Introduction<br />1.1 Organization profile<br />1374775116205<br />Image 1- Masoom special school<br />Masoom – The beginn...
To provide the vocational training and job placement for the children with special needs.
To promote sports and cultural activities among the disabled and take part in national and international meets/competitions.
To integrate the children with special needs with normal children.
To raise the funds through donations from organizations and individuals.</li></ul>Masoom foundation committee<br />NameDes...
Government grants
Public sponsorships
Private donations</li></ul>Facilities<br /><ul><li>Transport facility  - Owns Bus and van
Transport facility given to the children living within the radius of 8 to 10 kilometres from the school.</li></ul>Activiti...
Organizing events like planting trees, quiz etc.
Exhibitions of products made by special children at various events.</li></ul>Current marketing methods used by Masoom<br /...
Exhibitions
Message strategy – “No one can change the world;
                                 But you can change the world for one child”.</li></ul>Current challenges faced by Masoom ...
Lack of awareness and recognition.
No marketing strategy for the sales of the products made by children.</li></ul>Location of the school<br />The school is l...
To help the organization in marketing of their handloom products.</li></ul>Research Methodology<br />In order to achieve m...
RO1: To understand Masoom as an organization in terms of its strengths, weaknesses and its competitors.
RO2: To understand target consumers in terms of their demographics and psychographics.
RO3: To understand consumer’s perception towards working for social cause and products made by special children.
Research design</li></ul>The research method used for the study was both primary and secondary methods. The primary resear...
Lack of funds insufficient funds is one major weakness of the organization which sometimes also affects supply chain of th...
Increasing customer base, profitability and therefore stable marketing plan.</li></ul>Threats (External)<br /><ul><li>Simi...
The Delhi Society for the Welfare of Mentally Retarded Children, Okhla
Anchal India, Shahadara
Very special arts, Vasant Kunj </li></ul>3.2.1 Competitive edge of Masoom with other competitors:<br />Table 1<br />Organi...
This survey analysis describes the demographics and psychographics of consumers who buy products related with social cause.
Demographic information
Table 2
CharacteristicsPercentage (%)GenderFemale55Male45Age18-25 years8025-35 years1735-45 years045+ years3Average age group18-25...
Psychographic information:
Respondents belonging from age group (18-25) and (25-35) years both males and females have interests like movies, listenin...
Respondents belonging from age group 45 & above have similar interests like reading, music, travelling and social work imp...
Respondents comprising of both male and females belonging from all the age groups are on social networking sites.
Analysis from exploratory research:
RO2: Demographic and psychographic information of housewives.
Demographic information
Housewives having mean age of 39 years, having monthly household income between Rs60, 000- Rs80, 000 and are graduate.
Psychographic information:
Majorly involved in daily home activities, have interests like movies, music, reading, kitty parties, travelling, gyming, ...
RO3: To understand consumer’s perception towards working for social cause and products made by special children.</li></ul>...
Willing to pay extra price for these products because it contributes in the welfare of these children.
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  1. 1. Introduction<br />1.1 Organization profile<br />1374775116205<br />Image 1- Masoom special school<br />Masoom – The beginning of an awakening!<br />Masoom, a school for children with special needs is a registered Non-governmental organization, instituted by Mr. Sanjay Dalmia, under Masoom Foundation in the year 2001.<br />Situated in Timarpur, North Delhi, India, Masoom started with fifty under privileged children with special needs aged between 6 to 22 years. Masoom is committed to the survival and protection and overall development and welfare of each child.<br />Vision <br />Helping the children with special needs to be self reliant and become a part of "not so special" community through involving them into various educational, therapeutic, vocational, employment, leisure ,social activities, sports, cultural services etc. so that they can become useful members of the society.<br />Mission<br />Masoom’s main mission is to train the child to communicate with their own world and express themselves.<br />Objectives <br /><ul><li>To promote the welfare and ensure training and education of these children with special needs of all ages.
  2. 2. To provide the vocational training and job placement for the children with special needs.
  3. 3. To promote sports and cultural activities among the disabled and take part in national and international meets/competitions.
  4. 4. To integrate the children with special needs with normal children.
  5. 5. To raise the funds through donations from organizations and individuals.</li></ul>Masoom foundation committee<br />NameDesignationMr. Sanjay DalmiaPatronsMrs. Nisha MahajanAdvisorsMr. Trilok DeepAdvisorsMrs. Renu GuptaAdvisorsMr. Uday Pratap SinghVice PresidentMrs. Nafees KhanGeneral SecretaryMrs. Alaka MadhokTreasurer<br />Masoom school structure<br />DesignationNo. of personsFaculties5Volunteers6Coordinator1Master1Helpers3Driver1<br />Partners and supporters for donations<br /><ul><li>Dalmia brothers group
  6. 6. Government grants
  7. 7. Public sponsorships
  8. 8. Private donations</li></ul>Facilities<br /><ul><li>Transport facility - Owns Bus and van
  9. 9. Transport facility given to the children living within the radius of 8 to 10 kilometres from the school.</li></ul>Activities in the school<br />Vocational activitiesOther activitiesHandloom weavingBasic educationEnvelope and paper bag makingMusic- bandHandicrafts – paper mesh productsDancingSewing and embroideryYogaTailoringPainting and colouringGardeningBeauty Care<br />Image 5 – Handloom Weaving35337753366770-857253615055Image 4 - YogaImage 2 - Envelope makingImage 3- Basic education2847975189230-361950532130<br />Other activities<br /><ul><li>Participation in inter school competitions of music, drawing etc.
