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Marketing Mastermind Magazine:
Adopting Marketing Concepts for the Success of Social Projects
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In this article, an attempt has been made to examine in what way government schemes and social programs could be successfully implemented by inducting marketing concepts practiced by corporate entities. The idea is that concepts related to product development, pricing, promotion and distribution of ideas, goods and services can be used in the context of government projects. The absence of these in social projects sponsored by the state has been the prime reason for poor delivery; and this article highlights ways to improve them by the adoption of principles drawn from the marketing domain.

 
 
 

In recent years, there is serious competition between central and state governments in coming out with various schemes to improve the lot of the common people. In fact, the present ruling central government calls itself as the aam admi government.

However, it is highly disappointing that despite so many poverty alleviation programs implemented by both state and central governments in India over the past six decades, we are still far from reaching the desired level of success in the amelioration of poverty. In this regard, many studies have been undertaken both by the government as well as by independent research bodies, but the desired results could not be achieved even when some of the recommendations were acted upon in the implementation of these programs. The lukewarm attitude of the implementing agencies and widespread corruption in the government are among the factors responsible for the social programs not reaching the poor.

At the same time, there is paradigm change in the expectations of people, both in economic and social spheres of life. These need to be taken cognizance of by policy makers as well as by executives who are involved in any social program meant to provide opportunities for sustainable and satisfying livelihood to the disadvantaged poor. Such transformation results in the need to cope with diverse challenges. Therefore, it would be necessary to innovate and reinvent the strategy related to such programs. In fact, the urgent need is to focus on such changes that would enable the government to overcome the obstacles that are now blocking the smooth implementation of social programs.

 
 
 

Marketing Mastermind Magazine, Social Projects, Government Schemes, Social Programs, Corporate Entities, Government Projects, Marketing Strategies, Information Technology, Distribution Channels, Communication Technologies, Economic Policies.