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Palaceon

Wheels

Submitted by:Manish T.N. Singh 91053

Gokul Nath S. 91019

Chinmay Jagga 91013

Neha Arya 91036

Anmol Sahni 91009

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Introduction

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Introduction

The train was started on the Republic day on 26-Jan, 1982

It is one of the top-5 most luxurious travels in the world

In India for nearly 2 decades it held monopoly as there wasno competitor

It stands for Royalty and High class luxury

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CustomerExpectations

&

Customer Buying

Behavior

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Customer Expectations

Journey full of Royalty, luxury and the ambience of thehistorical palaces.

The ambience and the overall environment reflect the royalmajestic past of the Maharaja era of India (Exotic cutlery,Carefully crafted furniture, Expensive curtains, Delicatelydesigned\decorated cabins etc.)

They wanted in each saloon personal attendants, Khidmatgars,for service who should be dressed in the traditional way andmust behave/serve in the traditional Indian style .

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Consumer Buying Behavior

Evaluation of alternatives based on the following parameters:

a) Price

b) Destinations

c) Duration of tour

d) Experience expected (Royal grandeur of maharajas or 5star facilities-lifestyle of modern life)

e) The review\feedback of the train available fromfriends\internet.

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Segmentation, Targeting & Positioning

Segmentation:a) People in high income groupb) Psychographic based VALS framework: Innovators especially the

Achievers and the Experiencers.c) People with a lavish and luxurious lifestyle

Targeting:a) Business class, Upper middle class, Rich and super Rich classb) Tourists (ones whose annual income is greater than 18, 00,000 Rs.)

And who look forward to a 5-star experience.

c) Foreign Tourists

Positioning:a) 5 Star Highly luxurious trainb) Synonymous for Royalty and Lavishnessc) Rooted in Indian Culture and Indian Customs

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Competition Analysis

Maharajas Express

Royal Rajasthan on Wheels

Deccan Odyssey

The Golden Chariot

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Physical

Evidence

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Rooms: inlaid motifs has been specially created for the Palace

on Wheels, wall to wall carpeting etc.

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"The Maharaja"

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"The Maharani"

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Bar,

Common room,

Library,

Lounge,

TV,

Music systems,

Games .etc.

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People

Every employee has to be dressed in

Traditional Rajashtani attire

The grooming of each attendant mustbe as per the Traditional Rajasthani

style eg: Big pronounced moustache,Sacred Thread, Necklace, Ear piercingsetc.

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DEMAND AND CAPACITYDEMAND AND CAPACITY

MANAGEMENTMANAGEMENT

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Physical EvidenceCustomerContact person

On StageOff StageBackend Processes

Booking

Office

Brochure

, Tour

Itenary

Form

Reci

ept

Customer calls

for enquiry

Visits the

Booking

Office

Enquiry

at

receptio

n

Fills the

form

Does booking

& makes

payment

Receptio

nist

Greets

ProvideInformation &

Brochure

Receive

payment &

provide

receipt

Enquiry

handling

Stores

data in

DB

Confirms

booking and

book seats

Booking

by

cust

ome

r

thro

ugh

boo

king

offic

e

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RATER MODELRATER MODEL

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GAPsRegistered tour operators, at times fail tocommunicate the complete information

related to the journey

The food served on the trainespecially the traditional Rajasthanicuisine was more spicy with respect

to the foreign tourists

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Statistical Analysis

0

1

2

3

4

5

6

1 3 5 7 9 11 13 15 17 19 21 23 25 27

Overall Experience

Overall

Experience

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Statistical Analysis

0

1

2

3

4

5

6

1 3 5 7 9 11 13 15 17 19 21 23 25

Overall Satisfaction

Overall

Satisfaction

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Statistical Analysis

Recommend?

Yes

No

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Discriminant Analysis

Tests of Equality of Group Means

Wilks' Lambda F df1 df2 Sig.

Ambience .727 8.625 1 23 .007

Luxury .562 17.906 1 23 .055

Value for Money .758 7.360 1 23 .012

On Schedule .847 4.168 1 23 .043

Comfort .849 4.090 1 23 .055

Facilities .780 6.496 1 23 .018

Hospitality .997 .061 1 23 .008

Quality .881 3.110 1 23 .091

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Recommendations

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Recommendations

The Palace on Wheels should have only one site (Currently ithas 4 sites).

The websites must have clear, big and high quality picturesdepicting the interiors of the train

The official video of the Palace on wheels must be redone

Comparatively less spicy Indian food for foreigners

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Dhanya Waad !!!!!