Brand Mgt_report Final

7/31/2019 Brand Mgt_report Final

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A REPORT ON

ELECTRONIC TICKETING BY SAVVY TECH

SUBMITTED BY:

BRAND MANAGERS TEAM

SAFINA IQBAL

SHARIQ WAHAB

UROOJ INAYAT

SYED SALMAN SHAUKAT

SUBMITTED TO:

SIR WASEEM GAUHAR

SUBMITTED ON:

31ST MAY, 2011


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ACKNOWLEDGEMENT

First of all, we would like to say Alhamdulillah, for giving us

the strength and health to do this report work until it done not

forgotten to our family for providing everything, such as money,

to visit banks and anything that are related to this report and their

advise, which is the most needed for this project. Internet, books,

computers and all that as our source to complete this report. They

also supported us and encouraged us to complete this task

Then, we are grateful to ourSIR WASEEM GAUHAR, for

teaching us Brand Management. His versatile knowledge inmarketing and media field and unique teaching style has

developed our knowledge and cleared many concepts.

We are more grateful to him for assigning this report, which has

further helped us in evaluating many interrelated dimensions of

marketing & media.

Finally we thanks to all who has directly or indirectly supported

us with their assistance and guidance to compose this report and

accomplish broader vision to visualize things in marketing as well

as media concepts.

Thanking you,

Safina Iqbal

Urooj Inayat

Salman Shoukat

Shariq Wahab


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EXECUTIVE SUMMARY

This report is designed for marketing of the Ticketless Travel tothe national market as BRAND MANAGEMENT

ASSIGNMENT. Include here is a complete market analysis,

target market, SWOT analysis, marketing strategies and other

relevant contents are present in this proposed plan.

The purpose of this marketing plan is to:

Promote the Electronic Ticketing

Identify E-ticketing strength, weaknesses, opportunities

and threats

Provide Ticketless Travel with marketing tools and

analytical and create ways of marketing to attract

educate and maintain customer

It is the intention of this marketing plan to create a long-term

growth model.


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TABLE OF CONTENTS


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........................................................................................................................... 1........................................................................................................................... 2a REPORT ON ...................................................................................................2ELECTRONIC TICKETING BY SAVVY TECH ...............................................2Submitted By:.....................................................................................................2

SAFINA IQBAL .................................................................................................. 2SHARIQ WAHAB ...............................................................................................2UROOJ INAYAT ................................................................................................ 2SYED SALMAN SHAUKAT ............................................................................... 2Acknowledgement..............................................................................................3Safina Iqbal........................................................................................................ 3Urooj Inayat........................................................................................................3Salman Shoukat.................................................................................................3Shariq Wahab ....................................................................................................3Executive Summary ...........................................................................................4TABLE OF CONTENTS .....................................................................................5

Idea Profile .........................................................................................................7General Information .......................................................................................7

OUR SERVICE .................................................................................................. 7Company Profile ................................................................................................ 8Mission ...............................................................................................................8Strategy and Operational Plan ........................................................................ 10

Market Segmentation ...................................................................................13SWOT Analysis ................................................................................................14

Strengths ...................................................................................................... 14Weakness .....................................................................................................15Opportunities ................................................................................................15

Threats ......................................................................................................... 16Promotion Strategies ....................................................................................... 17Product Strategy ..............................................................................................18

Requirements ...............................................................................................18

Product Positioning ..........................................................................................19Distribution Strategy ........................................................................................ 20

......................................................................................................................... 20MARKETING COMMUNICATION ...................................................................21OUR E-TICKETING BROCHURE ................................................................... 22Financial Budget.............................................................................................. 23

Hardware Requirement .......................................................................... 23Bandwidth Link Requirement....................................................................... 23


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IDEA PROFILE

Leveraging The Power Of IT

GENERAL INFORMATION

E-tickets is changing the way ticketing is done. E-tickets software is allowing venues to

have the control they need to operate their ticketing for their venue! Customers will

love the way e-tickets (the company) are built. Forget about those convenience fees,

many ticketing agencies have.

With e-tickets there are no convenience fees! How good is that, you pay the face value

without convenience fees added on? E-tickets have been operating for over 8 years. We

have been and continue to build solid software that not only is secure but is also fast

under heavy loads.

In our testing we have designed special functions to allow for the most amount of

"traffic" through our system while still being fast. In theory, you will never get that

famous system busy error.

