A Study on Innovative Marketing Strategies for Enhancing

Global Travel Experience with Specific reference to UAS

International Holidays.

Chapter-1

Introduction to UAS International Holidays

UAS International Holidays is a company specializing in travel and tourism services, offering a range of
travel solutions including holiday packages, flight bookings, hotel reservations, and travel insurance. They
cater to both domestic and international markets, providing personalized travel experiences for individual
travellers, families, and corporate clients. The company aims to create memorable travel experiences by
combining extensive industry knowledge with customer-centric services.

UAS International Holidays aim at breaking the monotony in your routine, surroundings by providing you
a break from your daily life.

UAS International not only provide you a well-planned HOLIDAY but also render your services that make
your holiday special and memorable. We aim to give you an experience that you cherish for a lifetime. We
work to bring you and your loved ones close to the Mother Nature and also give you moments enriched with
relaxation, refreshment and rejuvenation.

UAS International Holidays Operations Team is well equipped to cater the requirements of our esteemed
clients. We are specialized in Domestic and Outbound Tourism and cater to the different segments of
travellers like Honeymoon Couples, Family Groups, Corporate Groups and Students among others and serve
them with great deal of efficiency. We also organize Cultural Tours, Adventure Tours, Beach Tours, Eco-
Tourism, Festival Holidays, Golf Tours, Art and Crafts Tour, Heritage Holidays, Museum Tours, Backwater
Tours, Wildlife Tours, Religious Tours, Yoga & Meditation Tours, Rejuvenation & Ayurveda Tours,
Safaris, Special Interest Tours etc.

Mission Statements:

The company aim is not merely to render a holiday tour, but also provide a bouquet of services weaved to
perfection according to your needs. We believe that bringing people and places together is a noble affair.
Moments which people spend with their loved ones are truly magical and blessed, and holidays are both an
excuse and an opportunity to get this blessing. And so, we strive to gift you a holistic experience enriched
with refreshing, relaxing and rejuvenating moments that you would cherish for eternity.
Vision Statement:

UAS is dedicated to the provision of objective, accurate, informative and reliable travel content in various
formats, including the World Travel Guide for consumers, UAS Professional for travel industry
professionals and extensive licenced and bespoke content for commercial partners through its specialist
division, Columbus Content Solutions. A fast-growing, pioneering and diverse global travel content
business,

History of UAS International:

UAS International, established in 2013, works on maximising returns through our exclusive high-profile
network ranging from top government banks to elite private banks. Initially started as a human resource
development organisation, we have since expanded and flourished as a wealth management company aiming
to provide Portfolio Management Services (PMS) using our expansive range of investment products. Also,
in 2016, UAS International started a new venture by the name of UAS International Holidays with the vision
to provide customised international and domestic tour packages for group travels, corporate travel, college
trips etc.

Every individual, family or business that we cater to, has a requirement that is ambient to their lifestyle. At
UAS International, we have a wide bouquet of investment services that we offer, each of which is
specifically tailored to each Client. UAS has built its reputation on understanding the needs of individuals,
whatever their walk of life, and responding to them effectively and discreetly. Each Client is supported by
ongoing research and makes final investment decisions. With the strong Research team at UAS, we also take
special care to minimize risk while extending quality growth for our clients.

UAS International has facilitated various training and development programs in India and abroad with top B-
school and has trained almost 67000 and above interns till date. We have liaison with 26 universities in India
with the base size of 450 and above campuses. We are looking out for Interns with specialization in
Marketing and HR, passionate to make their career in Banking and Financial Sector. For this purpose, UAS
International has also come up with “International Live Projects” to train and develop the knowledge and
resource-based skills of the candidates to fill the void of the business environment.

Keeping in mind the most critical needs in today's context, we have emerged as a service partner of various
Banks and Universities by providing a one stop solution and offering a gamut of services like - Training &
development, International & National Internships, College Trips, etc. Our mission is to establish high
standards of professional etiquette and to effectively facilitate a comprehensive and accomplished system of
continuing development for every intern through our exceptional training solutions in BFSI sector.
Leadership:

Ishan Taneja is a dynamic professional with over 12 years of experience in establishing international and
national marketing networks. He has conducted over 200 workshops on placement talks and trained more
than 40,000 management interns from top B-schools in India and abroad. Additionally, he has led over 100
career management workshops across B-schools globally. Efficient in handling client queries, he has
achieved high client satisfaction. A graduate of the London School of Economics and an MBA from IIM
Calcutta, he is recognized as a marketing specialist and has authored three books on marketing. As an
entrepreneur, he has launched four successful brands: UAS International Wealth Management Company
(2013), UAS International Hostel Chain (2014), UAS International Holidays Pt. Ltd. (2016), and Aloft
Career (Vision 2021).

