Friday, December 6, 2019
Elaborate Description and Analysis Concerning
Question: Discuss about the Elaborate Description and Analysis Concerning. Answer: Introduction This assessment has presented with an elaborate description and analysis concerning the marketing strategies and policies of two non-profit associations - World Wildlife Fund (WWF) and Royal Society for the Prevention of Cruelty to Animals (RSPCA). Both these organizations work towards securing and maintaining the future of animals for ensuring ecological balance. The objectives of both these organizations are to maintain a cause-related marketing approach so that they can successfully continue their socially charitable activities (Omar, Leach March, 2014). Hence, this assessment has attempted to concentrate on the marketing approach of both WWF and RSPCA towards promotion of their products and service model in the market, at the same time prioritizing the future of animals with provisions and shelter. Both the companies are same, differing only in their marketing approaches to occupy a major position in the non-profit industry. For that, both have concentrated on the 4Ps of marketi ng mix. 4Ps for World Wildlife Fund (WWF) The primary objective of World Wildlife Fund (WWF) is to sell soft toys in the form of wild beasts. While propelling this specific non-profit business association, the essential point was to gather funding for wildlife creatures. The protection of wildlife creatures is the business motivation of World Wildlife Fund (WWF). Thus, in different events this NGO tends to offer soft toys of wild animals with the goal that they can raise a funds and capital for the wild creatures ("About Us | WWF", 2016). For segregating the target market, the marketing department has been continuously concentrating on premium customer segment. The mid-level market segment would not be showing any sort of interest in purchasing these soft toys for their kids (Theysohn et al., 2013). Thus, World Wildlife Fund (WWF) has decided upon following the brand value policy with the intention of drawing interest of the premium segment customers. In this specific case, the scope of target market is not wide or immense. Despite that, World Wildlife Fund (WWF) has focused on a high scope of premium clients that empower the businesspersons for raising a lot of capital for supporting the wild creatures. Keeping in mind the end goal to focus on the premium segment clients, World Wildlife Fund (WWF) has chosen to broaden their range past the local market of Australia. Or else, the association would fall short in gathering adequate number of target clients (Hollensen, 2015). Aside from Australian market, the association has chosen to broaden their business in New Zealand also so that the scope of target market can be improved. The outlets have been chosen to be built up in such regions that individuals can, without much of a stretch, access those regions. Nonetheless, World Wildlife Fund (WWF) has, as of now, made a request in the market of both Australia and in addition in New Zealand. Business development is the basic objective of World Wildlife Fund (WWF). Hence, the marketing department has chosen to utilize social media as platform, with the assistance of which the association would have the capacity to interest individuals from various topographical territories. Moreover, social media is a standout amongst the best marketing approaches, with the assistance of which the promotional executives can develop their merchandise and service model for the clients (Kotler et al., 2015). World Wildlife Fund (WWF) has made social media pages, official sites and open forums, in view of which the business specialists can interact with the target segment openly. In view of the clients' needs and requests, the association plans to change their business procedure and approach also. 4Ps of RSPCA: The primary vision of Royal Society for the Prevention of Cruelty to Animals is to provide a secured life to the domestic pets. The organization has noticed a general tendency on the human mind for depriving domestic animals. People in general tend to show their ruthless attitude towards the pets. Royal Society for the Prevention of Cruelty to Animals has decided to make an effective interpersonal communication with the householders so that they can show their interest in adopting the animals. In addition, RSPCA like to provide insurance services to the animals for reducing the rate of animal cruelty happening at various places (rspca.org.au, 2016). Royal Society for the Prevention of Cruelty to Animals prefers to maintain low cost strategy in order to target the average cost customers. The organization has targeted most of the householders who would be able to take care of domestic animals properly. As a result, low cost strategy is most effective to draw the attention of target customers. In addition, this particular organization aims to deal with social marketing (Foxall, 2014). Therefore, low cost strategy is within the ethics, values and beliefs of RSPCA. Royal Society for the Prevention of Cruelty to Animals has launched numerous branches all over Australia. The householders of various geographical boundaries are the target group of RSPCA. Therefore, the business experts have decided to launch the branches of RSPCA in such places that customer can easily avail and use the services. Sydney, Melbourne, Canberra are the primary areas where RSPCA has established their entire process of business in order to draw the attention of large number of target group (De Mooij, 2013). As a result, the service providers are easily accessible to the customers in order to provide services. Royal Society for the Prevention of Cruelty to Animals intends to focus on offline product promotion in order to collect immediate feedback from the customers. Direct marketing is one of the most important promotional strategies that the marketing executives of RSPCA tend to follow for reaching the doorstep of consumers. With the help of direct marketing, the sales executives of RSPCA can communicate with the customers effectively in order to gather customers response, be it positive and negative (Yeshin, 2012). After making a direct interaction with the customers, RSPCA has acquired numerable feedbacks based on which the organization has improved marketing strategies and policies. Comparison on marketing mix strategy between RSPCA and WWF: After making an effective comparative analysis on the marketing mix strategy and policy, it has been evaluated that the primary purpose of World Wildlife Fund (WWF) and Royal Society for the Prevention of Cruelty to Animals (RSCPA) is to conserve animals. World Wildlife Fund has aimed to raise funds for the wild beasts. On the other hand, RSPCA has decided to take shelter of domestic animals in order to provide a safe and secured life. WWF likes to maintain high cost strategy for drawing the attention of premium customers (Wilson et al., 2012). People having average income level would never show their interest for purchasing soft toys for their children. Therefore, the organization has decided to focus on high cost strategy for drawing the attention of premium customers. On the other hand, Royal Society for the Prevention of Cruelty to Animals implemented low cost strategy within the organization in order to draw the attention of average cost people. The householders would show their interest for purchasing the products and services only when the product price would be affordable for them. In addition, the primary focus of RSPCA is to draw the attention of regional customers. Therefore, direct market strategy is the platform based on which the sales executives tends to promote their products and services (Parente Strausbaugh-Hutchinson, 2014). On the other hand, WWF has already expanded their business in different geographical boundaries. Therefore, online marketing promotion is the primary objective of reaching the doorstep of target customers. Target market analysis: Maintaining quality of product can never be the ultimate pathways of achieving organizational image and reputation. The organization has to maintain target market analysis for designing the products and services. Royal Society for the Prevention of Cruelty to Animals aims to target regional customers of Australia from 30 to 50 age group of people. The organization focuses on those customers who are having average level of income (Berthon et al., 2012). On the other hand, the primary target of World Wildlife Fund is to draw the attention of premium customers from different geographical boundaries. The marketing executives have segregated the target market in such a way that their product price does not become a burden for them. The products of World Wildlife Fund have been made in such a way that customers from different cultures and background show their interest for purchasing it. Conclusion This assessment has offered an in-depth breakdown of the two diverse marketing mix approaches and strategies of both World Wildlife Fund (WWF) and Royal Society for the Prevention of Cruelty to Animals (RSPCA). WWF follows a high-cost strategy for their premium segment, whereas RSPCA follows the low-cost strategy for their mid-level target market segment. With the help of this evaluation, both the organizations can create a market demand and along with it the organizations operational image and repute. The diverse methods of building business stratagem of business associations from the same industry have been displayed in a proper way. References About Us | WWF. (2016). World Wildlife Fund. Retrieved 16 December 2016, from https://www.worldwildlife.org/about Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.Business horizons,55(3), 261-271. 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