Art washes away from the soul the dust of everyday life...

Art washes away from the soul the dust of everyday life.- Pablo Picasso

Art Direction & Graphic Design

[email protected]

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

InnowinSpenta Multimedia

Mumbai


InnowinSpenta Multimedia

Mumbai

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

Innowin - Media KitSpenta Multimedia

Mumbai


Jet Boutique MagazineSpenta Multimedia

Mumbai

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

Amber HeardKristin Cavallari

Olivia Wilde Maria MenounosShakira

www.sutrajewels.com4

ABOUT SUTRA

CLASSIC DESIGNS WITH MODERN APPEAL; CLEAN IN FINISH, FASHIONABLE IN STYLE, SUTRA EMBODIES THE FORWARD-THINKING WOMAN OF TODAY – INSPIRED, SOPHISTICATED AND INDIVIDUALISTIC.

SHE DECIDES AND DEFINES HER OWN STYLE STATEMENTS, COMBINING AESTHETICS AND ELEGANCE WITH MODERN CHIC AND CONFIDENCE. HER PREFERENCES ARE VARIED AND HER TASTES ALWAYS EXCEPTIONAL – BRINGING TOGETHER AN INCREDIBLE FUSION OF DESIGN AND MOOD. HERE, LUXURIOUS MOTIFS FROM THE EDWARDIAN ERA MEET THE ELECTRIC EDGE OF ART DECO, CREATING AN ECLECTIC MIX OF THE CONTEMPORARY AND THE TIMELESS.

FROM CASCADING EARRINGS TO INTRICATELY EMBELLISHED RINGS, FROM THE FEATHER-LIGHT CARESS OF A DELICATE NECKLACE TO THE COMFORTING GRIP OF A SAPPHIRE-STUDDED BRACELET, EACH OF THESE PIECES ARE AS DIVERSE AS THE WOMEN THEY ADORN, AND YET, LIKE THESE WOMEN, POSSESS A UNIFYING THREAD OF SUBTLETY AND GRACE.

www.sutrajewels.com 5

ABOUT THE DESIGNER

“HAVING BEEN SURROUNDED BY BEAUTIFUL JEWELRY FROM A VERY YOUNG AGE I KNEW QUITE EARLY ON THAT I WOULD LIKE TO, ONE DAY, CREATE JEWELRY MYSELF. TO ME, JEWELRY IS A WEARABLE LUXURY – IT LENDS TO OUR IDENTITIES AND BECOMES A PART OF US WHEN WE WEAR IT.” – ARPITA NAVLAKHA

FOR ARPITA NAVLAKHA, GEMS AND JEWELS HAVE ALWAYS BEEN A PART OF EVERYDAY LIFE, BORN AS SHE WAS INTO A FAMILY OF JEWELERS. SHE, HERSELF, WENT ON TO GRADUATE FROM THE PRESTIGIOUS GEMOLOGICAL INSTITUTE OF AMERICA (GIA) BEFORE LAUNCHING SUTRA IN 2008. IMMENSELY WEARABLE, YET WITH A MARKEDLY DISTINCTIVE STYLE, HER DESIGNS HAVE GARNERED A HUGE FAN FOLLOWING, INCLUDING MANY HOLLYWOOD STARLETS AND WELL-KNOWN PERSONALITIES.

WITH THIS NEW COLLECTION, ARPITA CONTINUES ON HER COMMITMENT FOR CLEAN, CHIC CUTS AND A UNIQUE DESIGN AESTHETIC.

www.sutrajewels.com8

AN OPULENT PAIR OF EARRINGS IN LUSH GREY ROSE CUT DIAMOND SLICES WITH COLUMBIAN EMERALDS & A PLAYFUL ARRANGEMENT OF SHAPED ROSE-CUT DIAMONDS

