PETA's current marketing strategy focuses on shock advertising, but this is becoming less effective and invites more criticism than support. The document proposes a new inclusive strategy focusing on positive messaging to attract different audience groups like "passion groups", "pseudo players", and "prosumers". The strategy involves using both new media like social networks and traditional media to create awareness, form online communities, organize local events, and promote PETA's causes in a thoughtful way. The goal is to make PETA's brand and messaging more motivating and supportive of its animal welfare goals.

1. Rebranding Strategy Submitted by Ujjwal Khullar(82) Lavanya Mandal (77) SIMC 2010

15. Disruptive Idea

17. STRATEGY

22. Tactics

23. New Media: Tactics for Social Networking sites

29. ACTION

32. The overall result… Ads