FISAT BUSINESS SCHOOL

BUSINESS DEVELOPMENT PLAN

KERALA TOURISM & LIFE STYLE

GREEN LEAF TOUR PROVIDERS.

By, Kurien Joseph Jimish .K . Joseph

Rahul . S Binu Mol Shaji

Rahul Raj

A Journey through Greenery

Contents Executive Summary

Objective

Management team

Mission

Keys to Success

Company summary

Tourism Industry in Kerala

Market Growth

Tourism Market

Market Needs

Market Opportunities

The Competition

Target Segments

EXECUTIVE SUMMARY• Growth of tourism across the world is spectacular .• Last 10 years, tourism industry has recorded a growth of over

10%• UNWTO predicts : by the year 2020 India will have over 1500

million International arrivals.

• An opportunity in tourism sector especially in Kerala exists for the following reasons

1) KERALA’s ethnic and mesmerizing beauty

2) KERALA’s wide range of tourist spots / remarkable locations : Prompts customers to revisit

3) KERALA’s magical Ayurvedic treatments & climate.

4) The traditional culture of KERALA .

5) Typical celebrations and dance forms

Our primary clients are : individuals, couples and affinity groups of high-net-

worth, budget class & health conscious people who travel for leisure at least once per year, seeking the ultimate travel experience , wildlife lovers , ayurveda experience etc..

Competitive advantage

Providing smaller exclusive package tours & giving personal attention .

To broaden market share and increase brand recognition, the luxury tour packages initially will be offered at slightly below market rate.

OBJECTIVE’STo provide world class service. To have worldwide customers

and develop a brand name.

Facilitate customer retention, maintain mind-share of Green Leaf resellers and increase pricing power.

Establish and maintain strategic alliances with service providers nationally, internationally, and with travel professionals.

Produce the highest levels of client satisfaction in the industry & most number of repeat customers.

To provide the packages according to the need of the client with world class service.

MANAGEMENT TEAM & KEY PERSONNEL’S

Members include Kurien Joseph (Managing Director) MBA in Marketing & Finance , Yield

Management Expert ( IATA Certified ) 5 years experience

Rahul S (Chief Travel Officer) MBA in Operations & Travel ( IATA/FIATA )Jimish K Joseph, (Audit Analyst & Chief

Relationship Manager ) MBA in Fincance & Marketing ( 6 sigma certified )Rahul Raj (Chief Financial Officer) MBA in Finance & Operations ( 8 years work

exp )Binu Mol Shaji (HR Manager) Masters Degree in Human Resource

( Performance Management expert )

MISSIONTo provide unique, Budget, luxury tours and travel

experiences, for all groups of customers, this result in their satisfaction, evidenced by repeated bookings as well as favorable word-of-mouth comments.

To assure them that the choice made by them is the best.

Keys to SuccessAttractive and unique tour packages.First class Accommodation and services. Well

trained and multi linguistic guides and drivers.Packages are designed according to the need of

customers & even the helicopter facility is provided for saving time.

Communicate the unique aspects and quality of GREEN LEAF offerings through personal interaction, media and other branding activities. Customer retention through A-class service and follow ups.

Convince people about the economic viability of Heli Tourism & transportation

We want the Green Leaf brand to be synonymous with service and luxury. We want our clients to say, "I travel with Green Leaf!"

COMPANY SUMMARY

GREEN LEAF is a full service travel agency that specializes in travel (Medical, Adventure & pilgrimage tourism) and provides business travelers with professional service.

Green Leaf Journeys is a luxury tour company which specializes in providing the ultimate in fully-arranged, small, private tours (escorted).

We will also cater to budget, health conscious & leisure travel markets .

Green leaf provides trained and multi linguistic guides and drivers who have the full knowledge about the location.

