Kerala Tourism

BRAND POSITIONING

GROUP 5

GOD’S OWN COUNTRY  Awarded

Super brand for Brand Recall

 Aggressive  Increase

Marketing by KTDC

in Domestic & Foreign Tourist

Arrivals  Types

of tourism

Brand associations  Back Waters - Tranquility  Ayurvedic Treatment  Natural Beauty  Serenity  Heritage  Beaches  Places of Worship

GO GOA  Very

Well Known Tourist Destination in India  2 Million Tourists per Annum  The Offerings are  Adventure Tourism  Back Packer destination

 Excursion Image  Other Forts and Musuems

Brand associations  Beaches, Sun and  Fun, Frolic  Vibrant Beauty  Water Sports  Parties  Carnivals  Churches  Night Life  Foreigners

Sand

POD  GOA

Focus on ‘Fun’ Adventure Sports Targets youngsters Night life is more happening

 KERALA

Focus on ‘Nature’ House boats Something for everyone

POS  Beaches  Natural Beauty  Places of worship  Foreign tourists

ADVERTISING STRATEGY  “Not

Only But Also” [Goa]

 Patti

Belatoni – “If Its Purple Someone is Gonna Die”  Obsessive Yellows  Taxi Driver, Wizard of OZ

 Serene

Green

 Healthy  Calm

CONCLUSION  Kerala Tourism Growing at a fast pace  Aggressive Promotion Challenging

Goa’s Supremacy  Healthy competition Promoted by ITDC