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Country Promotion and Image Building Process

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 mahajan@interlinkindia.net. The Process. Who is the Customer What do Customers Want

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Country Promotion and Image Building Process

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  1. 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 mahajan@interlinkindia.net

  2. 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

  3. Target Audience • Who is your Customer?

  4. Target Audience • Who is your Customer? • Countries • Lending Banks • Organizations • Companies • Individuals

  5. Organization Structure

  6. Needs of Target Audience • Waterfall of Needs • Attribute Tree • Value Map

  7. 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

  8. What do the Targets Want? • Information • Help • Resolution of Issues

  9. Information • General or generic • Call centres • Web sites • Books/presentations • Media • Specific • Where information can be obtained

  10. Help • Help Desks • Including where to go • What to do • Build resource companies • Example: Go to ……..

  11. Resolutions of Issues • Tax • Legal • Visa

  12. Image • First Impressions • Easy to find and reach • First point of contact • Knowledgeable • Helpful • Prompt • Keep promises • Call Back • Build a relationship

  13. What Do Customers Want? A Relationship • Accessibility • Responsiveness • KnowledgeablePeople • Promptness • Promises Kept • Kept Informed • Follow Up • No Surprises • Do It Right

  14. What has Changed • 2-3 years ago vs. Today • Problems remain the same • Perception has changed WHY? HOW?

  15. Image • Time is of Essence • What do investors want? • Can they make money • Examples • Positive • Helpful • Progressive • Issues of negative image

  16. 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

  17. 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 Blunt the Negatives

  18. Show them, Wow them! • 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.

  19. Promotion • Brand Ambassadors • Bill Gates, Larry Ellison, Jeff Inmelt, Craig BarrettBuild local Ambassadors, small and big • Local businessmen • Start Friends of India • Bankers • Could be in India • Newsletters

  20. Whom to Target • Newspapers • Plant articles • PR Firms • Opinion Leaders • Colleges • Companies • Etc. • Indian NRIs and Leaders

  21. 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

  22. 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

  23. 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

  24. 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

  25. Brand = • Trust • Image? • Experience • Bazaar Buzz • Association with

  26. What you can Do • You and your people should project India’s Image • Change • Attitude • Be accessible, knowledgeable, helpful, reliable and positive

  27. What you can Do • What you can do • People • Friendly • Helpful • Non bureaucratic • Proactive • Knowledgeable • Visa • Promotion

  28. 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

  29. Just Do Things Right • Learn to say No, positively

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