DESTINATION BRAND IMAGE PUNJAB Punjab Tourism

Tourism in India According to World Tourism Organization estimates, India will lead in South Asia with 8.9 million arrivals by 2020 India is poised to emerge as the 2nd fastest growing (8.8%) tourism economy in the world over 2005-14 according to the World Travel & Tourism There has been a growth of more than 13% in foreign tourist arrivals at 3.9 million during 2005, up from 3.4 million foreign tourists who visited India during previous year Foreign exchange earnings from foreign tourists were up by more than 20% at $5,730.86 million in 2005, up from $4,769 million earned the previous year.

According to World Tourism Organization estimates, India will lead in South Asia with 8.9 million arrivals by 2020

India is poised to emerge as the 2nd fastest growing (8.8%) tourism economy in the world over 2005-14 according to the World Travel & Tourism

There has been a growth of more than 13% in foreign tourist arrivals at 3.9 million during 2005, up from 3.4 million foreign tourists who visited India during previous year

Foreign exchange earnings from foreign tourists were up by more than 20% at $5,730.86 million in 2005, up from $4,769 million earned the previous year.

New Developments Till recently the state governments of Kerala and Rajasthan were aggressively marketing their product. Today there is more competition from other states. Gujarat Ladakh Madhya Pradesh Orissa Bihar Uttaranchal

Till recently the state governments of Kerala and Rajasthan were aggressively marketing their product.

Today there is more competition from other states.

Gujarat

Ladakh

Madhya Pradesh

Orissa

Bihar

Uttaranchal

The Task To develop a plan for the next 15 years i.e. 2008-23, which would define the tourism policy and strategy, identify tourism products and services and develop these in a persisting manner

To develop a plan for the next 15 years i.e. 2008-23, which would define the tourism policy and strategy, identify tourism products and services and develop these in a persisting manner

Punjab Today As the birthplace of Sikhism, visitor flows are dominated by Sikhs from within the state, elsewhere in India and from an estimated 10-million strong Sikh diaspora around the world. They are drawn by devotion to the Golden Temple at Amritsar, other gurdwaras around the state and on pilgrimage routes, such as to the site of the first Guru's enlightenment at Sultanpur Lodhi. The rivers, the Beas, Satluj and Kanjli, along with the extensive canal system serve to attract migratory birds in winter (in particular at Harike, Kanjli and Ropar wetlands). The natural beauty of the areas at Ranjit Sagar Dam and Talwara Lake (Pong Dam) offers strong prima facie opportunity for the development of an upscale resort, boating opportunities and eco-tourism activities .

As the birthplace of Sikhism, visitor flows are dominated by Sikhs from within the state, elsewhere in India and from an estimated 10-million strong Sikh diaspora around the world.

They are drawn by devotion to the Golden Temple at Amritsar, other gurdwaras around the state and on pilgrimage routes, such as to the site of the first Guru's enlightenment at Sultanpur Lodhi.

The rivers, the Beas, Satluj and Kanjli, along with the extensive canal system serve to attract migratory birds in winter (in particular at Harike, Kanjli and Ropar wetlands).

The natural beauty of the areas at Ranjit Sagar Dam and Talwara Lake (Pong Dam) offers strong prima facie opportunity for the development of an upscale resort, boating opportunities and eco-tourism activities .

Punjab is blessed with tangible cultural heritage comprise of world marvels and monuments of brave history. Punjabi festival holds significant role in beholding the rich Indian culture. Festivals are part of colourful lives and are celebrated with proper pomp and show .

Punjab is blessed with tangible cultural heritage comprise of world marvels and monuments of brave history.

Punjabi festival holds significant role in beholding the rich Indian culture.

Festivals are part of colourful lives and are celebrated with proper pomp and show .

