Team Name: ChimeraTeam Members:

Anup Pawaskar pawaskaranup@gmail.com Jaisel Jose jaiseljm@gmail.com

Nikhita Janpage nikhita.janpage@gmail.com Institute Name: Welingkar Institute of Management ,Mumbai

STDP analysis for National Museum, New Delhi

Strengths• H

olds nearly 2,00,000 objects of a diverse nature, representative of both Indian as well as world history.

• Covers an exhaustive time span of more than 5000 years of rich Indian cultural heritage

• In-Depth Audio Tour-guide provides an engaging experience for visitors

• Organizes numerous national and international exhibitions .

• Financial Support of Ministry of Culture , GOI

Weakness• N

ot promoted as a National Brand

• No differentiating factor from National Gandhi museum and National Rail Museum.

• Numerous parts of Exhibits closed due to renovation or refurbishment or other reasons

• Complaints regarding Poor Lighting, Humidity (No AC) by foreign tourists on review sites like Tripadvisor.com

Opportunities• G

rowing market of India as a tourism destination

• Better infrastructure facilities especially after Commonwealth Games

• Presence of large number of students in nearby areas.

• Delhi has the highest Foreign Tourist Arrivals among all metros in India.*[India tourism Statistics 2010]

Threats• P

erceived as being ‘expensive’ by foreign tourists

• A sense of apathy towards culture and History among Indians in general

• Not as popular a destination as compared to a Qutub Minar or Red Fort(not even in the top 10 visited places in Delhi)

• Security issues after recent incidences against women

SWOT

Before we start….Some basic suggestions for improvement•Name of the Museum could be changed to National Museum of India in line with National Museums of other countries.

•Restoration of Artefacts should be taken up on top priority as these artefacts are the symbol of our heritage.

•Proper maintenance activities like AC repair and humidity control should be undertaken.

•Feedback of tourists should be taken into consideration.(Either a form can be given or via social media like Facebook.

•Better Signage around the museum to help people navigate through the large area.

Segmentation & Proposed Targeting Students• Geographic: Across New Delhi and nearby towns like Noida ,Gurgaon • Demographic: Middle and Secondary School students, Age-group of 10-18,studying in

Govt., Govt. Aided and Private Schools and colleges• These are students who visit the museum as a part of educational tours or summer

workshops or even outdoor visits or picnics• Segment-size: 17.32 Lakhs (Ref Source:1 Upper primary & secondary school

students)

Foreign Tourists• Geographic: Tourists from mostly America and European nations• Demographic: Couples, Social groups and Backpackers, Age group 25-50• Psychographic: Interested in Art and History of India in particular• Behavior: Want to know more about India and its history, Go back with Pictures of places

they visited• Segment-size: 21.59 Lakhs (Ref Source:2)

Indian/Domestic Tourists• Geographic: Tourists from all over India, visiting Delhi• Demographics: Couples, families and Social groups, Age 25-50 years, Post Secondary or

higher educated • Psychographic: Leisure-seekers, Art Enthusiasts, History-Lovers, Intellectuals, Academic

Interest• Behavior: These people value learning, are open to new knowledge, new ideas, extroverts• Segment-size: 154.28 Lakhs (Ref Source: 2)

Primary target

Segment T1: School

children

Secondary Segment T2:

Foreign tourists

Positioning the National Museum Brand• Suggested Tagline: 5000 years of History…Millions of memories! • Project Sanskriti: (Targeted at school children)

• A ‘catch them young approach’ to be followed encouraging schools to foster a spirit of pride regarding Indian Art ,History and Culture

• Project Athiti: (Targeted at Foreign Tourists)• Tie up with Ministry of Tourism to promote National Museum as a part of Incredible! India Campaign• Audio tours in languages like French, German and Spanish other than English to facilitate tourists speaking these

languages.*Indian tourism Statistics 2011, Foreign Tourist Arrivals by Country (Pg 10)• Customized tour bookings online catering to specific sections in the museum accompanied by arts internship students

studying the same.• Store selling ethnic jewelry(Bangles, anklets, beads, rings, necklaces) and miniature replicas of artifacts as souvenirs.

Student Category Classification Activities Incentives School Children Class 5-Class 7 Customised guided tours based on syllabus

topics (e.g.: Harrapan Civilisation), Quizzes and painting competitions.

Winners will be given certificates , tee shirts and Books.

Teenagers Class 8- Class 10 Pottery Workshops, Art appreciation Certificates

Young Adults College Workshops on Art restoration, internships with Institute Professors

Live project and Certificates.

Differentiating Factor1.) Harappan Artifacts-The cradle of our Civilization• The appeal of any museum lies in its distinctiveness and individuality

• The National Museum has a rich collection of more than 3800 artifacts from the sites of Harappan Civilization which includes pottery,

seals, tablets , toys, copper tools, etc.• Every Indian has grown up learning about these from the school History text-books and is aware of the mystique surrounding the Indus

Valley civilization (Who were these people? How did they vanish?)

• The museum can portray these as their most unique assets while communicating their service product or offering

2.) Customer Service• Investing in creation of a well-trained, courteous, helpful and knowledgeable Museum staff to enhance customer service

• An effective customer service will lead to better visitor retention and loyalty, improvements in the museum’s reputation and image, and

more opportunities for growth.

Promotional Strategy• OOH ads at limited but strategic locations like IGI Airport Lobby ,Major Metro Train Stations

• Catchy ,creative Print ads in newspapers announcing major exhibitions and shows

• Digital Ads on Websites like Trip Advisor and Lonely Planet and travel portals with a direct link to the website

• An Integrated Social Media Strategy which includes• A Professionally managed Website complete with a facility

to book tickets , order books & catalogues kept in the museum library and also donate funds to the museum

• A dedicated YouTube Channel showcasing promotional videos, and sample exhibits

• Professionally managed Facebook page and Twitter account for uploading pictures and videos related to museums and also to inform people about upcoming events and shows

• Presence on Photo-sharing sites like Pinterest and Flickr to encourage users to upload and share images of the various Museum artifacts ‘as seen through their eyes’ (especially Foreign Tourists)

Revenue Generation

Expected increase visitors due to branding and promotional activities Suggested Fee Structure

Visitors to national museum

Estimated Number of Visitors

Suggested Fee Rs. Per person Camera Fee Audio fee

Domestic 10% 59733.85 30 30100/150Foreigners 15% 30063.3 275 300 Children 20% 160192.8 5 - Revenue per year 1,61,95,279.05*

We suggest hiking the entry fee and camera charges by a nominal amount for Children and Indian tourists , and reducing the entry fee for foreign tourists

*Note: Excluding Audio Fee and assuming that the Percentage of people getting a camera remains constant.

#Ref Source:3 and 4

Year Current Fee structureVisitors to National Museum 2010# 2011#

Average Visitors Current Fee Rs. Per personCamera Fee

Percentage of People getting a camera(Assumed) Audio fee

Domestic 51760 56847 54303.5 10 20 25%100/150

Foreigners 25323 26961 26142 300 300 50% -

Children 105876 161112 133494 1 - 1%

182959 244920 213939.5Revenue per year 1,27,13,281.44*

% increase in Revenue is 27.38 %

Appendix

• Reference/Sources:1. http://

delhi.gov.in/wps/wcm/connect/DoIT_Planning/planning/economic+survey+of+dehli/content+2008-09/education

2. http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/New/Figures.pdf3. http://indiaculture.nic.in/hindi/pdf/Culture-AnRe-2010-2011(Eng).pdf4. http://indiaculture.nic.in/indiaculture/pdf/MOC_Annumal%20Report_2011-12%20(Eng).pdf