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Table of Contents
1.1 Research Title ........................................................................................................................... 2
1.2 Introduction ................................................................................................................................ 2
1.3 Rationale of Study .................................................................................................................... 3
What is Research Issue? ................................................................................................................ 3
Why is it an issue? ........................................................................................................................... 3
Why is it an issue now? ................................................................................................................... 3
How this research can be benefited? ............................................................................................ 3
References ............................................................................................................................................ 4
Appendix A: Research Aim and Objectives ................................................................................ 5
Appendix B: Research Objectives ................................................................................................ 5
Appendix C: Research Questions ................................................................................................ 5





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Outline

1.1 Research Title

Evaluating effect of promotional campaigns on consumer boycott a case of
Pepsi, Nike, Shell and Body Shop

1.2 Introduction
Different non-profit organizations also referred to as non-government organizations
(NGOs) are operating for the sake of public interest. These organizations are
working to protect the consumer rights and take a stand on good cause that is
valuable for the community or society. On the other hand there are organizations
which are built and operated for the only purpose of earning profit, which is a true
definition of commercial business. These organizations are indirectly contributing
towards the society in the form of employment generation and economic
development of the country. However, the basic purpose remains the same i.e.
earning profit by remaining within the jurisdiction of the law. At times the legislators
and multinational corporate executives can influence the decision-making process of
the organizations to earn profit, which can become negative for the society. Non-
profit organizations focus on such actions of the multinational corporations that can
badly impact on individuals or groups in society/community. Such organizations as a
protest raise their voice on different communication channels to increase awareness
among the customers/consumers of the products/services offered by those
organizations. The purpose is to increase the awareness and initiate the movement
of consumer boycott against such organizations so that those decisions can be
reverted that are putting negative impact on the society. In return organizations who
faced such boycotts run promotional campaigns that can revitalize the softer image
of the company/brand in consumer perceptions to reduce the negative impact of the
boycott situation.

This research study is focuses on the importance of promotional campaigns that are
initiated or launched to reduce the negative impact of consumer boycott on brand
image. The study will take cases of some of the most famous consumer boycotts
against some top brands of the world.
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1.3 Rationale of Study

What is Research Issue?
The issue of this research study is to evaluate the impact of those promotional
campaigns which were run after the consumer boycotts. The study will evaluate the
existing literature to identify the likely reasons of consumer boycotts and the
effectiveness of promotional campaigns, which were run under such pressure
situation to reduce the negative impact in consumer perception.

Why is it an issue?
In modern era of business, organizations are already facing stiff competition and
tough economic conditions, which makes them difficult even to remain profitable.
Further, the role of communication mediums has increased enormously over the past
two decades and in the last few years; social media has emerged as the fastest and
most influential communication medium. In such business environment any sort of
consumer boycott initiative can have devastating impact on companys image and
will immediately impact on the revenues.

Why is it an issue now?
As discussed earlier, the role of communication channels especially social media
has increased dramatically hence, any sort of consumer boycott will spread like a
wild fire and reach to masses. Statuses, pictures and videos on social media
become viral and in hours millions start talking about something interesting or
negative happening around them. In such scenario, organizations needs to be
vigilant and prepared regarding any such situations. This research study will discuss
the promotional campaigns and their effectiveness of some of the famous consumer
boycotts and the recovery strategies of the organizations.

How this research can be benefited?
This research study will be beneficial for organizations who are operating under a
B2C business model where consumers are general public. The research results will
be more focused towards the effectiveness of promotional campaigns that can turn
the negative image of the company towards positive and softer image of the
company in consumers minds.
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References


Benn, S. and Bolton, D. (2011), Key Concepts in Corporate Social
Responsibility, Sage Publications Ltd (13 Jan 2011)

Han, B. (2013), 'Who Gains from Boycotts? A Welfare Analysis of Consumer
Activism', Review Of Development Economics, 17, 2, pp. 284-300

Klaus, P, & Maklan, S. (2013), 'Towards a better measure of customer
experience', International Journal of Market Research, 55, 2, pp. 227-246









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Appendix A: Research Aim and Objectives
This research study is aimed to find out the effectiveness of promotional campaigns
that are focused to gain recovery from consumer boycott.

Appendix B: Research Objectives
In order to achieve this aim following research objectives are set.

1. Identifying and investigating core factors leading towards consumer boycotts
2. Identifying and investigating strategic responses from organization to recover
from consumer boycotts
3. Identifying and investigating perceptions of consumer regarding companys
strategic responses to recover from consumer boycotts
4. To identify and investigate cause related marketing tool and its suitability for
recovering from consumer boycott
5. Identifying and investigating effect on brand image due to consumer boycotts
against Pepsi, Nike, Shell and Body Shop
6. Comparing recovery methods from consumer boycotts used by Pepsi, Nike,
Shell and Body Shop

Appendix C: Research Questions
Generally, the researcher intends to evaluate the effect of promotional campaigns on
consumers after boycott situation. Specific research questions in order to achieve
answer of the above questions are as follows.

What is the impact on sales of an organization after consumer boycott?
How management can effectively respond to the situation after consumer
boycott?
How organizations can regain trust of consumer after boycotts?
What are the reasons that result in consumer boycotts for a particular
product?