A STUDY ON INTERNAL PERSPECTIVE OF MARKETING STRATEGIES IMPLEMENTED BY KTDCBelli P K

11400011

28 October 2013

Department of Business Administration

College of Engineering Trivandrum

BACKGROUND OF THE PROBLEM

KTDC uses a marketing strategy to differentiate itself from its competitors. But how far the marketing strategy is effective is uncertain. The study done in KTDC is to evaluate the marketing strategy and suggest a suitable marketing policy.

COMPANY PROFILE

Incorporated on 29 December 1965 Initial Name- Kerala tourist and Handicrafts

Corporation Pvt Ltd Prime mover in progressive development,

promotion and expansion of tourism in state. Offers tourism related activities Owns over 60 properties ranging from luxury

hotels to budget hotels, yatri nivas, restaurants etc

Brands and Products- Heritage hotels, Premium Hotels, Budget Hotels, Tamarind Easy Hotels, Motels, Restaurants etc

OBJECTIVES OF STUDY

To evaluate the marketing strategy To find out the marketing policy adopted by

KTDC To examine the marketing policy related to

promotional activities of KTDC To find out the threat involved in marketing

policy of KTDC To suggest a suitable marketing policy

RESEARCH METHODOLOGY

Sample size – 50 Sampling method – Simple random sampling Sampling unit0 Managers and officers of

various department Nature of data – Primary and Secondary Statistical tools used- Percentage analysis,

Chi square Test, Correlation Analysis, Weighted Average Method.

Period of study- 11/03/2013 to 11/04/2013

QUESTIONNAIRE COVERS VARIOUS ASPECTS OF MARKETING STRATEGY

Brand Market Messages Marketing channels Marketing tactics Creative approaches Offers Sales tools Data website

FINDINGS

Demographic profile Males – 72% Graduate – 60% Age Group- 31 to 40 – 56% More than 10 year experience- 44% Income 10001-20000 – 36%

FINDINGS RELATED TO MARKETING STRATEGY

Brands clearly communicates what they are and convey the highest value they deliver

Brand identity is being popularly used in all medias

Customers have changed the way to find, buy or use KTDCs product and they have adjusted the marketing plan accordingly

KTDC is actively up-selling and cross selling its products

3 to 5 messages are consistantly delivered in all media

Marketing messages matches with the customers experience

FINDINGS

Marketing messages are tailored to specific segments when they have opportunity to do so

It is time to shift some or more of their marketing to new channels such as social media, mobile marketing etc

They are maximizing the value of proprietary channels they control

KTDC is integrating social media into traditional marketing tactics like direct mail and advertising

The creative used in ads is attention getting KTDC ‘offers’ delivers real value to products KTDC compiles email address for an ongoing

sales dialogue

FINDINGS

KTDC understand the factors buyer consider when selecting their product and they are focusing their marketing campaigns on those factors

Marketing channels used are in accordance with marketing strategies implemented

Social media is integrated with traditional marketing tactics like direct mail and advertising

Out of the marketing tools used marketing campaign is the pivotal entity.

SUGGESTIONS

To improve internal marketing Staff meetings to keep employees updated about

objectives and action Special training for employees who are in direct

contact with the customers

SUGGESTIONS

To improve the customer retention practices Market segmentation has to be done effectively Develop loyal customer programme By contacting the customer for example by email

and thanking for the feedback and promising to take it into account of their feedback makes the customer feel more in contact with the hotel.

SUGGESTIONS

To improve the effective utilization of marketing channels Plan and develop different kinds of marketing

campaigns and offers. Create new plans on monthly bases.

Descriptive brochures and images about tourism activities, should be prepared for use in destination marketing vehicles

Optimize the marketing materials for mobile Strategically place kiosks and information center

through out the country Promote activities, not just scenic vistas and

ambiance. Promote experience over locations

SUGGESTIONS

To improve internet marketing Dominate google search map results Social media should be given relevant updates Email campaigns are helpful, also include a link

to company website in email signatures Create videos and distribute it online Conduct online contests, give discounts and

exclusive packages to winners.

CONCLUSIONS

Effectiveness of marketing elements has been studied from the view point of employees.

Organisation needs to improve internal marketing and innovative customer retention practices, internet marketing and use of marketing channels

Organisation needs to take new approaches to gain new customer group and also to retain existing customers.