Written by me and my project members from Inholland University The Netherlands! Written by Ekene Patience www.fabulousbeauties.nl ekenepatience@yahoo.com

2. Preface
1 Name: Mustafa Nezam
Function: Chairman
Student nr. 511373
E-mail: nezam_87@hotmail.com
2 Name: Faradun Noorzai
Function: Editor
Tel: 06-52622401
E-mail: faradun@hotmail.com
3 Name: Rafael Plinio
Function: Archivist
Student nr. 484807
E-mail: edstos@hotmail.com
4 Name: Samir Karimi
Function: Communicator
Tel: 06-47953834
E-mail: samir_karimi@hotmail.com
5 Name: Octavian Stanescu
Function: Secretary
Student nr. 509753
E-mail: c cvc
6Name: Patience Nesiagho
Function: Planner
Student nr. 504701
E-mail: ` ekenepatience@yahoo.com

3. The objective of this project assignment for the term 2 we have to present a clear picture of
the market for the brand UNICEF. With the main focus on the Benelux, and also to advise the best
strategy to reach the target groups. In order to develop the marketing strategy, first we made an
extensive analysis of the market, it’s competition and the brand itself.
This project report represents a summary of organization UNICEF. A nonprofit organization
that works for children’s rights, survival, development and protection. The world’s children
have by far the largest stake in the effects of globalization. This plan will be beneficial to the
UNICEF and Inholland Organization.
Throughout this project the team has been given an ideal opportunity of first-hand experience
with a typical marketing research. It has taught us how to specify a target audience, find the
strengths and the weaknesses of a company, promote key, particular attributes and many other
important marketing tasks and in order to come up and develop a business strategy for the
company.

4. Table of Contents
Contents
Contents................................................................................................................................................................................ 4
Company analysis............................................................................................................................................................. 6
Brand analysis.................................................................................................................................................................... 8
Competitive analyses....................................................................................................................................................... 9
Donors Analysis.............................................................................................................................................................. 14
Market analysis............................................................................................................................................................... 17
Marketing Planning Strategy ................................................................................................................................... 20
UNICEF Day....................................................................................................................................................................... 24
The International Food Day event........................................................................................................................... 24
Clothes ............................................................................................................................................................................... 25
UNICEF Entertainment day........................................................................................................................................ 25

5. Executive Summary
Company Overview
• UNICEF believes that the progress of humanity is in the hands of today’s children.
Based on that, we are committed to ensure special protection and care for the disadvantaged
children around the world.
Brand Overview
• UNICEF is one of the largest development agencies dedicated to working with
children. By operating in many countries, doing whatever it takes to reach the vulnerable
children and coordinated work with other parties who care about children.
Competitive Overview
• Without a doubt the competition is intense and there is a great deal of competition
between the charities and NGOs for donations. UNICEF has a global brand and we expect
this will be to our advantage in order to receive more donations.
Donors Overview
• UNICEF relies on contributions from governments and private donors. Governments
contribute two thirds of the organization’s resources; private groups and some 6 million
individuals contribute the rest through the National Committees.
Market Overview
• With similar goals, if compared to some of the competitors, programs are created to
support national efforts and institution. Everything to promote the human development and to
fulfill the human rights of the children. Detailed information is available within SWOT and
PEST analysis.
Activities and Strategy Overview
• Consists of 4 different activities or events: UNICEF Day, Food Day, Cloth day,
Entertainment Day. In a partnership with Inholland Rotterdam and by establishing a UNICEF
committee, we expect to increase the awareness of UNICEF amongst the students, and also
Inholland, as a contributor to a charity and non-profit organization. With very low budget, all
these 4 activities, have as their goals, to raise funds or resources for the disadvantaged afghan
children.
Conclusion
The main objective of this project is to raise awareness amongst the students in Benelux,
starting in Rotterdam. With awareness achieved, the possibilities of obtaining donations will
increase naturally, as well as the chances to help the children in Afghanistan.

6. Body of Report
Company analysis
UNICEF is created by united nations, as an international non-profit organisation which stands
for saving the lives of the children and promoting welfare trough out the whole world. UNICEF is
an large organization with a large strength which drives to build up a world where the children’s
rights are equally balanced. because of the large international position, it has large authority to
influence the decision-makers, to fulfil their ideas into the reality. it is represented around
almost 190 countries.
mission & vision
UNICEF is mandated by the united nations general assembly to advocate for the protection of
children's rights, to help with their basic needs and to expand their opportunities to reach for
the full potential.
guided by the convention on the rights of the child and strives to establish children's rights as
enduring ethical principles and international standards of behaviour towards children.
insists that the survival, protection and development of children are universal development
imperatives that are integral to human progress. mobilizes political will and material resources
to help countries, particularly developing countries, ensure a "first call for children" and to build
their capacity to form appropriate policies and deliver services for children and their families. is
committed to ensuring special protection for the most disadvantaged children - victims of war,
disasters, extreme poverty, all forms of violence and exploitation and those with disabilities.
Responds in emergencies to protect the rights of children. In coordination with united nations
partners and humanitarian agencies, UNICEF makes its unique facilities for rapid response
available to its partners to relieve the suffering of children and those who provide their care.
Aims witching its country programmes, to promote the equal rights of women and girls and to
support their full participation in the political, social, and economic development of their
communities.
works with all its partners towards the attainment of human development goals adopted by the
world community and the realization of the vision of peace and social progress enshrined in the
charter of the united nations. UNICEF focus area are divided in 5 parts:
child survival and development
hiv/aids and children
child protection
basic education
policy advocacy and partnership
child survival & development
by operating with governments, national and international agencies unicef supports all of the
works of child protection systems in social resources, finances and laws.
hiv & aids
unicef focuses on four aspects of hiv/aids: prevention, care, treatment and protection. the focus
areas are:
preventing mother-to-child transmission of hiv
providing treatment
preventing infection among people
protecting and supporting affected children by hiv and aids

7. advocacy and partnership
By studying economic, social and legal policies, unicef’s worsk with governments, lawmakers,
the media, and international organizations.
basic education
unicef is dedicated to taking action everywhere it is required the most. which includes:
equally access to education, a quality of basic education and early childhood development.
child protection
unicef is devoted to protect children from the natural disasters and armed conflicts, which
expose children to risks of violence and abuse.
social work and economic policy
unicef concentrations on the important impact of social and economic policy which has influents
on the children. by working with several countries and having them as partner they can provide
help in education, health and social protection.

8. Brand analysis
UNICEF is one of the largest development agencies dedicated to working exclusively with
children.
The history
After World War II , many children were raised in very poor conditions. Unicef was created in
December 1946 by the United Nations to provide those children with food , clothes and health
care.
In 1953 UNICEF begins a successful global campaign against yaws , a disease that can be cured
with penicillin.
In 1959 “The UN General Assembly adopts the Declaration of the Rights of the Children , which
defines children’s rights to protection , education , health care , shelter and good nutrition.”
In 1965 Unicef is awarded the Nobel prize for “the promotion of brotherhood among nations”.
International Year of the child was a celebration around the world when people and
organizations reaffirm their commitment to children’s rights.
The convention on the rights of the child is adopted by UN General Assembly in 1989.It enters
into force in September 1990.
In 1990 a World Summit is organized , where are invited the heads of state and government at
the United Nations in New York City. The summit sets 10-year goals for children’s health ,
nutrition and education.
In 2002 “a landmark Special Session of the UN General Assembly was convened to review
progress since the World Summit for Children I 1990 and re-energize global commitment to
children’s rights.
(http://www.unicef.org/about/who/index_history.html)
What UNICEF stands for …
UNICEF stands for the United Nations International Children’s Emergency Fund. In 1950 its
mandate was broadened to address the long-term needs of children and women in developing
countries everywhere. UNICEF became a permanent part of the United Nations system in 1953 ,
when its name was shortened to the United Nations Children’s Fund. However , UNICEF
retained its original acronym. (http://www.unicef.org/about/who/index_faq.html)
Unicef relies on contributions from governments and private donors. Governments contribute
two thirds of the organization’s resources; private groups and some 6 million individuals
contribute the rest trough the National Committees .
(http://www.unicefusa.org/site/c.duLRI8O0H/b.25933/k.8DDD/US_Fund_for_UNICEF__US_Fun
d_for_UNICEF.htm)
Most of UNICEF's work is in the field, with staff in over 190 countries and territories. More than
200 country offices carry out UNICEF's mission through a program developed with host
governments. Seven regional offices provide technical assistance to country offices as needed.
Overall management and administration of the organization takes place at its headquarters in
New York. UNICEF's Supply Division is based in Copenhagen. A 36-member Executive Board
establishes policies, approves programs and oversees administrative and financial plans.
why People donate ?
By supporting UNICEF, you’ll not only make a difference to a child's life today, you’ll be making
THE difference to children everywhere because:
We operate in more countries and help more children then any other humanitarian
organization.

9. We do whatever it takes to reach vulnerable children, from stopping wars to trekking through
the remotest deserts. For example, we pioneered ‘Days of Tranquility’ to arrange ceasefires in
times of war so children can be reached with lifesaving healthcare.
We work with and coordinate everyone who cares about children - partner organizations,
governments, communities, parents and children themselves - to make sure no child is
forgotten.
(http://www.supportunicef.org/site/c.dvKUI9OWInJ6H/b.7651797/k.5A79/Support_UNICEF_
_Why_support_UNICEF.htm )
Competitive analyses.
Direct competitors
Free The Children is the world’s largest network of children helping children through education,
with more than one million youth involved in our innovative education and development
programs in 45 countries. Founded in 1995 by international child rights activist Craig
Kielburger, and has formed successful partnerships with leading school boards.
Organistation : In almost two decades, the organistation has grown from a handful of 12-year-olds,
huddled around a kitchen table, to a growing staff of over 200 young professionals working
in five offices in Canada, the United States and the United Kingdom. And work with another few
hundred staff in the local communities where they carry out their Adopt a Village development
work.
Activities: Free The Children seeks to create systemic change by empowering a generation of
active global citizens to change the world on whatever issues they care about.
Ambassadors
This school-based joint project with Oprah’s Angel Network connects young people in North
America with people around the world to create lasting change by working toward the UN
Millennium Development Goals
we schools in action
The We Schools in Action program inspires a generation to care about social justice with the
energy and message We Day, and then provides the practical tools needed to turn that
inspiration into tangible action throughout the year.
http://www.freethechildren.com/whatwedo/local/
The Adopt a Village
the Adopt a Village program in rural and marginalized areas in Kenya, China, Haiti, India, Sierra
Leone, Ecuador and Sri Lanka. Designed to meet the basic needs of developing communities .
Main Donor groups: Youth, Educators and Corporations.
Income 2010/2011: $ 23.650,725
Expended 2010/2011: $ 27.134.649