Tourism in Punjab is principally suited for the tourist interested in culture, ancient civilization, spirituality and epic history. Punjab has a rich history incorporating Sikhism and Buhdism along with the celebrated Punjabi culture, the royal Punjabi palaces, historic battles, shrines, temples and examples of Sikh Architecture. Some of the smaller country towns are also a must see for the person who wants to see the true Punjab, with their traditional Punjabi homes, monuments and temples

Tourism in Punjab is principally suited for the tourist interested in culture, ancient civilization, spirituality and epic history.

Punjab has a rich history incorporating Sikhism and Buhdism along with the celebrated Punjabi culture, the royal Punjabi palaces, historic battles, shrines, temples and examples of Sikh Architecture.

Some of the smaller country towns are also a must see for the person who wants to see the true Punjab, with their traditional Punjabi homes, monuments and temples

The Opportunities Punjab's tourism resources cover an extensive range: religious, heritage/cultural, natural, medical and commercial. When combined with warm and hospitable people and a wide variety of folklore, these resources provide Punjab with an outstanding opportunity to develop and sustain a major and diversified tourism sector with resultant economic and social benefits for people of the state.

Punjab's tourism resources cover an extensive range: religious, heritage/cultural, natural, medical and commercial.

When combined with warm and hospitable people and a wide variety of folklore, these resources provide Punjab with an outstanding opportunity to develop and sustain a major and diversified tourism sector with resultant economic and social benefits for people of the state.

Research Programme

Destination Brand Building Process Know thy Customer Thru Research Segment Drivers (Attitudes, Perceptions, Dest Image, Personality) Customer Segmentation (Conventional demographic + Psychographics + Travel habits and Spending) Build The Brand Architecture Strategy & Creative TG definition & Media Selection

Research Objectives Understanding identity & projecting Image To understand Image of Punjab as a tourist destination among: Travelers (domestic & foreign) who have been to Punjab in last six months Travelers (domestic & foreign) who have traveled to a tourist destination in India but not went to Punjab To find out elements of Identity to be incorporated in process of branding and the message to be prepared for target audience To profile travelers (domestic and foreign), understand attitudes & choice drivers for tourist destination with special reference to Punjab. “ The broad objective is to find out how Punjab as a tourist destination fares on brand asset value power grid, thus do a SWOT analysis for Punjab as a tourist destination, find out image of Punjab among those who have traveled to Punjab in past and those who have not. Identify gaps between the identity and the image by preparing a branding message incorporating different elements of Identity with different weights. “

To understand Image of Punjab as a tourist destination among:

Travelers (domestic & foreign) who have been to Punjab in last six months

Travelers (domestic & foreign) who have traveled to a tourist destination in India but not went to Punjab

To find out elements of Identity to be incorporated in process of branding and the message to be prepared for target audience

To profile travelers (domestic and foreign), understand attitudes & choice drivers for tourist destination with special reference to Punjab.

Information Areas Elements of Identity To understand identity of state of Punjab following Information areas will be explored: Geographic location Scenic Places of tourist attraction Religious places of tourist attractions Essential teachings of Sikhism Lives of Gurus of Sikhs & their contribution to richness of land Guru Granth Sahib & essential contribution to customs & traditions followed Punjabi festivals (Lohdi, Baisakhi) Punjabi folk dances, folk stories. Historical figures (Bhagat Singh) Historical Incidents & their importance (Jalian Wala Bagh) Punjabi Literature (Khushwant Singh, Bulle Shah, Vare Shah among others) Local legends (Sohni-Mahival) The basic purpose of SWOT analysis is to prepare message for branding.

To understand identity of state of Punjab following Information areas will be explored:

Geographic location

Scenic Places of tourist attraction

Religious places of tourist attractions

Essential teachings of Sikhism

Lives of Gurus of Sikhs & their contribution to richness of land

Guru Granth Sahib & essential contribution to

customs & traditions followed

Punjabi festivals (Lohdi, Baisakhi)

Punjabi folk dances, folk stories.

