Aman ki Asha: A Concept Marketing Initiative to Promote Peace between India and Pakistan

            
 
Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

To download Aman ki Asha: A Concept Marketing Initiative to Promote Peace between India and Pakistan case study (Case Code: MKTG290) click on the button below

Buy Now

Amount to be paid:



Prefer to pay in another currency ?
Select Currency for Payment



Exchange Rates: Click Here
Delivery Details: Click Here



» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search


Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : MKTG290 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra

Themes

Marketing Communication / Concept Marketing
Case Length : 18 Pages
Period : 2009-2011
Pub Date : 2012
Teaching Note : Not Available
Organization : Unilever Plc.
Industry : Newspaper
Countries : India; Pakistan

Abstract:

This case is about The Times of India's (TOI) and Jang Group's (Jang) concept marketing initiative 'Aman ki Asha: Destination Peace' (AKA). Launched on January 1, 2010, the joint Indo-Pak peace campaign aimed to promote peace and develop stronger diplomatic and cultural relations between the two countries. The campaign was executed through a large-scale multimedia platform that included print, television, radio, online, and other on-ground events. As part of the campaign, a series of cross-border cultural gatherings, business seminars, music and literary festivals and citizen meets were organized across the two countries. The case discusses how the campaign changed the perceptions of people about each other in both countries.

While the campaign won some of the most prestigious advertising awards, experts remained divided in their opinion on whether 'Aman ki Asha' was a genuine approach to initiate the peace process between the two countries, or whether it was just a marketing gimmick by the two media groups to enhance their brand image. This case is meant for MBA/MS students as a part of the Marketing Communications/ Marketing Management curriculum.

Issues:

The case will help the students:
» Understand the various issues and challenges in concept marketing.
» Analyze whether the 'Aman ki Asha' initiative was successful in achieving its objectives.
» Understand the role of cause-related marketing in enhancing brand image.
» Explore ways in which the campaign could be made more effective.

Contents:

  Page No.
Introduction 1
Background Note 2
The Beginning 4
Launching an Ambitious Campaign 6
Impact 8
A Hollow Gesture? 9
The Road Ahead 10
Exhibits 12

Keywords:

Concept marketing, Cause-related marketing, Marketing Communications, Perception-changing communication, World's best news industry marketing campaigns, Social marketing, Corporate Social Responsibility, Lead India Campaign, Teach India Campaign, Newspaper industry, Jang, The Times of India

Introduction - Next Page>>


Custom Search





Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
ICMR Textbooks Collection
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.