BUSINESS MARKETING

BUSINESS PROPOSAL
From
TRAVEL DIARY
TO
Help MTDC (Maharashtra Tourism Development Corporation) to market Nagpur as an
International tourism destination

By: Nitin Kumar Shukla 2013180

Nishant Aggarwal 2013174
Prerna Bansal 2013
Poloumi Sarkar 2013
Pallavi Gupta 2013
Pulkit Aggarwal -2013

Faculty guide: Prof. Rajeev Kamble

Institute of Management Technology, Nagpur.

2013-15

Acknowledgement

Every project is an opportunity to learn, to figure out problems and challenges, to invent and
reinvent.

We would start by expressing my sincere thanks and gratitude to all who participated in our survey
for the better understanding of Tourism industry in Nagpur and to promote it at international Level.
We would like to thanks all the persons who had personally interacted with us on field to give a real
time picture of the current tourism scenario in Nagpur and its future prospects which includes:
Akshardham mandir
Chikaldhara
Ramtek
Tadoba
All of them have been of great help throughout the project. All our interactions with them have been
very positive which enriched our learning experience.
We would like to thank Institute of Management Technology, Nagpur and Prof. Rajeev Kamble for
conceptualizing the term projects and providing us the opportunity of applying our class knowledge
in real time business prospects.

Table of Contents

Introduction.4
Objective..5
Buying Behaviour and Purchase Decision..........6
Market Research Analysis.......8
Product Mix.....9
Price and Promotion...11
Challenges..........................................................................................................................12
Classification of Investment plan, Resources and Services...13
Aftermarkets Hospitality, Support & Guide...18
Understanding Customer Needs............19
Motivation to Buy..........21
Categories...............23
Pricing strategies for Business Markets..................................................................................24
Concept and Relationship Marketing.....25
Conclusion..............................................................................................................................27
Bibliography...........................................................................................................................28

Introduction

Nagpur Tourism Company is a new entrant in a newly created category in Nagpur where our job is
to make different set of attractive packages for the tourist coming from all over the country and
targeting specially the International Tourists to promote Nagpur tourism.
And, for making profits we will increase the no. of tourist in the region while promoting Nagpur
tourism on International platform which will help in generating revenues for our company as well
as for the whole tourism industry of Nagpur.
Plan of Action of Nagpur Tourism Company is to sell different holiday packages like Escorted
group holidays and customized holidays for International tourist to the companies who deals in the
tourism industry globally and they will sell it to the end consumers which makes a win-win
situation for both the parties and in the process we will generate employment while increasing the
demand for the tourism industry in Nagpur
Customer Prospects:
We will try to reach maximum no. Of globally recognised holiday planners to unveil the Nagpur
tourism market on International level. Some of them listed below:
SOTC
Cox and Kings
Thomas Cook
Sterling Holidays
Make My Trip
Yatra

MARKET RESEARCH

We have conducted a primary Market Research to find out general factors which influence a person
to choose a vacation tour package. This research will help us to find out and categorize local
destinations in Nagpur as per tourists requirement and design relevant packages to promote
Nagpur. Following are the main results
Tours On Purpose

5.7%
22.9%
20.0%
8.6%
11.4%
14.3%
17.1%

Sight

Camping

Night/recre

Adventure/Sports

Shopping

relaxing

pilgrim

We found out that the purpose of the tour in 22.9% cases is sightseeing followed by Relaxing and
Adventure Sports. In context to our project Nagpur has a mix of all 3 top reasons to visit a place.
Next we found out what are the other factors influencing a tourist besides his interests. While
visiting a place for sightseeing
a tourist will seek 3 important
factors, if they have enough
time, how much will it cost
them and the weather, hence
the package design of the tour
has to be in synch i.e. it has to
be affordable and planned
during holidays like Christmas
etc, also Nagpur is rich in
natural reserves which serves
the purpose of sightseeing.
The chart shows that he gives
equal importance of 19.5% to budget, time and 17.2% to weather.

When The purpose of visit is just relaxing, tourists would prefer a place with nice ambience as
evident from the chart, the importance on factors like Kind Of Place, budget and weather, hence
23.5% to the kind of
place, which means the
package developed for
such tourists will include
the
best
hospitality
services at reasonable
price i.e. closest to the
price they are willing to
spend on the tour.

