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Objective of the Study:
1. To get an insight into the competitive marketing strategies of three Full service Airlines in India:–
Indian Airlines (IA)
Jet Airways (JET)
Kingfisher
2. To understand the customer’s preferences or perceptions of services provided by these airlines.
3. To give a survey information about the total growth of market share of these companies.
Conclusion:
The healthy competition of domestic airlines has set new trends in the quality of service. In the monopolistic environment of Indian Airlines the quality and the desire to win over the constraints was totally dismal. With the oncoming of Jet Airways and Kingfisher Airlines there is sea change in the quality of service and the pride of the job.
It is a matter of great significance that the airlines staff now cares about the passenger comfort and takes pains to see that the flight is on time. The high percentage 98% of on time service of Kingfisher Airlines is the hall mark of their quality of service.
Recommendations:
The research study and the analysis of the various aspects tapped lead to the following recommendation:
1) With the oncoming of the Private Airlines on the country the customer awareness and aspiration of quality of service has been enhanced considerably. So all the airlines should emphasis on providing more efficient services both on the ground and in the air as done by Kingfisher Airways to a large extent.
2) The check-in time should be minimal. Wherever there is likely to be long cues more counters should be opened.
3) The facility of valet services as introduced by Jet Airlines should be adopted by all airlines and it should be extended to all classes.
4) Tele reservation and computerised check-in procedure should mandatory for all airlines. Indian airlines doesn’t have it.
5) The process of ticketing and cancellation should be made more easy, smooth and as flawless as possible as most of the respondent were not happy with the present ticketing procedure.
6) Delayed flight, which is a very painful experience for the travelers, should be attended to as top priority because the main clientage is businessmen and they are time bound.
7) There is a need to improve the quality of in-flight comfort especially for a economy class by way of seat pitch, leg room, quality and choice of food.
Customer grievance and prompt redressal should also be rated as top priority as this will not only provide the necessary input and the feedback but also would go a long way in improving the image of the airlines.
Limitations of the Study
• Marketing strategy of a company is indeed a closely guarded secret especially in the face of stiff competition as in the case of the airlines sector in India. Therefore, to extract information on the marketing strategy was a difficult task at the airport.
• The response of people to the questionnaire was not free from the biases as some of the travelers, due to their busy schedule and some compressions did not respond frankly. Moreover, all the Central Government Employees are obliged to travel by Indian Airlines by Government concession. So they were not in such a position to really compare the three airlines.
• Due to the lack of sufficient time the sample size was limited to 100 travelers only. This too was not the correct mix as most of the customer turned out to be Government employees who had the official obligation to stick to Indian Airlines.
The comparison of private and public company has the inherent draw back of their basic culture differ entirely. Also the Government machinery/resources do give a titled picture when compared with private enterprises where the resource crunch is inevitable.
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Objective of the Study:
• To analyse the trends in Indian Telecom Industry with the entry of Vodafone.
• To study the marketing strategies of Vodafone in Delhi and NCR
• To analyze the product portfolio and CRM Initiatives of Vodafone in improving customer satisfaction and to undertake a customer satisfaction survey for the services of Vodafone.
• To do a comparative analysis of cellular products and tariffs of the top players providing cellular services in New Delhi.
Scope of the Study:
The study was limited to the marketing strategies of Vodafone in Delhi and NCR. It also gives a detailed analysis of the marketing strategies of Vodafone in Delhi & NCR.
Limitations of the Study:
(1) Sample size may not be the true representative of the population.
(2) Respondent’s unwillingness to respond.
(3) Respondent’s inability to formulate a response.
(4) Respondent’s unavailability.
Time pressure and fatigue on the part of respondents and interviewer.
Findings:
• The initiatives taken by Vodafone in CRM have helped Vodafone to achieve a great amount of success.
• On measuring the effectiveness of the services provided by Vodafone in terms of responsiveness, reliability, empathy, assurance and tangibles it was found that the overall perception about its service quality is quiet high.
• Born a leader, the first cellular service in Delhi, Vodafone has maintained leadership through constant innovations, which have redefined standards of cellular services in India.
• Vodafone being the first to introduce a wide array of value added services like Smart mail, Fax facility, Call Hold, Call waiting, Web message, Information services etc. to enhance the convenience of its subscribers, has been able to achieve the title of best cellular service provider for five consecutive years.
• Vodafone is making use of the latest technology and focusing on building long term relationship with the customers as a result of which most of the people perceive Vodafone as the best cellular service provider in Delhi.
