Social Marketing For Oxfam Australia: Initiating A Volunteer Recruitment Campaign

The program and campaign focus

Discuss about the social marketing Focuses on Developing and Integrating.

Social marketing focuses on developing and integrating marketing concepts with different approaches to influence behavioural pattern that benefits communities or individuals for social good. Social marketing also considered as commercial marketing practices with the focus of achieving non-commercial goals. In the present time, different organizations have focus on different social marketing cause for adding value to the community. In this report, focus would be on one of the most popular non-profit organizations namely Oxfam Australia, as it is looking to recruit volunteers for fulfilling business objectives (oxfam.org.au, 2017). The report will describe the focus of initiating social marketing campaign for inducing people to take volunteer activities.        

Oxfam represents an independent Australian non-profit organization that focuses on enhancing the living quality of disadvantage people. For that reason, Oxfam has tried to provide products to the disadvantage people at an extremely cheaper price rate. In fact, it has tried to provide several regular products at just $1 dollar for all the disadvantage people so that they can lead their lives properly (oxfam.org.au, 2017). It has induced Oxfam to initiate marketing campaign for encouraging people donate more for the needy people. Now, Oxfam has able to increase its reach in the global market. Therefore, it requires huge amount of work force for fulfilling the social cause and activities. As a result, inclusion of volunteers has become obvious for the organization in maintaining the cost level under control (Öztamur & Karakad?lar, 2014). Otherwise, it would be extremely difficult for Oxfam to fulfil all the business objectives. On the other hand, inclusion of volunteers would allow Oxfam to influence more number of people to donate for the social cause and activities. Presently, Oxfam Australia’s work has reach in 28 countries where more than 5 million disadvantage people has received assistance in leading their lives. Thus, inclusion of volunteers would allow enhancing the standard of living of the global disadvantage people.

Strengths	Weaknesses Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper
·         Social marketing would allow Oxfam Australia to establish strong presence in the global market ·         Oxfam has extremely strong brand reputation, as it has helped millions of disadvantage people all across the world ·         Oxfam has people from all across the world who donates huge amount of regular products for the needy people	·         Oxfam still has not able to establish its presence in the Africa and European continent completely ·         Oxfam still has not able to convenience required number of people for providing products to the disadvantage people
Opportunities	Threats
·         Using the strong brand reputation, Oxfam can increase its reach in all parts of the world ·         It also have to include special attention for street children so that they can able to receive required support	·         Increasing number of disadvantage people all across the world has also increased the level of challenges for Oxfam to provide proper support ·         As Oxfam has focused on utilizing volunteers for fulfilling all the requirements of the operational process, it will have to put additional effort to motivate them towards the provided responsibilities (Papadopoulos & Heslop, 2014) ·         Increasing cost of daily usage products has emerged as another important challenges for Oxfam to counter in order to fulfil the needs of the disadvantage people

Table 1: SWOT analysis

(Source: Armstrong et al., 2012)

According to Baker (2014), effectiveness of social market strategies depends on the objectives of the organization. It has been assessed that clear aims and objectives often allow people to become aware about the content of social marketing. For that reason, Oxfam will have to focus on utilizing all marketing factors effectively in order to create maximum impact on the market. As per the article by Chung, Lu Wang and Huang (2012), organizations need to evaluate factors associated with the marketing mix technique for fulfilling all the objectives effectively. Thus, marketing mix strategies of Oxfam Australia are provided as follows:

SWOT analysis

According to Eggers, Hansen and Davis (2012) organizational products reflect the kind of facilities it provide for establishing its presence in the market. Oxfam does not manufacture any products, as it would increase the overall operational cost. For that reason, Oxfam induce people to donate more for the so that it can able to ensure healthy community to the entire community. However, Oxfam tries to ensure the quality of the products remain at the highest order. Thus, it require huge man power for influencing people from different parts of the world to ensure required amount of products has been collected. Thus, Oxfam will have to implement social marketing for recruiting more people for fulfilling all the requirements of the operational process (Sarin, Challagalla & Kohli, 2012). Moreover, it would allow Oxfam to collect wide range of products from the market. Social marketing would also help Oxfam to increase trust level among the people from all across the globe.   

