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PROJECT REPORT ON
INBOUND SERVICES OF COX & KING IN INDIA
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL
Kalkaji, New Delhi
Session: 2012-14
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SUBMITTED BY
MOHD.DARVESH ANSARIPGDM III-(IB)Roll No: 26JIMS, KALKAJIBATCH 2012-14
SUBMITTED TO
EXTERNAL MENTORMr. ASHISH GUPTA(COX & KING)
INTERNAL MENTORMs. PALLAVI(JIMS, Kalkaji)
CERTIFICATE
This is to certify that Mohd. Darvesh Ansari student of Jagannath International Management
School has completed her Project report on “INBOUND SERVICES OF COX & KING IN INDIA”
in the year 2012-2014 in 3rd trimester of PGDM (IB). He has successfully completed the project
under my constant guidance and support.
Signature of Project Guide:
External Mentor:
Mr. ASHISH GUPTA
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DECLARATION
We, here by, declare that this mentorship project report on INBOUND SERVICES OF COX &
KING IN INDIA has been written and prepared by me during the academic year 2012-14. This
project was done under the external Mentor Mr . ASHISH GUPTA cox & king (pvt ltd) and internal
mentor Ms. PALLAVI AAHUJA. In partial fulfilment of the requirement for the Post Graduate
Diploma in Management course of Jagannath International Management School, Kalkaji (New
Delhi).
MOHD. DARVESH ANSARI
Roll No-26
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ACKNOWLEDGEMENT
Gratitude is a way of acknowledging all the great and little efforts that people around us
have put into this project. It is also a way of ensuring that even the smallest contribution
does not go unnoticed. Therefore, we would like to express my heartfelt gratitude to
everyone being involved in this project one way or the other.We express our thanks to
Mr. Amit Gupta, Chairman, JIMS Kalkaji and Dr.(Cdr.) Satish Seth, Director, JIMS
Kalkaji for providing us the infrastructure to carry out the project. We are extremely grateful
to our faculty Ms. Pallavi & external mentor Mr. Ashish Gupta, For extending his whole
hearted cooperation, support, valuable time and information throughout our project
development with attention and care.
.
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Table of contents
CHAPTERS
1. INTRODUCTION
1.1 About cox & king
1.2 Classification Of Services in Inbound Services
2.Research work
2.1 Statement of problem
2.2 Objectives of study
2.3 Scope
2.4 Limitation
3. COMPANY PROFILE
3.1 Product/Services
3.1.1) Destination Management
3.1.2) Outbound Tourism
3.1.3) Business Travel
3.1.4) Incentive & Conference Solution
3.1.5) Domestic Holiday’s
3.1.6) Foreign Exchange
3.1.7) Travel Insurance
3.1.8) Trade Fairs
3.2 COX & KING’S ADVANTAGE
3.3 STRATEGIES TO REACH CUSTOMERS
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3.4 SWOT ANALYSIS
3.5 TYPES OF CUSTOMER & SEGMENTATION
. Users of tourism services
. Need for Segmentation
. Segmentation
3.6 CLASSIFICATION OF THE SERVICES
3.7 Market Presence
4. Research Methodology
4.1 Design
4.2Tool
4.3Data Collection
4.4Population Size
4.5Quality of Population
4.6Sample unit
4.7Sample size
4.8Statistical Tools used
5. Analysis and Interpretation
6. Findings
7. Suggestions
8. Conclusion
9. Future Plans
10. Bibliography
11. Questionnaire
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INTRODUCTION
INBOUND SERVICES
An inbound customer service facility works best when it provides customers with a single
point of contact for all their service questions. Customers ring a single number to order
products, make a payment, register a purchase or obtain product information. They can also
place a support request or make an inquiry about a product. The agents handling the
incoming calls must have the product and technical knowledge to deal with the call
personally or, if necessary, transfer the call to a specialist. Customers appreciate the
convenience of a single point of contact, provided they receive an appropriate response.
Inbound is travel for recreational, leisure or business purposes. The World Tourism
Organization defines tourists as people who "travel to and stay in places outside their usual
environment for more than twenty-four (24) hours and not more than one consecutive year for
leisure, business and other purposes not related to the exercise of an activity remunerated from
within the place visited". Tourism has become a popular global leisure activity. In 2008, there
were over 922 million international tourist arrivals, with a growth of 1.9% as compared to 2007.
International tourism receipts grew to US$944 billion (euro 642 billion) in 2008, corresponding to
an increase in real terms of 1.8%.
As a result of the Late-2000s recession, international travel demand suffered a strong slowdown
beginning in June 2008, with growth in international tourism arrivals worldwide falling to 2%
during the boreal summer months, and this negative trend intensified as international tourist
arrivals fell by 8% during the first four months of 2009.
Tourism is vital for many countries, such as the U.A.E, Egypt, Greece and Thailand, and many
island nations, such as The Bahamas, Fiji, Maldives and the Seychelles, due to the large intake
of money for businesses with their goods and services and the opportunity for employment in
the service industries associated with tourism. These service industries include transportation
services, such as airlines, cruise ships and taxis, hospitality services, such as accommodations,
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including hotels and resorts, and entertainment venues, such as amusement parks, casinos,
shopping malls, various music venues and the theatre.
The United Nations classified three forms of tourism in 1994, in its "Recommendations on
Tourism Statistics: Domestic tourism", which involves residents of the given country traveling
only within this country; Inbound tourism, involving non-residents traveling in the given country;
and Outbound tourism, involving residents traveling in another country.