Name: MR. ISHAN TANEJA

Designation: GROUP MD & CEO
Purpose or Objectives of the Study

1. To study the marketing strategies of UAS International holidays

2. To understand how marketing help in enhancing Global Travel experience
3. To analyse the Customer Satisfaction of UAS International Holidays

Context of the Study

The travel and tourism industry are highly competitive and dynamic, with rapid changes influenced by
technological advancements, economic conditions, and global events such as pandemics. UAS International
Holidays operates in this volatile environment, requiring constant adaptation to maintain a competitive edge.
The study is conducted within this context, aiming to equip the company with strategies to enhance its
resilience and growth in the face of industry challenges.

Significance of the Study

The significance of the study lies in its potential to provide actionable insights that can lead to substantial
improvements in both customer satisfaction and operational efficiency. By addressing the identified
management problems, UAS International Holidays can:

1. Enhance Customer Loyalty: Improved customer experiences can lead to repeat business and
positive word-of-mouth referrals.
2. Increase Profitability: Streamlined operations and reduced costs can enhance the company's bottom
line.
3. Competitive Advantage: Innovative digital solutions and effective market expansion strategies can
position the company ahead of competitors.
4. Sustainability: Efficient operations and satisfied customers contribute to the long-term sustainability
of the business.

Theoretical Framework

While a detailed theoretical framework is optional, the study may draw upon several management theories
and models, including:

 Customer Satisfaction Theory: Understanding the determinants of customer satisfaction and its
impact on loyalty.
 Operations Management Theory: Principles and techniques for optimizing business processes.
 Market Expansion Theory: Strategies for entering new markets and increasing market share.
 Digital Transformation Theory: Frameworks for successfully integrating digital technologies into
business operations.
Summary

The summer internship at UAS International Holidays is designed to address critical management challenges
in customer satisfaction, operational efficiency, market expansion, and digital transformation. By focusing
on these areas, the study aims to provide the company with valuable insights and strategies to enhance its
competitive position in the travel and tourism industry. The study's significance is underscored by its
potential to improve customer loyalty, profitability, and long-term sustainability, ensuring that UAS
International Holidays continues to thrive in a dynamic market environment.

Marketing:

The science and art of exploring, creating and delivering value to satisfy the needs of a target market at a
profit.

The 7P’s of marketing:

P1 - Product

There is no point in developing a product or service that no one wants to buy, yet many businesses decide
what to offer first, then hope to find a market for it afterwards. Successful companies find out what
customers need or want and then develop the right product with the right level of quality to meet their
expectations, both now and in the future.

 A product does not have to be tangible – an insurance policy can be a product.

 The perfect product provides value for the customer. This value is in the eye of the beholder — we
must give our customers what they want, not what we think they want.

 Ask yourself whether you have a system in place to regularly check what your customers think of
your product and your supporting services.

 Find out what their needs are now and whether they believe these will change in future.

 Beware the product quality trap – don’t take it too far by trying to sell a Rolls-Royce when the
customer really wants a Nissan Micra.

P2 - Price

A product is only worth what customers are prepared to pay for it. The price needs to be competitive, but
this doesn’t mean you have to be the cheapest in your market – small businesses can compete with larger
rivals by offering a more personal service, value-adds or better value for money. You also need to make a
profit. Pricing is the only element of the marketing mix that generates revenue — everything else represents
a cost to you. When considering the price of your product, it’s important to look at it from the customer’s
perspective:
Price positions you in the marketplace — it tells customers where to place you in relation to your
competitors.

The more you charge, the more value or quality your customers will expect for their money.

This is a relative measure. If you are the most expensive provider in your market, customers will expect you
to provide a better service.

Everything that the customer sees must be consistent with these higher quality expectations — packaging,
environment, promotional materials, website, letterheads, invoices, etc.

Existing customers are generally less sensitive about price than new customers — a good reason to look after
them well.

