Roll No. NameFT13170 Shouvik DasFT13224 Ishani SircarFT13312 Arjun ChoudhryFT13351 Namita Joshi

FT13389Vikrant Vijay Mahajan

FT13466 Ruchika Salhotra

About (RED) A social marketing initiative launched in January, 2006 as (PRODUCT) RED

initiative to fight for an AIDs free Africa. Encourage private donations. Partners with multiple companies. Partner’s

profits to cover the donations. Business model to benefit partners by increasing consumer purchases. Proposition to deliver:

everyday products business support for and awareness of the Global Fund money to buy medicine for people dying of AIDS in Africa

(RED) as a Brand Built on four things- commerce, community, education and hope. Emotion Impact. Build trust and value amongst consumers. Leverage Consumerism to reveal better aspects of human nature. Powerful Brand Elements- the embrace, the meaning of RED.

“When you DO THE (RED) THING, a (RED) partner will give up some of its profits to fight AIDS.”

Leverage advertisements of partners- symbiosis.

American Express as ideal launch partner. Shift attention from product to the cause- Use of Brand Aid

Brand Aid = Brand + Celebrity + Cause Awareness through social media: Facebook, twitter, You Tube, Google Plus

(RED) Brand Equity Sources

Brand Name : Referred by Parenthesis “() RED “ Currrent Tagline : “FIGHTING FOR AN AIDS FREE

GENERATION” Identification : Products being sold had the right to be

designed and sold in the colour RED Leveraged existing brand power, Added to Parenthesis Red

Celebrity Power : U2, Bono, Shriver, Bruce Springsteen, Stephen Spielberg, Dakota Fanning, Penolepe Cruz, Kayane West & many more..

Corporate Brands Power: American Express, Apple, Bugaboo, Converse, Dell, Emporio Armani, GAP, Hallmark, NIKE, Penfolds, Penguin Classics, and Starbucks

Emotional Connect using the feeling of doing good (by a social initiative) and fueling on consumerismm

Bridging the Gap of People who buy & people who care

(RED) Brand Knowledge StructureBrand awareness Started by rock band U2 front man Bono and

Bobby Shriver in 2006 (RED) was created to help businesses an economic initiative that aims to deliver a

sustainable flow of private sector money to the Global Fund

Brand image Innovative way to raise funds Proposition of “Better RED than Dead”. Transparent Business Model

(RED) Business Model

100% of (RED) money goes to Global Fund-supported HIV/AIDS programs in 6 African countries: Ghana, Lesotho, Rwanda, South Africa, Swaziland, and Zambia.

Sustainable Business Model

Current Partners (RED)

Promotion & Advertising (RED)

Initial Stages : Appearances

(Bono & Shriver) : CNN’s Larry King Live, Fox News, NBC News , Oprah Winfrey show, VH1

Press Support : The Independent (UK Newspaper)

Online Presence : MySpace

Currrent promoters :

Results (RED) : 2007 - 2012

In 2010, 1,000 babies were born every day with HIV.In 2011, that number was down to 900. By 2015 it can be near zero. We can stop the transmission of HIV from moms to their babies.

Mission 2015 - Quilt

Result End 2007

March 2007 : USD 25 million contributed 5 times the amount of any private investor for the fund from 2003-07 combined

THANK YOU