Case Study on Marketing Strategies Kerala Tourism, SWOT Analysis of Kerala Tourism, Recomendations Tourist Information Centers in Kerala as Tourist Destination.

1. Archana Ajith* - 11501926 To,
Tushar Yadav - 11501869 Mr. Vinay Sir
Sameer Sinha - 11502747 Faculty (LPU)

2. KERALA
 Capital :Thiruvananthapuram
 Districts :14
 Official Language: Malayalam
Kerala is a state on the Malabar Coast of
southwestern India. It is one of four states that compose
the linguistic-cultural region known as South India.
Kerala is sandwiched between the Lakshadweep Sea and
the Western Ghats, is a narrow, fertile strip of land on
the southwest coast of India. The landscape of Kerala is
a gift of the sea and the mountains.

3. CASE STUDY
 One of the favourite destinations for tourist both
national and international.
 UK, FRANCE, GERMANY, US are the some countries
which visited mostly.
 Kerala become “50 must see places in lifetime to visit”
by National Geographic Travel 2004.
 Awarded “SUPER BRAND AWARD” for 101 strongest
brand in India by Super Brands India in the year 2007.
 Major attraction – beaches, backwater, boat race, hill
stations, wildlife, Ayurveda and culture.
 Bagged several awards both national and international
levels.

4. Tourism has contributed almost 8% of the
total employment directly and indirectly.
Most important turning point of Kerala
tourism was private-public partnership to
promote tourism.
'Most Outstanding Marketing Campaign
Award’ for 2014 instituted by the Travel
and Hospitality magazine.

5. SWOT ANALYSIS
Strengths
State is well known for smooth law and
order.
One of the 10 paradise and 50 places to be
visited in lifetime by NG traveller.
High life expectancy.
Excellent quality of life
Eco-tourism initiatives.
Innovative branding and positioning.
Variety of product and services.

6. Weaknesses
 Inadequate infrastructure to match
expectation.
 Restrictive coastal regulation zone.
 Lack of efficient waste management
system.
 Shortage of funds for tourism
expansion.
 Exploitation of tourists (overcharging
for services).

7. Opportunities
Lots of unused prospective on heritage tourism,
medical tourism and pilgrimage tourism.
Good brand image of “GODS OWN
COUNTRY”.
Accessibility of quality human resource.
Employability in tourism and related area.

8. Threats

Growth of tourism may lead to pollution
problem, ecological hazards etc.
 Over emphasis may lead to recession in the
period of down turn.
 Growth Goa tourism with diverse offering
like yoga tourism.
 Problems with nature calamities like
Tsunami.

9. Current Communication
Strategies
Kerala tourism is currently concentrating more on indirect
medium like TV, newspaper, internet.
 Currently promotion is carrying out through 2 schemes:-
domestics promotion and publicity and foreign promotions
and publicity.
With 11 planning commission are also allow to host 2
local event/festivals and major national events.

10. The current marketing strategies of Kerala tourism
includes:-
1. Event base campaigns: promote the brand “Kerala
Tourism and tagline “gods own country”.
Kerala travel mart.
Indian international boat shows.
Mystics of Malabar( is a region between Western Ghats
and Arabian sea).
Dance and music festival (Onam, Christmas, etc.)
Theme state in Dubai shopping Festival in year 2014.
Promotion of Snake boat race organise every year the
time of Onam Festival Celebrations.
World travel mart London.
International road shows.

12. 2. Mass media campaign: currently focussing more
towards mass media campaigns to build the brand.
TV campaign.
Print campaigns.
Advertising film for Kerala tourism.
Internet promotion( YouTube, mobile WAP, etc.)
MOU with flying player.
Partnering with private pPromotion of digital videos and
DVD.
layers (like club Mahindra holidays).
Note :- The main promotion of Jet2Kerala was done through
twitter. 15% of the sale through twitter campaign itself.

13. Recommendations
1. Use of the word of mouth marketing effectively ( like sending
newsletter, email, photos, description of latest photo of major
events/festival).
2. Installation of Bluetooth kiosks and hotspot in major malls,
airport, bus stations, railway stations, etc.
3. Design “Kerala Theme” base contents.
4. Marketing brochures in flight.
5. Mobile application for tourists.
6. Inline international and national movie promotions.

14. Kerala Tourism Offices
For marketing & promotions of Kerala Tourism state have their own
office by department of Tourism Government of Kerala :
 TAMIL NADU
 KARNATAKA
 MAHARASTRA
 GOA
 NEW DELHI
 WEST BENGAL