and Beverage division of the Blue Hill Group . It provides the most innovative restaurant concepts that are globally scalable . Indotel has launched two completely different models of restaurantsCurry Toast This is a unique Quick Service Restaurant, the first-of-its kind, where a gastr onomic union happens between tavafresh toast and lip-smacking curries. Added to this, there are other quick meal and combo fare thats deliciously fulfilling and delightfully priced. The first Curry Toast was launched in December 2010. Curry Toast is a globally scalable concept, and internationally the first Curry toast outlet was launched in Karama - Dubai on the 6th of May 2011. Wily Vannili Indotel brings this concept from Belgium. Wily Vannili offers a delectable rang e of products from across Europe starting from French bread Pizzas to Ciabatta P izzas, from Brussel waffles to Belgian chocolate bars made on site, from freshly made ice creams every day to freshly baked muffins and danishes on orders. Wily Vannili truly stands by its word Get fresh, daily. 3. Food Triangle Food Triangle provides a delicious range of processed fresh fruits and veggies which are either ready to cook or ready to eat, cooked foods, baked foods, etc. Food Triangle is committed to professionally serve every food need for the ever increasing middle and upper middle class of India that needs quick service and t he right product at the right price. Freshness, convenience and speed of service will be the key to the success of Food Triangle which is designed and planned o

n the lines of international food chains M & S Simply Food, Waitrose and Woolwor ths. Food Triangle will work on a hub and spoke model and will have 50 outlets in Bangalore alone, with a road map of 500 stores across major Indian cities. 4. Olivea This is the only diverse business of the Blue Hill Group, which is not in th e food space. This recently launched vertical has seized the advantage of being a first mover for one of the finest super-luxurious road travel services in Indi a. It will operate on a hub and spoke model, initially plying between major Sout h Indian cities and few North Indian cities. Currently, the services are between : Bangalore-Chennai,Pondicherry,Tirupathi,Mysore,Coimbatore,Hyderabad and Delhi-Agra,Ludhiana,Chandigarh Features of Olivea which make it unique from others: 1. Uber luxury seatingNearly flat bed reclines with windows and aisle seat only in 2x1 confi guration in every coach. Complete with head, neck and lumbar support with seats larger than business class seats of any luxury airline. 2. Personalized loungesA personalized lounge for the customers to relax and wait before/afte r the arrival/departure. 3. Gourmet cuisinesFull cabin crew services on board with multi cuisine and beverages se rvices 4. Trained crew on boardMulti lingual crew to take care of travelling woes and personalized se at linen 5. Convenience and comfortFully functional luxury rest rooms with amenities 6. Wifi internet servicesComplete route wifi experience and connectivity with laptop charging ports and individual workstations 7. Personal entertainment on boardPersonalised 10 flat plasma screen with more than 40 videos and movi es on demand multi audio channels and live TV with most popular English, Hindi, and regional channels with direct satellite to seat feed. 8. Road safetyGPS tracking on board through a 24/7 operation control cell 9.There are no extra city or en-route stops which mean the travel time is reduce d considerably. CORPORATE OFFICE /HEAD QUARTERS CORPORATE OFFICE: Bengaluru LOUNGES Olivea has a personalized lounge at all sectors of operations: Chennai Hyderabad Coimbatore Pondicherry

Mysore Agra Ludhiana Chandigarh Tirupati

VARIOUS DEPARTMENT AND ITS ACTIVITIES 1. OPERATIONS Regional Manager (South India)-Mr Rohith Kakade Area Manager(Karnataka)-Mr Arjun Kumar

