Marketin Plan-The Invincibles

8/3/2019 Marketin Plan-The Invincibles

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Presented by:

Meenal Dubey, [email protected],

9920385149, Poulomi Majumder,

[email protected], 9769952011

K J Somaiya College, Mumbai

Nirvikriti-Marketing andBranding Strategy Event


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MaHaRashtra - MaHaIndia

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Content Page No.

Executive Summary 2

1 SITUATIONAL ANALYSIS 51.1 CURRENT MARKET SCENARIO OF TOURISM IN INDIA 5

1.2 TOURISM TRENDS IN MAHARASHTRA 6

1.3 CURRENT TOURISM POLICY OF MTDC 6

1.4 CURRENT COMPETITORS 7

2 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 9

2.1 CURRENT MARKET SEGMENTATION & CONSUMER BEHAVIOUR 9

2.2TARGET CONSUMERSNATURE &BEHAVIOUR

11

2.3 POSITIONING OF MAHARASHTRA 13

3 MARKETING STRATEGIES 14

3.1 NEED FOR NEW MARKETING STRATEGIES 14

3.2 MARKETING STRATEGIES 15

3.2.1 STRATEGY 1: ORGANISING ANNUAL FESTIVAL 15

3.2.2 STRATEGY 2: CUSTOMIZED TOURISM PLANS 21

4 COST ESTIMATION & REVENUE GENERATION 28

5 CONCLUSION

REFERENCES

ANNEXURE-I BROCHURE OF MAHARASHTRA MAHOTSAV

ANNEXURE-II PAMPHLET OF MAHARASHTRA MAHOTSAV

ANNEXURE-I PAMPHLET OF CUSTOMIZED TOUR PLANTOUR-DE-FORT

ANNEXURE-I PAMPHLET OF CUSTOMIZED TOUR PLANSUN & SAND


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EXECUTIVE SUMMARY

PROBLEM STATEMENT

Maharashtra state is naturally & culturally capable as well as potentially developed to attract

& support tourism. However lack of aggressive promotional exercises and excessive

competitions from Tourism Development Corporations of other states have hindered the

growth of tourism severely in Maharashtra. This has resulted in slow growth of the tourism

industry of the state.

PURPOSE & MISSION

The purpose of this document is to conceptualise a comprehensive branding strategy

capitalizing on the attractive destinations & heritage of Maharashtra state.

The mission of carrying out this piece of work is to increase the number of domestic &

foreign tourism in the state by adopting innovative and aggressive promotional strategies.

SITUATIONAL ANALYSIS

Maharashtra, located on the west coast line along the lush green konkan region, is the 3rd

state of India, both in area and population. The mountain ranges of sahyadri and nestlend in

western ghat house several hill stations & water reservoirs with semi-evergreen &

deciduous forests. The dense forests of Vidharba region abound several life sanctuaries and

natural parks. The diverse terrain & culture of the state has given birth to several tourism

attractions ranging from ancient cave temples, unspoilt beaches, ancient forts and

monuments, forest & wild life, unique hill stations, pilgrimage centres & rich tradition of

festivals art and culture.According to a survey carried out in 2009 by Indian tourism ministry,

domestic tourism showed a growth of 15.5% & foreign tourism showed a decline of 2.8%.

Fig1: Tourism turn-out in past 3 years Fig2: Revenue generation through tourism

1.32

1.34

1.36

1.38

1.4

1.42

2006 2007 2008 2009

45

50

55

60

65

70

2007 2008 2009


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There are 5 million people visiting the country and of them, 2 million land in Mumbai. But

only 6% visit Maharashtra as a tourism destination. A total foreign tourism visit in

Maharashtra during 2009 was 20 lacs.

MARKETING STRATEGY & OBJECTIVES

Segmentation of Maharashtra tourism industry

Tourism

Domestic

UpperIncome

class

Middleincome

class

Uppermiddleincome

class

Foreign

Purpose ofTourism

Business

Vaccation

Honeymoon

study

tour


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Integrated Marketing Communications

Seasonal advertising- Distributing tour package pamplets incorporate houses during January-february (prior to summervacation) & october-november (prior to winter vacations)

Installing kiosks for route guidance and tourism advertisements atthe entrances & exits of sky-walks, railway stations & airports.

Spreading know how through advertisements innewspapers, hoardings at railway stations & airports,

Customised tourism packages for different segments.

