SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT

OF
BACHELOR OF COMMERCE (HONOURS)

SUMMER TRAINING PROJECT REPORT

ON
MARKETING STRATEGIES OF MAGIC TOUR OF INDIA

Submitted By: Priya Grover

Enrollment No.:52124088815 Batch: 2015-2018

INTERNAL GUIDE EXTERNAL GUIDE

Name: Ms. Madhu Ruhil Name:
Designation: Assistant Professor Designation:

Trinity Institute Of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work on Marketing strategies of Magic tour of india made
by Priya Grover , B.com (hons), Enroll no.52124088815 is an authentic work carried out by
her under guidance and supervision of Project guide Ms. Madhu Ruhil

The project report submitted has been found satisfactory for the partial fulfillment of the degree
of Bachelor of Business Administration.

Project Supervisor

Signature

Name
 ACKNOWLEDGEMENT

It is my pleasure to present this report. Working on this project was an good experience that will
have great impact on my career. It was really useful period of 60 days working with the Magic
tour of india.

I like to express my sincere thanks to my project guide Ms. MadhuRuhil for regular follow-up
and valuable suggestions provided throughout.

He has always been a source of inspiration and guidance. I also thank all the respondents who
have given their valuable time, views and valid information for this project.

With this I wish to thanks the entire employees of Magic tour of india& special thanks to who
helped me to complete my training at Magic Tour of india.
 DECLARATION

I hereby declare that the following documented Project report titled “Marketing strategies of
Magic Tour of india” is an original and authentic work done by me for the partial fulfillment of
Bachelors of Commerce degree program.

I hereby certify that all the Endeavour put in the fulfillment of the task are genuine and original
to the best of my knowledge & I have not submitted it earlier elsewhere.

Signature:

Name of Student : Priya Grover

Course & Shift : B.com(hons.) & 2nd Shift

Enrollment no. : 52124088815

 Table Of Content

S. NO Particulars Page No.

1. Chapter-1 (Introduction & Literature Review) 1-15

 Introduction
 History
( Theorical concept abt the topic such as
Importance,Functions,Types
Roles) etc.
2. Chapter-2 (Research Objectives & Methodology) 15-30
 Research Objective of the study
 Research Methodology
 Research Design
Types of research design
 Data Collection
Sources of data collection(Primary & Secondary)
 Sampling Design
Population/Universe
Sampling Unit
Sample Size
Sampling Area
Sampling technique
 Sampling Instrument (Questionnaire)
No. of Questions
Types of Questions
Rating Scale (if used)
3. Chapter-3 ( Data Processing, Analysis & Interpretation) 30-45
 Data processing
 Analysis of the problem under study
 Interpretation of the result
4. Findings 46
5. Limitations 47
6. Conclusion 48
7. Suggestions & Recommendations 49
8. Bibliography 50
9. Annexures 51
CHAPTER 1
Introduction to Tourism Industry:

The Travel and Tourism industry is still one of the largest single businesses in world commerce
and its importance is widely recognized.

The tourism industry is now one of the largest sectors earning foreign exchange. In the face of
many benefits, many countries have started assigning due weight age to the tourism industry in
their national development agenda.

Tourism is an industry that operates on a massively broad scale: it embraces activities ranging
from the smallest sea-side hotel; to air-lines, multi-national hotel chains and major international
tour operators. Originally, non-traditional industries such as tourism emerged as a solution to
strike a balance between ecology and industry

 Tourism is one of the world's fastest growing industries at present and holds the status of
the world's no. 1 industry.

 Spending on tourism amounts to 5%-10% of total consumer, spending in a year

worldwide.

 The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion
worldwide.

 India's share of the total market is a pittance at 0.51%. The non-tourist countries like
Malaysia and Indonesia get much more tourists than India.

 India's share of the total market is a pittance at 0.51%. The non-tourist countries like
Malaysia and Indonesia get much more tourists than India.

 The Tourism industry's foreign exchange earnings in India are around $3.2 billion.
Tourism is the highest foreign exchange earner if we consider the fact that net value
addition in Gems and jewellery is less than 30 % whereas, in tourism it is more than 90
%.
 SPECIAL FORMS OF TOURISM

For the past few decades many forms of tourism are becoming more popular, particularly:

ADVENTURE TOURISM

This type of tourism involves travel in rugged regions, or adventurous sports such as
mountaineering and hiking (tramping).

CULTURAL TOURISM

It includes urban tourism, visiting historical or interesting cities, such as Delhi, Amritsar,
Mumbai, Banglore, Chennai, Ahmedabad, etc. and experiencing their cultural heritages. This
type of tourism may also include specialized cultural experiences, such as art museum tourism
where the tourist visits many art museums during the tour, or opera tourism where the tourist
sees many operas or concerts during the tour.

EDUCATIONAL TOURISM

It may involve travelling to an education institution, a wooded retreat or some other destination
in order to take personal-interest classes, such as cooking classes with a famous chef or crafts
classes.

GARDEN TOURISM

It means visiting botanical gardens, famous places in the history of gardening, such as Versailles
and the Taj Mahal.

HERITAGE TOURISM

It is visiting historical (Rome, Athens, Cracow) or industrial sites, such as old canals, railways,
battlegrounds, etc.
HEALTH TOURISM

It means usually to escape from cities or relieve stress, perhaps for some'fun in the sun', etc.
often to "health spas".

MEDICAL TOURISM

It is used for advanced care that is not available in one's own country, in the case that there are
long waiting lists in one's own country for use of free or cheap health care organizations for what
is illegal in one's own country, e.g. abortion, euthanasia; for instance, euthanasia for non-citizens
is provided by Dignitas in Switzerland.

HOBBY TOURISM

Tourism alone or with groups to participate in hobby interests, to meet others with similar
interests, or to experience something pertinent to the hobby. Examples might be garden tours,
square dance cruises, etc.

POP-CULTURE TOURISM

This tourism refers to tourism by those that visit a particular location after reading about it or
seeing it in a film.

