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UNICEF_FINAL_12.10

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Saidasror Kurbanov
Saidasror Kurbanov

UNICEF aims to increase donations in Korea by targeting younger people who lack interest in donating or trust in charities. It will partner with local businesses so people can donate when purchasing goods. New marketing strategies include running a pop-up store with celebrity products, guerilla marketing using a water pump to show clean water issues, and a 1,000 won donation campaign. Transparency campaigns will also improve UNICEF's image and ratios by regularly reporting expenses. The strategies aim to attract new donors cost-effectively while stressing UNICEF's ethical procedures.

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Marketing Strategy for Korea Hyojin Kim | Saidasror Kurbanov | Lea Kienlein-Zach
Contents Basic information UNICEF Current strategies Competitor analysis New Marketing Strategies
UNICEF United Nations International Childrens Emergency Fund Founded in 1946 to help children Child protection and social inclusion Child survival Education Emergencies and humanitarian actions Revenue $ 3.9 billion (2012) Expenses: $ 3.8 billion
Current STP Segmentation Difficult to segment market due to product uniqueness. Segmentation in: Public sector alliances, other NGOs, corporations and civil society Within civil society two major groups: Time donators Money donators Abundance of resources depends on income, occupation, lifestyle Segmentation age wise New active members are youngsters-students One time donators = everyone, main target 30-60 years
Current STP - Targeting Everyone wealthy and willing to contribute to ensure basic rights for children.
Current STP - Positioning Effective Ineffective More popularLess Popular WORLD VISION SAVE THE CHILDREN GOOD NEIGHBORS UNICEF
Current 4 Ps Product Price Place Promotion
Current Product Distributing money to realize the rights of every child, especially the most disadvantaged. Young child survival and development Basic Education and Gender Equality HIV AIDS and Children Child Protection from violence, exploitation and abuse Policy advocacy and Partnerships for Children's rights Humanitarian action Providing data, monitoring and rising awareness for children rights.
Current Product Regular sponsor(Monthly donations) Donate by country/region Donate by initiative Donate by UNICEF program Temporary sponsor(One-time donating) Emergency Appeal Other ways to donate: Inspired gifts Purchase UNICEF cards or gifts Donation of cars, stock and securities, real estates, unused foreign currency, greeting cards, planned giving, legal estates
Current Place Donate by: Phone Mail Email Online via the webpage Donation boxes At Events Indirectly via cooperating Companies
Current Price Depending on donation type. Generally said, any amount can be donated. Online (temporary & regular): one time/monthly: 30,000 won 50,000 won 100,000 won 200,000 won 300,000 won and option other Gift cards and presents: 10,000 won for 10 cards + more expensive Inspired gifts: 15,000 won Textbooks to 40,000,000won 4WD Car Other ways to donate (stock shares, cars): Any value Foreign currency donation - even coins are accepted
Current Promotion (in South Korea) SNS marketing Campaign Print and TV advertisements Open information center(Chungcheongbuk-do province) Celebrity Goodwill Ambassador
Competitor analysis WORLD VISION GOOD NEIGHBORS UNICEF SAVE THE CHILDREN Revenue (won) 213,975,430,432 120,872,930,029 116,008,081,539 62,148,949,000 Effectiven ess (ratio) 80% 84.4% 80.5% 69.1% Donation system Regular sponsor Temporary sponsor 1:1 international children care Regular sponsor Temporary sponsor 1:1 International children care Regular sponsor Temporary sponsor Regular sponsor Temporary sponsor 1:1 International children care Promotion & Event Good will ambassadors & SNS (Facebook) Banner sharing Sharing bank (collecting coin) Famine experience Partnership (happy bean) Letter-writing competition TV advertisement Volunteer work Awoo doll campaign Partnership Supporters Hat knitting campaign
