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SERVICEMARKETINGCourse Instructor: Prof. Asim Jameel

MID TERM ASSIGNMET

Ali Ramzan 10134

Date: 13.12.2010


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SUPERIOR UNIVERSITY LAHORE

ACKNOWLEDGEMENT

Praise is to Allah Almighty, the one testing us all at all times and making decisions

about what we dont know and cant know. Writing this assignment appeared to be

a great experience to us. It added a lot to my knowledge while I was working on

this project. If i say that this project is one of our memorable experiences in student

life, then it would not be wrong.

We owe profound gratitude to Prof. Asim Jameel for stimulating my creative

abilities by assigning this assignment to me. I am immensely obliged to all our

fellow students who guided us in making this Assignment, without whose

considerate attention and interest, it would be difficult for me to complete this

project on time. Whatever I have learnt from them and this project report has put

indelible impression on my mind. It is my conviction that this learning experience

will always be a source of help in our practical life and professional career.


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INTRODUCTION

Since its inception as an IATA approved agency, Walji's has made

tremendous contribution in the field of travel and tourism in

Pakistan. The small office of a travel agency has now turned into a diversified

travel organization having over 400 professionally sound and committed staff, a

fleet of above 200 vehicles and 14 offices operating in 08 cities throughout the

country. Today Walji's Family of Businesses is a dominant player in the travel and

leisure market in Pakistan. Walji's Family of Businesses is comprised of a

destination management company Travel Waljis Private Limited; an adventure

travel specialist. Adventure Pakistan; a car rental franchise Avis Rent a Car; an

IATA approved agency. Waljis Travel Bureau; and leisure travel specialist for

domestic and outbound tours Holiday Makers, caters to all kinds of travel and

tourism needs of its customers.

Walji's has always upheld the quality in its operations and has delivered the quality

service that exceeded the expectations of its customers. This is the reason that now

Walji's is recognized as a name synonymous with excellence in service industryand is respected for setting very high standards in customer orientation and care

throughout the travel and tourism industry. Thus, being the only organization in

Pakistan that can provide all travel related services under one roof, Waljis is

recognized as The Ultimate Travel Experience.

SERVICES PROVIDED BY THE COMPANY

y Air ticketing for domestic and international airlines at special attractiverates.

y Hotel bookings around the globe and within Pakistan (222 hotels across68 cities) at discounted rates.


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y Package Tour bookings with all tour operators.

y Surface Transportation.y Insurance coverage, free of cost, on every purchase of domestic and

international tickets.

y Customizable package tours to the Far East, Europe, USA, Australia,New Zealand, South Africa, Kenya, Dubai, Mauritius, Maldives etc.

y Domestic Discover PAKISTAN Inbound tour packages for nonresidents and foreign nationals.

y Car Rentals for your local transportation needs.y Foreign Exchange services.y Assistance provided at Network offices in over major cities around

the country.

y Processing of American Express Cards (Domestic and International).y Major credit cards accepted.

y We also offer you reconfirmation of airline tickets, sightseeingarrangements, rescheduling of flights as per your convenience. In

addition, for in-bound groups, we offer Meet & Assist services at

airports and any other additional facilities required by them.

Services are provided directly to the customers by the trained and efficient staff of

the company.


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And to retain the customers the TRAVEL WALJIS launch was, perhaps one of

the most aggressive as far as their unique offered services are concerned, with TV,

print ads, radio commercials, billboards and plenty of BTL (below the line)

activities including direct customer. They keep the information of the other

companies what they are offering. Try to improve their strategies from others so

that they can promote their services more. Like more companies are now coming

in the market so there is more completion in the market and they have to be up to

date from the current situations.

Now as far as the contact employees are concern Travel Waljis is doing a lot in this

regard as the presence of professionally trained and courteous staff is one of the

most important features that people look forward to in any travel agency. We have

chosen our staff based on several factors.

