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Spjimr imc ffi_group 10

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'Save the Girl Child' Integrated Marketing Campaign prepared by Academic Group 10 of the Marketing Management Class of 2012, SP Jain Institute of Management and Research

'Save the Girl Child' Integrated Marketing Campaign prepared by Academic Group 10 of the Marketing Management Class of 2012, SP Jain Institute of Management and Research

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  • Housewife i.e. not working outside the homeRegular media exposure through television (less radio and print)Little autonomy
  • for the e-metrics part, include downloads of our viral mktg video/ no. of shares on fb / recommended to friends

Transcript

  • 1. Integrated marketing campaign
    Female foeticide & infanticide
    GROUP 10
  • 2.
  • 3. We didn’t realize that
    It is true that
    INSIGHT:
    Parents love their children but give in to pressure from their parents and society
    Girl child is perceived as a burden in terms of finance and its an honour to have a boy child.
    Parents love their children irrespective of sex and elders and society are the initiators of such practice
    We didn’t know
    Urban India has a higher rate of infanticide/ foeticide. The pressure is higher if parents already have a girl child
  • 4. Behavioral Flow
    Long term campaign to change societal thinking and remove bias towards against girl child
    Same societal values imbibed in child as she grows up
    Child married off and thinks that she should deliver a male child to please in-laws
    Family ill-treats both mother and child
    Mother Chooses to have girl child
    Mother develops subservient attitude
    Short term to instill courage in couple to counter pressure
  • 5. STAKEHOLDERS
    Woman in the reproductive age group -
    Doctors
    Her husband
    Radiologists
    Couple’s parents, predominantly in-laws of woman
  • 6. STAKEHOLDERS
    Not our Focus for Media Campaign
    • While doctors who supply sex selection technology and services do need to be stopped, it is not feasible to target them exclusively through mass media
    • 7. Medical community can be reached through alternative forms of advocacy and monitoring by professional associations such as the Indian Medical Association and the Federation of Obstetrics and Gynecological Societies of India
    Woman in the reproductive age group
    Doctors
    Her husband
    Radiologists
    Couple’s parents, predominantly in-laws of woman
  • 8. STAKEHOLDERS
    Our Focus of campaign
    Three broad factors for sex selection:
    • Son preference
    • 9. Decline in fertility
    • 10. Availability of technology
    Who decides?
    Decisions around pregnancy and abortion are taken not by the
    woman alone, but by the family, or by the woman along with her husband
    Woman in the reproductive age group
    Doctors
    Her husband
    Radiologists
    Couple’s parents, predominantly in-laws of woman
  • 11. TARGET GROUP
    Primary Target Audience
    Woman in the reproductive age group
    PROFILE OF A HIGH RISK SEX
    SELECTION SEEKER
    • Aged 20-30 years
    • 12. SEC A, B, C
    • 13. Has one-two children (probably daughters)
    • 14. Live in a joint family
    ADDITIONAL CHARACTERISTICS
    • Housewife i.e. not working outside the home
    • 15. Regular media exposure through television (less radio and print)
    • 16. Little autonomy
    Her husband
    “ Bearing sons enhances our value within the family, ensures better treatment, and vastly improves our power and bargaining position. Giving birth to a daughter on the other hand, is often an invitation to abuse and ridicule and threats of divorce and desertion”
    Secondary Target Audience
    "A girl always has to be taken care of. We have to see whom she is talking to,
    where she is going because one mistake can ruin the family reputation."
    Couple’s parents, predominantly in-laws of woman
  • 17. MEDIA BRIEF
    • What is the obvious truth your brand should own?
    Parents love their children but give in to pressure from their parents and society
    • Therefore what business are you really in?
    Spreading the joy of giving birth to girl children
    • At whom the communication is aimed at?
    Urban Young Couples of age 20 to 30
    • Three adjectives that describe your brand
