IMC PROJECT_CHOKHI DHANI

BRAND BUILDING OF CHOKHI DHANI BY AN INTEGRATED MARKETING COMMUNICATIONS PROGRAM SHREEYA BHAT (2009A13)

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TABLE OF CONTENTS
.................................................................................................................................... 1 BRAND BUILDING OF CHOKHI DHANI BY AN INTEGRATED MARKETING COMMUNICATIONS PROGRAM.....................................................................................1 SHREEYA BHAT (2009A13) .........................................................................................1 TABLE OF CONTENTS..................................................................................................2 INTRODUCTION ..........................................................................................................4 ABOUT CHOKHI DHANI................................................................................................4 LONG TERM COMMUNICATION OBJECTIVE..................................................................5 CATEGORY NEED..................................................................................................... 5 BRAND AWARENESS................................................................................................5 BRAND ATTITUDE.....................................................................................................6 BRAND PURCHASE INTENTION.................................................................................6 BRAND PERSONALITY – Ethnic, Royal, Hospitable and Exquisite................................6 BRAND IDENTITY......................................................................................................... 7 CHOOSING THE RIGHT MARKETING COMMUNICATION MIX ELEMENTS.......................8 ADVERTISEMENTS....................................................................................................8 SALES PROMOTION..................................................................................................8 PR, PUBLICITY, EVENTS AND EXPERIENCES.............................................................9 INTERACTIVE MARKETING........................................................................................9 WOM MARKETING....................................................................................................9 STRATEGY AND IMPLEMENTATION PLAN FOR EACH OF THE MARKETING COMMUNICATION MIX ELEMENTS...............................................................................9 DESIGNING THE COMMUNICATION...........................................................................9 MESSAGE STRATEGY............................................................................................9 CREATIVE STRATEGY..........................................................................................10 MESSAGE SOURCE..............................................................................................10 SELECT THE COMMUNICATION CHANNEL..............................................................10 ADVERTISEMENT.................................................................................................10 SALES PROMOTIONS...........................................................................................12 PR, PUBLICITY, EVENTS AND EXPERIENCES........................................................12 Shreeya Bhat_2009A13 Page 2

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INTERACTIVE AND WOM MARKETING..................................................................13 ENSURING THAT THE COMMUNICATION MODEL WORKS TO OUR ADVANTAGE........13 TOUCH POINTS OF COMMUNICATION AND THEIR SYNERGIES...................................14 PARTNERS IN THE COMMUNICATION PLAN AND MAINTAING THE SYNERGIES BETWEEN THE TWO DURING THE ACT OF THE IMC EXERCISE..................................15 EVALUATING THE RESULT ACHIEVED BY MARKETING MIX COMMUNICATION............16

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INTRODUCTION
More than 700 million Indian population lives in 600000 villages across rural India. All said and done, "True India" still resides in the lap of Indian villages. The flavors, the colors, the vibrancy, the rich variety and the innocence that the Indian villages offer are truly breathtaking. It won't be wrong to say that the true picture of India can be witnessed in its soulful villages. However the growing migration trends and urbanization of the Indian population has led to a traditional disconnect in the minds of today’s modern consumer. As years turn to decades it becomes important for us to preserve the cultural heritage that may erode and merely survive as a fragment of a grandma’s story or a chapter of an unopened dust gathered book. Given the uniqueness of culture in every region of India, Indians themselves are unaware of culture and traditions in villages outside their own state. Chokhi Dhani is an effort made to retain the rajasthani culture. Chokhi dhani is a modern resort with a traditional Rajasthani touch for those who are willing to witness a true Rajasthani village ambiance.

