Marketing Communication

STUDENT NAME : Sharath Shyamasunder

COURSE : M.B.A.

UOB NUMBER : 09034024

BATCH NUMBER : MBBD 51010A

SUBJECT : Marketing Communications

WORD COUNT : 2216

1UOB NO: - 09034024 Marketing Communication

TABLE OF CONTENTS

1. Introduction…………………………………………………………………………………………………………...32. About the company…………………………………………………………………………………………………33. Marketing Communications Planning Framework……………………………………………………4

3.1 Context Analysis………………………………………………………………………………………………...53.2 Marketing communications objectives………………………………………………………………..63.3 Promotional objective………………………………………………………………………………………..63.4 Positioning Objective……………………………………………………………………………………........73.5 Marketing communication and positioning Strategy…………………………………………...8

4. Promotional tools and Media…………………………………………………………………………….........94.1 Advertising……………………………………………………………………………………………………….94.2 Sales promotion……………………………………………………………………………………………….104.3 Public relations………………………………………………………………………………………………...114.4 Direct marketing……………………………………………………………………………………………....124.5 Sponsorships, Events and Trade Shows ……………………………………………………............144.6 Interactive media………………………………………………………………………………………..........15

5. Budget……………………………………………………………………………………………………………...…..176. Schedule……………………………………………………………………………………………………………….187. Control and Evaluation……………………………………………………………………………………….…188. Conclusion…………………………………………………………………………………………………………....189. Reference……………………………………………………………………………………………………………..1910. Appendix A…………………………………………………………………………………………………………..2111. Appendix B…………………………………………………………………………………………………………..2312. Appendix C…………………………………………………………………………………………………………...2413. Appendix D…………………………………………………………………………………………………………..2614. Appendix E…………………………………………………………………………………………………………..2715. Appendix F…………………………………………………………………………………………………………..28

CHAPTER 1: INTRODUCTION


The growing concern for conservation and well-being of environment is now firmly in public arena.

The environment-tourism relationship has been a subject of academic debate. The potential synergy

between natural environment and tourist activities has led to the growth of Ecotourism.

Source: Page. J and Dowling. K, 2002, Ecotourism, Pearson Education Limited

Ecotourism is: "Responsible travel to natural areas that conserves the environment and improves the

well-being of local people."(TIES, 1990). Tourism is often promoted as world’s fastest growing

industry with ecotourism as its fastest growing component (The Economist, 1998).

India is one of most emergent destinations for ecotourism. Especially Kerala enjoys unique

geographical features that have made it one of the most sought-after tourist destinations in Asia.

(Kerala Tourism, 2009). (For further information please refer Appendix A)

CHAPTER 2: ABOUT THE COMPANY

Thenmala Ecotourism is the first planned ecotourism project in the country. Thenmala is

located about 72kms from Thiruvananthapuram, the capital of Kerala. In order to give flexibility in

management for the development of this destination, a separate Society, Thenmala Ecotourism

Promotion Society (TEPS) has been constituted in 1998. One of the primary objectives of TEPS is

to sustain the environment and profitability as well. These two objectives have been successfully

pursued simultaneously. (For further information please refer Appendix A).

Source: (TEPS, 2010). http://www.thenmalaecotourism.com [Accessed 15/08/2010]

CHAPTER 3: MARKETING COMMUNICATIONS PLANNING FRAMEWORK


MCPF represents a sequence of decisions which marketing managers undertake when preparing,

implementing and evaluating communication strategies and plans.

Figure 3.1 The marketing communications planning framework

Source: Adapted from Fill, 2009, Pp 309

To arrive upon an integrated marketing communications plan it is necessary to do a SWOT analysis.

SWOT analysis is provided in Appendix B.

