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Incredible India

The document discusses India's "Incredible India" tourism campaign launched in 2002. It aimed to position India as a global tourism brand and take advantage of its vast tourism potential. The campaign involved print, television, and online advertising worldwide promoting India's natural attractions, yoga, ayurveda and more. Segmentation focused on lifestyle, income, and other factors. SWOT analysis identified strengths like diversity but also weaknesses in infrastructure and threats from other countries' aggressive strategies. The comprehensive marketing approach under the "Incredible India" banner has been successful in establishing India as a major global tourism destination.

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571 views30 pages

Incredible India

The document discusses India's "Incredible India" tourism campaign launched in 2002. It aimed to position India as a global tourism brand and take advantage of its vast tourism potential. The campaign involved print, television, and online advertising worldwide promoting India's natural attractions, yoga, ayurveda and more. Segmentation focused on lifestyle, income, and other factors. SWOT analysis identified strengths like diversity but also weaknesses in infrastructure and threats from other countries' aggressive strategies. The comprehensive marketing approach under the "Incredible India" banner has been successful in establishing India as a major global tourism destination.

Uploaded by

mithunsworld
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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c Introduction
c Marketing objective
c Services
c SLEPT ANALYSIS
c SWOT ANALYSIS
c STP
c Marketing process
c Market Mix
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c In September 2002, the Tourism Department unveiled
a new campaign called J  
to promote
Indian tourism globally.

c The first phase of the campaign, for a period of three


months, was jointly funded by the Government of
India and Experience India Society, an association of
travel agents in India.
%  

c The television campaign was telecast on CNN, BBC,
and other popular channels across the world.

c The campaign focused on the Himalayas, wildlife,


yoga, and ayurveda and was widely promoted in the
print media, television, and the Internet.
c The campaign under the banner of ǮIncredible Indiaǯ
includes a wide ranging advertisement campaign in all
prime print publications besides a global television
campaign encompassing prominent English, French,
German and Italian channels and an innovative online
campaign on the worldǯs most popular websites.

c French and Spanish versions of the official website of


India tourism Ȃ www.incredibleindia.org has also been
launched.
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c The Ǯmarketing mantraǯ for the Department of
Tourism is to position India as a global brand to take
advantage of the burgeoning global travel and trade
and the vast untapped potential of India as a
destination.
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c The bounties of nature and great treasures of art and
culture besides adventure tourism in hilly-terrains,
interiors and wildlife sanctuaries are being offered

c To promote spiritual tourism and its unique


techniques of yoga, siddha, ayurveda and unani system
of dealing with mental and physical rejuvenation by
placing before the world, through tourist spots.
¯   
    
P
  


 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
g  


 Legal:
ΠTax
ΠForeign Investment
ΠEco-tourism policies and guidelines
~  
 


 Economic:
ΠHigh spending power of International Tourists
ΠIncrease in demand for better hotels
ΠAir Travel increase
•

  


 Political:
ΠTourism industry is based on Government support and
cannot sustain without it.
ΠThe main attraction: the vast heritage of India is entirely
under Govt. Through Archaeological Survey of % 
º%
ΠPolicy change has a huge impact on the industry
ΠPolitical turmoil in the country also leads to the
decrease in the tourists
  
  


 Technology:
ΠIt plays a major part in the promotion of a place
ΠBetter communication by far reaching areas
ΠBetter transportation leads to people visiting many
places
P  gP%P
 Strengths:
Œ Geographical Diversity Ȃ Desert, Mountains, Forests and
Beaches
ΠCultural Diversity
ΠWealth of archaeological sites and historic monuments
ΠManpower costs are low
ΠWorld class hotels present
 Weaknesses:
ΠLack of adequate infrastructure
ΠXenophobic attitude among certain sections
ΠNo proper marketing tools used
 Opportunities:
ΠProactive role of govt. in framing proper policies
ΠAllowing entry of more multinational companies
ΠGrowth of Domestic Tourism
 Threats:
ΠEconomic Conditions of the other countries
ΠPolitical turbulence in Kashmir, Gujarat
ΠAggressive strategies approached by other countries for
tourism
P~¯~  %
c Segmentation is primarily based on Lifestyle of the
people as travelling decisions can be greatly influenced
by the life style of the traveller

c Other secondary factors factors are Level of Income,


Availability of leisure time, etc.
BASE OF SEGMENTATION CATEGORIES
Holiday Mass market
Popular market
Individual market
Demand Primary
Secondary
Opportunity
Geography International
On the basis of regions, cities, etc.
Psychography Lifestyle
Personality motive
Knowledge
Demography Age
Sex
Religion
Socio-economic Rich, Poor
Rural, Urban
Literate, Illiterate
Purpose Business Travel
Cultural Tourism
Common Interest Convention
Age Teens
Youth
Seniors


è Mass Market:
ΠConsists of Vacationists that travel in large groups
ΠThey prefer all-inclusive tours
ΠGenerally Conservative
è Popular Market:
ΠSmaller Groups going for inclusive or semi-inclusive tours
ΠGroups include pensioners, retired people
è Individual Market:
ΠConsists of Chairmen, Sr. Executives, people on business
visits.
è As lifestyle changes, preferences might change
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 •   
ΠAttractions
ΠAccomodation
ΠRestaurants
ΠTransportation
ΠRecreation
ΠShopping
 • 
ΠSet prices in line with the quality of service offered
ΠPricing decisions are influenced by external and internal
factors
c •    
c Advertising
c Publicity
c Sales Promotion
c Website Promotion
c •
 
c It is concentrated on two things Ȃ Availability and
Accessibility
c Selling through travel agents or direct selling
c Transportation plays key role
g
c India was unanimously elected chairman of the
executive council of the UNWTO ºUnited Nations
World Tourism Organisation for the next one year.

c The tourism ministry sanctioned 225 projects and


utilised Rs460 crore in the current financial year to
upgrade infrastructure facilities at important tourist
destinations.
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c The major objective of the champagne Incredible India
was to making India as a brand and they had
succeeded in the same by the marketing strategy they
had adopted.
c India is one of the most attracted destination for
travelers
c Incredible India was truly incredible

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