In 2014, the executive director (ED) of India's Petroleum Conservation Research Association needed to prepare the next stage of the association's marketing campaign and media plan, which planned to boost long-lasting and reactive energy-economy behaviours among India's oil users. The ED was enthusiastic to incorporate new media into this marketing campaign but knew the various segments of the diverse and wide-ranging target audience had customs and distinct media inclinations.
Which strategy and or methodology could he as well as his team apply in order to give out the right message and the right media mix to reach this target? What would be the greatest way to distribute the campaign's resources across the various communication channels to successfully carry out the marketing strategy? Sabita Mahapatra is affiliated with Indian Institute of Management Indore.
PUBLICATION DATE: June 07, 2016 PRODUCT #: W16337-HCB-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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