IDOL Institute of Distance and Online Learning ENHANCE YOUR QUALIFICATION, ADVANCE YOUR CAREER.
BTT 2MARKETING MANAGEMENT All right are reserved with CU-IDOL Tourism Marketing Course Code: BTT112 Semester: Third Unit: 8 www.cuidol.in
Tourism Marketing 33 COURSE OBJECTIVES COURSE OUTCOMES • The course aims to provide basic knowledge of different tourism products of India. • To Equip the student with the understanding of domestic destinations. • To enrich student with knowledge of diversified tourism resources and products www.cuidol.in Q 101) INSTITUTE OF DAISllTAriNgChEt aArNeDreOsNeLrvINeEdLwEiAthRNCIUN-GIDOL
TOURISM PROMOTION 43 UNIT OBJECTIVES UNIT INTRODUCTION • After learning this unit, the student will be able to . • Identify the prominent mode of advertisement used in promoting tourism. • Define about Promotion Mix • Explain the methods of Advertising. • Recognises the concept of personal selling www.cuidol.in Q 101) INSTITUTE OF DAISllTAriNgChEt aArNeDreOsNeLrvINeEdLwEiAthRNCIUN-GIDOL
Introduction 5 • Tourism promotion refers to activities, operations, and expenditures aimed at increasing tourism, such as advertising, publicising, or otherwise disseminating information for the purpose of attracting and welcoming visitors; developing tourism expansion strategies; operating tourism promotion agencies; and funding the marketing or operation of special events and festivals. • The tourism industry is unique in that instead of selling a commodity, you're selling a location and everything it has to offer. • When you encourage tourism in a given destination, you are competing with the entire world, and this high degree of competition necessitates an innovative and special approach. • To be effective, your marketing must continually project the best possible picture of your destination while generating widespread interest in as many ways as possible. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 6 • When it comes to positioning the tourism company, marketing organisations are focusing their attention on promotional efforts. • The most critical factor in the successful growth of a tourism industry is an efficient advertisement campaign. The secret to success is meticulous planning and innovative ideas. • When it comes to promoting tourism for a specific destination, partnerships help you get the most out of your marketing dollars by reaching a larger and more attractive audience. • Piggyback with a partner who already has the scope in a way that helps all parties, rather than trying to build a large base of followers and a global reach. • Enter into a marketing agreement with a national travel agency, for example. In return for national access to the client base, offer the organisation exclusive offers and promotions for its clients. • Of course, you'll have to pay for the privilege, but the benefits will often outweigh the costs, and creating your own national network is often unattainable. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 7 • Trade Shows in the Travel and Tourism Industry • Every travel and tourism supplier in the area and beyond, every travel seller and business who sells or wants to sell your destination, and the general public who is interested in what you're selling can all be found at trade shows. • The findings can be helpful if you attend established trade shows around the country or plan your own to bring publicity and forward motion to your destination. • Trade shows bring together all aspects of the travel industry in one location, allowing time for meetings, networking, and new business opportunities. • They also attract the attention of the newspapers, the general public, and, if big enough, national travel agencies and their millions of customers. • . Resorts can also collaborate with local organisations to sponsor local events. The Sundance Film Festival and the Triple Crown World Series, for example, were both sponsored by All Seasons Resort Lodging in 2010. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 8 • Triple Crown World Series, for example, were both sponsored by All Seasons Resort Lodging in 2010. • Placement of Products • Resorts can promote their image by collaborating with businesses whose brand ideology aligns with theirs. For example, \"green design\" resorts might collaborate with vendors who sell organic or paraben-free spa items. • Tourism marketing encompasses a wide range of activities, with ads and sales being just one of them. • To begin with, travel marketing is a form of human activity that involves an exchange to meet the needs and requirements of the target audience. Let's take a look at • how tourism marketing firms (and tourism businesses) draw customers and the advertising strategies they employ below. • First and foremost, remember to conduct market research and develop a marketing plan. Consider the commodity and the best way to show tourism attractions to potential customers. To begin, you must first determine what your target audience requires. Furthermore, you must market your services and content across a variety of platforms, including your website, social media channels, and email advertisements. