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NGOs in Marketing

NGOs in Marketing. Xavier Institute of Management- Bhubaneswar . “ NGO Marketing”. A confusing topic with conflicting connotations Non- Profit – Fair Trade – Producer Empowerment Diverse legal forms – aims & objectives – approaches

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NGOs in Marketing

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  1. NGOs in Marketing Xavier Institute of Management- Bhubaneswar

  2. “ NGO Marketing” • A confusing topic with conflicting connotations • Non- Profit – Fair Trade – Producer Empowerment • Diverse legal forms – aims & objectives – approaches • Government sponsored – PPPs- Section 25 companies- Multi lateral agency promoted- Companies • Complex marketing challenges & issues • Variety of options – interventions – strategies • Few successes, many failures for IGPs

  3. NGO Marketing Paradigms

  4. OD Approach: Jaipur Rugs Foundation Source: Jaipur Rugs Foundation Webpage

  5. Continued

  6. 3 M Approach – MART

  7. Cont’d Source: Presentation by K P Mishra (Mart), XIMB -2004

  8. NGO Marketing Issues

  9. Continued

  10. Solving Issues • Comprehensive SWOT • Beneficiary (Client)- Business matching • Freeing the entrepreneur – Very often neglected issue • Kudumbashree – SIDBI RIP & Rajiv Gandhi Udyami Mitra Scheme are cases in point • Experience of Udyog Vikas • Group or individual approaches • Market efficiency criteria Vs Community benefit criteria

  11. Product- Market Options Adaptation of Ansoff’s Product – Market Grid Identification of Product – Market Options & Product – Market fit vital for success

  12. Cont’d Adapted from Dr. L K Vaswani, IRMA – 2005

  13. Conclusion • Map rational & emotional value chains • Identify opportunities presented by the value chain analysis • Decide on the approach & develop capacities after SWOT analysis • Map present position of the target group in the value chain and attempt one jump at a time • Marketing requires appropriate & separate organizational structure • Plan for viability from day one • Facilitation & service provision may cause conflict of roles and interests Adapted from Prof. D N Rao, XIMB 2004

  14. Close of Session Thank You

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