Summer Training Report

On

ROLE OF MARKETING MIX STRATEGIES FOR SELF
FINANCIAL SUSTAINABILITY FOR PRAKASHDEEP (NGO)

Submitted in partial fulfillment of the degree of
Master of Business Administration
Affiliated To
MAHARISHI DAYANAND UNIVERSITY

Submitted to: Submitted by:
The Controller of Examination KHUSHBOO MANCHANDA
M.D.U. (Rohtak) 2k13-MRCE-MBA-021


FARIDABAD (HARYANA)
Aug,2014

Declaration

I Khushboo, Roll No. 2k13-MRCE-MBA-021, a student of Masters of Business Administration
of 3
rd
semester, at Manav Rachna College of Engineering, Faridabad here by solemnly declare
that researched project titled Role Of Marketing Mix Strategies For Self Financial Sustainability
For Prakashdeep (NGO) at PRAKASHDEEP, is the outcome of my own researched prepare by
me and the same has not been submitted to any university or institute of the award of any degree
and diploma.
DATE :
PLACE :

Facultys Signature Candidates Signature
.. ..




(Signature of the Director/ Principal of the Institute)






PREFACE

With Immense pleasure and deep sense of sincerity, I have completed my Industrial training. It is
an essential requirement for each and every student to have some practical exposure towards real
world situations. A systematized practical experience to inculcate self confidence in a student so
that they can mentally prepare themselves for this competitive environment.

The Purpose of Training are:

1. Developing intellectual ability of student
2. Bring confidence
3. Developing skills
4. Modify Attitudes

















Acknowledgement

I would like to express my profound gratitude to Mrs., Savita Datt (FOUNDER OF
PRAKASHDEEP) and Mrs. SANGEETA, (PRINCIPAL OF PRAKASHDEEP) under
whose guidance I was able to complete my summer training project and was able to learn the
various aspects of marketing strategies apart from my project Role Of Marketing Mix
Strategies For Self Financial Sustainability For Prakashdeep (NGO).
Their guidance and inspiration helps me lot during prepare my project. Their cordial cooperation
also impresses me to furnish my project in good manner. I express my gratitude to all authorities
at PRAKASHDEEP, whose directions and valuable information greatly helped me in preparing
my project.
Thanks are all due to our Mr. Amit Seth (Dean of industry interface), Mrs. Bindu Aggarwal
(HOD MBA DEPARTMENT) and DR. Priyanka Shrivasta at MRCE members for their
motivation and teaching, which have enabled me to cross this milestone.
I acknowledge the great assistance and support of entire team of professionals who allowed me
to pursue this project, despite an already crowded and over loaded work schedule.
I would like to specially thank my family members without their support it was impossible to go
for the project.
Last but not least I must thank god.

(Khushboo Manchanda)






Table of Contents
S.no. Topic Page no.
1.
Chapter1 Company Profile
Introduction of the company
Description
Mission and Vision of Prakashdeep
Objective of the study
Problem Statement
Literature Review
Forms of NGO & Scope of study
SWOT analysis for NGOs
(1-12)
2
3
4
5

6
7
8-9
10-12
2.
Chapter2 I ntroduction to the topic
Marketing mix strategies
The 4ps of marketing strategies
Proposed model donation-oriented marketing mix
Products (products identification in Prakashdeep)
List of products
Price (price identification in Prakashdeep for
products)
Place (place identified for products )
Promotions (strategies to promote the Prakashdeep
product )
(13-22)
13-14
15

16

17

18

19
20
21-22
3.
Chapter3 Research Methodology
Research Design
Sample Size
Data Collection
Data Analysis
Data collection and Interpretation
23
24
24
25
26
27-32
4.
Chapter4 Conclusion and Suggestions
Conclusion
Suggestions
Limitations

33
34
35

Bibliography
36

Annexure
(Questionnaire)








CHAPTER I
COMPANY PROFILE










Company Profile










PRAKASHDEEP IS A NON-GOVERNMENTAL, NON-
PROFITABLE, CHARITABLE TRUST SET UP WITH THE
OBJECTIVE PROVING EDUCATION TO
UNDERPRIVILEGED CHILDREN'S.
Children are the living message we send to the times
we shall not see

INTRODUCTION OF THE COMPANY

Prakashdeep is a Non-Government Organization which is the school working for
underprivileged children, providing them with an informal and friendly environment where their
childhood is restored to them, and where they learn to read, write, count and have fun. They are
also involved into other activities like vocational training for children where the children are
taught Arts and Crafts, they interact with regular school children like Eicher School and Manav
Rachna. They are also involved into kindness of the community through acts of service through
their children and staff members by cleaning up the environment around the sector.

