WELCOME

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Product Launch
In comparison with Cox & Kings, Kesari, Thomas Cook, SOTC and Mercury Travels

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Table of Contents
Section
1 2 3 4 5 6

Description
PRODUCT BRIEF MARKETING BRIEF CREATIVE BRIEF STRATEGIC STATEMENT ADVERTISING STRATEGIES PRINT ADS

Slide No.

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Product Brief
Product Offering
Package Duration Coverage Different from other Travel Agencies Costs

Competition
Primary Competition Secondary Competition

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Comparison of the products

COX & KINGS SOTC THOMAS COOK Upper Middle Class (families) KESARI Middle &Upper middle class (families) MERCURY TARGET AUDIENCE Upper middle class (families) Middle income class (families) Corporates, middle income (families)

PACKAGES

World tour, India tour, cruises or MICE

Escorted tours Trade fairs, SOTC sports, Corporate tours

Speciality tours: World tour, India Continent wise. Funtoosh, tour, cruises or Jungle tours, Allows clubbing of MICE, Rail trips Kesari cruises, two packages and heritage tours MICE

GEOGRAPHIC SPREAD FOCUS IN ADVERTISING USP

All over the world Iconic places & discounts World Trips

All over the world Print, electronics, trade fairs Expect more

All over the world Iconic places & discounts franchisee model

All over the world Country based trips. Indian trips

All over the world emphasis on activities -

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Our Brand
Great Escape Tours and Travels

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Marketing Brief
Segmenting Targeting Positioning Market Characteristics

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Creative Brief
1. What do you want the advertising to do? 2. Who are we talking to ? And what insights we have about them? 3. How do we want them to describe this brand- how would they talk about its future essence and personality? 4. What is the single most important thing we want them to talk out of advertising? 5. How can we make this believable? 6. Are there any executional mandatories?
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Proposition & Strategic Statement

Product Characteristics Brand Foundation Target Audience

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Advertising Strategies
Media used includes :
Print Media in the form of advertisements in Sports, Travel & Lifestyle magazines. Leading Dailies. Internet & Social Media Marketing.

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PRINT ADVERTISEMENTS

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Thank You
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