10. http://www.freethechildren.com/aboutus/financials/docs/FTC%20Annual%20Report
%202010.pdf
Conclusion:
Free the child in comparison to UNICEF is more target towards youth education than any other
issues. Also Free the child seeks and create support by trying to aware the Youth about the
issues they care about. So, therefore youth is their main target group. The second different
point between UNICEF and FTC is in the way both organization raise money for their activities.
Common value, both organization working to achieve the UN millennium goals by 2015.
Save the Children is an internationally active non-governmental organization that
enforces children's rights, provides relief and helps support children in developing countries. It
was established in the United Kingdom in 1919 in order to improve the lives of children through
better education, health care, and economic opportunities, as well as providing emergency aid in
natural disasters, war, and other conflicts.
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6146405/k.C7E9/About_Us.htm
Organisation: Save the Children is an international umbrella organization, with 29 national
organizations serving over 120 countries. Save the Children is a leading member of the U.S.
Global Leadership Coalition, an influential Washington D.C.-based coalition of over 400 major
companies and NGOs that advocates for a larger International Affairs Budget, which funds
American diplomatic, humanitarian, and development efforts abroad.
Activities:
Child Protection:
Education and Child Development:
Health and Nutrition: ,
HIV/AIDS:
Livelihoods:
Main Donor groups: Corporations, private sector donors, governments and trustees
Income 2010/2011: $ 30,154.458
Expended 2010/2011: $ 29.134.449
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6229505/k.5C4E/Financial_Informat
ion.htm
Conclusion:
Save the children is an independent organization, and UNICEF is of course a dependent
organization of the UN. Save the children as a board of trustees, and each member of the board is
individually contributing to the organization capital. Both organization aiming big towards
corporate donation. UNICEF as a bigger brand awareness then save the children. UNICEF is
more involved in child advocacy and rights but save the children in their turn do more work in
creating more livelihoods than UNICEF does.

11. IYF prepares young people to be healthy, productive and engaged citizens
Organisation: In the past twenty years, IYF has mobilized 54 public and private sector donors
to invest US$163 million in the power and promise of young people. In all, 332 organizations in
86 countries have received grants from IYF aimed at increasing the scale, securing the
sustainability, and improving the effectiveness of their youth-focused programs. As a result of
these proven interventions, millions of young people are better poised to make healthy
decisions, earn a livelihood, and become actively engaged members of their own communities.
http://www.iyfnet.org/iyf-history
IFY activities involves in education, creating jobs, and engaging young people possess the
power to solve the world’s toughest problem in believes that every young person, therefore
deserves the opportunity to realize his or her full potential. their programs are catalysts for
change that help youth learn, work, and lead.
IYF, Learning is about improving the academic performance, knowledge, and skills of youth
IYF’s Work programs improve young people’s employability prospects by preparing them for
quality jobs and helping others succeed as entrepreneurs.
ctive citizenship is the cornerstone of social change. IYF believes that young people’s
participation as citizens — be it students, workers, family or community members — is
fundamental to building stable and healthy democracies.
http://www.iyfnet.org/iyf-programs
Main donor groups: government agencies, corporations, foundations, and local organizations.
Income 2010/ 2011 : $ 30.794.456
Expanded 2010 / 2011: $ 22.458.771
http://iyfannualreport.org/2010/financial-activities
Indirect competitors
INTERNATIONAL FEDERATION OF RED CROSS
The International Federation of Red Cross and Red Crescent Societies (IFRC) is
known as the the world's largest humanitarian organization, providing help without
discrimination as to nationality, race, religious beliefs, class or political opinions.The
International Federation of Red Cross and Red Crescent Societies (IFRC) was discovered in
1919 Red cross is a Non-governmental organizations (NGOs), also known as private voluntary
organizations (PVOs), Red-cross provides aids to developing countries,; many are church-affiliated.
In the very poorest countries, hospitals are being run by missionaries. Red cross is
dedicated in helping poor African countries.
OBJECTIVES
The first objective of the IFRC is to improve the health of people in countries that had suffered
greatly during war.
GOALS

