Amnesty International in Bric

Topics: Human rights, Universal Declaration of Human Rights, Amnesty International Pages: 19 (4349 words) Published: April 16, 2013
International marketing project

HTWK Leipzig

Prof.Dr. Uwe Sachse

Alvarado Torrecillas Angel

Catinot Lisa

Galieva Guzel

Vanbeversluys Léa



1. Amnesty International’s presentation

a) History

b) Mission

c) Vision

d) Values

e) Structure

- International Council (IC)

- International Executive Committee (IEC)

- International Secretariat (IS)

f) Amnesty international in the BRIC’s countries

2. Market research

a) Offer

b) Competition

c) Demand

- Brazil

- Russia

- India

- China

d) SWOT analysis

3. Objectives

a) Short-term Objectives
b) Long-term Objectives

4. Marketing Plan

Marketing strategy

Segmentation strategy

Targeting strategy

Target market

a) Choice of strategy
- Marketing mix
b) Budget


This project includes marketing plan for Amnesty International in BRIC (Brazil, Russia, India and China) countries. Amnesty International is a global, non-profit and not-government organization which has more than 3 million supporters and volunteers around the world. It works in more than 150 countries, which campaign to stop the abuses of human rights. The main goal of our project to promote Amnesty International as an organization in a “Big Four” countries which is in a similar stage of economic development. The main purpose of Amnesty International in general is to protect the human rights. We were motivated to work about this, because in these countries we can find the same causes in which Amnesty International needs to be better promoted.

We analyzed each of four countries in situation with human rights and point of Amnesty International in each country. According to this information we decided which strategy we will use, and counted our budget. In every country, except China, Amnesty International has office and members, we choose not to entire to new market but to promote this organization better.


1. Amnesty International’s presentation

a) History

Amnesty International was founded in 1961, when British lawyer Peter Benenson after reading the publication of the article “The Forgotten Prisoners” decided to create a movement to get an amnesty for prisoners of conscience all over the world. The article started with the “Appeal for Amnesty 1961”, a worldwide campaign that provoked a remarkable response. Reprinted in newspapers across the world, his call to action resonated with the values and aspirations of people everywhere. This was the genesis of Amnesty International. The first important recognition arrived when UNESCO granted AI consultative status in 1969, after the Nobel Peace prize for its “campaign against torture” in 1977, and The United Nations Prize in the field of human rights in 1978. It is started to work firstly in West Germany, Belgium, Switzerland, the Netherlands, Canada, Ceylon, Greece, the United States, New Zealand, Ghana, Israel, Mexico, Argentina, Jamaica, Malaya, Congo, Ethiopia, and India in 1962.

b) Vision 

“Amnesty International's vision is of a world in which every person enjoys all of the human rights enshrined  in  the  Universal  Declaration  of  Human  Rights  and  other  international  human rights standards.” 

c) Mission

“…Amnesty International’s mission is to undertake research and action focused on preventing and ending grave abuses of these rights.” 

d) Values

AI adopts all of the values expressed in the Universal Declaration of Human Rights. All human beings are born equal and free, without any difference. Freedom and equality are absolute and universal values which are all too often abused and depressed in the real. AI has many ways of...
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