They have grown into an organization which has expanded itself into seven schools, but they are
struggling to self-sustain themselves as an organization.

They are also involved into kindness of the community through acts of service through their
children and staff members by cleaning up the environment around the sector. They have grown
into an organization which has expanded itself into seven schools, but they are struggling to self-
sustain themselves as an organization.

Lack of capacity to design and development, lack of proper funds, difficulties to motivate the
donors, less qualified staff etc. are a few problems of the project.

The purpose of this project is to create value education for the students of this school who belong
to marginalized community by providing insight to the management regarding the marketing
mixes strategies that are needed to be applied so that PRAKASHDEEP as an organization which
is at expansion stage can grow.

This can be catered by creating more awareness among common people, encouraging local
donors and local business to sponsor, showcasing the cultural and national event & special
services such as aiding in their social and marketing mixes activities are some of the solutions at
hand for this project.

Description:-

Prakashdeep started with seven students under the shade of an Arjun tree. They began by
hanging an alphabet chart on the trunk. There were some flat stones lying around on which the
first seven students sat, and Mrs. Savita (founder of Prakashdeep) sat on a three legged bench.
The class began as usual with AA se Anaar ( the first Hindi alphabet).

Interestingly a pig with a line of piglets trailing behind were the first to visit the school. (It was a
wild fenceless park in Sector 21-A.) Stray Dogs joined later. They kept the school company
through out . Next day there was another visitor - a cow who found a clean patch of ground
under our Arjun Tree, a welcome spot to use as a toilet! She made it a habit to come every day.
Together we cleaned the area every day.

The alphabet chart threatened to fly away with every gust of wind and people stared as they
passed us by. May is a hot month, but under the shade of our dear tree, it was nice and cool, never
forget the first day.

The school has moved to different locations over the last ten years but we are still in a public
park with nearly 230 students. Another location was found in Sector 21-D where they have 150
students getting free education, a mid-day meal and basic medical care. They have touched the
lives of many more that were part of the floating population moving from place to place in
search of employment.

So Prakashdeep become a non-governmental, non-profit, charitable trust set up with the
objective of reaching out to children left on the streets to fend for them while their parents go out
to work.






Mission of Prakashdeep

Its works to provide a basic human need to impoverished children of the local area.

Running a few free-of-cost school, food, and clothes for the poor.

Prakashdeep realized that it is not possible to expect sustainable growth and self reliance
without taking care of emotional and physical development of all the stakeholders.

As a result, its established various other programs to ensure the continuous growth of the
community


Vision of Prakashdeep

No organization cannot succeed without focusing on future existence.

Prakashdeep focused on maintaining long-term sustainability by expanding its operation.


They wish to give as many children as possible the opportunity to break free of the cycle
of poverty





Objective of the study

1. Identify how marketing practices are being pursued at Prakashdeep.

2. To understand the Strengths, Weaknesses, Opportunities and Threats of the Prakashdeep
community in Faridabad with regards to marketing mixes management.


3. To develop marketing mixes strategies as suggestions to the management of Prakashdeep.

4. To put forward effective technique of marketing strategies in Prakashdeep.


5. To identify major constraints and issues faces by Prakashdeep in marketing mix.















Problem Statement


1) Prakashdeep is not concerned with profit; they are becoming more and more
commercially aware. However, the marketing concept is still misunderstood since they
adopt trapping instead of the substance of marketing.


