IMT Nagpur 

   
PGDM 2009-2011

BUSINESS PLAN
Marketing Management 1

Date of Submission: 26st August 2009

Submitted By:

Group – 2

Section - D

Rani Treasa Joseph (2009209)

Shruti Mohta (2009242)

Rashmi Kaore (2009210) 

Puneet Singhal (2009231)

Ruchir Saurabh (2009216)

Satyam Joshi (2009223)

1 Group 2/MM1/2009
CONTENTS

1. INTRODUCTION……………………………………………………………………………………………………………………………………3

2. STATEMENT OF STUDY………………………………………………………………………………………………………………………4

3. OBJECTIVES…………………………………………………………………………………………………………………………………………4

4. RESEARCH METHODOLOGY………………………………………………………………………………………………………………..4

5. BUSINESS PLAN……………………………………………………………………………………………………………………………………5

ANNEXURES

2 Group 2/MM1/2009
1. INTRODUCTION

The Indian tourism industry is one of the fastest growing business sectors. The tourism industry
in India generated about US$100 billion in 2008 which is expected to increase to US$275.5
billion by 2018 at a 9.4% annual growth rate. The domestic tourism market has contributed
367million travelers across India. The service sector which caters to the demands of the
domestic travelers is localized and disintegrated.

The international players in luxury tourism like Abercrombie and Kent structure their packages
around customized traveler requirements .They cater to the needs of the traveler right from
the pick up to the drop back. The term luxury does not refer to the target segment but actually
defines the option of flexibility to the customer to design their tour and round the clock
services.

There are many tourists who lose out on some really beautiful locations when they go out for a
tour due to lack of proper guidance or improper information. Planning a tour is very important
as people do not get time to relax very often these days .So they prefer that they visit most of
the places in one go. This is where our services come into picture.

We plan to provide our service to such people who face these problems very often and prefer
that someone provide a convenient and customized tour package for them. The added feature
in our package is that of online booking system which further makes it convenient for people to
book their tours without taking the pains of repeatedly calling and checking on the tour
package provider for the minutest details .Affordability is an added plus.

The point is that our tour package provides everything from start (Bangalore office) to end
(Bangalore office) that the customer demands which might make his tour an unforgettable
experience.

3 Group 2/MM1/2009
2. STATEMENT OF STUDY

To develop a market plan to setup a Domestic Luxury Tour operator.

3. OBJECTIVES

1. To develop a business model for domestic tourism.

2. To maximize value by maximizing revenue and optimizing cost.
3. To create and build brand equity.

4. RESEARCH METHODOLOGY

1. Data collection

 Primary data collection –

1. Expert advice- interaction with the market experts and business analysts.
2. Market trend analysis – analysis of growing trends in the tourism industry.
 Secondary data collection
1. Historical market surveys
2. Journals, internet, magazines etc.
3. Monitoring industry news and developments
4. Industry Portals
2. Data Analysis
 Customer survey analyzed using statistical tools

4 Group 2/MM1/2009
COMPANY PROFILE
Company Name:
Green Retreat Pvt. Ltd, Bangalore

Our Mission:
‘Our endeavor is to bring long lasting experience of happiness and memories of
our togetherness, through exhilarating, personal holidays.’

Our Vision:
‘To be a competitive value provider in the tourism Industry and provide courtesy
to our clients, employees and society at large’

5 Group 2/MM1/2009
5. BUSINESS PLAN
5.1. External Analysis

5.1.1. Customer Analysis:

5.1.1. 1. Market Segment:

Our market segment will be all those people who are tourists because they are the people who
would be interested in the service in the first place. We as a service provider are targeting
people who in general need convenience in their lives as far as touring is concerned.

a. Age segment:

 All the young professionals in and around Bangalore who might want to escape from
their day –to –day work schedule but do not have the time to plan such a tour due to
time issues.(88% - of Professionals between the age of 20 to 35 stated they might try
our package )

 Senior citizens who have an inclination to explore such places and have a break to a
quiet retreat but cannot plan a tour due to their age and the procedure involved.(100%
of the people >50, stated they might/ would love to avail our package)

b. Geographical location segment:

 Tourists inside Bangalore/ Karnataka, who would enjoy a luxury tour package

 All the tourists from outside Bangalore or anyone who are not really aware of the
geography but are willing to explore but do not know how.

