marketing communication
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Paper on IMC plan for Thenmala ecotourismTRANSCRIPT
STUDENT NAME : Sharath Shyamasunder
COURSE : M.B.A.
UOB NUMBER : 09034024
BATCH NUMBER : MBBD 51010A
SUBJECT : Marketing Communications
WORD COUNT : 2216
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TABLE OF CONTENTS
1. Introduction…………………………………………………………………………………………………………...32. About the company…………………………………………………………………………………………………33. Marketing Communications Planning Framework……………………………………………………4
3.1 Context Analysis………………………………………………………………………………………………...53.2 Marketing communications objectives………………………………………………………………..63.3 Promotional objective………………………………………………………………………………………..63.4 Positioning Objective……………………………………………………………………………………........73.5 Marketing communication and positioning Strategy…………………………………………...8
4. Promotional tools and Media…………………………………………………………………………….........94.1 Advertising……………………………………………………………………………………………………….94.2 Sales promotion……………………………………………………………………………………………….104.3 Public relations………………………………………………………………………………………………...114.4 Direct marketing……………………………………………………………………………………………....124.5 Sponsorships, Events and Trade Shows ……………………………………………………............144.6 Interactive media………………………………………………………………………………………..........15
5. Budget……………………………………………………………………………………………………………...…..176. Schedule……………………………………………………………………………………………………………….187. Control and Evaluation……………………………………………………………………………………….…188. Conclusion…………………………………………………………………………………………………………....189. Reference……………………………………………………………………………………………………………..1910. Appendix A…………………………………………………………………………………………………………..2111. Appendix B…………………………………………………………………………………………………………..2312. Appendix C…………………………………………………………………………………………………………...2413. Appendix D…………………………………………………………………………………………………………..2614. Appendix E…………………………………………………………………………………………………………..2715. Appendix F…………………………………………………………………………………………………………..28
CHAPTER 1: INTRODUCTION
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The growing concern for conservation and well-being of environment is now firmly in public arena.
The environment-tourism relationship has been a subject of academic debate. The potential synergy
between natural environment and tourist activities has led to the growth of Ecotourism.
Source: Page. J and Dowling. K, 2002, Ecotourism, Pearson Education Limited
Ecotourism is: "Responsible travel to natural areas that conserves the environment and improves the
well-being of local people."(TIES, 1990). Tourism is often promoted as world’s fastest growing
industry with ecotourism as its fastest growing component (The Economist, 1998).
India is one of most emergent destinations for ecotourism. Especially Kerala enjoys unique
geographical features that have made it one of the most sought-after tourist destinations in Asia.
(Kerala Tourism, 2009). (For further information please refer Appendix A)
CHAPTER 2: ABOUT THE COMPANY
Thenmala Ecotourism is the first planned ecotourism project in the country. Thenmala is
located about 72kms from Thiruvananthapuram, the capital of Kerala. In order to give flexibility in
management for the development of this destination, a separate Society, Thenmala Ecotourism
Promotion Society (TEPS) has been constituted in 1998. One of the primary objectives of TEPS is
to sustain the environment and profitability as well. These two objectives have been successfully
pursued simultaneously. (For further information please refer Appendix A).
Source: (TEPS, 2010). http://www.thenmalaecotourism.com [Accessed 15/08/2010]
CHAPTER 3: MARKETING COMMUNICATIONS PLANNING FRAMEWORK
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MCPF represents a sequence of decisions which marketing managers undertake when preparing,
implementing and evaluating communication strategies and plans.
Figure 3.1 The marketing communications planning framework
Source: Adapted from Fill, 2009, Pp 309
To arrive upon an integrated marketing communications plan it is necessary to do a SWOT analysis.
SWOT analysis is provided in Appendix B.