Our staff will be able to provide you with expert advice on domestic and

international travel, both for business and leisure purposes. They can handle any of

your queries relating to travel and documentation. In fact, we have divided our

staff based upon their area of expertise. One group would be handling all

international travel items; another would be handling domestic travels, while yet

another would be processing all your requisite documentation procedures. This

classification enables us to provide the best travel related services.

The staff at Travel Waljis are trained to render the utmost services possible by

them to our clients. As we consider our staff as one the most valuable resource, we

consistently invest in developing and upgrading their skills through training andexposure to world-class travel practices and developments. IATA, an international

body based at Geneva has certified most of our staff.


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The staff at Travel Waljis frequently participate in customer care, sales meets,

products, and presentations organized by Amex, Tourism Authority and other

accredited agencies, where they learn new professional skills.

Travel Waljis constantly endeavors to enhance the skills of its employees by

sponsoring them to attend travel-related seminars and workshops.

The experience and commitment of our staff has made Travel Waljis, the market

leaders in the travel industry in the country.

The challenges faced by the Travel Waljis are:

y Segments are being shared by competitors

y Under cutting by competitors.y Uncertain conditions will affect the tourism industry in Pakistan.

SUGGESTIONS:

Due to uncertain condition in the country, the tourism industry declining day by

day, to overcome this problem the company should plan continuous awareness

campaign to introduce good image of the country around the world in order to

increase outbound tourism.

Favorite Service Marketing Company

Waljis family of Businesses represent the Avis Rent a Car

System in Pakistan. Waljis is a name synonymous with

excellence in the service industry and respected for setting very

high standards in customer orientation and care throughout the


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travel and tourism industry. Being the only agency in Pakistan that can provide all

travel related services under one roof, it is recognized as "The Ultimate Travel

Experience".

I like Avis Pakistan because of the Avis Philosophy of total customer satisfaction

through constant innovation in its system and operations, has completed a

successful 30 years of operations.In Pakistan, Avis has remained the leader in thecar rental company by virtue of its comprehensive operational system, wide range

of fleet selection and highly qualified staff. Avis ardently believe in and adhere to

the ever inspiring motto "We try harder" aiming at the total satisfaction of our

prestigious clients. In Pakistan, Avis is operating in all major cities from

downtown and airport locations.

Their online booking & car rental system enable them to concentrate more on

customer service and to give more attention to detail. Their recent plan of

upgrading their fleet has helped them in achieving their organizational objective to

be the best service provider in the industry and now they are aiming to bringing

down the average age of their fleet to one and half year by year.

House cleaning service firm & lawn maintenance

firms:

We are registered in Plant QuarantineDepartment (Government of Pakistan,

Ministry of Food,

Agriculture and Livestocks, Department of plant

Protection.) General Sales Tax Department,

Income Tax Department.

These chemicals are of special nature and

formulations, which are registered for use in houses


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and public places by W.H.O. (World BankSubsidiary) these chemicals are very

safe for

environment and human beings. These chemicals are also Odorless, Colorless

Non-Irritant

Highly effective, friendly for environment.

Famous health services firms in Lahore

y The primary focus of Union Health Services (PVT) LTD is to benefit thegeneral public by helping him/her for their health care needs in the shortest

possible time frame and at reasonable cost. Its achievements have been

significant because in order to keep pace with the challenging health care

needs, corresponding changes have been introduced in UHSfrom time to

time.

y Health Services Management Consultants (HSMC) is a premierconsulting company of Pakistan which not only provides services related to

the health sector but also works in the field of professional / executive

education and production of animated books and posters.

Top Clubs in Lahore

Royal Palm Golf and Country Club:

Facilities:


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Dome

The Dome is the pride and glory of Royal Palm. Its grand

appearance is complemented by fine views of the golf course.

Summit

Capacity to accommodate 300 persons on round tables.

500 to 600 on theatrical or casual seating

Bab-al-Shams

Can accommodate 700 persons on round tables. 1800 on theatrical or casual

seating.

Palmers Lawn

Exclusive area only for Club events or for member events.

Can accommodate 500 persons on round tables

700 persons on casual/theatrical seating.

