IMC CAMPAIGNPONDICERRY

PRESENTED BY:

Naghma

Neha

Hari

Yadu

Marketing Analysis

MARKETING BACKGROUNDMarket trends and overview

“PONDICHERRY OVERVIEW”

DATA: PONDICHERRY

LocationSouth-East Asia.

Area290 sq km.

Population950,289 (2011).

Population Density3232 per sq km.

Languages spoken

Tamil, English, Malayalam,

Telugu, French, Hindi

Pondicerry, Karaikkal, Mahe, YanamDemographics

LocationSouthern part of India on the Coromandel Coast of the Bay of Bengal Bounded by Tamil Nadu on its North, West and South

Latitude Between 11°46' and 12°30' of North

Longitude Between 79°36' and 79°52' of East

Area 492 Sq kms

Climate Warm throughout the year

Max Temperature 31.5°C

Min Temperature 23.9°C

Average Annual Rainfall 130 cms

Capital Pondicherry

Population 1244464

Languages Tamil, English, French, Telugu and Malayalam

ReligionHindus, Christians, Muslims and very few Jains, Sikhs and Buddhists

Best Time to Visit October to March

Clothing Cottons throughout the year

ECONOMY• Pondicherry economy can be

characterized as an “open” economy with flows of virtually all factors of production including natural resources, labour, capital and technology

• Financial flows to Pondicherry occur not only from adjoining states, but also from different parts of the country in various forms for investments, services, etc

• there are also flows from outside the country due to both remittances from NRIs and pensions paid by the French Government

HISTORY• The Portuguese have been here. So

have the Dutch, The Danes, The English And the French

• The French first set foot here in 1670 and left a part of them when their undisturbed rule finished in 1954

• In the year 1963, the Parliament enacted the Government of Union Territories Act which provides for Legislative Assemblies and Council of Ministers in the Union Territories

cont.• Most of the population in

Pondicherry depends on agriculture and around 90% of the area is irrigated

• There are many small-scale, large-scale and medium-scale industries in Pondicherry. About a major portion of the population here is employed in the industrial sector

CULTURE • It has several cultures brought

together• In spite of its French culture and

character, the place is truly Indian• Various fairs and festivals form an

integral part of the culture of Pondicherry

• The presence of two dominant influences have made the Pondicherry culture complex but very vibrant at the same time.

• The French cuisine blends well with the local cuisines

FESTIVALS IN PONDY • De Jure Transfer Day• Vinayagar Chathurthi• Veerampattinam Festival• Navratri• Gandhi Jayanthi• Ayudha Puja• Bakrid• Deepavali• Muharram• Shiva Ratri• Fete De Puducherry• Karthikai Deepam• X Mas Eve and New year• Masi Magam

FESTIVALS IN PONDY

• Pongal• Milad Un Nabi• Republic Day• Mothers Birth Anniversary• Holi Festival• Tamil New Year• Good Friday• Akshaya Thrithiya• Villianur Temple Festival• Bastille Day• Aadi Amavasai• Independence Day• Sri Aurobindos Birth

POLITICAL SITUATION

• The district government in Pondicherry appoints the Chief Minister who is nominated as a member of the Legislative Assembly

• There are various political parties which are responsible for the changes and progress of Pondicherry.

• Its politics has a great influence of the Congress and BJP party which are the two major political parties here.

Logo/ Slogan

• We believe tat Pondicherry is the most famous for its beaches and is always as young as it could be.

TARGET MARKET

“Both Domestic and International tourism lovers”

COMPETITIVE ANALYSIS

COMPETITIVE ANALYSIS

• Direct competitors: Cities that share similar characteristics to Pondicherry in India are :-

1. Goa

2. Vishakapattnam

3. Puri

1. Goa Attractions:

-beautiful beaches-temples & church-fort-waterfall

Festival:-Ganesh chaturthi-carnival-Old goa feast-Margao Feast

Competitive analysis

2. VishakhapatnamAttractions:

-caves

-temples & church

-park and sanctuary

-waterfall

-museum and zoo

Festival:

-Chandanotsavam

-lumbini festival

-Vishaka utsav

-Music festival

Competitive analysis

3. PuriAttractions:

-lake

-temples & church

-beach

Festival:

-Rath Yatra

-Akshaya tritiya

-Uttarayana

Competitive analysis

MARKETING BACKGROUND

SWOT ANALYSISPONDICHERRY

STRENGTHS

• Puducherry (Pondicherry) is well known Heritage destination – French Colonies

• Has varied attractions Heritage, Cultural, Beach, Backwaters, and Religious.

