Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Strategies adopted by CRY for mobilizing resources, social marketing.

Keywords

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