The document discusses Cox & Kings, a tourism company in India. It provides details about the company's history, operations, competitors and segmentation of tourists. It also outlines Cox & Kings' brand strategy to achieve a well-defined brand personality and acquire 17% market share through promotion of various tourism segments, improving services, and using technology and marketing initiatives.

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8. Segmentation of Tourists Base of Segmentation Categories Holiday Mass Market, Popular Market, Individual Market Demand Primary, Secondary, Opportunity Geography National, International Psychographics Lifestyle, Personality, Knowledge Demography Age, Sex, Religion Socio-Economic Rich-Poor, Urban-Rural, Literate-Illiterate Purpose Business, Leisure, Culture tourism Age Teens, Youths, Senior Citizens

9. Target Audience Segmentation Base of 0Segmentation for Cox & Kings Categories Non Users Lack willingness and ability (in terms of income and leisure time) Potential Users Have the willingness but the marketing resources have not been used in an optimum way to influence their impulse Actual Users Already using the services generated by tourism service providers Occasional Users Although they do possess the requisite income and leisure, they have not formed a habit of traveling Habitual Users Frequent travelers

14. Brand Vision for Cox & Kings Short Term (in 2 years) Long Term (in 5 years) Promoting various tourism segments like medical tourism, adventure tourism, ecotourism, etc by designing segment specific packages in addition to country and region specific packages Full-fledged branding & promotional Initiatives (Integrated Marketing Communication) To concentrate on capacity building by improving the quality of services offered, infrastructure, manpower by benchmarking with competitors To provide an umbrella of services associated with travelling to the customers. Use of Information Technology (eTourism) to complement branding and promotional initiatives

21. Online Presence

24. Yours Truly – from Travelling Light