When the Purpose of visit is Adventure Sports tourists give equal importance to the budget, weather
and time available. Hence the tour packages developed accordingly, Also we have identified the
major
categories
of
preference for each family
member the observations
are as follows, it is
observed that when the
respondent goes out alone
or with his spouse he/she
is more interested in
sightseeing , while when
he is with a group of
friends he would prefer a
place with recreation and
night life, also when
asked
about
the
preferences of their daughter mostly it was found that sightseeing is preferred over other activities ,
while in case of sons camping was the first preference. These results will help us to project various
aspects of Nagpur to different types of tourists and design packages around their interest.

DECISION MAKING MATRIX

The decision process will have the following key players:
Initiator-The tour package buying decision can be initiated from any of the external information
sources to the consumer. According to secondary research data the most significant source of
information are the travel agents and
the media adverts.
Hence to initiate the process MTDC
will come out with incentive
schemes and promotions via
brochures and presentations to big
international tour companies. The
tour companies can then promote the
packages to their clients.
Decider- The international tourists
themselves are the deciders.

Influencer-Influencers could be people who have already visited India before or the external
factors, according to secondary research the following are the influencers.
Purchaser-The
packages buyers.

international

tour

Gatekeeper-The international tourism

agency i.e. our client, our company will
assure a safe and enjoyable experience to
all the tourists to keep the gatekeepers
happy.
User- The tourist himself, he should be
convinced of all the facilities.

A behavioural sequence model can be constructed to understand the tour package buying
process of the consumers

The first power of decision making lies with the international tour operator i.e. the gatekeeper in
our case, MTDC will have to convince them of the security and assistance to be provided all over
the journey to get the deal done.

AFTERMARKET SERVICES
After sales in tourism includes ensuring safety and ambience of the tourist places to be visited by
the group of international tourist.
Local Transport/tourist Guides-The local transport within tourist spots will be well connected,
also the tourists will be entitled to use government/government-authorized facilities
http://tourism.gov.in/TourismDivision/TTList.aspx?Name=Travel%20Trade&TCID=Tourist%20T
ransport%20Operator .
This will ensure that the tourists are not cheated and charged fair amounts if they wish to explore an
area on their own.
Many times foreigners visit India for a purpose it might be for the reason of pilgrimage or for the
sake of exploring new places on their own hence they should be empowered with the ability to avail
government services and move around on their own. The tourist will also be provided with a
personal guide if they wish to avail.
Basic Amenities In tourist Locations- Availability of basic amenities like food water and toilet
would be ensured in the places offered under the travel packages.
Security- The concern of personal security and security of belongings will be taken care of by the
tour operators, a catalog of shopping places and nightclubs will be provided to the tourists wherein
they could go and enjoy without being cheated or harassed by the wrong people.
A point of contact will be provided in case they are lost in the way- The Company will provide a
mobile application which will be GPS enabled to track each tourist and help them whenever
needed; the foreign tourists can locate the nearest restaurants, markets, bus stops and any other
necessity when they need it. They can even enquire about the history and geography of the places
they would be visiting.

CONCEPT MARKETING
There can be different ways to market Nagpur as a travel destination; a few are illustrated in the
following:
Rural Tourism- Foreign tourists often take vacations to countryside to distress, the concept of agritourism will not only drive growth in tourism but will also add to the infrastructure of the
participating firms , the government will take good care of the participating firms to ensure a
pleasant stay and relish able experience to the tourists.
www.exploreindia.org has already a list of rural Indian places to visit.
Eco Tourism- Nagpur is the 2nd most green state of India and is rich in natural reserves like lakes
and forests hence it can be an attractive destination for the tourists exploring flora and fauna of the

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place and interested in bird and animal watching. Nagpur has a lot of lakes and sanctuaries to satisfy
the thirst for nature.
Food Tourism- Nagpur can be promoted as a hub of orange production, a tour package can be
designed around major orange growing firms where the visitors will be taken through the whole
cycle of orange productions several benefits of the fruits can be demonstrated along with the usage
of oranges for different purposes including alternate medicines and usage in food products.
Camping/Adventure Tourism- Ramtek, a village situated around 50 km from Nagpur, has various
adventure sports which await tourists. Adventure village in Ramtek offers paragliding, quad bikes,
zorbing, parasailing and so on. Ramtek, one of the most visited places in Maharashtra state, is
famous for its Lord Rama Temple and Khindasi Lake.

