Mighty

Magical
Maximum
Mysterious
Marvelous
MAZAA
Maharashtra
Maharashtra Tourism
Group 06
Sushma |Rima| Swapnil| Ameya
Marketing Research
 Marketing Research
• Questionnaire:
• Respondents Name:
• Date of Birth:
• Purpose of travel:
• a. Business | b. Entertainment | c. Adventure | d. Other
• Frequency of travel:
• a. Once a month | b. 3 months | c. 6 months | d. Once
a year
• Annual Income:
• a. Below Rs. 3lacs | b. Rs. 3 - Rs. 5 lacs | c. Rs. 5 - Rs. 7
lacs | d. Rs. 7 lacs & above
 Marketing Research
• What is your idea of Adventure?
• The extreme adventurous thing you have
done ever
• Which are your preferred travel destinations
outside India? Why?
• Which are your preferred travel destinations
apart from your hometown in India? Why?
 Marketing Research
• What comes first in your mind when you think
of Maharashtra?
• Given a chance would you prefer Maharashtra
as a destination to travel?
– If, Yes why?
– If, No why?
• If you have to choose travel destination
between Maharashtra & any other place in
India, which will be your choice? Why?
 Marketing Research
• Which thing/part of Maharashtrian culture you like the most?
• Are you aware that Maharashtra has:
– 130+ forts Yes No
– 3 Wild sanctuaries Yes No
– 100+ trekking points Yes No
– 30+ sea coasts & scuba diving centre Yes No
– 600 types of food dishes Yes No
– 100+ spoken languages Yes No
– 40+ rivers & lakes Yes No
– 100+ temples Yes No
– 75+ festivals Yes No
 What comes first in your mind when
you think of Maharashtra?
• Ganpati
• Sahyadri & Forts of Maharashtra
• Chhatrapati Shivaji Maharaj
• Sanctuaries
• Beaches and Rivers
• Raigad
• Temples
• Culture
• Mangoes & Konkan
• Mumbai, Crowd & Vada Pav
• Food
• Lavani dance
 Given a chance would you prefer
Maharashtra as a destination to travel?
• Like to explore the roughness of this land by trekking on the forts
• Has lots of destinations to wonder around for hiking
• Has nice beaches in Ratnagiri and Forts all over here are many places
which are great but not yet explored
• Lots of places not yet discover
• It has something for everybody viz., beaches, hills, trekking, temples,
etc.
• The ancient caves at Aurangabad
• Has good travel destinations, forts, beaches, people are warm, food is
best
• Nature
• Lot many things had happened in the past and happening at present in
Maharashtra that has changed India.
• Lots of good temples, scenic beauty & learn lots of cultural aspects
 Given a chance would you prefer
Maharashtra as a destination to travel?
• No adventure to do
• No exciting places to travel
• No new places to watch as compared to other
states
 Segmentation Variables:
• Age
• Gender
• Occupation
• Education
• Income
• Marital Status
• Family Life Cycle
• Values / beliefs / aspirations
• Lifestyle & Attitude
• Social status
• Spending patterns
• Urban v/s rural and metro v/s small town
 Targeting:
• Age 20 – 40 years
• Metros- Mumbai | Bangalore |Delhi | Hyderabad |
Pune | Chennai
• Educated
• Single with an income level between 3 – 8 lacs p.a.
• Adventure lover
• Has an emotional / egoistic connect with his day to
day activities (is a social networking fan)
• Very aspirational and looking for a very exotic /
macho holiday
Brand Persona
Brand Persona
Brand Persona
Brand Persona
Perception mapping:
 Positioning Strategy:
• Experiential approach
• To connect with the Attitude of TG
Magnificent Maharashtra
The land of great warriors awaits the next!!!
New logos (Proposed)
 Campaign Objective
• Create awareness about Maharashtra Tourism
• To establish Maharashtra as a preferred
destination for adventure travelers
 Campaign Duration:
 Multi pronged – stage one harps on the
adventure tourism aspect of the product
 The other aspects highlighted in the upcoming
phases of the campaign would be pilgrim
tourism, leisure travel, rural tourism etc.
 Duration - 4 months (August 2011 – November
2011)
 Advertising Objective:
• To pull the aspirational chord of the adventure
traveler and tempt him to experience the
product
• Increase Travelers’ visit
• Generate inquiries
 Wish-list:
• Develop Infrastructure facilities
• Development of Hotels & Resorts
• PR Support- FAM visits & travelogs
• Fort Conversation Program
• Bike Rally across Maharashtra
• In-show integrations
• Participate in Travel shows
 Media Plan:

Total Marketing Investment Rs. 13.62 Crs.

 Digital:
• Website
• Facebook
• Twitter
• E-mailer Campaign
• SMS Campaign
 Tie-ups:
• MTV Roadies
• Visa Cards
• Discovery Channel / Nat Geo
• Thomas Cook
• Make My Trip
• Indigo
 BTL Activities:
• Mall Activation & Events
 Why Events in Malls:
• In order to create more awareness about the
product.

• Mall is the best place to get more customers

to seek their attention which helps to boost
business
 Events in Malls:
• In order to promote our tourism event in
Malls we would like to conduct
– Rock Climbing Competition
– Alpine Towers
• Winner the competition they will get 2 free
tickets of Maharashtra tourism
 Mumbai:
• Oberoi Mall: This Mall have tremendous
visitors according to sources. It offers the best
mix from retailers representing over 300
popular Brands to end consumers

• Phoenix Mall: Good for Shopping and Hangout

and the central mall for SOBO
 Bangalore
• Garuda mall: This Mall is completely hyper
market mall for quick and easy shopping

• Forum mall: The Mall has a Multiplex (PVR)

and also many of the popular retail brands
 Pune
• SGS Mall: consumers gets lots of fun and
entertainment

• City Mall: well planned for the comfort of the

shoppers
 Chennai
• City Centre: A very prominent mall in Chennai
& centrally located
 New Delhi
• City walk: It is a premier mega shopping mall. This
magnificent Mall contains many multi-cuisine
food courts and restaurants and the Coffee Bean
& Tea Leaf, Pizza Hut, KFC, Pantaloon Retail's first
Gourmet Food Bazaar etc.

• Ansal Plaza Mall: The first world class shopping

Mall and also makes shopping experience more
exciting.
Media Plan (ATL)
 Radio:
• Birds Chirping (SFX)
• Ganpati Chants & Mantras (SFX)
• Mumbai Local Train (SFX)
• Blow of wind (SFX)
• A person taking a plunge into the water (SFX)
• Swords clashing on the battle ground (SFX)
• Roar of a Tiger (SFX)
• Male VO: the land of great warriors awaits the
next!!!
• Maharashtra Tourism
OOH:
Print Ads:
Launch Advertisement:
TVC
Bappa wishes a great adventurous
journey in
Maharashtra
Respect the symbol of
Ultimate Courage...
Reclaim the devotional you…
Only wind dares to mount
& water dares to descend…
Take
the
Plunge
Tadoba Reserve Forest,
thrill personified!!!
Relive the life of Warriors…
 God’s apology
for not giving
Niagara to India
 Adventure Sports
Wild Forests
Scuba Diving Sanctuaries
Sea Coasts Forts

Folklore
Festivals
History
The land of Great Warriors....
Awaits the next!!!
 JAI HIND
JAI MAHARASHTRA