Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

QUEZON CITY BRANCH

Product (Red): Building a Social Marketing Brand

(Case Analysis #11)

Submitted by:

Butch Kevin F. Adovas

BSBA-MM-4-1

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 TABLE OF COTENTS

Contents
Product (Red): Building a Social Marketing Brand ..................................................................... 1
(Case Analysis #11) ............................................................................................................................. 1
Product (Red): Building a Social Marketing Brand ..................................................................... 3
Summary of facts:................................................................................................................................ 3
SWOT Analysis ..................................................................................................................................... 4
Issues, Conclusions, Recommendations: ..................................................................................... 4
References:............................................................................................................................................ 5

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 Product (Red): Building a Social Marketing Brand

Summary of facts:

Product (Red) Condensed Timeline:

January 26, 2006- Product Red was introduced with World Economic Forum. This was

founded by U2 activists Bono and Bobby Shriver to raise funds for the elimination of

HIV/AIDS in Africa.

March 1, 2006- brand was associated with American Express through credit cards.

March 15, 2006- association with GAP.

April 3, 2006- association with other clothing brands such as Giorgio Armani and

Converse.

May 15, 2006- the brand was associated with other media platforms such as phones and

newspapers.

December 5, 2006- product red also delve in to the music industry.

November 27, 2008- linked with beverages through Starbucks.

2018 and 2019- strengthen partnership with apple products.

STRATEGY:

1. Unique Product Proposition- Product Red’s core concept is to induce ethical

consumer movement and social causes.

2. Raising Funds through brand Association- the brand uses unconventional

way of raising fund by partnering with big multinational brands.

3. Flaunting of logo- every product associated with the brand bears the logo of

the business to further spread awareness.

BRAND IMAGE:

The brand image of Product Red is appealing and sustainable way of contributing

towards an ethical cause to charity.

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 BRAND POSITIONING:

Product Red was positioned as a brand that promotes philanthropy in the society

and the largest private sector donor to Global Fund.

SWOT Analysis

STRENGTH WEAKNESSES

- donations -transparency

- core concept and values - inconsistency of partnership

- broadcasting services -partnership regulations and

standards
- win-win model
-vulnerable and sustainaility
-innovative way

OPPORTUNITIES
THREATS
-technology
-competitors
-inefficient political policies
-media
-

Issues, Conclusions, Recommendations:

Issues Conclusions Recommendations

 Based on the study, the  Strategize through

showing the
brand doesn’t have
financial reports of
 Transparency
enough transparency as the business. This
can be done
to where the actual funds through posting it
online and even in
and money collected go. their websites.

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References:
 Slideshare.in
 Archive.org
 Adversion.com
 https://www.productred.co.uk/about-us/