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ADVERTISING IN COTEMPORARY SOCIETY

Project Social Marketing

BY

DEEPIKA IYER 19

UNDER THE GUIDANCE OF

PROF. Meenakshi

DATE OF SUBMISSION- 22TH SEPTEMBER, 2009

A paper submitted under the partial fulfillment for the requirement forAdvertising in cotemporary society, semester V TYBMM.

S.I.E.S college of Arts, Science and Commerce

Sion (W) Mumbai - 400 022


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ACKNOWLEDGEMENT

I would like to express my heart felt thanks to Prof. Meenakshi for giving me this opportunity to

understand about adulteration, its root cause and effect which needs to eradicated from our

society, that why I have chosen this topic for my social marketing campaign/.

Finally, I would like to thank our parents and friends in helping us directly or indirectly in

completing the project.

- THANKING YOU


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Adulteration in food is normally present in its most crude form; prohibited substances are either

added or partly or wholly substituted. In India normally the contamination / adulteration in food

is done either for financial gain or due to carelessness and lack in proper hygienic condition of

processing, storing, transportation and marketing. This ultimately results that the consumer is

either cheated or often become victim of diseases. Such types of adulteration are quite common

in developing countries or backward countries. However, adequate precautions taken by the

consumer at the time of purchase of such produce can make him alert to avoid procurement of

such food. It is equally important for the consumer to know the common adulterants and their

effect on health. Adulteration is of two types they are Intentional and Incidental

Intentional:

Intentional adulterants are those substances that are added as a deliberate act on the part of theadulterer with the intention to increase the margin of profit. Eg. sand, marble chips, stones, mud,

chalk powder, water, dyes, etc., These adulterants cause harmful effects on the body.

Incidental:

These adulterants are found in food substances due to ignorance, negligence or lack of proper

facilities. It is not a willful act on the part of the adulterer. E.g. pesticides, droppings of rodents,

larvae in food.

Foodthe basic necessity of life. We toil day and night for what? For that two morsel of

wholesome nutritive food. And if at the end of the day we are not sure of what we eat, than what

are we toiling for? We may be eating a dangerous dye, sawdust, soap stone, industrial starch,

Aluminum foil and believe it, even horse-dung! Inviting disease rather than good health. And

what are the laws enforcing authorities doing? Looking the other way, ignoring, sitting on files

and being bought and bribed.Milk...that ever-enduring milk. For time immemorial it had had

been the basic staple food right from our growing up stage, to when we have grown up. As a

child we need it for growth and as a grown up we need it for replenishing our nutrition daily.

Tired and bogged down, need something to rejuvenate... take a glass of milk. But even this has

not been spared.


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Common adulterant, addition of water, flour, or any other starchy material say industrial starch.

Addition of water and extraction of fat is very common and not harmful. But what when the milk

you drink is not milk at all? Rather combination of urea, liquid detergent, a little sugar, vegetable

oil and water... a Synthetic Milk! Remember the case in Delhi, where the racket was busted a

few years back and there was a lot of hue and cry in the media regarding the same. Think of all

those children who may have had the synthetic milk, what havoc it must have created for their

system physically. And how are we sure that even now, we are not being supplied the same

milk? Are the authorities doing any thing like random checking of milk and regular intervals?

Turmeric is the basic ingredient of all our Indian cooking. Any Indian dish is not complete

without it. But before you buy your next quota of this "masala" be careful of what you are

buying. It may be adulterated with, Lead chromate, (which adds color as well as weight to it,

being heavier), Metanil Yellow dye or any starch based items like flour or rice powder or even

industrial starch. Except flour or rice powder, all the other adulterants are health hazardous and

cause irreparable damage to our system when eaten at regular intervals for a long period of time.

Take for instance Lead chromate; it is one of the most toxic salts of lead. It can cause anemia,

paralyses, mental retardation and brain damage in children and abortion in pregnant women.

