Cry Case

CRY - Child Relief & YOU

This case study :

• Examines the evolution of CRY and the reasons for its success

• Gives detailed information about the marketing strategies adopted by CRY for mobilizing resources from both individuals and corporates in India

• Explores the reasons for the corporatization of CRY and the implementation of various corporate strategies by the organization

1. What is Social Marketing?

• The Systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good

• Considers society’s well-being as a whole

• Goals are non-commercial

• The primary aim of social marketing is ‘Social Good’

• Examples: asking people not to smoke in public areas, prompting people to follow speed limits & wear seat belts

Why CRY’s activities can be regarded as ‘Social Marketing’ activities?

Because:

• CRY markets itself to create awareness

• CRY is helping YOU, help others in need

• The money or “gain” it receives is used to fund underprivileged children or to fund their further activities, hence non-commercial goals

Direct Project funding :

• Motivated corporate funds

• Matched resources to the needs of development projects.

• payroll giving scheme

• Sicom, Datamatics & Clarion Avertising.

Strategic tie-ups:

•Archie’s Greeting an gifts Ltd,

•Increased Presence from 500 outlets to 10,000 outlets across the country

• Tie-ups with corporates: Tata chemicals, Pfizer & NuT

Website Marketing & Upgradation:

• www.cry.org

• CRY Shop funds Gifts Ltd.

• Increased awareness

• E-greetings, wallpapers online buying of products.

• Online donation facility.

• Tie-up with Verisign mc to ensure secure transactions on the net.

• Resulted in increased donations from NRI’s.

Retail Marketing:

•CRY Shop

• Generating funds for CRY activities.

•Selling products of CRY as well as of other social welfare projects.

• Rs.8 to Rs.900

• ‘Untouched by Child Labour’...