Jaaogo Re drive against corruption

Mahatma Gandhi was of the view: Be the change you wish to see in the world. Tata Tea seems to have taken that up quite seriously. With the help of its advertising and marketing initiative, Jaago Re, this time, the brand takes up the issue of corruption.

In its third year, the Jaago Re campaign revolving around the issue of corruption has the tagline, 'Ab Se Khilana Bandh, Pilana Shuru'. In an official tete-â-tete with the media at a gathering, Sangeeta Talwar, executive director, marketing, Tata Tea discussed the fact that corruption has eaten into more than 50 per cent of India's population. Considering the gravity of the problem, Tata Tea chose to address it

The television commercial is a montage of real-life situations of bribes been given and taken. In the end, the youth give the message to stop doing so.

Jaago Re began as a movement in 2007, with the aim to make tea a youthful drink, after a research showed that apart from people of other age groups, the youth consumed the beverage heavily too. Tata Tea wished to resonate with the youth.

The intent was also to have a unified message for the four brands under the Tata Tea umbrella -- Tata Tea Premium, Tata Tea Agni, Tata Tea Gold and Tata Tea Life.

A campaign featuring the scenario of politics played as a curtain raiser to Jaago Re in 2007. In 2008, with the elections round the corner, Tata Tea made an attempt to get the youth out of their homes to vote. The company put a website in place to ease the voting process for the youth -- www.jaagore.com -- which helped people with easy, step-by-step processes.

The website, Talwar reveals, got 28 lakh registrations, and 6 lakh first-time voters. Out of the 28 lakh registrations, one-fourth converted into final voting.

With the corruption campaign, Tata Tea puts forth the message to start with oneself -- begin with yourself and stop giving and taking bribes. Apart from the television commercial, the brand plans to reach out to each and every citizen across the nation, with the help of media such as outdoor, mobile and online.

Online and mobile have a significant role to play, as people can take the pledge against corruption online, or through messaging a short code from their mobile. People can also register themselves at various mall activations. In-store activities and passing on the message within the trade would also be done in a similar manner.

Source:AFAQS

ZEE TV

Zee TV, the flagship channel of Zee Network was launched in October 1992. With a reach of more than 167 countries and access to more than 500 million viewers globally, Zee TV has created strong brand equity and is the largest media franchise serving the South Asian diaspora. In the past sixteen years of its existence, Zee TV has driven the growth of the satellite and cable industry in India.

Zee TV's programming delivers a variety of choices for all segments of the audience,

including primetime comedy and drama series, premiere Hindi movies, mini-series, children's programs, musical shows, and mythological series. Zee has always believed in bringing innovative programming to its viewers.

Zee TV has long been the number two channel and now it has been pushed a place behind by new channel “Colors”. Zee has come up with some new marketing strategies to counter this and also to reconsolidate its position in the market.

Zee has basically identified two genres of TV shows- reality shows and daily soaps. Daily soaps are mostly targeted at Indian women. A soap called “Kasamh Se” is being aired at the prime slot of 9 P.M. from Monday to Friday. Its being promoted as their prime soap. A reality show “Sa Re Ga Ma Pa” is being running for 13 years now has been the top TRP getter for Zee. Recently Zee started promoting it as “Bharat ka pratham mahayudh”, targeting youth and housewives alike.

Zee TV has used various media mix to promote its serials. A study by TAM shows that Zee spends more on newspapers to promote its serials than on radio and magazine.

Along with this, Zee also promotes its shows through its websites allowing viewers to

download wallpapers and ring tones of the popular shows. Hoardings along the road side are also a common promotion media for Zee. Zee also promotes its popular shows on prime time slots of rival channel.

For the promotion of its reality show “Sa Re Ga Ma Pa”, Zee TV had ventured into an alliance with Rediff. The joint initiative was called “Voice of Rediff on Sa re ga ma”. The initiative provided an opportunity for aspiring singers to showcase their talent on the show, by uploading their videos and audio files on iShare. One lucky winner was chosen from the top five short listed entries by the show’s judges. The lucky winner then performed in the final episode of the show. iShare provides all hosting and bandwidths for free. One can upload videos directly from the mobile handset by converting the various video formats into Flash video. It also provides the users with viral tools that include showing a commercial before or after a user’s video and sharing of revenue. It has taken into consideration all elements of protecting user contents and privacy rights.