OLIVEA runs coaches from its personalized lounge.This are where the departure an d arrival takes place. The lounge has a unique ambience with utilities available to customers (like restrooms, beverage, free internet access, television).The l ounge is the place where the operations department works. Here, both the regiona l and area manager sit and coordinate activities. Lounge is where there is direc t customer interaction. Passengers need to arrive at least an hour before the departure time. Acquisition of new coach: An empty shell is bought from Volvo which cost around Rs 85 lakhs Then this empty shell is sent to DC Designs at Pune for modification and intern al/external fittings. This entire process at DC costs OLIVEA Rs 65 lakhs.It take s about two months for DC to deliver one coach and OLIVEA orders for one coach i n almost two months or as per requirement With the acquisition costs, the organisation also incurs cost on getting the coa ch registered and obtaining permit to run the coach in particular sectors. There are totally twenty five drivers available and twelve stewards for the on b oard service and seven stewards for the lounge service. On each coach, there is a total of three crew members-driver, attendant and stew ard. The steward on coach is responsible for taking care of the passengers and t he attendant has the duty to clean the interior/exterior of the coach once the c oach reaches its destination and makes arrangements for the next departure. The driver gets an additional allowance along with his fixed salary while he is on b oard (this usually depends on the distance travelled by him). Mr Rohit Supali,senior executive manager at the lounge makes a crew roster every month in order to show the name and number of crew available on duty. This rost er is updated on a daily basis. Also gets the checklist verified before the departure and after the arrival of t he coach.

Also,an incident road call report is prepared by the regional manager showing de tails of any accident that has occurred on the coach. The food served on the coach is catered by Temple Tree caterers.The operation de partment has an agreement with the caterers and decide on the menu of food on a weekly basis. The number of meal ordered depends on the load schedule of each co ach.Each meal costs Rs 125 and includes multi cuisine. Following are the main issues faced by the operation department: Maintenance of the coach Customer/Crew grievance Finance requirement Coordination of activities of different staff The main expenditure of the department is: Diesel and petrol expenses Maintenance expenses on coach Lounge expenses(restroom, beverage/snack, other services-wifi etc) Electricity and water expenses Garage expenses(coach servicing)

2. SALES & MARKETING Senior General Manager Sales,South-Mr Vijetha Shashtry The sales team at OLIVEA is continuously involved in looking for prospective cu stomers and entering into tie up with them in order to generate more sales. The sales team is basically into getting customers to travel with the company and he nce forth retaining & servicing the existing customers and looking for newer opp ortunities.Various offers are given to the customers like packages,special rates ,etc. The sale generated in OLIVEA comes from three areas: Corporate clients Travel agents Direct customers The sales team at Olivea is divided into two categories-one for the corporate s ales and the other for the travel agents. Also along with this the sales team wo rks collectively to achieve their targets set by the CEO. Once the targets are a ttained, the incentives are divided equally among the sales team. With the corpo rate sales and travel agents, sales are also generated from customers, booking t ickets online through the company website and also through online portals. For g etting listed in online portals, the sales executives have to negotiate with the company in order to decide on how many seats to be given to the portal etc. Dep ending on the number of bookings received by the customer, rating is given onlin e to the company. OLIVEA is listed already in Redbus , Make my trip, apna bus et c. Discussing in detail about the classification of sales team, the corporate sales team deals with company, hotels, etc and tries to convince the corporate to enter into a tie up with OLIVEA wherein the company gets an opportunity to travel with OLIVEA at special rates or discounted figure s. The company once entered into a corporate tie up gets a login id by which it can choose its own preferred ticket price. The travel agent sales team works towards attracti ng more and more agents to get listed with as many agents as possible to generat e more sales through them. The agents are also provided with a login id for thei

r bookings. The direct customers of OLIVEA are the ones who do their bookings on line through portals, company website or directly book at the Olivea lounge. It is also the responsibility of the sales team to keep in touch with their custome rs and make efforts to retain them by getting feedbacks and acting on it by coor dinating with the operations department. The sales executive also makes frequent visits to the lounge to interact with the customers and keep connected with the m. Marketing Head-Mr Piyush Khandelwal Sales and marketing complement each other Sales leads to marketing budget Marketing head directly reports to the CEO Supported by a team of creative agency, web designer Process of marketing at OLIVEA: Identify campaign Identifying a campaign means what kind of campaign is required an d who should be the target audience. This stage is merely defining the objective . Design campaign The creative agency outsourced by OLIVEA designs the campaign as per the r equirement of the company. They are a team of thirty people. There is an all tog ether different process taking place at the creative end: 1. The company briefs the agency about the campaign, that is the entire look and feel of the product. 2. The agency acknowledges the concept and decides on the timeline required to c ome out with the campaign. 3. Then the agency has its own internal discussions among the creative head, cop yrighter, visualize. 4. Then they derive a basic layout of the campaign 5. Then the communications between the company and the agency starts regarding t he entire look of the campaign. 6. Approval is given by the marketing head. ign Once all communications are mutually understood the final campaign is launched. The duration of the campaign is subjective, that is, based on the type of campa