  10. 10. Organizing events like planting trees, quiz etc.
  11. 11. Exhibitions of products made by special children at various events.</li></ul>Current marketing methods used by Masoom<br /><ul><li>Word of mouth
  12. 12. Exhibitions
  13. 13. Message strategy – “No one can change the world;
  14. 14. But you can change the world for one child”.</li></ul>Current challenges faced by Masoom <br /><ul><li>Insufficient funds.
  15. 15. Lack of awareness and recognition.
  16. 16. No marketing strategy for the sales of the products made by children.</li></ul>Location of the school<br />The school is located in Timarpur, situated in north Delhi. The north Delhi comprises of Delhi University, Kamla nagar market, posh areas like civil lines, Mall road and hence it is considered to be very happening area of Delhi. <br />523875267335<br />Image 6 – Location of school<br />1.2 Gap identified<br />As per the understanding of the organization, it has been concluded that the organization does not have any strong recognition and awareness and also there is no marketing strategy for selling of goods made by special children.<br />Keeping in mind the above mentioned, the following objectives have been formed:<br /><ul><li>To create an identity for Masoom special school or build brand identity for the brand.
  17. 17. To help the organization in marketing of their handloom products.</li></ul>Research Methodology<br />In order to achieve marketing objectives, following research objectives have been formed:<br /><ul><li>Research objectives
  18. 18. RO1: To understand Masoom as an organization in terms of its strengths, weaknesses and its competitors.
  19. 19. RO2: To understand target consumers in terms of their demographics and psychographics.
  20. 20. RO3: To understand consumer’s perception towards working for social cause and products made by special children.
  21. 21. Research design</li></ul>The research method used for the study was both primary and secondary methods. The primary research was further classified into descriptive and exploratory research. It consisted of two phases. The first phase comprised of quantitative survey research, and the second phase comprised of in depth interviews with target consumers.<br /><ul><li>Sample definition for research objectives 2 and 3</li></ul>The sample selected for the descriptive research were 40 consumers between age group of 18 to 45+ years old both males and females. And the sample selected for exploratory research i.e. for in-depth interviews was non probability convenience sample of 6 housewives between age group of 30 to 50 years residing in west and north Delhi.<br /><ul><li>Data collection and analysis methods for research objectives 2 and 3</li></ul>For the descriptive research, data was collected by a self administered questionnaire. The questionnaire consisted of three sections, with the first section querying the demographics of the consumers including information like age, income, location, gender, marital status, education and occupation and their lifestyle indicators like their hobbies, interests etc. which fulfilled the purpose of (RO2). The second part of the questionnaire was used to assess the respondent’s insights on social work and measured respondent’s attitude towards products made by special children (RO3). The questionnaire was designed to limit respondents to one answer to help make it more precise and simple. The data was collected through emails, telephonic interview and in person.<br />For exploratory research, data was collected through in-depth interviews with housewives to understand their lifestyle, their concept about social work, their attitude towards special children and their willingness to help these children by buying products made by these children.<br />The participant observation was another technique used in both the research methods. The data was analysed through Microsoft office excel.<br />Situational Analysis<br />3.1 Swot analysis of Masoom <br />Strengths (Internal)<br />Big brand – Dalmia Group as this organization is established by Mr.Sanjay Dalmia who are pioneers in business sectors like textiles, soda ash, health care, tobacco etc. The benefit is that every month the group gives monetary support to Masoom.<br />Organization is sometimes supported by government in terms of grants provided by it.<br /> Handloom products - students working in handloom department are well trained and now have specialized in their skills which results in consistent productivity of handloom products.<br />Dedicated and selfless volunteers like Mrs. Renu Gupta who works full time for the school and contributes in the welfare of the children.<br />Weakness (Internal)<br /><ul><li>No brand image of the school.