3.1 CONTEXT ANALYSIS
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Context Analysis
Communication
Goals & positioning
3P’s of communication strategy
Coordinated communication mix
Scheduling Resources
Implementation, control & evaluation
Corporate goals
Marketing goals
Corporate goals Communications goals
Pull
Push
Profile
Market research
Agencies
Business context: Since ecotourism is a niche market the business strategy of TEPS is to target
trekkers, ecotourists with relatively high social brackets from around the world, school and college
students, corporate in Kerala and neighboring states. It is noted that almost 25% of the foreigners
who visit Kerala are from UK, 13% and 8% are from France and Germany, it is suggested that
advertising and personal selling through tour operators be carried out in these countries.
(“Statistics,” Ministry of Tourism, 2009)
Consumer context: TEPS has adopted a strategy to co-ordinate with Forest, Irrigation and Tourism
departments and implement various activities in association with each department. Facilities such as
boating in the Sanctuary reservoir, boardwalk, and sculpture garden, amphitheatre, Musical Dancing
Fountain, etc. are also provided at Thenmala for soft ecotourists. An environmental education and
interpretation center is also being set up at Thenmala. Adequate facilities in areas such as providing
accommodation, transportation are taken care by private institutions along with TEPS, which makes
Thenmala a comfortable and attractive destination for tourists.
Source: (TEPS, 2010). http://www.thenmalaecotourism.com [Accessed 15/08/2010]
Stakeholder context: Any conservation project needs co-operation and co-ordination among
stakeholders. Here, this project has institutionalized the co-ordination of Tourism, Forest and
Wildlife and Irrigation departments, Local bodies etc in the implementation. The project also
envisages a unique synergy among Government, private sector and the local community. There are
opportunities for the private sector in the areas of accommodation, transport etc., for local
community in ecotourism product management, local traditional transport, local handicrafts, local
art etc within the overall regulatory and supportive framework provided by Government.
Source: (TEPS, 2010). http://www.thenmalaecotourism.com [Accessed 15/08/2010]
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Organizational context: Thenmala Ecotourism is the first planned ecotourism project in the
country. Revenue generated from Thenmala in the year 2008-09 is 1, 39,520 SGD. (Economic
review 2009 Pp 225). TEPS is looking forward to cater to more than 0.2 million tourists in 2010
and expecting revenues in excess of 2, 50,000 SGD. TEPS is well supported by the Kerala
government, which plays a pivotal role in promotion and marketing of Thenmala. Due to this
Thenmala today has become the world’s leading ecotourism destination.
Environmental context: A detailed analysis of the environmental context is done with the help of
PEST analysis in Appendix C
3.2 MARKETING COMMUNICATIONS OBJECTIVES
The marketing communications objectives are:
a) To create “top of the mind awareness” among the target audience, attract tourists from around
the world and retaining existing customers.
b) Collaborating with Tour operators and travel agents to leverage on their reach.
c) Communicate to the tourists that Thenmala is a safe place for ecotourism.
The marketing communications objectives are in line with the company’s overall objective. These
objectives are specific, measurable, realistic and timed. Promotional objectives of TEPS are derived
from understanding overall context in which communications will operate.
3.3 PROMOTIONAL OBJECTIVE
The promotional objectives of TEPS are to increase the customer base, have a continuous stream of
repeat customers and educate the present and potential customers on ecotourism.
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Figure 3.2 The three elements of Promotional goal setting
Source: Adapted from Fill, 2009, Pp 332
3.4 POSITIONING OBJECTIVE
The positioning objective is to create a distinctive place in the minds of potential customers and
position Thenmala as the most preferred ecotourism destination in India. TEPS would also like to
position itself such that it evokes images of a destination in the customers mind; images that
differentiate Thenmala from the competition.
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Promotional Goals
Corporate Goals
Marketing GoalsCommunications
Goals
3.5 MARKETING COMMUNICATION AND POSITIONING STRATEGY
To establish the best methods of marketing an ecotourism destination it is important to stress the
necessity of marketing to be a holistic enterprise. (Wearing. S and Neil. J, 2009, Ecotourism
Impacts, Potentials and Possibilities, Butterworth-Heinemann). This can be achieved by
choosing the right communication tools to attract the target audience. The marketing communication
strategy of TEPS will be a combination of Push, Pull and Profile positioning strategies. To ensure
that the communication is integrated a consistency is maintained throughout all messages and
materials.
