A Case Study on Social Marketing

Question: Discuss about the Case Study on Social Marketing. Answer: Introduction Social marketing or Cause related marketing is one of the contemporary forms of marketing which has played a revolutionary role in creating awareness on certain important issues. There are different kinds of cause related marketing like the Qantas initiative to donate loose change to UNICEF, Coles involvement with Cancer Council Australia. RSPCA is a community based charity and an independent nongovernmental organisation that provide animal care and protection to animals. The organisation is determined to save animals from their agony and provide them excellent service which will help them to stay healthy and happy (de Bruyn, 2012). The organisation has already built 40 shelters and employs around 1000 employees all around the Australia. Its main objective is to prevent cruelty of animals. It has around 500,000 supporters and operates with a yearly budget over one billion. The present study will encapsulate the discussion of the possible marketing strategy taken up by the organisations RSPCA and WWF. It will take an opportunity to discuss the possible marketing mix of these organisations for the creation of awareness on animal protection and animal adoption (Mornement et al., 2010). The present study will discuss the 4Ps of marketing. The study will discuss about product, price, place and promotion of the organisations taken into account. It will also analyse the target market for the organisations RSPCA and WWF. 4Ps of Marketing for the Organisations Definition of Product, Core Benefit, Augmented and Expected Product The tangible services and benefits that is in offer by the different companies in the market is termed as product. Both the companies are non profit seeking entities with social work commitments. RSPCA Australia is proactively working with the farming sector in Australia in order to create a positive impact on the lives of the farm animals by creating an environment which will supplement their behavioral and physiological needs (White, 2007). The main product which is provided by RSPCA Australia is for making provisions of upgraded staying condition for domesticated animals through organizing of campaigns and events at the national level with regard to animal welfare promotion in alliance with the government of Australia and different bodies of the industrial sector (Adopt A Pet, 2016). The issue of prevention of animal cruelty has been promoted by the organization through its involvement in their Adopt a Pet Campaign. The Main product of RSPCA is to promote the awareness among peopl e to protect animals. Even though the product is not common and needed for daily households but the organisation has been effective in developing a strong awareness about the creation of awareness to protect animals all across Australia. On the other hand, WWF Australia has been instrumental in protection and conservation of the environment as well as the territory of wild animals in the country. There has been a proactive involvement from the organization towards ensuring the survival of species of animals that have been considered endangered and hence the campaign of Adopt an Animal has been undertaken to aid protection of the species and also prevent them from being extinct in the distant future (Donate to WWF-Australia, 2016). The WWF has been effective in promoting awareness among the society to continue adopting any kind of wildlife animal and also encourage people to donate for the conservation of wildlife, species, oceans et cetera. In the contemporary world with many people having increased awareness this becomes extremely important to create that need to preserve the environment as well as the species that are considered endangered. Price Definition, Initial Cost, Ongoing Cost The cost of the services and products that are being offered by several organizations in the marketplace is termed as price. Both the forms of donation in the manner of onetime payment and a monthly disbursal are offered by the organisations in support of the cause of welfare to the animal species. RSPCA Australia offers their supporters to make a one-off donation or a monthly regular donation to their cause and the interested individuals have the opportunity to contribute according to their convenience (O'Haire, 2009). For every $200 which is donated to the organisation, RSPCA Australia provides care and assistance to those wildlife species which are on the brink of extinction and for every $100 contributed to the organisation, RSPCA Australia works to prevent cruelty to animals (Phillips, 2005). Emergency vet services are being provided for animals that have been exposed to cruelty and are in urgent need of care and for every $50 contributed to the organisation, prosecution and jus tice is provided by RSPCA to the offenders and the victims of animal cruelty respectively (de Bruyn, 2012). RSPCA is a charity organisation and doesnt directly cost anything to the aware people. But it has a wonderful planning that urges people to contribute towards an honest and good issue. The company uses an