• Significant number of international tourists visits every year.

• Also internationally well known for Aurobindo Ashram and Auroville

• Arikamedu site is recognized as Archiological site• Attractions in Puducherry are easily accessible from

Puducherry town • Good connectivity by railway and road

WEAKNESSES

• Puducherry in general a destination by itself with attractions within 20 km radius.

• Number of attractions in Puducherry is less comparatively due to which normal stay of a tourist at Puducherry is restricted to a day or maximum 2.

• Lack of adequate marketing and promotion of the monuments such as Arikamedu

• Lack of Air connectivity • Lack of adequately trained guides and information on the

monuments is an issue raised by tourists. • Lack of quality way side amenities and public conveniences

on the way to the major tourism destinations.

OPPORTUNITIES

• Given the nature of the attractions in this circuit, the Circuit can be developed as an Integrated Tourism hub.

• Given its proximity to Chennai, the circuit can be linked with the Priority Circuit of Tamil Nadu and can be one of the gateways to tourism, thus offering varied destinations and attractions to match the interest of the tourist

• Tourism can be a major income source for the local people living around the tourism destination in addition to agriculture and allied activities.

THREATS

• Lack of intensive marketing and promotion of the tourism destinations in this circuit leading to low demand pull for visitors to the destinations. Currently the bulk of the domestic tourists are from the surrounding regions in Karnataka and Tamil Nadu.

• Poor connectivity and infrastructure facilities to the tourism destinations. This is considered as a major issue by the tourists visiting the destinations.

• It is very much essential to create more attractions in and around Puducherry to attract more tourists and also prolong the stay of the tourist at Puducherry

Integrated MarketingCommunication

IMC STRATEGIC OBJECTIVES

• To increase the visibility of Pondicherry in tourism map

• Increase the percentage of tourist inflow when compared to tourists all-India wise

• Create better image of Pondicherry through the use of IMC

Pondicherry Tourism - Facts

• Tourism ministry decided on Pro-Poor approach

• Department of tourism(DoT) is responsible for promotion and development of tourism

• The number of visitors from south India including Chennai contributes to more than 75% of the domestic tourists

• French tourists account for almost one-fourth of foreign tourist inflow

Tourism statistics

YearDomestic tourist

Foreign tourist Total Growth %

2014 - till August

7,24,792 49,953 7,74,745 (+) 7.50%

2013 1,068,184 61,516 11,29,700 (+) 9.18%

2012 9,81,714 52,931 10,34,645 (+) 8.88%

2011 8,97,986 52,298 9,50,284 (+) 7.15%

2010 8,35,872 50,964 8,86,836 (-) 2.03%

2009 8,51,192 54,038 9,05,230 (+) 1.93%

2008 8,27,799 60,306 8,88,108 (+) 3.72%

2007 7,98,528 57,682 8,56,210 (+) 22.57%

2006 6,52,245 46,273 6,98,518 (+) 14.50%

2005 5,74,011 36,009 6,10,020 (+) 3.33%

2004 5,58,445 32,053 5,90,498 (+) 12.32%

2003 5,00,139 25,559 5,25,698 (+) 5.01%

2002 4,80,519 20,094 5,00,613 (+) 0.33%

2001 4,76,804 22,115 4,98,919 -

Pondi – Existing Proposals

• The Plan allocation in the current financial year is ` 65.50 crore. An MoU has been signed with Ille-et-Vilaine, a Country Council in France for promotion of tourism.

• A new website for the Department for destination marketing has been launched. New Media Agency has been appointed to carry out 360º media campaign for Puducherry Tourism.