Classification Of Services in Inbound Services
ON THE BASIS OF THE END USER
The end user for Tourism Services is always the CONSUMER, and therefore on the basis of the
end user, Tourism Services fall under the category of ‘Consumers’. However these consumers
may vary, which is why Tourism Services also differ.
SERVICE PRODUCT CONTINUUM
As per the Product-Service Continuum, Tourism Services fall under the category of “Goods +
Services”. The core product is the destination, which is purely intangible. However, tourism is
linked to a number of tangible goods such as souvenirs, cuisine, etc which constitute an
important part of any vacation or holiday any consumer might take. Therefore it cannot be
classified as only services, and falls under the category of “Goods + Services”.
PEOPLE BASED SERVICES
Tourism Services are high contact services, as people interact with people at virtually EVERY
stage of the way. Tourism services are very people-oriented services, and the service people
are plenty and have high contact with the consumers. The consumer interacts with a myriad of
service people starting from when he books his ticket and throughout the course of his holiday.
EXPERTISE
Tourism Services are mostly professional services. The service people include travel agents,
tour operators, hoteliers, caterers, tour guides, etc. Almost all of these people are trained and
are professionals. They might be trained by professional institutes (IATA, IITM, etc.) or by the
agency/company they are working for (COX & KING’s).
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ORIENTATION TOWARDS PROFIT
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All Inbound Services are commercial, and are undertaken with a view to earn profits.
1. Brand Equity & Expertise: When people are looking for travel related solutions; one of the first
names that comes to mind is Cox & Kings. As franchisee, Cox and Kings become an integral
part of Cox & King's 248 year heritage and are in a position to command the same kind of
respect in the industry.
2. Training: To ensure flawless management and strong before and after sales service, team
will be put through comprehensive training provided by Cox & Kings. The training program will
be constantly updated and will provide with ongoing guidance and assistance at every stage of
your progress. There will also be an online training program in place soon.
3. Technology and Total Support: One of the many things Cox & Kings guarantees its
franchisees are unmatched technology and technical support. Cox & Kings have developed
comprehensive technology solutions, covering everything from an easy access virtual office
system to automation support with in-house helpdesk and disaster recovery systems. One can
access office anywhere anytime. Imagine if your child is ill and you need to stay at home or your
client calls you late at night after office hours. Well, you have the Cox & Kings advantage at your
fingertips with our superb online access system. You'll also be provided with a quick and easy to
use online database, which can be accessed 24 hours a day, seven days a week. Also, in case
of any unfortunate instance, where you might end up losing valuable data/ transaction details,
now your business can be back on its feet within a matter of minutes. All thanks to disaster
recovery system.
4. Easy-to-use One Window bookings: Imagine when you book a ticket you first go on to a
Central Reservation System (CRS). Next, you have to log into another system for a hotel from
'X' supplier, then into another system to compare the rates with 'Y' supplier. Finally you have to
physically capture all this information and print an excel sheet. With the Cox & Kings advantage,
life is a lot simpler. Now with online access system, anyone can complete all processes using
just one window - just one simple booking system. Cox & Kings also ensure that the most
comprehensive IT Software is put into place so you have everything you need to manage and
run franchise.
5. 24 hour call centre: There's also a 24 x 7 call centre to back up in case of an emergency or
urgent queries. One will receive all the advice, expertise and tools to help you succeed. And that
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too from a dedicated franchisee support team that is committed to help franchise increase sales
and profitability.
6. Customer Relationship Management: One require an invaluable business tool for winning and
servicing customer. Cox & Kings will provide it in the form of a sophisticated Customer
Relationshi
Management system
The CRM is a user-friendly database system that is designed to analyse your customer's needs
and wants.
The system extracts customer data from your booking system and maintains a complete
detailed history of all your customers.
It allows you to identify and match opportunities to customers most likely to respond to targeted
offers.
The CRM marketing program includes all our own nationally co-ordinated direct offer mails plus
a personalised cover letter written as if it comes from you and displays your shop's contact
details.
The CRM program is also an invaluable business tool for winning and servicing your business. It
even produces reports which aid you in identifying areas of opportunity and increasing your
revenue and profitability.
1. Enjoying Cox & Kings Purchasing Power: As one of the most established travel
company, Cox and Kings have the leverage to negotiate commissions and overrides on airfares,
cruises, coach tours, holiday packages as well as hotel accommodation and car rentals. Which
means, Cox and Kings have access to preferential deals and a strong competitive advantage to
offer them to customers?
2. Marketing Strategy: Online and Offline Medium will be used for the marketing of Cox &
Kings Products and to create the brand awareness and reach out to the clients. National Level
as well as Regional Marketing Campaigns will be adopted for creating the Cox & Kings brand
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awareness.
3. Extensive Ground Operator Network: Since Cox & Kings also has a strong network of
dedicated ground operators functioning in different countries, One will be able to offer
customers a range of options to maximize their holiday experience as per their budget and
convenience. Also, one can be sure about the fact that all customers will always be in the expert
hands of the network and will enjoy a smooth and memorable holiday.