Directcommunication

channels

Organising role plays at historically relevant tourist spots informingthe tourists about the heritage and undiscovered destinations of thestate.

Indirectcommunication

channels

Introducing open roof buses running through selective routes topromote tourism in areas like konkan.AmbientMarketing

Promotionthrough Art &

Craft

Pulling tourists during off seasons by organising national levelcultural events

Organising exhibitions of traditional arts & crafts of the likes ofMaharasghtra, Warli , Sawantwadi , Ajanta , Bidri etc to promote

the respective places


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1. SITUATIONAL ANALYSIS

1.1CURRENT MARKET SCENARIO OF TOURISM IN INDIA

Tourism is now well recognised as a major growth engine. The tourism industry of India has

been witnessing steady growth in terms revenue generation The global economic slowdown

has adversely affected tourism the world over. The impact has been felt in India too and there

has been a decline of 9.3% in foreign tourist arrivals to the country between January and June

2009 as compared to the corresponding period last year. However, there was a positive

growth of 0.2% in foreign tourist arrivals to the country.

In recently released data, the market research division of the Union tourism ministry said:

"During 2009, the number of domestic tourist visits to various states was 650 million (65

crore), as compared to 563 million (56.3 crore) in 2008 and 527 million (52.7 crore) in 2007."

With the young and the middle class getting more mobile, the ministry predicts that the

domestic market will grow at a healthy clip of 20% in 2010.

The top 10 states in terms of number of domestic tourist visits during 2009 were Andhra

Pradesh, Uttar Pradesh, Tamil Nadu, Karnataka, Rajasthan, Maharashtra, Madhya Pradesh,

Uttarakhand, West Bengal and Gujarat. Put together, these states accounted for 88% of the

total number of domestic tourist visits in 2009. If we consolidate the data of the number of

tourists visiting these states we can see the following result.

Fig 3: Percentage of tourist visits in Top Six States of India in 2009

32%

27%

24%

7%5% 5%

Percentage Tourist Visits in 2009

Andhra Pradesh

Uttar Pradesh

Tamil Nadu

Karnataka

Rajasthan

Maharashtra


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1.2TOURISM TRENDS IN MAHARASHTRA

The unique combination of hill & valleys, rivers & sea, serene beaches, forests & plains,

ancient caves, forts, along with rich historical back ground provides the state immense

opportunities to endeavour and promote tourism. The state has developed its transport

infrastructure very effectively for the convenience of tourists across the nation as well as

abroad. The Chatrapati Shivaji International airport is one of the busiest airports of the

country managing a huge crowd of international population, which may vary from

businessmen to tourists. Also, the domestic airports in major cities of the state like Pune,

Nagpur, Aurangabad, Kolhapur, Sholapur, successfully pull a huge share of total tourism of

the country. Almost all important cities of the state are well connected through rail as well as

road routes which further ensure the tourists plan their tours in the state with convenience and

comfort.

Religious tourism or work-related visits have pulled domestic tourists to places like Shirdi,

pandharpur, ganapatipule etc as tourism packages now offer a range of experiences -- from

traditional health spas to local cuisine -- an essence of India. Most tourists head to Shirdi,

followed by Pandharpur, which sees a lot of visitors from south India. Then there is a

constant trend of flow of lakhs of visitors heading for the Ajanta and Ellora caves. A recent

phenomenon is that a lot of tourists land up in Goa and travel north to spend time on the

Konkani beaches in Sindhudurg and Ratnagiri.

1.3CURRENT TOURISM POLICY OF MTDC

Maharashtra Tourism department has come up with an action plan for the next 5 years,

wherein numerous measures have been proposed to boost tourism growth in Maharashtra

with an aim of becoming the top spot for tourism in India. Some of the measures include:

1.3.1 Development of infrastructure at tourist destinations

Although infrastructure development has been on a large scale in cities like Mumbai,

Nagpur, Pune etc. in terms of construction of Corporate buildings , malls, hotels, multiplexes

etc. but the infrastructure development in various tourism facilities such as accommodation

facilities, eateries, toilets, information centres, roads etc. is still on a hold. Maharashtra

tourism aims to accelerate the growth of development of these facilities to provide hassle-

free, hygienic and safe stay to tourists in the state.


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In addition, steps to improve rail linkages and air connectivity to important tourism

destination are also been taken by the department.

