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

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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.

Case Details:


Case Code : MKTG056 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


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


The case examines the evolution of CRY and the reasons for its success. In addition, the case provides detailed information about the marketing strategies adopted by CRY for mobilizing resources from both individuals and corporates in India. The case explores the reasons for the corporatization of CRY and the implementation of various corporate strategies by the organization. Information about the concept of Social Marketing is also provided.


• Understand the strategies adopted by CRY for mobilizing resources and for involving the private sector in its programs and initiatives.


  Page No.
Going The Corporate Way 1
Background Note 2
Marketing A Cause 5
Refocusing 9
Aiming High 10
Exhibits 11


CRY, success, marketing strategies, mobilizing resources, corporates, India, corporatization, corporate strategies, organization, Social Marketing

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