EXECUTIVE SUMMERY

TITLE OF THE PROJECT : Sales Promotion Activities Of Veena World.

OBJECTIVE OF THE STUDY : The research is about studying about the sales
promotional activity done by Veena world for effectiveness of their services.

RESEARCH METHODOLOGY : With the help of exploratory research ,I started

collecting the relevant data of sales promotional activities of Veena World and did analysis how
these activities are effective.

DATA TYPE AND SOURCES : Primary data is collected through survey. In survey
questionneaire is used to collect the data.

Secondary data in this project is collected from Internet. By visiting website of Veena
World.

MAJOR FINDINGS :

1.Promotion activities are important for Veena World.

2.Internet is most effective medium for promotions of Veena World.

3.

CONCLUSION :

It is the concluded that sales promotion is important to improve the sales of the company
and to reach new customers. . The discounts and loyalty program in the company will
improve the sales by attracting new customers. The best sales promotion will help the
company to fulfil the organizational objectives. The sales promotion is must to improve
their sales in every organization.
The detailed information of sales promotion is explained further:
Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales – it is rarely suitable as a
method of building long-term customer loyalty. Some sales promotions are aimed at consumers.
Others are targeted at intermediaries
and at the firm's sales force.

Sales promotion offers a direct inducement to act by providing extra worth over and above
what is built into the product at its normal price. These temporary inducements are offered
usually at a time and place where the buying decision is made. Not only are sales promotions
very common in the current competitive market conditions, they are increasing at a fast pace.
These promotions are direct inducements.

In spite of the directness, sales promotions are fairly complicated and a rich tool of
marketing with innumerable creative possibilities limited only by the imagination of promotion
planners. Sales promotion is often referred to by the names of ‘extra purchase value’ and ‘below-
the-line selling’.

Today we find companies in almost all sectors offering some sort of a promotion scheme.
These sectors range from automobiles to beverages, from financial services to foods, from
household durables to services, from household products to business products, from personal
care to textiles and apparel.

Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the
promotional mix are advertising, personal selling, direct marketing and publicity/public relations.)
Media and non-media marketing communication are employed for a pre-determined, limited time
to increase consumer demand, stimulate market demand or improve product availability. Examples
include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes,
product samples.

Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.
1.2 DEFINATION OF SALES PROMOTION
Sales promotion includes incentive-offering and interest-creating activities which are generally short-
term marketing events other than advertising, personal selling, publicity and direct marketing. The
purpose of sales promotion is to stimulate, motivate and influence the purchase and other desired
behavioural responses of the firm’s customers.

Sales promotion implies a wide variety of promotional activities. In the current marketing practices,
the role of sales promotion has increased tremendously. Companies spare and spend millions of
rupees to arrest consumer attention toward products and to arouse purchase interest.

Sales Such efforts seem inevitable in today’s marketing situation. It can also reduce the degree
of consumer dissatisfaction. Nowadays, sales promotional efforts are undertaken for variety of
purposes. It is among the most critical and expensive marketing decisions. promotional efforts also
improve firm’s competitive position.

Sales promotion includes incentive-offering and interest-creating activities which are generally
short-term marketing events other than advertising, personal selling, publicity and direct marketing.
The purpose of sales promotion is to stimulate, motivate and influence the purchase and other
desired behavioural responses of the firm’s customers.

Sales promotion offers a direct inducement to act by providing extra worth over and above
what is built into the product at its normal price. These temporary inducements are offered usually
at a time and place where the buying decision is made. Not only are sales promotions very common
in the current competitive market conditions, they are increasing at a fast pace. These promotions
are direct inducements. In spite of the directness, sales promotions are fairly complicated and a rich
tool of marketing with innumerable creative possibilities limited only by the imagination of
promotion planners. Sales promotion is often referred to by the names of ‘extra purchase value’
and ‘below-the-line selling.

In recent years, sales promotion has been used widely to supplement and coordinate
advertising and personal selling efforts. Various sales promotion tools such as free samples,
premium on sale, prize contests, dealer incentives, coupons and gifts, etc., are being used to
stimulate market demand for products of daily use. The basic purpose is to stimulate on the spot
buying through short term and non-recurring incentives.
CONCEPTS OF SALES PROMOTIONAL ACTIVITIES.

The sales promotion activities are

Money off coupon
Competition
Discount voucher
Free gifts
Loyalty cards
Advertisement
Demo
Exchange offer
Loan
Extended warranty
Social Media marketing

Money off coupons customers receive coupons, or cut coupons out of newspapers or a products
packaging that enables them to buy the product next time at a reduced price. This money coupon
helps the customer to avail the discount on the next or upcoming purchases.

Competitions buying the product will allow the customer to take part in a chance to win a prize.
The customers are provided a chance to participate in a competition and win an exciting prize.

Discount vouchers a voucher (like a money off coupon). Discount vouchers are same like the money
voucher.

Free gifts a free product when buy another product. The customer is provided with a free gift at a
time of purchase in order to retain the customer and provided better purchasing experience
.
Point of sale materials e.g. posters, display stands – ways of presenting the product in its best way
or show the customer that the product is there.

Loyalty cards e.g. Nectar and Air Miles; where customers earn points for buying certain goods or
shopping at certain retailers – that can later be exchanged for money, goods or other offers.

Advertisement is an audio or visual form of marketing communication that employs an openly

sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of
advertising are often businesses who wish to promote their products or services. Advertising is
differentiated from public relations in that an advertiser usually pays for and has control over the
message. It is differentiated from personal selling in that the message is non-personal, i.e., not
directed to a particular individual. Advertising is communicated through various mass media,
including old media such as newspapers, magazines, Television, Radio, outdoor advertising or direct
mail; or new media such as search results, blogs, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement or "ad".

Commercial ads often seek to generate increased consumption of their products or services
through "branding," which associates a product name or image with certain qualities in the minds
of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct
response advertising. Non-commercial advertisers who spend money to advertise items other than
a consumer product or service include political parties, interest groups, religious organizations and
governmental agencies. Advertising may also be used to reassure employees or shareholders that a
company is viable or successful.

