Targeting foreign tourist to India

1. Team Nutcrackers
Campus: IIMB, MICA
Name Contact Email Contact
Zeenat
Khan
zeenat12@micamail.in 8238182888
Rohit
Jaiswal
rohit.jaiswal@iimb.ernet.i
n
7676990235
Sukhada
Dhone
Sukhada.dhone@iimb.er
net.in
8884111657
The Great Indian Fair

2. Communication
Strategy
Based on the analysis,
future branding and
communication strategy
are proposed to increase
consideration scores
Total number of respondents : 23
Age group : 25-35
KEY FINDINGS from Consumer RESEARCH
TOOLS USED
Primary Research
Context Analysis
Understanding the
Festival industry
Consumer Insights
Exploratory and
Descriptive research are
done to identify the
consumer insights
Media consumption
Identifying the media
consumption pattern in
outside countries
Targeting
Identifying the target country
for selected street
Positioning
Analysis of positioning
strategy from customer
perspective and identify the
best strategy
Modes:
 Surveys
 Focus group
 In-depth interview
 Projective and enabling techniques
Overall Approach
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

3. Primary Research - Consumer Insights
Personal Interview of 4 French, 1 Spanish and 1 German women
+ 2 French man + 5 Indians
Research Methodology
Insights from Foreigners and Indians
Exotic Indian
Traditional
Fashion
Foreigners
want to wear
clothes exactly
like Indian to
feel the exotic
culture of India.
Besides, India
trip gives them
opportunity to
experiment.
Shopping
Experience
Foreigners relish
shopping
experience in
India because it
costs them less
and creates a
good gifts for
their loved ones.
Colours
Foreigners
connect colors
strongly with
India. They love
Holi and
celebrate it in
different parts of
the world. Eg.
Holione.com.
They like colorful
ambience.
Mystic India
Foreigners are
fascinated with
the mysticism
around Indian
Heritage like
Fortune Telling,
Yoga, etc.
Indian Dance Love
Bollywood Dance is
one of the major
attraction for
foreigners. The
dancing style is
new and liberal for
them. Bhangra and
Freestyle are their
favorites. Though
they like to party in
Trance Music
Foreigners seek traditional and typical Indian Fashion. Spice and Colors create a differentiation for
India. Bollywood dance engage & make dance and enjoy. Besides, the festival should leverage on its
Mystic Image of India.
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

4. First word that comes to your mind
when you hear ‘India ” ?
Have you heard of “Flee
Shopping”
Have you heard of “Indian Fair ”
 Strong association of
Indian festival with the
color
 Clothes, Jewellery and
shoes falls under must
buy categories when
foreigners visit India.
 Flea shopping is what
Foreigners enjoy in India
 After coming to India
they prefer having
Indian food etc.
 Most of them prefer
listening to trans music
and not pure classical
 Uniqueness drives
foreigners to visit any
country
Colors
Novelty
Crowd
Fun
Which places do you visit in India?
 Goa ( 71%)
 Mumbai ( 42%)
 Kerala ( 33%)
 Agara ( 61%)
 Delhi ( 45 %)
What comes to your mind when you
hear ‘Festival’ ?
Hand-crafted
Traditional
AffordableCulture
ClothesShoes
Beautiful designs
Ethnic
A online survey was conducted to understand the consumer how Foreigners perceive India. Survey
responses were collected from 23 Exchange students at IIMB. Goa is chosen as city to promote Indian
festival
Excitement
Relaxation
Jewellery
83
12
17
88
Flea market Indian Fair
% of people
yes no
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

