!ncredible !ndia

Anas Dalvi 238Dipika Bengani 106MBA Ad 2010Brand Strategy

Incredible India• Primary objective of this branding

exercise was to create a distinctive identity for the country

• Capitalized on the factors “Holidaying away from home” and “the exotic experience”

• Campaign successfully established India as a high-end tourist destination

• Generated a 16% increase in tourist traffic in the first year and following years report an average growth of 18-20%

Key Objectives• Bringing back tourists to India –

Studies report a sharp fall In the avg. number of tourists visiting the Indian Subcontinent

• Using the rise in travel expenditure by consumers to attract tourists

Consumer spends around 5-10% of total spending in a year

• Shifting base and ideology : From the ‘Exotic’ to the ‘adventurous’

The Tourism Industry• India’s share of total market is pittance 0.51%

• However, average duration of stay is one of the highest• 27 days for non-package tourist• 14 days for package tourist

• Third largest export industry after gems and jeweller and garments

• Foreign exchange earnings are around US$3.2bn

• 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%

Segmentation• The most important base for

segmentation is the Lifestyle as travelling decisions can be greatly influenced by the same.

• Other factors such as Level of Income, Availability of leisure time, etc.

are secondary.

Targeting• Mass Market:– Consists of Vacationists that travel in

large groups– They prefer all-inclusive tours–Generally Conservative

• Popular Market:– Smaller Groups going for inclusive or

semi-inclusive tours–Groups include pensioners, retired

people• Individual Market:– Consists of Chairmen, Sr. Executives,

people on business visits.• As lifestyle changes, preferences might

change

Strengths:•Geographical Diversity – Desert, Mountains, Forests and Beaches•Cultural Diversity•Wealth of archaeological sites and historic monuments•Manpower costs are low•World class hotels present

Weaknesses:•Lack of adequate infrastructure•Xenophobic attitude among certain sections•No proper marketing tools used

SWOT Analysis

• Opportunities:– Proactive role of govt. in framing

proper policies– Allowing entry of more

multinational companies–Growth of Domestic Tourism

• Threats:– Economic Conditions of the other

countries– Political turbulence in Kashmir,

Gujarat– Aggressive strategies approached

by other countries for tourism

SWOT Analysis

• Social: -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

• Legal: – Tax– Foreign Investment– Eco-tourism policies and guidelines

• Economic:–High spending power of

International Tourists– Increase in demand for better

hotels– Air Travel

S.L.E.P.T. Analysis

•Political:–Tourism industry is based on Government support and cannot sustain without it.–The main attraction: the vast heritage of India is entirely under Govt. Through ASI–Policy change has a huge impact on the industry–Political turmoil in the country also leads to the decrease in the tourists

•Technology:–It plays a major part in the promotion of a place–Better communication by far reaching areas–Better transportation leads to people visiting many places

Tourist mindsets & travel behaviorMost 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:

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.

• Using current consumer mindset into the communication by making the trip a “complete” experience

• Adding elements of thrill, awe and adventure to the campaign

• Major shift from seeing and observing to doing and experiencing

Concept and Ideation

Concept and Ideation

• ASAP – The Adventure of Incredible India

• The campaigns would focus on developing the above communication – adding wildlife and nature observation, river rafting, bungee jumping and other adventure sports

• Involving prospective tourists in the communication via the ASAP show

The ASAP Show• An MTV Roadies style game show that

selects players from across the world to participate.

• The game show involves players embarking on an adventure trip to achieve a common objective.

• Contenders enroll for the contest and are taken through various places of historic importance and beauty while completing the task.

• Elements of “Treasure Hunt” and the popular “Survivor” series.

Awareness and Promotion

Digital Media• www.asap.com• A website that invites tourists to come

in share their experiences, discuss about their trips and share information

• Allows prospective tourists to enroll in the ASAP contest by registering

• Provides information about India, places to visit, arrangements for air travel and Hotels

TV, Radio and Print• Creation of awareness via TVCs, Radio

and Print Media• Campaign involves depicting tourists on a

trip, enjoying themselves whilst wondering –

• “What could possibly go wrong?”• The advertisements would end by showing

obstructions of the natural kind – Tigers, gigantic waterfalls, dense forests, tribes, people etc.

• 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