Corporate marketing strategy for a NGO

Applied Environmental Research Foundation ________________________________________________________ Formulation and Implementation of Corporate Marketing Strategy Development of Business Plan for decentralized biofuel resource centers Consulting on supply chain improvements for biofuel centre in Mahajane village _________________________________________________________________

First, the firsts…. About AERF Our Work The Marketing Strategy Marketing Implementation Business Plan Development Supply Chain Consulting Appreciation Conclusions

1 First, the firsts… F I R S T 2 3 4 5 6 7 8 First, the firsts… 9 Corporate Conservation Programme customized for companies Green Certificate India’s Completely developed business plan for decentralized biofuel centers in Western India Indian NGO in the field of eco-conservation to apply for Google Grants

1 About AERF Working in the field of Community based conservation since 1994 Solid research base (environment science, eco-conservation) International awards like Whitley Fund for Nature, Future Conservationist, IDRC Agro Bio Diversity Award Collaborations with UNESCO, MoEF, British Ecological society and many others 2 3 4 5 6 7 8 About AERF 9

1 About AERF 2 3 4 5 6 7 8 Projects Biofuel center Conservation of medicinal plants in the Himalayas Forest Buffers Conservation of Sacred Groves Hornbill Conservation 9

1 About AERF 2 3 4 5 6 7 8 So what’s the problem? Marketing activities almost non-existent Top management spends most time in field Multiple projects, multiple locations – nightmarish! No framework to pursue corporate involvement Limited capabilities to develop comprehensive business plan Scaling up existing projects involving business dimensions 9

1 Our work 2 3 4 5 6 7 8 Scope of the project Formulate and Implement a Corporate Marketing Strategy for AERF Develop comprehensive business plan for biofuel center Consult on Supply Chain Improvements for biofuel center in Mahajane village, Maharashtra

1 The Marketing Strategy 2 3 4 5 6 7 8 Scenario Analysis Analysis of the scenario by the 5 C’s Secondary research Interviewing stakeholders Scientists to driver, Director to Birdwatchers! A fly on the wall! In the forest Observations: INTERNAL CLARITY LACKING! Inference: Set own house in order first.

1 The Marketing Strategy 2 3 4 5 6 7 8 Strategy Formulation Crafting the Mission Statement: To achieve conservation on the ground, through community participation, by using a sound research base. There should be tangible, measurable results in all projects. The Rationale: AERF should play to strengths Corporate expectation of NGOs – solution providers Offering: The Corporate Conservation Programme The Green Thumb Certificate Environmental/Biodiversity Consulting POSITIONING

1 Marketing Implementation 2 3 4 5 6 7 8 Offering Developed 9

New Website Search engine friendly Better structure Dynamic content Videos and Pictures Google Adwords Google Grants 1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Channels Internet Strategy 9

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

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

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

1 Marketing Implementation 2 3 4 5 6 7 8 Corporate Interaction Companies contacted: Suzlon Energy Ltd. Reliance Group JSW GTL Ltd. Walchandnagar Industries Ltd. Bank of Baroda (BoB) RadioCity 91.1 FM The Indian Express DNA Media CNN (for coverage on television) Sakaal Media NDTV Star TV Aaj Tak – India Today M.Dinshaw & Co. Pvt. Ltd Maruti Udyog Ltd Samsara Shipping Pvt. Ltd. Mitsui O.S.K Lines (India) Pvt. Ltd. Indian Sugar Exim Corporation Limited Narendra Forwarders Pvt. Ltd. Transworld Shipping Services Pvt. Ltd. 9

1 2 3 4 5 6 7 8 Marketing Communication 9

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

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

1 Marketing Implementation 2 3 4 5 6 7 8 Measuring Marketing Effectiveness Source of traffic on the website Details about keywords used to reach the website 9

1 Marketing Implementation 2 3 4 5 6 7 8 Measuring Marketing Effectiveness 9 Benchmarking the number of visitors to comparable websites Benchmarking the number of page views to comparable websites

1 Business Plan Development 2 3 4 5 6 7 8 Business Plan Concept and its innovativeness Benefits of the projects Operations Sustainability Team strengths analysis Financial statements (projections for 3 years) 9

1 Business Plan Development 2 3 4 5 6 7 8 Financial Statements (sample) 9

AERF-GVEP biofuel project Harnesses renewable energy Helps rural energy sufficiency and sustainability 1 Supply Chain Consulting 2 3 4 5 6 7 8 The Background Income generation opportunity Helps empowerment of women In discussion with villagers Karanj is readily available 9

1 Supply Chain Consulting 2 3 4 5 6 7 8 Action Areas Participation by villages Revamped the compensation system Potential ownership problem Suggested future roadmap Inefficiencies in supply chain Suggested supply chain improvements Helping generate results 9

1 2 3 4 5 6 7 8 Appreciation Appreciation 9

1 Appreciation 2 3 4 5 6 7 8 Appreciation 9

1 Conclusions 2 3 4 5 6 7 8 Conclusions 9 AERF is best suited to engage with the corporate world for conservation based on its experience and core competencies AERF should align all its projects and activities to its new positioning The focus on should be to offer companies environmental solutions rather than merely engage them in corporate social responsibility initiatives Top management should reduce amount of non-value added activity in the field and engage more with corporate activities AERF can consider increasing administration staff in the headquarters

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Corporate marketing strategy for a NGO

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