Day 4 - Marketing and Positioning of Brand India

The fundamental of the success of any product lies in its marketing. Tourism is no different. How is India positioned in overseas markets? How are we sold both by the government and the private sector? What return on investment are we seeing on our marketing dollars?  Here are the 5 questions of the day. (actually 8 as this was a deeper subject)

 

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* 1. The Incredible India brand is what started the journey of modern Indian tourism. It caught the imagination of both consumers and travel professionals around the world. It was an amazing step for all of us. Yet, it has been over 15 years since this brand was launched. There are people who are passionate about it and others who want it retired. There are pros and cons to both. 

Based on what our competing destinations do and how advertising has change din general, what approach would you recommend for India

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* 2. Of all the tourism marketing you see around the world and on your travels, can you name 3 to 5 countries you admire for the way they capture the travelers imagination? Who's marketing should be a benchmark & inspiration for us.

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* 3. If YOU were giving a brief to the agency running India Tourism marketing and considering we are in 2018 and the world has changed, what positioning points do you recommend we prioritize for India. Below are attributes that you must rank based on how important you consider them to be in our future marketing & positioning. Keep in mind how you have seen other destination sell themselves and what you think today's traveler is looking for. Rank them from 1 to 15.

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* 4. Based on your own experience of travelling to meet your overseas customers, in the past 12 months where did you personally see the Incredible India brand / advertising most often.  Choose as  many that apply

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* 5. Please agree or disagree with the following statements  based on your personal opinion

  Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly Agree No opinion
It is okay for all Incredible India advertisements to be in English
CNN & BBC are popular and well watched across all countries making them the most important places to advertise
We do not need to adapt the advertisements & messages to suit different nationalities
We must advertise on local regional TV channels in different countries
We must advertise in local language magazines & newspapers
Digital marketing is critical as a medium of marketing
Different source markets require us to focus on different products
India Tourism Stands at major trade shows are attractive and appealing (ITB. WTM. FITUR)
India Tourism Stands at regional / smaller trade shows are attractive and appealing 

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* 6. How do you rate the following. Please base on your professional opinion.

  Very Poor Average Neutral Good Excellent
Quality of official Incredible India films
Quality of official Incredible India printed material
Availability to you of Incredible India films
Availability of high resolution images to overseas travel operators
Availability of other official marketing support to assist you in your efforts

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* 7. Do you feel that the Ministry of Tourism , Govt of India as an organisation- 

  No Sometimes Yes No Opinion
Regularly delivers new advertising and promotional material
Has adapted the strategies to the changing market scenarios
Understands the needs of IATO members
Is open & responsive to discussing future plans and ideas
Has developed robust policies to support your efforts in marketing India
Is supportive to the needs of the private sector

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* 8. Anything else you would like to share about this subject??

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