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1. IMC CAMPAIGN
PONDICERRY
PRESENTED BY:
Naghma
Neha
Hari
Yadu

2. Marketing
Analysis

3. MARKETING BACKGROUND
Market trends and overview
“PONDICHERRY OVERVIEW”

4. DATA: PONDICHERRY
Location
South-East Asia.
Area
290 sq km.
Population
950,289 (2011).
Population Density
3232 per sq km.
Languages spoken
Tamil, English, Malayalam,
Telugu, French, Hindi

5. Pondicerry, Karaikkal, Mahe, Yanam
Demographics
Location
Southern part of India on the Coromandel
Coast of the Bay of Bengal Bounded by Tamil
Nadu on its North, West and South
Latitude Between 11°46' and 12°30' of North
Longitude Between 79°36' and 79°52' of East
Area 492 Sq kms
Climate Warm throughout the year
Max Temperature 31.5°C
Min Temperature 23.9°C
Average Annual Rainfall 130 cms
Capital Pondicherry
Population 1244464
Languages Tamil, English, French, Telugu and Malayalam
Religion
Hindus, Christians, Muslims and very few
Jains, Sikhs and Buddhists
Best Time to Visit October to March
Clothing Cottons throughout the year

6. ECONOMY
• Pondicherry economy can be
characterized as an “open” economy with
flows of virtually all factors of production
including natural resources, labour,
capital and technology
• Financial flows to Pondicherry occur not
only from adjoining states, but also from
different parts of the country in various
forms for investments, services, etc
• there are also flows from outside the
country due to both remittances from
NRIs and pensions paid by the French
Government

7. HISTORY
• The Portuguese have been here. So
have the Dutch, The Danes, The
English And the French
• The French first set foot here in
1670 and left a part of them when
their undisturbed rule finished in
1954
• In the year 1963, the Parliament
enacted the Government of Union
Territories Act which provides for
Legislative Assemblies and Council
of Ministers in the Union Territories

8. cont.
• Most of the population in
Pondicherry depends on
agriculture and around 90% of
the area is irrigated
• There are many small-scale,
large-scale and medium-scale
industries in Pondicherry. About
a major portion of the
population here is employed in
the industrial sector

9. CULTURE
• It has several cultures brought
together
• In spite of its French culture and
character, the place is truly Indian
• Various fairs and festivals form an
integral part of the culture of
Pondicherry
• The presence of two dominant
influences have made the
Pondicherry culture complex but
very vibrant at the same time.
• The French cuisine blends well with
the local cuisines

10. FESTIVALS IN PONDY
• De Jure Transfer Day
• Vinayagar Chathurthi
• Veerampattinam Festival
• Navratri
• Gandhi Jayanthi
• Ayudha Puja
• Bakrid
• Deepavali
• Muharram
• Shiva Ratri
• Fete De Puducherry
• Karthikai Deepam
• X Mas Eve and New year
• Masi Magam

11. FESTIVALS IN PONDY
• Pongal
• Milad Un Nabi
• Republic Day
• Mothers Birth Anniversary
• Holi Festival
• Tamil New Year
• Good Friday
• Akshaya Thrithiya
• Villianur Temple Festival
• Bastille Day
• Aadi Amavasai
• Independence Day
• Sri Aurobindos Birth

12. POLITICAL SITUATION
• The district government in
Pondicherry appoints the Chief
Minister who is nominated as a
member of the Legislative Assembly
• There are various political parties
which are responsible for the
changes and progress of
Pondicherry.
• Its politics has a great influence of
the Congress and BJP party which
are the two major political parties
here.

13. Logo/ Slogan
• We believe tat Pondicherry is the most famous
for its beaches and is always as young as it
could be.

14. TARGET
MARKET
“Both Domestic and International
tourism lovers”

15. COMPETITIVE
ANALYSIS

16. COMPETITIVE ANALYSIS
• Direct competitors: Cities that share similar
characteristics to Pondicherry in India are :-
1. Goa
2. Vishakapattnam
3. Puri

17. 1. Goa
Attractions:
-beautiful beaches
-temples & church
-fort
-waterfall
Festival:
-Ganesh chaturthi
-carnival
-Old goa feast
-Margao Feast
Competitive analysis

