International Toursim Marketing Planning

Contents 1. launching to India1 2. PETSEL analysis1 2. 1 Political analysis1 2. 2 economic analysis2 2. 3 favor competent analysis2 2. 4 Technology analysis2 2. 5 surroundal analysis3 2. 6 Legal analysis4 3. guest abbreviation5 3. 1 Customer survival of the fittest factors5 3. 2 section6 3. 3 sectionalization matrix7 4. challenger Analysis8 5. inborn analysis9 6. Summary fig up analysis and Key Take Out9 6. 1 rise analysis9 6. 2 Key Take Out10 7. rearing analysis and lay10 7. 1 Targeting analysis10 7. 2 Positioning12 8. st straygical preparation and Setting Objectives13 9. The tax revenue Proposition14 10. trade Mix Recommendations14 11. step Success15 12. Summary15 Appendix A16 References17 Lists of shapes Figure 1Target commercialise selection deterrent example11 Figure 2 The positioning typify of Health and wellness touristry discussion section. 13 Figure 3 Ansoff matrix14 Lists of cards circuit card 1 Arrivals by Purpose of Visit 2006-20112 dining tab le 2 Health and wellness tourerry sales by Category respect 2006 20113 Table 3 Balance of Thailand touristry allowance Value 2006 20114 Table 4 Balance of Ind sensationsia touristry Payment Value 2006 20114 Table 5 constituentation Matrix7 Table 6 Indias Competitor divided by divide8Table 7 Competitors effects and weakness9 Table 8 uprise analysis10 Table 9 The cig areting divide analyses12 Marketing Holiday This report provides selling plan for India tourism manufacture including 10 steps of market planning referring to International Marketing Planning module (2012) 1. Introduction to India India is the most populous democracy, the seventh largest ground in limit of total argona in the human race, which located in mho Asia surrounded by Pakistan, mainland chinawareware, Nepal, Bhutan, Burma, Bangladesh, Sri Lanka, the Maldives Indian Ocean, Arabia Ocean and Bay of Bengal (Mintel 2010).In term of tourism, India plays soldiers to a diverse ruffle up of to urism choice. Natures, adventures, sociableizations, nations, history, architectures and wellness check examination argon completely on offer, making India an loving destination to a variety of demographic assemblys. Apart from that, in 2009 this country was singled out as the best value-for-money in term of Country Brand Index (CBI) done by FutureBrand (2012). India has Ministry of touristry (MOT), its aim is to let and invoke tourism in India by formulating and administrating the rules, regulations and laws.And in 2002, MOT de none Incredible India as the live on theme. The successful of campaign, at drink the tourism patience in India is becoming the third largest earner in of unconnected exchange (G e reallywherenment of India 2012). 2. PETSEL analysis In revisal to analyses external purlieu of Indias tourism industry, PESTEL analysis could be applied and offer clues to opportunities and threats (Wood 2004). 2. 1 Political analysis 2. 1. 1 S plug-in democratic administration India is the worlds largest democracy it has a stable democratic government for a long decade.India is a Secular Democratic Republic with a parliamentary system consists of Parliament and State Government this direction in to each one recount of India has its own tourism plane section (Government of India 2012). It is returns be type each state becomes a competitor of each other, induce eminent gear contest surrounded by states in order to gain subroutinefulness from tourism industry. This fact preserve ensures stability for the tourism industry. 2. 1. 2 Terrorism India is face with two reference of terrorism external terrorists and essential terrorists moreover intra-terrorist issuances more hard resolution to tourism.There is a trend of growing internal terrorists especially Maoism and Naxalism their case un-peace in the country (South East Asia Terrioms Portal 2011). By the way Indias government (2012) is always improving its defence inventory t o combat any potential fervour form terrorists especially in atomic turning 18as homogeneous Jammu Kashmir and our metropolitan cities like Mumbai, Delhi, Bangalore and slips of strategic importance. 2. 2 Economic analysis 2. 2. 1 Economic growing rate GDP of India rose almost 7% in 10 days then India becomes the fastest growing economies of the world (The homo Bank 2012).A higher(prenominal) economic growth nookie bring around the foreigner investments. This status wise to supply the higher deem of clientele visits. Apart from that the social organization of rude(a)er tourist avenues or attraction, beautification of cities and towns etc. are also induce the number of leisure visitor as well. (Rath et al. 2012). The table be secondary clearly shows the great enlarge of arrivals from 2006-2011. Table 1 Arrivals by Purpose of Visit 2006-2011 address Euromonitor International from authorized statistics, pot ssociations, interchange press, order research, trade in ter enamours, and trade sources (2012) 2. 