Marketing campaign

for
cleanliness awareness

Ignite-2009
Cleanliness
is
next to
Godliness
 Importance of Tourism Industry
Travel and Tourism is US$ 41.8 billion industry, contributing 5.3 % of
the Indian GDP
Key Statistics - India
 Travel & Tourism Revenue (US$ billion, 2006) 41.8
 Inbound Tourist Arrivals million nos. (2007) 4.9
 Inbound Tourism Revenue (US$ billion, 2007) 7.7
 Average Spend per Tourist (US$, 2007) 1566
 Domestic Tourism (million visits., 2005) 382
 Outbound Tourism (million nos., 2005) 7.18
 Hotel Industry – number of hotels (2006) 1,980
 Hotel Industry – number of rooms (2006) 1,09,392

Source: WTTC Country Reports, FHRAI, HVS, Dept. of Tourism

 BLACK AND WHITE

Mumbai and Delhi ranked among the top 25 dirtiest cities in the world
Source: Forbes Magazine, 2008
 SOCIAL MARKETING

 Use of marketing principles to influence

human behaviour in order to improve health or
benefit society.
 An effort for bringing about an attitudinal
change.
BRANDING THE CAMPAIGN

“Cleaner India
For a
Better India”
 COMMUNICATION PLAN
 The Target Audience
- Urban and Semi – urban population
 Message
- Importance of cleanliness
 Communication Mix
- Advertisement
- Promotions
- Personal Selling
 MEDIA PLANNING
The Media
 Newspapers (reaches 112 million urban population daily)
 Satellite Television (reaches 230 million population
weekly)
 FM Radio (reaches 119 million individuals weekly)
 Cinema

Source: The National Readership Studies Council, 2006

 MARKETING MIX
The Elements
 Product: refers to the desired behaviour and associated
benefits you are asking the audience to do, and tangible
objects or services that support or facilitate behaviour
change.
- Cleanliness
 Place: Where and when the target audience will
perform the desired behaviour, access program
products/ services, or think about the proposed
cleanliness drive
- Tourist Spots
 MARKETING MIX
 Promotion: Includes the communication messages,
materials, channels and activities that will effectively
reach your audience to promote the benefits of the
behaviour change as well as the product, price and place
features of your programme
- Cleanliness message, road shows,
brouchers
 Price: refers to the costs (financial, emotional,
psychological or time) or barriers the audience members
face in making the desired behaviour change.
- Attitudinal Stubbornness
 The 5 P th

 Policy: It refers to the consideration of the

laws or regulations that influence the
behaviour you want to change. This can
include those laws you can use or enact to
further encourage the behaviour (such as
imprisionment for littering)
IMPLEMENTATION STRATEGIES
THANK YOU