TRAVEL INDUSTRY FUTURE
The last few years have seen the Indian economy grow rapidly, resulting in the emergence of
new sectors like IT, call centres & BPOs. The nation is witnessing a new breed of consumers;
one with higher purchasing power and with disposable income to fuel their dreams. Add to it
media exposure, evolving cultures, mobile phones, internet, television etc. This has not just
changed the way we live but also the way we Travel. This new scenario has resulted in the
Travel Industry growing by leaps and bounds. Holidays today have become a necessity. Even
taking more than one holiday a year is not at all unusual. Also standards of customer demands
and expectations have gone up considerably and the customer, who once simply bought a
ticket, now crosses into other travel services like hotel bookings, holiday planning, ancillary
services etc. Hence, what the customer needs now is a one-stop travel shop that can provide
him a host of travel-related services under one roof.
Domestic Tourism
According to the ministry of tourism the total number of domestic tourists in 2005 was in the
region of 300 million. There are different sub-segments to these such as adventure tourism,
pilgrim tourism and leisure tourism. Pilgrim tourism still comprise 50 per cent of the total
domestic movements. Domestic numbers are expected to increase by 15 per cent year-on-year.
Outbound Tourism
Pacific Asia Travel Association (PATA), records that outbound travel from India is growing at a
rate of 10.5 percent. According to IATA India figures the total outbound figure for 2005 stood at
5.5 million tourists and it is expected to touch 7 million by the end of 2006.
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COX & KINGS, A PROMISING FUTURE
Cox & Kings An Illustrious Past. An Eminent Present. A Promising Future...
Cox & Kings The World's oldest Travel Company
Destination management
Outbound tourism
Domestic holidays
Business travel
Trade fairs.
With a strong presence across the globe, one can easily say that the key reasons behind Cox &
Kings immense success are:
A rich experience of around 248 years
THE C&K ADVANTAGE
• Best Brand for over 250 years and been operational non-stop since 1758.
• One Stop Travel Fulfilment Centre (Online as well as Offline Fulfilment) for all Travel Related
Services including a range of third party products
• Integrated Information Technology Platform to offer centralized reservation systems for all
business units
• Excellent Supplier Contracting Terms & Capabilities
• Strong online Presence
• Timely & Accurate MIS
• Knowledgeable Staff
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• Support via BPO & Call Centres
• Innovative Products Design and Creative Marketing
• Global Shareholder of Radius
DESTINATION MANAGEMENT
COX & KINGS is India's market leader in destination management, with substantial competitive
advantage in this business segment. Cox & Kings operates a range of group and individual
tours to destinations throughout the Indian subcontinent for clients from all over the world. Cox
& Kings overseas is a renowned travel brand and an Indian subcontinent tour specialist and
been quoted as one of the top 5 premium tour operators by 'Conde' Nast Traveller'. This division
also provides specialist services to foreign participants visiting India for international meetings,
conferences, ad hoc incentives and exhibitions and also caters for domestic conferences and
corporate incentives. Ground related services to international cruise companies touching Indian
shore with a provision of shore excursions are other leading activities of this division.
OUTBOUND TOURISM
Kings began a full-fledged in house tour operating activity by designing its own brochure product
under exclusive arrangements with direct suppliers and local agents across the globe. Cox &
Kings has been undertaking path-breaking initiatives to reach out to the travellers through
innovative products. These include:
'Duniya Dekho' Holidays to Europe, USA, Far East, South Africa, Mauritius, Australia and New
Zealand. For the "value for money" traveller
'FlexiHols' is a concept in holidaying where the traveller enjoys all the comforts and convenience
of a planned holiday but at a pace & price that is set by him. This is targeted at the more
discerning Free Individual Traveller
Luxury Escapes - It takes a travel company that has been round for two hundred years, to know
everything about royal treatment. Cox & Kings rolls out a whole new concept in Holidays -
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Luxury Escapes. Spoil yourself. Get pampered rotten. Holiday like a king. Join us as we unveil
country after country laced with sinful indulgence and fine living.
BUSINESS TRAVEL
Cox & Kings are one of the market leaders in business travel services in India, offering a full
range of business travel services to over 200 corporate clients, including major multinational
companies. C&K's strength in this business area is evident when one of the world's largest
conglomerate in business travel - Radius the First truly global travel management
partnership/consortium with merger of Travel Trust International and Woodside Travel
Management Corporation in 1992 selected Cox & Kings as their Indian partner. C&K - Radius
Overseas Travel Fulfilment Solutions through the Radius Brand
Leveraging the partnership with Radius, Cox and Kings can offer Travel Fulfilment Services to
Corporate Clients who are having offices overseas or project teams working on site at their
customer’s site, through its Radius Shareholders in the respective overseas regions. All travel
requirements will be controlled through the off shore 24 x 7 Travel Centre based in Mumbai.
DOMESTIC TOURISM
India with its large domestic consumer offers Cox & Kings a unique opportunity to
launch its portfolio of 'domestic holidays' for people resident in India. Launched in
2000, 'Bharat Dekho' (see India) is today's leading 'branded' product in the country
with a wide range of 'Indian Holidays' from cultural holidays, pilgrim holidays,
wildlife holidays, honeymoon tours, weekend getaways, customized FIT Tours to
nature trails, Bharat Dekho has captured over 50% of the domestic market.
INCENTIVE SOLUTIONS
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Over 7000 incentives in the last 4 years make Cox and Kings the biggest player in Incentives.
The Incentive Solutions Division of Cox & Kings provides cost effective travel incentive schemes
for clients that recognize and reward exceptional effort of its employees, customers, suppliers or
dealers. A team of handpicked industry specialists committed to handling every aspect of an
incentive / conference event are a part of this team.
MICE
The growing importance of MICE - Meetings, Incentives, Conferences and Exhibitions led to the
launch of this division. The division has existing tie ups with various Chambers of Commerce
and National Tourist Offices.