Metanil yellow dye which is another non-permissible toxic colorant, is used mostly to color

Besan or gram flour, pulses, miscellaneous prepared foods namely sweetmeats like ladoo, burfi,

jelabi, dalmoth, papad, etc. to get that attractive deep yellow color. Food grade colors are

available in the market but being more costly; traders take advantage of the lackadaisical

approach of the law enforcing authorities and substitute it with the said cheap and non-

permissible dyes and colors.

While still on "Masalas" or spices, does one know what are the common adulterants, take for

instance, for coriander powder or chili powder- sawdust, rice bran and sand. But wait! One

cannot even imagine or fathom- horse-dung and cow-dung! This is not only unethical, from the

business point of view, but a sin committed against the society at large. Any trader who is found

resorting to such means of adulterations should be taken to task very strongly. People should try

as far as possible to buy whole spices and grind them at home or purchase properly packed


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spices (with proper informative labeling) of standard F.P.O. I.S.I or AGMARK certified

companies.

Has anyone ever given a thought why the puffed rice or any other white colored eatable looks so

dazzling white and bright, and attractive on the show windows of a sweetmeat shop? Well they

may have been treated by ultra marine blue a chemical dye which is used again a non-

permissible colorant. This colorant has also proven to be carcinogenic.

Argemone seeds that grow as weeds in the mustered fields are mixed with mustered seeds and its

oil is mixed with mustered oil. Just a trace amount is all right, but when added deliberately it

causes serious health hazards and even death. Dropsy is a straight after effect of consumption of

this oil. It may also cause swelling, irregular fever, low pulse rate, enlargement of the liver,

respiratory distress which may lead to heart failure. Adulteration of oil has become rampant, with

a wide variety of oils available in the market, the consumer is not sure what combination of oils

he gets when he buys it loose from the market. It is very harmful and hazardous to health when

mixed with crude castor oil, industrial palmolein-oil, mineral oils etc. This is certainly a crime

against humanity aimed at earning money at the cost of public health.

Ghee is adulterated to the extent of 80 to 85 percent with Vanaspati . In actuality it is Vanaspati

flavored with 15 or 20 percent of ghee by special process. Even in the year 1935-36 when, six

samples of so called pure ghee was collected it was found that they were adulterated with

vegetable products made from groundnut, and other oils and the extent of adulteration was up to

80 percent.

Sand, dirt, earth, gritty matter, soap stone, common salt are added to flour, refined flour (maida),

gram flour (besan), spices, sugar, tea-dust and coffee. And washing soda is added to table salt. In

tea-dust one can even finds iron filings. And remember that lovely silver leaves used to decorate

sweetmeats, burfi, andpan, you may be surprised what it is. It may be aluminum leave or foil,

which is again very bad for health, causing a lot of physical complications.


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Dried seeds of volatile oil are added to cloves, while mineral acids to vinegar, papaya seeds to

black pepper. Aniseed or 'sauf' that after food tit-bit is dyed with malachite green dye for that

nice green color. In food grains and whole spices extraneous matter like stalks, stems, and

foreign seeds are added. Dr. Gurmukh Das Assistant Technical Advisor of Community Food and

Nutrition Extension Unit Shillong says, that castor oil which is often mixed in ground nut oil can

cause abortion in cases of pregnant women. When the amount adulterated goes beyond 0.7

microgram per KG of body weight. He also adds thatKhesari Dalwhich is often mixed inArhar

Dalcan cause lower limb paralyses known as Lathyrism. Lathyrusativus species (Khesari Dal)

has a toxic Amino acid known as Beta oxalyl amino alanine which is responsible for the above

condition.

The consumer, to protect himself should avoid buying loose edible items from the markets, and

go for tinned or packed items on which proper informative labels are displayed, which includes

the date of manufacture and expiry as well. They should stress on products with F.P.O., I.S.I. or

AGMARK certifications. These are the most commonly used certifications and at least gives the

consumers third party guarantee of the product. The middle-class or the upper class can protect

themselves by the above methods... but what about the lower strata of the society, the laborers,

and the poor class who cannot afford to buy expensive packed items, who have to purchase only

in small loose quantities daily due to economic constraints. What about them? How can they be

protected? They are the ones who are taken advantage off, the maximum? Go to the interiors and

the rural areas of India and check for yourself, the food articles that they are supplied with, are of

the lowest and bottom most grade, adulteration is rampant and even the animals belonging to the

highly snooty elite class would refuse eat it!

