This document outlines marketing strategies for promoting tourism in Maharashtra, India. It begins by segmenting tourists into international and domestic groups. Research findings on travel habits and perceptions are presented. The key barriers to considering Maharashtra as a destination are a lack of awareness and clear ideas about what it offers. Competition from other regions is also noted. The document then proposes positioning Maharashtra as an unlimited destination with something for everyone. Specific campaigns are outlined to promote historical sites, overcome impacts of geopolitical events, and launch a luxury train experience. The strategies generally aim to increase Maharashtra's profile and visitation among international and domestic travelers.

1. Maharashtra Tourism
A Strategy Presentation
30/5/2000

2. Client brief
Promote Maharashtra as a
tourist destination
Phase 1

3. Tasks
• Get into the consideration set of ‘tourist
destinations’
• Create awareness about Maharashtra as
the tourist destination

4. Sources of information
• Research on Travel habits
– A study done by O&M and Mode to explore travel
habits of Indians
• International passenger survey
– A study by the Ministry of tourism
• Dipstick
– A qualitative study in Mumbai among
– Domestic and International tourists

5. Tourists
• Tourists can be broadly classified into
• INTERNATIONAL TOURISTS
– Foreign travellers
– NRIs visiting India
– In transit travellers
• DOMESTIC TOURISTS
– From other states visiting Maharashtra
– From Maharashtra itself

6. International tourists
• 69% tourists were of the age group 25 - 44 years
• 32% are self-employed and 41% in private sector
• 41% were in the high income bracket
• Male tourists out-numbered female tourists
– 41% - First time visitors
– 22% - Repeat visitors
– 8% - Visited India 6 times
– 40% - Leisure holiday
– 32% - Business
– 16% - Visiting friends and relatives
Young, wealthy, adventurous looking for a great holiday
Survey among 20,000 intl tourists in 1997-98

7. Domestic tourists
• Price conscious tourists
– Prefers cost effective packages to avail LTA
– Not adventurers and crazy about ‘Bollywood’
• Free individual traveller
– Likes to indulge, money not a constraint
– Prefers packages- eg. Like Eurorail
– Preferred attractions - Himalayas, Kulu-Manali, Rafting in
UP, Casino in Goa, Nepal
• Up market tourists
– Prefers travelling by air
– Adventures - new generation sports
– Prefers exotic places
– Frequent holidayer abroad, sometimes explores India
Economy and adventure and a great holiday

8. Tourists - dipstick
• Areas probed
– Reasons for coming
– Places they plan to visit
– What comes to mind about Maharashtra
– Information sources
Source: Dipstick

9. Tourists - Attitudes / perceptions
• Reasons stated range from
– Business, pleasure, visiting relatives, students
• Plan to visit
– Domestic - Mahabaleshwar, Matheran, Pune
– International - Aurangabad, Mahabaleshwar
• What comes to mind about Maharashtra
– Domestic - Beaches, sky scrapers, Hill stations, Osho
ashram, film city
– International - Mumbai city, busy city life, crowded
city, great food
• Information sources
– Friends, relatives, internet, travel agents
Source: Dipstick

10. Tourists - Attitudes / perceptions
• Learnings
– Mumbai a destination to go elsewhere
– Their perception about Maharashtra are driven by
what they know or have heard about Mumbai
– Beyond a few places nothing else comes to mind about
Maharashtra
– Not much idea on getting further information even if
they want to
Source: Dipstick

11. Our target audience
International Tourists Domestic Tourists
• Visiting India for the • Looks for new places to
first time go to everytime
• Young and adventurers • Has seen the regular
• Looks for a place to places
retreat and great • Aura of Mumbai and
entertainment Bollywood very strong
• Convenience in terms • Usually one who avails
of travel and his LTA
information

12. Key barriers to not considering
Maharashtra as an ideal destination
• Maharashtra not ‘Top Of Mind’ in the
consideration set
– As a tourist destination
– And no ‘definite’ idea of what Maharashtra has to offer
Source: Dipstick

13. Competition - Consideration set
• North India
– Delhi, Rajasthan
– Historical significance
– Taj Mahal, Jim Corbett, Palace on Wheels
• South India
– Tamil Nadu, Kerala
– Temple town, hill stations and scenic Kerala
• And Goa
– Beaches

14. Brand challenge
• To change the way tourists look at
Maharashtra
– To get Maharashtra into the consideration set of
tourists destinations
– And be seen as a ‘great tourist destination’

15. What Maharashtra has on offer
• Historical and cultural
– Ajanta-Ellora, Elephanta, Karla caves
• Adventure
– Sanctuaries, water sports, mountaineering
• Leisure activities
– Hill stations, coastline
• Shopping, city life
– Mumbai
• Pilgrimage locations
– Shirdi, Phandarpur, Ganpatipule
• And an excellent geographic advantage
Something for everyone

