2. Brand definition Shimla is like the hibiscus flower:
fragile, polite, gentle , charming, royal, has fame, is hospitable,
an all consuming love with its pristine pines and the succinct air,
it is also an old man trying to regain its glory but has lost out
in the world of the Goas and Manalis and the plastique realm
3. Marketing Aim The concept of a crowded, unregulated,
undervalued place with nothing to offer but the movie scenes which
Bollywood sold to us. Reprieve the stagnant growth of Shimla.
4. According to the graph given, Shimla had the highest of
visitors in the year 2004-2013 However alarmingly the CAGR remains
the lowest 2.36 Lakh Residents live within the citys municipal
limits More than 35 Lakh tourists visit Shimla annually The citys
hotels and tourist lodges can currently house 9,378 visitors(not
counting homestays) Shimla offers a wide range of offers. So it has
not been able to develop intelligently Source: Shimla Municipal
Corporation in collaboration with UNDP, 2013
6. Contd. Marketing objective: To be included in the top 10
tourist destinations for all seasons in India To increase the
duration of stay from 2.3 days to 4.5 days To increase the brand
share of Shimla
7. Role of advertising Change the positioning and image of
Shimla by highlighting the major cultural elements, focusing on
explorer quotient, sustenance and making it a more experience based
tourism. Postioning: A tourist destination for the cultural
explorer, who sees Shimla as a rejuvenating destination, defying
all the notions for the normal image of Shimla being a viewpoint of
the Himalayas, and nothing more.
8. Competition SHIMLA POSITION: Cheap, Accessible getaway with
great historical significance but highly disorganized and
over-crowded KULLU POSITION: Spiritual place which offers an array
of adventure sports, Biological Hot Spot , Rohtang pass MANALI
POSITION: So-Lang Valley, land of romance DHARAMSHALA POSITION:
Upcoming place, exotic culture, spiritual place
9. Himachal Pradesh Tourism Video
10. Kerala Tourism Video
11. Madhya Pradesh Video
12. Competition on the basis of seasons(MICRO) Summers:
Destination USP BRAND IMAGERY Ladakh(J&K) Inhospitable
terrains, Pristine natural beauty Free Spirited Travel Junkies
Paradise Shillong(Meghalaya) The rock culture, The Sacred Groves
Scotland of the East Kodaikanal(Tamil Nadu) Coakers Walk,
Ecotourism Princess of Hill Stations Panchmarhi(Madhya Pradesh)
Pandav Caves, Satpura ki Rani Tawang(Arunachal Pradesh) The
enchanting scenery, Sela Pass, Tawang Monastery Undiscovered and
Brilliant Scenery
13. Winters(MICRO) Destination USP BRAND IMAGERY Jammu &
Kashmir Dal Lake, Religious pilgrimage Heaven on Earth Goa Beach
side Parties, Sunburn Festival Hippie culture Kerala Ethnic Culture
highlighted, Backwaters, hospitable people, Gods own country
Andaman & Nicobar Coral Reefs, scarcely habited islands,
Pristine beaches Island State of India Rajasthan Rich Culture,
Palaces, Pilgrimage, Indus Valley Civilization Ruins The Royal
State Jim Corbett National Park, Uttarakhand Indias Oldest National
Park, Royal Bengal Tiger, Ecotourism The Premium National Park of
India Madhya Pradesh Variety of food, Historical Temples, Hindustan
ka Dil
15. The target audience is a confident adult of age 30, with an
active lifestyle of Tier I and Tier II, who is proud of his/her
culture and values others culture and puts them in the same light,
his/her deep fascination for natures thoughtful creation which is
often well documented by a contraption perpetually hanging by his
neck. He is rebuffed by the conventional approach to life, biased
to his beliefs. Before planning on a vacation, he will think
innumerable times as to the purpose of his visit WHO ARE WE TALKING
TO?
16. Where are we from the consumers POV? Visitors have not had
a unique experience as a tourist, Shimla has lost its innocence, it
is a hibiscus flower but kept in a vase without water, it is
shrilling up, it is withering it is blackening. The culture seems
to be lost in translation, with Shimla desperately trying to find
its identity amongst the Ethnic Kerala, the Flamboyant Goa and the
Dainty Madhya Pradesh. Himachal Pradesh, Uttarakhand and Jammu
Kashmir are under the same banner of a destination for the pilgrims
and cheap getaway goers
17. Where are we going? The potential tourist should get a
familiar feeling of belongingness of a hill station, a warmth in
the chilly air of Shimla, be enchanted by the Pahari culture and
the stories of its lineage, be mystified by its mist, as it seeps
into the summit of the seven hills; take all this into account and
always look forward to hear the familiar chugs of the Kalka- Shimla
Toy Train again.
18. The Button Shimla: the cultural capital of Himachal
Pradesh, which is a pioneer in sustainable tourism
19. Supports Shimla has rich Colonial History which can be
supported in harmony by the ethnic culture Also eco tourism or
sustainable tourism is playing a major role in attracting the
quality tourists The Pahari Culture, which includes the world
famous Pashmina Shawl has been lost in the eyes of the tourists
today Examples can be sought from the Hornbill festival, Kerala
Snake boat race festival, Sunburn Festival etc.
20. Contd. By adopting the same measures that was taken for
Keralas Gods Own Country Campaigns the 6 Ss S Description SWAGAT
Hospitality : Facilitation on arrival Memorable Experience SOOCHNA
Information: Marketing & Promotion Information dissemination
SUVIDHA Facilitation: Accommodation & Stay Amenities &
Convenience SURAKSHA Security/Protection: Tourist safety
Environment management SAHYYOG Cooperation: Coordination Quality
Control & Assurance SANRACHNA Infrastructure: Tourism Product
Development Core & Linkage Infrastructure
21. Musts The advertisement should also have the same Template
as the Incredible India campaign and shine a new light.