We do have the standards for food articles under Prevention of Food Adulteration Act.1954. But

what are the concerned law enforcing authorities or the said departments doing. Are they doing

anything at all? 'Need' a social organization collected random samples from the market to get

them tested. When they contacted the Pasteur Institute Shillong they were told that the results of

the tests would take at least 40 days. Forty days! Just for a few simple tests? The maximum time

required for each test is five to ten minutes which even a 10th grade science student can execute

and perform. So the society made their own arrangements for testing the samples. What they


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found was very alarming. All the test results were positive.Besan ladoos had Metanil yellow

dye. Ghee was adulterated with Vanaspati, Chhena (cottage cheese) had starchy material added

to it. And the most important, remember the hue and cry for mustered oil? What a big scandal it

was on the national level in our country a few years back? Almost all the loose samples collected

gave strong traces and presence of argemone oil.

Only when mass death occurs do our authorities react and swing into action and start

haphazardly banning items and articles and cause inconveniences to the public. Remember how

difficult it was to get mustered oil when it was banned for a few days. But what about this slow

poison we are consuming daily when the amount adulterated is not enough to kill us instantly,

but slowly in the long process and over a long period of time. The consumer must be protected

against any health hazards as well as fraud and adulterations. He should also be made capable of

knowing the composition and the nutritive value of food he is buying through informative

labeling and this can happen only when the concerned law enforcing departments are more

vigilant and are really concerned for public health. But all the legislation cannot fully solve the

problem of food contamination and adulterations unless the consumer himself becomes

conscious of the hazards to health on such consumption and the law which are protecting him

under such circumstances. Consumers must be taught the provisions of the Food Laws and

Regulations and how they are protected under the said Law. Only when, the people are aware of

their rights to demand pure and nutritive food and start consumer movements, instead of bearing

the brunt and suffering quietly and take to task any such unscrupulous traders or manufacturers

by way of filling of PIL (Public Interest Litigation) in the courts or dragging them to consumer

courts, will such serious social evils of food adulterations which has deep roots in our society can

be uprooted and eradicated. If not for good, but then at least, it can be abated to a certain extent.

Or else our future generations are certainly going to pay the price for our careless, negligent and

easygoing approach to the whole issue.

EFFECTS OF ADULTERATION

Traders use newer adulterating materials to make food products appealing and render them

dangerous to health .Preliminary findings of the recent raids conducted by the Health depart---

ment have exposed the nasty practice of large scale use of adulterants in almost everything we


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eat. Not only has the widespread practice of adulteration baffled the gullible consumers, it has

posed danger to the public health at large.

Be it wheat flour, besan, spices, milk and milk products or pickles and murabbas, traders are

experimenting with every suitable adulterant which helps make products look better and hence

draw more price.

Noteworthy are the examples of the seizure of nearly 34 quintals of spices along with their

adulterants from two wholesale traders at Field Ganj on July 9 and a huge quantity of broken

rice, infested with pest, being used as adulterant to make wheat flour look whiter at three mills in

the district raided on July 17. They have revealed how the traders have been indulging in

adulteration to jack up profits.

With the growing number of adulteration cases being reported in a large variety of food products,

the situation is ringing alarm bells in the residents minds. Some residents, while reacting to the

issue, say that the persons nabbed in such cases should get harsh punishment as it is tantamount

to playing with the public health.

In 2007, the health department had taken 2,514 samples of various food items from across the

state. Around 439 samples failed the tests under the Prevention of Food Adulteration (PFA) Act,

1954. The department had conducted 36 raids in Ludhiana in 2007 and seized a huge quantity of

adulterated food items. Around 327 samples were collected. Of them, 45 samples had failed the

purity test. In 2008, as many as 211 samples of different food items have been collected so far

and 12 of them have failed to live up to the standards set under the PFA Act.

