brand strategy for cox & kings (1)
DESCRIPTION
Created by Gitanjali More (028) and Rucha Puntambekar (195)SIMC 2010 MBA (PR)TRANSCRIPT
Gitanjali More 028
Rucha Puntambekar 195
Tourism in India
According to the Travel and Tourism Competitiveness Index, India ranks 65th
Travel & Tourism Industry in India is expected to grow and generate US $ 128 billion by 2016
In the year 2006, India represented 0.52 % of the world market share in International Tourist arrivals
About Cox & Kings
Established in India in 1978 Biggest asset: trust and comfort that
clients have in it Won several awards and recognitions: “India’s Top Rated Tour Operator –
Outbound” by the Economic Times & Travel Agents
Association of India Travel Awards (2009) “Best Domestic Tour Operator” by TAFI-
abacus Awards for Business Leadership in Tour Operating (2009)
About Cox & Kings C&K has always come out with
Innovative and Customized products to suit its customer’s needs, e.g. ‘One Stop Shop’ for varied travel requirements like Visa, Ticketing, Holidays, Insurance and Foreign exchange among others
C&K has created brand awareness among travelers through its products like “Duniya Dekho”, “Bharat Deko” and “FlexiHol” for Outbound Travel, Domestic Travel and Flexible Individual Travellers respectively.
About Cox & Kings
C&K operates in 19 countries through its Subsidiaries, Branch offices and Representative offices.
In India, it has 255 points of presence covering 164 locations through a mix of 14 branch sales offices, 56 franchised sales shops and a mix of 185 General Sales Agents (GSAs)and Preferred Sales Agents (PSAs).
Competitor Analysis SOTC is the market leader with
about 35% p.a. growth, distribution network of 130 sales outlets and about 3500 travel agents across India.
Thomas Cook serves about 20million customers every year. They provide services to about 4500 locations in more than 100 countries
Other local competitors include Kesari and Raj Tours and Travels
Segmentation of TouristsBase of Segmentation Categories
Holiday Mass Market, Popular Market, Individual Market
Demand Primary, Secondary, Opportunity
Geography National, International
Psychographics Lifestyle, Personality, Knowledge
Demography Age, Sex, Religion
Socio-Economic Rich-Poor, Urban-Rural, Literate-Illiterate
Purpose Business, Leisure, Culture tourism
Age Teens, Youths, Senior Citizens
Target Audience SegmentationBase of 0Segmentation for Cox & Kings
Categories
Non Users Lack willingness and ability (in terms of income and leisure time)
Potential Users Have the willingness but the marketing resources have not been used in an optimum way to influence their impulse
Actual Users Already using the services generated by tourism service providers
Occasional Users Although they do possess the requisite income and leisure, they have not formed a habit of traveling
Habitual Users Frequent travelers
Latest Trends in Tourism Foreign holidays becoming more of an aspiration
as Indian society is being increasingly becoming driven by consumerism.
With the rise in disposable incomes, the interest and willingness to spend in overseas travel has increased.
Stability in tour-prices and increase in value-added offers such as “Holiday now, Pay Later”, “Take your Partner on Holiday Free”, Holiday Vouchers.
Booming economy, affordable air-fare, better connectivity, prosperous middle class have together contributed to a large number of holiday seekers.
Brand Strategy for Cox & Kings: Objective To achieve a well defined and
unique brand personality through selection of correct positioning strategies and consistent and appropriate brand promotion
To acquire about 17% market share in the tourism service providers sector
Careful brand guardianship
Brand Vision for Cox & KingsShort Term (in 2 years) Long Term (in 5 years)
Promoting various tourism segments like medical tourism, adventure tourism, ecotourism, etc by designing segment specific packages in addition to country and region specific packages
Full-fledged branding & promotionalInitiatives (Integrated Marketing Communication)
To concentrate on capacity building by improving the quality of services offered, infrastructure, manpower by benchmarking with competitors
To provide an umbrella of services associated with travelling to the customers.
Use of Information Technology (eTourism) tocomplement branding and promotional initiatives
Branding Strategy Promote destination and segment based
campaigns by writing articles in tourism magazines, journals and newspapers like Go World, NatGeo Traveller, etc.
Publish advertisements in various tourism and photography magazines (Travel and Living, Asian Photography, etc.)
Publish testimonials of happy customers on Cox & Kings website
Upload medical, adventure tourism and eco-tourism related videos on YouTube and other video sharing websites
Flickr and other photo sharing websites to showcase various destinations and testimonials from clients
Online magazines like TravelTorch.com, Outlooktraveller.com, etc.
Brand Strategy Form various tourism related
communities on social networking sites promoting various tourism destinations
Come up with various value added packages and allied services for customers.
Promotion of Cox & Kings on websites of various airlines, hotels, transport services providers by buying banner space on the websites of these allied service providers
Buzz marketing through celebrity tie-ups. Celebrities will be offered luxury travel packages and encouraged to promote the services of Cox&Kings on their blogs
Brand Strategy Make the website more user friendly by
providing information about related destinations and related service providers to the customers.
Design and promote packages for non-users by providing them facilities of easy finance.
Design packages with more user friendly services in order to convert occasional and actual travelers into frequent travelers
Design special aspiration boosting packages for the habitual travelers.
Traveling Light
Package tours for globetrotting Offbeat destinations like the
Amazon Forest, Guatemala, the Great Smoky Mountains, Coron Bay, Puerto Morelos
Cost-effective tour packages with focus on ‘Back to Nature’
Package tours for globetrotting Offbeat destinations like the
Amazon Forest, Guatemala, the Great Smoky Mountains, Coron Bay, Puerto Morelos
Cost-effective tour packages with focus on ‘Back to Nature’
Target Audience
Adventurous Rebellious Cool Feel the need to impress peers Spend money on traveling and other
luxuries
Target Geographies Cities like Mumbai, New Delhi, Bangalore,
Chennai, Kolkata, Pune, and so on
Passion Groups
Art tours Photographer’s clubs Biker’s clubs Nature buffs Backpackers
Online Presence
Highlights Book early to get crazy discounts! Photography competition post-vacation
with attractive prizes like travel kits, etc. Induce customers to come up with
innovative online contests on contests based websites. The contest would involve creation and promotion of various contests designed by the users. Winners to be accorded a 6 month membership program.
Contd.
Avail heavy discounts of up to 25% on products by Canon, Wildcraft, and Samsonite
Packages can be customised to suit budget and luxury travelers – and the entire spectrum. This includes hotel stay, food and beverages, etc.
Yours Truly – from Travelling Light
PR and Advertising by Cox and Kings http://inventorspot.com/articles/
new_ad_campaign_highlights_reliability_15649
http://adsoftheworld.com/files/cox%20n%20kinga%201.jpg
http://www.indiaprwire.com/pressrelease/travel/2009083132685.htm
http://www.coxandkings.com/live/promos/korea/korea.php (Promo video)
http://www.blowfishdigital.com/index.php?page=cox-and-kings
http://www.prlog.org/10455677-win-50-free-holidays-to-cyprus-with-cox-kings.pdf