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Corporate marketing strategy for a NGO

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This is the presentation that was delivered at the end of the DOCC project at SPJIMR. The project was carried out at the Pune based NGO, Applied Environmental Research Foundation (AERF). The project involved developing a corporate marketing strategy for the NGO and consultation on ongoing projects.

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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 _________________________________________________________________
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],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? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],9
1 Our work 2 3 4 5 6 7 8 Scope of the project ,[object Object],[object Object],[object Object]
1 The Marketing Strategy 2 3 4 5 6 7 8 Scenario Analysis ,[object Object],[object Object],[object Object],[object Object],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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],9
1 Business Plan Development 2 3 4 5 6 7 8 Financial Statements (sample) 9
[object Object],[object Object],[object Object],1 Supply Chain Consulting 2 3 4 5 6 7 8 The Background ,[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You!
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Corporate marketing strategy for a NGO

  • 1. 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 _________________________________________________________________
  • 2.
  • 3. 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
  • 4.
  • 5. 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
  • 6.
  • 7.
  • 8.
  • 9. 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
  • 10. 1 Marketing Implementation 2 3 4 5 6 7 8 Offering Developed 9
  • 11.
  • 12. 1 Marketing Implementation 2 3 4 5 6 7 8 Proposed Ads 9
  • 13. 1 Marketing Implementation 2 3 4 5 6 7 8 Wikipedia 9
  • 14. 1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Channels Engaging with the Press and Mass Media 9
  • 15.
  • 16. 1 2 3 4 5 6 7 8 Marketing Communication 9
  • 17. 1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Communication 9
  • 18. 1 Marketing Implementation 2 3 4 5 6 7 8 Marketing Communication 9
  • 19. 1 Marketing Implementation 2 3 4 5 6 7 8 Measuring Marketing Effectiveness 9
  • 20. 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
  • 21. 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
  • 22.
  • 23. 1 Business Plan Development 2 3 4 5 6 7 8 Financial Statements (sample) 9
  • 24.
  • 25. 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
  • 26. 1 2 3 4 5 6 7 8 Appreciation Appreciation 9
  • 27. 1 Appreciation 2 3 4 5 6 7 8 Appreciation 9
  • 28.
  • 30. Backup Slides Coverage on the internet: MBAUniverse.com
  • 31. Backup Slides Coverage on the internet : YouTheJournalist