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Kerala Tourism Marketing Strategy


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Submitted as an assignment for "Tourism Marketing" paper (M.A. Tourism Administration 2nd semester , Amity Institute of Travel & Tourism, Amity University Kolkata

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Kerala Tourism Marketing Strategy

  1. 1. PRESENTATION ON Presented by Sanoujam Srikant Submitted to Prof. Vandita Hajra Amity Institute of Travel & Tourism Amity University Kolkata
  2. 2. INTRODUCTION Kerala, a state on India's tropical Malabar Coast, has nearly 600km of Arabian Sea shoreline. It's known for its palm-lined beaches and its backwaters, a network of canals popular for cruises. Its many upscale seaside resorts include specialists in Ayurveda treatments. Inland are the Western Ghats, a mountain range whose slopes support tea, coffee and spice plantations as well as abundant native wildlife.
  3. 3. CASE STUDY • One of the favourite destinations for tourist both national and international. • UK, FRANCE, GERMANY, US are the some countries which visited mostly. • Kerala become “50 must see places in lifetime to visit” by National Geographic Travel 2004. • Awarded “SUPER BRAND AWARD” for 101 strongest brand in India by Super Brands India in the year 2007. • Major attraction – beaches, backwater, boat race, hill stations, wildlife, Ayurveda and culture. • Bagged several awards both national and international levels.
  4. 4. • Tourism has contributed almost 8% of the total employment directly and indirectly. • Most important turning point of Kerala tourism was private-public partnership to promote tourism. • 'Most Outstanding Marketing Campaign Award’ for 2014 instituted by the Travel and Hospitality magazine.
  5. 5. MARKET POSITIONING Kerala tourism, Ayurveda, beaches is the major attraction of Kerala. The state has a coastline of 580 km. The other aspect of Kerala is the eco-tourism initiative by Kerala state in the year 2007. The state is trying to brand the Medical Tourism because of efficient medical care in Kerala- Maldives, Neighbouring state like Lakshadweep. Major initiative is the branding of Traditional Art Forms of Kerala. Kathakali, Theyyam, etc.
  6. 6. Major offering in monsoon is the MONSOON TOURISM. Kerala Turns Romantic during Monsoon, Discounts on High Prices during Monsoon, Monsoon Welcomes Festival Season in Kerala, Enjoy Stay in a Tree House during Rain, etc.
  7. 7. PRODUCT AND DESTINATION Major beaches Kovalam, Varkala, Fort Kochi, Kappad and Bakal Major wildlife sanctuaries Parambikulam, Wayanad, Silent valley, Neyyar, etc. Bird sanctuaries Thattekd, Kumarakom. Hill stations Munnar, Wayanad, Ponmudi, Peerumade and Thekkady. Art forms Kadhakali, Koodiyattom, Kalarippayattu, Mohinivattam,Mohiniyattam, etc.
  8. 8. SWOT ANALYSIS STRENGTHS • State is well known for smooth law and order. • One of the 10 paradise and 50 places to be visited in lifetime by NG traveller. • High life expectancy. • Excellent quality of life • Eco-tourism initiatives. • Innovative branding and positioning. • Variety of product and services.
  9. 9. WEAKNESSES • Inadequate infrastructure to match expectation. • Restrictive coastal regulation zone. • Lack of efficient waste management system. • Shortage of funds for tourism expansion. • Exploitation of tourists (overcharging for services).
  10. 10. OPPORTUNITIES • Lots of unused prospective on heritage tourism, medical tourism and pilgrimage tourism. • Good brand image of “GODS OWN COUNTRY”. • Accessibility of quality human resource. • Employability in tourism and related area.
  11. 11. THREATS • Growth of tourism may lead to pollution problem, ecological hazards etc. • Over emphasis may lead to recession in the period of down turn. • Growth Goa tourism with diverse offering like yoga tourism. • Problems with nature calamities like Tsunami.
  12. 12. CURRENT COMMUNICATION STRATEGIES Kerala tourism is currently concentrating more on indirect medium like TV, newspaper, internet. Currently promotion is carrying out through 2 schemes:- domestics promotion and publicity and foreign promotions and publicity. With 11 planning commission are also allow to host 2 local event/festivals and major national events. The current marketing strategies of Kerala tourism includes:-
  13. 13. 1. Event base campaigns: promote the brand “Kerala Tourism and tagline “gods own country”. Kerala travel mart. Indian international boat shows. Mystics of Malabar( is a region between Western Ghats and Arabian sea). Dance and music festival (onam, Christmas, etc.) Theme state in Dubai shopping Festival in year 2004. Participation in national and international tourism mart. World travel mart London. International road shows.
  14. 14. 2. Mass media campaign: currently focussing more towards mass media campaigns to build the brand. TV campaign. Print campaigns. Advertising film for Kerala tourism. Internet promotion( YouTube, mobile WAP, etc.) MOU with flying player. Promotion of digital videos and DVD. Partnering with private players (like club Mahindra holidays). The main promotion of Jet2Kerala was done through twitter. 15% of the sale through twitter campaign itself.
  15. 15. RECOMMENDATIONS 1. Use of the word of mouth marketing effectively ( like sending newsletter, email, photos, description of latest photo of major events/festival). 2. Installation of Bluetooth kiosks and hotspot in major malls, airport, bus stations, railway stations, etc. 3. Design “Kerala Theme” base contents. 4. Marketing brochures in flight. 5. Mobile application for tourists. 6. Inline international and national movie promotions.
  17. 17. ThAnK yOu