Discuss about the Marketing for Managers Evaluate the Work.
Along with getting business from the products that an organization is selling, some organizations have started thinking about the society (Brennan et al., 2014). They are looking after the development of the society or trying to bring necessary changes in the environment. When an organization is doing business by taking care of the society, it can be termed as social marketing.
This report will evaluate the works of Amnesty International and their new campaign where they are trying to protect the teenagers from drug and alcohol abuse. They have already worked for the rights of women, LGBT and indigenous communities. Working for the teenagers and saving them from alcohol and drug abuse will give the required attention so that they are able to stay ahead of the competition and enhance the business.
When an organization carries out marketing and promotion to support a cause, then it can be termed as social marketing (McKenzie-Mohr, 2013). The organization that is aimed at social marketing works with an approach to change the mindset and behaviors of the people. In addition to this, they aim at maintaining the behavior so that they can bring changes in the society as a whole. The changes are mainly aimed for the benefit of the individual and the society. The idea of social marketing was born in the year, 1970 and it was brainchild of Gerald Zaltman and Philip Kotler. They believed that if marketing can help to sell products, it would also help in selling practices, behaviors, ideas and attitudes (McKenzie-Mohr, 2013). Social marketing not targeted to benefit the marketer, but it is mainly targeted towards benefit of the society, environment and audience.
Amnesty International is one such organization, which aims at enhancing life of the people who ate living in Australia by promoting equal human rights (Amnesty International Australia, 2017). Amnesty International works for and with the indigenous people who are living in Australia. They aim to fight against unfair detention of the refuges and asylum seekers and against discrimination. Moreover, they have cell that works for the rights of LGBT and women. They urge the government to implement laws that will respect the human beings in spite of their sexual orientation or the society. They feel that the laws will help them to meet their international human rights obligations.
Amnesty International mainly aims at prevailing peace and harmony in the society. The new campaign will be targeted towards protecting the teenager from the alcohol and drug abuse. In Australia, most of the young people die due to the drug and alcohol use. In fact, the teenagers who are between the age group of14-17years get alcohol from the relatives and friends. About 30% of the teenagers between the age group of 13 to 17 years have been through unsupervised drinking in clubs. The most surprising part is that out of that 30%, 71% of them have not been asked to present their age proof (The Salvation Army, 2017).
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Strength |
Weakness As they are mainly into social service, they have to rely on the donations and funds by the government (Lefebvre, 2013). |
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Opportunity As they are working for the society, the international associations will get attracted towards Amnesty International by giving the desired amount of support and funds. |
Threats If Amnesty International does not get proper funds or donations, their campaign would remain incomplete. They will suffer loss if they cannot achieve their goal. |
As per the SWOT analysis, Amnesty International will face with opportunities as well as threats due to type of field that they are working in. On one hand, they will get the desired amount of support mainly because of their attitude towards social enhancement. On the other hand, they would not have any other options but to depend on the funds to keep their work going. As a result, they will face with huge numbers of competitors as many organizations are working for the social development in Australia.
The main target market for the campaign will be the parents of the teenagers. They should be told about the issues that are being faced and the way they can help to save the teenagers of Australia. Their contribution, both monitory as well as other types of support like spreading the campaign and taking part in the campaign will help them to become successful in the program. In addition to this, Amnesty International will target the multinational companies. Especially those companies that have a good corporate social responsibility record will be targeted.
There will be no geographic segmentations of the target market, as Amnesty International will not limit their target to one area (Wilhelm-Rechmann, Cowling & Difford, 2014). They aim to seek attention at the international level. As far as the demographic segmentation is concerned, they will target the individuals whose child are a teenager and goes out with friends on regular basis. At times, the parents have no idea about the habits of the children (Martinsen & Sundgot?Borgen, 2014). Moreover, the companies who are working in Australia for more than ten years will be given special attention for the support (Burchell, Rettie & Patel, 2013).
Product
The product that will be offered by Amnesty International will be the service that they are providing to help the teenagers of the country. To promote the product, Amnesty International will first talk about the need of the campaign and if the teenagers are not stopped in the beginning, how it can affect their health and career (Rundle-Thiele, 2015). As they are the teenagers are the future adults of the country and it is upon them the economic condition of the country is dependent, hence, they should be protected. Once the individuals or the companies will understand the importance of preventing alcohol and drug use, they will help Amnesty International in their campaign. In addition to this, the organizations or the individuals will get proper recognition and a token of appreciation as they are helping Amnesty International in their campaign. Amnesty International will give certificate as well as mention the name of the contributors in their website. In addition to this, the names of the contributors will also be mentioned in the events. The recognition will play the role of products.