Though AGMARK and ISI are considered as the standards of quality foods, sources in the health

department say that most of the dealers who are involved in such malpractice generally have a

political backing. This is the reason why they have a flourishing business. The law against such

defaulters should be made more stringent. Though there is a good conviction rate in such cases,

the defaulters get a long period, sometimes a decade, before it happens, said a health officer.

Ever since the health and family welfare minister Laxmi Kanta Chawla has given us the go-

ahead in the campaign against food adulteration, there has been no pressure on us, district food


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inspectors Ravinder Garg and Manoj Khosla said. Civil surgeon Dr SP Sharma says, It is a

matter of serious concern. Some traders are indulging in large scale use of adulterants. Only

public awareness can check this menace. People should play an effective part and help us crack

down on such persons.

Food-testing laboratories and food inspectors are doing their jobs no doubt, but the consumers

are oblivious of the murky goings in the shady world of adulteration. Adulteration of foodstuff

has become the order of the day. Unless a serious view is taken on this account, consumers may

land up with hazardous health problems.

Residents and shopkeepers of Koocha Number 5 at Field Ganj, where the Health department

recently conducted raids on wholesale traders of spices, were a confused lot till they were not

able to figure out why many of them suffered breathing problems.

But now they are clear that the root cause for their problems is the use of grinders by some

dealers to manufacture spices in the congested marketplace.

About a dozen people have one or another kind of breathing difficulty. The problem is so much

that when Vikram Thaman got his 11-year-old son examined recently when he had got typhoid.

The child was diagnosed with lung problem due to spices particulate matter hanging in the air.

Gopal, a shopkeeper in the area said that he had also developed some breathing problem lately.

TESTS FOR DETECTING ADULTERANTS

Simple tests for the detection of adulterants present in foods are given in the following table:

Tests for determining common adulterants present in food

TABLE


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Sl.No. Substance Adulterant Test

1 Asafoetida

(Hing)

Resin or gum

scented and

coloured

a) Pure asafetida dissolves in water to form a

milk white solution.

b) Pure asafetida burns with a bright flame

on being ignited (burning)

2 Sugar Chalk Powder Dissolve in a glass of water. Chalk will settledown in the bottom.

3 Cardamom Oil is removed and

pods are coated

with talcum

powder.

On rubbing, talcum will stick to the fingers.

On testing, if there is hardly any aromatic

flavor, it indicates removal of essential oil.

4 Turmeric

(Haldi)

Lead Chromate,

Metanil YellowColouring

a) Ash the sample. Dissolve it in 1:7

Sulphuric acid (H2SO4) and filter. Add 1 or 2drops of 0.1% dipenylcarbazide. A pink

colour indicates presence of Lead Chromate.

b) When concentrated hydrochloric acid is

added to a solution of Turmeric powder, it

turns magenta if metanil yellow is present.

5 Chilli

powder

Sawdust

and colour

Sprinkle on the surface of water, sawdust

floats. Added colour will make the water

coloured.

6 Coffee Chicory Shake a small portion in cold water. Coffee

will float while chicory will sink, making the

water brown.

7 Coriander

powder

Horse dung

Powdered

Soak in water. Horse dung will float which

can be easily detected.

8 Cloves

(Lavang)

Oil may be

Removed

If so, cloves may be shrunken in appearance.

9 Cumin

seeds

(Jeera)

May contain grass

seeds coloured

with charcoal dust

If rubbed in hand, fingers will turn black.

10 Ghee Vanaspathi,

Mashed PotatoSweet Potato

a) Dissolve one teaspoon of sugar in 10 ccs of

hydrochloric acid and 10 ccs of the meltedghee and shake thoroughly for one minute.

