Marketing Plan for Maharashtra Tourism
Maharashtra Tourism
1. Executive Summary
Indian economy is growing and Tourism’s contribution to the economy is increasing since few year. Maharashtra as a state has immense to offer in support for the growing tourism industry; however its potential remains largely untapped. The reason for this are:-
• Lack of Product/Site promotions
• Lack of products for the “Most Visit” and “Most Spend” segments of India tourist
• Lack of Coherent marketing of the various offering and creating pull for the tourists.
• Lack of proper service and after visit initiative.
Our focus to solve these problems and increase the share of Maharashtra Tourism is based on four “R’s”:-
Revamp- The use of mediums to communicate to the potential tourists needs to be changed, a shift has to be made on to focus on use of social media, Print media, Web promotions, Mobile Applications. We suggest use of new Brand Mascot, “GajA”, a new Tagline of “Explore Maharashtra” and a new slogan “Give life to happiness”.
Realign- The various offering of the Maharashtra needs to be changed from a Place marketing model to Experience model, e.g Instead of promotion of places like Ajanta and Ellora, Elephanta Caves, an integrated product of Heritage Marketing can be formed.
Reassure- An important latent need of the Tourist is standardization of the service and support during the tour. We plan to cater to this need with the mean of “Power card” which will act as one stop tool to provide Tourists with information, Tour details, discounts and other value additions
Reach- Brand Maharashtra should extend its reach to multi segregated Tourist market. Word of Mouth remains as one of the most popular reason for the new tourist for visit to a place and in the same line what better way to promote a place that its pictures. We propose a mean for Maharashtra to create a offering in this by mean of a photo sharing web space.
The cost factor for all this figure out to be------------- . The benefits ,
1. Executive Summary
Indian economy is growing and Tourism’s contribution to the economy is increasing since few year. Maharashtra as a state has immense to offer in support for the growing tourism industry; however its potential remains largely untapped. The reason for this are:-
• Lack of Product/Site promotions
• Lack of products for the “Most Visit” and “Most Spend” segments of India tourist
• Lack of Coherent marketing of the various offering and creating pull for the tourists.
• Lack of proper service and after visit initiative.
Our focus to solve these problems and increase the share of Maharashtra Tourism is based on four “R’s”:-
Revamp- The use of mediums to communicate to the potential tourists needs to be changed, a shift has to be made on to focus on use of social media, Print media, Web promotions, Mobile Applications. We suggest use of new Brand Mascot, “GajA”, a new Tagline of “Explore Maharashtra” and a new slogan “Give life to happiness”.
Realign- The various offering of the Maharashtra needs to be changed from a Place marketing model to Experience model, e.g Instead of promotion of places like Ajanta and Ellora, Elephanta Caves, an integrated product of Heritage Marketing can be formed.
Reassure- An important latent need of the Tourist is standardization of the service and support during the tour. We plan to cater to this need with the mean of “Power card” which will act as one stop tool to provide Tourists with information, Tour details, discounts and other value additions
Reach- Brand Maharashtra should extend its reach to multi segregated Tourist market. Word of Mouth remains as one of the most popular reason for the new tourist for visit to a place and in the same line what better way to promote a place that its pictures. We propose a mean for Maharashtra to create a offering in this by mean of a photo sharing web space.
The cost factor for all this figure out to be------------- . The benefits ,
References: 1. “Annual Report”, Ministry of Tourism, GOI 2. “Report on Best practices adopted by state governments for development of tourism” Vol II, Ministry of Tourism, GOI 3. “Action Plan to increase Flow of Foreign Tourists visiting India from 3 mn to 15 mn in 5 years time, 20 mn in 8 years time and 25 mn in10 years time”, Ministry of Tourism, GOI 4. “Tourism statistics at a glance”, Ministry of Tourism, GOI 5. “Booming Small Scale Entrepreneurship Opportunities in Hospitality Industry Through Bed & Breakfast Scheme : Special reference to Maharashtra”, Vani Kamath*, Shweta Bhosale* and Pradip Manjrekar, Tourism Infrastructure, Technology & Operations, IIMK 6. “A study on the Role of Marketing in the Development of tourism with special reference to the state of Maharashtra”, Dr. (Ms.) Rajeshwary G. Ms. Ishrat Ali Lalljee, Revelation- The Research journal of KPB Hinduja college 7. “India as a global conventional destination prospects & strategies”, an IIMB – ICPB Study