Marketing Mix of Madhya Pradesh Tourism and 7Ps (Updated 2024)

The Marketing mix of Madhya Pradesh Tourism analyses the 7Ps of Madhya Pradesh Tourism, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Madhya Pradesh Tourism. Madhya Pradesh, often referred to as the “Heart of India” due to its geographical location, is a state rich in history, culture, and natural beauty. It is renowned for its majestic forts, intricately carved temples, and diverse wildlife sanctuaries. Television Campaigns As the Indian government, with Ogilvy as the agency, launched the Incredible India campaign in 2022, state tourism boards also started taking tourism campaigns more seriously. Released in 2010, the ‘MP Ajab Hai’ campaign by MP Tourism Development Corporation and Ogilvy was one of the first campaigns to put the state on the map as a tourist destination.

The state boasts of UNESCO World Heritage Sites like the Khajuraho Group of Monuments, famous for its ancient erotic sculptures, and the Buddhist Monuments at Sanchi. The state’s scenic beauty is complemented by the Narmada River, which flows through marble rocks in Bhedaghat and offers a picturesque view. Madhya Pradesh’s national parks, such as Kanha, Bandhavgarh, and Pench, are vital to India’s tiger conservation and tourism efforts. The state’s rich cultural heritage is reflected in its vibrant festivals, traditional dances, art forms, and exquisite handicrafts. It is a captivating destination for tourists exploring India’s many historical sites and natural splendors.

About Madhya Pradesh Tourism

• Type: Government agency
• Industry: Tourism
• Founded: 1972
• Founder: Government of Madhya Pradesh
• Headquarters: Bhopal, Madhya Pradesh, India
• Area served: Madhya Pradesh, India
• Key people: Shivraj Singh Chouhan (Chairman) and Usha Thakur (CEO)
• Number of employees: 1,000

Madhya Pradesh Tourism Product Strategy

The product mix of Madhya Pradesh Tourism encompasses a diverse range of attractions involving tours and experiences catering to various interests, including cultural tourism, historical, natural, and other tourist attractions, and adventure tourism in urban areas. Caravan Tourism Package – A product that provides tourists with a caravan to travel. Eco-tourism package – As the name suggests, it is a tour for tourists who love landscapes and forests. Rural tourism – Involves tours to Amla and Pranpur. Adventure tourism – An interesting tourism concept wherein they invite tourists for the “Chambal challenge.”

The new Product Mix of Madhya Pradesh Tourism in 2024 is as follows (Source).

1. Cultural and Heritage Tourism: Madhya Pradesh has exquisite temples, palaces, forts, and monuments. Notable sites include the UNESCO World Heritage Sites of Khajuraho, its ancient temples famous for their erotic sculptures, and the Buddhist monuments at Sanchi.
2. Wildlife and Eco-Tourism: The state is renowned for its national parks and wildlife sanctuaries, such as Kanha, Bandhavgarh, Pench, and Panna, which offer thrilling safaris and the chance to see tigers, leopards, and other wildlife in their natural habitat.
3. Pilgrimage Tourism: Madhya Pradesh hosts several sacred sites for Hindu, Buddhist, Jain, and Muslim pilgrims. Ujjain’s Mahakaleshwar Jyotirlinga, Omkareshwar, and the Sanchi Stupa are significant pilgrimage destinations.
4. Adventure Tourism: The state’s varied landscape offers opportunities for trekking, rock climbing, water sports, and camping. The Satpura and Vindhya ranges are popular among adventure enthusiasts.
5. Rural and Community Tourism: Visitors can experience the traditional lifestyle, crafts, and cuisine of the local communities, particularly in regions known for their tribal heritage.
6. Festivals and Events: Madhya Pradesh celebrates numerous festivals and cultural events, such as the Khajuraho Dance Festival, the Tansen Music Festival in Gwalior, and the Bhagoria Haat Festival, showcasing the state’s rich cultural diversity.
7. Culinary Tourism: The state offers a rich culinary experience, with various dishes that reflect its region’s diversity. Street food tours in cities like Indore and Bhopal are popular among food enthusiasts.
8. Art and Crafts: Madhya Pradesh is known for its handicrafts, including Chanderi and Maheshwari fabrics, Bagh prints, and the Gond and Bhil art, offering tourists a chance to explore and purchase unique handcrafted items.
9. Wellness and Ayurveda: With its serene landscapes and traditional wellness practices, the state is emerging as a destination for wellness tourism, offering Ayurvedic treatments and yoga retreats.
10. Archaeological Tourism: Beyond the well-known sites, Madhya Pradesh is dotted with ancient caves, ruins, and monuments that attract archaeology enthusiasts. Places like Bhimbetka, with its prehistoric cave paintings, offer a glimpse into human history.

