Brandwitz Final Round ppt

1. Country - A
Population: 7 crores
Food Production: 10m tons

2. Country - B
Population: 16 crores
Food Production: 35m tons

3. 1972
Population: 7 crores
Food Production: 10m tons
BANGLADESH

4. 2014
Population: 16 crores
Food Production: 35m tons
BANGLADESH

5. 1972 - 2014
During this time:
Population
Growth:
2.3 times
Land available for agriculture has DECREASED by 15%!!!!
Food
Production
Growth:
3.5 times

6. BRANDWITZ ‘14: FINAL ROUND
TEAM SIMPLEX

7. SITUATIONAL
ANALYSIS
PESTEL
ANALYSIS
BRIEF
ANALYSIS
BACKGROUND
ANALYSIS

8. BRIEF
Analysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESS
campaign in regards to this
issue
Due to that fact, we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government,
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

9. BACKGROUND
Analysis
What is Food Adulteration?
It is the act of adding something INFERIOR,
UNNECESSARY or HARMFUL to food.
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

10. BACKGROUND
Analysis
Food Adulteration Criterion:
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

11. BACKGROUND
Analysis
Food Adulteration types:
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

12. BACKGROUND
Analysis
Food Adulteration Impacts:
People suffer from cancer
due to this
3,00,000
1,50,000
People suffer from
diabetes
People suffer from kidney
problems
2,00,000
15,00,000
People face problems
during pregnancy
Loses it’s fertility
LAND
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

13. PESTEL
Analysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

14. PESTEL
Analysis
POLITICAL
• High level of bureaucracy
• Difficult to make policy
changes
• Little or no private
sector involvement
• Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

15. PESTEL
Analysis
ECONOMICAL
• Unfair Pricing
• Dominance of
intermediaries
• Low credit support
• Middle-men are too
integrated in the value
chain
• Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

16. PESTEL
Analysis
SOCIAL
• Most people are aware
already through media
• No alternatives are available
even after awareness is
created
• Consumers play a very
passive role
• Middle-men are not getting
affected directly
• Health and safety issues
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

17. PESTEL
Analysis
TECHNOLOGICAL
• Lack of usage of
scientific methods of
farming
• Inability to adapt and
apply new technology
• No research initiatives
• No easy way to assure
quality
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

18. PESTEL
Analysis
ENVIRONMENTAL
• Imbalanced use of
fertilizers
• Over usage of
pesticides is
problematic
• Carcinogens are
spread
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

19. PESTEL
Analysis
LEGAL
• Laws are easy to bend
• Laws are scraping the
surface only but not
reaching the core
• Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

20. Why Adulteration takes place…
• Demand greater than supply
• Point of parity for farmers and middle-man by lowering
costs of production
• Increased Profit Margin
• Not enough storage facility
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

21. Insight
• Fruit and vegetables are adulterated the most and
that’s why it’s most concerning as they are consumed
raw
• Current rate of contamination:
Mohakhali Public Health Institute: 54%
DCC: 79%
Mobile Court: 98%
• Availability of chemical adulterants is huge!
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

22. Insight
User’s buying preference:
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging/ Labelling and Certification
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Factors affecting buying preference

23. Issues
• Awareness at root level is very low
• Intermediaries are very well integrated into the
value chain and they don’t care about how it
affects the big picture
• Laws and policies are already established
• Long-term viability isn’t an issue
• No outlet to act for aware people
• Adulteration is controlled only on the surface
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

24. KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

25. THE
“BIG”
IDEA!

26. “MAKE THE RIGHT CHOICE!”
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

27. C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education & awareness at the root level is very low
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

28. SEGMENTATION
&
TARGET GROUP

29. SEGMENTATION
GEOGRAPHIC
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Geographic
Urban
Semi urban
Rural
28.4%
71.6%

30. SEGMENTATION
INCOME
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
INCOME
Low (10%)
Consumes 4% of total
consumption
Monthly income is below
10,000
Medium
(80%)
Consumes 69% of total
consumption
Monthly income is between
10,000 – 2,00,000
High (10%)
Consumes 27% of total
consumption
Monthly income is above
2,00,000

31. SEGMENTATION
FROM FARM TO TABLE
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
FARMERS
FARMER’S CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS

32. SEGMENTATION
VALUE CHAIN ACTORS
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Chemical Providers: I DEAL!
• Long term impact completely unknown to them
• All they need to think about is the profit
• Little or no liability, the group that is least blamed and often forgotten

33. SEGMENTATION
VALUE CHAIN ACTORS
Farmers: দিন আদন দিন খাই, এত া দিন্তার সময় নাই
• Profit matters the most
• Often even when they are aware, they have no other option but to
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
adulterate for greater bargaining power
• Alternative ways of farming not known to all; still traditional
• Do not think long term
• Most farmers are still not that well educated
• Little or no understanding of the market forces
• Most often the ones with the least amount of information