2) Prakashdeep mostly offer services that compared to material goods differ per there:
intangibility; inseparability. Moreover, attracting, managing and motivating volunteers,
who are cause-related advocates like sales agents for business sector, is a great challenge
because these people commit their valuable time and knowledge free of charge.


3) The uncertainty what their future uploads for them due to unpredictable changes in the
environment; facing the strict control from public; what donors are interested and
customer satisfaction, while sometimes customer satisfaction is scarified for the benefit
of society.


4) They also face the problem of changing people attitude, convincing beneficiaries about
an issue and then convincing them to do about it.












Literature Review

The following few chapters cover various aspects of marketing strategies and the activities,
problems and practices of the voluntary sector as dealt with in scholarly articles, research
findings, case studies, reports of institutions concerned with this sector and news items. This
preliminary exercise provided the basis for identifying ideal practices for success, as well as the
pitfalls to look for to avert failures.


The growth of this sector consisting of non-government organizations engaged in social welfare
and development activities has been accelerated in recent years by several factors - increase in
fund availability for social causes, positive public perception of the capacity of the voluntary
sector to address social concerns and increasing awareness of the limitations of state and public
agencies to reach out effectively to sections of society needing transformation.


Official agencies are not only constrained by resource availability, but face a number of
procedural and operational hurdles to the smooth execution of development programs.
Enlightened governments in developing countries began to collaborate with NGOs with
experience in areas such as poverty alleviation and environmental protection and which had
closer understanding of the needs of local communities. Many governments began to appreciate
the value of the voluntary sector as a partner, shedding their perception of them as competitors
and intruders.


However, it cannot be said that these misconceptions have been totally replaced by a
constructive view.













Forms of NGO and scope of study







NON-GOVERNMENT
ORGANIZATION
Private Public Sector
Organizations


















Voluntary Sector
Organizations

1.Includes even
sports bodies,
clubs, apartment
owners assns.
etc

2. Those running
Educational,instns.,
hospitals etc

3. Those engaged in
social service helping
aged, disabled,
destitutes, sick, street
children etc

4. Those engaged
in relief work in
times of disaster
like floods,
earthquakes


Mother NGOs providing technical
assistance, capacity building, fund
raising and such assistance to
grass-roots NGOs directly in touch
with communities

Apex NGOs operating like
a state or interstate
wholesaler utilizing
services of grass-roots
NGOs directly in touch with
communities, to implement
program

Grass-roots NGOs at district
or taluk or village level,
directly in touch with
communities, engaged in
socio-economic development
health, improved
technology, instn. building,
SHGs, environment
conservation, common
resource management







5. Those engaged in
socio-economic
development health,
improved technology,
instn. building, SHGs,
environment,conservation,
common resource
management - loosely
referred to as NGOs

Structure refers to the identification of elements in an organization and relations between them.
Fowler has developed a model of NGO structure that reflects the main characteristics of NGOs.
Fowler says that NGOs need to have strengths in five areas organizational design (vision),
systems (strategies and programs), mobilization of resources, maintaining external relationships
and achieving results consistent with the mission.


Development organizations need to have a clearly defined vision, so that it provides a sense of
direction to people working in the organization. Vision refers to where the organization would
like to be, as opposed to where it is now. Organizational mission refers to the method/s used by
the organization to achieve its vision. For example, an NGO whose vision is a world where no
child dies of a preventable disease could focus on providing healthcare services in areas where
they are currently not available.


Organizational strategies refer to how the organization is going to accomplish its mission. It also
includes how the organization will use its resources, strengths and weaknesses to achieve that
task. Once a voluntary development organization has been created within the above framework,
it needs to acquire a legal identity.


A separate legal status is required for an NGO for its effective functioning and for enhancing its
capacity for fund raising. It enhances the credibility of the NGO among donors and regulatory
organizations. In fact, the problem with Indian NGOs is that, as indicated earlier, they can
register under different laws of the Government and as such lack a distinct and special legal
identity to infuse confidence among funding agencies.


Such clarity and distinctness in status makes it accountable to the government, beneficiaries and
funding sources in the form of periodic reporting requirements, giving them the right to intervene
in its affairs as and when needed.


