Strategic

Marketing
PGP/24/082 E P Shanmuga
PGP/24/096 Maitreyee Sarkar
 Ola, founded in 2010, is identified as the first
Indian cab aggregator company. It made

The Story availing cab services a smooth experience by

bridging the gap between cab owners and

of Ola
commuters.

How is Ola’s new launch creating new brand

image for the company?
 Green Claims and
Message Frames: How
Green New Products
Change Brand Attitude
- Mitchell C. Olsen, Rebecca J. Slotegraaf,
& Sandeep R. Chandukala
 01
Research Question
❖ How does the introduction of green new products change brand attitude?
❖ How do quantity and valence of green message frames influence the
relationship between green new product introductions and change in
brand attitude?
❖ How does source credibility moderate the relationship between green
new product introductions and change in brand attitude?
❖ How does product type moderate these relationships?
Measures and Methodology

1 2 3 4

Data Metric Model Inference

Aggregation Measurement Formulation Derivation

Scope & Scale:

2904
NEW PRODUCTS
75 22 4
BRANDS FMCG CATEGORIES YEARS
Results
1 The environment in which a brand operates in affects the GNPI
decisions
Number of a brand’s GNPIs positively change brand attitude

2 The quantity of green claims negatively influences the relationship

between GNPIs and change in brand attitude

3 Positively framed messages to be less effective than negatively framed

messages

4 Product type(vice/virtue) will influence the effect of GNPIs and the

moderating effect of communication framing

5 Firm’s environmental legitimacy, brand longevity & product type

influence the relationship between GNPIs and change in brand attitude.
#JoinThe Revolution with Ola
https://www.youtube.com/
watch?v=p8F_7klnaJU
Exhibit 1: Google Search Trends

Ola
Ola Electric

Exhibit 2: YouTube Subscribers

 TESTIMONIALS

https://www.youtube.com/watch?v=w3-1_
A brand’s GNPIs OyqdDs MERCURY
positively change “Venus has a beautiful “This planet is named
name and is the second after the Roman
brand attitude
planet from the Sun” messenger god”

JUPITER SATURN NEPTUNE

“Jupiter is a gas giant and “Saturn is a gas giant, “Neptune is the
the biggest planet in our composed mostly of fourth-largest planet in
Solar System” hydrogen and helium” our Solar System”
2904 75
INTRODUCTION PRESENTATION
Describe the topic of Describe the topic of
the section the section

22 4
ANALYSIS CONCLUSION
Describe the topic of Describe the topic of
the section the section
 01
The research demonstrates that consumers’ attitudes toward green new products
seem to have taken a positive turn

02
The research shows that actively monitoring and maintaining the brand identity
occurs through purposeful actions that reinforce the central associations desired for
the brand.

Theoretical Implication 03
The paper also shows the effect of the message framing.It shows that the quantity
and not so the valence has a significant effect. So, fewer green claims enhances the
relationship.

04
The paper shows when there is a well-established environmental legitimacy there is
not much positive impact on brand attitude with GNPIs as new information
becomes redundant wi5th the customers.

05
In this paper it is further established that CSR exclusively focusing on
environmental initiatives has a favorable impact on brand attitude.
333,000.00
EARTHS IS THE SUN’S MASS
Big numbers catch your audience’s attention
A PICTURE IS WORTH A
THOUSAND WORDS
 MAIN COMPETITORS

CUSTOMIZE IT!
VENUS 40% If you want to
modify this graph,
click on it, follow
JUPITER 80% the link, change the
data and replace it

MARS 50%
 OUR PROCESS

MERCURY MARS NEPTUNE SATURN VENUS

Mercury is the Mars is actually Neptune is the Saturn is the Venus is the
closest planet a cold place full fourth-largest ringed planet in second planet
to the Sun. of iron oxide planet Solar System from the Sun
 NE
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 UPCOMING GOALS

VENUS MARS
Venus has a Despite being red,
beautiful name and Mars is a cold place.
is the second planet It’s full of iron oxide
from the Sun dust
UPCOMING GOALS

MERCURY JUPITER NEPTUNE

Mercury is the Jupiter is a gas Neptune is the
closest planet to giant, the biggest farthest planet
the Sun and the planet in our Solar from the Sun and
smallest one in the System and the the fourth-largest
Solar System fourth-brightest by diameter in our
object in the sky Solar System
A PICTURE
ALWAYS REINFORCES
THE CONCEPT
 ANALYSIS

SATURN MERCURY
It’s a gas giant, Mercury is the closest
composed mostly of planet to the Sun and
hydrogen and helium the smallest one

VENUS NEPTUNE
Venus is the second Neptune is the
planet from the Sun. farthest planet from
It’s very hot the Sun
 ANALYSIS

MARS MERCURY
Despite being Mercury is the
red, Mars is a closest planet
cold place to the Sun

VENUS NEPTUNE
This planet is Neptune is the
terribly hot in farthest planet
Solar System from the Sun
 TARGET

VENUS
MARS NEPTUNE JUPITER
MARS
01
NEPTUNE
02
JUPITER

03
 OUR PARTNERS

VENUS MARS JUPITER

Venus has a beautiful Despite being red, Jupiter is a gas giant

name and is the Mars is actually a cold planet and the biggest
second planet from place. It’s full of iron planet in our Solar
the Sun oxide dust System

PARTNER PARTNER PARTNER

MOCKUPS

You can replace the image on

the screen with your own work.
Just delete this one, add yours
and send it to the back
 AWARDS

Mercury is the It has a beautiful Jupiter is a gas

closest planet to name and is the giant and the
the Sun and the second planet biggest planet in
smallest one from the Sun our Solar System

AWARD AWARD AWARD

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