branding kerla tourism
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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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February 25, 2010 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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February 25, 2010 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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February 25, 2010 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, BoatRaces 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, domestic 5million
Santosh Shivan for advertisement campaign, M.F. Hussain and YusufArakkal as brand ambassadors
MOU with Indian Airlines and Indian Railway and association with UnitedIndia Insurance Ltd.
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February 25, 2010 KERALA TOURISM 6
KERALA EXPERIENCES
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February 25, 2010 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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February 25, 2010 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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February 25, 2010 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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February 25, 2010 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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February 25, 2010 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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February 25, 2010 KERALA TOURISM 13
MENTAL MAP
Mental map
Ayurveda
Heritage
Environ
ment
Back
waters
boating
Wild life
festivals
cuisines
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February 25, 2010 KERALA TOURISM 15
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
February 25, 2010KERALA TOURISM
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February 25, 2010KERALA TOURISM
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CBBE MODEL
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SALIENCE DIMENSIONS
Depth of Brand Awareness:
o Campaign Gods 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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IMAGERY DIMENSIONS
Psychographic :
o Leisure tourists/travelers in search of serenity
o Influenced by word of mouth, Campaigns, Advertisements, Print ads.
Purchase and Usage Situations:
o
Travel agents, transportation service, accommodation services, Internet offerings. Personality and Values:
o Excitement
History, Heritage and Experience:
o Nostalgia
o
Memories
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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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RESONANCE DIMENSION
Positive word of mouth
Proud of Brand
Share experiences
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February 25, 2010
KERALA TOURISM25
POP AND POD
POP POD
Category
Services related to
tourism
BrandImage
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February 25, 2010
KERALA TOURISM26
BAV POWERGRID
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