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Integrated Marketing Communication

Case Analysis: Boston Fights Drugs(A)

Submitted by:
MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH Integrated Marketing Communication

Group II (IMC-A)

Situation Analysis
Around 1000 drug trafficking arrests in Boston Drugs worth $250,000,000 seized Drugs seized only constituted 5-10% of total drug volume Crack epidemic expected to spread in Boston

Hence Mayor Flynn asked Harvard Business School students to create a plan for de market of the DRUGS

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Drug Programmes
Enforcement
Strict laws implemented Number of arrests were doubled But its not very effective in convincing the people and their demand still keeps increasing

Education
Drug education part of school curriculum Promotional efforts by SPECDA and BAD Citizens encourage to turn-up drug users

Communications Program
Channel used is Mass Media Commercials featuring celebrities and local instances But commercials were not effectively appealing the mass

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Objectives
To devise a communication program that delivers the most effective messages to target audience; thus curtailing the drug use among youth in Boston area To do a market research and to evaluate the credibility of research
Three step Process
What message to be delivered??? Delivery of Message to Intended Recipient

Identification of Delivery Channel

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Assignment Question
What are your views on the team's model for drug absue? on the research methodology followed?

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Our Perspective about the Model Used


Pertinent classification of drug users
Non users, Experimental users, Regular users, Drug dependent individuals

Provides structure for data collection Scope to identify the percentage of people in each of the segments Can be used to highlight the ethnic and socioeconomic distribution of individuals Screening questionnaire was an effective tool to identify the appropriate mix of respondents to be considered for FGD

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Primary Research Options


Quantitative Surveys
Low response rate of 5 20 % expected Advantage Results not biased by the interviewer Cost - $10,000 to $15,000

Focus Group Discussions


For each group of 8 10 costs will be $500 - $1500 Psychologists to interpret the focus group data Could act as brainstorming exercise providing insights to researchers

One-to-One Interviews
Unstructured and more open ended Total cost Incurred: $75 - $150 (counselor's fee and stipend) Interviewers need to trained accordingly

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Contrast among Research Options


Parameters of Assessment Time Cost Type of data obtained Degree of bias Number of respondents covered at a time Number of Phases Questionnaire Surveys Low Low ($15 per person) Quantitative Low Significantly Large Focus Group Discussions High High($112.5 per person) Qualitative Moderate to High 10-12 per session One-to-One Interviews Very High High($112.5 per person) Qualitative High 1

More than 2

One

One

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Viewpoint on FGD
Pros Face to face interactions with participants Experience moderator can guide the flow of discussion It is recorded for future references and analysis by professional psycologists Provides creative ideas and insights to researchers The researcher can get information from non-verbal responses, such as facial expressions or body language. Cons Additional cost of moderator Peer response can influence individual viewpoint Time constraint might be an issue and consumes more time than a questionnaire survey Doesnt provide quantitative data

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Rationale of Choosing FGD

The target respondents were in the age group of 10-18 years

Questionnaire method is not suitable as the young target audience would find it difficult to interpret the questions

The number of stages were more in questionnaire method in comparison to other methods thus increasing costs, time and effort

On-to-one interview method is quite lengthy and too subjective; the number of respondents covered would be significantly low while the cost would shoot up

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Assignment Question
Are there data in exhibits to support the teams' conlusions on pg.7-8 of the case?

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Excerpts to Support Conclusions


Conclusion 1: Young people do not recall drug facts or statistics
None of the exhibits had any statement which indicates that young people recall the facts or statistics associated with drugs

Conclusion 2: Nonusers avoid both friends and strangers who use drugs rather than confronting them with persuasive reasons to discontinue use
It is quite clear from the statements made in Exhibit 7, 8, 10 and 11 that they will walk away from both friends and strangers who do drugs e.g. Exhibit 11 I stop calling them. They aint my friend no more

Conclusion 3: Young people resent being told what to do and may in fact do the opposite to prove their independence
Statements in Exhibit 8, 10 and 13 supports the statement of Conclusion 3 e.g. Exhibit 8 I wouldnt pay attention to no adults. They all sound alike. Just trying tell you how to run your life. Hey, it aint none of their business

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Excerpts to Support Conclusions


Conclusion 4: Family is an important influence on drug use and attitudes
From these Exhibit 6,7,9,10 and 11, we conclude that people look up to senior members of family for guidance about the drug menace e.g. Exhibit 6 Like if my brother told me drugs were bad, Id believe him

Conclusion 5: Young people vividly relate stories about drugs and drug users
Statements provided in Exhibit 6 and 14 backs Conclusion 5 e.g. Exhibit 6 In school we saw movies about what drugs do. It told a story about this boy taking crack and he dies

Conclusion 6: Current drug advertising is unrealistic and does not elicit strong recall. (Exception: Take Me Out of the Ballgame)
Statements in Exhibit 7 and 10 supports the statement of Conclusion 6 e.g. Exhibit 10 If its a real rapper, not some stupid guy faking it, people would listen. Like on 104.9 FM
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Excerpts to Support Conclusions


Conclusion 7: Celebrities are not viewed as credible spokespeople about drugs because so many use drugs, because their live are perceived as different, and because respondents think they are paid to read a script
From these Exhibits 7,13 and 14, we conclude that there is no credibility among respondents about celebrities informing about drug abuse e.g. Exhibit 7 When they use movie stars, its not believable, because you read about them taking drugs.

Conclusion 8: Neighborhood programs are crucial in decreasing demand for drugs


Statements provided in Exhibit 9,10,11 and 13 backs Conclusion 8 e.g. Exhibit 13 People should stop being dirty and leaving stuff in hallways. Find a trashcan

Conclusion 9: Educational programs which provide realistic information in an adult manner are effective in communicating an antidrug message
Statement in Exhibit 6 supports the statement of Conclusion 9 e.g. Exhibit 6 Yeah, we have a police guy who teaches us about drugs and stuff. Yeah, I liked it a lot
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Assignment Question
Are there alternative conclusions that can be drawn from the same exhibits? What would be the alternative broad communication direction, if any?

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Alternative Conclusions
Friends can be both positive as well as negative source of influence (Exhibit 10); thus they can act as a driver to keep individuals away from drugs Reasons for doing drugs include peer pressure(Exhibit 10), easy availability (Exhibit 10), lack of attention from family members (Exhibit 7)

Drug addiction leads to financial issues which results in activities such as theft, disrespect to family members(Exhibit 10)

Kids become more inclined towards drug campaign when they can relate more to the character in advertisements

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Alternative communication direction


Objective: The communication campaign should be SMART Specific Measurable Attainable Results-orientated and Time-limited. Approach: Depicting the Negative Consequences of Drugs Audience/Target Segment: Main Category
Non Users Experimental Users Regular Users/Junkies

Demographic variables
Sex: Female Race: any Age: Teenager

Psychographic Variables
Personality Charming Attitudes High Lifestyles - High

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Alternative communication direction


Message: The message that the communication strategy will provide is loud and clear, Get High on Life, not on Drugs, which is also the slogan of campaign. Through this communication strategy, the message is for multiple audiences. Basket: The Storyboard communicates products best capture and deliver the messages as the storyline which is being shown is very much real life and teenagers would find themselves in some time or another in that situation

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