Q1. CRY was one of the very few organizations in India that adopted social marketing.

Explain the concept of social marketing. Can CRY s activities !e regarded as social marketing activities" #isc$ss. 1. Social Marketing: Social marketing differs from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviours not to benefit the marketer, but to benefit the target audience and the general society. There are !"s in commercial marketing #product, price, place and promotion $ social marketing adds three more !s$!artnership, !olicy and !olitics. %es, &'%"s activities can be regarded as social marketing activities, as it comes under the marketing strategies of social Marketing. ()amples: *. The first fund raising e)ercise undertaken by &'% was +,uy a brick, build a School-. .. /n 0an *122, +3rt for &'%- was conducted. 4. &'%"s newsletter ,-&'% in 3ction. &'% used direct mailing method. 5. Sale of cards became an important source of funds as it contributed * 6 of the total revenues. 7. (vent related marketing was used to raise funds. 8. 9irect project funding 2. !ayroll giving scheme

:ence, the above listed activities provide us with an understanding of social marketing that was incorporated by &'%.

;.. &'%"s success can be attributed to its innovations in marketing. 9escribe &'%"s innovations in marketing. 9o you think &'%"s marketing strategies can be sustained in the long run< %. The following innovations were used by &'% in marketing: *= 9irect Mail marketing: 3part from using direct marketing to raise funds, &'% started using the direct mail method to attract contributions from individuals. /n this initiative using technical help from SM> ?Stromme Memorial >oundation=, &'% created a direct mail suitable for the /ndian conditions. &'% also approached professional agencies to design the content of its direct mails and also prepared a potential mailing list from database given by the companies that support &'%. 3lso &'% asked its e)isting donors to provide them with a list of their friend"s names and addresses that would be interested in &'%"s activities. !roviding the e)isting donors with the report of results and regular updates of its programs also helped.

.= (vent 'elated Marketing: &'% used event related marketing to increase the awareness about the organization"s activities and raise contributions from the same. This also helped &'% in achieving its objectives of mobilizing resources and creating awareness. This in turn also helped &'% educate individuals about its activities and helped it get more volunteers. @ith the help of events being held with the corporate, the media coverage sponsored by them helped &'%. 3lso the ticket proceeds of the same went to &'%. 4= Social Marketing: &'% launched its website www.cry.org which provided information about the organization"s recent activities. The website launched an e$greetings facility. The website also had the option of providing an online donation. &'% tied up with Aersign /nc. which led to secure transactions online. This resulted to be a major move with the ma)imum donations being given in by the B'/"s. 3part from this online greeting cards and products could have been online. = Training personals for Marketing: 3fter categorizing its donors into individual, corporate and family person, &'% identified the potential of each donor and educated them of how they could contribute further by buying cards or by funding a project. >or this &'% appointed .5 trained people in offices across the country. 3lso to approach prospective donors from the corporate sector separate personals were appointed. 5= 9irect funding for project: &'% encouraged direct project funding with corporate. /n this the needs of the project were matched to the needs of the development project. 3lso through the method of direct payroll system corporate in tie ups with &'% encourages individuals to donate a certain part of their salary to &'% for one whole year .&ompanies such as Sicom, 9atamatics and &larion 3dvertising also contributed under these schemes. 7= 'etail shop: &'% set up retail shops in cities. These shops had primarily two aims :To generate funds for &'% activities and create a retail outlet for selling products by &'% and other welfare projects. /t sold a variety of products in a very wide price range. These retails stores also provided information about the projects supported by &'%. 8= Strategic tie$ups: Strategic Tie up with 3rchies Creeting and Cifts Dtd for the manufacture and retail distribution of the entire &'% product range ,or tie ups with Tata &hemicals,!fizer and B//T to donate 'e * for each of their products sold resulted in a huge amount of money being collected from these activities. 2= >ace to >ace &ommunication: Tying up with Support 9irect, EF based community marketing organization, potential donors were contacted .Thought the cost increased but it was lesser than the cost of using the other traditional channels of marketing and also it resulted in an 246 increase in individual donors. %es &'% marketing strategies can be sustained in the long run. a= &'% involved a lot of volunteers and through its various efforts always educated its donors about the recent developments and this will always prove to be a good turning point which can be achieved through effective social marketing. b= &'% announced its financial results in the year of *112$11, which by e)ample can be said to be a bold move which helped it establish its credentials and attracted new donors for its activities. c= &onstant redesigning of its organizational structure and marketing strategies over the years to increase its donor and customer base to reach the goal of its mission statement, has shown that &'% can clear the misconception of +development being a charity and not serious business.-

Q&. 'll organizations face $ps and downs( sometime d$e to factors !eyond their control. Examine the nat$re of pro!lems and challenges faced !y CRY d$e to internal and external environments. 4. !roblems and challenges faced by &'% due to e)ternal environment: *= &'% faced this problem in *124, when the government barred trusts from conducting activities for earning profits as a result it had to stop the production of greeting cards. .= /n .GG*, &'% was not able to mobilize sufficient resources for its need due to volatile business environment and downturn in the economy .9uring that year though the overseas donations increased but &'% noticed that there was a downtrend in donations in /ndia as a result it faced a challenge of resource mobilization not matching the needs of &'%Hs activities. !roblems and challenges faced by &'% due to internal environment: *= /n *121$1G when &'% underwent fundamental changes and reinvented itself and changes like forming of new team that worked with 'ippan on organizational and business strategy , structure, systems and processes and also nurturing of new talent and leadership met with severe criticism and led to resignations of e)perienced workers. .= /n *11 3fter 'ippan"s 9eath a management committee which was formed to take all the decisions after consulting with the board of Trustees faced problem of slow decision making at &'% due to collective leadership, here &'% faced a challenge of reorganizing itself. 4= /n early *11G &'% used direct marketing methods to raise funds, although the direct marketing method was successful it was very e)pensive for &'%, here the challenge faced by &'% was to shift to a new cost effective method which suited /ndian conditions. 4. Steps taken by CRY to mobilize resources and to combat downtrend in funding as an aftermath of economic situation in the early 2000 are !" CRY outsourced its marketing functions to professional agencies