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 9 • Showing online banners • Considering internet marketing tools for the tourism industry is crucial. • One of the most effective promotional ideas tourism businesses can employ is to invest in online advertising. Placing ad banners on certain websites, where users will be able to see your current promotions and offers, is a great idea to get more exposure. • The websites you advertise on should be the types of sites your target audience visit. Be careful that you’re placing your ads where your ideal customer is visiting, otherwise you could be marketing to the wrong audience and your efforts will be in vain. • You can use different sources and sites to place banners, just use top keywords in your Google search, like ‘top hotels’, ‘travel’, ‘top destinations’, etc www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 10 • Using tourist promo videos • This year, the World Tourism Organization, founded by the United Nations, selected the most attractive tourist promo videos shot around the world. • It makes sense to use such promotional videos to inspire people. • Using positive testimonials, as well as photos and videos of your clients enjoying themselves on your tour is the best way to demonstrate the value in what you offer. • Most of the videos selected by the World Tourism Organization show visitors enjoying leisure activities, and everything are so beautiful in www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 11 • Advertisement in Trade Magazines • Place advertisements in trade publications to bring your services to the attention of travel agents around the world. Create a destination brand that reflects what you have to offer and why you do it. • For example, the \"What Happens in Vegas, Stays in Vegas\" campaign in LasVegas contributed to the city's secretive escapist image. Find the destination's identity and explain it to the general public so that they can see why they should come. • The final piece of the puzzle is to position your advertisements in an intelligent and targeted manner. • For example, instead of advertising in \"GQ,\" if you're in control of tourism promotion for an outdoor adventure destination, you should advertise in \"Field & Stream.\" Making the most of the advertising dollars is crucial to getting the job done. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 12 • Sponsoring and Giving Away at Events • Sponsored activities and giveaways that are related to your destination and add to the brand's prestige. • Sponsorships come in a variety of sizes and forms, ranging from local parades to national events, each with its own target audience and package of benefits. • Examine upcoming activities in the regions you want to visit that have a direct connection to your tourism destination. • Consider local open-air art shows or national art conventions as potential sponsors if you're supporting a great new art scene. • Televised activities often benefit from local and often national media attention, which greatly increases the future commercial reach. It also has the effect of increasing the sponsorship expense. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 13 • Influencer marketing and social media • Destinations will communicate with a target market by leveraging brands that the end user already loves through social media, blogs, and online videos. • For example, a Florida theme park might benefit from partnering with a well-known mommy blogger to promote new family features at the park and the overall vacation experience. • A ski resort, on the other hand, might find a suitable partner in an Instagram celebrity who specialises in high-end living. • Both content providers now meet the target demand for potential visitors that the destination desires. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 14 • E-mail Marketing with a Purpose • Resorts have used targeted e-mail marketing campaigns to improve contact with previous guests and promote return visits, especially during the off-season. • Mammoth Mountain, for example, created weekly and regular time-sensitive alerts on snow conditions to entice frequent tourists with last-minute getaway offers when conditions were ideal. • The number of visitors tripled as a result of this marketing strategy. • According to the paper, messages can be customised with the aid of advanced marketing tools, making e-mail recipients less conscious that they are sending a mass letter. • New Products and Services When launching new services, tie-in resorts will run large-scale marketing campaigns. • According to Hospitality, Sheraton Hotels and Resorts launched a $20 million marketing campaign in 2010 to highlight their $6 billion offerings redesign. • Catchy, specialised slogans were used to promote new guest quarters, beds, and Internet- connected lobbies, emphasising the resort's targeted emphasis on mixing business and pleasure. \"Who puts bottom lines and bottoms up together?