Brand Breathing

8/6/2019 Brand Breathing

1/34

Brand Breathing

BY

Aravinthan Jayabal

Faizal Yousaf Mohammed

Vinitha Appanna

Tourism and Development of India


2/34


3/34

Karnataka - THE Geography

Created in 1956 from the princely state of Mysore ,Karnataka the name is a derivation of the name ofthe local language, Kannada, spoken by virtually all of

its 53 million inhabitants. Marks transition zone between northern India and

the Dravidian Deep South.

Along its border with Maharashtra and AndhraPradesh, a string of medieval walled towns, studdedwith domed mausoleums and minarets, recall the erawhen this part of the Deccan was aMuslim stronghold.


4/34

Karnataka - THE Geography

BIJAPURBIJAPUR

GULBARGAGULBARGA

HASSANHASSAN

BANGALOREBANGALORE

BELGAUMBELGAUM

HUBLIHUBLIBELLARYBELLARY

MANGALOREMANGALORE

MYSOREMYSORE

SHIMOGASHIMOGA

Existing airport

Operations

Existing Airport -

Non Operations

Minor Airport

Development

Proposals

New International

Airport

New International

Airport

Upgraded to

International Airport

Upgraded to

International Airport


5/34

The Product Karnataka

The districts of the Western ghats and the southern districtsof the state have popular eco-tourism locations includingKudremukh, Madikeri and Agumbe.

Karnataka has 25 wildlife sanctuaries and five national parks

The ruins of the Vijayanagara Empire at Hampi , The Hoysalatemples at Belur and the monuments of Pattadakal are on thelist of UNESCO's World Heritage Sites.

Jog Falls are one of the highest waterfalls in India- 1001Natural Wonders of the World".[108].


6/34

Several Hindu temples including the famous UdupiKrishna Temple, the Marikamba Temple at Sirsi , the SriManjunatha Temple at Dharmasthala and SharadambaTemple at Sringeri attract pilgrims from all over India.

Exotic Beaches

Festivals likeDussehra, Yugadi,Karaga, Sri Vithappa Fair, RajyotsavaDay, Banashankari Devi Fair, Shri Yellamma Devi Fair etc


7/34

Tourism Pull Strategy

TOUR PACKAGES

AIRPORT PICK UP

FROM TRAVEL LODGING AND SEND OFF MOBILE PAYMENT OR PREPAID SYSTEM

SAFETY

TOUR TRAVELS

ROAD ,RAIL AND AIR


8/34

The Main Pull Factors

EASY TICKETING

COMFORT STAYING

CLOSE TO THE NATURE HEALTHY HOLIDAYING

MEDICAL YOGIC CENTRES

RICH HERITAGE

CULTURE

WORLDS 1001 WONDER THE JOG FALLS


9/34


10/34

While foreign tourists came mainly from theUnited States, United Kingdom and Australia

30% of total foreign tourists, domestictourists travelled from within Karnataka,Kerala and Tamil Nadu,

Accounting for 41% of total domestic tourists

.KEY FACTOR TO BRING IN MORETOURIST ATTRACTIVNESS TO THELAND


11/34

COMPETITOR ANALYSIS

KERALA TOURISM

TAMIL NADU TOURISM ANDRA PRADESH TOURISM

RAJASTHAN TOURISM


12/34

MAJOR BRAND IDENTITY

Land of the coorg coffee estate

Rich HERITAGE

SANDALWOOD AND ART ADVENTUREWILD LIFE

BLESSED NATUREWITH RICH TEMPLE

THE BEGINNING OF THE CAUVERY


13/34

STRENGTH AND OPPORTUNITYS

STRENGTHS State Governments focused approach on raisinginfrastructure and making tourism the principal

economic activity in the State

The main advantage that the tourist industry has

in Karnataka is that the State Government is

working towards making tourism the single

largest economic activity in the State. On one hand, the State is well connected to the

world through air, road and rail networks.


14/34

Opporunity

Opportunities to raise tourist activity to the desired levels;

the new Tourism Policy is a comprehensive and coordinated

plan to mitigate all present weaknesses

Airports at Mysore, Hubli and Belgaum are being upgradedwhile new airports are proposed at five locations and

airstrips at 12 locations to cover the entire State through a

grid of air links.