CORPORTATE OFFICE

GREEN LEAF TOUR PROVIDERS 34/12 Near to Casino Air CateringNedumbassery Ernakulam

OUR BRANCHESBANGLORE, CHENNAI, DELHI, MUMBAI, U,

K, MALAYSIA, DUBAI.

TOURISM INDUSTRY IN KERALA

Kerala is acclaimed by the National Geographic traveler as one of the ten paradises of the world.

Certified by the London financial Times as the choice of smart travelers and as the Mecca of Ayurveda by Geo Saison.

Kerala has about 300 hotels, with a room inventory of about 10,000 classified rooms.

There would be another 10,000 rooms in the unclassified hotels, guest houses, home stays and other informal accommodation

Market Growth The state has seen 11.3 per cent growth in tourist traffic in

recent years. .Kerala rank 4th among states in the number of IATA

approved booking agencies for the sale of airline tickets

TOURISM MARKET

The four primary leisure travel groups are:Adventure, Special-Interest, Honeymoons & Sightseeing Trips.High-Income Travelers.Budget-Conscious Travelers.Families, Students & Seniors. FURTHER CLASSIFICATTIONSpecial-Interest (Medical tourism), Honeymoons, and

Sightseeing Trips.: Young, active "trustafarians:" this group of people tend to be

younger than the other target segment. This group has a lot of disposable income, but not because they earn it, but because they have wealthy parents

Market Opportunities

Our market study confirms that India is likely to be the largest destination market for medical tourism in the world and Kerala stands the top in pyramid.

We also found out that inadequate travel guides and professional care is missing with majority of tour operators in the state.

We also find the scope of Heli tourism in the state of Kerala (for both domestic and international tourists).

Marketing Objectives1. Maintain positive, steady growth each

quarter.2. Experience a growth in new customers

who are turned into long-term customers.3. To be recognized as the premier hard

adventure, Medical Care & Leisure trip provider

COMPETITIVE ANALYSIS

•We will differentiate ourselves from our competitors by offering the most extensive material available from the

most up-to-date, well-informed staff.

• Clients will return for our service, knowledge and competitive prices.

FACTOR My Business Strength Weakness Competitor

A

Competito

r B Importance

to Customer

Products Travel & Tourism

Leisure , Heli Tourism& Adventure Medical & pilgrimage Tourism

Huge Investment

Leisure & Ayurveda tourism

Leisure & Medical tourism

Our Products are customized to meet all demands

Price Customized Nominal rates To ensure quality , price is kept high

customized High Our Prices are in par with quality

Service Excellent Professional tour managers

Lack of Expertise

Good Excellent We provide excellent round the clock support

Location strategic Near to Airport Office space availability

Away from Airport

Excellent Customers can drop into our office very easily

Sales Method Personal relationship

Direct contact expensive Indirect method

Direct Method

Strong bond of Relationship is build

Advertising Travel Magazines

Travel Mart Not frequent Not frequent Good Frequent

Brand quality

Image Good Excellent

SWOT ANALYSIS

STRENGTHS•Excellent staff who are highly trained •High customer loyalty among repeat customers•Highly experienced Management team•Ideal Location•Wide Network of branchers•Medical Tourism•Heli Tourism

WEAKNESSS

•Start-up and the odds are stacked against small start-up companies. •Limited Personnel•A challenge to find employees who possess the necessary skills and customer-centric attitude.•The struggle to continuously offer new and exciting trips

OPPORTUNITIES

Growing market that has yet to be adequately addressed.• Growing number of young professionals with the recent dotcom boom.• Increase in the aging polpulation•Increazse in Trustafarians.

THREATS

•A slump in the economy will affect the travel industry.• An increase in terrorist acts, recession, and harthals will chill International perception of safety when traveling,• The entrance of other service providers into Green Leaf niche.

MARKETING MIXPricingGreen Leaf does not compete on price, we

compete on service. Additionally, the target market is not price sensitive.

DistributionGreen Leaf services will be distributed throughout

the Kerala and the world, Advertising and Promotionmagazine advertisements as well as the direct

mail.Customer service

Obsessive customer attention is the mantra

TRANSPORTATION SYSTEM We will use all principal travel systems, including

Planes, trains, buses, and where appropriate, taxis.

. Our main attraction is the heli tourism using helicopters at cheap rate for plying between various pre designated travel destinations of historic and strategic importance.

GUARANTEES & WARRANTIESOur clients will be protected financially against

either our own or our tour operator’s failure.

Risks Associated with Growth

Losing touch with customers Loss of clientele to other providers Quality of services diminished New businesses

OUR SPECIAL PACKAGES & PRODUCTS

View Splendid Kerala Packages(Historic Kerala, Paradise of Kerala, Backwaters of Kerala, Scenic Kerala,)

Adventure Tourism(Camping, Hiking, scuba diving, trekking, Sailing, Kayaking,Biking trips)

Home stays In Kumarakom, Allepy backwaters, Cochin, Trivandrum,

Munnar, Thekkady, Gavi etcHeli TourismUsing a fleet of Bell430 helicopters (10 passengers) for

carrying tourists to various historic and tourist spots.

Medical Tourism

The Company’s services will include the following:

Help with procuring a medical visa; Booking travel to the country where the services will be provided; Airport pick up and drop off; Consult Green Leaf on with appropriate specialists; Pre-operation care & accommodation Booking into the hospital for the operation Accommodation for post-operation Arrangements for post-operating care in the foreign country; Book travel home from the country where the services have been

provided; Arranging emergency insurance coverage for any unexpected serious

adverse events arising from the surgery that means prolonged hospitalization and/or a medical flight back to respective countries.

Arranging Travel insurance.

Rent a Car Services

We also have tie up with Leading Kerala rent a car services. Free Service of Para Medic & Support assistants

Free Camp ( By own event Management team to make the trip Memorable )

Free goodies

MARKET RESEARCH

1975 1995 1996 2000 2010 Average Annual Growth rate

(%) 1990 - 2010

Europe 153.8 338.2 347.4 397 525 3.1

East Asia/Pacific 8.7 84.5 90.1 122 229 7.6

Africa 50.0 110.1 115.5 138 195 3.7

Middle East 4.7 18.7 19.4 25 37 4.6

America’s 3.6 11.3 15.1 14 21 4.9

South Asia 1.6 4.5 4.5 6 11 6.7

World Total 222.3 567.4 592.1 702 1019 4.1

Source: Global Stats. Corp.

Updated forecast for the years 2000 and 2010 (millions)

FEW OF OUR MOST DEMANDING PACKAGES AT A

GLIMPSEPacka

ges

Up

to

30

DEC

Fro

m

01

Jan

Cochin

Hotels

Munnar Hote

ls

Periyar

Hotels

Kumarako

m Hotels

Alleppe

y

Houseb

oats

Kovala

m

Hotels

Kanyaku

mari

Hotels

Superi

or

3900

0

4180

0

Hotel M

ermaid-

Executi

ve Roo

m

Sterling Res

ort – Std Roo

m / Forest H

aven - forest

View Room

Sandra

Palace-

Deluxe

room

Kumarako

m Lagoon-

deluxe roo

m

Housebo

at in Ker

ala

Sagara

beach

resort

Singaar

Internatio

nal Std

room

Delux

e

4120

0

4900

0

Emerald

Standar

d

Great Escap

eExecutive r

oom/Deshad

an -Dxe

Ranger

Woods-

Wild Vi

ew Roo

m

Kalathil Re

sorts- can

al view

Housebo

at in Ker

ala

Issola

Di

Cocco-

STD

room

Singaar

Internatio

nal

Std room

Sup.

Delux

e

4880

0

5880

0

HotelEm

arald-D

xe Roo

m

Tea Valley R

esorts-Execu

tive

Wild Co

rridor D

eluxe vi

lla

Back Wate

r Ripples

Housebo

at in Ker

ala

Travan

core

Heritag

e

beach

groove

Indian

Hermitag

e

(1 night Cochin, 2 Nights Munnar, 1 night Periyar, 1 Night Kumarakom, 1 Night Houseboat, 2 Nights Kovalam & 1 Night Kanyakumari)

BACKWATERS OF KERALA

Packag

es

Up to

30

SEP

From 01

OCT

Athirappally

Hotels

Alleppey

Houseboat

Rs 28000 32200 Rain Forest-

Luxury Room

Houseboat

in Kerala

Nights Athirappally +1 Night House boatTour Cost: Per couple in INR

AYURVEDA & BACKWATER TOUR

Packages Up to

30

DEC

From 01

JAN

Cochin Hotels Ayurveda Resorts Kumarakom Hotels

Superior 29,000 33000 Mermaid-Executive

room

Chamundi Hill

Palace –Deluxe

Room

Kumarakom

Lagoon-Deluxe

Room

Deluxe 30,500

/-

35000 Emarald Standard Chamundi Hill

Palace –Deluxe

Room

Kalathil Resorts-

canal view

Sup.

Deluxe

32000/

-

37000 Emarald -Dxe Room Chamundi Hill

Palace –Deluxe

Room

Back Water Ripples

Duration: 6 Days / 5 NightsDestinations Covered: Cochin, Chamundi Hill Ayurveda Resort, and Kumarakom1night Cochin + 3Nights Chamundi hill Ayurveda resort +1 Night KumarakomTour Cost: Per couple in INR

Other Tour Packages in Kerala

Kumarakom Houseboat TourKerala Houseboat TourKerala Exotic Tours

Kerala Beach and Wildlife Tours

Cochin Munnar Houseboat TourKerala Honeymoon Vacations

Ayurveda and Backwater Tours

PILGRIMAGE TOURISM Arrangement for pilgrimage to holy places like sabarimala

temple, Guruvayoor temple, Malayattoor church etc.Special package tours in connection with festival seasons

during Onam, Christmas, traditional festivals etc.

: eg : SABARIMALA PACKAGE (Rs 24, 000 per head) KOCHI- PAMBA - KOCHI

Day1 Chottanikkara, Vaikom, Ettumanur, Erumeli, Pamba, Sabarimala

Day2 Drop at Kochi Air Port/Railway station.Visit/ Stay at Farm tourism, Resorts & Ayurvedic Health

Resorts.

 

OPERATIONAL PLAN

Prospective tourists > visiting our website > selecting package >online web interface support from our 24*7 help desk >after evaluation selecting the best alternative > Online Payment >Feedback from > E flight ticket send along with a unique customer id no.

On Reaching AirportTourist group reaches airportOur travel guides will verify the customers after

cross checking with unique id no given earlierWill escort them to nearest hotel for restEscorting to our office to explain them the tour

package details and itineryA professional tour manager is assigned the

duty to assist the groupGroup members can choose from two option of

travel via long routes (Car or Heli taxi)To make the trip memorable, tourist groups will

be requested to attend customized camps /events (salsa, Kathak, beach camp, nature camp) along with goodies free of cost.

Specific guide lines for MEDICAL TOURISM

Our Para Medic expert along with travel manager will be present in the airport

Verifying the documents along with unique id no. Escorting to nearest hotel (depending on the situation of

patient) Our Para medic expert will escort the patient to our

office As with regards to the nature of illness, patient is

transferred to pre arranged hospital/clinic. On reaching the clinic, our Para medic expert will hand

over the treatment sheet records along with our analysis to the doctor.

Doctor Admitting the patient. Post Operation Patient is brought back to the hotel Escorted to Office and various travel plans are explained Along with the help of our travel guide and Para medic

experts the best travel plan is selected.

HELI TOURISMDaily Chopper service from Cochin to Munnar in

BELL 430 (10 passengers)Domestic as well as international passengers can

make use of the air taxi. Nominal rates are charged. Per Passenger Rs 3000Time taken to reach the destination will be 45

minutes.ADVANTAGES

Unnecessary travel time can be savedKeeping the passengers feel fresh (without any

tiredness)An opportunity to have an aerial of view of scenic

beauty of Kerala. Chopper service from Cochin to Allepy is also

available Special chopper taxi can be arranged on the

request made by tourists to various destinations.

ADVENTURE TOURISMDepending up on the needs of tourists,

adventure trips are planned.Those who are interested in Kayoke and

rafting are taken to the Athirappily water falls Those are interested in wildlife adventure are

taken to the wildlife of Vayanad.Those who are interested in trekking are also

taken to Vayanad Hiking & Biking , Backwater Biking &

Canoeing Wildlife Tours , Parachute Gliding

HOME STAYS

Tourists are also given a rare opportunity to stay with the traditional village families of Kerala.

Precisely in Allepy, Cochin, Trivandrum, They will be provided with a cab and tour assistant

During the period of home stays they will have a unique opportunity to witness the traditional Kerala Kathakali, Kalaripayatu, and with special emphasis of teaching the basics of Yoga.

We are also arranging special cooking class about Kerala foods to the interested tourists.

BUSINESS STRATEGYMARKETING & SALES PLANNING

Customer Incentives “ Word of Mouth the most effective Tool for

promotion “ Hence we will provide incentives to the tour

packages for tourists via referrals.Event specialist press advertising only brings in one

out of seven clients. Advertising and Promotion

a)Public relationsDisseminating regular flow of press releases

based on stories regarding our destinations . Customer feedbacks etc

We will employee a freelance public relations adviser

Internet Web site. The most convenient way for us to have a

global presence at the outset.We will purchase space in the Leading Govt

portals : eg “ Incredible India.Customer relations. We will keep records of every sales contact.By having superior information on our clients

and prospects, we intend to offer a truly personalized service

We will use this data to encourage our customers to recommend our services to friends, relatives, colleagues, and employers

We will also be using a “contact management” system that will allow us to monitor the effectiveness of different promotional strategies and of different marketing messages.

STRATEGY FOR ACHIEVING GOALS

Extensive public relations campaign Recruit well-trained, enthusiastic staff Deliver superior product knowledge Provide high quality customer service Create library of tools/reference

materials for clients

STAFFING

All staff will have job descriptions, a career and training history file, and a record of employee reviews.

Psychometric Aptitude Test for new staffs New staff will then spend time with each

member of Green Leaf team ( Job Rotation )All staff will undergo full product training, and

will spend at least four weeks a year onsite at key travel destination

Our dress code will be unique which will definitely reflect the effect of professionalism

MANAGER HOSPITALITY

ESCORT ASSISTANTS

BOARD OF DIRECTORS

HEAD OPERATIONS

MANAGING DIRECTOR

HEAD FINANCE

HEAD MARKETING

HEAD MARKETING

HEAD HR

MANAGER TRAVEL CHARTING

CONTROLLER AUDIT ANALYST MANAGER CORPORATE SALES & DOMESTIC

MANAGER INTERATIONAL SALES

MANAGER RECRUITMENT &

TRAINING

STATUTORY MANAGER

SUPERVISORS

ASSISTANTSACCOUNTANTS

SALES EXECUTIVE SALES ASSISTANT

HR ASSISTANTHR ASSISTANT

ORGANIZATIONAL STRUCTURE

We will encourage people inquiring about vacation to give us feedback on:

• Our ability to handle their inquiry• The amount of time from the client’s first inquiry to the date of actual travel

• The client’s reactions to the vacation in terms of whether it meets their expectation

We hope to promote out of season services through frequent customer contact and through our own publication, most likely a magazine of some Sort.