Demo A demonstration of a product or technique.

Exchange offer An exchange offer, in finance, corporate law and securities law, is a form of tender
offer, in which securities are offered as consideration instead of cash.

Loan A loan is a debt provided by an entity (organization or individual) to another entity at an

interest rate, and evidenced by a promissory note which specifies, among other things, the principal
amount of money borrowed, the interest rate the lender is charging, and date of repayment. A loan
entails the reallocation of the subject asset(s) for a period of time, between the lender and the
borrower

Extended warranty An extended warranty, sometimes called a service agreement, a service

contract, or a maintenance agreement, is a prolonged warranty offered to consumers in addition to
the standard warranty on new items. The extended warranty may be offered by the warranty
administrator, the retailer or the manufacturer. Extended warranties cost extra and for a
percentage of the item's retail price. Occasionally, some extended warranties that are purchased
for multiple years state in writing that during the first year, the consumer must still deal with the
manufacturer in the occurrence of malfunction. Thus, what is often promoted as a five-year
extended guarantee, for example, is actually only a four-year guarantee.

Social Media Marketing is the use of social media platforms and websites to promote a product or
service. Most of these social media platforms have their own built-in data analytics tools, which
enable companies to track the progress, success, and engagement of ad campaigns. Companies
address a range of stakeholders through social media marketing including current and potential
customers, current and potential employees, journalists, bloggers, and the general public. On a
strategic level, social media marketing includes the management of the implementation of a
marketing campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone". To use social media effectively,
firms should learn to allow customers and Internet users to post user-generated content (e.g.,
online comments, product reviews, etc.), also known as "earned media", rather than use marketer
prepared advertising copy. While social media marketing is often associated with companies, as of
2016, a range of not-for-profit organizations and government organizations are engaging in social
media marketing of their programs or services.
1.3PROFILE OF TOURISM INDUSTRY
Travel and tourism is the largest service industry globally in terms of gross revenue
andforeign exchange earnings. It is also one of the largest employment generators in the world.
Ithas been a major social phenomenon and is driven by social, religious, recreational, knowledge
seeking and business interests and motivated by the human urge for new experience,
adventure,education, and entertainment. Tourism is both cause and consequence of economic
development.It has the potential to stimulate other sectors in the economy owing to cross-
synergistic benefitsand its backward and forward linkages.

The industry is expected to improve in 2014, as most of the leading economies are exiting
therecession since end-2009. However, it is expected to be gradual as corporations, households
and
governments slowly recover. Given the improvement in global economic conditions, theUNWT
O forecasts a 3-4% increase in international tourist arrivals during 2010. Asia is expectedto
continue showing the strongest rebound, while Europe andAmericas are likely to recover at
amore moderate pace.

The expected rebound in tourism materialized in the first four months of 2010. This is reflectedin
the 7% increase in international tourist arrivals during January-April 2010.

The Ministry of Tourism plays a crucial role in formulating national policies and
programmes as well as coordinating and supplementing the efforts of the State/Union Territory
Governments and private sector in improving the quality of tourism Industry. As regards the
domestic market, the Ministry aims to popularize the culture and natural beauty of different
regions, pilgrim sites and various new tourism products. The Ministry has a public sector
undertaking, namely the 'India Tourism Development Corporation (ITDC)' for carrying out its
various functions.

This particular industry in India is substantial and vibrant, is at verge of becoming a major
global destination. Travel and tourism industry in India is one of them most profitable industries
in the country and credited with contributing a substantial amount of foreign exchange. As
during 2006, four million tourists visited India and have spent US $8.9 billion. In India the
disposable income has gone up by 10.11% annually from 2001-2006, where much of that is
being spent on travel. Indian tourism Industry has also helped the growth in other sectors like
horticulture, handicrafts, agriculture, construction and even poultry.
 In the ancient times travel used to be for recreation and education mainly. Later on the
privileged class traveled for pleasure.During the early 1920s tourism was also known as
Fremdenverkehr- a term that emerged in Germany, dealing mainly
with business and economic problems.

For example Herodot during 485-424 B.C was a writer who loved to travel across continents and
initiated the first type of knowledge travel. Around 300 A.D Romans traveled for pleasure more
so due to good road network. The medieval times saw travel mainly due to business or craft.
European educational institutions like in England, France and Italy became famous. The
foundations of modern tourism were laid in the late 19th and early 20th century when the
socio economic factors of the developed world played a major role in leisure travel.

Though railways were not developed for the sole purpose of tourism, yet it became more popular
among the rising middle class of the world especially among the travelling writers, journalists,
artists etc. Various instruments came into existence that enhanced tourism among masses like
guide books, Cook’s contribution to opening up of travel agencies. During the first world war the
concept of providing the workers a break from their usual work came into being.

However the growth of tourism after the slump of World wars started slowly as the economies
started developing and opening up to the world. Today tourism is a major means of earning for
many nations including India and has newer nuances to it like experience related holidays, club
holidays, traveler groups breaking away from traditional holiday purposes.

MARKET OVERVIEW :
In the last five to six decades many countries have opened their doors to tourism and hence it
has become one of the main elements in the economic progress of the countries worldwide. Its one of the
fastest growing economic sectors in the world.

The tourism has continued to grow from 25 million tourist arrivals in 1950 to 1078 million in
2013 and is expected to grow at a pace of 3.3% per year from 2010 to 2030 as per UNWTO’s
(United Nations World Tourism Organization) long term forecast.

The emerging economies are expected to increase tourism during this period twice the rate of
developed economies. Asia and the Pacific have shown stronger growth ( 6%) in 2013 than
Europe and Africa.
This is followed by the Americas while the Middle East recorded the least growth. China has
spent $129 billion USD on tourism and has emerged at the topmost tourism source market in the
world. As per the data of UNWTO 2013, more than half of travelers traveled by air while 40% or
so by rail, 2% by rail and 5% over water. Air transport is growing at a much faster pace than the
other means.

