Rural marketing, NGO,NGO'S,Marketing,Rural

1. NGOs in Marketing Vikram Dahiya IIM-Rohtak

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

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

8. NGO Marketing Issues Issue ( Indicative) Reasons( Indicative) Effect ( Indicative) Small size & low value goods and services Poor access to human, financial capital(1) Stunted growth of enterprise (4) Offering & market preference mismatch (2) -Leading to poor market scoping & research process “ Marketing myopia” (5) Lack of market access For inputs & outputs Institutional, logistical and technological barriers(3) Poor price realisation, distress sale in the case of perishable commodities ( 6) Information asymmetry (3) & (1) Inability to exploit opportunities (7)

9. Continued Non – Profit Objectives Connected to Vision Mission & Goals (8) Resistance of staff (9) & fear of change Risk Aversion Programmes based on grants, application of own/ self generated funds low (10) (7) & Enterprises don’t have independent decision making powers Multiplicity of goals Programmes dictated by donor priorities (11) (4) Discomfort with commercial partners (8), (9) & (11) (4), (5) & (7) Unique Complexities in NGO marketing

11. Product- Market Options Adaptation of Ansoff’s Product – Market Grid Identification of Product – Market Options & Product – Market fit vital for success Products Present Markets New Markets Present Products Market Penetration Market Development New Products Product Development Diversification

12. Cont’d Adapted from Dr. L K Vaswani, IRMA – 2005 Market Dimensions of Competition ( Indicative) Price Promotion Product Distribution Market Resistance Policies Micro Rural Semi- Urban Urban