3.1 CONTEXT ANALYSIS


Context Analysis

Communication

Goals & positioning

3P’s of communication strategy

Coordinated communication mix

Scheduling Resources

Implementation, control & evaluation

Corporate goals

Marketing goals

Corporate goals Communications goals

Pull

Push

Profile

Market research

Agencies

Business context: Since ecotourism is a niche market the business strategy of TEPS is to target

trekkers, ecotourists with relatively high social brackets from around the world, school and college

students, corporate in Kerala and neighboring states. It is noted that almost 25% of the foreigners

who visit Kerala are from UK, 13% and 8% are from France and Germany, it is suggested that

advertising and personal selling through tour operators be carried out in these countries.

(“Statistics,” Ministry of Tourism, 2009)

Consumer context: TEPS has adopted a strategy to co-ordinate with Forest, Irrigation and Tourism

departments and implement various activities in association with each department. Facilities such as

boating in the Sanctuary reservoir, boardwalk, and sculpture garden, amphitheatre, Musical Dancing

Fountain, etc. are also provided at Thenmala for soft ecotourists. An environmental education and

interpretation center is also being set up at Thenmala. Adequate facilities in areas such as providing

accommodation, transportation are taken care by private institutions along with TEPS, which makes

Thenmala a comfortable and attractive destination for tourists.


Stakeholder context: Any conservation project needs co-operation and co-ordination among

stakeholders. Here, this project has institutionalized the co-ordination of Tourism, Forest and

Wildlife and Irrigation departments, Local bodies etc in the implementation. The project also

envisages a unique synergy among Government, private sector and the local community. There are

opportunities for the private sector in the areas of accommodation, transport etc., for local

community in ecotourism product management, local traditional transport, local handicrafts, local

art etc within the overall regulatory and supportive framework provided by Government.



Organizational context: Thenmala Ecotourism is the first planned ecotourism project in the

country. Revenue generated from Thenmala in the year 2008-09 is 1, 39,520 SGD. (Economic

review 2009 Pp 225). TEPS is looking forward to cater to more than 0.2 million tourists in 2010

and expecting revenues in excess of 2, 50,000 SGD. TEPS is well supported by the Kerala

government, which plays a pivotal role in promotion and marketing of Thenmala. Due to this

Thenmala today has become the world’s leading ecotourism destination.

Environmental context: A detailed analysis of the environmental context is done with the help of

PEST analysis in Appendix C

3.2 MARKETING COMMUNICATIONS OBJECTIVES

The marketing communications objectives are:

a) To create “top of the mind awareness” among the target audience, attract tourists from around

the world and retaining existing customers.

b) Collaborating with Tour operators and travel agents to leverage on their reach.

c) Communicate to the tourists that Thenmala is a safe place for ecotourism.

The marketing communications objectives are in line with the company’s overall objective. These

objectives are specific, measurable, realistic and timed. Promotional objectives of TEPS are derived

from understanding overall context in which communications will operate.

3.3 PROMOTIONAL OBJECTIVE

The promotional objectives of TEPS are to increase the customer base, have a continuous stream of

repeat customers and educate the present and potential customers on ecotourism.


Figure 3.2 The three elements of Promotional goal setting

Source: Adapted from Fill, 2009, Pp 332

3.4 POSITIONING OBJECTIVE

The positioning objective is to create a distinctive place in the minds of potential customers and

position Thenmala as the most preferred ecotourism destination in India. TEPS would also like to

position itself such that it evokes images of a destination in the customers mind; images that

differentiate Thenmala from the competition.


Promotional Goals

Corporate Goals

Marketing GoalsCommunications

Goals

3.5 MARKETING COMMUNICATION AND POSITIONING STRATEGY

To establish the best methods of marketing an ecotourism destination it is important to stress the

necessity of marketing to be a holistic enterprise. (Wearing. S and Neil. J, 2009, Ecotourism

Impacts, Potentials and Possibilities, Butterworth-Heinemann). This can be achieved by

choosing the right communication tools to attract the target audience. The marketing communication

strategy of TEPS will be a combination of Push, Pull and Profile positioning strategies. To ensure

that the communication is integrated a consistency is maintained throughout all messages and

materials.