Pull strategy is aimed at encouraging customers to pull products through the channel
network. (Chris Fill, 2009, Marketing Communications, Prentice Hall). The pull strategy in
context of TEPS would be to create awareness among the target audience about Thenmala and keep
them informed and persuade them to buy the offering. To accomplish this strategy the approach is to
deliver mass media advertising supported by below the line communications like sales promotion.
Interactive media like Internet is also used to reach the target audience thereby reducing the reliance
on old formulatic approach.
Push strategy involves the presentation of information in order to influence other trade
channel organizations. (Chris Fill, 2009, Marketing Communications, Prentice Hall). The push
strategies are more centered towards the B2B aspect of business and are built around establishing
strong network. An emphasis on personal selling is given here. Trade advertising, trade sales
promotions and public relations all have important role to play. An alliance with health clubs, trade
organizations and travel agents is what TEPS should be looking at.
Profile strategy focuses on organization’s communications upon the development of
stakeholder relationships, corporate image and reputation. Stakeholders can be trade unions,
government bodies, employees or the local community. To accomplish and deliver profile strategy
public relations, including sponsorship and corporate advertising can be used by TEPS.
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CHAPTER 4: PROMOTIONAL TOOLS AND MEDIA
4.1 ADVERTISING
TEPS has to design an advertising campaign keeping in mind its target audience which is
trekkers, ecotourists with relatively high social brackets from around the world, school and college
students, corporate in Kerala and neighboring states. Print media especially travel magazines like
Ecoclub India, Discover India, Lonely Planet, Global Traveler, and National Geographic India
which has a global reach.
Outdoor advertisement such as billboards is an effective way of communication. Transit media in
the form of messages on buses, trams, in stations has an advantage of reaching a lot of people.
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Figure 4.1 Advertisement of Go Kerala on Rajdhani Train (Refer Appendix D)
5 to 10 minutes Film depicting the most important scenic spots; butterfly safaris; cultural
heritage; popular religious rituals; traditional dance performances; trekking Routes; musical dancing
fountains; of International Quality be produced for showcasing the BEAUTY OF THENMALA.
Such a Film should be screened in all the Duty Free Shops, Air India Flights and Lounges of
International Airports in India and other Countries, and also in TV channels devoted to Travel and
Tourism.
4.2 SALES PROMOTION
TEPS should offer sales promotion through Tour agents and Operators and these promotions
should be supported by advertising. Promotions should be used to attract the attention of target
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groups and seduce them to visit Thenmala. Low price accommodation can be offered during off
peak season. Group/ Bulk bookings can be offered to educational institutes. Discounts coupons
should be offered to existing customers to retain them. Corporate discounts should be offered and
offer special team building activities and workshops which will create an excitement among the
corporate and increase repeat visits.
TEPS can launch a promotional campaign whose objective is to make the brand top of mind.
A photography competition can be organized with the theme as Ecotourism. Consumers were
encouraged to take holiday pictures on this theme. The winners would receive Thenmala
merchandise and a free 2Night/3Days free stay. This contest can be made aware through TV
commercials. Print media, stickers, flyers and displays which are to be distributed in buses to
Thenmala.
Source: Pelsmacker et al, 2004, Marketing communications, A European perspective, Pearson
Education Limited
4.3 PUBLIC RELATIONS
The image of Thenmala was tarnished when a rape incident was reported in July 2010. The report
says “Police in Kerala have arrested three forest guards after a website released mobile video
clips showing them stripping and parading a mother and daughter who arrived here as
tourists.”(http://arabnews.com/world/article87982.ece?comments=all accessed on 30/08/2010).