• It is also proposed to complete Phase-III of MaheBeach Walkway.

• Development of Nallambal Lake36 in Karaikalregion will be taken up in this year.

• Special tourism zone at Manapet, Star Hotel at Old Distillery premises in Puducherry, Star Resort and Water Park at Murungapakkam will be taken up this year under PPP mode after obtaining the approval of the Central Government

• Action has been initiated for development of heritage areas in Puducherry, development of Thirukameswarar Temple at Villianur, Eco Beach developments in Puducherry, development works in Bharathi Park and extension of beach promenade in Puducherry.

Tourism Carrying Capacity

• TCC is defined as the maximum number of people that may visit the tourist destination without causing destruction of the physical, economic and socio cultural environment and an unacceptable decrease in the quality of visitors‟ satisfaction.‟ (Alvin Chandy, 2009)

• TCC is analyzed by Physical-Ecological, Socio-Demographic and Political- Economic factors

IMC Selection

1. Advertising

2. Publics Relation

3. Sales Promotion

4. Interactive

ADVERTISING

AIMS:

• Main aim is to introduce Pondicherry to both domestic and foreign tourists

• To increase interest and awareness in people

• Provide the details for planning the holiday

TACTICS:

• Using TV commercials, print media, and radio

• TV commercials are given in specific channels during programs related to travel and tourism

• Used for promoting Pondicherry nationally as well as internationally

PUBLIC RELATIONS STRATEGY

AIMS:

• Help promote the allied hotels and resorts• Inform unique selling point and promotional program

to stimulate sales• Reinforce advertising message• Create positive feelings• Create special events to attract tourists

– Eg: Heritage car rally, samba de Roda etc.

SALES PROMOTION STRATEGY

AIMS:

• Stimulate people to purchase for tourism

• Capture people’s attention to the campaign

• Increase the percentage of domestic tourism

• Create positive feelings and preferences

TACTICS:

• Discount promotion- in alliance with hotels and resorts to offer discounts and packages for tourists

• Internet – provide detailed information about Pondicherry

• Website: www.ponditourism.in www.tourism.pondicherry.gov.in

4. INTERACTIVE/ INTERNET

AIMS:

• Create awareness and remind people about the campaign

• Provide detailed information about Pondicherry and the campaign

• To facilitate people by offering and recommending further services

• Create buzz among surfers

MEDIA TACTICS

Overall Media Strategy

Coverage:

• International: Focuses on TVCs and print ad.

• Domestic: Focuses on out-of-home media, prints, and radio spots.

Seasonality:

• Promote Campaign: September 2008-November 2008

Working Media Budget:

• 250 Million Baht

Rationale

• Every media tactics are decided to cover as much as possible of the target audiences both international and domestic within the working budget.

• Try to maximize the reach within frequency provided by exposing at the time and programs that most target audiences will watch

• By doing so is concerned with and campaign period working budget

Media Tactics

Media Plan

Media Selection & Rationale

Television:

• International coverage

• Mass audience

• Cost-effective

• Strong impact

Media Selection & Rationale

Radio:

• Local coverage

• Segmented audience

• Flexibility

• Inexpensive

Media Selection & Rationale

Newspaper:

• High coverage

• Local reach

• Flexibility

Media Selection & Rationale

Magazine:

• Segmented audience

• Long life span

• Visual quality

Media Selection & Rationale

Out-of-Home:

• Local coverage

• Situational

• Good impact

• Reminder

• Inexpensive

Media Selection & Rationale

Interactive and Alternative:

• Inexpensive

• Customizable

• Interactive relationships

• Creative ad.

• Reminder

WORKING MEDIA PLAN

Working Media Plan

Television:• Programs:

- Sancharam (Asianet News): Sunday at 11:30 p.m.

- Trip (NDTV Good Times) : Wednesday at 8:00 p.m.

• 1 video during a show

• Rationale: Focus on travel and adventurous reality programs. Most of our target (17-32 years old) watch these types of TV shows.