The marketing department keeps in hand an alternate campaign planed in case of c risis and acts as a good strategy. Monitor Competition: Keeping constant touch with the media, travel agencies etc to expand network and obtain information on the competitors. Research mainly secondary data. How to establish a co branding campaign? Identify brand and the level of customers, that is, the customers should be at p ar with the product Similar target groups should be developed Aspirational value should match Perceived value should be similar Issues in Marketing:

Difference of opinion in the sales and marketing department Difference of opinion in the target group Expenses of the department: Collateral printing Media buying sponsorship Association Consultation charges-payment to creative agencies Public Relations The average expense on marketing department is approximately five lakh per month

. Role as a marketing manager: Promote the brand Awareness of the brand Support associates in their activities Face challenges

Below The Line-road shows, event sponsorships etc Above The Line-outdoor, print, online, radio Co-branding and barter deals take place to control costs and promote the product . 3. Information Technology(IT) Head IT & Reservations-Mr Mohd Hashim The main activities of the department: Website backend division Reservation Networking All computer maintenance-office setup On coach Tv,wifi maintenance Software used-BIRD Approximately costs to 2-3 lakhs. Advantages of the software: Easy User friendly Technically good Cheap compared to other softwares like Redix,Sita(used by Jet airways) Takes maximum of a minute to book a ticket through the website Wifi On Board: Wifi maintenance is done by a single device for the entire coach. Only three-four per cent of the passenegers use wifi on board Rs 5000-cost of the wifi device Issues-poor net connectivity;excessive website usage; Company Website: Developing/Technical(backend) Communication(frontend) 4.Finance

Head-Mr Ravi (CFO) Finance is the lifeblood and nerve center of a business.It has been rightly ter med as the universal lubricant that keeps the enterprise dynamic.The finance dep artment deals with all office transactions by the firm and ensures that the fina ncial records and documentation relating to these transactions are adequately ma intained and easily accessible.The major software used for maintaining accountin g is Tally.The financing at Olivea is done under one head of the Blue Hill Logis tics Pvt Ltd. Main Functions: Monthly accounting and reporting Yearly budgeting and periodic review of budgets Cash and Bank payments and receipts Re-conciliation of Accounts Preparations of annual tax returns Manage cash outflows and inflows Major responsibility of the finance personnel is to ensure that the sales bill is as per the purchase order and also to check for any damages that a rise on the delivery of a new coach. TDS, Professional Tax, Income Tax are the m ajor taxes that are accounted for by the finance department. 5.Human Resource(HR) Head-Mr Vishal Narayan Arora,Senior General Manager HR

The Human Resource Department also clarifies and sets day to day go als for the organisation. It is responsible for organisation of people in the en tire Company and plans for future ventures and objectives involving people in th e Company. Main functions of the HR department are: Manpower planning Wage and salary administration Personnel audit Recruitment, selection and placement Training Handle workforce conflict Recruitment: Olivea considers mainly internal recruitment.This process of recru itment controls cost.Various sources of internal recruitment are as follows: Present employees Employee referrals Previous applicants E-recruiting(company website)

Manpower Planning: A set policy was framed by the CEO in the starting of his tenure in consu ltation with the HR manager. This policy mentions the number of employees to be maintained, selection process, termination/resignation ,training programme, res tructuring, etc Selection: Employee is put to a training period first and his/her work is observed for

the set period and once approved,he/she is permanently appointed. Team Building: A team is recognised by a good team leader and an efficient head of the dep artment.These are directly connected relationships. Team Team Leader Head

