Communicating with the Conscience
Download as PPT, PDF0 likes372 views
The document discusses how appealing to consumers' conscience can insulate certain products and services from negative impacts of recession. It provides examples where baby food, contraceptives, and donations saw continued or increased demand despite economic downturn. The document also examines how conscience-based appeals in advertising had mixed results, and discusses opportunities to use conscience as a communication strategy to promote issues like birth control, disease prevention, and environmental solutions.
Communicating with the Conscience
- 1. Communicating ‘Conscience’ A Hypothesis Tom J Mathew Oct 06, 2009
- 2. Why are some products/ services isolated from recessionary impacts? Why have some products attained the region of being immune to external factors and have a steady/ increased buying pattern Why is it for some products/ services pricing is not a factor (or major factor) for purchase ?? Baby foods Daycare facility/ Pre-school/ Child-care facilities Donations (Places of Worship) Contraceptive pills/ related products Why???
- 3. Baby foods Baby food experienced the largest sales growth in the specialty food market between 2006 and 2008, according to the annual State of the Specialty Food Industry, by the National Association for the Specialty Food Trade, Mintel International and SPINS. (US) “ Health-conscious parents seem committed to continuing to buy healthy food for their children despite the recession, even as they economise in other areas.” – excerpt from Organic And All-natural Kids’ Snacks And Baby Foods by: New Nutrition Business So why is it that despite a recession and global reduction in demand, a sector such as the baby food sectors continues to see growth. Dramatic change in lifestyle; leading to time constraint Knowledge (or lack of) of food patterns (nutritional food contents) that aid the growth and preference to readily available (OTC) foods A conscience led buying choice of the best available baby food helps in easing the guilt feeling of not doing enough in terms of time and effort in participating in the growth of a baby
- 4. ‘ Morning After’ Pills Unwanted-72, however, stresses on the ease of life. The brand avoids any conscience pangs and just says “ ab ham hain tension free” (we are now tension free). So while both products serve the same need, iPill focuses on the conscience factor while Unwanted-72 focuses on the convenience factor. In Pune, sales for the overall market has increased by 30% in 2009, and that of the mainstream brands has increased by over 45%. (Source: Chemists association of Pune) iPill (marketed by Cipla) is the first brand that has been heavily promoted in the media after the Govt allowed the OTC sale of the drug. The product advertisement focuses on the guilt pangs experienced and the product as a way to avoid the social stigma. “Abortion say accha hai pregnancy ko rokna (it is better to stop a pregnancy than have an abortion)” As a growing market, there would’nt be any dent in market share, however, i-pill communication would have a more sustainable effect !!!
- 5. Donations/ Philanthropic causes A golden car is currently being built by a team of goldsmiths for a Tamil Nadu temple in India. There are 8 similar projects on the anvil Donations made by the Indian companies saw a sharp jump of 60% in fiscal year 2007-08, higher than the growth in their profit. Reliance Industries, ONGC, Hindalco, Bharti Airtel, Jaiprakash Associates were the top five donors in the financial year 2007-08. The Tirupati temple management announced the commencement of gold covering work of sanctum sanctorum of Sri Venkateswara temple to be built entirely on the offerings receivedDonations to religious institutions/ charitable organizations and NGOs have seen no decrease over the past years. So why is it, that despite recessionary trends and inflation, donations are insulated from these earthly effects? Does the urge to appease the conscience ride over other factors such as recession?
- 6. Shared Conscience Adverse results of advertisements focusing on the conscience factor: Tata Tea – Jaago campaign asking citizens to go out and vote. Electronic campaign coercing Mumbaikars to vote post 26/11 The turnout of 58.4% was relatively healthy, and broadly in line with the last five or six elections! 3 A conscience based communication for a shared/ distributed responsibility may not work!!! “ Election ke din agar aap vote nahin kar rahen hain toh aap so rahe hain” Ad resulted in a market share increase from 19.5% to 22.3% for Tata Tea compared to 23% for HUL (AC Nielsen Data) 2 Campaign resulted in 28 lakh registrations, 6 lakh first time voters and 25% translation to voting. 1
- 7. Conscience Wikipedia defines conscience as Conscience is an ability or a faculty that distinguishes whether one's actions are right or wrong. It leads to feelings of remorse when a human does things that go against his/her moral values, and to feelings of rectitude or integrity when actions conform to moral values. Sigmund Freud regarded conscience as originating in the superego, which takes its cue from one's parents during childhood. According to Freud, the consequence of not obeying our conscience is "guilt.“ Conscience works when: Message is personal Visual communication Impact is high on self or those around Conscience is singular and not shared among many
- 8. Conscience as a medium? Is it possible to use conscience as a medium to insulate the product from the pricing factor? i.e. as either the right/ moral thing to do or the appropriate way to appease? How can a value/ message be created that directly hits the emotional cords of a consumer/ client? Can communication media be better designed for the awareness of the below issues: Birth control AIDS Water Solutions Alternate forms of energy
- 9. Conscience and Consulting: Can a relation exist? Implementation Consulting Involves intervention at all levels What are the value drivers and how is it possible to communicate the value invoking conscience at each level? The same process can be utilized to ensure a passionate buy-in!! Know your client well!!!
- 10. D,D & D!!! Debate, Deliberate & Decide!!!