Individual Brand Portfolio for Luxury Tourism App Assignment
Added on 2020-10-23
14 Pages3505 Words320 Views
Business Development
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INDIVIDUAL BRANDPORTFOLIO FORLUXURY TOURISM APP
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3Project Contextualisation............................................................................................................3Brand Identity..............................................................................................................................4Customer Profile.........................................................................................................................6Brand positioning map................................................................................................................7Brand sustainability CSR............................................................................................................8Brand Manifesto........................................................................................................................10Overview of Brand Guidelines..................................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONExplore India is a totally new Company the main aim as is to achieve recognition as atravelling consultant company in Luxury travel industry who is planning to collaborate withIndian tourism board. In today's advance technological world most of the customers prefer to useapplications as they are easy and convenient to be used. So, as a new tourism consultantcompany we are planning to serve customers through an application by negotiating rates of allthe luxurious hotels in India and provide them at least 30% discount on booking. This applicationis to be launched in India, targeting all the international tourists as well as niche luxurypersonalities of India. Main aim of Explore India is to provide best experience, memories whichthey will carry their whole life and can share with others. Here, Luxury, corporate socialresponsibility will also be explained as these are the two most important agendas that everycompany should follow.MAIN BODYProject ContextualisationRationale behind the grand concept: The main Concept behind this grand concept is to developan app that is planned to be launched in India targeting all the international tourists as well asniche luxury personalities of India. Those customers will be able to book their hotels with morediscounted rates and enjoy their travel.Mission, vision and values:Mission: Main mission of the brand is to make their customers feel home anywhere, where theywant to travel by providing them with a platform to book hotels for their customers to travel.Explore India wants to provide comfortability with profitability to the customers under one roof.Vision: The main vision of the company is to connect people and make hotel booking withdiscounted rate much more easily. Explore India Customers friendly and customer centricapproach as that they can connect more and more people.Main aim for creation of this application is to make each and every homosapien all over theworld to think about lavish experience, luxurious lifestyle with a hope to be the best Luxurytravelling consultant. We also aim to done a part of companies shares towards well being of thesociety and provide education to one of the part of society who cannot afford it. Realachievement of companies success will be measured by the satisfaction level of clients, so thatthey would recommend companies services to more clients for business or holiday trips. The
main ultimate achievement of the company will be to engage all the clients and customers asthey subscribe our services.Values: Their values represent both social and business responsibilities simultaneously.●To trust one another in order to build a straightforward, honest conversion.●Build a culture and environment in such a way that both customers and employees canfreely speak to one another without braking down the hierarchy.●Every one should have an equal opportunity to prove themselves and learn somethingnew.Market Content: This brand will operate in Indian market segment by focusing on all theinternational tourists as well as niche luxury personalities of India. Brand IdentityBrand Identity is refereed as the symbolic image of a product's specifications to gainrecognition from consumers. There are several business's components that reflect company’svalues and vision to create opportunities for gaining customers' appeal. Such components areidentified with the help of Kapferer Brand identity Prism (Bhattacharya, Kumar and Dutta,2019).Kapferer Brand Identity Prism: It is a tool that helps businesses to build an enduring,strong brand identities. This prism says that success of a brand is driven by a company wideutilization of few elements and will be identified by using Kapferer Brand identity Prism.●Physique: This is important component which is formulated by infusing mission andobjectives. Explore India focuses on prestigious and royalty services associated withluxury. The booking of hotels like Leela Palace, The Oberoi Udaivilas, The GoldenChariot Train and more would be made convenient and accessible. This app will be madeuser friendly by providing all minute details regarding the planning of stay at such luxuryhotels of India.●Personality: This is important component which is formulated by infusing mission andobjectives. Explore India focuses on prestigious and royalty services associated withluxury to be user friendly for all its customers. Each service has remarkable anduniqueness in terms of innovation and assistance to gain customers' attention andmaintain the sustainability factor of business. Thus, Explore India is going to highlightthe sophisticated and classy features to promote tourism among the tourists travelling to
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