Allow it to stand for 10 minutes. If


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PACKAGING MATERIALS AND HAZARDS

Materials used for packing

The conventional methods of packing which are prevalent even now to a large extent are tin or

aluminium containers, glass bottles and jars, paper and waxed paper wrappings, paper cartons,

cardboard and certain plastic containers. Tin and aluminium containers have become costly and

glass bottles though very good in many respects have problems associated with breakage and

heavy transportation charges on account of weight. Continued use of paper in increased volume

dwindles the natural resources.

Against the conventional materials there has emerged increased usage of newer materials derived

synthetically. Some polymeric plastic materials are polystyrene, polyvinyls, polyvinydines and

derivatives, vinyl acetate, poly ethylene, polypropylene and polyesters.

Folding cartons and paper board boxes are used extensively in the food industry. Tin plate

containersthe cylindrical open-top varieties are mostly used for processed foods.

Aluminium is used principally as foil e.g., chocolates. It is also used as bottle caps and closures

and easy open tops for cans.

Polystyrene is principally made into tubs for ice creams, packs for eggs, sausages and small

packages for butter, jam and cheese. Bags made from the simplest of all plastic polymers,

namely, polyethylene or polythene as commonly known have relatively low preserving

qualities. Materials such as polyesters vinyl acetate derivatives and multilayer films made out of

a combination of different materials have good preserving characteristics for food products.

Timber crates are used extensively for packing weights above 100 kg. Plastic crates are well

established in the dairy industry and for the transportation of bottled beer, mineral water and soft

drinks. High density polythene is used for milk crates. Shrink wrap packaging is a system where

heat shrinkable thermoplastic film is wrapped around an article or a group of articles. The film is

made to shrink around it by the application of heat to achieve a skin light package. Canned food

products, bottles and jars of all types can be shrink wrapped. Now-a-days it is expected that

packaging material be environment friendly or ecofriendly, that is, it should not pose many

problems for mankind and hazards to the environment. For example, corrugated boxes are


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ecofriendly and are preferred for exporting. They can be effectively replaced for conventional

wooden boxes which need to destroy the trees. Recyclability of packaging is desirable so as to

preserve the resources of the packaging material for future generations.

Packaging Hazards:

Plastics such as cellulose acetate, polyamide polyethylene polypropylene and polyvinyl chloride

are often used as packing -materials because they are light in weight and are resistant to diffusion

due to solvents and high temperatures. However care should be taken that those only food grade

plastic packing materials should be used for packaging foods to prevent the following packaging

hazards.

1. Production of noxious thermal breakdown products which are injurious to health.

2. Formation of toxic residues that result when subjected to heat treatment for sterilizations of the

contents.

3. Unfavourable reactions between acid and oil content of the food and the packaging material.

FOOD LAWS AND STANDARDS

Prevention of Food Adulteration Act.

The prevention of Food Adulteration Act, (PFA) 1954 operated by the Directorate General of

Health Services, Ministry of Health was designed for the following purposes :

1. It formulates and monitors the standard of quality and purity of foods with emphasis on

prevention of adulteration of foods.

2. It is the basic structure intended to protect the common consumer against the supply of

adulterated foods.

3. It makes provision for prevention of adulteration of food and lays down the rule that no person

shall manufacture for sale, store, sell or distribute any adulterated or misbranded food or food

which contravenes the provision of act or rules.

4. It has set the yardstick to ascertain adulteration. According to this act, a food is deemed to be

adulterated if:

It is not of the nature, substance and quality, which the food ought to be.


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It contains any other substance which affects, or if the article is so processed so as to affect

injuriously the nature, substance and quality of the food.

It contains added inferior or cheaper substance that affects the nature and quality of the food.

Any constituent of the food is removed so as to affect injuriously the nature, quality and

substance of the food.

It is prepared, packed and stored under unsanitary conditions.

It contains any filthy, disgusting, rotten, decomposed substance of a diseased animal or

vegetable substance or is insect-infested or otherwise unfit for human consumption.

The article is obtained from a diseased animal.

The article contains a poisonous ingredient or any other ingredient injurious to health.

The container renders the food injurious to health.

It contains excessive or prohibited colours.