Madhya Pradesh Tourism Pricing Strategy

The pricing strategy of Madhya Pradesh Tourism can be designed to further tourist attraction and maximize both revenue and tourist satisfaction, ensuring the state remains an attractive and competitive tourist destination. Here are key points that outline an effective pricing and marketing mix of Madhya Pradesh tourism and development strategy:

1. Value-Based Pricing: Align prices with the perceived value offered to tourists. Unique experiences, such as wildlife safaris, heritage tours, and cultural festivals, can command premium prices due to their uniqueness and the high value placed on them by tourists.
2. Tiered Pricing: Offer different levels of pricing based on the service tier (e.g., economy, premium, luxury) to cater to various market segments. This can include accommodation, tour packages, and attraction entry fees, ensuring affordability for budget travelers while catering to those seeking luxury experiences.
3. Dynamic Pricing: Implement dynamic pricing for high-demand periods or events, adjusting prices based on demand, seasonality, and booking lead times. This strategy can help maximize revenue during peak tourist seasons and festivals.
4. Discounts and Packages: Create bundled packages that combine accommodations, attractions, and experiences at a discounted rate. Early bird discounts, group discounts, and off-season discounts can incentivize bookings and attract a broader audience.
5. Collaborative Pricing: Partner with local businesses, hotels, and service providers to offer competitive and attractive rates. Collaboration can lead to mutually beneficial pricing strategies that enhance the overall attractiveness of the destination.
6. Price Differentiation: Differentiate prices for different segments, such as domestic vs. international tourists, adults vs. children, or students and seniors. This approach can make attractions more accessible to a broader audience.
7. Psychological Pricing: Use psychological pricing strategies, such as pricing slightly below a round number (e.g., ?999 instead of ?1000) to make prices appear more attractive.
8. Eco-Tourism and Conservation Fees: Incorporate fees that directly contribute to conservation efforts and the sustainable development of tourist sites. Transparently communicate how these fees preserve the environment and cultural heritage, adding value to the tourist’s experience.
9. Feedback and Market Research: Regularly gather feedback and conduct market research to understand tourists’ price sensitivity and satisfaction. Use this data to adjust pricing strategies and ensure they remain competitive and aligned with market expectations.
10. Online and Digital Pricing Strategies: Utilize online platforms and social media for promotional offers and last-minute deals. Online booking discounts can encourage direct bookings and reduce dependence on intermediaries, offering better rates to tourists and saving costs.

Madhya Pradesh Tourism Place Strategy

Here’s the state government in place to promote tourism: Madhya Pradesh Tourism’s tourism strategy.

1. Diverse Geographic Distribution: Madhya Pradesh’s tourism strategy capitalizes on its vast and diverse geographic landscape, ensuring tourists can access various attractions, from wildlife sanctuaries and national parks in the east and west to historical monuments and temples in the northern and central regions.
2. Accessibility and Connectivity: Enhancing the accessibility of crucial tourist destinations through improved transportation links, including better road, rail, and air connectivity, is a priority. This includes promoting regional airports and improving last-mile connectivity to remote attractions.
3. Strategic Partnership with Hospitality Sector: Collaborating with hotels, resorts, and homestays across different price segments ensures that every tourist finds accommodation that suits their budget and preferences, enhancing the overall appeal of the destination.
4. Leveraging Digital Platforms for Global Reach: Utilizing digital platforms and social media to market destinations, provide virtual tours, and facilitate easy bookings. This approach aims to make information readily available and simplify the planning process for potential visitors worldwide.
5. Focus on Sustainable and Eco-Friendly Tourism: Developing eco-tourism sites and promoting practices that preserve the natural and cultural heritage of the state. This includes creating eco-friendly accommodations and attractions that minimize environmental impact and support local communities.

Madhya Pradesh Tourism Promotion Strategy

Madhya Pradesh Tourism ads are India’s best and most creative ads. Each of its TV commercials and other marketing strategies has been innovative, attracted attention, and generated curiosity. Besides ATL communications, it also does BTL promotions through publications and sales promotions. The tourism development board also has a tie-up with Jet Airways for promotional packages.