ABOUT CHOKHI DHANI

Built in the year 1989, Chokhi dhani is a place where every day is a celebration. Started by Mr. Gul and Subhash Vaswani, Chokhi dhani, with the gradual passage of time has evolved as a traditional Rajasthani village and extended to hotel resorts, village fairs and water & amusement parks. Stretching over more than 18 acres of land, Chokhi dhani represents the colorful essence of Rajasthani culture. Be it the traditional welcome with tikka and aarti or rajasthani hospitality and food or its ethnic decoration, Choki dhani presents the true picture of this royal land. Beside all the contemporary facilities like Business meeting hall, Banquet Hall, Recreational facilities, Health Club, Swimming Pool, Spa, Steam and Sauna baths, Jacuzzi, a Gym and Massage facility, Beauty Parlor, Discotheque, Bar, Multicuisine Restaurant etc, Chokhi dhani Shreeya Bhat_2009A13 Page 4

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has some more charms like Rajasthani Kalbeliya Dance or Ghoomer or other folk dance and music to captivate the attention of each and every onlooker. While your visit to Chokhi dhani, never forget to savour on the special Rajasthani thali. The cuisines of a Rajasthani thali like Dal Batti Churma, Ghewar etc are mainly cooked in pure ghee to enhance the taste. Chokhi dhani has wide range of staying options such as cottages and Havelli suites that would give you a slice of life of both royal and rural Rajasthan.

LONG TERM COMMUNICATION OBJECTIVE
CATEGORY NEED
Chokhi Dhani is not just a restaurant. It is an experience connecting every Indian to their basic roots and acquainting them to the rustic flavors of India. Rapid urbanization has led to the modernization of Indian population and changed their way of life. As generations pass they move further and further away from the traditions while adapting themselves to the practices of the modern world. Also due to the emergence and vast reach of newer and more efficient technologies, the face of rural villages has changed tremendously. Thus there is a need to acquaint the present generations to their foundation where their lineage started and picked up from. After all no man can fly unless he is grounded to his roots. Also, the tourism industry in India is booming irrespective of the recently hit recession. India's Ministry of Tourism has projected the number of foreign tourists arrival in India to rise 10 million by the end of 2010. According to the estimates, India epitomizes one of the most potential tourism markets in the world. From time immemorial, it has been known that India's cultural diversity is its biggest USP. Chokhi Dhani, a picturesque area with village life as its theme and cultural activities, quenches this thirst of the foreigners who visit India with the purview of seeing something exotic and unique and not a replica of their urbanized modernization. According to Neilson survey (2009), an average Indian household devotes about 27.6% of their annual income on food expenditure of which roughly about 2.6% is spent on eating out at the restaurants more than half of which are fast food joints. People buy fast food because it's cheap, quick, and heavily promoted. But its benefits can be deceptive. Chokhi Dhani provides an opportunity for all those who are looking out for a place that offers something much more than just food. Fast food may provide a shortcut to ultimate satisfaction through its multiple quick bites but chokhi dhani looks forward to those customers who are looking out for a complete ethnic Rajasthani experience that can be gained only by devouring the variety with deliberate small bites while serving you the royal way.

BRAND AWARENESS
Because Chokhi Dhani doesnot indulge in aggressive marketing and mainly through word of mouth and tourist catalogues, it is popular only amongst the tourists. The awareness amongst the tourists is mainly due to its tie ups with large number of tourist agencies (both brick and click and only click) and the large amount of publicity gained due to numerous magazine articles dedicated to the appreciation of the idea, experience and service. Chokhi dhani has its presence in about 7 cities in India and each Chokhi Dhani is different from the other imbibing the spirit and culture of each location, and hence creating a different experience each time. Chokhi dhani has a visitor base of about 1200 customers per day of which 80% are foreign tourists. Its unique concept and ambience is what makes it such a hit. While most of the urban Shreeya Bhat_2009A13 Page 5

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population fights frustration due to the fast life and mismatch between work and home life balance, the same experience can be provided to them since it would not only be alone be an eating out experience but give them the feel of a vacation. Hence, the same needs to be communicated to the Indian audience who will equally enjoy the flair and hospitality.

BRAND ATTITUDE
The restaurant culture is very much prevalent in urban India. However, the concept of chokhi dhani is not very similar to that of a restaurant alone. Many a restaurateurs find it a challenge to create the right ambience that would satisfy the current consumers and attract the prospective consumers. In a service industry, experience of the product or service adds up to the evaluation of the brand. The USP of chokhi dhani is its royal hospitality and its adaptation of a village like environment that is closely related to the ethnicity of rajasthani culture. From the welcoming of customers with a “tikka” and introduction of the staff with “Ram Ram Sa” to the experience of performing acts like rajasthani dances, puppet shows and museum displaying old locks, arms, and utensils of the era gone by, Chokhi Dhani displays a very genuine and hospitable ambience which is very well entertained by those who are alien to the culture.