It contains excessive or prohibited preservatives.

It does not satisfy the standards prescribed by the authorities.

Under the provision of the PFA Act, the Government of

India has promulgated PFA rules which specifies the following details:

1. Qualification, duties and functions of food analysts, food inspectors and central food

laboratory.

2. Procedure for drawing test samples and sending them to the analyst and laboratory.

3. Specification for the identity and purity of food.

4. Tolerance for contaminants, preservatives, emulsifiers and other additives.

Agmark Standard:

The word Agmark is derived from the words Agricultural Marketing . It is a standard of quality

based on the physical and chemical characteristics of food, both the natural and those acquired

during processing. Products graded under AGMARK include vegetable oils, ghee, butter, rice,

groundnut, pulses and spices. These standards ensure accurate weight and correct selling price.

Bureau of Indian Standards:


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The Bureau of Indian Standards lays down criteria for standardisation of vegetables and fruit

products, spices and condiments, animal products and processed food. Manufacturers are

allowed to use the BIS label on each unit of their product, if their products conform with the

standards laid down by BIS. The products are checked for quality by laboratories certified by

BIS. BIS is also known as ISI (Indian Standard Institution). Some of the items which require

compulsory BIS certification under PFA Act include artificial food colours, natural food colours,

food additives, infant formula; milk-cereal based weaning foods, milk powder and condensed

milk.

DEFINITON OF SOCIAL MARKETING

Social Marketing seeks to benefit the target audience and not the marketer

Kotler.

Social Marketing is an approach to seek a specified behaviour in a target

audience-william Novelle.


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Social Marketing is a set of programs created to influence the acceptability of social

ideas- Journal of Marketing.

Social marketing is the systematic application ofmarketing, along with other concepts and

techniques, to achieve specific behavioral goals for a social good. Social marketing can be

applied to promote merit goods, or to make a society avoid demerit goods and thus to promote

society's well being as a whole. For example, this may include asking people not to smoke in

public areas, asking them to use seat belts, or prompting to make them follow speed limits.

Although 'social marketing' is sometimes seen only as using standard commercial marketing

practices to achieve non-commercial goals, this is an over-simplification. The primary aim of

'social marketing' is 'social good', while in 'commercial marketing' the aim is primarily 'financial'.

This does not mean that commercial marketers can not contribute to achievement of social good.

Increasingly, social marketing is being described as having 'two parents' - a 'social parent' =

social sciences and social policy, and a 'marketing parent' = commercial and public sector

marketing approaches. Beginning in the 1970s, it has in the last decade matured into a much

more integrative and inclusive discipline that draws on the full range of social sciences andsocial policy approaches as well as marketing. Social marketing must not be confused with

Social media marketing.

Using the benefits and of doing 'social good' to secure and maintain customer engagement. In

'social marketing' the distinguishing feature is therefore its 'primary' focus on 'social good', and it

is not a secondary outcome. Not all public sector and not-for-profit marketing is social

marketing.

Public sector bodies can use standard marketing approaches to improve the promotion of their

relevant services and organizational aims, this can be very important, but should not be confused

with 'social marketing' where the focus in on achieving specific behavioural goals with specific

audiences in relation to different topics relevant to social good (eg: health, sustainability,

recycling, etc). As the dividing lines are rarely clear it is important not to confuse social
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing


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marketing with commercial marketing. A commercial marketer selling a product may only seek

to influence a buyer to make a product purchase.

Social marketers, dealing with goals such as reducing cigarette smoking or encouraging condom

use, have more difficult goals: to make potentially difficult and long-term behavioral change in

target populations.

It is sometimes felt that social marketing is restricted to a particular spectrum of client -- the non-

profit organization, the health services group, the government agency.

These often are the clients of social marketing agencies, but the goal of inducing social change is

not restricted to governmental or non-profit charitable organizations; it may be argued that

corporate public relations efforts such as funding for the arts are an example of social marketing.

