1. KERALA – GOD’S OWN COUNTRY Andrew Finlay Samson 19043773 TOURISM DESTINATION MANAGEMENT http://www.keralatourism.org/ http://www.youtube.com/watch?v=WkaiXjQio4w
5. Brief Environmental Scan Kerala is Abound with Natural beauty encompassing Green mountains and Blue Backwaters ,and rich Flora and Fauna Kerala is famous for its Eco-tourism, and Ayurvedic Tourism (Medical). In 2008 Tourism Industry bought to Kerala 2.86 Billion US dollars 23.57% of Visitors to Kerala are from the United Kingdom, followed by USA, France and Germany. Kerala according to National geographic traveler (2004) is one of the “50 must see places in the lifetime to visit” Kerala was awarded one of the 101 super brands in India for the year 2007 Tourism Has provided 8% of the Employment to people in Kerala by a private –public partnership. Source :Keralatourism.org/tourismstatistics
6. CURRENT ROLE OF THE DMO The Destination Works on 7 Pillars to develop tourism Welcome Information Facilitation Safety Cooperation Infrastructure development Cleanliness
7. DMO Role cont….. Effective Market Positioning : Tourism department of Kerala has Positioned itself as a Brand ,and Considers International and domestic visitors with equal importance Stimulating New Developments : Kerala is Keen on public private partnership where it Has started Tourist resorts Kerala Ltd http://www.trkl.in/ppp.php for investment and development India’s First Planned Beach Destination http://www.bekal.org/Destination.htm with partnership DMO and Private entities Arts and Crafts Village Iringkal http://www.keralatourism.org/iringal/ Stimulating Packages : The DMO has not only been promoting destinations in Kerala but has created experiences ranging from cuisine,Ayurveda,Houseboats,Wildlife and linked to the destinations Stimulating Events : Kerala International Shopping festival http://www.shoppingfestival.in/about-us.php ( 5400 Traders ,101 Kg of Gold prizes, VAT refund on Shopping.) Kerala International Film Festival http://www.keralafilm.com/index1.htm Hay festival : http://www.hayfestival.com/portal/kerala.aspx Support Local Community
8. CURRENT MARKETING PRACTICES/STRATEGIES Use of Mass media for television Advertisement Use of Twitter http://twitter.com/keralatourism Use of Apps for Mobile phones and Tablet computers Television Commercial aimed at Europe targeting 50 million visits launched with much fanfare at London Saatchi Gallery. http://www.keralatourism.org/your-moment/celebrity-attendance.php Travel Blog on Kerala - http://www.paulstravelblog.com/2008/03/kerala-vacation-for-you.html Use of Print media with tie up with various international airlines and Magazines Presence in All major Travel and tourism fairs across the globe Use of Indian National airline for tourism Promotion. Winning awards and promotion of the same. ( PATA Gold award for marketing 2003) 60% of Tourism Budget will be spent on Domestic promotion after the global fallout .
9. BRAND IMAGE BRAND KERALA “Identifying tourism as an “opportunity area” for God's Own Country, Ayurveda and the serene backwaters were chosen to build and promote ‘Brand Kerala,' thus creating a “stand-alone” destination” According to the Tourism Secretary of Kerala The Strong Brand image was built on the basis of the Product that it had to offer such as beaches,ayurveda,hills,coconuttrees,backwaters mostly it was uniquely positioned as being a eco friendly destination . http://www.ktdc.com/ Using of Images from Traditional art forms (Kathakali),Backwaters, Boat races – the use of semiotics have developed the destination image ,Marketing promotions and development of the brand. Source : Beerli and Martin (2004)
10. Deconstruction of the Brand Brand Logo Logo Colours : Blue (Water),Green (Nature),Yellow ( Beaches) Tagline God’s Own Country - This created an image on a would be traveller to come and visit the place and a person who had already travelled agreed the destination met their expectations Kerala Is being Promoted in the UK via the Taxi in cities like Manchester,Birmingham ,Edinburgh . There are over 120 taxis carrying the advertisement (netindian.com,2010).