ORGANIZATIONAL STRUCTURE

EMPLOYEE STRENGTH The Blue Hill Group has more than 550 employees and Olivea works with a team of 150 employees within itself. ACHIEVEMENTS Best Best Best AND AWARDS Travel Product of the year 2012: IITM India Surface Transport System in Asia: IATO, PATO Ultra Luxury Travel Product: Hospitality India Annual Awards

SWOT ANALYSIS Strengths: o First mover advantage Olivea is the first company to come out with uber luxury travel experience on road.Hence it enjoys the first mover advantage in the industry. o Strong brand name. Olivea is more or less known by the brand name of Nilgiris beca use of it, promoting the parent company Blue Hill Group

Diversified customer list Olivea has a diversified customer list including the high end customers of CEOs,MDs and also the low end customers travelling through snapde al and other vouchers.There are also students,professionals travelling Olivea. o Monopoly over design of coach Olivea has a copyright of the design of the coach with DC.Th is is a contract of 10 years. o Long distances to the airport The location of airports far away from the city acts as a strength because the time taken to travel to and fro the airport with the journey durati on on board totally constitutes the same amount of time taken to use a coach. o Operational control cell Olivea has an existing operational control cell which tracks t he location of the bus using GPS.This helps in situations of accidents or ny eme rgency crisis. o USP of luxury business class travel Olivea gives its customers the comforts of luxury busin ess class travel enjoyed on air. o Personalised lounges Olivea has personalised lounges in each city of oper ation.These lounges provide customers facilities to wait for an arrival or after departure.Also,beverages are provided at the lounge and wifi,tv,restroom facili ties can also be utilised. Weakness: o High operating cost Olivea incurs a huge operating cost because of its extra staff on board and at lounge,maintenance of personalised lounges in each city of operation,servces on board. o High capital investment Olivea modifies a volvo into a customised coach at DC hence the amount of invest ment incurred is high. o Because of the length of the coach,it cant drive to hilly areas like coor g,ooty. Opportunities: Expanding economy With the economy expanding at a rapid rate,opportunities open to the i ndustry is vast. o o Good road network expansion Good roads and improvement on the road networks acts as a pot ential opportunity to Olivea. o Reputed parent brand name Nilgiris is a brand existing since 1905 so this helps Olivea in estab lishing a goodwill of its. o Further hike in airfare The fluctuating hike in airfare will lead air travellers to

substitute travelling by air to using coaches. o Expanding into places with low rail and air travel access Places with low rail and air access is a good network to expand into.

Threats: o Increasing competition Threat of increasing competition from other operators like KSRTC,Kallada tr avels,etc is an area of concern in future. o Increasing fuel prices The continous increasing fuel prices leads to an increase in the operatin g cost. o Low cost operators Low cost operators like Kallada travels,Sharma travels,etc who do not have a customized coach or any other additional services offered like Olivea can run coaches at lower cost. FUTURE PLANS o Olivea plans to expand into newer sectors in the coming time.Upcoming se ctors are as follows: NORTH: o Jaipur o Ajmer o Lucknow o Dehradun o Amritsar WEST: o o o o o o o o o o Mumbai Pune Nasik Shirdi Ahmedabad SOUTH: Cochin Madurai Mangalore Manipal Calicut

o Also,Olivea plans to launch in future its own airline under the name of Air Olivea.

