This presentation was given by students at NIT jaipur for the partial fulfillment of requirement for Basic Management course in final year.

1. Marketing
Strategies and
Business Ethics
of TAPF
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By-
Gourav Pandey 2013ucp1563
Gyanesh Kr. Yadav 2013ucp1569
Murali Krishna 2013ucp1672
Kollu Naresh 2013ucp1796

2. Agenda
About – Social Enterprise
Cause
Private Partnership
Marketing Strategies
Business Ethics
Conclusion

3. The Akshaya Patra
Foundation (TAPF)
A Social Enterprise

4. Rs. 500 Crore Social Enterprise
Reaching 13,529 schools across
11 states in India.
1.6+ million Beneficiaries
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5. “
Social Enterprise –
A social enterprise is an organization
that applies commercial strategies to
maximize improvements in human and
environmental well-being
. Social enterprises can be structured
as a non-profit or for-profit

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7. The Inspiration for the Monks
Looking out of a window one day in
Mayapur, a village near Calcutta, His
Divine Grace A. C. Bhaktivedanta
Swami Prabhupada, saw a group of
children fighting with stray dogs over
scraps of food. From this simple, yet
heart-breaking incident, was born a
determination that no child within a
radius of ten miles from our centre
should go hungry.
▫His inspiring resolve has helped us in
making The Akshaya Patra
Foundation, as what it is today.
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8. From Corporate
▫Intense Desire to Give something
to society
▫Education was the best way they
could help the underprivileged
▫Vanishing school time hunger
▫Many Joined hands and are
continually joining it.
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T. V. Mohandas Pai
then C.F.O Infosys
Now Head H.R
Mr. Abhaya Jain
Accomplished Bussinessman
Board Of Governors – MNIT,
Board of Managaement - Manipal
University, Jaipur

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15. “
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▫Starting from Yr. 2000 Akshaya Patra started
feeding 1500 children around the temple
vicinity.
▫On November 28, 2001 the Supreme Court of
India passed a mandate that: "Cooked mid-day
meal is to be provided in all the Government
and Government-aided primary schools in all
the states." Akshaya Patra was also called
upon to provide testimonies to the Supreme
Court.

16. “
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▫By the time the Ministry of Human Resource
Development - Department of School Health and
Education extended its support to the initiative in
2003, Akshaya Patra was already reaching out to
23,000 children.
▫Today, Akshaya Patra has kitchens in 27 locations
spread across 11 states in India, a result of the
successful partnership with the Government of
India, various State Governments and generous
supporters and is feeding sixteen lakh students
every school day.

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18. “
Public-private partnerships between a government
agency and private-sector company can be used
to finance, build and operate projects, such as
public transportation networks, parks and
convention centers. Financing a project through a
public-private partnership can allow a project to be
completed sooner.

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20. “
Vision
“ NO CHILD IN INDIA SHALL BE
DEPRIVED OF EDUCATION BECAUSE
OF HUNGER “
Mission
“ TO FEED 5 MILLION CHILDREN BY
2020 “
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21. “
Scaling is 10 times harder than
starting
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22. Marketing
Strategies
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23. “Marketing strategy has the fundamental goal of
increasing sales and achieving a sustainable
competitive advantage to maximize profit.
Marketing strategy includes all basic, short-
term, and long-term activities in the field of
marketing that deal with the analysis of the
strategic initial situation of a company and the
formulation, evaluation and selection of
market-oriented strategies and therefore
contribute to the goals of the company and its
marketing objectives.
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25. Alliance Marketing
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A joint venture is formed
between two or more
businesses to pool
resources in an effort to
promote and sell
products and services.

26. Call to Action (CTA)
Marketing /
Continuous Website
Development Websites to effective presentation
▫ www.akshayapatra.org
▫ www.akshayapatra.in
▫ www.foodforeducation.org
▫ www.foodforeducation.org.uk
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CTA Marketing refers to
methods of converting
web traffic into leads or
sales on websites using
text, graphics, or other
elements of web design.
Conversion strategies
help improve the
percentage of online
visitors who become
customers or who join
the mailing list

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India’s first Search
Marketing Summit
(SMS) is conducted
in aid of The
Akshaya Patra
Foundation on Feb
2nd and 3rd 2011
The conference brought
together the brightest
minds and most
seasoned thought leaders
together

31. Email Marketing
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a primary way to
connect with customers.

32. Cause Marketing
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This requires internal
knowledge about what
your organization cares
about and who they
want to help in the world.