1.3.2 Special schemes for tourism at remote places

Steps are being taken to provide accommodation facilities to tourists at remote tourist spots

where hotel accommodation facility is not available.

1.3.3 Public-Private-Partnership

Implementation of Public-Private-Partnership for organization of festivals, tourism growth in

monuments, resorts and certain other selected destinations is being done currently by MTDC.

1.3.4 Conservation and development of heritage sites

Steps to conserve existing world heritage sites like Elephanta caves, Ajanta and Ellora and

promotion of other monuments as heritage sites have been proposed in the policy.

1.3.5 Promotion of traditional arts and crafts of Maharashtra

MTDC has been working since many years for promotion of its traditional and local arts and

crafts by organizing events, exhibitions, providing marketing support in terms of providing

common sale outlets like bazaars and haats etc and implementing e-commerce for simplifying

ordering and sales of the handicrafts.

Developing and maintenance of Pilgrimage centres like Shirdi, Pandarpur, Kolhapur,

Jyotirlingas, the Ashta Vinayaks etc.

1.4CURRENT COMPETITORS:

Even though Maharashtra provides a complete tourism package having Tourism spots

ranging from ancient cave temples, unspoilt beaches, ancient forts and monuments, forest &

wild life, unique hill stations, pilgrimage centres & rich tradition of festivals art and culture,

still it stood 6th

in the market research devised by Union ministry of India. Andhra Pradesh

topped the list followed by Uttar Pradesh and Tamil Nadu.

While AP has a rich collection of diverse tourist spots that consists of Tirupati-one of the

worlds most visited place of pilgrimage, beautiful beaches of Vishakapatnam, hill stationslike Araku, Anantagiri etc and IT Hub like Hyderabad. According to Jayesh Ranjan, tourism


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secretary of Andhra Pradesh, said, "The maximum numbers of visitors come to bow in front

of Lord Balaji in Tirupati, and they are followed by those who come for a holiday and mostly

head to Visakhapatnam, one of the few cities that has the sea and hills in close proximity. The

third most-visited city is Hyderabad, which mostly sees corporate tourists because of the

presence of so many Fortune 500 companies."

Similarly UP has Taj Mahal which is one of the seven wonders of world thus attracting huge

population of national and international tourists.

Also tourist departments have come up with major tourism programmes like Rajasthans

Padharo Mharo desh, Madhya Pradeshs Hindustan ka dil dekho, Goas 365 days on

holidayto boost tourism growth in their respective states.

Some of the core competencies of Maharashtras competitors are:

Competing States Competing theme

Goa Beaches

Madhya Pradesh Hill Stations/ Forest

Chhattisgarh Forests

Gujarat Pilgrimage/ Hill stations

Rajasthan Heritage

Karnataka Hill stations/ Pilgrimage

Uttaranchal Adventure/ Pilgrimage

Andhra Pradesh Pilgrimage/ Hill stations


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2. SEGMENTATION, TARGETING AND POSITIONING ANALYSIS

2.1CURRENT MARKET SEGMENTATION & CONSUMER BEHAVIOUR

The consumer sector in tourism is very vast and varies according to the type of destinations.

The diversified terrains & historic and religious places in Maharashtra can help the state

create a unique positioning for itself. The Tourist population currently visiting as well as

likely to visit the state can be segmented on the basis of their demography, psychography and

behavioural patterns.

Fig4: Segmentation of Current & Prospective Tourists

Current & prospective Touristsegmentation

Demographic

Age

6-19 years

20-45 years

Above45 years

Familysize

Single

Youngmarried,

nochildren

Young,

married,children

Old, married

Income

Low

Middle

Uppermiddle

Upper

Psychographic

Cultureoriented

Outdoororiented

AdventureOriented

behavioural

Occasions

Honeymoon

Vaccations

Businesstours

Readiness stage

Unaware

Aware

Interested

Informed

&Interested


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The segmentation of consumers present a clear picture of which sector of consumers to target

and the subsequent marketing strategies to be adopted for each consumer class.

2.2TARGET CONSUMERSNATURE &BEHAVIOUR

The demographic segmentation identifies potential as well as current tourists under the age

groups of 20-45 yrs & above 45 years.

