Download - Destination Kerala_JGK_Perception Analysis
Back ground
Launch of Homestay in Kovalam named lsquoOne
and only
Basic Product Offer includes promise of
authentic Kerala experience calm and quiet
surroundings accessibility
Services include bed and breakfast option
rejuvenation Ayurvedic treatment and
consultation Tour and Travel Planning and
execution
3
Determine Goal Step One
4
Understand Market
Understand Consumer
Exceed or deliver Consumer expectation through
productservice offer
Effective and integrated communication to support
visibility persuasion and usage
Effect customer satisfaction and cause repurchase or word of mouth
Step Two Analysis
Product Design brand
promise
Step Three
Market strategy Step Four
5
J Y O T H Y G K R I S H N A N
Project Objective
Identifying need gap in existing market
Consumer need analysis
Tailoring Basic productservice offer to manage
and excel consumer expectation
Append marketcompetitor offer versus
consumer expectation gap by higher consumer
connect through better product attributes
Design and plan execution of marketing and
communication strategy
6
Market Consumer
Research Objective
Idea generation through open ended discussion guide
Stimulation through concept card for product feedback R
ese
arc
h
me
tho
do
log
y
Mailer contact used to collect response
Qualitative research used to derive results due to time restraints
7
Market and Consumer Analysis
General impression
Fabricated tourist oriented products and services
by existing players
High disassociation from perceived benefits
related to vacation plan in Kerala
Overly priced stay options with standardized
luxuries and ornated cuisine
Lack of pristine local touch
8
Deteriorating
health ndash body
and mind
Need for
unwinding
unhindered
vacation
Cascade in
naturersquos lap
Family
Pressures
Less time
for family
Work
Deadlines
Boss traffic
Only You and
Me and the
moments
Experience the new
discover the
unexplored
passionate learning
Desire to brood
on history
culture new
people
Live the moment
Away from
crowd activity
sound hectic
lifestyle fights
Cacophony of Daily Life
Lack of fresh
air devoid of
nature
climate
9
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Determine Goal Step One
4
Understand Market
Understand Consumer
Exceed or deliver Consumer expectation through
productservice offer
Effective and integrated communication to support
visibility persuasion and usage
Effect customer satisfaction and cause repurchase or word of mouth
Step Two Analysis
Product Design brand
promise
Step Three
Market strategy Step Four
5
J Y O T H Y G K R I S H N A N
Project Objective
Identifying need gap in existing market
Consumer need analysis
Tailoring Basic productservice offer to manage
and excel consumer expectation
Append marketcompetitor offer versus
consumer expectation gap by higher consumer
connect through better product attributes
Design and plan execution of marketing and
communication strategy
6
Market Consumer
Research Objective
Idea generation through open ended discussion guide
Stimulation through concept card for product feedback R
ese
arc
h
me
tho
do
log
y
Mailer contact used to collect response
Qualitative research used to derive results due to time restraints
7
Market and Consumer Analysis
General impression
Fabricated tourist oriented products and services
by existing players
High disassociation from perceived benefits
related to vacation plan in Kerala
Overly priced stay options with standardized
luxuries and ornated cuisine
Lack of pristine local touch
8
Deteriorating
health ndash body
and mind
Need for
unwinding
unhindered
vacation
Cascade in
naturersquos lap
Family
Pressures
Less time
for family
Work
Deadlines
Boss traffic
Only You and
Me and the
moments
Experience the new
discover the
unexplored
passionate learning
Desire to brood
on history
culture new
people
Live the moment
Away from
crowd activity
sound hectic
lifestyle fights
Cacophony of Daily Life
Lack of fresh
air devoid of
nature
climate
9
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Understand Market
Understand Consumer
Exceed or deliver Consumer expectation through
productservice offer
Effective and integrated communication to support
visibility persuasion and usage
Effect customer satisfaction and cause repurchase or word of mouth
Step Two Analysis
Product Design brand
promise
Step Three
Market strategy Step Four
5
J Y O T H Y G K R I S H N A N
Project Objective
Identifying need gap in existing market
Consumer need analysis
Tailoring Basic productservice offer to manage
and excel consumer expectation
Append marketcompetitor offer versus
consumer expectation gap by higher consumer
connect through better product attributes
Design and plan execution of marketing and
communication strategy
6
Market Consumer
Research Objective
Idea generation through open ended discussion guide
Stimulation through concept card for product feedback R
ese
arc
h
me
tho
do
log
y
Mailer contact used to collect response
Qualitative research used to derive results due to time restraints
7
Market and Consumer Analysis
General impression
Fabricated tourist oriented products and services
by existing players
High disassociation from perceived benefits
related to vacation plan in Kerala
Overly priced stay options with standardized
luxuries and ornated cuisine
Lack of pristine local touch
8
Deteriorating
health ndash body
and mind
Need for
unwinding
unhindered
vacation
Cascade in
naturersquos lap
Family
Pressures
Less time
for family
Work
Deadlines
Boss traffic
Only You and
Me and the
moments
Experience the new
discover the
unexplored
passionate learning
Desire to brood
on history
culture new
people
Live the moment
Away from
crowd activity
sound hectic
lifestyle fights
Cacophony of Daily Life
Lack of fresh
air devoid of
nature
climate
9
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Project Objective
Identifying need gap in existing market
Consumer need analysis
Tailoring Basic productservice offer to manage
and excel consumer expectation
Append marketcompetitor offer versus
consumer expectation gap by higher consumer
connect through better product attributes
Design and plan execution of marketing and
communication strategy
