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The ANTRI Museum and

Museum Marketing

By Pronob Kumar Sircar

Supported by my buddy Saudeeptendu Ray

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This presentation will help you understand

how in Andamans ANTRI Museum in its

functions relates the tribal values with

tourism and the market maintaining a legal

and moral balance producing a unique

example of marketing with some ethics.

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Content of this presentation

• INTRODUCTION

• ETHICAL CHALLENGES

• MARKETING OF MUSEUM

• MARKETING OF TRIBAL PRODUCTS

• PRESENT MARKETING STRATEGIES

• SOME IDEAS OF MARKETING PROMOTION

INCLUDING AN EXAMPLING SHORT FILM

* and …….OPEN SPACE FOR DISCUSSION

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There are two aspects of ANTRI

marketing strategy viz.

1.ANTRI MUSEUM markets for itself

(social profit)

2.ANTRI MUSEUM markets for

commercial benefit of the tribes

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BASIC MARKETING STRATEGY OF ANTRI MUSUEM

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BASIC MARKETING STRATEGY OF ANTRI MUSUEM

ANTRI MUSEUM COMMUNITY

Under Museum

Ethics Less

interference in

tribal life

Museum markets

for Museum Visits

(Now at infancy

stage in this field)

Museum

Marketing for

Tribal Benefit

with their

involvement

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What are the ETHICAL features of Museum Marketing

with community involvement by ANTRI ?

• ANTRI preserves and conserves their culture both

tangible and intangible…

• No hampering to their sentiments.

• Obey the administrative Tribal Policy

• Demote Jarawa Tourism

• Museum marketing will explore the things not as dying

but living & dynamics means the information to be

updated by the tribals themselves.

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What ANTRI does at present for

tribal benefit?

• Introducing education including pecuniary

education to build capacity in their own

marketing

• Legal Barter ( e.g. take from them

artefacts such as cane baskets and give

them clothes, rice) in collaboration with

departments of Industries, IP&T

• Collaborating with tourism to visit ANTRI

museum

• Under marketing strategy ANTRI blocks

the barter and economic exploitation by

other sources..

• …and most important ……Through the

museum marketing the purpose is to make

them economically self dependents which

is a goal driven by “mission -

vision”

What ANTRI does at

present for Museum

marketing?

• Collaborating with

tourism to visit

ANTRI museum

• use of administrative

web site

(don’t have own web site)

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What ANTRI does at present for

tribal benefit?

• Introducing education including pecuniary

education to build capacity in their own

marketing

• Legal Barter ( e.g. take from them

artefacts such as cane baskets and give

them clothes, rice) in collaboration with

departments of Industries, IP&T

• Collaborating with tourism to visit ANTRI

museum

• Under marketing strategy ANTRI blocks

the barter and economic exploitation by

other sources..

• …and most important ……Through the

museum marketing the purpose is to make

them economically self dependents which

is a goal driven by “mission -

vision”

What ANTRI does at

present for Museum

marketing?

• Collaborating with

• tourism to visit

• ANTRI museum

• use of administrative

• web site

• (don’t have own web site)

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What ANTRI does at present for

tribal benefit?

• Introducing education including pecuniary

education to build capacity in their own

marketing

• Legal Barter ( e.g. take from them

artefacts such as cane baskets and give

them clothes, rice) in collaboration with

departments of Industries, IP&T

• Collaborating with tourism to visit ANTRI

museum

• Under marketing strategy ANTRI blocks

the barter and economic exploitation by

other sources..

• …and most important ……Through the

museum marketing the purpose is to make

them economically self dependents which

is a goal driven by “mission -

vision”

What ANTRI does at

present for Museum

marketing?

• Collaborating with

• tourism to visit

• ANTRI museum

• use of administrative

• web site

• (don’t have own web site)

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What ANTRI does at present for

tribal benefit?

• Introducing education including pecuniary

education to build capacity in their own

marketing

• Legal Barter ( e.g. take from them

artefacts such as cane baskets and give

them clothes, rice) in collaboration with

departments of Industries, IP&T

• Collaborating with tourism to visit ANTRI

museum

• Under marketing strategy ANTRI blocks

the barter and economic exploitation by

other sources..

• …and most important ……Through the

museum marketing the purpose is to make

them economically self dependents which

is a goal driven by “mission -

vision”

What ANTRI does at

present for Museum

marketing?

• Collaborating with

• tourism to visit

• ANTRI museum

• use of administrative

• web site

• (don’t have own web site)

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What should be done in Museum Marketing by ANTRI ?

A documentary film connecting tribal and Museum

should be in market to lure and invite people.

Through display in hotels, emporiums, tourist spots,

internet, and electronic media including social media such

as facebook, whatsApp etc….. highlighting exotic flora &

fauna, beaches, beautiful islands, tribals, interesting

aspects of lifestyle of people, history, other tourist

attractions such as Cellular jail, Havlock beach, volcano,

waterfall etc.

Note : Here Sale of CD is not placed in strategy since

ANTRI is government funded and looks for social profit.

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What should be done in Museum Marketing by ANTRI ?

Continued……….

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The ANTRI advertisement and Information Desk can be located at

various places of tourist interests such as Fisheries Museum,

Samudrika Marine Museum, Airport, Jetty, National Memorial, IP&T,

circuit houses, hotels & guest houses and all local emporiums.

