The 'Incredible India' Campaign: Marketing India to the World
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG122 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
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| Case Length |
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24 Pages |
| Period |
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2002 - 2006 |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Organization |
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Ministry of Tourism, India |
| Industry |
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Tourism |
| Countries |
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India |
Abstract:
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The 'Incredible India' campaign, launched in 2002, was a major initiative by the Government of India, to promote India as a tourist destination.
The case discusses various aspects of the campaign. It also gives a brief account of the impact of the campaign on the Indian tourism industry.
It describes some of the criticisms against the campaign, and elaborates on the opportunities and challenges for tourism in the country.
The case ends with a discussion on the future prospects of the tourism industry in India.
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Issues:
• Gain an understanding of marketing communication campaigns and their components.
• Gain insights into the factors that contribute to the success of a communication campaign.
• Appreciate the complexities of tourism marketing.
• Understand the unique challenges in conducting a worldwide campaign to promote a country as a tourist destination, particularly with regard to the number and variety of stakeholders involved, and their possible responses.
• Understand the current status of the Indian tourism industry and to analyze its future prospects.
Contents:
Keywords:
Tourism, Communication campaign, Tourists, Online Campaign, Ministry of Tourism, Infrastructure, Domestic Tourism, Tour operators, Advertising, Tourist receipts, India, Media, Taj Mahal
The 'Incredible India' Campaign: Marketing India to the World
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