mica_the great indian fair
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Goa br
ings y
ou
Flea M
arket
The Great IndianFair
Team NutcrackersCampus: IIMB, MICAName Contact Email Contact
Zeenat Khan
zeenat12@micamail.in 8238182888
Rohit Jaiswal
rohit.jaiswal@iimb.ernet.in
7676990235
Sukhada Dhone
Sukhada.dhone@iimb.ernet.in
8884111657
The Great Indian Fair
Communication StrategyBased on the analysis,
future branding and communication
strategy are proposed to increase
consideration scores
Total number of respondents : 23Age group : 25-35
KEY FINDINGS from Consumer RESEARCH
TOOLS USEDPrimary
Research
Context Analysis
Understanding the Festival industry
Consumer InsightsExploratory and
Descriptive research are done to identify the
consumer insights
Media consumption
Identifying the media consumption pattern in
outside countries
Targeting
Identifying the target country for selected
street
Positioning
Analysis of positioning strategy from customer perspective and identify
the best strategy
Modes: Surveys Focus group In-depth interview Projective and enabling
techniques
Overall ApproachApproach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Primary Research - Consumer InsightsPersonal Interview of 4 French, 1 Spanish and 1 German women + 2 French man + 5 Indians
Research Methodology
Insights from Foreigners and Indians
Exotic Indian Traditional
Fashion
Foreigners want to wear
clothes exactly like Indian to
feel the exotic culture of
India. Besides, India trip gives
them opportunity to
experiment.
Shopping Experience
Foreigners relish shopping
experience in India because it costs them less and creates a good gifts for
their loved ones.
Colours
Foreigners connect colors strongly with
India. They love Holi and
celebrate it in different parts
of the world. Eg. Holione.com.
They like colorful
ambience.
Mystic India
Foreigners are fascinated with the mysticism around Indian Heritage like
Fortune Telling, Yoga, etc.
Indian Dance Love
Bollywood Dance is one of the major
attraction for foreigners. The dancing style is
new and liberal for them. Bhangra and Freestyle are their favorites. Though
they like to party in Trance Music
Foreigners seek traditional and typical Indian Fashion. Spice and Colors create a differentiation for India. Bollywood dance engage & make dance and enjoy. Besides, the
festival should leverage on its Mystic Image of India.
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
First word that comes to your mind when you hear ‘India ” ?
Have you heard of “Flee Shopping”Have you heard of “Indian Fair ”
Strong association of Indian festival with the color
Clothes, Jewellery
and shoes falls under must buy categories when foreigners visit India.
Flea shopping is what Foreigners enjoy in India
After coming to India they prefer having Indian food etc.
Most of them prefer listening to trans music and not pure classical
Uniqueness drives foreigners to visit any country
Colors Novelty
Crowd
Fun
Which places do you visit in India?Goa ( 71%)Mumbai ( 42%) Kerala ( 33%)Agara ( 61%)Delhi ( 45 %)
What comes to your mind when you hear ‘Festival’ ?
Hand-craftedTraditional
AffordableCulture
Clothes Shoes Beautiful designs
Ethnic
A online survey was conducted to understand the consumer how Foreigners perceive India. Survey responses were collected from 23 Exchange students at IIMB. Goa is
chosen as city to promote Indian festival
Excitement
Relaxation
Jewellery
Flea market Indian Fair
83
12
17
88
% of people
yes no
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Media Consumption Insights of France
French Travel Guide [ Le Routard, Lonely
Planets]
•Prefer Le routard over lonely planets as it suggests places which are less costly
•Contain various promotions inside.
•Places with pictures are preferred.
Digital & Social Media [FB, Blog, Forums]
•Travel websites and forums of magazines
•Prefer personal blogs over magazines as they are more authentic and written by similar people rather than journalists
•Famous blogs - Blogs-de-voyage.fr, Geo.fr
•Suggestions of places routes, restaurants, shopping, blog.