13. BRAND PERSONALITY Brand Personality of Kerala under Aakers 5 personality traits would fall under Excitement , Peacefulness, and Sophistication. Brand Kerala Associates itself with personality traits of people who look for ,finer things in life Eco-conscious ,Rejuvenation. Source :Aaker.J (1997)
15. TARGET MARKET INDIA- Domestic The Upper middle class Mean age of 28 and above Above average household income Couples Look for Adventure, value, Tech savvy – Use Internet Use Air,own car and First class trains Boat houses, 4 * and above hotels and Resorts MUST HAVES Cleanliness Safe Value Quality but wont pay over the top UK - International ( Kerala Had 140,000 Visitors from UK out of 600000 International visitors in 2009) Traditionals Mean age of 50 and above Above average House hold income Empty Nesters/Couples Look for Relaxation and Peace Use Travel agency for Booking Fly First class airlines Accommodation 5 * Luxury, Ayurvedic resorts, Boat houses Medical Health MUST HAVES Cleanliness Safe Personal service Quality
16. BUYING BEHAVIOR United Kingdom Travel agents Brochures Internet to an extent Any other sort of Direct promotions – Tie ups Word of Mouth Domestic Internet Television Advertisement Word of mouth Affiliations
17. Marketing Communication “Advertising and Public relations are Primary means of manipulating demand and influencing buying behavior” Middleton and Clarke (2001;237) Source :Middleton,Clarke ,(2001)
18. INTEGRATED MARKETING COMMUNICATIONS Current Form of Communication UK Internet Phone Applications INDIA TV commercials Internet Trade shows. Proposed form of Communication Print Advertisement in Travel Magazine Television Commercials Affiliations Trade Show and events Corporate tie-ups
19. INTEGRATED MARKETING COMMUNICATIONS United Kingdom Ayurveda – To Pack the Product ,Price ,place and Promote it to the discerning visitor ,who is looking forward to a rejuvenating experience ,which depicts,Peace,harmony,safety http://www.thepaul.in Culture – To Package the product and give the visitor a cultural experience http://www.vogue.co.uk/video/voguetv/player.aspx/exclusives/video,7969/ INDIA Beach Resorts : To package the product and promote to the would be customer, Honeymooners Hill Stations : To Promote to Honeymooners http://www.vythiriresort.com/facilities.html
20. REFERENCES Middleton,V.andClarke,J.(2001),Marketing in travel and tourism,Thirdedition,Poxford.Butterworth-Heinemann The Brand Essence Wheel , From Visitscotland.com Change of strategy towards domestic travelers, (2010),[online]last accessed 24 November 2010 at :http://www.ndtv.com/article/india/kerala-tourism-undergoes-shift-in-strategy-58295 State Tourism ,(2010), [online]last accessed 24 November 2010 at : http://www.india.gov.in/citizen/state_tourism_sites.php Tourism policy of India ,(2002), [online]last accessed 24 November 2010 at :http://www.india.gov.in/outerwin.php?id=http://tourism.nic.in/policy/Tourismpolicy.pdf Devashish,D.(2010) Tourism marketing, First Edition,NewDelhi,Pearson. Kerala 2009 Tourism Figures from Uk (2010) [online] last accessed 24 November 2010 at :http://www.travelweekly.co.uk/Articles/2009/11/23/32466/aito-kerala-tourism-authorities-unshaken-by-22-drop-in-international-visitors.html Phone app Promotion (2010), [online]last accessed 24 November 2010 at :http://www.invisiblepr.com/interactive-mobile-advertising-marketing-campaign-by-kerala-tourism-india/ Taxi Promotion (2010), [online]last accessed 24 November 2010 at :http://netindian.in/news/2010/03/27/0005922/british-cabs-carry-imagery-gods-own-country
