Incredible India


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Incredible India

  1. 1. !ncredible !ndia Anas Dalvi 238 Dipika Bengani 106 MBA Ad 2010 Brand Strategy
  2. 2. Incredible India <ul><li>Primary objective of this branding exercise was to create a distinctive identity for the country </li></ul><ul><li>Capitalized on the factors “Holidaying away from home” and “the exotic experience” </li></ul><ul><li>Campaign successfully established India as a high-end tourist destination </li></ul><ul><li>Generated a 16% increase in tourist traffic in the first year and following years report an average growth of 18-20% </li></ul>
  3. 3. Key Objectives <ul><li>Bringing back tourists to India – Studies report a sharp fall In the avg. number of tourists visiting the Indian Subcontinent </li></ul><ul><li>Using the rise in travel expenditure by consumers to attract tourists </li></ul><ul><li>Consumer spends around 5-10% of total spending in a year </li></ul><ul><li>Shifting base and ideology : From the ‘Exotic’ to the ‘adventurous’ </li></ul>
  4. 4. The Tourism Industry <ul><li>India’s share of total market is pittance 0.51% </li></ul><ul><li>However, average duration of stay is one of the highest </li></ul><ul><ul><li>27 days for non-package tourist </li></ul></ul><ul><ul><li>14 days for package tourist </li></ul></ul><ul><li>Third largest export industry after gems and jeweller and garments </li></ul><ul><li>Foreign exchange earnings are around US$3.2bn </li></ul><ul><li>It is the highest foreign exchange earner if we consider the fact that the net value addition in Gems and Jewellery is 30% whereas in Tourism it is more than 90% </li></ul>
  5. 5. Segmentation <ul><li>The most important base for segmentation is the Lifestyle as travelling decisions can be greatly influenced by the same. </li></ul><ul><li>Other factors such as Level of Income, Availability of leisure time, etc. </li></ul><ul><li>are secondary. </li></ul>
  6. 6. Targeting <ul><li>Mass Market: </li></ul><ul><ul><li>Consists of Vacationists that travel in large groups </li></ul></ul><ul><ul><li>They prefer all-inclusive tours </li></ul></ul><ul><ul><li>Generally Conservative </li></ul></ul><ul><li>Popular Market: </li></ul><ul><ul><li>Smaller Groups going for inclusive or semi-inclusive tours </li></ul></ul><ul><ul><li>Groups include pensioners, retired people </li></ul></ul><ul><li>Individual Market: </li></ul><ul><ul><li>Consists of Chairmen, Sr. Executives, people on business visits. </li></ul></ul><ul><li>As lifestyle changes, preferences might change </li></ul>
  7. 7. <ul><li>Strengths: </li></ul><ul><ul><li>Geographical Diversity – Desert, Mountains, Forests and Beaches </li></ul></ul><ul><ul><li>Cultural Diversity </li></ul></ul><ul><ul><li>Wealth of archaeological sites and historic monuments </li></ul></ul><ul><ul><li>Manpower costs are low </li></ul></ul><ul><ul><li>World class hotels present </li></ul></ul><ul><li>Weaknesses: </li></ul><ul><ul><li>Lack of adequate infrastructure </li></ul></ul><ul><ul><li>Xenophobic attitude among certain sections </li></ul></ul><ul><ul><li>No proper marketing tools used </li></ul></ul>SWOT Analysis
  8. 8. <ul><li>Opportunities: </li></ul><ul><ul><li>Proactive role of govt. in framing proper policies </li></ul></ul><ul><ul><li>Allowing entry of more multinational companies </li></ul></ul><ul><ul><li>Growth of Domestic Tourism </li></ul></ul><ul><li>Threats: </li></ul><ul><ul><li>Economic Conditions of the other countries </li></ul></ul><ul><ul><li>Political turbulence in Kashmir, Gujarat </li></ul></ul><ul><ul><li>Aggressive strategies approached by other countries for tourism </li></ul></ul>SWOT Analysis
