SERVICES MANAGEMENT

PROJECT
TOURS AND TRAVEL INDUSTRY
COMPANY-SOTC

GROUP MEMBERS:
08-706 Akash Arora
08-715 Harsh Chauhan
08-716 Bhaven Chheda
08-717 Anuj Choudhary
08-718 Bhavna Daswani
08-726 Pramod Iyer
08-728 Dipesh Jain
08-739 Zececa Mehta
 INDUSTRY OVERVIEW
• 10.8mn Indians travel abroad

• Growth rate of 10-12%

• South-east Asia is the most preferred area

• Reasonable hotel rates and weak dollar are the key drivers
 COMPANY OVERVIEW
• Establishment

• Kuoni India

• Best Outbound Tour Operator

MARKETING MIX (7P’s)

PEOPLE

TARGET THE
PRICE
MARKET EXTENDED
MARKETING
MIX

PHYSICAL
PROCESS EVIDENCE
Product
 Services they offer
• Escorted tours

• Customized holidays

• Trade fairs

• SOTC sports

• Corporate tours

• Special tours – Marathi tours, Gujarati tours, Monalisa Tours

 Price
• Cost Plus

• Competitive Pricing

• Perceived Value Pricing

 Place
• Franchisees
Offices in all major cities of India
347 offices in India

• Internet
 Promotion
Print
•

Electronic Ads
•

Sales Promotion- EMIs

•

Publicity/PR
•
Word of mouth, personal selling, telemarketing
•

Exhibitions/Trade Fairs
•
 People
• Includes travel agents, tour operators, tour guides et al

• Locals are employed

• Exhaustive training is provided

• 2900 employees
 Process
-------------------------------- Line of Interaction--------------------------------
Customer Completion of
Enquiry/ Negotiating customer
Explaining the formalities and
Reaching
the details Terms document
the
customer submission

Itinerary
Air, hotel Walking
Arrange- Travel/Journey
reservations the Talk Return
ments to destination
as per needs Journey

-----------------------------------Line of Internal Control/Records--------------------

Maintaining records
Itinerary Contingency and follow up
Confirmation provisions through CRM
 Physical Evidence
• Sales
 Ambience/website
 Brochures, photos
 Pens, files, caps etc.

• Consumption
 Facilities like flat beds
 Ambience of hotels
 Experience
 SERVICES MARKETING
TRIANGLE
Company

Training 4Ps
Motivating
Imbibing the values

Employees Customers
Employee skills
 KNOWLEDGE GAP
• Feedback system exists for namesake

• Customers require hotels near the airports during travelling

• In case of evening flights, they need lunch which is not

provided

• Inadequate response to customers

 SERVICE DESIGN & STANDARD
GAP
• Vague Itineraries

• SOTC does not always adhere to itineraries

• Travelling days are included in the tour and are not clearly
communicated to the customer

• No proper contingency planning

SERVICE PERFORMANCE GAP
• No single tour guide

• Difficulty in coordinating with channel members

• Language barriers
SERVICE DELIVERY AND EXTERNAL
COMMUNICATION GAPS

• Promises of hotels are not kept

• “All inclusive” cost

 CUSTOMER GAP

• Free days perceived as cost saving measures by the company