Social Marketing Presentationon

Save Asiatic Lion

Presented By

SuryaKumar T

VIT Business School

Background, Purpose & Focus

• Asiatic Lions are found to be the single threatened group, which are now mostly found in Gujarat.

• It is due to human intervention in the forest areas.

• We aim to spread awareness among the people about the single threatened group.

• Our target audience are those people, who live near the forest reserves. (Making them not to intervene into forest areas)

Situation Analysis

• We conducted one on one interview in Vandalur Zoo, where we found that most of the people are unaware of the declining population.

• Most of them are not even concerned about the wildlife.

• They find wildlife sanctuaries as part of their recreation place, where they neither concerned about any particular animals.

Marketing Objective

• To spread the awareness of the declining rate of Asiatic lions to the target population.

• To increase the population of Asiatic Lion.

• Awareness to the human beings near the forest, not to intervene into the forest.

• To spread the population of Asiatic lion throughout India.

Marketing Strategy

• Providing the needs for the gypsy population, in order to reduce in acquiring the forest reserves.

• Spreading awareness with the forest officials. (Educating the visitors through videos on how to conserve the ecosystem)

Marketing Challenges

• Difficult to communicate with the gypsy population.

• Difficult to eradicate them from the forest reserves.

• Difficult to educate and create awareness among them, as they are said to be vulnerable group.

Monitoring and Evaluation

• Creating awareness through digital marketing platforms, where aiming to conserve the forest reserves.

• Conserving forest reserves leads to increase the breeding facilities.

• It in turn leads to increase in population.

• Around 500 Asiatic lions are found in the world, mostly in India (Gujarat).

• We aim to create an exposure about the Asiatic Lions and planned to spread the population across India.

Implementation Plan

• We had already started the campaign through social media.

• A separate facebook page has been created, where awareness are spread.

BARRIERS TO SAVE THE KING OF ALL THE BEASTS

DeforestationContaminating river waterPublic not being aware of the wildlife problemsBeing lethargic of what is happening to the wildlife

BUSINESS MODEL

VitiansForest

development authorities

Gypsy population

Media for awareness campaigns

Interview with Thiru P.K.Dileep, IFS Deputy Director of Arignar Anna Zoological Park

• What is the objective of the Zoological park?• To create public awareness about wild life education• To make scientific study - enhance animal behavior, ecology• To provide better health care and rehabilitation

• How many endangered species are found in Arignar Anna Zoological park?• Out of 72 species in zoo, more than 40 endangered species are found. (Jungle cat,

Tiger, Asiatic Lion and more)

• Any organization or people are coming forward to support these species?• WWF – always gives their support for the Royal Bengal tigers, aquatic mammals,

birds and reptiles, which are being endangered species. • “Save our Tigers” - Aircel campaign helping the Bengal tigers.• Even famous personality like actor karthik step forward to adopt animals from zoo.

Interview with Thiru P.K.Dileep, IFS Deputy Director of Arignar Anna Zoological Park

• Knowing the situation about the Asiatic Lion, what campaigns and support can be provided by students?• Every individual can work for the welfare of the wildlife, more students step forward

for NSS activities in the zoo. • Also students create awareness program about the endangered species using posters

(online/offline). And these are distributed to the visitors(target people)• Even student can interact with the visitors on a program called “Be a keeper a Day”

• What can be the external barrier/force for the campaign • Medical facility will be one of the reason on wildlife sanctuary/zoo. Hence a wildlife

hospital is made within the premises along with administration office.• Educating humans about the ecology and wildlife.

Market research

• We were able to obtain the visitor information about the zoo from the http://www.aazoopark.in/visitors-info.php

• Hence from the secondary data we are able to infer there is

cumulative increase of 15 – 20% every year for visitors and

huge increase in the revenue.• On the count of visitors, if people were

created awareness over the social issue, it will create good

impact.• Over the direct survey with the people in

vandalur zoo, we found that more people are not aware of the

fact that nearly 50% of species in zoo are endangered .

Strategy Formulation from the research

• Over the secondary data we found that there is a constant increase in the visitors. From the secondary data, we found that more number of people are not aware of the endangered species in the zoo.

• People visiting the zoo are educated about the endangered species and details can be made in zoo museum.

• The awareness is created to the visitors by explaining them with the posters. Even spread through online.

Awareness creation through Digital Marketing

The Asiatic Lion

WORLD LION DAY- 10th AUGUST

The Asiatic Lion

The Asiatic Lion

Thank You