PROBLEM STUDY

INTRODUCTION Marketing is used to identify the customer, satisfy the customer, and keep the c ustomer. Marketing can be truly called the nerve centre of todays activities. In fact it has touched every face of life. Right from the starting of a day where o ne sips a cup of coffee to the time he sleeps a customer is faced with a myriad of products. Many people think of marketing only as selling and advertising .Tod ay marketing must be understood not in the old sense of making a sale that is tel ling and selling -but in the new sense of satisfying customer needs. Marketing st arts long before a company has a product. Marketing is the home work that manage rs undertake to assess needs , measure their extent and intensity and determine whether a profitable opportunity exists. Many factors contributes to make a comp any successful a superior marketing strategy , dedicated employers, proper infor mation systems and overall excellence, thus finding the pulse of marketing ,sens ing , servicing and satisfying customers needs and wants. The adoption of marketi ng strategies requires businesses to shift their focus from production to the pe rceived needs and wants of their customers as the means of staying profitable. Experienced organizations have learned that it is not t heir opinion that matters most regarding whether their product is needed or not. The opinion that matters most is that of the customers. These organizations hav e learned that they might not know what they don t know about their customers. T hat precious knowledge about the customers comes from "inbound" marketing -- thr ough market research to clarify customers needs and what they are willing to do to get those needs met. If the inbound marketing is done well, the outbound mar keting is particularly easy and effective.

Problem Statement Characterized by slow growth and intense competition, todays marketplace continue s burdening firms in understanding more accurately consumer behaviour. The measu rement of customer satisfaction is a rapidly growing area of marketing and resea rch. Companies realised that it is much more expensive to attract new customers than to retain existing customers. Furthermore, customers such as those who are heavy users of the products or service need relatively heavier efforts to ensure a high level of satisfaction. Customer satisfaction studies have become an in tegral part to do the retention and loyalty programs of many firms. The present study is based on the analysis of customer satisfaction about the travellers of

Olivea and this serves as an effective feedback to the management. Need of the study The study is meant to make an assessment about the customers satisfaction and fur ther expectations on Olivea. The study also helps in understanding newer feasibl e sectors for expansion. Title of Study A study on Customer Satisfaction Objectives of the Study Objective of the project work is to conduct an analytical study at the corporate office of Olivea, Bengaluru ,with a specialization in the marketing department , concentrating the study on one of the areas of marketing function namely custo mer satisfaction. Primary objective o Customer satisfaction on travelling with Olivea. Secondary objective o To understand customer expectations from the brand o To understand areas of expansion for the company Scope of the study o Olivea,being a start up company needs to know how its clients/customers are reacting to its services. o This study helps in understanding where the company is going wrong and w hat are the areas of concern o The questionnaire should help the company in understanding its future ar eas of expansion o The study helps in retaining existing customers and tracking potential c ustomers. Limitations of the Study o Since the study has to be completed within a specified period,a small se gment of the customers has been taken. o There was certain amount of hesitations from customers to give informati on o The data were collected from respondents directly.The respondents have a nswered the questions based on their state of perception at that point of time.T his could have led to slight variations in the data. .

RESEARCH

METHODOLOGY

METHOD OF DATA COLLECTION Data Sources Primary data Data used in the study is the Primary data. Primary data are the actual informa tion, which are received by researcher for study from the actual field of resear ch. The data collected through interview and observation is called primary data because the researcher attains them from the field of research directly and for the first time. Secondary data Secondary data are the information, which are attained indirectly. The researche r does not attain them himself or directly. Secondary data are generally attaine d from published and unpublished materials. They can gathered from public docume nts such as diaries, letters or they can gathered from public documents such as books, manuscripts, records and census reports. Secondary data were collected al so from the other sources like company journals, company web site, company broch ures and internet. . Data Collection Instrument Questionnaire: A sample survey with structured questionnaire was used to collect data. In addition, questions related to demographics and the occupation of the customers was asked. The research instrument consisted of 3-point differential s cale measuring the constructs identified in conceptual model. Sample Unit The sample unit consist of customers travelling Olivea in Bengaluru and Chennai. Sample Size A sample size of 118 customers was covered. Sampling Method The sampling method adopted was convenient sampling.

Research Tool Tables and Pie Diagram Simple Percentage Analysis Simple Percentage Analysis Percentage refers to a special kind of ratio. Percentages are used in making com parison between two or more variables to find the efficacy of each variable. Per centages are used to describe relationships among them replacing the common base say (100) so that comparisons can be made easy and meaning full. PERCENTAGE = (NO. OF RESPONDENTS/TOTAL NO OF RESPONDENTS) 100 .

