KERLA TOURISM - BRANDING A TOURIST DESTINATION

GROUP MEMBERS
ABHISHEK 03A
BHOOPENDRA 13A
CHANDAN 14A
NIPUN 30A
PALLAVI 31A
SAURABH 44A
SUDEEP 52A
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

February 25, 2010 KERALA TOURISM 2

INDIAN TOURISM INDUSTRY - PROBLEM APLENTY

 1982- National Policy on Tourism

 1988- National Committee on Tourism
 2000- Travel and Tourism Industry accounted 5.6% of India’s 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

February 25, 2010 KERALA TOURISM 3

MARKETING INDIA

 Advertisement campaign in 1997 - New York based Oasis advertisement

agency made “Eternally Yours”
 “One billion people. One thousand languages.”
 “Many travelers to India claim to experience reincarnation. They come
back as human beings.”
 “Only one country can change the way you see the whole world.”
 Looking for Spirituality

February 25, 2010 KERALA TOURISM 4

KERALA-THE ‘PLACE PROMOTION’ PIONEER IN INDIA

 Marketing attraction like Lagoons, Lake, Backwaters, Bathhouses and

600km coastline, Hill Stations, Waterfalls, Western Ghats, Kathakali, Boat
Races 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 Convention
Center, 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 to
regulate tourism activity in state.
 Increase in tourist from 69,000 in 1991 to 0.21 million in 2000, domestic 5
million
 Santosh Shivan for advertisement campaign, M.F. Hussain and Yusuf
Arakkal as brand ambassadors
 MOU with Indian Airlines and Indian Railway and association with United
India Insurance Ltd.

February 25, 2010 KERALA TOURISM 5

KERALA EXPERIENCES

February 25, 2010 KERALA TOURISM 6

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.

February 25, 2010 KERALA TOURISM 7

 7 P’s

 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

February 25, 2010 KERALA TOURISM 8

SWOT ANALYSIS

Strengths
 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

February 25, 2010 KERALA TOURISM 9

Cont…

Opportunities
 Lots of unused prospective on heritage tourism, hotel tourism and pilgrims
tourism
 Employability in tourism and related areas

Threats
 Growth of tourism may lead to pollution and ecological hazard problem
 Competitors tourism growth .. Goa tourism, other national & International
 Natural calamities

February 25, 2010 KERALA TOURISM 10

TOURIST BEHAVIOR

 Low search quality but high experience and credence quality, so

evaluation by consumers are difficult to make.
 Hierarchy of need

February 25, 2010 KERALA TOURISM 11

BRAND VISION

“To make Kerala God’s 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”.

February 25, 2010 KERALA TOURISM 12

MENTAL MAP

Ayurveda
cuisines Heritage

Mental map Environ

festivals ment

Back
Wild life waters
boating

February 25, 2010 KERALA TOURISM 13

CORE BRAND VALUE

 Ayurveda
 Environment
 Heritage
 Festivals/Culture
 Image
 Serenity

February 25, 2010 KERALA TOURISM 14

BRAND MANTRA

Emotional modifier Descriptive modifier Brand function

Serenity Attractions Experience

February 25, 2010 KERALA TOURISM 15

Aaker’s five levels of customer attitude

• Customer values the brand and sees it as a friend.

• 4th level

February 25, 2010 KERALA TOURISM 16

CBBE MODEL

February 25, 2010 KERALA TOURISM 17

SALIENCE DIMENSIONS

 Depth of Brand Awareness:

o Campaign – God’s own country
o Print ads
o Logo

 Breadth of Brand Awareness:

o Various packages
o Medical treatments
o Leisure and recreation

February 25, 2010 KERALA TOURISM 18

PERFORMANCE DIMENSIONS

 Well developed and clean environment

 Good hospitality
 Medical treatments
 Ayurveda/Spas
 Insurance
 Promotion by Govt.
 Conservation of Natural environment and Heritage

February 25, 2010 KERALA TOURISM 19

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

February 25, 2010 KERALA TOURISM 20

JUDGMENT DIMENSIONS

 Brand quality
o Satisfaction
 Brand credibility
 Expertise
 Trustworthiness
 Likability
 Brand consideration
 Relevance
 Brand superiority
 Differentiation

February 25, 2010 KERALA TOURISM 21

FEELINGS DIMENSIONS

 Warmth
 Fun
 Excitement
 Security
 Social approval
 Self-respect

February 25, 2010 KERALA TOURISM 22

RESONANCE DIMENSION

 Positive word of mouth

 Proud of Brand
 Share experiences

February 25, 2010 KERALA TOURISM 23

BRAND ELEMENTS

February 25, 2010 KERALA TOURISM 24

POP AND POD

POP POD

Services related to
Category tourism

Image
Brand

February 25, 2010 KERALA TOURISM 25

BAV POWERGRID

February 25, 2010 KERALA TOURISM 26

 PACK YOUR LUGGAGE EMPIans

February 25, 2010 KERALA TOURISM 27