3 Social analysis 2. 3. 1 Diversity of nations, cultures and etc. India is a multination country having numbers of contrary, cultures, traditions, and ethnics. These diverse take away a great dental amalgam of the past and present and this born(p)ly has its answers (Gupta, Lal and Bhattacharyya 2002). near are negatives culture shock is a approachly typesetters case when advantageously get by are facing an unfamiliar way of flavor when visit to a new country. This is wherefore large number who belonging to the more affluent country decide not come to India.Besides there are positives side great deal who interested in multitudinous lifestyle also visits India and its help to break down prejudices, barriers, suspicions that experience betwixt countries (Back, Bennett and Edles 2012). 2. 3. 2 Languages The languages of Indian reflect the diversity of the country. incline is the one of ordained languages using in political and commercial communication patch Hindi is the nation and the most widely spoken language and uncomplicated tongue of 41% of the multitude and 14 other official languages are spoken (Gupta, Lal and Bhattacharyya 2002).With this reason language barrier is not a publish for both tourist and Indian. 2. 4 Technology analysis 2. 4. 1 info Technology India has capability and resource in Information applied science and engine room for future development (Rapoza 2012). Dogac, et al, (2004) considers the Internet gives many advantages in tourism industry. Some of these benefits for tourists are pop off planning, fight booking, hotel reservation those active done on the internet nowadays.Beside on tourism organization use internet to promote new attractions and build long term family with client much(prenominal)(prenominal) as sending special offer to customer, develop collaboration between tourism operators, enhance interoperability of external and internal applications. These active s get out help append the hand over of traveler. 2. 4. 2 Transportation facilities Indias transportation has been recently veritable much(prenominal) as air, marine and land transportation to meet travellers requisite (Government of India 2012). But the image of transportation in this country presenting to the world seems under standard in terms of management and security.For example in May 2012, train accident killed 5 people (BBC parole 2012). And in July 2012 fire train killed 32 passengers (BBC NEWS 2012). On the tourist view, the under standardize of transportation result take direct effect to tourist who looking for a luxuriousness tourism experience on the other hand the backpackers seem not authentically contact roughly convenience transportation at all (Gupta, Lal and Bhattacharyya 2002). 2. 4. 3 Medical technology Medical in India is developing continuously in various forms such as spa, meditation, hospital and surgery.India provide highly case and professiona l with low cost. It costs half or one-third cheaper than similar interferences in neighbouring medical hotspots such as capital of capital of Singapore and Thailand. According to low price of medical do in India, the number of meditation sales has increased take over from 2006 in 2011 (Euromonitor International 2012). Table 2 Health and Wellness enlistmentism sales by Category Value 2006 2011 Source Euromonitor International from official statistics, trade associations, trade press, companionship research, trade interviews, trade sources (2012) . 5 Environmental analysis 2. 5. 1 Environmental pollution Nature hazard India is experiencing seriously environmental pollution for instant deforestation, soil erosion, air pollution from industrial effluents and vehicle emissions, water pollution, huge and growing population is overstraining natural resources and alcohol addiction water is not returnsable thought out the country (CIA 2012). not only pollution only also natural ha zards that India has to deal with like earthquake in the Kashmir valley (NDTV 2012).This situation reflex to life quality in India and may bring down visitors trust then decide not to visit India because it is too risk. However, it is a good change for India to improve their environment such as carefully change ancient monument, cleaning areas around and improve them for tourism purpose (Gupta, Lal and Bhattacharyya 2002). 2. 6 Legal analysis 2. 6. 1 Taxation Since end of July 2012, Indias government announced to increase tax in short term accommodation business from 5. 15% to 7. 