\" was one of the slogans. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 15 • Websites are important marketing resources for many resorts, including All Seasons Resort Lodging. • According to \"Internet Marketing and Distribution for Resorts,\" website marketing will help level the playing field between chain resorts and independent resorts. • Professional photography, virtual tours, online videos, booking details, and online forms for making reservations can all be found on websites. • They may also provide useful feedback forms to help resorts identify their strengths and areas for improvement. • Mutual referrals can result from strategic online partnerships with complementary industries such as airlines, car rentals, or fare-finding websites. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 16 • Collaboration • The use of travel-related networking as a marketing strategy for resorts has proven to be effective. Companies with a large number of resorts and hotels can arrange destination sales trips for favoured or potential booking clients, such as ski groups, tour operators, event planners, or travel agencies, to experience the resort's specialised offerings • It is important to consider internet marketing tools for the tourism industry. • Investing in online advertisements is one of the most important promotional strategies that tourism companies can use. • Placing ad banners on websites where users can see your latest ads and deals is a perfect way to increase your visibility. • Ads should appear on websites that your target audience frequents. • Make sure you're targeting your advertising to the right people; otherwise, you may be selling to the wrong people and your efforts would be in vain. To place banners, simply use top keywords in your Google search, such as \"top hotels,\" \"travel,\" and \"top destinations,\" among others. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 17 • Taking Advantage Of Tourist Promo Videos • The World Tourism Organization, which was created by the United Nations, chose the most appealing tourist promotional videos taken around the world this year. • It makes sense to use promotional videos like these to motivate people. • The best way to demonstrate the value of what you offer is to use positive testimonials, as well as photos and videos of your clients having a good time on your tour. • The World Tourism Organization chose the majority of the videos because they show tourists enjoying recreational activities and because everything in the videos is so beautiful. • This is a fantastic way to entice your clients. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 18 • Offline Promotion Application • Business cards are essential for any company, but particularly for those in the travel and tourism industry. • They are both practical and cost-effective. They will significantly boost your brand's credibility with your assistance, increasing the probability of interest from travellers and visitors. • Travel agents may use postcards as a direct marketing tool. • Undoubtedly persuade potential customers to contact you by sending a vibrant postcard with a beautiful landscape of a tourist destination and a brief letter. • High-quality flyers and brochures are the best way to provide a quick and interesting rundown of the services provided by your travel company. • Your travel brochures will resonate with your audience and create interest in your brand if you use brand-oriented design. Accept Facebook Ads as a part of your marketing strategy. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 19 • Search ads are excellent for tapping into pre-existing demand. however, use Facebook advertising to generate new demand. • Bias: People see the Facebook ad, but they don't always take action. They do, however, become skewed. • People can either do a branded search for you or a non-branded search if they have a need that your product/service can address, but since they've heard of you, they're more likely to click on your organic search result or PPC ad (and convert). • The goals of tourism promotion are to promote intercultural understanding, create job opportunities, and provide socioeconomic benefits to communities, particularly in rural and remote areas, as well as to work toward healthy and sustainable development and to preserve, enrich, and promote India's cultural heritage. • To achieve sustainable growth, one of the main goals is to preserve and protect natural resources and the environment. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 20 • Measures of security and safety • Tourist security and safety initiatives are critical, both in terms of tourism growth and national pride. • As a result, it will be given top priority in the national tourism growth plan. • The federal government will work with state governments to implement appropriate regulations on travel trade/tourist police for the safety and security of tourists, as well as to establish an institutional framework to handle complaints from tourists and the industry, in order to improve security perceptions among actual and potential visitors. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 21 • Make Services a Reality • Tourists must travel through many government departments in order to comply with different laws. • That include things like getting visas, going through immigration screening, getting permission to enter certain places, paying fees for certain services, and so on. • The government's goal will be to increase productivity in providing such services and make travelling to and within India a pleasant experience. • Some of the significant facilitation services in this regard are the introduction of visa on arrival for at least 15 days at all airports, computerization of the visa problem system, streamlining of luggage handling systems at airports, and enhancing tourist facilitation services at airports by implementing technological solutions. Upkeep and enhancements • To prevent negative effects on the natural environment and cultural heritage that make up the tourist attraction, tourism creation must be properly guided and supervised. • Between conservation and growth, a careful balance must be struck. The government will continue to try to strike a balance by imposing planning constraints and educating the public about their rich heritage and enlisting their help in preserving and maintaining it. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 22 • Assistance from all over the world • Tourism is a global industry that requires feedback from a variety of international agencies as well as international cooperation. • As a result, the government's strategy would be to promote constructive win-win partnerships with all foreign organisations and other nations. • Exceptional brilliance • Since tourism is a service industry, it must improve its service quality. • The tourism policy will aim for excellence by instilling integrity in human resources by training and retraining, and by delivering a memorable visitor experience to both domestic and foreign visitors. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 23 • Assistance from all over the world • Tourism is a global industry that requires feedback from a variety of international agencies as well as international cooperation. • As a result, the government's strategy would be to promote constructive win-win partnerships with all foreign organisations and other nations. • Exceptional brilliance • Since tourism is a service industry, it must improve its service quality. • The tourism policy will aim for excellence by instilling integrity in human resources by training and retraining, and by delivering a memorable visitor experience to both domestic and foreign visitors. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 24 • Government's Responsibilities • Tourism is a multi-sectoral industry that is influenced by many other aspects of the national economy. As a result, the state must maintain intergovernmental cooperation and linkages. It must also play an important role in the management and promotion of tourism. • The government's basic position includes: • Planning tourism growth as part of a larger area development strategy. • To promote private investment in the tourism sector, provide the required support facilities and incentives to both domestic and foreign investors. • Provide basic infrastructure, such as municipal planning and zoning arrangements. • In the tourism field, rationalise taxes and land policies in all states and union territories, as well as land owned by government entities such as railways. • Implement regulations to ensure social, educational, and environmental sustainability, as well as tourist safety and protection. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 25 • Ensure that the form and scale of tourism growth are appropriate for the area's climate and sociocultural environment. • Make sure the local community is completely engaged and reaps the benefits of tourism. • Establish a nucleus infrastructure in the early stages of development to demonstrate the area's potential. • Collaborate with the industry to increase the availability of qualified manpower, especially from the local population. • Conduct analysis, create master plans, and assist in the development of marketing campaigns. • Assist in the creation of a thriving tourism industry. • Collaborate with the industry to plan overseas promotion and marketing. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 26 • The Responsibility of the Private Sector • Tourism has risen to become the world's largest export industry, with the private sector playing a key role in this development all over the world. • The private sector must view tourism investment from a long-term perspective and build the necessary facilities in areas defined for tourism growth, such as lodging, timeshare, restaurants, entertainment facilities, shopping complexes, and so on. • To improve performance and profitability, non-core operations such as cleanliness and cleaning, luggage transportation, and vehicle parking facilities should be opened up to private operators at all airports, major stations, and interstate bus terminals. • The private sector has a particular role to play, which includes: i. Assume collective responsibility for establishing business standards, ethics, and fair practises. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 27 • Create and maintain the required tourist facilities in all tourist destinations. • Ensure that visitor destinations are preserved and protected, and take the lead in green practices. • Involve the local community in tourism initiatives and ensure that the benefits of tourism are shared with them. v. Support the preservation of monuments, museums, and parks, as well as the provision of public amenities and facilities. • The Mission Of Voluntary Organizations • Volunteers and voluntary organizations must contribute their knowledge and awareness of the local culture to complement the efforts of other sectors in providing a human touch to tourism and fostering local initiatives. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 28 • Corporation Of The Public And Private • Today, the private sector's role in tourism growth is recognized, and private involvement in tourism development is planned wherever possible. • As a result, for tourism to continue to thrive, a fruitful and mutually beneficial relationship between the public and private sectors must be pursued by all available means. • As a result, the government's strategy is to promote the formation of such a relationship. • This will be accomplished through the establishment of a Tourism Development Authority comprised of senior government officials as well as tourism experts and professionals from the private sector. www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 29 • Tourism Advertising • It is not the agencies themselves, nor even the organisational structure, that distinguishes tourism promotion bodies in different countries. The same types of tourism institutions can be found in almost every country. • The only difference is in terms of authority - government vs. private sector. • The government also plays a significant role in many developed countries and countries in transition when it comes to tourism. • The balance of power for tourism promotion has changed in favour of the private sector in an increasing number of countries, including Europe, North America, and East Asia. • Industry participants may have valuable expertise for market-driven advertising and marketing campaigns because the private sector is more entrepreneurial and sensitive than the government. • Simultaneously, the government should have a longer-term vision and direction for tourism growth. • Several aspects of tourism growth can be categorised as public goods. • Efforts such as national image building, legislation, investment attraction, and infrastructure growth may not be pursued solely by the private sector due to the lack of immediate commercial benefits www.cuidol.in All right are reserved with CU-IDOL
TOURISM PROMOTION 30 • Promotion in the United States In May–June 2009-10, the Ministry of Tourism launched a campaign titled \"Good Behavior towards Tourists,\" which featured Shri Aamir Khan. • This campaign aired on a variety of television stations. The Ministry also launched a ‘Generic Campaign' in the domestic market in August–September 2009–10 to promote India as a holistically appealing tourist destination. • This campaign was broadcast on many television networks, as well as in national newspapers and regional dialects. The Ministry of Tourism also created four social awareness videos. • As part of social awareness campaigns, television advertisements on the themes of \"honesty,\" \"hospitality,\" \"good behaviour against tourists,\" and \"proud to be an Indian\" were aired. www.cuidol.in All right are reserved with CU-IDOL
PROMOTION MIX 31 • The Promotion Mix is a combination of various promotional methods used by a company to develop, sustain, and increase demand for products and services. • The fourth component of the 4 Ps of Marketing Mix is advertising, which focuses on raising consumer awareness and persuading them to make a purchase. The Promotion Mix refers to the set of resources that help a company achieve its promotion goal. • Advertising, personal selling, sales promotion, public relations, and direct marketing are also part of the promotion mix. In order to provide a balanced mix of these promotional methods, marketers must consider the following issues. • What is the most efficient method of informing the customers? Which marketing strategies should be used? • Who will be the target of the promotion efforts? • How much money do you have set aside for marketing? How will it be distributed among the promotional tools? • Every component of the promotional mix has benefits and drawbacks. It takes time, commitment, and sometimes a little luck to find the right mix of promotional resources, processes, and platforms www.cuidol.in All right are reserved with CU-IDOL
PROMOTION MIX 32 www.cuidol.in All right are reserved with CU-IDOL