THE 3-STONE SUTRA CLASSIC IN AN OPLULENT AMALGAMATION OF COLUMBIAN EMERALD & BLACK DIAMOND ROSE CUTS

Sutra DiamondSpenta Multimedia

Mumbai

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

C N C M A C H I N E S E N G I N E E R I N G A U T O M O T I V E

CSR Initiatives Prashant Salunkhe's nobel deed

Sunset Club Behram Dhabhar's Success Story

CNC Machines PHA 1200 — brainchild of Suhas Jadhav

BEHIND THE

SCENESCELEBRATING THE PEOPLE

WHO ARE THE BACKBONE OF PREMIER'S ENDEAVOURS


Who Inspire Us At W MEN


In Focus New Dealerships

News You Can Use RiO at Transcend 2012

Premier’s CSR Initiatives Making CSR the soul of the company

19611961

CNC MACHINES DIVISIONDIVISISSIONOOO

YEARS OF ENGINEERING EXCELLENCE

TODAY

DOV SEIDMAN building the human operating system. [ PAGE-38 ]

www.thesmartmanager.com UK £2.50 USA $9.50 INDIA R100

S t r a t e g y M a r k e t i n g A n a l y s i s R e s o u r c e s T e c h n o l o g y

India’s first world-class management magazine

MICHELLANA JESTER mit sloan india lab: a case for action-based learning. [ PAGE-44 ]

SCAN THIS TO STAY CONNECTED

MAY-JUN 13 VOL 12 ISSUE 3SUBSCRIBER’S COPY

Vineet NayarVice Chairman and

Joint Managing Director HCL Technologies

Economy and industry not growing

IS AN EXCUSE





JUL-AUG 13 VOL 12 ISSUE 4SUBSCRIBER’S COPY

Dr Pramath Raj SinhaFounding Dean, Indian School of BusinessSanjeev Bikhchandani

Founder & Executive Vice Chairman, Naukri.com Vineet Gupta

Director, Jamboree

on managing India’s $110bn education boom

masterminds

EXCLUSIVE: shoring up supply chains

AG KRISHNAMURTHY “I have zero tolerance for bad human beings.” [ PAGE-18 ]

PRASHANT RANADE you don’t have to be XL to excel. [ PAGE-56 ]

MORGEN WITZEL, BUSINESS HISTORIAN Managing through cycles. [ PAGE-70 ]


Bac

kgro

und:

Shu

tter

stoc

k



DR ANIL KHANDELWAL FORMER CMD, BANK OF BARODA Twitter is a highway of freedom. [ PAGE-13 ]


MAR-APR 13 VOL 12 ISSUE 2SUBSCRIBER’S COPY

Thoughts on the MBA + new research from

ESADEFuqua School of Business

HEC ParisIndian School of BusinessLondon Business School

MIT SloanRotman

Stanford GSBTuck

UCLA AndersonUniversity of Cape Town GSBTHE

BIG BSCHOOL

ISSUERoger MartinRotman Garth Saloner

Stanford GSB

Bernard Garrette HEC Paris

Walter Baets University of Cape Town GSB

Sir Andrew Likierman London Business School





SEP-OCT 13 VOL 12 ISSUE 5

Kalpana Morparia

J.P. Morgan India

It is very important in life toy p

be adaptive

DR ANAND DESHPANDE On building internal innovation ecosystems [ PAGE-00 ]

ARVIND THAKUR on how NIIT Technologies’ reinvented to grow [ PAGE-00 ]


