SERVICE MARKETING MARKETING 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
 Exhibitions  Printing 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.

QUIZ
 PETA  Polio  Narmada Bachao Andolan(NBA)  Tsunami Rehabilitation and Anti-Smoking  Eye Donation  Gay rights  Slum Rehabilitation,AIDS  Being 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  Departments  Faculties  Volunteers

Marketing methods
 Mouth to mouth  Exhibitions  Donations  E-bay

Challenges faced
 Innovation  Insufficient funds  Challenges for trainers.  No. Of products

EVERY CHILD IS