This incident has not gone well with the general public as well as the tourists who are
planning to visit Thenmala. TEPS should go for a public relations campaign to communicate
effectively their views on the incident. TEPS should plan for crisis management by identifying the
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crisis management team, this team should be responsible to provide background information,
manage the flow of information which goes to the press.
The crisis management team should include the Managing Director of TEPS, Head of Public
relations TEPS, Minister of Tourism Kerala, Police personnel in charge of this case. They have to
make sure that those involved in the incident are suspended from duty with immediate effect and are
punished severely by law. The staff of Thenmala has to be well trained to prevent any incidents of
such nature and educating them to communicate well with the tourists about the incident. Security
and emergency communication devices have to be provided to the tourists as well as the staff. These
plans should be effectively communicated by the Head of Public relations to the press through press
conferences. A public apology has to be tendered by TEPS and measures taken for the security of
the tourists has to be published in Newspapers, Magazines, and Websites. Dedicated personnel
should be there to monitor the coverage by the media so that the information provided by TEPS is
not distorted or misinterpreted.
Source: Harrison. S, 2000, Public Relations An Introduction, 2nd edition, South Western
Cengage Learning.
4.4 DIRECT MARKETING
Direct marketing can include Direct mail, Electronic mass mailers, Telemarketing. Direct
marketing campaign by TEPS should be integrated with mainstream above-the-line TV advertising.
The awareness for a TV ad campaign can be increased by including a picture from the ad in the mail
shot. Direct mailers can also include discount coupons, thus sales promotion can be integrated with
direct marketing. There should be a long term strategic decision to build a database for direct
marketing purpose to create competitive advantage. Telemarketing can also be a part of this effort.
Electronic mass mailers can be an effective tool, a chat window which provides 24/7 support on the
website can do wonders to the campaign. Personal selling can be a part of this exercise if need be.
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Source: Taylor.J and Smith.P.R 2003, Marketing Communications An integrated approach,
3rd Edition, Page Ltd.
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Figure 4.2 Template for Electronic mass mailers with 24/7 chat window.
Source: Self created
4.5 SPONSORSHIPS, EVENTS AND TRADE SHOWS
Exhibitions, events and trade shows offer an array of opportunities for an organisation like
TEPS to use personal selling as a marketing tool. According to (“Statistics,” Ministry of Tourism,
2009) over 40% of foreign visitors are from UK, France and Germany. TEPS should target travel
fairs in those countries, where Kerala tourism board actively participates. TEPS can collaborate with
the tourism board and promote Thenmala. TEPS can also participate in domestic travel fairs which
are annual events in major metros of India. Sales promotions can be carried out. An incentive should
be given for all who visit the stall. This is a good opportunity to tie up with tour agents who will
promote Thenmala. Personal selling plays a major role, as educating the Tour agents is necessary.
(For more information please refer Appendix E).
Figure 4.3 Kerala Tourism board stall in TTF-OTM 2010, Bangalore.
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Adapted from http://www.ttfotm.com/ttf/index.html [Accessed on 02/09/2010]
Providing complimentary trips to tour operators so that they could experience Thenmala first
hand, this will give rise to public relations activities and educating the Operators on ecotourism is
possible. Kerala Government aims at developing an Ecofriendly circuit from Thenmala connecting
the three Ayyappa shrines related to famous Sabarimala, which fall within the project area. TEPS
can sponsor some of the activities in Sabarimala to promote Thenmala to increase footfalls from
pilgrims.
4.6 INTERACTIVE MEDIA
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Internet is becoming the medium of transaction for many businesses nowadays, even tourism centers
and travel agencies can now be found online. A simple Google search of the term 'ecotourism in
Kerala' will point people to Thenmala ecotourism website on the internet.
Internet can also provide additional information about Thenmala. Advertising campaigns in
the internet on Thenmala is also much simpler and more widespread. Banner ads on popular
websites can attract the audience. In order to differentiate TEPS’s marketing strategy to spam-
worthy e-mails, they have to send it to interested people in their database.
