service marketing marketing of ngo’s

SERVICE MARKETINGMARKETING OF NGO’S

Submitted To: Prof. Poonam Chouhan

Presented By: Shrutika Hande(22)

Nazmeen Maniyar(32) MMS(1)-A

MARKETING

MARKETING OF PRODUCTS MARKETING OF SERVICES

SERVICES MARKETING:Services marketing is the marketing of processes, deeds and performances, i.e. any thing which is essentially intangible in nature

7 P’s of Service Marketing

Price

Place

Promotion

Product

Physical Evidence

Process

People

MARKETING OF NGOs

Do NGOs have a marketing department?

Are professionals involved in the operations of NGOs?

Medium of Marketing used by NGOs

Other Unique methods used for marketing by NGOs

ExhibitionsPrinting calendars with logos and

mission of the NGO.Annual functions where

volunteers are felicitated.Annual programmes telecasted

on local cabel channels.Organizing social events.Mascots are used by some NGOs.

Recommendations

Maintaining database.

Tie-ups with academic institutes.

Presentations during PTA meetings.

Road shows and Street Plays.

QUIZPETAPolioNarmada Bachao Andolan(NBA) Tsunami Rehabilitation and Anti-

SmokingEye DonationGay rightsSlum Rehabilitation,AIDSBeing Human

Fund Raising in NGOs

DONATIONS

 Individuals Foundations, Trusts and Donor Agencies Corporations  Government Religious institutions

Types Of Donations

 Corpus

 General

Earmarked

Matching

Returnable

Other Forms of Income

Interest/Dividends

Sale of products

Rent

Membership fees/subscriptions

STRENGHTS:Service delivery at the grassroot level.Able to achieve more with limited resources.

WEAKNESS:Fund Raising.Lack of human resources.Difficult to attract professionals.Lack of awareness.

OPPORTUNITIES:Increased demand of services.Increase in CSR activities.Political will at local levels.

THREATS:Attitude of hopelessness amongst the needy.

Over reliance on donor support.Poor accessibility.Overwhelmed with demand for services.

CASE STUDY

           SPASTICS SOCIETY OF INDIA CHEMBUR

ABOUT THE NGO

Established on 2nd October 1972.Nargis Dutt was the 1st patron of the

society.Has services in 16 states of India

namely Kolkata, Chennai etc.Centres in Mumbai namely Colaba,

Dharavi, Bandra and Chembur.

Organization Structure

Founder and Chairperson- Dr. Mithu Alur.

Sales and Marketing Manager- Veena Dhaifule

DepartmentsFacultiesVolunteers

Marketing methods

Mouth to mouth

Exhibitions

Donations

E-bay

Challenges faced

Innovation

Insufficient funds

Challenges for trainers.

No. Of products

EVERY CHILD IS SPECIAL