Breakthrough marketing assignment

There are bright chances of this sector to expand with the soaring rate of 7. 7% in the next decade. * World and tourism Council has given 5th rank to India among the countries with fastest growing tourism industry. The organization predicted the annual growth of 8. 8% in next decade. * India ranks 38th in the world as far as tourist arrivals are concerned. (Source: http://www. Madeline. Com/travel/heritage/) Market Size Worth of US $ 6561. 78 million has been recorded as inflow of Foreign Direct Investment (FAD) into the hotel and tourism industry from April 2000 to January 013.

This data has been provided by Department of Industrial Policy and Promotion (DIP), Ministry of Commerce. Fats have shown a growth of 2. 8 per cent in March 2013 over March 2012 while the growth rate in Foreign Exchange Earnings (FEES) from tourism stood at 21 per cent over the same period in rupee terms. FAT during March 2013 was recorded at 640, 000 as compared to 623, 000 during the month of March 2012. The Visa on Arrival (OVA) Scheme of the Government of India has registered a growth of 54. 6 per cent in February 2013. A total number of 1, 947 Voss were issued last onto as compared to 1, 259 Voss issued in February 2012. As of Marketing in Tourism- Apart from Kettle who introduced AS, there are various author who believes tourism being a service industry should have APS. According to Middletown the APS of services marketing are as follows:- Indian Context – Product – Focusing only on Heritage Tourism, the Monuments, Forts, Museums, Temples, Caves, gardens, Historical places are the Product offered by India to its traveler. E. G. Of such monuments are Gateway of India, India gate, Red Fort, Tag mall, Junta caves, Ramshackle, Trait Bali etc. Price – This is one of the interesting facts about Heritage tourism in India.

The process involves :- * Identifying number of Products for nation Tourism branding * Choose Umbrella Branding or Regional Branding * Studying the behavior of market and consumer * Choose the Target costumer various agencies to Create and Package * Tie ups with various countries to promote the package * Implementing the Campaign * Marketing audit * Smooth functioning of Campaign Physical Evidence – There has been some the series of Campaign made to make the people aware to stop destroying the heritage buildings.

The initiative of CLEAN INDIA has been taken by Ministry of tourism where cleaning drives will take place in various heritage sights to keep the place clean and in good condition to visit. * S-T-P (Segmentation, Target and Positioning) * Segmentation- Segmentation in Tourism Industry can be done in two ways:- (I) Trip Descriptors- It shows the kinds of trips People are looking out for. It can be Leisure trip, Cultural trip, Adventure trip, Meeting friends and relatives, Business trip, medical trip, Wellness trip etc. It) Tourist Descriptors – The second major focuses on he person who wants to make a trip.. Some of the questions while doing this type of segmentation would be who wants what, why when where and how much? While answering these questions the factors which come into picture are as follows:- * Who – socio demographic data * Wants what – Behavioral Segmentation * When – Time, Occasion, Season * Where – Geographical Segmentation * How much – Frequency Indian Context As the Essay purely focuses on the heritage and pilgrimage as a product, the trip descriptor segmentation would be cultural Trip.

If the offering differs then it is decentralized. India has positioned itself as an umbrella brand showing all possible things which can be done, places can be seen, culture to be explored. From nature to culture, it has every product which anybody would like to experience. Apart from the INCREDIBLE INDIA campaign there is also other State branding. As India is so diversified, the states have different offerings and therefore it makes logic to market heir unique selling points which will lose its essence in umbrella branding.

For e. G. Madhya Pradesh, Gujarat, Tamil Nadia, Kraal have their Branding and campaigns running. India has positioned itself as an umbrella brand showing all possible things which can be done, places can be seen, culture to be explored. From nature to culture, it has every product which anybody would like to experience. Apart from the running. Social * Culture diversification * Social class differentiation * Prevalence of caste system * Increasing level of knowledge about international norms * Political scenario of India

The industry needs to address these problems at the earliest. Service level In addition to tour operators and hotel staff, tourists interact with persons from different backgrounds, occupations and experience. Such people include staff at bus/ railway station, immigration staff at airports, taxi/coach operators, ticketing/ travel agencies, small hotels, Dhabi/roadside eateries, staff at heritage sites, and tour dudes, among others. The degree of service offered by these various stakeholders tourist destination.

Marketing and promotion Marketing and promotion of India as a major tourist destination is critical for the industry to achieve its potential. Lack of adequate budgetary support for promotion and marketing, compared with competing tourist destinations, is a major reason for India lagging behind as a tourist destination. Travel and tourism in India is a high-taxed industry, which makes India expensive as a tourist destination. This is affecting the growth of the industry in India and India is going out to other low-cost destinations. Inbound tourism is the one most affected.