MM-Unicef Date: 20.11.

2010

UNICEF
(Marketing Management Case Analysis)

Submitted to
Prof. Joffi Thomas

Submitted by

S. Name Roll Studen Center Course

No number t ID
1 Siddhartha eMEP-10- 221902 Noida 64 eMEP 10
Bahri 032 7
MM-Unicef Date: 20.11.2010

What is UNICEF: -
Funded in December in 1946, UNICEF (The United Nations International
Children’s Emergency Fund) was established to help children after World War II
in Europe. In 1950, its task was expanded to help children living in poverty in
developing countries. 1953, UNICEF became a permanent part of the UN
system along with a change in name (initially it was called United Nations
International Children’s Emergency Fund). In 1962, UNICEF began to provide
teacher training and classroom supplies in the newly independent African
Nations. By 1965, education made up 43% of the organization’s assistance in
Africa. In 1965, it was awarded the Nobel Peace Prize. In 1983, it launched a
drive to save the lives if millions of children through programs focusing on oral
rehydration, immunization, breast feeding and good nutrition.

UNICEF was mandated by the United Nations General Assembly to advocate for the
protection of children’s rights and was guided by the Conventions on the
Rights of the Child. UNICEF’s stated mission was to reduce childhood death
and illness, protect children in the midst of war and natural disaster, promote
education for girls and boys alike, and strive to build a world in which all
children live with dignity and security.

UNICEF co-operated with 162 countries and territories, in partnership with

governments, which focused on nine areas:
• Child Protection
• Education
• Health
• HIV/Aids
• Nutrition
• Water and Environmental sanitation
• Early Childhood development
• Gender Concerns
• Emergency Aid

In 2001, UNICEF provided nearly $600 million worth of supplies, including vaccines,
essential drugs, food, medical equipment, education supplies, transport and IT
equipment.

How UNICEF is UNIQUE:-

UNICEF is the driving force that helps build a world where the rights of every child
are realized. UNICEF has the global authority to influence decision-makers, and the
variety of partners at grassroots level to turn the most innovative ideas into reality.
That makes UNICEF unique among world organizations, and unique among those
working with the young.
MM-Unicef Date: 20.11.2010

Why is UNICEF rebranding?

Based on various research interviews conducted between 1999 and 2002 both
externally and internally at UNICEF, it was revealed that although UNICEF’s image
was positive, the organization appeared distant, institutional, cold, and rigid. Like
other bureaucracies, UNICEF was seen as a necessary but cumbersome institution
that had a role but no longer projected leadership and hope. UNICEF was regarded
as worthy but inefficient, important but not current. The communications team felt
that the UNICEF brand was living off the past and not providing a vision for the
future.

The various National Committees across the globe were using variety of different
logos, emblems, and straplines in different countries. It was important for UNICEF to
have one single look. Due to individual National Committees building and promoting
their own branding approach, the brand value of UNICEF per se was getting diluted.

The existing logo of UNICEF did not communicate the UNICEF’s objective. The
UNICEF logo appeared to be too abstract, vague and uncontrollable. The link with
the United Nations gave an impression of solidity, trust, and credibility but also
caused UNICEF to seem distant and bureaucratic. Not many knew that UNICEF stood
for United Nations Children’s Fund. There was no awareness that each country had
its own National Committee. Spontaneous recognition of the logo was generally
vague. The logo was authoritative and was also considered old fashioned. There
was a general preference for small letters rather than capital letters.

Evaluate the revised brand essence and brand toolkit?

The second phase of the branding exercise had not been fully understood within the
UNICEF and that too much focus was being placed on the logo and the emblem. The
suggested changes presented in the brand toolkit stimulated widespread comment,
the last part of the “Advance Humanity” strapline and the issue of separating the
logo from mother and child emblem generated the strongest reactions and also the
strapline was too long.

The feedback from the fields and views of National Committees were not taken
during the second phase of rebranding exercise. The separation of UNICEF’s
signature from the emblem was caused a grave concern among the National
Committees. People had very well association with the link of U.N. through the
mother and child symbol.

What should Newman-Williams do next?

MM-Unicef Date: 20.11.2010

Newman-Williams need to build a stronger relationship with UNICEF’s donors. For

any nonprofit organization like UNICEF donors are the lifeline to fulfill its mission.
Private donations account for one-third of UNICEF's funds; the other two-thirds
comprise funds from governments of developed and developing countries. UNICEF
should to present a consistent, relevant mission to both these entities.

Although UNICEF has always had a pretty straightforward mission, focus group
research has revealed that, while the name "UNICEF" has strong top-of-mind
awareness, the public was not really clear on the mission – even to the extent of its
relation to children. Newman-Williams described the public's understanding of the
brand as sometimes vague. "We are a trusted brand that is known for doing good
things but many people couldn't actually say what they were. Some people make a
vague connection between UNICEF and children."

UNICEF’s logo includes a strong mother and child visual along with the name United
Nations Children's Fund. Despite this, the research findings revealed a lack of clarity
among the public over the purpose of UNICEF.

Based on the evaluation of Phase Two branding exercise UNICEF should strip down
to the name alone for its logo. The signature UNICEF should be in a simplified font,
less detail in the laurel, and the mother and child drawn out to the edge of the ring
surrounding them.

Newman-Williams needed to prepare a communication program that

communicates that even in the poorest circumstances, children have rights. So the
use of imagery that conveys dignity was really important. The emblem should looks
and feels should be modernized by replacing the dark navy signature color with a
bold blue, which is felt to be more youthful and gives a strong fresh look to new
material. Cover photography of children attempts to convey boldness and dignity,
and features one individual as opposed to previous depictions of large groups of
children.

Newman-Williams needed to prepare an effective program for rolling out the new
identity. She should approach the roll out in an organic fashion, replacing old with
new on an as-needed or cost-efficient basis.