    Transformational, positive, knowledgable
    • Communication idea that the consumer will want to champion
    A happy little girl child in the form of an angel (NanhiPari ) which endows parents with love happiness and joy
  • 18. NANHI PARI - MISSION
    Value. Life. Opportunity.
    For the Girl-Child.
    We provide a platform to bring about a mindset revolution in the citizens of Mumbai to eliminate female infanticide and sex determination foeticide and come forward to contribute towards the cause.
    We aim to significantly impact the "tipping point" that moves the people of Mumbai from a cultural ethos that views females as a liability to one that values their God-given worth. 
  • 19. WHAT, TO WHOM?
    MOTHERS
    Motivate to stand up for themselves and their child; Impact on mind and body
    FATHERS
    Help overcome fear of safety and chastity of a girl child
    GOVT. & LAW
    Govt. Policies: Education, Food, Jobs, health
    Anti Sex-selection and Abortion laws
    Health issues to mother
  • 20. NANHI PARI - MESSAGE
    “ Fill knowledge gap and unravel and challenge social attitude by employing messages depicting modern possibilities for women with stress on base values”
    THE IDEA: A happy little girl child in the form of an angel which endows parents with love happiness and joy. Through this campaign we want to use the inherent joy/happiness/ of having a girl child as a motivator. The concept of guilt and fear support the main proposition
  • 21. NANHI PARI - MEDIA
    PHASE - 1
    Teaser campaign to generate curiosity
    Coverage across entire Mumbai City via
    Newspapers(front page), Hoardings, Local trains & buses,
    Building Wraps, Television, Radio
    OBJECTIVE
    Arouse curiosity and get attention for the campaign that follows.
    Pique interest so that people want more information later.
    To bring about a “domino” effect by making people talk about the teaser campaign.
    Introduce the character of “Pari” and make her the talk of the town.
  • 22. NANHI PARI - MEDIA
    PHASE - 2
    Launch of the “NanhiPari” campaign
    Airing of TV ads across all major channels* and coverage of the campaign via all major medias
    OBJECTIVE
    To blur the lines between ‘tradition’ and ‘modern’ such that positive behavioural attributes of empowered modern women do not lead to a fear of greater vulgarity, sexual promiscuity, loss of chastity, loss of tradition and loss of family honour.
    To take on board the fears generated in the mind of a parent.
    To encourage and affirm the quest for greater gender equality.
    To re-direct the ‘look good, feel good’ factor towards more health driven and reproductive rights messaging that strengthens these progressive desires among young women.
    * TV programs with the highest reach and TVR have been selected.
  • 23. NANHI PARI - MEDIA
    PHASE - 3
    Taking the campaign online (SMS/social media); Create a platform for connecting people to join in for the cause
    Dedicated “NanhiPari” micro-site; a page for user generated content
    Merchandising of various products related to women, children
    OBJECTIVE
    To create a Nation wide movement/ uprising to fight for the cause
    To involve as many people as possible to pledge their support towards the cause
    Create forum to act as a conduit between families/people having girl child to soothe the fear of prospective parents
  • 24. Campaign Roll-out
    Campaign run-time: 5 months
    Depending on success; launch in other areas. Also, have pulsing campaigns on events like children’s day, mother’s day
  • 25. NANHI PARI - MONEY
    CAMPAIGN BUDGET – 10 CRORES
  • 26. NANHI PARI - METRICS
    LONG TERM SUCCESS
    Increase in Sex Ratio – Census 2021 and drop in sex selection trend
    SHORT TERM
    E-MEDIUM
    Number of Unique Visitors
    Clicks through Internet Ads
    Impressions
    Number of Likes and Share
    Number of Enquiries
    Downloads of viral mktg video
    Sales of Merchandise
    Donations for campaign
    Number of Adoption of Girl Child
    TRP/GRP of Ads
    MEDIUM TERM
    Number of people pledging to be part of this transformation
  • 27. Teasers
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. What is Jawaharlal Nehru’s
    son’s name?
    Don’t neglect the girl child
  • 34. Viral marketing campaign
  • 35. TVC Storyboard
  • 36. THANK YOU
    ITS NOT A TRANSITION,
    ITS ABOUT LEADING A TRANSFORMATION
    GROUP 10