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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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August 23, 2012 KERALA TOURISM 3
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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August 23, 2012 KERALA TOURISM 4
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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August 23, 2012 KERALA TOURISM 5
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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August 23, 2012 KERALA TOURISM 6
KERALA EXPERIENCES
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August 23, 2012 KERALA TOURISM 7
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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August 23, 2012 KERALA TOURISM 8
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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August 23, 2012 KERALA TOURISM 9
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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August 23, 2012 KERALA TOURISM 11
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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August 23, 2012 KERALA TOURISM 12
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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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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PACK YOUR LUGGAGE EMPIans