SERVICES MARKETING

‘STUDY OF CRUISE LINE SERVICES IN INDIA’

SUBMITTED BY:

Group 9 (Section B2CD1)

SUBMITTED TO:

Prof. Anant Ram

Malika Mathur 201822068

Kajal Parmar 201822065

Gunadeep Reddy 201821012

Jaspreet Singh Bajwa 201832069

Amit Kumar Pathak 201832057

Rishabh Gupta 201822076

Shubham Mishra 201812100

Rohit Kumar 201812094

 INTRODUCTION

Back in 2009-10, there were several cruise liners which were operational in India. The likes of Star
Cruise were operating their cruise called Libra in India which was discontinued citing falling
customer foot fall.

The past 2-3 years have seen a rise in demand for cruise vacations in India. For majority of the
people, cruise liners like MSC, Royal Caribbean, Regent Seven Sea’s, etc., are quite expensive and
they do not provide services in India. This has given rise to local cruise liner operators in India who
sail luxury cruises Mumbai to Goa & Kochi to Maldives.

The two major reason’s why people choose to go on cruise liners are as follows;

• Casino’s :
According to the Indian law, the Casino’s in India can only operate in water and that to in the high
seas that is 50 Kms from the sea shore. For the people who wish to gamble legally and enjoy the
complete ambient and experience, cruise liners is the only option for them

• Cruise experience :
The experience of being on the cruise and indulging in the culture on-board is quite a surreal
experience. Activities like theatre, dance shows, music, recreational games, etc., are experiences
which customers wish to indulge in.

• Duty Free Shopping :

One of the biggest points of attraction is the duty free shopping on board. Once the cruise reaches
the high-seas, the on-board shopping centre throws open its doors for the customers and they can
purchase things at far less prices as there is no duty applicable on items in the high seas.

The new luxury liners like Jalesh by Essel Group & Angriya by Angriya Sea Eagle private limited
are aiming at providing customers with supreme cruise experience which is almost at par with the
big international players. The response to both the cruise liners has been incredible and they are
running completely booked until early next year. The customers who have been served on these
cruises in the recent times have given great feedback in regard to the experience provided to them
by the staff of the respective operators on-board.
The increasing purchasing power of the Indian consumers will drive more and more consumers
towards indulging in such experiences. This would further make the market aggressive and the
cruise operators would have to differentiate strongly on the experiences provided by them
respectively to create a strong brand personality for themselves.

ESSEL GROUP — JALESH CRUISES

Jalesh by Essel Group is a cruise that operates between Mumbai and Goa. The company kick-
started its operations early this year and is sold out till early next year. The cruise was sailing
initially in the Australian sea under another operator. It was purchased by Essel, re-furnished and
bought to India. The entire crew on-board, captain, chef, attendees, etc., are all Australian.

The following are the highlights of the cruise;

• Entertainment-Broadway & Burlesque

Its an entertainment show and musical conducted on-board the cruise for entertainment purposes.
Extremely talented international performers are invited and are part of the performing team to
make sure that consumers are provided with out of the world experience.

• On-Board Casino
Casino is available on-board for the customers who wish to engage in to legal gambling. The
casino only operates when the cruise is in the high seas and shuts its operations when it enters the
port waters or when it is docked.

• Spa
Various Spa treatments and therapies are available on on-board the cruise.

• 14 Deck Cruise Ship

The cruise liner is considerably big in size and has 14 decks over water and 4 decks under water.
Translated in to simple terms, the Cruise has 14 floors on it.

• Capacity of Carrying 2000 Guests

• 14 Restaurants Serving On-Board
Different types of cuisines are available on-board and complete care is taken in terms of the
quality if the food that is being provided. This provides the customers with a wide variety of
options to choose from.

• 9 Bars

• 837 Cabins
 Angriya Cruise Liner

As India's first domestic cruise liner, Angriya has made many voyages on the Mumbai-Goa sea
route, along the pristine Konkan Coast. It has given India and Indians a sense of pride and
happiness, while introducing the travelers to coral diversity and royal sea forts along the way!

