Published on January 24, 2014
1|Page Consumer Behaviour Assignment Abhinav Mathur, EXPGDM 2013-14 (ROLL NO. 6) Take any two Tourism Brands and discuss the different stimulus factors that are used by these brands for its various communication platforms/media vehicles. Madhya Pradesh Tourism Madhya Pradesh Tourism promotes the state as a center for rich cultural heritage which is surrounded by a natural splendor of rich flora and fauna. Figure 1.Wild Havens. Land of the Striped Stalker Located in the heart of India due to its geographic lo- cation, the tourism board promotes what the state highlights as its key attractions which involve monuments, exquisite temples, stupas & forts. Figure 2. Serene. Splendored. Heart of incredible India Figure 3. State with rich history of Kings
2|Page The “MP Malang Hai!” campaign (left) promoting the state, describes brand Madhya Pradesh as an epitome of rich Indian culture & shows why the state is an attractive destination. Here, let’s look at the specific brand information that one can assume about the way it is projected: Brand Positioning: “The Heart of Incredible India” Brand Associations: ‘Various exquisite monuments, stupas, flora & fauna, heritage temples etc.’ Brand Philosophy: “Situated in the heart of India; Historically & Culturally Rich” Thus the communication strategy is to make people look with great admiration and interest at Madhya Pradesh. Revive their interest in the rich Indian culture and heritage. Cities like Ujjain, Gwalior, Mandu, Khajuraaho are pegged as sites for seeing exquisite stone temples and craftsmanship present in ancient India.
3|Page Whereas places like Jabalpur, Panna, Rewa, Chhatarpur are promoted as places rich in flora & fauna. In Perception, we have two views: - Sensory Perception - It is governed by the five senses: sight, smell, sound, touch, and taste. It focuses on product specific sense attributes and how these are understood and evaluated by consumers. The consumer’s sensory perception will get influenced by the promotion of these diverse places in Madhya Pradesh. It is important that consumers get the clear message as to why Madhya Pradesh is an attractive destination. The target here are people who wish to explore India – hence the messaging – ‘Hindustan Ka Dil Dekho’ which has been used in earlier TV commercials. Thus saying, if one wants to get an know about India, Madhya Pradesh being the heart is the right place to start discovering. As a sensory perception, one gets the attractive offer of pleasing the intellect by touching and feeling a part of ancient India’s glorious past (depicted by places like Ujjain, Mandu etc.) and taking a feel of nature (Rewa, Panna etc.) - Gestalt’s Theory of Perception - As per the theory, the individual sees objects in their entirety before perceiving their individual parts, suggesting the whole is greater than the sum of its parts. Further, the whole is anticipated when the parts are not integrated or complete.
4|Page Thus, the promotional campaigns run by MP tourism show many places, experiences and colors of Madhya Pradesh, thus trying to create an attractive image in the consumer’s mind. If one looks at the TV commercial – ‘Hindustan Ka Dil Dekho’ it is through visual representation that the many tourist spots are highlighted. (see below) In the above TV commercial, it is through the gestures of hand and eye movements, that the brand tells the story about Madhya Pradesh’s many popular tourist attractions. Thus by not explicitly showing the images, the communication tries a unique way of cultivating an interest which goes well with the theme of discovering India. It is through this dying art of shadowgraphy & VO (voice over) done by Raghuveer Yadav (from MP) that the brand builds a perception in the consumers mind about discovering the ‘Heart of India’. The campaign from 2006 to Sept 2010 helped increase the inflow of 9.6 lakh domestic and 10.6 lakh foreign tourists*. The lyrics of the jingle created were also very catchy and attracted a lot of attention. Hindustan Ka Dil Dekha (lyrics) Bandar dekha, haathi dekha. Barahsingha, aur cheetal dekha. Mowgli ke jungleon mein, Sher Khan ko dekha. Pachmarhi Satpura ka ajooba, Bhopal lake mein suraj dooba. Mandu ka jahaz mahal, Aur marble ka pahad dekha. Mahakaal mandir mein pooja, Photo khicha jaake Orcha. Gwalior ke kile mein bhatka, Khajuraho ne de diya jhatka. Dhim tana dhi re na… nadir… Purvajon ko milne jule, Jaa bahita mein Bhimbhetka. Train ki chik chuk sunte, Aa pahucha mein Sanchi stupa. Sanchi ki shanti mein, Khudke aandar jhaak ke dekha. Hindustan ka dil dekha. Hindustan ka dil dekha. The Heart Of Incredible India. Madhya Pradesh (*Source: http://www.hindustantimes.com/news-feed/travelold/brand-india/article1-713809.aspx)
5|Page According to the UK-based World Travel and Tourism Council, India will be a tourist hotspot till 2020. The states have begun to aggressively promote themselves of late: mega bucks tourism campaigns by top-notch advertising agencies, Bollywood stars as brand ambassadors, big budget documentary films showcasing the sites are in the pipeline are all present to build a good perception about Incredible India.* When it comes to good, Goa Tourism has been known for its great beaches and long established itself as a party destination. Tourism has been the primary industry in the state of Goa for quite some time. Its famed beaches, ample sunshine has helped not only change perceptions of domestic tourists, but a large quantity of international visitors who perceive Goa as an idyllic place to spend their winters. In-fact, Goa alone caters to 7% of all foreign tourist arrivals in the country. Here, the place itself draws an immediate perception of one coming for an ideal holiday, relaxing on the beach, getting a tan, indulging in some local cuisine and having a fun time. Travelers from across the country and globe flock to Goa for the very reason as they hold it in high regard as an ultimate destination for being laid back, being able to have fun & relax. A major element of Goa’s brand identity – Goa Tourism’s logo carries the tagline – “A perfect holiday destination” and is also a brand promise for travelers to be assured of a good holiday. As a first visual aid, it helps building a favorable sensory perception about brand ‘Goa’. Another perception came into light recently was that maximum no. of British tourists came to Goa, as it offers a cheap way to party and make merry.
6|Page Unlike Madhya Pradesh, the brand here is not trying to hard sell itself, as it very easily develops a favorable perception about itself in the consumer’s mind. Goa has 125 kms of shoreline, which gives ample access to beaches. Also, temperature in the coastal city is always favorable. That’s the reason why the same advertising and promotional efforts are not needed as in the case of Madhya Pradesh & even Gujrat Tourism (which ropes in Amitabh Bachchan as a brand ambassador). Hence, Goa Tourism works well even at the absolute threshold of perception, i.e. the lowest level at which an individual can experience a sensation, whereas Madhya Pradesh Tourism would aim at sensory adaption of consumers. Both Madhya Pradesh Tourism & Gujrat Tourism however will have a Just Noticeable Differentiation or J.N.D, also known as differential threshold of perception. The difference can be seen in state expenditures on promoting tourism, while Goa spent `18 Cr. on annually on tourism, Madhya Pradesh has spent `50 Cr in the past five years, with the ‘Hindustan Ka Dil Dekho’ campaign costing `5Cr alone*& Gujrat’s recent ad campaign ‘Khushboo Gujrat Ki’ costing `40Cr. in just six months*. Conclusion Consumer perception differs when it comes to brand perception. Brands might hold on to a certain positioning, however through certain brand associations, the position of the brand in the consumers mind will always differ. To reinforce and build brand insistence, brands themselves have to do two things – 1) Always deliver on brand promise and build an effective brand positioning 2) Meticulous planning and execution of brand promotions should be present This ensures that brand perception is not only clearly established, but also does not diminish in the consumers mind.
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