E-tickets has also partnered with many of the worlds top product and it providers to

ensure we run on the best available solutions to venues and providing rock solid

stability for customers.

OUR SERVICE

Our service is E-ticketing for those individuals or passengers or companies who loved a

lot to travel with electronic ticketing. Electronic Ticketing or e-t icketing is a

ticket-less concept. It provides total fulfillment for the passenger without

the worry of lost or forgotten tickets. Electronic Ticketing provides agencies

with the opportunity to reduce administrative costs and, at the same time,

provide a higher level of service to travelers. This is cr itica l at a time when

costs are growing for a revenue source that i s decreasing.


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COMPANY PROFILE

We at SavvyTech are committed towards developing IT solutions forbusiness problems and operations. Our guiding philosophy remains the

use of IT to empower end users to take control of the problems and

opportunities that arise and maximize their return.

With this vision that we have successfully developed a number of

business and e-business suites, namely:

Frank wood Accounting System

Jewel Project Management Software

Moonshine Enterprise Resource Planning System

To take e-business one step further, we are now launching e-ticketing

software for airlines so as to allow them to integrate Information

Technology with their operations.

MISSION

To leverage the power of Information

Technology, in order to provide a competitive

advantage to the new as well as to the existing

airlines.


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BRAND ELEMENTS

BRAND NAME:

Ticketless travel

SLOGAN:

The only pre-requisite is your will to fly

LOGO:

BRAND OBJECTIVES

Cost Savings - Reduce the costs associated with printing and mailing

tickets to your ticket buyers. Eliminate or r educe the need for ticket

stock, envelopes and postage.

Labor Savings - Reduce the labor associated with printing and

mailing tickets. Cut down on the effort required to retrieve tickets for

Will Call pick up orders.

Safe and Secure - E-Tickets are safe and secure. Barcode validation

eliminates the possibility of counterfeit and duplicate tickets.

Actual Attendance Reporting - Find out how many of your e-ticket

pa trons at tended your even t and when they ar rived.

Instant Delivery - Ticket buyers love being able to print their ti ckets

immediately. There's no need to wait for the mail or wait in line at

the event. Customers can print their electronic tickets immediately

after they purchase them. This makes e-tickets ideal for the last

minute gift or the last minute decision.


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Additional Information - E-Tickets provide space for additional

useful information such as street maps, driving directions, and other

information your customers may need to know

STRATEGY AND OPERATIONAL PLAN

An understanding of the business process is imperative before we begin with the

marketing plan for the new idea that we are presenting.

We begin with the traditional ticketing services for airlines. All the established airlines

presently make use of two channels to sell their tickets to the market:

Ticketing Agents, also called Travel Agents

Airlines own sales offices and branches in the city.

The conventional ticketing process therefore follows as shown under:


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The Airlines sell the tickets to their customer through these two channels. The process

involves getting to the sales office or to the travel agency, checking to see if the seat is

available at the requisite date and then making a reservation. The hassles of traveling to

the busy areas where the sales offices are located and the loss of time in traffic jam etc.

where some of the problems that all the people faced. Besides, one other problem was

for the stand-by flyers, which would have to wait till the very end to see if the seats are

available. Furthermore, very often, the ticketing agents would not pass on the

promotional deals of the airlines on to the customers and would hold them back for

themselves.

The new ticket selling idea is very popular abroad, particularly in the European

countries and America. E-Tickets are very popular over there and are fast displacing the

conventional ticketing ways. Under the new system for ticketing, which we have named

Ticketless Travel the procedure will be as shown below:


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What we propose to sell is a solution to the ticketing needs of the Airlines, making full

use of the Information Technology. We are selling a complete package to the Airlines

that will allow them to leverage the power of Information Technology to gain a

strategic advantage and a competitive edge over their competitors. Our product offering

or the product package to the Airlines includes:

The Airlines shall be promoting the e-ticketing services to their customers,

and we would be carrying out the e-ticketing operations for them. The Airlines

shall host e-ticketing services, and complaints sections on their websites, from

where the e-ticketing customers and relevant services to be provided will be

carried out by us.


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MARKET SEGMENTATION

We plan to target the Airlines already operating on domestic routes

The Airlines already operating on domestic routes

The established Airlines include PIA, Air Blue, and Shaheen Air.

