B oyco t t i n g

Contents
What

is Boycotting ?
History of Boycotting
Motives for Boycotting
Methods of Boycotting
Recent Boycott Case : Boycott Mobinil

What is Boycotting ?

What is Boycotting ?

It is a strategy or tactic of negotiation and/or confrontation.

One of the sides takes the necessary measures for diminishing or
making impossible the flow of important funds, services or
resources to the other side through negative publicity, alliances and
agreements and/or self limitations.
A boycott is an act of voluntarily abstaining from using, buying, or
dealing with a person, organization, or country as an expression of
protest, usually for political reasons. It can be a form of consumer
activism.
The Word boycott

The word boycott entered the English language during

the Irish "Land War" and is derived from the name of
Captain Charles Boycott
It was used by The Times in November 1880 as a
term for organized isolation

History of Boycotting

History of Boycotting
1.

In 617, the Meccans boycotted the Hashemites in order to put pressure

on the clan to withdraw its protection from Muhammad (PBUH).

2.

March 1769, in opposition of "taxation without representation,"

merchants in Philadelphia joined the boycott of British trade goods at the
time of the American Revolution.

3.

The boycott of Captain Charles Cunningham Boycott, an English land

agent in Ireland who was subject to a boycott organized by the Irish
Land League, 1880

4.

Boycott of Tobacco in Iran in response to colonialist British Tobacco

Rgie, 1891.

5.

Boycott of Japanese products in China after the May Fourth Movement

History of Boycotting
Nazi boycott of Jewish doctors, lawyers, and stores in Nazi
boycott of Jewish businesses; it formally lasted only one day
(April 1, 1933, ironically on a Saturday-the day of Sabbath
when most Jewish Businesses and shops were closed already
on that day, but eventually was the beginning of the racial
policy of Nazi Germany

History of Boycotting
The boycott of British goods by Mahatma
Gandhi known as the swadeshi policy the boycott of foreign-made goods,
especially British goods.

African Americans during the U.S. civil

rights movement, late 1950s and 1960s
(especially the Montgomery bus boycott).

History of Boycotting
The Arab League boycott of Israel
and companies trading with Israel.

The academic boycott of South Africa by a

large part of the world's countries during
its apartheid period.
Boycott of South African produce
(e.g., Cape Town Sherry Wine and Out span
lemons) in opposition to apartheid

Motives of Boycotting

Why do we Boycott ?
In 1999 40% of citizens worldwide have at least thought about punishing
a specific company they viewed as not behaving responsibly
Individuals must believe that the boycotting action is desirable for their
own sake. And also Boycotters have to believe that the target
understand their action

Social
Social

Political
Political

Ethical
Ethical

Environmental
Environmental

Humanitarian
Humanitarian

Religious
Religious

Economical
Economical

Complaining
Complaining

Political boycotting
Boycotting Israeli products Because of Palestine
occupation as West Bank and Eat Jerusalem (which works
mainly in export fruits and vegetables) also boycotting some
American products because of its support for the Israeli
actions

Religious boycotting
Muslims Boycotted Danish products in 2005 due to the
Cartoon drawings published in Daish newspapers

Environmental boycotting
In the United Kingdom, Survival
International organization threatened
Scott Paper with a boycott because its plans
for a eucalyptus plantation and paper mill in
Indonesia threatened the survival of tribal
people. In response to the threat, Scott Paper
abandoned its plans.

Boycotting shell oil products in Nigeria,

because of oil spills worldwide have occurred
in the Niger Delta. Nigerian government
supported the oil company and though the
situation maintained at the status quo

Economic boycotting
In 2008 E-bay faced boycotting due to announcement of
higher fees and other policy changes are launching Ebay
announced plans to raise the commission sellers have to pay
As a result of this campaign a lot of sellers transferred to
Amazon, bidville and esty.com

Complaining by boycotting
In Egypt some of Facebook users began a boycott campaign targeting
to enhance packaging of Zabado (fruit yoghurts), the campaign was
successful and the company changed their packaging.

Social boycotting
In 2005 animal rights organization began a boycott
campaign targeted KFC and to obligate them with new
standards for chicken treatment. Each KFC store was declined
by 2% while some other restaurants as pizza hut increase
sales

Types of Boycotting

Types Of Boycott
Targets

A companys product

Method of production

Type of packaging

Company whose practices or policies are offensive

A country or states government may be involved in

objectionable practices.

Methods of Boycotting

Impacting sales
companies remain highly sensitive to any consumer concern which
appears to affect purchasing behaviors even if its likely to influence a
very small percentage of their customers.

Attacking company image

More organizers are choosing a reputational approach than in the past

as companies have paid more attention to cultivating more socially
concerned images.
Example: In the late 1980s Earth Island Institute called a boycott of
Starkist tuna because it was being caught by methods that killed
dolphins. by portraying the company as a dolphin-killer. This
Boycottact Lead To The Dolphin SafeTunaLabel.

Introducing Substitute
Mecca Cola has been marketed as substitutes for Coca-Cola
among Muslim populations.
Also, Fulla doll was introduced as a substitute for Barbie

Effective Boycotting

Ways to successful Boycott

Boycott is not the target

Success is more than just a decrease in sales.

Successful Boycott end up by forcing attacked entity to

change its strategy

For successful Boycott the following factors should be

considered
Product Substitute
Clear & realistic targets
Getting Your Message To Consumers And The Media
Getting Institutional Support For Your Boycott
Negotiating With The Company

Substitute Existence

Substitute for the product should be

considered

Substitute should within same value

(quality and Price)

It was easy to boycott Denmark

Products versus USA

Denmark Boycott was supported by

Resellers

Boycotting Goal
Identify and state clearly the boycott's demands to the targeted
company and consumers.
Clearly tell the company what changes it must make to end the
boycott be as specific as you can.

Determine the time frame for the boycott right from the beginning.

Boycotts that ask the company to change a specific action or policy

are more successful than boycotts that express general displeasure.

Make your demands realistic.

Communicate the message

Develop a clear, simple message.

Distribute leaflets about your boycott in front of stores where

the product is sold.

Produce educational materials, films, about the issue and how

they can help.

Advertise in newspapers, on radio, and on television.

Produce stickers and T-shirts.

Internet (Facebook , Web site & e-mail alerts )

Use a viral strategy.

Institutional Support

Solicit participation from large institutions.

Endorsements from non-profit organizations.

Endorsements from institutional shareholders in the

company.

Negotiating The Company

Request meetings with the company to discuss your

concerns.

Deliver signed postcards to the company

Set up an electronic mail letter that consumers can add

their names to and send to the company and other
interested consumers. This enables you to track how
many messages are sent.

Write to the chair of the Board of Directors and the CEO

Demonstrate at shareholder meetings with speeches,

posters, and petitions.

Watch the way the company responds to the boycott for

indications of success.

Case Study

Boycott Mobinil