SWOT Analysis for NGOs

Only NGOs that perform well are likely to survive and grow in the long term. Organizations
that fail to manage themselves appropriately, struggle to achieve their mission and find it
difficult to create real change are likely to ultimately found themselves cast by the wayside in
favor of more efficient ones. Therefore, the ability to be able to strategically evaluate your
organizations performance is crucial to its long term sustainability.

The SWOT analysis is a highly effective tool for understanding and decision making for all
businesses including NGOs. SWOT is an acronym for Strengths, Weaknesses, Opportunities and
Threats. The tool can be used for business planning, strategic planning, competitor evaluation,
marketing, product development and more.


The SWOT analysis template is normally presented as a grid, comprising four sections, one for
each of the SWOT headings: Strengths, Weaknesses, Opportunities, and Threats. An example
SWOT chart including some example information from an NGO is displayed below:



Strengths
High Demand for Services
One major donor
Weaknesses
Lack of community awareness
Under developed board of trustees
Opportunities
Public service contracts soon to be put
out to tender
Developing links with the business
community
Threats
Other more established NGOs complete
similar work
Limited financial reserves

Strengths and Weaknesses describe where the project or organisation is now: the existing
resources that can be used immediately and current problems that wont go away. It can help
identify where new resources, skills or allies will be needed.

Both refer to technical, financial, promotional, networking, knowledge or competency based
factors internal to the programme. When thinking of strengths it is useful to think of real
examples of success to ground and clarify the conversation. Strengths are those things that are
working well in a project or situation.

The aspects people are proud to talk about and which differentiate the program from others.
Weaknesses are those things that have not worked well or that the program is less efficient in
than others.

Opportunities and Threats describe what is going on outside the organisation, or areas which are
not yet affecting the strategy but could do. Opportunities include ideas on how to overcome
weaknesses and build on strengths within the environment the program operates in.

Threats are things that constrain or threaten the range of opportunities for change in the
programmed environment. These external aspects are often related to sociological, political,
demographic, economic, trade-specific and environmental factors.

Strengths
This portion of the chart provides the opportunity to list everything that is good about your NGO.
As well as the two example strengths listed above, other common strengths in NGOs are
volunteer manpower which supplies organizations with substantial amount of free labour and
huge savings on staff costs. NGOs in many countries are eligible for tax discounts which could
be listed as another strength of your organization. You should include any assets that your
organization benefits from in your strengths quadrant of your SWOT analysis.


Weaknesses
The weakness section enables you to list all of the deficiencies of your organization. Everything
that causes you a problem in the management of your NGO should be included here. The most
common problem for most NGOs, especially ones in their first years, is the lack of financial
stability in terms of income, expenditure and reserve levels. Weaknesses normally focus on
internal issues that you can work to resolve but can also include outside weaknesses beyond your
control such as a lack of institutional funders working in your region or country.

Opportunities
These factors tend to focus on outside opportunities such as new grant availability and the
development of local business relations but can just as well be used to evaluate internal
opportunities including staff that are quickly developing and the contacts of a board of trustees
member. You should try to look towards emerging developments arond your NGO that may
provide new options in the near future as well as opportunities that are immediately available to
your organization. Many people include potential opportunities that may not be available
currently or may never actually come to fruition but it is important to list them so that your NGO
is suitably prepared if they do.

Threats
NGOs and other similar non-profit organizations are particularly vulnerable to financial threats
and shocks. This is because non-profit organizations often have less secure income streams
combined with often just a few months of financial reserves result in NGOs that can be
perilously prone to major economic shifts. Changes in priorities from a major grant provider or
local authority could mean an NGO is suddenly without its major revenue stream with no backup
plan. These are the type of threats that you should use in your threats quadrant, essentially
anything that could happen that could jeopardize the success of your NGO.
Once you have completed your SWOT analysis you will be far better able to produce a strategic
plan that incorporates all of the listed elements and provides a guide for future growth and
expansion. Check back with us later in the week for a guide on how to produce a strategic plan
for your organization











CHAPTER-II
INTRODUCTION TO THE TOPIC


















INTRODUCTION TO THE TOPIC

The project undertaken in the role of marketing mix strategies for self financial sustainability of
Prakashdeep.

