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SWOT Analysis of Kerala Tourism with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
State Tourism Ministry, Kerala
God’s Own Country
It was one of the first state tourism campaigns in India
Domestic and international tourists
Families from neighbouring states of Kerala and from other parts of India and tourists from abroad
Kerala is positioned as a state full of natural beauty and rich culture
1. The campaign is known for its catchy slogan which has gained immense popularity. 2. The campaign has won several awards including the Das Golden Stradttor Award for Best Commercial, Pacific Asia Travel Association Award, Best Tourism Film Award etc. 3. The campaign has been able to achieve good visibility through various media. 4. Recently the campaign has also been involved in digital marketing.
1. The campaign excessively relies on its tagline for its appeal and despite good advertising has limited brand recall 2.The campaign is not very popular outside India & hence limited international tourists
1.Kerala is naturally endowed to be a popular tourist destination, which the campaign can leverage upon. 2.The campaign can make use of the social media space for better visibility.
3. With domestic tourism flourishing in India, the campaign has a larger pool of potential audience.
1. The campaign faces the threat of its shelf life expiring. 2.If the campaign does not innovate it will lose its charm. 3.Other states are coming up with strong campaigns with strong brand ambassadors.
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