Historical figures (Bhagat Singh)

Historical Incidents & their importance (Jalian Wala Bagh)

Punjabi Literature (Khushwant Singh, Bulle Shah, Vare Shah among others)

Local legends (Sohni-Mahival)

Information Areas Image of Punjab Through interviews with travelers (those about to and potential travelers): Familiarity and Knowledge about: Different places of tourist/leisure/entertainment/sight seeing Places of religious/historical importance Five rivers Sporting activities Food habits & gastronomy Local art/culture/history/literature Esteem: Status symbol associated with travelling to different destinations Likelihood to travel to Punjab Relevance in context to: Travelling habits and interests Affinity towards Punjab as a tourist destination

Through interviews with travelers (those about to and potential travelers):

Familiarity and Knowledge about:

Different places of tourist/leisure/entertainment/sight seeing

Places of religious/historical importance

Five rivers

Sporting activities

Food habits & gastronomy

Local art/culture/history/literature

Esteem:

Status symbol associated with travelling to different destinations

Likelihood to travel to Punjab

Relevance in context to:

Travelling habits and interests

Affinity towards Punjab as a tourist destination

Profile of travelers Demographic Profile Country/State of origin Gender Age Family size Socio Economic Status Household Income Education Occupation Linguistic ethnicity Food habits Whether first time traveler to Punjab

Demographic Profile

Country/State of origin

Gender

Age

Family size

Socio Economic Status

Household Income

Education

Occupation

Linguistic ethnicity

Food habits

Whether first time traveler to Punjab

Traveling habits Travelling alone or in group With family or friends Pre planned travel or on the spur of moment decision to travel Mode of travel Length of stay Travel month/Season Approximate budget for the travel and its break up: Travel Accommodation Shopping Food Sight seeing We will also find whether the expenses are being borne by traveler or by a sponsor. In case a sponsor is there we will try to find identity of the sponsor.

Travelling alone or in group

With family or friends

Pre planned travel or on the spur of moment decision to travel

Mode of travel

Length of stay

Travel month/Season

Approximate budget for the travel and its break up:

Travel

Accommodation

Shopping

Food

Sight seeing

We will also find whether the expenses are being borne by traveler or by a sponsor. In case a sponsor is there we will try to find identity of the sponsor.

Traveling habits Frequency of holidaying (domestic & International) Approximate annual spending on domestic travel annually Among tourists/sightseers and those who plan to spend some time on such activities, preference for and plan to participate or experience in any specific activities relating to: Sport Participated Desire to participate Religious Water sport activities Gastronomy and food related Local culture/history/art related Medical/Health related

Frequency of holidaying (domestic & International)

Approximate annual spending on domestic travel annually

Among tourists/sightseers and those who plan to spend some time on such activities, preference for and plan to participate or experience in any specific activities relating to:

Sport

Participated

Desire to participate

Religious

Water sport activities

Gastronomy and food related

Local culture/history/art related

Medical/Health related

Traveling habits From those who have traveled previously to Punjab, their experience related to : Traveling Accommodation (Ease of finding, Expensiveness, quality of service) Food & beverage ( Availability of desired food, appeal of local meals, variety, expensiveness, taste) Experiences related to hospitability of denizen and other emotions (good/bad) attached with travel Helpfulness of local authorities (ease of availability of brochures/guidelines/planning aids, availability of local guides) Opinions and Image of destination How friendly are people Lots to offer in terms of Culture/History/Art Religious shrines/Pilgrimages Linguistic difficulties Ease of local travel

From those who have traveled previously to Punjab, their experience related to :

Traveling

Accommodation (Ease of finding, Expensiveness, quality of service)

Food & beverage ( Availability of desired food, appeal of local meals, variety, expensiveness, taste)

Experiences related to hospitability of denizen and other emotions (good/bad) attached with travel

Helpfulness of local authorities (ease of availability of brochures/guidelines/planning aids, availability of local guides)

