ADVERTISING IN COTEMPORARY SOCIETY Project Social Marketing BY

DEEPIKA IYER 19

UNDER THE GUIDANCE OF PROF. Meenakshi

DATE OF SUBMISSION- 22TH SEPTEMBER, 2009

A paper submitted under the partial fulfillment for the requirement for Advertising in cotemporary society, semester V TYBMM.

S.I.E.S college of Arts, Science and Commerce Sion (W) Mumbai - 400 022

ACKNOWLEDGEMENT

I would like to express my heart felt thanks to Prof. Meenakshi for giving me this opportunity to understand about adulteration, its root cause and effect which needs to eradicated from our society, that why I have chosen this topic for my social marketing campaign/. Finally, I would like to thank our parents and friends in helping us directly or indirectly in completing the project.

THANKING YOU

Adulteration in food is normally present in its most crude form; prohibited substances are either added or partly or wholly substituted. In India normally the contamination / adulteration in food is done either for financial gain or due to carelessness and lack in proper hygienic condition of processing, storing, transportation and marketing. This ultimately results that the consumer is either cheated or often become victim of diseases. Such types of adulteration are quite common in developing countries or backward countries. However, adequate precautions taken by the consumer at the time of purchase of such produce can make him alert to avoid procurement of such food. It is equally important for the consumer to know the common adulterants and their effect on health. Adulteration is of two types they are Intentional and Incidental Intentional: Intentional adulterants are those substances that are added as a deliberate act on the part of the adulterer with the intention to increase the margin of profit. Eg. sand, marble chips, stones, mud, chalk powder, water, dyes, etc., These adulterants cause harmful effects on the body. Incidental: These adulterants are found in food substances due to ignorance, negligence or lack of proper facilities. It is not a willful act on the part of the adulterer. E.g. pesticides, droppings of rodents, larvae in food. Foodthe basic necessity of life. We toil day and night for what? For that two morsel of wholesome nutritive food. And if at the end of the day we are not sure of what we eat, than what are we toiling for? We may be eating a dangerous dye, sawdust, soap stone, industrial starch, Aluminum foil and believe it, even horse-dung! Inviting disease rather than good health. And what are the laws enforcing authorities doing? Looking the other way, ignoring, sitting on files and being bought and bribed.Milk...that ever-enduring milk. For time immemorial it had had been the basic staple food right from our growing up stage, to when we have grown up. As a child we need it for growth and as a grown up we need it for replenishing our nutrition daily. Tired and bogged down, need something to rejuvenate... take a glass of milk. But even this has not been spared.

Common adulterant, addition of water, flour, or any other starchy material say industrial starch. Addition of water and extraction of fat is very common and not harmful. But what when the milk you drink is not milk at all? Rather combination of urea, liquid detergent, a little sugar, vegetable oil and water... a Synthetic Milk! Remember the case in Delhi, where the racket was busted a few years back and there was a lot of hue and cry in the media regarding the same. Think of all those children who may have had the synthetic milk, what havoc it must have created for their system physically. And how are we sure that even now, we are not being supplied the same milk? Are the authorities doing any thing like random checking of milk and regular intervals? Turmeric is the basic ingredient of all our Indian cooking. Any Indian dish is not complete without it. But before you buy your next quota of this "masala" be careful of what you are buying. It may be adulterated with, Lead chromate, (which adds color as well as weight to it, being heavier), Metanil Yellow dye or any starch based items like flour or rice powder or even industrial starch. Except flour or rice powder, all the other adulterants are health hazardous and cause irreparable damage to our system when eaten at regular intervals for a long period of time. Take for instance Lead chromate; it is one of the most toxic salts of lead. It can cause anemia, paralyses, mental retardation and brain damage in children and abortion in pregnant women. Metanil yellow dye which is another non-permissible toxic colorant, is used mostly to color Besan or gram flour, pulses, miscellaneous prepared foods namely sweetmeats like ladoo, burfi, jelabi, dalmoth, papad, etc. to get that attractive deep yellow color. Food grade colors are available in the market but being more costly; traders take advantage of the lackadaisical approach of the law enforcing authorities and substitute it with the said cheap and nonpermissible dyes and colors.

