A 55513sta(Kingfisher Group)

8/8/2019 A 55513sta(Kingfisher Group)

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PREPARED BY: Varun Bhatnagar, Vinit Rath, Smitha Sahu, Tilak Dasgupta


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STA is a global travel company which specialises inindependent travel for the student and youth market.. They

have various locations in UK and world wide located on

high streets and university campuses. They also have one

call centre in Manchester and a website which gives flight

details and other valuable information.

In this marketing plan we will be focussing on to improve

the customer loyalty, increase in sales, market penetrationin student and youth travel market.


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(2008)

(2009)


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1. Cheap travel tickets2. Globally spread (600 Centres

worldwide)3. 60 outlets in UK.4. Call Centre in Manchester.5. 50% Word Of Mouth.6. Increase in internet usage (5-15%)7. Estimated student market value is

245m, with the existing marketpenetration of 44%.

1. 1% Online booking system2. Poor internal MIS3. Poor customer database4. Productivity less than their

competitors, (Flight centres 375k,Trail finders 400k and ST 350k).

1. Increase in Long Haultravel

2. Collapse of Student travelfirm- Campus.3. London Olympics 2012.4. Low rate of pound.

1. Budget Airlines and othercompetitors

2. Increase in VISA refusal for

international students (acc.To UCAS)3. Increase in oil price by

$o.99/barrel4. Terrorism, Natural

Disaster,

5. Cyber crime

(IN RANK ORDER)


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1. The business is globally spread.

2. Excellent word of mouth publicity

(80%).

3. Poor online bookings (1%).

4. Very poor customer database.

5. Collapse of competitor student travelfirm Campus, creates great opportunityto target their customers.

6. Changes in government policies (Visarules for overseas students) andincrease in fuel prices ($0.99 per barrel)pose a great threat to the business.

7. Terrorism, natural disasters and cybercrime are other factors which pose

threat to the business.

SWOT ANALYSIS

KEY FINDINGS


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HIGH VALUE

LOW VALUE

SERVICES

P

R

OD

U

C

T

I

V

IT

Y

K

K


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TO BE THE FIRST CHOICE LIFESTYLE BRAND FOR YOUTHS ANDSTUDENTS, BY PROVIDING THEM THE BEST VALUE, ECO-FRIENDLY,SAFE AND AFFORDABLE MEANS OF TRAVEL INSIDE AND OUTSIDE OF ,SUPPORTED BY EXCELLENT AFTER SALES SERVICE.

Key Points Covered1. Role or Contribution

2. Business Definition

3. Distinctive Competence

4. Indications for the future

Yes

Yes

Yes

Yes

Adapted by Irwin


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1. To Increase the customer loyalty by 7.5% inone year.

2. To improve online buying from 1%-11.5% oftotal sales in one year.

3. To increase the Market Penetration by 6%( forstudents 44% -50% and youths 3%-9%) in one

year.

4. To penetrate the market for budget travellersby 1.0% in one 9 months.

(2011-2012)


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TARGET MARKET

ACTIVITIESPSCYCOGRAPHICSDEMOGRAPHICS PAST EXPERIENCE

Youth(18-35yrs)

Students BudgetTravellersandYouth

OverseasStudents

Cheap andBudgetedTravel

RepeatCustomers

PreviousCustomerBeingEmployed

TravelForStudy


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LOCALSTUDE

NTS


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STA segment Attractiveness:

STA is student Travel Company which specialises indiscounted air tickets for overseas

students and offers exclusive offers to them.

STA also caters to a certain percentage youth, gapyear students and local students.

But the major market which STA focuses is overseas

students hence the company has to plan its marketing strategies which concentrate onthis sector .

KEY FINDINGS


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CURRENT

PRODUCT

NEW

PRODUCT

CURR

ENT

MARK

ET

MARK

ET

PENE

TRATION

WEBSITES TOSTORE GUEST

PROFILE TO INC.

INTERACTION WITHSTA

1% PENETRATIONIN BUDGET

TRAVELLERS

MARKET

TO PENETRATEDTHE STUDENT

TRAVEL MARKET NY6% AND YOUTH

TRAVEL MARKET BY3%

STUDENTS(44%)YOUTH(3%)

ADAPTED FROM ANSOFF MATRIX

STA

TR

AVEL

MA

TRIX


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1. Penetrate further into Youth and student market to increase the

sales by 3% and 6% respectively.