12. Its goals were "to strengthen and unite, for health activities, already-existing Red Cross Societies
and to promote the creation of new Societies
The IFRC vision:
To MOTIVATE , support , Make life easier for the less privileged and promote at all times
all forms of humanitarian activities by National Societies, with a view to preventing and
alleviating human suffering, and thereby contributing to the maintenance and promotion
of human nobility and peace in the world.
The role of the IFRC
The IFRC implements relief operations to assist victims of disasters, and combines this with
development work to strengthen the capacities of its member National Societies. The IFRC's
work focuses on four core areas: promoting humanitarian values, disaster response, disaster
preparedness, and health and community care
http://www.ifrc.org/en/who-we-are/vision-and-mission/
GREENPEACE
Greenpeace is a non-governmental environmental organization with offices in over forty
countries and with an international coordinating body in Amsterdam, The Netherlands.
GOAL
Greenpeace main goal is ensure the ability of the Earth to nurture life in all its diversity and
focuses its work on worldwide issues such as global warming, deforestation, overfishing,
commercial whaling and anti-nuclear issues.
Greenpeace uses direct action, lobbying and research to achieve its goals. The global
organization does not accept funding from governments, corporations or political parties, but
depends on individual grants and support
VISION
Greenpeace vision is to have a clean and healthy oceans and maintenance of wild-life.
MISSION
Greenpeace explore, expose and confront environmental abuse by governments and
corporations around the world. Greenpeace champion environmentally responsible and socially
just solutions, including scientific and technological innovation.
http://www.greenpeace.org/eastasia/about/mission-values/
WWF is the world’s leading conservation organization, WWF's unique way of working combines
global reach with a foundation in science, involves action at every level from local to global, and
ensures the delivery of state of the art solutions that meet the needs of both people and nature.
Protect and restore species and their habitats
Strengthen local communities' ability to conserve the natural resources they depend upon
Transform markets and policies to reduce the impact of the production and consumption of
commodities
Mobilize hundreds of millions of people to support conservation

13. WWF’s mission is to maintain nature and reduce the most pressing threats to the diversity of life
on Earth.
Vision
WWF's vision is to build a future in which people live in harmony with nature
http://www.worldwildlife.org/who/index.html

14. Donors Analysis
UNICEF Donors
UNICEF relies on contributions from governments and private donors. Governments contribute
two thirds of the organization’s resources; private groups and some 6 million individuals
contribute the rest trough the National Committees.
The Public Sector Alliances and Resource Mobilization Office (PARMO) donors can be
categorized as Public Sector: Governments, Inter-governmental organizations, Inter-organizational
arrangements, Foundations, Inter-organizational and other global initiatives.
(See Appendix for further details of donor analysis).
(http://www.UNICEFusa.org/site/c.duLRI8O0H/b.25933/k.8DDD/US_Fund_for_UNICEF__US_Fu
nd_for_UNICEF.htm)
Who donates to UNICEF?
Besides ordinary donors, which are regular people, UNICEF receive donation from many of
world’s governments but also from private companies.
Regular resources, which UNICEF receives, without restriction, to spend on the priorities of
programme countries supported by the organization, amounted to $ 965 million, declining 9 %
compared with the previous year. (UNICEF Annual Report 2010)
The 2010 top 3 donor governments are United States, United Kingdom and Norway. United
States donated to UNICEF over 340 thousands US dollars. United Kingdom also donated just over
258 thousand dollars and Norway has donated 204 thousand dollars. These donations are not
necessarily money donations, but them could be also goods and food. (UNICEF Annual Report
2010)
Private companies are also donating to UNICEF. Big companies all around the world like Amway
Europe, H&M, Gucci, Nokia , Microsoft , Dell , Google Inc. had contributed to UNICEF causes.
These companies donated over $ 100.000. (UNICEF Annual Report 2010)
An interesting fact is that Football Club Barcelona announced on 14 July 2006, a five year
agreement with UNICEF, which includes having the UNICEF logo on their shirts. The agreement
has the club to donate 1.5 million euros per year to UNICEF via the FC Barcelona Foundation.
(www.fcbarcelona.com)
The Public Sector Alliances and Resource Mobilization Office (PARMO) donors can be
categorized as Public Sector: Governments, Inter-governmental organizations, Inter-organizational
arrangements, Foundations, Inter-organizational and other global initiatives.
UNICEF is also proud to have partnerships with program countries in resource mobilization and
program implementation.
National Partnerships
Below you will find some of the UNICEF’s Corporate Partnerships.
Banco Itaú (Brazil)
Since 1994, the PIC-Child Initiative has raised over $18 million for education projects in Brazil.
The latest phase of the plan, known as PIC Criança, will continue until August 2011.