The tourists from age group 20-45 will include the following different types of consumer

behaviour:

Teenagers Tours are conducted by colleges and other educational institutes forrecreation as well as knowledge development like Industrial visits. Such groups of

tourists can be attracted by offering them various discount schemes like Student

discount etc. These groups will not only help generate revenue but also help

publicise different places through word of mouth publicity. Creating good ambience

& helpful services may ensure return of these tourists with their families.

Newly married couplesCouples visiting the state for honeymoon can be a majorsource of income. Such couples expect comfortable and safe stay. These tourists can

be served with premium services so as to turn their stay in the state memorable and

enjoyable. This will not only generate above marginal revenue but also create a warm

and hospitable image of the state.

Young familiesYoung families with small children constitute a major percentageof the total tourist population. The income class of this group of tourists may vary

from middle to upper middle to upper class. Hence the tourism department should

provide flexibility of choices to each income group for the selection of hotels, food

and other amenities.

Business tours Maharashtra being an important state in terms of national andinternational business, witnesses a lot of tourism due to people coming on business

trips. Such tourists are very important source of revenue generation. MTDC can come

up with tie-ups with different corporate houses to encourage business tourism in the

state.

The tourists from age group of above 45 years will include the following different types of

consumer behaviour :


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Old couples Old couples may be offered different discount schemes like Seniorcitizen discount, Ex-army man discount etc. Many old couples prefer going alone

on vacations without depending on their children. Such tourists can be attracted by

providing them special package tours like Second honeymoon package. Such

package tours will not only be profitable to the state revenue generation but also a

rejuvenating experience for the tourists. This will again help in creating positive word

of mouth publicity.

Groups of old people Old tourists often prefer travelling in groups. These groupscan be provided with special accommodation facilities aided with doctors and other

emergency services. Differentiation of services can also be made according to the

income class of these groups. Premium services based on the income class can be

provided in the form of theme tours canvassing the traditional side of Maharashtra.

Religious tour packages can be offered to these tourist groups.


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2.3POSITIONING OF MAHARASHTRA

Maharashtra is a state full of diversity in terms of nature, culture, religion history and

heritage. It is a state rich in natural resources, full of unexplored beaches, forests & national

parks. Various art forms like warli, biddi etc, ancient caves and monuments of Ajanta &

Ellora, elephant, forts of Daulatabad, Ratnagiri, Raigarh, Pune etc has kept the old world

charm alive in the state. The capital of the state, Mumbai is the financial capital of the nation

and one of the busiest metropolitan cities of india. Pune is considered as one of the biggest

educational hubs of the nation. Maharashtra is a state with strong and steady religious belief.

The state represents a unique blend of different religious beliefs. Haji ali in Mumbai, Shirdi

Sai Baba, Ganapati pule, Ashtavinayak, Alandi, jyotiba & mahalakshmi temples in Kolhapur,

gajanan maharaj temple in Shegaon etc are places which hold strong religious faith in the

mind & soul of almost all Indians.

Thus, Maharashtra can be ideally positioned as a reflection of India which is an epitome of

unity in diversity. Keeping this in mind, we have come up with the tagline,

MaHaRashtra-MaHaIndia


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In view of these factors, few strategies have been proposed which would aim to overcome the

above mention problems.

3.2MARKETING STRATEGIES

3.2.1 STRATEGY 1:ORGANISING ANNUAL FESTIVAL

3.2.1.1 The Concept

Maharashtra has a lot to offer to the tourist visiting the state. But as already discussed, many

people are unaware of every face of the state. This forms the basic intention for design &

organisation of an annual festival which will mainly concentrate on achieving the following

targets:

Showcase all forms of art and culture of Maharashtra Spread awareness about various tourist places present in the state as well as the

speciality and charm of each of these places.

Showcase the rich history, art & culture of the state. Expose & promote the unexplored places to tourists and also tell them the best

seasons to visit these places.

Create a warm, friendly, funfilled ambience which will help the tourists experienceand enjoy a great stay in the state.

Create a grand image of the state Create hype during seasons of low tourism turn over

Following are the different aspects of the festival and their subsequent stage wise

implementation:

3.2.1.2. Name

The name of the annual festival should be such that it conveys the general message of a one

of its kind, grandiose celebration of the state which will showcase the state. Also the name

should possess national appeal. Keeping these goals in mind, an appropriate name would be

Maharashtra Mahotsav

3.2.1.3 Venue

The venue should be chosen in such a way that it has the basic infrastructure to support a

festival of such a large scale. This includes fulfilling the following requirements:


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The already popularity of the place will have a two-fold advantages. Firstly, the city is

already well equipped and well-experienced to manage huge crowds as it has been organising

Sinhastha Kumbh Mela. Secondly, the city has many well established tourist spots which will

add value to the overall tourism plan of a tourist as well as source of revenue generation for

MTDC.