34. SEGMENTATION
VALUE CHAIN ACTORS
Co-operative Society: সবাই যেন ভাল খাবারটাই পায়।
• Quality maintenance lies in their hands
• Directly managing the whole collection process
• Timeliness is crucial as they hold goods for delivery in the
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
later stage
• No or little knowledge about the market
• Dictated by intermediaries

35. SEGMENTATION
VALUE CHAIN ACTORS
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Intermediaries: যে আমাতে দে েরতব?
• They have most knowledge about the market
• No or little direct affect on the value addition chain
• Price influencers
• Chemical adulterants ( intentional) most often added
by them
• They bear most of the costs and add most value too

36. SEGMENTATION
VALUE CHAIN ACTORS
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Retailers: আদম য া সুধু দবদি েদর!
• Larges ones concerned about freshness as their
consumers are also concerned. ( Have a reputation to
maintain)
• Smaller ones are larger in number and base everything
on price and economies of scale
• Also greatly dictated by intermediaries

37. SEGMENTATION
CONSUMERS
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
I CARE!
• Basically the homemakers
• Those who are informed
• prefer healthy food
• are into the new “ EAT HEALTHY TREND”
• will more readily opt for organic food even
at a higher price
I WANT THE BEST!
• Bread-earners
• Consists of both those with and without family
• Have hectic lives
• Want value for money
• Contributes most to the household
• Concerned about both personal and family health
I DON’T MIND!
• Domestic help
• PRICE is the sole deciding factor
• Not highly concerned
• Availability matters and not quality
• Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDN’T KNOW!
• Basically the homemakers
• Those who are NOT INFORMED
• Have no knowledge about the side effects of
adulterated food and are more price-sensitive
• However may change buying patterns if informed

38. TARGET GROUP
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Target Group 1
The dealers: Intermediaries and
Retailers
Target Group 2
The uninformed : Lower income
earning groups, mostly in the Rural
category, Consists of the category “I
don’t mind” and “ I Didn’t know
Target Group 3
The Makers: Chemical providers,
farmers, co-op societies,

39. THE
CAMPAIGN

40. THE CAMPAIGN
TAGLINE
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
ভেজাল থামান
জীবন বাাঁচান

41. THE CAMPAIGN
LOGO
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
লাল সবুজ গাছ

42. THE CAMPAIGN
COLOURS
GREEN & RED
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

43. THE CAMPAIGN
AMBASSADOR
Mr. Shaikh Shiraj
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation

44. THE CAMPAIGN
BREAKDOWN
Phase 5: Extension & Action Phase
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Phase 4: Logic Phase
Phase 3: Emotive Phase
Phase 2: Training Phase
Phase 1: Foundation Phase

45. THE CAMPAIGN
PHASE 1: FOUNDATION 6
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
Corporations:
-Make a hotline number for the farmers
(0365)
Trainers:
-Recruit
-Train on GAP, GMP and HACCP
-Design future training program for
farmers
Ambassador:
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush: Our Tagline
Campaign Managers:
-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration:
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers

46. THE CAMPAIGN
PHASE 2: TRAINING 6
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers, This
phase makes them aware.
Speaks to: ‘দিন আনন দিন খাই, এন া দচন্তার সময় নাই’ and
‘সবাই ভেন োল খাবার টাই পায়’
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation

47. THE CAMPAIGN
PHASE 2: TRAINING 9
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline

48. THE CAMPAIGN
PHASE 2: TRAINING 9
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
260 certified
trainers to
train farmers
nationwide
Hands on
training
The NGOs can
have guest
speakers
NGO Offices
will act as a
back track
helpline for
the farmers
in the locality
TRAINING

49. THE CAMPAIGN
PHASE 2: TRAINING 9
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
PROMOTING THE TRAINING
Color-coded Billboards at:
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-Manush

50. THE CAMPAIGN
PHASE 2: TRAINING 9
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible

51. THE CAMPAIGN
PHASE 2: TRAINING 9
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-Manush
Noukar
paal

52. THE CAMPAIGN
PHASE 2: TRAINING 9
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
েৃ দি যসবা - ০৩৬৫
Noukar Paal

53. THE CAMPAIGN
PHASE 3: EMOTIVE 15
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
Emotive Phase (15
months)
Reverse Psychology
(6 months)
Impact
(9 months)

