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.