abhishreshthaa
Abhijeet S
Why brand “INDIA”
- India is progressing in every field and soon we will be among the 5 largest economies on the world. India has laid its hand and strong hands, in every sector that is in growth mode.
- Tourism is 1 of such sectors which is transforming itself from the stagnant mode to highly profit earning sector.
- This is the right time to tap this market and with high disposable income and human being wanting to visit places that will give them peace 1 will only be profitable if done in the right way.
- Beyond that also, tourism is 1 sector where we can actually show to the world the heart of India.
- The other sectors get to see the brain, but the heart, the main spinal cord is our heritage our culture and our believes.
- It is really ironical that the therapies which Indians’ discovered and practiced centuries ago are being shown to the world as “FRENCH SYA” and many such fancy names. The reason for this is our lack of awareness about the importance of these cultures our own roots.
- So enhancement of tourism and urge to spread our heritage, knowledge and culture we have decided to brand “India” and make it look as pretty as it really is in our hearts.
India tourism
- India is one of the most attractive tourist destinations in Asia. Bounded by the Himalayan ranges in the north, and surrounded on three sides by water (the Arabian Sea, Bay of Bengal, and the Indian Ocean), with a long history and diverse culture, India offers a wide array of places to see and things to do.
- Perhaps India's best-known site is the Taj Mahal, one of the world's greatest architectural achievements. It was built between 1631 and 1653 by Emperor Shah Jahan in honor of his wife, Arjumand Banu, more popularly known as Mumtaz Mahal.
- The Taj Mahal serves as her tomb. One of the popular tourist circuits is called the Golden Triangle: the cities Delhi; Agra (site of the Taj Mahal); and Jaipur. Delhi is approximately 200 kilometers away from Agra, and 250 kilometers from Jaipur.
- Another set of destinations covers the desert cities of Jodhpur, Jaisalmer, Bikaner, and Barmer, in the state of Rajasthan, the "Land of Kings." Jodhpur is a fortress-city at the edge of the Thar Desert.
- Jaisalmer is famous for its golden fortress, and Bikaner for its medieval history as a trade route outpost. Barmer and surrounding areas are a perfect picture of typical Rajasthani villages.
- Other cities of interest include Gwalior, Khajuraho, Varanasi, Mathura, and Haridwar
- The sunny beaches of Goa attracts millions of tourists every year.
- India also has a large variety of protected wildlife. The country's protected wilderness consists of 75 National parks of India and 421 Sanctuaries, of which 19 fall under the purview of Project Tiger.
- Its climatic and geographic diversity makes it the home of over 350 mammals and 1200 bird species, many of which are unique to the subcontinent. Some well known national wildlife sanctuaries include Corbett, Kanha, Sariska, Periyar, Ranthambore, and Bharatpur.
- Moving south, many places are a mix of ancient historic sites as well as industrial/technological hubs. Some of these are listed below.
India also offers:
Bangalore, the IT capital of India, is also significant for its history
Mysore, about 140km from Bangalore, has palaces, KRS Dam, several temples, a Hindu temple atop Chamundi hills
Srirangapatna, where nearby fortresses can be found (Tipu's)
Hampi the city of ruins (1500's when the Muslim kings destroyed the prosperous Vijayanagar empire)
The Belur and Halebid temples are famed for their sculptural beauty. Sravanabelagola has a Jain temple dedicated to king Bahubali. The statue is massive and a MahaMasthakaAbhishekham performed one every year, attracts a huge number of pilgrims
Sringeri, located in the western ghats, has a wonderful temple dedicated to Sarada devi.
The Western Ghats offer many other places of exceptional beauty like Agumbe, Horanadu etc.
Madikeri, Coorg, Talacauvery, Kemmanagundi all places of immense natural beauty.
Tamil Nadu has a rich culture and offers a wide selection of temples famed for their architectural beauty. Some of the more popular temple tour destinations include
Chennai - The capital of Tamil Nadu has the second longest beach in the world, the Marina Beach.
Madurai - known for the beautiful Meenakshi temple
Rameshwaram - The temple here the longest corridor in the World.
Kanyakumari, located at the tip of India, is at the confluence of the Bay of Bengal, Arabian Sea and the Indian Ocean. Recently a massive statue of Thiruvalluvar has been installed here.
Kumbakonam, known for the numerous temples in the town.
The Mahamaham festival is held here once in every twelve years and attracts millions of devotees to the place.
Tiruchirapalli known for its Akhilandeshwari temple and Rockfort temple.
Thanjavur has the famous Brihadeeswara temple.
The famous hillstations Kodaikanal and Ooty offer the visitors a welcome relief from the usually hot climate in the state.
Kerala
It is famous for its backwaters, tropical beaches and spice farms.
The govt of Kerala now offers tourism packages related to Ayurveda. Alappuzha(Alappey) is known as the Venice of the east and is very beautiful Thiruvananthapuram (formerly Trivandrum)
Andhra Pradesh
Hyderabad, India
Vishakapatnam
Pondicherry
Aurobindo Ashram
Auroville
Goa is another popular destination, famous for its excellent beaches, churches, and temples.
Another popular tourist destination is the mystic state of Sikkim and its capital Gangtok. Places near Sikkim include Darjeeling and Kalimpong.
Situation analysis
In recent years tourism has emerged as a major economic activity that is employment oriented and earns foreign exchange.
Its share in the worlds GDP in 1994-95 was 10%, which is more than the world military budgets put together.
