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Introduction 1.1 Organization profile 1374775116205 Image 1- Masoom special school Masoom – The beginning of an awakening! Masoom, a school for children with special needs is a registered Non-governmental organization, instituted by Mr. Sanjay Dalmia, under Masoom Foundation in the year 2001. Situated in Timarpur, North Delhi, India, Masoom started with fifty under privileged children with special needs aged between 6 to 22 years. Masoom is committed to the survival and protection and overall development and welfare of each child. Vision Helping the children with special needs to be self reliant and become a part of quot;
not so specialquot;
community through involving them into various educational, therapeutic, vocational, employment, leisure ,social activities, sports, cultural services etc. so that they can become useful members of the society. Mission Masoom’s main mission is to train the child to communicate with their own world and express themselves. Objectives ,[object Object]

To provide the vocational training and job placement for the children with special needs.

To promote sports and cultural activities among the disabled and take part in national and international meets/competitions.

To integrate the children with special needs with normal children.

To raise the funds through donations from organizations and individuals.Masoom foundation committee NameDesignationMr. Sanjay DalmiaPatronsMrs. Nisha MahajanAdvisorsMr. Trilok DeepAdvisorsMrs. Renu GuptaAdvisorsMr. Uday Pratap SinghVice PresidentMrs. Nafees KhanGeneral SecretaryMrs. Alaka MadhokTreasurer Masoom school structure DesignationNo. of personsFaculties5Volunteers6Coordinator1Master1Helpers3Driver1 Partners and supporters for donations ,[object Object]

Private donationsFacilities ,[object Object]

Transport facility given to the children living within the radius of 8 to 10 kilometres from the school.Activities in the school Vocational activitiesOther activitiesHandloom weavingBasic educationEnvelope and paper bag makingMusic- bandHandicrafts – paper mesh productsDancingSewing and embroideryYogaTailoringPainting and colouringGardeningBeauty Care Image 5 – Handloom Weaving35337753366770-857253615055Image 4 - YogaImage 2 - Envelope makingImage 3- Basic education2847975189230-361950532130 Other activities ,[object Object]

Organizing events like planting trees, quiz etc.

Exhibitions of products made by special children at various events.Current marketing methods used by Masoom ,[object Object]

Message strategy – “No one can change the world;

But you can change the world for one child”.Current challenges faced by Masoom ,[object Object]

Lack of awareness and recognition.

No marketing strategy for the sales of the products made by children.Location of the school The school is located in Timarpur, situated in north Delhi. The north Delhi comprises of Delhi University, Kamla nagar market, posh areas like civil lines, Mall road and hence it is considered to be very happening area of Delhi. 523875267335 Image 6 – Location of school 1.2 Gap identified As per the understanding of the organization, it has been concluded that the organization does not have any strong recognition and awareness and also there is no marketing strategy for selling of goods made by special children. Keeping in mind the above mentioned, the following objectives have been formed: ,[object Object]

To help the organization in marketing of their handloom products.Research Methodology In order to achieve marketing objectives, following research objectives have been formed: ,[object Object]

RO1: To understand Masoom as an organization in terms of its strengths, weaknesses and its competitors.

RO2: To understand target consumers in terms of their demographics and psychographics.

RO3: To understand consumer’s perception towards working for social cause and products made by special children.

Research designThe research method used for the study was both primary and secondary methods. The primary research was further classified into descriptive and exploratory research. It consisted of two phases. The first phase comprised of quantitative survey research, and the second phase comprised of in depth interviews with target consumers. ,[object Object],The sample selected for the descriptive research were 40 consumers between age group of 18 to 45+ years old both males and females. And the sample selected for exploratory research i.e. for in-depth interviews was non probability convenience sample of 6 housewives between age group of 30 to 50 years residing in west and north Delhi. ,[object Object],For the descriptive research, data was collected by a self administered questionnaire. The questionnaire consisted of three sections, with the first section querying the demographics of the consumers including information like age, income, location, gender, marital status, education and occupation and their lifestyle indicators like their hobbies, interests etc. which fulfilled the purpose of (RO2). The second part of the questionnaire was used to assess the respondent’s insights on social work and measured respondent’s attitude towards products made by special children (RO3). The questionnaire was designed to limit respondents to one answer to help make it more precise and simple. The data was collected through emails, telephonic interview and in person. For exploratory research, data was collected through in-depth interviews with housewives to understand their lifestyle, their concept about social work, their attitude towards special children and their willingness to help these children by buying products made by these children. The participant observation was another technique used in both the research methods. The data was analysed through Microsoft office excel. Situational Analysis 3.1 Swot analysis of Masoom Strengths (Internal) Big brand – Dalmia Group as this organization is established by Mr.Sanjay Dalmia who are pioneers in business sectors like textiles, soda ash, health care, tobacco etc. The benefit is that every month the group gives monetary support to Masoom. Organization is sometimes supported by government in terms of grants provided by it. Handloom products - students working in handloom department are well trained and now have specialized in their skills which results in consistent productivity of handloom products. Dedicated and selfless volunteers like Mrs. Renu Gupta who works full time for the school and contributes in the welfare of the children. Weakness (Internal) ,[object Object]

Lack of funds insufficient funds is one major weakness of the organization which sometimes also affects supply chain of the resources used for day to day activities of school. Small staff with less managerial skills and therefore they are not able to market themselves very well. No permanent clients for products made by special children. No job placements for students working in handloom department. Opportunities (External) ,[object Object]