Price
There will be variable costs for the customers based on their wish to donate for the company; however, the donations will be onetime payment for the customers (Luca & Suggs, 2013). They would not have to buy anything or take care of anything for which they have to pay on a regular basis. They can pay for the campaigns and get the recognition for their contributions. in addition to this, they can pay as per their wish. No minimum amount is there that the individuals or the companies have to pay if they wish to donate.
Place
No physical place is required by Amnesty International to place their products. In fact, that is the best part that donations can be done online without visiting any office to make the payments (Dibb & Carrigan, 2013). As the place of operations for Amnesty International is online, hence they can reach a huge number of audiences both domestic as well as international clients. However, if there is any campaign or events, then they would be asked to participate to spread the awareness.
Promotion
As the place of business operations for Amnesty International in online, hence, the promotions will also be done online. The social media will be the best place to spread the message among the youth as well as the clients from they can get the donations. The youth might not the one who will be able to donate for their activities but they can work as the word of mouth to spread words about their work (Brennan et al., 2014). In addition to this, Amnesty International can portray their work in events. Even though, online presence will be helpful to gain business, however, if they make their presence felt in the events they will be able to come close to the people (McKenzie-Mohr, 2013). However, for physical promotions, they will have to choose the events in those places like schools and colleges. If they promote the products in the events that are held in colleges and schools, the people will be more connected with the goals of Amnesty International and hence of getting donations will be more.
Amnesty International can make use of the following message to spread their campaign:
“Protect our future, stop alcohol and drug abuse”
The teenagers would grow up and will contribute towards further development of the country. If they get into any wrong practice and end up being abused, their early years will be scarred and they could not be given proper education that will help them to grow and develop as a complete human being. As they are the future of the nation, the message highlights that part and urges the public to protect them.
Conclusion
To promote the campaign that will help Amnesty International to save the teenagers, they used the slogan, “Protect our future, stop alcohol and drug abuse”. The SWOT analysis revealed that social marketing would act as their strength as they are thinking about the society. On the other hand, it will act as their weakness as they only have to depend on donations. The marketing mix revealed that they should promote the importance teenagers and portray them as the future of the society to make the people aware of the significance of the campaign. They should promote online as well in events. There will be variations in price as per the wish of the contributors and it will be onetime payment for them with no hidden cost. However, they will be asked to participate in the events to spread the awareness.
References
Amnesty International Australia,. (2017). Demanding equal human rights for all people in Australia. Amnesty International Australia. Retrieved 2 February 2017, from https://www.amnesty.org.au/what-we-do/at-home/
Brennan, L., Binney, W., Parker, L., Aleti, T., & Nguyen, D. (Eds.). (2014). Social marketing and behaviour change: models, theory and applications. Edward Elgar Publishing.
Burchell, K., Rettie, R., & Patel, K. (2013). Marketing social norms: social marketing and the ‘social norm approach’. Journal of Consumer Behaviour, 12(1), 1-9.
Dibb, S., & Carrigan, M. (2013). Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change. European Journal of Marketing, 47(9), 1376-1398.
Evans-Lacko, S., Malcolm, E., West, K., Rose, D., London, J., Rüsch, N., … & Thornicroft, G. (2013). Influence of Time to Change’s social marketing interventions on stigma in England 2009-2011. The British Journal of Psychiatry, 202(s55), s77-s88.
Lefebvre, R. C. (2013). Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. John Wiley & Sons.
Luca, N. R., & Suggs, L. S. (2013). Theory and model use in social marketing health interventions. Journal of health communication, 18(1), 20-40.
Martinsen, M., & Sundgot?Borgen, J. (2014). Adolescent elite athletes’ cigarette smoking, use of snus, and alcohol. Scandinavian journal of medicine & science in sports, 24(2), 439-446.
McKenzie-Mohr, D. (2013). Fostering sustainable behavior: An introduction to community-based social marketing. New society publishers.
Ngm.nationalgeographic.com,. (2013). Aboriginal Australians. Ngm.nationalgeographic.com. Retrieved 2 February 2017, from https://ngm.nationalgeographic.com/2013/06/aboriginal-australians/finkel-text
Rundle-Thiele, S. (2015). Looking back and moving forwards: An agenda for social marketing research. Recherche et Applications en Marketing (English Edition), 30(3), 128-133.
The Salvation Army,. (2017). Teenage drinking. The Salvation Army. Retrieved 8 February 2017, from https://www.salvationarmy.org.au/en/Who-We-Are/our-work/Drug–Alcohol-Abuse/Teenage-drinking/
Wilhelm-Rechmann, A., Cowling, R. M., & Difford, M. (2014). Using social marketing concepts to promote the integration of systematic conservation plans in land-use planning in South Africa. Oryx, 48(1), 71.
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