Archana Ajith* - 11501926 To, Tushar Yadav - 11501869 Mr. Vinay SirSameer Sinha - 11502747 Faculty (LPU)

KERALA Capital :Thiruvananthapuram Districts :14 Official Language: Malayalam

Kerala is a state on the Malabar Coast of southwestern India. It is one of four states that compose

the linguistic-cultural region known as South India. Kerala is sandwiched between the Lakshadweep Sea

and the Western Ghats, is a narrow, fertile strip of land on the southwest coast of India. The landscape of Kerala

is a gift of the sea and the mountains. 

CASE STUDY One of the favourite destinations for tourist both

national and international. UK, FRANCE, GERMANY, US are the some countries

which visited mostly. Kerala become “50 must see places in lifetime to visit”

by National Geographic Travel 2004. Awarded “SUPER BRAND AWARD” for 101 strongest

brand in India by Super Brands India in the year 2007. Major attraction – beaches, backwater, boat race, hill

stations, wildlife, Ayurveda and culture. Bagged several awards both national and international

levels.

Tourism has contributed almost 8% of the total employment directly and indirectly.

Most important turning point of Kerala tourism was private-public partnership to promote tourism.

'Most Outstanding Marketing Campaign Award’ for 2014 instituted by the Travel and Hospitality magazine.

SWOT ANALYSISStrengths

State is well known for smooth law and order.

One of the 10 paradise and 50 places to be visited in lifetime by NG traveller.

High life expectancy.Excellent quality of lifeEco-tourism initiatives.Innovative branding and positioning.Variety of product and services.

Weaknesses Inadequate infrastructure to match

expectation.

Restrictive coastal regulation zone.

Lack of efficient waste management

system.

Shortage of funds for tourism expansion.

Exploitation of tourists (overcharging

for services).

OpportunitiesLots of unused prospective on

heritage tourism, medical tourism and pilgrimage tourism.

Good brand image of “GODS OWN COUNTRY”.

Accessibility of quality human resource.

Employability in tourism and related area.

Threats Growth of tourism may lead to

pollution problem, ecological hazards etc.

Over emphasis may lead to recession in the period of down turn.

Growth Goa tourism with diverse offering like yoga tourism.

Problems with nature calamities like Tsunami.

Current Communication Strategies

Kerala tourism is currently concentrating more on indirect medium like TV, newspaper, internet.

Currently promotion is carrying out through 2 schemes:- domestics promotion and publicity and foreign promotions and publicity.

With 11 planning commission are also allow to host 2 local event/festivals and major national events.

The current marketing strategies of Kerala tourism includes:-1. Event base campaigns: promote the brand “Kerala

Tourism and tagline “gods own country”.Kerala travel mart.Indian international boat shows.Mystics of Malabar( is a region between Western Ghats

and Arabian sea).Dance and music festival (Onam, Christmas, etc.)Theme state in Dubai shopping Festival in year 2014.Promotion of Snake boat race organise every year the

time of Onam Festival Celebrations.World travel mart London.International road shows.

2. Mass media campaign: currently focussing more towards mass media campaigns to build the brand.

TV campaign.Print campaigns.Advertising film for Kerala tourism.Internet promotion( YouTube, mobile WAP, etc.)MOU with flying player.Partnering with private pPromotion of digital videos and

DVD.layers (like club Mahindra holidays).

Note :- The main promotion of Jet2Kerala was done through twitter. 15% of the sale through twitter campaign itself.

Recommendations1. Use of the word of mouth marketing effectively ( like sending

newsletter, email, photos, description of latest photo of major

events/festival).

2. Installation of Bluetooth kiosks and hotspot in major malls, airport,

bus stations, railway stations, etc.

3. Design “Kerala Theme” base contents.

4. Marketing brochures in flight.

5. Mobile application for tourists.

6. Inline international and national movie promotions.

Kerala Tourism Offices For marketing & promotions of Kerala Tourism state have

their own office by department of Tourism Government of Kerala :

TAMIL NADU KARNATAKA MAHARASTRA GOA NEW DELHI WEST BENGAL