Monday, 18 March 2013

Marketing NGOs: 7Ps of NGO

                                  Marketing NGOs


'Marketing' was 'Taboo' word for Non Government Organizations few years back. But now things have changed. Branding and Advertising has became crucial for the survival of NGOs. Like a necessary evil the 'NGO Marketing' is evolving with the increase in mushrooming NGOs everywhere in India. 

Before discussing 'NGO Marketing' let us understand the Stakeholders of NGOs. The 3 main stakeholders of NGOs are 

1) NGO people (Members, Management, Volunteers, Employees) 
2) Donor (Individual, Corporate, Big NGOs, Government, Groups)
3) Beneficiaries (Community, Target people) 

Why Marketing is important? 

Marketing becomes important so as to make Donors aware of the good social work which an NGO is doing for the Society. It helps attract more donations which can be used for more projects and activities for the beneficiaries. 

Marketing also helps to spread awareness about the social cause of the NGO and hence attract more non-paid basis, self-motivated people to work as Volunteers. 





Is 'NGO Marketing' a Service Marketing?

NGOs do Social Service and hence it's an obvious thing that we can use basics of Services Marketing to NGO Marketing. But as the Services are not provided for-profit basis we find some crucial differences here and there. 

7 Ps of NGO sector: 

PRICE: NGOs need 'funds' for implementing their programs, carry out the projects; there is a cost associated with almost all the activities carried out by an NGO. Hence the allocation of amount generated through donation is planned for the cost of execution of projects and vice verse. 

PLACE: NGOs operate through their Offices and Centers. They can set-up their shops/canopy of the products which are made by their beneficiaries like handicrafts, arts, greetings, drawings etc. 

PROMOTION: Promotion is very important and relevant term in Marketing of NGOs. Direct Marketing, Publicity,Sponsorship, Public relations etc. play vital role in NGO Marketing. 

PRODUCT: Non profit Organization can sell products made by their beneficiaries to make them self-sufficient and improve their confidence. So here Product is equivalent to the 'benefits' provided to the target group by NGO. 

PHYSICAL EVIDENCE: Donors pay generously. So they expect their money to be used for the correct purpose and hence 'physical evidence' of the 'use' of this money helps gain more donations. 

PROCESS: There is a process of generating funds from donors and allocating it to projects which imparts benefits to the community. Hence the process through which NGOs generate funds from Donor Agencies is crucial in  NGOs sector

PEOPLE: NGOs are completely people-oriented Organizations. Non-paid Volunteers who help on various projects are the most important people involved in NGOs. Apart from that founders and members of NGO and the employees etc. are the people who work of the community through NGOs. 


- Deepak Doddamani 
 President, 
Ashwamedh Foundation 
(M): 9322269632


Monday, 17 September 2012

Creative uses of Media in Marketing Communication




                  Check out these excellent Marketing communication medias used to creatively.
   

Thursday, 5 April 2012

World of Deepbaazigar: TIME TO CHANGE

World of Deepbaazigar: TIME TO CHANGE:                                                           TIME TO CHANGE                                    'Guru' - Junior Bachchan's on...

Sunday, 2 October 2011

Lays Controversy in India

Controversy 

       ' Lays potato chips contains Pig meat',is the latest rumor in India.


  Mind you, it's new on Facebook, but we have seen it in 2009 also (on Orkut).The controversial news has been traveled from Pakistan to India.It's very sensitive issue for Muslims all over the world as Pork is Haraam (taboo/forbidden) in Islaam.

           Frito-Lays the division of PepsiCo. (whose Lays product 'Lay's Masala' is famous in India,Pakistan and Bangladesh) is trying their best to END this rumor.Pakistani Singer Junaid Jamshed featured in Advertisement of Lays announcing Lays is a halal product made from fine potatoes and fried in vegetable oils. He also mentioned in Ad that Lays Masala is produced in Pakistan itself,hence Pakistani people should not spread rumors about Lays. But the Ad turned out a big headache for singer and public criticized him for going against religion only for the sake of money.


                                  Does Lays contains Pig fat?

   The E631 food additive (spice enhancer) in the Lays is the root-cause of controversy. 

          The additive can be extracted from Plants like Cassava ( from Tapioca starch) or the inosinate can also be extracted  from animal products like Pig meat or Fish. Most of the Muslims have already stopped eating Lays potato chips so as to avoid any risk. For them whether the product is Haraam or Halal is no more an issue. 


    As an Oil technologist I can easily tell you that extracting lipids from plants is much easier and less expensive than extracting from Meat.So the company's Tapioca starch extraction can be trusted easily.
    
              In India, vegetarians are large in numbers and so the news can surely affect the sale of Lays product. Although, no Muslim Religion leader has yet targeted Saif Ali Khan for endorsement of Lay's products. The controversy has started knocking on the doors of India again. Let's see how proactive is the 'Marketing' team of the company? 



Tuesday, 23 August 2011

HUM MEIN HAI HERO !!!

                            HUM MEIN HAI HERO !!!

