International Toursim Marketing Planning

Contents 1. associationability to India1 2. PETSEL outline1 2. 1 semipolitical compend1 2. 2 scotch analysis2 2. 3 favorable analysis2 2. 4 Technology analysis2 2. 5 Environmental analysis3 2. 6 Legal analysis4 3. Customer Analysis5 3. 1 Customer resource operators5 3. 2 part6 3. 3 departmentation Matrix7 4. antagonist Analysis8 5. Internal analysis9 6. Summary gussy up analysis and central Take Out9 6. 1 trick out analysis9 6. 2 come across Take Out10 7. Targeting analysis and positioning10 7. 1 Targeting analysis10 7. 2 Positioning12 8. Strategic Planning and shot Objectives13 9. The encour superannuated age Proposition14 10.Marketing Mix Recommendations14 11. Measuring Success15 12. Summary15 attachment A16 References17 Lists of conditions Figure 1Target commercialise filmion model11 Figure 2 The positioning map of health and wellness phaetonry segment. 13 Figure 3 Ansoff Matrix14 Lists of eludes disconcert 1 Arrivals by Purpose of Visit 2006-20112 pl ug-in 2 health and Wellness touristry sales by Category Value 2006 20113 duck 3 residuum of Thailand tourism Payment Value 2006 20114 duck 4 Balance of Indonesia Tourism Payment Value 2006 20114 Table 5 Segmentation Matrix7 Table 6 Indias rival divided by segment8Table 7 Competitors strengths and weakness9 Table 8 don tonalitywork analysis10 Table 9 The posterioring segment analyses12 Marketing draw This report departs grocerying plan for India touristry persistence including 10 locomote of securities industrying planning referring to Inter dry landal Marketing Planning module (2012) 1. Introduction to India India is the most populous earth, the seventh largest boorish in term of gibe area in the world, which located in South Asia surrounded by Pakistan, mainland China, Nepal, Bhutan, Burma, Bangladesh, Sri Lanka, the Maldives Indian Ocean, Arabia Ocean and Bay of Bengal (Mintel 2010).In term of tourism, India plays host to a several(a) mix of tourism choic e. Natures, adventures, cultures, nations, history, architectures and checkup are all on nominate, exploit India an attractive destination to a variety of demographic groups. Apart from that, in 2009 this surface area was singled out as the dress hat value-for- gold in term of area Brand Index (CBI) done by FutureBrand (2012). India has Ministry of Tourism (MOT), its purpose is to expand and promote tourism in India by formulating and administrating the rules, regulations and laws.And in 2002, MOT announce Incredible India as the move theme. The successful of c deoxyadenosine monophosphateaign, nowadays the tourism industry in India is becoming the third largest earner in of foreign step in (Government of India 2012). 2. PETSEL analysis In udderball club to analyses alfresco(a) purlieu of Indias tourism industry, PESTEL analysis could be applied and advance clues to opportunities and threats (Wood 2004). 2. 1 Political analysis 2. 1. 1 S knock back democratic admin istration India is the worlds largest democracy it has a s skirt democratic government for a foresightful decade.India is a Secular Democratic Republic with a parliamentary corpse consists of fantan and State Government this way of life in from each one state of India has its avow tourism department (Government of India 2012). It is advantage beca map each state becomes a rivalry of each other, induce gritty contest between states in order to gain profit from tourism industry. This fact discount ensures stability for the tourism industry. 2. 1. 2 Terrorism India is facing with two type of terrorism external terrorists and national terrorists hardly intra-terrorist takes more seriously loading to tourism.There is a tailor of growing internal terrorists curiously Maoism and Naxalism their case un-peace in the country (South due east Asia Terrioms Portal 2011). By the modal value Indias government (2012) is continuously improving its disaf se reanimatelyation inventory to combat any authorization attack form terrorists especially in areas like Jammu Kashmir and our metropolitan cities like Mumbai, Delhi, Bangalore and come ons of strategic vastness. 2. 2 stinting analysis 2. 2. 1 Economic growing rate GDP of India uprise almost 7% in 10 familys then India becomes the speedy growing economies of the world (The solid ground Bank 2012).A spunkyer economic harvest-tide can puzzle about the foreigner investments. This situation wise to tot the higher number of business visits. Apart from that the construction of new-madeer holiday discombobulater avenues or attraction, beautification of cities and towns etc. are in any case induce the number of leisure visitant as well. (Rath et al. 2012). The table below clearly shows the huge increase of arrivals from 2006-2011. Table 1 Arrivals by Purpose of Visit 2006-2011 solution Euromonitor planetary from decreed statistics, flock ssociations, spate press, gild research, make out intervie ws, and trade sources (2012) 2. 3 friendly analysis 2. 3. 1 Diversity of nations, cultures and etc. India is a multination country having metrical composition of unalike, cultures, traditions, and ethnics. These diverse overhear a great amalgam of the past and break and this naturally has its effects (Gupta, Lal and Bhattacharyya 2002). Some are negatives culture shock is a good example when pile are facing an unfamiliar vogue of life when visit to a new country. This is why spate who be to the more affluent country settle down non come to India.Besides there are positives side population who interested in multitudinous life-style withal visits India and its help to break down prejudices, barriers, suspicions that exist between countries (Back, Bennett and Edles 2012). 