33. PR Marketing
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One of the most
important marketing
strategies is public
relations. Many effective
marketers work with the
media to bring
awareness to their
products and the
benefits their products
offer

34. Celebrity Marketing
Celebrity marketing is a tactic featuring a
famous person to offer an endorsement of a
product. This famous person might be an actor,
musician, athlete, ex-politician or a cartoon
character. They do not need to be international
superstars; they only need to be familiar to the
target audience. For instance, a famous
skateboarder might be unknown to the
population at large, but beloved in the circle of
young men that energy drinks are being
marketed to.
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Most Effective means

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38. Emotional
Branding/Advertising Emotional branding is a term used within
marketing communication that refers to the
practice of building brands that appeal directly
to a consumer's emotional state, needs and
aspirations.
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42. Tax Benefits
42
All contributions above
Rs 500 made to The
Akshaya Patra
Foundation till 31st
March, 2017 are eligible
for 100% tax exemption
under Section 35 AC of
the Income Tax Act
1961.

43. Newsletter Marketing
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A fun way to promote a
business is to write a
newsletter that highlights
some of the newsworthy
things that have
happened for the
organization

44. Online Marketing
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As commerce has
propagated to the
Internet, a new form of
marketing has emerged.
From online banners to
those annoying pop ups,
online marketers have
attempted to get their
customers attention any
way they can.

45. Customer analysis in
the Marketing strategy
Currently operating in 11 states with varying
culture so varied tastes and cuisines.
Akshayapatra adopted itself according to the
needs of the local children
This provided TAPF a nice opportunity to reach
local Donors
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U.P – Thick
Gujarat – Thin
Rajasthan - Medium

46. Fame / Record
Marketing
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Harvard Business school
case study
Clinton initiative
Limca Book of World
Record
etc………

47. Business
Ethics
Lets Learn Ethics
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48. “
Business ethics refers to
contemporary organizational
standards, principles, sets of values
and norms that govern the actions and
behavior of an individual in the
business organization
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Benefits of ethics
Attract customers to the firm's products, thereby boosting sales and
profits
Make employees want to stay with the business, reduce labour
turnover and therefore increase productivity
Attract more employees wanting to work for the business, reduce
recruitment costs and enable the company to get the most talented
employees

50. NP-NPSE 2006
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Compliance with Laws,
Rules and Regulations
of Govt.
Transparency of operations in a public-
private partnership -
A National level Steering-cum-Monitoring
Committee (NSMC) oversees management and
monitoring of the program. As stated in NP-
NPSE, 2006, the committee's duties include:
‘Mobilizing community support and promoting
public-private partnership for the program’
‘Monitoring program implementation, assessing
its impact, and taking corrective steps’

51. TAPF has10 of its
kitchens ISO
22000:2005 certified
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Health and Safety/
Periodic Certification

52. The Akshaya Patra
Foundation in ICAI Hall
of Fame ,Winner of Gold
Shield Award Five times
in a row
Place your screenshot here
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Recordkeeping,
Reporting, and
Financial Integrity

53. Annual Report
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Report includes yearly
growth and expenditure
Research and
Development
undertaken to improve
performance

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Governance
The core philosophy
rests on 4 basic tenets:
▫Board accountability to
the organisation and
stakeholders
▫Equitable treatment to
all stakeholders
▫Strategic guidance and
effective monitoring by
the Board
▫Transparency and
timely disclosure

55. Secularity
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Madrasas recognised by
the State government.
"Ours is a truly secular
effort to ensure that no
child goes hungry,

56. Place your screenshot here
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Eco Friendly
The VK Hill kitchen in
Bangalore recently
introduced an eco-
friendly initiative of
smokeless stoves known
as Oorja runs on
briquettes. This
smokeless stove has
helped in minimising fuel
cost by 50%.

57. IVRS
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IVRS (Interactive Voice
Response System) and
Route-Simulation are
two other initiatives
employed in Akshaya
Patra kitchens to help
improve the operations
and services
IVR systems can be used for mobile purchases, banking
payments and services, retail orders, utilities, travel
information and weather conditions. A common
misconception refers to an automated attendant as an
IVR.

58. VTS
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Akshaya Patra has
started implementing a
vehicle tracking system
by installing GPS
devices in 72 vehicles as
a test run. The initial
report suggests effective
management of the fleet.

59. R & D
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1. A new vegetable cutting machine has been
tailored in HK Hill kitchen, Bangalore, to save
on time and retain freshness of cut vegetables.
2. A modified version of Chapati making
machine is in the making with an hourly output
of 60,000 chapatis.
3. As an initiative to give its recipes a natural
colour blend, Akshaya Patra has recently
formulated liquid form of cardamom. This has
added a fresh flavour to ‘sweet pongal’- a
popular South Indian dessert.
Continous Research and
Development to lessen
the implementation cost
and save money to
reach out to more
children.

60. Conclusion
A successful Public – Private Partnership
With Strong Ethical Background
Worth Donating …..

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Thanks!
Any questions?