PR Case Studies
PR Case Studies
PR Case Studies
Issues:
Introduction
Evaluation:
International Recognition
Medical Tourism
The norms and standards to be followed by land, air and water based
adventure activities for tourism purpose have been developed.
Promotional Campaigns
A sum of Rs. 17.32 crore has been released for opening up of three
new Institutes of Hotel management, one each in Haryana,
Uttaranchal and Jharkhand. It has also been decided to open a new
institute of Hotel Management in Chattisgarh. In addition, funds
amounting to Rs. 37 crore were also sanctioned for upgradation of
building, construction of new campuses and procurement of modern
training aids for 20 institutes in the country. The capacity building
schemes for Service providers was launched in its revised form to
ensure quality tourism service providers through various training
programmes in public private partnership. More than 40,000 persons
were given training under this CBSP scheme. Training programmes
for Guides were also restructured and refresher courses were also
launched. Special training programmes for women service providers
were also designed.
Born: 1981
Onida survived. “There was a great fear that all Indian companies will
be washed out with large MNCs (multinational companies) coming to
India. But, Onida had managed to build a strong connect with its
consumers and it re mained intact even in challenging times,” says
Gulu Mirchandani, chairman of Mirc Electronics. “We soon decided
that to stay ahead, we must make products that are not only globally
competitive but measure up to global standards of quality as well,” he
adds. The company continued to communicate its brand promise
through clutter-free advertising—and the irrepressible devil.
According to a study of brands by market research firm TNS Mode
released in September 2007, more than 78% of those surveyed could
recall the devil, and connect it with the Onida brand. The times
remain challenging, but the devil and his antics have built a strong
equity among consumers.
Brand Lifebuoy
Born: 1895
Status: Has 18% market share in the bathing soaps category, worth
Rs6,000 crore.
The 1970s were challenging times for the brand, especially in the rural
markets, its mainstay. “The biggest challenge was to break the mould and do
clutter-breaking advertising,” says Manoj Tapadia, creative director at Lowe
India, the ad vertising agency for Lifebuoy.
It was around 2002 that the product moved from being a hard soap to a mild
soap that delivered a significantly superior bathing experience. The new
soap had a refreshing fragrance and its overall positioning changed, painting
its promise of health in softer, more versatile and responsible hues—for the
entire family.
The packaging was also changed: The rugged looking packs were soon
replaced with a softer pinkish cover. This was followed by a series of ads
highlighting the soap’s germfighting benefits.
Lifebuoy had become a family soap with hygiene as its core promise. “For a
soap that had been relegated to toilets, Lifebuoy has gathered new adherents
in an age where more consumers are getting concerned about germs and
cleanliness,” says Arvind Sahay, professor of marketing at the Indian
Institute of Management, Ahmedabad.
In the last five years, it has touched nearly 100 million Indians across 44,000
villages,” says Srikanth Srinivasamadhavan, category head, personal wash,
HUL.
Right from the early days, the brand has preferred effective
communication to celebrities. An exception is its recent, limited exposure
campaign with cricketer Yuvraj Singh.