PROMOTION MIX 33 • Fortunately, making sure your customers hear your message loud and clear is easy. • Let's look at the key elements of a promotional mix and how you can combine them to create a well- balanced and successful promotional mix for your company. • The customer purchases a vacation based on promotional expectations formed by words, images, sounds, and other means. Via ads and the media, we build tourism experiences in our minds. • The tourism product is also a discretionary (optional) product that will compete for the customer's time and resources with other discretionary transactions and important products of expenditure. • The five attributes \"intangible,\" \"inseparable,\" \"variable,\" \"perishable,\" and \"discretionary\" indicate that the expertise in tourism and leisure marketing is in establishing the product's perceived value. www.cuidol.in All right are reserved with CU-IDOL
PUBLICITY 34 • How Tourism and Leisure Advertising Works • Advertising is a communication process. • Ads should convince and recommend something that the user may not have considered before, and ads are used to do this. Advertising should have immediate and observable results. • Advertising (communication) that is successful shifts consumers from \"knowledge of a commodity\" to \"reinforcing post-purchase satisfaction.\" • Stage 1: Product Awareness: Make sure your target market is aware of your product. • Stage 2: Comprehension: Potential buyers should be able to comprehend the product's functionality and benefits. • Stage 3: Consumer Acceptance: Consumers must determine whether or not the product can suit their needs. Advertising is extremely important in this situation. • Stage 4: Preference: Advertising must have a convincing reason for potential consumers to believe that the product meets their needs in order to secure potential international support and aid. www.cuidol.in All right are reserved with CU-IDOL
PUBLICITY 35 • Stage 5: Purchase: Advertising encourages consumers to take action, such as purchasing a product. • This goal is inextricably related to sales promotions. • Stage 6: Reinforcement: Confirming consumers' choices and instilling satisfaction with their decisions or purchases. www.cuidol.in All right are reserved with CU-IDOL
PUBLICITY 36 • What is the Process of Advertising? • In today's campaign planning, four main models are used: • Model for sales response: A simple price-based model is the sales response model. It promotes purchasing a commodity solely on the basis of its cost. • Persuasion model: The persuasion model starts with the commercial, and if it's well-crafted, its influence and message should convince the viewer that the product on display is the best. • A product's brand advantage is protected by emphasising a particular value. Product characteristics + added value = brand. • Model of Participation: Its aim is to pique the consumer's interest and keep them engaged. Once the consumer is interested, a partnership is formed with them in order for them to feel positive about the product. The dedication to the product is the next step, which leads to increased sales. • Model of saliency: It is dependent on a unique brand and product recognition. It brings the viewer closer to the brand's product on an emotional level. It creates the impression the \"that product is for me.\" www.cuidol.in All right are reserved with CU-IDOL
PUBLICITY 37 • INDONESIA • The popular perception of India in the West has long been either negative—including perceptions of widespread poverty, lack of sophisticated hygiene, and violent ethnic and religious clashes—or ambivalent, so the Indian government's Ministry of Tourism launched the \"Incredible India\" marketing campaign to highlight the country's rich culture, historic sites, tourist attractions, and general sense of equanimity. • Tourism is a lucrative and rapidly growing global industry, so it's no wonder that India, as a developing country, is attempting to tap into it to improve its economy. • Furthermore, India is seeking to improve its international security and diplomatic ties while also broadening and deepening its trade relationships, especially with the United States, so it is in India's best interests to promote a positive image of itself among American and western voting populations www.cuidol.in All right are reserved with CU-IDOL
SALES PROMOTION ELEMENT 38 • Promotional activities intended to entice consumers to make an immediate purchase of products or services are known as sales promotion. • These events include promotional contests, free prizes, cash discounts, and free samples, among others. • In order to boost revenue in the short term, sales promotion typically works in conjunction with other promotional activities such as advertisement, personal selling, publicity, and so on. • Every business creates sales marketing activities tailored to buyers, traders, middlemen, or distributors, as well as salespeople. • Sales Promotion Examples: • Consumer benefits – free samples, cash bonuses, tournaments, and so on. • For middlemen: co-op ads, dealer discounts, dealer rewards or schemes, and so on. • Bonus, reward, or commission on purchases, appreciation prizes, free vacations, competitions, and so on. www.cuidol.in All right are reserved with CU-IDOL