54. THE CAMPAIGN
PHASE 3: EMOTIVE:
REVERSE PSYCHOLOGY
15
Strong messages like দবষ দমশাইলাম ান দি, ওরা মরনল আমার দি?
দবষ ভবচলাম ান দি, ওরা মরনল আমার দি?
Speaks to ‘ ভি আমানি দি িরনব?’ & ‘আদম ভ া খাদল দবদি ই িদর’
and hits their emotional chord
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation

55. THE CAMPAIGN
PHASE 3: EMOTIVE:
REVERSE PSYCHOLOGY
15
Bilboards Radio
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
Posters
Bauls

56. THE CAMPAIGN
PHASE 3: EMOTIVE:
REVERSE PSYCHOLOGY
15
দবি
দমশাইলাম
ান দি?
ওরা মরতল
আমার দি?
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation

57. THE CAMPAIGN
PHASE 3: EMOTIVE:
IMPACT
15
Will talk about Karma, and how exactly adulteration is harming
the society and oneself
Speaks to Farmers, Farmer Co-Ops and Middle Men
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation

58. THE CAMPAIGN
PHASE 3: EMOTIVE:
IMPACT
15
Pothnatoks
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
School
Plays
TVCs
Jatras
Billboards
Radio
Retail
Outlets
Village
Leaders
Hridoy-maati-
o-manush

59. THE CAMPAIGN
PHASE 3: EMOTIVE:
IMPACT
15
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
Community Leaders
• Community Leaders like the religious leaders, Ponchayet leaders,
school masters and such can be made to preach against the use
of additives and harmful chemicals
• They are the most influential and if they say something, the
people will heed

60. THE CAMPAIGN
PHASE 3: EMOTIVE:
IMPACT
15
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
School Play
Scene 1
• Farmer
• Overusing
Pesticides
and Fertilizers
• Land Looses
Fertility
Scene 2
• Middle Man
• Mixing
Adulterants
• Karma hits
• Sadness
Scene 3
• Retailers
• Selling
Adulterated
Food
• Karma Hits
• Sadness
Scene 4
• Consumers
• Bangali Pet
toh, Shoi
Jaabe
• Hospital

61. THE CAMPAIGN
PHASE 3: EMOTIVE:
IMPACT
15
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
School Play
• Kids will tell parents
• Parents who will come to see it will realize the impacts
• 4 fold communication in one
• Future Generation also made aware early on

62. THE CAMPAIGN
PHASE 3: EMOTIVE:
IMPACT
15
In this phase, the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma!
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation

63. THE CAMPAIGN
PHASE 4: LOGIC 6
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
Billboards
& tea stall
fronts
LAW
Posters in
villages
Radio show
Posters in
retail

64. THE CAMPAIGN
PHASE 4: LOGIC 6
দবি দমশাইলাম ান দি? ওরা
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
মরতল আমার দি?
• Posters & Billboards like this
will appeal to both the
farmers and the others
• Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers

65. THE CAMPAIGN
PHASE 4: LOGIC 6
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
সমান। এটি এিটি আইন িণ্ডনীয়
অপরাধ।
• Posters & Billboards like this
will appeal to the middlemen
and the farmers
• Law will act as a deterrent
through this

66. THE CAMPAIGN
PHASE 4: LOGIC 6
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
MONTHS
Challenges & Feasibility Monitoring & Evaluation
ভেজাল যবিতবা না, ভেজাল
দেনতবা না, ভেজাল খাতবা না।
• Posters & Billboards like this
will go up in the retail shops
• Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves

67. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC & Radio
show
Social Media
Integration
Posters in
Retail Outlets

68. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
Billboards & Print Advertisements
আপনার যেি আহার!
ভেজাল থামান, জীবন বাাঁচান।

69. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
Billboards & Print Advertisements
আপনার যেি আহার!
ভেজাল থামান, জীবন বাাঁচান।

70. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
Transparent Branded Plastic bags

71. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
4357 Hotline
• Whistle Blowing Hotline
• 10% are good people, ask for their help
• Engages the consumer, makes them active participants

72. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
4357 Hotline
H
E
L
P

73. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
Faces
• Success Stories and how people dealt with adulteration
will be highlighted
• All 5 Value Chain Actors
• Again engages consumers

74. THE CAMPAIGN
PHASE 5: EXTENSION & ACTION 2
Situational Analysis The BIG Idea! TG & Segmentation The Campaign Synergy & Impact
Analysis
YEARS
Challenges & Feasibility Monitoring & Evaluation
TVC
Basic mentality
of people:
বাঙালীর ভপট, সব
সনয় োয়।
Mother
warns son
Cavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why!