5.1.1. 2.Motivations

Our product is for:

 People who love ‘Quiet silent hill stations/ sea shores’ (received 142 votes in the customer
survey. Ref: annexure 4)

6 Group 2/MM1/2009
  People who love ‘Leisure’ (received 82 votes in the customer survey Ref: annexure 4)

5.1.1. 3. Unmet Needs

An easily accessible, well promoted, local and economical luxury tour operator functioning at
International tour operation standards at Bangalore.

5.1.2. Competitor Analysis

5.1.2.1 Identity:

 Competitor with same Business Model and located at Bangalore.

Hammock Holidays which specializes in tailor making holidays anywhere in India, and select
destinations abroad

 State level Players: Hammock, Angel India Tour & Travels (P) Ltd, Indian Holiday Pvt. Ltd.

 National Players: Makemytrip, Club Mahindra, Travel Pals (India) Pvt. Ltd. Thomas Cook
India, Kuoni India ltd, Cox & Kings India Ltd. Raj Travels & Tours ltd

 International: Abercrombie and Kent, ITC Classics

5.1.2.2. Strategic Groups: Tour package providers: readymade or tailor made, ‘Tour operators’

5.1.2.3. Performance:

Since Hammock is the closest competitor, the further analysis will be done on Hammock in
specific and the competitors in general.

5.1.2.4. Image and Brand Associations:

Positive Perspectives: ‘Very meticulous, detail product and destination knowledge’

Negative Perspectives: ‘Slow service provider, do not offer the variety of options as claimed’–
Blog Review on Hammock’s Services, mouthshut.com.

7 Group 2/MM1/2009
5.1.2.4. Objectives: Values proposition: ‘A well planned vacation’, ‘Participating in the higher
goal of rejuvenating individuals’, ‘Unique destinations and properties’
5.1.2.5. Strategies

‘Flexi Tours (tailor made holidays)’,’Special tours’

 Geographic presence: 3 offices- Mumbai, Bangalore and Cochin
 Target Market: Honeymooning couples, family holiday-ers to multinationals and other
corporate houses (HP and Wipro are current customers)
 Promotion: Trade fairs like IITM and TTF, website, travel melas on location for  selected
corporate
5.1.2.6. Culture:

 For the client, the traveler, ‘the bonus of being their friend, philosopher and guide’.
 Staffed by professionals who share the vision
 Highly structured tour programs: detailing of the tour

5.1.2.7. Cost Structure:

An average Tour package of 3 days: 9000 per adult

5.1.2.8. Strengths:

 High professional expertise, more than decades of infield experience

 A founder member of The Karnataka Tourism Forum, a body of travel agents, tour
operators, hoteliers, transporters etc. in Karnataka, recognized by the Department of
Tourism, Govt. of Karnataka, and is also a member of the national trade associations like
TAAI, TAFI, IATO, ATOAI and ADTOI

 Recognized by the Department of Tourism, Government of Karnataka, and the Government

of India
5.1.2.9. Weaknesses:

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 As of now, they have not explored widely into the special tour category, even though their
value proposition states so. In Karnataka and vicinity of Bangalore, their only well known
tour design is the ‘Banyan tree resort’

 They have distributed their functioning allover India, which does not allow them to leverage
tapping of untapped locations specifically near Bangalore.

5.1.3. Market Analysis

5.1.3. 1 Projected Growth:

The tourism industry in India generated about US$100 billion in 2008 which is expected to
increase to US$275.5 billion by 2018 at a 9.4% annual growth rate.

