7/20/2019

SYMBIOSIS SKILLS AND OPEN UNIVERSITY, KIWALE,

PUNE

SUMMER INTERNSHIP REPORT

TOPIC-

“Competitor analysis and Marketing Strategy of B2B and B2C tours and travels
services of Rayna Destination Management Company.”

BY

Suraj Agrawal

SPECIALIZATION: RETAIL MANAGEMENT

PRN: 1800201004
 CERTIFICATE

Rayna Tours and Travels

Office Address: "Adhiraj complex", Opp. Holiday Inn, Near Shiv-Ratna Hotel, Near Stadium,
Balewadi, Pune, Maharashtra 411045
Phone No.: 020 6748 8900 E-mail: [email protected] Website: www.raynatours.com
Date: 20/07/2019

TO WHOM IT MAY CONCERN

This is to certify that Mr. Suraj Agrawal, S/O- Mr. Jaigopal Agrawal, a student
of BBA (Major in Retail – Summer Semester), Symbiosis Skills and Open
University, Pune, Maharashtra has successfully completed 02 (Two) months
internship in our company, from 27th May, 2019 to 20th July, 2019. During the
period of his internship programme with us he was found punctual, hardworking
and was able to complete all the assigned tasks to our satisfaction.

We wish him every success in his academics and career.

for, Rayna Tours and Travels Ltd.

Authorized Signature____________________

Name and Designation___________________

 Recommendation letter

May, 2019

To whom it may concern

Through this letter, I’d like to recommend Mr. Suraj Agrawal, who has worked
as a legal intern with Rayna Tours and Travel, to endorse his contribution to the
office. As an Country Head and Suraj’s immediate Reporting Manager, I have
had the opportunity to supervise his work from the overall tasks assigned, which
he has carried out successfully.

Suraj is an insightful individual who has a strong grasp in the marketing field. On
his first day at work, I was pleasantly surprised to find out that he knew most of
the techniques of marketing. He took charge of things immediately and helped
company to bring up the leads.

As an individual, Suraj is communicative and hardworking I wish him the best

of luck in completing his graduation and anticipate working with him again.

Regards,

Atul K, Chaurasiya, Country Head

Rayna Tours and Travels,

Pune-411045.
 Acknowledgement

At the very beginning, I would like to express my deepest gratitude to almighty

God for giving me the strength and the composure to complete my 1 st Year and
prepare this report within the scheduled time. During the period of my internship
work, I have received generous help from many quarters, which I like to put on
record gratitude and pleasure.

First and foremost, I am grateful to my academic guide, Dr. C.J. Rajendra Prasad,
Director-BBA Retail Management, SSOU, for mentoring and guiding me to
understand, involve and complete this research. His guidance, encouragement
and suggestions provided me necessary insight into the research problem and
paved the way for the meaningful conclusion of the work in a short duration. I
have no hesitation to say that, without his constant support and valuable advice
from time-to-time, I would probably failed to complete my work effectively.

My special gratitude goes to Mr. Atul K Chaurasiya, Country Head, Rayna Tours
and Travels, for his modern outlook and meticulous supervision to carry out the
tasks perfectly.

I am grateful especially to Mr. Rajkumar and Miss Aparna and all other
Departmental Heads, officials and also all office staffs of Rayna Tours and
Travels for their encouraging support and co-operation in giving me the
opportunity to complete my internship and for having been of help and support
to me for always.