PERPETUAL TOURISM

It is mainly for wealthy individuals who are always on vacations; some of them, for tax purposes
or to avoid being resident in any country.

PILGRIMAGE TOURISM

Compostela for Catholics, Temples and stupas of Nepal for the Hindus and Pilgrimage tourism
refers to ancient holy places (Rome and Santiago de Buddhist, Mount Athos or Painted churches
of northern Moldavia for the Orthodox), religious sites such as mosques, shrines, etc.

SPORT TOURISM
Skiing, golf and scuba diving are popular ways to spend a vacation. Also in this category is
vacationing at the winter home of the tourist's favorite baseball team, and seeing them play
everyday.

ECO TOURISM

It means sustainable tourism which has minimal impact on the environment, such as Safaris
(Kenya), Rainforests (Belize) and Hiking (Lapland), or national parks.

GAMBLING TOURISM

This tourism refers to tourism to Atlantic City, Las Vegas, Macau or Monte Carlo for the
purpose of gambling at the casinos there.

Tourism Industry In INDIA :

As per the Travel and Tourism Competitiveness Report 2009 by the World Economic Forum,
India is ranked 11th in the Asia Pacific region and 62nd overall, moving up three places on the
list of the world's attractive destinations. It is ranked the 14th best tourist destination for its
natural resources and 24th for its cultural resources, with many World Heritage sites, both
natural and cultural, rich fauna, and strong creative industries in the country. India also bagged
37th rank for its air transport network. The India travel and tourism industry ranked 5th in the
long-term (10-year) growth and is expected to be the second largest employer in the world by
2019.

India has been ranked the "best country brand for value-for-money" in the Country Brand Index
(CBI) survey conducted by Future Brand, a leading global brand consultancy. India also claimed
the second place in CBI's "best country brand for history", as well as appears among the top 5 in
the best country brand for authenticity and art & culture, and the fourth best new country for
business. India made it to the list of "rising stars" or the countries that are likely to become major
tourist destinations in the next five years, led by the United Arab Emirates, China, and Vietnam.

Contribution to the Economy :

According to the Travel & Tourism Competitiveness Report 2009 brought out by the World
Economic Forum, the contribution of travel and tourism to gross domestic product (GDP) is
expected to be at US$ 187.3 billion by 2019.

The report also states that real GDP growth for travel and tourism economy is expected to
achieve an average of 7.7 per cent per annum over the next 10 years. Export earnings from
international visitors and tourism goods are expected to generate US$ 51.4 billion (nominal
terms) by 2019. The travel and tourism sector which accounted for 6.4 per cent of total
employment in 2009 is expected to generate 40,037,000 jobs i.e. 7.2 per cent of total

employment by 2019.

Foreign Tourist Arrivals

Estimates of foreign tourist arrivals (FTAs) and foreign exchange earnings (FEE) are important
indicators of the tourism sector.

According to the latest data released by the Ministry of Tourism, FTAs during January 2010
were 491,000 as compared to 422,000 in January 2009, an increase of 16.4 per cent. FEE in US$
terms during January 2010 were US$ 1.21 billion as compared to US$ 941 million in January
2009, a growth of 29.1 per cent.
Moreover, to give a further boost to the tourist arrivals, the Indian Association of Tour Operators
(IATO) has drawn up plans to hold roadshows in the US, UK, European Union nations and
Australia in 2010 to hard sell India as a tourist hub.

Government Initiative

The campaign ‘Visit India Year 2009’ was launched at the International Tourism Exchange in
Berlin, aimed to project India as an attractive destination for holidaymakers. The government
joined hands with leading airlines, hoteliers, holiday resorts and tour operators, and offered them
a wide range of incentives and bonuses during the period between April and December, 2009.

Euromonitor International's Travel And Tourism in India report states that the Government of
India increased spend on advertising campaigns (including for the campaigns ‘Incredible India’
and ‘Atithi Devo Bhava’ - Visitors are like God) to reinforce the rich variety of tourism in India.
The ministry promoted India as a safe tourist destination and undertook various measures, such
as stepping up vigilance in key cities and at historically important tourist sites. It also deployed
increased manpower and resources for improving security checks at key airports and railway
stations.
COMPANY PROFILE
Deepa Krishnan is a successful travel professional specializing in the following:

• India familiarization / experiential tours for groups from charitable foundations, companies,
business associations and MBA schools.

• Offbeat guided tours for visitors to India’s urban centres, including several tours that partner
with local non-profits.

• Private tours of India for discerning individual travelers.

After a business degree from the Indian Institute of Management, Calcutta, Deepa spent 18 years
in financial services technology. She has worked with several banks and financial services
companies, including ABN AMRO, Barclays, Citigroup, Morgan Stanley and Standard
Chartered Bank, across Asia-Pacific, Europe and the USA. She has travelled widely, and
interacted with senior business leaders from all continents. Her last consulting assignment was
with Barclays, where she helped launch the bank in India in 2006 and was part of the leadership
team of Barclays Technology Centre India.

In 2002, as a mid-life adventure, she set up a sightseeing company to showcase “the real India”
to overseas visitors. What started as a lark has now evolved into a successful group of businesses
with 100+ people working across 25 cities in India.

Deepa has been featured on the History Channel, Discovery (TLC), iTV UK, CNN, NDTV
India, Forbes Magazine, Conde Nast, and in several other international and Indian magazines and
newspapers. Her offbeat tours – bazaar walks, cuisine tours, textile and craft tours –have
delighted thousands of

discerning travellers from all parts of the world.

Deepa is the India Destination Expert for www.tripadvisor.com, the world’s largest travel advice
portal. She is an active blogger, and writes two award-winning city blogs:
www.delhimagic.blogspot.com and www.mumbai-magic.blogspot.com

Deepa is also head of Abhyudaya, a non-profit that works with 453 students from slums in the K-
West Ward of Mumbai, providing educational inputs and skills for earning better livelihoods.
She teaches Mentoring and Leadership to MBA students at the SP Jain Institute of Management
and Research, Mumbai. https://www.facebook.com/AbhyudayaSPJIMR/?fref=ts

She has learnt classical dance (Bharatanrityam), and enjoys watching Kylie Kwong’s cooking
show with her daughter. Her husband, meanwhile, is delighted to be left to his own devices, and
is in the middle of an exciting new business launch. What little free time he has is devoted to
dining out with the family, and his other great passion, tennis.
About the company
Magic Tours of India is currently the largest guided tours company in India in the inbound
segment.