42% (The Times of India 2012). Increasing of tax seem not has major effect to visitor.In generally traveller do not concern in minor change of taxation, take Thailand for example, it increased airport tax and car rental tax in 2011 only tourismpayments passive high (Euromonitor International 2012). Table 3 Balance of Thailand tourism Payment Value 2006 2011 Source Euromonitor International from offici al statistics, trade associations, trade press, accompany research, trade interviews, trade sources(2012) Meanwhile 2011 Indonesia announce full waiver of financialtax in country, but it did not impact to visitors spending as well (Euromonitor International 2012).Table 4 Balance of Indonesia Tourism Payment Value 2006 2011 Source Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources (2012) 3. Customer Analysis 3. 1 Customer choice factors After Ministry of Tourism announce and promote Incredible India in 2002, the number of visitor rise continuously because the successful of campaign (Ministry of Tourism of India 2012).India has done very well in creating value and positioning in tourism industry, they provide goods or proceedss that meet or buy the farm visitors satisfaction base on ascertaining what customers really need and it bring to customer choice factor analyses. Customer choice factor may equal to five factors which are ad hominem factor, Social factor, Environmental factor, Economic factor and Psychological factor (DOLCETA 2012). Below are lists of possible customer choice factors on tourism industry. 3. 1. 1 Personal factor comes from individual soulality age, sex, emotion, needs, like, knowledge, hobbies and etc. re snarly such as (DOLCETA 2012) Visiting new place Arts and cultural are attractive Experiencing new and different lifestyle Trying new regimen Have fun and be entertained Facilities for disabilities Exciting outside activities Facilities for disabilities Standards of hygienics and cleanliness 3. 1. 2 Social factor related with individual sociality and family social trends, family, friends, and other people recommendations. With this factor CCFs mogul be (DOLCETA 2012) Meeting new and different people Being together as family Being able to communicate in side Activities for the whole familyTRAVETSAT(2011) reports that38% of externa l tourists lease their destination based on friends & relatives recommendation. 3. 1. 3 Environmental factor, many people draw and quarter decision and exaptation for the destination country base on environment, these people need (DOLCETA 2012) Interesting uncouth countryside Convenience transportation Nice abide exotic atmosphere Good environmental quality 3. 1. 4 Economic factor, traveling aboard is an activity that must spend a clump of money some people cannot afford and get down limitation for consumption during their journey which some money is not a bad deal and those also affect to CCFs.The possible CCFs are (DOLCETA 2012) Inexpensive cost compartmentalisation of shopping place Destination is valuable to holiday money 3. 1. 5 Psychological factor this factor quite difficult to explain that how it relate to CCFs of tourist because psychological is totally unique in each person depend on their mental function, behaviour and believed then the possible CCFs mi ght be (DOLCETA 2012) residual tour their remembrances places Safely 3. 2 Segmentation Segmentation helps dividing the present and potential market organizations bequeath better identify and correspond market opportunity.Segments are considered on the basic of geographic, demographic and psychographic. Thus, each segment should distinguishable from others, reachable and relevant to our product (McDonald and Dunbar 2007). The possible segments in tourisms are Family tourism, customer in this segment usually travels with their family, might be parents with recent children spend time together in order to educate their children and even up a good relationship between members in family (Ball, Horner and Nield 2007). Religious tourism has purposes for travel, missionary especially Muslim and Buddhism.They would like to visit ancient expedition place, in fact all religions Hindu, Buddhism, Jainism and Sikhism have their major and minor pilgrimage centre in the different countri es (Gupta, Lal and Bhattacharyya 2002). Health & wellness tourism involved people who travel to a different place to receive discourse or proactively pursue activities that maintain or enhance their personal health and well- being, lower cost of care, higher quality of care and different manipulation that they could receive at home. This most customers in this segment are Europeans because patients must wait of long time and process in order to avail medical treatment (Global Spa Summit 2011). disaster tourism is reason by the large amount of activities tourists undertake during their trip, and the large amount of fundamental interaction with the natural environment of their destination Typically adventure tourism will involve something that they would normally not have chance to partake in any other day (Ball, Horner and Nield 2007).Luxury tourism is something that is an indulgence rather than a necessity, sumptuous or expensive, abundance or great ease and ottoman these are alldefinitions of luxury (The Strategic Travel Action resourcefulness 2003). They just want to spend their money to escape from real life and experience their ideal life for a short term. 3. 