Source: What is Internet Marketing of Tourism Products? By Ewin Chea, http://ezinearticles.com/?What-is-Internet-Marketing-of-Tourism-Products?&id=3741910 [Accessed on 02/09/2010]
Figure 4.4 Internet presence of Thenmala
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Usage of social networking sites such as Facebook, Twitter and travel blogs which are free
mediums for building awareness should be considered. Press releases, conferences & interviews of
opinion leaders in the travel industry have to be included in Thenmala website. TEPS has been
involved in a lot of corporate social responsibility events. The videos and photos of the events
should be published on the YouTube, blogs and websites. This is good way of integrating public
relations, advertising and interactive media.
CHAPTER 5: BUDGET
The budget allocated to the promotional activities is show in the table and the figure.
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Table 6.1 Marketing Communications Budget
Promotional Tool & Media Budget in SGD( S $) Allocation of Budget (%)
Advertising 9000 30
Sales promotion 6000 20
Public relations 1500 5
Direct Marketing 3000 10
Sponsorships, Events and Trade Shows 7500 25
Interactive Media 3000 10
Total 30000 100
Figure 6.1 Graphical representation of Budget allocation
9000
6000
1500
3000
7500
2000
Percentage of Budget allocation
AdvertisingSales PromotionPublic RelationsDirect MarketingSponsorships, Events and FairsInteractive media
CHAPTER 6: SCHEDULE
Schedule of Integrated marketing communications for TEPS for a year has been shown in
Appendix F (More information in Appendix F).
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CHAPTER 7: CONTROL AND EVALUATION
According to Fill (2009), control and evaluation process provides benchmarks for future campaigns.
The primary role of evaluating is to ensure that the communications objectives have been met and
the strategy has been effective. The secondary role is to ensure that the full potential of the
promotional tools has been extracted and the resources have been used economically.
CHAPTER 8: CONCLUSION
From the report we can conclude that the marketing communications plan will be effective if the
promotional tools are integrated as suggested. TEPS has to communicate well with its employees
and stakeholders about their IMC plans. They have to communicate with the public using the
communication tools about their safety. They have to promote the brand in foreign countries to
attract inbound ecotourists. By collaborating with tour agents TEPS can maintain their status as one
of the most sought out ecotourism destinations in India.
REFERENCES
Books
Fill, C, 2009,”Marketing Communications”, 5th edition, Prentice Hall
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Harrison. S, 2000, Public Relations An Introduction, 2nd edition, South Western Cengage Learning.
Page. J and Dowling. K, 2002, Ecotourism, Pearson Education Limited
Pelsmacker et al, 2004, Marketing communications, A European perspective, Pearson Education Limited
Taylor.J and Smith.P.R, 2003, Marketing Communications An integrated approach, 3rd Edition, Page Ltd.
The Economist (1998). Dream factories: A survey of travel & tourism. The Economist, Jan 10, pp. 13 – 16.