Our clients include international museums, charitable foundations and trusts, VIPs, heads of
businesses, educationists, study groups, industrialists and professionals from all over the world.
Our corporate client list has more than 100 names, including Citigroup, Kellogs, TATA, Infosys,
Deutsche Bank, Pepsico, JP Morgan, IBM, the Oberoi Group of Hotels, Nestle, Lufthansa, and
many more. We have done tours for the Guggenheim Foundation, BMW Foundation, Harvard,
Stanford, University of Washington, Syracuse University, and several others schools and
colleges from around the world. We are the preferred guided tours company for the Four Seasons
Hotel in Mumbai. If you would like to reassure yourself about the quality of our tours, we have
satisfied customers who will gladly provide email references.

There are more than 500 independent testimonials on tripadvisor, and we have won the
Certificate of Excellence 5 years in a row now, for Mumbai Magic and Delhi Magic. We are
listed in the Tripadvisor Hall of Fame for consistent excellence for the past 5 years. We are
recognized by the Ministry of Tourism (Government of India), as well as the tourism board of
Maharashtra, the state where we are domiciled; in fact the government tourism department sells
some of our Mumbai tours on their website.

We are a member of the Indian Association of Tour Operators (IATO), this is the apex national
body for travel agents in India, and we are required to abide by IATO guidelines for conduct and
complaint resolution. All the guides we use on our tours are government approved guides; with
the exception of some specialty tours like contemporary art trails, textile tours and cuisine tours
where government guides don't have the specific expertise we want. Our vehicles are sourced
from Department of Tourism approved vendors. Where possible, our tours are led by women -
although in some cities, we are unable to hire women because there are no professional lady
guides available.
We work with two nonprofits by training their students to run some of our tours:

We are working on a long term project in rural self-sufficiency in the Palghar district of
Maharashtra. It is 140 km away from Mumbai. This hilly region receives 150 inches of rainfall
annually. In fact, rice is grown here in the monsoons. And yet, as soon as the monsoon is over,
the people here suffer from acute water scarcity. There is no clean drinking water, no water for
irrigation and the women are engaged in long unproductive hours of trekking for water in
summer. We are constructing rain water harvesting structures and mobilizing the village
community to work for natural resource conservation. Along with water projects, we are also
initiating livelihood projects in the area for improvement in the financial condition of the area.
Our goal is that in three to five years, the villages should become completely self-sufficient in
water, so that they no longer struggle during summer. The results we are expecting include
recharging of wells and aquifers, renewed flow of rivulets, significant increase in agriculture
production, reversal of out-migration and reduction in women’s drudgery. Due to high fodder
availability, villagers will also perhaps benefit from healthier cattle and better milk availability
including surplus for sale in some cases.

We have been trying to build socially responsible tourism “into the DNA” of the company,
without making a big fuss about it. We do not see “corporate social responsibility” as a separate
goal to be pursued. Rather, we wish to build a company that is inherently responsible. With this
in mind, we finance, support and nurture several causes that we feel strongly about. If you’re
interested, we’re happy to send you more information. Our methods of supporting these causes
are innovative and interesting, and above all, practical and sustainable. We try to ensure that at
least some of the money you spend on your trip to India goes to deserving causes.

If there is any more information you need, please do not hesitate to ask.
Mission
We want to serve our customers with best possible service and provide them the kind of comfort
they want . we would also want to customize our tours as per our customers need with reducing joy
or quality of tour. People of all ages and backgrounds will come to enjoy the unique, upscale,
joyful, and refreshing environment that travel solutions provides.

Key to Success
 Serving with best possible quality.
 Customized and attentive approach to its individual customers.
 Making tour packages more interesting with innovative ideas .
 Make tour packages more attractive as well as cost effective.
 The establishment of Travel solutions as hub for socialization and entertainment,
 Marketing of products with new ideas.

Objective:
Travel solutions objectives for the first three years of operation include:

 The creation of a unique, upscale, innovative and customized tour packages that will
differentiate from other companies.
 The formation of a company’s image that will bring people with diverse interests and
backgrounds together in a common forum.
 To serve its customers with best possible quality and provide them more things in price
on one.
 Introduction To Marketing strategies of
Magic tour of india

Marketing strategies

An organization’s strategy that combines all of its marketing goals into one comprehensive plan.
A good marketing strategy should be drawn from market research and focus on the right product
mix in order to achieve the maximum profit potential and sustain the business. The marketing
strategy is the foundation of a marketing plans.

Seven Reasons why every tourism industry needs a Marketing

strategy.

1. To identify your ideal customer –

Your ideal customer dictate all of your marketing activities, so it is really important to
identify this persona before your decide on what tactis to employ.
Without knowing your ideal customer, you could be spending time and money targeting
those who are not necessarily interested in your product/service, or you may be targeting
those who we don’t really want to work with. If you aren’t specific with your messages,
then you aren’t optimizing of making as many sales as you possibly can!

2. To identify what u want to achieve from your marketing efforts –

Setting goals and objectives is a big part in making your marketing dollars accountable,
and also being able to report on your return on investment – which is so important
considering tourism business have a limited budget to spend on marketing activities.

3.To articulate what sets you apart from competitors –

Knowing what makes your business unique or different from competitors in the industry
is a very powerful selling tool, and communicating this in a way that ‘speaks’ to your
ideal customers is a big part of creating sales.

4. To have an action plan to achieve your goals and objectives –

An marketing action plan is literally a plan of what marketing tools and tactics you plan
to use to achieve your goals and objectives, which are selected based on your marketing
objectives and your ideal customer’s predispositions.

