Destination Marketing

Destination
Marketing
CREATE BRAND MARKET
www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal
Now, It’s About Engaging An
Expanding Audience

• What is your objectives?
• What is your product?
• Who are you targeting?
• Where are you going to find them?
• What is your budget?
• How are you going to communicate?
Make the partnerships you need to
succeed and grow your destination
Recognizing the evolution of travel, tourism, meetings and hospitality
Partnerships Recognizing the evolution of travel

The New Consumer
Consumers no longer move from one touch point to
the next.
Awareness, consideration, preference, action has a
new perspective.
Travelers have moved away form seeing the advert,
then going to site and ordering the brochure rather
they “thrive on a digital content” delivered through
a array of devices.
The new consumer share ideas and base opinions
about hotels, attractions and destinations with
information gleaned from travel blogs…
Consumers Awareness, consideration, preference

Segmenting Product & target group
Product
Market
Partner
Combinations
I can find out the strength of your current brand. Develop your new
brand identity. Even give you a step-by-step plan for implementing your
brand.
Product & target group Segmentation

BUDGETS
In Destination Marketing the budget plays a bigger role. Much of
the time it is 50% public and 50% private which sounds and looks
good but in actual is not workable model.
The Destinations should look at variables in the below categories
and support the budget with guaranteed demand creation and
incentivized it.
Travel Trade S&M Convention S&M
Corporate Meeting S&M B2C activities
Press & PR actvities Social Media
BUDGETS Brand Value

FOCUS ON PRODUCTS
Product capabilities have to be examined as well as the
limitations of the tourist product to be mitigated by taking the
customer experience to delight
Leisure:
Classics
City Style
Beach
Country side
Business:
Corporate Meetings
Incentives
Conventions / Congresses
PRODUCTS Leisure and Business

• The Indian economy is emerging markets and the fastest growing economy.
• The aim is to leverage the India opportunity in partnership and promote products and
services in India.
• Expertise in understanding the premium & mass segment (retail & corporate) in India,
business practices and rules reduces the entry risk and compresses the time period
for profitability.
• To put it simply, you need to know what a Indian traveler anticipates and more than
that what it takes to satisfy them…
INDIA Collaboration Motive
INDIA - Cash Rich Market
Indian economy Emerging markets

REAL SUCCESS IS ACHIEVED
WITH
• Accurate Target Database
• Engagement Activities & Road-shows
• Sales & Marketing Initiatives
Success Sales & Marketing Initiatives

Promotion Channels
• Advertising
• Direct Mail
• Trade Shows
• Fam trips
• Sales calls
• Sales Toolkit
• Events
• Agent Training Online
• News letters
• Social Media Channels
• Website & Microsite
• Event Landing pages
• Roadshows
• Product Specific Forums
Promotion Channels

Utilize Social Media to get more Footprints
Increase brand awareness by capitalizing on conversations via
technology, social interaction, and the construction of words,
images, videos and audios.
Social Media Increase brand awareness

100% FDI permitted through the automatic route (RIGHT TIME TO
COLLABORATE)
Shift To Experiential Tourism
• Rise of authentic experiences
• Multiple short breaks
• Move away from Sun - Sand – Sea
• Rise of Alert Independent Traveler
Rise of Middle Class
• By 2050 over 55% of Indian will live in
urban cities
• India has overtaken USA on 2nd largest
mobile market
• Credit Card usage growing at 37% annually
• Personal consumption in India 67% of GDP
The Future of India Tourist Going Abroad
DESTINATIONS WISH TO ENTER INDIA
The Comparative INDIA Relationship Advantage
DESTINATIONS INDIA

Weak Points
INDIA - Barriers
BARRIERS
VISAS
PRODUCT PRICE
ACCESS
AWARENESS
INDIA Weak Points & Barriers

New Opportunities for Destinations
 Exploit Regional Markets (cash rich)
 Leverage local partner corporate relationships
 Grow outbound business
 Revenue management – dynamic pricing
 Increase internet promotion & travel, Group Tours
and FIT
 Re-engineer offers with added services
Destinations New Opportunities

First Steps after Collaboration
INDIA Marketing &
Partnerships
Tourism Marketing
 Campaign Development-
timing and scheduling
 Regional Promotions
 Internet Marketing and
Publicity
 Social Media Optimization
 Partnerships-hotels, trade
partnerships etc
Industry Liaison
 Trade Associations
 Regional Govt Bodies
 NGO Partnerships
Collaboration First Steps

Target Market
INDIA Consumer Insight
Who they are: Active and Energetic, first time traveler, food and travel
independently. Two core segments also included
Empty Nesters: Capitalize on graying baby boomers: 45 - 60 age group, high
disposable income, Children are independent, Students, Cultural
Exchange Programmes
Dinks: Two incomes household, no children, high disposable income,
High purchasing power especially for luxury goods e.g. travel.
25-35 age group
Needs: Meeting locals, adventure, discovery and outdoor sporting
activities.
Holiday Types: Tour and explore small towns and villages. Tend to travel to all
parts of Tangalooma Island Resort, Queensland
Reaching them: TV, Radio, Print and Online
Target Market Consumer Insight

• Tactical Advertising Campaigns
• Promoting Holiday deals along with major events
• Joint campaigns with industry partners, government bodies
• Education Institutes and Cultural Events planning
• Focus on lucrative Meetings, Incentive, Convention and Exhibition
(MICE) promotion programs.
Marketing & Promotions
INDIA Joint Advertising Campaign
Marketing & Promotions Advertising Campaign

Direct Mails – Sample Promotion
Mass Market, B2B,Groups, FITs, MICE
Direct Mails Sample Promotion

Reputation to overall gains
Strategically connected with clients, engaging and involving
them:
•How to get closer to customers?
•To build brand awareness and enhance loyalty?
•To position new products and services for the effective
market penetration?
•To fulfill what customers really desire?
Specialties
Brand Strategy, business entry & planning, product
development, internet marketing, trade distribution, public
private partnerships, sustainable tourism management and
investment promotion.
Crafting, Operationalizing and
Implementing Growth
Strategies to maximize
opportunities in emerging
geographies;
experience as my strong
resource and capability
Sachin Bansal
Enhancing business profitability

SACHIN BANSAL- Chief Explorer
INDIA : +91 97111 90192
sb@creatingdemand.org
www.creatingdemand.org
facebook.com/creatingdemand
DELHI LONDON MELBOURNE NEW
YORK ITALY
www.creatingdemand.org
Enhancing business profitability….
Copyright 2013-2014 Presentation by: Sachin Bansal

Destination Marketing

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