P3 - Place

The product must be available in the right place, at the right time and in the right quantity, while keeping
storage, inventory and distribution costs at an acceptable level. The place where customers buy a product,
and the means of distributing your product to that place, must be appropriate and convenient for the
customer. This applies to brick-and-mortar operations, but is even more important in e-commerce.

 Customer surveys show that delivery performance is one of the most important criteria when
choosing a supplier.

 Place also means ways of displaying your product to customer groups. This could be in a shop
window, but it could also be online.

 E-commerce operations that sell exclusively on the internet must place even more emphasis on the
company website and other online activities, as there are fewer points where the customer will
interact with the company.

 For the same reason, all firms that sell online should consider how the product will be delivered to
the consumer – even if this is handled by a third party.

 Mobile is an increasingly important purchasing channel for consumers, so it may be a good time to
optimise your website. Does yours conform to the latest standards? For example, Google search now
penalises websites that are not optimised for mobile, potentially making it more difficult for
consumers to find you.

P4 - Promotion

Promotion is the way a company communicates what it does and what it can offer customers. It includes
branding, advertising, PR, corporate identity, social media outreach, sales management, special offers and
exhibitions. Promotion must gain attention, be appealing, send a consistent message and - above all - give
the customer a reason to choose your product rather than someone else’s.
  Good promotion is not one-way communication — it paves the way for a dialogue with customers,
whether in person or online.

 Promotion should communicate the benefits that a customer receives from a product, not just its
features.

 Your website is often the customer’s first experience of your company – you only have one chance to
make a good first impression, so make sure that information on the site is always kept up to date and
the design is updated to keep it fresh.

 Explore new channels – from traditional print ads to the latest social media trends, there is now a
world of possibilities to explore. The important principle is to always advertise where your target
consumer goes.

 Printed promotional material must grab the attention of your customers. It should be easy to read and
enable the customer to identify why they should buy your product – A brochure isn’t necessarily the
best way of promoting your business. Unlike your website, the information is fixed once a brochure
has been printed. A more cost-effective and flexible option might be a folder with a professionally
designed sheet inside, over a series of your own information sheets produced in-house. These sheets
can be customised by varying them to suit the target customers and/or changing them as required

 Promotion does not just mean communicating with your customers. It is just as important to
communicate with staff/fellow employees about the value and attributes of your products. They can
then pass on the knowledge to their customers.

P5 - People

Everyone who comes into contact with your customers will make an impression. Many customers cannot
separate the product or service from the staff member who provides it, so your people will have a profound
effect — positive or negative — on customer satisfaction.

 The reputation of your brand rests in the hands of your staff. They must be appropriately trained,
well-motivated and have the right attitude.

 All employees who have contact with customers should be well-suited to the role.

 In the age of social media, every employee can potentially reach a mass audience. Formulate a policy
for online interaction and make sure everyone stays on message.

 Likewise, happy customers are excellent advocates for your business. Curate good opinion on review
sites.

 Superior after-sales support and advice adds value to your offering, and can give you a competitive
edge. These services will probably become more important than price for many customers over time.
  Look regularly at the products that account for the highest percentage of your sales. Do these
products have adequate after-sales support, or are you being complacent with them? Could you
enhance your support without too much additional cost?

P6 - Process

Many customers no longer simply buy a product or service - they invest in an entire experience that starts
from the moment they discover your company and lasts through to purchase and beyond.

 That means the process of delivering the product or service, and the behaviour of those who deliver
it, are crucial to customer satisfaction. A user-friendly internet experience, waiting times, the
information given to customers and the helpfulness of staff are vital to keep customers happy.

 Customers are not interested in the detail of how your business runs, just that the system works.
However, they may want reassurance they are buying from a reputable or ‘authentic’ supplier.

 Remember the value of a good first impression. Identify where most customers initially come into
contact with your company - whether online or offline - and ensure the process there, from encounter
to purchase, is seamless.

 Ensure that your systems are designed for the customer’s benefit, not the company’s convenience.

o Do customers have to wait?

o Are they kept informed?

o Is your website fast enough and available on the right devices?

o Are your people helpful?

o Is your service efficiently carried out?

o Do your staff interact in a manner appropriate to your pricing?

Customers trying to reach your company by phone are a vital source of income and returning value, but all
too often they're left on hold. Many will give up, go elsewhere and tell their friends not to use your company
- just because of the poor process.

P7 - Physical evidence

Choosing an unfamiliar product or service is risky for the consumer, because they don’t know how good it
will be until after purchase. You can reduce this uncertainty by helping potential customers ‘see’ what they
are buying.