  22. 22. Lack of funds insufficient funds is one major weakness of the organization which sometimes also affects supply chain of the resources used for day to day activities of school.</li></ul> Small staff with less managerial skills and therefore they are not able to market themselves very well.<br /> No permanent clients for products made by special children.<br />No job placements for students working in handloom department.<br />Opportunities (External)<br /><ul><li>Increasing household incomes
  23. 23. Increasing customer base, profitability and therefore stable marketing plan.</li></ul>Threats (External)<br /><ul><li>Similar products made by other organizations having children with special needs.</li></ul>3.2 Competitor analysis<br />This section discusses about the competitors of Masoom who are working on same pattern. So in order to develop a concrete marketing plan it is very important to understand one’s competitors, their way of working, infrastructure, activities etc.<br />For Masoom, its competitors are social organizations having special children making handloom products.<br />Competitors in Delhi<br /><ul><li>Umeed AFGJI, Subroto Park
  24. 24. The Delhi Society for the Welfare of Mentally Retarded Children, Okhla
  25. 25. Anchal India, Shahadara
  26. 26. Very special arts, Vasant Kunj </li></ul>3.2.1 Competitive edge of Masoom with other competitors:<br />Table 1<br />OrganizationProductsPricePromotionPlacePoint of Differentiation1. UmeedHigh qualityHigh pricePrint advertisements like pamphlets, brochures etc. and internet mediumShops of AFGJI at various placesLarge infrastructureMore RecognitionEasy Funds accessibility2.Delhi Society, OkhlaHigh qualityHigh pricePrint advertisements, internet medium, Public relations.Exhibitions and personal sellingLarge infrastructure and organization.More Recognition.Easy Funds accessibility.3.Anchal, NGOMedium qualityLow PriceOnly internetExhibitions and personal sellingMedium infrastructure and organization.4.Very special arts, Vasant kunjHigh qualityHigh pricePrint advertisements like pamphlets, brochures etc.Exhibitions and personal sellingLarge infrastructureMore recognitionEasy funds accessibility.5.Masoom special school, TimarpurMedium qualityMedium priceOnly internetExhibitions and personal sellingSmall infrastructure.Unorganized setup.Lack of recognition.Insufficient funds.<br />The above table shows that parameters taken are the 4P’s of marketing to find a competitive edge of Masoom with other competitors. Competitors have large infrastructure, more recognition and have easy funds accessibility and due to that they able to produce high quality goods and are able to use better medium of promotion to create awareness about themselves and to sell their products also. <br />3.2.2 Perceptual mapping<br />This graph shows that where Masoom and its competitors are placed in terms of their quality and pricing in the market.<br />Figure 1<br />High quality<br />Umeed<br />Delhi Okhla Centre<br />Very special Arts<br />MasoomMedium quality and low price<br />Anchal,NGOLow qualityLow priceHigh price<br />3.3 Customer analysis<br /><ul><li>RO2: Demographics and psychographic information of target market.
  27. 27. This survey analysis describes the demographics and psychographics of consumers who buy products related with social cause.
  28. 28. Demographic information
  29. 29. Table 2
  30. 30. CharacteristicsPercentage (%)GenderFemale55Male45Age18-25 years8025-35 years1735-45 years045+ years3Average age group18-25 yearsMonthly household income in RsBelow 20,000620,000 – 40,000940,000 – 60,000960,000 – 80,0002080,000 & above56Marital statusUnmarried90Married10Divorced 0EducationIntermediate13Graduate38Masters 49OccupationStudent71Self employed20Business6Housewife3
  31. 31. Psychographic information:
  32. 32. Respondents belonging from age group (18-25) and (25-35) years both males and females have interests like movies, listening music, shopping, reading , travelling, sketching, sports like football, basket ball and dancing.
  33. 33. Respondents belonging from age group 45 & above have similar interests like reading, music, travelling and social work importantly.
  34. 34. Respondents comprising of both male and females belonging from all the age groups are on social networking sites.
  35. 35. Analysis from exploratory research:
  36. 36. RO2: Demographic and psychographic information of housewives.
  37. 37. Demographic information
  38. 38. Housewives having mean age of 39 years, having monthly household income between Rs60, 000- Rs80, 000 and are graduate.
  39. 39. Psychographic information:
  40. 40. Majorly involved in daily home activities, have interests like movies, music, reading, kitty parties, travelling, gyming, yoga, spiritually inclined and associated with organizations like art of living, iskcon, rotary club, many women organizations etc.
  41. 41. RO3: To understand consumer’s perception towards working for social cause and products made by special children.</li></ul>Analysis from survey research<br />As per the analysis, respondents belonging from all age group especially from 18-25 years old are more inclined towards social work. For them social work means ensuring the welfare of people who are victims of disability and participating in the issues happening in the society which needs voice. The cause and willingness to help others are the main reason which drives the youth to contribute towards social cause. This survey showed that the youth are more enthusiastic to work for some sections of society that needs more attention. Upliftment of special children and women development are major social causes that are taken into consideration.<br />Analysis from exploratory research<br />Findings of in depth interviews, a total of 6 in-depth interviews with housewives were conducted to understand their perception towards social work.<br />The interviews revealed that respondents are willing to work for social cause and want to contribute to the society by doing some social work. It is just that due to their busy schedules in day to day home activities, they are not able to properly pay attention towards it. But some of them are properly involved in social causes like taking care of older people in old age homes, helping weaker sections of society, sponsoring education for underprivileged children, arranging marriage of girls belonging from families below poverty line. Some of them are also part time volunteers for some social organizations like old age homes etc. They also revealed that working for such causes or by doing some social work they feel contended. They do it not just because for the sake of doing it but they strongly feel that they are part of society and they should work towards the welfare of society. <br />Analysis from survey research<br />In order to understand target market’s attitude towards products made by special children certain questions are asked from the respondents in order to understand their buying behaviour towards any product especially for handloom products.<br />A rating question is asked in which they had to rate factors considered while they purchase a product. (1 being most and 5 being least important)<br />As per the findings, factors considered while buying a product.<br />Quality is the most important factor having highest mean (1.26), product features (2.5), price (3.1), brand name (3.5) and at last social responsible behaviour is the least important factor having highest mean (4.2).<br />And in order to know respondents preference for handloom products, questions are asked regarding whether they buy handloom products and what handloom products they prefer to buy, home linen or kitchen linen products.<br />The research revealed that 65% of respondents buy handloom products and they prefer both home linen and kitchen linen products.<br />So, the research shows the attitude of target consumers towards products made by special children that, 92% of respondents are ready to buy handloom products made by special children out of whom 75% of respondents are willing to pay extra price (5 to 10%) for the products and exhibitions is most preferred place to purchase these kinds of products. <br />Analysis from exploratory research<br />Findings are same as of the survey research; all respondents are ready to <br /><ul><li>Buy handloom products made by the special children.