Angriya withholds a rich legacy of the first Admiral of the Maratha Navy, Sarkhel Kanhoji Angre,
popularly known as the Shivaji of the Indian Sea. The starlit sky, the infinite blue pool, the
captivating sunrise and sunsets; await the voyagers on-board.

Companies mission is to serve with passion, care, safety and delight all those onboard with
unforgettable experiences. We aim to bring out the best of the sea by showcasing India’s marine
waterways, ports, and people

Features-

• This cruise is unique, first of its kind luxury cruise liner in India, Angriya is the first Class 4
RSPV (River Sea Passenger Vessel) registered under the DG Shipping of India

• Angriya is the only vessel in India to be equipped with the best marine evacuation and
emergency response systems

• It is Propelled by 2 powerful Pielstick 18PC 2-6 engines generating 27000 BHP, which can
achieve a speed of 25 knots..

• It has a committed team of 25 marine personnel and 60 hospitality personnel work

incessantly 24/7 to give you a delightful sailing experience.

Services-

Restaurants-

It has 3 types of restaurants services:

ANCORA- This enchanting place combines great food with an alluring view of the sea. Voyagers
can enjoy breakfast, dinner, and refresh at their 24-hour coffee shop.

CORAL REEF- It provides the scintillating aroma of freshly prepared delicacies as a gorgeous
menu which sweeps you off your feet at the Coral Reef. You can Relax and devour little glimpses
of the Indian Sea through the portholes.

SEA BREEZE- Imagine a soulful treat that is absolute magic! It’s happening on-board Angriya at
the Sea Breeze ala-carte restaurant where one can relish some favorites evening snacks, street food
and pastas and slurp on some great ice cream. This is not just a cosy restaurant; it has a lot more in
store for the foodie soul.

Bars:
It has five unique bars inside it:
• AGUAD
• GAAZ
• SEA HORSE
• SORRO DI
• GOAF

Open Deck:
It has three open deck:
• The Monkey Deck: The Monkey Deck is the topmost part of the ship with the azure sky
above you.
• Gaaz Deck: The Gaaz Deck is the forward-most deck of the ship.
• The Swimming Pool Deck: It gives you an excellent view of the ship in its wake.

Lounge:
It has two lounges inside it:
• SEA HORSE
• SORRO DI

SPA:
• THE DRY DOCK SPA
• ON-BOARD PAMPERING

INFINITY POOL:

This plunge pool is one-of-its-kind on a cruise liner with a breathtaking view of the ship's wake.
Take a dip here at dusk, just before the sun sets on the horizon and feel complete bliss. You can
enjoy the pool in the following timings:

Timings: 2.00 PM - 12.00 AM & 6.00 AM - 8.00 AM

PETARA:
It boasts of an exclusive (specially crafted by us, for you) collection of mementos to savour the
magical moments of your voyage on Angriya.

The Oberoi Motor Vessel Vrinda

The Oberoi Motor Vessel Vrinda is a luxury boat that cruises the Keralan backwaters on two or
three night itineraries from October through to April. The boat departs from Vembanad jetty,
located south of Cochin in the heart of the beautiful backwaters.
It discovers the backwaters in its true comfort on board. The staff is on its feet to look after its
cutomrs from the moment they are on board. Narrow palm-fringed waterways wind inland from the
coast towards Vembanad lake, cutting through fertile paddy fields and lush farmland.
The Oberoi Motor Vessel Vrinda has just eight well-appointed cabins and guest are guaranteed
quality Oberoi service not matched by any other boats in the backwaters area. A two or three night
itinerary to make the most of customer’s time and immersing oneself into the laid-back Keralan
way of life is one of its attractions.
The area is rich with rice, coconuts and bananas and the staff serves up delicious Keralan and
international cuisine. There is dining facility on the upper deck with panoramic views f waterways
and evening performances.