Social marketing should not be confused with the Societal Marketing Concept which was a

forerunner of sustainable marketing in integrating issues of social responsibility into commercial

marketing strategies. In contrast to that, social marketing uses commercial marketing theories,

tools and techniques to social issues.

Social marketing applies a customer oriented approach and uses the concepts and tools used by

commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising

for NGOs.

STEPS IN SOCIAL MARKETING

1. Stages of change

First we need to create awareness among people by changing their attitudes

Motivate people to want to change their behavior

Empower people to act

Prevent backsliding

2. Conducting a Social Marketing Campaign

When should you run a social marketing campaign?

We are trying to change the behavior of a large number of people and over a long period of time

We have resources exist to manage a comprehensive effort.

How do you manage a social marketing campaign?


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Define and understand

Choose appropriate strategies

Implement and evaluate

3.

Listening to Those Whose Behavior Matters Identifying the people you need to talk to:

Use your knowledge of the issue and the community

Use publicly available government information

Read the latest research about your issue

Use information from the community itself

Look for indirect targets

Consider how much of the potential target population you want to reach

You may be aiming at the whole community

How do you contact those whose behavior matters?

Use language the target group understands

Put your message where the target group will get it

Know and respect the culture and customs of those you're trying to reach

Use trusted intermediaries

Make as much personal contact as possible

Let people know you're interested in what they think

How to listen to those whose behavior matters: market research

What are some forms researches can take?

Use indirect sources

Conduct an ethnographic study

Carry out depth interviews

Convene focus groups

Conducting surveys

OUR TARGET AUDIENCE


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Campaign aims in targeting the people who have the decision making power and the ability

to purchase goods. For e.g. it could be Upper class person or even Middle class person or the

lower class but the reality is everyone needs food to survive and adulteration in food

products is such a grave issue but still the in place of taking action something is still lacking

behind.

SOCIAL MARKETING MIX 7 Ps

1. Product - a tangible product or an intangible idea to be promoted through the

social marketing campaign.

I have taken Adulteration - intangible idea to be promoted through social marketing

campaign. Because it is serious issue in the world, it could lead to many disastrous effects;

especially for the consumers who purchase goods blindly.

2. Price the sacrifice to be made by the target group.

Being a public service campaign its the people go give their precious time is the price, the

consumers who wish to listen our valuable words that would give them very essentialsmessage please check the food products at once before buying (especially loose ones). People

who spare their time in our site.

3. Place for tangible product, it is the channel of distribution, for intangible ideas it I

the locations through which the idea can spread e.g. colleges, clubs etc.

Our aim is locate the target group in locations like schools, colleges, clubs etc. I wish target

the consumers who even buy small products like chocolate to the things which we consume

as food in our daily life.

4. Policy Government Policy, Legal Provisions related to the product/ idea.

Quality is a must in everything whether it is small pin to large LCD TV anything and everything

should be subjected to severe quality control tests.


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5. Partnership Teaming up with Institutions, NGOs Government, clubs

Planning to team up with NGO called NEED which works in this segment trying hard to bring

change in the consumers mind.

6. Politics Political diplomacy with significant social bodies , religious groups

Being a serious issue it should be handled very much diplomatically otherwise it could have

negative on our campaign because there is possibilities that branded companies might take the

message in a wrong way and even dont support our cause. So it should be handled very

carefully because there is no one to stop consumer from consumption even for an hour.

7. Promotion Usage of promotional tools Advertising, Direct marketing, Personal

selling, Sales Promotion, Public Relations etc.

Internet Marketing

We are mainly using internet as our marketing tools in this campaign because most of us would

be online at least an hour (people who have internet at their place).

Internet marketing, also referred to as i-marketing, web marketing, online marketing, or E-

Marketing, is the marketing of products, or, services over the Internet. The Internet has brought

many unique benefits to marketing, one being the lower costs and greater capabilities for the

distribution of information and media to a global audience. The interactive nature of Internet

marketing, both, in terms of providing instant response and eliciting responses, is a unique

quality of the medium. Internet marketing is sometimes considered to have a broader scope

because it not only refers to digital media, such as, the Internet, e-mail, and wireless media, but

also it includes management of digital customer data and electronic customer relationship

management (ECRM) systems.