3.2.1.4 Time

Most pleasant season in Maharashtra is generally between September and October. This is

also the time of beginning of festive season across the nation. Thus, schools and colleges will

have holidays during some part of this period (depending upon the time of festivals). Also,

this is generally the end of first quarter of the financial year in almost all corporate houses,

hence relatively light season in terms of work load. These reasons make this time of the year

the perfect time for Maharashtra Mahotsav. The dates for the year 2010 is 22nd to 24th

September.

3.2.1.5. Tickets

The tickets of the festival will be sold atleast three months beforehand. The cost of ticketswill vary from Rs100 to Rs700 depending upon different packages and premium charges.

3.2.1.4 Events

The events of the festival will vary from year to year but the goal of all events should

ultimate lead to promotion of tourism in the state. There will be theme every year which will

govern the subject of all the events. The theme for the year 2010 will be Mitti Veero

Ki...Gathaye Veerta ki. As the name suggests, the theme will revolve around the lives of all


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brave sons and daughters of the soil of Maharashtra. The various events decided for the year

2010 are as given below in the form of a screen shot.

Fig 6 : Section of brochure showing the sequence of events in Maharashtra Mahotsav


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3.2.2 Promotion & branding of Maharashtra Mahotsav

The festival Maharashtra Mahotsav will be carried out on pan-India scale. Hence it is very

important to attract tourists across the nation as well as abroad. Promotional and advertising

schemes for promoting Maharashtra Mahotsav will broadly include the following categories:

Fig 7: Integrated Marketing Communication Proposed for Promoting Maharashtra

Mahotsav

3.2.2.1 Mass Media promotion

This is one of the most important promotional strategies. The aim of this promotional scheme

is to reach out to as much as population as possible to create a mass appeal for the festival.

The scheme will include the following steps:

TV commercials on national channels highlighting various key features of the festival. Radio jingles will be aired across various cities.

3.2.2.2 Social Media Promotion

Internet is increasingly becoming one of the most important channels of communication and

promotion as more and more people are getting accustomed to the usage of internet. Social

IMC

Massmedia

Socialmedia

AmbientMarketing

Printmedia


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media, thus, can be effectively used to create mass awareness for the festival. The scheme

will include the following steps:

Creation of an event page on social networking sites such as Facebook, Twitter etc togenerate buzz about the festival.

Launching of a page on the website of Maharashtra Tourism DevelopmentCorporation specially dedicated on Maharashtra Mahotsav. This page will not only

promote the festival but also spread know-how about every detail of the festival like

sequence of events taking place, various artists performing in different events,

sponsorships, bookings of accommodation, tickets for the festival etc.

Advertise Maharashtra Mahotsav in various other ticket booking sites likewww.makemytrip.com,www.yatra.com,www.irctc.co.inetc.

3.2.2.3 Ambient Marketing

The key to a successful ambient media campaign is to choose the best media format available

and combined with effective message. Thus this form of promotion can be done by using

print adds, role plays at important terminals like in front of the MTDC counters in important

airports, spreading word of mouth publicity etc.

3.2.2.4 Print Media Promotion

Print media promotions will comprise of the following forms of advertisements:

Preparation of a detailed brochure of the festival which will give every minute detailabout all events. This brochure will be made available at all counters and offices of

MTDC as well as tourism offices of other states.

Pamphlets will be prepared to give a brief overview of Maharashtra Mahotsav. Thesepamphlets will be distributed to all major corporate houses so as to attract the

corporate crowd. These can also be attached along with the magazines provided in

different airlines like Air India, Go Air, Jet Airways etc.

Advertising in national news papers like Times of India, Hindustan Times, and IndianExpress etc.