15. Audi (China)
During the 2008 Sichuan earthquake emergency, Audi donated US$2,205,107 for UNICEF’s relief
effort and long-term recovery needs of children ($ 453,680 has been earmarked for long-term
development).
By the end of 2009, Audi has contributed over US$1 million to this non-formal education
project. Audi has mobilized its employees, 130 car dealers, consumers and business partners
across the country to contribute to fundraising for their joint project with UNICEF.
Clairefontaine (France)
‘Going to School is My Freedom’ is a campaign to raise money for education of the children.
During their annual Back-to-School campaign, Clairefontaine donates between €0.15 and €0.30
to UNICEF for each purchase of one of its products. The campaign has been running every year
since 2004, and has donated about € 2 million to UNICEF’s education programmes.
In 2011, Clairefontaine renewed its partnership with UNICEF to help more and more children
build a better future through education.
Diners Club (Greece)
Since the launch of this partnership in October 2003, as one of the most successful campaigns
globally, the Diners Club – UNICEF affinity card has raised more than 1 million Euros.
Diners Club provides UNICEF with a 0.5% of the total amount spent by each card holder, without
the card holder bearing any cost.
Johnson & Johnson (United States)
For more than 20 years Johnson & Johnson, through its commitment to the health and well-being
of vulnerable communities, has been a key partner to the US Fund for UNICEF.
Over the past 20 years, Johnson & Johnson has supported UNICEF through philanthropic grants,
employee giving, and product donations. In the past five years alone, Johnson & Johnson and its
employees have contributed more than $6 million in support of maternal and new-born health
programs around the world
UNICEF Crystal Snowflake (United States Fund)
This magnificent creation was designed, engineered and entirely handcrafted by Ingo Maurer
and his team in Germany, using 16,000 Baccarat crystal prisms. More than a symbol, the UNICEF
Snowflake is the centerpiece of an ambitious campaign to raise millions of dollars in support of
health, immunization, nutrition, clean water and sanitation, education and protection for
children in developing nations.

16. International Partnership
IKEA and IKEA Foundation
The IKEA Foundation, established in 2005, manages IKEA’s social involvement on a
global level. The mission is to improve the rights and life opportunities of the many
children. The main partners are the two leading global child-right organisations; UNICEF
and Save the Children. IKEA Foundation invests in a range of programs with a holistic
approach, aiming to create substantial and lasting results.
The IKEA Foundation is now investing in excess of US$4.2million to programmes
addressing the urgent needs of the earthquake-affected children and communities,
namely providing quality education and access to safe drinking water and latrines to the
most vulnerable. Nearly 10,000 earthquake-affected boys and girls between the ages of
6 – 11 will benefit through provision of safe and stimulating learning spaces, clean
water, and hygienic/sanitary facilities.
IKEA Foundation support to UNICEF emergency programs has exceeded US$10million
since 2005, which included a donations to Pakistan and Haiti Emergencies in
2010; 344,000 quilts to the 2005 Pakistan earthquake in Kashmir; early childhood
development kits for Iraq, and cash and in-kind support to the 2004 Tsunami-affected
countries of India, Sri Lanka, Pakistan and the Maldives.
UNICEF e-shop
As an additional source of donations, UNICEF created an e-shop department, where
people can buy their products to help children in developing countries, such as an
“inspired gift”.
For every UNICEF Inspired gift you purchase, an item is dispatched from our warehouse
in Copenhagen and transported to a child in need in any one of 150 countries where we
work.

17. Market analysis
Structure:
UNICEF operates in a different charity markets and with their goals are similar with
some other similar charities/organization as of UNICEF.
As an example Free the children.
CHILD PROTECTION
Child Find of America
Children's Defense Fund
Children's Health Fund
Marine Toys for Tots Foundation
National Center for Missing and Exploited Children
CHILD SPONSORSHIP
ChildFund International (formerly Christian Children's Fund)
Children Incorporated
Christian Foundation for Children and Aging
Compassion International
Pearl S. Buck International
Plan International USA (formerly Plan USA)
Save the Children
World Vision
PEST Analysis
Political
Insecurity and conflict may lead to unstable government. Lack of democratic stability,
crime levels will increase. With these challenges result public insecurity may encourage
more violence, vigilantism and authoritarian law enforcement to human rights in the
region.
Economic
Increased poverty due to the Economic crises, unsound fiscal policies and a reduction in
the size of the state sector will lead to an increase in poverty in many countries. The
Economic inequality could suffer the greatest disadvantages in wealth and education.
Poverty and war breakout will also be affected by unequal land distribution and high
unemployment.
Environmental
Frequent climate change and natural disasters. Such disasters pose a risk to political,
social and economic stability. The government could fail in to taking these problems
seriously.
Social
Increased insecurity of social factors and human rights violations will result from the
failure of traditional politics, the rise in criminality and the breakdown of state

18. protection systems (health, pensions, unemployment aid etc.). More people will be left
unprotected when ill and old.
Technological
Lack of access to resources for locals continues to provide many conflicts, and there is
likely to remain a deep technological divide. However, with the opening up and of the
media, there is a growing internal debate on the economic and political aspects.
Technological advances will amplify the effects of getting new donors and improve the
existing donors with a more pronounced digital divide. Like for instance direct mailing,
the tracking donor system (way of keeping in track of your donated gift).
With reference of the SWOT Analysis of UNICEF you can locate the Strengths and
Weaknesses, points where UNICEF can improve them and look out for weaknesses
which can result in bad business performance.
UNICEF - Strengths
Extensive Range of Activities
Partnerships and Collaborations
Key Initiatives 2010-11
UNICEF - Weaknesses
Resource Crunch
Delayed Program Implementations
Allegations of Financial Irregularities
UNICEF – Opportunities
New Initiatives & Programs
Millennium Development Goals
Challenges & Opportunities: Adolescent
Population,
UNICEF - Threats
Rising Food Crises and Poverty
Weak Global Economic Cues