Conclusions:
There are two facets to a service: The user and the Provider. Both of them have a different perspective towards each other, and rightly so, owing to a difference in the needs, aspirations, level of commitment and the degree of sacrifice that each makes. The binding factor, nevertheless, remains the product/ service.
One of the fundamental issues in marketing has been communication: which in itself is not just a singular, one time activity, but in fact a set of carefully designed package that is projection of a company’s image, product, values and commitments towards its customers. While, on the other hand, customers’ communication is a rather subdued one and has to be deciphered into understanding of the needs, the need fulfilled and communicated to the customer that a solution exists for the deficiency of a need.
The study in the project has lead to an understanding of the environment that encompasses influences and shapes the telecom sector in India. The study of consumer groups in the form of data collected through the questionnaires, in turn has lead to many unexpected findings, which, restricted to the scope of the study could be useful in understanding the dynamics of consumers.
With the advent of the competition, especially after government allowing full Foreign Equity participation, the number of options available to the customers is manifolds: Firstly there is a choice of the Technology (WLL or GSM), Secondly there is a choice of service provider and Thirdly, there are a no. of tariff plans available to the customers to choose from. From the customer’s point of view, this a choice but from the companies point of view, it is the intensifying competition, wherein the high cost (Entry, Infrastructure, Network), can be recovered only through volumes (in manufacturing parlance and Large numbers in Service parlance). The competition also demands a Para-price strategy, to enrich the offer; hence a constant value addition is being done in innovative ways. For example, Dial-A-Pizza or Car or Mechanic service by Vodafone, Ringtones downloading by all the providers, Automatic Voicemail and optional Retrieval Service by Airtel, to name a few. Now customizing such a wide array of service is not a cost effective solution and ultimately the customer would have to pay for it, hence the package of value added services is little to unbundle and price it piecemeal.
Certain problems arose out of a Focused Group discussion, one of them was that there was an inherent difficulty of the participants in understanding the tariff plans being offered. But contrary to the initial belief, only half the respondents found it easy to understand the tariff plans being offered to them.
Recommendations:
Clear Needs Identification: Customer feedback and constant up gradation to understand the needs of the customer has to be an on going activity. This gains further importance in the light of the fact that the rate of change is quite rapid nowadays and hence the needs of the customers are reinvented and become obsolete at a very fast pace. During the data analysis it was observed that although the services provided by companies are quite technological advanced and the users can benefit a lot from them, yet a majority of the users are not availing the benefits of it. So it should be left at the discretion of the users which services he would use.
Personal Touch: Personal touch is being lost and telecom services are becoming mass services in nature. With the advent of technology, of course personal touch could be introduced at certain aspects of customer relationship. For example, instead of sending notifications to the customers through SMS and addressing as “Dear Subscriber”, could be easily replaced with “ Dear John” or “Dear Paul” etc. also, despite the fact that there are customer service centers, yet the users (especially Airtel and Reliance subscribers) find it difficult quite frequently to get through the Customer Service Centres.
Degree of Customization: The users feel that they are paying for services that they are not using. Now, from a provider’ view it becomes very cost inefficient to have highly customized services for their subscribers when the subscriber base could be as large as a million (Airtel’s Delhi subscriber base). But at the same time efforts could be made, so that there is enough room/option available at the time of subscription. It should be done in such a way that a bare minimum package should be offered and the customer can himself add on whatever services he thinks could be useful to him. There is a twin advantage in this kind of an approach:
a. The package would be more useful, customized and cost friendly for the subscriber.
b. The customer attrition rate would be lesser in this case because the premium would be placed on a self-chosen bundle of services that may not be matched by competition.
Educating the Customers: Customers per se need to be educated about the various services, their usage, the charges levied upon them etc. in a proactive way. Which would mean that the initiative should lie with the providers to constantly educate customers. A more enlightened customer is inclined to use the services in a beneficial manner and enhance the fundamental for which services are introduced in the very first place; Value Addition.
Simplification of tariff plans and consistency: There is little doubt that the tariff plans are complex, and as such there are constant changes in them. Although this is not entirely under the purview of the companies, since regulatory authorities determine and revise the tariff plans from time to time, yet there needs to be some sort of consistency, such that the user has clear understanding of his financial commitments.