Suraj Agarwal
 INDEX

Page No
1. INTRODUCTION -
1.1 Company Profile 01
1.2 CEO of Rayna 02
1.3 Mission and Vision of Rayna Tours and Travels 03
1.4 Why Rayna Tours and Travels 04
1.5 Competition Analysis 05-06
1.6 S W O T Analysis 07
1.7 4 P’s of Rayna Tours and Travels 08
1.8 5 Levels of product 09-10
2. ABOUT THE TOPIC 11
3. RAYNA’S PLANS TO ACHIEVE THE GOALS 12
4. DIFFERENCE BETWEEN B2B AND B2C 13
5. OBJECTIVE OF THE STUDY 14
6. DEPARTMENT-WISE ORGANIZATION CHART 15
7. DESCRIPTION OF WORK PERFORMED 16
8. SAMPLE OF THE AGENT FEEDBACK FORM 17
9. DATA ANALYSIS AND INTERPRETATION 18-20
10.ANALYSIS OF DATA FROM CUSTOMER FEEDBACK 21
11.LEARNING OUTCOMES 22
12.REFERENCES AND TESTIMONIALS 23
13.AWARDS AND RECOGNITIONS 24
14. ANNEXURES 25-27
15. WEEKLY REPORTS 28-31
 Company Profile

Founded in 2006, Rayna Tours is a destination management company based in

UAE licensed by the Government of Dubai's Department of Tourism and
Commerce Marketing (DTCM). It offers the best of travel management services
catering to B2B and B2C clients. Over the years it has swiftly gained the
reputation as one of the best destination management companies in UAE
through its excellent travel expertise and professionalism. Rayna Tours have
travel experience in handling worldwide holiday packages, hotel reservations,
easy visa processing, and tours and excursions through a group of well-trained,
efficient staff. It is a one-stop travel solution for creating unique holiday plans
and activities in a hassle-free manner.

Rayna Tours had a modest beginning in 2009 with a simple idea of providing
efficient travel services in UAE. It started out as a simple travel counter inside
Grand Flora Hotel which expanded to 15 more counters across Dubai hotels.
Along the years, it grew to become one of the widely recognized travel
management companies in the UAE. The credit goes to the founders Mr. Manoj
Tulsani and Mr. Kamlesh Ramchandani’s visions and efforts and expertise of the
company’s dedicated staff. Right from the beginning, it offered holiday packages
and arranged tourist services to leisure and business clients which further
branched out to international tours, MICE and visa related services.

01
Over these years, it has established its offices across Dubai, Sharjah, Abu Dhabi,
Singapore, Malaysia, and India. Presently, the Destination Management
Company has over 500 multilingual travel professionals and continues to expand
its presence to other countries in the near future and increase its services with
new and innovative ideas. Rayna Tours also has an association with some of the
hotels and ground handlers in UAE and is also has its own channel of travel
services. With its launch of an online booking website, it has become easier to
reach customers and for them to make plans and reservations in a hassle free way.
Through the online portal, clients get access to over 100,000 worldwide hotels
and the widest range of personalized and all-inclusive tours and packages at best,
competitive rates and discounts. Rayna tours today specializes to a whole range
of travel services, especially in UAE such as Desert Camps, Dinner Cruises,
luxury Limousine tours, and yachting service. After more than a decade in the
industry, the company has become a comprehensive ‘one-stop solution’ for all
aspects of travel services of individuals and corporate.

02
Rayna’s Mission and Vision

At Rayna Tours and Travels, the mission is to make travel smoother and
accessible to all. Rayna Tours is a comprehensive one-stop solution to all your
travel related services.

03
Why Rayna Tours?

 Rayna makes sure you get the Best price guaranteed. They strive to provide the
best of travel services and tour packages that suits the customer’s holiday or
travel expectations and budget. You get to book your packages without any
hidden costs and can trust their best available prices without compromising the
high quality of services that we promise to deliver.
 Rayna involves the best of their experts to assist their customers, they are trained
and kept abreast of the latest trends and new services. Thus you get an expert
team to support and guide you for your travel needs.
 Customers can reach the officials and representatives of Rayna at anytime,
anywhere! They are available 24 x 7 on live chat support to listen and guide on
queries or complaints regarding their travel services. They are also available on
all social media platforms like Whatsapp, Instagram, Twitter and Facebook for
their clients to get information about their new promotions or to contact them
for any query and assistance regarding booking procedures or any travel needs.
 Rayna makes sure that all your online transactions go through a reliable and
secure payment services. They promise their customers easy and secure online
transactions were personal data and privacy are given utmost importance to
protect you from any fraudulent and unauthorized transactions. Their systems
are verified, authenticated and encrypted by the most advanced digital security
certification authority -Thawte. Hence, no matter how you opt to pay, your
transaction will be fully secured and safe.

