jaago re case study (final)
TRANSCRIPT
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B Y -
N A L I N I S H A R M A
V A N D A N A C H A U H A N
S H E E N A K H A N U J A
M A N I S H A S O N I
A R N A B B A I S H Y A
A J AY S I N G H
P R A V E S H R A J P A L
Tata Tea..JAAGO RE
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Elections in India
Densely populated
Low literacy
Democratic country with less voters
Ratio of youth is more
Governed by peoples representation act
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Polling concepts
No idea 74%
Read or heardabout this
26%
LOK SABHA ELECTION 1996
Read orHeard
About This29%
No Idea71%
LOK SABHA ELECTION 1999
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Awarness Of Opnion Polls Were Confined To
Urban Areas
43
21
Read Or Heard In Urban area Read Or Heard In Rural area
LOK SABHA ELECTION
1996
42
26
Read Or Heard In Urban area Read Or Heard In Rural area
LOK SABHA ELECTION
1999
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NGO-Janaagraha
Started in dec-2001 by Ramesh and Swati
Ramanathan
Supported by 200 volunteers
AIM: Improve quality of life
Systems approach was not powerful
Joined hands with partners such as TATA ,Yahooloksatta and pria.
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Partners with Janaagrah
TATA
Tata tea-the brand leader.
Objective-A platform to motivate youth.
Initiative named as jaago re! one billion vote
Transform product- a medium of social awakening
Market leader in terms of value & volume
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Lok Satta
Indias leading civil society initiative for politicalreforms.
Covered public disclosure law & the right to
information act.
Similar experience- vote India, Vote Police,
Vote Maharashtra.
YAHOO! INDIA
Leading internet portal.
Provides marketing solutions.
Fulfills online needs.
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PRIA
Stressed on forming a democratic society.
Encourages people to plan and implement
their development ideas.Direct reach to local areas.
Huge involvement in the social issues.
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Branding strategy
Social cause marketing through partners
Eminent partner- TATA tea.
Product positioning- jaago re.
Jaago re- to reach the youth.
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WHY- Tata tea?
Well known product.
Large market share.
Commonly used. Not expensive.
Reach every nook and corner.
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Promotional Strategies
Strong partner- Tata tea
Tata tea- a mass product
Advertising sensitized the people to vote
Each television commercial touched upon the
social issues.
Created a lot of awareness
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Continued
Focuses on empowerment of Indian youth
Encourages people to participate in changing
quality of governance
Started with a catchy line-har subhe utho hi
nahi jaagore!!!
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Mediums used
Various Mediums were used;
Radio
Television
Press
Outdoor malls and multiplexes
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More l iteracyLarge market share
Awareness
Biggest challenge youth wasovercome
Jaago re campaign gained popularity
After effects
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Recommendations
Building teams to educate rural masses
Advertising the main website
Organizing awareness programmes in colleges
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