Sotcfinal

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MARKETING PROJECT ON

SOTC:

PRODUCT UNDERTAKEN:TOURISM (SERVICE)
UNDER THE GUIDANCE OF

Mr MK MENON

Submitted by:

ACKNOWLEDGEMENT

Setting an endeavor may not always be an easy task; obstacles are bound to come in its way and when this happens, help is welcome and needless to say without help of those people whom we are mentioning here, this endeavor would not have been successful. We wish to thank our parents for their undivided support and interest, who have inspired us and encouraged us to go our own way, without whom we would unable to complete this project. We are grateful to our Marketing Professor, Mr Menon for his continuous support for the project, from initial advice in the early stages of conceptual inception, and through ongoing advice and encouragement to this day.

Contents
INTRODUCTION4
SOTC: An Overview:-5
MARKETING MIX OF SOTC5
PRODUCT5
PRICE6
PLACE7
PROMOTION7
SOTC`S PEOPLE MIX-8
PROCESS OF SOTC9
PHYSICAL EVIDENCE10
MARKET SEGMENTATION11
TARGETING11
SWOT ANALYSIS-12
Strength-12
Weakness-12
Opportunities-12
Threats-13
KEY TO SUCCESS FOR SOTC13
ANNEXURE15
REFERENCES16

INTRODUCTION

Travel and tourism industry is one of the largest single businesses in world commerce and its importance is widely recognized. Travel and Tourism industry in India is the biggest service industry, with a contribution of around 6-7% towards the GDP. Tourism industry also helps in foreign exchange earnings. Due to many benefits that can be reaped from the tourism industry, many countries have put tourism under their national development agenda. Countries like Switzerland have tourism as one of the major revenue generating industry. SOTC was established in 1949, since its inception it has grown exponentially to become one of the largest tourism companies in India. SOTC handled its first group tour to the US in 1976 during the bicentennial celebration , it was the major breakthrough for SOTC.SOTC’s outbound business operations broadly encompasses packaged group tours for Indians and individuals holidays. It is widely acknowledged to be the most successful package tour brand in India. SOTC became the outbound travel division of Kouni India in 1996.SOTC has been the pioneer in the development of organized leisure travel in India. It has a distribution network of 130 sales outlet and 3500 travel agents across India, it is more than double the size of next biggest competition. SOTC leverages on the advantage of economies of scale because of its buying power and travel services to provide customers value for money. STOC endeavors to bring alive customers dream holiday. To being with, SOTC ensures that customer’s family travel safe, sure, and secure. SOTC has been voted as “Best Outbound Tour Operator” three times in a row(2004,2005,2006) by the Galileo Express Travel & Tourism Awards Committee. It also won the Pacific Asia Travel Association Gold Award (PATA) in marketing –Industry category in 2009. It has also won the India’s most customer responsive travel and tourism company award in 2010.

SOTC: An Overview:-

Established in 1949 with just five employees at an office in Cawasji Hormusji Street, Mumbai, SOTC has grown to become one of India’s largest travel companies. By the year 1968, the Company had a turnover touching Rs 25 million. A major turning point came in 1976 when SOTC handled its first group tour to the US during the bicentennial celebrations. Within three years, SOTC had taken about 500 passengers to Europe, the US, Singapore and Japan. In 1981, came another breakthrough when SOTC Package Tours began active advertising, with the first ad hitting the newspapers. Between the years 1983 and 1995, SOTC grew by leaps and bounds. It moved to new premises at Church gate, Mumbai, installed the first computer for sales and operations, and went through a management metamorphosis with a complete restructuring of the business into...
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