BSBMKG603 Manage the Marketing Process - Desklib

Running head: BSBMKG603 MANAGE THE MARKETING PROCESS 1
BSBMKG603 Manage the Marketing Process
Student by (Name)
Institution

BSBMKG603 MANAGE THE MARKETING PROCESS 2
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 PROCESS 3
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