What happens when we try and approach the concept of marketing from the lens of social and tribal welfare? This presentation attempts to answer the above.

1. 1
The ANTRI Museum and
Museum Marketing
By Pronob Kumar Sircar
Supported by my buddy Saudeeptendu Ray

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This presentation will help you understand
how in Andamans ANTRI Museum in its
functions relates the tribal values with
tourism and the market maintaining a legal
and moral balance producing a unique
example of marketing with some ethics.

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Content of this presentation
• INTRODUCTION
• ETHICAL CHALLENGES
• MARKETING OF MUSEUM
• MARKETING OF TRIBAL PRODUCTS
• PRESENT MARKETING STRATEGIES
• SOME IDEAS OF MARKETING PROMOTION
INCLUDING AN EXAMPLING SHORT FILM
* and …….OPEN SPACE FOR DISCUSSION

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There are two aspects of ANTRI
marketing strategy viz.
1.ANTRI MUSEUM markets for itself
(social profit)
2.ANTRI MUSEUM markets for
commercial benefit of the tribes

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BASIC MARKETING STRATEGY OF ANTRI MUSUEM

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BASIC MARKETING STRATEGY OF ANTRI MUSUEM
ANTRI MUSEUM COMMUNITY
Under Museum
Ethics Less
interference in
tribal life
Museum markets
for Museum Visits
(Now at infancy
stage in this field)
Museum
Marketing for
Tribal Benefit
with their
involvement

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What are the ETHICAL features of Museum Marketing
with community involvement by ANTRI ?
• ANTRI preserves and conserves their culture both
tangible and intangible…
• No hampering to their sentiments.
• Obey the administrative Tribal Policy
• Demote Jarawa Tourism
• Museum marketing will explore the things not as dying
but living & dynamics means the information to be
updated by the tribals themselves.

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What ANTRI does at present for
tribal benefit?
• Introducing education including pecuniary
education to build capacity in their own
marketing
• Legal Barter ( e.g. take from them
artefacts such as cane baskets and give
them clothes, rice) in collaboration with
departments of Industries, IP&T
• Collaborating with tourism to visit ANTRI
museum
• Under marketing strategy ANTRI blocks
the barter and economic exploitation by
other sources..
• …and most important ……Through the
museum marketing the purpose is to make
them economically self dependents which
is a goal driven by “mission -
vision”
What ANTRI does at
present for Museum
marketing?
• Collaborating with
tourism to visit
ANTRI museum
• use of administrative
web site
(don’t have own web site)

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What ANTRI does at present for
tribal benefit?
• Introducing education including pecuniary
education to build capacity in their own
marketing
• Legal Barter ( e.g. take from them
artefacts such as cane baskets and give
them clothes, rice) in collaboration with
departments of Industries, IP&T
• Collaborating with tourism to visit ANTRI
museum
• Under marketing strategy ANTRI blocks
the barter and economic exploitation by
other sources..
• …and most important ……Through the
museum marketing the purpose is to make
them economically self dependents which
is a goal driven by “mission -
vision”
What ANTRI does at
present for Museum
marketing?
• Collaborating with
• tourism to visit
• ANTRI museum
• use of administrative
• web site
• (don’t have own web site)

10. 10
What ANTRI does at present for
tribal benefit?
• Introducing education including pecuniary
education to build capacity in their own
marketing
• Legal Barter ( e.g. take from them
artefacts such as cane baskets and give
them clothes, rice) in collaboration with
departments of Industries, IP&T
• Collaborating with tourism to visit ANTRI
museum
• Under marketing strategy ANTRI blocks
the barter and economic exploitation by
other sources..
• …and most important ……Through the
museum marketing the purpose is to make
them economically self dependents which
is a goal driven by “mission -
vision”
What ANTRI does at
present for Museum
marketing?
• Collaborating with
• tourism to visit
• ANTRI museum
• use of administrative
• web site
• (don’t have own web site)

11. 11
What ANTRI does at present for
tribal benefit?
• Introducing education including pecuniary
education to build capacity in their own
marketing
• Legal Barter ( e.g. take from them
artefacts such as cane baskets and give
them clothes, rice) in collaboration with
departments of Industries, IP&T
• Collaborating with tourism to visit ANTRI
museum
• Under marketing strategy ANTRI blocks
the barter and economic exploitation by
other sources..
• …and most important ……Through the
museum marketing the purpose is to make
them economically self dependents which
is a goal driven by “mission -
vision”
What ANTRI does at
present for Museum
marketing?
• Collaborating with
• tourism to visit
• ANTRI museum
• use of administrative
• web site
• (don’t have own web site)

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What should be done in Museum Marketing by ANTRI ?
A documentary film connecting tribal and Museum
should be in market to lure and invite people.
Through display in hotels, emporiums, tourist spots,
internet, and electronic media including social media such
as facebook, whatsApp etc….. highlighting exotic flora &
fauna, beaches, beautiful islands, tribals, interesting
aspects of lifestyle of people, history, other tourist
attractions such as Cellular jail, Havlock beach, volcano,
waterfall etc.
Note : Here Sale of CD is not placed in strategy since
ANTRI is government funded and looks for social profit.

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What should be done in Museum Marketing by ANTRI ?
Continued……….

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The ANTRI advertisement and Information Desk can be located at
various places of tourist interests such as Fisheries Museum,
Samudrika Marine Museum, Airport, Jetty, National Memorial, IP&T,
circuit houses, hotels & guest houses and all local emporiums.