19. 3.16 Table 3:5 SWOT Analyses –
UNICEF STRENGTHS
1. Strong in-country presence with respect from partners
2. Increased focus on social protection including childcare system reform
3. Strong intellectual and practical base enabling transfer of skills effectively
4. Increased focus on policies, institutions and budgets
5. Strong advocacy and campaign focus
6. Recent concern with social policy reform builds on commitment to evidence-based
Approach
7. Child rights mandate and expertise built around rights-based approach of CRC8. Long-term
partnerships with child rights INGOs
9. Increasing focus on strategic partnerships with World Bank and/or EU on childcare reform
10. Advocacy focus brings children’s voices into policy arena on childcare reform issues
OPPORTUNITIES
1. Regional office keens to support mutual learning
2. EU strategic partnership is likely in future on social inclusion and child rights
3. One UN may provide more holistic attention to child rights issues
WEAKNESSES
1. Relatively low levels of funding available – can be ‘spread too thinly’
2. Still focused on traditional sectors
3. Still little experience of strategic partnerships with EU or World Bank
5. Tension between work with and criticism of Govts
6. Some element of competition with key child rights INGOs
7. Fiscal dimensions of child care reform not well understood
8. Child focus can distort wider social service reform
THREATS
1. May need to rationalise its presence in middle- income transition countries
2. One UN may erode distinctive child rights focus

20. Marketing
Planning Strategy
Marketing Planning Strategy
Partnering together to build op customer relations is the main subject here.
Partnering with other companies or organisations can help increase value to the both
companies/organisations.
Customer driven strategy

21. In todays market place the competitions is allot. Companies must collect customer’s attentions
and win them over. So they could keep them and grow by delivering the expected value.
By doing this company must understand the needs and wants of their customers.
And doing analysis can only do that
Market Segmentation
The different market segments are based on demographic and geographic.
Geographic: Young (pre)professionals.
Demographic: The network of the geographic group.
With help from students of the Universities we will initiate a micromarketing ad that would
circulate throughout the Benelux. Our aim is to attract a minimum of fifty to a hundred thousand
(50,000 – 100,000) Students in each Country within the First 3 years.
UNICEF is a well-known organization with a wide spread network across different 190 countries
so it is time to make use of this global network. To meet the obligations of this project we need
the assistance from the majority of volunteers, donors, partners and sponsors to make this
program a success.
Market Target
The students, teachers and employees at InHolland Universities.
Along side with followers of each group. (Students, teachers and employees).
Upon first glance one cannot ignore the similarities amongst these three countries and students
behaviour when they are geographically and demographically segmented, however geographic
and demographic segmentation do not predict how donors give.
Because donors are so loyal, fundraisers and activity programs ought to spend more time on
younger people who are less likely to have made decisions about which groups to support, the
researchers said. The study also identified six types of donors based on their motivations for
giving.
Differentiation and Positioning.
This type of working together is common; multiple forces working , collaborating together. But
such a big project with UNICEF and InHolland, both two big companies. Benefiting from this
collaborating.
The difference from this project is that if affect and reaches to the young target market directly
and much more efficient than in other ways. And that’s why this project has high potentials.
Marketing Mix
Price: the price in this case will be, the price for each activity.
Baring the fact that a large group of the target market are students, thus the prices will be
reasonably low in order to attract attention but also gain a large amount of donations.
For the event and food activities price will set. The other activities will be open and free.
Students can donate in any amount as they wish.
Place: This event will take place in Inholland university of Rotterdam (Netherlands). Both the
student
and school well be approached in these activities and invited to participate in this event. The
activities will be held from a central office based in InHolland Rotterdam.
By doing this it is expected to increase efficiency in reaching the student for participation in the
UNICEF goals.
Product: This project has the four activities as outcome, products. More information about the
project can be read further in the report. These activities are formed with the students and
towards the students of InHolland. In help of the Committee these products will set out to
certain dates and come to realisation.

22. Promotion: By collaborating with Inholland and UNICEF we make use of all resources provided
to us by them and our own.
We will also take advantage of our ability to broadcast to market these activeties through our
various platforms such as:
Website : www.inholland.nl/unicef
Also use of social media would be used through platforms such as:
YouTube
Facebook
MySpace
Twitter
With the help of UNICEF, advertisement tool will be used, for example posters, flyers etc.
Budgeting
Budget UNCEF committee Kolom1
UNICEF € 750
Inhollad € 800
Totaal € 1.550
Expenses
Entertiament day € 450
Colthes day € 300
Food day € 300
UNICEF Stand € 100
UNICEF day € 400
Total € 1.550
Kolom1 Kolom2
Estimated Profit per
activity
UNICEF Day € 1.200
Food day € 800
Entertiament day € 2.000
Total 4000

