The social marketing campaign is made to create awareness about the extinction of "Asiatic Lions" Social Media is used mainly for this Social Marketing.

1. Social Marketing Presentation
on
Save Asiatic Lion
Presented By
SuryaKumar T
VIT Business School

2. Background, Purpose & Focus
• Asiatic Lions are found to be the single threatened group, which are now
mostly found in Gujarat.
• It is due to human intervention in the forest areas.
• We aim to spread awareness among the people about the single threatened
group.
• Our target audience are those people, who live near the forest reserves.
(Making them not to intervene into forest areas)

3. Situation Analysis
• We conducted one on one interview in Vandalur Zoo, where we found
that most of the people are unaware of the declining population.
• Most of them are not even concerned about the wildlife.
• They find wildlife sanctuaries as part of their recreation place, where they
neither concerned about any particular animals.

4. Marketing Objective
• To spread the awareness of the declining rate of Asiatic lions to the
target population.
• To increase the population of Asiatic Lion.
• Awareness to the human beings near the forest, not to intervene into the forest.
• To spread the population of Asiatic lion throughout India.

5. Marketing Strategy
• Providing the needs for the gypsy population, in order to reduce in acquiring
the forest reserves.
• Spreading awareness with the forest officials. (Educating the visitors through
videos on how to conserve the ecosystem)

6. Marketing Challenges
• Difficult to communicate with the gypsy population.
• Difficult to eradicate them from the forest reserves.
• Difficult to educate and create awareness among them, as they are said to
be vulnerable group.

7. Monitoring and Evaluation
• Creating awareness through digital marketing platforms, where aiming to
conserve the forest reserves.
• Conserving forest reserves leads to increase the breeding facilities.
• It in turn leads to increase in population.
• Around 500 Asiatic lions are found in the world, mostly in India (Gujarat).
• We aim to create an exposure about the Asiatic Lions and planned to spread
the population across India.

8. Implementation Plan
• We had already started the campaign through social media.
• A separate facebook page has been created, where awareness are spread.

9. BARRIERS TO SAVE THE KING OF ALL THE BEASTS
Deforestation
Contaminating river water
Public not being aware of the wildlife problems
Being lethargic of what is happening to the wildlife

10. BUSINESS MODEL
Vitians
Forest
development
authorities
Gypsy
population
Media for
awareness
campaigns

11. Interview with Thiru P.K.Dileep, IFS
Deputy Director of Arignar Anna Zoological Park
• What is the objective of the Zoological park?
• To create public awareness about wild life education
• To make scientific study - enhance animal behavior, ecology
• To provide better health care and rehabilitation
• How many endangered species are found in Arignar Anna Zoological
park?
• Out of 72 species in zoo, more than 40 endangered species are found. (Jungle cat, Tiger,
Asiatic Lion and more)
• Any organization or people are coming forward to support these species?
• WWF – always gives their support for the Royal Bengal tigers, aquatic mammals, birds and
reptiles, which are being endangered species.
• “Save our Tigers” - Aircel campaign helping the Bengal tigers.
• Even famous personality like actor karthik step forward to adopt animals from zoo.

12. Interview with Thiru P.K.Dileep, IFS
Deputy Director of Arignar Anna Zoological Park
• Knowing the situation about the Asiatic Lion, what campaigns and
support can be provided by students?
• Every individual can work for the welfare of the wildlife, more students step forward for NSS
activities in the zoo.
• Also students create awareness program about the endangered species using posters
(online/offline). And these are distributed to the visitors(target people)
• Even student can interact with the visitors on a program called “Be a keeper a Day”
• What can be the external barrier/force for the campaign
• Medical facility will be one of the reason on wildlife sanctuary/zoo. Hence a wildlife hospital
is made within the premises along with administration office.
• Educating humans about the ecology and wildlife.

13. Market research
• We were able to obtain the visitor information about the
zoo from the http://www.aazoopark.in/visitors-info.php
• Hence from the secondary data we are able to infer there
is
cumulative increase of 15 – 20% every year for visitors
and
huge increase in the revenue.
• On the count of visitors, if people were created awareness
over the social issue, it will create good impact.
• Over the direct survey with the people in vandalur zoo, we
found that more people are not aware of the fact that
nearly
50% of species in zoo are endangered .

14. Strategy Formulation from the research
• Over the secondary data we found that there is a constant increase in the
visitors. From the secondary data, we found that more number of people are
not aware of the endangered species in the zoo.
• People visiting the zoo are educated about the endangered species and
details can be made in zoo museum.
• The awareness is created to the visitors by explaining them with the posters.
Even spread through online.

16. Awareness creation through Digital Marketing

17. The Asiatic Lion
WORLD LION DAY- 10th AUGUST

18. The Asiatic Lion

19. The Asiatic Lion

20. Thank You