This article discusses the marketing campaign launched by Tourism Australia in India, targeting various groups of people with potentiality in India. It also covers the potential of the Indian market for Australian tourism, marketing strategies, and success indicators for 2020.
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Running head: BSBMKG603 MANAGE THE MARKETING PROCESS1 BSBMKG603 Manage the Marketing Process Student by (Name) Institution
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BSBMKG603 MANAGE THE MARKETING PROCESS2 Question 1 1.1 Overview of the campaign Consumer marketing campaign was launched in the year 2012 headed by its Sponsor International Media Hosting Program. The campaign was done in all the major cities of Delhi with a title of “there is nothing like India”.Apart from the sponsor IMHP there were other parties involved such as Destination New South Wales, South Australian Tourism Commission, Tourism Victoria, Tourism and Events Queensland, Singapore Airlines/Silk Air, Malaysia Airlines and key Aussie Specialist Agents 1.2 Marketing objectives The main idea behind the campaign was to increase Tourism Australia’s knowledge on various factors which motivate tourist to travel to long haul. It was also aimed at identifying what are the tourist’s desires and intentions to travel as well as tourist consumptions habits. Question 2 2.1 Potential of the Indian market for Australian tourism Indian as is a nation is the key Asian driving markets and driving its growth. Australian tourism received $867 million from Indian market in the year 2011 (India 2020 Strategic Plan Progress Report, June 2013). The Indian market is potential tourism market which can contribute between A$ 1.9 and A$ 2.3 billion every year. 2.2 Current Indian market According the data Indian as a market witnessed 148,200 arrivals in the year 2010 which was 7% increase of the previous year. Indian market contributed A$ 867 million as the total money in spent. In the same year visitors spent over 9.4 million nights in Australia leading to an
BSBMKG603 MANAGE THE MARKETING PROCESS3 increase of 11 percent compared to the previous year (Blattberg & Deighton, 2010). The market in the same year 2011 boosted Australian economy where 1.4 nights were spent in cities outside Australian gateway. Question 3 3.0 Target customers The strategy targets various groups of people with potentiality in Indian. The target customers include: The affluent: the strategy targets a group of individuals known as the affluent, these are the wealthiest individuals in India. Honeymoon couples as well as couples who often travel with their kids The strategy also targets a group of experience travelers who have India as their leisure consideration set. Working class; self-employed entrepreneurs, qualified professionals all across India as well as senior executives at various multinational organizations. Question 4 4.0 Marketing strategies Use of various Australian families for recommendations Use of reassuring marketing message and good deals Use various online networking sites such as Facebook for adverts Use various travelling agencies for marketing Question 5 5.0 Success indicators for 2020
BSBMKG603 MANAGE THE MARKETING PROCESS4 Since the launch the number or arrivals as well as leisure spent have increased by 26% showing success. There were over 159 400 arrivals in the year 2012 and this was a 7.5 % increase than previous years. Question 6 6.0Marketoverviewinformationin2015,analysisandimpactonstrategic marketing objectives According to information of 2015 the number of arrivals in Indian have increased by a huge margin (Barich & Kotler, 2011). Through the knowledge about the consumers as well as their habits, the number of arrivals have increased. Based on this increase the organization have to improve their strategy to maintain customer satisfaction. Question 7 7.0 Analysis of the data in the market profile against success indicators The market data indicates percentage increase in the number of arrivals, for example in the number of nights spent in Australia increased by 33%. This matches the indictor showing that the number of arrivals in India will increase with a higher percentage which will boost Australian economy. The data also reveals percentage increase in the number of leisure activities matching the success Indicator. Question 8 8.0 Performance in the aviation development strategy This strategy has resulted into a sustainable environment which is an indicator of tourism marketing success in the year 2020. Aviation strategy have resulted in mutual coordination between tourism and other sectors leading to the current suitable air services. However, more
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BSBMKG603 MANAGE THE MARKETING PROCESS5 coordination is still required as some aviation centers are still behind in term of service provision. Question 9 9.0 Performance gaps in the geographic strategy The geographical strategy has resulted into an increase in the tourism potential of India through perfections created in various cities and locations of priority (Khamis, 2012). Moreover, thestrategyhasresultedintoimplementationofroll-outtourismmarketinginAustralia increasing the number of arrivals. Gap This strategy focus in a few areas where key area markets is Delhi and Mumbai leaving other potential areas. Question 10 10.0 Overall success of the campaign and performance analysis The campaign resulted into an increase in the understanding the market factors which are required by the Australian market to improve in their tourism sector. The campaign resulted into creation of high quality tourism experience in Australia leading to Australian competitive advantage(Ketter&Avraham,2012).Thecampaignalsoresultedintoincreasedgrowth opportunities in India. Gaps Even though the campaign resulted into improvement in tourism sector, it resulted into the direction of several resources into one sector. The campaign over performed where it resulted into growth of more opportunities in India than Australia.
BSBMKG603 MANAGE THE MARKETING PROCESS6 References Barich, H., & Kotler, P. (2011). A framework for marketing image management.MIT Sloan Management Review,32(2), 94. Blattberg, R. C., & Deighton, J. (2010). Manage marketing by the customer equity test. In Perspectives On Promotion And Database Marketing: The Collected Works of Robert C Blattberg(pp. 205-213). India 2020 Strategic Plan Progress Report – June 2013: “there is nothing like India”retrieved from Tourism Australia’s corporate sitewww.tourism.australia.com/ssea Ketter, E., & Avraham, E. (2012). The social revolution of place marketing: The growing power of users in social media campaigns.Place Branding and Public Diplomacy,8(4), 285- 294. Khamis, S. (2012). Brand Australia: half-truths for a hard sell.Journal of Australian Studies, 36(1), 49-63.