04
Competition Analysis

A business without a competitor is not possible so the same with the tour service
.Rayna has many competitors named as:-

 Get your guide

 Headout
 Viator
 Klook
 Booking.com

Rayna Headout Get your Klook

guide
Categories Provided Not provided Not provided Not
provided
Price Low High High Low
Online portal User Hard to Hard to User
friendly understand understand friendly
Ex.Burjkhalifa AED137 AED141 AED141 AED136
124th floor

05
06
 S.W.O.T Analysis

S- Strength

W- Weakness

O- Opportunity

T- Threat

Strength Weakness
 Consistent discount  Lack of nation policies to the
development of tourism industry
 User friendly portal  High tax rates
 In-house product  Lower margins
 Highly skilled employees
 A loyal customer base
Opportunity Threat
 Educate the customer, especially  Terrorism and natural disasters. As a
millennials and the younger travel agent there is no way you can
generation since very few of them prohibit those from happening and
know, on what a travel agent does they might affect the general
and the benefits. economy and willingness to travel.
 Embrace technology and use it to  Large number of competitors
enhance the customer experience entering into the market
and ultimately your own business.
Why not start with improving
dynamic online packaging to include
more services that just air, hotel and
rental cars?
 Deterioration of the environment
and native flora and fauna due to
fires and uncontrolled dumping.
07
 4P’s of Rayna

Product - the product offered by Rayna are Hotels bookings, sightseeing and
activities and visa services.

Price- the pricing strategy used by Rayna are premium pricing, bundle pricing,
pshychological pricing and discount pricing.

Promotion- Rayna does various promotional strategy both offline and online
with the help of SEO they maintain their rank in google search and with the help
of social networks such as fb.instagram and twitter they create their brand
awareness among people and by using tele calling they generate their leads.

Place- Rayna sell their product both online and offline means.

08
 5 Levels of product

Core product :- the core product offered by

Rayna is the destination. It is core because
the main aim of the tourist is the destination
where he has to reach or go.

Basic product :- the basic product offered by

Rayna are ticket booking, transport,
sightseeing, hotel booking and visa.

Expected product :-these are the products that the customer expects the
organisation to offer. These are impeccable services, seat availability on needed
time as it is crucial to business travellers, accurate information, quick check-in,
authentic information, information about various packages, different routes
leading to a destination.

Augmented product :- These are the products that are offered by companies to
distinguish itself from others such as internet access as complementary for
corporate packages and complementary pick up and drop off services and the
online portal.

Potential product :- the 3D projector image of places so the people and client
can easily decide the places.

09
10
 About the topic

“Competitor analysis and Marketing Strategy of B2B and B2C tours and travels
services of Rayna Destination Management Company.”

Rayna’s marketing strategy include:

 Buyer Personas
 Goals
 KPIs
 Website Optimizations
 Paid Marketing Guidelines

Buyer personas :- in this marketing strategy Rayna has to narrow down their
marketing influence and focus on the people to whom they want to visit the place.

Within this buyer personas Rayna include things like:

 Age :- 15 yrs to 50 yrs

 Income:- 1lakh per month
 Job Title :- Tours and Travels Agents /businessman/students/employees
 Location:- all over world
 Interests Challenges :- like to explore the world
 Wants/Needs
 Goals 11
Rayna’s Plans to achieve the goals are:-

Rayna’s goal is to increase the leads and action are as below

 Highly targeted Facebook ads.

 Print ads in local publications.
 Google Adwords advertising.
 Influencer campaigns.

