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NFP’s and the Marketing Mix

NFP’s and the Marketing Mix. Is Not-For-Profit Legit Business?!. Why Are Non-Profits Important To Study?.

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NFP’s and the Marketing Mix

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  1. NFP’s and the Marketing Mix Is Not-For-Profit Legit Business?!

  2. Why Are Non-Profits Important To Study? ‘The reason is simple. Unfettered markets in their current form are not meant to solve social problems and instead may actually exacerbate poverty, disease, pollution, corruption, crime and inequality.’

  3. The Statistics Say…. • 161,000 non profits across Canada • 9,200 cooperatives - contribute approx 85 billion to Canada’s GDP, with revenues exceeding 112 billion ‘The social economy has economic value that transacts more than 100 billions of revenues, has a workforce of over 100 million full time equivalents, and armies of volunteers who contribute over 2 billion hours annually.’ (The Social Economy, 2010).

  4. The Social Economy! It Already Surrounds Us..

  5. What Are Some Examples of Non-Profits? • Free The Children • Habitat For Humanity • Amnesty International • Big Brothers, Big Sisters • Rotary International • Sick Kids • Canadian Cancer Society • Humane Society • MADD • PETA • And… the list goes on.. and on… and on…..

  6. So what’s the difference between an NFP and MNC?! Two objectives: social mission and economic value

  7. We’ve allowed ourselves to become programmed in how we think about the term • Capitalism • Free Enterprise • Multinational Corporations • Down-sizing – outsourcing – globalization • ‘Cut-throat’ – ‘Big Business’ – ‘Bottom Line’ thinking • Business Education Programs today BUSINESS

  8. The Statistics Say… • Capitalism is thriving • Businesses continue to grow • MNCs are spreading into markets in the developing world • BUT…. Global income distribution tells the story: • 94% of world income – 40% • The remaining 60% live on only 6% of world income • ½ of the world – less than $2.oo per day • One billion live on less than one dollar per day

  9. Okay.. So What’s This NFP All About?! • Over-arching goes is to generate something OTHER than profit • Includes a wide variety of activist, civic, religious, public service and public broadcasting organizations that work in the public interest rather than with the goal of making money • They may operate at the local, provincial, national or international level • Contrary to popular belief they are NOT prohibited from making a profit – they MUST generate profit! • The difference is that they cannot use that profit for corporate gain – there are limitations on what they can do with their profits and how they go about making their money

  10. Characteristics of Non For Profits • They are Non-Stock, Non-Shareholder Ownership • Governance By Members, Directors/Trustees and Officers • Purpose is public service, civic or charitable in nature • Revenue is applied to furtherance of the purpose • Directors have ultimate control of the organization • The organization will, for the most part, be exempt from provincial and federal income tax

  11. Why Do NFP’s Need To Market Themselves? • They have something they want others to know about! • MAJOR competition for resources! • Marketing fulfills their mission • Increased numbers of NFP org’s in today’s society, thus, the need to be more aggressive when seeking public attention • Shrinking financial support base from government and now must compete for limited $$$

  12. Task • Working with a partner, select one non profit organization familiar to you and design a Marketing Mix outline for this organization. Include the following: • Target Market Strategy • Product Strategy • Placement/Distribution Strategy • Pricing Strategy • Promotional Strategy ** USE your key terms and concepts from this unit to support your answer!

  13. Room numbers • The room numbers for this week are: • Tuesday (April 15) : Portable 4 • Wed (A 16): Room 112 • Thurs (A 17) : Room 228 • Tues (April 22) : Room 228 • Wed (April 23) : Room 228

  14. “We will only really change society when the achievement of social objectives is as central to the running of a business as the achievement of its financial goals.” Rob Greenland, The Social Business 2010

  15. Danone: A Case Study In Social Business • Franck Riboud, Grameen Bank & Groupe Danone • The world’s very first SOCIAL BUSINESS UNIQUE FEATURES: • Investors do not take profit from the business; • Profit is re-invested in the business and used for expansion & development – furthering the cause; • Yogurt fortified with micro-nutrients ; • Ten year plan = 50 + plants, hundreds of distributions jobs & self-degradable packaging.

  16. Mission and Objectives • Reduce poverty by a unique proximity business model that brings • daily healthy nutrition to the low income class. • To bring daily health nutrition to low income and nutritionally deprived population of Bangladesh. • To alleviate poverty through the implementation of a unique proximity based business model. • To contribute in creating independent business and job opportunities in the farming, processing, sales and distribution sectors. • To provide easily affordable dairy products developed to fulfill the nutritional needs of children.

  17. KIVA!!!! Because Charity Isn’t Always The Answer…

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