This presentation details a strategy to popularise tourism in HP among the domestic travellers and to make it the destination of choice.

1. Himachal Pradesh
Himachal.. Feel the spark of
Life !!!

2. A few facts …
Dev Bhumi – Unforgettable Himachal
10% of Himachal Pradesh’s GDP
12 million domestic tourists every year
Blessed with abundant natural beauty

3. But, where are we now…
Total number of tourists in India – 740 million
Some success stories - Madhya Pradesh and Kerala
But Still, Himachal does not figure in the top 10 !!!
Uttaranchal, with similar profile is doing better!!
Our Focus:
Develop a marketing plan to improve the image
and retention of the Brand Himachal.

4. Our Vision for Himachal
“To promote Himachal Pradesh as a high quality tourist
destination with excellent infrastructure while preserving
the heritage and environment, creating employment
opportunities, assuaging poverty thereby making tourism
one of the most important sectors for the socio-economic
development and environment protection of the state”

5. Consumer Insights
Survey:
1. Travel planning – Initiators, Influencers, User, Decider.
2. Details of holidays – Duration, budget, activity preference
3. Travel planning behaviour
4. General awareness of Himachal Pradesh
S. No Purpose Numbers
1. Survey (Students, working 44
professionals)
2. Survey + In-Depth Interviews
a. Professors 3
b. PGP/FPM Students who are avid 2
travelers
c. Other PGP/FPM Students 6
d. Athica’s Stall Owner 1

6. Consumer Insights – Reason for Travel
Why you travel? Survey results
• To study the natural world and study art, Top preference of the
architecture etc. respondents
• Cuisine
• Replenishment of mind, body and soul Explore new
• Shopping places
• Spiritual and religious purposes Adventure
• Adventure
Shopping
• Exploration and experiencing new places
• Rest Others

7. Consumer Insights – Vacation Planning Model
1. Need:
Rest Exploration – 67% (Top option) Adventure – 40% (2nd Option)
Shopping (Third option) Spirituality
2. Information Search
3. Evaluation of alternatives – Varied among respondents
Accommodation Ease of Travel Climate Variety of scenic spots
Adventure Availability of Tourist amenities Shopping
Opportunities information opportunities
Safety Reputation Cuisine Overall value for Cultural activities
money
Infrastructure (roads) Religious significance
4. „Purchase‟ Decision – Dependant on budget, holiday length
5. Post „Purchase‟ Decision

8. Perception of Indian Hill States
Kashmir Himachal Uttaranchal Sikkim/ W. Arunachal
Pradesh Bengal Pradesh
Pure Variety, Crowded, Too much Untouched,
wilderness, No Peaceful, good Religious security culture
basic amenities, roads and presence, preserved
Unsafe, Heaven amenities, less monotony of
on earth, visibility, scenic landscape
Absolute beauty beauty, too
distant
HP Tourist Spot Awareness:
Top of the mind: Kullu Manali
Unaided: Shimla, Dalhousie, Palampur
Aided: Lahaul & Spiti, Kinnaur & Kufri, Kangra
Low awareness of any tourism campaign

9. Laddering
A: Attribute based satisfaction
C: Consequence based satisfaction
G: Goal based satisfaction

10. Segmentation
Demography
Young working and college
Age Middle aged(30-50) students(<30) Retired people(>60)
Middle class(Rs. 500,000-
Income Wealthy(>Rs. 1,500,000) 1,500,000) Non working students(>Rs. 500,000)
Travel Party
Composition Family visits(5-6 people) Adult Group of 5-6 Honeymoon couples
Geography
Within circle of radius From distant states like Maharashtra ,
Location Foreign tourists <500kms West Bengal etc
Psychographics
Nights of
stay(number)* <2 2-4 >4
Motivation Scenic beauty, Exotica Adventurous activities Peace, Spiritual visits

11. Target segments
Wealthy traveler
She belongs to age group 25-54. Her annual income is more than Rs. 1.5 million. She
generally travels with her spouse or family. She is considering a tour abroad. She plans to
stay for a week or long and purpose of her visit is experience relaxation and taste exotica.
Young traveler
He is a young single working man or a college student with relatively low income who
prefers to travel in group of 5-6 friends. He lives in a circle of radius less than 500kms
from Himachal Pradesh. He loves adventurous activities and stays for 2 nights.
Family person
They are a small family with 4-5 members. They are visiting alone or with 2-3 families of
relatives. They plan to explore various places and activities in 4-5 days. They will generally
spend one night at each place and then move on. They have a healthy mix of visiting
spiritual places as well as try out a few safe for family adventure activities.