Disposable income in past (during 2002 -2007) grew at a CAGR of 14.16%, thereby driving
domestic as well as outbound tourism.

5.1.3. 2 Market Trends

Consumer trends in tourism are gradually changing and require an appropriate response in
terms of both policy formulation and investment.
Current market trends indicate that:
• Long haul travel will grow faster than intra-regional travel. A growth of 24 percent is
expected by 2020.
• People with less time for leisure are likely to take more frequent but shorter trips
nearer home, opening up opportunities for ‘neighboring city’ tourism.
• The experienced traveler wants authentic, off-the-beaten-track vacations in remote
and less well-known places as against luxurious five-star vacations, leading to an interest
in rural and ethnic tourism.
• The increase in the number of people with lots of money but little leisure time has
resulted in a growing emphasis on rest and relaxation, and ‘wellness’ and ‘health’
holidays. The elderly population in key tourism generating markets has shown a
preference for cultural tourism against sun-and-sand vacations.
• There is notable and increasing interesting spiritualism.

9 Group 2/MM1/2009
 • The demand for eco-tourism and nature based holidays is expected to double and
even triple in the next 20 years.
• Sports and adventure holidays continue to be popular with the young.

5.1.3.3. Entry barriers of the Rural/ untapped Geography Tourism:

1. Socio Political Risk of Nationwide strikes/ protests/ boycotts, Local Culture of the tour place,
Inflation, Civil conflicts like Cauveri conflict
2. Approach-Related Barriers: Absence of consensus on role of tourism, Lack of priority to
Tourism on account of unappreciated potential, relatively low levels of investment, Lack of
interest on the part of the state governments – who are the primary players and An
unprofessional ad hoc approach.
3. Barriers that discourage private investment: Absence of legislative support, Lack of policy
Integration and co-ordination, Lack of long-term investor-friendly policies, Heavy and multiple
taxes, restrictive aviation and land policies.
4. Factors that affect competitiveness
Lack of concern for competitiveness, Inadequate facilitation services, Lack of quality
infrastructure, Lack of emphasis on product quality, Lack of training at the ‘cutting edge’, Lack
of hygiene, Low utilization of modern marketing and publicity tools.
5. Factors affecting the long-term interest of tourism
Lack of community participation and awareness of benefits, Lack of involvement of the rural
sector, Lack of concern for sustainability.

5.1.3. 4 Distribution systems:

1. Travel Intermediaries
Members in the distribution chain in the tourism marketing channel including retail travel
agents, tour packagers, incentive marketers, tour wholesalers. They provide lodging,
transportation and other travel products and services demanded by domestic and foreign
tourists. The ability of travel intermediaries to combine travel products and offer them to

10 Group 2/MM1/2009
customers as a package at a price generally lower than those available to individuals provides
travel economy and convenience for a significant segment of tourists.
2. Tourism Promotion
Travel intermediaries have considerable influence in the decision making process of the tourist.
They serve as an opinion leader and expert for taking a travel decision process. They play the
role of influencers for many of their loyal customers. This implies that they are of greater
importance to both the tourist and the destination marketer particularly in the cases of
destinations with far greater distance from the point of origin.

5.1.3. 5 Global status and Trends:

The World Travel and Tourism Council (WTTC) estimates a 4.5 per cent per annum increase in
the total amount of travel and tourism economic activity between 2002 and 2012. This is largely
attributed to a rise in global wealth, liberalization of international airspace, cheaper flights and
the use of the Internet as a travel tool.

5.1.3. 6 Key Success Factors:

 Creation of World Class Infrastructure

 The need for physical infrastructure for tourism ranges from ports of entry to modes of
transport to destinations (airways, roadways, railways or waterways), to urban
infrastructure such as access roads, power, water supply, sewerage and
telecommunication.
 For inter-sectoral convergence of infrastructural schemes and programmes that could
support tourist destinations.
 The road network is vital for tourism as almost 70 per cent of passengers in India travel
by road.
 Strategy for Effective Marketing: Change its traditional marketing approach to one that
is more competitive and modern. It needs to develop a unique market position, image
and brand, which cannot be held by any other competitor.