MARKET OPPORTUNITIES:

India is filled with abundant land forms, historical monuments, cultures and traditions thus
providing ample opportunities for both domestic and international tourism. While an abundance
of temples and historical monuments in the North of India, wild life sanctuaries, Himalayas, the
varied flora and fauna are a fertile ground for eco tourism, vacationing and the like.

For example the Himalayan terrain like in Himachal Pradesh and Kashmir help promote the
medical and health tourism, to spend an ideal Summer or a ground for Adventure sports in the
mountains.

MARKET DRIVERS:

As per the expert reports the main drivers of tourism in India can be divided into
domestic growth drivers and international growthdrivers. The domestic market drivers are
mainly the changing lifestyles of middle class, more disposble incomes and purchasing power
and better route connectivity while the international ones are: a value for money destination that
is India, variety of purposes that can be fulfilled starting from an open economy, business as well
as pleasure, better connectivity of Indian air routes to other countries, Incredible India presented
as a lucrative brand to invest in, government initiatives and policies that help inbound tourism,
India being a host for major international events like sports.

65% of Indian population fall under a young age group of 18-55 and are more open to new
destinations. Diverse product offerings of tourism industry are driving different sections of the
society into the industry.The availability of credits and easy financing has enhanced the growth.
In 2013 the FDI in tourism has been USD 3.2 billion hence boosting the same. Government has
initiatives like 100% FDI in order to further boost this industry.
MARKET RISKS

 Safety and security: As per World economic Forum T&Ts competitive report India ranks 74
among the top 140 globaleconomies of the world in terms of safety and security. One of the
main initiatives to counter this problem has been the introduction of police for the tourists.
Kochi in Kerala has the first tourist police station in the country set up in 2010. With the rise
of women travellers India needs to counter its problems on women safety as soon as possible
especially in the metros.
 Lack of proper transportation facilities in the interiors: Though India boasts of an extensive
road and railways connections yet there are many roadblocks in the development of those.To
start with the poor road network in the interiors of the nation makes it difficult for an
enthusiastic heritage tourist to tour the place at ease. Compared to the international standards
the travel becomes more time consuming in India. The traffic laws are frequently violated
and there is a lack of regulation leading to accidents and delays. Indian railways have to
revamp the facilities in order to counter overcrowding. The conditions of the roads in many
places are pathetic inspite of the funds being allocated towards their development. The
vicious circle of corruption has a major role to play in these roadblocks.
 Proper accommodation facilities: Good quality accommodation has to support the cost
effectiveness or else the price would lose its edge over the competitors. Many five star hotels
have the issues of water scarcity and electricity even today.
 Hygiene: Adequate sanitation, toilets at frequent spots on the highways, maintenance and
cleanliness are still factors that pose hindrance to the growth of tourism in India especially
for foreign tourists. The behavior of locals need to change towards keeping the surroundings
clean. The food habits of Indians need to incorporate hygiene and health as priority apart
from taste. For example the easy availability of mineral water seen in remote areas would
boost the influx of tourists.
 Secondary entertainment and man made facilities: The world has opened up to an era of
experience tourism where family vacations form a major part of the make believe world like
Disney Worlds across various countries. India needs to have more amusement parks apart
from the already available forms of tourism. This would boost tourism as well as increase
employment.
1.4 TOURISM STATISTICS

 Tourism is one of the world's fastest growing industries at present and holds the
status of the world's no. 1 industry.

 The tourism industry as a whole is presently estimated to earn over US$3.5 trillion worldwide.

 The industry creates a job every 2.4 seconds with every one of those direct jobs creating
another 11 indirect ones.

 Spending on tourism amounts to 5%-10% of total consumer, spending in a year worldwide.

 India's share of the total market is a pittance at 0.51%. The non-touristcountries

like Malaysia and Indonesia get much more tourists than India.

 However, the average duration of stay of foreign tourist in India is one ofthe highest in the
world. On an average, it exceeds 27 days in the case of non-package tourists and is 14 days in the case of
package tourists.

 Tourism has the distinction of being the third largest export industry aftergems and jewellery
and readymade garments in India..

 The Tourism industry's foreign exchange earnings in India are around $3.2billion. Tourism
is the highest foreign exchange earner if we consider the fact that net value addition in Gems
and Jewellery is less than 30% whereas, in tourism it is more than 90%.
1.5GLOBAL SCENARIO OF TOURISM INDUSTRY

Travel and tourism is one of the fastest-

growing industries and a leader in manycountries. It is expected to have generated around 9.4%
of world GDP and 8.2% of totalemployment in 2009. The contribution of the industry to the
global economy remains highdespite a 4.38% decline in 2009. During the year, travel and
tourism investment too declined bymore than 12%.

International tourist arrivals rose from 682 million in 2001 to 920 million in 2008. Theglobal
travel and tourism industry experienced a downturn in 2009 due to the global economicand
financial meltdown. The industry was affected by low business volumes and
consumer confidence, given the uncertainty about factors such as availability of credit, exchange
rates,employment, and the H1N1 virus. Consequently, tourist arrivals fell 4% worldwide in
2009. Nevertheless, tourist arrivals increased 2% in the last quarter of 2009, led by recovery in
the AsiaPacific and the Middle East.

Tourism has been a major social phenomenon of societies all over the world. It is driven by
the natural urge of every human being for new experiences, and the desire to the both educated
and entertained. Tourism today is a leisure activity of the masses. People today travel to national
and international destinations to break the regular monotony of life. They are mainly attracted by
either the scenic beauty of its nature or by fascinating leisure, sports and adventure activities
offered by the destination . Over the last two decades, Travel and Tourism has played a more and
more important role in the economic development of many countries. Increased travel across the
globe has been driven by growth in real incomes; greater amounts of leisure time; improved and
highly accessible transportation systems; ongoing globalization of business linkages, including
supply chains; highly effective communication systems that facilitate marketing; and a
significant number of new tourism services. Tourism is four dimensional activities. First, it is
environment friendly. Second, it generates employment in the country. Third, it brings
substantial amount of foreign exchange to country’s exchequer, fourth it further generates
revenue for the country’s economy and fifth it creates most effective and efficient backward and
forward linkages among different components of Tourism sector.