CURRENCY EXCHANGE
Cox & Kings has a full-fledged money changing division in Cox & Kings Offices servicing the
needs of the corporate traveller and the leisure travel clients. A strong distributor of American
Express Travellers' Cheques, Cox & Kings has been awarded 'Top Performer' for several years.
TRAVEL INSURANCE
Policies for Leisure Domestic as well as International Travel and special Corporate Deals on
Insurance covering an array of specialized travel areas, some of which are:
Loss of baggage (checked)
Bounced Hotel / Airline Bookings
Missed connections
Personal Accident
Trip Cancellation due to hospitalisation, death or curfew.
HIGH TECHNOLOGY PLATFORM
Cox & Kings today deploys highest information technology platform in the Indian Travel
Industry. It has developed totally integrated front, mid and back office solutions. This has
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brought about huge cost savings for the organisation, thus managing to offer 'quality' service to
its customers at a great cost savings.
COX AND KINGS AS BRAND
The Cox and Kings brand has evolved over 250 years and is one of the most recognized
holiday brands today. The company offers services as a 'One-Stop Shop' for all travel and
travel-related products. Its business can broadly be categorized as Leisure Travel, Corporate
Travel, Forex and Visa Processing. C&K designs travel packages for both individuals and
groups, for their domestic and international leisure travel. The company makes travel
arrangements for corporate clients to cater to their business meetings, conferences, events, and
as an incentive for their employees and business partners. The company also provides value-
added services, such as customizing travel plans for NRI customers, travel arrangements for
Trade Fairs and providing private air charter services. Besides, C&K offers travel-related foreign
exchange and payment solutions. The company is one of the first travel companies in India to
be granted a license as an Authorized Dealer - Category II, under the new licensing regime.
Within Leisure Travel, the company has three sub-segments, Outbound Travel, Inbound Travel
and Domestic Travel. The Inbound Travel business represents destination management
services that cover all aspects of ground tour arrangements required by tour operators across
the world. The Domestic and Outbound Travel businesses include the selling of holiday
packages for travel in India and overseas, respectively. Under Corporate Travel, a full range of
business travel services, through a team of dedicated relationship managers, is offered.
In India, C&K has 255 points of presence, covering 164 locations, through a mix of branch sales
offices, franchised sales shops, General Sales Agents (GSAs) and Preferred Sales Agents
(PSAs). The company has 14 branch sales offices located in Mumbai, New Delhi, Chennai,
Kolkata, Bangalore, Hyderabad, Ahmedabad, Jaipur, Kochi, Pune, Nagpur and Goa. Besides, it
also operates through 56 franchised sales shops spread across India. The company has a
global presence, with operations in 19 countries (besides India) through subsidiaries, branch
offices and representative offices (in the UK, Australia, New Zealand, Japan, US, UAE,
Singapore and Hong Kong).
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Over the period of 2006-09, the company has made 6 acquisitions, and it will continue to
explore various opportunities for inorganic growth in the future
IPO Details: C&K proposes to make its IPO in the price band of Rs316-330/share, at a face
value of Rs10 each, and to issue 1.85cr shares, of which 30.5lakh shares are offered for sale by
Lehman Brothers Opportunity, Deutsche Securities Mauritius and Merrill Lynch Capital Markets
Espana. Therefore, the fresh issue by the company will be to the extent of 1.55cr shares. The
company plans to use the proceeds for debt repayment (Rs129.6cr), acquisitions and other
strategic initiatives (Rs150cr), investment in overseas subsidiaries (Rs62.5cr), and investment in
corporate offices and upgrading its existing operations (Rs60cr).
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Industry Overview
Global Tourism Industry
As per a WTTC study, the number of tourist arrivals worldwide increased from 904million in
2007 to 925million in 2008, registering a rise of 2.3%. The growth was comparatively lower than
the CAGR of 4.6% over the period of CY1995-08, mainly on account of the global meltdown. In
2008, the growth was the weakest since the recessionary period of 2001-03, when the industry
was hit by the collapse of the high-tech boom, the 9/11 terrorist attacks and the SARS outbreak.
Close to two million jobs were nevertheless created during 2008, but the industry was faced with
increasingly difficult global headwinds in the second half of the year, as consumer and business
confidence collapsed. The effects of the global meltdown are expected to continue in 2009, with
the growth rate of tourist arrivals likely to decline by 4.3% to 885mn before
Over the long-term, the Travel & Tourism Industry is expected to resume its growth, with
emerging economies in particular leading the way by boosting international travel. In developed
countries, a growing preference for leisure is expected to provide clients for new destinations
once consumers regain confidence, while the popularity of short breaks, both domestic and
international, will continue to increase. WTTC estimates the world Travel and tourism industry to
witness a CAGR of 4.3% over 2009-2019. In USD terms the same is expected to witness a
CAGR of 6.9%.
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Indian Inbound Industry - Recovering
During 2008-09, the Indian tourism industry had to cope with terrorism and the global economic
downturn, which put a brake on a decade of phenomenal growth in international arrivals (1998-
2007), driven mainly by the successful 'Incredible India' marketing campaign and steady
improvements in the tourism infrastructure. However, with the effects of the meltdown easing
out and economic activity picking up, the declining trend of FTAs (Foreign Tourist Arrivals)
seems to have been arrested.