Recommendations for the Users:
Need and FIT analysis: the customer needs to be clear on his requirements and the level of financial commitment that he is willing to make. The FIT analysis would entail the degree to which the subscriber feels that his needs could match with the services being offered to him. This proactive approach would benefit the customer both in terms of choosing the right service provider for him and also save on his time and resources in case of choosing the best suited provider.
Survey: The user need to look beyond the advertisement and promotional gimmicks of the companies and should conduct a survey of various service providers and do a comparative analysis, specific to his own needs to identify the most suited package for himself.
Proactive: although it is expected that the companies would be communicating to the customers in detail regarding their service offering, yet the customers themselves should be proactively engaged in asking relevant doubts clarified before they commit.
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A Critical Analysis and Study of Customer Relationship Management with Focus on the Travel and Tourism Industry Case Study: Thomas Cook
Reasons for choosing the topic:
More and more travel/ hospitality companies are implementing CRM technology as they increasingly recognized that it is far more cost effective to sell product to existing customers than to sell the same product to new customers.
CRM is the disciplined application in the travel industry that provides customer information to build customer relationships through:
• Continually refining insights into customer needs, habits, and economics
• Developing targeted and tailored value propositions based on those inputs
• Strategically focusing business resources on activities that build long-term customer and economic value.
Travel industry is moving from e-initiatives towards CRM because e-initiatives have not in general lead to a large increase in customer numbers.
CRM will help provide a view of the characteristics of existing customers for existing product; this allows the business target its marketing initiatives but it is unlikely it will in itself lead to more customers.
CRM is not about vendors understanding the industry it is about travel companies understanding their customers, their needs and how the business can improve their “share of wallet” and create loyalty. CRM systems may be able to get the information – the important thing is what you do with it.
However, the true benefits of CRM will be realized only with integration and seamless flows of information and process among customer information systems, customer intelligence solutions, and customer access points.
Aims/ Objectives:
• To analyze the importance of CRM from the organizations point of view and also in the travel industry.
• To investigates whether the implementation of CRM has
• improved and increase facilitation of customers
• Reduced costs and increased in profits.
• To analyze the current CRM strategies and its implementation in the company.
• Is adopting good CRM practice affordable or is the cost out of reach of many travel companies.
• To evaluate the success or failure of CRM initiative in the travel industry.
• To recommend strategies for future course of action.
Limitations:
• Due to the vastness and complexity of the topic and time constraint no comprehensive primary data could be collected, thereby no conclusive hypothesis could be drawn.
• Some key and very valuable information could have been left out as it was not possible to obtained companies and private research group’s white reports on CRM and relevant surveys on CRM.
• Some of the figures and data may not be accurate and exact, making the project more of a perception and assumptions.
• Due to time and money constraint I was not able to extensively go into the depth of the topic and draw out new information, data, and facts and figures making my own further valuable contribution to the researched topic.
• I had to rely heavily on exploratory data and literatures to support my findings at Thomas Cook and incorporated both to make the project meaningful.
• Reluctance of the companies to share their internal information made things difficult to come to a decisive conclusions.
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The objective of the project is to analyze the low cost, no frills airline industry, with specific reference to India, after making global comparisons. The report contains a brief introduction of airline/aviation industry. The company Deccan aviation has interests in various sectors and they provide the first low cost no frill airline in India, Air Deccan (later changed into Simplifly Deccan and lately into Kingfisher Red).
This report clearly mentions objective of the study and the research methodology utilized both primary data and secondary data. The data collection method used is structured non disguised questionnaire in which the types of questions used are open ended, multiple choice and close ended.
The report contains a detailed view of the tasks, which have been undertaken to analyze the market of Deccan. Questionnaires have been prepared to know the preferences of consumers about the low frill airlines. This project reveals one of the important findings which are about the profitability of airline and factors which important for the survival of low cost airlines.
Sources of information are primary and secondary data. Data collection method structured non designed questionnaire. Types of questions used open ended, multiple choice and close ended. Sampling method is random sampling.
In this study I found that most Deccan is the leading low cost no frill airline in comparison to others in the same category. I also found out that the most attractive or competitive prices are offered by Deccan.
Objectives:
• To analyze the low cost, no frills airline industry, with specific reference to India, after making global comparisons.
• To assess the factors those have contributed to the successful growth and consistent Profitability of airline companies following this business model.
• To analyze the strategies of Simplifly Deccan, India’s first no frills carrier.
Financial Analysis – A Comparison:
An attempt has been made below to compare the operational profitability of low frills vs high frills airlines. Comparison has been done for the Mumbai-New Delhi route between an Indian Airlines (High Frills) flight and Simplifly Deccan (Low Frills) flight.
