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MBA-Marketing Table of Contents MBA-Marketing 1 Table of Contents 2 Part A: Current marketing communications strategy 4 Introduction 4 Literature Research 5 Direct and Integrated Communications 5 Marketing Plan and Customer Relationship Management 5 Leisure and Tourism Marketing 6 Tourism Offerings by Neighbouring Countries 7 Analysis 7 PEST Analysis 7 SWOT Analysis 8 Porter’s five force model 9 Market segmentation 11 Existing Marketing Communication Strategy 12 AIDA Model 13 Product, Price and Place strategy 14 Part B: Revised marketing communications strategy 15 Revised Marketing Communication Strategy 15 Product, Price and Place Strategy 18 Key Performance Indicator 20 Implementation 22
Further it was found that unlike India the other neighbouring countries like Malaysia, the region of Singapore and Thailand were attracting many foreign tourists from different countries. It is to address this potential issue of dragging in a large number of foreign tourists that the Incredible India campaign came under effect which aimed to project tourism as an organised activity which would present to the outside world the rich cultural, geographic and historical diversity of India. Other than using print and visual media the campaign gained impetus with the growth of internet based activities which helped promote India on an enhanced scale. These activities gained ground with the rise in the flow of tourists from affluent regions of the world both pertaining to European and Middle East regions. ...
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