Case Study:Jungle Lod

ges and
Resorts Limited

•Presented by:-
• Abhimanu Dhanraj
• Abhishek Bhandekar
• Abhishek Kumar
• Abhishek Kulshrestha
• Adhiraj
• Advait Lowalekar,
• Aiyappa NP,
• Akshay Tejle,
• Alfred Tony
 Intoduction
• In 1980, Jungle Lodges and Resorts Ltd was founded through
a collaborative effort involving the Karnataka
Tourism Development Corporation (KTTDC), the State
Forest Department, and Tiger Tops India.
• The Ministry of Tourism, Government of India,
acknowledged Jungle Lodges and Resorts Ltd as the premier
entity in ecotourism, honoring it with the title of "The Best
Ecotourism Organization" in 1997-98. Additionally, CNBC
AWAAZ recognized the organization's exceptional eco-
tourism initiatives in 2008.
• The leadership of JLR firmly believes that
its accomplishments stem from a strategic commitment
to expansion and an unwavering dedication to
exceptional customer service.
• JLR has set strong principles of being environmentally-
friendly. Every aspect of its location development
and operations is carefully oriented towards nature
conservation.
• JLR operations are spread over 17 locations
(properties) across national parks, wildlife sanctuaries and
vast coastal areas of the state.
 Fully owned enterprise by the Government of Karnataka.

The Board of directors comprise of Principal Secretary to the Chief Minister; Principal Secretary to
Govt., Kannada Culture, Information & Tourism Department; Principal Secretary to Govt. Dept. of
Public Enterprises; Principal Chief Conservator of Forests (Wildlife); Director of Tourism; Managing
Director, Karnataka State Tourism Development Corporation; Managing Director, Jungle Lodges &

Organization
Resorts Ltd.; and Executive Director of Jungle Lodges & Resorts Ltd.

Structure The senior level positions at JLR are held by the Indian forest service officers on deputation from the
state forest department.

The middle level managerial positions like administrative manager, human resource manager, and
marketing and sales manager are held by professionals appointed afresh.

The JLR operations at each location are looked after by the professional managers, who are
responsible to run the property as a business unit.
 Business Strategy
• It offers its visitors an authentic
understanding of the natural
heritage
• It has created its corporate image of
an ecotourism and responsible
wildlife service provider.
• JLR follows individual positioning for
its different locations that have
unique selling propositions.
• The key theme of positioning and the
USP for its locations have been
summarized and Shown In table.
Marketing Strategy
Eco-Centric Locations

Natural Setting Luxury

Eco-Sensitive Living Quarters

Exclusion of Disturbances

Gol Ghar Gathering

Wildlife-Centric Interaction

Experiential Marketing

Online Presence and Social Media

 Place : JLR has created an excellent ecotourism infrastructure at each of its locations

Pricing: Being a government enterprise, its pricing strategy is less market-driven

7 P's of Jungle Promotions: JLR developed an informative and user-friendly website(jlrexplore.com), social media

Lodges and People: JLR strongly believes in involving local community in its operations to the extent possible.

Resorts
Physical Evidence: JLR has designed eco-friendly infrastructure

Processes: Process should ensure delivery of same level of service to each customer.

Product Portfolio: Jungle Lodges and Resorts product portfolio can be broadly grouped into
wildlife lodges (three), beach resorts (two), wilderness adventure resorts (three), nature camps
(two), elephant camps (two), and culture & heritage sites (two).
Strenghts:-
• Prime Locations
• Reputation
• Natural Luxury Concept
• Experiential Offerings
Challenges:-
• Balancing Luxury and Sustainability
• Competition
• Regulatory Compliance
• Marketing and Awareness
 Suggestions
They can Introduce a loyalty program that rewards guests for contributing to local conservation
efforts or participating in sustainability workshops.

Partner with local artisans to craft eco-friendly souvenirs, organize musical nights for guests,
supporting local economies and providing guests with meaningful keepsakes.

Collaborate with eco-conscious influencers to amplify JLR's sustainability message, reaching a

broader audience of socially-aware travelers.

Introducing the innovative "Lodge-to-Work" experience: a novel concept where professionals can
seamlessly blend work and relaxation amidst the natural splendor of our jungle lodge and resort.