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 Tourists
Base 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 Segmentation
Base of 0Segmentation for Cox &
Kings
Non Users
Categories
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 & Kings
Short Term (in 2 years) Long Term (in 5 years)
Promoting various tourism segments Full-fledged branding & promotional
like medical tourism, adventure tourism, Initiatives (Integrated Marketing
ecotourism, etc by designing segment Communication)
specific packages in addition to country
and region specific packages

To concentrate on capacity building by To provide an umbrella of services

improving the quality of services associated with travelling to the
offered, infrastructure, manpower by customers.
benchmarking with competitors

Use of Information Technology

(eTourism) to
complement 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’
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_campaig
n_highlights_reliability_15649
 http://adsoftheworld.com/files/cox%20n%20kinga
%201.jpg
 http://www.indiaprwire.com/pressrelease/travel/2
009083132685.htm
 http://www.coxandkings.com/live/promos/korea/k
orea.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