I have under undertaken this project under-supervision of faculty to find out marketing strategies
for the products made by Prakashdeep.


MARKETING MIX STRATEGIES

The marketing mix along with 4Ps is the basic concept we should know when learning about
market. In marketing different products, this strategy works as a business tool.
Marketing mix has a crucial role in differentiating products unique quality from its competitors,
and is often as good as with the 4Ps;
price,
product,
promotion, and
place.
Lets discuss these four elements one by one.



The marketing mix is a business tool used in marketing and by marketers. The marketing mix is
often crucial when determining a product or brand's offer, and is often associated with the four
P's: price, product, promotion, and place.








The Four Ps of Marketing Strategies
1. Product strategies
o Differentiating and positioning new products
o Emphasizing new features and benefits of existing products, repositioning them, changing
packaging
, adding new services
o Balancing product portfolio
2. Pricing strategies
o Defining the value of the product to the customer and pricing in terms of value rather than
cost
o Selecting the pricing strategy (skimming, market penetration, comparable pricing, etc.)
o Creating extra benefits (smart discounting, premium pricing, free services, etc.)
3. Promotional strategies
o Selecting the most effective marketing strategies (emotional, experiential, public relations,
buzz marketing, etc.) and/or designing radically new creative marketing approaches
o Branding, creating customer value proposition, unique selling proposition (USP), and the
public relations brief
o Specifying the advertising methods (product endorsement, product placement, hidden
imagery) platform, and media; choosing product placement channels (sitcoms, soap operas,
magazines, etc.) and selecting the relationships with the producer (reducing the cost of
production, placing products deliberately into productions in exchange for fees, etc.)
4. Placement strategies
o Specifying geographic region or industry and how the environment in which the product is
sold in can affect sales.
o Specifying the market segment (teenagers, adults, families, business people, etc.)
o Choosing the distribution channels (point-of-sale placement, retaining, online selling, etc.)
and deciding the levels of customer service.

Proposed Model Donation-Oriented Marketing Mix (4CS):

Social marketing is not like commercial marketing as the former is raising funds for causes and
the later is selling products for profit. Kotler at el., [18] defined Social marketing as;the use of
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.
Keeping in mind the above definition of social marketing we can use the commercial Marketing
Mix (4Ps); (1). Product, (2). Price, (3). Place and (4). Promotion, to formulate our own Donation-
oriented Marketing Mix (4Cs); (1). Cause, (2). Contribution, (3). Channel and (4). Campaign.
Figure 1, shows the relationship of traditional Commercial Marketing Mix (4Ps) Vs. Donation-
oriented Marketing Mix (4Cs).

Commercial Marketing Mix (4Ps) Vs. Donation-oriented Marketing Mix (4Cs):
(4Ps) (4Cs)
Product = Cause
Place = Channel
Promotion = Campaign
Price = Contribution





Target
market

Donors
price
place
promotion
Product
contibution
channel
campaign
cause
PRODUCTS

A product is seen as an item that satisfies what a consumer demands. It is a tangible good or an
intangible service. Tangible products are those that have an independent physical existence.

Every product is subject to a life-cycle including a growth phase followed by a maturity phase
and finally an eventual period of decline as sales fall. Marketers must do careful research on how
long the life cycle of the product they are marketing is likely to be and focus their attention on
different challenges that arise as the product moves.

The marketer must also consider the product mix. Marketers can expand the current product mix
by increasing a certain product line's depth or by increasing the number of product lines.

Marketers should consider how to position the product, how to exploit the brand, how to exploit
the company's resources and how to configure the product mix so that each product complements
the other.
The marketer must also consider product development strategies
Products identified in Prakashdeep to market:-
Providing services of education to underprivileged children.

Taking care of their nutritional requirements.


Arranging for educational visits and fun picnics, celebrating festivals and
organizing events.

Running workshops for developing skills in making cards, bags. Calendars, photo
frames, showpieces, bangles etc. Assigning mentors to small groups.