Wearing. S and Neil. J, 2009, Ecotourism Impacts, Potentials and Possibilities, 2nd edition Butterworth-Heinemann
Websites
Economic review, 2009, www. kerala planningboard.org/html/eco_ 2009 / 2009 _ch_9.pdf [Accessed 24/08/2010]
Kerala forest guards held for 'raping' family of tourists http://arabnews.com/world/article87982.ece?comments=all [Accessed on 30/08/2010]
Kerala tourism website http://www.keralatourism.org/ [Accessed on 17/08/2010]
Statistics, Ministry of Tourism (Government of India) website, http://tourism.gov.in [Accessed 23 January 2010]
The international ecotourism society website http://www.ecotourism.org/ [Accessed 15/08/2010]
Thenmala ecotourism promotion society website http://www.thenmalaecotourism.com [Accessed 15/08/2010]
Travel and Tourism fair http://www.ttfotm.com/ttf/index.html [Accessed on 02/09/2010]
What is Internet Marketing of Tourism Products? By Ewin Chea, http://ezinearticles.com/?What-is-
Internet-Marketing-of-Tourism-Products?&id=3741910 [Accessed on 02/09/2010]
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World travel and Tourism Council, 2010 http://www.wttc.org/ [accessed on 11/09/2010]
APPENDIX A
Kerala had about 0.55 million foreign visitors and 7.5 million domestic tourists in 2008. Total
Revenue (including direct & indirect) from Tourism during 2008 is 37 million SGD, showing an
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increase of 14.84% over the 2007 figure. Due to Kerala’s rich cultural heritage and closeness to
nature many foreign tourists visit this place; it is the 5th most visited state in India. (“Statistics,”
Ministry of Tourism, 2009)
Tourism Department, Government of Kerala, India has taken steps to give focused attention
to ecotourism in the State. A separate ecotourism wing has been created to give policy support for
the development of the ecotourism destinations in the State. Accordingly a project for the first
planned ecotourism destination (Thenmala Ecotourism Project) has been formulated in and around
Shenduruney Wildlife Sanctuary."Thenmala Ecotourism" has been conceived as a first planned
ecotourism destination in India and the initial stages of implementation is completed.
The major objectives of this project are
1. To develop Thenmala dam and its surroundings as a major tourist destination.
2. To promote Ecotourism on the basis of sound principles of ecological sustainability in the
surrounding areas of Thenmala.
3. To have a well planned tourism destination with emphasis on sustainable tourism development so
as to become a model for other destination development programmes.
General Information
Total population 24,212
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Altitude Between 100-600 m above MSL
Climate The hottest months are March to May and the coldest, December and
January. The maximum temperature during daytime in the hottest month
is about 39oC. The daily temperature varies from 17oC to 35oC.
Rainfall Southwest Monsoon: May to August extends up to September
Northeast Monsoon: late September, October and November
Average rainfall 2600 - 3000 mm
Languages spoken Malayalam, Tamil & English
Season Throughout the year
Clothing Tropical
Thenmala Ecotourism won the prestigious Pacific Asia Travel Association (PATA) Gold award
for 2003-2004 and the National Tourism Awards for the most Eco-friendly Organization (2001-
2002) and Best Ecotourism Practices (2003-2004). The World Tourism Organisation (WTO) has
Incorporated Thenmala Ecotourism Project in the Publication “Sustainable Development of
Ecotourism: A Compilation of Good Practices in SMEs”. Accordingly, there are about 64 good
practices from 47 countries world over and Thenmala Ecotourism is the only project that has been
included from India.
Source: Thenmala ecotourism promotion society website http://www.thenmalaecotourism.com
[Accessed 15/08/2010]
The number of foreign and domestic visitors for Thenmala in 2008-2009 is close to 1, 30,000. Close
to 40% are foreigners and rest 60% are domestic visitors. Source: (Manoj Kumar, Business
executive, TEPS).
APPENDIX B
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SWOT ANALYSIS
STRENGTHS
Rich cultural heritage of Kerala and closeness to nature has helped Kerala being named as
“God’s Own Country”
Some well known places in Kerala like Munnar, Thekkady and Kumarakoam
First mover advantage for Thenmala Ecotourism being declared as the 1st Eco Tourism
destination in the world
Many foreigners attracted to the concept of eco tourism and many MNC’s and local
companies in India recognizing and patronizing Thenmala as an eco tourism destination
WEAKNESS
Lack of sufficient Infrastructure
Recent rape incident of a lady tourist by the forest guards has tarnished the image of
Thenmala
Lack of information among tour operators on Ecotourism.
Stronghold of Communist parties in Kerala and strong unions which lead to Bandhs, strikes
which makes the state unsafe, transport is affected.
Lack of marketing initiatives abroad
OPPORTUNITIES
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The demand for travel and tourism in India is expected to grow by 8.2 per cent between 2010
and 2019 and will place India at the third position in the world
The proliferation of interest groups, particularly nature based organizations is growing in
India
Growth of domestic tourism and increase in disposable incomes among domestic tourists.