23. The purpose of this Marketing strategy (table1) is to create a partnership between Inholland
Rotterdam and UNICEF by combining the visions and values of both organizations together, in
order to increase awareness and generate donations amongst students of Inholland university
Rotterdam. By establishing a UNICEF committee within Inholland Rotterdam consisting out of
Representative(s)of Inholland
Representative(s) of UNICEF
Committee members( Creators of the this whole project.)
Anticipated students
The Committee will be responsible for creating activities such as
International food day to generate donation for UNICEF to help children in Aghanistan with
Education and health .
Collecting cloths for children in Afghanistan.
Creating a entertainment day with Inholland Students.
Inholland UNICEF day.
We believe that throughout this activities we well be able to engulf students to participate in
our programs, to earn extra circular study points and perhaps more importantly, let the student
experience how it is to work for an Non-profit organization such as UNICEF and to See “Real –
life” results and the positive effect of their contribution by helping UNICEF with their mission.
And of course as well as to Achieve our objectives and goals.
What might this objectives (table 2) and goals (table 3) be :
Table 1 Goals for first year and Goals we are planing to reach within 3 years
By sending out the right message, this concept enables UNICEF to establish further participation
from the University community and will connect with them in an emotional and effective way.
The voices of Students can be a very powerful tool in delivering this message, using their
compassion and status to give other children a fair and reasonable life-perspective.

24. Raising awareness is a top priority in order to gain both financial and non-financial public
support, revealing the problems and providing enlightenment concerning the daily work
UNICEF executes confronting the problems. With the help of the media, schools and the Students
we will establish a stronger understanding and willingness to help UNICEF in its cause. Students
Interacting with the UNICEF committee is key in gaining their trust and finally to convert that
trust into devotion, participation and concrete actions towards our mission.
With that said we have strategically decided to implement this concept within Inholland
university of Rotterdam at first to research and develop it into a successful and a solid concept.
We are expecting to expend this concept further to other university within the “Benelux’’ in the
upcoming 3 years.
With help from students of the Universities we will initiate a micromarketing ad that would
circulate throughout the Benelux. Our aim is to attract a minimum of fifty to a hundred thousand
(50,000 – 100,000) Students in each Country within the First 3 years.
UNICEF is a well-known organization with a wide spread network across different 190 countries
so it is time to make use of this global network. To meet the obligations of this project we need
the assistance from the majority of volunteers, donors, partners and sponsors to make this
program a success.
Activeties
UNICEF Day
This event consists of a stand in an ‘’opendag’’ at Inholland Rotterdam, to provide information
about the partnership between Inholland Rotterdam and UNICEF. A representative from UNICEF
will be present to give speeches and to talk about the UNICEF at this day. There will be small
gifts available, such as pens and brochures. There will be also posters and small donation boxes
spread around the building, as well as flyers and cards, providing information about the other
three events (Food, Cloth and Entertainment).
The budget estimated for this activity is to be considered low or very low, since all we need are
copies of the flyers or cards, and the free pens and brochures for the students that are interested
to know more about UNICEF.
The objective of this event is to increase the awareness of the students about UNICEF, because
the students today are a the potential market tomorrow.
The International Food Day event.
Every day, a lot of food waste is thrown away, while people, including children die of starvation
and many places of the world. Since UNICEF is highly involved in contributing to the
development of the children around the planet, it is of extremely importance to make sure that
these children can have access to the basic nutrition needs for their survival and development.
In order to help to provide a proper and effective assistance, the UNICEF committee and several
Inholland students are supporting this idea to organize this event at Inholland Rotterdam. The
International Food Day will take place twice a year, in October (during the official International
Food Day) and one event in April, and will be held in the cantina at Inholland Rotterdam.
The main idea of this event is the UNICEF committee and the supporting Inholland students to
cook and bring several International dishes and sell them at Inholland Rotterdam, such as:
Turkish, Moroccan, Afghan, African, Western etc. In the end all the profit will be sent to UNICEF,
so they can provide support for the children in Afghanistan.

25. The cost for the International Food Day will be : € 300.- for renting cantina at Inholland
Rotterdam.
Clothes
Clothes play a major role when it is about any donation action. Donating clothes is one of
many ways to contribute to UNICEF to help the children around the world, especially in
countries that have a harsh winter, so they can be kept warm and comfortable.
When the Christmas is coming, it is, somehow, natural to have the spirit and the desire to help
others. So this event will achieve better results if it takes place in December, because of the
Christmas Spirit and the winter days being close.
A glass box or container will be available for the cloth donation. People will be able to put the
clothes in the box themselves, and also to look how is the progress going and how many
clothes have been donated. The box will be cleared on a daily basis for matter of hygiene, and
the donations will be inspected before sending to UNICEF.
In order to obtain a better result throughout this donation plan, a few rules must be put in
place.
All cloth sizes will be accepted, with no discrimination, however, baby to teenager sizes are
preferred.
Clothes with no or minimum damage only.
Personal cloth will not be accepted. For example, underwear.
Winter clothes are desired but all season clothes will be accepted, including gloves, socks,
winter hats and scarves.
About the costs for this event, there are 2 plans available. Basically what is necessary is just to
buy or rent (if that service is available) glass containers or boxes. The cost for all of this Cloth
Donation Event, is expected to be around €100,00 to €200,00.
A second plan can take action in case the budget is considered to be high. The Committee can
build, themselves, the required containers or boxes, and that would have low costs or even
free, if the materials used are recyclable.
UNICEF Entertainment day.
This event is going to be held in the first place to attract donors and donation, At this day a
Several famous Dutch people that are also UNICEF Ambassadors will be giving a speech, act or
performance in order to Attract people to visit the event. During this event also Students of
Inholland that have special talent or ability will do their part. There will be an entrance fee for
this even and all of this profit goes to UNICEF to help children in Afghanistan With their
educations and health.
The UNICEF committee and Inholland Student who offered their support to this Activity are
responsible for the following :
 Search and book a Suitable place to held the event.
 Invite UNICEF ambassadors to the Event to act or perform.
 Invite Students and promote the Event.
The estimated cost for this event will be:
Rent of place € 300.00 - which well be sponsored by Inholland to the UNICEF committee.