Opinions and Image of destination

How friendly are people

Lots to offer in terms of

Culture/History/Art

Religious shrines/Pilgrimages

Linguistic difficulties

Ease of local travel

Research Methodology Understand from those who have been to Punjab –as tourists- what attraced them to Punjab, what might make them go back Understand from those who have been to Other states in India but never been to Punjab, their motivations, their rationale for never coming to Punjab Destination Brand attractions Destination Brand Conversion barriers Strategize to build on brand strengths and overcome conversion barriers

Brand Asset Value Power Grid for destination branding Destination brand Stature Low High Destination brand Strength High New Leadership Unleashing potential Two key measures: Destination Brand Stature (Knowledge or familiarity, esteem) Destination Brand Strength (relevance, Differentiation) Unknown destinations

Two key measures:

Destination Brand Stature (Knowledge or familiarity, esteem)

Destination Brand Strength (relevance, Differentiation)

Sampling Past Tourist to Punjab Never been Tourist to Punjab International Domestic (500) Charter Operators (20) Individuals (100) International Domestic (500) Charter Operators (30) Individuals (200) Total sample envisaged : 1350. In addition, 5 groups each among individual domestic and international travelers to flesh qualitative research Total time for research: 45-60 days; Approx Cost: Rs. 16 lakhs (excl taxes)

Brand Image Development Plans

Visit Punjab

Where do people come from??? 3% 9% 15% 2% 10%

How to Reach Punjab International airports at Delhi and Amritsar Chandigarh and Amritsar both have airports are connected to other cities in India by regular flights. Punjab is extensively linked to the other parts of the country by rail. Chandigarh, Amritsar, Ludhiana, Pathankot, and Jalandhar are the major railway hubs in the state from where one can take trains for most parts of the country. The entire state is connected through an extensive network of medalled roads. State Highways connect major cities to the state capital. NH 1 or the Grand Trunk Road connects the state with most of the north as well as east India.

SWOT STRENGTH Physical resources Clean, natural and diverse environment Fresh produce and gourmet food Attractive urban-rural lifestyle Colonial history and heritage summer & winter attractions WEAKNESS Positioning No strong marketing theme no strong position in tourists’ minds (not a ‘must see’) low awareness Physical resources Not many activities for children Perceived as a stop over for places like Himachal, Utteranchal etc. OPPERTUNITY Market forecasts Growth in tourism, specially international visitors Socio-cultural factors Growing interest from pilgrimage, history seekers Increase use of internet Perception in market Punjab’s image inextricably linked to its media presence Considered as good value for money THREAT ‘ Catch 22’ situation (Bureaucratic nonsense) Services Marketing Tourism threats (diseases, terrorism)

STRENGTH

Physical resources

Clean, natural and diverse environment

Fresh produce and gourmet food

Attractive urban-rural lifestyle

Colonial history and heritage

summer & winter attractions

WEAKNESS

Positioning

No strong marketing theme

no strong position in tourists’ minds (not a ‘must see’)

low awareness

Physical resources

Not many activities for children

Perceived as a stop over for places like Himachal, Utteranchal etc.

OPPERTUNITY

Market forecasts

Growth in tourism, specially international visitors

Socio-cultural factors

Growing interest from pilgrimage, history seekers

Increase use of internet

Perception in market

Punjab’s image inextricably linked to its media presence

Considered as good value for money

THREAT

‘ Catch 22’ situation (Bureaucratic nonsense)

Services Marketing

Tourism threats (diseases, terrorism)

Positioning Brand Punjab Tourism Group Tourism Package Tour Free Independent Tourism VFR – Visiting Friends & Relatives And individual families MICE (Business Tourism) Meetings International conferences and conventions, events and exhibitions

Group Tourism Mass tourism and the holiday package concept promoted by Travel operators Economic, organised and time saving Preferred by middle income group