Data Interpretation and Analysis

Table showing how tickets are booked by customers

Table 1 How did you book your tickets? Options No of respondents Percentage Travel agent 12 10 Company website 48 41 Olivea lounge 19 16 Red buss 26 22 Company travel desk 8 7 Make my trip 5 4 Total 118 100

Fig 1 Diagram representing the above table

Source : Survey Data Interpretation: The table 1 shows that o 41% of the respondents booked their tickets through the Olivea company w ebsite. o 16% of the respondents booked their tickets at the Olivea Lounge o 22% of the respondents booked their tickets through redbuss.com(online b us portal) o 10% of the respondents booked through a travel agent o 7% of the respondents booked through their company travel desk o 4% of the respondents booked through makemytrip.com (online travel portal)

Awareness about Olivea Table 2 How did you get to know about Olivea? Options No of respondents Percentage Magazine/Newspaper 5 4 Online Portals 36 31 Friends/Family 56 47 Colleagues 13 11 Company website 1 1 Seen the coach 4 3 Radio 3 3 Total 118 100 Fig 2 Diagram representing the above table Source : Survey Data Interpretation: The table 2 shows that 4% of the respondents got to know about Olivea through magazine/newspaper 31% of the respondents got to know about Olivea through online portals 47% of the respondents got to know about Olivea through friends/family 11% of the respondents got to know about Olivea through colleagues 1% of the respondents got to know about Olivea through company website 3% of the respondents got to know about Olivea by seeing the coach on road

4% of the respondents got to know about Olivea through fm radio promotion

Regular travellers of Olivea Large number of frequent travellers is an added advantage for the company as it reflects customer loyalty towards the brand. Table 3 How often have you travelled by Olivea? Options No of respondents percentage Travelled once 60 51 Travelled twice 33 28 Travelled more than two times 25 21 Total 118 100 Figure 3 Diagram representing the above table Source : Survey Data Interpretation: The table 3 shows that 51% of the respondents are first time travellers by Olivea 28% of the respondents are travelling second time by Olivea 21% of the respondents are frequent travellers by Olivea Purpose of Journey Table 4 What is the purpose of journey? Options No of respondents Work 68 57 Personal 48 41 Other 2 2 Total 118 100 Percentage

Fig 4 Diagram representing the above table Source : Survey Data Interpretation: The table 4 shows that 57% of the respondents travel on work purpose 41% of the respondents travel on personal purpose 2% of the respondents travel on other purpose

Ease of site navigation Table 5 Ease of website navigation Options No of respondents Percentage Excellent 30 25

Good Poor Total

81 7 118

69 6 100

Fig5 Diagram representing the above table Source : Survey Data Interpretation: The table 5 shows that 25% of the respondents rate the ease of website navigation as excellent 69% of the respondents rate the ease of website navigation as good 6% of the respondents rate the ease of website navigation as poor

Satisfaction with the booking process Table 6 How satisfied are you with the booking process at Olivea? Options No of respondents Excellent 41 35 Good 72 61 Poor 5 4 Total 118 100 Percentage

Fig6 Diagram representation of the above table Source : Survey Data Interpretation: The table 6 shows that 35% of the respondents rate the booking process at Olivea as excellent 61% of the respondents rate the booking process at Olivea as good 4% of the respondents rate the booking process at Olivea as poor

Frequency of coach service This relates to the number of services operating and satisfaction with the timi ngs and frequency of coach service. Table 7 Satisfaction with the frequency of coach service Options No of respondents Percentage Excellent 34 29 Good 79 67 Poor 5 4 Total 118 100 Fig 7 Diagram representation of the above table Source : Survey Data

Interpretation: The table 7 shows that 29% of the respondents rate the frequency of coach services at Olivea as excelle nt 67% of the respondents rate the frequency of coach services at Olivea as good 4% of the respondents rate the frequency of coach services at Olivea as poor