26. Flyers and promoting of the event € 100.00- Sponsored By UNICEF Office of the Netherlands
Artist and Students: Free - (they will doing this to help a good cause.)
This Event will be held on 15th of June and would be also a great opportunity for us to talk
about the children in Afghanistan and make people aware of way is so imported to support
Organizations like UNICEF
CONCLUSION
The Situation Analysis is basically a tool for informing policy and child-focused policy rights.
The process of conducting a Situation Analysis provides specific policy recommendations and
evidence for child rights, including by partners. It is a programme output that strongly
supports national efforts and institutions. It is part of the UN’s overall effort to support
national capacity for promoting human development and fulfilling the human rights of
citizens. Today UNICEF is still committed to ensure special protection for the most
disadvantaged children; victims of war, disasters, extreme poverty, all forms of violence and
exploitation and those with disabilities.

27. Bibliography
Books & Articles
1. Ryrie, C. C. (1999) “Nailing down a Board: serving effectively on the Not-for-Profit
Board”, Kregel
Publications.
2. O'Connor, D. (2007-08-24). "How to give wisely after Minnesota's disasters". Pioneer
Press
(MediaNews Group, Inc.). http://www.twincities.com/collapse/ci_6713803. Retrieved 2007-
08-25.
3. Sloman, J and Hinde, K (2007) “ Economic for Business, 4th Edition”, Pearson Education
Internet Publications*
1. State of the World’s Children (2000) -
http://www.unicef.org/publications/files/pub_sowc00_en.pdf, UNICEF
2. UNICEF’s strengths & weaknesses (2004) -
http://www.unicef.org/evaldatabase/files/Strengths_final_jan_2005.pdf, UNICEF
3. Working in partnerships with UNICEF (2004) -
http://webarchive.nationalarchives.gov.uk/
+/http://www.dfid.gov.uk/Documents/publications/unicf-isp.pdf, UNICEF
4. UNICEF Annual report (2010) -
http://www.unicef.org/about/annualreport/files/Annual_Report_2010.pdf
5. State of the World’s Children ( 2009) -
http://www.unicef.org/publications/files/SOWC_Spec._Ed._CRC_Main_Report_EN_090409.
pdf,
UNICEF
World Wide Web*
1. UNICEF homepage - http://www.unicef.org/
2. Belgium Homepage - http://www.unicef.be/nl/page/ontdek-unicef
3. At a glance: Belgium - http://www.unicef.org/infobycountry/belgium.html
4. Netherlands Homepage - http://www.unicef.nl/wat-doet-unicef/programmas.aspx
5. At a glance: Netherlands - http://www.unicef.org/infobycountry/netherlands.html
6. Luxembourg Homepage - http://www.unicef.lu/
7. What does UNICEF do - http://www.unicef.org/whatwedo/index.html
8. About UNICEF - http://www.unicef.org/about/index.html
9. UNICEF people - http://www.unicef.org/people/index.html
10. Voices of the youths - http://www.unicef.org/voy/
11. Unite for Children - http://www.uniteforchildren.org/
12. UNICEF’s press center - http://www.unicef.org/media/index.html
13. Tools for journalists - http://www.unicef.org/media/media_tools.html
14. The State of the World’s Children - http://www.unicef.org/rightsite/sowc/
15. UNICEF Television & UNICEF Radio - http://www.unicef.org/videoaudio/index.html
16. UNICEF’s Social media - http://www.unicef.org/videoaudio/video_50646.html
17. Governmental and institutional support - http://www.unicef.org/pfo/index_38085.html
18. International partners of UNICEF - http://www.unicef.nl/partners/ing--unicef.aspx

28. 19. International partners of UNICEF - http://www.unicef.nl/partners/ikea--unicef.aspx
20. Nonprofit charitable organizations -
http://nonprofit.about.com/od/mediarelations/a/mediatips.htm
*All internet publications and websites were confirmed on 1st December, 2011
http://www.unicef.org/ceecis/IO_and_CCR_SEE.pdf

29. Appendices
- Project Assesment Term 2