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Individual Determinants of Consumer Behavior: Information Processing

The document discusses the Saffola Healthy Heart Foundation's marketing initiatives. It outlines their (1) CR initiative called Saffola Life that educates consumers about heart health risks and mitigation. It discusses how Saffola (2) partners with the community through cholesterol checks and heart challenges on mobile and internet platforms. It also details their (3) radio campaign where only heartbeats were played across six stations to raise awareness for World Heart Day.

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janeldgamer
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41 views14 pages

Individual Determinants of Consumer Behavior: Information Processing

The document discusses the Saffola Healthy Heart Foundation's marketing initiatives. It outlines their (1) CR initiative called Saffola Life that educates consumers about heart health risks and mitigation. It discusses how Saffola (2) partners with the community through cholesterol checks and heart challenges on mobile and internet platforms. It also details their (3) radio campaign where only heartbeats were played across six stations to raise awareness for World Heart Day.

Uploaded by

janeldgamer
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Individual Determinants of

Consumer Behavior
Information Processing
Chapter ± 11

1
2genda

u 
  

     




  

2
2genda

u 
  

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`timulus: Novelty and Contrast

Marie Claire ± The publication that women turn to for information


on fashion, style, beauty, women¶s issues, career, health, and news
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2genda

u 
  

     




5
Marketing Implications
2

E B
F

D C
6
2BCDE & the New F
‡ 2 ± 2ctive Idea
‡ B ± Brand Facets
‡ C ± Community
‡ D ± Disaggregated Media
‡ E ± Experiential
‡ F ± Fast Moving Companies
7
`
 Äealthy Äeart Foundation
‡ 2 http://www.saffolalife.com/
‡ 2dvertisements:
‡ Father Looses Race
‡ Guilt ± Äumor `timulus

8
`
 Äealthy Äeart Foundation
‡ B ± `affola Life is a C`R initiative that seeks to
educate consumers about heart care, its risks and
ways in which the same can be mitigated
‡ ð 
 
      
     
  
  
     
    
ð  
  
 
 
 
  


BusinessWorld

9
`
 Äealthy Äeart Foundation
‡ C ± Cholesterol Checks, strong heart challenges,
`affola is trying to be a part of conversation within
the community
‡ D ± Mobile (`ms for free cholesterol checks)
‡ Internet (Register for strong heart challenge)
‡ TV 2dvertisement
‡ Radio Campaign
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Radio Campaign
‡ On 28 `eptember 2008, `affola Life teemed with six FM
radio stations in Mumbai ± Red FM, Radio City, Big FM,
Radio One, Fever FM and Meow FM
‡ The aim of this initiative was to make the listeners listen to
their hearts. On `unday, `eptember 28, all one could hear
was the sound of heartbeats played across the six FM stations
from 10 am to 10,30 am in between the health capsules. No
music or ad jingles were aired during this period.
‡ 2s part of its initiative for World Äeart Day, `affola Life
organized free Cholesterol Checks across 90 cities from
`eptember 28 to October 20 11
`
 Äealthy Äeart Foundation
‡ E ± `trong Äeart Challenge ± Use the wheat
supplement ± 4 week challenge

12
2genda

u 
  

     




  

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Take aways

‡ 2BCDE ± the building blocks of branding

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