On Time Performance of Coach This refers to the punctuality of the arrival and departure of all the coaches. Table 8 Satisfaction with the on time performance of coach Options No of respondents Excellent 46 39 Good 62 53 Poor 10 8 Total 118 100 Percentage

Fig 8 Diagram representation of the above table Source : Survey Data Interpretation: The table 8 shows that 39% of the respondents rate the punctuality of coach services at Olivea as excel lent 53% of the respondents rate the punctuality of coach services at Olivea as good 8% of the respondents rate the punctuality of coach services at Olivea as poor Lounge Services The services at the lounge include utilities like wifi accessibility,light snack s and beverage,restroom facility.The study includes a survey on the ambience of the lounge,staff responsiveness,utilities offered and the time taken at the coun ter to issue boarding pass to customers. Table 9 Satisfaction with the lounge services Lounge Services Options Total Excellent Good Ambience 51 64 Utilities 39 71 Staff Responsiveness 58 Time taken at the counter Poor 3 8 54 61

118 118 6 54

118 3

118

Fig 9 Columnar representation of the above table

Source : Survey Data Interpretation: The table 9 shows that Overall the customers rated the lounge services as good.

On Board Services The on board services refer to services provided to customers while travelling i n the coach.Services like wifi,lavatory facility,tv,food is provided. Table 10 Satisfaction with on board services On board services Excellent Quality of food 30 Cleanliness of coach Cleanliness of lavatory Ambience 63 Seating comfort 55 Hospitality 69 Entertainment services Options Good 74 46 29 51 55 47 30 Total Poor 14 54 53 4 8 2 56

118 18 36 118 118 118 32

118 118

118

Fig 10 Columnar representation of the above table

Source : Survey Data Interpretation: The table 10 shows that Overall the customers rated the on board services as good.

Newer Feasible Routes It is necessary for every company to keep its operations expanding on a continou s basis to reach to more and more customers.The study helps in understanding the various routes the company should expand into in the future. Table 11 Newer routes customer would like to travel with Olivea Options No of respondents Percentage MAA-CBE 25 21 BLR-COK 33 28 BLR-MLR 9 7 BLR-GOA 35 30 HYD-TVM 3 2 HYD-TIR 1 1 BLR-MUMB 8 7 MAA-TIR 1 1 MAA-COK 1 1 MAA-IXM 2 2 Total 118 100 Fig 11 Diagramatic representation of the above table Source : Survey Data Interpretation: The table 11 shows that 21% of the respondents want to travel the MAA-CBE sector 28% of the respondents want to travel the BLR-COK sector 7% of the respondents want to travel the BLR-MLR sector 30% of the respondents want to travel the BLR-GOA sector 2% of the respondents want to travel the HYD-TVM sector 1% of the respondents want to travel the HYD-TIR sector 7% of the respondents want to travel the BLR-MUMB sector 1% of the respondents want to travel the MAA-TIR sector 1% of the respondents want to travel the MAA-COK sector 2% of the respondents want to travel the MAA-MLR sector

Would you recommend Olivea to others? Table 12 Customers recommending to others Options No of respondents Percentage Yes 111 94 No 7 6 Total 118 100 Fig 12 diagramatic representation of the above table

Source : Survey Data Interpretation: The table 12 shows that 94% of the respondents will recommend Olivea to others 6% of the respondents will not recommend Olivea to others