The FTAs declined significantly to 13.8% during 2010, as compared to that in 2008, but, during
2010, the situation improved markedly (a decline of only 1.8%), with the FTAs close to that of
last year. However, measured in terms of a percentage of GDP, tourism still accounts for just
6% of the economy, much below the world average in 2008.The expected rise in demand over
the next 2-3 years would be largely due to factors such as India's popularity as a tourist
destination, strong economic fundamentals, a continued interest from multinationals and a
steady growth in domestic travelers (both business and leisure).
Investment Argumen t
C&K derives over half of its earnings from the emerging markets (mainly India) and is focused
on increasing its presence in other high growth geographies (mainly the Middle- East and
South-East Asia). This, we believe, would bode well for the company, as it is ideally poised to
benefit from a strong growth in demand for outbound and inbound services in these areas,
enabling it to achieve a high growth rate in the future.
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According to WTTC estimates, the world travel and tourism industry is expected to clock a
CAGR of 4% over 2009-2019. The growth rate is expected to be much higher in the case of
emerging markets, mainly India, the Middle-East and South-East Asia. According to WTTC
estimates, the tourism industry in India, the Middle-East and South-East Asia is likely to witness
a CAGR of 8% over 2009-2019.
According to the WTTC, developing countries, which until recently have been the key drivers of
growth in the tourism industry, are expected to take a backseat over the next decade. Although
countries like the US, Japan, China and West-European countries would continue to generate a
big chunk of travel and tourism demand, in terms of growth, the emerging countries in Asia, the
Middle-East and Africa are likely to lead going ahead. The shifting of the trend towards the
emerging markets is evident from the steep decline in the share of the top 15 destinations of
international tourist arrivals (from around 75% in 1970 to around 57% in 2007).
Well-positioned to gain market share on the back of a strong brand franchise and a presence
across the value-chain
The travel market is highly fragmented, with a large number of travel agents catering to most of
the demand. We believe that C&K's strong brand, coupled with services across the value-chain
(inbound and outbound), would act as a key driver in garnering a higher market share in the
future.
Strong Brand Equity: C&K's brand has evolved over a period of 250 years and is one of the
oldest brands in the Travel and Tourism industry. Over the years, the company has built a
strong brand franchise for itself in overseas markets as well as in India. Cox & Kings was
ranked 1st among the Top Brands in India, and ranked 152 amongst the Top 1000 Brands in
the Asia-Pacific region. The tour-operator industry is dependent on brand awareness and recall
in the long-run, as customers need to believe in the capabilities of the operator to provide quality
services and that their products will lead to a satisfied experience, even before they have
approached the service provider.
Presence across the value-chain; C&K offers complete travel solutions, and serve as an
integrated provider of all travel and travel-related products. The company provides a 'One-Stop
Shop' for all travel requirements, from visa formalities to ticketing, holidays, insurance and
foreign exchange. Besides, the company is in the process of rolling-out a pan-India, luxury train,
under the brand 'Maharajas' Express', through a joint venture with the Indian Railways.
Wide geographical reach: In India, C&K has 255 points of presence, covering 164 locations,
through a mix of branch sales offices, franchised sales shops, General Sales Agents (GSAs)
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and Preferred Sales Agents (PSAs). The company has 14 branch sales
offices located in Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Ahmadabad,
Jaipur, Kochi, Pune, Nagpur and Goa. Besides, it also operates through 56 franchised sales
shops spread across India. Moreover, the company has a global presence, with operations in 19
countries (besides India) through subsidiaries, branch offices and representative offices (in the
UK, Australia, New Zealand, Japan, US, UAE, Singapore and Hong Kong).
Concerns for Indian Inbound industry
The Travel and tourism industry is highly cyclical in nature and sensitive to changes in economic
growth.
The industry is highly-fragmented and competitive, and thus faces stiff competition from other
players and also from the unorganized sector
The company is exposed to currency fluctuations in the various countries that it operates in.
Outlook and Valuation
Over 2006-09, C&K's Revenues and PAT have witnessed a CAGR of 65.6% and 80.7%,
respectively; these, however, have also been aided by the five acquisitions it has made across
the globe since 2006. Going ahead, estimate C&K's Top-line and PAT to witness a CAGR of
27.4% and 37.7% over 2009-11E, respectively On the lower and upper end of the price band,
the stock would quote at 16.5x and 17.3x its post diluted 2011 estimates, respectively. We
believe that the company’s organic and inorganic growth rates will be sustained, and its core
profitability will remain healthy, going ahead. Hence, on the back of positives like C&K's superior
growth rates, its wide geographical reach, a strong brand franchise and the improving industry
dynamics, we recommend a Subscribe view on the IPO.
Rationale for our Subscribe recommendation
Cox and Kings (C&K) is a global tour operator, deriving around 90% of its revenues from the
leisure segment. The company has a strong presence in the emerging and developed markets,
and offers travel, forex and visa services.
Well-positioned to gain market share on the back of a strong brand franchise and a presence
across the value-chain: C&K has a history of over 250 years, making it one of the oldest travel
brands in the world. Over the years, the company has built a strong brand franchise for itself in
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overseas markets as well as in India. The travel market is highly fragmented, with a large
number of travel agents catering to most of the demand. We believe that C&K's strong brand,
coupled with services across the value-chain (inbound and outbound), would act as a key driver
in garnering a higher market share in the future.