12. Brand asset value power grid
Destination Brand Stature
Low High
Destination Brand
Low
Unknown
New Destinations
Strength
High
Unleashing
Leadership
Potential

13. Positioning
Exotica
for Wealthy
travelers
Adventure
Tourism Family
for Young Destination
travelers

14. 7P’s - Product
• Traditionally divided into four circuits for
consideration
– Dhauladhar
– Satluj
– Beas
– Tribal
• A proposal for a further enhancement !!

16. The add-on
• A contemporary classification on the basis of
services offered
Natural Prowess Exotica
Himachal
Pradesh
Religion and
Adventure
Spirituality

17. Natural Prowess
• Unexplored virgin earth - Sangla, Kalpa, Lahaul
and Spiti
• Wildlife
• Fruit Capital of India
• Snow!

18. Exotica
• Victorian era Gothic Architecture
• Local Handicrafts and Handlooms
• Ethnic melting pot of culture and
cuisine
• Palampur… Kangri Tea… Apple
Cider
• UNESCO World Heritage listed ‘Toy
Train’

19. Adventure
• Camping
• Trekking
• Angling
• Para-gliding
• Skiing
• White water rafting
• Safari

21. Religion and Spirituality
• ‘Dev - Bhoomi’
• Mandi – ‘Mini-Varanasi’
• Goddesses’ Abode
• Buddhist Ethos
• Panchkarma
• Kangra- Temple paintings
(Krishna era)

22. 7P’s - Physical Evidence
• Strategies
– Information Kiosks
– Village Tourism
– Service Catalogue
– Professional Adventure Associations
– Branding the Local Channels

23. 7 P’s – Place
Domestic
Customer
Tour Retail Travel Specialty Internet
Packagers Agent Channels
Tourism
Operator Wholesaler
Tourism
Operator
Source : http://www.oturn.net

24. 7 P’s – Place
• Channel Intermediaries for Himachal
• Stimulating Demand
– Combination of Push and Pull Strategy
• Promoting Channel Intermediaries
– Level of Accessibility
– Brochures

25. 7 P’s – Process
Source : http://www.oturn.net

26. 7 P’s - Promotion
• Brand Awareness
Objective • Attracting attention of target
Message • Segments of Tourists
Strategy • Range of messages!
Creative • Duration of message
Strategy • Communication Mix

27. Promotion (Continued)
Objective Highlighting Strategy
Influence people to put Himachal into Affordability, accessibility, uniqueness/
consideration set variety of experience, infrastructure,
safety
Stimulate repeat visits of leisure tourists Variety of places
Influence potential tourists to select Unique features, merits of the state,
Himachal over other similar states safety
Attract business conference travelers Hotel infrastructure/ Mixture of work and
fun
Stimulate adventure tourists to choose Famous routes, infrastructure along the
Himachal trails route, variety
Uniqueness of experience, variety of tourist spots and ease of access
to Himachal Pradesh

28. Marketing Communication Mix
Public Relations
Advertising
and Publicity
Corporate
Events
Communications
Direct Marketing

29. Tourism
Training
Institutes
Friendliness
of
7Ps: Employees
Residents People
Direct
interface
with tourists

30. Tourist Acquisition and Retention
•Judicious Mix of the P’s
•Retention – Return Rate, Positive Experience
•Acquisition – Promotion, Positive Word of Mouth
•General Strategies
•Innovative products
•Facilities for High Net Worth Individuals
•Alternative Promotion Methods
•Data Mining and Usage
•Website

31. In Conclusion

33. Thank You!