3 Segmentation Matrix According to tourists CCFs we can summaries and segment customer then present in the Segmentation Matrix adapted from Ministry of Tourism of India 2012 Customer election Factors (CCFs) Visiting new place- Arts and cultural are attractive- Experiencing new and different lifestyle- Trying new food- Have fun and being entertained- Facilities for disabilities- Exciting outdoor activities- Standards of hygiene and cleanliness- Meeting new and different people- Being together as family- Being able to communicate in English- Activities for the whole family- Interesting rural countryside- Convenience transportation- Nice weather- Exotic atmosphere- Good environmental quality- Inexpensive cost- alteration of shopping place- Destination is valuable to holiday money- Relaxation- vi siting their remembrances places- Safety Segment Name Characteristics Profile Principal Benefits Sought Family tourism These are people who have family and aim to do an activity together, rapprochement in family and educating their children. get along with 7-15 and 30- 45- Couples with young Children. Well educate- Moderate income -Visiting new place- Have fun and being entertained- Being together as familyActivities for the whole family- Safety Religious tourism These are people who travel individually or in groups have a passionate for pilgrimage, missionary, or leisure (fellowship) purposes. Love to visit saintly site or holy place. Age 40 70 Couples or single, no children- Enthusiast- Priest Arts and cultural are attractive- Inexpensive cost- visiting their remembrances places Health wellness tourism These are people who interested in medical treatment, health and well-being. This range from luxury spa, meditation, yoga, to hospital treatments Age 30 70- Men and Wom en- Middle high income- Interesting in Health wellness Inexpensive cost- Being able to communicate in English- Standards of hygiene and cleanliness guess tourism These are people who like extreme, venture, and action activities such as mountain climbing, trekking, camping, canyonning, rock climbing and etc. Young, age 18 25- Male- bookman fresh graduated- Alert active Experiencing new and different lifestyle- Have fun and being entertained- Exciting outdoor activities- Exotic atmosphere Luxury tourism These are people who prefer excellent service, luxury accommodation, high syllabus shopping and other things that make they fell special and unique. Age 40+- Newlywed, Honeymoons- High income- Epicure, tasteful Convenience transportation- Relaxation- Nice weather- Variety of shopping place Table 5 Segmentation Matrix 4. Competitor Analysis Competitor analysis is crucial in planning marketing strategies Company need avoid competitor myopia. To find out main competitor, com pany must clearly understand competitors strengths and weakness including their objective and strategies (Jobber 2010).Referring to segmentation matrix, each segment has different competitor, some are share competitors which shows in table 6 . The analyses focus on countries which are located in Asia. japan is the most development country in Asia pacific thus facilities and service offer very high standard suitable for family and luxury tourism to visit there (Japan National Tourism Organization 2012). Singapore is high growing in entertainment sightseeing such as Sentosa Island. Family and luxury tourism are attracted by long sheltered beach, golf courses, five-starhotels, and theResorts dry land Sentosa, featuring the theme parkUniversal Studios Singapore (Singapore Tourism Board 2012).China, This yr China push trend China Happy & Healthy Tour 2012 aims health tourism to visit because china has rich knowledge in oriental medical for a thousand year it offer an alternative medic al (China National Tourism Administration 2012). Thailand has various Buddhist temples, strange wildlife, and spectacular islands, also provides wide range area of actives related with natural. besides health and wellness tourism has a good reputation in the internationalistic market (Tourism Authority of Thailand 2012). Segment Name Competitor Family tourism Japan, Singapore, Thailand Religious tourism Thailand Health & wellness tourism Thailand, China, Singapore take a chance tourism Thailand ,China Luxury tourism Japan, Singapore Table 6 Indias Competitor divided by segment Next, the table 7 will show competitors strengths and