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INTRODUCTION
The Wanderlust Travels is a 25 year old company to offer specialized services in
ticketing, tours, hotel booking and holiday packages. We offer travel fares to destinations all
over India where culture echoes, tradition speaks, beauty enthralls and diversity delights. We
help you to discover the best way to holiday in India.
We are based in metropolitan cities (Mumbai, Delhi, Kolkata, Chennai, Hyderabad and
Bangalore) and are among the best travel agents and tour organizers having well experienced
tour consultants and tour guides.
Our Product Line includes heritage tourism, luxury tourism, Indian festival tourism,
pilgrimage tourism, honeymoon packages as well as packages for institutions conducting
educational tours. We offer quality services at affordable prices.
EXPECT MORE is our brands philosophy which exhibits our commitment to offering
superior value and services to our customers to make them feel wonderful about being with us.
In case of any emergencies or accidents, which do happen sometimes, The Wanderlust
Travels has set a procedure which requires contacting the client immediately, visiting him if
possible and trying our best to make whatever amends to secure customers satisfaction. This
shall be handled by our Customer Service officer whose duty is also to contact clients and ensure
that they are happy.
Over the years, we at The Wanderlust Travels have mastered the art of providing quality
holidays that offer the best value for money.





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ASSUMPTIONS
Below are listed some of the assumptions for our direct marketing plan:
The Wanderlust Travels specializes in exclusive tours in India.
We are based in metropolitan cities (Mumbai, Delhi, Kolkata, Chennai, Hyderabad and
Bangalore).
Customers can book their tour packages at our branch offices or through our website,
www.wanderlusttravels.com
We also tailor-make holiday packages for our customers. To give an example, a holiday
package may include hotel bookings, sightseeing and a rental car but might not include
flight/train ticket bookings. Or packages might also include some other places that the
customer would like to visit while excluding the places already existing in the package.

MARKET SEGMENTATION
I. DEMOGRAPHIC SEGMENTATION:
Age: 18 & above
Gender: Male/Female
Occupation: Not Applicable
Education: Not Applicable
Income: Rs.50, 000 /month



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II. PSYCHOGRAPHIC SEGMENTATION:
According to VALS, our psychographic segmentations would include Innovators,
Achievers and Experiencers.
Innovators: These consumers are on the leading edge of change, have the highest
incomes, and such high self-esteem and abundant resources that they can indulge in any
or all self-orientations. Image is important to them as an expression of independence and
character. Their consumer choices are directed toward the finer things in life and hence
this would be the right segment to target Luxury packages as well as other high priced
packages.
Experiencers: These consumers are the high-resource group of those who are motivated
by self-expression. They are the youngest of all the segments, with a median age of 25.
They have a lot of energy, which they pour into physical exercise and social activities.
They are avid consumers, spending heavily on clothing, fast-foods, music, and other
youthful favorites, with particular emphasis on new products and services. Most of our
clientele comes from this segment and therefore can be targeted with most of our
packages.
Strivers: these consumers are the low resource group of those who are motivated by
achievements. They have values very similar to achievers but have fewer economic,
social and psychological resources. Style is extremely important to them as they strive to
emulate people they admire. The Wanderlust Travels designs packages keeping in mind
their resources and needs.




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Who are our customers?
Our target audience would be people who are adventurous, who seek leisure,
people wanting to get away with their stressful lives and spend time with family
and friends.
Our target audience would also be for institutions organizing educational tours.
We would also target companies who offer packages to their employees traveling
for business purposes as well as team building programs.



PRICING STRATEGY
Our pricing strategy would be applicable as per the packages chosen by people. The prices
would also depend on the place of visit, the season, and the number of days for which the
consumer wants to go. Our pricing strategy is divided into 2 parts:
Pricing per person
Pricing for a couple, groups, families, educational tours etc
Example: A 7 day trip to Rajasthan (Jodhpur, Jaipur, and Udaipur) in a 3 star hotel with a
personal driver will cost around Rs. 20,000 per person.