Advertising in famous travel and living magazines. Posters and billboards in front of railway stations and some chain of shopping malls

(eg: Future Group) across the nation will be effective in promoting the festival.
http://www.yatra.com/http://www.yatra.com/http://www.yatra.com/http://www.irctc.co.in/http://www.irctc.co.in/http://www.irctc.co.in/http://www.irctc.co.in/http://www.yatra.com/


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3.2.3 Stagewise Completion Of Project Maharashtra Mahotsav

Stage 1

PLANNING

(April- May)

Finalizing the scheme of Maharashtra Mahotsav with respect to venue

& theme of the year, sequence of events, artists to be invited and theirsubsequent availability.

Approaching for & finalizing sponsorship for different events.

Deciding and finalizing the slot and positioning of different stallsparticipating in food festival , art and craft exhibitions etc.

Stage 2

MARKETING

(June-september)

Marketing & promotion through brochures (june-september)

Marketing & promotion through ambient media (August- September)Marketing & promotion through distribution of pamplets (August-September)

Marketing & promotion through advertisements in newspaper, television, radio, social media etc. (September)

Stage 3

IMPLEMENTATION

(September)

Organising the festival by building the necessary infrastructure interms of stages, tents, lighting etc.

Arrangement for accomodation of the artists, performers andparticipators in all events


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3.2.2 STRATEGY 2:CUSTOMIZED TOURISM PLANS

As analysed in segmentation, the tourist population can be segmented into different segments

as per their age, disposable income, purpose of tourism, family size etc. Accordingly different

segments have different requirements and expectations from the tourism packages. To serve

their needs MTDC can come up with customized tourism packages wherein the tourists can

select tourist destinations of their own interest and income status. For example teenagers and

youths can select trekking areas, beaches, theme parks and places providing water sports as

their tourist spots, whereas tourists of mid age or older can select places of pilgrimage, hill

stations as their tourist destinations in their package.

3.2.2.1 Proposed Tourist Packages

1) Historical places packagesa) Tour-de-fort: Esplanade to the numerous and famous forts o0f Maharashtra

Raigarh fort, Sindhu durg, Murud Janjira, Panhala, Vijatya durg, Shivneri,

Sinhagad etc.

b) Expedition of caves: Making the most of the rich collection of ancient caves thestate has like Ellora, Ajanta, Elephanta, Kanheri, Karle, Aurangabad caves, etc.

2) Adventurous tour packagesa)

TrekXplore tour: Package including tourist spots like trekking peaks on theSahyadri range like Harischandra, Konkan Kada, Bhimshankar, Ratangad, Dukes

Nose, Vasota, etc. and places like Lonavala, Khandala, Water kingdom, Essel

world, Sharahyadri, .Matheran can provide a beautiful yet adrenalin pumping

experience to the tourists.

b) AquaShor: Package providing all types of water sports like paragliding, rockclimbing, canoeing, kayaking, snorkeling, and scuba diving in places like Kolad,

Tarkarli, Koyna, Manor.


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c) Sun & Sand: Visits to various beautiful and stunning beaches along the coastalline of Maharashtra like Madh Island, Versova, Aksa, Juhu, Ali Baug, Kashid,

Ganpatipule, Tarkarli, Guhagar, etc.

3) Religious Tourism:Ashtavinayak Yatra: The package would cover visiting all the eight ancient holy

Ashtavinayaks of Lord Ganesha situated around Pune i.e. the Ballaleshvara temple

at Pali, Varad Vinayak at Mahad, Mahaganpati at Ranjangaon, Chintamani at

Theur, Siddhinvinayak at Siddhtek, Moreshwar at Morgaon, Vigneshwar at Ozar,

Girijatmaj at Lenyadri.

Various other historical places and temples can be included in the package like the

Bibi Ka Maqbara at Aurangabad the Mahalakshmi temple at Kolhapur, Haji Ali in

Mumbai, the cities of Nasik, Trimbak famous for religious importance and the city

of Pune the seat of the Maratha Empire.

3.2.2.2 Phase-vise implementation of the strategy:

Although similar kinds of package already exist but the above packages can be customised by

the tourist according to his preferences. For example a tourist can take Trekxplore as his base

package and can add few places from Aquashor in his custom package, or can select few

places from Expedition of Caves and Trekxplore to create his own package tour.

Phase 1: Infrastructure Development:

To provide the tourists with a facility to customize their package a software system and User

Interface should be developed and installed that would enable the tourist to select different

places from different packages. A link shall be added in the Maharashtra Tourism website


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that would enable tourists to select tourist spots of their own choice from a dropdown list

anywhere in Maharashtra.