Defining KPIs - As Rayna define their goals, it’s important that they
also identify the appropriate KPIs (key performance indicators). Digital
marketing KPIs are what they’ll use to measure the efficacy of every tactic
they deploy and optimize them to improve your results/returns. (clever tap and
google adwords).

For example, they would use their costs-per-click to understand the efficacy
of their paid ads their cost-per-lead to understand whether or not they’re
targeting the appropriate people, and cost-per-conversion to understand the
efficacy of their conversion funnel.

Website optimization - While Rayna may not sell products directly,

their destination should still be collecting contact information so that they can
stay in touch with their website visitors. Rayna have CTAs (calls to action)
for downloadable incentives on nearly every page on your site so that they can
continue to provide value via email after their visitors have come and gone.

12
 Difference between B2B and B2C

Basis of Comparison B2B B2C

Meaning The selling of goods and The transaction in which
services between two business sells the goods and
business entities is known services to the consumer is
as Business to Business or called Business to Consumer
B2B. or B2C.

Customer Company End user

Focus on Relationship Product

Quantity of merchandise Large Small

Relationship Supplier - Manufacturer Retailer - Consumer

Manufacturer - Wholesaler
Wholesaler - Retailer

Creation of Brand Value Trust and Mutual Advertising and Promotion

Relationship

Buying Decision Planned and Logical, Emotional, based on want

based on needs. and desire.

13
 Objective of the study

 To analyse the different marketing strategy used by the Rayna Tours and
Travels.
 How to rank top in the google search.
 Tools to track the advertisement
 How to target the specific customers
 What is the actual difference between B2B and B2C

14
 Department-wise Organisational Chart

CEO

Marketing Sales Finance Human Contracting Online

resource support

Digital B2C Accounts Recruitment

Offline
B2B Billing Payroll

15
 Description of work performed:

During the Internship offered to me at Rayna tours and travels, I was first trained
to understand their Retail operations with emphasis on the challenges faced. I
designed a questionnaire for agent who book packages from Rayna tours and
travels via offline and online mode. I physically met them so that I could
understand from their feedback the areas of improvement, analyse the consumer
behaviour aspects & know the psychology of the customers. After the survey I
analysed the findings of the data and derived at the conclusions to give
suggestions according to my observations and learnings.

The questionnaire was prepared in a manner that the respondents could easily
give their feedback. It included dichotomous questions for quick and easy
response as well as multiple choice questions that needed to be ticked. This
helped the agreed to pick the answers that they agreed to the closest. The language
of the questionnaire was simple and easy for everyone to relate to.

The sample of the questionnaire has been enclosed in the following pages of the
report for a better understanding of the approach towards work performed.

16
 Sample of the feedback form:
Customer feedback form

1. Do you know about Rayna Tours and Travels?

o Yes
o NO
2. How you visit Rayna Tours?
o Online
o Offline
3. Did you book any packages from Rayna?
o Yes
o No
4. Which is the best service you liked of Rayna?
o Hotel booking
o Tours
o Visa
5. Best country offered by the Rayna tours and travels
o Dubai
o Singapore
o Malaysia
6. Among three to four tourism companies which company offered user
friendly portal?
o Get your guide.com
o Viator.com
o Klook.com
o Raynatours.com 17
 Data analysis
1. Do you know about Rayna tours and travels?

30%

yes
no
70%

2. How you visit Rayna Tours?

35%
online
offline
65%

18
3. Did you book any packages from Rayna?

30%

yes
no
70%

4. Which is the best service you liked of Rayna?

30% 25%
hotels
tours
visa
45%

19
5. Which is the best country offered by Rayna Tours and Travels?

5%
15%
Dubai
Singapore
Malaysia

80%

6. Among three to four tourism company which company offered user friendly
portal?

10% klook.com
25%
15% raynatours.com

get your guide.com

viator.com
50%

20
Analysis of Data from Customer Feedback

1. How did you visit Rayna Tours?

ANS- Mostly agent visit through a offline mode that means through a tele-calling
or pamplets, because visiting online they think that wont have a good relation
and booking offline will save their time and it is not possible for them to
remember all the portals id as market have many online portal.