As per the article by Kim et al. (2012) price reflects the amount that customers pay in order to fulfil their needs and wants effectively. In case of profit organization, price has been set at such level that can provide required level of profit. However, the business objective of Oxfam is to provide maximum support services to the disadvantage people. Therefore, it has tried to set the price level extremely low so that people from all income groups can able to afford it easily. Here, utilization of social marketing is critical, as it would allow organization to provide information regarding the social cause objectives. It has also been assessed that Oxfam needs to use minimum money for completing the entire operational procedure for providing proper support services to the people below the poverty line.  

As highlighted by Leonidou et al. (2013) place or distribution refers to the customer access towards a specific product or service provided by the company. For that reason, Oxfam will have to focus on utilizing market coverage, franchising, warehousing and assortment to ensure all the disadvantage people receive proper support services. Therefore, it would require effective monitoring and assessing from the management of Oxfam, which will increase the significance of including volunteers in the company. Furthermore, identifying right people is another essential aspect of Oxfam distribution technique, which would also require human resources. Now, inclusion of volunteers would not allow the operational cost to increase more than the desired level. For that reason, it would allow organization to distribute services from different parts of the world.

Justification of an appropriate target market

Oxfam also need to focus on the development of effective communicational technique so that it can ensure the entire objectives can fulfilled at the desired level. Now, as a non-profit organization, Oxfam will have to focus on conveying message related to social cause to the people all across the globe. Otherwise, the overall objective of initiating social marketing campaign would not be fulfilled in an appropriate manner (Lusch & Vargo, 2014). Therefore, Oxfam needs to be extremely careful at the time of selecting any promotional tools for fulfilling business objectives. For instance, Oxfam would also have to focus on utilizing direct marketing campaign for communication the business objectives to the people all across the world. For that reason, it would require huge labour force, which cannot be completed without the inclusion of volunteers. Therefore, it would establish the fact that Oxfam Australia had to include volunteers in the administration and management services. Otherwise, it would not able to fulfil its business objectives.

As mentioned by Morgan, Katsikeas and Vorhies (2012) proper development of message is critical for communicating with the potential customers effectively. Now, operational process of Oxfam Australia has influenced to grab the attention of all the peoples, as it would also have to increase the number of donors for fulfilling all the market requirements. Oxfam also have focused on developing effective message for grabbing the attention of the people. Thus, Oxfam will have to focused on following tagline “Join us and feel the taste of globalization” for capturing the attention of the people. Thus, the message looks to induce people for contributing more for the wellbeing of the community.

As mentioned earlier, Oxfam has already established itself in around 28 countries. Therefore, if social marketing message of the company can influence people to become an active volunteer of the organization, it would allow them to provide assistance in the overall benefits of the world. Furthermore, the message has tried to include people from all across the world to become an active member within the organization. In fact, the message has tried to induce people to become a member of the organization in any which ways (Shih, Chen & Chen, 2013). For instance, people can choose be a donor, which will allow the organization to collect required amount of products for fulfilling the needs of the people living below the poverty line. On the other hand, message also has tried to include people as a volunteer, which will also provide assistance to the organization in creating awareness in the global market (Sheth & Sisodia, 2015). Over the years, the entire world is suffering with the increasing number of people living below the poverty line. Specifically, it has emerged as a major issue in the developing countries. The social marketing strategies of Oxfam would help to reduce the adverse impact of poverty.   

Conclusion:

The above discussion has highlighted the fact that social marketing can create massive impact on the overall wellbeing of the community. Therefore, it is crucial for Oxfam to cover all possible aspects regarding the social marketing technique for fulfilling all the business objectives in an appropriate manner. Therefore, it would have to evaluate internal and external conditions effectively to ensure all the disadvantage people can receive desired amount of support services.

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