61%18% 8% 13% Financial restrains Absence of interest Lack of trust in organizations Others Reasons not to donate From: National Statistical Office, 2013 Current Situation
Problems Proposed Solutions Absence of interest 18 % Creative and effective marketing Lack of trust in charity organizations 8 % Transparent marketing management Financial restraints 61% Showing they can donate a small amount SWOT : resource crunch and high expenses Effective and efficient marketing strategies *All the new marketing strategies will be based on these problems
New STP Segmenting & Targeting Base on age, income, and proposed problem People who are willing to donate money 20 and over Non-donator Lack of interest Lack of trust Inappropriate perception Less exposed to donation opportunities Lack of access Objective: to attract these people to UNICEF
New STP - Positioning Effective Ineffective More popularLess Popular SAVE THE CHILDREN GOOD NEIGHBORS WORLD VISION UNICEF
Marketing Mix Product Price Place Promotion
New Strategy Product & Place Product 1:1 international child care (伎語蟆一) Place Partnership with local businesses - Coffee shops - Retail Stores - Restaurants - Universities Every time you purchase, you have a chance to donate Social responsibility and effective donation collection (mutual benefit)
New Strategy Price & Promotion Price No changes Promotion UNICEF Pop-up Store Transparency Campaign Guerilla Marketing 1,000 Won Campaign
Promotion Criteria Cost effective Catchy & outstanding Different Emotional Stressing that money goes to children Meet new goals/objectives
UNICEF Pop-Up Store Idea: to give a chance to people to obtain specially designed products by celebrities such as Yuna Kim; to raise awareness about UNICEF and the children Process: Partnerships with celebrities and local factories Signed and limited edition products: mugs, tumblers, phone cases, bags, t-shirts, bracelets, balls, and other special items People will buy items and help raise donations Features 1 month in major cities Additional boxes for donation Word of mouth on social media: check-in and participate in the event
Guerilla Marketing Mauritania 52% vs. Korea 100% Problem: Traditional marketing costs a lot Hard to get peoples attention Idea: Guerilla marketing to show how hard it is to get clean water in some African countries to show how dirty the water is to exhibit this issue uniquely 損 Differently 損 Cost-efficiently Hand water pump
Guerilla Marketing System: Hand pump See-through bucket Pictures Information about means of donation and other Slogan: Everyone has a right to water Place: Subway/train stations Downtown Thirsty?
1,000 Won Campaign Idea: to invite non-donators (target segment) to donate 1,000 won to show 1,000 won as even less than one way public transportation fare to show it is in our nature to help each other the time has come and it has never been easy to donate Communication mix: Advertising (TV, billboards,etc) Direct Marketing (Mobile ads, social media, etc) Public Relations Message: People can donate even 1,000 Won All the money goes to children Ambassadors such as Yuna Kim
Transparency Campaigns Problem: no reports on expenses; lack of trust Solution: to make the organization activities more transparent (except the donator info) How it works: Ethics at work Quarterly detailed report on expenses and changes Updates on social media Donation tracking options and testimonials Relation with other campaigns Improving the ratio Establishing a better image
Conclusion UNICEF in Korea Problem & challenges: A large amount of money on marketing 80.5% vs. 91% transparency ratio 18% are not interested Solution: Criteria: cost-efficient, different, and stress on the ethical procedure Pop-up store Guerilla marketing 1,000 won campaign Transparency campaign
THANK YOU FOR LISTENING

