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 _________________________________________________________________

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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 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]

Backup Slides Coverage on the internet: MBAUniverse.com

Backup Slides Coverage on the internet : YouTheJournalist

Corporate marketing strategy for a NGO

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