In Focus Global Alliances

News You Can Use Premier in the Press

Premier’s CSR Initiatives A Dream Comes True

INNOVATION

P R E M I E R

Premier Today The Smart ManagerSpenta Multimedia Mumbai

Spenta Multimedia Mumbai

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

Ayesha Billimoria Kashmira Pithawalla Spenta Havewala Scherezade Contractor

Pashmina Dadabhoy Sherry Shroff Parinaz Sethna Avan Sethna

Farah Titina Ellen Modi Anahita Dotiwalla Vahishta Zandbaf

CALENDAR2013

p r e s e n t s

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

sat

sun

mon

tue

wed

thu

fri

sat

sun

mon

tue

wed

thu

fri

sat

sun

mon

tue

wed

thu

fri

sat

sun

mon

tue

wed

thu

fri

17

18

19

20

21

22

23

24

25

26

27

28

2014f e b r u a r y

Rhea KavaranaMedia Student

JANUARY2013

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

tue

wed

thu

fri

sat

sun

mon

tue

wed

thu

fri

sat

sun

mon

tue

wed

thu

fri

sat

sun

mon

tus

wed

thu

fri

sat

sun

mon

tus

wed

thu

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

wed

thu

fri

sat

sun

mon

tue

wed

thu

fri

sat

sun

mon

tue

wed

fri

sat

sun

mon

tue

wed

thu

fri

fri

sat

sun

mon

tue

wed

thu

thu

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

2014J A N U A R Y

Amyra Dastur Actress, Model, Student

Spenta HavewalaLawyer, Model

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31

sat

sat

sat

sat

sat

sun

sun

sun

sun

sun

mon

mon

mon

tue

tue

tue

tue

wed

wed

wed

wed

thu

thu

thu

thu

fri

fri

fri

frimon

mon

2014m a r c h

WALL CALENDARSSpenta Multimedia

Mumbai

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

WEEKLY ADVERTISING, MEDIA & MARKETING NEWS VOLUME 9, ISSUE 45 - 28 APRIL 2013 ` 100

PRINTTHEFINE

Is Print advertising facing up to the challenges thrown up by other media - the combined onslaught of TV, OOH, Radio, Digital and Social?

HOW DOES THE 12-MIN AD CAP ON TV AFFECTMEDIA PLANS?

VOICES

LOVIN’ THE INDIAN TASTE

CMO FEATURE

RAMEET ARORA,MCDONALD’S

16 GAME

April 28> 2013 [ impactonnet.com ]

85% MARKETERS THINK BRANDS WILL PERFORM BETTER IN 2013Indian marketers are most optimistic about the expected outlook of their brands this year, and will place greater emphasis on growing brand loyalty, integrated marketing

Outlook 2013 Survey

PERFORMANCE METER

say it was the same as the previous year and about

24% believe it was worse than expected

33%

Indian marketers say their company has performed better than expected in 2012, in terms of sales

across India

43%

m ][[ i013 [0013 [020 [[

BUDGET – WELL-SPENT OR WASTED?Learning how to tailor content, channel, frequency and message to emotionally engage with key segments will be the difference between budgets well spent and money wasted

Develop potential of social networking sites, blogs, mobile, etc

Improving overall marketing

effectiveness/enhance ROI

measurements

Building greater brand loyalty

Develop more

integrated marketing strategy

60%

57%

61%

68%

KEYCHALLENGES

August 25> 2013 [ impactonnet.com ]

THE

BUSINESS OF TRAVELSneha Ullal analyses how the Indian traveller has evolved and how marketers devise strategies to sell destinations, travel and stay options to the citizen on the move across the world. The net result is that the $62 billion Indian travel industry is projected to grow at a CAGR of 10.2%

22 FEATURE

Narendra Modi’s rise to prominence may have much to do with the successful showcasing of Gujarat through the cult ‘Khushboo Gujarat Ki’ campaign, anchored by Amitabh Bachchan The landmark Incredible India campaign, the brainchild of Amitabh Kant, then Joint Secretary, Ministry of Tourism, generated a 16% increase in tourist traffic to India in 2002 The host of travel shows on television, print media campaigns and user-friendly digital platforms entice the modern traveller to instantly plan travel, buy tickets and book accommodation

Travel is the big buzzword these days - everyone is looking to travel to places near and far, and around this aspiration has grown a full-fledged travel industry that is only set to expand. Thanks to higher incomes, the digital boom, convenient services for tickets and stay, the travel

and tourism business in India has become one of the fastest

growing sectors, with a market size of approximately $62 billion. The projected CAGR is 10.2%.

In this special issue, we attempt to highlight everything you need to know about what’s really driving the industry to this kind of growth year on year – from marketers who challenge trends and set new ones through unique strategies to technologies that have helped influence inbound and outbound travel and even media, travel agencies, hotels and airlines, who are consciously adopting a 360-degree approach to reach out to target audiences.

We also talk about international tourism boards that see India among their top 10 key markets – and reach out through everything from novels to Hindi films – to get the ambitious Indian traveller’s attention.

The domestic tourism boom cannot be overlooked either, and one must give credit to Union Tourism Minister K Chiranjeevi for at least initiating the allocation of bigger budgets to certain States to improve their tourism infrastructure and marketing framework. As a result, Andhra Pradesh, Maharashtra and Tamil Nadu, the top States that attract travellers from around the world, have launched fun initiatives such as marriage and Bollywood tourism.

Also part of our package is a behind-the-scenes look at the marketing strategy of travel-intrinsic television channels and magazines.

26 FEATURE


Did you know? Kuoni together with SOTC has launched its first ever Windows 8 app, early this month. The app allows users to virtually explore a travel location, plan holidays, browse through offers and ask for a call back from a Kuoni travel agent to book their holiday. The app can be downloaded from the Windows Store website.

