Corporate marketing strategy for a NGO

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    Corporate marketing strategy for a NGO - Presentation Transcript

    1. Applied Environmental Research Foundation ________________________________________________________ Formulation and Implementation of Corporate Marketing Strategy Development of Business Plan for decentralized biofuel resource centers Consulting on supply chain improvements for biofuel centre in Mahajane village _________________________________________________________________
      • First, the firsts….
      • About AERF
      • Our Work
      • The Marketing Strategy
      • Marketing Implementation
      • Business Plan Development
      • Supply Chain Consulting
      • Appreciation
      • Conclusions
    2. 1 First, the firsts… F I R S T 2 3 4 5 6 7 8 First, the firsts… 9 Corporate Conservation Programme customized for companies Green Certificate India’s Completely developed business plan for decentralized biofuel centers in Western India Indian NGO in the field of eco-conservation to apply for Google Grants
    3. 1 About AERF
      • Working in the field of Community based conservation since 1994
      • Solid research base (environment science, eco-conservation)
      • International awards like Whitley Fund for Nature, Future Conservationist, IDRC Agro Bio Diversity Award
      • Collaborations with UNESCO, MoEF, British Ecological society and many others
      2 3 4 5 6 7 8 About AERF 9
    4. 1 About AERF 2 3 4 5 6 7 8 Projects Biofuel center Conservation of medicinal plants in the Himalayas Forest Buffers Conservation of Sacred Groves Hornbill Conservation 9
    5. 1 About AERF 2 3 4 5 6 7 8 So what’s the problem?
      • Marketing activities almost non-existent
      • Top management spends most time in field
      • Multiple projects, multiple locations – nightmarish!
      • No framework to pursue corporate involvement
      • Limited capabilities to develop comprehensive business plan
      • Scaling up existing projects involving business dimensions
      9
    6. 1 Our work 2 3 4 5 6 7 8 Scope of the project
      • Formulate and Implement a Corporate Marketing Strategy for AERF
      • Develop comprehensive business plan for biofuel center
      • Consult on Supply Chain Improvements for biofuel center in Mahajane village, Maharashtra
    7. 1 The Marketing Strategy 2 3 4 5 6 7 8 Scenario Analysis
      • Analysis of the scenario by the 5 C’s
      • Secondary research
      • Interviewing stakeholders
      • Scientists to driver, Director to Birdwatchers!
      A fly on the wall! In the forest Observations: INTERNAL CLARITY LACKING! Inference: Set own house in order first.
    8. 1 The Marketing Strategy 2 3 4 5 6 7 8 Strategy Formulation Crafting the Mission Statement: To achieve conservation on the ground, through community participation, by using a sound research base. There should be tangible, measurable results in all projects. The Rationale: AERF should play to strengths Corporate expectation of NGOs – solution providers Offering: The Corporate Conservation Programme The Green Thumb Certificate Environmental/Biodiversity Consulting POSITIONING
    9. 1 Marketing Implementation 2 3 4 5 6 7 8 Offering Developed 9
      • New Website
        • Search engine friendly
        • Better structure
        • Dynamic content
        • Videos and Pictures
      • Google Adwords
      • Google Grants
      1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Channels Internet Strategy 9
    10. 1 Marketing Implementation 2 3 4 5 6 7 8 Proposed Ads 9
    11. 1 Marketing Implementation 2 3 4 5 6 7 8 Wikipedia 9
    12. 1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Channels Engaging with the Press and Mass Media 9
    13. 1 Marketing Implementation 2 3 4 5 6 7 8 Corporate Interaction
      • Companies contacted:
      • Suzlon Energy Ltd.
      • Reliance Group
      • JSW
      • GTL Ltd.
      • Walchandnagar Industries Ltd.
      • Bank of Baroda (BoB)
      • RadioCity 91.1 FM
      • The Indian Express
      • DNA Media
      • CNN (for coverage on television)
      • Sakaal Media
      • NDTV
      • Star TV
      • Aaj Tak – India Today
      • M.Dinshaw & Co. Pvt. Ltd
      • Maruti Udyog Ltd
      • Samsara Shipping Pvt. Ltd.
      • Mitsui O.S.K Lines (India) Pvt. Ltd.
      • Indian Sugar Exim Corporation Limited
      • Narendra Forwarders Pvt. Ltd.
      • Transworld Shipping Services Pvt. Ltd.
      9
    14. 1 2 3 4 5 6 7 8 Marketing Communication 9
    15. 1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Communication 9
    16. 1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Communication 9
    17. 1 Marketing Implementation 2 3 4 5 6 7 8 Measuring Marketing Effectiveness 9
    18. 1 Marketing Implementation 2 3 4 5 6 7 8 Measuring Marketing Effectiveness Source of traffic on the website Details about keywords used to reach the website 9
    19. 1 Marketing Implementation 2 3 4 5 6 7 8 Measuring Marketing Effectiveness 9 Benchmarking the number of visitors to comparable websites Benchmarking the number of page views to comparable websites
    20. 1 Business Plan Development 2 3 4 5 6 7 8 Business Plan
      • Concept and its innovativeness
      • Benefits of the projects
      • Operations
      • Sustainability
      • Team strengths analysis
      • Financial statements (projections for 3 years)
      9
    21. 1 Business Plan Development 2 3 4 5 6 7 8 Financial Statements (sample) 9
      • AERF-GVEP biofuel project
      • Harnesses renewable energy
      • Helps rural energy sufficiency and sustainability
      1 Supply Chain Consulting 2 3 4 5 6 7 8 The Background
      • Income generation opportunity
      • Helps empowerment of women
      In discussion with villagers Karanj is readily available 9
    22. 1 Supply Chain Consulting 2 3 4 5 6 7 8 Action Areas Participation by villages Revamped the compensation system Potential ownership problem Suggested future roadmap Inefficiencies in supply chain Suggested supply chain improvements Helping generate results 9
    23. 1 2 3 4 5 6 7 8 Appreciation Appreciation 9
    24. 1 Appreciation 2 3 4 5 6 7 8 Appreciation 9
    25. 1 Conclusions 2 3 4 5 6 7 8 Conclusions 9
      • AERF is best suited to engage with the corporate world for conservation based on its experience and core competencies
      • AERF should align all its projects and activities to its new positioning
      • The focus on should be to offer companies environmental solutions rather than merely engage them in corporate social responsibility initiatives
      • Top management should reduce amount of non-value added activity in the field and engage more with corporate activities
      • AERF can consider increasing administration staff in the headquarters
    26. Thank You!
    27. Backup Slides Coverage on the internet: MBAUniverse.com
    28. Backup Slides Coverage on the internet : YouTheJournalist

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