BRAND PURCHASE INTENTION
Chokhi Dhani is a mix between a heritage village and a theme restaurant. Though the concept of the same is not new, there is a need to introduce it to the Indian population. Since the category need itself is not well entrenched in the Indian conscience, it is important to positively influence the target group’s purchase intention. Hence the marketing communication objective is to increase its awareness amongst the Indian audience with communication tools directed with emotional appeal highlighting the benefits and experience. Thus to summarize, the long term communication objectives are: 1) 2) 3) 4) To increase the awareness of Chokhi Dhani amongst the Indian customers. To popularize it amongst the Indian customers. To communicate it as the ultimate “vacation near home” destination. To differentiate it as a RFF experience (Royal feast fair experience) rather than a normal heritage site or theme restaurant.

BRAND PERSONALITY – Ethnic, Royal, Hospitable and Exquisite

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Chokhi Dhani is a cross between a heritage village and theme restaurant. But this is not what I want the customers to know it by. Chokhi Dhani is a royal experience. It’s a marked territory owned by the customers where each customer is the king and is attended to personally. It is a grand festival that is celebrated each day of the year because you, the customer, rule not only our land but also our hearts. And as a token of gratitude our staff -the peasants welcome you to best of everything that we have to offer. Our mascot are puppets- Kisaan and Yashoda (the peasant and his nurturing wife).

Kisaan is a genuine and down to earth common peasant who’ll entertain you- the royalty, with utmost politeness and gratitude while his wife Yashoda will pamper you the way you wish your mother did.

BRAND IDENTITY
The brand identity of Chokhi Dhani can be explained using Kapferer’s brand identity prism model.

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CHOOSING THE RIGHT MARKETING COMMUNICATION MIX ELEMENTS
ADVERTISEMENTS
Chokhi Dhani does not indulge in any kind of aggressive marketing techniques. However in order to achieve its long term objectives of increasing awareness and gaining popularity, advertising becomes inevitable. The advantage of advertising is that it reaches a large and dispersed set of audience while building a long term image for the brand. To increase its awareness and popularity amongst the Indian customers it is important that its advertising is directed towards making the Indian consumers aware and increasing the awareness and popularity of this one of a kind concept. Though Chokhi Dhani’s out of city location is much of an advantage in term of the look and feel of the experience but it also works against them since it fails to attract attention of customers who just “happen to pass by”. Due to its location disadvantages, it becomes all the more essential for it to increase its visibility and touch points.

SALES PROMOTION
Sales Promotion is a strong tool when the response required needs to be quick, strong and relevant. Activities like discount coupons, contests, premiums etc are sales promotion initiatives. Similar activities need to be adapted by Chokhi Dhani in order to engage its customers and involve them at deeper level. Thus the benefits of Sales promotion are the likes of communication, incentives and invitations. Companies use sales promotion tools to draw a stronger and quicker buyer response.

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PR, PUBLICITY, EVENTS AND EXPERIENCES
PR activities, Publicity and Events bring to the brand customer’s notice and provide a constant recall in their minds. The three main advantages of events and experiences are relevance, involving customers and implicit selling. Thus is a great brand building exercise. PR helps in building goodwill amongst the customers which eventually leads to good publicity or good word of mouth. Also the appeal of public relations and publicity is based on three distinctive qualities: high credibility, ability to catch buyers off guard and dramatisation. Since Chokhi Dhani is a “vacation near home” destination, it becomes important for it to put across images of a set of experiences which becomes almost impossible to project through static, non-personal media.

INTERACTIVE MARKETING
Interactive marketing helps in greater brand engagement and helps the customers build a deeper bond with the brand. It leads to interactive marketing messages that are customised, upto-date and interactive.

WOM MARKETING
WOM or the grapevine is the most personal and credible form of marketing. Now would you not want to try the brand which is being recommended by your friends and family after gaining its first hand experience? The need to own what is the most wanted is an integral part of human nature. This is the principle on which WOM dwells. Thus the three noteworthy characteristics of word of mouth marketing are that they are: credible, personal and timely. This is very important for the brand as a good or a bad WOM has the power to make or break the brand.

