nirvikriti jagerbomb iim kozhikode

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    TEAM-JAGERBOMB

    INSTITUITION IIM KOZHIKODE

    V SHARADA [email protected]

    VISWESH S [email protected]

    S AKSHAYA [email protected]

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    CONTENTS

    ELECTRONIC

    USEONLY

    1. SITUATION ANALYSIS (MINING IN GOA)

    2. TYPES OF MINING RELATED TOURISM

    3. MARKET SEGMENTS

    4. PROMOTION AND ADVERTISING

    5. FACILITIES OFFERED AT MINING SITES

    6. FINANCIAL PLAN

    7. TRAVEL PACKAGE AND BROCHURE DESIGN

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    SITUATION ANALYSIS: MINING IN GOA

    The mining belt of Goa covers over 700 Sq Km

    Concentrated mainly in:

    Bicholim: North Goa

    Salcete

    Sanguem

    Quepem

    Potential tourist spots owing to the following reasons

    Presence of coast line due to rivers flowing thr

    these sites

    Rigs created due to mining: potential sites for

    biking

    Mining also causes pollution to the nearby

    beaches, which are high revenue sources for

    Hence closure of mines is underway

    Proximity to Marmugao Harbour

    Employment opportunities to local communitie

    Potential economic restructuring of the area

    Increases the social sustainability of the area and en

    the authenticity by providing real experience in the m

    location

    South Goa

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    TYPE OF MINING RELATED TOURISM

    MINING TOURISM

    EXPERIENTIAL/ EDUCA

    HERITAGE TOURIS People create meaning through d

    experience

    Base your product on what natura

    cultural resources you have that o

    have

    INDUSTRY HERITAGE

    TOURISM Focuses on the history and culture of local

    region

    Process: focus on the mining process and

    can use the services of previous mine

    workers

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    TARGET GROUPS

    ELECTRONIC

    USEONLY

    Mine

    Location

    Target Group Specific Benefits Positioning

    Strategy

    Support Source S

    Bicholim Adventure seekers

    (18 to 35 years)

    Dirt bike racing in amateur,

    semi-professional and

    professional tracks, thrilling

    karting experience

    Adrenaline

    packed

    experience for

    the adventurerin you

    Race track, karts and

    bikes, protection gear,

    safety support team

    P

    b

    Ja

    (Aad

    p

    fu

    Sanguem/

    Quepem

    Knowledge seekers

    (School/college

    goers, people with

    interest and

    curiosity in varied

    domains)

    Guided tour into the mines, a

    small session about various

    kinds of mines in India, its

    benefits and working, hands

    on mining experience inside a

    protected safety zone

    Satisfying your

    thirst for

    knowledge in a

    fun-filled and

    practical way

    Tour guides with

    knowledge about mines,

    security personnel,

    mining tools and

    equipments, brochures

    and maps about the mines

    A

    Salcete Entertainment

    seekers (10 to 50

    years, especially

    families)

    1 day package with a short

    guided tour, treasure hunt with

    fun-filled activities for all age

    groups, authentic goan food,

    screening of short film on

    mines, simulation ride themed

    around mines

    A one day

    entertainment

    zone for a

    unique getaway

    for you and

    your family

    Restaurant for providing

    authentic goan dining

    experience, tour guides,

    treasure hunt zone &

    required planners and

    simulation theatre

    A

    D

    sy

    co

    fa

    tr

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    PROMOTION AND ADVERTISING

    ELECTRONIC

    USEONLY

    Get target visitors to select locations based on their

    preferences

    Conversion of purchase intent

    Exclusive offers to those who register in the

    website

    Limited period and peak season offers

    Communicate ideas about key features of

    destination

    Important during the introduction stage in the PLC

    Tie-ups with travel sites to obtain banner space in

    websites Dedicated website providing detailed information

    Ensure you remain in visitors memoryfor repeat

    visits

    Used in the growth and maturity stages of the PLC

    Maintain database of registered users. Send

    reminiscing emails with personalized photographs

    Advertising

    Television, Newspaper and magazines

    Inform potential customers about services

    offered

    Hoardings in strategic locations across

    highways

    PROMOTION MIX

    Sales Promotions

    Airline sites, travel agents and other point of

    sales displaying print and non-print material

    to catch the eye of potential customers

    Price based promotions ,special package

    offerings and other short tem strategies to

    enhance sales

    Public Relations & Publicity

    Non-paid communication of information

    about available packages and offerings

    Sponsoring simulated gaming experience

    related to mining in schools and colleges

    Sponsoring local karting/racing events in

    select cities

    Dedicated stalls in travel agents office to

    educate customers about various offerings

    Product placements in movies: Dirt bikingsequences recorded at mines

    Pe

    Offices with s

    services offered

    directly to custo

    from the websit

    Trips for specthey experience

    M

    Brochures in d

    Photos of trav

    services (Speci

    provided to trav

    Unique relics

    and sample min

    like travel agen

    Int

    Testimonials

    Google Adwo

    keywords like

    to ensure that o

    for a google se

    Dedicated tw

    create buzz and

    small online trethemed around

    INFORMATIVE PROMOTION

    PERSUASIVEPROMOTION

    REMINDER PROMOTION

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    FACILITIES IN MINING SITES

    ELECTRONIC

    USEONLY

    Tool Action Examples

    Development Facilities Toilets, Cafeterias

    Access Board Walks

    TechnologicalEnhancement

    Reinforcement

    Controls Barriers Rails, Glass Cases

    Laws and Guidelines Heritage Legislatio

    Communication Surveillance Security Cameras,

    Patrol Staff

    Education/Extension School Programs,

    Conferences,

    Workshops

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    FINANCIAL PLAN

    ELECTRONIC

    USEONLY

    Development Costs (Site Redesign, Dirt Bike Racing Track Development) 15

    Construction Costs (Walkways, Galleries etc.) 10

    Direct and Incidental Property Acquisition Costs 5

    Other Operating Expenses (Electricity and Maintenance) 2.5

    Estimated Revenues through Ticketing 1.5

    Incremental Revenues 0.5

    Cost of Sales listed Below

    Raw Materials Consumption 0.2

    Direct Wages (Labour) 1.2

    Overheads 0.6

    Total COGS 2

    Estimated Operating Profits for first year (1.5)

    Return on Investment 12.5%

    NOTE All figures in INR Crores

    Return on Investment and Operating profits bound to increase in subsequent years of operation

    BROCHURE S l

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    BROCHURE : Sample

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    THANK YOU