5. Media Consumption Insights of France
French Travel Guide
[ Le Routard, Lonely
Planets]
•Prefer Le routard
over lonely planets
as it suggests
places which are
less costly
•Contain various
promotions inside.
•Places with pictures
are preferred.
Digital & Social Media
[FB, Blog, Forums]
•Travel websites and forums of
magazines
•Prefer personal blogs over
magazines as they are more
authentic and written by similar
people rather than journalists
•Famous blogs - Blogs-de-
voyage.fr, Geo.fr
•Suggestions of places routes,
restaurants, shopping, blog.
•Follow Indians on twitter and
understand how things work
here
Word of Mouth
[hotels, Auto driver,
shop owner]
•Believe the word of
mouth promotion
from Hotel owners,
Auto drivers, local
shop owners, etc.
•They prefer simple
and cheaper hotels
as they spend more
on experience.
Look for good
service and trust.
French Events
Booking Website
[Digitick.com,
Frac.com]
•Digitick.com is the
biggest player in
France for booking
tickets for the
National or
International
events.
•These events
websites generate
awareness and acts
as most used sales
channel.
Travel Partners and
Agencies
•Makemytrip,
Goibibo, etc.
•These sites have
travel packages and
contain local
shopping
recommendations
too.
Media Consumption habits in terms of International Festival Awareness and Guidance
16% 25% 15% 37% 7%
Event Booking websites are the best place to promote the festival. Digital Media and French Travel
Guides are next most influential as travel guides. Among them personal blogs are most trusted. WOM
is next best media.
16%
25%
15%
37%
7%
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

6. The Festival Idea: The Great Indian Fair
Indian fairs are greatest treasure of culture and heritage of India across regions. A symbol of fun and mystic India. But they are no
longer a part of life of modern Indian. Today, we are rejuvenating this lost culture through “The Great Indian Fair”. It is a 3-day
modern format of age-old Indian fair which would feature:
Main Idea
Modern Flea Market
• Indian Traditional clothes
• Indian Traditional Accessories
• Indian Handicraft
Indian Mystic
• Yoga
• Fortune Teller
• Snake Charmer
• Puppet Show
• Rope walking
• Well of Death
Folk Dance Parade in
Afternoon
• Regional wise
• In Background: historical
buildings like Taj Mahal,
Khajuraho, etc.
Lamp Night with
Bollywood Dance
performances
Indian Food and cuisines
• Spicy North Indian
• Thandai with Bhang
Smartphone App for Fest
•Schedule & updates
•Map
•Necessity
•Share pics on FB
Spice Box
•Given as Parting Gift
•A Branding Activity
Secondary Focus
Employment for
tribal community
• Fortune Telling
• Well of Death
• Role Walkers
Bigger and
effective platform
for Indian
Handicraft
Resurgence of
Indian heritage
Social Benefits
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

7. Understanding Electrolux
Jewelry
Food
• Indian jewellery
designs are
inspired from its
traditions
• It makes look
beautiful
• Bangles,
necklace etc.
• Indian Jutis and
Chappals are very
unique
• They are generally
handmade and
thus really
appeals to
foreigners
Clothing
Footwear
Indian flea shopping is Famous for Shoes, Chappals, jewellery clothing, it is the place where things are
available at affordable prices. In short this fair will bring Fashion street, Linking Road, Chandani
Chauk, Khau Gali and Colaba causway is together
• It is identity of
Indians i:e it
differentiates
Indians from other
people in the
world
• Saree, Chudidaar
etc.
• Chat, South Indian
food like Dosa,
sweets like jalebi
etc. will be
available at food
stalls
Streets depicting Indian culture – Flea shopping
Indian Mystic Elements – An Exotic touch of Incredible India
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

8. State Parade
• In order to depict the
culture of each state the
parade will be conducted
on the roads of the Fair
• Tourist can enjoy the view
of this during the afternoon
period when they are
enjoying street shopping
• Parade of regional dressed
folk dancers with
backgrounds of historical
buildings like Taj Mahal,
Khajuraho, Southern Katha
Kali
CONSUMER INSIGHTS
India is know for unity in
diversity & foreigners want to
experience that
IDEA IMPACT
• It will bring all states at
one place
• Complete India can be
seen at one glance
Regional Parade with Folk Dance
Lamps and Bollywood Night
• In the night Bollywood night will be
arranged where they can enjoy dance and
drinks
• Diwali kind of lighting arrangement will be
done in the nearby area
• This event will be conducted to bring all of
them together and relish the happiness
Foreigners demand Regional Parade to understand India as a whole as no one region defines India.
Besides, Bollywood Night engages them to participate and Dance on Desi beats of Bhangra, Dandiya,
etc.
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