2. Website to be designed more interactive for customers. Websitecan store guest accounts, guest profiles.

3. Market penetration in a diverse market- Budget travellers by 1%.As the visa regulations are changing in The UK and as exchangerate of sterling pound is getting low.


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1. A process of dual creation of value. (Oliver, R.L. (1999) introduced

the concept of the augmented product, stressing that consumers areinterested in the total buying experience, not just the core product.

2. The focus in CRM applications, as some of the articles in this special

section demonstrate can be on the creation of firm value.

3. Customers lose trust in firms and believe that their data are used by

firms for purposes of exploiting them, consumers will attempt to keep

their data private or to distort the data.

4. Customer life cycle can be best understood as a series of transactions

between the firm and its customer over the entire time period the

customer remains in business with the firm (Simpson, B. (2004).


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Adapted By: Clive Humby


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1. Reward program for the customers to be set up so as to gaintheir trust and to improve the relationship.

2. In the system customers will earn STA MILESdependingupon the no. Of miles they fly in any trip.

3. Customer data should be protected and maintained. Customershould feel confident with business.

4. When the customer accumulates certain no. Of miles he canredeem them for a short free trip. This will build confidence inthe business.


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PROCESSOnline BookingSystemCRMPromotionsParent Involvement

Contracts


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2011-2012

Brainstorming Of Mission Statement

Circulation Of Mission Statement

Feedback of Mission Statement

Market Penetration

Website

SETTING OF REWARDS PROGRAM

GANTT CHART

STA MARKETING BUDGET 2011 2012


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STA MARKETING BUDGET 2011-2012

Advertising Start Date End Date Budget Operated by

Marketing plancompletion

1/01/2011 15/02/2011 0 Marketing Dept.

Banner adcampaign #1

23/02/2011 14/10/2011 26540

Banner adcampaign #2

20/02/2011 25/10/2011 29000

Total AdvertisingBudget

55540

Direct Marketing Start Date End Date BudgetDoor To Door

Leaflet marketing

4/05/2011 30/10/2011 1,689

Direct marketingon TV

5/03/2011 4/12/2011 12000

Direct marketingon Radio

10/10/2011 09/12/2011 750

Direct marketing

in Newspapper

20/02/2011 09/05/2011 675

Total DirectMarketing Budget

15,114

Totals 70,654


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Objectives Key Performance Indicators Monitoring and Control

Maintain and grow customer

relationship management.

Increase sales up to 11.5%by the

end of the year

Increase awareness about the

STA in local area about 81% bythe 8th month of the year.

To increase the loyalty of

customer 7% by the 7th month of

the year.

Management of customer

databases by the 9th month of the

year.

By customers feedbacks.

By valuating the sale of per month.

Number of new customers in the

Number of visiting same customers.

By creating the computer databases

of the customers and

Loyalty Program

On weekly basis.

Monthly basis.

Weekly monitored.

Daily monitored.

Daily monitored.

M

ONITORING

AN

DCONTR

OL


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Objectives ACHIEVING UNDER ACHIEVED

CRM Work upon the strategy Need to take off the strategy and

find another way of improving theCRM.

Penetration In Student Market Maintain the working on strategy Then maintain the existing studentmarket

Penetration In Youth Market Aggressive promotions in the form ofbrochures, periodicals and leaflets on

campuses and high streets

Then maintain the existing marketshare.

Increase In Sales Invest in acquiring new technologies,invest in staff professional development

Do more promotions inUniversities, and with Internationalagents

Penetration in Market of Budget

Travellers

Try to penetrate further. But do not

loose focus from main target market

Withdraw the plan

Website Offer more promotions and maintainthe progress.

Encourage online usage, bypromotions, offer discounts foronline buyers


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Simpson, B. (2004) The Case for Easier Redemptions, CreditCard Management (August 2004), p. 12.

Peck, H., Payne, A., Christopher, M. and Clark, M. (1999),Relationship Marketing, Oxford Butterworth-Heinemann, p112 .

Kotler, P., Armstrong, G. (2004), Principles of Marketing (10thEd), USA, Pearson Prentice Hall.

REFERENCES


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