STRATEGY AND IMPLEMENTATION PLAN FOR EACH OF THE MARKETING COMMUNICATION MIX ELEMENTS
DESIGNING THE COMMUNICATION
MESSAGE STRATEGY Chokhi Dhani’s brand manager needs to decide on the type of appeals and ideas that fit in with the positioning of Chokhi Dhani i.e “A traditionally royal experience.” According to the message strategy matrix proposed by John Maloney, in the case of Chokhi Dhani , the buyers expect sensory and ego satisfaction from this service. And this experience is attained only when they visit the place and experience the service. Because the service is connected with the product in-use experience, we need to build a message strategy that is sensory-reward promise and ego satisfaction- reward promise. Hence, words like ‘Ethnic’, ‘Grand/Royal’ and ‘Hospitable’ need to be used. Expected types of rewards Rational by Customers Results-of-use experience Product-in-use experience Sensory Social Ego Satisfaction Chokhi Dhani’s Message

Chokhi Dhani’s Message

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Strategy Incidental-to-use experience CREATIVE STRATEGY Creative Strategies are the ways in which the marketers translate their message into a specific communication. They can be broadly classified as 1) Informational Appeals 2) Transformational Appeals. Informational Appeals An Informational appeal focuses on product or service attributes or benefits and relies on a very rational processing of the communication on the part of the consumer. Logic and reason rule. However, this does not apply to Chokhi Dhani as it is more built upon what the service makes the consumers feel. Because the USP of the service is experience centric, the brand relies more on transformational appeals to Indian families. Transformational Appeals These focus on the non product related benefits or images. The ads based on transformational appeal stir up emotions that will motivate purchase. The brand offers an experience that is ethnic and grounds the customers to their traditional roots by means of age old practices like puppet shows, oil massages, traditional dances and museum that displays mannequins of ladies making clay pots and villagers weaving. The hospitality of the staff ensures that the customer feels like a king whose each and every need is being catered to in a much genuine manner. It is around these appeals that the communication needs to be built and put across. MESSAGE SOURCE The message source is the source from which the message comes to the customers. However, what is of utmost importance is the spokesperson’s relevance to the brand and his credibility which dwells around expertise, trustworthiness and likeability. The message becomes more trustworthy when it comes from a source other than the company itself like a famous celebrity who is adored by the target audience. Chokhi Dhani is targeted at all age groups of the Indian household and primarily revolves around the concept of traditional rajasthani royalty and hospitality. Thus, alongside the mascots, it becomes important to engage a very popular celebrity who represents the rajasthani culture. My suggestion would be Shilpa Shetty – the co-owner of Rajasthan Royals (IPL). Strategy

SELECT THE COMMUNICATION CHANNEL
ADVERTISEMENT Sitcoms and TV Ads

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Who said restaurants can’t advertise on TV? Yes they can. And not only between the commercial breaks but also when the sitcom is playing. TV serials with high TRP ratings can be shortlisted and given incentives to shoot their episodes in the premises of Chokhi Dhani. Eg: One of the very popular series in the Indian household is “Yeh Rishta Kya Kehlata Hai” on Star Plus and “Bandhini” on Colors. Both the series revolve around rajasthani traditions and cultures. Many such series can be shortlisted and used for subliminal advertising. Print Ads Newspapers like Pune Times and Pune mirror can be used as a medium to highlight the latest happenings of Chokhi Dhani and the customers. Also, the fact that Chokhi Dhani has been awarded as the most innovative tourism project can be publicized. Magazines like Femina, Grehlakshmi etc and all the other magazines that are read by the woman of the house can be used to advertise. Also, articles referring to the reviews of the brand can be published in magazines that corporate people read like Tehelka and business world. Mascot Displays Chokhi Dhani’s Mascots – Kisaan and Yashoda can be placed at high visibility spots across the cities. These mascots can project a notice board that informs the customers about the idea of the place and how much they would want to see them all at Chokhi Dhani. Celebrity Endorsee Shilpa Shetty can be officially appointed as the endorsee of the brand. She could also mention the brands at various events and shows that she anchors like Big Boss and Zara Nachke Dikha. She would put across the right message as she is very popular and appreciated amongst the Indian audience and thus relevant. Tie ups with Kingfisher Airlines An effort can be made to have a deal with the Airline giant to allow Chokhi Dhani one page of space in their travel magazines that are placed in front of the seat of all travelers. If the deal works out to be out of budget then the space could be provided only in the magazines of flights that fly to any of the 7 cities where Chokhi Dhani is present. Radio Ads and mere mention of the brand in the morning hours while people are travelling to work will help increase the awareness of the brand. Also, these ads or mentions can be made during news hours and also during interesting agony aunt and dedication programs. Songs, Jingles and Hello Tunes Appealing music can be released and made easily available on music download sites. These songs and jingles can be of ethnic tone yet appealing to the ears of generations across. The songs can also be made available across various Telecom services as hello tunes which cost less than the normal rate of Rs 30 per month. Point of Purchase Displays