SALES PROMOTION ELEMENT 39 • Benefits of Sales Promotion: The following are some of the benefits of sales promotion: • Helpful for New Product Launches – Sales promotions encourage consumers to branch out from their usual shopping habits to try new goods. As a result, sales marketing tools aid in the introduction of new goods. • Synergy in Total Promotional Efforts – Sales promotional activities complement other promotional resources such as ads, personal selling, and so on, in order to make the firm's overall promotional efforts successful. • Limitations of Sales Promotion: While sales promotion practises aid in the effectiveness of sealer promotional tools, they do have some limitations. • I Reflects Crisis – Frequent sales promotional practises may give consumers the impression that the company is unable to generate natural demand for its goods or that there aren't enough buyers. It could be interpreted as a signal that the company is liquidating its inventory. • (ii) Tarnishes Product Image – Too many advertising activities may tarnishe the image of a product. Customers may believe that the product is of poor quality or that the company is attempting a distress sale. www.cuidol.in All right are reserved with CU-IDOL
SALES PROMOTION ELEMENT 40 • Sales Promotion Activities That Are Often Used: • Most businesses nowadays use sales marketing practises to not only introduce or launch new products, but also to boost sales of existing products or gain a competitive advantage. • The following are some of the most widely used sales marketing activities: • Rebates – Selling goods at a reduced price to clear out surplus inventory is referred to as a rebate. • For example, most car manufacturers provide price reductions at the end of the year to clear inventory. • Discounts – Selling goods at a lower price than the list price is known as a discount. Reebok, for example, can deliver discounts of up to 50% during its end-of-season sale. • Refunds – Certain businesses may refund a portion of a customer's purchase price if they have evidence of purchase. • Sweet chocolate, for example, promised a refund if consumers returned four empty milk chocolate wrappers. www.cuidol.in All right are reserved with CU-IDOL
SALES PROMOTION ELEMENT 41 • Commodity Combinations – This applies to selling a collection of two or more items for a single price. • A consumer might, for example, spend Rs.1500 on a combination of a blood glucose metre and a blood pressure monitor, or Rs.1500 on a combination of a Led television and a DVD player. • Amount Gift – This applies to providing additional product quantities. It is the most widely used promotional bid for consumer goods. • For eg, 20% more rice; buy one, get one free; and get a third night free on a two-night vacation. • Instant Draws and Allocated Gifts – Customers can be assigned gifts if they enter a contest or buy a particular product or number. • For eg, ‘scratch a card' and instantly receive the prize stated on the card, or purchase a refrigerator and receive a free steriliser, or shop for Rs.10,000 and receive a 10% discount on the bill. www.cuidol.in All right are reserved with CU-IDOL
SALES PROMOTION ELEMENT 42 • Lucky Draw – Some businesses hold a lucky draw in which customers will win prizes. Buy Lux soap and you could meet Sharukh Khan, or buy Thumps up and you could win a trip to Singapore. • Usable Advantage – Businesses have usable incentives such as shopping for Rs.50,000 and receiving a free holiday kit worth Rs.8,000 or purchasing clothing for Rs.10,000 and receiving a Rs.1,000 accessory voucher. • Full Financing – Many retailers have 100 percent financing for durable products, allowing consumers to pay in convenient monthly instalments with no interest. • Sampling – Many advertisers provide free samples to consumers in order for them to evaluate the product's quality or establish a preference for it. This is a popular method for launching new goods. • For example, before releasing a new chip flavour, a company can provide free samples to potential or target customers in order to obtain feedback or develop a taste for the new chip flavour. • Competitions – Many businesses hold contests, such as a beauty pageant or a quiz, in which consumers can compete and win prizes. www.cuidol.in All right are reserved with CU-IDOL
WHAT IS PERSONAL SELLING 43 • When a salesperson meets a potential buyer or buyers face to face with the goal of selling a product or service, this is known as personal selling. • Many salespeople are drawn to the industry by the adrenaline rush of high-stakes personal selling; think of those whisky-swilling Mad Men or the ultra-motivated salesmen of Glengarry Glen Ross. • There's a lot more to selling these days than going to meetings. Why? Simply put – the expense. • Consider this: each face-to-face meeting necessitates far more time and effort – on both sides– than simply contacting a prospect via email or phone. Suddenly, you’ve got travel expenses. • The time spent preparing for, travelling to, and attending the meeting only adds to the expense. • This is why, before deciding on personal selling, you should think about the value and type of product you want to sell, as well as the likelihood of closing the deal. www.cuidol.in All right are reserved with CU-IDOL