Nagpur can be promoted as a trekking/camping destination

The following are the treks which can be suggested:
Ramtek- Chorbawli Track
Distance of the starting point from Nagpur: Around 50 kms
Highlights: An adventure village has been set up midway on this route. Khindsi backwaters provide
lots of bird watching opportunities for the trekkers. Singapore cherry farm on the way, is a treat for
the birds/tired trekkers and bikers. Forest department has developed a cycling/trekking/bird
watching trail on this route, which is a sight for the sore eyes with spellbinding countryside and
forest for company.
Level: Moderate
Maitraban-Bore Dam
Distance of the starting point from Nagpur: 25 Kms
Highlights: You can make friends with serene countryside, paddy fields, forest and hills while you
are riding/trekking past beautiful green arenas. A visit to the dam site and nature interpretation
centre is a must for those who take pride in all things natural.
Level: Beginner
Trek-Circling the Khindsi Lake
Distance of the starting point from Nagpur: 50 kms
Highlights: It is an amazing experience cycling through agri-farms and picturesque Khindsi Lake.
You can trek up and down the terrain around Sindhura Hills. Thriving paddy fields and huge brick
Kilns, with river beds on one side are straight out of a picture postcard.
Level: Moderate

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Ramtek-Nagardhan Fort-Mansar Excavation

Distance of the starting point from Nagpur: 45 kms
Highlights: Trekking through agriculture farms and weathered Nagardhan fort, trekkers/ bikers can
travel back in time at the Mansar excavation site, which was the capital of Pravarpur and reportedly
goes back to 300 A.D.
Level: Beginner

Ramtek-Pench Dam-Kunwara Bhivsen-Kolitmara-Kirangi Sarra-Sillari- Paoni

Distance of the starting point from Nagpur: 50 kms
Highlights: There is a lot of excitement in store for those who cycle through Navegaon Khairi Dam
and Pench tiger reserve forests. There is an interesting rural trekking trail here, wherein you can get
acquainted with tribal Gond culture and architecture of the tribals. A visit to local markets is a must
for those interesting knickknacks.
Level: Challenging
Kolitmara-Dhawalapur-Bori Pani - Gardeo Nala
Distance of the starting point from Nagpur: 80 kms
Highlights: This is said to be an unforgettable forest and mountain biking/trekking expedition.
Entire cycling route in under Mansingdeo wildlife sanctuary, so the chances are that you will get to
make friends with many a wild animal as you walk through this track.
Level: Moderate
Kolitmara- Tippat-Saleghat- Shiladevi-Narhar
Distance of the starting point from Nagpur: 80 kms
Highlights: The riders/trekkers, who go on this expedition, have to pass through the backwaters of
Pench River. There are certain areas in this route, which can only be crossed in a boat, with bikes
too sitting pretty along with you.
Level: Challenging
Ramtek-Umari-Murda-Guguldoh-Panchala-Mandri-Musewadi
Distance of the starting point from Nagpur: 70 kms
Highlights: Passing through scintillating terrain, you can ride/trek through typical rural countryside.
What adds to the thrill factor is the bandoned manganese mines near Murda, which have now turned
into caves, with amazing underground waterbodies, which can be viewed using head torches.
Level: Moderate
Ramtek-Mogarkasa
Distance of the starting point from Nagpur: 50 kms
Highlights: There is an ancient Jain temple at Mogarkasa, which offers a glimpse into an era gone
by, and you can enjoy some spellbinding countryside, as you ride/trek past lush green forest and the

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typical rural countryside. The historic remains of Ramtek Fort and its surrounding temples are a
trekker/biker's delight. You can beat your blues in the local markets, buzzing with wonderful
chaotic energy and trek past lush green forest and water bodies.
Level: Moderate

CLASSIFICATION
The business of providing the travel packages to MTDC can be classified as a non technical
business service as everything in the package is purchased from some outside business entity and
added in the package, like hotel reservation have been purchased from hotels owner to be included
in a holiday package based on the category of hotel the customer wants to stay.
Resources
1.
2.
3.
4.
5.
6.
7.
8.

Research Team For ground research

Marketing Team
Computers/Website
List of hotels with Prices
Travel agents for flight/train tickets
Rental cars
Tour Guides
Sales Team

UNDERSATNDING THE CUSTOMER NEEDS

Understanding the needs of the customers is very important for designing the packages and making
all the arrangements.
Needs may include

Shelter and food (primary)

Physical challenges
Transportation
Language and other cultural challenges
Reasonable prices

Expectations may include

Cleanliness
Noise level, comfort
Quality products and services

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Adherence to schedules
Courteous employee

Categories of Package
1.
2.
3.
4.
5.