5. To better understand your market place –

A strategic marketing plan allows you to assess your industry’s competitive

environment’s , consumers trends and demands and gives you the opportunity to reassess
and align your offering to suit the ever-changing marketplace and your ideal customers
within it.

6. To measure your return on investment –

 There is absolutely no point investing in marketing activities if you cannot track the
return on investment. A strategy will keep online how you intend on holding your actions
accountable and will force you to review activities that are not generating a positive ROI.

7. To remind you that your in Business to stay in business –

At the end of the day, you are in business for a reason. And if you truly want to make a
good go of marketing your business properly, then a strategy is an essential part of
providing efficiencies and positive outcomes of your business.

MARKETING MIX (7P’s)

 PRODUCT

TARGET

PLACE MARKE PRICE

T

PROMOTION
PRODUCT

Product is the combination of tangible and intangible elements. The tourism product, which is
mainly the destination, can only be experienced. The views of the location travel to the
destination, the accommodation and facility as well as the entertainment at the destination all
form the tourism product.

Thus it is a composite product combination of attraction, facilities and transportation. Each of

these components has its own significance in the product mix and in the absence of even single
components, the product mix is incomplete.

Services Offered by Magic tours of india

 Escorted tours
 Customized holidays
 Trade fairs
 sports
 Corporate tours
 Special tours – Marathi tours, Gujarati tours, Monalisa Tours

Main Focus In Product

 Potential

Augmented

Expected

Basic

Core

WITH RESPECT TO THE

S.no. BENEFIT MEANING MAGIC TOURS OF
INDIA
The fundamental benefit
1 CORE BENEFIT or service that the Traveling.
customer is buying.
BASIC Basic, functional Ticketing, hotel
2
PRODUCT attributes. reservation.
Set of attributes/conditions
EXPECTED Customer friendliness,
3 the buyer normally
PRODUCT good food.
expects.
Prompt services,
That meets the customer’s
AUGMENTED comfortable and
4 desires beyond
PRODUCT convenient trip, spectacular
expectations.
sights, and music.
Totally customized tour
POTENTIAL The possible evolution to
5 packages, A grade service
PRODUCT distinguish the offer.
at every stage.
PRICE

Pricing in tourism is a complex process. Pricing includes the prices of other services like Air
travel, Bus, Railways, Hotels, etc. All are included in tourism package. Pricing also depends on
the Geographic location of the destination.

Pricing also depends on Seasonality. Seasonality is the most important factor in pricing. To
match demand and supply tourist managers try to get either discount. E.g. Taj is the tourist
attraction in India. Pricing is also based on competitors pricing. Pricing is also subject to
government regulations. E.g. Air price changes tourism package also changes, if Hotel charges
change then also tourism package changes.

Pricing of the tourist product is a complex matter because of its composite nature. Geographical
location of the destination affects the pricing decision. At the same time, seasonality factor and
varying demand cannot be overruled. The objective of pricing in any other firms is to fetch a
target market share, to prevent competition, and to take care of the price elasticity of demand.

A very important way, in which magic tours of india responded to their highly complex pricing
circumstances, is to operate at two levels.

 The first level is corresponds with the marketing strategy, which concerns with the
product positioning, value for the money, long run return on investments etc.
 The second level corresponds to the marketing operations or tactics where the prices are
manipulated to match the current demand and competition.
PLACE

Different distribution strategies can be selected for Tourism marketing. Tourism as a product is
distributed as a travel. Internet is also used widely. There is an also small agent spread all over
the town who plays a role of place. Large travel companies like Thomas Cook, Cox & Kings,
Magic tours of india, etc they act as a wholesalers and these wholesalers also act as a retailer.
The two major functions performed by the distribution system in tourism marketing are:

 To extend the number of points of sales or access, away form the location at which
services are performed or delivered
 To facilitate the purchase of service in advance

Different distribution strategies are selected for Tours marketing by Magic tours of india. There
are also small agents (who have taken franchise of Magic tour of india) spread all over the
town/country who also play a role of place. Magic tours of india act as wholesalers and also act
as a retailer. The latest mode of reaching the customers is through Internet that is magic tour of
india has its own website from where information on the tours can be procured, direct booking
can be done for which the payment can be made through the credit card. Magic tours of indiaalso
has its own offices from where booking can be done.
  Franchises Offices in all major cities of India
347 offices in India
 Tie Ups Flightraja.com
(VIA is a Trademark of Flightraja.com)
Travel boutique online
Premium Tickethub (Sports Tourism)
 Internet Booking of Packages and Tickets

PROMOTION

Advertising and sales promotion in Tourism can be very effective when supplemented by
publicity and personal selling. They use electronic, print all sorts of media they use; and it is
highly promoted industry. Public or PR (Public Relation) plays an important role in tourism. It is
also through recommendation of friends and relatives this is a biggest promotion.

Creation of awareness is an important factor in the formulation of marketing mix for the tourism
industry. The promotion task simplifies the activities of informing, persuading and influencing
the decisions of potential tourists. The promotion mix plays a vital role as the users of service
feel high degree of involvement and uncertainty about the product and their role in buying
process.

Some of the important aspects of promotion are:

 Print
 Electronic Ads
 Sales Promotion- EMIs
 Publicity/PR
 Word of mouth, personal selling, telemarketing
 Exhibitions/Trade Fairs
  Tie ups with Yash Raj Films, Experiencing the Magical moments of Yash Raj Films with
magic tour of india
 Magic tours of india appointed as the Tour Partner to Kingfisher Airlines for the DLF
IPL T20.

Word-of-mouth is a very important tool of promotion in tourism. Research shows that about 80%
of the tourist visited different places on the persuasion of their friends and relatives and also their
own judgments. Magic tour of india uses electronic, print and all sorts of media as tourism is a
highly promoted industry. Magic tour of india gives printed ads in “The Times of India”
mentioning the special tours in it with the special prices offered by them. Brochures are another
form of communication provided by magic tour of india to stimulate customers and motivate
them to buy. They are used to demonstrate in pictures and words the images and positioning of
the product and the organizations.

