Whom to communicate.

When analyzing arzoo’s system it is clear that,
In organizational level,
Arzoo needs more funding in order to keep their financial stability.
Order for the products are not consistent. As products stands as the mains source of income, they need to get more orders. So that they need proper communication to the suppliers and for the possible new market.
In product level,
Products are sold in the market, but it doesn’t focus on any particular group, and no unified promotional materials and doesn’t reflect Arzoo’s values. And doesn’t say anything about what is Arzoo and what it does.
There are some miscommunication about the products that needs to be cleared.

So the the areas where the communication is possible are,
1. Communication to supporters
2. Communication to the already existing clients.
3. Communication to the public.
4. Communication to the share holders

Observational analysis of the current use of identity- visual, typography and composition.

As per the observations from the initial research it was clear that to make the visual identity more clear and strong enough was important for Arzoo to make an impact in the market. Here the analysis of the identity in more details, in typography, images and composition.

Arzoo- Key words to communicate

Education
culture
income
hope
livelyhood
hobby center
handmade
development
family
discipline
children
community
harmony
lively
happiness
togetherness
play
activities
products
dreams
society
value building
simplicity
celebration
independent
dance
music
sharing

ARZOO- MISSION, VISION

ARZOO'S MISSION

Arzoo sees itself as a bridge among children of different communities which is built on the strong pillars of education and cultural interaction. Arzoo hopes that through education, children can be given a future that does not see them as prisoners of caste and religion. Alongside, Arzoo tries to work on the skills of young women from underprivileged background to make them economically self-reliant and confident of fighting for their rights.

ARZOO'S VISION

Arzoo's vision is about a bright future with communal harmony and happiness among everyone. And that vision becomes Arzoo's tag line, "together we shine"

Comparative Analysis - competitors

when starting with analysis of the data i collected first becomes the comparative study of the competitive organizations of Arzoo. I selected the organizations on the basis of products which is in the market as well as the organizations who do similar work like Arzoo. i haven't included some of the organizations who does similar vision and mission like Arzoo but doesn't involve making of products and their marketing in the system.

Opinions from Public.

Before talking about anything more I would like to add some responses and opinions from common man who bought Arzoo’s products. I could find some information about what made them support Arzoo and buy their products and what they had to say about it.
“The products are good, innovative. It shows the kind of efforts kids put to make them. The designs are also real, not the kind that are usually found in the market, so that makes them different from other counterparts”- Sejal, Software engineer.
“needs design support. the use of the kind of material is high appreciable, but there needs to be design support to make these products attractive, quality finish and in sink with the current market demands”- Aruna Pandey, Consultant - Environment and Development
“Its purely for the consideration of Arzoo kids and their future. I never saw/expected anything on the products; I am expecting the great future ahead for the kids.” - Civil Engineer
“Arzoo's products go beyond costs and beauty.. Its the innocence of the young hands that goes into making these products so appealing” - Advertising and Outreach Manager at a micro finance consultancy
“Arzoo is a great initiative to educate slum children without much of resource. They sustain themselves by producing Eco friendly and attractive products” - National Head - IT
“Arzoo is a great effort. And its products are really appreciable as those who made these products are neither professional more trained. So i wish to by so this way i can help them in tiny extent.” Quality analyst in IT
“Good effort but still can be improved specially finishing and consistency can be worked upon.”- Freelance worker
When I conclude these surveys,
1. It was interesting that most of them came to know about Arzoo from their friends as well as colleagues.
2. Functionality and aesthetics of the products as well as generosity towards Arzoo made them buy the products.
3. Some people think that the products are made by children. And in the promotional materials it is not showing these are made by women and it is used of children’s education. That leads to miscommunication.

Arzoo+ Me > hypothesis

A hour glass model which helped me to Analise where i stand now in my project and where do i position myself in the cycle of Aroo and me.

Children- the meaning of Arzoo.

Aroo kids, the most important part of Arzoo, for whom it started and built up gradually.
Around 60 children who are below poverty line from 5-15 age group getting basic education from Arzoo. I have been observing them from the beginning of my research. I could see the energy and enthusiasm of the children who is never exposed to a multimedia world like ours. Getting inspired from the discussion with Prof. Anil Gupta, I thought of having an interaction section with the kids. I could make them draw about their dreams..about themselves…about arzoo. The observations I could gather from these are,
1. They are dreaming about a bright future in which they, their friends and family and country can live happily.
2. Children like to come to Arzoo because, Arzoo provide them an education with so much of fun and they get to see a lot of places, lots of new things.
3. Each kid carry a wonderful memory with them about each celebration. About the cartoon shows, about the gifts they got.. about the cultural programs they participated.
The boy, Sarfaraz, his most memorable experience in Arzoo was the character he acted in a play ‘ I am like you’..
I think these experiences and understandings will help me to look in to their identity more critically and later in creating a visual language for Arzoo.

Model explaining organizational context of brand from Mission to business tactics.

One of the model which helped me to understand how a brand comes in between an organization's mission and its business tactics. It helped me to understand how an organization's mission, value, and vision related to each other.

reference: 'Brands and branding' by Rita Clifton and John Simmons

Three steps to create a belief based brand.

Vision, Mission and Values

Before looking for ways to represent Arzoo’s vision, I wanted to know about what is vision, mission and values of an organization?
Vision- The reason for being, based on recognized and unrecognized customer needs or desires. An audience statement, the vision articulates the brand’s aspirations, frames its long term ambitions and essentially captures its point of view of the world.
Vision is the synthesis of a set of organization beliefs, woven in to a statement of how the world should be.
Mission- A statement that describes how the vision can be accomplished, embodying practical business goals. It is ambitious yet achievable over time, and generally reassessed as markets change and company grows.
Values- the tenets that guide organizations relationships- with employees, consumers, the media and so on- there by capturing the spirit of the brand and forcing the vision and mission. In the same way that individuals moral and ethics form their behaviors, core values remain constant in the face of changing marketing strategies.
Once you establish a set of belief as a team, they will probably need refining, developing and synthesizing. Go through the second round of setting our beliefs, but this time prompted by the following questions.
1. What kind of world do you believe in?
2. What kind of right and wrong can your charity adhere to?
3. What statement of how you work makes you different?
4. What statement of how money will be used makes you different?
5. How will the world be better if you succeed as an organization?

reference: http://www.mission-minded.com/
'Brands and branding' by Rita Clifton and John Simmons

Putting brand in context

A brand is far more than a visual symbol and memorable tagline. It anchors the mission and vision, operating principles and tactics of an organization. Internally, the brand is central to all decisions, actions and values, thus enabling employees to deliver the brand promise. The internal and external messages about the brand tell the same story and be seen as part of the same narrative, and they should relate to the following,
Value- the organization’s core beliefs, what it and the brand stands for.
Behavior- how the organization interact with internal and external stake holders
Positioning – what the organization wants stakeholders to think about a brand.
Identity- name, logos, visual standards, verbal themes.