•Follow Indians on twitter and understand how things work here
Word of Mouth [hotels, Auto driver,
shop owner]
•Believe the word of mouth promotion from Hotel owners, Auto drivers, local shop owners, etc.
•They prefer simple and cheaper hotels as they spend more on experience. Look for good service and trust.
French Events Booking Website
[Digitick.com, Frac.com]
•Digitick.com is the biggest player in France for booking tickets for the National or International events.
•These events websites generate awareness and acts as most used sales channel.
Travel Partners and Agencies
•Makemytrip, Goibibo, etc.
•These sites have travel packages and contain local shopping recommendations too.
Media Consumption habits in terms of International Festival Awareness and Guidance
16% 25% 15% 37% 7%
Event Booking websites are the best place to promote the festival. Digital Media and French Travel Guides are next most influential as travel guides. Among them personal
blogs are most trusted. WOM is next best media.
16%
25%
15%
37%
7%
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
The Festival Idea: The Great Indian Fair Indian fairs are greatest treasure of culture and heritage of India across regions. A symbol of fun and mystic India. But they are no longer a part of life of modern Indian. Today, we are rejuvenating this lost culture through “The Great Indian Fair”. It is a 3-day modern format of age-old Indian fair which would feature:
Main Idea
Modern Flea Market• Indian Traditional clothes• Indian Traditional Accessories• Indian Handicraft
Indian Mystic• Yoga• Fortune Teller• Snake Charmer• Puppet Show• Rope walking• Well of Death
Folk Dance Parade in Afternoon• Regional wise• In Background: historical
buildings like Taj Mahal, Khajuraho, etc.
Lamp Night with Bollywood Dance
performances
Indian Food and cuisines• Spicy North Indian• Thandai with Bhang
Smartphone App for Fest•Schedule & updates•Map•Necessity•Share pics on FB
Spice Box•Given as Parting Gift•A Branding Activity
Secondary Focus
Employment for tribal community• Fortune Telling• Well of Death• Role Walkers
Bigger and effective platform
for Indian Handicraft
Resurgence of Indian heritage
Social Benefits
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Understanding Electrolux
Jewelry
Food
• Indian jewellery designs are inspired from its traditions
• It makes look beautiful
• Bangles, necklace etc.
• Indian Jutis and Chappals are very unique
• They are generally handmade and thus really appeals to foreigners
Clothing
Footwear
Indian flea shopping is Famous for Shoes, Chappals, jewellery clothing, it is the place where things are available at affordable prices. In short this fair will bring Fashion street, Linking
Road, Chandani Chauk, Khau Gali and Colaba causway is together
• It is identity of Indians i:e it differentiates Indians from other people in the world
• Saree, Chudidaar etc.
• Chat, South Indian food like Dosa, sweets like jalebi etc. will be available at food stalls
Streets depicting Indian culture – Flea shopping
Indian Mystic Elements – An Exotic touch of Incredible India
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
State Parade• In order to depict the
culture of each state the parade will be conducted on the roads of the Fair
• Tourist can enjoy the view of this during the afternoon period when they are enjoying street shopping
• Parade of regional dressed folk dancers with backgrounds of historical buildings like Taj Mahal, Khajuraho, Southern Katha Kali
CONSUMER INSIGHTS India is know for unity in diversity & foreigners want to experience that
IDEA IMPACT• It will bring all states at
one place • Complete India can be
seen at one glance
Regional Parade with Folk Dance
Lamps and Bollywood Night• In the night Bollywood night will be
arranged where they can enjoy dance and drinks
• Diwali kind of lighting arrangement will be done in the nearby area
• This event will be conducted to bring all of them together and relish the happiness Foreigners demand Regional Parade to understand India as a whole as no one region
defines India. Besides, Bollywood Night engages them to participate and Dance on Desi beats of Bhangra, Dandiya, etc.