  42. 42. Willing to pay extra price for these products because it contributes in the welfare of these children.
  43. 43. Exhibitions are preferred place to buy such products, but they prefer to be informed by print medium about such events.</li></ul>Conclusion<br />Based on above analysis, it is concluded that now everyone in the society despite of their social class, age, gender etc. wants to contribute in any kind of social cause. This also shows that now a day’s people especially youth are getting more and more aware about the things happening in the society and want to contribute in it irrespective of whether it is voice against corruption or helping weaker or disabled sections of the society. Now there is more awakening and alertness among the people. Based on these research findings, a strategy will be formed to fulfil the marketing objectives of the organization.<br />3.4 Environment analysis<br />Cause related marketing<br />Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations.<br />Benefits of cause related marketing<br /><ul><li>Can improve social welfare
  44. 44. Create differentiated brand positioning
  45. 45. Build strong customer bonds
  46. 46. Enhance public company’s image
  47. 47. Reservoir of goodwill
  48. 48. Drives sales</li></ul>Effects of cause marketing<br /><ul><li>Build brand awareness
  49. 49. Enhance brand image
  50. 50. Evoke brand feelings</li></ul>(Pavithra.G.L.) {4}<br />Indian Scenario <br />Cause related marketing and its impact on organizational selling and brand loyalty. <br />1. The HLL announced a contribution of fifty paisa to a diarrhea project on sale of each of its LIFEBUOY brand soap. It helped to improve market share for ‘lifebuoy’. <br />2. OBEROI Hotels had specially designed and printed envelopes placed in all Oberoi properties where in the guest could contribute to CRY, a non government organization and collected more than Rs. 6.50 lakhs in 18 months. CRY is a NGO whose role is that of an enabler a catalyst between two groups of people (a) development organization and individuals working at grass root level with marginalized children, their families and communities and people from all walks of life who believe in the rights of children. <br />3. In India ‘whisper’ a brand in the sanitary nappies market where the materialistic difference is minimal announced a contribution of Re 1 on every pack of its sales for blind relief society. It helped to improve market share for ‘Whisper’. <br />4. NOVARTIS INDIA LTD. a pharmaceutical company in a cause related marketing scheme donated 2% or value of sales of OVALTLINE PLUS towards CRY’S (a NGO’s) Gujarat rehabilitation operations. Total amount raised was approximate Rs. 40, 000. <br />5. The HLL announced a Rs. 5/- contribution to SOS children’s village, a social service organization working for educating every little heart by inserting coupons in its Brook bond Taj Mahal tea powder packs. The customer has to tell the coupon number to the company through a toll free telephone number. (B Garg, 2007) {2}.<br />Marketing Program Strategy and Tactics<br />This section talks about marketing strategies that are developed to fulfil the objectives of the project. These strategies are developed keeping in consideration the capabilities of the organization i.e. Masoom special school, analysis of its competitors, the environment and consumers, and also keeping in mind the weak financial position of the organization, so that a productive strategy can be developed that can give fruitful results and organization should not face any problems while on its implementation.<br />Before recommending a marketing strategy one important question needs to be answered to reach from point A to Point B.<br />Point APoint BCurrent Production capacity = 1020 pieces per month with 100% capacity utilization.40% of merchandise sold every month.60% of merchandise remains unsold every month.To develop a marketing plan to sell 60% of the merchandise which remains unsold every month.<br />How much Masoom produces its handloom products and out of which how much it is able to sell it?<br />Table 3<br /><ul><li>Market and product objectives
  51. 51. To suggest an integrated marketing strategy for the handloom products of Masoom.