Mass tourism and the holiday package concept promoted by Travel operators

Economic, organised and time saving

Preferred by middle income group

Free Independent Tourism Refers to people over 35, often, though not necessarily, of above average income who like to travel in small groups, usually couples. They eschew mass tourism and the holiday package concept promoted by Travel operators, in favour of a more individualistic approach to travel. They tend to be environmentally aware, enjoy experiencing new ways of life and are enthusiastic, off the beaten track explorers. They enjoy good food, architecture, and the heritage of local cultures FIT vacation is a custom built cocktail then with suggestions from friends, forums, speciality providers or others creating the idea around which the vacation is built. The FITs themselves are responsible for adding components in place of the traditional package operators.

Refers to people over 35, often, though not necessarily, of above average income who like to travel in small groups, usually couples. They eschew mass tourism and the holiday package concept promoted by Travel operators, in favour of a more individualistic approach to travel.

They tend to be environmentally aware, enjoy experiencing new ways of life and are enthusiastic, off the beaten track explorers. They enjoy good food, architecture, and the heritage of local cultures

FIT vacation is a custom built cocktail then with suggestions from friends, forums, speciality providers or others creating the idea around which the vacation is built. The FITs themselves are responsible for adding components in place of the traditional package operators.

MICE Tourism MICE- the new form of business tourism is the fastest growing section of the International tourism market. It caters to various forms of business meetings, International conferences and conventions, events and exhibitions and is slowly but steadily capturing every big hotelier's attention. The importance of the MICE industry lies in the fact that it converts the annual business meetings and conferences into a glamorous and enjoyable event for the delegates and attendants India is fast gaining its pace in the competition to become an ideal MICE destination. With the advanced technology and facilities, warm hospitality, personalized services coupled with immense natural beauty and rich cultural heritage, the goal seems to be not very far. MICE tourism is the new buzzword in the international tourist market and relates to various business groups and individual travelers.

MICE- the new form of business tourism is the fastest growing section of the International tourism market. It caters to various forms of business meetings, International conferences and conventions, events and exhibitions and is slowly but steadily capturing every big hotelier's attention.

The importance of the MICE industry lies in the fact that it converts the annual business meetings and conferences into a glamorous and enjoyable event for the delegates and attendants

India is fast gaining its pace in the competition to become an ideal MICE destination. With the advanced technology and facilities, warm hospitality, personalized services coupled with immense natural beauty and rich cultural heritage, the goal seems to be not very far. MICE tourism is the new buzzword in the international tourist market and relates to various business groups and individual travelers.

Major MICE Destinations in India Hyderabad Delhi Cochin -- New Noida -- New Chennai Agra With attraction radius ranging from 2000 km to the whole world So why not Amritsar, Jalandhar or any city of Punjab

Hyderabad Delhi Cochin -- New Noida -- New Chennai Agra

With attraction radius ranging from 2000 km to the whole world

So why not Amritsar, Jalandhar or any city of Punjab

Suggested themes Know your home – Inviting next generations of Punjabi people who are settled out of Punjab/Nation. Spiritual/ Religious Tourism Food Tourism Rural Tourism – Feel the untouched beauty of villages Festival Tourism – Like Holla Mohalla Destination Tourism – New destinations can be created for organising craft melas/ Fairs. Boating festivals can be started in rivers and lakes/ponds Music and dances can be part of festival or destination tourism. All or some of these can be included in Group, Free Independent or MICE Tourism

Know your home – Inviting next generations of Punjabi people who are settled out of Punjab/Nation.

Spiritual/ Religious Tourism

Food Tourism

Rural Tourism – Feel the untouched beauty of villages

Festival Tourism – Like Holla Mohalla

Destination Tourism – New destinations can be created for organising craft melas/ Fairs.

Boating festivals can be started in rivers and lakes/ponds

Music and dances can be part of festival or destination tourism.

