Details

Case

WWF-P's Flagship Magazine - Natura

Iram Nawaz Awan, James Erskine

INDUSTRY : Environment

AREA : Marketing

ORGANIZATION : WWF

LENGTH : 8

LUMS No : 04-2351-2004-1

PUBLICATION YEAR : 2004

KEYWORDS:

WWF,Flagship Magazine,Natura,Marketing,Environment,World Wildlife Fund,Pakistan,Marketing Manager,Growth,Fundraising,Sustainibility,Management,NGO,NPO

DESCRIPTION:

This case examines Pakistan's largest conservation non-governmental organization: World Wildlife Fund-Pakistan (WWF-P), which was set up in 1970 as a charitable trust known as the Pakistan Wildlife Appeal. Ali Bokhary, Marketing Manager, World Wildlife Fund-Pakistan (Lahore) was interested in expanding the scope of WWF-P¿s flagship magazine, Natura. It was a WWF members-only magazine. Ali Bokhary was concerned that the limited clientele restricts the magazine¿s possible growth. He had decided to look into alternative distribution channels for Natura so that it could generate revenues that would make the magazine self sustainable and ultimately profitable. The case aims to generate a discussion on fundraising and sustainability, and can also help to provide a better understanding of NGO management and marketing for the not-for-profit sector.

LEARNING OBJECTIVES:

The case is designed for a course on Social Enterprise Development. By highlighting the issues of protection of Wildlife, preservation of the habitat and conservation of natural resources it can help to create awareness about this generally overlooked and disregarded but vital issue. Students will become aware of WWF-P's mission and of campaigns to reduce pollution and wasteful exploitation and consumtion of resources and energy.

SUBJECTS COVERED:

Marketing