Group 7 sec B PSI - case study PDF

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Marketing Management Assignment

Group - 7 PGP/24/065 Akanksha Verma PGP/24/066 Akshit Garg PGP/24/083 Eesha Mohanty PGP/24/089 Jay Patel PSI India: Will Balbir Pasha help fight aids? (i) Should PSI India go for a mass media campaign in its fight against AIDS? Why?

A: A mass media campaign to create desired change among high-risk male workers like the ones linked with ports and other related industries was launched as Operation Light-House by PSI India. A sum of $20 million over 5 years was received for its implementation by USAID. PSI India should be going for mass marketing as the most efficient way to raise awareness due to the following reasons: a) Given the number of cases and the people who are vulnerable, it would be very difficult for IPCs to reach out to everyone individually. Also, the campaign will have a much bigger reach and will be able to deliver the message to different groups like sex workers, truck drivers and sailors. It will also be able to target men who are not willing to wear a condom for different reasons. b) It can spark off a public discussion among the target people related to the disease and also the much-needed awareness about the importance of safe sex. c)People could get motivated to access the HIV/AIDS helpline and VCT services which could bring behavioural changes. (ii) Is the concept proposed by Lowe Lintas a fictional character named Balbir Pasha better for generating AIDS awareness for highlighting particular barriers for condom use in the target population (male migrant workers between 18-34)? A: Since the campaign speaks in layman’s language the common people could connect with Balbir Pasha. Hence, if the execution is done in the right manner it eventually will lead to increased awareness of the understanding of the disease and could help in its reduction as well. Creating the fictional character, Balbir Pasha, brings anonymity and anyone and everyone facing similar issues could relate to him without damaging anyone’s reputation. With anonymity in place a lot of problems pertaining to AIDS/HIV can be addressed without defaming anyone. Another alternative was to increase the number of IPCs, increase in the spending on the training of IPCs and curate the study materials accordingly. Although all of this is feasible but requires monetary investment which could not be covered in the proposed budget for the initial few years. (iii) Assuming the mass media campaign is approved how should the ad budget be allocated between the different media? (assume a campaign that runs for three months) The conditions to be addressed to make campaign a success are: ·

Amount of population that is under high risk of being infected with HIV

·

The section of population under high risk of attracting AIDS

·

The medium of mass media that can effectively reach these population Different mediums available and their price:

Media

Cost($)

Duration

Television

300

35 seconds

Newspaper ads

500

Per placement

Bill boards

1200

Month

Abovementioned table showcases that Television is the most expensive mode of Media among all however the reach via Television is more compared to any other medium. In order to make the awareness campaign a success a tailored media mix can be followed. Media

Ads per month

Allocation

TV

210

Highest

Newspaper advertisement

30

Lowest

Hoardings

30

Moderate...