Social Marketing - Lessons from Child Relief & You (CRY)

  
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Case Details:

Case Code : MKTG056
Case Length : 15 Pages
Period : 1999-2003
Pub Date : 2003
Teaching Note : Available
Organization : Child Relief and You
Industry : NGO
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Going The Corporate Way Contd...

From being an organization working for underprivileged children, CRY had become an organization acting as support/catalyst to the activities started by individuals who wanted to bring change in the lives of the needy.

By 2001, CRY took several corporate initiatives such as outsourcing and rightsizing to cut costs and utilize its resources effectively.

Analysts pointed out that in the volatile business conditions of the late 1990s, CRY's approach towards resource mobilization and its focus on marketing contributed greatly to its success. They also added that NPOs across the world should learn about Social Marketing from CRY.

Analysts pointed out that in the volatile business conditions of the late 1990s, CRY's approach towards resource mobilization and its focus on marketing contributed greatly to its success. They also added that NPOs across the world should learn about Social Marketing from CRY.

Background Note

In 1979, Rippan Kapur (Rippan), a purser at Air India, along with six friends started CRY in Mumbai with an initial corpus of Rs 50.

The objective of the organization was to do something for underprivileged children in India.

Rippan firmly believed that if ordinary people would come together, they could bring about a change in the lives of children who needed help.

The driving force behind the organization was, in Rippan's words, 'What I can do, I must do.'..

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