75. SYNERGY
&
IMPACT
ANALYSIS

76. SYNERGY
EMOTION LOGIC
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
MAKE THE RIGHT CHOICE
THROUGH

77. SYNERGY
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
KRISHI Official
Synergy & Impact
Analysis
Retail Agents
Hotline 0365
Challenges & Feasibility Monitoring & Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
4357- Helpline
Impacts of
Adulteration
Hridoye-Maati-o-
manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES

78. IMPACT
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
TG 1 –THE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER

79. IMPACT
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
TG 2 –THE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS

80. IMPACT
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
TG 3 –THE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
& PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS

81. IMPACT
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE

82. IMPACT
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
Training to
Farmers
Noukar Pal Hotline Number
ATL Tools
School Play
Baul
Jatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS

83. IMPACT
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility Monitoring & Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces
new techniques
Hotline Number
Multisectoral
Involvement of
Corporate, Krishi
Officers and NGOs
School Plays
Baul
JatraBaala
Prominent Location
Plastering
Village Leaders
Everyone’s Talking
about this
Helpline Number
Radio Show and
Faces
Facebook
Farmers, Retailers and
Consumers all are aware and
following a set culture: will
effect middle man

84. IMPLEMENTATION
CHALLENGES
&
FEASIBILITY

85. CHALLENGES
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges &
Feasibility
Monitoring & Evaluation

86. FEASIBILITY
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges &
Feasibility
Monitoring & Evaluation
GAANDT CHART

87. FEASIBILITY
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges &
Feasibility
Monitoring & Evaluation
GAANDT CHART

88. FEASIBILITY
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges &
Feasibility
Monitoring & Evaluation
GAANDT CHART

89. FEASIBILITY
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges &
Feasibility
Monitoring & Evaluation
FINANCIALS: CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2,000,000 600,000,000
Diabetes 1500 500,000 750,000,000
Kidney Problems 2000 300,000 600,000,000
Pregnancy Problems 15000 25,000 375,000,000
Food Poisoning 45000 10,000 450,000,000
Total 66,500 2,775,000,000

90. FEASIBILITY
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges &
Feasibility
Monitoring & Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242,019,000
ESTIMATED SOCIAL RETURNS 2,775,000,000
ESTIMATED SROI 22.93

91. MONITORING
&
EVALUATION

92. MONITORING & EVALUATION
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility
Monitoring &
Evaluation
Match them to
the goals
Calculate the
Impact after
every Phase
Calculate the
level of
Awareness after
every Phase
Random
sampling and
distribution
Pre and Post
testing, level of
adulterants used in
the market

93. MONITORING & EVALUATION
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility
Monitoring &
Evaluation
Phase 1
TESTING:
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals & achieving them

94. MONITORING & EVALUATION
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility
Monitoring &
Evaluation
Phase 2
FOR GREATER AWARENESS:
• More aggressive usage of billboards
• Miking will be targeted towards the most rural
regions too
• Promote hotline number in areas of high agro-base
concentration
FOR GREATER IMPACT:
• Have locals who are successful spread the
word
• Those who have proven to be “model trainees”
can better interact and make it more
acceptable

95. MONITORING & EVALUATION
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility
Monitoring &
Evaluation
Phase 3
FOR GREATER AWARENESS:
• More aggressive usage of billboards, Posters
and other ATL tools
• Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT:
• Have those who can “relate” with the Karma
Campaign as spokespeople
• Identify locations where most people are
gathering and concentrate Baul, jatra etc in
the vicinity

96. MONITORING & EVALUATION
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility
Monitoring &
Evaluation
Phase 4
FOR GREATER AWARENESS:
• More aggressive usage of billboards, Posters
and other ATL tools
• Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT:
• Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
• Promote the success stories of Whistle-blowing

97. MONITORING & EVALUATION
Situational Analysis The BIG Idea! TG & Segmentation The Campaign
Synergy & Impact
Analysis
Challenges & Feasibility
Monitoring &
Evaluation
Phase 5
FOR GREATER AWARENESS:
• More aggressive usage of billboards, Posters
and other ATL tools
• Release the Momtaz jingle when the awareness
is dying down!
FOR GREATER IMPACT:
• Show stories of those who have used the
helpline and his/her rewarding experience
• Success stories broadcasted with greater
frequency.
• Concentrate plastic bags availability in areas
with greater populace

98. RECOMMENDATIONS
• A ‘cool’ supply chain- Cold Storage from farm
to table, so need to adulteration will decrease
• Increase the minimum buying price for non-adulterated
produce: acts as an incentive to
farmers and intermediaries
• Make sure mobile courts check at every stage
of the value chain and not just the end
• Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
• Using Corporate Distribution Channels
through CSR

99. TAKEAWAYS!
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education & awareness at the root level is high

100. THANK YOU!
WE WELCOME ANY & ALL QUESTIONS!