Though sales pitch of our segment will be fundamentally same, advertise the

benefits and advantages of e-ticketing, and to ride the IT wave to project an

image of a progressive forward looking company. Our way of promoting the

existing Airlines would differ from soon-to-enter Airline (if any). The strategy

is developed to not only sustain existing users but to build new ones. More over

to provide them leverage of IT.


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SWOT ANALYSIS

STRENGTHS

1. No waiting for the tickets to be delivered. The conventional ticket buying involves

traveling to the ticketing agents at the designated outlets and then procuring a ticket,

which obviously takes a lot of time. With the concept of e-tickets, this time lag can be

avoided.

2. Purchase e-tickets any time any day. The website is accessible 24 hours without any

delay, and hence you could buy tickets and get reservation anytime of the given day.

3. Saves time by avoiding check-in-line. At the time of reservation, you will be issued a

pin number, which allows for faster processing at check-in-line at check-in-counters.

4. No hassle of a lost ticket. It often happens with the conventional paper tickets that the

loss of one means your inability to travel. With e-tickets your pin number is

electronically saved with us, and in case you forget the number, we could verify your

reservation with your N.I.C number.

5. Price is comparatively lower, considering the reduced traveling charges to the

reservation offices.

6. Best friend of the frequent flyer, saving time, money and the usual hassles of ticket

reservation.

7. No fees for prepaid tickets or overnight courier service. Also, with the conventional

system, you will often need to pay more to have the tickets mailed to you on a short

notice. E-tickets are the fastest mode there could possibly be.

8. Customer empowerment. Elimination of intermediaries. Customers can choose from a

number of packages offered by the airlines without having the agents holding back the

benefits and advantages for themselves instead of passing them forward to the

customers.


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WEAKNESS

1. Many employees are unaware of this technology. They might get confused with the

traditional ticketing system and these e-tickets, since both will be present for the

same airline. And being unaware of the greater advantages of e-tickets over the

conventional tickets, they might not make use of this great facility.

2. Infrequent travelers dont consider it to be a good option. They consider it to be

highly risky, which often is due to their lesser reliance on the Internet based e-

commerce methods, thus fearing the loss of security and privacy.

3. Problems with hacking and people who generate false e-tickets. In some cases, this

could be a probability, as hacking still remains a potent threat.

OPPORTUNITIES

1. If the idea is successful at the domestic level, we can push it into the international arena

available on international flights as well. Initially, we are planning to launch e-tickets

for domestic flights

2. Collaboration with Hotels and rent-a-car services, to make the package more appealing

to the customers. This would follow once the plan for e-tickets is successful at the

initial phase.

3. Once successful for domestic flights, joint ventures with other airlines, using such a

facility for e-tickets, could follow.


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THREATS

1. Both airport security and airlines demand more documentation of the ticketed status and

personal identification, in keeping with the security protocol.

2. Threat of being copied or substituted by aspiring competitors. Also other airlines might

generate an in-house development on the same lines as ours.

3. Can become a generic service and the name of the innovator might be diluted. E-tickets

are a new concept in this region and hence there exists a tendency for people to adopt

this name for a variety of services other than ours.


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PROMOTION STRATEGIES

1. Presentations and face-to-face meetings and proposals will be used extensively to

persuade the buyers and pushing our product through to close a deal.

2. We intend to make use of direct marketing such as telemarketing and sending out

written material e.g. brochures.

3. Emphasize our advantages and the disadvantages of the conventional ticketed system.

Our success depends on how well we succeed in positioning our product vis--vis the

conventional ticketing styles. And how well we are able to do it, shall determine the

good prospects for us.

4. This feature is successfully implemented in EU and US. Thus, for airlines looking to

expand into the future and portraying a technologically superior image, will be lured

into adapting to this trend, making use of our product.

5. The customer is becoming more technologically advanced, so this venture could be

popular. The airlines, in targeting the techno-savvy customers, would want to take up

this product if the idea is put forward to them in a way that emphasizes customer

benefits and consequently increased sales for the airlines.

6. Selective Public relations techniques like answering queries of customers and arranging

press conferences and press releases would help in securing a sustainable awareness for

our product. If the market response is positive, airlines would be interested in what wehave to offer. This would be our pull-strategy.


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PRODUCT STRATEGY

Selling the whole package to the airline. The package will include:

E-ticketing Software and a customizable interface to be used with the

airlines existing reservation systems.

Customizable Website, designed as per the users specifications. The

degree of customization for the website shall be allowed to the extent

that it does not interfere with the proper working of the software

provided, and does not affect its interoperability.