  52. 52. To create an identity for Masoom special school.</li></ul>For marketing objective one as mentioned above, a marketing plan is developed having main 5 P’s of marketing that are as follows: <br /><ul><li>Product
  53. 53. Packaging
  54. 54. Price
  55. 55. Place
  56. 56. Promotion</li></ul>Similarly for marketing objective two, as the research showed that there is lack of awareness and recognition of the organization, may be due to the small infrastructure of the organization. So, there is a need for the creation of brand identity for Masoom special school which can be done through various suggested ways of promotion mentioned in the plan and creating a brand prism for the organization.<br /><ul><li>Niche product strategy</li></ul>300990043815The core: <br />Handloom products<br />The actual product:<br />Kitchen linen products – dusters and mops<br />Image 7 – mops and dustersBranding:<br />Quality handloom products made by children with special needs.<br />Brand personality:<br />Innocent, dedication, hard working <br />The new distinctive logo for stronger branding is recommended.<br />(Refer appendix)<br />4.3 Packaging strategy<br />Currently the organization is not using any kind of packaging for handloom products. Packaging is one of the most important aspects of marketing. It has lot of impact on the sales and the presentation or appearance of the product. <br />Recommended ‘Sustainable packaging ’:<br />Children at Masoom are also involved in activities like crafts in which they learn paper bag and envelopes making and sometimes they also get orders for the same.<br />This helps in many ways:<br /><ul><li>Skills specialization
  57. 57. Earns money</li></ul>For the packaging of handloom products, concept of news paper bags can be used with a story card on it explaining about the organization and handloom products made by Masoom children and with price sticker on the product mentioning details like price and description of the product and the handle for the paper bag are yarns through which handloom products are made, this will add value to it. The implementation of this recommended packaging method has following advantages.<br />Advantages<br /><ul><li>Cost effective measure, as no major costs are involved in production of bags.
  58. 58. Environment friendly.
  59. 59. Easy to make, no major labour is involved.</li></ul>4.4 Pricing strategy<br /><ul><li>1257300116205Figure 2
  60. 60. Masoom Special School</li></ul>The above figure depicts pricing strategies matrix which is divided into four major segments adjacent to both axis y axis depicting price both and high and low and x axis depicting quality both high and low respectively. This matrix is helpful for the company’s in deciding their pricing strategies. <br />Currently, Masoom special school has combination of economy and cost based pricing strategy. In case of Masoom, they don’t have marketing costs and tries to maintain low cost of manufacturing and almost works on profit margins that can help them to carry out their day to day activities. <br />Cost based pricing strategy is the simplest pricing method. The firm calculates the cost of producing the product and adds on a percentage (profit) to that price to give the selling price i.e. Cost of production + profit<br />Implementation of cost based pricing strategy by Masoom is mentioned below:<br />Cost of production depends on major factor:<br />- Cost of yarns (variable)<br />* Cost of production + Rs 3 (master) + Rs 1 (stipend to students working in handloom department) + Rs 1 (Masoom)<br />Recommended pricing strategy<br />There is an opportunity for Masoom to change its current pricing strategy i.e. cost based pricing strategy based on consumer analysis. The strategy recommended to Masoom special school is market oriented pricing strategy which means setting a price based upon analysis and research compiled from the targeted market. <br />The recommended strategy can be very useful and helpful for the organization because in this case preferences of consumers are considered most important which are compiled by research. In this case, research revealed that consumers are willing to pay extra price for the products made by special children, because for them purpose of buying these products is not utility or functionality centric but a way of contributing to the welfare of such children. And for that matter they don’t mind paying extra increase of 5 to 10%. <br />So according to research analysis, prices of all handloom products can be increased which can also result in extra addition to amount used for other activities of Masoom.<br />For instance, Current price of mop = Rs15 + 10%<br />After increasing = Rs 17 per mop<br />So after increasing the price, there is an addition of Rs2 in the account of Masoom.<br /><ul><li>Promotion strategy</li></ul>This is one of the most important aspects of marketing plan. It is all about how well the company or organization communicates or create awareness about itself to its target consumers. There are many promotion strategies which company uses depending upon their infrastructure, budget and their nature of product to be promoted. Promotion methods are:<br /><ul><li>‘Above-the-line’, which is using independent media to reach a wide audience easily, but over which the company may have limited control. This reaches a mass audience but can be hard to measure its impact and is very expensive.
  61. 61. ‘Below-the-line’, which uses media over which the business has control. This type of promotion can be more cost-effective and give more measurable response rates.</li></ul>Presently, Masoom is using only two promotions methods for both purposes to sell their products and to create awareness about itself. <br /><ul><li>Word of mouth
  62. 62. Exhibitions </li></ul>Recommended promotion strategy<br />As Masoom is a nongovernmental and non profitable organization, working on niche product strategy and have budgetary and resources constraints. Therefore above the line strategy is not feasible. Due to these mentioned hindrances and also keeping in mind the analysis of primary research, below the line promotional strategy is recommended for creating awareness about itself.<br />Table 4: Promotional mix<br />Media SourceDescriptionMedia relationsWord of MouthInternet New updated websiteDirect mailsSocial media networking sites- face bookPublic spacesStalls in nearby schools and colleges for monetary & voluntary favors.Promotional materialPamphlets, brochures, greeting cards and bookmarks distributed at various occasions.<br />Other activation ideas:<br /><ul><li>Joint activities with other NGO and organizations to increase awareness of the social issue – about children with special needs.
  63. 63. (Refer appendix)</li></ul>Masoom special school can use mix of promotional methods to increase the demand for the handloom goods:<br />Member Get Member (MGM) Strategy<br /><ul><li>Make a club, involving youngsters and having various activities like planting trees, quizzes and instead of annual or monthly membership fees they can buy these products. </li></ul>Personal Selling<br /><ul><li>In this Masoom can designate a responsible employee of the school with some type of additional incentive in terms of some percentage of increase in salary to personally sell the goods once in a month in nearby housing societies within the radius of 8 to 10 kilometres. They need not to hire any new employee for this work.