PEOPLE

It plays a most important part in tourism. In people local people are very important, that how
they treat tourist. The travel agents, guides, staff of travel companies, sales staff, etc they are the
people. Travel Company also like Railways, Air, etc. is included in people. Normally a tourist
assures a tourism quality like hotels, Travel Company.

In the tourism industry the travel agents and the travel guides are the two most important people
who speak a lot about the industry. Hence it is imperative that they have to be at their best at all
times. Travel guides especially, are expected to have a lot of patience, good sense of humor, tact
to transform the occasional tourists into habitual ones, thorough knowledge of the places,
linguistic skills etc.

MAGIC TOURS OF INDIA PEOPLE MIX-

• Includes travel agents, tour operators, tour guides et al

• Locals are employed

• Exhaustive training is provided

 • 2900 employees through its 347 offices and caters to 3 million customers.

SERVICES MARKETING TRIANGLE

PROCESS
 Walk- Return
ing the
talk Journey

The operation process of the tourism firm will depend on the size of the tourism firm. The
sequential steps involved in the delivery of the Magic tour of india products are:

 Provision of travel information --- The information regarding the travel is

provided at a convenient location where the potential tourist seeks clarification about his
proposed tour.

 Preparation of itinerates--- Magic tour of india prepares its composition of

series of operations that are required to plan a tour.

 Liaison with providers of services--- Before any form of travel is sold over
the counter to a customer; Magic tour of indiaenters into the contracts with the providers
 of various services including transportation companies, hotel accommodation, coaches
for local sightseeing etc.

 Planning and costing tours---Once the contracts and arrangements are entered
into, then the task of planning and costing the tour, this will depend on the tour selected
as well as individual requirements.

 Ticketing--- The computerized reservation system has in recent years revolutionized

the reservation system for both rail and air travel. Magic tour of india also provides the
online ticket booking facilities to its customers, which further leads to time saving
process for it`s customers.

Provision of foreign currency and insurance---magic tour of india in

case of foreign travel also provide foreign currency as well as insurance to it`s customers.

PHYSICAL EVIDENCE

The Physical evidence of a tourism product refers to a range of more ‘tangible attributes of the
operations. ‘Tangibalising’ the product is a good way of giving positive and attractive hints or
cues to potential customers with regard to the quality of the product. For magic tour of india ,
Elements Such as quality and attractiveness of décor, effective layout of establishment,
surroundings and quality of promotional materials are all important.
Market Segmentation

Indian travel market can be classified into two broad categories

International Travelers- Those crossing International borders

Domestic Travelers - Those travelling within India.

International Travelers can be classified as Inbound Travelers (those who travel into India
from Overseas) and Outbound of India (who travel internationally)

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 and others

Targeting:-

Such segmentation is useful when deciding the offerings to target a particular segment.
For example,

 The mass market consists of vacationists that travel in large groups and prefer all-
inclusive tours. They are generally conservative.
 The popular market consists of smaller groups going on inclusive or semi-
inclusive tours. This group includes pensioners and retired people.
 The individual market consists of chairmen, senior executives, etc.
 As the lifestyle changes, consumption of services might change. For example, a
newly married couple might prefer romantic holidays, but once they have children
they would prefer family vacations where there are plenty of activities to entertain
kids. Teens and youth might prefer adventure holidays whereas senior citizens
would probably prefer more relaxing vacations.
4 I’s of Services-

Inflexibility

The tourism industry is highly inflexible in terms of capacity. The number of beds in a hotel or
seats on a flight is fixed so it is not possible to meet sudden upsurges in demand similarly
restaurants tables, hotels beds and flights seats remain empty and unused in periods of low
demand.

Inventory / Perishability

It is related to the fact that travel products are intended to be consumed as they are produced. For
example, an airline has seats to sell on each flight; a hotel has rooms to sell for each night. If the
airline is not able to sell all its seats on its flight, or a hotel is not able to sell its rooms for the
night then the opportunity to sell the product is lost forever. Service sector cannot keep inventory
like products. To overcome this problem, the travel industry has come up with various marketing
strategies. One is to overbook. An airline overbooks its seats to a certain extent in anticipation
that even though certain customers do not turn up but the flight will be fully seated. Another
strategy is multiple distributions. For example a customer can buy an airline ticket from an
airline, tour operator or from a travel agent. The chances of perishability are reduced. If the
tourist cannot visit the place, the opportunity is lost. Hence, this becomes one of its important

characteristics.

Inconsistency
A general norm is that in Travel and Tourism industry the product or the package of the tourism
can be standardized i.e. for example of 2 days 3 night in so and so hotel, but the actual
experience of consuming this package is highly inconsistent. We hear a lot of travel stories
which becomes a portrayal of a lot of bad experiences for example the tourist guide may not be
good, the hotels lodging and boarding was bad etc. Therefore there is high level of inconsistency
prevailing.

Intangibility

Travel products cannot be touched as they include flight experience on an airplane, cruise on an
ocean liner, a night’s rest in a hotel, view of the mountains, a visit to a museum, a good time in a
night club and much more. These products are experiences. Once they have taken place they can
only be recalled and relished.
PEST Analysis For Magic tours of
india

Environmental influences can be analyzed by using the PEST analysis

POLITICAL

The political factors are the main driving force of the industry. The Indian tourism industry is
built on the backbone of Government support and the industry cannot sustain itself without it.
The various archaeological sites and the places of historical importance, the roads and the
railways are all in the hands of the Government. All the support services like the hotel industry,
the airlines industry and the tourist operators to name some are heavily dependent on the support
and the cooperation of the Government.
The major reason as to why tourists visit India is for the vast and rich heritage that our country
has. That is under the control of the Government, through the Archaeological Survey of India.
Any policy change that comes into force can have dramatic effect on the way the industry
players perform. For example, the Government charges high rates of taxes on the luxury and the
star category hotels and this has always been a cause of disagreement between the hotel
associations and the Government. There are many areas where the growth of tourism has not
been rapid or has seen dramatic fall because the political environment has not been conducive.
Examples are the North East for the former and Kashmir for the latter. The neglect of the
Government in developing the North-East has led to a situation where there is practically no

tourism in the seven states.