DMCL, a Zee group company has tied up with mobile operator BSNL to offer video

Content on the mobile - a service branded iSee. Popular soaps, abridged to episodes of 3 minutes duration, are provided to viewers.

Zee TV has undergone a makeover recently. To mark its return with fresh programming, the channel has adopted a more vibrant look and a new tagline. ‘Jiyo Zee Bhar Ke’ gives way to the new tagline ‘Har Pal Banaye Ek Naya Rishta’.

The new packaging highlights the quintessential Zee TV woman, who is rooted in tradition, but is also the perfect example of a contemporary woman, inspiring confidence in her family. The channel has come out with a 30-second master promo, which captures the journey of the Zee woman in different roles in relation to her family, her children, her husband and God. This is the second time in three years zee has come up with a revamp strategy. The advent of Viacom 18’s Colors has pegged back Zee to third position in the prime slots. With the current rebranding exercise Zee is planning to target the Indian women. This emphasizes Zee’s strategy to market its prime time slot soaps. Current rebranding has been largely based on the formal research into viewing habits and preferences. The findings underlined a truth the channel already knew - “The general entertainment genre is still largely a woman's sphere.”

Zee TV is one of the oldest General Entertainment Channels (GECs).I t has off late lost a position. Zee TV is lagging behind Star Plus and Colors (of late), though the gap is not much. If Zee doesn’t come up with a new product mix and effective marketing strategy quickly, it stands to lose further market share and the gap may widen further.

Tropicana

Fruit juices are perceived as anytime beverages, with consumption being spread more or less evenly between the mid-mornings, afternoons and evenings. Moreover, Generation Now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials.

Among packaged fruit beverages, the `awareness to trial' ratio of PepsiCo's Tropicana juice brand has been rated the highest. Up to 17 per cent of the respondents were aware of Tropicana, while the brand's trial stood at 11 per cent. In addition, eight per cent of the respondents stocked the brand at their homes.

Another interesting finding is that the average Indian may have a legendary weakness for mango, but when it comes to preference of fruit-based juices; his choices are in tune with international trends. Therefore, it is orange juice that is the most preferred fruit juice flavour in India, followed by apple, sweet orange and mixed fruit.

The findings indicate that most packaged juice-drinking consumers’ travel abroad on Holidays. Other attributes of branded juice consumers include employment of domestic help, ownership of assets and credit cards, and health consciousness with 80 per cent respondents going to aerobic classes or working out at gymnasiums.

Understandably, therefore, awareness and trial levels of packaged juices are higher within the SEC A category, than among SEC B consumers, the majority of whom rated these as aspirational.

As a clear indication that consumers perceive fruit juices as a grocery purchase, 60 per cent of the respondents consume fruit juices at home. While 55 per cent of the respondents consumed 1-litre packs at home, 45 per cent consumed 200-ml packs.

The Rs 100-crore packaged fruit juice market is estimated to be growing at 25-30 percent annually, with Tropicana and Dabur Foods' Real holding about 40 per cent market share each.

Tropicana is a subsidiary of PepsiCo family, a leader in foods and beverages. Tropicana went Public in 1969. It was purchased by Beatrice in august 1978 for $490 million in cash and stock and then sold to The Seagram Company Ltd., the Canadian alcoholic beverage maker, for $1.2 billion in March 1988. Later, they sold it to PepsiCo in 1998.

The juice business was sold to the beverage giant for $3.3 billion in cash. Rodkin was then the President and CEO of the company. Tropicana Products, Inc.: the leading producer of chilled orange juice and claims the top spot in the overall U.S. orange juice market, with a share of 33 percent. Tropicana distributes its products in 23 countries.

Initially Tropicana was launched with a bitter taste but gradually they changed it to sweet to attract the Indian consumers. In a way, it revamped their products to suit the Indian palate. To target the people who feel health as “The Most Important” factor to purchase a drink, Tropicana took on the health awareness and from now on “The Indian Medical Association (IMA)” will endorse PepsiCo’s Tropicana fruit juices-“partnership for health”! It Launch of 'Tropicana Twister’ to target the young generation. In addition to this, it introduced new flavors i.e. mango nectar, guava pulp and litchi juice- tickling the Indian taste buds. Advertisements were a perfect mix of modern and traditional trade via trial generations, TV, radio, outdoors and consumer-trade promotion.

Since, its market share is 30% - after Minute Maid and Real – there is an opportunity to increase this and make Tropicana a leader in this segment.