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POP displays like danglers and tent cards can also be introduced in small supermarkets and bookstores while Posters can be introduced in the elevators for bigger retail houses like Pune Central, Shoppers Stop and bookstores like Crossword and Landmark. SALES PROMOTIONS Chokhi Dhani Tempo In order to increase the awareness of the brand, well decorated tempos and vans with Chokhi Dhani painted on them can be run across the city. Also the open carriage area of the tempos can be used to present attention gathering activities in front of undergraduate colleges and fairly descent residential areas. Announcements of the king’s (customer) arrival can be made by staff in Rajasthani attire in the traditional manner using the loudspeaker across the city. Memoirs Each family visiting Chokhi Dhani will be given an ethnic décor piece with Chokhi Dhani written on it. Many varieties of such decors would be made available so that it is accepted by the customers as a token of appreciation. These decors could further be used by the customers as a show piece at their respective homes. In order to increase the reach of such decors and maximize their reach in the Indian household, an upgraded and more premium version of these decors would be made available as the prize for certain games that the customers get to enjoy while they are a part of the experience. Such premium decors can also be made available for sale to the customers. The idea behind this is the visibility of such decors by the customer’s guests in order to initiate WOM. Packages in Travel Catalogues Though Chokhi Dhani has a tie up with most of the travel agencies, the packages are formulated on the basis of the pocket size and whims and fancies of a foreign consumer. Thus, packages that suit the pocket size of the Indian consumers should be availed and popularized. Loyalty Programs All the branches of chokhi dhani’s have a guestbook where all the guests write their reviews along with other details. However, the data gathered is not put to any use. By compiling the data available, special offers can be customized for the customer’s birthday or anniversary. Also, the premium customers can be offered attractive discounted rates so that they would be induced to throw their parties for the occasion at Chokhi Dhani, PR, PUBLICITY, EVENTS AND EXPERIENCES Tie ups with Educational Institutes and Corporates Chokhi Dhani can initiate tie ups with educated institutes and big firms where they can provide the same experience but at discounted rates. This opportunity can be seized by the corporates and put to use for their annual party or for business guests, in order to impress them before they close the deal in their favor. The offers can be initiated via advertisement in corporate magazines like business world and Tehelka. Also, for students , school picnics or excursions can be held at Chokhi Dhani. The communication can be initiated by putting up posters and distributing pamphlets at selected school and college communities.

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Discounted Rates for Weekdays In order to induce traffic at weekdays, discounts or a few additional activities like make the urban customers believe that they need not go far or spend plenty or not even set apart a week by taking a leave from their respective workplaces, conducting events and inviting the customers to participate and engage themselves as a part of the big family become the ultimate mode of satisfaction and value for money experience. For this the data collected from the guest books can be compiled and special benefits can be availed to those who are regular or esteemed customers. Such activities can be covered by the media and those who participate can be their neighbour’s envy. Reservations with Media Coverage Full site reservations can also be made available to the customers to organize marriages or 25th and 50th birthdays and anniversaries. However, this option should be availed only for the weekdays. Also free media coverage can be ensured for such events, details and photographs of which can be published in newspapers like Pune times. CSR Activities Chokhi Dhani can associate itself with some social activities as well. The most relevant activity for the brand would be education of girl child. For this Re1 per sale of the memoir could be dedicated to the education of the girl child in the rural Rajasthan or the respective city. Trade fairs Chokhi Dhani could also set up stall in various trade fairs that are organized all round the nation. These stall will expose and attract people from other states as well to visit the location once they visit the city. This would also enable the recruitment of various other rural artisians with newer and more unique skills than those that already exist. INTERACTIVE AND WOM MARKETING Chokhi Dhani has just one group with 7 members dedicated to itself on facebook. Thus, Chokhi Dhani can use the newer and much effective mode of marketing ie social media sites. By being more active on facebook, orkut, linked in and twitter Chokhi Dhani can reach a larger audience. Also, blogs can be maintained in the name of the brand that would invite articles regarding staying in touch with the national roots from all over the country. WOM will be generated by the memoirs and the newspaper and magazine articles published with the reviews of the brand and the current customers as well.