All or some of these can be included in Group, Free Independent or MICE Tourism

Brand Identity Development The Destination Brand Benefit Pyramid Developing the Brand Architecture

The Destination Brand Benefit Pyramid

Developing the Brand Architecture

The Destination Brand Benefit Pyramid What is the essential nature and character of the brand? What psychological rewards or emotional benefits do people get by visiting this destination? What does value mean for the typical repeat visitor? What are the tangible, verifiable, objective, measurable characteristics of the destination? What benefits to the visitor result from the destination’s features? Level 1 Level 2 Level 3 Level 4 Level 5

Brand Punjab Brand Core Values Youthful Bravery Energetic Optimistic Stylish Unpretentious Genuine Open Fun Brand personality Youthful Stylish Vibrant Diverse Adventurous Heroism Realistic

Brand Core Values

Youthful

Bravery

Energetic

Optimistic

Stylish

Unpretentious

Genuine

Open

Fun

Brand personality

Youthful

Stylish

Vibrant

Diverse

Adventurous

Heroism

Realistic

Punjab Tourism Logo Colours Red... Blue... Green... Yellow... Symbolizing... earth, desert, centre outback sky, sea, cool, endless, trust bush, rain, forest, enviroment, clean, fertility warm, energy, life, sun, youth,friendly

Colours

Red...

Blue...

Green...

Yellow...

Developing the Brand Architecture What is the “core personality” of our area as a visitor destination? What positive images do visitors have of our area? What makes us different?

What is the “core personality” of our area as a visitor destination?

What positive images do visitors have of our area?

What makes us different?

Developing the Brand Architecture What are the words or phrases that best describe us? What symbols or key images are associated with our destination? What concepts, ideas, events, and people are associated with our destination? What do we have that no-one else has? What makes us different?

What are the words or phrases that best describe us?

What symbols or key images are associated with our destination?

What concepts, ideas, events, and people are associated with our destination?

What do we have that no-one else has?

Brand Architecture Positioning Rational Benefits Land of Brave Hearts Brave history, heritage, and folklore. Warm and feisty people Beholding rich Indian Culture Spirituality Warm Hospitability Lively festivals/ Dances Rich culture and deep values Punjab

Positioning

Rational Benefits

Land of Brave Hearts

Brave history, heritage, and folklore.

Warm and feisty people

Beholding rich Indian Culture

Spirituality

Warm Hospitability

Lively festivals/ Dances

Rich culture and deep values

Brand Architecture Emotional Benefits Personality I feel everyday is a festival day in Punjab Independent. Warm. Mysterious. Rugged. Feisty. Punjab

Emotional Benefits

Personality

I feel everyday is a festival day in Punjab

Independent. Warm. Mysterious. Rugged. Feisty.

Punjab Brand Essence Chardhi Kala – For up and up PUNJABINESS Independence Pride Strength Spirit/Fire Resilience Soul Naturalness

Customer Service Advertising Personnel Selling Sales Promotion PR & Publicity Corp. Commtn. WOM Broadcast TV Radio Internet Print Newspaper Magz Outdoor & Retail Billboards & Posters Elec Displays Transit Display Cinema Direct Mailers Marketing Communication Mix

Broadcast

TV

Radio

Internet

Print

Newspaper

Magz

Outdoor & Retail

Billboards & Posters

Elec Displays

Transit Display

Advertising Product-price advertisements (Package tours) -- Destination advert. Co-operative advertising in press TV features Common thread: Department’s logo and slogan Success: Converted preferences to actual behavior Product ‘pull’ Must see’ – image perception

Product-price advertisements (Package tours) -- Destination advert.

Co-operative advertising in press

TV features

Common thread: Department’s logo and slogan

Success: Converted preferences to actual behavior Product ‘pull’

Must see’ – image perception

Publicity Valuable support from independent sources Reviews in: national & international medias Maintain profile in media, visitors and intermediaries

Valuable support from independent sources

Reviews in: national & international medias

Maintain profile in media, visitors and intermediaries

Media