Marketing plan of an NGO team, formed as part of marketing class. 'Gudiya' is name of NGO. NGO will fight against female foeticide.

1. Gudiya –
Save her
Presented by:
Group 2

2. Marketing Strategy 2
Presentation walkthrough
• Existing - Government and Non-Organization
• Why all efforts go futile
• How “Gudiya” differs itself from crowd
• Marketing Strategy
• Budgeting
• Action Plans
• City and Rural Area actions
• An action worth than plans – Small street play
• Conclusion

3. Marketing Strategy 3
Strategy – Existing NGO’s
• Why failed ?
• No dedicated or committed efforts
» E.g. Jagruti, and WPI Mumbai: Wakes only when
media / govt. raises alarms
• Policies targetting symptoms rather than disease
» Fails to provide empowered women
» No de-motivation to age old thoughts
» E.g. Only boy can carry family name, last rites of
dead only by boys

4. Marketing Strategy 4
Gudiya
• Targeting Women as an assets
• Women Empowerment
• Awareness for existing government
policies

5. Marketing Strategy 5
How “Gudiya” differs
• Teach fishing rather than donating fishes (aids)
• Eradicating poverty through profits. Concept
“Bottom of Pyramid”. Source : C.K. Prahalad

6. Marketing Strategy 6
Strategy – Gudiya
• Segmentation
» Geographic segmentation : Urban and Rural
» Income base segmentation: Poor, Lower middle and
Upper middle

7. Marketing Strategy 7
Strategy – Gudiya
• Targeting
» Phase 1 : Punjab, Haryana, Delhi {NW India}
» Phase 2 – Uttar Pradesh, Bihar, Madhya Pradesh
» Phase 3 – Rest of India
– Reasons: Rich are educated, easy to
convince, Source of income, Inspiration for
poors

8. Marketing Strategy 8
Budgeting – Gudiya
• Income
– Shared capital, NGO membership, NRI
donations
• Expenses
– Advertisement, Self employment schemes,
Infrastructure
Details: Pie graph next slide

9. Marketing Strategy 9
Gudiya - Budgeting
• 18 month targets
– Income: INR 1999.01
crores
• 60% target: INR 1199.406
crores
– Expenses: INR 959
crores
• 25% overbudgeting: INR
1198.75 crores
Yearly Estimated Income (in Crores INR)
NRI donations
Shared Capital
NGO membership
Sponsorships
Change counters
Charity Show
Promotional T Shirt
All women Gadgets
Govt Schemes
Monthly magazines
Bank Loans
Internet donation
Yearly Estimated Expense (in Crores INR)
New spaper/ Magazine ad
Pamphlets
Stickers, Banners
Rural Radio Advertisement
Urban Radio Advertisement
Movies
TV advertisement
Offices / Infrastructure
Advertisement in consumer products
Peaceful rallies, dharnas
Nukad Natak
Self Employment - Handicraft, Stalls in
village festival

10. Marketing Strategy 10
Action plans – Gudiya
• Rural + Urban
– Women empowerment, self employment
– Local leaders for promotion
– Religious leaders e.g. Bapu Asaram, Guru
Maa, Sri Akal Takht Golden Temple, Beas
Gurus, Shahi Imam, Catholic Delhi

11. Marketing Strategy 11
Action plans – Gudiya
• Rural only
– Street plays, puppet show, regional language
movie shows
– Women empowerment schemes such as
lender profiling, micro-finance, and grameen
phone.
– Stickers in autorickshaw, buses to villages
– Canopies on local festival/fair celebrations

12. Marketing Strategy 12
Action plans – Gudiya
• Urban only
– Video screening in bazaars/malls.
– Advertisement in national dailies / regional language
– Website
• www.gudiya.com
– Producing TV soaps which ruled before boring
“Kyunki’s …” came up, such as “Shanti”.

13. Marketing Strategy 13
Internet…..
www.gudiya.com

14. Marketing Strategy 14
Street Play……

15. Marketing Strategy 15
Video Screening Campaign…..

16. Marketing Strategy 16
Conclusion
• Female infanticide if not checked can be
shameful for emerging YOUNG INDIA.
• “Gudiya” assures to provide women self-
confidence, economic independence, and
profits to grow and survive
.

17. Marketing Strategy 17
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