Some Recent Video ads and Print ads for Madhya Pradesh and Tourism department are:

Madhya Pradesh Tourism People Strategy

The “People” element of the Service Marketing Mix for Madhya Pradesh Tourism plays a crucial role in shaping the tourist experience. This includes everyone involved in delivering tourism services, from government officials to tour operators to tourist transport and tour operators to local vendors. Here are key points regarding the “People” aspect:

1. Skilled and Hospitable Workforce: Training programs for staff in hotels, resorts, and tourist attractions ensure high levels of professionalism and hospitality, contributing to a positive tourist experience.
2. Local Guides and Artisans: Emphasizing the role of knowledgeable local guides and skilled artisans who offer unique insights into the region’s heritage and enrich the tourist experience with authentic crafts and stories.
3. Government and Tourism Officials: Committed individuals within the state’s tourism department and local government bodies who work on developing, promoting, and managing tourism policies and infrastructure to ensure a seamless experience for visitors.
4. Community Involvement: Active involvement of local communities in tourism activities, ensuring that visitors get an authentic experience while fostering community development and sustainable tourism practices.
5. Service Providers: A broad network of service providers, including transport operators, hospitality staff, and event organizers, is crucial for delivering a wide range of services that meet or exceed tourists’ expectations.

Madhya Pradesh Tourism Process Strategy

The “Process” element in the Service Marketing Mix of Madhya Pradesh Tourism refers to marketing activities’ procedures, mechanisms, and flow by which the tourism products and services are consumed. This encompasses the entire customer journey, from initial inquiry to post-visit feedback. Here are the key points regarding the “Process” aspect of the marketing mix:

1. Ease of Information Access: Madhya Pradesh Tourism provides comprehensive information through various channels, including an official website, tourist information centers, and social media platforms, making it easy for tourists to plan their visit.
2. Booking and Reservation System: A streamlined booking and reservation system for accommodations, tours, and attractions, facilitated through online platforms and offline agencies, ensures a hassle-free tourist experience.
3. Tourist Assistance and Support: Establishing help desks and tourist assistance centers at major attractions, airports, and railway stations offer on-ground support to visitors for information, emergencies, and guidance.
4. Feedback and Redressal Mechanism: An effective feedback system that allows tourists to share their experiences and grievances, with a structured process to address and resolve issues, enhancing service quality promptly.
5. Sustainable and Responsible Tourism Practices: Implementation of processes that promote sustainable tourism, including guidelines for eco-friendly practices by service providers and tourists, ensuring the conservation of the state’s natural and cultural heritage.

Madhya Pradesh Tourism Physical Evidence Strategy

The “Physical Evidence” element in the Service Marketing Mix of Madhya Pradesh Tourism encompasses the tangible and intangible aspects of the tourism industry that help customers form their perceptions of the service. Here are key points regarding marketing strategies and the “Physical Evidence” aspect of tourism packages:

1. Tourist Infrastructure: Well-maintained roads, signage, public facilities, and site cleanliness act as direct indicators of the quality of the tourist experience offered by Madhya Pradesh Tourism.
2. Quality of Accommodations: The standard and ambiance of hotels, resorts, guesthouses, and homestays, ranging from luxury to budget options, serve as physical proof of the state’s commitment to catering to diverse visitor needs.
3. Branding and Promotional Materials: Brochures, maps, websites, and promotional videos that vividly depict the attractions of Madhya Pradesh provide tangible evidence to potential tourists of what they can expect to experience.
4. Visitor Centers and Information Kiosks: The presence of well-equipped visitor centers and information kiosks at strategic locations provides immediate assistance and guidance to tourists, reinforcing a positive image of Madhya Pradesh as a tourist-friendly destination.
5. Feedback and Testimonials: Reviews and testimonials from previous visitors, displayed on official platforms and travel forums, serve as social proof of the experiences and satisfaction levels of tourists, influencing the expectations of future visitors.
6. Cultural and Natural Heritage Conservation: Efforts towards preserving and showcasing the state’s heritage sites, national parks, and wildlife sanctuaries offer tangible evidence of the authenticity and richness of the tourism experience in Madhya Pradesh.

Liked this post? Check out the complete series on Marketing Mix