In global terms, investments in tourism industry and travel trade accounts for 7% of the total capital investment.
Today 21.2 crore people around the globe are employed in travel trade and tourism. In future, this industry is likely to see unprecedented growth.
According to the world tourism council at Brussels, the revenues from travel and tourism in Asia pacific region will grow at the rate of 7.8% annually over the next decade. Amongst the economic sectors, the tourism sector is highly labor intensive.
A survey by the government of India notes that the rate of employment generation (direct and indirect) in tourism is 52 persons employed per Rs. 10 lakh investment (based on 1992-93 consumer price index).
This is much higher than the rates of employment generation in most other economic sectors.
World Tourism
World tourism arrivals (million)- 702.6
Share of India in world tourist arrivals (percentage)- 0.34%
India rank in world tourist arrivals- 53rd
world tourism receipts(us$ in billion) (excluding fare receipts)-474.0
share of India world tourism receipts (percentage)-0.62
India's rank in world tourism receipts-33rd.
Marketing Objectives
Marketing objective is defined from the situation analysis. Its like after defining the problem we are trying to find solutions to the problem. The marketing objective of a company can be varying, for eg., increase sales volumes, greater market share, market penetration, etc etc.
Our brand is “India” and situation analysis above shows that India in the tourism sector is lacking behind in many aspects. We had ourselves conducted a survey online, to find out the missing point of “India” as tourist destination, and maximum respondent said it was lack of awareness about destinations in India. Even Indians were not aware of the many very places we can visit in India, about our own culture and the very fact that these entire spas were originally discovered by Indians.
Thus our marketing objective has to clearly increasing awareness about the hot destinations in India, its beauty and make brand “India” hottest tourist destination. Awareness about the growing medical tourism here.
Marketing strategies
For International Tourism
We choose the most influential mode, i.e. Television. All top 5 NEWS channels(world) in top 10 countries with high Per capita income, Music channels, sports channels and the drama channels 3 times during prime time and 3 times during non prime time.
FM radio stations during the morning n evening shows.
Take up 3 main stations in every city and use it fully up for our Advertisement.
We will take up the top celebrities of their countries to talk about our country and their experiences in various shows that they give public appreance to.
Set up a fair in these cities where Indian handloom & handicrafts will be exhibited. Photo exhibition of Indian destination photos.
A nation wide campaign was launched in 2004-05, for creating awareness about the effects of tourism and for preservation of our rich culture and heritage.
Road shows are held in Europe based on Incredible India for promoting Indian tourism.
Marketing strategies
For Domestic Tourism
We choose the most influential mode, i.e. Television. All top 5 NEWS channels, Music channels, sports channels and the drama channels 3 times during prime time and 3 times during non prime time.
FM radio stations during the morning n evening shows.
Take up 3 main stations in every city and use it fully up for our Advertisement.
We will take up the top celebrities of their countries to talk about our country and their experiences in various shows that they give public apprence to.
Advertising Objective
Our main advertising objective is to spread awareness of the various tourist destinations in India, so that Indians would first prefer to visit their own counties rather than visiting destinations abroad.
The advertising would be done so that awareness is spread among various age groups of people at the same time also create awareness for people of different income group.
Advertising strategies
In order, to make India as a Brand popular for the international tourist, advertisement would be given in leading International Channels such as Star World, AXN, and Star Movies and various others Ads would also be shown during International Tournaments such as Cricket World Cup, FIFA World cup, Ms. Universe Competition and many others
Special Advertisement would be made for International Tourist as well as Domestic Tourist. For International Tourist, more emphasis would be given to the National Heritage places which would depict the Indian Culture very well, as the International tourist would be more interested in visiting India’s Cultural Places, rather than visiting the Metro cities.
Therefore the advertisements would depict the Cultural places in India for the International Tourists as well as the Exotic Indian Cuisines
For Domestic Tourist, the advertisement would be designed in such a way that it attracts the children to visit the Historical places and youths to the Beaches.
Domestic Story Board
A well to do family sitting at home deciding where to spend their summer vacation,
Father searches on the laptop for different destinations and decides to go to Switzerland, little boy says he want to go to Disneyland.
Elder daughter says she wants to visit the pyramids
At that moment the wife (mother) comes in to the picture with a photo album of their neighbors, mrs Sharma which has the pictures of their vacations' seeing the beautiful pictures, the father (husband) decides that they will visit this place and tells that “I will put the bookings get ready with the passport , then the wife's says that” you need a passport “to visit in India. at that moment all other 3 members are surprised at and stared at one an another, then she discloses the destination is
KERELA.
Excited the family decides that they will visit KERELA.
International Advertisement Story Board
For International viewers, the ad would be designed in such a way that it depicts our culture and shows that we truly believe in the saying ‘ATTITHI DEVO BHAV’ which means ‘ Guest Are Like God’.
A world famous personality of Indian Origin, such as Shah Rukh Khan or Amitabh Bachaan or Shilpa Shetty, who is very much loved in UK, would invite the International Tourist while doing a Namaste and asking them to visit India.
Print ad’s
Brochures are the primary sales tools to boost tourism business.
The ‘folders’ are simple piece of illustrated paper which can be folded.
Travel catalogues’ contains various choices of accommodations with numerous destinations and excursions, also various price ranges with alternative departure dates and transport arrangements.
Public relations
Public relations is an important promotional technique.
It defined as the “continuous and consistent representation of an organization’s policies to the public at large.
Public relations in tourism is used to support and strengthen advertising and sales support activities.