mica_the great indian fair

Goa br

ings y

ou

Flea M

arket

The Great IndianFair

Team NutcrackersCampus: IIMB, MICAName Contact Email Contact

Zeenat Khan

[email protected] 8238182888

Rohit Jaiswal

[email protected]

7676990235

Sukhada Dhone

[email protected]

8884111657

The Great Indian Fair

mailto:[email protected]





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


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%


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


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


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.


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.


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


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


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

Print


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


mica_the great indian fair

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