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Embed code for: Marketing Strategy - An Online Travel Portal
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How to start an online Marketing Portal
McJourney – a new entrant in a competitive market full of existing players in both Organized & Un-organized sector
Lack of Corporate Identity
No brand recognition
Create and sustain a loyal customer base in the target market segment
A Corporate Identity
Efforts required are:
Use of earned goodwill & expertise from other Group Businesses
Developing strategy for each market segment
Planned use of marketing resources (personnel & infrastructure, etc.)
Cost effective advertising for a targeted clientele
Group Business - EPC
34 Nos. of Gov./ PSU’s as clients
Existing Goodwill with clients & are part of the system
Approach for authorization from the clients for LTC/ LTA agency
Huge potential of growth with a defined set of clientele
Event Organization like seminars, etc.
Group Business - Infraservices
Real Estate (Omaxe, DLF, etc.)
Promotional gifts to customer’s on booking of flats
(Example: Discount on buying a flat of Rs. 1Cr. Is Rs. 2 Lakhs distributed over a period of 15-20 Years, while an overseas trip in those 2 Lakhs is a once in a lifetime experience.)
Incentive to marketing/ project staff on achieving the target’s
Insurance/ Banking (Birla Sun Life, ICICI Prudential, AVIVA, etc.)
Incentive to marketing/ sales personnel on achievement of target’s
Promotional packages/ discounts to customers
Retail Chains/ Malls/ Restaurants (Shoppers Stop, V3S, Spencer’s, etc.)
Promotional Gift Vouchers
Product promotion through revenue sharing
Pharmaceutical/ marketing Companies
Gifts to Doctors
Incentives to Medical Representatives
Railways :- MOU can be done for the following on revenue sharing basis
OBHS (On Board Housekeeping Service) :
Coach Supervisors may distribute forms to onboard passengers & informing about our tour packages
Information generated helps in creating a large database
Cost is nominal
If workforce of other contractors is included, reach will be exponential
CTS (Clean Train Station Scheme) :
Placards with messages related to Tourism, Sanitation, etc. and endorsing McJourney
Over 30,000 staffs
Passive Advertising : Logo of McJourney, web address & a toll free number can be embossed on the dress of the housekeeping, janitorial, security staff
Exposure in corporate, malls, railways etc.
Expertise in HR services can be used for providing accreditation to guides after providing training in Tourism
Facility management expertise can be used for consulting/ operating state run hotels, lodges, etc.
Group Business - MSW
Our expertise can be used to promote sustainable tourism in such a way that the effect of waste generated by tourism industry does not effect the local ecosystem.
Sanitation drives in Varanasi, Jammu, etc.
Educational programmes in school/ colleges on promotion of tourism through sanitation, etc.
Dustbin’s, etc. can be used to promote the brand by using tourism/ sanitation related slogans
Contd. Group Business
Renewable Energy Generation & Water Solutions: Both being a basic need for the development of tourism, our experience can be used as an consultant/contractor for improving the situation with government agencies.
This may play as a major role in Corporate Branding of Mc Journey for inbound international tourists especially European, Oceania ( Australia & New Zealand) & North American who are willing to pay extra if the tourism helps in preserving the local ecosystem.
Reputed schools/ colleges can be contacted for promotional activities:
In Indian middle/ upper middle class, children’s have a say on the matter of vacation
Since most of them must have been returned from vacations, competitions like essay writing, painting, etc. can be held on the topic of tourism
Educational programmes on the topic may also be organized
Such promotional activities may be timed with winter/ summer vacations
Private school/ colleges may be contacted for the lucrative market of organizing educational tours
Added advantage is of availability of large audience of targeted clientele of school/ college students
Optimum use of resources
Communication to prospective clients
Classification on the basis of
Purpose of travel
Buyers economic, demographic & other characteristics
Loyal Customer Base
Retaining an existing customer is possible only if we keep our added advantage from our competitors through
Reward to repeat customers
Focus - Suggestion
Focus should be on
How to start generating revenue at the earliest
Achieve the Break Even Point
For this, we should venture into
Existing market (like South East Asia, etc.) having many players, high volume & low margin
New territory with potential where we can be one of the first & face less competition initially & reap the benefits later on.
* Planning should be done to take maximum advantage in the coming tourist season (winter) for both Inbound & Outbound tourists.
Indian International Trade Fair (IITF) from 14th to 27th November, 2012
Last year highlights are:
Overseas participation from 28 countries representing over 350 companies
Trade delegations from 73 countries
Over a million general visitors
* The exposure in terms of volume (both domestic & international) IITF provides in such a short period of time is unmatched.