  9. 9. <ul><li>Social: </li></ul><ul><li>-Tourism was looked upon as a destruction of the social fabric of a place. But some places like Kerala and Rajasthan have kept balance between their own culture and demand of international tourists and thus have profited handsomely </li></ul><ul><li>Legal: </li></ul><ul><ul><li>Tax </li></ul></ul><ul><ul><li>Foreign Investment </li></ul></ul><ul><ul><li>Eco-tourism policies and guidelines </li></ul></ul><ul><li>Economic: </li></ul><ul><ul><li>High spending power of International Tourists </li></ul></ul><ul><ul><li>Increase in demand for better hotels </li></ul></ul><ul><ul><li>Air Travel </li></ul></ul>S.L.E.P.T. Analysis
  10. 10. <ul><li>Political: </li></ul><ul><ul><li>Tourism industry is based on Government support and cannot sustain without it. </li></ul></ul><ul><ul><li>The main attraction: the vast heritage of India is entirely under Govt. Through ASI </li></ul></ul><ul><ul><li>Policy change has a huge impact on the industry </li></ul></ul><ul><ul><li>Political turmoil in the country also leads to the decrease in the tourists </li></ul></ul><ul><li>Technology: </li></ul><ul><ul><li>It plays a major part in the promotion of a place </li></ul></ul><ul><ul><li>Better communication by far reaching areas </li></ul></ul><ul><ul><li>Better transportation leads to people visiting many places </li></ul></ul>
  11. 12. Tourist mindsets & travel behavior Most tourists look for destinations that are economically viable, considering the current market situation. The Idea is to look for a destination that serves multi-purposes:
  12. 13. The Communication Idea Studies have revealed there has been a major shift of tourists in terms of traveling destinations. The shift is evident as tourists continue to indulge in natural activities than site seeing only.
  13. 14. <ul><li>Using current consumer mindset into the communication by making the trip a “complete” experience </li></ul><ul><li>Adding elements of thrill, awe and adventure to the campaign </li></ul><ul><li>Major shift from seeing and observing to doing and experiencing </li></ul>Concept and Ideation
  14. 15. Concept and Ideation <ul><li>ASAP – The Adventure of Incredible India </li></ul><ul><li>The campaigns would focus on developing the above communication – adding wildlife and nature observation, river rafting, bungee jumping and other adventure sports </li></ul><ul><li>Involving prospective tourists in the communication via the ASAP show </li></ul>
  15. 16. The ASAP Show <ul><li>An MTV Roadies style game show that selects players from across the world to participate. </li></ul><ul><li>The game show involves players embarking on an adventure trip to achieve a common objective. </li></ul><ul><li>Contenders enroll for the contest and are taken through various places of historic importance and beauty while completing the task. </li></ul><ul><li>Elements of “Treasure Hunt” and the popular “Survivor” series. </li></ul>
  16. 17. Awareness and Promotion
  17. 18. Digital Media <ul><li> </li></ul><ul><li>A website that invites tourists to come in share their experiences, discuss about their trips and share information </li></ul><ul><li>Allows prospective tourists to enroll in the ASAP contest by registering </li></ul><ul><li>Provides information about India, places to visit, arrangements for air travel and Hotels </li></ul>
  18. 19. TV, Radio and Print <ul><li>Creation of awareness via TVCs, Radio and Print Media </li></ul><ul><li>Campaign involves depicting tourists on a trip, enjoying themselves whilst wondering – </li></ul><ul><li>“ What could possibly go wrong?” </li></ul><ul><li>The advertisements would end by showing obstructions of the natural kind – Tigers, gigantic waterfalls, dense forests, tribes, people etc. </li></ul><ul><li>The main objective is to involve a sense of thrill and awe in the trip throughout the contest, at the same time taking them through the heritage, history and beauty of India </li></ul>