Key Highlights
• Cruise aboard Motor Vessel
Vrinda, Kerala
• Kathakali and Mohiniattam
performance
• Rice boat experience
• Tharavad

Services
ACCOMMODATION
The cabins on board The Oberoi Motor Vessel Vrinda are well designed with timber flooring and
elegant features. Each cabin has its own ensuite bathroom with shower and the bedrooms have
comfortable furniture, a TV and DVD player.
FACILITIES
Fine-dining is available on board, all prepared by the team of expert chefs. Dietary requirements of
the guests are catered to and guests love the mix of local flavours in the menu.
ACTIVITIES
Visit of the stunning Vembanad Lake, the colourful waterways of Allepey and enjoying the nightly,
traditional, cultural performance are all included in the activities on board.
EXPERIENCES
Backwaters - Experience Kumarakom

Kumarakom is a village based on the edge of Lake Vembanadu. The village is beautifully laid out
over a number of different picturesque islands and is a wonderful example of how people live in the
backwaters.
Periyar - Boating at Lake Periyar
Boating in the splendid artificial lake formed by
the Mullaperiyar Dam across the Periyar river adds
to the charm of the park.
Differentiation of the three companies:

JALESH CRUISES

This is the first premium cruise ship in India. One of the major USPs is that they cater the finest
Indian cuisine in the cruise. Adding to its first-class facilities, the cruise is all set to offer the best of
international hospitality, entertainment shows, adventure activities, authentic cuisines, facilities and
rooms specially-designed for elderly and differently abled passengers. This cruise line offers
international trip to Dubai. This luxury ship has a range of cruise entertainment and one of those is
the casino.

Future of Jalesh cruises:

The size of the potential market that this luxury cruise ship can attract is growing all the time.
Already, there are indications that businesses are attracted to Karnika for corporate events both to
consolidate existing business and to reward staff for current efforts.

There are excellent cruise rooms that are ideal for corporate clients but also for weddings as well as
birthday and anniversary celebrations. Jalesh Cruise will quote for the use of Karnika for a range of
functions and there is no obligation whatsoever for making an enquiry and asking some questions.
That is natural when Karnika is such a new concept for Indian people.

Some service improvements :

Jalesh cruises

• They need to improve their food quality as there was a customer complaint on 11th June
2019, about the raw food served in their food court area and the quality was also not good.

• They need to work on their accessibility part as well as some of the customer on 28th June
2019 complaint about their low responsiveness at their website and over phone.

• The payment service was also not up to the mark, as they were not accepting the
international card payment as complaint by a customer of UK on 15th April 2019.

• Rest some scope of improvement is also there in hospitality part.

Angriya Cruise Liner

India’s first domestic luxury cruise liner. The journey onboard Angriya Cruise, which plies between
the popular Mumbai-Goa route, begins with a breathtaking view of sunset in the Arabian Sea and
ends 14 hours later with another spectacular sight of sunrise along the Konkan coast. It provides a
shorter trip of 14-19 hrs. cruise experience. This overnight journey is a way of experiencing marine
travel, which is not common in India.

Some Service Improvements:

A luxury cruise experience takes nothing less than five days but this Cruise is offering only a one
day which many Indians would not feel the experience.

The service experience has to be improved and a longer duration trips has to be planned.

The Oberoi Motor Vessel Vrinda

The Oberoi Motor Vessel Vrinda is owned and managed by The Oberoi Group, an award-
winning Indian luxury hotel group which owns some of the most famed landmark hotels in India.
The Oberoi Group brand is known for managing exclusive properties and for their high level of
service.

The 16-passenger vessel offers meanderings through the sequestered backwaters of Kerala. Rice
boat excursions visit 100-year-old Hindu temples and statues of buddha.

The Oberoi Motor Vessel Vrinda also puts on a cultural performance every evening at 7pm when
the boat is docked and local artists come to perform on the shore by the boat. The performances
include music and theatre in the famous mask dances that are so popular in the folklore of Kerala

Some service improvements

Angriya Cruise

• Their service and hospitality was relatively better than their competition.

• Just that some customers finds it little expensive as stated by a customer Mandeep from
Mumbai on 23rd March 2019.

• Rest there is always a scope of improvement is hospitality but as per customers reviews on
various social media platform it is doing fabulous.