Similarly, the political turmoil in the state of Kashmir and now in Gujarat has caused a virtual
decimation of the flourishing tourism industry. However, there has been a change in many of the
policies of the Government with regard to the tourism industry. The hotel industry has been
getting many incentives and many State Governments are encouraging the growth of major
hotels in their states.
Euromonitor International's Travel And Tourism in India report states that the Government of
India increased spend on advertising campaigns (including for the campaigns ‘Incredible India’
and ‘Ahithi Devo Bhava’ - Visitors are like God) to reinforce the rich variety of tourism in India.
The ministry promoted India as a safe tourist destination and undertook various measures, such
as stepping up vigilance in key cities and at historically important tourist sites. It also deployed
increased manpower and resources for improving security checks at key airports and railway
stations.

ECONOMIC:-

The tourism industry not unlike the other industries grows with the increase in the spending of
the people. The more the people spend the more the industry grows. The spending power of the
people has been increasing in the country and all over the world. Since we are concentrating on
the international tourists, the large increase in the spending power in most developed countries
has left a large amount of idle cash in their hands. This has led to a tourism boom the world over
and India has been no exception. There have been more people coming into the country with
more cash than ever before. This has lead to an increase in the demand for better hotels. People
who previously used to come to the country on a shoestring budget and hunt around for the
cheapest accommodation can now afford to go in for luxury hotels. This has led to an increase in
the number of hotels in the country. However, an increase in spending does not only limit itself
to accommodation. The increase in the spending is also evident in the increase in the number of
people traveling by air. Even the number domestic tourists traveling by air has dramatically gone
up.

SOCIAL:-

Tourism was always looked upon as something that led to the destruction of the social fabric of a
place. The more the amount of outside people coming into a place, the more the perceived risk of
that place losing its identity. A good example is goa. From the late 60's to the early 80's when the
hippy culture was at its height, goa was a haven for such hippies. Here they came in thousands
and changed the whole culture of the state. This had a ripple effect on the country. People
became cautious, especially of the international tourists.

their own culture and the demands of the international tourists and have profited handsomely in
the bargain. People are now adopting themselves to the fact that tourism pays and it can be a
major source of income for them.
In addition, tourism as a form of recreation has really caught However some places such as
kerala and rajasthan have been able to strike a balance between on. People themselves have
started traveling and are willing to travel to a place that is out of the way and exotic. While
traditionally traveling on a holiday meant going to a hill station or a beach, now people are
willing to go in for adventure tourism and also visit places that might be exotic and cannot really
be called hospitable. For example, now places like Leh and Lakshadweep are mentioned in the
same breath as Goa or Kashmir.

TECHNOLOGY:-

Although technology does not seem to be a major influence at first glance, it plays a major part
in the promotion of a place. Better communication facilities are one of the first prerequisites for
growth in the inflow of tourists. This has been made possible with technology. Improved
technology in the field of communication at cheaper costs has resulted in many remote and
inaccessible areas of the country getting connected to the rest of the world. This connectivity has
made these places visible to the world. Better communication means access to media. And that is
very important if any place wants to be on the world tourist map.
Similarly online ticket booking and better transportation facilities have lead to a dramatic
increase in the number of tourists visiting any parts.
 SWOT Analysis for Magic tours of
india

STRENGTH-
1) India`s largest outbound tour operator.
2) Offices in all major cities of India.
3) Tie ups with other tour operators and travel agents across India.
4) Effective promotional campaigns like Experiencing the Magical moments of Yash Raj
Films with magic tours of india.
5) Internet booking of tickets and packages.
6) Cost Saver tours designed by magic tours of india, keeping in mind the budget of the
traveler, without compromising on sightseeing and basic holiday needs.
7) Created new markets through innovative packages namely `BhramanMandal` dedicated
to Marathi speaking population and `GurjurVishwadarshan` brand dedicated to Gujarati
speaking population.

WEAKNESS-

1) Not Focusing on Rural areas and Indian railway networks

2) Lack of corporate offices and small city offices across the nation
3) Feedback system exists for namesake.
4) Ineffective customer services.

OPPORTUNITIES-

1) Increase in NRI Population

2) Increase in per capita income.

3) Increasing trend of exploring India

4) Increase in online booking

5) Increase of Government support for tourism.

6) Increase in outbound International Traveler Market

7) Increase in number of tourists for upcoming sports events in India like Commonwealth
Games, 2010 and Cricket World Cup, 2011.

THREATS-
1) Economic conditions

2) Security

3) New entrants

4) Local Travel Agents and travel companies.

5) Competitors
 Chapter 2

RESEARCH METHODOLOGY

RESEARCH OBJECTIVE

 To know how to sell your products, tour packages, in tourism industry and in
corporate sector.
 To understand what customer wants in their trips, events and meetings and how
to organize or modify according to their choice and for the customers.
 To know very new ideas to selling their products in market.

RESEARCH METHODOLOGY

The data that was required for the completion of the research project has been collected
through both primary and secondary sources which primarily includes information
gathered from various books, articles,and websites on internet, and information directly
gathered by conduction surveys through questionnaire.

RESEARCH DESIGN

A Research design is an arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with the economy in procedure.’’
It consists the blueprints for the collection, measurement analysis of the data. Thus we can say
that it provides the glue that he research project together.

The research design used for the study is known as descriptive research design.

Descriptive research studies are those studies which are concerned with describing the
characteristics of particular individual, or of a group.

A design includes an outline of what the researcher will do to carry out the study.

SAMPLE DESIGN

Sampling technique : Non-probability sampling

(a non-probability sampling is the technique in which each person of the population do

not have the equal chance of getting selected.)