2. 3. 2 Languages The languages of Indian reflect the diversity of the country. slope is the one of official languages apply in political and commercial communication while Hindi is the nation and th e most widely spoken language and primary tongue of 41% of the wad and 14 other official languages are spoken (Gupta, Lal and Bhattacharyya 2002).With this reason out language barrier is not a trouble for both tourist and Indian. 2. 4 Technology analysis 2. 4. 1 Information Technology India has capacity and resource in Information technology and engineering for future exploitation (Rapoza 2012). Dogac, et al, (2004) meets the Internet gives many advantages in tourism industry. Some of these benefits for tourists are last planning, fight booking, hotel reservation those active done on the internet nowadays.Beside on tourism organization use internet to promote new attractions and grade long term singingship with client such as direct special offer to client, break away collaboration between tourism operators, invoke interoperability of external and internal applications. These actives give help increase the return of traveller. 2. 4. 2 Transportation facilities Indias o ut-migration has been recently developed such as air, marine and land conveying to meet travellers pauperism (Government of India 2012). But the image of transportation in this country exposeing to the world seems to a lower place standard in terms of perplexity and security.For example in may 2012, train slash killed 5 people (BBC NEWS 2012). And in July 2012 harass train killed 32 passengers (BBC NEWS 2012). On the tourist view, the under regularise of transportation allow take direct effect to tourist who spirit for a sumptuosity tourism experience on the other turn over the backpackers seem not really concern about convenience transportation at all (Gupta, Lal and Bhattacharyya 2002). 2. 4. 3 medical checkup checkup technology Medical in India is developing continuously in various forms such as spa, meditation, infirmary and surgery.India provide highly quality and professional with low constitute. It costs half(prenominal) or one-third cheaper than similar sermons in neighbouring medical hotspots such as Singapore and Thailand. According to low price of medical function in India, the number of meditation sales has increased double from 2006 in 2011 (Euromonitor global 2012). Table 2 wellness and Wellness Tourism sales by Category Value 2006 2011 Source Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources (2012) . 5 Environmental analysis 2. 5. 1 Environmental befoulment Nature hazard India is experiencing seriously environmental taint for instant deforestation, soil erosion, air pollution from industrial effluents and vehicle emissions, piss pollution, huge and growing population is overstraining natural resources and drinking water is not table serviceable thought out the country (CIA 2012). Not unless pollution still also natural hazards that India has to deal with like earthquake in the Kashmir valley (NDTV 2012).This situation reflex to l ife 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 amend their environment such as carefully cleaning 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 appraise 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 world-widely traveller do not concern in humble change of taxation, take Thailand for example, it increased airport tax and car renting tax in 2011 yet tourismpayments still high (Euromonitor International 2012). Table 3 Balance of Thailand Tourism Payment Value 2006 2011 Source Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources(20 12) Meanwhile 2011 Indonesia announce full waiver of fiscaltax 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 component parts after(prenominal) 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(prenominal) well in creating value and positioning in tourism industry, they provide goods or services that meet or exceed visitors satisfaction base on understanding what customers really lack and it bring to customer choice factor analyses. Customer choice factor may relate to five factors which are ain factor, friendly factor, Environmental factor, Economic factor and mental factor (DOLCETA 2012). Below are lists of manageable customer choice factors on tourism industry. 3. 1. 1 Personal factor comes from case-by-case personality age, sex, emotion, expects, like, knowledge, hobbies and etc. re abstruse such as (DOLCETA 2012) visit new place Arts and heathenish are attractive Experiencing new and different lifestyle Trying new food convey play and organism entertained Facilities for disabilities elicit outdoor activities Facilities for disabilities Standards of hygienics and cleanliness 3. 1. 2 Social factor related with individual sociality and relationship social trends, family, friends, and other people recommendations. With this factor CCFs might 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 multinational tourists choose their destination base on friends & relat ives recommendation. 3. 1. 3 Environmental factor, many people make decision and exaptation for the destination country base on environment, these people desire (DOLCETA 2012) Interesting untaught countryside public convenience transportation Nice weather foreign atmosphere Good environmental quality 3. 1. 4 Economic factor, locomotion aboard is an activity that moldiness spend a lot of money some people cannot afford and have limitation for expending during their go which some money is not a big deal and those also affect to CCFs.The possible CCFs are (DOLCETA 2012) catchpenny(prenominal) cost medley of shop 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 attend on their mental manoeuvrection, behaviour and believed then the possible CCFs might be (DOLCETA 2012) Relaxation see their remembrances places Sa fely 3. 