India Shining

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 8

5. RESULTS - PRIMARY RESEARCH 9

6. SECONDARY RESEARCH 10

7. RESULTS Ð'- SECONDARY RESEARCH 11

8. COMPARATIVE ANALYSIS 12

9. SWOT ANALYSIS 13

10. BRAND INDIA - VISION 14

11. BRAND INDIA - PROMOTION IDEA 16

12. BRAND INDIA - POSITIONING STATEMENT 17

13. BRAND INDIA - ADVERTISEMENT POSITIONING STATEMENT 19

14. BRAND INDIA - OUR ADVERTISEMENT POSITIONING STATEMENT 21

15. CONCLUSION 22

16. STATEMENT OF ORIGINALITY 23

17. STATEMENT OF AVAILABILITY 24

18. ACKNOWLEDGEMENTS 25

19. REFERENCES 26

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 them. Today, because of our efforts and focus on our own development and growth, India is the fastest developing economy of the world. It is the seventh-largest country by geographical area, the second most important economic hub of the world, and the largest democracy in the world. Bound by the Indian Ocean on the south, the Arabian Sea on the west, and the Bay of Bengal on the east, India has a vast coastline. Home to the Indus Valley civilization and a region of historic trade routes and vast empires, the Indian subcontinent is identified internationally with its commercial and cultural wealth for much of its long history.

Gradually annexed by the British East India Company from the early eighteenth century and colonized by the United Kingdom from the mid-nineteenth century, India became a modern nation-state in 1947 after a struggle for independence that was marked by widespread use of nonviolent resistance as a means of social protest. Today, India is the world's 4th largest economy in terms of purchasing power and the 12th largest economy at market exchange rates. As India continues to make rapid economic progress, the country's standard of living is projected to rise sharply in the next half-century.

Since independence in 1947, India has maintained cordial relationships with most nations. It took a leading role in the 1950s by advocating the independence of European colonies in Africa and Asia. It is one of the founding members of the Non-Aligned Movement. India's relationship with the Soviet Union warmed at the expense of ties with the United States and continued to remain so until the end of the Cold War. Despite criticism and military sanctions, India has consistently refused to sign the CTBT and the NPT, preferring instead to maintain sovereignty over its nuclear program.

Recent overtures by the Indian government have strengthened relations with the United States, China, and Pakistan. In the economic sphere, India has close relationships with other developing nations in South America, Asia, and Africa. In recent years, India has played an influential role in the ASEAN, SAARC, and the WTO. India has been a long time supporter of the United Nations, with over 55,000 Indian military and police personnel having served in thirty-five UN peace keeping operations deployed across four continents. India also became a nuclear