“Emirates Holidays has appointed Go India, a division of Le Passage to India, to handle its inbound passengers to India from its global network. This strategic partnership will help the company to combine strengths with Le Passage to India, to further promote India as a preferred destination for international travellers,”

Essa Sulaiman Ahmad, Vice President India & Nepal, Emirates Airlines

Did you know? Cox & Kings recently announced it will invest over US$205.4 million (Rs 1,230 crore) in the next four years for its global expansions. It also plans to open its Meininger Hotels and PGL Centres, which will provide school activity courses and summer camps, in India.

we hit a milestone of 1 million mobile app downloads. Earlier this year, we also launched Routeplanner – an app that makes travel planning faster and easier by displaying all possible connectivity options and offering booking-platforms between any two places in India,” says Deep Kalra, CEO and founder, MakeMyTrip.com.

Expansion of services Both portals and tour operators have realized that the best way to expand their services, without spending on inventory, is to tie-up with the best specialists in the business. Cleartrip recently partnered with RedBus and Travel Yaari. “We wanted to provide bus bookings especially in the West and South, the biggest target markets for bus travel,” explains Sharma. MakeMyTrip too recently tied up with State transport-service carriers such as KSRTC (Karnataka), GSRTC (Gujarat), UPSRTC (Uttar Pradesh), RSRTC (Rajasthan), BRTC (Bihar), HPTDC (Himachal Pradesh), Goa, and Punjab Roadways to offer online, app-based and SMS bus-ticketing services. Expedia also recently partnered with AirAsia, which is scheduled to launch its services in India later in the year. “Our joint venture with AirAsia allows us to combine the largest inventory of hotels with the airline, to create great value packages for travel to Southeast Asia,” explains Malhi. “Every year, we hold a special sale offering packages to South-east Asian countries with airfares and rooms for 3N/4D starting at Rs 8,495.” AirAsia, which is looking to pursue every channel of ticket distribution in India, has also tied up with MakeMyTrip and Yatra to offer air tickets to various international routes.

Providing incentives Both online portals and tour operators have been vying for the customer’s attention by offering them extra benefits. Yatra, for instance, has a miles programme that encourages travellers to make repeat purchases. “We stay in touch with our travellers through mailers, update on the latest deals, and making sure that they keep coming back to us,” explains Dhall. “Close to 60% of our business comes from repeat purchases. That’s how the model becomes viable.”

Company Segment Revenue/Net

Income

Other

major

players

MakeMyTrip OTA Rs 117 cr gross bookings, FY 2013

Yatra, Cleartrip, Expedia

Taj Hotels Resorts and Palaces

Hotels Rs 1,924 cr gross revenue, 2012-2013

ITC, Oberoi, Marriott

Indigo Airlines Rs 160 cr net income, FY 2013

Jet Airways, GoAir

Thomas Cook Tour Operator

Rs 123.96 cr net sales, FY 2013

Cox & Kings, Kuoni/SOTC

Emergence of the ‘daring’

Indian travellerIndian travellers have booked a hotel online through an OTA

Indians are influenced by a hotel property when deciding on their holiday destination

Indian travellers have booked last minute hotel for same day check-ins

Indians have booked a hotel used a mobile app

Biggest players of the Indian travel industry

(Source: Directorate General of Civil Aviation, India, April-May 2013)

(Source: MakeMyTrip survey on hotel preferences and booking behaviours, 2013)

IndiGo29.5%

MARKET SHARE OF SCHEDULED DOMESTIC AIRLINES

Emirates Holidays has appointed Go India, division of Le Passage to India, to handle its bound passengers to India from its global

This strategic partnership will help ombine strengths with Le

her promote India ernational

ve booked a d a mobile appp

el preferences and booking behaviours, 20113)

24 FEATURE


Time was when travel planning began at least two months before the date of journey, usually with the help of neighbours or a friendly neighbourhood travel agent. The end point was mostly one’s hometown, and in rare

cases a holiday destination. Today, people not only want to visit family and friends, but also try exotic places and activities typical to those places. Besides, no one has the luxury of time and wants everything organized at short notice. Both traditional tour operators with a strong physical store presence and online travel agencies (OTAs) have jumped into action to serve this new Indian traveller. Here’s a look at their core marketing strategies to sell destinations, travel and stay options to the Indian on the move.

