International Marketing

Presented by

ACKNOWLEDGMENT
Any project requires more than its students to bring it into final form as most authors readily admit in their pages of acknowledgementsespecially a project of the sheer length and magnitude of this one, which attempts the enormous task of covering general issues plus assorted material of a metaphysical and mystical nature. As a student of RIZVI BMS I would like to express my warm gratitude to our respected Prof Venkatesh who aided us in the undertaking of the completion of this work. It seems appropriate to say thank you in the end rather than at the beginning because it is actually the omega of the project, which she helped to bring about. And finally to all our devoted group members for their wholehearted support and continually bringing statements of urgent issues with their compassionate viewpoint and deep insights As always.

Overview
The subcontinent of India lies in south Asia, between Pakistan, China and Nepal. To the north it is bordered by the world's highest mountain chain, where foothill valleys cover the northernmost of the country's 26 states. Further south, plateaus, tropical rain forests and sandy deserts are bordered by palm fringed beaches . Side by side with the country's staggering topographical variations is its cultural diversity, the result of the coexistence of a number of religions as well as local tradition. Thus, the towering temples of south India, easily identifiable by their ornately sculptured surface, are associated with a great many crafts and performing arts of the region. In the desert of Kutch, Gujarat, on the other hand, a scattering of villages pit themselves against the awesome forces of nature, resulting in Spartan lifestyles made vibrant by a profusion of jewelry and ornamental embroidery used to adorn apparel and household linen. In the extreme north is the high altitude desert of Ladakh. Local culture is visibly shaped by the faith - Buddhism -as well as by the harsh terrain. Yet another facet of Indian culture is observed in the colorful tribal lifestyles of the north eastern states of Nagaland, Mizoram, Tripura and Manipur with their folk culture.In the central Indian states of Orissa and Madhya Pradesh tribal village life has resulted in a variety of artistically executed handicrafts.

Travel and Tourism (T&T) - the worlds largest industry

Share of world: GDP Employment Exports % of Total (2000) 11.0 8.0 7.9

Capital Investment

9.4

A powerful engine for generating jobs and wealth

Phenomenal Explosion of Domestic Tourism

Year 1990 1998 Domestic 63,817,285 168,196,000

1999 2000

176,082,442 210,082,442

Average Length of Stay in the Country

Country India Canada Brazil France Hong Kong/China Japan Malaysia Singapore(1997) Spain Thailand Days 31.2 5.22 13.00 7.31 3.38 8.80 5.50 2.60 12.9 8.4

India - A Civilization Alive

Heritage Site

Cultural Attractions
Beaches / Benchmarks Health And Wellness - Yoga & Ayurveda Shopping Indian Cuisine
New Experience - Meditation, Naturopathy

The Indian Tourism Product

Whats New ?

Infrastructure
Airports Fast Trains Hotels And Resorts Recreation Facilities e.g. Golf

India - Business Opportunity

5th largest Economy (PPP) High Growth - 250 Middle Class Huge Outbound Market - Growth

Huge Infrastructure Investment Opportunities

Tax Incentives Available

Steps Taken to Accelerate Tourism Growth - I Reduction in Entry Fee and Passenger Tax for Monuments
Over 17,000 additional international air seat capacity

Maximizing use of Information Technology For Promotion

Touch Screen Information Kiosks

PATA Annual Conference 2000 in Indian on 14 - 18 April

Steps Taken to Accelerate Tourism Growth - II

WTO Visit South Asia year 2003
Up-gradation of Domestic Airlines, better services and increased frequency Communication revolution Increase Hotel Rooms to 1,25,000 by 2002 More Budget for Overseas Marketing Being Restored

IMPROVING TOURISM INDUSTRY IN GOA AS A WHOLE

Improve the quality of airports that are to the international standards. Improve important railway stations to international standards.

Have smart, computer literate friendly immigration officers who will ensure that a tourist need not wait more than five to seven minutes in the immigration queue.
Improve airport access road. Build more three star functional clean hotels with friendly affordable tariffs. Maintain monuments and attractions as it is done worldwide.

Features
Exclusive international 5 star deluxe resort located on colva beach

186 rooms, 10 suites, 6 villas with private balconies overlooking landscaped garden & the ocean Rooms & suites with individually controlled airconditioning, large private bath, massage, shower & hair dryer, international direct dial telephones, cctv, mini bar
Discotheque Multicuisine restaurants & bars Swimming pools with a beautifully landscaped sundeck area, 9 hole golf green, 2 tennis courts, volleyball, yoga & meditation areas.