Sample size : 40 respondents

Method : direct interview through questionnaire

Data analysis method : Graphical method

Area of survey : Delhi and NCR

METHODS OF DATA COLLECTION

Primary data : It is the data which is collected for the first time and thus are original
in character, questionnaires are the most convenience form of primary data collection.

Sources of primary data

 Interaction with people or the employees of the company.

 Questionaires
 Interviews

Secondary data : It is the data which have been collected by others for their
researches and have been passed through the statistical process.

Sources of secondary data

 Internet
 Magazines
 Newspapers
 Books

RESEARCH APPROACH & RESEARCH INSTRUMENT

RESEARCH APPROACH

The survey method was used for the collection of data of various types required for the
completion of the project.
RESEARCH INSTRUMENT

The survey was conducted by asking the respondents to fill the questionaires for getting
the information required. The information was collected from 40 respondents in order to
obtain best possible information in order to carry out the objectives of the product.
 Chapter 3

DATA INTERPRETATION
AND ANALYSIS
Q1. Which promotional strategy is being used the most frequently by your agency?

Promotional Advertisement Public Relation Promotion Publicity

Strategy

Respondents 10 12 9 9

Chart Title
14

12

10

0
Advertisement Public Relation Promotion Publicity

Respondents Column3 Column4 Column5

Interpretation:
 Advertisement is preferred by 10 respondents out of 40
 Public Relation is preferred by 12 respondents out of 40
 Promotion is preferred by 9 respondents out of 40
 Publicity is preferred by 9 respondents out of 40.
Q2. Do you usually give promotional discounts to your clients?

Promotional Discounts to Yes No

respondents

Respondents 20 20

Respondents
25

20

15

10

0
Yes No

Respondents

Interpretation:
 Promotional Discounts are offered to 20 respondents out of 40
 Promotional Discounts are not offered to 20 respondents out of 40
Q3. If there were no special promotions, would there still be clients coming to your agency?

No special promotions Yes No

Respondents 17 22

Respondents
25

20

15

10

0
YES NO

Respondents

Interpretation:

 If there are no special promotions, then only 17 out of 40 respondents would come to the agency.
 If there are no special promotions, then 22 out of respondents would not come to the agency.
Q4. Does internet advertising give a lot of help to increase the sales and add more clients to your
promotion?

Importance of internet Yes No

advertising to respondents

Respondents 17 22

Respondents
25

20

15

10

0
Yes No

Respondents

Interpretation:
 Internet Advertising is helpful for 17 respondents out of 40
 Internet Advertising is not helpful for 22 respondents out of 40
Q5. How about other advertising agents like printing, television, or radio advertisements, do they also
help increase the sales and get more clients?

Importance of other Yes No

advertising agents

Respondents 25 15

Respondents
30

25

20

15

10

0
Yes No

Respondents

Interpretation:
 25 out of 40 respondents feel the need of other advertising agents
 15 out of 40 respondents do not feel the need of other advertising agents.
Q6. Would having a good PR attract more clients to come into your agency?

Good PR Yes No

Respondents 23 17

Respondents
25

20

15

10

0
Yes No

Respondents

Interpretation:
 23 out of 40 respondents feel that good PR attracts more clients towards the agency
 17 out of 40 respondents feel that good PR does not attract clients towards the agency.
Q7. Do you compare online rates with your travel agency rates?

Comparison of online rates Yes No

with the travel agency

Respondents 24 16

Respondents
30

25

20

15

10

0
Yes No

Respondents

Interpretation:
 24 out of 40 respondents feel that comparison of online rates is done by travel agency
 16 out of 40 respondents feel that comparison of online rates is not done by travel agency.
Q8. Do you remind your clients about your personal rates of your tour packages, promos and seasonal
packages?

Reminder to clients about offers Yes No

Respondents 30 10

Responcdents
35

30

25

20

15

10

0
Yes No

Responcdents

Interpretation:
 30 out of 40 respondents feel the need of reminder about offers prevailing in the agency
 10 out of 40 respondents do not feel the need of reminder about offers prevailing in the agency.
Q9. How about some other travel services, do you always accept them?

Other travel services Yes No

Respondents 23 17

Respondents
25

20

15

10

0
Yes No

Respondents

Interpretation:
 23 out of 40 respondents feel the need of other travel services to be availed by them.
 17 out of 40 respondents do not feel the need of other travel services to be availed by them.
Q10. Do you think marketing strategy is important in the preferences of Travel Agency?

Importance of marketing Yes No

strategy in preferences of Travel
Agency
Respondents 24 16

Respondents
30

25

20

15

10

0
Yes No

Respondents

Interpretation:
 24 out of 40 respondents feel that marketing strategies are important in the preferences of Travel
Agency
 16 out of 40 respondents feel that marketing strategies are not important in the preferences of
Travel Agency.
Q11. Do you think that budgeting is important in marketing strategy?

Importance of budgeting in Yes No

marketing strategy

Respondents 22 18

Respondents
25

20

15

10

0
Yes No

Respondents

Interpretation:
 22 out of 40 respondents feel that budgeting is needed in marketing strategy
 18 out of 40 respondents feel that budgeting is not needed in marketing strategy.
Q12. Do you identify the type of consumer you want based on your marketing strategy?

Type of consumer on the basis Yes No

of marketing strategy

Respondents 17 23

Respondents
25

20

15

10

0
Yes No

Respondents

Interpretation:
 17 out of 40 respondents feel that consumers should be identified through marketing strategy
 23 out of 40 respondents do not feel that consumers should be identified through marketing
strategy.
Q13. Do you have more knowledge about the market of the products of your agency that you deal with
customer?

Knowledge about products of the Yes No

agency

Respondents 20 20

Respondents
25

20

15

10

0
Yes No

Respondents

Interpretation:
 20 out of 40 respondents feel that the agency has knowledge about their products
 20 out of 40 respondents feel that the agency does not have the knowledge about their products.
Q14. Do you think that knowing your customer is important in making strategy?