2. Which is the best service they liked of Rayna?

ANS- The best service the agents like of Rayna is tours, as Rayna include
complete knowledge of tours with sightseeing and transport information and
secondly they like visa service as Rayna have unlimited quota for visa.

3. Best country offered by the Rayna tours and travels

ANS- The agents chose Dubai as the best country offered by Rayna because
Rayna has its in-house product available in Dubai that makes Rayna to give
competitive price the in-house products are desert camps, 3 limosines, luxury
yachts,v5 cruise

21
 Learning outcomes:

1. The project was helpful in understanding the need of advanced technology

used in the tourism industry.

2. During the project, I was able to learn about the various Departments a
Rayna tours and travels has

3. I was able to understand the products and services offered by Rayna tours
and travels.

4. I was able to learn and relate to the various types of promotional activity
used in the market.

5. I was able to learn about the day-to-day Operations of the company.

6. I understood and participated in the Marketing and Promotion activities in

the company.

7. Learnt to complete the task on time

8. Learnt to convince agents and customers and brought leads to company.

22
References
https://www.raynatours.com

https://www.raynab2b.in

Testimonials
Smith holidays –he is the client who is working with Rayna from the last 2 years
and is very satisfied from the service offered by Rayna both offline and online
and given 4.5/5 stars for the rating.

Sky world tours and travels –he works in both offline and online mode with
Rayna and is happy to say that the price of Rayna tours and travels is very
affordable and competitive and the service is also good compared to competitors.

23
AWARDS AND RECOGNITION

24
Annexures

25
26
27
INTERNSHIP PROGRAM: SUMMARY OF WEEKLY REPORT
SURAJ JAIGOPAL AGRAWAL: BBA IN RETAIL MANAGEMENT, 1ST YEAR (SEM 2)
PRN NO: 1800201004 MOB NO: 8600294000 EMAIL:[email protected]
NAME OF THE COMPANY : RAYNA DESTINATION MANAGEMENT
NATURE OF BUSINESS : Travel and Tourism Management Company
NAME OF THE COMPANY MENTOR : Mr. Atul K Chaurasiya
DESIGNATION OF THE COMPANY MENTOR : Country Head
COMPANY MENTORS MOBILE/OFFICE NO : 08975764444/020-2066838800
COMPANY MENTOR MAIL ID : [email protected]
DATE OF JOINING THE INTERNSHIP : 29/05/2019

SUMMARY OF WEEKLY REPORT OF 27th May to 1st June 2019

Tasks assigned during the week Learning outcomes of the week
1. Introduction about Company 1. Introduction to company profile.
2. Introduction of various software’s used by the company.
3. Introduction to company’s Online Portal.
2. Communication 1. How to communicate with various agents.
2. How to answer queries of agents and resolve their problems.
3. How to communicate with the clients over phone.
3. Leads Generation 1. How to convince agents for your product or service.
2. How to generate leads and have a daily follow up.
3. How to analyze the strength and weakness of the client.
4. How to find potential customers in the market.

SUMMARY OF WEEKLY REPORT OF 3rd June to 8th June 2019:

Task assigned during the Learning outcomes of the week
week
1.lead generation 1. How to convince agents for your tourist packages.
2. How to convince client to register on our portal.
3. Analyze the customer needs.
2.Marketing 1. Analyze the client behavior.
2. How to resolve their problems.
3. Importance of retention of clients.
4. Importance of relationship building.
3.Tele-marketing 1. How to use tele marketing.
2. How to give demo to a client.
3. Marketing used by the company.
28
SUMMARY OF WEEKLY REPORT OF 10th June to 15th June 2019:

Task assigned during the Learning outcomes of the week:

week:
1. Business meeting with 1. Meeting the travel agents for prospecting the offers in
Agents. Travel packages for individual and corporates.
2. How to follow up with clients to register on our portal.
3. Analyze the customer needs for holiday customization.

