Advancing Strengths through Marketing in Social Enterprises

Monday, 11 July 2016: 09:45
Location: Hörsaal 4A KS (Neues Institutsgebäude (NIG))
Oral Presentation
Mukesh RANGA, CSJM University, Kanpur (INDIA), India

Social enterprises identify the needs of the society and provide the support to uplift their status or upgrade them for betterment. Social entrepreneur, find out social and economic problems of society, identify the financial resources and transferring the required resources for betterment, take risk, create opportunities. Social entrepreneur has several opportunities like creating employability, developing awareness towards social issues, encouraging awareness against social problems, educating vulnerable and marginalized people, generating networks for farmers for better utilization of resources etc.. It is also required to identify the need for socially desirable programs. In India as developing country there is immense potential for social initiators as there are several existing issues and unexplored areas for improvement. In the era of globalization and competition to sustain in market it is essential for social entrepreneur require vindicated marketing plan. Entrepreneur has to pay attention of ATL and BTL marketing plan. Majority of consumers are still oblivious about the programs of these social initiators. There is need to explore the ways through which long term connectivity is required. In the president study the SWOT analysis of marketing strategies of selected social enterprises will be analysed in India. It will also be the effort to identify the opportunities for the innovative marketing of these enterprises.