BUSINESS PROMOTION (MARKETING)
To run the business smoothly it is very important for the company to continuously
promote and expand its business activities. The intent to run the business smoothly
laydown certain guidelines towards the achievement of this objective. They are:
1. ADVERTISEMENTS:
Head office/Branch office/Franchise store will whenever deemed necessary and
appropriate advertise in the national/local news papers and/ or souvenirs/
magazines for:
a) Induction of managerial staff.
b) Recruitment of skilled employees.
c) Occasional publicity for projecting good image of company.
d) For procurement of new products and packages
While releasing such advertisements under mentioned points should be given due
consideration:
a) Economy of expenses
b) Brief but effective exposure.
c) Attractive image representation.
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2. BUSINESS SURVEY:
Regional/Branch offices shall, either on their own initiative or on instructions
from the head office, conduct occasional, but programmed and structured
surveys of market and competitors. However, before or while conducting these
surveys, following points should be taken into consideration.
a) Assessment of business prospect in the area.
b) Whether area is untouched by other competitors especially “THOMAS
COOK”
c) Employee-customer relationship in the area.
d) Insurance and Foreign tie-ups should be covered
e) Culture environment and language of different countries in packages.
f) Available of customers locally.
g) Assessment of customers need as per the products and services.
h) Fire fighting facilities available.
k) lexibility in packages as per customers requirement
STATEMENT OF PROBLEM
The study is done to find out the perception o f customers on comparing COX AND
KINGS and other competitive brands
To find out the additional features and that could added to cox & king to make to it more
effective.
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KINGS compared to any other competitors.
OBJECTIVES OF STUDY
The objective of the study can be classified as follows:
Critically examine the adequacy and completion of the facilities to encoura
customer to select COX AND
SCOPE OF STUDY
encountered by COX AND KINGS which is a business that deals solely with
different clients Scope of study is to showcase all the supports, challenges and
opportunities
To study the working of each department of COX AND KINGS and to see the
problem faced by them and finally to throw light on areas of improvement
possible.
LIMITATION OF THE STUDY
Feedbacks of the some clients were not up to the mark.
Due to the peak season customers were busy to give feedbacks for my
Questions.
The study captures only Marketing department. So it is difficult to
collect the data from all the department which is not possible in this
short time duration.
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Swot Analysis of Tourism industry in India
STRENGTHS
a. India's geographical location, a culmination of deserts, forests, mountains, and beaches.
b. Diversity of culture i.e. a blend of various civilizations and their traditions.
c. A wealth of archeological sites and historical monuments.
d. Manpower costs in the Indian hotel industry are one of the lowest in the world. This provides
better margins for the industry.
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WEAKNESS a. Lack of adequate infrastructure. The airlines in India, for example, are inefficient
and do not provide basic facilities at airports. The road condition in India is very bad.
b. A xenophobic attitude among certain sections of people. c. No proper marketing of India's
tourism abroad. Foreigners still think of India as a land of snake charmers. There are many
places where the image of India is one of poverty, superstition, and diseases. The case of
Plague in Surat in 1994 led to a decrease of 36% in arrival of foreign tourists in India.
OPPORTUNITIES
a. More proactive role from the government of India in terms of framing policies.
b. Allowing entry of more multinational companies into the country giving us a global
perspective.
c. Growth of domestic tourism. The advantage here is that domestic tourism and international
tourism can be segregated easily owing to the difference in the period of holidays.
THREATS
a. Economic conditions and political turmoil in other countries affects tourism.
b. Political turbulence within India in Kashmir and Gujarat has also reduced tourist traffic.
c. Aggressive strategies adopted by other countries like Australia, Singapore in promoting
tourism.
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Cox & King’s Customers Positioning & Segmentation
Users of Tourism Services
The users of tourism services can be categorized in a number of ways.
One such way of classifying the users is by dividing them into categories such as General,
Sex, Region, Education, etc.
1. General: Domestic, Foreign
Kids, Teens, Youths, Seniors
Students, Executives, Artists
Politicians, Movie stars
2. Sex: Men, Women
3. Region: Rural, Urban
4. Education: Literate, Illiterate
5. Status: Rich, Poor
6. Profession: Executives, Academics, Sportsmen, Artists
7. Occupation: White collar, Blue collar
Another method of classifying users of tourism services is on the basis of the frequency of
usage of services.
1. Non-users: They lack the willingness, desire and ability (income & leisure time).
2. Potential Users: They have the willingness but the marketing resources have not been used
optimally to influence their impulse.
3. Actual Users: They are already using the services generated by the tourist organizations
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4. Occasional Users: They have not formed the habit of traveling
5. Habitual Travelers: They have formed a habit and avail of the services regularly.
Need For Segmentation
Consumer behavior can be defined in psychological terms as the whole range of the
generation of wants and their transformation into buying or using decisions. Users have
values, perceptions, preferences and expectations which are the result of environmental
influences. There are a number of factors that influence the behavioral profile of consumers.
Segmentation
Though there are a number of bases for
segmentation of tourists, one of the most important
is Lifestyle. Traveling decisions are fantastically
influenced by changing lifestyles. They are also
affected by other factors such as level of income,
availability of leisure time, etc. BASE OF
SEGMENTATION
CATEGORIE
S
Holiday Mass market
Popular
market
Individual
market
Demand Primary
Secondary
Opportunity
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Classification Of Services in Inbound Services
ON THE BASIS OF THE END USER
The end user for Tourism Services is always the CONSUMER, and therefore on the basis of the
end user, Tourism Services fall under the category of ‘Consumers’. However these consumers
may vary, which is why Tourism Services also differ.