Roof Top

Can accommodate 250 persons on round tables

360 persons on casual/theatrical seating.

Executive Boardroom A

For board meetings and small conferences for 70 persons for U-shape setup and

60 persons round table or theatrical setup.Can accommodate 30 person to arrange meetings U-shape.

60 persons round table or theatrical setup.

Executive Boardroom B


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For board meetings and small conferences for 45 persons for U-shape setup and

40 persons round table or theatrical setup.

WeddingsThe memories of your wedding day will last a life time- and at Royal Palm Golf

& Country Club, we will ensure they are perfect.

Front Lawn

Can accommodate 350 persons on round tables.

500 persons on casual/theatrical seating

Mettings & Events

Royal Palm Golf & Country Club is more than just a venue, it is a meeting and

events destination in its own right.

Gym

Royal Palm provides outstanding gym facilities, family gym and a separate

ladies only gym. This slick environment motivates everyone to get into the spirit

of TRAXX, which is to think smarter, train harder & finish stronger.

Swimming Pool

Family Pool , Ladies Pool , Kids Pool

The turquoise surface with shimmering ripples in the sun is the perfect place fora quick dip to experience instant relief from the sweltering heat, or a swim at

leisure in the warm waters during winter. The cascading waterfall lets its

shimmering waters merge into the pools separating the Ladies from the Mens.


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The pool overlooks the rolling hills of the golf course and the added attraction of

the Jacuzzi tempts all to leave their anxieties far behind and relax in its bubbling

depth.

Ladies Pool

Your special needs are never forgotten at Royal Palm, where we are always

thinking of you. For you exclusively, we offer a lively pool where you can relax

or do a few laps. It is covered and discretely protected from prying eyes. We

have not forgotten your children, who can also enjoy and learn swimming in a

pool of their own under the supervision of a separate trainer.

Floating Lounge

Quench your Thirst and Relax at the Floating Bar after a exhaustive work out at

the Traxx.

Why only weekends and dinners?

Break out of the weekend rush or have a beautiful day time wedding set with

backdrop of picturesque of the golf course and let the scintillating spring weather

stimulate you...

ChopTixx Restaurant

Authentic taste of the Orient.

ChameleonChameleon presents a unique fine dining experience with a selection of dishes

conceived over a fusion of sensual flavors, moreover textures impressed from

cuisines across the globe. The Chameleon promises finest local and imported


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ingredients, which combine to produce a stimulating choice of sublime dishes

that will be served to delight the most discerning palate and dazzle aesthetic

connoisseurs.

Palmers

Relax with friends and associates in an environment that is the perfect blend of

luxury and comfort at Palmers.

Palmers Sports Lounge

Decorated in a manner that can only be described as sports tech meets chic.

Palmers boost luxurious seating with a splendid view of the golf course,

moreover a sports-bar menu to go with the plasma TV.

Seating Capacity: Approximately 140 - 150 inside & at the terrace.

Caviar lounge

As you progress upstairs through the serpentine contours of the clubhouse, you

come upon a place where a fragrant mist greets you with a warm luxurious

welcome of palette tantalizingodors and exhilarating Cuban tobacco aromas.

Fashion For Flood Relief

As many as leading seventy designers of country exhibited their collection of

clothes to raise funds for flood victims under the auspices of Jazba Foundation

held in Royal Palm Golf and Country Club.


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Royal Palm Fashion Week

Royal Palm Golf and Country Club was the host of the Pakistan Fashion Week

32 top designers showcased their collections.

Fashion Show at Bab-ul-Shams

A stellar fashion show followed by a dinner. This elegant fashion show was held

in August 2010 in Bab-ul-Shams

Summer Camp 2010

The Royal Palm Golf & Country Club organized a sports summer camp for

uniors in the age bracket 6 to 18 years, spread over 45 days, covering activities

like football, swimming, squash, tennis, fitness gym and golf.

Night Cricket Tournament

Cricket Tournament event picked up intensity, as aggression became more

visible in the performances of the stronger teams, and as a result the weaker ones

stand eliminated from the contest. Certainly cricket as a game capitalized on this

occasion.