Internet has proved to be a boon for the tourism industry
Three shrines fall within Thenmala project area where pilgrimage tourism is promoted.
THREATS
Terrorism is a major setback for tourism
Strong competition within other eco tourism destinations in Kerala and also in India
Aggressive strategies adopted by Eco Tourism promoting countries like Maldives, Costa
Rica, Malaysia, Australia and Philippines.
APPENDIX C
PEST ANALYSIS
Political Factors:
The focus of Kerala tourism board now is to sustain the interest created in the National and
International tourism market through continued efforts on creation of quality infrastructure at the
tourist destinations and enroute and focused marketing. The focus is also to develop Infrastructure
through private sector and Private-Public Partnership with Government acting as a facilitator and
catalyst. Development of selected tourist destination with proper planning for development so as to
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retain high quality of aesthetic and environmental beauty and to develop the destinations in a
sustainable and Ecofriendly manner is a major agenda of Kerala tourism board.
Source: Kerala tourism website http://www.keralatourism.org/ [Accessed on 17/08/2010]
Economic Factors: India’s travel and tourism industry is expected to contribute 3.1% to the GDP in
the year 2010. The rate of growth in foreign exchange earnings is exceptionally high. International
tourist arrivals in India will increase by 7.9% in the next five years. Thenmala is expecting footfalls
of around 0.2 million tourists in the year 2010.
Source: World travel and Tourism Council, 2010 http://www.wttc.org/ [accessed on
11/09/2010]
Socio-cultural Factors: India is the second most populous country after China. The population is
1.18 billion, with male population being dominant. The audience need to be targeted based on their
demographics and preferences. The average age group of India will be 27 in the next few years
which will be favorable for ecotourism. TEPS has to take these factors into consideration while
designing the marketing communication plan.
Technological Factors: Technology has been playing a major role in the development of tourism in
places like Kerala. Technology helps in building infrastructure, connectivity and creating awareness.
State of the art communication devices and security devices are provided to the staff of Thenmala
for the safety of the tourists. Thenmala has to use technology to improve their infrastructure, reach
and communications. Thenmala has to use innovative mediums to reach out to their target audience
and get their feedback as well.
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APPENDIX D
Kerala Tourism’s branding of the Rajdhani Express, dubbed the ‘Go Kerala’ campaign, is
aimed at showcasing ‘God’s Own Country’ across the length and breadth of the country and to get
an upper hand in domestic tourism circuit.
By adorning the 17 coaches of the Hazrat Nizamuddin-Thiruvananthapuram-Hazrat
Nizamuddin Rajdhani Expresses with the tourist attractions unique to the State, Kerala Tourism has
once again come up with innovative marketing strategies to promote its products.
Domestic tourism
A first-of-its kind of branding exercise, Kerala Tourism had gone for the venture following the
reported dip in foreign tourist arrivals to the State on account of global recession. The branding of
the Rajdhani Express is the first step of Kerala Tourism’s strategy to concentrate on domestic
tourists.
As the train traverses Delhi, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Tamil Nadu,
Maharashtra, Gujarat, Goa and Karnataka in its journey from Delhi to Thiruvananthapuram and
back, it is expected that the message will reach to more than three crore people.
The campaign will be one of the most visible undertaken by Kerala Tourism. “In terms of eyeballs,
around 850,000 commuters use the railway platform daily and Go Kerala campaign is a great way
to reach out to the audience,” says Secretary, Tourism, V. Venu.
Source: The Hindu, Dated: 18th Feb, 2010.
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APPENDIX E
The following are some of the International and National festivals and fairs participated by TEPS in
collaboration with Kerala Tourism.