18. 2. Vishakhapatnam
Attractions:
-caves
-temples & church
-park and sanctuary
-waterfall
-museum and zoo
Festival:
-Chandanotsavam
-lumbini festival
-Vishaka utsav
-Music festival
Competitive analysis

19. 3. Puri
Attractions:
-lake
-temples & church
-beach
Festival:
-Rath Yatra
-Akshaya tritiya
-Uttarayana
Competitive analysis

20. MARKETING
BACKGROUND
SWOT ANALYSIS
PONDICHERRY

21. STRENGTHS
• Puducherry (Pondicherry) is well known Heritage
destination – French Colonies
• Has varied attractions Heritage, Cultural, Beach,
Backwaters, and Religious.
• Significant number of international tourists visits every
year.
• Also internationally well known for Aurobindo Ashram and
Auroville
• Arikamedu site is recognized as Archiological site
• Attractions in Puducherry are easily accessible from
Puducherry town
• Good connectivity by railway and road

22. WEAKNESSES
• Puducherry in general a destination by itself with
attractions within 20 km radius.
• Number of attractions in Puducherry is less comparatively
due to which normal stay of a tourist at Puducherry is
restricted to a day or maximum 2.
• Lack of adequate marketing and promotion of the
monuments such as Arikamedu
• Lack of Air connectivity
• Lack of adequately trained guides and information on the
monuments is an issue raised by tourists.
• Lack of quality way side amenities and public conveniences
on the way to the major tourism destinations.

23. OPPORTUNITIES
• Given the nature of the attractions in this circuit,
the Circuit can be developed as an Integrated
Tourism hub.
• Given its proximity to Chennai, the circuit can be
linked with the Priority Circuit of Tamil Nadu and
can be one of the gateways to tourism, thus
offering varied destinations and attractions to
match the interest of the tourist
• Tourism can be a major income source for the
local people living around the tourism destination
in addition to agriculture and allied activities.

24. THREATS
• Lack of intensive marketing and promotion of the
tourism destinations in this circuit leading to low
demand pull for visitors to the destinations. Currently
the bulk of the domestic tourists are from the
surrounding regions in Karnataka and Tamil Nadu.
• Poor connectivity and infrastructure facilities to the
tourism destinations. This is considered as a major
issue by the tourists visiting the destinations.
• It is very much essential to create more attractions in
and around Puducherry to attract more tourists and
also prolong the stay of the tourist at Puducherry

25. Integrated Marketing
Communication

26. IMC STRATEGIC OBJECTIVES
• To increase the visibility of Pondicherry in tourism
map
• Increase the percentage of tourist inflow when
compared to tourists all-India wise
• Create better image of Pondicherry through the use
of IMC

27. Pondicherry Tourism - Facts
• Tourism ministry decided on Pro-Poor
approach
• Department of tourism(DoT) is responsible for
promotion and development of tourism
• The number of visitors from south India
including Chennai contributes to more than
75% of the domestic tourists
• French tourists account for almost one-fourth
of foreign tourist inflow

28. Tourism statistics
Year
Domestic
tourist
Foreign
tourist Total Growth %
2014 - till
August
7,24,792 49,953 7,74,745 (+) 7.50%
2013 1,068,184 61,516 11,29,700 (+) 9.18%
2012 9,81,714 52,931 10,34,645 (+) 8.88%
2011 8,97,986 52,298 9,50,284 (+) 7.15%
2010 8,35,872 50,964 8,86,836 (-) 2.03%
2009 8,51,192 54,038 9,05,230 (+) 1.93%
2008 8,27,799 60,306 8,88,108 (+) 3.72%
2007 7,98,528 57,682 8,56,210 (+) 22.57%
2006 6,52,245 46,273 6,98,518 (+) 14.50%
2005 5,74,011 36,009 6,10,020 (+) 3.33%
2004 5,58,445 32,053 5,90,498 (+) 12.32%
2003 5,00,139 25,559 5,25,698 (+) 5.01%
2002 4,80,519 20,094 5,00,613 (+) 0.33%
2001 4,76,804 22,115 4,98,919 -

29. Pondi – Existing Proposals
• The Plan allocation in the current financial
year is ` 65.50 crore. An MoU has been signed
with Ille-et-Vilaine, a Country Council in
France for promotion of tourism.
• A new website for the Department for
destination marketing has been launched.
New Media Agency has been appointed to
carry out 360º media campaign for
Puducherry Tourism.