The 4 Ps of Marketing
The 4 Ps of marketing are Product, Price, Place, and Promotion. Think of each of these as a variable which you control. The idea is to set these variables in such a way so that sales will take place. You cannot "make" a customer pull out her credit card, but you can certainly help her in coming to a decision by setting the "right" price, the retail location, the level of advertising and even product attributes such as color or perceived quality. You control everything but the customer herself. These variables are all interdependent. Taken together, they constitute a certain mix.

Product
In the hospitality industry the service that the hotel provides and the other products that the hotel provides are the facilities the rooms the restaurants the hotel has It's fully refurbished guest rooms and highly personalized services, make you feel comfortable and cared for, miles away from home the product that the armadas is into is always to keep the guests happy who enter and leave their premises

Price
What is Price? The answer may not be as obvious as one may think. Price is not just the sticker price or the price invoiced. It goes deeper. the Ramada is one of the only 5 star hotels in Goa that has prices that even a common man can avail of on grand occasions they have a price tag which varies for different persons requirements may from any walk of life Ramada is a good price package that fits every ones budget due to which they do not face competition from other hotels

Place
Exclusive international 5 star deluxe resort located on colva beach . 186 rooms, 10 suites, 6 villas with private balconies overlooking landscaped garden & the ocean And only 3 km from the airport so why wont anyone opt for a better place than this

Promotion
The Ramada have their advertising on local radios during great events like valentines day , and the occasions in Goa which is very important . they have shows and discothques in which they have freebies like couple entry on 50% discount and etc their promotion is also done thru Indian airlines which offers tickets and staying packages for Ramada and the rates are so nominal that people cannot resist

Segmentation
Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior There are many ways that a segment can be considered. For example, the auto market could be segmented by: engine size, model type, cost, and so on. However the more general bases include:

By geography - such as where in the world was the product bought By psychographics - such as lifestyle or beliefs By socio-cultural factors - such as class By demography - such as age, sex, and so on.

Hence we see that Ramada basically segments its customers by psychographics and also by socio cultural factors to a certain extent.

Targeting
Targeting is the second stage of the process. After the market has been separated into its segments, the marketer will select a segment or series of segments and 'target' it/them. It's like looking at a dart board or a shooting target. You see that it has areas with different scores - these are your segments. Aiming the dart or the bullet at a specific scoring area is 'targeting'

Considering Goa being the hottest tourist location in India, foreigners are the major source of income for Ramada's. Hence their major target market would the foreigners who come to India on a vacation.

Positioning

Swot analysis
Strengths:
Very good and peaceful location They have their own beach COLVA which is major tourist attraction Good services toward customer Rates are much low as compared to their customer

Weakness:
Very far from airport, railway station and from the main city No major tourist spot nearby except colva beach

Opportunity:
As there is boon in tourisms so opportunity of capturing the market. Major brand Ramada all over the world Support from Kokan government tourisms department If they do more advertisement and promotion then chances of capturing more market shares.

Threat:
Major competition from hotels like Leela, Taj, and holiday inn and Majorda beach resorts.

Marketing Strategies

Collaboration
Having world wide network of more than 10 hotels in countries like {Tokyo, Berlin, Amsterdam and Sydney} In India major collaboration with kokan railways, air India, Indian airlines. Collaboration with traveling agencies like raj tours and travels and sotc .and many small travels agents. Collaboration with certain companies line d-link, air India in goa for conferences and meetings.

CONCLUSION
As India is rich with culture and heritage, but India is facing not so good important place in the tourism industry. which can provide 30% to 50% of the G.D.P of the country. But the government is not taking it very seriously to improve our condition so that the tourism industry in the country can grow. Today man had money and wanted to see what he had learned and listened from the people. They are ready to pay for entertainment but they should feel that they had enjoyed. Foreign countries are taking the advantage by providing with the attractive offers and simplicity in obtaining tourist visa. They advertise themselves they had formed separate ministry to see that they are advertised and there is increase in the tourist. India required to take steam measures because it can solve the countries most effected problem, that is unemployment. If unemployment problem is solve, the problem of growing population can come into control.