Incredible India SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 4743
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SWOT Analysis of Incredible India with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Incredible India

Parent Company

Tourism Ministry of India

Category

Branding Campaigns

Sector

Tourism and Hospitality

Tagline/ Slogan

India! Incredible India!

USP

The first comprehensive attempt of the Indian Tourism Ministry to internationally brand India as a tourist destination

STP

Segment

High-end tourists

Target Group

Average and high-end tourists from various parts of the world

Positioning

It presents India as a tourist destination that is full of surprises

SWOT Analysis

Strengths

1. The campaign highlights not only the tourist places in India, but also its cultural and historical heritage
2. The campaign managed to make a powerful visual impact on the viewers.
3. The campaign was featured sufficiently through print and TV media and hence had a good reach
4. The Incredible India campaign along with the complementary campaign of “AtithiDevoBhava” managed to gain popularity

Weaknesses

1. Some critics believed that the campaign was meant to appeal only to the affluent tourist and could not appeal to the average tourist.
2. The campaign was found to be uni-dimensional by some people.
3. Since India is a geographically and culturally diverse country, the campaign could not manage to cover all the aspects

Opportunities

1.The tourism industry is India is flourishing at a rapid rate and the Incredible India campaign has a lot of potential to attract tourists.
2. Government spendings on the tourism industry are increasing gradually.
3. A wider campaign can be planned leveraging the diversity in India.

Threats

1. Every campaign has its shelf life and so does the Incredible India campaign.
2. If the campaign fails to innovate it will lose its appeal.
3. The neighbouring South-East Asian countries are investing a lot in the tourism industry which can be a threat.

Competition

Competitors

1. Malaysia Truly Asia Campaign
2.Your Singapore Campaign
3. Dubai Tourism Campaign



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