FUTURE SERVICESGreen Leaf may develop business in

additional segments of the luxury travel market, i.e. tours with an architectural, music festival, golf or local festival emphasis.

. The long-term goal of Green Leaf is to establish itself as an internationally recognized provider of top-medical, adventure & Heli tourism travel

FINANCIAL OBJECTIVES

A double digit growth rate for each future year.

A reduction of fixed overhead through disciplined growth.

Continue to decrease the variable costs associated with the production of trips.

Our services are seasonal. Recurring revenue will be dependent upon successful trips involving a Variety of activities offered year-round

IMPORTANT ASSUMPTIONS

The financial plan depends on important assumptions.

The company assumes a slow-growth economy, without major recession.

The company assumes of course that there are no unforeseen changes in public

Q1 Q2 Q3 Q4 Total

INQUIRIES

THROUGH

PROMOTIO

N

30 40 50 80 70

ONLINE

INQUIRIES

40 60 75 85 130

TOTAL

INQUIRIES

70 100 125 165 460

VACCATIO

N SOLD

32 60 80 95 267

PROSPECTIVE INQUIRIES & SALE OF VACCATIONS FOR COMING YEAR

AN OVERVIEW OF THE INFLOW OF TOURISTS TO KERALA VIA GREEN LEAF 

NO OF TOURIST

GROUPSLEISURE MEDICAL

ADVENTUR

ETOTAL REVENUE

INDIVIDUALS@

AVG Rs 30,000 36 30 10 76 22,80,000

FOUR MEMBER

GROUP @ Avg Rs

60,000

10 30 20 60 36,00,000

SIX MEMBER

GROUPS @ Avg

80,000

18 20 15 53 42,40,000

EIGHT MEMBER

GROUPS @Avg

90,000

23 30 25 78 70,20,000

TOTAL 87 110 70 267 1,71,40,000

LIABILITIES AMOUNT ASSETS AMOUNT

SHARE CAPITAL

KURIEN’S CAPITAL

RAHUL’S CAPITAL

SURAJ’S CAPITAL

JIMISH ‘S CAPITAL

BINU SHAJI’S CAPITAL

RESERVES & SRUPLUS

P&L A/C

SECURED LOANS

SBI BANK LOAN

FEDERAL BANL LOAN

UNSECURED LOANS

CURRENT LIABILITIES & PROVISIONS

CREDITORS

80,00,000

80,00,000

80,00,000

80,00,000

80,00,000

18,92,900

10,00,000

50,00,000

NIL

3,39,59,000

FIXED ASSET

LAND AND BUILDING

TRADE MARKS

FURNITURE

MOTOR VEHICLES

INVESTMENTS

CURRENT ASSETS & LOANS AND ADVANCES

DEBTORS

CASH IN HAND

CASH AT BANK

MISCELLANEOUS EXPENDITURE

2,20,00,000

4,51,900

19,00,000

1,50,00,000

50,00,000

2,00,00,000

1,00,00,000

75,00,000

81,85,19,00 81,85,19,00

COST SHEET

5 INNOVA @ Rs 10 Lakhs 50,00,000

10 INDICA @ Rs 4.5 Lakh 45,00,000

1 BUS @ 30 LAKH

1 VOLVO MINI BUS @ 25 LAKH

55,00,000

VEHICLES OWNED BY GREEN LEAF

VEHICLE RATE PER KM RATE PER DAY

INDICA Rs 7.50 -

INNOVA Rs 10

LANCER Rs 1800

ACCORD Rs 5000

BENZ C CLASS Rs 8000

HIRE CHARGE SHEET

Normal carsRs 2000 ( avg ) * 300 working days = Rs 6,00,000Luxury carsRs 10 ,000 * 100 working days = Rs 10,00,000

TOTAL : = Rs 16,00,000

HELI COPTERCapacity : 600 LtrsAviation Fuel Rate : Rs 71 per LtrAnticipated Usage of Aviation Fuel per week : 800 Ltrs