6
Market Consumer
Research Objective
Idea generation through open ended discussion guide
Stimulation through concept card for product feedback R
ese
arc
h
me
tho
do
log
y
Mailer contact used to collect response
Qualitative research used to derive results due to time restraints
7
Market and Consumer Analysis
General impression
Fabricated tourist oriented products and services
by existing players
High disassociation from perceived benefits
related to vacation plan in Kerala
Overly priced stay options with standardized
luxuries and ornated cuisine
Lack of pristine local touch
8
Deteriorating
health ndash body
and mind
Need for
unwinding
unhindered
vacation
Cascade in
naturersquos lap
Family
Pressures
Less time
for family
Work
Deadlines
Boss traffic
Only You and
Me and the
moments
Experience the new
discover the
unexplored
passionate learning
Desire to brood
on history
culture new
people
Live the moment
Away from
crowd activity
sound hectic
lifestyle fights
Cacophony of Daily Life
Lack of fresh
air devoid of
nature
climate
9
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Market Consumer
Research Objective
Idea generation through open ended discussion guide
Stimulation through concept card for product feedback R
ese
arc
h
me
tho
do
log
y
Mailer contact used to collect response
Qualitative research used to derive results due to time restraints
7
Market and Consumer Analysis
General impression
Fabricated tourist oriented products and services
by existing players
High disassociation from perceived benefits
related to vacation plan in Kerala
Overly priced stay options with standardized
luxuries and ornated cuisine
Lack of pristine local touch
8
Deteriorating
health ndash body
and mind
Need for
unwinding
unhindered
vacation
Cascade in
naturersquos lap
Family
Pressures
Less time
for family
Work
Deadlines
Boss traffic
Only You and
Me and the
moments
Experience the new
discover the
unexplored
passionate learning
Desire to brood
on history
culture new
people
Live the moment
Away from
crowd activity
sound hectic
lifestyle fights
Cacophony of Daily Life
Lack of fresh
air devoid of
nature
climate
9
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Market and Consumer Analysis
General impression
Fabricated tourist oriented products and services
by existing players
High disassociation from perceived benefits
related to vacation plan in Kerala
Overly priced stay options with standardized
luxuries and ornated cuisine
Lack of pristine local touch
8
Deteriorating
health ndash body
and mind
Need for
unwinding
unhindered
vacation
Cascade in
naturersquos lap
Family
Pressures
Less time
for family
Work
Deadlines
Boss traffic
Only You and
Me and the
moments
Experience the new
discover the
unexplored
passionate learning
Desire to brood
on history
culture new
people
Live the moment
Away from
crowd activity
sound hectic
lifestyle fights
Cacophony of Daily Life
Lack of fresh
air devoid of
nature
climate
9
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Deteriorating
health ndash body
and mind
Need for
unwinding
unhindered
vacation
Cascade in
naturersquos lap
Family
Pressures
Less time
for family
Work
Deadlines
Boss traffic
Only You and
Me and the
moments
Experience the new
discover the
unexplored
passionate learning
Desire to brood
on history
culture new
people
Live the moment
Away from
crowd activity
sound hectic
lifestyle fights
Cacophony of Daily Life
Lack of fresh
air devoid of
nature
climate
9
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Green Blue AloneFamilyLover
Backwatersbeachesriversmountains
ima
ge
s
Hammock by waterfrontreading bookmassagehealthy food
Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices
imp
re
ssio
ns
Away from rest of the world laid back carefree
Learn and savor new cuisine art forms
Discover and lull in pristine nature be adventurous be natural
Befriend people be at home experience different culture acknowledge history
Experience life in Kerala in its authentic form
10
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
A gateway to supreme taste
11
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
12
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Homestay Hotel
Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension
Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine
13
J Y O T H Y G K R I S H N A N
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
14
J Y O T H Y G K R I S H N A N
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Design and Develop Product Prototype
An ideal homestay should address the consumer disconnects in existing options and competitor offers
Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product
Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land
Gentility un affected and unadulterated offers rate high in consumer mindset
Comfort and natural setting preferred to luxury and standardized offers
Pricing below hotelsrsquo and taking exceptional care to provide value of money 15
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya
Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities
Travel and touring of unexplored land ndash trekking star watch
Visiting people places palaces museums temples churches etc apart from the frequent tourist destination
Understanding personal need and tailoring services as per client specification with maximum authenticity
Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return
16
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Value for money through superior service and customized offers
Authentic stay taste culture art treatment travel
Home away
from home
Relevant safe
credible
dependable
17
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY
Generate visibility
Address inhibitionsconcerns
Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media
Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact
Reviews in travel dictionaries like Lonely
Planet Travel magazines and travelogue in visual
media
Develop comfort affordable authentic brand
image
Create surprise elements unique for each
traveler
Blogs travel sites travelogues magazines frequented by target customer
Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers
18
FOR ONE amp ONLY