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By

GROUP 6

ANURA

GANES

BHUVACHINM

KOTHE

DHRUV

BRAND MANAGEMENT: CASE ANALYSIS PRODUCT RE

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100% of (RED)money goes to Global Fund-supported HIV/AIDS prog

African countries: Ghana, Lesotho, Rwanda, South Africa, Swaziland, an

Case Outline: (RED) Business M

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Extremely poor country No large scale distribution of ARVs to

HIV/ AIDS patients in Africa yet dueto: Infrastructure problems Prohibitively expensive drugs

Leveraging the considerable successwith already popular campaigns likeJubilee, DATA, ONE

Price of ARV drugs affordable inpoorer countries in 2003 (

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BRANDING STRATEGY

Brand Sus

Maintainipace betw

brand buigeneratio

Partnershprofitablestakehold

Constant to the Glo

Brand rele

Brand Assurance

Corporate Brands PowerGAP, American Express,Converse, Armani

Assurance to partners:Category exclusivity over aperiod, right to design & sell

(RED)-themed products demonstrating the impact of

(RED): Social media: FB, Twitter,

YouTube, Google plus Loyalty programs activation campaigns

Key Branding Elements

Colour element: () REDequals emergency

Parantheses element:

Signifies embrace (RED) Manifesto: Go out and

tell (RED)s story- createemotional connect

(YOU)RED

Current tagline: Buy (RED)Save Lives

Association of partners withthe (RED) movement Bridging the gap of people

who buy & people who care Celebrity Power Use of Brand AidBrand Aid = Brand + Celebrity +

Cause

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PARTNERSHIP STRATEGY

To reach newdemographics

Curren

Brands that havespecial emotionalconnect with their

customers

Firms that havecomplementarycompetencies

Daily use product firmsutilities, food & beverages,

consumption goods

Leverageadvertisements of

partners

Global brands forworldwide recognition

and credibility

(RED

)

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Marketized phila Consumers wan

solving problemcompanies do it

social media cha Easier demonstr

benefits, esp. whfocused on a par

Customers: Morof and impressed

Government: Skthat directly driv

Criticism: Less etconstraints on thpurpose for whicused

Cause-Relate

Core activity, altruistic Traditional CSR practitioners still

struggle with how to evolve their useof social media beyond a channel just

for news sharing Can yield huge benefits if done right

e.g. Microsoft, Starbucks Customers: Not aware of how and

where their money is used, hencedisinterested

Government: Historically have beenmore impressed by corporate giving

Traditional Philanthropy

CustomerBenefits

Benefits to

BottomLine

Reputation

COMBINE FOR BETTER RESULTS

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Relevant campaign in IndiaBalbir Pasha Campaign

Description:

Formed as a part of PSI Indias Operation

Lighthouse on HIV/AIDS Prevention program

implemented across 12 major communities in

India

Aimed to reduce rates of unsafe sex by

motivating people to use condoms, use theconfidential AIDS hotline, and use the voluntary

counselling and treatment services

Campaign built around a fictional character

called

Balbir Pasha

It used a storyboard to place him in various

high-risk sexual situations, with unknown

outcomes

Results:

Increase in pr

reporting last

with commer

per cent to 92

Threefold inccondoms in t

Increase in Vo

Treatment se

Touchpoints:

On ground

activationsTelevision

Radio

Newspaper

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THANK YOU