A STUDY ON THE EFFECTIVENESS OF ADVERTISEMENT IN KTDC HOTELS AND RESORTS LIMITTED TVM

Presented by Sooryakanth.P.V Roll no: 1005142

OBJECTIVES OF THE STUDY

To analyze the role of marketing department of KTDC in the whole process of advertising.
To give constructive suggestions for the improvement of advertisement and promoting effectiveness, if necessary. To analyze the importance of advertising agency in KTDC

METHODOLOGY OF THE STUDY

Primary source for collecting data used in the study is questionnaire. Secondary data were collected from the website of KTDC and from the reports provided by the company. Sample size for the study is 100 customers of KTDC. Convenient sampling is taken in the study. Tool such as Percentage analysis and weighted average analysis are used for analyzing the data.

SCOPE OF THE STUDY

The study helps to understand the effectiveness of advertisement in KTDC in the current situation. It helps to measure the impact of each form of advertisement that has been introduced and the familiarity of the services provided by KTDC. The extent of efficiency of the advertisement agency in creating advertisements for KTDC is also measured.

LIMITATIONS OF THE STUDY

The main limitation is that the foreign customers are not interested to fill the questionnaire.
The customers do not fill complete questions. They only attend some selected questions in their own interest. Time limit is the another limitation of the study There were restrictions on meeting the customers in the hotels

ABOUT KTDC
KTDC is a Government Company established in the year 1965. Main objective of facilitating the infrastructure for tourism development in the state. The company has so far successfully attained its objective there by becoming the largest hotel network in the state. Conducting tour programs, renting vehicles are some of their other services.

FINDINGS
KTDC services are not very familiar to its customers in the present condition. In India 10% respondents are ignorant of the services and in the other countries it is 17%. In deciding the creative content of advertisement in KTDC, it completely takes the opinion of the agencies. The amount spent on advertisements in KTDC is very low in comparison to its competitors. In the advertisements in KTDC reality is captured only through sceneries by majority of the respondents. 22 respondents in other countries share this view.

 From the total respondents, 30% perceive that the advertisement in KTDC is poor. The rate was found to be 4% from India, 7% from U.S.A, 6% from New York and 13% from others

Majority respondents from all countries say that they get prompt information only through some media of advertisements in KTDC.
KTDC has properties in the heart of most tourist destinations all over Kerala which go unnoticed due to the lack of effective advertisement.

SUGGESTIONS
KTDC must provide a better idea about their services to customers. This will increase the awareness of customers about the services of KTDC. The best way to increase the sales is to provide more advertisements in the media. KTDC must use both indoor and outdoor advertisements.

Taking into consideration the current market trend celebrity advertisement and also advertisements portraying the traditional culture of Kerala would be effective.
If charges are reduced in KTDC hotels, motels, restaurants etc. it will attract more customers.

 KTDC should consider the following for their advt. Advertisement must be creatively differentiated from that of competitors. Advertisement should be designed so as to evoke an emotional report. Advertisement should encourage the customer to interact with it.

KTDC takes into consideration the different forms of communication, at present only out door advertisement is used to provide visual reminder of advertisement. In order to maximize the total advertisement efficiency every possible channel must be used cost efficiently so long as it reaches the right audience
The official website of KTDC can be modified by adding more information and making it visually appealing to attract customers. It can be creatively enhanced to make an impression on casual browsers and convert them into customers.

CONCLUSION
Advertising is the tool of marketing for stimulating demand and for influencing the level and character of the demand. Advertising is an important means of communication between the company and the customer. Advertising effectiveness helps the organization to identify the present condition of sales and develop the sales by using fresh ideas and appropriate suggestion. The analysis is based on the study conducted in KTDC to measure the effectiveness of advertisement in the organization. It has been found out that advertisement is not very effective in the organization, many people who visit Kerala are unaware of the services provided by KTDC. By making advertisement more attractive and informative and also by making the services cost effective KTDC can increase the number of customers and also the profitability.

 In the present scenario many opportunities and customers are lost just because of the lack of awareness about the services offered by KTDC. Therefore by making the best use of the communication channels and the media advertisement should be made more effective in the organization. This will attract more tourists and make them avail the services offered by KTDC. Thereby, taking the organization to higher levels of profitability.

Thank you!