Strategic Analysis of

UNICEF
By Team Turtles’ Squad

Department of Marketing
1
University of Dhaka
Turtles’ Squad
Section A

SL. Name Roll

01 Nur Naher Mukta 069

02 Shakhawat Hossain Emon 073

03 Md. Fahad Bin Zahid 089

04 Sadia Islam Mou 123

05 Rasel Ahmed Nahid 131

06 Rajon Rajvor 165

07 Sadia 208
 In the 1960s, UNICEF’s
focus was expanded to
include the wider needs
In 2016, ‘for every
of children.
child’ is adopted as
the organization’s
brand strategy

UNICEF, created in
December 1946 to October 1953, the
provide supplies and UNICEF’s mandate was
assistance to children extended to assist
after World War II vulnerable children.
 UNICEF Operation
Successful activity summary by UNICEF worldwide

New York, New York,

15,000 Stuff member
United States
1946 Worldwide

Countries 307 million children

Running operation 190 307 Under age 5 to prevent
malnutrition
PESTEL Analysis of UNICEF
Economy

– Increased Poverty
– The Economic Inequality

Social
Politics
– Lack of Democratic Stability
E – Insecurity of Social Factors

P S
and Human Rights Violation
– Unstable Government
– Rise in Criminality
PESTEL Analysis of UNICEF

Technology
Legal
– Lack of Access to
Resources – The Breakdown of State Protection
– Getting New Donors
and Improving the T L –
System
Resolution 57(I) of the United

E
Existing Donors. Nations General Assembly

Environment
– Climate Change and Natural Disasters
 SWOT Analysis of UNICEF
STRENGTHS
 In-country presence
 Focus on social protection including
 Strong intellectual and practical base
 Strong advocacy and campaign focus.
THREATS
 May need to rationalize its presence in
middle-income transition countries
 One UN may erode distinctive child
right focus
WEAKNESSES
 Relatively low levels of funding
 Focus on traditional sectors
 Little experience of strategic
partnership
 Fiscal dimension of child care reform
not well understood
OPPORTUNITIES
 Mutual learning support Regional
office
 EU strategic partnership likely on
social inclusion and child rights
 More holistic attention to child rights
issues
 Segmentation
– UNICEF segmented the market into many groups.
S – Difficult to segment through geographically and demographically
– Focus on Lifestyle Segmentation
– Based on Proposed Problem

Positioning
– More popular organization to ensure child rights
– Establishing programs to cope with the ongoing situation

Targeting
T – Awards on Noble Peace Prize -1965, Prince of Asturias
Award of Concord - 2006
– Children, adolescents, parents, and
community.
P
– Everyone, who are willing to Donate
funds and Voluntary works by NGOs,
Public sectors and Civil society
– .
Marketing Mix 7Ps Analysis of UNICEF
Of UNICEF
 Product - Behaviour, beliefs or information the audience is being
asked to accept
Product
 Price - The cost of financial, social materials or psychological
voluntary contribution in exchange for accepting the product
Process Price
 Place - Where the product will be made available to the target
audience for trial
7P
Physical ANALYSIS  Promotion - How the target audience will be made aware of the
evidence Place
product

 People - The tangible evidence for the delivery and quality of the
product or service
People Promotion
 Physical Evidence - How the product or service is delivered to
the audience

 Process- The target group to whom the product or behaviour

has to be delivered
United Nations DPI 10
 Strategies to Be Implemented in Future
A list of recommended strategies have been given below

Level 5
A comprehensive
national agenda
Level 4 Making children visible in
policy development
Promote coordination, processes
monitoring and Level 3
evaluation of activities.
Analyse government
Level 2 spending to determine
the portion of public
Assurance of legislative
funds spent on children
application
Level 1
 Strategies to Be Implemented in Future
A list of recommended strategies have been given below

Level 9 Involve civil society –

Ensure that sufficient
including children
data are collected and
themselves – in the
used to improve the
process of implementing
situation of all children in Level 8
and raising awareness of
each jurisdiction
child rights

Raise awareness and Level 7 Set up independent

disseminate information
national offices –
on the Convention and
ombudspersons,
the Optional Protocols.
Level 6 commissions, focal
points
THANK
Y U