Increasing customer base, profitability and therefore stable marketing plan.Threats (External) ,[object Object],3.2 Competitor analysis This section discusses about the competitors of Masoom who are working on same pattern. So in order to develop a concrete marketing plan it is very important to understand one’s competitors, their way of working, infrastructure, activities etc. For Masoom, its competitors are social organizations having special children making handloom products. Competitors in Delhi ,[object Object]

The Delhi Society for the Welfare of Mentally Retarded Children, Okhla

Very special arts, Vasant Kunj 3.2.1 Competitive edge of Masoom with other competitors: Table 1 OrganizationProductsPricePromotionPlacePoint of Differentiation1. UmeedHigh qualityHigh pricePrint advertisements like pamphlets, brochures etc. and internet mediumShops of AFGJI at various placesLarge infrastructureMore RecognitionEasy Funds accessibility2.Delhi Society, OkhlaHigh qualityHigh pricePrint advertisements, internet medium, Public relations.Exhibitions and personal sellingLarge infrastructure and organization.More Recognition.Easy Funds accessibility.3.Anchal, NGOMedium qualityLow PriceOnly internetExhibitions and personal sellingMedium infrastructure and organization.4.Very special arts, Vasant kunjHigh qualityHigh pricePrint advertisements like pamphlets, brochures etc.Exhibitions and personal sellingLarge infrastructureMore recognitionEasy funds accessibility.5.Masoom special school, TimarpurMedium qualityMedium priceOnly internetExhibitions and personal sellingSmall infrastructure.Unorganized setup.Lack of recognition.Insufficient funds. The above table shows that parameters taken are the 4P’s of marketing to find a competitive edge of Masoom with other competitors. Competitors have large infrastructure, more recognition and have easy funds accessibility and due to that they able to produce high quality goods and are able to use better medium of promotion to create awareness about themselves and to sell their products also. 3.2.2 Perceptual mapping This graph shows that where Masoom and its competitors are placed in terms of their quality and pricing in the market. Figure 1 High quality Umeed Delhi Okhla Centre Very special Arts MasoomMedium quality and low price Anchal,NGOLow qualityLow priceHigh price 3.3 Customer analysis ,[object Object]

This survey analysis describes the demographics and psychographics of consumers who buy products related with social cause.

CharacteristicsPercentage (%)GenderFemale55Male45Age18-25 years8025-35 years1735-45 years045+ years3Average age group18-25 yearsMonthly household income in RsBelow 20,000620,000 – 40,000940,000 – 60,000960,000 – 80,0002080,000 & above56Marital statusUnmarried90Married10Divorced 0EducationIntermediate13Graduate38Masters 49OccupationStudent71Self employed20Business6Housewife3

Respondents belonging from age group (18-25) and (25-35) years both males and females have interests like movies, listening music, shopping, reading , travelling, sketching, sports like football, basket ball and dancing.

Respondents belonging from age group 45 & above have similar interests like reading, music, travelling and social work importantly.

Respondents comprising of both male and females belonging from all the age groups are on social networking sites.

Analysis from exploratory research:

RO2: Demographic and psychographic information of housewives.

Housewives having mean age of 39 years, having monthly household income between Rs60, 000- Rs80, 000 and are graduate.

Majorly involved in daily home activities, have interests like movies, music, reading, kitty parties, travelling, gyming, yoga, spiritually inclined and associated with organizations like art of living, iskcon, rotary club, many women organizations etc.

RO3: To understand consumer’s perception towards working for social cause and products made by special children.Analysis from survey research As per the analysis, respondents belonging from all age group especially from 18-25 years old are more inclined towards social work. For them social work means ensuring the welfare of people who are victims of disability and participating in the issues happening in the society which needs voice. The cause and willingness to help others are the main reason which drives the youth to contribute towards social cause. This survey showed that the youth are more enthusiastic to work for some sections of society that needs more attention. Upliftment of special children and women development are major social causes that are taken into consideration. Analysis from exploratory research Findings of in depth interviews, a total of 6 in-depth interviews with housewives were conducted to understand their perception towards social work. The interviews revealed that respondents are willing to work for social cause and want to contribute to the society by doing some social work. It is just that due to their busy schedules in day to day home activities, they are not able to properly pay attention towards it. But some of them are properly involved in social causes like taking care of older people in old age homes, helping weaker sections of society, sponsoring education for underprivileged children, arranging marriage of girls belonging from families below poverty line. Some of them are also part time volunteers for some social organizations like old age homes etc. They also revealed that working for such causes or by doing some social work they feel contended. They do it not just because for the sake of doing it but they strongly feel that they are part of society and they should work towards the welfare of society. Analysis from survey research In order to understand target market’s attitude towards products made by special children certain questions are asked from the respondents in order to understand their buying behaviour towards any product especially for handloom products. A rating question is asked in which they had to rate factors considered while they purchase a product. (1 being most and 5 being least important) As per the findings, factors considered while buying a product. Quality is the most important factor having highest mean (1.26), product features (2.5), price (3.1), brand name (3.5) and at last social responsible behaviour is the least important factor having highest mean (4.2). And in order to know respondents preference for handloom products, questions are asked regarding whether they buy handloom products and what handloom products they prefer to buy, home linen or kitchen linen products. The research revealed that 65% of respondents buy handloom products and they prefer both home linen and kitchen linen products. So, the research shows the attitude of target consumers towards products made by special children that, 92% of respondents are ready to buy handloom products made by special children out of whom 75% of respondents are willing to pay extra price (5 to 10%) for the products and exhibitions is most preferred place to purchase these kinds of products. Analysis from exploratory research Findings are same as of the survey research; all respondents are ready to ,[object Object]

Willing to pay extra price for these products because it contributes in the welfare of these children.

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