While still on "Masalas" or spices, does one know what are the common adulterants, take for instance, for coriander powder or chili powder- sawdust, rice bran and sand. But wait! One cannot even imagine or fathom- horse-dung and cow-dung! This is not only unethical, from the business point of view, but a sin committed against the society at large. Any trader who is found resorting to such means of adulterations should be taken to task very strongly. People should try as far as possible to buy whole spices and grind them at home or purchase properly packed

spices (with proper informative labeling) of standard F.P.O. I.S.I or AGMARK certified companies. Has anyone ever given a thought why the puffed rice or any other white colored eatable looks so dazzling white and bright, and attractive on the show windows of a sweetmeat shop? Well they may have been treated by ultra marine blue a chemical dye which is used again a nonpermissible colorant. This colorant has also proven to be carcinogenic. Argemone seeds that grow as weeds in the mustered fields are mixed with mustered seeds and its oil is mixed with mustered oil. Just a trace amount is all right, but when added deliberately it causes serious health hazards and even death. Dropsy is a straight after effect of consumption of this oil. It may also cause swelling, irregular fever, low pulse rate, enlargement of the liver, respiratory distress which may lead to heart failure. Adulteration of oil has become rampant, with a wide variety of oils available in the market, the consumer is not sure what combination of oils he gets when he buys it loose from the market. It is very harmful and hazardous to health when mixed with crude castor oil, industrial palmolein-oil, mineral oils etc. This is certainly a crime against humanity aimed at earning money at the cost of public health. Ghee is adulterated to the extent of 80 to 85 percent with Vanaspati . In actuality it is Vanaspati flavored with 15 or 20 percent of ghee by special process. Even in the year 1935-36 when, six samples of so called pure ghee was collected it was found that they were adulterated with vegetable products made from groundnut, and other oils and the extent of adulteration was up to 80 percent. Sand, dirt, earth, gritty matter, soap stone, common salt are added to flour, refined flour (maida), gram flour (besan), spices, sugar, tea-dust and coffee. And washing soda is added to table salt. In tea-dust one can even finds iron filings. And remember that lovely silver leaves used to decorate sweetmeats, burfi, and pan, you may be surprised what it is. It may be aluminum leave or foil, which is again very bad for health, causing a lot of physical complications.

Dried seeds of volatile oil are added to cloves, while mineral acids to vinegar, papaya seeds to black pepper. Aniseed or 'sauf' that after food tit-bit is dyed with malachite green dye for that nice green color. In food grains and whole spices extraneous matter like stalks, stems, and foreign seeds are added. Dr. Gurmukh Das Assistant Technical Advisor of Community Food and Nutrition Extension Unit Shillong says, that castor oil which is often mixed in ground nut oil can cause abortion in cases of pregnant women. When the amount adulterated goes beyond 0.7 microgram per KG of body weight. He also adds that Khesari Dal which is often mixed in Arhar Dal can cause lower limb paralyses known as Lathyrism. Lathyrusativus species (Khesari Dal) has a toxic Amino acid known as Beta oxalyl amino alanine which is responsible for the above condition. The consumer, to protect himself should avoid buying loose edible items from the markets, and go for tinned or packed items on which proper informative labels are displayed, which includes the date of manufacture and expiry as well. They should stress on products with F.P.O., I.S.I. or AGMARK certifications. These are the most commonly used certifications and at least gives the consumers third party guarantee of the product. The middle-class or the upper class can protect themselves by the above methods... but what about the lower strata of the society, the laborers, and the poor class who cannot afford to buy expensive packed items, who have to purchase only in small loose quantities daily due to economic constraints. What about them? How can they be protected? They are the ones who are taken advantage off, the maximum? Go to the interiors and the rural areas of India and check for yourself, the food articles that they are supplied with, are of the lowest and bottom most grade, adulteration is rampant and even the animals belonging to the highly snooty elite class would refuse eat it! We do have the standards for food articles under Prevention of Food Adulteration Act.1954. But what are the concerned law enforcing authorities or the said departments doing. Are they doing anything at all? 'Need' a social organization collected random samples from the market to get them tested. When they contacted the Pasteur Institute Shillong they were told that the results of the tests would take at least 40 days. Forty days! Just for a few simple tests? The maximum time required for each test is five to ten minutes which even a 10th grade science student can execute and perform. So the society made their own arrangements for testing the samples. What they

