Integrated marketing campaign<br />Female foeticide & infanticide<br />GROUP 10<br />
We didn’t realize that<br />It is true that<br />INSIGHT: <br />Parents love their children but give in to pressure from t...
Behavioral Flow<br />Long term campaign to change societal thinking and remove bias towards against girl child <br />Same ...
STAKEHOLDERS<br />Woman in the reproductive age group - <br />Doctors<br />Her husband<br />Radiologists<br />Couple’s par...
STAKEHOLDERS<br />Not our Focus for Media Campaign<br /><ul><li>While doctors who supply sex selection technology and serv...
Medical community can be reached through alternative forms of advocacy and monitoring by professional associations such as...
STAKEHOLDERS<br />Our Focus of campaign<br />Three broad factors for sex selection:<br /><ul><li>Son preference
 Decline in fertility
 Availability of technology</li></ul>Who decides?<br />Decisions around pregnancy and abortion are taken not by the<br />w...
TARGET GROUP<br />Primary Target Audience<br />Woman in the reproductive age group<br />PROFILE OF A HIGH RISK SEX<br />SE...
SEC A, B, C
Has one-two children (probably daughters)
 Live in a joint family</li></ul>ADDITIONAL CHARACTERISTICS<br /><ul><li>Housewife i.e. not working outside the home
Regular media exposure through television (less radio and print)
Little autonomy</li></ul>Her husband<br />“ Bearing sons enhances our value within the family, ensures better treatment, a...
MEDIA BRIEF<br /><ul><li>What is the obvious truth your brand should own?</li></ul>Parents love their children but give in...
NANHI PARI - MISSION<br />Value. Life. Opportunity.<br />For the      Girl-Child.<br />We provide a platform to bring abou...
WHAT, TO WHOM?<br />MOTHERS<br />Motivate to stand up for themselves and their child; Impact on mind and body<br />FATHERS...
NANHI PARI - MESSAGE<br />“ Fill knowledge gap and unravel and challenge social attitude by employing messages depicting m...
NANHI PARI - MEDIA<br />PHASE - 1<br />Teaser campaign to generate curiosity<br />Coverage across entire Mumbai City via<b...
NANHI PARI - MEDIA<br />PHASE - 2<br />Launch of the “NanhiPari” campaign<br />Airing of TV ads across all major channels*...
NANHI PARI - MEDIA<br />PHASE - 3<br />Taking the campaign online (SMS/social media); Create a platform for connecting peo...
Campaign Roll-out<br />Campaign run-time: 5 months<br />Depending on success; launch in other areas. Also, have pulsing ca...
NANHI PARI - MONEY<br />CAMPAIGN BUDGET – 10 CRORES<br />
NANHI PARI - METRICS<br />LONG TERM SUCCESS<br />Increase in Sex Ratio – Census 2021 and drop in sex selection trend<br />...
Teasers<br />
Upcoming SlideShare
Loading in …5
×

Spjimr imc ffi_group 10

718 views

Published on

'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

  • Be the first to comment

Spjimr imc ffi_group 10

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

×