Pull strategy is aimed at encouraging customers to pull products through the channel

network. (Chris Fill, 2009, Marketing Communications, Prentice Hall). The pull strategy in

context of TEPS would be to create awareness among the target audience about Thenmala and keep

them informed and persuade them to buy the offering. To accomplish this strategy the approach is to

deliver mass media advertising supported by below the line communications like sales promotion.

Interactive media like Internet is also used to reach the target audience thereby reducing the reliance

on old formulatic approach.

Push strategy involves the presentation of information in order to influence other trade

channel organizations. (Chris Fill, 2009, Marketing Communications, Prentice Hall). The push

strategies are more centered towards the B2B aspect of business and are built around establishing

strong network. An emphasis on personal selling is given here. Trade advertising, trade sales

promotions and public relations all have important role to play. An alliance with health clubs, trade

organizations and travel agents is what TEPS should be looking at.

Profile strategy focuses on organization’s communications upon the development of

stakeholder relationships, corporate image and reputation. Stakeholders can be trade unions,

government bodies, employees or the local community. To accomplish and deliver profile strategy

public relations, including sponsorship and corporate advertising can be used by TEPS.


CHAPTER 4: PROMOTIONAL TOOLS AND MEDIA

4.1 ADVERTISING

TEPS has to design an advertising campaign keeping in mind its target audience which is

trekkers, ecotourists with relatively high social brackets from around the world, school and college

students, corporate in Kerala and neighboring states. Print media especially travel magazines like

Ecoclub India, Discover India, Lonely Planet, Global Traveler, and National Geographic India

which has a global reach.

Outdoor advertisement such as billboards is an effective way of communication. Transit media in

the form of messages on buses, trams, in stations has an advantage of reaching a lot of people.


Figure 4.1 Advertisement of Go Kerala on Rajdhani Train (Refer Appendix D)

5 to 10 minutes Film depicting the most important scenic spots; butterfly safaris; cultural

heritage; popular religious rituals; traditional dance performances; trekking Routes; musical dancing

fountains; of International Quality be produced for showcasing the BEAUTY OF THENMALA.

Such a Film should be screened in all the Duty Free Shops, Air India Flights and Lounges of

International Airports in India and other Countries, and also in TV channels devoted to Travel and

Tourism.

4.2 SALES PROMOTION

TEPS should offer sales promotion through Tour agents and Operators and these promotions

should be supported by advertising. Promotions should be used to attract the attention of target


groups and seduce them to visit Thenmala. Low price accommodation can be offered during off

peak season. Group/ Bulk bookings can be offered to educational institutes. Discounts coupons

should be offered to existing customers to retain them. Corporate discounts should be offered and

offer special team building activities and workshops which will create an excitement among the

corporate and increase repeat visits.

TEPS can launch a promotional campaign whose objective is to make the brand top of mind.

A photography competition can be organized with the theme as Ecotourism. Consumers were

encouraged to take holiday pictures on this theme. The winners would receive Thenmala

merchandise and a free 2Night/3Days free stay. This contest can be made aware through TV

commercials. Print media, stickers, flyers and displays which are to be distributed in buses to

Thenmala.

Source: Pelsmacker et al, 2004, Marketing communications, A European perspective, Pearson

Education Limited

4.3 PUBLIC RELATIONS

The image of Thenmala was tarnished when a rape incident was reported in July 2010. The report

says “Police in Kerala have arrested three forest guards after a website released mobile video

clips showing them stripping and parading a mother and daughter who arrived here as

tourists.”(http://arabnews.com/world/article87982.ece?comments=all accessed on 30/08/2010).

This incident has not gone well with the general public as well as the tourists who are

planning to visit Thenmala. TEPS should go for a public relations campaign to communicate

effectively their views on the incident. TEPS should plan for crisis management by identifying the


http://arabnews.com/world/article87982.ece?comments=all

crisis management team, this team should be responsible to provide background information,

manage the flow of information which goes to the press.