Phase 2: Promotion and Marketing:

a) Social Media Promotion:The process of promotion through social media would include announcement of the

customized package tour program as latest updates in the facebook page created by

us.

Announcement of the program in Maharashtra Tourism website. Advertise Maharashtra Mahotsav in various other ticket booking sites like

www.irctc.co.in, jetairways.com, Indian-airlines.com etc.

Mass Media Promotion

Promotion through Mass media can be done by airing radio jingles in radio channels.

Print Media Promotion

Print media promotions will comprise of the following forms of advertisements:

Advertising in national news papers like Times of India, Hindustan Times, and IndianExpress etc.

Advertising in famous travel and living magazines.Phase 2: User Interface and Cost Calculation:

The interface would require the tourist to sign in the link giving some of his details like name,

age, family size etc. and then he will be displayed with the existing tourism packages

provided by the MTDC. If he wants to select one of those packageshe can select it from the

interface, else he can create his own package from the tourist spots covered in different

packages by selecting spots of his choice and comfort.

Once the tourist has created his package, the software will calculate the price of the package

by taking into consideration the following factors:


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a) Total fare of the mode/modes of transport from the first to the last destination ofthe package

b) Accommodation farec) Service chargesd) Taxes, etc.

Phase 3: Processing of Request and declaration of schedule of travel:

Once the total cost has been displayed on UI to the tourist, he will be given a one week

window and during that window the following activities will be performed:

a) Count of tourists who have selected a similar package will be recorded andaccordingly feasibility of the package will be decided upon.

b) The package will be explained and presented to the package providers (agents,drivers, etc.) and again feasibility of the package will be evaluated.

c) The final decision and detailed schedule of starting and ending of the tour will becommunicated to the tourists through mails.

Phase 4: Implementation of the process:

Conducting the tour will be the final phase of the package process. This will be handled by

the travel agents that are organizing and taking care of the current process of MTDC.

Fig: Phase-vise implementation of Strategy

Infrastructure Development

Promotion and Marketing

User Interface and Cost Calculation

Process Request and ScheduleDeclaration

Conduction of Tour


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3.2.3. Miscellaneous Programmes:

Fig: Ratnagiri beach

1) Strategy for Tourism promotion in Undiscovered places of Konkan area:Some of the beautiful yet less popular tourist destinations in Maharashtra are Amboli,

Ganpatipule, Ratnagiri fort, Raigad, Sindhudurga, Harihareswar, Velneshwar, etc. Such

tourist spots can be made popular by enhancing their charm and liveliness through subtle

changes in the ambience of these places. Also various tourism packages can be introduced

that can also be altered to enable the tourists to select the places of their choice.

Promotional Strategy:

As the tourist spots are not very popular among the tourists, aggressive promotional measures

should be made so that these places become popular. The beaches of Ratnagiri, Kasid and

Kihim of Ratnagiri, chilled mountains of Amboli, etc. are the places that require promotion as

attractive tourist destinations This can be achieved by the following ways:-

Developing local colorful markets that are in close proximity of the main touristattraction of these places.

Hawkers of art and crafts in the local areas can be asked to put up stalls at the

beaches, nearby the fort area etc. on a contractual basis. This would ensure increased

tourist awareness of the various arts and crafts of Maharashtra and development of the

spot as well.

Facilitating bullock cart rides and horse rides around the places:Bullock cart rides and horse rides around the places can be encouraged as a means of

transportation, thus ensuring of keeping the natural beauty and freshness of the places

intact and unaffected of the growing tourist footfalls and development of the spot. It


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would also provide a feel of the rural and traditional culture. Promotion of this kind

can come under the Rural Tourism Program.

Providing Multilanguage guide instruments to foreign tourists.

Organising role plays at historically relevant tourist spots informing the touristsabout the heritage and undiscovered destinations of the state.

Introducing open roof buses running through selective routes to promote tourism inareas like konkan.

2) Medical Tourism:

India is renowned in the world for its rich Ayurveda and Yoga medical therapies, products

and asanaas. Factors like good infrastructure in major cities, good majority of population

speaking English and Indian surgeons having world class skills and surgical exposure have

added to the advantage. Leveraging on this opportunity Maharashtra Tourism can attract

more national and international tourists by organising special medical world conferences,

discussion forums, opening new spas, health clubs, health farms etc.

