BSBMKG603 Manage the Marketing Process: Tourism in Australia

This report provides an overview and analysis of Tourism Australia's marketing campaign, "There is nothing like India," launched in 2012. It examines the potential of the Indian market for Australian tourism, the campaign's objectives, and the target customers. The report discusses the marketing strategies employed, success indicators, and the impact of market information from 2015 on strategic marketing objectives. It also analyzes the performance of aviation and geographic strategies, identifies performance gaps, and assesses the overall success of the campaign, noting its strengths and areas for improvement, such as the concentration of resources and disproportionate growth opportunities in India compared to Australia. The report is contributed by a student and available on Desklib, a platform offering study tools and resources.

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

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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

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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

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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
6.0 Market overview information in 2015, analysis and impact on strategic
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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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,
the strategy has resulted into implementation of roll-out tourism marketing in Australia
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).The campaign also resulted into increased growth
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.

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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 site www.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.