High growth in business and leisure visitors lead to a

shortage of

accommodation, which has spurred investment through

many

global companies and while Bangalore is on the list of all

companies investing in the country


15/34

WEEKNESS & THREATS

Yet, to meet the needs of a growing

economy and traffic, the Government

has planned significant improvements inconnectivity and amenities through the

PPP mode Bangalore International

Airport can handle a peak traffic of 3000 passengers per hour, well

equipped with world class facilities


16/34


17/34

Product Scope

Ambitions master plan to attract Rs. 200 billion (Rs.

20,000 crore) investments in the tourism sector

over the next five years to make the picturesque

state a frontline destination for domestic andoverseas tourists.

Drawn up a master plan based on the 2020 vision

document for a comprehensive development of

tourism across the state.


18/34

Managing director N. Janardhan, who drafted

the master plan in association with the

Karnataka State Tourism Development Corp

(KSTDC), safe and hassle free travel for

tourists is a critical influencer on the

attractiveness of a destination. The master plan to make Karnataka the

'numero uno' state in the country in tourism

arrivals, capital inflows for infrastructuredevelopment and creation of tourist

ECO SYSTEM.


19/34

Users

8%3%

3%

4%

5%

14%

16%

47%

PURPOSE OF VISITORSOTHERS

Social /Religious

Pilgrimage

Family/FriendsBusiness

Wildlife

Resort

Culture


20/34

BRAND USERS

13% - USA

53% - UK , AUSTRALIA, FRANCE AND OTHER

FOREIGN DESTINATIONS70% of the visitors choose to use

accommodation in unstarred hotels.

MOSTLY Middle and upper middle class ofpeople come in


21/34

QUALITY /VALUES

QUALITY

A RESOURCE HEALTHY PLACE TO BE

WHERE ONE GETS TO BREATHE THE AIR TO GOOD

HEALTH

RICH CULTURE


22/34

VALUES

EXPRESSIONS Of the BRAVE and Respectful Landof warriors of the Kshatriya clan

EMOTIONAL BENEFIT

Close to Mother Nature

Healthy Living

Yoga and Medical care

FEELING OF CONTENTMENT


23/34

BRAND AS AN ORGANISATION

TRUSTED BRAND OF THE GOVERNMENT

COMFORT AND ECONOMICAL STAY FOR THE

MAXIMUM PERCENTAGE USERS

SEASONAL PACKAGE CHANGE

A MASSIVE AIRPORT EXPANSION

PLAN, IMPROVED RAILWAY

SERVICES, UPGRADING THE NATIONAL HIGHWAYSAND THE GOLDEN QUADRILATERAL PROGRAMME

LINKING THE MAIN FOUR METROS


24/34


25/34

BRAND AS A CUSTOMER RELATION

A FRIEND

A CARE TAKER

A TEACHER A WELL WISHER


26/34

BRAND SYMBOL


27/34

IMC - KARNATAKA

Print

Internet

National TV Direct Mail

BOOM BOX

Collaborative National SMS


28/34


29/34


30/34


31/34

INDIA TOURISM

The tourism industry has the potential to bring in

revenue worth US$ 51.4 billion by 2019

The country has set high targets to achieve as a first

step by 2012:

10 million international tourist arrivals

750 million domestic tourist visits

Doubling accommodation units to touch at least200,000 rooms

The Indian hospitality Sector is set to grow at

8.8% per year

Tourism and Development of India


32/34

In addition to medical tourism, the spa andwellness centre market has also been growing.

Currently estimated at Rs.11,000 crore,

This segment is projected to grow at 30-35% per year for thenext decade.

India stands only second to Thailand in the world, inattracting patients for its excellent low-cost health facilities.

Between 2007-2016, resulting in investments of more thanUS$11 billion by 2011, with 40 international brands makingtheir entry into the country


33/34

G:\Tourist places in karnataka -

YouTube.mp4

A VIEW OF THEWORLD OF

KARNATAKA


34/34

THANK YOU

Documents

Brand Breathing