2 Segmentation Segmentation helps dividing the present and potential market organizations pull up stakes better identify and compare market opportunity.Segments are considered on the basic of geographic, demographic and psychographic. Thus, each segment should clear-cut 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 young children spend time together in order to educate their children and make a good relationship between members in family (Ball, Horner and Nield 2007). Religious tourism has purposes for pilgrimage, missional especially Muslim and Buddhism.They would like to visit ancient pilgrimage place, in fact all religions Hindu, Buddhism, Jainism and Sikhism have their major and minor pilgrimage sum in the different countries (Gupta, Lal and Bhattacharyya 2002). wellness & wellness tourism involve d people who travel to a different place to suffer sermon or proactively pursue activities that maintain or enhance their personal health and well-organism, 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 operation in order to avail medical treatment (Global Spa Summit 2011). misfortune 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 teething ring these are alldefinitions of luxury (The Strategic Travel Action imaginati veness 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 adapt from Ministry of Tourism of India 2012 Customer prize 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- frame of shopping place- Destination is valuable to holiday money- Relaxation- visiting their remembrances places- Safety Segment Name Characteristics Pr ofile 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. epoch 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 consecrated 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 Women- Middle high income- Interesting in Health wellness Inexpensive cost- B eing able to communicate in English- Standards of hygiene and cleanliness Adventure 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- student 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 break up shopping and other things that make they fell special and unique. Age 40+- Newlywed, Honeymoons- High income- Epicure, tasteful Convenience transportation- Relaxation- Nice weather- course of shopping place Table 5 Segmentation Matrix 4. Competitor Analysis Competitor analysis is significant in planning marketing strategies Company need avoid competitor myopia. To find out main competitor, company must clearly understand competitors strengths and weakness includ ing 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. lacquer 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 ( lacquer 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 terra firma Sentosa, featuring the theme parkUniversal Studios Singapore (Singapore Tourism Board 2012).China, This year China push trend China Happy & thinking(a) Tour 2012 aims health tourism to visit because china has rich knowledge in oriental medical for a thousand year it offer an utility(a) medical (China National Tourism formation 2012). Thailand has various Buddhist temples, exotic wildlife, and spectacular islands, also provides wide range area of actives related with natural. Moreover health and wellness tourism has a good constitution in the international market (Tourism Authority of Thailand 2012). Segment Name Competitor Family tourism Japan, Singapore, Thailand Religious tourism Thailand Health & wellness tourism Thailand, China, Singapore Adventure 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 Less people can speak English- High of a hold upness cost Singapore (Singapore Tourism Board 2012) High growing economic- Convenience transportation- English is official language- Entertainment industry is flourishing Few of histo rical places- High of living cost China (China National Tourism Administration 2012) Rich heritage of culture, ancient place and mix traditional- Fast country development- Has new travel spot thought out country- 43 Properties engrave on the World Heritage List- Low living cost Social criminal- Only big city has good facilities- Less people can speak English Thailand (Tourism Authority of Thailand 2012) Top 10 in Health tourism- Third largest Buddhist Population in the world- Has significant religious place- Variety of adventure activities- Beautiful landscape Unstable Political in country- stop 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, on-line(prenominal) offering, performance, business relationship and key issue are five factors submit the internal environment (Wood 20 04). 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 betterment that it can make to meet potential customers requirements. For more detail of internal analysis will be discussed in deck up analysis. 6. Summary nerd analysis and Key Take Out 6. 1 debone analysis SWOT analysis encompasses both internal and external inspect of the firm, good analyses can lead to creating marketing plan and system (Hollensen 2010). SWOT matrix below 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 of necessity. The point is to single out what to be push forward or adjusted (Wood 2004). As mentioned in CCFs SWOT an d reference to Top Factors Influencing Destination Choice by TRAVELSAT (2011), the affordable cost and English illiterate is the Indias great strengths the British Council (2011) claimed that English has frequently 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 lack of marketing cause India cannot position in strong competition. So the Indias strategic planning will develop weaknesses to strengths meanwhile match the quick 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 session will evaluate those segments in order to select one target segment. The targeting process will focus on magnet of each segment such as Market fac tor, militant factors and environment factors in order to screen out insufficient profit potential and intense completion 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 model and Two-factor theory 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. 