the impact of the ‘Tata Tea’ advertisements on the consumer.

Apart from focusing on waking people up with a cup of tea, Tata Tea has added ‘the steam’ to their
strategy by awakening the consumer to social concerns. Tata Tea’s aim has now shifted to making youth
and young adults their target audience. The company aims to communicate with its consumers by
motivating them to exercise their fundamental rights, thereby exhibiting their socially conscious
approach.

The advertisements are made with immense clarity about the severe lack of civic amenities, emphasising
interesting messages that leave a  great impression on the minds of people, young and old.

TARGET MARKET

The advertisements have primarily targeted the youth, who will be the next generation to mould
the country’s future. The average young boys in the ad make excellent arguments in favour of
college going youth standing up and taking the initiative.

It motivates Indian youth into adopting the bribe-less route when heading towards acquiring an
education.

The communication sends out a strong message, acting as a wake up call and asking citizens to come,
unite and take hold of the reins. The campaign and TV commercials are commendable efforts made by
the company. These efforts are extremely motivating and act as eye openers for the target audience.

However, there are certain shortfalls in the campaign.

The campaign should have not only targeted the urban youth but should have been carried out in
smaller cities and rural areas. People living in such areas are equally important and deserve to
enjoy educational rights too. Apart from the online portal, they should have included other
marketing strategies such as conducting events across the country thereby making people more
aware.

If the company corrects these shortfalls, then they can become the leaders in their market sector
with immense SOCIAL-MORAL support from citizens. The company has great potential and
presents its brand very well.
2.) CRM, Tata Tea wanted to associate its brand with civic consciousness. Moving away from positioning
tea as just a revitalizing drink and instead stressing social responsibility, they also wanted their campaign
to target young Indians. The slogan raised in a memorable way the idea of social awakening.

A series of 10-second advertisements brought to the forefront several problems- corruption, improper
roads, responsibility of political leaders, role of police. The first commercial, for example, featured a
young man investigating the credentials of a political leader involved in an election campaign. The idea
was to connect with the consumers on emotional issues, to get young people fired up about questioning
the system

The campaigns were a huge success and helped drive Tata Tea’s sales from approximately $910 million
in 2007 to over $970 million in 2008. Seeing the monetary benefits and increase in brand loyalty, Tata
Tea decided to take the campaign further and focus even more on social issues.

That ad helped pull over 600,000 people towards the website to register for voting

Tata Tea’s market share increased from 19.4% in 2007 to 20.6% in 2008. The sales, brand loyalty and
increase in market share clearly showed that these social marketing campaigns were well received by
the customers.

3.) Cause related marketing works by integrating the core trading objectives and activities of a business
with the needs of a particular cause or charity. When done well, it provides a win for the charity or
cause, a win for the consumer and other stakeholders and a win for business. It makes commercial
sense. As it delivers greater benefit more than anything else a company can do and can achieve through
a wide range of marketing, fundraising and social benefits.

This enhances reputations and profile, builds relationships and loyalty, adds value, demonstrates the
organizations' values, supports existing programs and provides resources. It also has the potential to
maximize sales, value.

Why should an organization use this method?

With the change in the global economy, organizations play an even increasing role in community and
have a greater impact on society. People in the dual role as consumer and citizen will expect companies
to use their power and influence wisely to meet the needs more effectively.

Its about corporate responsibility. It enables an organization to build loyalty amongst the shareholders,
develop strong global partnerships and relationships with the government, enter new markets, generate
positive publicity.
What are the general business drivers that relate to this mission ? It could be to build corporate social
responsibility and citizenship. Or to build or reinforce reputation or image. Or demonstrate organization
values.

4.) In CRM a corporation allies itself with a non-profit social organization, typically by donating receipts
from sales to the non-profit. In this sort of alliance, the corporation builds brand image while the non-
profit increases its funding.

For its foray into CRM, Tata Tea wanted to associate its brand with civic consciousness. Moving away
from positioning tea as just a revitalizing drink and instead stressing social responsibility, they also
wanted their campaign to target young Indians.

To conceptualize the idea Tata Tea hired the advertising agency Lowe Lintas. The agency came up with
the Jaago Re! campaign and its theme “Every morning-don’t just get up, wake up” (Har subah sirf utho
math- Jaago Re!). The slogan raised in a memorable way the idea of social awakening.

In the case of Idea cellular, the ‘An Idea Can Change Your Life’ series is deeply entrenched in brand recall
even as it seeks to address a range of issues from health, to caste, to saving trees.

World over, millions of tonnes of trees get cut everyday to produce paper, leading to alarming rates of
deforestation. The new IDEA TVC showcases how the mobile phone can be used as an efficient tool to
read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding
passes; thereby saving tonnes of paper everyday.

Environment' as a subject touches all, but gets attention only at strategic forums. The common man gets
to contribute little towards the cause, due to lack of direction and ideas. Hence, IDEA Cellular has taken
up the responsibility of educating the 500 million mobile phone users in the country. If they start using
the mobile phone more judiciously, together we can make a significant contribution of saving paper, and
therefore, the green cover necessary for the health of the planet.

a campaign to create awareness about the depleting tiger reserves in the country. It has partnered
with the World Wildlife Fund India and made a portal which talks about the issue.
The campaign includes a series of commercials which raise awareness about the fact that there just
1411 tigers left.

The campaign also includes commercials which feature Aircel brand endorsers like Dhoni, talking about
the issue and exhorting us to "Join the Aircel- Save Our Tigers Initiative" . The ads highlight very
prominently Brand Aircel and the portal made for the cause-  www.saveourtigers.com.

Aircel is doing an Idea by talking about social issues. But it is going one step ahead of Idea by involving
the public ( The Target Group! ) in the discussion built around the social issue, which happens to be Save
The Tiger! This it does by creating a environment through its commercials where the issue is brought
into prominence.