SERVICE PRODUCT CONTINUUM
As per the Product-Service Continuum, Tourism Services fall under the category of “Goods +
Services”. The core product is the destination, which is purely intangible. However, tourism is
linked to a number of tangible goods such as souvenirs, cuisine, etc which constitute an
important part of any vacation or holiday any consumer might take. Therefore it cannot be
classified as only services, and falls under the category of “Goods + Services”.
PEOPLE BASED SERVICES
Tourism Services are high contact services, as people interact with people at virtually EVERY
stage of the way. Tourism services are very people-oriented services, and the service people
are plenty and have high contact with the consumers. The consumer interacts with a myriad of
service people starting from when he books his ticket and throughout the course of his holiday.
EXPERTISE
Tourism Services are mostly professional services. The service people include travel agents,
tour operators, hoteliers, caterers, tour guides, etc. Almost all of these people are trained and
are professionals. They might be trained by professional institutes (IATA, IITM, etc.) or by the
agency/company they are working for (COX & KING’s).
ORIENTATION TOWARDS PROFIT
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All Inbound Services are commercial, and are undertaken with a view to earn profits.
Market Presence of Cox & King’s
Cox and Kings’ registered office is situated in Mumbai, India with 255 points of presence
covering 164 locations through a mix of branch sales offices, franchised sales shops, General
Sales Agents (GSAs) and Preferred Sales Agents (PSAs).
Cox and Kings’ have 14 branch sales offices located in Mumbai, New Delhi, Chennai, Kolkata,
Bangalore, Hyderabad, Ahmedabad, Jaipur, Kochi, Pune, Nagpur and Goa.
Besides, Cox and Kings also operates through 56 franchised sales shops spread across India to
have larger access to our customers. Further, they have an extensive network of 185 GSAs and
PSAs covering all major towns and cities of India.
Cox and Kings has a global presence with its operations in 18 countries besides India through
subsidiaries, branch offices and representative offices. They have subsidiaries in UK, Australia,
New Zealand, Japan, US, UAE and Singapore and operates from Moscow (Russia), Maldives
and Tahiti through our branch offices and Spain, Sweden, Germany, Italy, France, Taiwan,
South America and South Africa through our representative offices.
The company through its subsidiary in Australia has acquired Tempo Holidays, one of the
leading wholesalers in the Australian outbound tourism market.
CKIL’s subsidiary, Quoprro Global Services Pvt. Ltd., acquired in 2008 accepts and processes
visa applications from foreign nationals applying for Indian visas in Greece and Singapore.
Recently, they got further approvals from the diplomatic mission of India in Hong Kong.
In 2009, CKIL acquired the East India Travel Company in North America, one of the top three
source markets for the Indian subcontinent
Further, they have presence in overseas markets through a network of GSAs and PSAs
covering other countries enhancing our global presence.
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Research Methodology
Research Design:-
Conceptual structure with research must be conducted. The preparation of such design
facilitates research to be as efficient as possible and yields maximum information.
Research Objectives:-
.
To know different customer retention, customer acquiring and customer relationship building
processes.
To known the satisfactory level of the customers.
To know the influence of services provided by COX AND KINGS on it’s business.
To identify factors, affecting customer satisfaction.
To suggest some techniques to improve customer satisfaction.
In this study, no analysis of data is made as the data available are already analyzed one and
are present in the graphical manner in published reports. So
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no statistical tools are used in this study. But explanatory research has been made where data
are interpreted to get some findings.
Source of Data:-
The task of collecting data begins offer a research problem has been defined and plan in
chalked out. This study pertains to collection of data from primary and secondary.
Primary Data:-
Data are called for the first time for a specific purpose in mind using the questionnaire methods.
Questionnaires through personal contact and telephone call.
Secondary data:
This refers to information that has been collected earlier by someone else often including
printed or published reports, news items and company invoices. It also includes internal
documents like invoices, sales report, and payment history of customers and dispatch record.
Information Required:-
The services provide by franchise store of COX AND KINGS (franchise department).
Facilities provided to the Customer of COX AND KINGS.
Influence of positive referrals on the customer growth and sales made through new customers
added.
Advantage of implementation of Office Desk Data.
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Research Plan:-
Data source : - Primary & Secondary
Research instruments : - Interviews
Contact method : - Direct / person./Telephone/e-mail
DATA ANA ALYSIS AND IN NTERPR RETATION
Table 1-Duration n of custom
mers 1-6 month hs
35
6-12 mon nths 45
12-18 mo nths 15
18-24 mo nths 5
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Table 2-Influencing Factors for Clients
&Friends
15
Follow ups 5
e-mails 10
Cox a and kings webs site 70
Table 3-Reasons for preferring Cox
and Kings Customer relation
75
Attractive packages 10
Service 10
Pricing 5
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Table 4-Demand for service es
Always
90
Sometime es 10
Table 5-Expectaations from the
company Services
60
Pricing 5
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Packages 15
Accommodations 5
Excursion 15
Table 6-Satisfaction level Highly
Highly satisfied
60
Satisfied 30
Average 5
Not satisf fied 5
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FINDINGS
1. 65% of the clients are using the services frequently.
25% of the clients are using the services very frequently.
5%of the clients are using the services occasionally.
5%of the clients are using the services rarely.
2. 35% are clients since 6 months.
45% are clients since 12 months.
15% are clients since 18 months.
5% are clients since 24 months.
3. 15% of the clients are influenced by Friends.
5% of the clients are influenced by follow ups.
10% of the clients are influenced by e-mails.
70% of the clients are influenced by Cox and Kings Website.