30. • It is also proposed to complete Phase-III of Mahe
Beach Walkway.
• Development of Nallambal Lake36 in Karaikal
region will be taken up in this year.
• Special tourism zone at Manapet, Star Hotel at
Old Distillery premises in Puducherry, Star Resort
and Water Park at Murungapakkam will be taken
up this year under PPP mode after obtaining the
approval of the Central Government

31. • Action has been initiated for development of
heritage areas in Puducherry, development of
Thirukameswarar Temple at Villianur, Eco
Beach developments in Puducherry,
development works in Bharathi Park and
extension of beach promenade in Puducherry.

32. Tourism Carrying Capacity
• TCC is defined as the maximum number of
people that may visit the tourist destination
without causing destruction of the physical,
economic and socio cultural environment and
an unacceptable decrease in the quality of
visitors‟ satisfaction.‟ (Alvin Chandy, 2009)
• TCC is analyzed by Physical-Ecological, Socio-
Demographic and Political- Economic factors

33. IMC Selection
1. Advertising
2. Publics Relation
3. Sales Promotion
4. Interactive

34. ADVERTISING
AIMS:
• Main aim is to introduce Pondicherry to both
domestic and foreign tourists
• To increase interest and awareness in people
• Provide the details for planning the holiday

35. TACTICS:
• Using TV commercials, print media, and radio
• TV commercials are given in specific channels
during programs related to travel and tourism
• Used for promoting Pondicherry nationally as
well as internationally

36. PUBLIC RELATIONS STRATEGY
AIMS:
• Help promote the allied hotels and resorts
• Inform unique selling point and promotional program
to stimulate sales
• Reinforce advertising message
• Create positive feelings
• Create special events to attract tourists
– Eg: Heritage car rally, samba de Roda etc.

37. SALES PROMOTION STRATEGY
AIMS:
• Stimulate people to purchase for tourism
• Capture people’s attention to the campaign
• Increase the percentage of domestic tourism
• Create positive feelings and preferences

38. TACTICS:
• Discount promotion- in alliance with hotels
and resorts to offer discounts and packages
for tourists
• Internet – provide detailed information about
Pondicherry
• Website: www.ponditourism.in
www.tourism.pondicherry.gov.in

39. 4. INTERACTIVE/ INTERNET
AIMS:
• Create awareness and remind people about the
campaign
• Provide detailed information about Pondicherry
and the campaign
• To facilitate people by offering and recommending
further services
• Create buzz among surfers

40. MEDIA TACTICS

41. Overall Media Strategy
Coverage:
• International: Focuses on TVCs and print ad.
• Domestic: Focuses on out-of-home media, prints,
and radio spots.
Seasonality:
• Promote Campaign: September 2008-November
2008
Working Media Budget:
• 250 Million Baht

42. Rationale
• Every media tactics are decided to cover as much as possible
of the target audiences both international and domestic
within the working budget.
• Try to maximize the reach within frequency provided by
exposing at the time and programs that most target audiences
will watch
• By doing so is concerned with and campaign period working
budget
Media Tactics

43. Media Plan

44. Media Selection & Rationale
Television:
• International coverage
• Mass audience
• Cost-effective
• Strong impact

45. Media Selection & Rationale
Radio:
• Local coverage
• Segmented audience
• Flexibility
• Inexpensive

46. Media Selection & Rationale
Newspaper:
• High coverage
• Local reach
• Flexibility

47. Media Selection & Rationale
Magazine:
• Segmented audience
• Long life span
• Visual quality

48. Media Selection & Rationale
Out-of-Home:
• Local coverage
• Situational
• Good impact
• Reminder
• Inexpensive

49. Media Selection & Rationale
Interactive and Alternative:
• Inexpensive
• Customizable
• Interactive relationships
• Creative ad.
• Reminder

50. WORKING MEDIA PLAN

51. Working Media Plan
Television:
• Programs:
- Sancharam (Asianet News): Sunday at 11:30 p.m.
- Trip (NDTV Good Times) : Wednesday at 8:00 p.m.
• 1 video during a show
• Rationale: Focus on travel and adventurous reality programs.
Most of our target (17-32 years old) watch these types of TV
shows.