The crisis management team should include the Managing Director of TEPS, Head of Public

relations TEPS, Minister of Tourism Kerala, Police personnel in charge of this case. They have to

make sure that those involved in the incident are suspended from duty with immediate effect and are

punished severely by law. The staff of Thenmala has to be well trained to prevent any incidents of

such nature and educating them to communicate well with the tourists about the incident. Security

and emergency communication devices have to be provided to the tourists as well as the staff. These

plans should be effectively communicated by the Head of Public relations to the press through press

conferences. A public apology has to be tendered by TEPS and measures taken for the security of

the tourists has to be published in Newspapers, Magazines, and Websites. Dedicated personnel

should be there to monitor the coverage by the media so that the information provided by TEPS is

not distorted or misinterpreted.

Source: Harrison. S, 2000, Public Relations An Introduction, 2nd edition, South Western

Cengage Learning.

4.4 DIRECT MARKETING

Direct marketing can include Direct mail, Electronic mass mailers, Telemarketing. Direct

marketing campaign by TEPS should be integrated with mainstream above-the-line TV advertising.

The awareness for a TV ad campaign can be increased by including a picture from the ad in the mail

shot. Direct mailers can also include discount coupons, thus sales promotion can be integrated with

direct marketing. There should be a long term strategic decision to build a database for direct

marketing purpose to create competitive advantage. Telemarketing can also be a part of this effort.

Electronic mass mailers can be an effective tool, a chat window which provides 24/7 support on the

website can do wonders to the campaign. Personal selling can be a part of this exercise if need be.


Source: Taylor.J and Smith.P.R 2003, Marketing Communications An integrated approach,

3rd Edition, Page Ltd.


Figure 4.2 Template for Electronic mass mailers with 24/7 chat window.

Source: Self created

4.5 SPONSORSHIPS, EVENTS AND TRADE SHOWS

Exhibitions, events and trade shows offer an array of opportunities for an organisation like

TEPS to use personal selling as a marketing tool. According to (“Statistics,” Ministry of Tourism,

2009) over 40% of foreign visitors are from UK, France and Germany. TEPS should target travel

fairs in those countries, where Kerala tourism board actively participates. TEPS can collaborate with

the tourism board and promote Thenmala. TEPS can also participate in domestic travel fairs which

are annual events in major metros of India. Sales promotions can be carried out. An incentive should

be given for all who visit the stall. This is a good opportunity to tie up with tour agents who will

promote Thenmala. Personal selling plays a major role, as educating the Tour agents is necessary.

(For more information please refer Appendix E).

Figure 4.3 Kerala Tourism board stall in TTF-OTM 2010, Bangalore.


Adapted from http://www.ttfotm.com/ttf/index.html [Accessed on 02/09/2010]

Providing complimentary trips to tour operators so that they could experience Thenmala first

hand, this will give rise to public relations activities and educating the Operators on ecotourism is

possible. Kerala Government aims at developing an Ecofriendly circuit from Thenmala connecting

the three Ayyappa shrines related to famous Sabarimala, which fall within the project area. TEPS

can sponsor some of the activities in Sabarimala to promote Thenmala to increase footfalls from

pilgrims.

4.6 INTERACTIVE MEDIA


http://www.ttfotm.com/ttf/index.html

Internet is becoming the medium of transaction for many businesses nowadays, even tourism centers

and travel agencies can now be found online. A simple Google search of the term 'ecotourism in

Kerala' will point people to Thenmala ecotourism website on the internet.

Internet can also provide additional information about Thenmala. Advertising campaigns in

the internet on Thenmala is also much simpler and more widespread. Banner ads on popular

websites can attract the audience. In order to differentiate TEPS’s marketing strategy to spam-

worthy e-mails, they have to send it to interested people in their database.

