Advertising SOCIAL MARKETING In action

Group - 9

Introduction of Social Marketing

Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole. Philip Kotler

Tata Tea Overview

Formed in 1983 from the erstwhile Tata Finlay Company, a joint venture company formed in 1964, Tata Tea Limited is a group Company of TATA Group. Holding the second position in market and value share in domestic branded tea business, the brand has built on its success and today clearly is the market leader in terms of both value and volume. Launched in 1985, Tata Tea created the Polypack Revolution in tea in India.

TATA TEA GLOBAL BRANDS

Tata Tea Tazgiiiiii

Na bologe to pachtaoge!!

Tata Tea Jaago Re Voting Ads

Har Subh Sirf Utho Mat. Jaago

The campaign focuses on consumers intellect to awaken to what is around them. The act of drinking tea is more or less like a culture in India which evolves its essence from cultivating and practicing a habit. Here the campaign personifies a steaming hot cup of tea beyond a revitalizing beverage to an act of awakening through the social awareness. It moments the occasion of Change whose time has come.

Khilaana Baand Pilana Shuru

Tata Tea Jaago Re Spitting Ads

Qualification of Minister

VOTE SMARTLY!!!
Target Audience
The ad has primarily targeted the Indian youth who is eligible to vote, in turn to make them prospective consumers. The Jaago Re campaign was devised with an aim to establish a social awakening among the youth, to motivate them to vote the right person.

Treadmill Ad

Save Petrol

Analysis before and After Social Marketing Ads

Tata Tea
Tata Tea has registered consistent growth: a net profit of Rs 43.79 crore for the quarter ended September 30, 2008, as against Rs 36.9 crore for the corresponding period the previous year.

Jago re! 1 Billion Votes, A nation wide voter Registration programme 3.94 lakh registered users!!!

Sales Trends
+77%
1600 1400 1200

+158%
2005

+7%
2009

Rs Crs

1000 800 600 400 200 0 GB India USA/Canada

+39%

Rest of World

Steady growth across regions; GB sales impacted by weak sterling

Share Growth in Tea Brands in Core Market % Strong Tea Performance Relative to Peers
Core Markets Tea Value Share %

Core markets include India, UK, US, Canada, Australia, Poland, France, Czech Republic
Source: Euromonitor 2008

Future of social Marketing

More focus on strategies dealing with competitions. Social marketers will be a big force for policy change. Governments pressure and NGOs pressure (Greenpeace is an example) will increase in future to give a push to social marketing.

There will be excellent brand positioning and goodwill creation through social marketing. Corporate will realize that social marketing is an excellent vehicle for social upliftment and commercial gains together. (e.g.: Orchid hotels, Toyota hybrid case).
The mode of communication used in social marketing will change to electronic predominantly. This will get great impetus from rising no. of networking sites and blogs.