Uncommon sense - Corporate Campaigns

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Published on March 3, 2014

Author: soumilisha

Source: slideshare.net

GROUP- E Uncommon Sense(Adding Kshatriya Values To Marico) Marico Presented by- Sekhar Pratim Kakoty Soumilisha Sinha Sumit Jaiswal

Q1) Recently FMCG companies have started promoting their ‘Company Brand’. Why? Share examples of other FMCG companies that have done Corporate Campaigns, recently? • Increase customer loyalty • Awareness • Increase sales

P&G Corporate Campaign • The FMCG power-house has launched its campaign leading up to the London 2012 Olympics declaring it to be 'Proud sponsor of mums’ • Timed to coincide with Mother's Day • Plays on the idea that mums are often in the background - 'never the focus but always there’ • The comparison it is trying to draw : Consumers rely on P&G products, even if they do not know it

Coca Cola Campaign • ‘Share a Coke’ campaign – an invitation for consumers to share a can of Coke with someone they know, or want to know. • Printing people’s names on millions of bottles • Designed to encourage Aussies to connect with each other

Britannia Corporate Campaign • 'Zindagi mein Life', the campaign intends to reflect the ethos of the company • Focuses on how Britannia is much more than a biscuit maker • Strengthen Britannia's positioning and take forward their ‘eating healthy, thinking better’ campaign

Q2) For ‘Uncommon Sense’ to be credible, it must go beyond just an advertising campaign. Comment and explain. • • • • • • Street Plays. Campus Acts. Associate with social cause. PR Activities. Sponsorship Program. HR policies.

Q3) Can you find out if/how the ‘Uncommon Sense’ mindset is reflected in the product-brand campaigns of Marico? • • • • • • Values Freedom Empowerment Out of the box thinking Adding momentum to the brand image Giving importance to winning and heroism Value with direction

Q4) What internal communication activities should Marico do to build the ‘Uncommon Sense’ culture? •Employee Training Programs. •Electronic- Email, Dvd, Newsletters, Podcasts, blogs, wikis,. •Print- Company magazines, brochures, post cards, desk drops, posters. •Face-to-Face- Meetings, Briefings, Conference. •Work-Space- Notice boards, Plasma and LCD screens.

Q5)Present examples of other brand campaigns that reflect the shift from ‘Brahminical to Kshatriya’ values in today’s India and explain How? EXAMPLE -1 • Mercedes Benz plan to offer cars on lease basis.

• Example-2 • Change of Santoor from traditional women to modern independent women.

• Example 3 Dabur Honey - The Sugar Replacement Making you fit, active, and glowing.

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