found was very alarming. All the test results were positive. Besan ladoos had Metanil yellow dye. Ghee was adulterated with Vanaspati, Chhena (cottage cheese) had starchy material added to it. And the most important, remember the hue and cry for mustered oil? What a big scandal it was on the national level in our country a few years back? Almost all the loose samples collected gave strong traces and presence of argemone oil. Only when mass death occurs do our authorities react and swing into action and start haphazardly banning items and articles and cause inconveniences to the public. Remember how difficult it was to get mustered oil when it was banned for a few days. But what about this slow poison we are consuming daily when the amount adulterated is not enough to kill us instantly, but slowly in the long process and over a long period of time. The consumer must be protected against any health hazards as well as fraud and adulterations. He should also be made capable of knowing the composition and the nutritive value of food he is buying through informative labeling and this can happen only when the concerned law enforcing departments are more vigilant and are really concerned for public health. But all the legislation cannot fully solve the problem of food contamination and adulterations unless the consumer himself becomes conscious of the hazards to health on such consumption and the law which are protecting him under such circumstances. Consumers must be taught the provisions of the Food Laws and Regulations and how they are protected under the said Law. Only when, the people are aware of their rights to demand pure and nutritive food and start consumer movements, instead of bearing the brunt and suffering quietly and take to task any such unscrupulous traders or manufacturers by way of filling of PIL (Public Interest Litigation) in the courts or dragging them to consumer courts, will such serious social evils of food adulterations which has deep roots in our society can be uprooted and eradicated. If not for good, but then at least, it can be abated to a certain extent. Or else our future generations are certainly going to pay the price for our careless, negligent and easygoing approach to the whole issue. EFFECTS OF ADULTERATION Traders use newer adulterating materials to make food products appealing and render them dangerous to health .Preliminary findings of the recent raids conducted by the Health depart--ment have exposed the nasty practice of large scale use of adulterants in almost everything we

eat. Not only has the widespread practice of adulteration baffled the gullible consumers, it has posed danger to the public health at large. Be it wheat flour, besan, spices, milk and milk products or pickles and murabbas, traders are experimenting with every suitable adulterant which helps make products look better and hence draw more price. Noteworthy are the examples of the seizure of nearly 34 quintals of spices along with their adulterants from two wholesale traders at Field Ganj on July 9 and a huge quantity of broken rice, infested with pest, being used as adulterant to make wheat flour look whiter at three mills in the district raided on July 17. They have revealed how the traders have been indulging in adulteration to jack up profits. With the growing number of adulteration cases being reported in a large variety of food products, the situation is ringing alarm bells in the residents minds. Some residents, while reacting to the issue, say that the persons nabbed in such cases should get harsh punishment as it is tantamount to playing with the public health. In 2007, the health department had taken 2,514 samples of various food items from across the state. Around 439 samples failed the tests under the Prevention of Food Adulteration (PFA) Act, 1954. The department had conducted 36 raids in Ludhiana in 2007 and seized a huge quantity of adulterated food items. Around 327 samples were collected. Of them, 45 samples had failed the purity test. In 2008, as many as 211 samples of different food items have been collected so far and 12 of them have failed to live up to the standards set under the PFA Act. Though AGMARK and ISI are considered as the standards of quality foods, sources in the health department say that most of the dealers who are involved in such malpractice generally have a political backing. This is the reason why they have a flourishing business. The law against such defaulters should be made more stringent. Though there is a good conviction rate in such cases, the defaulters get a long period, sometimes a decade, before it happens, said a health officer. Ever since the health and family welfare minister Laxmi Kanta Chawla has given us the goahead in the campaign against food adulteration, there has been no pressure on us, district food