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PRODUCT LINE
The Wanderlust Travels offers services like hotel bookings, flights/trains/bus bookings,
rental cars, sightseeing and workshops for language guides.
We offer a whole range of product line which is as follows:
1. HERITAGE TOURISM:
A ride through the entire sphere of the architectural masterpieces through the vast stretches of
the nation to explore the various heritage destinations of India and peep into the range of intricate
forms of art and architecture of India. The heritage destinations in India basically calls for a
closer look as the following options are some of the greatest landmarks in the world of culture
and ethnicity of the country of ancient glory and grandeur:
Taj Mahal
Nalanda
Neemrana Fort
Devigarh Palace
Konark Temples
Mahabaleshwar
Khajuraho Temples
Ajanta-Ellora Caves

2. PILGRIMAGE TOURISM:
The people of India largely believe in God. Hence, pilgrimage tourism is one of the prime
sources of revenue generation. Below are some of the most visited places of pilgrimage tourism.
Vaishnov devi
Shri Amaranth Yatra
The land of Sikh Gurus
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Jagannath Yatra
The Chardham Yatra
A dip in the river Ganges
A dip into the Hemkund Sarobar



3. TOURISM DURING FESTIVALS & FAIRS:
The Indian calendar is a long procession of festivals. The harvest festivals of the South,
the immersion of Ganesh in Mumbai, the Car Festival of Puri, snake-boat races in Kerala,
Republic Day in Delhi and the list just never ends. Every region, every religion has
something to celebrate. Below is a selection of the major ones, but there are countless others:
The Kumbh Mela at four holy cities of Nasik, Ujjain, Prayag and Haridwar.
The rath yatra in orrisa
The pushkar mela in rajasthan
Ranotsav in kutch,Gujarat
Navratri and maker sankranti in Gujarat as well as Mumbai and many more.


4. LUXURY TOURISM:

For those who believe that their holiday must speak their style, The Wanderlust
Travels Luxury Vacations is the ultimate choice. We assure you of a holiday experience
which is engulfed in luxury, attentive service, picturesque surroundings, finest hotels and
sumptuous food.




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5. HONEYMOON TOURS:
There are a wide range of places for couples to visit within India. The serene beauty of
Kerala, the beauty of Kashmir, the snowfalls in Shimla - these places give the best of best
memories to newly married ones and we help them cherish these moments all through their
lives.

6. EDUCATIONAL TOURS:

We cater to the institutions taking their students for tours at both school and college level.



DIRECT MARKETING MIX
The various tools used for our Direct Marketing Plan are:

1. Direct mailers
2. SMS
3. Facebook, Twitter, Pinterest pages
4. Blogs: One of the special attractions in our blog will be to give travel tricks and tips to
our customers. Few are listed below:

Beauty secrets to get rid of your post flight woes.
9 tips to pack more stuff in your suitcase.
2013s top 5 airports in India

5. Brochure
6. Kiosks
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7. Virtual Tours: Our website will have 1 minute videos on various places which our
customer is about to visit. He will get an idea about what the place is like, what all there
is to see, to do and to experience.

8. Lucky Draw Contest: The Wanderlust Travels will have kiosks at malls, outside airports
and railway stations as well as colleges wherein questionnaires would be handed out to
people. The questionnaire would contain details like name, age, contact number, email
address. It would include questions if they like going for holidays, how often do they go
in a year, what places do they like etc. This, in a way would also generate data for further
reference.
This data will help us select 7-8 people from different cities and offer a free 5 day
trip to a certain place (each year a different place). They would then be asked to blog
about their experience on our blogs and social media sites.

9. My Story. My India. Campaign: A unique online campaign run on our social
networking sites such as Facebook wherein users will be asked to send in a 5 minute
video, telling their side of the story of any place within India that they have visited. The
videos will then be posted on our Facebook page. The ones with the highest number of
Likes and Shares will get a 15% off on their next travel.







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POSITIONING
To promote tourism within India
Tailor-made packages catering to different needs of consumers at an affordable price.


DATABASE MANAGEMENT
Data Vendors
Lucky Draw contest
My Story. My India. Campaign
Hotels with which we have tie-ups

CUSTOMER RELATIONSHIP MANAGEMENT
If a person spends more than Rs.1 lakh per year through our agency then half the amount
of the next trip will be sponsored by us.
Referral system: If a person is referred to by our existing customer, 10% discount will be
provided to that customer.
We have free language guide workshops wherein our customer will be given a basic
language tutorial of the place that he will be visiting.
Gold customers will receive calendars and diaries.