8/10/2019 BM Product Red Group 6 Final
1/8
By
GROUP 6
ANURA
GANES
BHUVACHINM
KOTHE
DHRUV
BRAND MANAGEMENT: CASE ANALYSIS PRODUCT RE
8/10/2019 BM Product Red Group 6 Final
2/8
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
8/10/2019 BM Product Red Group 6 Final
3/8
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 (
8/10/2019 BM Product Red Group 6 Final
4/8
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
8/10/2019 BM Product Red Group 6 Final
5/8
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
)
8/10/2019 BM Product Red Group 6 Final
6/8
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
8/10/2019 BM Product Red Group 6 Final
7/8
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
8/10/2019 BM Product Red Group 6 Final
8/8
THANK YOU
Top Related