Tweaking the message Travel is increasingly becoming a necessity, more than luxury, and may be planned at the last minute. Keeping that in mind, OTAs and tour operators have changed their advertising and marketing campaigns. “Expedia launched its brand campaign for this year in April with the theme ‘Be the neighbour who travels’,” explains Vikram Malhi, Country Head, Expedia. “The campaign tried to convey the need for travel to people who often neglect it due to lack of time or not being able to book in advance and end up being the non-travelling population.” The latest 10-second montage ads for Cleartrip too centre around the Indian traveller’s need for quick and smooth travel experiences.

Promote innovative products The industry caters to constantly changing travel perceptions and behaviours by offering specialized services for each need. Because of segmentation in the Indian travel market, Cox & Kings, for example, offers summer and winter tours to Europe catering to specific communities, such as Gujaratis and Maharashtrians, complete with home-style meals and a tour guide who can speak in their tongue. Most OTAs offer packages with custom destination, itinerary, flight and hotel bookings and discounts. “At Expedia, we have ‘Build your trip’, which encourages travellers to customize their trip and add the components of their choice; ‘Flight + hotel’ which offers flexibility at a great price; ‘hotel sales’ across cities to help consumers plan their trips in advance and ‘Deep discounts’ (upto 70%) even in peak holiday season to help last minute planners,” explains Malhi.

Focus on online marketing Tour operators with a strong physical presence have realized the importance of being in the online space. “We’re moving away from brochure led-marketing,” says Abraham Alapatt, Marketing Head, Thomas Cook India Limited. “Digital forms about one-fifth of our overall media spends, which will only increase to cater to a swelling young urban demography, who are more comfortable online and use the Internet far more than their parents do.” Search engine marketing, too, is getting increasingly popular

wanderlust web The trip-customizing, Internet-

dependent, middle class Indian traveller keeps tour operators and OTAs on their toes

Dealing with

on the

among both tour operators and travel portals, especially since it ends up being more cost effective than mainstream advertising. “If you search for Thailand, you’ll see a Yatra ad offering a package which will lead you to the site and a lead form asking if you want to be called. Our representative will then try to close the sale over the phone,” explains Sharat Dhall, President, Yatra Online Pvt Ltd. “This works well because the volume of people searching for holidays is huge, and we find it far more economical to source leads from here.” “With online marketing, so many innovations are possible, and reach is never a problem,” says Subramanya Sharma, CMO, Cleartrip. “Whether you develop a YouTube or display advertising strategy, you can get the same reach as TV, although TV does help you establish that big brand effect. So both mainstream and online have its advantages, and can support each other.”

Did you know? Thomas Cook India plans to launch tablet-based digital selling in all their stores. The tablet interface will allow digital walkthrough of various destinations, through static pictures and videos.

blet arious eos.

28 FEATURE


In 2012, Andhra Pradesh had the highest number of domestic arrivals in the country, while Maharashtra attracted the most number of tourists from other countries

TOP 10 STATES WITH HIGHEST NUMBER OF DOMESTIC TOURISTS

TOP 10 STATES WITH HIGHEST NUMBER OF INTERNATIONAL TOURISTS

INDIA’S NEWEST HOTSPOTS

The GO-TO strategyAndhra PradeshRecently hired JWT to create and launch a new ad campaign with the tagline ‘Everything is Possible’, changing it from the old one ‘The Essence of Incredible India’. Current budget for marketing and promotions is Rs 40 crore (approx), while Rs 1,000 crore has been allocated for tourism infrastructurePromoting ‘Marriage Tourism’, which offers services like match-making, astrological calculations, arranging the venue for the wedding, designing and printing invites and accommodation of guests. With the tagline ‘Engagement to honeymoon’, the department can plan weddings with budgets ranging from Rs 2 lakh to about Rs 1 crore, and can help reduce expenditures by about 20%, as opposed to private wedding planners.

Tamil Nadu Provides tourist-friendly facilities along highways, like restaurants, bookshop, medical shops, ATMs, and Internet cafés. About Rs 10.58 crore will be spent on improving basic amenities at various tourist destinations, during 2013-14 fiscal Promotes places like Yelagiri, Megamalai and Yercaud that are also centred on ‘eco-tourism’Promotion of destinations near waterfalls especially during the monsoon. According to the Tourism Board, 11 boathouses have registered revenues of Rs 4.80 crore, 50 lakh more than the previous year. Plans of promoting boating as a sport also in the blueprint.

