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Case Code :MKTG251 For delivery in Case Length :20 Pages electronic format: Period :2007-2010 Rs. 400; Pub Date :2010 For delivery Teaching :Not through courier Note Available (within India): Organization:Times of Rs. 400 + Rs. 25 India for Shipping & Industry :NewspaperHandling Charges Countries :India
This case is about The Times of India's (ToI) social marketing initiatives. Though TOI was one of the largest circulated newspapers in the Abstract:was world, it criticized for promoting 'yellow journalism'. In order to build its brand image, TOI adopted a social marketing strategy and projected itself as an agent of social change by launching a series of social campaigns highlighting social issues. One of them was 'Teach India'. The 'Teach India' campaign was launched on July 6, 2008, with the
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TOI tied up with select NGOs in the field of education in multiple cities across India. To execute the campaign. Corporations. It was for this purpose that the Teach India campaign was launched. outdoor and on-ground events. The campaign was inspired by TOI's earlier initiative 'Lead India' launched in August 2007. and social organizations also lent their support to the campaign. India would not be able to lead unless its populace was literate and that there was a need for citizens to come forward and contribute to the cause. television. and is intended to be used as a basis for class discussion. The campaign was promoted through print. online.objective of providing education to the unprivileged children in India and eradicating illiteracy. According to the feedback received from the 'Lead India' campaign. The first phase invited citizens of the country to volunteer with a non-government organization (NGO) in their locality and spend two hours a week teaching underprivileged children. The second phase. » Understand various issues and challenges is social marketing. experts remained divided in their opinion on whether TOI had adopted a genuine approach to initiating social changes in India or whether it was just a marketing gimmick to enhance the brand image of the Times Group Issues: This case study was compiled from published sources. Nor is it a primary information source. selected students from top educational institutes all over the country who were willing to dedicate two years to teaching the underprivileged. which started at the end of 2008. . The campaign was divided into two phases. schools. While the campaign won some of the most prestigious advertising awards. It is not intended to illustrate either effective or ineffective handling of a management situation.
Media Asia2. 'Teach India' campaign. It transformed a nation into a gigantic classroom [. "Teach India is certainly the largest campaign of its kind.» Study the social marketing campaigns launched by ToI and analyze whether ToI was successful in achieving the objectives of its campaigns. 'Lead India' Campaign. Digital marketing. It has given ordinary Indians the unique and spontaneous chance to channel their willingness and desire to do something good for the country through volunteering."3 . Brand awareness. 1 2 3 6 8 9 11 12 Social marketing. Marketing gimmick. Integrated viral campaign. Corporate social responsibility. Times of India. in October 2009. » Understand the role of cause-related marketing in enhancing brand image.Next Page>> Teach India was a campaign that touched a chord in the lives of millions of educated people allowing them to make the constitutional right of every Indian child to an education a reality.. » Explore ways to make the Teach India initiative could be made sustainable Contents: Introduction About Times of India Earlier Campaigns The 'Teach India' Campaign Results Great Social Marketing or Just a Marketing Gimmick? Looking Ahead Exhibits Keywords: Page No.]"1 . India Social Marketing: Times of India's 'Teach India' Campaign . Newspaper industry..
. etc. Earlier Campaigns During the mid-1990s.. Social Marketing: Times of India's 'Teach India' Campaign . the Bombay Times and Journal of Commerce was merged with the Bombay Standard and Chronicle of Western India to form the Bombay Times & Standard. Introduction On December 16. plagiarism.. celebrity articles. and the marketing and advertising community in the Asia-Pacific region. United Nations Volunteers India Program Officer. 2009. 2] Started in 1974. 4] The New York American Marketing Association gives the EFFIE Awards to outstanding achievers in the field of advertising." www. 2009.Adeline Aubry. Media Asia is a magazine owned by UK's leading independently-owned publishing group Haymarket Publishing Ltd. leading Indian English daily The Times of India's (TOI) 'Teach India Let's Learn to Teach' (Teach India) campaign won the prestigious Grand Effie4 award for the Best Integrated Campaign of the Year.org.Next Page >> 1] "Let's Learn To Teach . October 5. The 'Teach India' Campaign .unv. About Times of India The TOI is a reputed English-language daily newspaper in India. 2008.asia. in July.. 1838." www. in Mumbai by a British syndicate as 'Bombay Times and Journal of Commerce'.. The magazine focuses on news about the media. TOI was criticized for promoting 'yellow journalism' by sensationalizing news. promoting its own brands. and filmrelated news rather than taking care of the deteriorating quality of its content. July 31. TOI was concentrating on efforts like introducing colored pages. 3] "'Teach India': One of the Largest Campaigns of its Kind.media. It was launched on November 3.Yahoo! Salutes the Power of a Big Idea That Turned Nation into a Huge Classroom. exaggerating news events. 2008. Critics charged that in a bid to improve its circulation. In 1859.
Of these.. 2008. Looking Ahead The success of the Teach India campaign in 2008 led to its revival in 2009. . The Teach For India program planned to cover smaller cities like Lucknow... from all academic majors and careers. The campaign was launched on July 6. Exhibits the program. Starting with Mumbai and Pune.. Results According to the Times Group.Although the idea to launch the campaign was initiated in 2007. Teach For India recruited outstanding college graduates and young professionals. said. the "Teach India campaign had already brought many changes. It was divided into two phases.035 applied for Great Social Marketing or Just a Marketing Gimmick? Experts remained divided in their opinions regarding the 'Teach India' campaign. a total of 88. and Ahmedabad.. Some social activists commended the campaign for its noble cause and opined that TOI had adopted a genuine approach in initiating social changes in India which was more than just a marketing campaign. A volunteer of Teach India Joshua Immanuel. to teach for two years in under-resourced schools. other than major metro cities. The registration process for the second phase of the campaign began in December 2008 and continued till February 2009. it took four months for TOI to develop the Teach India program.710 people had responded. 55... the 'Teach India' campaign created a lot of buzz and within three weeks of the program being launched in July 2008. Jaipur..
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