9. Perfectionist Experience seeker
“Less is more“
“I want to be the
trendsetter! I like to be in
the center of attention
and shine with my style“
“I love to enjoy brand
and shopping with all
my senses“
“I have a busy lifestyle and
want everything to be
perfect. In my life nothing
is left to chance.“
Trendsetter Simplicity
Targeting Country
France forms the primary target country as the people there are Fashion oriented and experience the
shopping.
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

10. Analyse brand
image +
identity of
India
Target –
Understanding what
Foreigners what
Recap
Consumer
insights
Positioning for Linking Road
Differentiating space
The Great Indian Fair will be positioned as a
Shopping and experience festival for
traditional, ethnic and affordable Indian
articles.
The Great Indian Fair
Taking into consideration the lifestyle of different countries, India should target France. Positioning would
be traditional shopping and exotic experience of India.
Rationale: Insights tell us that French people are
fashion oriented and experience shopping. They use
the keywords Indian, Traditional, Ethnic while
searching for Indian Fashion
Target
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

11. Promotion Campaign - Plan
Personal Blogs
•Encourage Indians
and travelers to write
blogs about the
festival
•Should contain lots
of pictures and tips
Facebook & Google+
Pages
•Talks about new
fashion trend in
street
•Interesting stories of
festival– creating
emotional connect
Event Booking Sites
•As it forms around
37% of festival
awareness channel,
the festival should
have targeted
promotions on such
websites.
Forums and wiki
•Maintain forums to
answer the questions
that foreigners post
•Maintain FAQ in wiki
Twitter and Pinterest
•French follow Indian
handles during their
trips.
•Festival handle can
cater foreigner as
well as Indians for
regular fashion
updates
•Pinterest: putting
street pictures on
board to make
French people
familiar of place
Media
Owned Media
Website
Informative & images
Social Media Page
Images & reviews
Pinterest & Instagram
Images
Paid Media
French event site
Digitick.com &
Fnac.com
Travel Agencies
E.g. Cook Voyage
Earned Media
Blogs
Credibility
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

12. Promotion Campaign - Launch
Insight- Consumers get attracted towards the
advertisements which are innovative and unconventional
Idea – In order to catch the attention of the consumers
have one page of the magazine in Bandhej Cloth form .
Print the message of flea street festival on it.
Key Decision-Which Magazine to advertise?
• ELLE is considered as most famous fashion related magazine
in France
• Geo – Magazine which focusses on travelling
Idea –Street dance to communicate the message that in India we
are conducting ‘The Great Indian Fair’ . These shows will be
conducted near the Famous places in France like Eiffel Tower
Impact - This will attract the attention of the passer-by and they
will ask the performers about it
Insight – Street performance is one of the common activity in foreign
countries that citizens enjoy
Road Show
Print
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance

13. Insight – French people love graffiti. Pictorial representation is
vey appealing
Idea – Make graffiti depicting the theme of The Great Indian
Fair on the walls to create buzz about the festival. This will
generate more reach compared to other activities like street
play and print. It will have more lasting value too.
Travel website
•Makemytrip,
Goibibo, etc.
•On pages of
Package deal
Search Engine
•Google
adwords
Travel websites
and blogs
•Indian travel
tags
•Travel
Magazines
website
Target Platforms to advertise
Targeted Digital advertisement using the search keywords (city name, holiday, etc.)
Promotion Campaign – Launch and Sustenance Plan
Graffiti
2 Year Sustenance Plan
Launch Phase (0-6 months) Development Phase (6-12 months) Sustenance Phase (1-2 years)
• Initiate Owned and Paid Media
Campaigns in France.
• Road Shows and Viral activities in
France.
• Launch all digital and social media
platform and engage customer
• Develop Earned Media Campaigns
• Roll out loyalty programs to retain the
customers
• Extend to other countries like Uk,
Germany, etc.
• Tie-up with Handicraft Association of
India
• Enter into strategic Relationship with
Le routard and Digitick.com
• Empower the online forums with
online referral program
• Tie-up with France tourism board as
well as Indian state tourism
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance