India Shining

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Brand India:
History Repeats, India Rising!!

By:
Amisha K. Shah – PGP 1
Rishabh Maheshwari – PGP 1
IIM Indore
Indore

Table of Contents

1. ABSTRACT3
2. INTRODUCTION – POSITION OF INDIA INTERNATIONALLY4
3. BRAND INDIA5
4. PRIMARY RESEARCH6
4a. Survey Questionnaire I7
4b. Survey Questionnaire II8
5. RESULTS - PRIMARY RESEARCH9
6. SECONDARY RESEARCH10
7. RESULTS – SECONDARY RESEARCH11
8. COMPARATIVE ANALYSIS12
9. SWOT ANALYSIS13
10. BRAND INDIA - VISION14
11. BRAND INDIA - PROMOTION IDEA16
12. BRAND INDIA - POSITIONING STATEMENT17
13. BRAND INDIA - ADVERTISEMENT POSITIONING STATEMENT19
14. BRAND INDIA - OUR ADVERTISEMENT POSITIONING STATEMENT21 15. CONCLUSION22
16. STATEMENT OF ORIGINALITY23
17. STATEMENT OF AVAILABILITY24
18. ACKNOWLEDGEMENTS25
19. REFERENCES26

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 – 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...
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