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Marketing campaign

for

cleanliness awareness

Ignite-2009

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Cleanlinessis

next to

Godliness

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Importance of TourismIndustry

Travel and Tourism is US$ 41.8 billion industry, contributing 5.3 % of theIndian GDP

Key Statistics - India

Travel & Tourism Revenue (US$ billion, 2006) 41.8

Inbound Tourist Arrivals million nos. (2007) 4.9

Inbound Tourism Revenue (US$ billion, 2007) 7.7

Average Spend per Tourist (US$, 2007) 1566

Domestic Tourism (million visits., 2005) 382

Outbound Tourism (million nos., 2005) 7.18

Hotel Industry number of hotels (2006) 1,980

Hotel Industry number of rooms (2006) 1,09,392

Source: WTTC CountryReports, FHRAI, HVS, Dept. ofTourism

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BLACK AND WHITE

Mumbai and Delhi ranked among the top 25 dirtiest cities in the worldSource: Forbes Magazine, 2008

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SOCIALMARKETING

Use of marketing principles to influence

human behaviour in order to improve health orbenefit society.

An effort for bringing about an attitudinal

change.

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BRANDING THE CAMPAIGN

Cleaner India

For a

Better India

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COMMUNICATION PLAN

The Target Audience

- Urban and Semi urban population

Message- Importance of cleanliness

Communication Mix

- Advertisement

- Promotions

- Personal Selling

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MARKETING MIX

The Elements

Product: refers to the desired behaviour and associatedbenefits you are asking the audience to do, and tangibleobjects or services that support or facilitate behaviourchange.

- Cleanliness Place: Where and when the target audience will

perform the desired behaviour, access program

products/ services, or think about the proposedcleanliness drive

- Tourist Spots

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MARKETING MIX

Promotion: Includes the communication messages,materials, channels and activities that will effectivelyreach your audience to promote the benefits of the

behaviour change as well as the product, price and

place features of yourprogramme

- Cleanliness message, road shows,brouchers

Price: refers to the costs (financial, emotional, psychological or time) or barriers the audiencemembers face in making the desired behaviour change.

- Attitudinal Stubbornness

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The 5th P

Policy: It refers to the consideration of the

laws or regulations that influence the

behaviour you want to change. This caninclude those laws you can use or enact to

further encourage the behaviour (such as

imprisionment for littering)

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IMPLEMENTATION STRATEGIES

exchange

action

audience

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THANK YOU