Tourism has emerged as one of the world’s largest service industries with sizeable
economic benefits and immense opportunities. With the emergence of technological
advancement, and competitiveness in service-based industries the tourism sector is playing a
vital role in contributing to improve gross domestic product (GDP) and creation of employment
across the world economy. It is one of the leading job creators in the world. The industry
employs more than 98 million people directly, representing over 3 percent of all employment.
When indirect and induced impacts are included, the industry contributes to around one in every
eleven jobs worldwide. While tourism generates a significant amount of foreign exchange
earnings that also contribute to the economic growth of developed countries.

Tourism is an important and flourishing industry in the world and it is termed as a useful
measure for employment generation, poverty alleviation and sustainable human development in
India. The objective of present paper is to investigates the status and development of tourism
globally and Indian context. It also examines the trends of Foreign Tourist Arrivals in India
which is followed by state-wise analysis. Despite turmoil in different parts of the country, world
tourism registered an increase of 4% in the first half of 2015.

Tourism destination world over has got nearly 538 million tourists from January and June 2015,
a rise of 21 million as against the figure of 2014 [4]. Caribbean and Oceania have emerged as the
most popular tourism destination. Table 1 indicates the trends in international tourist arrivals in
different continents of the world.
1.6 INDIAN SCENARIO OF TOURISM INDUSTRY

Tourism is the largest service sector industry in India. The industry provides heritage,
cultural, medical, business and sports tourism. It is expected that the tourism sector contribution
to the country’s gross domestic product will grow at the rate of 7.85 yearly in the period 2013-
2023. It accounts for one-third of the foreign exchange earnings of India and also gainfully
employs the highest number of people compared to other sectors. This sector also attracts the
domestic tourist and foreign tourist in an enthusiastic way which resulted in improving well
balanced economy for the nation like in India . Tourism industry in India has several positive
impacts on the economy and society. Following are the significance and importance of tourism
in India.

India’s bounteous heritage includes not just breathtakingly beautiful architecture, rich
traditions and diverse cultures but also mesmerising and scenic landscapes. From the challenging
snow-clad peaks of the Himalayas and the cool hill stations of the north, to the alluring beaches
on the western and eastern coasts and the ornate temples of the south, India has the variety to
satiate the interests of all those travelling through the country. In fact so popular is the country as
a global tourist hot spot that the ‘Conde Nast Traveler’, one of the ace travel magazines, profiled
India as the most preferred tourist destination in recent times.

It is true then, that tourism is an important and flourishing industry in the country. It
accounts for one-third of the foreign exchange earnings of India and also gainfully employs the
easily the highest number of people compared to other sectors. According to the World Tourism
Organization, by the year 2020, it is expected that India will become the leader in the tourism
industry in South Asia, with about 8.9 million arrivals.

The RNCOS-formulated report titled "Indian Tourism Industry Forecast (2007-

2011)”objectively analyzes the current scenario and future prospects of the Indian tourism
industry, focusing on different parameters of the industry such as: inbound and outbound
tourism, expenditure by inbound tourists, and medical tourism in India. It helps analyze the
opportunities and factors, which are crucial to the success of the tourism industry in India. The
key findings of the report are:

● Inbound tourist expenditure per head in India, is third highest in the world and even more
than the global average tourist spending. Healthcare tourism is on the rise in India. Visitors
can avail several private healthcare
 facilities. The number of tourists visiting India for medical treatment is expected to reach one
million by 2012, representing a Compounded Annual Growth Rate (CAGR) of 28.09% since
2007. During 2001-2006, disposable income grew at a CAGR of 10.11%, which led to an

 increase in domestic as well as outbound tourism. More than 50% of the revenue earned by
the Indian hotel industry comes from room rents. Over the five-year period spanning 2007-
2011, Indian outbound tourist flow is expected to increase at a CAGR of 12.79%. It is expected
that the tourist influx to India
1.7 TRENDS IN TOURISM INDUSTRY

During the last decade, the tourism industry has seen many important changes that will have a
significant impact on future tourist demand. Mohamed Derouiche investigates.

On the one hand, the rise of e-tourism, the democratisation of travel and the tendency to book
and to make up one’s trip online rather than to buy a standard tourist package proposed by a tour
operator, stood out with regard to the new traveller’s preferences

On the other hand, natural disasters such as tsunamis, volcanic eruptions and earthquakes as well
as health issues, such as avian and swine influenza, have changed our perception of holiday and
leisure.

Therefore, it would be interesting to hypothesize about the future trends in travel that we can
expect to see over the next decades. These can be divided into eight important trends

New emerging inbound destinations

Eastern Europe, with many countries joining the EU, Asia and South America will play a major
role as leading inbound destinations since they excite and arouse the interest of many travellers.
On the other hand, North Africa is threatened with a decline if it does not innovate and diversify
its tourism product.

As an example of emerging inbound destinations in Eastern Europe, we can cite Bulgaria,

Croatia and Ukraine that hosted respectively in 2010 6,047 million tourists, 9,111 million tourists
and 21,203 million tourists, thus marking growth rates compared to 2006 of respectively 17 per
cent, 14 per cent and 12 per cent. In Asia, apart from well-known destinations, Azerbaijan
(western Asia), Uzbekistan (central Asia) and Qatar (Middle East) are good examples although
their numbers of inbound visitors are still low.
However, if we look at their inbound tourism growth rates between 2006 and 2010, we notice
that they reached respectively 87 per cent (1,280 million visitors in 2010), 74 per cent (975 000
visitors in 2010), and 97 per cent (1,866 million visitor in 2010). In South America, Argentina
that reached 5,325 million visitors in 2010 (+27 per cent compared to 2006) and Chile whose
inbound in 2010 was 2,766 million visitors (+22 per cent compared to 2006) can serve as
examples among others (1).

We can predict that competition between destinations is going to be fiercer in the future. Each
country should therefore look for a competitive advantage that it can develop and exploit.

