Business Case Studies, Executive Interviews, Harish Bijoor on Social Cause Marketing

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Interview with Harish Bijoor on Social Cause Marketing

September 2009 - by R Naga Sandhya and P Girija under the guidance of Dr. Nagendra V Chowdary

Social marketing can be a single idea or it can be a cascade of many ideas that are campaignable. Tata Tea Jaago Re is a single idea. An idea that attains relevance during election time in a big way. This single idea can be used in different ways altogether. The joy of this idea lies in the fact that tea is a wake-up stimulant.
— Harish Bijoor
Effective executive interview with Harish Bijoor on Social Cause Marketing

Harish Bijoor, Brand-expert and CEO, Harish Bijoor Consults Inc, is a brand domain specialist operating out of Bangalore. He runs a unique boutique consulting outfit branded Harish Bijoor Consults Inc., a brand name that has a consulting presence across the markets of Hong Kong, Seattle, London, Dubai and the Indian sub-continent.
He worked as the Chief Operating Officer, Zip Telecom Limited and has spent the last eight years prior to his Telecom stint with Tata Coffee Limited in various designations moving through the Brand Management and Marketing Hierarchy. Harish spent the first eight years of his career with Hindustan Lever Limited moving through the Sales and Distribution stream during the first four years and the Brand Management stream in the next four.
Harish is actively involved in the world of coffee in India. He is a member of many active coffee forums and delivers lectures on the subject in India as well as abroad. He is a member of the Coffee Board of India under the auspices of the Union Ministry of Commerce. Harish is an active member of the Plantations sub-committee of the Planning Commission for the formulation of the XIth Five year Plan(2007-12).
Harish has recently published a book titled, Marketing Trends Smart Insights into the world of Indian Business, a serious book written in a style that is distinctly young and MTV-ish! He is currently involved in his second book on core branding. Harish is a member on the Board of Directors of a clutch of companies and his passion lies in the arena of good Corporate Governance. Harish teaches at the Indian School of Business, Hyderabad (Ranked No. 20 among Global Business schools by Financial Times, London) and is a much sought-after public speaker. He has a total of 8617 hours of Public speaking and Training experience among Corporate organizations across the world.

Useful for Understanding of:

  • Importance of Social Cause Marketing in present day scenario
  • What are the origins of Social Cause Marketing?
  • Is Social Cause Marketing similar to Cause Related Marketing?
  • Difference between commercial marketing and social marketing
  • Social Marketing and its influences in the buying behavior of the customers
Originally Published in Effective Executive, IUP
Effective Executive Reference No. 03M-2009-09-05-06
IBSCDC Reference No. INT0109
Year and Month of Publication September 2009
Keywords Harish Bijoor, Importance of Social Cause Marketing in present day scenario, What are the origins of Social Cause Marketing?, Is Social Cause Marketing similar to Cause Related Marketing?, Difference between commercial marketing and social marketing, Social Marketing and its influences in the buying behavior of the customers
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