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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Identify the personal and interpersonal factors that affect the consumer behaviour for the product/service described in surf excel campaign Do bucket Paani ab Rozana hai bachnai I will save 2 buckets of water a day campaign case study?

Transcribed Image Text:H.l 24% 12:31 167_Sam.Chapter Marketing Reaarch and Buyer Behaviour 159 CASE STUDY Case Study-1 That CSR (Corporate Social Responsibility) Thing! Itshouldn't surprise anyone that Indian companies have just discovered the marketing pay- off of their corporate social responsibility (CSR) initiatives. They could get by with focusing on real or perceived product attributes, and with profit-mindedness being considered a coarse sentiment, any CSR programme they launched was far removed from their core businesses, brands, even consumers. There has been a spate of corporate CSR initiatives over the past few years. Companies have been quick to respond to crises (such as the Gujarat earthquake or the Tsunami that hit the southern parts of the country) or shown inherent goodness in plugging gaps in the government's efforts to provide healtheare and education to all-in a country as vast as India, there will always be gaps-but there has been little effort to link such work to things such as marketing, even corporate strategies. Most CSR activities are, at best, charity, not very different from discrete acts of philanthropy and, at worst, a mere humane façade of a for-profit-only capitalist system. This is why recent advertising campaigns by the country's two largest fast moving con- sumer goods (FMCG) companies, Hindustan Lever Limited (HLL) and ITC are significant. The first, a campaign for Surf Excel Quick Wash with the tagline Do bucket paani ab rozana Iai bachain (I will save two buckets of water a day), has struck a chord in a country where the shortage of water is an endemic phenomenon. "We decided it would be of immense benefit to a household if a technology could be developed that would reduce the water consumed in the washing of clothes and the amount of effort required while rinsing while delivering superlative cleanliness", says an HLL spokesperson. Surf's sales, say sources in the market, have gone up by as much as 15% since the advertisement, starring actress- turned-social-activist and former Member of Parliament, Shabana Azmi, went national (the company had tested the strategy in waterstarved Tamil Nadu last year with another actress-turned-social-acti vist Revathy Menon). Then, there is ITC's working for you, working for India campaign, one strand of which focuses on the company's e-choupal initiative, an effort that seeks to enhance rural incomes, then, sell a variety of products and services to rural customers (apart from sourcing agricultural produce from them). The tagline itself smacks of old-style image led CSR activity, but given whatthee-choupal does, it is actually an attempt to build and position the company's brand around the idea of doing something for the country. 160 Marketing Management In some ways, ITC'se-choupal is a far strongerexample of a CSR-brand linkage than the Surf Excel campaign. It is a programme that is obviously advantageous to the company, yet it is accomplished by enough socially relevant goodies to make it look the way a government programme targeted at rural development ideally should. HLL, coincidentally, has an DO DO Tools Mobile View Share PDF to DOC >C

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