Project presentation ppt. Project submitted in partial fullment of the requirements for the award of the Degree of Master of Business Administration of the University of Kerala on 28 September 2013. Project was done in KTDC, Trivandrum

1. A STUDY ON INTERNAL PERSPECTIVE OF
MARKETING STRATEGIES IMPLEMENTED
BY KTDC
Belli P K
11400011
28 October 2013
Department of Business Administration
College of Engineering Trivandrum

2. BACKGROUND OF THE PROBLEM
KTDC uses a marketing strategy to differentiate
itself from its competitors. But how far the
marketing strategy is effective is uncertain. The
study done in KTDC is to evaluate the marketing
strategy and suggest a suitable marketing policy.

3. COMPANY PROFILE
Incorporated on 29 December 1965
 Initial Name- Kerala tourist and Handicrafts
Corporation Pvt Ltd
 Prime mover in progressive development,
promotion and expansion of tourism in state.
 Offers tourism related activities
 Owns over 60 properties ranging from luxury hotels
to budget hotels, yatri nivas, restaurants etc
 Brands and Products- Heritage hotels, Premium
Hotels, Budget Hotels, Tamarind Easy Hotels,
Motels, Restaurants etc


4. OBJECTIVES OF STUDY
To evaluate the marketing strategy
 To find out the marketing policy adopted by KTDC
 To examine the marketing policy related to
promotional activities of KTDC
 To find out the threat involved in marketing policy of
KTDC
 To suggest a suitable marketing policy


5. RESEARCH METHODOLOGY
Sample size – 50
 Sampling method – Simple random sampling
 Sampling unit0 Managers and officers of various
department
 Nature of data – Primary and Secondary
 Statistical tools used- Percentage analysis, Chi
square Test, Correlation Analysis, Weighted
Average Method.
 Period of study- 11/03/2013 to 11/04/2013


6. QUESTIONNAIRE COVERS VARIOUS ASPECTS
OF MARKETING STRATEGY
Brand
 Market
 Messages
 Marketing channels
 Marketing tactics
 Creative approaches
 Offers
 Sales tools
 Data
 website


7. FINDINGS

Demographic profile





Males – 72%
Graduate – 60%
Age Group- 31 to 40 – 56%
More than 10 year experience- 44%
Income 10001-20000 – 36%

8. FINDINGS RELATED TO MARKETING STRATEGY
Brands clearly communicates what they are and
convey the highest value they deliver
 Brand identity is being popularly used in all medias
 Customers have changed the way to find, buy or
use KTDCs product and they have adjusted the
marketing plan accordingly
 KTDC is actively up-selling and cross selling its
products
 3 to 5 messages are consistantly delivered in all
media
 Marketing messages matches with the customers
experience


9. FINDINGS
Marketing messages are tailored to specific
segments when they have opportunity to do so
 It is time to shift some or more of their marketing to
new channels such as social media, mobile
marketing etc
 They are maximizing the value of proprietary
channels they control
 KTDC is integrating social media into traditional
marketing tactics like direct mail and advertising
 The creative used in ads is attention getting
 KTDC ‘offers’ delivers real value to products
 KTDC compiles email address for an ongoing sales
dialogue


10. FINDINGS
KTDC understand the factors buyer consider when
selecting their product and they are focusing their
marketing campaigns on those factors
 Marketing channels used are in accordance with
marketing strategies implemented
 Social media is integrated with traditional marketing
tactics like direct mail and advertising
 Out of the marketing tools used marketing
campaign is the pivotal entity.


11. SUGGESTIONS

To improve internal marketing
Staff meetings to keep employees updated about
objectives and action
 Special training for employees who are in direct contact
with the customers


12. SUGGESTIONS

To improve the customer retention practices
Market segmentation has to be done effectively
 Develop loyal customer programme
 By contacting the customer for example by email and
thanking for the feedback and promising to take it into
account of their feedback makes the customer feel more
in contact with the hotel.


13. SUGGESTIONS

To improve the effective utilization of marketing
channels





Plan and develop different kinds of marketing
campaigns and offers. Create new plans on monthly
bases.
Descriptive brochures and images about tourism
activities, should be prepared for use in destination
marketing vehicles
Optimize the marketing materials for mobile
Strategically place kiosks and information center
through out the country
Promote activities, not just scenic vistas and ambiance.
Promote experience over locations

14. SUGGESTIONS

To improve internet marketing





Dominate google search map results
Social media should be given relevant updates
Email campaigns are helpful, also include a link to
company website in email signatures
Create videos and distribute it online
Conduct online contests, give discounts and exclusive
packages to winners.

15. CONCLUSIONS
Effectiveness of marketing elements has been
studied from the view point of employees.
 Organisation needs to improve internal marketing
and innovative customer retention practices,
internet marketing and use of marketing channels
 Organisation needs to take new approaches to gain
new customer group and also to retain existing
customers.
