Assignment Of E-MARKETING TOPIC :- SOTC

Submitted To :
Abhisek Dutta

submitted BY:
NEERAJ KUMAR

Reg. 10806301

The Introduction of SOTC

SOTC is a leading brand of Kuoni Travel Group India, the country's largest Travel and Tourism Company. We now provide our services to holiday makers from around the globe. Our services include Independent Global Vacations & Independent India Vacations some of the finest holiday plans to destinations around the world put together with our vast experience and extensive research. SOTC today operates in USA, Canada, UK, Kenya, Tanzania, Mauritius, Dubai, Kuwait, Oman, Dubai, Abu Dhabi, Bahrain, Saudi Arabia, Qatar, Hong Kong, Singapore, Pakistan and South Africa. Soon we would commence our operations in Australia, Sweden and many more countries Established in 1949 with just five employees at an office in Cawasji Hormusji Street, Mumbai . The SOTC has grown to become one of Indias largest travel companies. By the year 1968, the Company had a turnover touching Rs 25 million. A major turning point came in 1976 when SOTC handled its first group tour to the US during the bicentennial celebrations. Within three years, SOTC had taken about 500 passengers to Europe, the US, Singapore and Japan . SOTCs outbound business operations broadly encompass Packaged Group Tours for Indians and Individual Holidays. SOTC World Famous Tours caters to those who seek comfort in group travel. It is widely Acknowledged to be the most successful package tour brand in India.
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E-marketing strategies
The SOTC is E-MARKETING model core business is TOUR and TRAVEL, but the late 1990 is the online business . The online travel portals has provided a variety of choices to the end-customer . core business product is tangible as well as intangible. The product combination of attraction, facilities and transportation ,accommodation and facility as well as the entertainment . Company is betting big on franchising , Franchising has allowed us to expand our distribution and grow our business in an effective manner . The SOTC is offer the special product is Escorted tours Customized holidays Trade fairs SOTC sports Corporate tours The major thing of e marketing strategy is the India largest outbound tour operator of SOTC and also other the office in all major cities of India . Franchises : Offices in all major cities of India,347 offices in India 2) Tie Ups: Flightraja.com 3) Travel boutique online 4) Internet Booking of Packages and Tickets The some important factor is the success of SOTC is :Excellence in fulfilling the promise : Timely response to customers requests: Solid and fruitful strategic alliances: Marketing know-how:

MARKET SEGMENTATION

The Marketing segmentation is that on the two way International marketing and national marketing International Travelers- Those crossing International borders Domestic Travelers - Those travelling within India. Inbound market is further segmented into six broad categories 1. Holiday and sight seeing. 2. Business travelers 3. Conference attendees. 4. Students 5. Visiting friends 6. Relatives etc.

TARGETING The SOTC is targeting the mass market segment as well as niche market segment. As the lifestyle changes, consumption of services might change . and the targeting the visitor and also those visitor they are the repeat visitor and purchase order to pick up acc to the need and want .

SOTC is product classified

Sr.No.

BENEFIT CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT

MEANING The fundamental benefit or service that the customer is buying. Basic, functional attributes. Set of attributes/conditions the buyer normally expects.

WITH RESPECT TO THE TRAVEL AND TOURISM INDUSTRY Traveling. Ticketing, hotel reservation. Customer friendliness, good food.

1 2 3

Prompt services, That meets the customer comfortable and AUGMENTED s desires beyond convenient trip, PRODUCT expectations. spectacular sights, and music. Totally customized tour POTENTIAL The possible evolution to packages, A grade service PRODUCT distinguish the offer. at every stage.

The SOTC is cost saver and is there is also useful website and easily collect the information and also be user friendly .

The SOTC is the quick service option

Independent Global Vacations: Independent India Vacations: Escorted tours for Non Resident Indians (NRI):

Luxury Vacations:
The SOTC is also the quick response link is that as well as global and domestic .

There is other offer :--

15-Day Cost Saver All of Europe

Regular Price: USD 2,499 Value Price: USD 2,199 Visits: England, France, Belgium, Netherlands, Germany, Switzerland, Liechtenstein, Austria, Italy, Vatican. Plus: Child goes FREE! Plus: Excursion to Mount Titlis FREE!

15 Days Cost Saver Best of Europe 2012.

Regular Price: USD 2,499 Value Price: USD 2,199 Visits: England, Belgium, Netherlands, Germany, Austria, Italy, Vatican, Switzerland, France. Plus: Child goes FREE! Plus: Excursion to Mount Titlis FREE!

12-Day Eastern European Wonders - 2012

Regular Price: USD 1,999 Value Price: USD 1,699 Visit: Germany, Czech Republic, Austria, Slovakia, Hungary, Poland

Others Offers

15-Day Cost Saver All of Europe

Regular Price: USD 2,499 Value Price: USD 2,199 Visits: England, France, Belgium, Netherlands, Germany, Switzerland, Liechtenstein, Austria, Italy, Vatican. Plus: Child goes FREE! Plus: Excursion to Mount Titlis FREE!

15 Days Cost Saver Best of Europe 2012.

Regular Price: USD 2,499 Value Price: USD 2,199 Visits: England, Belgium, Netherlands, Germany, Austria, Italy, Vatican, Switzerland, France. Plus: Child goes FREE! Plus: Excursion to Mount Titlis FREE!

12-Day Eastern European Wonders - 2012

Regular Price: USD 1,999 Value Price: USD 1,699 Visit: Germany, Czech Republic, Austria, Slovakia, Hungary, Poland The all the offer is show the offer on home page on the site of SOTC customer chose will be according to there best offer and benefits .

The SOTC online business is face the challenge :-1) Not focusing on Rural areas and Indian railways network. 2) Lack of corporate offices and small city offices across the nation. 3) Ineffective customer services. 4) Economic conditions 5) Security 6) New entrants 7) Local Travel Agents and travel companies 8) Competitors

CASE BASE ON THE ISSUES AND CHALLENGES :

The SOTC is issues and challenges is happen in e- marketing . The SOTC is the online sites is attractive, user-friendly and also help to choose the particular and beneficial tour and travel in global as well as domestic with some interesting price rate with the extra benefit . But the challenges is face the SOTC is the some time in geographical base in rural area , because the in rural area is people is not aware the SOTC and the online marketing . The other factor is consider is that the online in Ineffective customer service and also be the other feedback system exist . And some time in tour customer is face some problem with the service .

The other is the new entrance and the Competitions is day by day increase . but the SOTC is the STP is the good . They will target the all the type of customer and these kind of people those they would like to travel , and SOTC is one leading brand in India because the distribution strategy is good . If the concept becomes successful, soon they will introduce the franchise model and take the lounge concept to tier-II and tier-III cities. While online companies are normally accessible beyond geographical boundaries, these companies often have to take strategic decisions regarding location when it comes to offline stores. Kuoni, Indias largest travel company dominating the outbound market for more than a decade is also betting big on franchising. The company has appointed 45 franchisees for their outbound business and has seen the business grow at the rate of 25% per year. Speaking about the success of the franchise model, CEO and MD, Kuoni India and South Asia says, Franchising has allowed us to expand our distribution and grow our business in an effective manner. So we have decided to expand our travel education business as well through the franchise route. For Kuoni franchise, the fees and the investment depend on the projected business volume and vary from region to region