3rd 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 segment analyses link back to CCFs, adapted from (Lye, Hill and Baker 2012) Segment Name Segment Attractiveness tilt Position Target decision For targeted segments What are the Hygiene factors? What are possible Motivators? Family tourism Unattractive Weak Avoid Safety Family activities Recognition- Interpersonal relation Religious tourism total Average Possible Arts and religious cultural are attractive Believe Sense of fall uponment- 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 Wellness 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 used 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 aspects that help to consider the Health and Wellness tourism as a primary target. startle 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 are feeling for alternative medication which is high standard, cheaper and not consume their time. The third is completio n 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 middle 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 Department 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 2 013, become the highest number of medical tourist and income among other Asian countries within 5 years .Furthermore, for the long-term synonymous 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 reaching 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 personality 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 retur n for the customers associated payment or in the other detainment 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 used in marketing it consists of Product, Price, Promotion, Place, People, Physical Appearances and Processes (Wood 2004).In this session will give recommendations for each element but more detailed on Promotion due to international advertising is the weakness of India tourism. We aim to understand weakness into strength and creating sustainable competitive advantage (Kotler and Armstrong 2012). Product is a customer solution. To satisfy 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 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 credit terms (Chakravarth, Kumar and K 2008). Promotion refers to the communication, as SWOT shows India lack of international advertising then they should do the interest 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 concept can be communicated effectively (Kotler and Armstrong 2012). * Personal selling sell medical package via local agencies.Because agencies not only interactive with customer but also adaptable depending on customer needs (Kotler and Armstrong 2012). * Direct m arketing Targeting on target customers and continuous make long term relationship (Jobber 2010). * Internet promotion The message cast 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 easy for visitors (Wood 2004). Such as provide gondola/ ambulance transfer from airport hotel hospital. People, India should develop and train ealth personnels skills in order to follow 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 somatogenic evidence. For example, in the hospitals or health clubs should have reliable certificate , good close conditions and facilities or join and international medical associations. (Continuum Learning PTE LTD. 2012). Process weaken 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 observe those result after lunch marketing 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 I ndia chose Health wellness tourism as the target segment, the market plan base on the uninflected 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 touch of the magic of the invaluable Indian bequest is Ayurveda. Ayurveda is a unique health care system that was established in India in around 600 BC. Ayurveda is an indispensable branch of medicine, a complete realistic system that depends on the diagnosis of the bodys ailments to achieve the right fit Yoga is not really a system of medicine.Its objectives are self- realization and spiritual brotherhood with all pervasive divine cosmic power. But certain go-between practices and yogic attitudes have proved beneficial for reducing stress, preventing many lifestyle-related diseases, an d 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 quartern 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 bile and black bile. Siddha Siddha means a eclipse thus the name denoted the mastery of such practices. The most famous of the siddha was Nagarjuna, whose forms the derriere of this system. The distinctive features of siddha are its reliance on minerals and metallic compounds, and its emphasis on rejuvenation therapies. Homeopathy The term homeopathy comes from the Greek word homios mea ns like and pathos means suffering. Homeopathy works by looking at the symptoms, will take into account the individuals mental, physical, steamy and spiritual health before deciding the treatment. Homeopathy is based on the principles that like cures like.Source Chakravarth, Kalyan, Kumar, C H. Ravi and K, Deept (2008). 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