個案資料
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PCRA: Social Marketing Campaign for Petroleum Conservation
內容大綱
In 2014, the executive director (ED) of India’s Petroleum Conservation Research Association needed to prepare the next phase of the association’s marketing campaign and media plan, which aimed to promote long-lasting and responsive energy-saving behaviours among India’s petroleum users. The ED was eager to incorporate new media into this marketing campaign but knew that the various segments of the diverse and broad target audience had different media preferences and habits. How could he and his team create the right message and the right media mix to achieve this goal? What would be the best way to distribute the campaign’s resources across the various communication channels to successfully execute the marketing strategy?
學習目標
The case is suitable for both postgraduate students and executive participants. It can be used in a marketing management course in a session on effective communication strategies for a social campaign, or in an elective course on consumer behavior in a class on designing a social campaign for behavioural change. The case provides students with the following opportunities:<br><ul><li>To gain an understanding of the various parameters for assessing the effectiveness of a social campaign.</li><li>To encourage structured thinking around the established principles and theories for designing a persuasive social campaign.</li><li>To highlight a communication strategy aimed at promoting lasting behavioural change across a broad target audience.</li></ul>