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Tata Tea…

..JAAGO

RE

Tata Tea… .. JAAGO RE … BY - NAL INI SHAR M A VANDANA CHAUH AN

BY - NAL INI SHAR M A VANDANA CHAUH AN SHE ENA KH ANUJA M ANI SHA SONI ARN AB BAI SHYA A JAY S INGH P RAVE SH RA J PAL

Elections in India

Elections in India  Densely populated  Low literacy  Democratic country with less voters 
 
  • Densely populated

  • Low literacy

  • Democratic country with less voters

  • Ratio of youth is more

  • Governed by peoples representation act

 

Polling concepts

LOK SABHA ELECTION 1996 Read or heard about this 26% No idea 74%
LOK SABHA ELECTION 1996
Read or heard
about this
26%
No idea 74%
LOK SABHA ELECTION 1999 Read or Heard About This 29% No Idea 71%
LOK SABHA ELECTION 1999
Read or
Heard
About This
29%
No Idea
71%

Awarness Of Opnion Polls Were Confined To

Urban Areas

LOK SABHA ELECTION

1996

43 21
43
21

Read Or Heard In Urban area

Read Or Heard In Rural area

LOK SABHA ELECTION

1999

42 26
42
26

Read Or Heard In Urban area Read Or Heard In Rural area

 

NGO-Janaagraha

NGO-Janaagraha  Started in dec-2001 by Ramesh and Swati Ramanathan  Supported by 200 volunteers 
 
  • Started in dec-2001 by Ramesh and Swati

Ramanathan

  • Supported by 200 volunteers

  • AIM: Improve quality of life

  • Systems approach was not powerful

  • Joined hands with partners such as TATA ,Yahoo

loksatta and pria.

loksatta and pria.
 

Partners with Janaagrah

 
Partners with Janaagrah TATA  Tata tea-the brand leader.  Objective-A platform to motivate youth. 
 

TATA

  • Tata tea-the brand leader.

  • Objective-A platform to motivate youth.

  • Initiative named as jaago re! one billion vote

  • Transform product- a medium of social awakening

  • Market leader in terms of value & volume

 
Partners with Janaagrah TATA  Tata tea-the brand leader.  Objective-A platform to motivate youth. 
 

Lok Satta

Lok Satta  India’s leading civil society initiative for political reforms.  Covered public disclosure law
  • India’s leading civil society initiative for political

reforms.

  • Covered public disclosure law & the right to information act.

  • Similar experience- vote India”, “Vote Police”, “Vote Maharashtra”.

YAHOO! INDIA

  • Leading internet portal.

  • Provides marketing solutions.

  • Fulfills online needs.

 
 

PRIA

PRIA  Stressed on forming a democratic society.  Encourages people to plan and implement their
 

Stressed on forming a democratic society.

Encourages people to plan and implement

their development ideas. Direct reach to local areas. Huge involvement in the social issues.

 

Branding strategy

Branding strategy  Social cause marketing through partners  Eminent partner- TATA tea.  Product positioning-
 
  • Social cause marketing through partners

  • Eminent partner- TATA tea.

  • Product positioning- jaago re.

  • Jaago re- to reach the youth.

Branding strategy  Social cause marketing through partners  Eminent partner- TATA tea.  Product positioning-
 

WHY- Tata tea?

WHY- Tata tea?  Well known product.  Large market share.  Commonly used.  Not
 
  • Well known product.

  • Large market share.

  • Commonly used.

  • Not expensive.

  • Reach every nook and corner.

 

Promotional Strategies

Promotional Strategies  Strong partner- Tata tea  Tata tea- a mass product  Advertising sensitized
 
  • Strong partner- Tata tea

  • Tata tea- a mass product

  • Advertising sensitized the people to vote

  • Each television commercial touched upon the

social issues.

  • Created a lot of awareness

 

Continued…

Continued…  Focuses on empowerment of Indian youth  Encourages people to participate in changing quality
 
  • Focuses on empowerment of Indian youth

  • Encourages people to participate in changing

quality of governance

  • Started with a catchy line-”har subhe utho hi nahi jaagore!!!”

 

Mediums used

Mediums used  Various Mediums were used;  Radio  Television  Press  Outdoor malls
 
  • Various Mediums were used;

  • Radio

  • Television

  • Press

  • Outdoor malls and multiplexes

 

Technological advancement

Technological advancement Improved the registration process. <a href=Main site : www.jaagore.com .  Awareness.  Easy navigation.  Informative and educative.  Easy way to cover the youth.  Easy manageability " id="pdf-obj-13-6" src="pdf-obj-13-6.jpg">
 

Improved the registration process. Main site: www.jaagore.com.

  • Awareness.

  • Easy navigation.

  • Informative and educative.

  • Easy way to cover the youth.

  • Easy manageability

 

After effects

After effects • More literacy • Large market share • Awareness • Biggest challenge “youth” was

More literacy Large market share Awareness Biggest challenge “youth” was overcome Jaago re campaign gained popularity

 

Recommendations

Recommendations  Building teams to educate rural masses  Advertising the main website  Organizing awareness
 
  • Building teams to educate rural masses

  • Advertising the main website

  • Organizing awareness programmes in colleges