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  .5 million  raduate each year

Indiandia

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 ncountable Government ncountable GovernmentInitiativesitiatives

 istrict Primary Education Programme

-id day meals programme

onal Literacy Mission

 otal Literacy Campaign

 ontinuing Education Scheme

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 literacy level is as%low as 50

. .till

. .till

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 The home to one out of  every three

 illiterates on the!!planet

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..olutions. .olutions

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   Where you of course get the girl Both in reel and real life

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. .lternative. .lternative

 A much easier one

 A million dollar effort with a simple idea

 n Effort to bring people

 ogether who could teach and hose who want to learn

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 Ankit Dudhwewala 3 Prashant Goyal

 310 AnubhavJain

314 KanhaiyaKr

320

 Shiti Shukla 347

 he Engineered he Engineered Productoduct

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• A 169-year old brand, established in1838

• A total readership of more than 7.5million all over India (NationalReadership Survey,2006)

•  The TOI has been selected as one of 

the world’s six greatest newspapersby the BBC

• Published from 13 cities across India.

• Worlds largest English daily

he Times of he Times of

Indiandia

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 eadership of eadership of arious English arious English

dailiesailies

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•

Inspiration : Teach AmericaTitle : Let’s Learn To TeachBrand Name : THE TIMES OF INDIALaunch : 6th July, 2008Company : Bennet, Colman &

Company Ltd.Type : Illiteracy Eradication CampaignCost : $500,000 - $999,999

 ampaign Detailsampaign Details

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“To create a sustainable

…lasting effect a change in…behavior not

 just a bubble of”emotions

 ECTIVE OF THE CAMPAIG ECTIVE OF THE CAMPAIG

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Human insightThe call to action

Media usage

All this could be done througheffective communication…

 Strategy

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 roduct Designroduct Design

 Teach India

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 Marketing Mix

PRODUCT

PRICE

PLACE

PROMOTION

’HE 4P S APPROACH’HE 4P S APPROACH

 teracy Eradication Programme

Time /2 Hours Week3 Months

The 4 MetrosInternet

’NGO s

PrintTVHoardings

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Partners : Realigning corporate non-profit relationships

Purpose : Value addition plusphilanthropy  Marketing plusfundraising

Passion : Making a DifferenceProfits : Creating Value &

CommunicatingValues

’ur 4P s for Teach Indi’r 4P s for Teach Indi

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SEGMENTATIONEGMENTATIONTARGETINGARGETING

POSITIONINGOSITIONINGDIFFERENTIATIONIFFERENTIATION

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  Identification of the portions of the market that are different

from each other 

Allows a firm to better satisfy the needs of its customers

Allows to focus on the subset of prospects that are "most likely"

to purchase your offering

  Teach India

qHigh Income Class

qMiddle Income ClassqLow Income Class

Ø

Segmentation

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The Marketer selects a segment or series of segments to target

Often defined by age, gender and/or socio economic grouping

  Teach India§

qThe Great Indian Middle Class

q NGOsq

qSchools that could provide physical space to hold sessions

qqCompanies who would sponsor the initiativeq

Targetingargeting

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The act of communicating the firm’s offer 

Meant to occupy a distinct and valued place in theconsumer’s mind

It’s NOT “what you do to a product”. It is “what youdo to the mind of the consumer”

Teach India

qMaking the customer identify the campaign as a social causeqPresent it to the target audience as an opportunity to do

their bit for the society.qPresent the campaign as a non commercial venture

Positioninositioning

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  Process of describing the differences between products or services

 TEACH INDIA

q Huge scale

q More organizedq Backing of TOI brandq Lot of publicityqTotal awareness

 ifferentiation ifferentiation

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:ommunication An ommunication An

 ntelligent ntelligent Mix

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28 direct response advertisements inprint

3 television commercials with multipleedits

10 outdoor creativeBookmarksCar stickersElevator stickers

 The amazing website-the resource

verview of the effor verview of the effor

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 Front Page–Campaign

 To reach out to the

.masses

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 orce orce Multiplierltiplier

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• The first ten days saw over 10, 000 volunteers sign up

• Over 1 lakh volunteers officially registered till theend of year 

•55,000 of them were trained to be teachers

• Volunteers included students, housewives, retired aswell as professional people

• 60+ NGOs participation

• Prominent list includes CASP,ANKUR,PRAYAS etc

• 32 schools donated space to conduct classes

•

 success success

story?tory?

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CONTDCONTD..

• 31 companies supported the initiative, both in termsof sponsorship and volunteers.

• 550,000 visits to the website

•6000+ Video downloads

•

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 N o t R e a lly !

C 09TEACH INDIA’09

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TEACH INDIA’09TEACH INDIA’09  Give a child a fish and you feed him for a

day Teach a child to fish and u feed him fora lifetime

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 eview and eview and

Feedbackeedback

 Based on surveyconducted by NMIMS Students

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 wareness of Teach wareness of Teach ndia Campaignndia Campaign

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 omparison of awareness omparison of awareness‘n 09‘n 09

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. .IC is a. .IC is a

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üTier 2 cities

üContinuous motivation

üMandatory Attendance

üAward System

üüBetter recruitment procedure

ü

•

Recommendationsecommendations

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 A giant platform for a commoncause

COME JOIN !!

•

 hank Youhank You

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