More Related Content

UNICEF_FINAL_12.10

  • 1. Marketing Strategy for Korea Hyojin Kim | Saidasror Kurbanov | Lea Kienlein-Zach
  • 2. Contents Basic information UNICEF Current strategies Competitor analysis New Marketing Strategies
  • 3. UNICEF United Nations International Childrens Emergency Fund Founded in 1946 to help children Child protection and social inclusion Child survival Education Emergencies and humanitarian actions Revenue $ 3.9 billion (2012) Expenses: $ 3.8 billion
  • 4. Current STP Segmentation Difficult to segment market due to product uniqueness. Segmentation in: Public sector alliances, other NGOs, corporations and civil society Within civil society two major groups: Time donators Money donators Abundance of resources depends on income, occupation, lifestyle Segmentation age wise New active members are youngsters-students One time donators = everyone, main target 30-60 years
  • 5. Current STP - Targeting Everyone wealthy and willing to contribute to ensure basic rights for children.
  • 6. Current STP - Positioning Effective Ineffective More popularLess Popular WORLD VISION SAVE THE CHILDREN GOOD NEIGHBORS UNICEF
  • 7. Current 4 Ps Product Price Place Promotion
  • 8. Current Product Distributing money to realize the rights of every child, especially the most disadvantaged. Young child survival and development Basic Education and Gender Equality HIV AIDS and Children Child Protection from violence, exploitation and abuse Policy advocacy and Partnerships for Children's rights Humanitarian action Providing data, monitoring and rising awareness for children rights.
  • 9. Current Product Regular sponsor(Monthly donations) Donate by country/region Donate by initiative Donate by UNICEF program Temporary sponsor(One-time donating) Emergency Appeal Other ways to donate: Inspired gifts Purchase UNICEF cards or gifts Donation of cars, stock and securities, real estates, unused foreign currency, greeting cards, planned giving, legal estates
  • 10. Current Place Donate by: Phone Mail Email Online via the webpage Donation boxes At Events Indirectly via cooperating Companies
  • 11. Current Price Depending on donation type. Generally said, any amount can be donated. Online (temporary & regular): one time/monthly: 30,000 won 50,000 won 100,000 won 200,000 won 300,000 won and option other Gift cards and presents: 10,000 won for 10 cards + more expensive Inspired gifts: 15,000 won Textbooks to 40,000,000won 4WD Car Other ways to donate (stock shares, cars): Any value Foreign currency donation - even coins are accepted
  • 12. Current Promotion (in South Korea) SNS marketing Campaign Print and TV advertisements Open information center(Chungcheongbuk-do province) Celebrity Goodwill Ambassador
  • 13. Competitor analysis WORLD VISION GOOD NEIGHBORS UNICEF SAVE THE CHILDREN Revenue (won) 213,975,430,432 120,872,930,029 116,008,081,539 62,148,949,000 Effectiven ess (ratio) 80% 84.4% 80.5% 69.1% Donation system Regular sponsor Temporary sponsor 1:1 international children care Regular sponsor Temporary sponsor 1:1 International children care Regular sponsor Temporary sponsor Regular sponsor Temporary sponsor 1:1 International children care Promotion & Event Good will ambassadors & SNS (Facebook) Banner sharing Sharing bank (collecting coin) Famine experience Partnership (happy bean) Letter-writing competition TV advertisement Volunteer work Awoo doll campaign Partnership Supporters Hat knitting campaign
  • 14. 61%18% 8% 13% Financial restrains Absence of interest Lack of trust in organizations Others Reasons not to donate From: National Statistical Office, 2013 Current Situation
  • 15. Problems Proposed Solutions Absence of interest 18 % Creative and effective marketing Lack of trust in charity organizations 8 % Transparent marketing management Financial restraints 61% Showing they can donate a small amount SWOT : resource crunch and high expenses Effective and efficient marketing strategies *All the new marketing strategies will be based on these problems
  • 16. New STP Segmenting & Targeting Base on age, income, and proposed problem People who are willing to donate money 20 and over Non-donator Lack of interest Lack of trust Inappropriate perception Less exposed to donation opportunities Lack of access Objective: to attract these people to UNICEF
  • 17. New STP - Positioning Effective Ineffective More popularLess Popular SAVE THE CHILDREN GOOD NEIGHBORS WORLD VISION UNICEF
  • 19. New Strategy Product & Place Product 1:1 international child care (伎語蟆一) Place Partnership with local businesses - Coffee shops - Retail Stores - Restaurants - Universities Every time you purchase, you have a chance to donate Social responsibility and effective donation collection (mutual benefit)
  • 20. New Strategy Price & Promotion Price No changes Promotion UNICEF Pop-up Store Transparency Campaign Guerilla Marketing 1,000 Won Campaign
  • 21. Promotion Criteria Cost effective Catchy & outstanding Different Emotional Stressing that money goes to children Meet new goals/objectives
  • 22. UNICEF Pop-Up Store Idea: to give a chance to people to obtain specially designed products by celebrities such as Yuna Kim; to raise awareness about UNICEF and the children Process: Partnerships with celebrities and local factories Signed and limited edition products: mugs, tumblers, phone cases, bags, t-shirts, bracelets, balls, and other special items People will buy items and help raise donations Features 1 month in major cities Additional boxes for donation Word of mouth on social media: check-in and participate in the event
  • 23. Guerilla Marketing Mauritania 52% vs. Korea 100% Problem: Traditional marketing costs a lot Hard to get peoples attention Idea: Guerilla marketing to show how hard it is to get clean water in some African countries to show how dirty the water is to exhibit this issue uniquely 損 Differently 損 Cost-efficiently Hand water pump
  • 24. Guerilla Marketing System: Hand pump See-through bucket Pictures Information about means of donation and other Slogan: Everyone has a right to water Place: Subway/train stations Downtown Thirsty?
  • 25. 1,000 Won Campaign Idea: to invite non-donators (target segment) to donate 1,000 won to show 1,000 won as even less than one way public transportation fare to show it is in our nature to help each other the time has come and it has never been easy to donate Communication mix: Advertising (TV, billboards,etc) Direct Marketing (Mobile ads, social media, etc) Public Relations Message: People can donate even 1,000 Won All the money goes to children Ambassadors such as Yuna Kim
  • 26. Transparency Campaigns Problem: no reports on expenses; lack of trust Solution: to make the organization activities more transparent (except the donator info) How it works: Ethics at work Quarterly detailed report on expenses and changes Updates on social media Donation tracking options and testimonials Relation with other campaigns Improving the ratio Establishing a better image
  • 27. Conclusion UNICEF in Korea Problem & challenges: A large amount of money on marketing 80.5% vs. 91% transparency ratio 18% are not interested Solution: Criteria: cost-efficient, different, and stress on the ethical procedure Pop-up store Guerilla marketing 1,000 won campaign Transparency campaign
  • 28. THANK YOU FOR LISTENING