2. Marketing to clients 1. Understand the customer requirement.

2. Offer them options based on their requirement
3. How to help customers to take a decision and resolve
their
queries and problems.
3. On the job Training 1. How to use tele-marketing effectively
2. How to give demo to a client, group or corporate
3. Marketing strategies followed by the company.
4. Documents required for 1. Analyze the needs of documents required for passport,
travelling. VISA.
2. Understand how to tie up with the hotels.

SUMMARY OF WEEKLY REPORT OF 17th June to 22nd June 2019

Task assigned during the week Learning outcomes of the week

1. Collection and interpretation 1. Understood the concept related to the marketing aspects
of information and digital of Rayna’s Destination Travel and Holidays.
marketing 2. Understood the portal of Rayna and its competitors.
2. Report making 1. Compared the company with its competitors based on
prices and design of portal.
2. Analysis of various options given to user on online portal.
3. Reporting the efficiency of the digital marketing aspects of
Rayna.
3. Digital marketing 1. Understand what is digital marketing and how it influences
the customers to make decisions.
2. Learnt about the channels of digital marketing (SEO, SMM,
PPC, email marketing, mobile marketing).
3. Learnt about the various campaigns run by company.

29
SUMMARY OF WEEKLY REPORT OF 24th June to 29th June 2019

Task assigned during the week Learning outcomes of the week

1. SEO data 1. Understood how Rayna Destination Management
attracts traffic though paid ads and organic ads.
2. Got an overview of SEO and its importance to the
company.
3. On page and off page understanding on the web pages
of the company.
2. Competition comparison 1. Compared the company with its competitors based on
prices and design of portal
3. Introduction to components 1. Understood blog commenting, guest post, article
of off-page and brand submission, web 2.0, social bookmarking and business
building listing.
2. Get to know about the importance of interview and
video posting on company portal.

SUMMARY OF WEEKLY REPORT OF 1st July to 6th July 2019

Task assigned during the week Learning outcomes of the week

1. SEO question and answer 1. Understood various terms of SEO such as panda and
penguin algorithm, internal linking, external link, SERP.
2. Performed test for the question of SEO.
2. Introduction to HTML 1. How to make a web page.
2. Understand the structure of html coding.
3. Understood the attributes of HTML.
4. Analysed the Information for effective communication on
the web page.

3. Introduction to components of 1. Practically done blog commenting, guest post, web 2.o
off page

30
SUMMARY OF WEEKLY REPORT OF 8th July to 13th July 2019

Task assigned during the week Learning outcomes of the week

1. Analysing webpages 1. Analysed the different webpages by using screaming
frog and ahref.
2. Corrected the error webpages by using the html
elements such as h1 and img alt attribute for the
image text.
2. Report making and PPT 1. A website edubaivisa.in was given and told us to
conversion analyse the complete pages with the aspect of SEO.
2. Analyse the call to action page and blog page.
3. Made a PPT of 5 slides about Rayna and learnt how to
convert PPT into video file.

3. Google adwords 1. Understood the different terms of google adwords

2. How it helps the company to reach the potential
customer.

SUMMARY OF WEEKLY REPORT OF 15th July to 20th July

Task assigned during the week Learning outcomes of the Week

1. Google adwords 1.What is structure of Google adwords (account, campaign,

adgroups, Ads)
2. Understand the criteria to decide quality score in google
adwords.(ad relevancy, landing page, CTR)
2. Keywords for the Dhow 1. Found the keywords for Dhow cruise Dubai with the help
Cruise Dubai using keyword of google adwords and analysed the best keyword that will
planner lead to conversion

3. Creation of campaign using 1. Completed the campaign using google adwords and
adword understand its different rules and settings

31