WHAT IS PERSONAL SELLING 44 • Personal selling is the process by which company representatives make direct contact with potential customers in order to persuade them to buy their products. • The goal of personal selling is to match the right product with the right customer. • Keeping in view this kind of role of sales personnel, we would discuss the qualities of sales personnel that you must possess or look for while recruiting them. • Though, it is believed that salespersons are born but training, of course, can help in making good salespersons. Irrespective of this fact 63 salesperson should have following qualities to perform at best in selling tourist transport products. These are: • The ability to predict the needs and wishes of customers, • It should look tidy and well-organized. • Must be familiar with the organization's ins and outs. • It is expected of you to be courteous. • Creativity, vision, and the ability to generate new ideas are needed. www.cuidol.in All right are reserved with CU-IDOL
WHAT IS PERSONAL SELLING 45 • Mathematical ability to calculate (figure sense) and correctly fill out order forms is needed. • Be adaptable since each touch can necessitate adjusting the sales pitch, speech patterns, and even appearance. • Customers should be greeted in a welcoming way. • I Another essential quality is health, since good health produces energy, and energy is required to sell. • A detailed understanding of the product is needed. • Must be able to persuade his or her clients that his or her company is the best in the industry. • It must be convincing. Few goods, regardless of type, sell themselves. They must be promoted by salespeople's persuasions. • Should be able to deal professionally with unpleasant people and circumstances. www.cuidol.in All right are reserved with CU-IDOL
WHAT IS PERSONAL SELLING 46 • He or she should be a self-starter, which means that he or she is capable of making decisions on his or her own, and • With sincerity and friendliness, he or she can emphasise sales points. www.cuidol.in All right are reserved with CU-IDOL
WHAT IS PERSONAL SELLING 47 • In The Tourist Transport Business, The Importance Of Personal Selling • It is true to say that an organisation sees and hears through the efforts of personal selling. • A company's eyes and ears are its salespeople. • As a result, it's critical to comprehend the significance and goals of personal selling efforts: • It implements marketing strategies: Whatever marketing strategy is used, it all boils down to strategic communication directed at customers or prospects, and the salespeople are the ones who communicate with the prospects. • It brings money into the company: It is the salesmanship of sales personnel that brings order, tangible results, and meets marketing objectives, i.e., it collects money for the company, whereas other components are “money-using” components. www.cuidol.in All right are reserved with CU-IDOL
WHAT IS PERSONAL SELLING 48 • It makes the company known: All good companies have salespeople who are known to their customers. • They don't advertise very often. Tourist transportation companies do not advertise, but their personal selling efforts build goodwill among customers. • It keeps and acquires customers: Because salespeople are the overall managers of their territory, they are responsible for both maintaining and growing existing business. • It is a source of feedback: As you may know, a company's salespeople are known in the marketplace, and the company's representatives are also known in the marketplace. • As a result, field salespeople are regarded as excellent sources of market information www.cuidol.in All right are reserved with CU-IDOL
Summary 49 • Selling is an important activity for any business operation. In service oriented industry selling assumes greater importance due to the fact that here we sell abstract concept, dream or even passion. • Therefore, in selling of tourist transport we see predominant role of personal selling. • Personal selling involves selling transport services through an effective team of rules force. This sales force is required to be highly motivated by you as a manager of tourist transport operations www.cuidol.in All right are reserved with CU-IDOL
Reference 50 • Reference books • Kotler, Philip : Marketing Management & Hospitality and Tourism Marketing. • Sinha, P.C : Tourism marketing. • Vearne, Morrisson Alison: Hospitality marketing • Kotler, Philip and Armstrong Philip, Principle of Marketing, 1999, Prentice-Hall India, 1999 www.cuidol.in All right are reserved with CU-IDOL
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