  64. 64. Tie ups with nearby housing societies which can lend them their extra spaces like colony parks to conduct events and exhibitions. This helps them target housewives who can lend the NGO a helping hand during their free time.
  65. 65. Exhibitions and kiosks at various festivals.</li></ul>Business to Business (b2b) Marketing<br /><ul><li>Tie up with small scale boutiques in nearby area.
  66. 66. Tie up with organizations like Tatsat in Hauz khas which sells products of NGO. While going for meeting, the coordinator of Masoom can carry a power point presentation or a movie to give a brief idea about the Masoom and about how these products are made. This will have a lot of impact on the retailers.</li></ul> <br /><ul><li>Place or distribution channels</li></ul>It is deciding about channels of distribution and how much to distribute among channels.<br />Currently, Masoom special school uses two traditional channels of distribution:<br /><ul><li>Own facility
  67. 67. Exhibitions</li></ul>Recommended distribution strategy <br />Business to business distribution channels along with exhibitions and personal selling is recommended.<br />Consumer marketing channel<br />This is also an important aspect of marketing strategy that implies the use of consumer marketing channels depending upon the different distribution channels.<br />Figure 3<br /><ul><li>0- levelConsumerlevelManufacturer</li></ul>Manufacturer<br />Retailer<br />Consumer<br /><ul><li>Personal selling and exibitions – 0 level is used that is directly from manufacturer to consumer.
  68. 68. For boutique and Tatsat – 1 level channel is used that is from manufacturer to retailer to consumer.
  69. 69. (Refer appendix)</li></ul>4.7 Marketing objective two: To create an identity for Masoom special school.<br />Figure 4 - Brand prism for brand identity of Masoom.<br />The below figure depicts the brand identity prism which describes the brand in six different intangible parameters divided into four external and two internal.<br />External parameter like physique, relationship, reflection and self image are consumer oriented and internal parameter like culture and personality are organization oriented. <br />Physique: Logo, Masoom special school, handloom and handicrafts products.Reflection: Supporting a good cause.Self image: InnocentPersonality: Team player, dedicated, energeticCulture: Working for good cause.Relationship: I feel very complete when I come here.19240501485265<br />Financial Analysis<br /><ul><li>Gross profit per unit
  70. 70. Gross profit = Sales – Expenses (Direct expenses)
  71. 71. Production of kitchen units per monthDusters450 piecesMops540 piecesTotal production per month990 piecesSales per month (no. of pieces * selling price)Dusters (Rs 22)Rs 9900Mops (Rs 17)Rs 9180Total salesRs 19080Cost of production per monthDusters(Rs15)Rs 6750Mops (Rs 9)Rs 4860Total cost of productionRs11610Total Gross ProfitRs 7470Gross profit per unit (total gross profit/total pieces)Rs 7.5Gross profit margin39%</li></ul> 5.2 Cost of promotion:<br /><ul><li>1.Promotion materialSizeRate (per piece)VendorPamphlet (both side printed)8.5 * 11 inchesRs 4 Friends, Nehru PlaceBookmark(both side printed)2.5 * 6 inchesRs 0.75 paisaFriends, Nehru PlaceStory cards (one side printed)7* 9.5 inchesRs 1.25 Friends, Nehru Place
  72. 72. These rates are for 5000 pieces.
  73. 73. 2. Cost of exhibitions per day = Rs1500 to Rs2500.
  74. 74. (It varies from place to place.)
  75. 75. Implementation Plan</li></ul>6.1 Gantt chart<br />6.2 Promotion schedule<br />Evaluation and Control<br /><ul><li>Quality control
  76. 76. Consistent quality of handloom products</li></ul>The organization has to ensure the quality of products made by these children should be consistent. Currently quality of products made is of medium quality and also to similar to the kitchen linen products available in the market.<br />Measures can be taken to ensure consistent quality:<br /><ul><li>Sourcing of yarns (appropriate yarn counts, qualities like water absorbent, feel etc.)
  77. 77. Structure of product
  78. 78. Interlocking of warps and wefts should be accurate in order to avoid any kind of </li></ul> defects like spacing between yarns, overlapping of yarns etc.<br /><ul><li>Proper supervision of handloom master
  79. 79. Risk analysis
  80. 80. Smooth supply chain management</li></ul>To avoid disturbance in the production and distribution process of the products, the organization has to ensure systematic logistics for sourcing of raw material and placing products in distribution channels timely.<br /><ul><li>Threat of competitors</li></ul>There are many other organizations having children with special needs making similar products. This requires Masoom to keep a track on the activities of their competitors like what and how they are producing, where they are selling etc and be ready with their own plans to counter with any other competitor activity.<br /><ul><li>Evaluation analysis</li></ul>The tool for evaluation analysis is their monthly sales. This means how much sales they have achieved every month after the implementation of the recommended marketing plan.<br />References<br /><ul><li>Internet
  81. 81. ‘Dalmia Brothers Pvt. Limited’ viewed on (16th April)</li></ul>< www.dalmiabrothers.com/masoom.htm> <br /><ul><li>Mr, Bhagvat Garg, ‘Cause Related Marketing and its Impact on Corporate Brand Image and sales’ ,Cause related marketing’ viewed (17th April) <www.scribd.com/doc/50548865/cause>
  82. 82. ‘Cause related marketing’ viewed on (17th April) </li></ul> < en.wikipedia.org/wiki/Cause_marketing><br /><ul><li>‘Cause related marketing’ viewed on (17th April)
  83. 83. < www.slideshare.net/.../cause-marketing>
  84. 84. Book
  85. 85. Philip Kotler, 2003, Marketing Management – Eleventh edition, Pearson education, India.