Source: What is Internet Marketing of Tourism Products? By Ewin Chea, http://ezinearticles.com/?What-is-Internet-Marketing-of-Tourism-Products?&id=3741910 [Accessed on 02/09/2010]

Figure 4.4 Internet presence of Thenmala


http://ezinearticles.com/?What-is-Internet-Marketing-of-Tourism-Products?&id=3741910

Usage of social networking sites such as Facebook, Twitter and travel blogs which are free

mediums for building awareness should be considered. Press releases, conferences & interviews of

opinion leaders in the travel industry have to be included in Thenmala website. TEPS has been

involved in a lot of corporate social responsibility events. The videos and photos of the events

should be published on the YouTube, blogs and websites. This is good way of integrating public

relations, advertising and interactive media.

CHAPTER 5: BUDGET

The budget allocated to the promotional activities is show in the table and the figure.


Table 6.1 Marketing Communications Budget

Promotional Tool & Media Budget in SGD( S $) Allocation of Budget (%)

Advertising 9000 30

Sales promotion 6000 20

Public relations 1500 5

Direct Marketing 3000 10

Sponsorships, Events and Trade Shows 7500 25

Interactive Media 3000 10

Total 30000 100

Figure 6.1 Graphical representation of Budget allocation

9000

6000

1500

3000

7500

2000

Percentage of Budget allocation

AdvertisingSales PromotionPublic RelationsDirect MarketingSponsorships, Events and FairsInteractive media

CHAPTER 6: SCHEDULE

Schedule of Integrated marketing communications for TEPS for a year has been shown in

Appendix F (More information in Appendix F).


CHAPTER 7: CONTROL AND EVALUATION

According to Fill (2009), control and evaluation process provides benchmarks for future campaigns.

The primary role of evaluating is to ensure that the communications objectives have been met and

the strategy has been effective. The secondary role is to ensure that the full potential of the

promotional tools has been extracted and the resources have been used economically.

CHAPTER 8: CONCLUSION

From the report we can conclude that the marketing communications plan will be effective if the

promotional tools are integrated as suggested. TEPS has to communicate well with its employees

and stakeholders about their IMC plans. They have to communicate with the public using the

communication tools about their safety. They have to promote the brand in foreign countries to

attract inbound ecotourists. By collaborating with tour agents TEPS can maintain their status as one

of the most sought out ecotourism destinations in India.

REFERENCES

Books

Fill, C, 2009,”Marketing Communications”, 5th edition, Prentice Hall


Harrison. S, 2000, Public Relations An Introduction, 2nd edition, South Western Cengage Learning.

Page. J and Dowling. K, 2002, Ecotourism, Pearson Education Limited

Pelsmacker et al, 2004, Marketing communications, A European perspective, Pearson Education Limited

Taylor.J and Smith.P.R, 2003, Marketing Communications An integrated approach, 3rd Edition, Page Ltd.

The Economist (1998). Dream factories: A survey of travel & tourism. The Economist, Jan 10, pp. 13 – 16.

Wearing. S and Neil. J, 2009, Ecotourism Impacts, Potentials and Possibilities, 2nd edition Butterworth-Heinemann

Websites

Economic review, 2009, www. kerala planningboard.org/html/eco_ 2009 / 2009 _ch_9.pdf [Accessed 24/08/2010]

Kerala forest guards held for 'raping' family of tourists http://arabnews.com/world/article87982.ece?comments=all [Accessed on 30/08/2010]

Kerala tourism website http://www.keralatourism.org/ [Accessed on 17/08/2010]

Statistics, Ministry of Tourism (Government of India) website, http://tourism.gov.in [Accessed 23 January 2010]

The international ecotourism society website http://www.ecotourism.org/ [Accessed 15/08/2010]

Thenmala ecotourism promotion society website http://www.thenmalaecotourism.com [Accessed 15/08/2010]

Travel and Tourism fair http://www.ttfotm.com/ttf/index.html [Accessed on 02/09/2010]

What is Internet Marketing of Tourism Products? By Ewin Chea, http://ezinearticles.com/?What-is-

