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Presenter:Anwesha Praharaj,
Summer trainee,Vedanta Resources Pvt. Ltd.
INTRODUCTIONcase study report of Vedanta Resources, a globally diversified natural resources group, headquartered in
London, United Kingdom
Vedanta resources: as a socially responsible corporate entity
Facing criticism and controversies, with questions being raised on its operations in Odisha
study of the existing brand image of Vedanta in Odisha, (Lanjigarh refinery, Jharsuguda Smelter, Proposed bauxite mining site in Lanjigarh, Proposed Vedanta University)
METHODOLOGY research survey at the ground level
not to take a stand, neither the company’s or of the activists Surveyees were told that the study was for personal and academic
purposes
helped create a better conversationalist approach
Helped gain better insights to a more realistic mass mentality
Accordingly, Questionnaires were framed
Lastly, field trip to Jharsuguda
CHOOSING THE SURVEYEES:Surveying the right people crucial, ‘Brand Image’: FLEXIBLE entity
Non existence of an already differentiated and segmented Target Group
Four Target Groups (BBSR): Locals, Youth, Intellectual mass, Media
CHOOSING THE SURVEYEES:3 Target Groups (Jharsuguda): Vedanta’s Employees, Affiliated NGOs Rehabilitated Families
Research online: Blogs, Networking Sites, Social Platforms
Segmentation and Targeting: Demographic Factors and more importantly Psychographic Factors
‘Communication is the key’!structured communication process leaves less room for any
probable misinterpretation
reflective of the company, its codes, ethics and beliefs
often reflective of the existing socio economic or socio cultural concerns
depending on empirical researches and suggestive evidences, Communication assists in reinforcing these or standing against them
Motive: increase sales, leverage goodwill , improve brand image
Communication is the ‘key’!Vedanta: already done exceptional communicational
campaignsbuild this communication network even furtherNot only necessarily through mediastrategically productive techniques like word of
mouth, taking up relevant causes, taking communication back to the grass roots level
project bases its recommendations based on all platforms of communication- media and/or otherwise
Statistical Analysis (No. of Surveyees)
The First thing that comes to your mind when you think of ‘Vedanta':
Which would you prefer: Option 1:‘INDUSTRIALIZATION ALONG WITH COMMUNITY EMPOWERMENT’ or Option 2: ‘NO DISTURBANCE IN CURRENT SOCIO-ECONOMIC SCENARIO OF ODISHA’?
Are you aware of the community empowerment activities or the Corporate Social Responsibility (CSR) activities of Vedanta?
Given a chance, would you like to go to Lanjigarh and interact with the Dongria Kondhs personally?
Do you think the human rights activists’ demands are against state’s economic growth?
Do you want Vedanta to stop all operations in Odisha?
Are you aware of controversies surrounding Vedanta?
How can we improve economic growth of mineral rich Odisha?
Do you support ‘Indian assets in Indian hands’?
What can we do to improve living conditions in backward regions of the state?
Do you think Vedanta Aluminium Limited or the proposed Vedanta University will help improve state’s economic and educational scenario?
Can you relate to the company on a personal basis?
Responses: Locals and YouthTG of locals had the most mixed opinions among the four
A few even said that Vedanta was an NGO, which means that though brand awareness was relatively low, the CSR activities had definitely reached out
The Corporate employees showed a relatively positive attitude towards industrialization, as opposed to Govt. employees
Youth recognized the brand and seeked a more active participation with it
Feedback: Intellectuals and MediaSupport for PPP model
Vedanta had more repute in Odisha than TATA or POSCO
The pro-industrialists said a balance could be achieved as far as mining activities were concerned
But they seemed to think too much land was being asked for the University
None suggested that University was against state’s or nation’s interests
Possible solution: cost-benefit analysis with transparency
Feedback: Intellectuals and Mediaequated to justification of Carbon trading
Odisha needs to industrialize more like Europe did centuries ago
‘Jarawa tribe controversy’
Media in particular, said that the CSR’s outreach needed more awareness and
more CSR needed to be undertaken under Vedanta’s wing
Media was the only TG majority of who said that they could relate to ‘Vedanta’ on a personal basis
Based on main aspects of:
VISIBILITY
CREDIBILITY
RELATIVITY
The VISIBILTY ModelFew Locals: little information about company
Not surprising since it is not operational on a B2C platform
why it is important to even make people (the general mass) aware ?
to build a strong brand image or up the goodwill quotient, the first step is to build maximum possible cognizance.
