ISKCON

&

Its Monotheistic Approach of Marketing

MARKETING OF GOD

GROUP 6 – SEC C – P.G.D.M

INTRODUCTION

The International Society for Krishna Consciousness (ISKCON) was founded by

A.C Bhakti Vedanta Swami Prabhupada(1896-1977) in New York city, in the Year

1965.

ISKCON devotees worship Lord Krishna, the supreme personality of Godhead.

ISKCON emerged in Bhubaneswar in the year 1975 & a temple was built by

Gourgovinda Swami.

AIM OF ISKCON

•Propagation of Krishna Consciousness

•Enrich society with teachings of Bhagvat Gita & Srimad Bhagvatam.

•Propagation of the belief that each soul is a part & parcel of Lord Krishna.

•Preservation of Environment & Life as a whole.

•Bring the members closer to each other to live a natural way of life.

STRENGTHS OF ISKCON AS A BRAND

• It is a spiritual Organization.

• Its popularity is Global in nature.

• A large number of the global society is devoted to Lord Krishna.

• ISKCON society includes intellectuals like engineers, scientists,

economists, research scholars.

• ISKCON has developed into a worldwide confederation of 10,000 temple

devotees and 250,000 congregational devotees.

• ISKCON is comprised of more than 350 centers, 60 rural communities,

50 schools and 60 restaurants worldwide.

Opportunities for Iskcon

MONETARY OPPORTUNITIES

POLITICAL OPPORTUNITIES

INFRASTUCTURAL OPPORTUNITIES

ISKCON PRODUCTS & SERVICES

ISKCON provides a variety of products & services in consumables,

accessories, scriptures & spiritual & social events.

Some remarkable areas of product & services are mentioned as under:

An incense stick manufacturing Unit produces a well assorted range of

incense sticks with a price range of Rs 7 to Rs 200 per packet.

The sale of Lotus flowers, marigold, & diyas is maximum as these are

the basic requirement of every worship.

Iskcon also provides spiritual accessories like Krishna necklaces, rings,

bracelets, pure Sandal wood, framed photos of lord Krishna etc.

Organic farm products like manure, cow dung etc.

Incense sticks Photo FramesBracelets

Necklaces

Scriptures

Shirts/Apparels

ISKCON RANGE OF PRODUCTS

Food/Consumable Products

• The ISKCON “prashad” primarily consists of coconuts, special

sweets, and dry fruits ranging from Rs 15 to Rs 50.

• An independent Vegetarian canteen prepares meals ranging from

Rs 10 to Rs 80, depending upon the desirable items to be

consumed.

• ISKCON is well known for its delicious vegetarian meals that

number around 200 items in any special occasion.

• Home grown Tamarind rice, North Indian potato salad, split

moong Dal, scrambled curd & celestial bananas are some of the

consumables produced & marketed by ISKCON.

ISKCON RANGE OF FOOD PRODUCTS

Pure Veg Thali Krishna Prashadam

Organic cultivation at ISKCON New Govardhana, Australia

Moong dal Tamarind rice

Confectionary Cake

Festivals Of Iskcon

A high amount of funds are raised by the ISKCON community during festivals to provide for the successful course of rituals & practices.

The major festivals of ISKCON are as under:

JANMASHTHAMI

RATHA YATRA

DOLA PURNIMA

RAM NAVAMI

NARSIMHA CHATURDASHI

Birthday & Disappearance day of A.C Bhaktivedanta Prabhupada is also observed in great pomp & show.

FESTIVALS OF ISKCON COMMUNITY

Ratha Yatra Observation, Chicago

Narsimha Chaturdashi Ritual, Bangalore

ISKCON-SOURCES OF FUNDINGS

About 65% to 70% of ISKCON funding is derived from donations

& collection in general.

The collection of funding in Bhubaneswar for ISKCON is around 5 lakhs per month.

The collection In Iskcon, Juhu(Mumbai) for the same is almost 75 lakhs.

The collection almost triples at the time of Janmashthami or Ratha Yatra & have reached 2cr in a month.

Huge funds are gathered from very renowned ISKCON devotees, for example

Albert Ford(now Ambarish Das),who happens to be the great great grandson of Sir Henry Ford, the legendary man behind FORD AUTOMOBILES, is an ISKCON devotee and it is said that He has funded 75% of the donation in the 500cr “TEMPLE OF VEDIC PLANETARIUM” project about to be initiated in Mayapuri near Kolkata.

Conclusion

ISKCON-A POWER BRAND

ISKCON-SUCCESSFULLY MARKETED PRODUCT

FOOTFALL IS THE KEY TO DAILY EARNINGS

PESTEL COMPATIBLE

GLOBAL LEADER IN “SPIRITUAL ECONOMY”

CAN IMPROVE 10 folds IN PROMOTIONS THROUGH

ATL & BTL ACTIVITIES.

CAN DEVELOP MORE UNDER GOVERNMENT

COLLABORATION FOR AGRICULTURAL UPLIFTMENT.

Sources: Ritual Committee

,ISKCON BhubaneswarTourism development Committee, ISKCON Bhubaneswar

Web Search on “ISKCON PRODUCTS”, “ISKCON & THE GLOBE”

THANK YOU