Theme : Skilling India
Partner State : Uttarakhand
Focus State : Andaman & Nicobar Islands
Partner Country : Republic of Belarus
Uttarakhand & Andaman & Nicobar Islands
Tourism being an integral part of the social, political & economical fabric of both these states
Since the focus this year is on Skilling, less competition on getting associated with these states on Tourism
Involvement in promoting tourism in the two states both to domestic & international tourist’s
Offer:- Designing, organizing of Seminar / Conference / Events / Road Shows / in India and abroad and participation in Tourism Fairs and Festivals to Promote Tourism
Both the states have the potential of
Pilgrimage Tourism (Uttarakhand)
Natural & Wildlife Tourism
Recreation & Leisure Tourism
One of the largest crowd puller from the plains of Delhi – NCR because of
Good connectivity with road
People can go over a long weekend
Special emphasis can be placed on Eco – Tourism for Inbound International Tourists.
A & N Islands
As envisaged in the Tourism Policy of A & N Islands, focus on promotion of international tourism by tying up with Western, Australian & Japanese tour operators for including the A & N Islands in their tour packages to Thailand, Singapore, Malaysia & Indonesia.
Our expertise can be used to promote sustainable tourism so that ecological balance of the region can be maintained
A&N can be targeted for business meetings/ conferences
Republic of Belarus
A landlocked country in Eastern Europe
Bordered by Russia, Ukraine, Poland, Lithuania & Latvia
Blue – Eyed country with about 11,000 lakes and about 20,000 rivers & streams
World Heritage Sites
Mir Castle Complex
The Nesvizh Castle
The Belovezhskaya Pushcha (shared with Poland)
Struve Geodetic Arc (shared with nine other countries)
As Eastern European Countries go, Belarus has a very low crime rate
Places of historical importance- palaces, castle, catholic churches, museums, etc.
Adventure water sports like rafting, scuba diving, sailing, hunting, fishing
Tourism in Belarus
At a very nascent stage
Absence of any big International player
In spite of rich cultural, natural heritage, the development of Tourism is nothing as compared to its neighboring countries
Ukraine gets the 8th largest tourist’s in Europe
Poland is one of the most visited country on tourism circuit
Latvia & Lithuania also have well developed tourism industry
Recently started Belarus National Tourism Agency
2014 Ice Hockey World Championship being held in Minsk
Can market the event to both Belarus government & big market of Northern America (US – Canada), Australia, New Zealand & other European countries where Ice Hockey is a famous sport
Being one of the first international entrant will be a great boost for McJourney
Can tap-off the establish European market once settled in there
Expertise of MSW, Renewable sources of energy, etc can be used to promote our case for being associated with their Tourism Industry
Integrated approach towards Business Development
Sustainable Tourism by maintaining local ecological balance through
Waste management (Awareness, Collection & Disposal)
Renewable sources of energy
Facility Management Services of state owned hotels, lodges, etc.
Human Resource – Skilling
Provide training to local people, schools, etc. as guides, helpers in fostering tourism
Purpose of the presentation can be summarized as follows :
Establish McJourney as a Corporate Brand
Use of existing experience, expertise & relations developed with various government & other agencies for the purpose
Use of marketing/ advertising efforts in a way so as to extract the maximum output from the sales team
Achieve the Break – even – point at the earliest
Using the opportunity of IITF to the fullest for getting a large share in the oncoming winter season
Making our presence felt in the traditional tourism markets
Strong foothold in the largely untouched East-European tourism sector
Business Development & Operational Integration of the Group Business
PREPARED BY –
(+91 9654 00 11 24)
Hi, my name is Shailendra Singh, and my presence here is because of McJourney. Tourism industry in India is growing at a rate of more than 15 % annually and is projected to reach the figure of $. 1800 million by the year 2020 (Infrastructure Development Corporation Ltd.). So when I came to know about McJourney, the new venture being launched by A2Z group in Tourism sector, I took it as an opportunity to present my views which I think may contribute in establishing McJourney as a brand to recon with in this highly competitive sector.
Being a new entrant, I believe that there will be challenges which we need to identify and address them through proper planning so as to avoid knee jerk reactions in times of contingencies. In my opinion, McJourney being new to the market lacks Corporate Identity to which people may associate to. Also our products, i.e. tour packages lack any brand recognition and the biggest & most important challenge of our business, is to create & sustain the clients over a long period of time.
To create an identity for McJourney with which people may relate to will require efforts which may include … . Instead of trying to establish McJourney as an independent brand, what I propose is that A2Z help McJourney to evolve it as a brand using its own goodwill & expertise since most of the group businesses of A2Z complement in some way or the other to the tourism sector. They may be a part of Sustainable Tourism through maintaining the ecological balance of the region like solid waste management, renewable sources of energy, etc. Also services like facility management & HR may also be linked to the sector.
Other then that, it also provides an opportunity for us to use the relations which we have developed with our clients i.e. government & other agencies to promote the brand of McJourney for travel & tourism solutions. Since we are a part of the system in these organizations, we don’t have to start from the scrap. We just need to introduce our new product to them, which will be much more easier to do then approaching a new group for a fresh start.
In our EPC portfolio, we have 34 nos. of government/ PSU’s as clients. This may be targeted for the established market of LTC/LTA travelers. Also, agreements may be done for organizing the events like seminars, AGM’s, etc. for them. This can act as a low margin but highly stable market for us.
