2. 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
• Build Trust
3. 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
4. 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
5. 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
6. 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.
7. 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
8. 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.
9. 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.
10. • Example-2
• Change of Santoor from traditional women to
modern independent women.
11. • Example 3
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