New emerging outbound markets

Among the biggest emerging outbound markets, we can cite here China and India with over a
billion people each, many of which are starting to travel internationally. If we look, for instance,
at the number of Chinese people who travelled abroad, it rose considerably between 2006
(34,524 million travellers) and 2010 (57,386 million travellers) thus marking a 66 per cent
increase over the four years (2).

Indian travellers, however, reached 12,988 millions in 2010 while they did not exceed 8,34
million in 2006, which gives an increase of more than 55 per cent over the four years

Green tourism
Green tourism, also known as nature-based tourism or sustainable tourism, is in great demand
and will continue its growth in the future since many travellers are now aware of the negative
impact tourism might have on the environment and have, therefore, become more responsible
with regard to sustainability.

Climate change and alternative future transport

When thinking of the warming of the planet, the erratic weather patterns and the natural disasters
that will likely occur and are occurring already, we can describe global climate change as one of
the worst disasters to hit the humanity.
Furthermore, destinations should expect climate change to have an impact on tourists’
purchasing trends. We will gradually see new means of transport gaining ground to the detriment
of air traffic: Will tourists be willing to fly across the ocean if they consider the carbon footprint
of their flights?
Travellers may opt for journeys made by train, boat or coaches especially that these modes are
nowadays offering more comfort, great web accessibility and timetables suitability. In addition,
shorter trips within the same continent or the same geographical region will more likely
outweigh the long ones.
Travel with a mission
Another important future trend is travels that incorporate an added-value rather than just a classic
lazy sun and see vacation: Many travellers are nowadays looking for real travel experiences that
enrich their culture and let them live and feel the authenticity. Furthermore, they seek out travels
that involve volunteering (e.g. providing support to a population in need, humanitarian actions,
etc.) or that include a particular mission, for instance, learning a new language, exploring new
culinary techniques, attending a seminar, a concert or an event, etc.
As a result, tour operators are now becoming specialists rather than generalists: Some are
positioned as experts in golf vacations while others are specialized in cultural tours and so on.
Social media
Social media includes web-based and mobile technologies used to turn communication into
interactive dialogue between organisations, communities and individuals.
The last decade has witnessed an unprecedented rise of social media in many different forms:
Collaborative projects (e.g. Wikipedia), blogs and micro-blogs (e.g. twitter), content
communities (e.g. YouTube), social networking sites (e.g. Facebook), etc
KEY MARKET TRENDS

 Type of visitors: Two categories are rising in India that would constitute the major chunk of
tourists in future: Women and Senior citizens. Owing to more working women,
the business women travelers are on the rise and the nation needs to work a lot on their
safety, health and security. Secondly post retirement the senior citizens mostly are caught in
an empty nest syndrome and hence constantly feel the need to travel in and out of the
country. The senior citizens who travel were around 1.3 million in 2011 and are expected to
rise in number to around 7.3 million by 2030.

 Purpose of Tourism: The highest contributors are the travelers travelling for family
or social reasons and for religious purpose. The second category belongs to people who
holiday for leisure and social visitors abroad.

 Different products offered: Today the tourism industry is offering various products like eco
tourism, medical tourism, cruises, rural tourism and the like that caters to different mindsets
of the tourists. Apart from these there are customised tour packages coming up to suit
individual tourists.
 Geographical trends in India: The following graph clearly shows the comparative status of
various states in India in terms of market share of respective states as found in 2012. Andhra
Pradesh and Tamil Nadu are clearly the highest among the statesbecause of being a domestic
pilgrimage destination. However the northern states like Himachal Pradesh, Rajasthan, West
Bengal and even the southern state of Kerala witnessed decline inspite of huge spends on
tourism. This might be because of poor allocation of funds and promotional activities. The
infrastructure in these states needimporvement. Though Kerala has highest literacy yet due to
lower levels of urbanization, tourism is not taking off as expected. Marketing and
promotions involved with better infrastructure can help improve the situation like in Gujarat
the promotional campaigns on mass media by celebrity Amitabh Bacchan has given its
tourism a face lift.[2]

 Growth Trend of North India: As per 2012 report during the period of 2008-2012
the market share of northern states of India including Punjab, Delhi, Himachal Pradesh, Uttar
Pradesh, Jammu and Kashmir, Uttarakhand, Haryana and Rajasthan grew by 10.5 %
domestic and 3.2 % in terms of international tourists.
1.8 SWOT ANALYSIS OF TOURISM INDUSTRY

STRENGTH WEEKNESS

 Internationally recognized standard for  Most facilated hotels located in city area.
accommodations.
 Lack of nation policies to the development of tourism
 Higher Historical and cultural diversity.  Diverse industry.
Land Scope.
 Absence of onsite interpretation education
 Wide range of Terrestrial and Aquatic ECO specialties.
system.
 In appropriate management of tourism destinations.
 High Bio diversity.  Continues focus on traditional tourism product.

 Existing tourist market.  In Adequate infrastructure to support the growth of

the tourism sector.
 Attractive place and comfortable weather
condition.  Higher intervention of Government. 

OPPORTUNITY THREATS

 Good chance for advance meant or progress.  High competition from other Asian countries

& Improving security and economy in the country . & Under developed infrastructure
research
 . Lack of diversification in tourism products.

 Opportunities for law cost accommodation. Affect of world oil price.  In direct competition from
other substitutes.
tourism product. & Introducing new threads of
tourism by assign resource.development. social cultural degradation due to mass tourism.
1.9 COMPANY PROFILE

VEENA WORLD

Veena World is a Mumbai, India based online/offline travel company established on 18 June,
2013. It was founded by Veena, Sudhir, Sunila& Neil Patil. It’s Corporate Office is at
Vidyavihar, Mumbai.

Apart from Vidyavihar, they have 8 sales offices spread across Mumbai & Pune. The sales
offices are located in Prabhadevi, Borivali, Ghatkopar, Vashi, Thane, Dombivali, Vasai & Pune.
Veena World is active across every travel segment i.e. Family Group Tours, Speciality Tours,
Inbound Holidays, Customised Holidays, Corporate Travel, Flight & Hotel Bookings &
Destination Weddings.