Family Tour
Adventure
De-stress package
Globetrotting packages
Wildlife

PRODUCT
The core product we are offering is a Tourism package for the Orange City, Nagpur. We have
come up with different packages for different age groups and/or income groups of the tourists.
We will be typing up with different Cab services, Hotels, Restaurants, Car and Bike Rentals,
Photographers to provide wholesome service. The data along with the contacts for the same has
been mentioned in the Annexure.

BUSINESS MODEL
Our direct and sole customer will be MTDC (Maharashtra Tourism Development Corporation) and
we will provide them our Tour Package as a product and/or service that will help market Nagpur as
an International Tourist Destination.
Our Indirect Customers will be all the partnered Hotels, Restaurants, Cab Services and
Photographers who will get business from us. Our target audience who are the end users of our
product will also be our customers though we will serve them under the brand name of Maharashtra
Tourism Development Corporation.
We will have a Linked Website from the main website of MTDC so that both the parties can keep
a track of the registrations made
Example: http://www.maharashtratourism.gov.in/OurCompany.com/

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PRICE
Our price model for MTDC will have both a fixed and variable component to it. We will also sign
a Contract of 20 years with the government to provide exclusive service.
First 5 years
Fixed Component per year: Cost + 25 lakhs
Variable Component per year: 30% of profit on each package sold
Next 5 Years
Fixes Component per year: Cost + 50 Lakhs
Variable Component per year: 35% of profit on each package sold
Next 5 years
Fixed Component per year: Cost + 75 lakhs
Variable Component per year: 40% of profit on each package sold
Next 5 years
Fixed Component per year: Cost + 100 Lakhs
Variable Component per year: 45% of profit on each package sold

Buying Behaviour and Purchase Decisions

Buyer behaviour of any B2B marketing company depends on the following parameters according to
the type of the Industry
1.
2.
3.
4.
5.

Purchasing motives and skills

Purchase involvement
Order size and frequency
Buying power
Vendor Loyalty

In case of our company Travel Diary we are entering a new market where we have to buy several
packages from the Hotels and to have different world class arrangements at different tourist spots
according to their requirements.
Our involvement in the purchase is very high as all the products we purchase are experiential in
nature and requires high vendor loyalty because the end consumers will directly interact with the
vendors and the purchasing motives are very clear to promote Nagpur tourism and to increase the
revenues generated by this Industry in past.

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Decision making process in purchase requires a set of alignment among the authorities capable of
taking decisions which include a set of processes which is to be followed by any B2B selling
company:
1.
2.
3.
4.
5.
6.
7.
8.

Recognition of need
Definition of the product type needed
Development of detailed specifications
Search for qualified suppliers
Acquisition and analysis of proposals
Evaluation of proposals and selection of supplier
Selection of an order procedure
Evaluation of product performance

So purchase decisions plays a very important role in generating revenues for the company as it
clearly explains that your pricing is completely based on the purchases made by the company and
the amount of mark-up they put on their products.

Basic Deliverables (Every Package)

1. Pick-Up + Drop Service
The party will be picked up from the airport / railway station and will be taken to their respected
hotels. At the end of the tour, they will also be dropped back as per their respective flight / train
schedules.
2. Welcome + Farewell
The party will be welcomed at the hotel of their choice on their arrival with garlands and sweets
to make them feel special and at home. When the tour ends, a small farewell party will be given to
the guests wherein they will be given a chance to bid adieu to their fellow tourists.
3. Itinerary + Guide
They will be provided an Itinerary of their entire schedule so that they know about their next three
days in advance. A guide versed with the local language of the party will be provided to them so
that they are able to enjoy their tour better.
4. Three - Day Tour
A three day fun, relaxing and adventurous tour of Nagpur taking the party to various places like
the natural reserves, sight-seeing locations, famous tourist spots, pilgrimages, adventure sports
sights and much more.
5. Food + Drinks

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We will also take care of the food provided to the parties as per their choice of veg or non-neg.
Breakfast and Dinner will be provided at their respective hotels. Lunch and Evening Snacks will
be in the form of packed food which will be delivered during the course of the tour.
The food and drinks will consist of famous Nagpur delicacies like Varhadi cuisine, Saoji cuisine,
Dabeli, Vada Pav, Papad, Raytas, Orange Jiuce, Santra Barfi etc.
6. Full time Manager + Doctor
A 24*7 service of a Tour manager to guide you throughout the entire journey and a Doctor to take
care of your health will be provided for the entire three days of the tour.