International Road shows in London, Stockholm, Sydney, Melbourne and Frankfurt
International Fairs such as TTG-Italy, ITB -Singapore, WTM-England, VOR Start-Spain, Kerala
Travel Mart(KTM) and Volvo Ocean Race Stop Over, Kochi
Domestic Road Shows at Ahmedabad, Vadodara, Pune, New Delhi, Chandigarh, Hyderabad,
Kolkata, Bengaluru, Chennai and Mumbai
IITM in Bengaluru, Chennai, Mumbai, Pune and Hyderabad
Travel and Tourism Fair at Hyderabad, Kolkata and Surat
Source: Economic Review 2009
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APPENDIX F: SCHEDULE
ADVERTISING
Since advertising is the most expensive of the Marketing tools, a great deal of planning has gone
into the allocation of budgets and timing of the message. Advertising in TV is planned in the months
along with Direct mailers so that it will help the receivers to recall and identify the message. The
same message will be shown in the direct mailer as well with the phone number and the website
address. Advertising in Corporate and Travel magazines will happen once in two months.
Advertising in in-flight magazines will happen just before the peak season as well as in the peak
season because of the traffic of inbound travelers.
SALES PROMOTION
Sales promotion always goes well with advertisement. Corporate and family packages are offered
during off peak season as well as during the end of the year and the start of New Year. Promotions
for educational institutes will happen during the holiday periods of the school which incidentally
falls in the off peak season. Special discounts and offers which were offered to the visitors in the
Tourism fairs will be entertained in the off peak months.
DIRECT MARKETING
Direct mailers through post or courier will go by the end of the year as a greeting/ wishes for the
New Year and it will carry the plans of TEPS for the coming year and will thank the receiver for
their patronage. Direct mailers will also go just before the peak season as a reminder to the
recipients till the end of peak season. Electronic mails with 24/7 chat service will be sent as a burst
every 3 months; the duration is strictly maintained to avoid e-mail spamming. Telemarketing will
follow the Direct mailers and E-mailers to check if the recipients have received the mail and to
clarify if they have any queries. Direct marketing goes along with Advertising.
29UOB NO: - 09034024 Marketing Communication
PUBLIC RELATIONS
Public relations is supposed to be the most economical and credible way of communicating with the
target audience. TEPS will be involved in Corporate social responsible activities during the off peak
season so that the smooth working of day to day affairs in peak season is not affected. Corporate
advertising will happen in calendar year end and financial year end. This helps the corporate to tie
up with TEPS and personal selling can also be involved. Due the rape incident which happened in
the month of July 2010, a crisis management team and budget should be kept aside. Public relations
team along with the Director have to hold press conference and tender apology to the people
concerned and should clearly display the safety precautions taken to avoid the occurrence of any
such incidents. This will go on till the end of the year 2010.
SPONSORSHIPS, EVENTS AND TRADE SHOWS
Trade Shows in which TEPS plans to participate along with Kerala Tourism Board.
Travel and Tourism fair Surat Aug 27-29Kerala travel Mart Kerala Sept23-26Ecotourism and sustainable tourism conference USA Sept 8-10Trade fair for the Tourism/travel France Sept9-10ITB International tourism fair Singapore Oct 20-22World travel market London Nov 8-11India International Travel Mart Bangalore, Chennai JanuaryITB international tourism fair Berlin, Germany March startEco Expo Australia Sydney, Australia March end
30UOB NO: - 09034024 Marketing Communication
INTERACTIVE MEDIA
Interactive media is fastest growing means of communication and is proved to be very effective and
relatively inexpensive. Interactive media is used throughout the year as people abroad will use the
internet to get more information about Thenmala and usually they plan for their trip months in
advance. So, yearlong web presence is essential to cater to the International audience.
HOLIDAYS IN KERALA
The schedule has been drawn upon keeping in mind the major festivals and holidays for schools and colleges.
April 14th- Vishu (Malayalee New Year)
April and May-Summer holidays for children
May 12th- Thrissur Pooram Festival
September 1st- Onam Festival
September- World famous Boat race Festival
October 26th- Diwali
October- Mid-term holidays for children
November-February- Peak season of Sabarimala
December 25th- Christmas
31UOB NO: - 09034024 Marketing Communication