Marketing Strategy for the promotion

of“Amazing Arunachal”

By

Bishal Aran

(Christ University,

Bangalore)

Agenda…

What is destination marketing?

Why destination marketing?

How to do destination marketing?

“Amazing Arunachal”

Arunachal is known as the “land of the dawn-lit mountains”.

Arunachal is also known as the “Orchid State of India” or the “Paradise of the Botanists”.

Arunachal is a land of undulating hills and plains with luxuriant green cover and a wide variety of race and exotic flora and fauna.

Its verdant forests, tumultuous streams, condescending mountains and snow clad peaks make it a unique destination.

Tawang Town

Tawang War Memorial

Tawang Monastery

What is destination marketing?

Product Promotion

Placement Price

What is destination marketing?

It is a crucial activity for making the destination competitive on the tourism market.

Destination Marketing has two main goals:

Improve the attractions of the destination

Position the destination or the tourism products on the market place.

Destination Marketing, what for?

Promote and sell tourism products related to tourists motivations.

Why destination marketing?

Why

Higher competition

New Motivations

Change in consumers behaviour

Why destination marketing?

The success of a destination depends highly on the levels of efficiency of the destination marketing strategy and its activities aimed at:

Understand the activities and process for connecting buyers and sellers.

Respond to the demand needs positioning the destination on the market.

Meta level position in relation to: Tourism Product, Brand, Price, Segmentation, Promotion and Distribution.

New Approach to destination marketing

Classic Approach

Product

Price

Promotion

Position

New Approach

Product

Personalization

Price

Position

Promotion

Partnership

People

Planning

Promotional Marketing strategies…

Media strategy

Advertisement

Google Map Add-on

Social Media (Facebook, Twitter etc)

Official Website

Brand Ambassador (Baichung Bhutia)

Hot Air Balloon promotion

Promotional Marketing Strategies…

Events

Orchids Exhibition

Rock Music Concert

Crafts Exhibitions

Festivals

Fashion Show

• Contributing to the Child Welfare Organization.

• All India Photography Art Fare 2014.

Media Strategies

Brand Ambassador

“Amazing Arunachal” ambassador.

Former Indian Football captain

Bhutia is been described as “God’s gift” to Indian football.

He is often nicknamed as the SikkimeseSniper.

Hot Air Balloon Promotion

Events

Festivals, Crafts Exhibitions, Rock Music Concert , Orchid Exhibitions and Fashion

Shows.

Market Target

Leisure travellers

Adventure Travellers

Honeymoon Travellers

Thank You…