Niche Kochi IPl Bharath

8/3/2019 Niche Kochi IPl Bharath

http://slidepdf.com/reader/full/niche-kochi-ipl-bharath 1/3

Niche Marketing

Assignment on

IPL in kochi

Submitted by

M.G.BHARATH KUMAR



PROMOTING KOCHI AS A TRAVEL AND SPORTS DESTINATION WITH THE ADVENT

OF IPL IN KERALA

Kochi Tuskers Kerala is a franchise cricket team that plays the Indian Premier League

representing the city of Kochi. The team was one of two new franchisees added to the Indian

Premier League (IPL) for the 2011 season, alongside the Pune Warriors India. The team

franchise is owned by Kochi Cricket Pvt Ltd., which is a consortium of multiple companies.

Kerala, a state situated on the tropical Malabar Coast of southwestern India, is one of the most

popular tourist destinations in the country. Named as one of the ten paradises of the world by the

National Geographic Traveler, Kerala is famous especially for its ecotourism initiatives. Its

unique culture and traditions, coupled with its varied demography, has made Kerala one of the

most popular tourist destinations in the world. Growing at a rate of 13.31%, the tourism industry

is a major contributor to the state's economy.

Until the early 1980s, Kerala was a hitherto unknown destination, with most tourism circuits

concentrated around the north of the country. Aggressive marketing campaigns launched by the

Kerala Tourism Development Corporation²the government agency that oversees tourism

prospects of the state²laid the foundation for the growth of the tourism industry. In the decades

that followed, Kerala Tourism was able to transform itself into one of the niche holidaydestinations in India. The tag line Kerala- God's Own Country was adopted in its tourism

promotions and became synonymous with the state. Today, Kerala Tourism is a global

superbrand and regarded as one of the destinations with the highest brand recall. In 2006, Kerala

attracted 8.5 million tourists±an increase of 23.68% in foreign tourist arrivals compared to the

previous year, thus making it one of the fastest growing tourism destinations in the world.

Popular attractions in the state include the beaches at Kovalam, Cherai and Varkala; the hill

stations of Munnar, Nelliampathi, Ponmudi and Wayanad; and national parks and wildlife

sanctuaries at Periyar and Eravikulam National Park. The "backwaters" region²an extensive

network of interlocking rivers, lakes, and canals that centre on Alleppey, Kumarakom, and

Punnamada²also see heavy tourist traffic. Heritage sites, such as the Padmanabhapuram Palace,

Hill Palace, and Mattancherry Palace are also visited. Cities such as Kochi and



Thiruvananthapuram (Trivandrum) are popular centers for shopping and traditional theatrical

performances.

Kochi tourism is hoping to cash in on IPL with their own team Kochi Tuskers in the mix. Kochi

tourism believes that the city hotels will be benefited from IPL Season 4.

Kochi hotels have already started their marketing campaign. Several hotels are offering attractive

deals for the tourists; some are luring tourists with welcome banners. Around 50,000 people will

come to watch Kochi Tuskers matches and a good number of them would be tourists from other

cities.

Kochi tourism Ministry is also optimistic that the IPL will give a huge boost to the domestic

tourism in the state. They hope that cricket lovers won't limit their visit only to Kochi. A lot of

them would prefer to travel some important tourist sites in Kerala. The IPL 4 could give a

desperately needed boost to the tourism industry.

The Kerala Cricket Association (KCA) has started planning a new world class international

stadium at Edakochi, an area which lies in west Kochi. The capacity of stadium is said to be

50,000. Kochi currently has Jawaharlal Nehru International Stadium which has hosted several

ODIs. The Jawaharlal Nehru Stadium at Kochi is a multi-use stadium owned by GCDA. Hence

KCA has entered into an agreement to take the stadium on long term lease and has completely

over-hauled the ground for hosting IPL matches. Kochi Tuskers will host 5 home matches at

Jawaharlal Nehru stadium, until the new KCA owned stadium is ready by 2012.

Documents

Niche Kochi IPl Bharath