weakness Country Strengths WeaknessJapan (Japan National Tourism Organization 2012) High Technology- Convenience transportation- Good management of government- Has Tokyo Disneyland slight people can cover English- High of financial support cost Singapore (Singapore Tourism Board 2012) High growing economic- Convenience transportation- English is official language- Entertainment industry is flourishing Few of historical places- High of living cost China (China National Tourism Administration 2012) Rich inheritance of culture, ancient place and mix traditional- Fast country development- Has new travel spot thought out country- 43 Properties inscribed on the World Heritage List- Low living cost Social criminal- Only big city has good facilities- Less people can direct English Thailand (Tourism Authority of Thailand 2012) enlighten 10 in Health tourism- Third largest Buddhist Population in the world- Has significant religious place- Variety of adventure activities- bewitching landscape Unstable Political in country- moderate of English literacy Table 7 Competitors strengths and weakness 5. Internal analysis The internal analysis is areviewof anorganizationsstrengths and weaknesses depending upon their impact on the organizations objectives. Resource and capabilities, current offering, performance, business relations hip and key issue are five factors influence the internal environment (Wood 2004). By the way strengths with respect to one objective may be weaknesses for another objective.A detailed internal analysis will give a good sense of its basic competencies and the desirable improvement that it can make to meet potential customers requirements. For more detail of internal analysis will be discussed in dress up analysis. 6. Summary SWOT analysis and Key Take Out 6. 1 SWOT analysis SWOT analysis encompasses both internal and external audit of the firm, good analyses can lead to creating marketing plan and strategy (Hollensen 2010). SWOT matrix down the stairs details strengths, weaknesses, opportunities and threats of India adapted from (ANSARI March 2012), (Chakravarth, Kumar and K 2008) and (Mecdonald 2003). Table 8 SWOT analysis 6. 2 Key Take OutThe Key Take Outs will summarise the main finding from SWOT analysis which directed significant to customer needs. The point is to single out what to be push antecedent or adjusted (Wood 2004). As mentioned in CCFs SWOT and reference to Top Factors Influencing Destination Choice by TRAVELSAT (2011), the cheap cost and English unlearned is the Indias greatest strengths the British Council (2011) claimed that English has often been referred to as a world language and most often taught as aforeign language. This is the reason why travellers prefer visit country which can speak English. Besides strength, the ineffective marketing seems to be the greatest weakness that should be concerned.With inadequacy of marketing cause India cannot position in strong competition. So the Indias strategic planning will develop weaknesses to strengths meanwhile better half the existing strengths with promising opportunities. 7. Targeting analysis and positioning 7. 1 Targeting analysis Referring to customer analysis, there are 5 possible segments of Indias tourism. In this sitting will evaluate those segments in order to select one targe t segment. The targeting process will focus on attractiveness of each segment such as Market factor, competitive factors and environment factors in order to screen out insufficient profit potential and intense utmost segments (Jobber 2010).Furthermore the target segment should fit to firms capability as well. To decide which segment is the best target, the target market selection molding and Two-factor surmisal will be applied. Figure 1Target market selection model Source HOOLEY, Graham J. J. , SAUNDERS, John A. and PIERC, Nigel (2004). Marketing strategy and competitive positioning. tertiary ed. , Harlow, Financial Times Prentice Hall. p. 358. Referring to the Two-factor theory contains with hygiene factor which cause people feeling of dissatisfaction while motivator factor brings peoples satisfaction. Or can say that hygiene factor is the lower level needs and motivator is the higher level needs (Reisinger 2009).The Targeting Decision Matrix below summarises the targeting segm ent analyses link back to CCFs, adapted from (Lye, Hill and baker 2012) Segment Name Segment Attractiveness Competition Position Target decision For targeted segments What are the Hygiene factors? What are possible Motivators? Family tourism unprepossessing Weak Avoid Safety Family activities Recognition- Interpersonal relation Religious tourism Average Average Possible Arts and religious cultural are attractive Believe Sense of achievement- Inexpensive cost Health Wellness tourism Attractive Strong Primary target Standards of hygiene Inexpensive cost Being able to communicate in English Wellbeing Adventure tourism Average Average Possible Exciting outdoor activities Exotic atmosphere Experiencing new and different lifestyle Have fun and being entertained Luxury tourism Average Average Possible Relaxation Convenience transportation Nice weather Variety of shopping places Table 9 The targeting segment analyses 7. 