economy pricing and people can start contributing a mere $50 to encourage the people to work. In the same way, WWF Australia encourages the normal population to participate in their ongoing conservation activities by donating money for their cause and interested individuals have the option of selecting from a range of amounts ($50, $100, $150, $200, $500, etc.) according to their convenience (Gross, 2016). These funding secure the protection of Australian wild life in their natural environment. WWF is tad different from RSPCA in pricing. The organisation has focused on developing its pricing strategy based on value based pricing. It could be said that the value based pricing mainly considers the value of the product. Adopting a tiger cub or a polar bear might cost higher that adopting a Chihuahua or a pug (Bulbeck, 2012). Place/Distribution Definition, how can the Products and Services be Obtained by the Customers Place plays a vital role in determining the overall success of an organisation and it essentially denotes the location of the organisation and the delivery channels through which the products and services offered by an organisation could be accessed by the customers in the market (Zineldin Philipson, 2007). Both RSPCA Australia and WWF Australia being nonprofit seeking entities with social work commitments, has no physical market presence in form of stores. The customers thus can have access through their respective websites for making contributions in form of donations for appealing causes that they consider worthwhile to be supported (Duckworth, 2009). The online platforms of both the entities serve as a means to provide information about their activities with regard to measures of animal welfare and its subsequent implementation in the form of illustrations and pictorial descriptions. This has enabled RSPCA Australia to attract animal welfare funding thus enabling WWF Australia i n protecting the environment conducive for conservation of wild animals (Mellor, 2013). Definition of Promotion and how the Consumers are Made aware Regarding the Activities Undertaken by Both the Organisations in the Market Promotion is one of the most vital activities of an organisation and it essentially involves spreading consumer awareness regarding the products and services which are being offered by them in the market ( Resnick et al, 2016). Both RSPCA Australia and WWF Australia being non-profit seeking organizations, does not provide any services or products to their customers. Both the organisations have active involvement in the arena of welfare of animals and they are proactive in promoting their programs on the platforms of social media like Facebook and on their dedicated online platforms (Elliott et al. 2010). It enables in attracting individual attention in the lookout for pet adoption so that an environment of love and care can be offered to the animals during the period of their growth (Duckworth, 2009). The promotions play a vital role in helping WWF Australia to generate public awareness regarding environmental conservation and in protecting the natural habitat of wild animals and enables the organisation to engage with their donors and supporters in an effective manner (Dhakal, 2014). The organisation will be able to attract interested individuals who are looking out for wild animal adoption with the help of their promotional campaign and this would help them to in protecting the species that is in probable danger of being extinct (Donate to WWF-Australia, 2016). Justifying the Target Market The target market for RSPCA Australia are the people who are compassionate towards animal welfare and are willing to contribute financially towards providing care and protection to pet animals who have been victims of abuse (O'Haire, 2009). The RSPCA has an undifferentiated marketing strategy to target its market. The organisation targets those segments which are interested about conserving and eliminating cruelty against animals. It communicates with all the pet homes and organisations to collaborate and invite that database who are interested in safeguarding and protecting animals (Donate to WWF-Australia, 2016). A mix of demographics and psychographical strategy is used by the organisation. The target market in case of WWF Australia is the people or individuals who are aware about environmental conservation and protecting the natural habitat of wild animals that are on the brink of extinction (McDonald, 2016). The organisation is trying to build up consumer awareness regarding wildlife conservation with the help of the Adopt an Animal campaign and they are encouraging more people to adopt an animal in their homes and provide them with the necessary care and supervision which will help in ensuring their survival in this world (Dhakal, 2014). The World Wildlife Fund mainly invites people who are willing to adopt wild animals and hence the people who have strong financial backup with compassionate mindset would be approached. The Targeting strategy of WWF is mainly based on psychographics where the people are analysed based on their behavior and motivation, emotions and awareness (Hoffmann et al. 2010). Conclusion Both RSPCA and WWF have done a good job over the years in their domain. The organisations have highly emphasised on 4Ps of marketing in order to convey their motives and have been able to do that with the help of the effective marketing mix. Both the organisations have products that can encourage people to contribute to the interest of the environment and could motivate people to adopt and donate for the health and safety of wildlife and animals. The pricing strategy has been held very well by both the companies allowing the interested people to take part in it. Promotions of the company could be developed with better mass movement programs and effective online awareness creation programs which is likely to contribute to the overall achievement of the missions and visions of both RSPCA and WWF. The organisations have a very different strategy in targeting their market which is suitable to their operations. When the RSPCA focuses on the mix of demographics and psychographics and an un differentiated marketing to attract the consumers then WWF is more focused on targeting segments based on psychographics which suits their need. Overall it could be said that both the organisations have well to create awareness about wildlife conservation and eliminating cruelty on animals and their marketing mix has just been suitable for their respective vision (Scherr McNeely, 2008). References Adopt A Pet. (2016). RSPCA Australia. Retrieved 14 December 2016, from https://www.rspca.org.au/adopt-pet Ballantyne, R., Packer, J., Hughes, K. (2009). Tourists' support for conservation messages and sustainable management practices in wildlife tourism experiences.Tourism Management,30(5), 658-664. Ballantyne, R., Packer, J., Hughes, K., Dierking, L. (2007). Conservation learning in wildlife tourism settings: Lessons from research in zoos and aquariums.Environmental Education Research,13(3), 367-383. Bulbeck, C. (2012).Facing the Wild:" Ecotourism, Conservation and Animal Encounters". Routledge. Clarke, R. (2014). Key Factors in the Limited Adoption of End-User PETs.Xamax Consultancy Pty Ltd. Donate to WWF-Australia. (2016). Donate.wwf.org.au. Retrieved 14 December 2016, from https://donate.wwf.org.au/campaigns/donate/ deBruyn, S. (2012). Adopting a pet: Pet project.PS Post Script, (Dec 2012-Jan 2013), 68. Duckworth, J. (2009).Not Every Dog Has His Day: The Treatment of Dogs in Australia. Axiom Creative Enterprises. Elliott, R., Toribio, J. A. L., Wigney, D. (2010). The Greyhound Adoption Program (GAP) in Australia and New Zealand: A survey of owners experiences with their greyhounds one month after adoption.Applied Animal Behaviour Science,124(3), 121-135. Hoffmann, M., Hilton-Taylor, C., Angulo, A., Bhm, M., Brooks, T. M., Butchart, S. H., ...Darwall, W. R. (2010). The impact of conservation on the status of the worlds vertebrates.science,330(6010), 1503-1509. Mornement, K. M., Coleman, G. J., Toukhsati, S., Bennett, P. C. (2010). A review of behavioral assessment protocols used by Australian animal shelters to determine the adoption suitability of dogs.Journal of Applied Animal Welfare Science,13(4), 314-329. Oh, H. H. R. (2014). When Celebrity Policy Entrepreneurship is Not Good Enough: Intercountry Adoption Policy in Australia.Australian Journal of Adoption,8(2). Scherr, S. J., McNeely, J. A. (2008). Biodiversity conservation and agricultural sustainability: towards a new paradigm of ecoagriculture landscapes.Philosophical Transactions of the Royal Society of London B: Biological Sciences,363(1491), 477-494. O'Haire, M. (2009). The benefits of companion animals for human mental and physical health. In Animals and human health, RSPCA Australia Scientific Seminar 2009, 24 February 2009, CSIRO Discovery Centre, Canberra, Australia (pp. 1-9). RSPCA Australia. Phillips, C. J. C. (2005). How animal welfare science assists in defining cruelty to animals. In 2005 RSPCA Australia Scientific Seminar (pp. 29-37). White, S. (2007). Regulation of animal welfare in Australia and the emergent Commonwealth: entrenching the traditional approach of the states and territories or laying the ground for reform. Fed. L. Rev., 35, 347. Zineldin, M., Philipson, S. (2007). Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps. Journal of consumer marketing, 24(4), 229-241. Mellor, D. (2013). Setting the scene when coping is not enough: promoting positive welfare states in animals. In Proceedings of the 2013 RSPCA Australia Scientific Seminar. When coping is not enough: promoting positive welfare states in animals, Canberra, ACT, Australia, 26 February 2013 (pp. 2-13). RSPCA Australia. Gross, M. (2016). Fate of Australias wildlife in the balance. McDonald, M. (2016). Bourdieu, environmental NGOs, and Australian climate politics. Environmental Politics, 25(6), 1058-1078. Dhakal, S. P. (2014). Securing the future of urban environmental sustainability initiatives in Australia. Urban Policy and Research, 32(4), 459-475. Resnick, S. M., Cheng, R., Simpson, M., Loureno, F. (2016). Marketing in SMEs: a 4Ps self-branding model. International Journal of Entrepreneurial Behavior Research, 22(1), 155-174.