Internet-Marketing-of-Tourism-Products?&id=3741910 [Accessed on 02/09/2010]




http://www.ttfotm.com/ttf/index.html

http://www.ecotourism.org/

http://tourism.gov.in/

http://www.keralatourism.org/



http://www.keralaplanningboard.org/html/eco_2009/2009_ch_9.pdf

World travel and Tourism Council, 2010 http://www.wttc.org/ [accessed on 11/09/2010]

APPENDIX A

Kerala had about 0.55 million foreign visitors and 7.5 million domestic tourists in 2008. Total

Revenue (including direct & indirect) from Tourism during 2008 is 37 million SGD, showing an


http://www.wttc.org/

increase of 14.84% over the 2007 figure. Due to Kerala’s rich cultural heritage and closeness to

nature many foreign tourists visit this place; it is the 5th most visited state in India. (“Statistics,”

Ministry of Tourism, 2009)

Tourism Department, Government of Kerala, India has taken steps to give focused attention

to ecotourism in the State. A separate ecotourism wing has been created to give policy support for

the development of the ecotourism destinations in the State. Accordingly a project for the first

planned ecotourism destination (Thenmala Ecotourism Project) has been formulated in and around

Shenduruney Wildlife Sanctuary."Thenmala Ecotourism" has been conceived as a first planned

ecotourism destination in India and the initial stages of implementation is completed.

The major objectives of this project are

1. To develop Thenmala dam and its surroundings as a major tourist destination.

2. To promote Ecotourism on the basis of sound principles of ecological sustainability in the

surrounding areas of Thenmala.

3. To have a well planned tourism destination with emphasis on sustainable tourism development so

as to become a model for other destination development programmes.

General Information

Total population 24,212


Altitude Between 100-600 m above MSL

Climate The hottest months are March to May and the coldest, December and

January. The maximum temperature during daytime in the hottest month

is about 39oC. The daily temperature varies from 17oC to 35oC.

Rainfall Southwest Monsoon: May to August extends up to September

Northeast Monsoon: late September, October and November

Average rainfall 2600 - 3000 mm

Languages spoken Malayalam, Tamil & English

Season Throughout the year

Clothing Tropical

Thenmala Ecotourism won the prestigious Pacific Asia Travel Association (PATA) Gold award

for 2003-2004 and the National Tourism Awards for the most Eco-friendly Organization (2001-

2002) and Best Ecotourism Practices (2003-2004). The World Tourism Organisation (WTO) has

Incorporated Thenmala Ecotourism Project in the Publication “Sustainable Development of

Ecotourism: A Compilation of Good Practices in SMEs”. Accordingly, there are about 64 good

practices from 47 countries world over and Thenmala Ecotourism is the only project that has been

included from India.

Source: Thenmala ecotourism promotion society website http://www.thenmalaecotourism.com

[Accessed 15/08/2010]

The number of foreign and domestic visitors for Thenmala in 2008-2009 is close to 1, 30,000. Close

to 40% are foreigners and rest 60% are domestic visitors. Source: (Manoj Kumar, Business

executive, TEPS).

APPENDIX B


SWOT ANALYSIS

STRENGTHS

Rich cultural heritage of Kerala and closeness to nature has helped Kerala being named as

“God’s Own Country”

Some well known places in Kerala like Munnar, Thekkady and Kumarakoam

First mover advantage for Thenmala Ecotourism being declared as the 1st Eco Tourism

destination in the world

Many foreigners attracted to the concept of eco tourism and many MNC’s and local

companies in India recognizing and patronizing Thenmala as an eco tourism destination

WEAKNESS

Lack of sufficient Infrastructure

Recent rape incident of a lady tourist by the forest guards has tarnished the image of

Thenmala

Lack of information among tour operators on Ecotourism.

Stronghold of Communist parties in Kerala and strong unions which lead to Bandhs, strikes

which makes the state unsafe, transport is affected.

Lack of marketing initiatives abroad

OPPORTUNITIES


The demand for travel and tourism in India is expected to grow by 8.2 per cent between 2010

and 2019 and will place India at the third position in the world

The proliferation of interest groups, particularly nature based organizations is growing in

India

Growth of domestic tourism and increase in disposable incomes among domestic tourists.