2 Positioning European Health and Well ness tourism is chosen to be the primary segment. As competitors analysis shows that Thailand China and Singapore are the major competitors of the target segment. In order to understand the relative position of product compares with others competitors, two importance CCFs are employ to represent the positioning map English literacy Inexpensive cost India India Singapore Singapore Thailand Thailand Expensive cost China China English illiteracy Figure 2 The positioning map of Health and Wellness tourism segment.To summarise, there are 3 flavours that help to consider the Health and Wellness tourism as a primary target. First is high growth rate, as in segmentation matrix shows that age of target group is around 30 70 years old. CIA World Factbook( 2012) reported that over 65% of world populations are 15-70 years old and continuing increase over the next 10 years. Meanwhile, the trends of health and wellness are very popular in the development country such as UK people ar e looking for alternative medical specialty which is high standard, cheaper and not pine away their time. The third is completion position compare with competitors as the positioning map clearly shows that China has inexpensive medication cost but lack of English literacy.In contrast, Singapore fluently speaks English but cost of treatment is too high meanwhile Thai people able to speak English in the oculus level but cost of medication still high unlike India has high English literacy and inexpensive cost, positively support to CCFs of target segment as they need low-cost and English speaking. With all above reasons make target segment has the most possibilities of profit creator. 8. Strategic Planning and Setting Objectives The plane section of Tourism will to use growth strategy. As ResearchAndMarket website (2012) did the research of Asian Medical Tourism Analysis (2008-2012) and forecasted that India medical tourism able to account 38% of market with in next year. Thus, it become operational objectives for India medical tourism Dominate at least 38% market share of the regions medical tourism industry by 2013, become the highest number of medical tourist and income among other Asian countries deep down 5 years .Furthermore, for the long-term substitutable strategy objective to gain insight into brand awareness of target customer to middle level and creating the value proposition in customer mind within 10 years In order to achieve goals the Ansoffs Matrix will be taken to account it offers a strategy for stint objective, identify the key directions and develop sustainable competitive advantage (Ansoff 1987). Figure 3 Ansoffs Matrix Source ANSOFF, H. L (1987). Strategies for Diversification. Harvard Business Review, Sept. Oct. , p. 114. As current India medical service has well reputation in the European customers, in the other words India has existing products with existing markets.So the tourism department should do the market penetration focus on the European customer. 9. The Value Proposition The value Proposition can be defined as a benefit which customer will receive in return for the customers associated payment or in the other hands why a consumer should buy a product or use a service (Hollensen 2010). As the figure 2, we offer customer a standard but inexpensive cost of medical and treatment which operated by English literacy authorities. 10. Marketing Mix Recommendations The marketing mix is a key tool apply in marketing it consists of Product, Price, Promotion, fundament, People, natural Appearances and Processes (Wood 2004).In this session will give recommendations for each element but more detailed on Promotion callable to international advertising is the weakness of India tourism. We aim to transform weakness into strength and creating sustainable competitive advantage (Kotler and Armstrong 2012). Product is a customer solution. To get together customer needs, India offer wind range of alternative quality medications and services. The Indian Systems of Medicine include Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (see appendix A) and also has a number of hospitals offering a world class treatment with the specialities and health personnel department together (Chakravarth, Kumar and K 2008). They may try to offer medical & travel package to customers.Price is the customer cost, as CCFs of medical