Marketing India: At the time of Crisis

Last Updated at: May 29, 2020
489
Staying ‘strong’ during a crisis situation as big as the COVID-19 is quite a challenge for brands. The businesses should redesign their marketing strategies to add value to the customers’ lives. Their marketing mix should project that they are with the customers at the time of distress. 

 

While the globe passes the bucks on one another for starting the COVID -19 (Wuhan CoronaVirus), I see India’s playing a significant role in fighting against COVID-19. Yes, it’s time to get the full world together with non-delay including China, Italy, Iran, Europe, US, etc. under one roof and sketch the attempt to contain this pandemic. Keep humanity above everything at this point of time.

India did amazing work by organizing the SAARC group discussion within 48 hrs. The primary step went well, but what now! It’s time for us to take a large step at the world stage and lead it from the front. Let all the actions taken by our country talk about the volume of how together we will be and that we will contain it with minimum causality across the globe.

It is a chance for marketing India at the highest level!

Marketing India Despite the success of its IT services industry in global markets, it hasn’t been done properly so far. India has an image of a humble, exciting, challenging but dirty and unsafe country for most of the people around the world. India is perceived un-favourably on some dimensions by prospective customers. The principal shortcomings are perceptions of security risks, the unreliability of Indian suppliers generally (other than IT perhaps), and lack of sound infrastructure (despite significant improvements in telecom recently). Sources of information that investors and foreign business executives usually rely on do not convey a favourable impression of India.

Also, India has to move faster from its present image of merely ‘low cost’ to become strong on other important dimensions of customer satisfaction like quality and innovation. While several agencies are working to market India, their efforts aren’t coordinated. As a result, different images of India are projected and the fragmentation of resources across various initiatives results in limited impact. Recognizing this weakness, the Ministry of Commerce created the India Brand Equity Fund (IBEF).

Several actions are required to develop India’s image as a reliable and risk-free source for valuable services. These are:

  • Define a robust positioning of the India Inc. brand, for example:
  • Talented resource pool, easy scalability can give complete solutions
  • Service culture, value-for-money destination
  • Attractive, safe, and friendly tourist destination.
  •  Improve coordination between the government and industry associations (NASSCOM, CII, etc.) and between several government ministries (tourism, external affairs, Commerce & industry): Send a stronger message
  • Hire an expert PR agency to make sure that the perception of India equals reality
  • Identify champions within the administration in key countries such as the U.S. and U.K. to support India
  • Specific marketing campaigns need to be thought through and rolled out.
  • Use the India Brand Equity Fund more effectively to coordinate and energies the marketing of India

Marketing India at the time of crisis, at the time when the world’s economy is shaken, when the biggest pandemic is about to kill many is to me is the right time to lead from the front. As we neither have an abundance of monies nor the best of technologies to market India when everything is going fine around the world. Let’s follow what Mahatma Gandhi said once “In a gentle way, you can shake the world”. 

Marketing India at this time is more important than marketing India any other time. 

 

Written by Abhishek Singh, Vice President – Marketing, Vakilsearch

 

An innovative and strategic leader, holding 12+ years of experience in building brands from scratch. Diligent and dexterous in handling both marketing and communications. Focused on running successful campaigns, achieving excellence in accountability, providing a huge amount of traffic and leads. A voracious reader, having the ability to interact on international affairs.

0

Marketing India: At the time of Crisis

489
Staying ‘strong’ during a crisis situation as big as the COVID-19 is quite a challenge for brands. The businesses should redesign their marketing strategies to add value to the customers’ lives. Their marketing mix should project that they are with the customers at the time of distress. 

 

While the globe passes the bucks on one another for starting the COVID -19 (Wuhan CoronaVirus), I see India’s playing a significant role in fighting against COVID-19. Yes, it’s time to get the full world together with non-delay including China, Italy, Iran, Europe, US, etc. under one roof and sketch the attempt to contain this pandemic. Keep humanity above everything at this point of time.

India did amazing work by organizing the SAARC group discussion within 48 hrs. The primary step went well, but what now! It’s time for us to take a large step at the world stage and lead it from the front. Let all the actions taken by our country talk about the volume of how together we will be and that we will contain it with minimum causality across the globe.

It is a chance for marketing India at the highest level!

Marketing India Despite the success of its IT services industry in global markets, it hasn’t been done properly so far. India has an image of a humble, exciting, challenging but dirty and unsafe country for most of the people around the world. India is perceived un-favourably on some dimensions by prospective customers. The principal shortcomings are perceptions of security risks, the unreliability of Indian suppliers generally (other than IT perhaps), and lack of sound infrastructure (despite significant improvements in telecom recently). Sources of information that investors and foreign business executives usually rely on do not convey a favourable impression of India.

Also, India has to move faster from its present image of merely ‘low cost’ to become strong on other important dimensions of customer satisfaction like quality and innovation. While several agencies are working to market India, their efforts aren’t coordinated. As a result, different images of India are projected and the fragmentation of resources across various initiatives results in limited impact. Recognizing this weakness, the Ministry of Commerce created the India Brand Equity Fund (IBEF).

Several actions are required to develop India’s image as a reliable and risk-free source for valuable services. These are:

  • Define a robust positioning of the India Inc. brand, for example:
  • Talented resource pool, easy scalability can give complete solutions
  • Service culture, value-for-money destination
  • Attractive, safe, and friendly tourist destination.
  •  Improve coordination between the government and industry associations (NASSCOM, CII, etc.) and between several government ministries (tourism, external affairs, Commerce & industry): Send a stronger message
  • Hire an expert PR agency to make sure that the perception of India equals reality
  • Identify champions within the administration in key countries such as the U.S. and U.K. to support India
  • Specific marketing campaigns need to be thought through and rolled out.
  • Use the India Brand Equity Fund more effectively to coordinate and energies the marketing of India

Marketing India at the time of crisis, at the time when the world’s economy is shaken, when the biggest pandemic is about to kill many is to me is the right time to lead from the front. As we neither have an abundance of monies nor the best of technologies to market India when everything is going fine around the world. Let’s follow what Mahatma Gandhi said once “In a gentle way, you can shake the world”. 

Marketing India at this time is more important than marketing India any other time. 

 

Written by Abhishek Singh, Vice President – Marketing, Vakilsearch

 

An innovative and strategic leader, holding 12+ years of experience in building brands from scratch. Diligent and dexterous in handling both marketing and communications. Focused on running successful campaigns, achieving excellence in accountability, providing a huge amount of traffic and leads. A voracious reader, having the ability to interact on international affairs.

0

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