Product made by Prakashdeep :
a) TERRACOTA VASE/POTS
b) PAPER MACHE VASE
c) HANDMADE SHAGUN ENVELOPS
d) PAPER CARRY BAGS
e) BOOKS MARKS
f) J UTE POTS
g) GREETI NG CARDS
h) WOOLLEN KEYRI NGS
i) CUSHI ONS COVERS
j) CUSTOMI SED BAGS
k) MATTRESSES WI TH PI LLOWS
l) SAREE COVERS
m) PAUCHES (MOBI LE, J EWELLERY,DRY FRUI TS )
n) PAI NTI NGS
o) WOOLLEN HANDLOMS (BABY SHOES , CAPS )













PRI CE

The amount a customer pays for the product. The price is very important as it determines the
company's profit and hence, survival. Adjusting the price has a profound impact on the
marketing strategy, and depending on the price elasticity of the product, often it will affect the
demand and sales as well. The marketer should set a price that complements the other elements
of the marketing mix.


When setting a price, the marketer must be aware of the customer perceived value for the
product. Three basic pricing strategies are: market skimming pricing, market penetration pricing
and neutral pricing. The 'reference value' (where the consumer refers to the prices of competing
products) and the 'differential value' (the consumer's view of this product's attributes versus the
attributes of other products) must be taken into account.


Price identified in Prakashdeep for products:-

Price refer to what the consumer must do or pay in terms of financial, physical efforts, time or
any other resource in order to obtain the social marketing product and services.


This cost may be financial or it may instead require the consumer to give up intangible source of
value, such as time, efforts, or to risk embarrassment and social ostracism.

Mainly will focus on the marketing factor like generation of funds and sponsorship for other
essential requirements.


PLACE

Refers to providing the product at a place which is convenient for consumers to access. Various
strategies such as intensive distribution, selective distribution, exclusive distribution and
franchising can be used by the marketer to complement the other aspects of the marketing mix.

Place identified for Prakashdeep
products:-


Place describe the methodology the products (Prakashdeep) or services reaches the
target segment. Think about where and when the audience will perform the behavior or
access the new product/ services.

Faridabad and nearby areas


School / colleges for their infrastructure, parks, grounds, organizations for conducting
workshops & other activities.





PROMOTI ONS

All of the methods of communication that a marketer may use to provide information to different
parties about the product. Promotion comprises elements such as: advertising, public relations,
sales organization and sales promotion.

Advertising covers any communication that is paid for, from cinema commercials, radio and
Internet advertisements through print media and billboards. Public relations is where the
communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events.

Word-of-mouth is any apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth and public relations (see
'product' above).
PROMOTI ON STRATEGI ES USED TO
PROMOTE THE PRAKASHDEEP PRODUCTS:-


Invite celebrities, politicians as chief guests for the various cultural functions and events
approaches local politicians, corporate officers.

Celebrities for voluntary monetary help performing plays, group songs/dance in school
colleges functions/festivals.


Selling cards, bags, calendars, photo frames etc THROUGH PROMOTIONAL EVENTS
to generate funds and awareness.

Associate with other organizations

Promotion stalls in school colleges for monetary and voluntary favors.


Internet and word of mouth awareness by volunteers.

Donation boxes in shops, PCOs and public places

UNIQUE STRATEGIES TO MARKET A NGO i.e
PRAKASHDEEP

Exhibitions are usually held by the NGOs to sell products like bags, folders, pouch etc.
These products are made of environment friendly material. This helps the NGO to
generate revenues for their varied projects and showcase their talent pool. The exhibitions
are basically carried out in tandem with schools, colleges and corporate.

Organizing events like haldi kum-kum (for women), Sathya Narayan puja etc. to form an
emotional bondage with the Volunteers. This helps them reach the masses.


Printing calendars with logos and mission of the NGO. This helps the NGO reach the
common man and spread awareness about their cause.

Organizing annual functions where volunteers are felicitated and hence encourage them
to do more work.