Internet marketing ties together creative and technical aspects of the Internet including design,

development, advertising, and sales. Internet marketing also refers to the placement of media

along different stages of the customer engagement cycle through search engine marketing


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(SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing,

and Web 2.0 strategies.

ROLE PLAYED BY INTERNET

It facilitates target marketing.

It enables message tailoring.

It enjoys great speed.

It has tremendous cost advantage.

Its impact is measurable.

It facilitates updating.

It facilitates interactive operations.

It enables multi tasking.

It provides virtual markets as well as real markets.

It {E- commerce} is the base of M-commerce

It promotes customer service.

It facilitates research and development.

It creates brand image.

It facilitates feed back.

STEPS IN INTERNET MARKETING

A site developer or a web master creates any one of the following

1. INFORMATION WEB SITE - SERVICE ORIENTED

1. Creation of Home page :- Mainly homepage of the website should provide the necessary

information and the links that could provide them other details. It can act as the base link with

many sub links. We have forums related to adulteration, games, ads and many interesting thing

can create interest among people. Our website will cover all issues regarding adulteration, have

details about this grave issue, also help them in testing the adulterants food items. We would

send direct mails to people can create awareness direct mail works in a better way because it is a


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way talking to people personally. We would also be using some of the internet tools to promote

our campaign which are listed below:-

Selection of internet tools

a} Banner advertisement these appear on either of the text matter while browsing the internet

for information. By clicking the banner portion one gets to view the detailed advertisement.

Enhanced banners do not require such a click. They reveal the facts immediately.

Even small banners in the page can have great impact.

b} Pop Ups:- these are enabled by the instant messenger. They appear as small windows for a

few seconds. Pop ups are usually act as significant because it diverts people attention and makes

them to move to our destination site which provides all necessary details about adulteration.

c} Interstials: - Such advertisements appear when we wait for down loading certain information

from the net. With this interstials we can create awareness amongst people usually in gaming

sites it takes long time to load pages so we are planning to tie up gaming sites like

freeonlinegames.com, zapak.com, etc by which it would be easy and efficient way to create

awareness even among kids.

d} Use net devices:- These use the discussion Groups in the net for their projection.We would have forums in our website that could discuss about adulteration, which would be

very helpful to people.

e} Through sponsorships:- 20% of internet advertisements are through sponsorships. In this a

company books a site and helps others to advertise. We can sponsors for websites which has

advertisements of Big bazaar, Mega mart, D-mart, etc.

f} Through adver game: - Video games are now being used to project advertisements. They

enable the users to play games with celebrities in the virtual world. Earlier it is mentioned that

about the tie ups with freeonlinegames.com and zapak.com we could create games e.g. a game

would be such people would be asked to find the unadulterated items which are mixed with the

adulterated ones.


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g} Mobile internet:- By using wireless Application Protocol advertisements are projected

through cell phone net works. Using SMS as a new medium we cam create awareness by

sending SMS to people.

3. Monitoring and the advertisement:-The projection of the advertisement should be constantly

monitored to identify any snag in its projection. We have to constantly monitor the ads in the

website see to it that it should not bore the people but should be something interesting and catch

peoples attention for sometime. See how an effective and efficient strategy was used in the

campaign.

4. Measuring the impact: - The number of clicks {hits} experienced by a specific web page

indicates the number of times a specific advertisement might have been viewed. Impact of the

campaign is very essential because it helps in measuring the success of the campaign how many

people have visited the site and responded the sites forum discussion.

5. Upgrading and Updating the content: - The marketer should ensure the constant updating of

the information and upgrading the quality of the advertisement. Essentially update and upgrade

the content of ads in the website as it couldnt create boring sensation i.e. same ads are shown

over a long time; it should be changed over a period of 3 months so it can have better impact

amongst audience. So it could different and stand out from others. It can arose interest among the

people and bring people back.

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