The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV

            
 
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV case study (Case Code: MKTG157) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies

Custom Search




Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : MKTG157 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra

Themes

Marketing, Advertising and Promotions, Consumer Behavior
Case Length : 27 Pages
Period : 1999 - 2003
Organization : Not Applicable
Pub Date : 2006
Teaching Note : Not Available
Countries : South Africa
Industry : Not Applicable

Abstract:

This case is the first part of a two-case series about loveLife was a multi-million dollar HIV prevention program that was launched in South Africa in 1999 with the stated aim of reducing the rate of HIV infection among youth by 50 percent within five years. loveLife launched an innovative marketing campaign that was different from the existing HIV prevention programs. It used various branding techniques to position loveLife as a lifestyle brand. Its initial teaser campaigns in outdoor media and promotion of healthy lifestyle values in later campaigns were aimed at influencing the South African youth to adopt a healthy lifestyle and perceive safe sex as 'cool' and 'hip'.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

loveLife's integrated marketing initiative also consisted of a media campaign and various community outreach initiatives. The case discusses the strategies adopted by loveLife and some of the criticisms leveled against the campaign.

Issues:

» Understand the marketing campaign adopted by loveLife to change the behavior of South African youth to prevent HIV

» Appreciate the steps taken by loveLife to position itself as a lifestyle brand

» Understand the issues and challenges faced in bringing about a change in sexual behavior among South African youth

Contents:

  Page No.
"Talk About it" 1
Background Note 2
Lovelife's Strategy 4
The Media Campaign 6
Community Outreach 10
An Innovative Marketing Program 14
The Criticism 15
loveLife's Response 16
Outlook 16
Exhibits 19

Keywords:

loveLife, HIV / AIDS Prevention Programs, media awareness , behavior change, Branding and Positioning, Marketing communications, Community Outreach Initiatives, Bill and Melinda Gates Foundation, Nelson Mandela Foundation, thethajunction, Youth Centres, franchisee network, Henry J. Kaiser Family Foundation, Edutainment media campaign, South Africa

"Talk About it" - Next Page>>


Custom Search





 

Fundamentals of Marketing Management
Textbooks Collection

Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.