CHAPTER-III
RESEARCH METHODOLOGY








Research Methodology

Research methodology may be understood as a science of studying how research is done
scientifically. In it we study the various steps that are generally adopted by a researcher in
studying the research problem along with logic behind them. Following are the steps and
techniques which were used by me.

The design of this research is exploratory research


We will use of qualitative research method in order to gather students perception in
subject matter

Quantitative research method is gather data will be integrated in numbers and percentages
The methodology of our study has various steps listed below-
Formulating the research problem
Extensive literature review
Developing the objective
Preparing the research design including sample design.
Collecting the data
Analysis the data
Interpretation of data
Preparation of report

RESEARCH DESIGN

Depending upon the objective of the research the most suitable research design is
Exploratory Research. Since in the past there has been hardly any study done on this
type of project, so the Exploratory Research is the best method suited for the purpose.

Moreover, Exploratory Research looks for hypotheses and since my research has also
hypotheses and so according to me the method best suited for my purpose is the
Exploratory Research



SAMPLE SIZE

After identifying the products and product ranges (prices ) , competitors and target the
customers through marketing mix strategies on this basis makes an observation by using
the set of questionnaire to determine the effectiveness of marketing strategies promoted
by Prakashdeep.

After that I conducted an interaction session with corporate and financial institutions.


In this research I have taken sample of 15 people.



DATA COLLECTI ON

All the information has been collected first hand and no secondary data has been used.

TYPE OF DATA USED

Types of data which are used in marketing research process

Primary Data

The methods of collecting primary data are as follows,

Interview

Questionnaire Design

The questionnaire is a structured technique for collecting Primary data in a survey. It is a series
of written or verbal

Questions for which the respondent provide complete and Accurate information.

DATA ANALYSIS


The instrumentation that will be used in this study is the set of questionnaire which
consist of respondent demography in section A and 5 research questions using a likert
scale in section B.


The questionnaire is aimed to determine the effectiveness of marketing mix strategies in
non-profit organization

The data analysis is done after the data are collected:-


A. Quantitative data: after the completed questionnaires have been collected, the resulting
data will be tabulated and entered into a spreadsheet in the SPSS program. Then, the data
will be summarized using descriptive statistic.

B. Qualitative data : the interview transcripts will be read and memos will be written.










DATA COLLECTION
AND
INTERPRETATION

Q1. Are you satisfied with the quality of the product?
Strongly disagree 0
Disagree 3
Neutral 7
Agree 3
Strongly agree 2



Graph-1
response: The above graph shows that out of the 15 people, 13.3% are strongly agree, 2o% are
agree, 46.66% are partially satisfied while 20% are disagreed with the quality of the product
Strongly
disagree
0%
Disagree
20%
Neutral
46.66%
Agree
20%
Strongly agree
13.3%
PRODUCT QUALITY
Q2. Is the packaging of the product is attractive or not?
Strongly disagree 6
Disagree 5
Neutral 4
Agree 1
Strongly agree 0




Graph-2
response: The above graph shows that out of the 15 people, 6% are agree, 25% are partially satisfied
while 31% are disagreed and 38% are strongly disagree with the packaging of the product.


Strongly
disagree
13%
Disagree
7%
Neutral
7%
Agree
40%
Strongly
agree
33%
products packaging
Q3. PRICES OF THE PRODUCTS ARE
REASONABALE?
Strongly disagree 4
Disagree 2
Neutral 5
Agree 3
Strongly agree 1



Graph-3
response: The above graph shows that out of the 15 people, 6.6% are strongly agree , 2o% are
agree, 33.3% are partially satisfied while 13.3% are disagreed and 26.6% are strongly disagree
with products price.

0
1
2
3
4
5
6
7
8
Strongly
disagree
Disagree Neutral Agree Strongly
agree
PRODUCT PRICES
Series1
Q4 Do you require customized Prakashdeep product with
logo?
Strongly disagree 2
Disagree 1
Neutral 1
Agree 6
Strongly agree 5


Graph-4
response: The above graph shows that out of the 15 people, 33% are strongly agree , 7% are
partially satisfied while 7% are disagreed and 13% are strongly disagree, 40% are agree to get
the customized products.