 A clean, tidy and well-decorated reception area – or homepage - is reassuring. If your digital or
physical premises aren’t up to scratch, why would the customer think your service is?
  The physical evidence demonstrated by an organisation must confirm the assumptions of the
customer — a financial services product will need to be delivered in a formal setting, while a
children’s birthday entertainment company should adopt a more relaxed approach.

 Some companies engage customers and ask for their feedback, so that they can develop reference
materials. New customers can then see these testimonials and are more likely to purchase with
confidence.

 Although the customer cannot experience the service before purchase, he or she can talk to other
people with experience of the service. Their testimony is credible, because their views do not come
from the company. Alternatively, well-shot video testimonials and reviews on independent websites
will add authenticity.

Marketing Strategies:

A marketing strategy refers to a business’s overall game plan to facilitate the buying and selling of its
products or services. A marketing strategy determines how to reach prospective consumers and turn them
into customers. It contains the company’s value proposition, key brand messaging, data on target customer
demographics, and other high-level elements.

To create Marketing Strategy:

Creating a marketing strategy requires a few steps. Here are some of the steps you should consider when
creating your marketing strategy.

1. Identify your goals: While sales are the ultimate goal for every company, you should have more
short-term goals such as establishing authority, increasing customer engagement, or generating leads.
These smaller goals offer measurable benchmarks for the progress of your marketing plan. Think of
strategy as the high-level ideology and planning as how you accomplish your goals.

2. Know your clients: Every product or service has an ideal customer, and you should know who they
are and where they hang out. If you sell power tools, you’ll choose marketing channels where general
contractors may see your messaging. Establish who your client is and how your product will improve
their lives.

3. Create your message: Now that you know your goals and who you’re pitching to, it’s time to create
your message. This is your opportunity to show your potential clients how your product or service
will benefit them and why you’re the only company that can provide it.

4. Define your budget: How you disperse your messaging may depend on how much you can afford.
Will you be purchasing advertising? Hoping for a viral moment on social media organically?
Sending out press releases to the media to try to gain coverage? Your budget will dictate what you
can afford to do.
 5. Determine your channels: Even the best message needs the appropriate venue. Some companies
may find more value in creating blog posts for their website. Others may find success with paid ads
on social media channels. Find the most appropriate venue for your content.

6. Measure your success: To target your marketing, you need to know whether it is reaching its
audience. Determine your metrics and how you’ll judge the success of your marketing efforts.

Types of Marketing Strategies:

There are different types of marketing strategies available. Picking up a marketing strategy includes
analyzing the needs of your business, your target audience and specifications of your products.
The two main types of marketing strategy are:

 1. Business to business (B2B) marketing

 2. Business to consumer (B2C) marketing

The most common form of marketing is business to consumer (B2C) marketing.

different types of marketing strategies

1. Paid advertising

This includes multiple approaches for marketing. It includes traditional approaches like TVCs and print
media advertising. Also, one of the most well-known marketing approach is internet marketing. It includes
various methods like PPC (Pay per click) and paid advertising.

2. Cause marketing

Cause marketing links the services and products of a company to a social cause or issue. It is also well
known as cause related marketing.

3. Relationship marketing

This type of marketing is basically focused on customer building. Enhancing existing relationships with
customers and improving customer loyalty.

4. Undercover marketing

This type of marketing strategy focuses on marketing the product while customers remain unaware of the
marketing strategy. It is also known as stealth marketing.

5. Word of mouth

It totally relies on what impression you leave on people. It is traditionally the most important type of
marketing strategy. Being heard is important in business world. When you give quality services to
customers, it is likely that they’d promote you.
6. Internet marketing

It is also known as cloud marketing. It usually happens over the internet. All the marketing items are shared
on the internet and promoted on various platforms via multiple approaches.

7. Transactional marketing

Sales is particularly the most challenging work. Even for the largest retailers, selling is always tough
especially when there are high volume targets. However with the new marketing strategies, selling isn’t as
difficult as it was. In transactional marketing the retailers encourage customers to buy with shopping
coupons, discounts and huge events. It enhances the chances of sales and motivates the target audience to
buy the promoted products.

8. Diversity marketing

It caters diverse audience by customizing and integrating different marketing strategies. It covers different
aspects like cultural, beliefs, attitudes, views and other specific needs.