Training provided to the operators who would be the end-users of this

software. Training would include the proper orientation with thesoftware, its different functionalities, trouble-shooting methodologies

and issues regarding the software implementation.

Consultancy services, based on a contractual agreement, for timely

inspection of the system, and suggesting improvements, up gradationif available and customization issues.

REQUIREMENTS

The e-ticketing system we provide is designed as an open solution, i.e., it can

run on a variety of hardware/software environments such as UNIX, Windows


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NT, or OS/400 on Sun, IBM, or HP servers, Intel-based servers, and IBM

servers.

PRODUCT POSITIONING

We will position our product on the following grounds:

No waiting for the ticket to be delivered.

Purchase e-tickets anytime.

No hassle of a lost ticket.

No fees for over-night charges.

Save time, and money

Customer Empowerment.

All of these have been discussed in detail in the Strengths.

Our overall positioning strategy will revolve around one key theme,

E-Tickets are the fastest and the most efficient way to sell tickets


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DISTRIBUTION STRATEGY

We target only the airlines. As such, we would depend heavily on personal

selling to the airlines that is borne out by the fact that, firstly, the product is

unique and complex with a lot of technical details involved that need to be

communicated to the future buyer. Secondly, the product is expensive and

involves high costs, thus negotiations and bargaining will follow. Lastly, the

nature of the product may allow for a considerable degree of customization.

Given these reasons, personal selling as a promotional tool remains our best

option.


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MARKETING COMMUNICATION

THROUGH ADVARTISEMENTS:(OUR BILLBOARD)


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OUR E-TICKETING BROCHURE


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FINANCIAL BUDGET

HARDWARE REQUIREMENT

Cost

1. ML-550 Compaq Dual Processor Rs. 0.6 million

2. ML-750 Quartz Processor (x 2) Rs. 0.8 million

( 2 GHz Processors)

3. Router Cisco (x 2) Rs. 70,000-75,000

4. Uninterrupted Power Supply Rs. 15,000

BANDWIDTH LINKREQUIREMENT


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A 512K uplink costing roughly between Rs. 30,000 to Rs. 40,000 per month.

ENCRYPTION REQUIREMENT

An Encryption Key from VERSIGN costing Rs. 35,000.

SOFTWARE REQUIREMENT

The Programming Package for our package would be JAVA based.

HUMAN RESOURCE REQUIREMENTS

5 Developers

1 Tester

Supervising and Administrative Team

The developers will be employed at Rs.15,000 Rs. 25,000 per month, and the time frame for

the development of the software will be fixed tentatively at 3 months.

Total cost (approximate) Rs. 1,710,000

Cost per package (approximate) Rs. 285,000

Estimated sales 6 airlines

Estimated sales price (12.5% markup)Rs. 320,625

Maintenance charges (annually) Rs.50,000


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PRICING STRATEGIES

We plan to follow a two-tier pricing strategybased on a COST-PLUS PRICING

APPROACH to set the total cost to the Airlines for implementing our package.

Our initial price would cover the total development charges for the system

investigation, analysis, design and implementation of the package. This would

include analyzing the system for a feasibility study, determining user

specification, system specification; customer needs analysis, consumer

requirement analysis, and our proposed solution towards meeting these

requirements.

Our maintenance price would include system monitoring, evaluating and

modification as part of the post-implementation review process.

Based on these considerations, we have priced our product as below:

Initial Cost + 12.5% Markup

Maintenance Fee charged annually (quoted at Rs. 50,000)

Estimated Sales Price (12.5% markup) Rs. 320,000

Maintenance Charges (annually) Rs. 50,000


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CONTROLS

The control process follows as given:

OBJECTIVES

12.5% Profit Margin

Maximum deviation of Rs.20,000 - Rs. 50,000 to be maintained in the projected cost

structure.

Providing total customer satisfaction in terms of servicing needs and technical

assistance.

Establishing good and long-term relationships with the customer.


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MEASURING RESULTS

We expect to measure our conformance to the objectives by using the following

methods:

Nature of consumer and customer complaints (i.e. technical or non

technical etc.)

Number of consumer and customer complaints and inquiries received

and answered.

Previous number of flight attendances and the new ticket sales after e

ticketing is launched.

Percentage increase in our clients profits

Our own profit and revenue

EVALUATING RESULTS

In this stage we are going to analyze how far are our standards met. The

actual measures are going to be compared with the standards.

