Objectives and Operational Stages
- Test feasibility of Phoenix market;
- Assemble Indian Tour package;
- Research destination information;
- Create compelling marketing materials;
- Implement pilot tour group.
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Research the Destination
- Be prudent about sources;
- American and international sources;
- Up-to-date;
- Reflect mindset of target market;
- Reliable Indian sites;
- Choose information that is compelling for the target audience.
Managing the Research Sources
Comprehensive and internationally respected for credibility:
- CIA World Fact Book;
- The World Bank/IBRD.
That these are locally based is a plus!
Destination-based for local insights and native color:
- e.g. India Education;
- U.S. Embassy in New Delhi.
Industry-specific: travel and hospitality sources:
- e.g. World Travel Guide.
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Marketing Communications Materials
- Geography, to accommodate regional travel;
- Society, culture and religion to enhance exotic appeal of destination;
- Any of the Indian Institutes of Management for insight into the technological preparedness and potential of the populace;
- Side trips, off-the-beaten track destinations for:
- Vividly demonstrating the unequalled diversity of the subcontinent;
- Permitting a variety of experiences: safari, trekking the Himalayan foothills, sampling regional cuisine.
Create Basic Information System
- Sales and reservation subsystems;
- Customer contact information to facilitate follow-up, sale closing and for future marketing campaigns;
- Comprehensive financials for quoting, booking and crediting reservation, airline, lodging and site entrance tickets;
- Issue trip ID cards form database;
- Permit booking type according to traveler preference, e.g. smoking vs. no smoking rooms.
Project Assessment
Strengths
- Great variety of attractions and destinations in selected market;
- Competence in creating basic customer service database;
- Rich spectrum of information about destination.
Weaknesses
- Needed better information about traveler profiles and preferences;
- Lacked information about why India ranks low in destination hierarchy of Americans.