16. Advertising tasks
• Awareness of Maharashtra as a ‘great
tourist destination’
– A variety of places to see and things to do
– Well connected
– Easy to get information

17. Advertising Strategy
A Promote Maharashtra as a ‘holidayer’s
paradise’
B Promote newer destinations
C Provide incentive to come & visit
Maharashtra

18. Brand Strategy
• Promote Maharashtra as a ‘holidayers
paradise’
Proposition
– ‘Maharashtra has some something for everyone’
– More to see, more to do = more fun
Support
– All kinds of destinations
– Well connected
– And easy to plan
Promote in mass media supported by PR

19. Brand Positioning
Incredible beaches to forts to caves to hill
stations to temples to city life brimming
with culture and heritage the state offer
unlimited destinations and hence it was
apt to position the state as :
“MAHARASHTRA UNLIMITED “

20. Ajanata & Ellora
Phase II of the Campaign to
promote Maharashtra has a great
historical heritage site.

21. Objective
To take the first step towards enlightening
the potential domestic /international
tourists to visit both Ajanta & Ellora caves

22. Target Audience
High and middle income group travellers in
USA, UK, France ,Germany Japan , Middle
East and in India.

23. Advertising Strategy
Use short simple stories to reveal the
human side to the caves with an emotional
touch .

24. Key Message
Tell the people that it’s a world
heritage site. “The pinnacle of
India’s Golden Era.

25. Results
• Tourist traffic to Ajanta and Ellora from
major buddhist centres has gone up.
• The prestigious PATA awards was given to
the state for the conservation of the caves
and promoting Ajanta and Ellora has a
great tourist destination both in India and
abroad.

26. Destination Campaign
Phase III of the campaign post
September 11

27. Situation
• Drop in inbound travel drastically
• Tours operators report 50% cancellation
by overseas travelers to India.
• Major Airlines suspend operations in India.
• Travel plans defered
• Western countries and MNC’s have put out
travel warnings in the wake of attacks
• Tougher and longer airport check-ins and
stricter visa requirements made people to
postpone their travel plans.

28. Opportunity
Cash on September 11.Woo domestic
tourists to visit destinations across
Maharashtra.

29. Objectives
• Double the tourist traffic into the state in
next five years.
• Brand MAHARASHTA UNLIMITED as an
international tourist destination.

30. Target Audience
• High and Middle income group travellers in
mega cites in India.

31. Strategy
• Think of Maharashtra first before leaving
the country for the same travel experience
since the Indian tourist has historically
always aspired to go on an International
Holiday.
• Benchmark the destinations in
Maharashtra to some of the famous
international tourist spots.
• Focus on keys markets in India.

32. Key Proposition
Maharashtra has everything to Offer.
So why go anywhere else ?

33. Tactics
Build credibility by depicting famous
international travel spots ranging from
arresting scenic views of exquisite
mountain ranges to mystical forests to
exotic beaches.

34. Results
• Created high awareness among the
potential tourists and tour operators
• According to MOT traffic has increased to
Maharashtra.
• The campaign has received accolades from
both India and abroad
• Campaign featured in Archive Magazine
which is known for showcasing
outstanding global advertising.

35. Launch of the Luxury Train Deccan Odyssey
Campaign strategy

36. Brief
• Luxury train in a market where tourist have :
- better
known alternatives - other
places/states on more high priority
• But on positive side:
- Key destinations are on the route eg:
Ajanta Ellora, Goa etc.
-Luxury and hi-tech combined.

37. The Product
• The Deccan Odyssey is a luxury train, a
veritable palace on wheels that is being
launched in Maharashtra
• Passengers will experience the decadent
comforts of India’s regal past .
• A seven day journey starting from Mumbai
to Ratnagiri, Goa, Pune, Aurangabad,
Nashik and back.

38. Target Audience
• Primarily looking at high value
International tourists in major countries
like US, Europe etc.
• Will also look at high net worth individuals
in the domestic markets.

39. Objectives
• Announce the launch of the arrival of the
train in foreign markets to woo travel
operators.
• Build awareness about the train and use it
as a strong platform to promote
Maharashtra in the international markets.

40. Strategy
Position the Deccan Odyssey as a rail
journey in which passengers travel like
Indian Royalty.

41. Tactics
• Used the traditional modes of travel of
Indian kings to symbolise the luxury one
will experience and enjoy on board the
Deccan Odyssey.
• Encash on Royalty to promote Luxury.
• Stunning backdrops were shot of the
Maharashtran country side with visual
depicting a train of elephants, Palanquins,
horse drawn carriages and boats.

42. Media
• The campaign has been advertised in
major travel journals in international
markets like the Condenaste Traveler.
• Premium looking brochure has been mailed
to tour operators in US, Europe, Singapore
and Dubai.

43. Results
• After the soft launch at World travel mart
last year. The campaign has evoked good
response from the international tour
operators.
• Has already won an advertising award at
the Abby awards in Mumbai.