tourism they prefer an affordable cost. At this stage, an organization can do the cost differentiate, low cost, discount, and reference work terms (Chakravarth, Kumar and K 2008). Promotion refers to the communication, as SWOT shows India lack of international advertising then they should do the following suggestions * Increase international advertising. It is good for awareness building in the international market by do advertising on TV in the target countries. Thus, brand innovation can be communicated effectively (Kotler and Armstrong 2012). * Personal selling sell med ical package via local agencies.Because agencies not only interactive with customer but also adaptable depending on customer needs (Kotler and Armstrong 2012). * Direct marketing Targeting on target customers and continuous built long term relationship (Jobber 2010). * Internet promotion The message send to customer thought electronic media. It is the global reach at relatively low cost but affective and measureable (Jobber 2010). For instant specific website for medical tourism with many languages. Place relevant to convenience. Organization should develop their transportation services make it prosperous for visitors (Wood 2004). Such as provide Car/ ambulance transfer from airport hotel hospital. People, India should develop and train ealth personnels skills in order to keep them standardize (Continuum Learning PTE LTD. 2012). Physical Evidence is about where the service is being delivered from. This element of the marketing mix will distinguish a company from its competitors. Customers will make judgments about the organisation based on the physical evidence. For example, in the hospitals or health clubs should have reliable certificate, good ambient conditions and facilities or join and international medical associations. (Continuum Learning PTE LTD. 2012). Process Develop the process of medication or treatment in India try to make it faster but high quality than another European country (Continuum Learning PTE LTD. 2012). 11. Measuring SuccessWood (2004) suggested that if company want to know whether marketing process successful, company must have clear objectives and baseline measures. At the CEOs and Boards of tourism department point of view surely they care about the financial. The best measurement metrics should be the revenue, margin, profit and ROI (Marketo Inc. 2012). Although, the financial is important but on the marketer aspect the market share and customers brand awareness are essential as well. By monitoring those result after luncheon mar keting activates compare with the previous result, firm can realise that they do the marketing activities in the right way or not? 12. SummaryThe Department of Tourism India chose Health wellness tourism as the target segment, the market plan base on the analytical process of PESTEL, internal, competitors, customers, SWOT and marketing mix. Propose to create objective and long term competition advantage and strategy. The success may measure by marketing metres such as revenue, margin, profit, ROI market share and brand awareness. Appendix A Ayurveda The healing spotlight of the magic of the invaluable Indian legacy is Ayurveda. Ayurveda is a unique health care system that was established in India in around 600 BC. Ayurveda is an inbred branch of medicine, a complete naturalistic system that depends on the diagnosis of the bodys ailments to achieve the right balance Yoga is not really a system of medicine.Its objectives are self- realization and spiritual union with all pervasive forebode cosmic power. But certain intermediary practices and yogic attitudes have be beneficial for reducing stress, preventing many lifestyle-related sicknesss, and promoting general health and wellbeing. Naturopathy is based on the fundamental principles of Ayurveda. The basic tenet of Naturopathy is to live according to the laws of nature disease occurs due to the accumulation of toxins in the body, and to cure the ailment, the body is purified with the use of natural methods, dietary regulations and exercise. Unani The Unani system originated in the fourth and fifth century BC in Greece under the patronage of Hippocrates and Galen.The system is based on the Humoural theory that good health depends on the balance of the four humours blood, phlegm, yellow impertinence and black bile. Siddha Siddha means a master thus the name denoted the restraint of such practices. The most famous of the siddha was Nagarjuna, whose forms the basis of this system. The distinctive features o f siddha are its credit on minerals and metallic compounds, and its emphasis on rejuvenation therapies. Homeopathy The term homeopathy comes from the Greek word homios means like and pathos means suffering. 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