4. 75% of the clients are using services of Cox and Kings due to customer relation or treatment.
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10% of the clients are using services of Cox and Kings due to attractive packages and
excursion.
10% of the clients are using services of Cox and Kings due to good service.
5% of the clients are using services of Cox and Kings due to pricing.
5. 90% of the clients agree that Cox and Kings always fulfill the order according to their need.
10% of the clients agree that Cox and Kings sometimes fulfill the order according to the need.
6. 60 % of the clients emphasizes on the quality of services.
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5 % of the clients emphasizes on pricing of services.
15% of the clients emphasizes on accommodations.
5 % of the clients emphasizes on price of packages.
15 % of the clients emphasizes on excursion.
7. 60% of clients are highly satisfied with the quality of the services.
30% of clients are satisfied with the quality of the services.
5% of clients are average with the quality of the services provided.
5% are not satisfied with the quality of the services provided.
8. 15% of clients are highly satisfied with the price of the packages provided.
20% of clients are satisfied with the price of the service provided.
45% of clients are average with the price of the services provided.
20% of clients are not satisfied with the price of the services provided.
9. Majority of the clients has given satisfactory rate over its competitors.
10. Though clients prefer comparing competitors pricing but gets attracted towards quality
packaging and services being provided by Cox and Kings.
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SUGGESTIONS
Promotional strategies should be followed on mass basis
SWOT ANALYSIS should be done on regular basis
Employees performance should be monitored
Market research should be given priorities to overcome threats
Regular surveys should be done in order to estimate customer’s satisfaction level
Proper working environment should be provided in order to provide ease to employees as well
as customers
24*7 facility should be provided to welcome customer at any instant time
A good communication channel should be maintained
Regular FOLLOW UPS is required to be carried on
Group tours should be provided with proper assistance and guide throughout the tour
Regular updates of the services and products should be communicated to loyal customers
Strong competitive strategies must be followed against the competitors especially “THOMAS
COOK”
Regular appraisal should be followed for the employees in order to get the maximum output
from them
Number of days and nights should be increased to optimize the level of experience
Franchisee department should emphasize on increasing more number of stores for mass
accessibility of customers
Franchisee stores must be monitored and regulated on regular basis for providing greater
assistance and documentation.
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Conclusion
COX & KING’S has a very good reputation in the industry.
People are more aware about Cox and Kings than Thomas Cook, KUONI, SITA, and
MAKE MY TRIP.
In small cities there is more potential of ticketing than package tours.
There is less number of people who book their tour ticket through travel agents.
Middle class people should not be considered as a major customer group who are interested in
package tour.
COX & KING’S is one of the dominant in the industry.
COX & KING’S global presence has also strengthened its position in India.
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Future Plans Of Cox & King’s
COX & Kings is set to expand its foreign exchange business to more centres in India
Cox & Kings has come out with its package for Europe and packages for the US and Far East
on mass basis.
The Indian Railways Catering and Tourism Corporation (IRCTC), and Cox and Kings India Ltd.,
(CKIL), have signed a Joint Venture agreement to set up a company called the Royale Indian
Rail Tours Ltd., to manage and operate the first pan-India luxury tourist train.
Efforts are being made so that online and offline business models would complement each
other in a very effective manner in future
Expecting a huge and unprecedented jump in the outflow and inflow of tourists in the country,
the Cox and Kings, has decided to expand its operations in India.
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BIBLIOGRAPHY
www.coxandkings.co.in
www.wikipedia.coxandkings.org
www.financialexpress.com
www.digitallibarary.com
www.thehindubusinessline.com
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QUESTIONNAIRE
TITLE: CUSTOMER SATISFACTION AND THEIR RETENTION
Personal Details:
Name:-
Age:-
Address:-
Contact no.:-
QUESTIONS:
1) Are you loyal customer of Cox and kings?
1)1-6 months 2) 6-12 months 3) 12-18 months 4) 18-24 months more
2) If you are the regular client of Cox and Kings then what was your last package?
……………………………………………………………………………………………
3) Who influenced you to avail services of Cox and Kings?
1) Friends follow-ups 2) e-mails Cox 3) Kings websites
4) Many tours and travels companies are there in then why you want to be a regular customer of
Cox and Kings?
1) Customer relation 2) attractive packages 3) services pricing
5) Is Cox and Kings fulfilling your demand according to your need?
1) Always 2) Sometimes 3) Rarely
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6) What is your expectation from the Cox and Kings while using services?
1) Services 2) pricing 3 packages 4) accommodations
5) Excursion
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Others if any…………………………………………………………………………
7) Are you satisfied with the Quality of services provided?
1) Highly satisfied 2) Satisfied 3) Average
4) Not satisfied
8) Are you satisfied with the price of packages?
1) Highly satisfied 2) Satisfied 3) Average 4) Not satisfied
9) Why you prefer Cox and Kings over any other tours and Travel Company?
1) Quality 2) Price 3) services 4) Customer treatment
10) How will you rate Cox and Kings over its competitors?
1) Excellent 2) Very good 3) Satisfactory 4) Poor
11) Would you like to continue availing services from Cox and Kings?
1) Yes 2) No
12) Are you satisfied with Cox and Kings packages and services?
1) Highly satisfied 2) Satisfied 3) Average 4) Not
satisfied
13) Do you recommend this brand to others?
1) Yes 2) No
If no then why ………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………
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14) What is your opinion about Cox and Kings?
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………
DATE:
PLACE: SIGNATURE
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