  Lots of efforts & money goes into creating a brand.Once brand is established, marketers resist any changes to it,so as to avoid any risk of deterioration of brand image & brand identity.Thus re-branding of very well-established brand is really very difficult task. 

  Hero Honda has been running its campaign 'desh ki dhadkan' & 'dhak dhak go' for several years. Hritik Roshan did a fantastic endorsement of the products of Hero Honda for several years.On August 9th the 26 years old association of HERO with HONDA ended & HERO became HERO  MOTOCORP.Hero Motocorp launched its Maestro scooter & Impluse motorcycle under its own Hero brand.Although upto 2014 customers can still get bikes with Hero Honda name on it. This change is only for India & not for other markets of Hero Honda like Sri lanka, Bangladesh etc. 

   It was necessary to come up with really good campaign which can really make impact on customer and which can also keep glory of Hero untouched.Who else can fit for such tough challenge other than A.R.Rahman ? Rahman has been serving Indian Music industry on all fronts.Apart from Bollywood music & albums he has composed music for many jingles for advertisements.His music is youthful and soothing and above all he understands nerves of customers.

  'Hum main hai hero' campaign was launched by HERO MOTOCORP to show its strong association with India even though it has international technologies.More than product features or brand image, this advertisement is focusing more on the 'Pride of customers' owning HERO products.Marketer wants customers to get associated with these characters in the advertisement.This Ad is directed by an intelligent director of India Mr. Anurag Kashyap.




   The advertisement starts with low music and the beats starts increasing as the ad progresses.The celebration of 'understanding our potential' & 'hero' inside us gives happy feeling to everyone who watches this Advertisement. That's the perfect sense by Director who tries to match the music perfectly.

  A gymnast who is nervous for her performance remembers her failure for a second, a boy who is participating in dance reality show is anxious by watching the crowd infront of him, A sardar who gets exhausted just by watching the staircases which he has to climb,a sky-diver who is standing on the pick of mountain watching the depth of valley with uncertainty,group of boys playing cricket near soldier camp and a bike rider who halts watching the broken bridge.And then starts the 'HERO'ism. 
     



Dil dheere dhadke hai aaj

Hone ko hai aaghaaz
Safar pe Chalne ka badhne ka                   
Itna hai Hausla Mitna faasla
Manzil ne mil hi jaana hai 
O Dil dheere dhadke hai aaj



Hone ko hai aaghaaz
Safar pe Chalne ka badhne ka 
Itna hai Hausla Mitna faasla 
Manzil ne mil hi jaana hai
O.. Khwabon se aage jaana hai 

Hum mein hai hero  Hum Mein hai Hero
Dil se kaho, hey, hai Hum Mein Hai Hero  
Milke kaho, hey, hai Hum Mein Hai Hero

Hum mein hai hero...
Hum mein hai hero...

                
    
     Mr. Pawan Munjal explain this campaign as a true sense of  Indian Catapult which signals that although its roots are very Indian it is ready for global expansion. The new logo of Hero is specially designed to relate the youth and their 'can do' spirit. 

  'Hum main hai hero' is surely one of the best ad in recent time. 



  Credits:

Client: Hero MotoCorp

Agency: Law & Kenneth
Creative team: Rahul Nangia, Pritam Shettigar, Jonathan Dias, 
                    Divakar Shetty, Viren Saigaokar, Tanvi Pradhan,
                    Biraja Biswal, Shahid Shehzad, Akriti Goel
Client servicing team: Sanjiv Gauba, Debarjyo Nandi,
                                 Ashish Chattoraj
Films department: Umesh Patel, Tejesh
Production house: Red Ice Productions
Director: Anurag Kashyap and Robby Grewal
Producer: Gary Grewal and Darshan Gokani
Line Producer: Gurmeet Sodhi
Assistant director: Siva R
DOP: Amithabha Singh, Rajeev Ravi and Arvind K
Editor: Shweta Venkat
Costumes: Neepa S

Reference:
Business Line


   

Thursday, 18 August 2011

SINHASAN


image courtesy:Google 

                              REVIEW ON MARATHI FILM: SINHASAN (1979) 

    When it comes to films on 'POLITICS', we all remember most talented & thinking director Shri.Jabbar Patel. He has really given some very good Marathi Movies to Indian cinema. 'Sinhasan' is one of them. The period of 'Sinhasan' is of 70's. The film was released in late 70's and was appreciated by whole country.All thanks to Dr. Jabbar Patel, who made such a realistic movie on 'dirty politics' in Maharashtra. The pace of the 2 and half hrs film keeps you glued to your Sinhasan :P The film is in Black & White yet wonderfully shows all shades of colors of Indian Politics & Society.

