imc campaign...pondicherry
TRANSCRIPT
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.
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
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
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
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
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 Selection & Rationale
Television:
• International coverage
• Mass audience
• Cost-effective
• Strong impact
Media Selection & Rationale
Radio:
• Local coverage
• Segmented audience
• Flexibility
• Inexpensive
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
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.
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.
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
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
MAGAZINE
• INFLIGT MAGAZINES:
• 500,000 * 10 weeks = 50,00,000
• DOMESTIC MAGAZINE:
• 100,000 * 4 = 400,000