![Blogs na publicidade [Projeto 3em1] | por @CelsoHora](https://cdn.slidesharecdn.com/ss_thumbnails/apresentao3em1blogs-110526122837-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Gudiya - Save her
- 1. Gudiya – Save her Presentedby: Group 2
- 2. Marketing Strategy 2 Presentationwalkthrough • 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 Actionplans – 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 Actionplans – 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 Actionplans – 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.
- 14.
- 15. Marketing Strategy 15 VideoScreening 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.