Not-for-profit Marketing

Prof. Arijit Bhattacharya

HUL Swachh Aadat, Swachh Bharat

Prof. Arijit Bhattacharya

 Socially Responsible Marketing
Corporate Social Responsibility
Legal behavior
Ethical behavior
Predatory pricing Jio
Social responsibility behavior
Nestle Kitkat - Greenpeace
Sustainability
Triple bottom line

Prof. Arijit Bhattacharya

 Cause-Related Marketing
Blending of corporate social responsibility with
marketing.
Links the firms contributions to a designated
cause to customers engaging directly or
indirectly in revenue producing transactions
with the firm
Tata Tea Jaago Re!

Prof. Arijit Bhattacharya

 Cause-related Marketing
Done by for-profit companies to support a cause.
Part of CSR.
Examples (refer YouTube)
Tata Tea Jaago Re
Aircel Save the Tiger
Vogue Empower featuring Alia Bhatt
The Times of Indias Teach India
Ola launched free boat service during 2015 Chennai
flood

Prof. Arijit Bhattacharya

 Social Marketing
Definition
Use of commercial marketing principles and techniques to
influence a target audience to voluntarily accept, reject, modify or
abandon a behavior for the benefit of individuals, groups, or
society as a whole.
Marketing that builds awareness about a social issue and works to
change peoples behavior or attitude for the public good.
Done by
Government or nonprofit organizations to further a cause.
UNICEF total sanitation TVC featuring actress Vidya Balan
Other Examples
Dont smoke
Get a mammogram
Dont eat junk food
Say no to drugs
Family planning
Wear your seat belt
Prof. Arijit Bhattacharya
 Steps in Social Marketing Plan
1. Define the problem.
2. Select and analyze target audience.
3. Set objectives, goals.
4. Decide on 4Ps.
5th P = Politics stimulate policy that influences
voluntary behaviour change e.g.
imposing tax on cigarettes
5. Evaluate the plan.
6. Implement the plan.
Prof. Arijit Bhattacharya
 Characteristics of not-for-profit
organizations

Multiple Multiple
Transparency
Stakeholders Objectives

Customers
Orientation
Perceptions

Prof. Arijit Bhattacharya

Stakeholder power/interest matrix
Power

High Low

High Engage (A) Maintain interest (B)

Interest
Low Inform/satisfy (C) Revive/disregard (D)

Prof. Arijit Bhattacharya

 Multiple Objectives
For Profit Not-for-Profit
Money Awareness
Motivating to be volunteers
Distributing information
Contacting customers
Raising funds
Allocating grants
Lobbying
Geographical spread
Media attention

Prof. Arijit Bhattacharya