52. Tariff

53. Working Media Plan
Radio:
Red FM 93.5
Radio Mirchi
Big FM 92.7
AIR 103.5
Flighting pattern – For domestic only
• Announces at morning drive time 8 – 10 a.m.
and evening rush hour period 5 – 7 p.m.
• Pushing period first 2 weeks and last 2 weeks
• Stop period for 2 weeks inbetween
• Rationale: These radio stations have a lot of station fans that are
our targets which are teens (young adults)

55. Working Media Plan
Newspaper:
The Hindu
• Frequency: Weekly once
• Rationale: It is the most widely read English newspaper in
Kerala, Tamil Nadu and Karnataka
Times of India
• Frequency: Weekly once
• Rationale: The Hindu has the largest circulation in India and
can reach the mass.

56. Tactics:
• Pulsing pattern - only in every Sunday issue on the back cover
• Promote only domestic
• Pushing period - first 2 weeks and last 2 weeks of the period employ full
page 4 colors
• Low period – the other weeks employ half page 4 colors

60. Working Media Plan
In-flight Magazine:
Vistara, Singapore Airlines in flight magazine
Spice Route, Spice Jet in flight magazine
Shubh Yathra, Air India in flight magazine
• Frequency: Monthly
• Rationale: It’s high exposure and easy to get attention
because reading in-flight magazine is seem to be the normal
activity in flight.

63. Working Media Plan
Magazine: Domestic
India Today, Travel Plus
• Frequency: Monthly
• Full page, 4 colors
• Rationale: It’s a popular travel
magazine and their main target is
20-35 age group which it fits our target.

64. Working Media Plan
Out-of-Home : Domestic
Billboard (Printed poster)
• Cochin International Airport, Cochin
• Kemegowda International Airport, Banglore
• Chennai International Airport
(series of billboards)
• Rationale: These areas are very good places to capture people
attention, especially the tourists that have to pass these
areas. Moreover, the billboard in these areas is very big which
will make our ads outstanding.

65. Working Media Plan
Out-of-Home : Domestic
Transit Ad
• Exterior: Board on platform at
- Railway Stations
- Busstands
- Metro and Subway Stations
• Rationale: Most people who are waiting for the train or bus at
the platform pay attention to the ads around them.

66. Tariff for Railway stations

67. Working Media Plan
Interactive:
Pondicherry Tourism Website (PTDC)
• http://tourism.pondicherry.gov.in/
• Rationale: Provides more information about the campaign eg.
attractions, festivals, hotels etc. This web address will be
included in every media used.

68. Working Media Plan
Interactive:
YOUTUBE Website
• http://www.youtube.com/
• Rationale: It is the world largest online video storage and can
reach million of people in every corner around the world. It
also reach both international and domestic target by one-time
uploading.

69. Working Media Plan
Interactive:
Social Media Websites
• https://www.facebook.com/ etc.
• Rationale: Social media sites can reach million of people in
every corner around the world.

70. Budget Allocation
• Television : Rs. 500,000
• Radio : Rs. 20,000
• Newspaper : Rs. 16,00,000
• Magazine : Rs. 54,00,000
• Out-of-Home : Rs. 380,000
• Interactive : Rs. 13,00,000
• PR and Sales Promotion : Rs. 25,00,000
Total = 1,17,00,000

71. TELEVISION
• ASIANET: 3000 * 16 weeks = 480,000
• NDTV: 500 * 16 weeks = 8000

72. RADIO
• RED FM: 120 * 16 weeks = 1,920
• AIR: 250 * 16 weeks = 4,000
• RADIO MIRCHI: 700 * 16 weeks = 11,200
• BIG FM: 80 * 16 weeks = 8000

73. NEWSPAPER
• Estimated amount :
– 100,000 * 16 = 16,00,000

74. MAGAZINE
• INFLIGT MAGAZINES:
• 500,000 * 10 weeks = 50,00,000
• DOMESTIC MAGAZINE:
• 100,000 * 4 = 400,000

75. OUT-OF-HOME
• AIRPORT: 60,000 * 3 = 180,000
• TRANSIT ADS: 100 * 2000 = 200,000

76. INTERNET
• WEBSITE: 800,000
• YOUTUBE etc.: 400,000

77. PR AND SALES PROMOTION
• BANNER: 350,000
• DISCOUNT SALES: 10,00,000
• OTHERS: 800,000