Marketing Strategies Fruto Bendito Challenge

By nicollealan | Updated: Sept. 21, 2022, 3:25 p.m.

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Fruto bendito:
Cunas con amor
Marketing
Strategies

General objective
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Increase and promote donation to "Fundación Fruto Bendito" by targeting the donor target audience.

Increase and promote donation to "Fundación Fruto Bendito" by targeting the donor target audience.

Specific objectives
Formulate an information strategy in the identified channels for recurring donors

Develop a product that increase the visibility of the foundation, allowing donors to have more alternatives to contribute to the foundation
Formulate an information strategy in the identified channels for recurring donors

Develop a product that increase the visibility of the foundation, allowing donors to have more alternatives to contribute to the foundation
Let's remember what we are looking for
Give carton cribs to babies to ensure their sleeping
Provide support to mothers in vulnerable situations to improve the quality of life of the baby
Reduce the number of Sudden deaths in neonates.
Regalos ConSentido
Design a fabric handle with an original and minimalistic design to allow us to reach a young population to increase the foundation's visibility.

The bracelets are going to be exposed to various information about the foundation
Design a fabric handle with an original and minimalistic design to allow us to reach a young population to increase the foundation's visibility.

The bracelets are going to be exposed to various information about the foundation
#InformaciónConAmor
Propose some publications and stories for Instagram but mostly for Facebook to give our follower enough information about us and why we do the cribs.
Social media
We want to conquer the goal of reducing the number of crib deaths through the focalization of the most vulnerable localities in Bogotá.
How to make that possible?
We want to conquer the goal of reducing the number of crib deaths through the focalization of the 5 most vulnerable localities in Bogotá.
The bracelets have to be produced in the amounts exposed in the table, each order could have just one design and the transport cost is not included in the price.
Cost
The transportation will be with Rappi, having in mind the 20% that the platform retrieve.
The public price estimate for the bracelets is $14.000.
The goal is to be able to focus our strategy on the 5 localities with the highest rate of crib deaths.
Selling price
The number of bracelets we expected to sell: 600units.

With that amount, we will cover the 16% of the population at risk in each of the selected localities according to Salud Data
The following data shows the mortality rate in 5 localities of Bogotá between 2007-2021. 
Forecasting
After taking that data, a forecasting was made to know which will be the mortality in 2022 and 2023 with the 2steps-ahead method
Forecasting
Taking into account the value of 2022 it was decided to contribute in 16% of the reduction of the mortality rate, delivering 1 crib per month in each locality for a year.
Budget
To determine the budget that is necessary to accomplish the goal of 16%, we established how much it was necessary to obtain per locality
1) After the analysis it was concluded that our contribution will be of 62 cribs ($7.419.840 per year) 
2) Engativá (13), Kennedy (13), Bosa (11), Suba (10), Ciudad Bolívar (15)

With this results we must sell 600 bracelets ($297.500)
As each bracelet has a selling price of $14.000 the total will be ($8.400.000)
Budget
The budget detail has 4 inputs-items:
1) Ofimax centro gráfico (Bracelets)
2) Cribs 
3) Rappi
4) Facebook-Instagram ADS
Budget
Butcher García-Colín, J. y Sordo Ruz, S. (2016). Giving Mexico: Giving by Individuals. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 27(1), 322-347.
Casale, D., y Baumann, A. (2015). Who gives to international causes? A sociodemographic analysis of US donors. Nonprofit and Voluntary Sector Quarterly, 44(1), 98-122.
Layton, M. D. (2009). A paradoxical generosity: Resolving the puzzle of community philanthropy in Mexico. Giving. Thematic Issues on Philanthropy and Social Innovation-Issue on Community Philanthropy: an evolutionary framework, 1, 87-101.
Lee, Y. K., y Chang, C. T. (2007). Who gives what to charity? Characteristics affecting donation behavior. Social Behavior and Personality: An International Journal, 35(9), 1173-1180.

References
Micklewright, J., y Schnepf, S. V. (2009). Who gives charitable donations for overseas development?. Journal of Social Policy, 38(2), 317-341.
Oregon Health. (2017). Finish baby boxes: What are they, and what do we know?. Oregon. https://www.oregon.gov/oha/PH/HEALTHYPEOPLEFAMILIES/BABIES/Documents/Baby-Box-Brief-2017.pdf
Ranganathan, S. K., y Henley, W. H. (2008). Determinants of charitable donation intentions: a structural equation model. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 1-11.
Salud Data. (2021). Tasa de mortalidad en menores de 5 años en Bogotá D.C. Datos de Salud. Salud Data. https://saludata.saludcapital.gov.co/osb/index.php/datos-de-salud/demografia/tm-ninez/
Saucedo Soto, Juana María, & De la Peña, Alicia, & Amezcua Núñez, Juan Bernardo (2019). El capital social como atributo distintivo de los donadores millennial: el caso de México. Revista Academia & Negocios, 5(1),45-60.[fecha de Consulta 15 de Septiembre de 2022]. ISSN: 0719-6245. https://www.redalyc.org/articulo.oa?id=560860148007
Shehu, E., Langmaack, A. C., Felchle, E., y Clement, M. (2015). Profiling donors of blood, money, and time: a simultaneous comparison of the German population. Nonprofit Management and Leadership, 25(3), 269-295.

Marketing Strategies Fruto Bendito Challenge

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