Editor's Notes

  1. e.g planned giving focused on 40-70
  2. Currently, UNICEF Korea committee and World vision have similar popularity. Actually according to awareness survey from 譟一朱慨, World vision has little more popularity compare to UNICEF. In 2013, World vision ranked first position (2.9%) and unicef ranked second position (2.6%)
  3. Kim-Yuna(from July 12th 2010)- Unicef international goodwill ambassador Ahn Sung ki (from May 1993) Unicef Korea committee goodwill ambassador
  4. 語企豺 碁 (U+kids 朱れ)3 http://news.chosun.com/site/data/html_dir/2012/05/21/2012052101778.html?Dep0=twitter&d=2012052101778 觜襴覩手豌 覲企 朱瑚骸 覓瑚 覈 蟯螻 蠍一襯 牛 視 蟆朱 . 朱 譟一 企 豌伎 覦♀骸 覓, 殊 蟯螻襯 牛 覲企ゼ 詞る 蟆 152覈(38.8%)朱 螳 襷螻, 覦 襦蠏碁, 蟯 蠍一, 豺朱, SNS襯 牛 覲企ゼ 詞る 願 107覈(27.3%)朱 . 覓瑚 譟一 覦 襦蠏碁螻 蟯蠍一襯 牛 覲企ゼ 至 る 願 豌伎 35.8%(24覈)襦 螳 襷. 螻牛 貉ろ 豌 蟾蠍磯 "NPO 旧 覲願 "企朱伎 "蟯螻, 蠍一 覩碁企ゼ 蠍磯 蠍磯蟆 り螳 碁レ 伎 "螻 譟一誤. NPO 螻 覈 碁 蠍一語 蟲 觜襴覩手豌伎蟆 螳 覓伎手. 覓瑚 譴 22.8%(13覈)螳 '螻 覈 蟯襴 螳 蠍磯 螳'襯 一朱 蠎曙.
  5. 91% 80.5% Donation 伎語 るジ 磯磯 螻螳 螻 襷 り鍵覓語 螻殊願 觜 襷貅 ろ碁一
  6. Goal: to increase the accessibility Partnership with local businesses Coffee shops Retail Stores Restaurants Universities Process Every time you purchase, you have a chance to donate Mutual benefit Social Responsibility and effective donation collection
  7. Goal: to increase the accessibility Partnership with local businesses Coffee shops Retail Stores Restaurants Universities Process Every time you purchase, you have a chance to donate Mutual benefit Social Responsibility and effective donation collection
  8. 345 million people cant access to safe water