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The ANTRI advertisement and Information Desk can be located at
various places of tourist interests such as Fisheries Museum,
Samudrika Marine Museum, Airport, Jetty, National Memorial, IP&T,
circuit houses, hotels & guest houses and all local emporiums.

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Some poster images of Museum, museum artefacts with their
makers (tribals) should be everywhere with proper address. Special
places are jetty, terminus, airports at Chennai, Vizag, Kolkata, New
Delhi atleast, tourist spots even in mainland.

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The ANTRI messages with audio-video should also be placed in
the administrative official website www.and.nic.in and to be linked
with google and other internet search engines…

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Multi language brochures & posters particularly Hindi, English,
Bengali, Tamil, telugu, malayalam, French, German and Spanish
Other Tools & Ways for museum marketing
OUT PORTION
DISPLAY
OF TRIBAL
ARTEFACTS

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Multi language brochures & posters particularly Hindi, English,
Bengali, Tamil, telugu, malayalam, French, German and Spanish
Other Tools & Ways for museum marketing
OUT PORTION
Information
through
Archives and
Library

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Multi language brochures & posters particularly Hindi, English,
Bengali, Tamil, telugu, malayalam, French, German and Spanish
Other Tools & Ways for museum marketing
OUT PORTION
RARE
PHOTOGRAPHS
JARAWA
HANDICRAFTS
FOR SALE WITH
ATTRACTIVE
OFFERS
TASTE OF
ANDAMAN
FOOD
Be freshed with
FRESH
COCONUT
WATER
INSIDE PORTION

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Multi language brochures & posters particularly Hindi, English,
Bengali, Tamil, telugu, malayalam, French, German and Spanish
Other Tools & Ways for museum marketing
RARE
PHOTOGRAPHS
JARAWA
HANDICRAFTS
FOR SALE WITH
ATTRACTIVE
OFFERS
TASTE OF
ANDAMAN
FOOD
Be freshed with
FRESH
COCONUT
WATER
INSIDE PORTION

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We are in
continuation ………
in shaping Museum
Marketing for future

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In the strategy there should a space for –
-- creating respect and awareness for the tribal cultures and
-- to increase the number of museum visitors in some ways such as ..
1. Outreach programmes like skit, mobile exhibitions etc. Some smart
tribal members can also be engaged as per their ability.
2. Inspirational stories/legends from their world can be in school
texts which is possible by local Education department.
3. Feedbacks can be collected from not only the museum but also
from other spots to assess the problems.
4. Only object samples with offers be placed in private emporiums to
invite people to come, see and collect from the museum
5. Different activities like painting competition, city tours by museums

30. 30
In the strategy there should a space for –
-- creating respect and awareness for the tribal cultures and
-- to increase the number of museum visitors in some ways such as ..
1. Outreach programmes like skit, mobile exhibitions etc. Some smart
tribal members can also be engaged as per their ability.
2. Inspirational stories/legends from their world can be in school
texts which is possible by local Education department.
3. Feedbacks can be collected from not only the museum but also
from other spots to assess the problems.
4. Only object samples with offers be placed in private emporiums to
invite people to come, see and collect from the museum
5. Different activities like painting competition, city tours by museum
6. Local tour operators and travel agencies can play vital roles in
Museum marketing
7. Taking in example the ‘Delhi Haat’ , There is a provision of
Commissions for private transport and auto-wallah etc.
8. Objects should have proper display with bilingual narratives.

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32. 32
Part 2

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Some suggestions for
marketing of the tribal
products ?

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Andaman & Nicobar Administration
Tribal World
Stakeholders Stakeholders
Emporiums
Internet
A&N Administration
Autowallah
ANTRI workers
Tourists
Tour Operators Travel agencies
Local shopkeepers Boat operators
Other Govt servants

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Andaman & Nicobar Administration
Tribal World
Stakeholders Stakeholders
Emporiums
Internet
A&N Administration
Autowallah
ANTRI workers
Tourists
Tour Operators Travel agencies
Local shopkeepers Boat operators
Other Govt servants
CATEGORY SPECIFIC
AND SENSIBLE
MARKETING
STRATEGY IS HIGHLY
REQUIRED

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Posters/hoardings bearing images
of Museum, saleable museum
artefacts with their makers (tribals)
should be everywhere with proper
address. Special places are
junctions, jetty, other museums and
tourist spots, bus terminus, airports
at Port Blair, Chennai, Vizag,
Kolkata, New Delhi etc., and the
tourist spots even in mainland.
It is hypothesized that NGOs,
newspapers will also
disseminate..being highly
influencing stakeholders
Note : we cannot sale out at these
spots since we need people to visit
museum & to avoid checking of
stakeholders’ behaviour and
modus-operandi.

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All tribal products have interesting rituals, stories and indegenous
knowledge which may be used as attached value of product

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All exhibits are not for sale Things to be marketed

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*Museum should have visiting cards freely to be distributed
by staffs even by the ticketing staffs

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Knowledge Collection (Tangible (iron head) &
Intangible (ethno botanical knowledge)
Iron head of Jarawa arrow coated with a
plant juice for rust protection

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To preserve the art to promote their passion
for adorning the body with possible materials
including leaves, shells and waste materials

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Thank you
for the time you spent
in understanding
the Museum Marketing
By ANTRI MUSEUM
• Pronob Kumar Sircar