Importance of KYC in marketing Yes No

strategy

Respondents 26 14

Chart Title
30

25

20

15

10

0
Yes No

Respondents Column1

Interpretation:
 26 out of 40 respondents feel that KYC is important in marketing strategy.
 14 out of 40 respondents feel that KYC is not important in marketing strategy.

*NOTE: KYC- Know Your Customer

Q15. Do you think that budget has an important role to play in the process of making your own marketing
strategy?

Role of budget in marketing Yes No

strategy

Respondents 26 14

Respondents
30

25

20

15

10

0
Yes No
Respondents

Interpretation:
 26 out of 40 respondents feel that budget plays an important role in making marketing strategy of
the agency.
 14 out of 40 respondents feel that budget does not play an important role in making the marketing
strategy of the agency.
 Annexure
1. Which promotional strategy is being used most frequently by your agency?

 Advertising:

 Print advertising (newspapers, magazines, brochures, flyers)

 Outdoor advertising (billboards, kiosks, trade shows and events)
 Broadcast advertising (television, radio,and internet)
 Covert advertising (advertising in movies)
 Surrogate advertising (advertising indirectly (banned by law)
 Public service Advertising (advertising for social causes)
 Celebrity advertising
 Journal article (to date no clear conformity exists on scholarly referred and non referred
publications)
 Contribution to week/daily newspaper
 Loose leaf publications(these can only be reported the first time as a scholarly
publication).

 Public Relations:

 Media Relations (TV, magazine, internet)

 Newsletters(used by marketers to maintain regular communication for their current and
potential customers)
 Special events (to catch media attention for arouse public interest)
 Speaking Engagements (speak in front of industry conventions)

 Promotions

 Personal Selling
 Product Differentiation
 Yellow page listing
 Newsletters
 Flyers

 Publicity
 Posters
 Words of mouth
 Bookmarks
 Banners

2. Do you usually give promotional discounts to you clients?

 Yes
 NO

3. If there were no special promotions, would there still be clients coming to your agency?

 Yes
 No

4. Does internet advertising give a lot of help to increase the sales and add more clients to
your promotion?

 Yes
 No

5. How about other advertising agents like printing, television, and radio advertisements ,
do they also help increase the sales and get more clients?

 Yes
 No

6. Would having a good PR attract more clients to come into your travel agency?

 Yes
 No

7. Do You compare online rates to travel agency rates?

 Yes
 No

8. Do you remind your clients about the Personal rates of your tour packages, promos and
seasonal packages?
  Yes
 No

9. How about some other travel services, do you always accept them?

 Yes
 No
10. Do you think that marketing strategy is important in the preferences of Travel agencies?

 Yes
 No

11. Do you think that budgeting is important in marketing strategy?

 Yes
 No

12. Do you identify the type of consumer you want based on your marketing strategy?

 Yes
 No

13. Do you have more knowledge about the market of the products of your agency that you
deal with customer?

 Yes
 No

14. Do you think that knowing your consumer is important in making strategy?

 Yes
 No

15. Do you that budget has an important role to play in the process of making your own
marketing strategy?

 Yes
 No
PROJECT OUTCOMES AND
RECOMMENDATIONS-

Through this project we came to know about the current scenario of tourism industry in India
with respect to the world. We also came to know about Magic tour of india, it`s brands, how
Magic tour of india uses the 7P`s of marketing and how it segmented the market. This project
also tells us about the 4 I`s of services in tourism industry, PEST analysis, like how various
sectors of environment affects the tourism industry, SWOT analysis of Magic tour of india. In
spite of having so many strengths, Magic tour of india also have so many weaknesses like
shortage of branches and offices across India, ineffective customer services, not focusing on
rural areas and Indian railway network. In order to avoid any inconvenience to its customers, it
should open new branches, more effective online ticket booking facilities and focus on small
cities and towns. it should focus on it`s online ticket booking facilities to restrict online tourism
provider like makemytrip.com, yatra.com. We have also made a separate marketing plan for
magic tour of india religious tour to Mata Vaishno Devi which will be beneficial for all devotees
visiting Vaishno Devi for worship.
 LIMITATIONS
The probable limitations of this study are as under:

 The first and foremost limitations was time constraint which was only two months, but
still clients have been made to put the picture as clear and candid as possible.
 Sample are randomly selected as per convenience so error is bound to creep in the
observation.
 Limited focus area : The study is concentrated only on the consumer side
 Limited no. of participants: The number of participants was restricted to 40, and the
sample was a judgemental sample. The lack of random selection and the small sample
prohibited generalized results.
 Lack of information of price: No price was given in the study to prevent biasing the
expectation of the study. This omission became a weakness because participants expected
to know a price range and found the omission also influenced their experience.
 The conservative attitude of the respondents was a limiting factor in gaining information.
 CONCLUSION
The Tenth 5-year plan (2002-2007) of the government treats tourism as a major engine of economic

growth and employment generation. Under the Plan, total resources of Rs29 billion were allocated

towards tourism. Given the strong emphasis of the government on the promotion of tourism and

improvement of the tourist infrastructure and the vast untapped potential of India as a tourist destination,

there is little doubt that future prospects for Indian tourism are bright.

Tourism is perhaps the most under rated sector in India which can be great driver of economic growth in

and generate millions of jobs as well. India is a country with the highest potential as far as the tourism

sector is concerned.

However, the challenge is to effectively market tourism in India and leverage on the potentials of the

sector. The marketers have to get their marketing fundamentals in place to capitalize on this promising

sector. There are lessons to be learnt form effective tourism marketing efforts by Indian states like Kerala

as well as foreign countries like Malaysia, France and Hong Kong. These learnings have to implemented

with the support of the government and the determination of entrepreneurs to turn India into a great

tourist destination as make tourism one of the most effective drivers of the Indian economy.
BIBLIOGRAPHY
BIBLIOGRAPHY

www.indiadata.com

www.tourismstats.com

www.world-tourism.org

www.sabre-holdings.com

www.hotels.com

www.expediainc.com

www.indiatourism.com

www.wikipedia.org

www.incredibleindia.org

International Tourism Management-Sagar Publications

Economic Times