                         An anonymous caller tells Maharashtra Chief Minister Vishwasrao (Arun Sarnaik) about the possibility of rebellion in his party and then the drama starts. Insecured C.M play all his tricks to save his 'Sinhasan'. The 'permutations & combinations',the 'number game of majority', the 'tod-jod policy', and the dirty game of politics everything has been showed brilliantly. The Finance minister of state (Shriram Lagoo)  wants to grab 'Chief Minister Chair' and he tries to take support of some other ministers to full fill his ambition.There are two other people Manikrao & Daulatrao who has the same aspiration. Hence the political game becomes more nasty & interesting. The way they deal with each other, the way they negotiate with each other everything is superb.The dialogues & quotes in this films are very well written and equally well delivered. The most interesting scenes are when both the leaders tries to woo labor union leader D'casta on their side. Both the scenes of D'casta are equally good. But the CM & D'casta conversation is quite brilliant one. But we watch entire movie from the angle of one high profile journalist 'Digu' played by Nilu Phule. The song USHAKAAL HOTA HOTA enters our soul as the film progresses. The emotional roller-coaster of journalist in his personal & professional life has been made alive by Nilu Phule.

  There are many other characters who have their own story-lines but having same thread of 'Sinhasan C.M. chair'. A common man who turns into smuggling, a small time criminal Ramu (Nana Patekar), a businessman who is into smuggling etc. story goes side by side. The film also shows how the sons of political leaders takes disadvantage of powers of their parents. The female-hunting of politician,their lust, their egos, their greed everything is shown realistically and boldly in this film. When C.M. touches feets & shows his crocodile tears to a social worker fasting for border problem is the peak scene when people realizes to what extent the politicians can go? The best part is their is all cold-wars, no real verbal fights between oppositions. The end seems more convincing as current C.M. gets sympathy from people due to his heart attack and somehow manages to keep his chair intact. Director has purposely avoided filmi end & showed the changing equations of real-life politics which depends on events & sentiments more than proper reasoning.

       The film has great storyline & direction. But the music by Pt.Hridaynath Mangeshkar & songs by Suresh Bhatt add soul to movie.The film has best actors from Marathi film industry  like Madhukar Toradmal, Satish Dubhashi, Nana Patekar, Rima, Mohan Agashe, Shrikant Moghe & Datta Bhatt.

         All an all the best Marathi Movie on Game of Politics.

Monday, 8 August 2011

Aarakshan

                                                     AARAKSHAN



          According to FICCI-KPMG Indian film industry was estimated to be Rs 83.3 billion in 2010.After the huge success of Dabangg (revenue 212 Cr)there wasn't such a successful film which could even reach 50% of its profit.Yet the film Industry in India is growing it is estimated to grow with the rate of 14% upto year 2012.

     Major budget of films goes into Marketing of the film.Indian film distributors have different strategy for single screen theaters and multiplex audiences.We have directors like Karan Johar who keeps multiplex people in mind during film making and we also have directors like Rohit Shetty who very much concentrate on single screen budget.Films with big stars usually never bother about the type of theater. 
    
     Promotion mix of films is generally decided by the banner and promoters of the film.Budget of Marketing can vary depending on the overall budget of the film.For big budget films the Marketing budget is also big.Film trailer plays very crucial role in giving first impression to the audience & hence lots of thinking goes in it.There are many ways to promote a film, and dynamism in the industry & fierce competition forces marketer to think some out of box promotion strategies.
       
      Reality shows,Publicity stunts,Item numbers etc. are becoming widely used strategies.Social networking has also been a very important tool for promotion of films.

     But innovation and ideas are seriously worth appreciating. Aamir Khan's shaving people heads in public to promote Gajhani, or Jr. Bachchan world record of attending first day shows in many locations of India are most discussed strategies in recent year.

     There is one more method of making your film huge successful and that is what we call 'Publicity STUNT'. It's really a cheap and cost-effective method of publicity.
      Aamir Khan's support to social activist Medha Patkar in NBA has made 'Fanna' successful and same thing can be said about ShahRukh Khan's statement about Pakistani cricketers during IPL season which helped 'Main hoon Naa's success. Here I am not talking about monetary success of film.I am talking about how such issues contribute to Success of films.There are very few films in India which became superhit after initial loss.Generally first week itself decides the future of the movie. We can say first weekend decides how much money a film will make. So media partners have to plan everything for only those three days Realising FRIDAY,Saturday and Sunday. Thus 'publicity stunts' help promoters to save their efforts and money in big way. The only Mantra is to 'Make people talk about your upcoming film'. Word of mouth is really a stong marketing method and any publicity is a good publicity.

         'Aarakshan' film has really scored good marks when it comes to films cost-effective promotion. Yes,the title itself is enough to create curiosity in the people.Political parties and Film makers have win-win situation when something objectionable can be found about the film. Both the parties understand that it's a much necessary evil to turn thousands eye-balls towards them.Tweets from Director Prakash Jha & Sr.Bachchan's ban on entry in college festivals to promote the film has already made a huge buzz. Facebook users have already done lot of viral marketing of Aarakshan, and its getting discussed everywhere on every forum.Well begun is half done.'Aarakshan' has already covered its invested money due to 'hype' created by it.It's surely gonna be 'Hit'.But to become 'SUPERHIT' it should have that standard, quality and merit.Because 'MERIT' counts & not mere 'Aarakshan' !!!