Additional Services (Extra Payment)

1. Photography
So that the party can take home their memories, we will provide paid services of a photographer and
a video-maker. The photographs can be taken at the tourist spots or during any phase of the journey.
Videos during the adventure sports or at the pilgrimages can be made as per the choice of the
party. The photos and videos will be handed to the party at the end of the tour in the form of a CD /
DVD.
2. Rent Vehicles
For those who like their privacy and want to travel alone, an option will be open in the form a
rented car or bike which will be available at hourly rates. The option of travelling with or without
a driver will also be provided. The party will need to submit an ID proof as security which could be
collected at the return of the vehicle.
3. Tool Kit
A tool kit fir the novice travelers, who forget to carry their personal belongings or who dont like
to go on a tour with a lot of luggage, will also be there for their disposal. It will consist of the
following items of the basic necessities and these items can be individually selected to make your
own personalized tool kits.
The items will be such as Brushes, Paste, Comb, Shampoo + Conditioner, Sanitizer, Face-Wash +
Hand-Wash + Body-Wash, Powder, Moisturizer, Torch, Band Aids + Medicines, Deodorant, Dettol
+ Cotton, Lock + Key.
4. Wheel Chairs
For the elderly, physically handicapped or injured persons, wheel chairs will be provided so that
they can enjoy their journey without any hassles. Care takers who will move the wheelchairs will
also be there if need be.

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5. Souvenirs
Many times you want to take away gifts for friends & family from your tours. An exhibition of all
such famous items from Nagpur will be provided at the end of the tour so that people can buy all
what they couldnt during the tour.

Customized Packages (Two Day)

1. Adventure Sports
Targeted at youngsters, the package will only include the adventure sports locations. Sports like
Trekking, Biking, Camping, Paintball, Body Zorbing, Zip Lining, Motion Gaming, Para Gliding,
Para Sailing etc. will be a part of the tour.
2. Pilgrimage Destinations
Mainly for the oldies, it is a package that will have visits to the famous and ancient temples in
Nagpur like Dragon Temple, Mata Mandir Karodi, Ramtek Fort Temple, Sri Balaji and Sri
Karitikeya Temple, Telankhedi Hanuman Temple, Shiv Temple, Deeksha Bhoomi, Balaji Mandir,
Sri Poddareshwar Ram Mandir, Shri Vyankatesh Temple, Tekdi Ganesh Mandir, Swami Narayan
Mandir, Maha Lakshmi Temple, Ganesh Temple, Kuldaivat Temple, Jain Temple, Jama Masjid,
Buddhist Temple, Masjid Ghareeb Nawaj etc.
3. Wildlife Sanctuaries
Aimed at families, the package will take the party through various Bird Sanctuaries, Tiger Reserves
and others so that both the elders and the children can enjoy the tour equally. A few of them are
Nawegaon National Park, Nagzira Wildlife Sanctuary, Bor Dam, Chaprala Wildlife Sanctuary,
Tadoba National Park, Maharajbagh Zoo etc.
4. Historical Spots
With a focus on explorers, this package will take the party to various important and famous tourist
destinations of Nagpur like Zero Mile Stone, Lonar Crater Lake, Raman Science Centre, Gavilgad
Fort, Naranala Fort, Balapur Fort, Sitabuldi Fort etc.

5. Sightseeing Places
With customer segment lying in nature-lovers, this package will include the scenic beauty places
like Ambazari Lake, Gandhisagar Lake, Zilpi Lake, Surabardi Lake, Khindsi Lake, Sonegaon Lake,
Rama Dam, Navegaon Dam, Kamthikhairy Dam, Amrit Dhara Waterfall, Ambakhori Waterfall etc.

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References:
Personal Interaction with the following:
1)
Mr. Sandeep Bajpai ()
2)
Mr. XXX ()
http://topconsokkia.ind.in/sokkia_brand/index.php
http://topconsokkia.ind.in/topcon_brand/products.php?product_id=Products
http://topconsokkia.tradeindia.com/company-profile.html
http://articles.economictimes.indiatimes.com/2008-12-05/news/27701826_1_psu-employeesrevision-committee-consumer-durables

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