27447696 branding kerla tourism

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GROUP MEMBERS

ABHISHEK 03A

BHOOPENDRA 13ACHANDAN 14A

NIPUN 30A

PALLAVI 31A

SAURABH 44A

SUDEEP 52A

KERLA TOURISM - BRANDING A TOURIST DESTINATION


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August 23, 2012 KERALA TOURISM 2

ABOUT DESTINATION BRANDING

Global village

World Tourism Organisation (WTO) and World Travel and Tourism

Council (WTTC)

Malaysia - Malaysia-Truly Asia

Thailand - Amazing Thailand

1998 WTO report on top 20 tourist destination- France topped and

Thailand 20th


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INDIAN TOURISM INDUSTRY - PROBLEM APLENTY

1982- National Policy on Tourism

1988- National Committee on Tourism

2000- Travel and Tourism Industry accounted 5.6% of Indias GDP,

5.8% of total employment and 10.8% of total exports. By the year end

2.4 million international arrivals but 0.4% of world travel, ranked 43rd

in the world.

Budgetary allocation only 1% of total public spending but global

average 6.8%. Recommended to spend 4.9% at least of GDP.

Lack of infrastructure, aviation, accommodation and high taxation

(world highest- WTTC)

Visa policy - policy of reciprocity


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MARKETING INDIA

Advertisement campaign in 1997 - New York based Oasis advertisement

agency made EternallyYours

One billion people. One thousand languages.

Many travelers to India claim to experience reincarnation. They come

back as human beings.

Only one country can change the way you see the whole world.

Looking for Spirituality


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KERALA-THE PLACE PROMOTION PIONEER IN INDIA

Marketing attraction like Lagoons, Lake, Backwaters, Bathhouses and600km coastline, Hill Stations, Waterfalls, Western Ghats, Kathakali,Boat Races and Ayurveda.

1995-Bekal Resort Development Corporation (BRDC)

2000-Kerla Travel Mart Society (KTMS) organised Kerala Travel Mart-2000 (KTM-2000), promotional campaign at International ConventionCenter, Kochi and adapted tag line GODS OWN COUNTRY

KTM-2002, state participation in ITB-Berlin and WTM-London

Kerala first sate - Tourism Conservation, Preservation and Trade Bill toregulate tourism activity in state.

Increase in tourist from 69,000 in 1991 to 0.21 million in 2000, domestic5 million

Santosh Shivan for advertisement campaign, M.F. Hussain and YusufArakkal as brand ambassadors

MOU with Indian Airlines and Indian Railway and association withUnited India Insurance Ltd.


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KERALA EXPERIENCES


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TRAVELLING TOWARDS THE FUTURE

2002 - cross promotional deal with Maharastra, agreement with IBP

Tourism Vision 2025

Global Investor Meet (GIM) at Kochi in 2003for huge foreign

investment

MOU with SFC group, Abu Dhabi and Leela group, Mumbai.


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7 Ps

Product :- commoditization of service

Price :- tax, sensory experience

Place :- geographic location,

Promotion :- media elements, customer service, publicity/PR

Physical Evidence: all tangibles in Kerala

Process :- Contact personnel, value chain components

People : Guide, Management, culture


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SWOT ANALYSIS

Eco-tourism initiative

Natural environment

Smooth law and order

Innovative branding and positioning

Varieties of products and services

Advanced society and full literacy

Bagged so many international awards

weaknesses

Inadequate infrastructure to match expectation

Taxation policy of Govt. of India

Restrictive coastal regulation zone

Shortage of funds and lack of efficient waste disposal mechanism

Provisional airlines policy of Govt. of India

Strengths


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Cont

Lots of unused prospective on heritage tourism, hotel tourism and pilgrims

tourism

Employability in tourism and related areas

Threats

Growth of tourism may lead to pollution and ecological hazard problem

Competitors tourism growth .. Goa tourism, other national & International

Natural calamities

Opportunities


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TOURIST BEHAVIOR

Low search quality but high experience and credence quality, so

evaluation by consumers are difficult to make.

Hierarchy of need


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BRAND VISION

To make Kerala Gods own country, an upmarket high quality

tourist destination through rational utilization of resources with

focus on integrated development of infrastructure sector

conserving and preserving the heritage and environment and

enhancing productivity, income, creating employment

opportunities, alleviating poverty thereby making tourism the

most important sector for socioeconomic development and

environmental protection of the state.


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MENTAL MAP

Mental map

Ayurveda

Heritage

Environ

ment

Back

waters

boating

Wild life

festivals

cuisines


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August 23, 2012KERALA TOURISM

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CORE BRAND VALUE

Ayurveda

Environment

Heritage

Festivals/Culture

Image

Serenity


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BRAND MANTRA

Emotional modifier Descriptive modifier Brand function

Serenity Attractions Experience


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Aakers five levels of customer attitude

Customer values the brand and sees it as a friend.

4th level


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CBBE MODEL


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SALIENCE DIMENSIONS

Depth of Brand Awareness:

o CampaignGods own country

o Print ads

o Logo

Breadth of Brand Awareness:

o Various packages

o Medical treatments

o Leisure and recreation


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PERFORMANCE DIMENSIONS

Well developed and clean environment

Good hospitality

Medical treatments

Ayurveda/Spas

Insurance

Promotion by Govt.

Conservation of Natural environment and Heritage


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JUDGMENT DIMENSIONS

Brand quality

o Satisfaction

Brand credibility

Expertise

Trustworthiness Likability

Brand consideration

Relevance

Brand superiority

Differentiation


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FEELINGS DIMENSIONS

Warmth

Fun

Excitement

Security

Social approval

Self-respect


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RESONANCE DIMENSION

Positive word of mouth

Proud of Brand

Share experiences

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BRAND ELEMENTS


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POP AND POD

POP POD

Category

Services related to

tourism

BrandImage


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BAV POWERGRID


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27447696 branding kerla tourism

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