Internet has proved to be a boon for the tourism industry

Three shrines fall within Thenmala project area where pilgrimage tourism is promoted.

THREATS

Terrorism is a major setback for tourism

Strong competition within other eco tourism destinations in Kerala and also in India

Aggressive strategies adopted by Eco Tourism promoting countries like Maldives, Costa

Rica, Malaysia, Australia and Philippines.

APPENDIX C

PEST ANALYSIS

Political Factors:

The focus of Kerala tourism board now is to sustain the interest created in the National and

International tourism market through continued efforts on creation of quality infrastructure at the

tourist destinations and enroute and focused marketing. The focus is also to develop Infrastructure

through private sector and Private-Public Partnership with Government acting as a facilitator and

catalyst. Development of selected tourist destination with proper planning for development so as to


retain high quality of aesthetic and environmental beauty and to develop the destinations in a

sustainable and Ecofriendly manner is a major agenda of Kerala tourism board.

Source: Kerala tourism website http://www.keralatourism.org/ [Accessed on 17/08/2010]

Economic Factors: India’s travel and tourism industry is expected to contribute 3.1% to the GDP in

the year 2010. The rate of growth in foreign exchange earnings is exceptionally high. International

tourist arrivals in India will increase by 7.9% in the next five years. Thenmala is expecting footfalls

of around 0.2 million tourists in the year 2010.

Source: World travel and Tourism Council, 2010 http://www.wttc.org/ [accessed on

11/09/2010]

Socio-cultural Factors: India is the second most populous country after China. The population is

1.18 billion, with male population being dominant. The audience need to be targeted based on their

demographics and preferences. The average age group of India will be 27 in the next few years

which will be favorable for ecotourism. TEPS has to take these factors into consideration while

designing the marketing communication plan.

Technological Factors: Technology has been playing a major role in the development of tourism in

places like Kerala. Technology helps in building infrastructure, connectivity and creating awareness.

State of the art communication devices and security devices are provided to the staff of Thenmala

for the safety of the tourists. Thenmala has to use technology to improve their infrastructure, reach

and communications. Thenmala has to use innovative mediums to reach out to their target audience

and get their feedback as well.


http://www.wttc.org/

http://www.keralatourism.org/

APPENDIX D

Kerala Tourism’s branding of the Rajdhani Express, dubbed the ‘Go Kerala’ campaign, is

aimed at showcasing ‘God’s Own Country’ across the length and breadth of the country and to get

an upper hand in domestic tourism circuit.

By adorning the 17 coaches of the Hazrat Nizamuddin-Thiruvananthapuram-Hazrat

Nizamuddin Rajdhani Expresses with the tourist attractions unique to the State, Kerala Tourism has

once again come up with innovative marketing strategies to promote its products.

Domestic tourism

A first-of-its kind of branding exercise, Kerala Tourism had gone for the venture following the

reported dip in foreign tourist arrivals to the State on account of global recession. The branding of

the Rajdhani Express is the first step of Kerala Tourism’s strategy to concentrate on domestic

tourists.

As the train traverses Delhi, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Tamil Nadu,

Maharashtra, Gujarat, Goa and Karnataka in its journey from Delhi to Thiruvananthapuram and

back, it is expected that the message will reach to more than three crore people.

The campaign will be one of the most visible undertaken by Kerala Tourism. “In terms of eyeballs,

around 850,000 commuters use the railway platform daily and Go Kerala campaign is a great way

to reach out to the audience,” says Secretary, Tourism, V. Venu.

Source: The Hindu, Dated: 18th Feb, 2010.


APPENDIX E

The following are some of the International and National festivals and fairs participated by TEPS in

collaboration with Kerala Tourism.

