Part One
My first visit to Moon Rakers furnished my very plot for
this blog writing. The moment individual
part of marketing management project was announced I had my idea running. I had
already done a rough scan of shops in Mahabs.
I knew what and where I need to go.
Being a tourist place Tours and Travels would be an
attractive business to know and write. Targeting and Positioning was looking perfect
to me for this industry. I had seen 3-4 tours and travel shops where I could do
my survey. Things I did was watching and talking. Watching to see what happens
and talking to understand how it happens.
First Shop which I entered was empty. Shop Name was “Mahabs
Tour”. Reason for emptiness- They did not sell tickets (Air & Land). They were only into Hotel packages. According to the employee they will not be
able to build customer base as competitor were offering a better product mix
than them. Marketing Lesson 1- To
satisfy your customer you should offer/sell a better product-mix which deliver
high customer value. Tickets are what drove the travel market in Mahabs and
added superior value to packages. He also told being a new entrant in this
market they will take some time to craft their brand. I scanned through the
shops to see some infrastructure i.e., the watching part. He had a LCD screen
computer, few desks and chairs. Shop had enough floor space for comfortable
customer experience. What lacked was the decent number of Travel Guides, Maps,
Posters and Display boards. Marketing Lesson
2- Packaging should be good to sell even a room or a ticket, but no offence
with the shop as he is a new entrant.
Next question was how they are marketing themselves. He said
he would like to cover it later. My next visit’s agenda was already drawn to
action. I was pretty happy to get a nice feedback on my first visit. Adding to
above mentioned agenda; I would cover few more shops and query them to
understand few intricacies for Mahabs Tours and Travel Business.
ANKIT SETHI
FT13408
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