Thomas Cook India, in the news last couple of days over a possible change in ownership, will don a new positioning ‘Travel Smooth.' With this, it moves from its ‘Holidaywallas' proposition launched in 2009 to woo retail (individual) travellers.
While the share of retail sales (against institutional) has moved up to 35 per cent from being ‘virtually negligible' in 2009, the share of business from tier 2 and 3 towns has also moved up to 40 per cent currently.
Mr Rakshit Desai, Executive Director, Thomas Cook India, says the annual marketing spend that now ranges from Rs 20 to Rs 30 crore, has doubled in the last three years. The increase in this budget has been channelled to Tier 2 and 3 markets. Mr Desai also noted that a lot of it has gone into regional media.
“The competitive intensity there is much lower and the stickiness with customers is much higher,” he said.
A television campaign will roll out next week on TV, led by genres like cricket, cinema and news, with a selective entertainment channel strategy. Regional channels will find favour here too.
The company had a turnover of Rs 267 crore in the year ending December 2010, up from Rs 218 crore the previous year.
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