Difference in the projected and the actual profits and the reason for

such a difference

If a complaint is constantly occurring then there has to be some

problem with the system or the software.

If the flight attendance is lower than projected or even lower than that

of the previous system, then the matter has to scrutinized and looked

into.

CORRECTIVE ACTION

Sending teams to monitor the performance of the system on a quarterly

basis.

Meeting customers complaint within 48 hours

Updating the system in view of the new technology or advancements.


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Sample Website (Proposed)

Please Choose the location you would like to enter:

Source: http://www.e-ticketsinc.com
http://www.e-ticketsinc.com/http://www.e-ticketsinc.com/site/http://www.e-ticketssoftware.com/http://www.e-ticketsnow.com/http://www.e-ticketsinc.com/


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ARTICLESREFERREDTO

www.satotravel.com/images/satologo.gif

TRAVEL TIPS

What you need to know about e-tickets

What is e-ticketing?

E-ticketing is a service that creates a convenient electronic airline ticket, rather than the

traditional paper or card ticket. All information that is printed on a paper ticket is stored

electronically in the airline's computer database.

How does it work?

1. Make your flight arrangements with your SatoTravel travel agent.

2. When you're ready to purchase a ticket, your travel agent sends an electronic message

to the airline confirming that your reservation has been ticketed.

3. Your travel agent will provide you with a confirmation number and will fax or e-mail a

copy of your itinerary for use as supporting documentation for reimbursement purposes.4. When you check-in for your flight, provide the gate agent with your confirmation

number and photo identification. The gate agent will then issue your boarding pass

when applicable.

When can I not use an e-ticket?

International: flights

Some airlines have started e-ticketing on a select number of international markets, but most

international flights still require paper tickets. Customs agents require, however, that you have

in your possession proof of your scheduled return. So if you travel internationally with an e-

ticket, be sure to have a copy of your full itinerary to present upon demand.

Flying on more than one airline:
http://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gif


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If you are traveling outbound on one airline and returning on another, e-ticketing may

not be allowed. However, if the two airlines are part of an alliance, it may be

possible. Your SatoTravel agent will always recommend e-tickets whenever they are

available.

Did you know?

Making changes to your e-ticket will save you time and expense. Instead of

having to deliver or mail your flight coupons to your SatoTravel agent when a

change is made to your reservation, you need only advise of the required

change and your agent will handle the rest.

Airlines currently charge approximately $70 to research and refund a lost

paper ticket. Using e-tickets eliminates the worry of losing or forgetting your

ticket.

The information above is provided as a service and any details and/or industry rules

and regulations are subject to change at any time. Please contact your SatoTravel

travel agent with any questions.


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EXPECTEDFINANCIAL PROJECTIONS

Firm sells a package of cost= 285000, total package sales in a year are 36.

Selling price per package is 320,625 i.e.; 12.5% mark up on cost. Firms total

investment is 1710,000, working capital 500,000 expected growth in sales 10%

and expected increase in cost is 6%. The firm will no longer depreciated and

takes advantage directly by paying low tax rates from the market i.e. 20% tax on

profits.

Evaluation on financial ground

The cost of the capital will recover within a year (11 months). Net present value

(NPV) for five years with expected cash flows presented in above sheet. Tells

that this is a feasible project with positive NPV. Internal rate of return (IRR)

114%, so we will go with the project.

APPENDIX

BIBLIOGRAPHY

WWW.ETICKETSSOFTWARE.COM/SITE/PRODUCTS/MARKETING.HTML

WWW.SATOTRAVEL.COM/IMAGES/SATOLOGO.GIF

WWW.E-TICKETSINC.COM/

WWW.PRICELINE.COM
http://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.satotravel.com/images/satologo.gifhttp://www.e-ticketsinc.com/http://www.e-ticketsinc.com/http://www.e-ticketsinc.com/http://www.e-ticketsinc.com/http://www.e-ticketsinc.com/http://www.e-ticketsinc.com/http://www.e-ticketsinc.com/http://www.e-ticketsinc.com/http://www.priceline.com/http://www.priceline.com/http://www.priceline.com/http://www.priceline.com/http://www.priceline.com/http://www.priceline.com/http://www.eticketssoftware.com/site/products/marketing.htmlhttp://www.satotravel.com/images/satologo.gifhttp://www.e-ticketsinc.com/http://www.priceline.com/

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Brand Mgt_report Final