Tariff

Working Media Plan

Radio:Red FM 93.5

Radio Mirchi

Big FM 92.7

AIR 103.5Flighting pattern – For domestic only

• Announces at morning drive time 8 – 10 a.m.and evening rush hour period 5 – 7 p.m.

• Pushing period first 2 weeks and last 2 weeks• Stop period for 2 weeks inbetween

• Rationale: These radio stations have a lot of station fans that are our targets which are teens (young adults)

Working Media Plan

Newspaper:The Hindu

• Frequency: Weekly once

• Rationale: It is the most widely read English newspaper in Kerala, Tamil Nadu and Karnataka

Times of India

• Frequency: Weekly once

• Rationale: The Hindu has the largest circulation in India and can reach the mass.

Tactics:• Pulsing pattern - only in every Sunday issue on the back cover• Promote only domestic

• Pushing period - first 2 weeks and last 2 weeks of the period employ full page 4 colors

• Low period – the other weeks employ half page 4 colors

Working Media Plan

In-flight Magazine:Vistara, Singapore Airlines in flight magazine

Spice Route, Spice Jet in flight magazine

Shubh Yathra, Air India in flight magazine

• Frequency: Monthly

• Rationale: It’s high exposure and easy to get attention because reading in-flight magazine is seem to be the normal activity in flight.

Working Media Plan

Magazine: DomesticIndia Today, Travel Plus

• Frequency: Monthly

• Full page, 4 colors

• Rationale: It’s a popular travel

magazine and their main target is

20-35 age group which it fits our target.

Working Media Plan

Out-of-Home : DomesticBillboard (Printed poster)• Cochin International Airport, Cochin• Kemegowda International Airport, Banglore• Chennai International Airport

(series of billboards)

• Rationale: These areas are very good places to capture people attention, especially the tourists that have to pass these areas. Moreover, the billboard in these areas is very big which will make our ads outstanding.

Working Media Plan

Out-of-Home : DomesticTransit Ad

• Exterior: Board on platform at

- Railway Stations

- Busstands

- Metro and Subway Stations

• Rationale: Most people who are waiting for the train or bus at the platform pay attention to the ads around them.

Tariff for Railway stations

Working Media Plan

Interactive:

Pondicherry Tourism Website (PTDC)

• http://tourism.pondicherry.gov.in/

• Rationale: Provides more information about the campaign eg.

attractions, festivals, hotels etc. This web address will be included in every media used.

Working Media Plan

Interactive:

YOUTUBE Website

• http://www.youtube.com/

• Rationale: It is the world largest online video storage and can

reach million of people in every corner around the world. It also reach both international and domestic target by one-time uploading.

Working Media Plan

Interactive:

Social Media Websites

• https://www.facebook.com/ etc.

• Rationale: Social media sites can reach million of people in every corner around the world.

Budget Allocation

• Television : Rs. 500,000

• Radio : Rs. 20,000

• Newspaper : Rs. 16,00,000

• Magazine : Rs. 54,00,000

• Out-of-Home : Rs. 380,000

• Interactive : Rs. 13,00,000

• PR and Sales Promotion : Rs. 25,00,000

Total = 1,17,00,000

TELEVISION

• ASIANET: 3000 * 16 weeks = 480,000

• NDTV: 500 * 16 weeks = 8000

RADIO

• RED FM: 120 * 16 weeks = 1,920

• AIR: 250 * 16 weeks = 4,000

• RADIO MIRCHI: 700 * 16 weeks = 11,200

• BIG FM: 80 * 16 weeks = 8000

NEWSPAPER

• Estimated amount :

– 100,000 * 16 = 16,00,000

MAGAZINE

• INFLIGT MAGAZINES:

• 500,000 * 10 weeks = 50,00,000

• DOMESTIC MAGAZINE:

• 100,000 * 4 = 400,000

OUT-OF-HOME

• AIRPORT: 60,000 * 3 = 180,000

• TRANSIT ADS: 100 * 2000 = 200,000

INTERNET

• WEBSITE: 800,000

• YOUTUBE etc.: 400,000

PR AND SALES PROMOTION

• BANNER: 350,000

• DISCOUNT SALES: 10,00,000

• OTHERS: 800,000