Fig: Bidri, Sawantwadi and Warli art forms

3) Cultural Tourism:In order to further promote art and culture of Maharashtra, various folk dances, music

shows can be organised at tourist places and also broadcasted in various channels like in

Doordarshan Bharti, Travel and Living, Discovery, etc. Also handicraft exhibitions can


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be organised at tourist spots to promote sale and branding of traditional arts and crafts

like Warli art, Sawantwadi paintings, Ajanta, Bidri etc.


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4. COST ESTIMATION AND REVENUE GENERATION

The factors responsible for incurring cost as given below:

A) For Maharashtra MahotsavCost(for 3 days) In Rs.

Ground Rent 450000

Parking Ground 150000

Infrastructure Cost (canvas cloth,

bamboos, iron poles and support, chairs

and other furnishing, lamp sheds, other

decorative etc)

10000000

Electricity Cost 500000

Water Cost 15000

Security Cost 200000

Support Staffs 50000

Hotel room cost 300000

Video Shooting Cost 300000

Advertisement & Promotional Cost* 10000000

Total(A) 21965000

Event Wise Costing

Day 1

Inaugural Ceremony Cost 1000000

Cast & crew(Evening Performance) 5000000Day 2

Prize money 1000000

Stage Performers(National) 5000000

Day 3

Theme Decoration Cost 500000

Performers Cost 1000000


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Closing Cermony 1000000

Total event cost(B) 14500000

Miscellaneous {c} 2500000

Total cost(A+B+C) 38965000

*Advertisement cost In Rs.

TV commercial 5000000

Radio Jingle 500000

Pamphlets 500000

Brochure 1000000

Newspaper Ads 2500000

Website Promotional 500000

Total 10000000

Earnings In Rs.

Vehicle Parking 1000000Entry Ticket cost 33750000

Sponsorships 5000000

Rent from the stalls

Art & craft Stalls 900000

Food stalls 1125000

Promotional Stalls 80000

Day 1

Evening Performance Tickets 250000

Day 2

National Performers Tickets 500000

Total Income 42605000

Profit 3640000

ROI 0.093417


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B) For customised tour plans:Items In Rs.

Software Development cost 1000000

Promotion Cost* 5000000

Infrastructure cost

Transportation cost 18000000

Accomadation Cost(Including Food)** 180000000

Service Charges 37698000

Total Charges 241698000

Miscellaneous***

Beach Tourism Cost 7500000

Medical Tourism Cost 500000

Cultural Tourism Cost 600000

Total 8600000

Items In Rs.

Revenue from Tourists(for 3 day) 360000000

Sponsorship 6000000

Total 366000000

Profit 124302000


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Promotion cost* In Rs.

Newspapers 3000000

Radio Jingle 1000000

Pamphlets 500000

Social Media Promotion Cost 500000

Total 5000000

**The accomadation cost will be a variable one which will

change as per the no. of tourist. Hence, this will not be

counted in the budget provided for tourism development.

The revenue realised will also be dependent on the no. of

tourist. So, we are just projection a one year figure on basis

of no. of tourist. The total budget of 10cr will be applicable

only for the initial start up. After that the plan will sustainitself from its own earnings.

***These expenses are for development of tourism

infrastructure and promotion of specail tourism concept. The

gain will be realised in longer run.


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5 . CONCLUSION

Tourism is a very important and precious activity of any country that brings both direct-indirect, tangible-intangible benefits to its citizens. Maharashtra plays a crucial role in the

tourism activity of India, its richness in historical monuments, arts, crafts, culture and

traditions, beaches, food etc. all can contribute extensively to boost tourism growth in

Maharashtra and in India on a whole. This would also enhance the economic and commercial

activities in the country that are indispensable for a countrys development. The revenues

earned, employment opportunities generated and investments attracted of the Multinationals

can help in overall development of India.

By implementing the above mentioned strategies and leveraging upon the rich resource-

reserve by following these methods MTDC can multiply the tourist figures in few years to a

very big number and can aim to top the tourism growth list of states of India in just 1-2 years.


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MaHaRashtra - MaHaIndiaREFERENCES

Book:

Marketing ManagementSouth Asian Perspective13th EditionBy: Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha

Website:

dspace.iimk.ac.in/bitstream/2259/543/1/95-101.pdf www.maharashtratourism.gov.in

Marketin Plan-The Invincibles

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