International Road shows in London, Stockholm, Sydney, Melbourne and Frankfurt

International Fairs such as TTG-Italy, ITB -Singapore, WTM-England, VOR Start-Spain, Kerala

Travel Mart(KTM) and Volvo Ocean Race Stop Over, Kochi

Domestic Road Shows at Ahmedabad, Vadodara, Pune, New Delhi, Chandigarh, Hyderabad,

Kolkata, Bengaluru, Chennai and Mumbai

IITM in Bengaluru, Chennai, Mumbai, Pune and Hyderabad

Travel and Tourism Fair at Hyderabad, Kolkata and Surat

Source: Economic Review 2009


APPENDIX F: SCHEDULE

ADVERTISING

Since advertising is the most expensive of the Marketing tools, a great deal of planning has gone

into the allocation of budgets and timing of the message. Advertising in TV is planned in the months

along with Direct mailers so that it will help the receivers to recall and identify the message. The

same message will be shown in the direct mailer as well with the phone number and the website

address. Advertising in Corporate and Travel magazines will happen once in two months.

Advertising in in-flight magazines will happen just before the peak season as well as in the peak

season because of the traffic of inbound travelers.

SALES PROMOTION

Sales promotion always goes well with advertisement. Corporate and family packages are offered

during off peak season as well as during the end of the year and the start of New Year. Promotions

for educational institutes will happen during the holiday periods of the school which incidentally

falls in the off peak season. Special discounts and offers which were offered to the visitors in the

Tourism fairs will be entertained in the off peak months.

DIRECT MARKETING

Direct mailers through post or courier will go by the end of the year as a greeting/ wishes for the

New Year and it will carry the plans of TEPS for the coming year and will thank the receiver for

their patronage. Direct mailers will also go just before the peak season as a reminder to the

recipients till the end of peak season. Electronic mails with 24/7 chat service will be sent as a burst

every 3 months; the duration is strictly maintained to avoid e-mail spamming. Telemarketing will

follow the Direct mailers and E-mailers to check if the recipients have received the mail and to

clarify if they have any queries. Direct marketing goes along with Advertising.


PUBLIC RELATIONS

Public relations is supposed to be the most economical and credible way of communicating with the

target audience. TEPS will be involved in Corporate social responsible activities during the off peak

season so that the smooth working of day to day affairs in peak season is not affected. Corporate

advertising will happen in calendar year end and financial year end. This helps the corporate to tie

up with TEPS and personal selling can also be involved. Due the rape incident which happened in

the month of July 2010, a crisis management team and budget should be kept aside. Public relations

team along with the Director have to hold press conference and tender apology to the people

concerned and should clearly display the safety precautions taken to avoid the occurrence of any

such incidents. This will go on till the end of the year 2010.

SPONSORSHIPS, EVENTS AND TRADE SHOWS

Trade Shows in which TEPS plans to participate along with Kerala Tourism Board.

Travel and Tourism fair Surat Aug 27-29Kerala travel Mart Kerala Sept23-26Ecotourism and sustainable tourism conference USA Sept 8-10Trade fair for the Tourism/travel France Sept9-10ITB International tourism fair Singapore Oct 20-22World travel market London Nov 8-11India International Travel Mart Bangalore, Chennai JanuaryITB international tourism fair Berlin, Germany March startEco Expo Australia Sydney, Australia March end


INTERACTIVE MEDIA

Interactive media is fastest growing means of communication and is proved to be very effective and

relatively inexpensive. Interactive media is used throughout the year as people abroad will use the

internet to get more information about Thenmala and usually they plan for their trip months in

advance. So, yearlong web presence is essential to cater to the International audience.

HOLIDAYS IN KERALA

The schedule has been drawn upon keeping in mind the major festivals and holidays for schools and colleges.

April 14th- Vishu (Malayalee New Year)

April and May-Summer holidays for children

May 12th- Thrissur Pooram Festival

September 1st- Onam Festival

September- World famous Boat race Festival

October 26th- Diwali

October- Mid-term holidays for children

November-February- Peak season of Sabarimala

December 25th- Christmas


Documents

Marketing Communication