Case Study on Social Marketing

Question: Discuss about theCase Study on Social Marketing. Answer: Introduction In this assignment we are going to we are going to look at a cause related marketing which are supporting any social causes and evaluate what type of marketing strategy needs to be incorporated in order to further the cause of the organisation. We are evaluating two social organisations in this assignment. One of them is the RSPCA Australia which is a community based charity which is working in the field of promoting care and protection to the animal and preventing cruelty to animals. RSPCA Australia is a Federation of eight independent State and Territory RSPCA bodies which are known as member societies and they are actively involved in the process of fund raising for the animal shelters which are presently operational in Australia (Ballantyne et al. 2009). The other organisation which we are evaluating in our assignment is WWF (World Wildlife Fund), Australia. This is the Australian subsidiary of the WWF which was conceived on 29th April, 1961 in the Swiss town of Morges. The organ isation has grown over the years to become the largest independent conservation organisation of the world which protects the natural habitats of the wild animals from being destroyed. WWF Australia was set up on 29th June, 1978 and during the first year of operation, it had an operational budget of only AUD 80,000. Presently, WWF Australia is the largest conservation organisation in the Australia and Oceania region with more 500,000 supporters at their disposal (Scherr McNeely, 2008). Product Definition, Core Benefit, Expected Product, Augmented Product Product is the tangible benefits and services which are offered by an organisation in the market. Both the organisations are not-for-profit business entities which are involved in social work. 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. The main product which is provided by RSPCA Australia is to provide better living condition for all the pet animals by undertaking national events and campaigns which promote animal welfare in collaboration with the Australian government and industry bodies (Adopt A Pet, 2016). The organisation strives to promote awareness among the local population regarding being affectionate and caring to the needs of animals and treat them with love. The organisation has been actively involved in preventing cruelty to animals through their Adopt a Pet Campaign. The organisat ion strives to provide a caring and loving family to all the stray animals like dogs and cats and it has been actively involved in easing the process through which pet animals can be adopted in Australia. The organisation takes care of all the necessary paperwork which are involved with the adoption of pet animals in Australia and they conduct adequate background checks regarding the people who are willing to adopt a pet. This helps in streamlining the entire adoption process of pet animals and at the same time also ensures that the pet gets a loving and caring family who will take care of its needs. On the other hand, WWF Australia works in the areas of environmental conservation and protecting the natural habitat of wild animals in Australia. The organisation conducts awareness campaigns and fundraising events which aim to protect and preserve the natural habitat of wild animals. The organisation has been proactively involved in ensuring the survival of endangered animal species and they have undertaken the Adopt an Animal campaign in order to protect animal species from extinction (Donate to WWF-Australia, 2016). Price Definition, Initial Cost, Ongoing Cost Price is the cost of the products and services which are being offered by an organisation in the market. Both the organisations offer the opportunity to make a single one-off donation or a regular monthly donation to support the cause of animal welfare. RSPCA Australia offers their supporters to make an one-off donation or a monthly regular donation to their cause and the interested individuals have the opportunity to contribute according to their convenience. 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. For every $100 contributed to the organisation, RSPCA Australia works to prevent cruelty to animals. They provide emergency vet services for animals who have been exposed to cruelty and are in urgent need of care. For every $50 contributed to the organisation, RSPCA Australia prosecutes animal offenders and gets justice for animal victims (de Bruyn, 2012). In the same way, WWF Australia encourages the normal population to participate in their ongoing conservation activities by donating money for their cause. Interested individual are encouraged to make a one-off donation or set up a regular monthly donation wherein they could contribute towards the cost of raising wild animals in animals shelters in Australia. Interested individuals have the option of selecting from a range of amounts ($50, $100, $150, $200, $500, etc.) according to their convenience. All these funding goes into ensuring the protection of natural habitat of wild animals in Australia (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. Both RSPCA Australia and WWF Australia being not-for-profit organisation which undertakes social work, they do not have any physical stores in the market. Both the organisation have their own dedicated websites through which customers can contact them and make one time or regular donations for a cause which appeals to them and which they consider close to their heart (Duckworth, 2009). Both these organisations are active on the online platform and all the animal welfare measures adopted and implemented by them are elaborately described and illustrated in their respective websites. This helps both the organisation to portray a socially responsible image among their supporters and helped the organisation to g ain the trust and support of the local population. Thus, both RSPCA Australia and WWF Australia have been able to create a positive brand image and reputation in the market and this has enabled them to work closely with government agencies and private industries. This has enabled RSPCA Australia to gain access to more funds which goes into the welfare of pet animals and this enables WWF Australia to protect the natural habitat of wild animals (Oh, 2014). 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. Both WWF Australia and RSPCA Australia being non-profit business entities, they do not provide any products and services to their customers. Both the organisations are actively involved in the field of animal welfare and they are actively promoting their activities on the social media platforms like Facebook and on their respective websites. Promotions play a vital role in helping both the organisations to engage with their activists and supporters in an effective manner and this has played a vital role in enabling the organisation to realise their business goals and objectives in the market (Elliott et al. 2010). With the help of their promotional activities RSPCA Australia is able to spread consumer awareness regarding their social activities aimed at providing care and compassion to pet and farm animals and this enables them to mobilize funds in the form of donations from interested individuals who are willing to support the activities undertaken by RSPCA Australia. Promotion will enable the organisation to attract the attention of interested individuals who are willing to adopt a pet and provide a loving a caring environment for the pets to grow (Duckworth, 2009). The promotions play a vital role in helping WWF Australia to generate public awareness regarding environmental conservation and protecting the natural habitat of wild animals. This enables the organisation to engage with their donors and supporters in an effective manner. Thus, the organisation is able to mobilize the necessary funds from both government as well as private business establishments which help to ensure the smooth continuity of their business operations in the market. The organisation will be able to attract interested individuals who are willing to adopt a wild animal with the help of their promotional campaign and this will help them to protect those animals which are standing on the brink of extinction (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. The organisation is targeting the interested people who are willing to adopt a pet and provide them with a loving and caring home where they can spend the rest of their lives. 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 who are on the brink of extinction. 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 (Hoffmann et al. 2010). Conclusion This assignment has played a vital role in enabling us to understand the different activities and initiatives which are undertaken by RSPCA Australia and WWF Australia. We have been able to obtain a lot of insights regarding how both the organisation are contributing towards social cause and are playing a proactive role in preventing cruelty towards animals and protecting their habitats. This has really enhanced our perception and understanding towards the manner in which both these organisation carry out their day-to-day business operations in the market (Scherr McNeely, 2008). References Adopt A Pet. (2016). RSPCA Australia. Retrieved 14 December 2016, from https://www.rspca.org.au/adopt-pet Donate to WWF-Australia. (2016). Donate.wwf.org.au. Retrieved 14 December 2016, from https://donate.wwf.org.au/campaigns/donate/ Ballantyne, R., Packer, J., Hughes, K. (2009). 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