MaharashtraPromotions through television commercials, road shows and events in 10 Indian cities as well as in Europe and the US, with a budget of Rs 50 croreHolding Diwali celebrations in New York’s Times Square, where more than 10,000 community members, performers and cultural artistes from Asia come togetherIntroducing Bollywood tourism, which will include a close look behind the scenes at film studios, photo sessions with celebrities, visits to outdoor film locations and a trip to the homes of popular film stars. MTDC has also signed an agreement with some film studios and is in talks with several film personalities.

Rajasthan Launched Jaipur by Nite in July. It is a two-day gala to promote the city as a craft, culinary and shopping destinationCurrently working on social networking websites to popularize the state’s destinations, with a budget of Rs 50 lakh.

Andhra Pradesh

Tamil Nadu

Uttar Pardesh

Karnataka

Maharashtra*

Madhya Pradesh

Rajasthan

Uttarakhand

Gujrat

West Bengal

Total of top 10 states

Others

Total

206817895

184136840

168381276

94052729

66330229

53197209

28611831

26827329

24379023

22730205

875464566

160882091

1036346657

20.0

17.8

16.2

9.1

6.4

5.1

2.8

2.6

2.4

2.2

84.5

15.5

100.0

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Rank State/UT Domestic Tourist Visits in 2012 (P)

Number Percentage share(%)

(Source: Incredible India, India tourism statistics at a glance)

3117

April 28> 2013 [ impactonnet.com ]

MOST IMPORTANT SITESCompany websites - 83%Dedicated brand web pages - 80%Social networking sites - 68%

Survey interviewed 372 senior marketing professionals online from December 2012 to January 2013, out of which 30% respondents

were from Consumer Products, Finance and Healthcare industry]

WHAT THEY EXPECTBetter quality insights and creative thinking from agency partners

Social media, and PR to take bigger role in marketing communication plan

DIGITAL STILL ON HOLDDigital marketing channels are not given a higher role in 2013, surprisingly, especially social media which is considered more important than online ads and mobile marketing

Consumer product companies are likely to have a much larger budget

In , 50% of the marketers plan to increase their overall marketing budget

70% of Indian marketers and Chinese marketers plan to increase their budget

a budget between $1 million to $5 million in 2013

MEDIUM MOST PREFERRED

21% think social media/viral are the most

effective mediums in the next three years

21% still regard TV as an important

medium as a huge uneducated segment in

India patronizes TV


Travel and Tourism industry growing at a CAGR of 10.2 %

Indian Travel and Tourism Industry - Market Size(2010-2020)

120.0

42

55.6

69.2

82.8

96.4

111

Mar

ket

Siz

e (i

n U

SD

bill

ion

)

2010 2012 2014Years

2016 2018 2020

100.0

80.0

60.0

40.0

20.0

0.0

Looking ahead...

• Government’s boost to tourism, rising middle class and increasin aggregate disposable income will lead to a significant growth in travel and tourism industry in India

• Indian middle class is expected to increase by 10 times between 2005-2025

• The aggregrate disposable income from Indian households is expected to increase with a CAGR of 7% between 2005-25

CAGR

10.2%

(Source: Red Seer Consulting, Indian OTA Market Industry Overview)

23

TURN THE PAGES TO READ

Dealing with wanderlust on the web

India's newest hotspots

Promoting Goa as a year-round destination

The Gujarat dream is happening: Piyush Pandey

Travel is the original social network

The truly global local

Top destinations to and from India

27


OTAs take to hotel tie-ups

“Bookings over the Internet have increased, with new economic segments coming up in India. For Ginger Hotels, coupled with unique OOH activities and co-branding initiatives with IndiGo, SEO has also helped us capture non-users. We operate in a mass and volume market, so digital marketing is perhaps the right answer.”

“Last year, digital sales contributed to 10% of overall sales and in the first quarter, this has moved to 15%. Significant investments in social media have ensured that the brand has one million fans on Facebook and 28,000 followers on Twitter.”

“Hotels get the importance of managing their online reputation on TripAdvisor. They’ve also responded in a big way by embracing TripAdvisor reviews and by integrating Tripadvisor to their online and marketing promotions strategy. Even at the GM level at most hotels, they’ve started embracing the reviews on the site, which are used in weekly meetings for analysis and to come up with actionables. OTAs too are offering hotel booking services, with added TripAdvisor ratings.”