Piano Night in Chameleon

A mesmerizing performance by Asad Anees, a 21-year-old pianist, was held in

Chameleon. He maestros performances amazed and bewildered a large

gathering with his confident playing. He is the only Pakistani to have performed

at the Carnegie Hall in New York.


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LAHORE GYMKAHANA CLUB

Facilities:

Live music concerts are fervently attended by the lovers of pop and rock. Members

and their guests cheer and rave to the tunes played by Arif lohar and Meesha Safi.

They gave their stunning performance accompanied by Overload.

49th Amature Golf Championship

The 49th Amateur Golf Championship of Pakistan was a hotly contested event.The strikingly beautiful 72 par golf course at the Gymkhana formed an idyllic

backdrop for this championship, a premier event in Pakistans golf calendar.

Sunday Brunch

Its about having a great time with the whole family!

Ardently popular within the members of all age groups ourSunday Brunches are

whole a lots of fun!

Apart from delicious food of a wide verity, members enjoy a serene atmosphere of

the golf course. Form exciting games and activities for the children to palm reading


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and mendi for adults, there is something for every one.

Tennis CourtsThe outdoor tennis courts built to International Tennis Federation (ITF)

specifications with their unique hard surface provide an apt setting for the friendly

battles which regularly ensue, fought with the chosen weapons of racquet and ball.

Squash Courts

Royal Palm Golf and Country Clubs Squash facilities are recognized as one of the

best in Pakistan featuring three glass back stadium courts built to World Squash

Federation (WSF) standards, with 150b seating capacity, set in comfortable &

spacious surroundings.

The Family Lounge

Overlooking the lush greens of golf course and adjacent to swimming pool. This

inviting family restaurant offers breakfast, lunch, hi-Tea and dinner. Focus on

Pakistani, Continental & Snack food items. The Family Lounge is favorite for

families with entertainment and activities during the evening & weekends.

Seating capacity: 80 persons.

Cigar LoungeCigar Lounge at RPGCC is for our exclusive members who like to enjoy privacy

with their member friends along with a special blend of Cigars offered at the

lounge.

Carte blanche


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Pair-a-dice! The card room found here is a study in aesthetic artistry. Whether you

eye the intricately crafted furniture, the plush felt or the coordinated wall paneling

this locale makes for the most fascinating ambience. Does Lady Luck favor you?

BBQ Caf

y Soon to be launchedy Adjacent to Palmers Sports Bary Serves a buffet of Pakistani & other grilled food, plus A La Carte.

Stages of receiving services from servicemarketing firm

There are many stages while receiving services from any firm or organization, the

most important stages are that first of you have to subscribe yourself to that

particular firm for availing their services. Process of subscription include the

whole process in which you have to give all the required information to that firm

and after subscription you start getting the services and the firms also informed youabout their new services offered in the market. And if there any change in the

policy of the firm, that change also intimated to the particular customer. This

depends on the nature of the services you are taking that how they are provided to

you at your door step.

How can service marketers get customer to visit their

outlets more frequently?


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I would like to visit outlets more frequently if the person on the outlet treat me well

and listen to my queries carefully and also informed me about the new services

they are offering and how they are different from others firms offering.

Identifications of the Gaps and suggestions:

I have visited different cellular companies and I found that they are treating the

customers well who have the post-paid connections and they consider those

customers as valuable customer. Although the companies are taking important

steps to retain their pre-paid customers but they have to treat them as they are

valuable as post-paid customers.

As a service marketer if you develop your own set up

what kind of strategy would you adopt?

The strategy I would like to adopt is that to offer some complementary services

with the package that automatically increase the power of retention and the

customer will automatically attach with the firm.

Interview with the customers of the Large size Hotel:

I have conducted the interview with the customers of AMBASSODAR hotel andthey have some concerns from the management of that hotel, that they do not offer

the complementary drink to the visitors of the guests and sometimes they dont

even bother to ask from the customers, whether they are satisfied with the services

of the hotel or not.

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