The CREDIBILITY Factorheart of its business and subsequently the brand image
Takes into account: Trustworthiness and Expertise
A small populace who were aware of Vedanta as a brand and the CSR activities under its wing,
but doubted the credibility in it
Expertise like ‘delivery time’ makes brand Unique
Trustworthiness can still be built further
The RELATIVITY QuotientEven if awareness of brand is not very high
Reputation is not affected only on B2B platform
brand product, or in this case commodity has a particular consumer base
brand image, however, takes into account a much larger base: the entire demography or psychographic mass of a region
to build on to the brand image, it is essential to invite and encourage participation
Cause Marketing(MOTIVE: Increase VISIBILITY and CREDIBILITY)
Choosing one particular idea or cause, and running a campaign on it can prove beneficiary
pinpoints the mental focus to the brand
Previous campaign: Creating Happiness
ideas very similar but, solely answering the questions that rose against
Vedanta’s operations in Odisha.
Cause Marketing Ideas:
We Believe in EQUALITY
Brain UNdrain
A better Odisha, A greener Earth
Awareness about importance of Aluminium(MOTIVE: To increase VISIBILITY, CREDIBILITY and RELATIVITY)
more than 75% of the Odia mass are completely unaware of the unique properties of Aluminium
why does everyone need to know about Aluminium?
How to engage?
Cause Marketing: ‘BIN YOUR CAN’
Highlight property of Al: ‘It is 100% and endlessly recyclable’
Reviving the Odia Culture(MOTIVE: To increase VISIBILITY and RELATIVITY)
Culture pivotal in shaping opinions
Previous initiatives: release of Kui Music Album ‘Niyamgiri ti Rani’
THEATRE FEST
PHOTOGRAPHY COMPETITION/EXHIBITION
HONORING LITERARY WORKS
Running a story in parts(MOTIVE: To increase VISIBILITY and CREDIBILTY)
Running one single story in parts
arouse an element of suspense and hence the interest in following it
For example, the story of a Self Help Group (SHG) worker in parts:
Part 1: How life was beforePart 2: Problems I facedPart 3: How I started my own SHGPart 4: How it slowly became successfulPart 5: Where I see myself in future
Campaigns targeting Odias(MOTIVE: To increase VISIBILITY and RELATIVITY)
running a campaign on all major Odia festivals
to extend the already existing ‘creating happiness’ campaign to ‘spreading the happiness’ campaign.
OOH advertising
Setting up a public swing set on Rajo and hence, ‘Spreading the HAPPINESS this Rajo’
Setting up rathas on Ratha Yatra, like the Ratha Yatra organized in Lanjigarh this year. This can be started elsewhere also.
Vedanta and Livelihood(MOTIVE: To increase VISIBILITY and CREDIBILTY)
on livelihood schemes sets Vedanta apart
livelihood is one of THE most important CSR activities
Highlighting one particular CSR scheme could also prove advantageous as it will associate ‘livelihood’ with the brand
Hence, create maximum impact
Roping in Support Groups(MOTIVE: To increase VISIBILITY, CREDIBILITY and RELATIVITY)
creating support groups who will exhibit brand loyalty
up the brand image quotient by engaging in communication processes further in their comfort groups
Process could be rather long, but favoring the brandSupport groups: YOUTH, EMPLOYEES
Youth: opportunities Scholarships Training Innovative Design Competitions Sports
Employees: Philanthropists
Initiating a ‘Responsible Tourism Campaign’(MOTIVE: To increase VISIBILITY, CREDIBILITY and RELATIVITY)
creates better places for people to live in, and better places to visit
Lanjigarh with its beautiful topography and industrial hub Jharsuguda can both be highlighted as responsible tourism sites
sight seeing, visits to the refinery, smelter or power plants and constructive interaction with the local communities
interaction will include home stay with these locals and sharing their work space, in return for minimal pay
Advantages:Promote tourism in rural and tribal Odisha, minimizing negative
economic, environmental and social impacts
Generate greater economic benefits for local people, in the long run building trust
Instill a sense of pride and respect in the local host communities
Improve working conditions of the local communities and leverage access to the industry
Provide an informative, learning and enjoyable experience to the tourists
learn activities like the cottage industries of phenyl making, poultry farming, floriculture, fisheries etc
Most Importantly:It will help create better brand image of Vedanta
improve the visibility for initiating and funding a first of its kind initiative by any corporate
improve relativity as it will usher consumer participation
will add credibility to the brand
Vedanta will be known to encourage interaction with tribal communities
Add on already existing livelihood CSR schemes
Could possibly rope in support groups: NGOs and the Govt.