inspectors Ravinder Garg and Manoj Khosla said. Civil surgeon Dr SP Sharma says, It is a matter of serious concern. Some traders are indulging in large scale use of adulterants. Only public awareness can check this menace. People should play an effective part and help us crack down on such persons. Food-testing laboratories and food inspectors are doing their jobs no doubt, but the consumers are oblivious of the murky goings in the shady world of adulteration. Adulteration of foodstuff has become the order of the day. Unless a serious view is taken on this account, consumers may land up with hazardous health problems. Residents and shopkeepers of Koocha Number 5 at Field Ganj, where the Health department recently conducted raids on wholesale traders of spices, were a confused lot till they were not able to figure out why many of them suffered breathing problems. But now they are clear that the root cause for their problems is the use of grinders by some dealers to manufacture spices in the congested marketplace. About a dozen people have one or another kind of breathing difficulty. The problem is so much that when Vikram Thaman got his 11-year-old son examined recently when he had got typhoid. The child was diagnosed with lung problem due to spices particulate matter hanging in the air. Gopal, a shopkeeper in the area said that he had also developed some breathing problem lately. TESTS FOR DETECTING ADULTERANTS Simple tests for the detection of adulterants present in foods are given in the following table: Tests for determining common adulterants present in food TABLE

Sl.No. 1

Substance Asafoetida (Hing)

Adulterant Resin or gum scented and coloured

Test a) Pure asafetida dissolves in water to form a milk white solution. b) Pure asafetida burns with a bright flame on being ignited (burning) Dissolve in a glass of water. Chalk will settle down in the bottom.

Sugar

Chalk Powder

Cardamom

Oil is removed and On rubbing, talcum will stick to the fingers. pods are coated On testing, if there is hardly any aromatic with talcum flavor, it indicates removal of essential oil. powder. Lead Chromate, Metanil Yellow Colouring a) Ash the sample. Dissolve it in 1:7 Sulphuric acid (H2SO4) and filter. Add 1 or 2 drops of 0.1% dipenylcarbazide. A pink colour indicates presence of Lead Chromate. b) When concentrated hydrochloric acid is added to a solution of Turmeric powder, it turns magenta if metanil yellow is present. Sprinkle on the surface of water, sawdust floats. Added colour will make the water coloured. Shake a small portion in cold water. Coffee will float while chicory will sink, making the water brown.

Turmeric (Haldi)

Chilli powder

Sawdust and colour

Coffee

Chicory

Coriander powder

Horse dung Powdered

Soak in water. Horse dung will float which can be easily detected.

Cloves (Lavang) Cumin seeds (Jeera) Ghee

Oil may be Removed May contain grass seeds coloured with charcoal dust Vanaspathi, Mashed Potato Sweet Potato

If so, cloves may be shrunken in appearance.

If rubbed in hand, fingers will turn black.

10

a) Dissolve one teaspoon of sugar in 10 ccs of hydrochloric acid and 10 ccs of the melted ghee and shake thoroughly for one minute. Allow it to stand for 10 minutes. If

PACKAGING MATERIALS AND HAZARDS Materials used for packing The conventional methods of packing which are prevalent even now to a large extent are tin or aluminium containers, glass bottles and jars, paper and waxed paper wrappings, paper cartons, cardboard and certain plastic containers. Tin and aluminium containers have become costly and glass bottles though very good in many respects have problems associated with breakage and heavy transportation charges on account of weight. Continued use of paper in increased volume dwindles the natural resources. Against the conventional materials there has emerged increased usage of newer materials derived synthetically. Some polymeric plastic materials are polystyrene, polyvinyls, polyvinydines and derivatives, vinyl acetate, poly ethylene, polypropylene and polyesters. Folding cartons and paper board boxes are used extensively in the food industry. Tin plate containersthe cylindrical open-top varieties are mostly used for processed foods. Aluminium is used principally as foil e.g., chocolates. It is also used as bottle caps and closures and easy open tops for cans. Polystyrene is principally made into tubs for ice creams, packs for eggs, sausages and small packages for butter, jam and cheese. Bags made from the simplest of all plastic polymers, namely, polyethylene or polythene as commonly known have relatively low preserving qualities. Materials such as polyesters vinyl acetate derivatives and multilayer films made out of a combination of different materials have good preserving characteristics for food products. Timber crates are used extensively for packing weights above 100 kg. Plastic crates are well established in the dairy industry and for the transportation of bottled beer, mineral water and soft drinks. High density polythene is used for milk crates. Shrink wrap packaging is a system where heat shrinkable thermoplastic film is wrapped around an article or a group of articles. The film is made to shrink around it by the application of heat to achieve a skin light package. Canned food products, bottles and jars of all types can be shrink wrapped. Now-a-days it is expected that packaging material be environment friendly or ecofriendly, that is, it should not pose many problems for mankind and hazards to the environment. For example, corrugated boxes are

ecofriendly and are preferred for exporting. They can be effectively replaced for conventional wooden boxes which need to destroy the trees. Recyclability of packaging is desirable so as to preserve the resources of the packaging material for future generations. Packaging Hazards: Plastics such as cellulose acetate, polyamide polyethylene polypropylene and polyvinyl chloride are often used as packing -materials because they are light in weight and are resistant to diffusion due to solvents and high temperatures. However care should be taken that those only food grade plastic packing materials should be used for packaging foods to prevent the following packaging hazards. 1. Production of noxious thermal breakdown products which are injurious to health. 2. Formation of toxic residues that result when subjected to heat treatment for sterilizations of the contents. 3. Unfavourable reactions between acid and oil content of the food and the packaging material. FOOD LAWS AND STANDARDS Prevention of Food Adulteration Act. The prevention of Food Adulteration Act, (PFA) 1954 operated by the Directorate General of Health Services, Ministry of Health was designed for the following purposes : 1. It formulates and monitors the standard of quality and purity of foods with emphasis on prevention of adulteration of foods. 2. It is the basic structure intended to protect the common consumer against the supply of adulterated foods. 3. It makes provision for prevention of adulteration of food and lays down the rule that no person shall manufacture for sale, store, sell or distribute any adulterated or misbranded food or food which contravenes the provision of act or rules. 4. It has set the yardstick to ascertain adulteration. According to this act, a food is deemed to be adulterated if: It is not of the nature, substance and quality, which the food ought to be.

 It contains any other substance which affects, or if the article is so processed so as to affect injuriously the nature, substance and quality of the food. It contains added inferior or cheaper substance that affects the nature and quality of the food. Any constituent of the food is removed so as to affect injuriously the nature, quality and substance of the food. It is prepared, packed and stored under unsanitary conditions. It contains any filthy, disgusting, rotten, decomposed substance of a diseased animal or vegetable substance or is insect-infested or otherwise unfit for human consumption. The article is obtained from a diseased animal. The article contains a poisonous ingredient or any other ingredient injurious to health. The container renders the food injurious to health. It contains excessive or prohibited colours. It contains excessive or prohibited preservatives. It does not satisfy the standards prescribed by the authorities. Under the provision of the PFA Act, the Government of India has promulgated PFA rules which specifies the following details: 1. Qualification, duties and functions of food analysts, food inspectors and central food laboratory. 2. Procedure for drawing test samples and sending them to the analyst and laboratory. 3. Specification for the identity and purity of food. 4. Tolerance for contaminants, preservatives, emulsifiers and other additives.

Agmark Standard: The word Agmark is derived from the words Agricultural Marketing . It is a standard of quality based on the physical and chemical characteristics of food, both the natural and those acquired during processing. Products graded under AGMARK include vegetable oils, ghee, butter, rice, groundnut, pulses and spices. These standards ensure accurate weight and correct selling price. Bureau of Indian Standards:

The Bureau of Indian Standards lays down criteria for standardisation of vegetables and fruit products, spices and condiments, animal products and processed food. Manufacturers are allowed to use the BIS label on each unit of their product, if their products conform with the standards laid down by BIS. The products are checked for quality by laboratories certified by BIS. BIS is also known as ISI (Indian Standard Institution). Some of the items which require compulsory BIS certification under PFA Act include artificial food colours, natural food colours, food additives, infant formula; milk-cereal based weaning foods, milk powder and condensed milk.

DEFINITON OF SOCIAL MARKETING Social Marketing seeks to benefit the target audience and not the marketer Kotler. Social Marketing is an approach to seek a specified behaviour in a target audience-william Novelle.

Social Marketing is a set of programs created to influence the acceptability of social ideas- Journal of Marketing.

Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. Although 'social marketing' is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification. The primary aim of 'social marketing' is 'social good', while in 'commercial marketing' the aim is primarily 'financial'. This does not mean that commercial marketers can not contribute to achievement of social good. Increasingly, social marketing is being described as having 'two parents' - a 'social parent' = social sciences and social policy, and a 'marketing parent' = commercial and public sector marketing approaches. Beginning in the 1970s, it has in the last decade matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing. Social marketing must not be confused with Social media marketing. Using the benefits and of doing 'social good' to secure and maintain customer engagement. In 'social marketing' the distinguishing feature is therefore its 'primary' focus on 'social good', and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims, this can be very important, but should not be confused with 'social marketing' where the focus in on achieving specific behavioural goals with specific audiences in relation to different topics relevant to social good (eg: health, sustainability, recycling, etc). As the dividing lines are rarely clear it is important not to confuse social

marketing with commercial marketing. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase. Social marketers, dealing with goals such as reducing cigarette smoking or encouraging condom use, have more difficult goals: to make potentially difficult and long-term behavioral change in target populations. It is sometimes felt that social marketing is restricted to a particular spectrum of client -- the nonprofit organization, the health services group, the government agency. These often are the clients of social marketing agencies, but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. Social marketing should not be confused with the Societal Marketing Concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to social issues. Social marketing applies a customer oriented approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising for NGOs. STEPS IN SOCIAL MARKETING 1. Stages of change First we need to create awareness among people by changing their attitudes Motivate people to want to change their behavior Empower people to act Prevent backsliding 2. Conducting a Social Marketing Campaign When should you run a social marketing campaign? We are trying to change the behavior of a large number of people and over a long period of time We have resources exist to manage a comprehensive effort. How do you manage a social marketing campaign?

 3.

Define and understand Choose appropriate strategies Implement and evaluate

Listening to Those Whose Behavior Matters Identifying the people you need to talk to: Use your knowledge of the issue and the community Use publicly available government information Read the latest research about your issue Use information from the community itself Look for indirect targets Consider how much of the potential target population you want to reach You may be aiming at the whole community

How do you contact those whose behavior matters? Use language the target group understands Put your message where the target group will get it Know and respect the culture and customs of those you're trying to reach Use trusted intermediaries Make as much personal contact as possible Let people know you're interested in what they think

How to listen to those whose behavior matters: market research What are some forms researches can take? Use indirect sources Conduct an ethnographic study Carry out depth interviews Convene focus groups Conducting surveys OUR TARGET AUDIENCE

Campaign aims in targeting the people who have the decision making power and the ability to purchase goods. For e.g. it could be Upper class person or even Middle class person or the lower class but the reality is everyone needs food to survive and adulteration in food products is such a grave issue but still the in place of taking action something is still lacking behind.

SOCIAL MARKETING MIX 7 Ps 1. Product - a tangible product or an intangible idea to be promoted through the social marketing campaign. I have taken Adulteration - intangible idea to be promoted through social marketing campaign. Because it is serious issue in the world, it could lead to many disastrous effects; especially for the consumers who purchase goods blindly. 2. Price the sacrifice to be made by the target group. Being a public service campaign its the people go give their precious time is the price, the consumers who wish to listen our valuable words that would give them very essentials message please check the food products at once before buying (especially loose ones). People who spare their time in our site. 3. Place for tangible product, it is the channel of distribution, for intangible ideas it I the locations through which the idea can spread e.g. colleges, clubs etc. Our aim is locate the target group in locations like schools, colleges, clubs etc. I wish target the consumers who even buy small products like chocolate to the things which we consume as food in our daily life. 4. Policy Government Policy, Legal Provisions related to the product/ idea.

Quality is a must in everything whether it is small pin to large LCD TV anything and everything should be subjected to severe quality control tests.

5. Partnership Teaming up with Institutions, NGOs Government, clubs

Planning to team up with NGO called NEED which works in this segment trying hard to bring change in the consumers mind. 6. Politics Political diplomacy with significant social bodies , religious groups

Being a serious issue it should be handled very much diplomatically otherwise it could have negative on our campaign because there is possibilities that branded companies might take the message in a wrong way and even dont support our cause. So it should be handled very carefully because there is no one to stop consumer from consumption even for an hour. 7. Promotion Usage of promotional tools Advertising, Direct marketing, Personal selling, Sales Promotion, Public Relations etc. Internet Marketing We are mainly using internet as our marketing tools in this campaign because most of us would be online at least an hour (people who have internet at their place). Internet marketing, also referred to as i-marketing, web marketing, online marketing, or EMarketing, is the marketing of products, or, services over the Internet. The Internet has brought many unique benefits to marketing, one being the lower costs and greater capabilities for the distribution of information and media to a global audience. The interactive nature of Internet marketing, both, in terms of providing instant response and eliciting responses, is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it not only refers to digital media, such as, the Internet, e-mail, and wireless media, but also it includes management of digital customer data and electronic customer relationship management (ECRM) systems. Internet marketing ties together creative and technical aspects of the Internet including design, development, advertising, and sales. Internet marketing also refers to the placement of media along different stages of the customer engagement cycle through search engine marketing

(SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. ROLE PLAYED BY INTERNET It facilitates target marketing. It enables message tailoring. It enjoys great speed. It has tremendous cost advantage. Its impact is measurable. It facilitates updating. It facilitates interactive operations. It enables multi tasking. It provides virtual markets as well as real markets. It {E- commerce} is the base of M-commerce It promotes customer service. It facilitates research and development. It creates brand image. It facilitates feed back.

STEPS IN INTERNET MARKETING A site developer or a web master creates any one of the following 1. INFORMATION WEB SITE - SERVICE ORIENTED 1. Creation of Home page :- Mainly homepage of the website should provide the necessary information and the links that could provide them other details. It can act as the base link with many sub links. We have forums related to adulteration, games, ads and many interesting thing can create interest among people. Our website will cover all issues regarding adulteration, have details about this grave issue, also help them in testing the adulterants food items. We would send direct mails to people can create awareness direct mail works in a better way because it is a

way talking to people personally. We would also be using some of the internet tools to promote our campaign which are listed below: Selection of internet tools a} Banner advertisement these appear on either of the text matter while browsing the internet for information. By clicking the banner portion one gets to view the detailed advertisement. Enhanced banners do not require such a click. They reveal the facts immediately. Even small banners in the page can have great impact. b} Pop Ups:- these are enabled by the instant messenger. They appear as small windows for a few seconds. Pop ups are usually act as significant because it diverts people attention and makes them to move to our destination site which provides all necessary details about adulteration. c} Interstials: - Such advertisements appear when we wait for down loading certain information from the net. With this interstials we can create awareness amongst people usually in gaming sites it takes long time to load pages so we are planning to tie up gaming sites like freeonlinegames.com, zapak.com, etc by which it would be easy and efficient way to create awareness even among kids. d} Use net devices:- These use the discussion Groups in the net for their projection. We would have forums in our website that could discuss about adulteration, which would be very helpful to people. e} Through sponsorships:- 20% of internet advertisements are through sponsorships. In this a company books a site and helps others to advertise. We can sponsors for websites which has advertisements of Big bazaar, Mega mart, D-mart, etc. f} Through adver game: - Video games are now being used to project advertisements. They enable the users to play games with celebrities in the virtual world. Earlier it is mentioned that about the tie ups with freeonlinegames.com and zapak.com we could create games e.g. a game would be such people would be asked to find the unadulterated items which are mixed with the adulterated ones.

g} Mobile internet:- By using wireless Application Protocol advertisements are projected through cell phone net works. Using SMS as a new medium we cam create awareness by sending SMS to people.

3. Monitoring and the advertisement:-The projection of the advertisement should be constantly monitored to identify any snag in its projection. We have to constantly monitor the ads in the website see to it that it should not bore the people but should be something interesting and catch peoples attention for sometime. See how an effective and efficient strategy was used in the campaign. 4. Measuring the impact: - The number of clicks {hits} experienced by a specific web page indicates the number of times a specific advertisement might have been viewed. Impact of the campaign is very essential because it helps in measuring the success of the campaign how many people have visited the site and responded the sites forum discussion. 5. Upgrading and Updating the content: - The marketer should ensure the constant updating of the information and upgrading the quality of the advertisement. Essentially update and upgrade the content of ads in the website as it couldnt create boring sensation i.e. same ads are shown over a long time; it should be changed over a period of 3 months so it can have better impact amongst audience. So it could different and stand out from others. It can arose interest among the people and bring people back.