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Perfectionist Experience seeker
“Less is more““I want to be the
trendsetter! I like to be in the center of attention
and shine with my style“
“I love to enjoy brand and shopping with all
my senses“
“I have a busy lifestyle and want everything to be
perfect. In my life nothing is left to chance.“
Trendsetter Simplicity
Targeting Country
France forms the primary target country as the people there are Fashion oriented and experience the shopping.
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Analyse brand image + identity of
India
Target – Understanding
what Foreigners what
Recap
Consumer insights
Positioning for Linking Road
Differentiating space
The Great Indian Fair will be positioned as a Shopping and experience festival for traditional, ethnic and affordable Indian articles.
The Great Indian Fair
Taking into consideration the lifestyle of different countries, India should target France. Positioning would be traditional shopping and exotic experience of India.
Rationale: Insights tell us that French people are fashion oriented and experience shopping. They use the keywords Indian, Traditional, Ethnic while searching for Indian Fashion
Target
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Promotion Campaign - Plan
Personal Blogs
• Encourage Indians and travelers to write blogs about the festival
• Should contain lots of pictures and tips
Facebook & Google+ Pages
• Talks about new fashion trend in street
• Interesting stories of festival– creating emotional connect
Event Booking Sites
• As it forms around 37% of festival awareness channel, the festival should have targeted promotions on such websites.
Forums and wiki
• Maintain forums to answer the questions that foreigners post
• Maintain FAQ in wiki
Twitter and Pinterest
• French follow Indian handles during their trips.
• Festival handle can cater foreigner as well as Indians for regular fashion updates
• Pinterest: putting street pictures on board to make French people familiar of place
MediaOwned Media
Website
Informative & images
Social Media Page
Images & reviews
Pinterest & Instagram
Images
Paid Media
French event site
Digitick.com & Fnac.com
Travel Agencies
E.g. Cook Voyage
Earned Media
Blogs
Credibility
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Promotion Campaign - Launch
Insight- Consumers get attracted towards the advertisements which are innovative and unconventional Idea – In order to catch the attention of the consumers have one page of the magazine in Bandhej Cloth form . Print the message of flea street festival on it.
Key Decision-Which Magazine to advertise?
• ELLE is considered as most famous fashion related magazine in France
• Geo – Magazine which focusses on travelling
Idea –Street dance to communicate the message that in India we are conducting ‘The Great Indian Fair’ . These shows will be conducted near the Famous places in France like Eiffel Tower
Impact - This will attract the attention of the passer-by and they will ask the performers about it
Insight – Street performance is one of the common activity in foreign countries that citizens enjoy
Road Show
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
Insight – French people love graffiti. Pictorial representation is vey appealing
Idea – Make graffiti depicting the theme of The Great Indian Fair on the walls to create buzz about the festival. This will generate more reach compared to other activities like street play and print. It will have more lasting value too.
Travel website• Makemytrip,
Goibibo, etc.• On pages of
Package deal
Search Engine• Google
adwords
Travel websites and blogs• Indian travel
tags• Travel
Magazines website
Target Platforms to advertiseTargeted Digital advertisement using the search keywords (city name, holiday, etc.)
Promotion Campaign – Launch and Sustenance PlanGraffiti
2 Year Sustenance PlanLaunch Phase (0-6 months) Development Phase (6-12 months) Sustenance Phase (1-2 years)• Initiate Owned and Paid Media
Campaigns in France.• Road Shows and Viral activities in
France.• Launch all digital and social media
platform and engage customer
• Develop Earned Media Campaigns• Roll out loyalty programs to retain the
customers• Extend to other countries like Uk,
Germany, etc.• Tie-up with Handicraft Association of
India
• Enter into strategic Relationship with Le routard and Digitick.com
• Empower the online forums with online referral program
• Tie-up with France tourism board as well as Indian state tourism
Approach Customer Insights Fest Idea STP Campaign Plan Launch Sustenance
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