Corporate marketing strategy for a NGO

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

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

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

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

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

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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

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.

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

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

1 Marketing Implementation 2 3 4 5 6 7 8 Proposed Ads 9

1 Marketing Implementation 2 3 4 5 6 7 8 Wikipedia 9

1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Channels Engaging with the Press and Mass Media 9

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.

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1 2 3 4 5 6 7 8 Marketing Communication 9

1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Communication 9

1 Marketing Implementation 2 3 4 5 6 7 8 Measuring Marketing Effectiveness 9

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

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

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)

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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

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

1 2 3 4 5 6 7 8 Appreciation Appreciation 9

1 Appreciation 2 3 4 5 6 7 8 Appreciation 9

1 Conclusions 2 3 4 5 6 7 8 Conclusions 9