  86. 86. Journal
  87. 87. Journal of Fashion Marketing and Management, An international journal. Vol. 14, No.2, 2010.
  88. 88. Discussion with experts</li></ul>Appendices<br />1. Product line strategy<br />Presently, Masoom is producing two categories of handloom products that are of medium quality and also similar to the quality available in market. <br /><ul><li>Product categoryProduct mixHome linenBed sheetsKitchen linenDusters and mops</li></ul>Recommended product strategy<br />The product line strategy for Masoom is recommended on the basis of customer analysis and also as per the discussions with Masoom representative, so that they do not face any difficulty in the implementation of the strategy. As per the customer analysis, both product categories are preferred, but important fact that cannot be denied as given by school representative is that kitchen linen products are fast selling numbers in comparison to home linen products, because bed sheets are the products, in which consumers are particular about quality, feel , prints of the fabrics. And now days bed sheets are not considered as a utility products but are used as novelty products which are used for enhancements of their beds, so therefore amount spent on bed sheets are far more than spend on basic products like dusters and mops. And the quality of bed sheets produced by Masoom is of low quality with very less novelty elements.<br />Therefore, Masoom should stop the production of bed sheets as they are not giving any productive results. Based on all these analysis, the strategy recommended is niche product strategy that means that organization should continue producing products which helps them in increasing productivity and sales targets which also acts as a motivation factor for students working in looms.<br /><ul><li>Rationale for recommended strategy</li></ul>Table 1: Current productivity of handloom products (100% capacity utilization)<br />Handloom productsProductivity per day(pieces)Productivity per month(pieces)Selling price(Rs)Sales (Rs)Kitchen linenDusters15450209000Mops20600159000Home linenBed sheets3901009000Total 38114027000<br />Table 2: Change in productivity due to no production of bed sheets:<br />Handloom productsProductivity per day(pieces)Productivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters257502216500Mops309001715300Total 55165031800<br />Table 3: Now calculating 60% remaining unsold stock:<br />Handloom productsProductivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters450229900Mops540179180Total 99019080<br />2. Promotion strategy<br /> Below the line Promotion methods <br /><ul><li>Word of mouth
  89. 89. It is the most powerful method of promotion specially creating awareness about any cause, product or organization. It is unpaid form of promotion which suitable for organizations like Masoom. They can contact media people like Hindustan times, Times of India to talk about Masoom.
  90. 90. Internet
  91. 91. Popular with 16 to 35 age group
  92. 92. Internet reaches 47 million people
  93. 93. A highly interactive medium suitable for brand building.
  94. 94. Precision one-on-one targeting and measurable
  95. 95. New updated website
  96. 96. Masoom already have a website created at the time of its foundation, which needs to be updated with latest information about infrastructure, children, activities etc.
  97. 97. Direct mails – personal invites brochures etc.
  98. 98. In case of any events like exhibitions, independence celebrations etc. direct mails in the form of personal invites can be sent to the regular visitors of schools, previous volunteers, people closely related to schools etc. this requires maintaining of database of all the consumers having their demographic information and about their birthdays, anniversaries etc.
  99. 99. Social media marketing - Face book page
  100. 100. Informing about the latest activities, events happening in the school, uploading latest videos and pictures etc.
  101. 101. Newsletter - Once a week.
  102. 102. Social media marketing has popularity among youth and young adults. It is a very helpful tool in creating awareness about the Masoom. Weekly newsletters will be uploaded for all members for updating them with latest happenings like achievements, current problems, latest developments etc. in the school. The responsibility of maintaining this account will be designated to a person who is well acquainted with computer applications. So in order avoid any additional expense of hiring a qualified person, it better to designate this work to one of the volunteer studying in Delhi University to update the information once in a week as computer facility is available in the organization.
  103. 103. Stalls in nearby schools and colleges for monetary & voluntary favors.
  104. 104. This exercise can be helpful because area surrounding the organization is majorly Delhi University and many schools. Presently, Masoom have many volunteers who students at Delhi university. They can put stalls at times of college fests with the help of their volunteers which can help them in having exhibitions, because they must behaving greater knowledge of their environment specially their mates of same age group which are likely to be consumers and accordingly merchandise mix can be displayed at the times of exhibitions.
  105. 105. For awareness of elder people about the Masoom, pamphlets and brochures can be distributed at various occasions and festivals like Lohri, Diwali, Teej Mela etc. happening in various temples like iskcon, RWA(Residents welfare associations), art of living events etc.
