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Presented by: Sanjay Kumar Verma Nodal Officer, Coop Connect, NCUI

ENHANCING VISIBILTY OF COOPERATIVES;A CASE STUDY OF PROMOTIONAL ORGANISATIONS THROUGH BRANDING,PUBLICITY AND EDUCATION. Presented by: Sanjay Kumar Verma Nodal Officer, Coop Connect, NCUI. Introduction. Coops must enhance their visibility, become centre of attraction.

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Presented by: Sanjay Kumar Verma Nodal Officer, Coop Connect, NCUI

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  1. ENHANCING VISIBILTY OF COOPERATIVES;A CASE STUDY OF PROMOTIONAL ORGANISATIONS THROUGH BRANDING,PUBLICITY AND EDUCATION Presented by: Sanjay Kumar Verma Nodal Officer, Coop Connect, NCUI

  2. Introduction • Coops must enhance their visibility, become centre of attraction. • Coops have lagged behind other sectors • Inability of cooperatives to communicate their strengths. • Coops have struggled to get rid of negative image.

  3. Study Objective and Hypothesis • Branding, Publicity and Education are considered three pillars. • Review promotional organizations in India • Model Building • Branding, publicity and education not given due priority. • Not as unified three- pronged strategy • Three factors work in isolation without inter-linkages. • Formulating branding strategies completely ignored by coops.

  4. Methodology, Review of Literature and Conceptual Framework • Exploratory in character. • NCUI,NAFCUB,NAFSCOB,NCARDB,NCHF,FISHCOPFED • Dominance of publicity in today’s era of image-building. • Education aids publicity and brand-building. • Communication policies based on branding, publicity and education are key.

  5. Role of Promotional Organisations • Devising communications strategies for popularizing concept • Advocacy for a cause • Devising image-building strategies through mass media

  6. Current Trends • All promotional organizations involved in publicity, media, publications. • Publicity around events/functions/celebrations. • Coop Week and Coop Congress • Effective PR; Relationship with external stake-holders. • Education key activity of promotional organizations. • Organisation’sproducts /services /programmeshave brand value. • NCCT, ICDP

  7. Findings • NCUI’s brand value has not been recognized in general public, non-cooperative sector • NCCT’s real brand value in cooperative education has not yet emerged. • More publicity needed for NCCT • Daily newspaper of cooperative sector by NCUI. • ICDP’s full brand value has yet to be explored. • NCHF’s role in popularizing concept of cooperative housing not fully explored. • Dealing with advocacy/lobbying issues. Can create distinct brand. • Inability to publicise achievements and success stories fully • No effective media relations. • No effective public campaigns on issues of social relevance. • International relations.

  8. Towards Model Building • Education as effective Tool To enhance Visibility • Building Brand Through Activities. • Enhancing Visibility Through Diversification in New Areas. • Devising Publicity Strategies Through Organisational Strengths • Collaborative Strategies To Enhance Visibility • Devising Effective ICT-based knowledge products.

  9. Conclusions • Promotional organizations have yet to be fully aware of branding, publicity and education. • ‘Brand’ need not be associated with business, but also ‘promotional’ aspect. • Specific advantages of cooperatives should become their strength for branding, publicity and education. .

  10. Thank You

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