Life has come full circle for VeenaPatil. After devoting 19 years to Kesari Tours, she ventured
out to form Veena World with her husband Sudhir and sister-in-law Sunila. A defining moment
in her life, Veena World was launched on June 18, 2013. Forty-eight thousand customers have
travelled with Veena World in eight months since tours began in September last year. Patil
believes her weekly columns in Marathi dailies have created an emotional connect with the
readers. “My writing style is simple and people relate to me. This has helped build the Veena
World brand,” she states.

For Patil, who is scheduled to travel for tours 260 days this year to destinations like Goa,
Kashmir, Kerala, Ladakh, Sri Lanka, Thailand, Dubai, USA, Europe and Mauritius, it comes as
no surprise she was born a day prior to World Tourism Day i.e. September 26, 1964. She stepped
into the industry at the age of 20, right after completing a Diploma in Electrical Engineering
from Somaiya College. Having studied in schools across Saphale, Vasai and Vile Parle, she was
accustomed to building new relationships. Therefore, while launching Veena World, she was
clear that they needed to bring new suppliers on board. Not one to mince words, Patil says, “We
were having family problems while running Kesari. I decided to come out of my comfort zone
and separating from Kesari helped us realise our true capabilities.” Her elder son, Neil (23) who
studied at Monash University, Melbourne, joined the company in December 2013. Raaj (16),
Patil’s younger son, is studying in Mumbai’s Poddar College.

Patil was instrumental in realising the potential of different travel segments, and with Veena
World she has continued the legacy of targeting them. Veena World’s niche tours like Women’s
Special, Student’s Special and Senior’s Special have evoked great response and these continue to
be the core of their offerings. Since Patil and Sudhir will be completing 25 years of marriage this
year, she has launched Jubilee Special tours for couples having completed 20 to 30 years of
marriage.
CORPORATE STRUCTURE

Veena World is owned by its holding company Veena Patil Hospitality Pvt Ltd. which is a
private limited company. The head office is located in Vidyavihar, Mumbai and the sales offices
are also in Prabhadevi, Borivali, Ghatkopar, Thane, Vashi, Dombivali, Vasai and Pune.
Veena Patil is the Managing Director of the company. SudhirPatil, SunilaPatil and Neil Patil are
the Directors. As of 2016, 700 employees work in the company which includes 350 Tour
Managers .

Operations

The company started its operation on 18 June 2013, from its Kandivali office and with more than
50 preferred agents located all over India. Within one month after opening of its head office,
most of the offices located in Mumbai Metropolitan Region and Pune Metropolitan
Area commenced operations.
As of 2016, Veena World has its Corporate office in Vidyavihar, 8 sales offices along with more
than 150 Preferred Sales Partners
across Maharashtra, Gujarat, Goa, Rajasthan, Karnataka, Madhya Pradesh, etc. Veena World
also has its Forex office cum sales office at Dadar.

Establishment

In 2013 Kesari Tours faced a management crises in its leadership. Veena Patil who was
Managing Director of the company at that time was forced to leave her position from the
company due to the allegations of misuse of the company assets. She then sold her Shares from
the company and was starting to set up a new firm along with the other board of directors from
Kesari Tours, SudhirPatil and SunilaPatil.[1][2]
Under the brand name of Veena World with the motto of Travel, Explore, Celebrate, the Holding
company Veena Patil Hospitality Pvt Ltd was Established on 18 June 2013. Its first sales office
was opened on 18 June 2013 at Kandivali, Mumbai, which was inaugurated by Shri Raj
Thackeray.
1.10VISION AND MISSION OF VEENA WORLD

VISION

● Your travel our promise.

● To develop largest diversified travel organization.

MISSION

● To be the travel services industry benchmark.

1.11 NEED OF THE STUDY.

➢ To understand service problems .

➢ To analyze the problem regarding services .

➢ To collect maximum data and maintain relation with customers through

follow up.
1.12AIM &OBJECTIVE OF THE STUDY

Aim of the study

o To study and analyzethe effectiveness of sales promotional activities of VEENA

WORLD.

Objectives of the study

o To study the promotional practices adopted by the VEENA WORLD.

o To understand the customer perception about the various promotional activities.

o To measure the effectiveness of the sales promotional activities.

 2. RESEARCH METHODOLOY

2.1RESEARCH DESIGN

• Descriptive research design

• Casual research design

In this study, the descriptive research design is used to carry out the study. It helped us to
differentiate the people opinion about the occurring events

2.2.Sampling Design
A sample design is an infinite plan for obtaining a sample fro, given population. It refers to the
technique or the procedure that the research would adopt in selecting items for a sample.

 Sample method : Random sampling

 Sample size : 80
 Percentage analysis
 Bar Diagrams
 Pie charts

2.3 Data Collection Method

Quantitative and Qualitative Data collection methods. The Quantitative data collection methods rely
on random sampling and structured data collection instruments that fit diverse experiences into
predetermined response categories. They produce results that are easy to summarize, compare, and
generalize. The method of data collection includes two type of study, such as primary data and
secondary data.

Primary Data Collection Methods

Primary data is received from first hand sources such as: direct observation, interview, survey, and
questionnaire etc. On the other hand, secondary data is received from secondary sources such as:
printed material and published material etc. Here, we will only discuss the primary sources of data
collection.
Methods of primary data collection

Observation Method
This is a method of primary data collection in which researchers collect data based on their
personal observation. For-example if a researcher wants to collect data about the employee’s job
satisfaction in any organization. For this purpose researcher will interact with employees to
observe their behaviour in order to assess their job satisfaction. Take another example, suppose
in case of textile industry, investigator wants to identify job satisfaction of machine operators
and different workers; he/she would select the respondents through random sampling.

Personal Interview
This is a method of primary data collection in which questionnaire is used as a data collection
tool. Several interviewers are sent to the respondents with interview questionnaire under the
guidance of research in defined interview environment. It is described in terms of time, place and
numerous other factors which have influence over interviewees. Personal interviews are
categorized into self-administered questionnaires; door-to-door interview, mall intercept surveys,
executive interview and purchase intercept technique.

