Destination Kerala_JGK_Perception Analysis

Back ground

Launch of Homestay in Kovalam named lsquoOne

and only

Basic Product Offer includes promise of

authentic Kerala experience calm and quiet

surroundings accessibility

Services include bed and breakfast option

rejuvenation Ayurvedic treatment and

consultation Tour and Travel Planning and

execution

3

Determine Goal Step One

4

Understand Market

Understand Consumer

Exceed or deliver Consumer expectation through

productservice offer

Effective and integrated communication to support

visibility persuasion and usage

Effect customer satisfaction and cause repurchase or word of mouth

Step Two Analysis

Product Design brand

promise

Step Three

Market strategy Step Four

5

J Y O T H Y G K R I S H N A N

Project Objective

Identifying need gap in existing market

Consumer need analysis

Tailoring Basic productservice offer to manage

and excel consumer expectation

Append marketcompetitor offer versus

consumer expectation gap by higher consumer

connect through better product attributes

Design and plan execution of marketing and

communication strategy

6

Market Consumer

Research Objective

Idea generation through open ended discussion guide

Stimulation through concept card for product feedback R

ese

arc

h

me

tho

do

log

y

Mailer contact used to collect response

Qualitative research used to derive results due to time restraints

7

Market and Consumer Analysis

General impression

Fabricated tourist oriented products and services

by existing players

High disassociation from perceived benefits

related to vacation plan in Kerala

Overly priced stay options with standardized

luxuries and ornated cuisine

Lack of pristine local touch

8

Deteriorating

health ndash body

and mind

Need for

unwinding

unhindered

vacation

Cascade in

naturersquos lap

Family

Pressures

Less time

for family

Work

Deadlines

Boss traffic

Only You and

Me and the

moments

Experience the new

discover the

unexplored

passionate learning

Desire to brood

on history

culture new

people

Live the moment

Away from

crowd activity

sound hectic

lifestyle fights

Cacophony of Daily Life

Lack of fresh

air devoid of

nature

climate

9

Green Blue AloneFamilyLover

Backwatersbeachesriversmountains

ima

ge

s

Hammock by waterfrontreading bookmassagehealthy food

Wildlife sea coconut grooves elephants festivals house boat freshly made seafood temple arts spices

imp

re

ssio

ns

Away from rest of the world laid back carefree

Learn and savor new cuisine art forms

Discover and lull in pristine nature be adventurous be natural

Befriend people be at home experience different culture acknowledge history

Experience life in Kerala in its authentic form

10

A gateway to supreme taste

11

12

Homestay Hotel

Safety of staying with unknown people Interference of house owner and family Availability of all facilities Access to prime locations Inhibitions to mingle with locales Language apprehension

Lack of authentic local experience Luxurious Overpriced Lack of cultural assimilation Tailor made for tourism Distant and detached Homogenized facilities Compromised cuisine

13

J Y O T H Y G K R I S H N A N

14

J Y O T H Y G K R I S H N A N

Design and Develop Product Prototype

An ideal homestay should address the consumer disconnects in existing options and competitor offers

Reasons for choosing Kerala as a vacation destination is highly relevant in designing core product

Fun activity money laundering extreme pleasures give way to mental and physical exaltation through treatment and natural experiences added with a foray into the cultural intricacies of the land

Gentility un affected and unadulterated offers rate high in consumer mindset

Comfort and natural setting preferred to luxury and standardized offers

Pricing below hotelsrsquo and taking exceptional care to provide value of money 15

A care taker family near to service apartment with language proficiency Experience of locally made food and adept in teaching local cuisine familiarity of art forms like Kalari Kathakali Panchavadya

Induction to Ayurveda its treatment etiquettesrsquo learning self maintenance undergoing rejuvenation activities

Travel and touring of unexplored land ndash trekking star watch

Visiting people places palaces museums temples churches etc apart from the frequent tourist destination

Understanding personal need and tailoring services as per client specification with maximum authenticity

Activities to overcome safety and credibility fear and a complete pure Kerala experience would stimulate purchase and return

16

Value for money through superior service and customized offers

Authentic stay taste culture art treatment travel

Home away

from home

Relevant safe

credible

dependable

17

Generate visibility

Address inhibitionsconcerns

Utilize travel sites and blogs and books for maximum reach Travel oriented customers always look for recommendation Bill Boards in Railway stations and airports Acquire celebrity traveler review from media

Reviews from seasoned travelers Increase Word of mouth spread Utilize customer database to contact aspirants Send regular newsletters and sustain contact

Reviews in travel dictionaries like Lonely

Planet Travel magazines and travelogue in visual

media

Develop comfort affordable authentic brand

image

Create surprise elements unique for each

traveler

Blogs travel sites travelogues magazines frequented by target customer

Ads and reviews in trip advisor Lonely Planet Rough Guide In-flight Magazines availability of brochures in airports luxury bustrain transport service providers

18

FOR ONE amp ONLY