ENSURING THAT THE COMMUNICATION MODEL WORKS TO OUR ADVANTAGE
The following characteristics would determine that the marketing communication is well integrated and it works to our advantage. 1. Standardization of the message: Irrespective of the communication mix elements used, the message that is put across should maintain its uniformity in terms of message style, text and tone thus determining consistency and cohesiveness of the brand image. Shreeya Bhat_2009A13 Page 13

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Standardization ensures brand recall from given associations. Thus, for each communication of Chokhi Dhani following guidelines must be adhered to: a. The brand is always accompanied by its logo and tagline. b. The brand is positioned as a ‘traditional and royal experience” and the following terms are mentioned in every communication- Royal, Ethnic, Hospitable and Vacation near home. c. The brand mascost, “Kisaan and Yashoda” are always present in every communication. d. The brand endorsee is present during all the major events of the brand. In case of media coverage in such events, the endorsee must be covered. 2. The choice of words should be appealing. Words like Royal, Hospitality, Experience and Vacation near home should be used often. 3. The brand is offered at a premium price of Rs 350 (entry fee). Descent amount of grandeur and sophistication must be maintained to match the perceived image of the customers. 4. Synergy must be maintained across all communication mix elements in spreading the message about the brand. 5. The coverage should be vast. 350 mascots per city must be placed at good location while ensuring high visibility. Also, in the first month 3 vans must be run across each city each day of the week including the weekends. 6. TV commercials should be aired only between family serials and sitcom marketing should be done only for selective ethnic sitcoms. 7. Print ads should not be published in irrelevant fashion magazines like Vogue and Elle but in only those magazines that are popular among housewives and working professionals. 8. Maximum media coverage of the celebrity endorsee must be ensured during the term of contract. Also, the endorsee must justify the brand. Wrong choice of the endorsee could harm the image of the brand in the long term. 9. Radio ads must be aired during morning hours when the people are travelling to work or are returning from work. Also, these ads should sound lively and must be short and at the same time put across the highlighted words like experience, royal and ethnic without beating around the bush. 10. Tempos and vans should be run across the city at peak hours and not after 7 pm so that it does not prove to be a nuisance to the residents. 11. The memoirs that are sold at the location must be of high quality and exclusive. Also those that are given as a token to each family should look posh and unique. If the memoirs look despicable and cheap the whole purpose of promotion to customer’s guest’s is defeated. 12. Social media sites and blogs must be maintained regularly. 13. Each element of the marketing communication mix must be efficient enough to create the desired response and communication effects from the customers. Each of the elements must be complete in itself and independently build awareness, interest and purchase intent. 14. The cost aspect is taken care of by making calculations based on the ROI on each element of the Marketing Communication mix to arrive at an effective and efficient communications program.