“Hotel tie-ups is the next big market we’re looking at and hope to drive market leadership in this space. We already have more than 10,000 hotels in India, the largest number probably, tied up with 2,00,000 hotels internationally. The

highest on Thursdays and Fridays, mostly for weekend getaways.”

Sharat Dhall President, Yatra Online Pvt Ltd.

PK MohankumarMD and CEO, Roots Corporation Ltd

Rajiv SawhneyMD & CEO, Mahindra Holidays & Resorts India Ltd

Nikhil GanjuCountry Manager, TripAdvisor India.

CURRENT CHALLENGES FOR OTAsBuilding customer confidence about credit card transactionsSafer, more secure online payment transactions especially for hotel bookings and airfaresInternet penetration and robustness of network are the key concern areas for the growth of e-Commerce in Category B townsThink of ways to add to the post-sales experience while booking online


penetration and robustness of network are the ern areas for the growth of e-Commerce in

y B townsways to add to the post-sales experience whileonline

Travel and tour operators • They need to invest in assets, both for computers and smartphones

• Collecting leads for a holiday online via forms and via advertising their call centre numbers online are both cost-effective, in comparison to offline acquisition methods. It also improves customer satisfaction as operators can reach out to them faster

• Create scale through online as it is more efficient than offline

Hotels •Establish assets across devices since the users are already there• Ensure that their properties are part of inventory offered by bigger online players. This will assist them to be found through riding on a bigger OTA

• With so many users posting reviews, pictures and videos online of where they stay, hotels need to be active to monitor this content, use it for promotions as well as address complaints quickly

IMPROVING THE WEB PRESENCEVikas Agnihotri, Director BFSI & Travel, Google India outlines how different sectors of the travel and tourism industry in India can improve their marketing strategies and be better service providers online

Airlines • Ancillary revenue is a major part of the

airline business, and online can be a great method to up-sell to a client. Seats, meals, extra baggage can all be sold online • Online is a great medium to build loyalty and engage with your customers. With the growth of social platforms, complaint redressal online is important not just to pacify a client, but also to protect and build brand value

Tourism boards (domestic & international) • Tourism boards need to build assets and content online that showcase their destinations and attractions

• Since a lot of holiday and destination selection/planning happens online, they need to tap this user base

• They’re driving traffic and not actively selling. So they also need great online content in terms of write-ups, pictures, videos for the destinations they’re promoting

25


Through the Indian travel marketer’s mind…Travel marketers in India are adapting to the following traits of the new Indian traveller:

Prefer going away on weekends “Weekend getaways are getting popular. The Indian traveller will take one long break and maybe two to three short breaks in a year, a trend that’s prevalent in most metros.” - Sharat DhallPresident, Yatra Online Pvt Ltd

First-timers will go to travel agent “The most effective form of feedback is the relationship that the store manager has with customers. First timers tend to choose more traditional options, the standard package tours.” Abraham AlapattMarketing Head, Thomas Cook India Limited

Seeks activities, not pretty sights “Activities such as white water rafting, short hikes and treks, skiing, ballooning, scuba diving, wildlife safaris are gaining popularity. Last year, we witnessed a 30% growth in holidays involving experiential travel.” Deep KalraFounder and CEO, MakeMyTrip

Makes his own itinerary “He is more aware, and is no longer relying on the travel agent to suggest new holiday destinations. We have witnessed a steady rise in the number of these travellers over the last two years with 18 to 20% YOY growth.” Vikram MalhiCountry Head, Expedia

Does most of his research online “If you look at the Internet penetration of 140 million odd users in India, about 40% to 50% have used one or multiple Internet travel sites, and approx. 50 million people are actively researching and planning their travel online.” Nikhil GanjuCountry Manager, TripAdvisor India

Did you know? Bharti Airtel has tied up with the Indian Railways Catering and Tourism Corporation (IRCTC) to offer railway bookings through Airtel Money in the states of Punjab, Haryana, Himachal Pradesh and Jammu & Kashmir. This new service will allow users to book tickets and also search for stations, trains, cancellations, etc. The IRCTC also plans to revamp its online rail ticket booking website and will re-launch early next year.