Mail Survey
Mail survey is a primary data collection method in which questionnaire is used as a data
collection tool. In mail survey, researchers mail questionnaires to the respondents. The
respondents then fill the questionnaire and return at their convenience. Some of the important
advantages of using mail survey for data collection are given below:
• Less time and cost of data collection.

• Greater population coverage.

• Absence of the interview’s bias.

Reaching out to the customer was difficult in the study. In this study, I have used, personal
interview and mail survey to collect the data or information required to conduct the study. Many
customers are happy with telephonic schedule interview as they allotted some valuable time of
theirs to answer all my questions.
Tools used for data collection

To make a research, various surveys are conducted. They are as follows:

The various data collected are from primary and secondary source through the questionnaires: books,
journals, old reports and annual report were used. Personal interview was really helpful to understand
the emotions and expectation of the customer of the company

SECONDARY DATA COLLECTION METHODS

The secondary data are readily available from the other sources and as such, there are no specific
collection methods. The researcher can obtain data from the sources both internal and external to the
organization. The internal sources of secondary data are:

➢ Customer details, like name, age, contact details, etc.

➢ Company information
➢ Reports and feedback from a dealer, retailer, and distributor
➢ Management information system.

There are external sources from where the secondary data can be collected

➢ Internet, where wide knowledge about different areas is easily available

In the study, secondary data was much helpful to analysis about the company and peoples
opinion about the company
2.4 LIMITATIONS OF THE STUDY

The study conducted may have information given from the customers.
The information obtained or the collection of data is limited.
The geographical limit of the study was restricted.
The time given to collect the sample was limited.
The information was not filled properly by the respondents
3. REVIEW OF LITERTAURE

Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the
promotional mix are advertising, personal selling, direct marketing and publicity/public
relations.) Media and non-media marketing communication are employed for a pre-determined,
limited time to increase consumer demand, stimulate market demand or improve product
availability. Examples include contests, coupons, freebies, loss leaders, point of purchase
displays, premiums, prizes, product samples, and rebates.

Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesale are called trade sales
promotions.

Sales promotion includes several communications activities that attempt to provide added value
or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate
immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.
Examples of devices used in sales promotion include coupons, samples, premiums, point-of-
purchase (POP) displays, contests, rebates, and sweepstakes.

Sales promotion is implemented to attract new customers, to hold present customers, to

counteract competition, and to take advantage of opportunities that are revealed by market
research. It is made up of activities, both outside and inside activities, to enhance company sales.
Outside sales promotion activities include advertising, publicity, public relations activities, and
special sales events. Inside sales promotion activities include window displays, product and
promotional material display and promotional programs such as premium awards and contests

Sale promotions often come in the form of discounts. Discounts impact the way consumers think
and behave when shopping. The type of savings and its location can affect the way consumers
view a product and affect their purchase decision.[2] The two most common discounts are price
discounts (“on sale items”) and bonus packs (“bulk items”).[2] Price discounts are the reduction
of an original sale by a certain percentage while bonus packs are deals in which the consumer
receives more for the original price.[2] Many companies present different forms of discounts
in advertisements, hoping to convince consumers to buy their products.
ADVANTAGES OF SALES PROMOTION

1. It stimulates in the consumers an attitude towards the product.

2. It creates a better incentive in the consumers to make a purchase. It is a demand creator.

3. It gives direct inducement to the consumers to take immediate action

4. It is flexible. It can be used at any stage of a new product introduction.

5. Sales promotion leads to low unit-cost, due to large-scale production and large-scale selling.

6. It is an effective supporter of sales. It helps the salesman and makes his effort more

productive.

7. The promotional tools are the most effective to be used in increasing the sales volume.
4. DATA ANALYSIS AND INTERPERTATION

Descriptive analysis

4.1AGE OF RESPONDENTS
Age Frequency Percentage
Below 18 33 19.1
19-40 96 55.5
Above 40 44 25.5
Total 173 100

Age of Respondents

55.5
60
Inference
50
From the 40 above graph,
it is inferred 25.4 that 55.5%
30
19.1
Respondent are rom age
20
19-40 years, 25.4%
respondent 10 are above 40
years, 19.1% 0 respondents
are below 18 Below 18 19-40 Above 40 years
 4.2 GENDER OF THE RESPONDENTS

Gender Frequency Percent

Male 121 69.9
Female 52 30.1
Total 173 100

Gender

Female
30%

Male
70%

Inference
From the above graph it is inferred that 70% respondents are male and 30% are female.
 4,3 OCCUPATION OF THE RESPONDENT
Occupation Frequency Percent
Business 42 24.3
Employeed 73 42.2
Professional 21 12.1
Other 37 21.4
Total 173 100

Occupation of the respondent

45

40

35

30

25
42.2
20

15 24.3
21.4
10
12.1
5

0
Business Employed Professional Other

INFERENCE
From the above graph it is inferred that 42.2% respondendae employed. 24.3% respondent are
from business background. 21.4% respondent are professionals. 12.1% respondent are from other
background.
 4.4 INCOME OF THE RESPONDENTS
Income Frequency Percent

Below 25000 24 13.9

25000-35000 21 12.1
35000-50000 19 11
50000-75000 44 25.4
Above 75000 65 36.6
Total 173 100

Income
40
36.6
35

30
25.4
25

20

13.9
15 12.1
11

10

0
BELOW 25000 25000-35000 35000-50000 50000-75000 ABOVE 75000
INFERENCE
From the above graph, it is inferred that 36.6% respondent earns above 75000. 24.4% respondent
earns from 50000 to 75000. 13.9% of respondent earns below 25000. 12.1% of respondent earns
from 25000 to 35000. 11% of respondent earns from 35000 to 50000.
4.5 Have you ever travel with veena world?

