country promotion and image building process
DESCRIPTION
Country Promotion and Image Building Process. Training Programme on Commercial and Economic Diplomacy 22 August 2007 Gautam Mahajan Inter-Link Services Pvt. Ltd K185 Sarai Jullena, New Delhi 110065 [email protected]. The Process. Who is the Customer What do Customers Want - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/1.jpg)
Country Promotion and Image Building Process
Training Programme on Commercial and Economic Diplomacy
22 August 2007
Gautam MahajanInter-Link Services Pvt. Ltd
K185 Sarai Jullena, New Delhi [email protected]
![Page 2: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/2.jpg)
The Process
• Who is the Customer• What do Customers Want• Creating value for the Customer and• Thereby, building image of country
– Value– Brand
Image/Brand/Value are perceptions
![Page 3: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/3.jpg)
Target Audience
• Who is your Customer?
![Page 4: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/4.jpg)
Target Audience
• Who is your Customer?– Countries– Lending Banks– Organizations– Companies– Individuals
![Page 5: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/5.jpg)
Organization Structure
![Page 6: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/6.jpg)
![Page 7: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/7.jpg)
Needs of Target Audience
• Waterfall of Needs• Attribute Tree• Value Map
![Page 8: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/8.jpg)
When is help Needed?
• Not thinking of India• Thinking of India• Entering India• Project Implementation• During project lifetime
Evolving Process: Needed within India and Outside
![Page 9: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/9.jpg)
What do the Targets Want?
• Information• Help• Resolution of Issues
![Page 10: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/10.jpg)
Information
• General or generic– Call centres– Web sites– Books/presentations– Media
• Specific– Where information can be obtained
![Page 11: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/11.jpg)
Help
• Help Desks– Including where to go– What to do– Build resource companies
• Example: Go to ……..
![Page 12: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/12.jpg)
Resolutions of Issues
• Tax• Legal• Visa
![Page 13: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/13.jpg)
Image
• First Impressions• Easy to find and reach• First point of contact
– Knowledgeable– Helpful– Prompt– Keep promises
• Call Back– Build a relationship
![Page 14: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/14.jpg)
What Do Customers Want?
• Accessibility
• Responsiveness
• KnowledgeablePeople
• Promptness
• Promises Kept
• Kept Informed
• Follow Up
• No Surprises
• Do It Right
A Relationship
![Page 15: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/15.jpg)
What has Changed
• 2-3 years ago vs. Today
• Problems remain the same• Perception has changed
WHY? HOW?
![Page 16: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/16.jpg)
Image
• Time is of Essence• What do investors want?
– Can they make money– Examples
• Positive• Helpful • Progressive• Issues of negative image
![Page 17: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/17.jpg)
Competitive World
• Good touches and information – Often first point of contact– First impression of Country– Investment in India increases company’s
exports• Build the positives• Blunt the Negatives
![Page 18: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/18.jpg)
Blunt the Negatives• Swadeshi• Slow• Pedantic• Bureaucracy n red tape• Infrastructure• political uncertainties• Non tariff barriers• Not trustworthy• Quality issues
• Tarriffs• Sanctimonius• MNC product bashing• Communal tensions• Slow reforms• Bloated Gov’t spending• Corruption
![Page 19: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/19.jpg)
• Defuse current happenings…terrorism, Indians in bombing, Dabhol. Slow, bureaucratic, red tapeInvite to visit, reference sites
• Take them to – GE medical R&D lab in Bangalore– HP centre that builds cutting-edge telecommunication
software – ISRO (Indian Space Research Organisation), HAL– IITs, Infosys etc. etc.Show them once, show them again and when they've
seen it all, show it to them again.
Show them, Wow them!
![Page 20: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/20.jpg)
Promotion
• Brand Ambassadors– Bill Gates, Larry Ellison, Jeff Inmelt, Craig
Barrett Build local Ambassadors, small and big
• Local businessmen• Start Friends of India• Bankers
• Could be in India• Newsletters
![Page 21: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/21.jpg)
Whom to Target
• Newspapers– Plant articles
• PR Firms• Opinion Leaders
– Colleges– Companies– Etc.
• Indian NRIs and Leaders
![Page 22: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/22.jpg)
Get People to Visit• Promote
– Business Tourism– Medical Tourism– Educators– Students– Sports– Opinion Makers– People to People contact
• India Investments abroad– Indian investors, Mittal, Corus– TIE
![Page 23: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/23.jpg)
Brand• Image is what represents India or what people think is
India• Brand is like a mark, a symbol, an identity
– Is brand important, or is image?– The country name is the brand
• Brand image? Country image? Country identity• Brand/Country equity
– Emotional Value– Reputation
What impacts Brand? How strong is a brand
![Page 24: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/24.jpg)
What Impacts Brand India
• Indians (businessmen included) must be positive about India
• Those who deal with India• Country products, product brands • Central Message
– India on the Roll– Ignore India at Your own Peril
• Complete campaign of all concerned– Image building
![Page 25: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/25.jpg)
What Impacts brand?• Indians themselves• Bureaucrats/Cosular and Commercial services• Involvement
– Former Ambassadors– Former Commercial Attaches– India Lovers– Tourism– Networking
• Sell India – Americans never learnt to sell themselves– Conferences, Trade Fairs/ Buyer Seller Meets– Success stories
• Bilateral Chambers of Commerce– American Chamber– Indo American Camber of Commerce– In USA fragmented
![Page 26: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/26.jpg)
Brand =
• Trust• Image?• Experience• Bazaar Buzz• Association with
![Page 27: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/27.jpg)
![Page 28: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/28.jpg)
What you can Do
• You and your people should project India’s Image
• Change– Attitude
• Be accessible, knowledgeable, helpful, reliable and positive
![Page 29: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/29.jpg)
What you can Do
• What you can do– People
• Friendly• Helpful• Non bureaucratic• Proactive• Knowledgeable
– Visa– Promotion
![Page 30: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/30.jpg)
Just do things right
• Project a good image• Be available and friendly (including your
staff)• Answer queries and mail• Don’t forget you are India’s Ambassadors• Streamline your processes• And be helpful to other potential
Ambassadors
![Page 31: Country Promotion and Image Building Process](https://reader036.vdocuments.net/reader036/viewer/2022070503/56815659550346895dc40001/html5/thumbnails/31.jpg)
Just Do Things Right
• Learn to say No, positively