Strongly
disagree
13%
Disagree
7%
Neutral
7%
Agree
40%
Strongly agree
33%
customized product with logo
Q5 Are the promotional schemes providing you right
information or not?
Strongly disagree 0
Disagree 1
Neutral 3
Agree 3
Strongly agree 8


Graph-5
response: The above graph shows that out of the 15 people,, 20% are agree, 20% are partially
satisfied while 6.6% are disagreed , 53.3% are strongly agree with the promotional schemes
provided by us.

Strongly disagree
0%
Disagree
6.6%
Neutral
20%
Agree
20%
Strongly agree
53.3%
promotional schemes
Q6 Who will be the competitors of these products?

1. Ratan textile home (fabrics )

2. Nepali paper products (by wholesale mart )

3. Multi M enterprises (custom designed bags)

4. Stick craft (hand made paper bags )

5. Karry bag industries
















CHAPTER-IV
CONCLUSION AND SUGGESTIONS








CONCLUSION

Marketing a non-profit organization takes the need for being innovative and strategic in
identifying ways and avenues to market it.

It is also important for Prakashdeep to not only satisfy their target group but also donors need.


The finding of the research project shows till now the Prakashdeep depends on the traditional
methods of market themselves dependent on the donations.

Now Prakashdeep must learn to devise newer and better ways to market themselves, like
associating with academic institutions and using the potential of students as volunteers

The analysis done in this report has shown that there are certain strategic areas that Prakashdeep
need to concentrate on.






SUGGESTIONS

Quality of the management significantly influences social marketing effectiveness. Therefore,
Prakashdeep may have to ensure continuous training to upgrade the quality of supervisory and
operating staff.

Another aspect that offers scope for improvement is in more specific targeting of different
segment through localized program designed, communication messages and media.


Roads shows and street plays can be organized on regular intervals to make the messes aware
of their cause. This gives them more visibility as well volunteers.

Prakashdeep can tie up with most of the housing societies which can lend them their extra
space to conduct events. This can help them target housewife who can lend the Prakashdeep a
helping hand during their free time.










Limitations
1. poor infrastructure

2. government is not taking any step to come forward and help these needful people

3. poor images of NGO

4. Facing the problem of lack of funding , no source of regular income


5. Prakashdeep were found to be weak at staff career development. So, other problem is about
staffing issues and covers recruitment, assignment and layoff as well as human resources
development and administration and finally everyday management of staff.

6. The absence of well defined objectives and goals, vision, mission and even values is another
issue facing NGOs. Most of them are working emotionally and their objectives and goals are not
essentially realistic.















BIBLIOGRAPHY











BIBLIOGRAPHY

McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL:
Irwin.


Booms, Bernard H.; Bitner, Mary Jo (1981). "Marketing Strategies and Organization
Structures for Service Firms". Marketing of Services. American Marketing Association:

Cannon, Lisa. Life Beyond Aid; Twenty Strategies to Make NGOs
Sustainable.Johannesburg, South Africa: Initiative for Participatory Develop-ment, 1999


FROM THE NET:
WWW.GOOGLE.COM

WEBSITE OF PRAKASHDEEP

WWW.SCRIBD.COM

http://en.wikipedia.org/wiki/Marketing_mix


FROM THE NEWSPAPER:
Times of India
The Hindustan times
















ANNEXURE










Questionnaire
Section(A) : Please answer the questions completely.
Name :
Designation : ..
Mobile no. : .
Email Id (if any ) : ..
Section (B) : Content analysis of marketing 4ps
Please response to each statement of the scale provided
(1.)Strongly disagree (2.) disagree (3.) neutral (4.) agree (5.) strongly agree
No. Questions 1. 2. 3. 4. 5.
1. Are you satisfied with the quality of the
product?

2. Is the packaging of the product is attractive
or not?

3. Prices of the products are reasonable?
4 Do you require customized Prakashdeep
product with logo?

5. Are the promotional schemes providing you
right information or not?


Questionnaire for interview sessions
Q1. Who will be the competitors for these products?


Suggestions : 1.
2
3
4
5.