Brand India

Brand India:

History Repeats, India Rising!!

By:

Amisha K. Shah Ð'- PGP 1

Rishabh Maheshwari Ð'- PGP 1

IIM Indore

Indore

Table of Contents

1. ABSTRACT .............................................................................................................. 3

2. INTRODUCTION Ð'- POSITION OF INDIA INTERNATIONALLY ........................ 4

3. BRAND INDIA .......................................................................................................... 5

4. PRIMARY RESEARCH ........................................................................................... 6

4a. Survey Questionnaire I ......................................................................................................... 7

4b. Survey Questionnaire II ........................................................................................................ 9

5. RESULTS - PRIMARY RESEARCH .................................................................... 10

6. SECONDARY RESEARCH .................................................................................. 17

7. RESULTS Ð'- SECONDARY RESEARCH ............................................................ 18

8. COMPARATIVE ANALYSIS ................................................................................ 19

9. SWOT ANALYSIS ................................................................................................. 26

10. BRAND INDIA - VISION ..................................................................................... 28

11. BRAND INDIA - PROMOTION IDEA ................................................................ 30

12. BRAND INDIA - POSITIONING STATEMENT ................................................. 31

13. BRAND INDIA - ADVERTISEMENT POSITIONING STATEMENT ............... 33

14. BRAND INDIA - OUR ADVERTISEMENT POSITIONING STATEMENT ..... 35

15. CONCLUSION ..................................................................................................... 36

16. STATEMENT OF ORIGINALITY........................................................................ 37

17. STATEMENT OF AVAILABILITY ...................................................................... 38

18. ACKNOWLEDGEMENTS ................................................................................... 39

19. REFERENCES ..................................................................................................... 40

1. Abstract

India is a country of social contrasts and enormous ethnic, linguistic and cultural

diversity. For some tourists, India may be a land of snake charmers and sadhus. This land

is renowned for its colors, the warmth, the hospitality of a culture and tradition. Dance

and music are essential ingredients of the celebrations in India that never end. What is

unfailingly common and the joyous reason to celebrate is the various gastronomic and

aesthetic delights that mark all such celebrations. Often, Indian cooking is distinguished

by the use of a larger variety of vegetables than many other well-known cuisines. It is a

thriving country, accounting for over $1 trillion GDP and merely 7.8 per cent of

unemployment rate, gradually inching its way towards becoming the next boom industry.

In this paper, we are focusing on the growth patterns of the country with respect to

various verticals, viz. education, entertainment, hospitality, etc. For assessing the growth

pattern perceived by the people of India, we have conducted a thorough research and

have surveyed a number of people to obtain their responses to a predefined questionnaire.

Further, we have compiled the same set of data from a number of references, like

journals, magazines, newspapers, online resources to come up with a set of representative

data for the same questionnaire. Then we have made a comparison of both the analysis

and conducted a review of the strengths, weaknesses, opportunities and threats in the way

of India to become the next big hub for gaining a place internationally. On the basis of

our evaluation, we have regarded the country to become a market leader in the coming

times. Finally, we have generated a brand promotion campaign for promoting India

internationally. For the same, we have provided a brand positioning statement as well as

an advertising positioning statement for the country.

2. Introduction Ð'- Position of India Internationally

In more than 3000 years of our history, almost the entire world has come and invaded us,

captured our lands, conquered our minds. From Alexander onwards, the Greeks, the

Portuguese, the British, the French, the Dutch, all of them came, looted us, and took away

what was ours. Yet we have not done this to any other nation. We have not conquered

anyone. We have not grabbed anybody's land, culture, history or even tried to enforce

our way of life on