11 Group 2/MM1/2009
5.1.4. Environmental Analysis
5.1.4.1. Technological: International tour providers leverage their internet presence to market
and add value for the customer. The desired design of the tour can be made online, which
allows better planning and convenience of the customers

5.1.4.2. Governmental/Regulatory:

 The Tenth year plan promises to provide legislative and regulatory support to protect
the tourism industry and remove the barriers to growth to leverage private sector
investment – this will allow us to scope our future growth perspectives. 1
 Government Launching the Tourism Incentive Package after Q109 analysis will
encourage development2
 The Indian Railways have played a vital role in providing better connectivity as has the
government's liberalization and open skies policy, which led to the introduction of low
cost carriers and which thus made domestic air travel affordable to a greater number of
domestic tourists.

5.1.4.3. Economic: The 2008-09 economic down turn has had a negative effect on Indian
tourism. Tourism revenues fell by 14.11%.

5.1.4.4. Cultural: There is an increasing demand for niche tourism segments like rural, cultural,
medical tourism.

5.1.4.5. Demographic: Driven by rising incomes, an increased standard of living and improved
land, rail and air transportation, the Indian demographic wants to explore more in domestic
trips.

12 Group 2/MM1/2009
5.2. Internal Analysis

5.2.1. Performance Analysis

5.2.1.1 Profitability

The various tie ups with different service providers might escalate the costs a little but they will
still be reasonable and will certainly compensate for the effort and time required to plan them
themselves. We have kept our prices pretty reasonable. Our major source of revenue would be
out of the pre-planned taxi service and the hotel bookings that we will do.

5.2.1.2 Sales

As per the market experts, a newly set up tour provider will have an average of 50 tourists per
month estimating to be 600 tourists per year.

Financial projections:

(All costs are App.)

Estimated number of tourists/month: (2*25(days) = 50

Estimated costs incurred (for taxi and hotel) = 3622*50+2142*50 = Rs. 288200

Labor costs=Rs. 20500

Package cost/person = 3622+2142= Rs. 5764

Labor cost /person= Rs. 600

Total cost inclusive of labor/person = Rs. 6364

Revenue with a margin of 25% /person= Rs. 7800

Profit /person= Rs. 1564

Profit for 50 people= 1564*50 = Rs. 44500

Profit before tax/ yr = Rs. 530000

13 Group 2/MM1/2009
 Income tax=30%

Assuming all the initial costs has been taken as loan

Interest on loan=12%

Profit after tax = 530000-(530000*.30*.12)

=Rs.326480

Break even period = 14 months

5.2.1.3 Shareholder value analysis

Firm type: Partnership firm, all 6 partners will have equal shares in the profit.

5.2.1.4 Customer Satisfaction

After every tour program there will be a feedback session which will hear the voice of the
customers

5.2.1.5 Product Quality

 We plan to provide a customized tour package to the largely untapped locations around
Bangalore at a reasonable price for those people who prefer a tour package provider plan a
tour for them.

 The tour package quality will be evaluated using the following parameters:

1. Timeliness of the tour program: Tabulating and controlling the time the events were
scheduled and comparing it with the actual time it was carried out.

2. Timeliness of the tour planning: Tabulating and controlling the time of tour planning or
lead time taken by the tour experts from tour booking.

3. Extend to which the customer customization requirement was fulfilled by the tour
program.

14 Group 2/MM1/2009
 4. Evaluate and compare the budgeted expense and actual expense for every tour
program.

5.2.1.6 Brand Association and Promotion

The initial promotion according to us matters a lot because that’s the period which is very
crucial for a start-up business like ours. Customers should know exactly what we are providing,
for them to avail our services in the first place. If initially everything goes well then a lot of
publicity is done through the word of mouth. To make sure that the details of our services
reach the potential customers we plan to undertake the following means of advertising.

 We plan to have spot advertisements in all the leading newspapers in India so as to tap
the customers all around India at large

 As one of our main targets are the people staying in and around Bangalore we plan to
advertise our services in the regional newspapers of Bangalore as well so that we do not
lose out on the regional newspaper reading customers.

 We can take advantage of the fairly young and dynamic population in software firms
and arrange a small tour for some of them on a weekend for word of mouth publicity.

 Take part in Consumer fairs – IT consumer fair, National consumer Fair

 Join Karnataka Tourism Forum

Its very important indeed to attract customers to avail your services but its even more
important to sustain them. To make sure that we do that we plan to provide them various
schemes in the future but to start with, apart from the services we plan to provide to make
their tour memorable, we right now plan to provide them the following scheme :

 Repeat customers will be given a discount upto 5%.

5.2.1.7 Relative Cost

 Average cost of our product is 6300 Rs per head

15 Group 2/MM1/2009
  The average margin of the Industry is 30-35% whereas we have our margins at 25% -
which places us in more economical bracket.

5.2.1.8 Current product portfolio

We plan to offer the following services to the customers in-built in the tour package :

 Online booking

 Customized options for the tour

 Reasonable prices

 Touring the largely untapped locations

 Pre-arranged taxi service for traveling in and around Bangalore

 Pre-arranged hotel bookings keeping in mind the customer’s budget

Place:

We plan to start our services in Bangalore and tap the locations there to start with and then
after it starts reaping the desired results expand the services around India. Our package will
provide services at following places:

 Talakad

 Hogenakal

 Chickmagalur

 Muthyalamaduvu

 Bhadra

 Coorg - Kadina

Customers will be staying in the hotels in most of these locations according to their budget
provided but in case the locations do not have any suitable hotels or availability as preferred by
the customer we will provide them boarding at the nearest possible hotels.

5.3 Strategic Options

16 Group 2/MM1/2009
5.3.1 Current Strategies

1. Online Booking:

The online booking facility provided by us is an advantage for those customers not living in
Bangalore.

2. Customizability:

A customized tour package is better than planning the tour oneself for someone who is
unaware of the place at large or cannot do it due to various other reasons like age ,time or
inability to do it.

3.Affordability:

The package is very reasonable as far as pricing is concerned which is another of its strengths. It
has been designed keeping in mind that the customer might be a young professional who has
just started who might not have deep pockets or the elder customers who might not be willing
to spend at all o futile package

5.3.2 Organizational capabilities and constraints

5.3.2.1 Constraints

1. Dependence:

The revenue is directly dependent on the number of tourists and thus is the profit.

In the peak season there is a lot of rush so arranging for taxis and hotels might prove difficult as
we are not tying up with any of them but then again that might not hamper our arrangements
much because there are a lot of taxi and hotel services operating in the area.

2. Financial resources and constraints

The main source of finance would be loans through banks based on the following:

1. On personal guarantee: By mortgaging personal assets and providing personal security

17 Group 2/MM1/2009
 2. Based on Business plan: By convincing the bank, that this business plan would be
profitable in long run as well as it would be a going concern.

5.3.2 Strategy Identification & Selection

5.3.2.1 Strategic alternative

1. Product –market choices
Product choice: Customized luxury tour packages in initially identified areas.
Market choice: The tourist community in Bangalore
2. Functional Strategies

We plan to start our services just before the peak season, initially, by arranging a small tour for
some of the professionals on a weekend as they are one of our target customers as they have
money to spend but their working hours might not permit them to plan a tour. This will give us
the benefit of word of mouth publicity and thus will keep in check the initial advertising costs.
Peak season might be around the festival season or vacations. If people are satisfied with the
retreat they will surely spread the message around and we might have many customers when
the actual season starts .We plan to advertise in all the leading national and regional
newspapers of Bangalore. If our services are successful in this season we can extend the
advertising through radio advertisements too.

3. Assets, Resources, competencies and synergies

Assets:
Rented Office room, Office furniture, Computer & Peripherals, Air Conditioning
system
Resources:
 Marketing, research and logistics: 3
 Finance and administration: 2
 Tour Experts: 2
 Guides, Trained: 5 members
Competencies:

18 Group 2/MM1/2009
  In-depth and concentrated knowledge of tour locations in Karnataka
 Experienced and well t rained guides
 Local presence of the operating center in Bangalore provides better control
on the tour location, easy access, and better communication with the
customers.
 The tour locations are concentrated in Karnataka, provides concentrated
research and operation efficiency on the geography
Synergies:
We will have the tie ups with the following hotels,
o Talakad:
 Hotel : Roopa, Mysore, Maurya residency,
 Taxi service: Skyway International Travels
o Hogenakal:
 Hotel : The KSTDC Tourist Bungalow
 Taxi service: Classic Cabs India Pvt Ltd, Seagull tours and travels,
Bangalore

o Chickmagalur:

 Hotel: Eagle Eye Holiday Home

 Taxi service: Classic Cabs India Pvt Ltd, Seagull tours and travels,
Bangalore

o Muthyalamaduvu:

 Hotel: Pearl Valley resort

 Taxi service: Classic Cabs India Pvt Ltd, Seagull tours and travels,
Bangalore

o Bhadra:

 Hotel: Bhadra Hotels, The River Turn Lodge

 Taxi service: Classic Cabs India Pvt Ltd, Seagull tours and travels,
Bangalore

o Coorg – Kadina:

19 Group 2/MM1/2009
  Hotel: Hotel Coorg International, Hotel Crystal Court

 Taxi service: Classic Cabs India Pvt Ltd, Seagull tours and travels,
Bangalore

4. Action plan
o Research for new locations in Karnataka, for holidays.
o Develop a website which provides the customer with the complete information
and tools required to tailor make their holidays.
o Booking of tours can be: Over phone or Internet (Website/ Email)
o Post booking Tour planning done by our tour planners and they send back the
quote for the whole package along with their suggestions to better their holiday
experience.
o Track the approval of the quote, and once approved, start coordinating with the
respective hotels and transportation agencies en route.
o Provide the customer/ s with a customized guide and a detailed plan of tour.
o Follow up on their progress through their tour.
o Constant review of the tour program efficiency and success through customer
feedback and online surveys, blogs and tour rating.
o Aggressive promotion, leverage professional marketing techniques and
advertisement of the Company and its business partners in Bangalore.
o Active networking in corporate and tour community in Bangalore.
o Synergizing with hotels and resorts as well as transportation provider to
maximize customer experience.

ANNEXURE 1

20 Group 2/MM1/2009
Questions to Industry Experts:
1. Do you know anything about rural tourism?
2. We are planning to start a tourism package providing service, to places inside bangalore
district (like Hesaragatta, Ramohalli, Muthyalamaduvu, Ramanagaram, Janapada Loka,
Channapatna, Mekedatu) and places outside bangalore district, (like Shravanabelagola,
Belur, Halebid, Hampi, Srirangapatna, Talakad, Hogenakal, Ranganthittu, Bandipur,
Nagarhole, Chickmagalur, Bhadra , Kemmanagundi, Shimoga, Jog , Coorg, Madikeri,
Aihole, Bijapur, Karwar, Gokarna, Murudeshwar, Malpe, Dharmastala, Sringeri). What is
the scope of tourism packages in these areas?
3. Do you know about the connectivity to reach that place, what could be the major
challenges?
4. Do you know about the facilities there? How challenging could be arranging for the
facilities by an external tourism agency be?
5. How many tourists go there? Are most of them foreigners or Indians?
6. In general what do you think people will be ready to pay?

Annexure 3: Cost Structure

21 Group 2/MM1/2009
 Cost analysis

Costs
involved(monthly costs
Cost heads ) involved(yearly)
fixed costs
office rent 10000 120000
computer +peripherals 20000
license fee 500
office furniture 30000
ac(1) 24000
total fixed costs 194500
running costs
mobile exp 5000 60000
internet service+ telephone exp 4000 48000
office expenses 2000 12000
taxi service 3458400
employee salary(2) 20000 240000
maintenance staff 500 6000
electricity bills 2000 24000
Advertising 500000 500000
total running costs 4348400
total costs 4542900

Cost analysis for the taxi service

Profit
Avg no. Dist. from Dist. covered in the @re1/k Min. cost at Revenue
Name of place of days Bangalore round trip m rs.10/km from taxi
Talakad 1 to 2 140 280 280 2800 3080
Hogenakal 1 to 2 170 340 340 3400 3740
Chickmagalur 2 to 3 251 502 502 5020 5522
Muthyalamaduv 1 45 90 90 900 990

22 Group 2/MM1/2009
u
Bhadra 2 to 3 285 570 570 5700 6270
Coorg Kadina 2 to 3 252 504 504 5040 5544
Avg.
Avg cost rev=4191.0
=3300.00 0
Cost analysis for the hotel service

Hotel
expenses@rs.1500/da Expenses for the min. Profit margin for 1 Revenue
y no. of days day@15% from hotel
1500 1500 225 1725
1500 1500 225 1725
1500 3000 450 3450
1500 1500 225 1725
1500 3000 450 3450
1500 3000 450 3450
avg.
avg. cost=2250.00 rev=2587.50

Annexure 4
Customer Survey:
Sample characteristics
 Place profile: Jamshedpur (20), Indore (20), Delhi (20), Nagpur (20), Bangalore (20), Kota
(20)
 Gender Ratio: Male (67), Female (53)
 Age Ratio: <25(35), 25-30(38), 35-50(11), 50-65(31)
 Marital status ratio: Married (67), Single (53)
 Job Status: Service (58), Not working (30), Own Business (12), Student (20)

23 Group 2/MM1/2009
  No. of family members: Adults: >3(60), 3(27), 2(27), 1(6)
 Children: 0(42), 1(23),2(55)
 Annual Family Income: <3 lakhs(11), 3-5 lakhs(49), 5-10 lakhs(44) , >10 lakhs(16)
Customer analysis:
 No. of vacations per year: 1(50), 2(48), 3(11), 4(6), >4(5)
 How do they plan their trips? Themselves (120)
 How much do you spend for trips per year? <10,000(6), 10000-30000(98), 30,000-
60,000(16)
Imagined Perfect vacation:

Perfect vacation
Att
en
d in
g ar
en
ou
A ne
hi d
lls Re Cu
tati no ltu
Le ra
ss on un lf
er w ed es
kn hi hi tiv
ow ch sto al Perfect vacation
n isa ric
bu to al
th ur sit
ist ist es
or att
A icall ra
qu yr cti
iet ich on
an lo
d ca
sil tio
en ns
th
ills
ta
tio
n

0 20 40 60 80 100 120

Type of Holiday:

24 Group 2/MM1/2009
Variety of Experience

Spiritual

Leisure

Type of Holiday
Educational

Amusing

Adventure

0 10 20 30 40 50 60 70 80 90

Would you like to avail our end -to -end tour package, to a novel vacation spot, at a reasonable
price?

Yes! I always wanted

No, I prefer to plan myself
Yes, I might avail it
Yes, would love it

25 Group 2/MM1/2009
References:
1 http://www.euromonitor.com/Travel_And_Tourism_in_India (Changing Demographics)
2 http://www.the-infoshop.com/report/bmi94229-in-tourism.html (Tourism in downturn)
3 http://www.gourkanjilal.com/new-trends/tenth-plan.htm (10th Plan - Gowri Kunjilal)
4 Chapter 7.5, Tourism, TENTH FIVE YEAR PLAN 2002-07

26 Group 2/MM1/2009