With a long list of clients to whom we are currently providing services ranging from consulting, housekeeping, janitorial, etc. it provides a huge potential for us not only in numbers but also as a tool of passive marketing through our more then 30,000 employees.
Indian Railways provide us a reach to potential customers which is unmatched in volume. Our coach supervisors may use pamphlets/ forms to tell the passengers about our travel products & collect information from them about there travel needs. This database generated can be used for market segmentation and targeted brand promotion. For example, the chances of a South Indian travelling to Jammu from South India are that - if not in defence services, he may be going there for a religious tour or to a hill station. So we may target him for promoting our religious or hill station tour packages.
The potential of passive marketing, through our 30,000 employees is great. If a MNC employee sees the logo of McJourney on the dress of housekeeping or security staff say 10 times a day, the imprint of our logo on his subconscious mind will be such that when he plans for a vacation, the chances are that he may use McJourney for it.
Our experience in MSW can be used for advertising through various steps (as mentioned) but may also be used as a tool for making strategic collaborations with various national/ international agencies for promoting sustainable tourism through maintaining the balance of the local ecosystem.
Eco Tourism, which according to the US based International Ecotourism Society (IES), between two third and 90 % of tourists from US, UK and Australia consider “active support of the environment” and “support to local communities” to be part of any tourism entrepreneur’s responsibility. It is also suggested that up to 70% would pay as much as USD 150 more for a two week stay at accommodation with a responsible environmental attitude. IES further reports that ecotourism market has grown more than 34 percent during the past decade-three times faster than the tourism market as a whole.
Other than the sectors which we have covered under various Group Businesses, one important market is educational institutions – both as an direct client & as an important factor which influences the decision of travel plan especially in the Indian context.
In view of the discussion so far, we may conclude that our other group businesses may complement McJourney substantially to break the ice in alluring new customers.
(but) Our efforts for building a corporate identity & attracting new customers is inadequate until & unless it is directed to our target clientele. So the importance of market segmentation (…..). The chance of selling a package of religious tour to an Indian of 60 years is more then a young MNC employee. Similarly 40 something well paid employee of an MNC can be convinced to take an overseas tour while a government employee will prefer a LTC package. A young MNC employee can be sold an adventure package to Leh while a college going boy will prefer the adventure package to Rishikesh. So our marketing strategy depends a whole lot on the proper segmentation of our targeted market depending upon our services which we are willing to offer.
So this market segmentation is one of the most important factor of our business so that we channelize our efforts for maximum output.
Retaining an existing customer is much more easier than to create a new one, to which we all agree. In tourism, a customer will repeat only if his experience of our hospitality & other allied services was up to his expectation. So we need a proper system to measure this factor on a continuous basis. Another marketing tool which we can use is, like, for example we can say that if you take our international package, you will get a 25% discount on our domestic package in say about a year or six months, i.e. reward to repeat customers. Also our exclusivity or specialization in a particular sector or place will help us create loyal customers.
But the bottom line in any start up venture is revenue generation and the break even point which we try to attain at the earliest. Our marketing strategy should keep in consideration to this & we have a nice opportunity in the near future where with proper marketing, we can definitely create a foothold for ourselves. For this we should have a well planned advertising plan.
We should take advantage of this huge exposure which we can get & market McJourney in a big way in this year fair through aggressive advertising & sales promotion.
Since the theme this year is on skilling, we may help these states where tourism is an integral part of the economy by providing our H.R. service of training to local people, schools, etc. as guides, helpers in fostering tourism.
Getting associated with the government/ government sponsored agency brings the credibility factor for our Brand. So we should put emphasis on this also along with our conventional exercise of Brand Building.
Our target should be the weekend travelers who throng the hills of Mussorie, Nainital, etc. Also adventure tourism can be marketed to the youth of Delhi-NCR . Other then that, there is also a huge market of Religious tours. Since, the existing market for such travelers is huge in the region of Delhi – NCR, we should try to tap on this in the short term.
Republic of Belarus is the partner country this year in IITF, it’s a …
We can approach Belarus as a total solution provider for developing there Tourism Sector. Our group businesses should be integrated in a package & alliance/ partnership should be sought on the basis of it.
This I will cal l as an (integrated approach towards business development). We can offer them our expertise in ….. .
This model of business development can be replicated for making alliances with other national/ international agencies.
Also backward integration can also be explored wherein if we are approaching a country/ state for a venture in MSW/ renewable energy/ water solutions, etc. and we can also offer them our expertise in developing the tourism in that region.
Tourism contribution in world GDP being 10%, the huge potential it provides to us can only be tapped through proper planning and concentrated efforts.
Business Development & Operational integration so as to avoid duplicity of efforts.
plan especially in the Indian context.
Retaining an existing customer is much more easier than to create a new one, to which we all agree. In tourism, a customer will repeat only if his experience of our hospitality & other allied services was up to his expectation. So we need a proper system to measure this factor on a continuous basis. Another marketing tool which we can use is, like, for example we can say that if you take our international package, you will get a 25% discount on our domestic package in say about a year or six months, i.e. reward to repeat customers. Also our exclusivity or specialization in a particular sector or place will