Incredible india campaign in marketing context and evolution of brand India , strategy adopted in marketing

1. PRESENTATION ON INCREDIBLE INDIA
IN MARKETING CONTEXT AND EVOLUTION OF BRAND
INDIA
Marketing Management
Marketing strategies
Presentation by
Savvyasachin Varma
8920131094

2. INCREDIBLE INDIA:EVOLUTION OF BRAND INDIA
• In 2001, “Incredible India”, a campaign started by the minister of state for
tourism that successfully transformed the region into a high-end tourist focus.
• It contributed significantly to increase the number of tourists and marked a
growth of 16%.
• By 2013, the ministry is examining the future sustainability of this initiative and
on a year-round basis, it offered medical, adventure, film and sports tourism.
• The campaign expanded globally in 2007 by participating in events in different
regions across the world, including New York, London, Berlin, Cannes. After
some significant efforts, at the climax it accomplished three awards at the
World Travel Awards in 2012.
• By 2013, it was surrounded by high uncertainties, and India becomes the focus
of many tourists from different cultures, which ultimately enhance the service
customization needs.
• The tourism departments of various Indian states and union territories found
their own advertising initiatives as the best strategies. However, the Indian
tourism based on a combined branding strategy.

3. EVOLUTION OF “INCREDIBLE INDIA”
India is a country with beautiful landscapes, flora and fauna along with rich cultural
heritage. Furthermore, the presence of huge skilled and unskilled labor provides
India a unique opportunity for seeking inflow of the foreign tourists.
Tourism sector in India was not a priority sector for the government after
independence and it came into prominence only after 1990. ‘Incredible India’ and
‘Atithi Devo Bhav’ Campaign launched by the previous government are appreciated

4. • however, the share of world tourist arrival to India is still minimal. India is
among the very few countries which faces adverse foreign situation in terms
of tourism as the number of Indians travelling abroad are just double the
foreigners coming into India.
• With the stable government at the center and the new initiatives like ‘Clean
India’ ‘Digital India’ and ‘Visa on Arrival’ announced by the government, the
tourism sector may hope to have some positive changes.
• This paper seeks to analyze the problems being faced by the inbound tourism
industry and the vast potential through SWOT analysis.

5. India is one of the oldest countries in the world, full of charismatic and eye-catching
historical sites and challenging and strange stories that laid in the base of Indian
cities, regions and even buildings.
India is the country of contrasts from architectural and enlightening perspectives.
Mistreated assets rights of local communities and their acuity in planning process
also influence the results and outcomes of the policies leading to further
strengthening of impacts of tourism activities.
If we want to surprise ourselves with food, culture, language, clothing and diverse
behavior, India is the correct place for to go.

6. • India is very multicultural and each of the twenty eight states in the country
has its distinctive identity that determines and directs its history. Now,
resettlement has led directly and indirectly to noteworthy growth in tourism
to both origin and target countries through improved visibility, especially in
the "Visiting Friends and Relatives" sector, and to the growth of new tourism
infrastructure and transport routes in and between countries (UNWTO,2010).
• The World Tourism Organization defines tourists as people “traveling to and
staying in places outside their usual environment for not more than one
consecutive year for leisure, business and other purposes”.
• This global spread of tourism in industrialized and developed states has
produced economic and employment benefits in many related sectors - from
construction to agriculture or telecommunications. Tourism has expanded
from luxury to mass, and attracts all classes of people from nearly all the
countries of the world. Tourism is a multidimensional industry and can
contribute significantly in improvement of economic health of the nation. It is
basically a service- based industry. It is a unique amalgamation of many
channel partners

7. • Tourism is not only a growth engine but also an employment generator.
According to the Economic Survey 2011-12, the sector has the capacity to
create large scale employment both direct and indirect, for diverse sections in
society, from the most specialized to unskilled workforce. It provides 6-7 per
cent of the world’s total jobs directly and millions more indirectly through the
multiplier effect as per the UN‟s World Tourism Organization

8. INCREDIBLE INDIA ADVERTISING CAMPAIGNS
• In India and the Ministry of Tourism launched a campaign to promote
Incredible India as a tourist destination in 2002.
• The phrase "Incredible India" was adopted as a slogan by the ministry. Before
2002, the Indian government regularly formulated policies and prepared
pamphlets and brochures for the promotion of tourism, however, it did not
support tourism in a concerted fashion. However, in 2002, the tourism
ministry made a conscious effort to bring in more professionalism in its
attempts to promote tourism.
• It formulated an integrated communication strategy with the aim of
promoting India as a destination of choice for the discerning traveler.
• The tourism ministry engaged the services of advertising and marketing firm
Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist
inflows into the country.

9. • The campaign projected India as an attractive tourist destination by
showcasing different aspects of Indian culture and history like yoga, spirituality,
etc.
• The campaign was conducted globally and received appreciation from tourism
industry observers and travelers alike. However, the campaign also came in for
criticism from some quarters. Some observers felt that it had failed to cover
several aspects of India, which would have been attractive to the average
tourist.
• Until 2001, India’s efforts to promote tourism weren’t focused, For Example,
the marketing expenses of India’s ministry of tourism were divided among its
18 offices abroad, each of which had its own separate advertising agency.
“Spiritual India”, “Cultural India”, etc – Each office branded the country
differently.

10. No. of Foreign Tourist arrival in India 6.97 Million
Average Growth Rate 5.9%
Number of Indian National Departures from India 10.63 Million
Average Growth Rate 11.4%
Foreign Exchange Earnings of the Sector 1,07,671 Crore
Average Growth Rate 14%
Share of India in international Tourist Arrivals .64%
India; A rank in world tourist arrival 42
The Table below indicates the tourism statistics for India in 2013

11. STRATEGIC ALTERNATIVES
Strategies that they are intended to use one of them to structure and
organize India’s product portfolio.
Strategy 1
Using only one descriptive name attached for the individual products. The
unified capacity of proven associations of a national umbrella brand is
expected to serve as a unique selling propositions, thus providing India a
competitive advantage.
Strategy 2
Using sub-brands under the umbrella of “Incredible India” brand to help in
providing distinct identities to the individual products. The template of this
logo could be licensed to a host of private tourism service providers, so that
they are all promoted as sub-brands, drawing strength from the equity enjoyed
by the parent brand.

12. Strategy 3
The umbrella brand would only transfer general values and credibility to the
individual product brands. Each product brand would have its own
independent values that differentiated it form others.
Strategy 4
Dividing India into autonomous regions, each of which could be permitted to
have its own branding strategy, this would lead to a numerous stand-alone
tourism brands.

13. RECOMMENDATIONS
• We would prefer to use the second strategy which using the incredible India
as an umbrella brand and using sub-brands for each product or each regions
under the umbrella brand because using a sub-brand for each product would
help in providing a distinct identities to the individual products or regions.
• Each product or region has their own identity and features which need to be
shown to the customer so giving a chance to each would help in attracting
more tourists and give them more knowledge about each part of India.
• Eventually, India has diversity in terms of cast, culture and religious heritage
with varied natural attractions has immense potential for growth in the
tourism industry.
• This smokeless industry is capable of generating millions of jobs, earning
valuable foreign exchange for the country’s growth.
• Tourism infrastructure requires an extensive investment both in public and
private sector to finance initial planning and development stages and fixed
assets, Due to the huge finance requirements, tourism industry is known as
capital intensive industry.