TOUCH POINTS SYNERGIES
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1. Locational: These include the ambience, the ethnic setup of the place ,the guest book, the welcome board, menu cards, the attire of the staff, the staff, the artisians and performers the museum and the other attractions 2. Brand: These include the logo, the songs and jingles, the mascots and celebrity endorsee. 3. Promotional: These include the newspapers and magazines, the inprint discount coupons, travel catalogues, POP displays, tent cards, Social networking sites and blogs, Ads in elevator of retail outlets and bookstores. 4. Behavioral: The welcoming slang “Ram Ram Sa!”, the traditional welcome with tikka and flowers etc. Each of these touch point either helps in increasing the awareness of the customer or helps in enhancing their experience. The locational touch points are those that donot influence the customers unless and even they visit the place. These come to notice only after the customer has reached the destination and start influencing them before they enter the place and stay with them until they leave. The brand related touch points are those that are always present in all communication mix elements and come in touch with the customers alongside other touch point. Eg: The customer will view the logo or the mascot while he’ll be attending a POP or a tent card. The promotional touch points are those that are deliberately directed towards the target audience. Behavioral touch points are those little things that enhance the experience of the customers visit and stay with them even after they leave the place.

PARTNERS IN THE COMMUNICATION PLAN AND MAINTAING THE SYNERGIES BETWEEN THE TWO DURING THE ACT OF THE IMC EXERCISE
Following are the partners in the marketing communication mix elements: 1) Kingfisher Airline: Average travel time per domestic flight is one hour and fifteen minutes. In this time, the passenger whiles always his time either working on his office reports or reading newspapers and magazines that are provided in the airplane itself. A collaboration with the Kingfisher Airlines would help us bit into this free time of the customer where his complete concentration would be on the limited options available. There is a possibility that the deal may work out to be expensive, thus a deal can signed for the ad space in only those magazines that are placed in the flights travelling to any of the 7 destinations where the brand is present. 2) Sitcoms: Two of the sitcoms of Balaji Telefilms ie Yeh Rishta Kya Kehlata Hai (Starplus) and Bandhini (Colors) have been scoring high on the TRP charts. Also, these two sitcoms revolve around two rajasthani families and their family members. These and a few such sitcoms must be shortlisted and partnered with. Today, the small screen artists ie TV serials are gaining faster popularity in the Indian households than those of the silver screen. Thus, these TV artists also become an aspirational group for the Indian audience. Some of the TV artists who are portrayed in positive light are very much adored by the audiences and thus the clothes they wear and the places they visit become the trend of the town. This can be taken to our advantage. Also, the cost of advertising through sitcoms would be way economical as compared to a bollywood movie and reach an equally wide mass of audience. Shreeya Bhat_2009A13 Page 15

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3) Celebrity Endorsee: The celebrity endorsee would be the face of the brand. Shilpa Shetty is a very attractive and accomplished celebrity. Also, she is anchoring various shows on TV like Big Boss and Zara Nachke dikha. She would complement the brand and would be the most apt choice since she is the co-owner of Rajasthan Royals. 4) Corporates and Educational Institutes: Tie ups with educational institutes and corporates would enable use to increase our awareness and presence amongst our target group simultaneously ensuring a positive word of mouth. Not much effort would go into this except for the initial phases where a major challenge would be to select the right fit of educational institutes and corporates. However, since our product is a premium product, this challenge can be overcome by shortlisting only those educational institutes and corporates that have a student/working force of middle class. 5) Ad agency employed by Chokhi Dhani: A written contract with all the policies and procedures can be signed by both parties after mutual agreement of terms and conditions. Also, the penalty or consequence of the act of not adhering to any of the policies and procedure by any of the two parties must be agreed upon and mentioned in the contract to avoid disputes.

EVALUATING THE RESULT ACHIEVED BY MARKETING MIX COMMUNICATION
The campaign can be evaluated on the basis of how much awareness has been created and whether or not the Indian audience can recall the brand. In order to gauge the communication mix and understand the reach of our target market it is important to conduct timely market research and consumer surveys. This would help us establish whether or not our objectives of creating awareness and recall have been achieved. The analysis of the data would also help us determine whether the perceived image of the brand is the same as the desired positioning. Also, in order to ensure accurate results, the surveys will have to be conducted after a period of time so that the time lapse is not too less for the communication to register in the minds of the consumers. On the basis of how far the objectives have been achieved, can we judge the success of the campaign. Some of the things that would help keep a check on the communication mix are: 1) The impact of sales promotion which can be monitored through the increase in the sale and final revenue. 2) Analysis of how effective the advertisements were in catching the target market attention and draw interest. This can be ascertained with the help of regular recall and recognition tests. 3) Keep a check on creation of unexpected touch points as one of the method of IMC here is through word of mouth publicity.

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