  106. 106. After creating awareness, it is necessary for Masoom to maintain their regular clients which mean to be in touch with them, for that organization can send cards made by Masoom children on their birthdays, anniversaries and sometimes thanking them for making some kind of contribution made by them to school.</li></ul>3. Place and distribution channels <br />Table 4: 60% of the merchandise to be distributed:<br />Handloom productsProductivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters450229900Mops540179180Total 99019080<br />Recommended distribution strategy <br />As per the promotion strategy for sales of handloom products, the following places can be used as distribution channels.<br />Table 5: Recommended distribution plan<br /><ul><li>Channels of distributionNo. of dusters(450 pieces)No. of mops (540 pieces)Total no. of piecesPersonal selling (commission man)5050100Masoom special school stock100190290Boutique5050100Tatsat200200400Exhibitions 5050100</li></ul>The proper implementation of this plan might help the organization to release some of its stock of handloom products which does sells and can assure some amount of consistent earnings per month from handloom sectors which can also further motivates the students working in handloom department to increase their capacity and quality. This plan is just suggestion it can be changed accordingly to the different demands by different channels.<br />4. Quantitative survey tool: Questionnaire <br />Dear Respondents,<br />This is a survey research for the master’s project on “Consumer Behavior towards purchasing of products related to social cause”. You are requested to answer the following questions as accurately as possible. Your time in helping me will be a valuable contribution in the field of social work. Your opinion will only be used for academic purpose. Thanks for taking out time to fill this questionnaire.<br />Please take a moment to complete a brief survey. Your response is greatly appreciated. <br />Demographics:<br />Gender: Male ( ) Female ( )<br />Age: 18-25yrs ( ) 25-35yrs ( ) 35-45 yrs ( ) 45+yrs ( )<br />Occupation: _____________________________ <br />Monthly household Income Level:<br /><ul><li>Below 20,000
  107. 107. 20,000 – 40,000
  108. 108. 40,000 – 60, 000
  109. 109. 60,000 – 80,000
  110. 110. 80,000 +</li></ul>Education: Intermediate ( ) Graduate ( ) Masters ( )<br />Marital status: Unmarried ( ) Married ( ) Divorced ( )<br />Residential location: <br />Q1. What are your interests/hobbies?<br />Q2. Are you on any social networking sites?<br /> Yes No<br />Q3. What do you think the term ‘social work’ means? (Tick any two on priority basis)<br /><ul><li>Making charitable donations
  111. 111. Protecting the environment
  112. 112. Buying goods related to social cause
  113. 113. Ensuring the welfare of people who are victims of disability
  114. 114. Community development</li></ul>Q4. Do you participate in social working?<br /> Yes No<br />Q5. What attracts you to participate in social work? (Tick any two on priority basis)<br /><ul><li>Cause
  115. 115. Willingness to help others
  116. 116. Recognition</li></ul>Q6. Are you involved with any kind of NGO or social organization?<br /> Yes No<br />Q7. Which social cause would you prefer contributing to?<br /><ul><li>Environmental conservation
  117. 117. Education
  118. 118. Healthcare
  119. 119. Women development
  120. 120. Upliftment of Special children
  121. 121. Natural disasters
  122. 122. Rural development</li></ul>Q8. Rate these factors in order of importance when you purchase a product. (1 for highly <br /> important and 5 for least important)<br /><ul><li>Price
  123. 123. Quality
  124. 124. Social responsible behavior
  125. 125. Brand name
  126. 126. Product features</li></ul>Q9. Do you buy home domestic goods?<br /><ul><li>Yes No</li></ul>Q10. Which of the following products do you buy yourself? <br /><ul><li>Kitchen linen
  127. 127. Duster & floor wipes
  128. 128. Coasters & table mats
  129. 129. Home linen
  130. 130. Bed sheets & bed covers,
  131. 131. Foot mats & durries </li></ul>Q11. Will you buy a product made by children with special needs?<br /><ul><li>Yes No</li></ul>Q12. Are you willing to pay extra price for the products made by these children?<br /> Yes No<br />Q13. From where do you prefer to buy the above mentioned products?<br /><ul><li>Blind school fairs
  132. 132. Emporiums
  133. 133. Dastkar
  134. 134. Social organizations/NGO
  135. 135. Exhibitions/fairs</li></ul> <br />Thanks for your time and patience!<br />5. New logo for Masoom<br />219075548005<br /><ul><li>Promotional material
  136. 136. Bookmarks – these can be distributed at various events like exhibitions.
  137. 137. Front of bookmark</li></ul>19050502285<br /><ul><li>Back of bookmark</li></ul>19050481330<br /><ul><li>b. Story card – This will be stuck on the news paper bag.</li></ul>-28575203200<br />c. Sticker – This will be placed on kitchen linen products.<br />238760361315<br /><ul><li>d. Pamphlet – This can be distributed for creating awareness about Masoom at various events.
  138. 138. Front of Pamphlet</li></ul>-71755356870<br /><ul><li>Back of pamphlet</li></ul>-140970250190<br />

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