Improving accessibility and mobile services Acknowledging the fact that the Indian traveller relies a lot on his smartphone or tablet, whether booking or looking for locations when on the go, OTAs and tour operators are working on providing a better experience on mobile devices. “A marketer needs to follow the customer and make it convenient for them to find information that they are seeking. Online assists the consumer towards product and price discovery in a most efficient manner,” says Vikas Agnihotri, Director BFSI & Travel, Google India. Last year, MakeMyTrip launched a travel app for iOS besides Android and Blackberry platforms. “Within a short span of time,

29


Nikhil U Desai, Director, Department of Tourism, Goa, talks of the latest marketing activities to promote Goa to both Indian and international tourists

‘We are promoting Goa as a year-round destination’

The Goa Government has recently formed a committee to devise new marketing and promotional strategies for Goa Tourism. What kind of activities does this committee have in the pipeline? The 10-member State Level Marketing and Promotion Committee will finalize the calendar of events for the year and allocate

marketing budgets. Apart from analysing presentations and ideas from various agencies, it will also decide the empanelment of various agencies and appoint experts to finalize the standards for our marketing and promotional activities. The Committee will also take necessary decisions for Goa Tourism’s effective and strategic branding campaign. What specific areas, places or even genres like luxury, festivals and weddings will be the core focus of your new marketing strategy?Right now, our broad focus is to promote Goa as a round-the-year destination – be it for monsoon, weddings, honeymoons, adventure, pilgrimage, as a destination for families, and as a cultural and culinary paradise. Gujarat, Kerala and Madhya Pradesh have been developing very strong media and digital campaigns. Will you also be exploring TVCs and digital media? Yes, we are working aggressively to strengthen our social media platforms. There is an enormous community of travellers online that loves Goa and is constantly looking to interact with us – for information, deals or just updates. Our latest online campaign is focussed on promoting all things that travellers can do in the State during monsoon. Our followers on Facebook and Twitter also stand a chance to win exciting holiday packages from Goa Tourism throughout the season.

Apart from media-related activities, what other interactions are being planned to attract more tourists to Goa? We had organized a cultural festival called Goan Fest 2013 at New Delhi from June 13-15, showcasing Goa’s art, handicrafts and

authentic Goan cuisine. We also had the Sao Jao festival on June 24, and the Bonderam festival that is celebrated on the Island of Divar on the fourth Saturday of August every year. Other than that, we have several road shows planned for our travel partners, to get sellers from Goa in touch with buyers from these cities and promote Goa to tourists. We are also promoting destinations and activities that are not very popular but offer a wholesome cultural experience; for instance, tours around Goa’s various spice plantations. Tell us a little more about ‘Single Window Clearance’.We put the ‘Single Window’ system in place only last year for permissions the Tourism Department has to grant for music festivals, craft bazaars, night bazaars, beach weddings, cultural events, exhibitions and MICE (meetings, incentives, conferencing, exhibitions) and other events. To grant permission for minor events, a departmental permissions committee has been set up comprising the Tourism Board’s director, deputy director and one assistant director. For major tourism events - with more than 750 participants and organizational expenses in excess of Rs 50 lakh - a state-level permissions committee has been set up with the board’s secretary as its chairman.

THE NUMBERS DRIVING GOA TOURISM

27.8 lakh - Total no. of tourists visiting Goa in 2012-13, a

4% increase over the previous year

4.5 lakh - No. of foreigners visiting Goa in 2012-13, most of them from Russia and the UK

987 chartered flights from nine international destinations, carrying 2.15 lakh tourists, landed in Goa during October 2012

to mid-May 2013, against 910 flights with

1.69 lakh tourists in 2011-12

25 cruise ships carrying 22,233 passengers came in 2012-13,

as against 20 vessels carrying 11,946 passengers in 2011-12.

(Source: Goa Tourism Department)

IMPACT Magazine

TEE TIME GOLF MAGAZINE

SIGNATURE BAHRAIN MAGAZINE



AAMBYTION MagazinePaprika MediaMumbai


AAMBYTION MagazinePaprika Media

Mumbai


GVk D

esk Calendar 2008

Paprika Media

Mum

bai


MUMBAI TOUCHDOWNPaprika Media

Mumbai

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM

United Media ServicesMuscat


AL MARA United Media Services

Muscat

Keep your love of nature, for that is the true way to understand art more and more.- Vincent Van Gogh

Art Direction & Graphic Design

[email protected]

9769702543

Date post:	08-Aug-2020
Category:	Documents
Upload:	others
View:	3 times
Download:	0 times

Art washes away from the soul the dust of everyday life...

Documents