FINDINGS o From the survey conducted among customers, fifty seven per cent travel b y Olivea for work purpose and forty one per cent for personal purpose. o From the survey conducted among customers,twenty two per cent book ticke ts through redbuss.com(online portal for bus ticketing) and four per cent throug h makemytrip.com(online travel portal) o From the survey conducted among customers,twenty nine per cent rate the frequency of Olivea coaches as excellent and sixty seven per cent as good. o On personal interaction with the customers,it was found that the prices of tickets are high. o Most customers are highly satisfied with the time taken at the counter t o issue the boarding pass before their travel. o From the survey conducted among customers,thirty nine per cent rate the punctuality of the arrival and departure as excellent and fifty three per cent r ate it as good. o The percentage of customers aware of Olivea through radio is only three per cent and through magazines/newspapers is five percent,so there arises a need for the company to instill more promotional activities. o The company has a good reputation among the customers as fifty six per c ent travel by Olivea on reference from friends/family and thirteen percent from colleagues. o Most of the customers are very satisfied with the booking process at Oli vea as thirty five per cent rate it as excellent and sixty one per cent as good. o The lavatory facility and entertainment service on board is an area of c oncern as thirty six out of the total sample rate the lavatory facility as poor and thirty two out of the total rate the entertainment services as poor.

SUGGESTIONS

o As noticed in the findings,Olivea services are used more often by the w orking class sector.So focus on other segments should be maintained so that it d oes not affect profitability in the long run.Company should bring in more segmen tation based offers. o Prices can be brought down by saving on expenses like high quality paper of boarding pass,baggage tags & motion sickness bags. o Awareness should be improved through social media and other marketing techniques(including radio,newspapers/magazines,etc) o Latest games,movies need to be installed to improve on entertainment ser vices on board. o Lavatory facilities need to be improved;sanitation needs to be world cla ss being a premium service.

CONCLUSION Olivea travel redefined, as the name suggests, caters to the high end customers, an entirely new and unique travel experience with almost all comforts available on air travel Olivea has previously announced its main competitors as airlines and then the other low cost carriers on road. The company takes advantage over t he distant locations of airports on outskirts of any city. This has helped Olive a attract more air travellers towards it. As a result, Olivea should be in a pos ition to retain these customers and increase their number by keeping itself upda ted with every possible factor affecting business. Olivea, coming under both the travel and hospitality indus try, needs to keep an eye on the advancements in both the industries. It gets im possible today to survive without being upgraded. The brand name of Nilgiris has helped and will help further in the establishing of a brand value for Olivea. T he stringent competition in the market urged the organization for an independent view of the market and compels them to find out what people prefer, and how can they be made loyal customers of Olivea. Even though much efforts have been taken to ensure the credibility of this repor t it may be worthwhile to say that the more areas of this topic could be used fo r further research studies.

BIBLIOGRAPHY Internet source: www.google.com www.olivea.in Book reference: Marketing Research by Naresh K Malhotra

ANNEXURE

Name Contact No. Email Company QUESTIONAIRE 1. e

Date Of Journey To From PNR No.

How did you book your tickets? 0Travel Agent 0Company Website 0Olivea Loung

0Other (Please Specify) ______________________________

2.

How did you get to know about Olivea? 0Magazine/Newspaper 0Online Portals 0Friends/Family 0Other (Please Specify) ______________________________ How often have you travelled by Olivea? 0Once 0Twice 0More than

3.

two times 4. Purpose of Journey? 0 5. Work 0 Personal 0 Other

Tick the most appropriate check box Excellent Good Poor Ease of site navigation 0 0 0 Satisfaction with the booking process 0 0 Frequency of coach service 0 0 On time performance of coach 0 0 0 0

5.1

At Lounge Excellent Ambience 0 0 0 Utilities 0 0 0

Good

Poor

Staff Responsiveness 0 0

Time taken at the counter 0 0 5.2 On Board Excellent Quality of Food 0 0 0

Good

Poor

Presentation of Food 0 0 Cleanliness of the coach 0 0

Cleanliness of the lavatory 0 0 Seating Comfort 0 0 0 Ambience 0 0 Hospitality 0 0 0

Entertainment services 0 0 0 6. lore 0 Bangalore-Goa 0 Other (Please Specify)_____________ _________________ 7. Would you travel by Olivea again? 0 8. YES 0 NO What newer routes would you like to travel with Olivea? 0 Chennai-Coimbatore 0 Bangalore-Cochin 0 Bangalore-Manga

Would you recommend Olivea to others? 0 YES 0 NO

9. Your valuable suggestions to make travel in Olivea more satisfactory and comfortable