The main assumptions are:
1. Period for which the comparison has been done is 1 day i.e. daily profitability has been calculated.
2. All the assumptions about numbers are only indicative and not the actual numbers hence the comparison is also indicative and not exact.
3. Since Simplifly Deccan does not have a separate business class, seating capacity is more as compared to Indian Airlines.
4. Since the turnaround time is less for Simplifly Deccan (AD) as compared to IA, it is assumed that 7 flights can ply daily on the Mumbai-Delhi route for AD v/s 6 for IA.
5. Break-even load factor for IA assumed at 60% for full-fare seats.
6. Operational Expenses per seat for AD assumed to be 50% of that of IA.
7. Other assumptions and profitability comparison are presented in the following tables.
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I am very thankful to my project guide to give me to show your hotel and tell me about all the facility about hotel & also learn many things related to hospitality sector. I also met many customer & asked about services & operations provided by holiday inn Agra. Many of the customers were businessmen & I asked are you satisfying the service of holiday inn? Mostly were saying yes & less were saying no. I had taken training under the Mr. Rajeev Sharma. He is a very nice guy. His working style was different from others. He had learned a lot of technical things related to Hospitality Industry. The things were deal the customer, satisfied the customer is very important, marketing, and ready for the customers 24x7.
I have chosen this Hotel because I wanted to go to Agra. One day I went to Agra with my friends Himanshu. He is my classmate. He introduces one person the name of this person was Mr. Rajeev. He was my project guide. My friend told me he is my brother & he works in Holiday Inn Agra. The month was going on AUG2008 & I wanted to make a dissertation on any hotel because I was doing MBA in Tourism. So, that’s why I am choosing this topic. My project Guide showed the hotel & tells me about the services & operations provided by Holiday Inn Hotel Agra. I was so glad when he was telling about services & operations provided by Holiday Inn Hotel Agra. My project Guide had learned about the tactics of hotel industry. I was living Agra for 10-12 days & I go daily holiday inn hotel to understand the about the services & operations. One thing I have not mentioned in my topic but I also analyze the performance appraisal of the staff & I describe in the report.
I will telling about the Agra city because the main reason is related to hotel suppose if you want to go to Agra then you will stay anyone of the hotel the best one is in my opinion Holiday Inn Hotel because I have seen it. So, I am telling about the Agra city.
Agra is the best city in the world everybody knows the Agra city & Taj Mahal. Taj Mahal comes in seven wonders in the world.
Objective of the Study:
1. To understand the various departments & their functioning & services provided.
2. To understand the inter-linkage between these departments.
3. To understand any problem faced by them.
4. To understand target profile consumers & complaint handling techniques.
Findings:
• There is average time in minutes which shows that optimum time limit is given to each individual according to the requirement .
• Yes , few with serious matter have been assessed in privacy or in boss chamber looking at the requirements otherwise at the routine place with casual appraising .
• Most are satisfied with the F&B services but some are not satisfied with delay in service.
• Most of the figures show that the employees are satisfied with rating scale method which holiday inn implements.
• The most of the customers have answered in positive note that there is performance of holiday inn Agra hotel employees
• Most of the employees data shows that appraiser is not biased.
• Almost all the employees think that immediate feedback is very important in performance appraisal programme.
Recommendations:
1. It should be near the Taj Mahal
2. The service should be good & sound pollution should be reduces.
3. The toilets & bathrooms should be clean.
4. The workers should only one call only for customers.
5. Water arrangement should be every time for their customers.
6. More than one Swimming pool should be there.
7. Location should be good means not any types of shop & other malls etc.
8. Parameter like cost efficiency or cost control should be used to determine the efficiency of the department as a whole .
9.Targets to be achieved on a specified date should be done away with the productivity of the employee if he cannot be justified if he completes his work one after the target date set ?
10.There should be separate appraisal form the different levels or the weight age of the different parameters should differ in each level.
Conclusion:
Now the hotel industry has realized the necessity of services & operations provided as an integral function in Hotel. Now they have realized that professional orientation is very much required for its viability. Profitability and sustainability with the advent of hotels are becoming professional oriented.
At present, the Hospitality sector is booming all over the world, In U.S, it is already the largest private sector, and world wide it is stated too. A World Bank report points out at the emergence of large-scale investor owned hotels as a dramatic development in India. The hotels will play a positive role in Tourism sector by providing good service to foreigners and visitors.
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