23%

77%

Yes 77

No 23

INFERENCE
77% of the people from our country prefers to travel with VeenaWorld and rest 23% travels with
others.
4.6 Tour selection

Sales

Domestic
International

Domestic 75%

International 25%

INFERENCE
75% of the sales in veena worldcomes from domestic tours while 25% comes from International
sales.
4.7Package selected

Simple 10000-20000 47%

Executive 20000-40000 33%

Luxury 40000 above 20%

Sales
50

40

30

20

10

0
Simple
Excecutive
Luxury

INFERENCE
The packages are divided into three types Simple, Executiveand Luxury. 10000 to 20000
comes under simple 47% prefers simple package. 20000 to 40000 comes under executive 33%
prefers executive and 20% prefers Luxury package which is above 40000.
4.8 PURPOSE OF TRAVEL

Sr. No Purpose Frequency

1. Holiday 28

2. Business work 52

3. Religious purpose 20

Purpose of travell

60

50

40

30

20

10

0
Holiday Business work Religious people

INFERENCE

The purpose of travel of customer is comes out that 28% of customer use travel
agency for holiday, 52% for business work & 20% for religious work.
4.9 SERVICE QUALITY

Sr. No Rating Percentage

1. Bad 2%

2. Average 9%

3. Good 29%

4. Excellent 60%

Service Quality

60

50

40
30
Service Quality
20
10
0
Bad
Average
Good
Excellent
INFERENCE

According to customers ratings for services are Bad 2% , Average 9% , Good

29%, Excellent 60%.

4.11 Which promotional activity does attract you to choose VeenaWorld

Sr. No Promotional Activity Frequency

1. Print advertisements 30

2. Internet 58

3. Bill boards 12
 Sales

Print isements Internet Bill boards

4.12 How often you travel

Sr No period Frequency
1. Once in a year 70
2. Once in 6 months 13
3. Once in 3 months 10
4. Weekends 7

Sales

Once a year
Once in 6 month
Once in 3 months
Weekends

INFERANCE

People use travel agency 70% for once in a year, 13% for once in 6 months, 10%
for once in a 3 months & 7% for weekends.
4.13 Does Veena World gave you extra service than other travel agency

Sr No Frequency

1. Yes 70

2. No 0

3. Maybe 30

Extra services

70

60

50

40
Extra services
30

20

10

0
Yes No Maybe
INFERANCE

The response on extra service by customers that 70& customer say yes , 30% say
maybe & 0 are say no.

4.14 Experience of the trip

Sr. No Rating Frequency

1. Good 31

2. Bad 6

3. Excellent 44

4. Not so good 19

Experience of the trip

45
40
35
30
25
Experience of the trip
20
15
10
5
0
Good Bad Excellent Not so good
INFERANCE

31% of customer give good response for experience of the trip, 44% for excellent,
6% for bad & 19% for not so good.

4.15 QUALITY OF SERVICE

Sr. No Quality Frequency

1. Good 77

2. Bad 3

3. Average 20
 15 QUALITY OF SERVICE

80

70

60

50

40 15 QUALITY OF SERVICE

30

20

10

0
Good Bad Average

INFERANCE

Customer give rantings for quality of service is 77% Good, 20% Average, 3% Bad.

FINDINGS

 From the above study, it is inferred that 55.5% respondents are from the age 19 – 40
years.

 From the study conducted, it is found that 70% of the respondents are Male. From the
study, it is said that 42.2% respondents are employed.
  From the above study, it is said that 36.6 % of the respondents earns above Rs. 75,000.

 From the above study it is interfered that 77% people travel by the veena world.

 From the above study ,75% of customer goes to Domestic level tours.

 From the above study ,It is come to know that 47% of people selected simple packaged of
10000-20000.

 From the above study , 52% of people use travel agency for business purpose.

 From the above study ,the service quality is excellent which is rated by 60% of
customers.

 From the above study it is inferred that 70% of people plan a trip once in a year.

 From the above study it is come to know that 70% people say that Veena world gave
them extra service than others.

 From the above study, people say the experience was excellent with Veena World.

 From the above study it is inferred that customer give overall good rating by 77% for
Veena world.

SUGGETIONS

 VEENA WORLD have to improve its promotional platforms to improve to reach the new
customer.Veena World is well known in the center MUMBAI, they have to reach all over
INDIA for a better sales and profits.
 Veena World should train their sales executives properly with adequate knowledge and skill
to handle customers.

 Veena World should enhance a quality of service for its customer. They should maintain its
decorum and principle for its customer to enhance the best quality and best service.

 Veena World sales force should be reliable to its customer to withheld them from changing
their brand or dealers. Veena World will have improve it advertising mode and improve its
strategy to attract new customers.

 Veena World should improve it efficiency and growth to with stand in the market. The
company should focus on the sales by fulfilling the customer’s needs.

 Veena World should have good and sufficient customer relationship management to its
customers. Customer relationship management should solve the following queries and serve
at the best for its customers. The company should make sure that they give more importance
to improve the quality and service for its both existing and new customer.

 Veena World should maintain its goodwill to reach the customer. The company should
create good will among its customers to withstand the competitors and other dealers.
Goodwill is very important for every organization to retain its customer from shifting of
brand. It is very important for Veena World to create a goodwill among the customer.

 Veena World should provide good discounts and loyalty to the existing customer. To attract new
customer they should give better discounts and gifts for the purchases made by the customers.

Conclusion

It is the concluded that sales promotion is important to improve the sales of the company and to
reach new customers. Each and every organization should have a good strategic plan for their
promotion to withstand in the market with huge competition. The discounts and loyalty program
in the company will improve the sales by attracting new customers. The best sales promotion
will help the company to fulfil the organizational objectives. The sales promotion is must to
improve their sales in every organizations. The sales is monitored based on the promotional
activities practiced by the organization, the company should have better promotional activities
practiced in the organization to estimate the sales.

Therefore, the sales promotion plays a vital role in the organization to fulfil the organizational
goals and objectives. The company should frame the best strategic plan to meet the competition
in the market and fulfil the customer needs. Many authors has proved that the sales promotion is
the key that helps the company to achieve the sales. According to Philp Austin said that “sales
promotion is a force that attracts humans to consume the products” This explains that how sales
promotion influences the customer to buy a product.

APPENDIX