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The ANTRI advertisement and Information Desk can be located at

various places of tourist interests such as Fisheries Museum,

Samudrika Marine Museum, Airport, Jetty, National Memorial, IP&T,

circuit houses, hotels & guest houses and all local emporiums.

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Some poster images of Museum, museum artefacts with their

makers (tribals) should be everywhere with proper address. Special

places are jetty, terminus, airports at Chennai, Vizag, Kolkata, New

Delhi atleast, tourist spots even in mainland.

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The ANTRI messages with audio-video should also be placed in

the administrative official website www.and.nic.in and to be linked

with google and other internet search engines…

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Multi language brochures & posters particularly Hindi, English,

Bengali, Tamil, telugu, malayalam, French, German and Spanish

Other Tools & Ways for museum marketing

OUT PORTION

DISPLAY

OF TRIBAL

ARTEFACTS

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Multi language brochures & posters particularly Hindi, English,

Bengali, Tamil, telugu, malayalam, French, German and Spanish

Other Tools & Ways for museum marketing

OUT PORTION

Information

through

Archives and

Library

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Multi language brochures & posters particularly Hindi, English,

Bengali, Tamil, telugu, malayalam, French, German and Spanish

Other Tools & Ways for museum marketing

OUT PORTION

RARE

PHOTOGRAPHS

JARAWA

HANDICRAFTS

FOR SALE WITH

ATTRACTIVE

OFFERS

TASTE OF

ANDAMAN

FOOD

Be freshed with

FRESH

COCONUT

WATER

INSIDE PORTION

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Multi language brochures & posters particularly Hindi, English,

Bengali, Tamil, telugu, malayalam, French, German and Spanish

Other Tools & Ways for museum marketing

RARE

PHOTOGRAPHS

JARAWA

HANDICRAFTS

FOR SALE WITH

ATTRACTIVE

OFFERS

TASTE OF

ANDAMAN

FOOD

Be freshed with

FRESH

COCONUT

WATER

INSIDE PORTION

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We are in

continuation ………

in shaping Museum

Marketing for future

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In the strategy there should a space for – -- creating respect and awareness for the tribal cultures and

-- to increase the number of museum visitors in some ways such as ..

1. Outreach programmes like skit, mobile exhibitions etc. Some smart

tribal members can also be engaged as per their ability.

2. Inspirational stories/legends from their world can be in school

texts which is possible by local Education department.

3. Feedbacks can be collected from not only the museum but also

from other spots to assess the problems.

4. Only object samples with offers be placed in private emporiums to

invite people to come, see and collect from the museum

5. Different activities like painting competition, city tours by museums

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In the strategy there should a space for – -- creating respect and awareness for the tribal cultures and

-- to increase the number of museum visitors in some ways such as ..

1. Outreach programmes like skit, mobile exhibitions etc. Some smart

tribal members can also be engaged as per their ability.

2. Inspirational stories/legends from their world can be in school

texts which is possible by local Education department.

3. Feedbacks can be collected from not only the museum but also

from other spots to assess the problems.

4. Only object samples with offers be placed in private emporiums to

invite people to come, see and collect from the museum

5. Different activities like painting competition, city tours by museum

6. Local tour operators and travel agencies can play vital roles in

Museum marketing

7. Taking in example the ‘Delhi Haat’ , There is a provision of

Commissions for private transport and auto-wallah etc.

8. Objects should have proper display with bilingual narratives.

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Part 2

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Some suggestions for

marketing of the tribal

products ?

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Andaman & Nicobar Administration

Tribal World

Stakeholders Stakeholders

Emporiums

Internet A&N Administration

Autowallah ANTRI workers

Tourists

Tour Operators Travel agencies

Local shopkeepers Boat operators

Other Govt servants

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Andaman & Nicobar Administration

Tribal World

Stakeholders Stakeholders

Emporiums

Internet A&N Administration

Autowallah ANTRI workers

Tourists

Tour Operators Travel agencies

Local shopkeepers Boat operators

Other Govt servants

CATEGORY SPECIFIC

AND SENSIBLE

MARKETING

STRATEGY IS HIGHLY

REQUIRED

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Posters/hoardings bearing images

of Museum, saleable museum

artefacts with their makers (tribals)

should be everywhere with proper

address. Special places are

junctions, jetty, other museums and

tourist spots, bus terminus, airports

at Port Blair, Chennai, Vizag,

Kolkata, New Delhi etc., and the

tourist spots even in mainland.

It is hypothesized that NGOs,

newspapers will also

disseminate..being highly

influencing stakeholders Note : we cannot sale out at these

spots since we need people to visit

museum & to avoid checking of

stakeholders’ behaviour and

modus-operandi.

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All tribal products have interesting rituals, stories and indegenous

knowledge which may be used as attached value of product

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All exhibits are not for sale Things to be marketed

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*Museum should have visiting cards freely to be distributed

by staffs even by the ticketing staffs

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Knowledge Collection (Tangible (iron head) &

Intangible (ethno botanical knowledge)

Iron head of Jarawa arrow coated with a

plant juice for rust protection

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To preserve the art to promote their passion

for adorning the body with possible materials

including leaves, shells and waste materials

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Thank you for the time you spent

in understanding the Museum Marketing By ANTRI MUSEUM

• Pronob Kumar Sircar