1. Product define the term and explain what the core benefit, the expected product and augmented product are for a customer.
2. Price define the term and determine the initial cost and what is the ongoing cost for a customer.
3. Place/distribution define the term and describe where can you obtain the product and how easy would it be for you as a customer to make a purchase.
4. Promotion define the term and explain what messages are being sent to potential customers and what types of messages are these.
5. Based on the information and analysis you have completed, justify who is the target market for each campaign and explain if you fit within that target market.
In the modern business world, there has been a noticeable increment in several aspects and concepts of an organization. According to Czinkota & Ronkainen (2013), one the most impacting factors that has gathered attention of a firm`s management is the management and marketing terms. It is noted that experts along with focussing on developing competencies tend to concentrate on ensuring a highly productive marketing mix as well (Goi, 2015). Moreover, the dual nature of social marketing that focus on business gains and societal welfare has attained new heights in the expanding world (De Mooij, 2013).
For this particular project, two well known organizations namely, World Wildlife Fund (WWF) and Royal Society for Prevention of Cruelty to Animals (RSPCA) have been taken into consideration. Further, the report highlights the marketing mix integrated by the enterprises. A critical comparison of the adopted strategies and its role in developing efficient target markets has also been included in the project.
The enterprise commenced business from the year 1961 (Wwf.org.au, 2016). With a motive to provide safety to animals and also look after ecological conservation, the enterprise gained recognition in all across the globe. Despite of being an $80,000 initiative, WWF at present operates in more than 100 nations and has about 50,000 supporters. It is noted that apart from concentrating on a ensuring a sustainable future for the environment, the management of the firm also focuses on developing a highly impacting marketing mix (Hollensen, 2015).
Like every other firm, WWF also tends to develop a commodity that not only helps in increasing revenue generation but also fulfils the mission of the firm. The most primary product of the company is the initiation of the people to take part in developing the environment and also save the endangered animals. WWF being a largely reputed brand ensures a fruitful use for the money collected and also provides a public goodwill to its customers for being part of the noble cause (Wwf.org.au, 2016).
In the words of Jobber & Ellis-Chadwick (2012), the pricing of the goods and services are a huge concern for the organization as well. It is noted that the firm abides by a cost effective strategy and asks for an initial (final) payment for the provided goods. Further, the people are allowed to donate as per their capabilities and as many number of times they want. The adoption of animals also takes a onetime donation and can be increased in the future.
The online acceptance of payment and providing of services has been a breakthrough for WWF (Wwf.org.au, 2016). It is noted that the firm also provides a door step delivery for the products or services purchased over the internet website. Moreover, the hazard free transaction and no office visit prove to be fruitful for the enterprise (Huang & Sarigöllü, 2014). Being located in more than 100 nations, the WWF effectively carries out business operations all across the globe.
The development of social and digital media has allowed WWF to significantly use the available resources for promoting their initiatives and ideas (Wwf.org.au, 2016). Additionally, adoption of wildlife animals is based on a seasonal promotion technique used by the enterprise. Also, an efficient use of Christmas to spread the noble cause has also helped to develop business conditions (Kotler, 2012).
RSPCA is another organization that focuses on ensuring safety to animals. Not only does the firm tend to act as the voice of the animals but also seeks to protect them from torturous situations. As stated by McKenzie-Mohr (2013), it is noted that animals suffer a lot of pain ranging from human purpose tortures to laboratory testing. Being inaugurated in the year 1824, the organizations has aggressively worked towards providing a home to the sufferers and putting a stop to animal testing. Furthermore, like every other active business firm, RSPCA also concentrates on developing the marketing mix capabilities as well (RSPCA Adopt a pet, 2016).
According to Gordon (2012), in order to attract animal lovers and also provide the people with their most desired needs, the organization tends to develop extraordinary commodities. Based on the objective statement, RSPCA`s goods and services focuses on animals and their safety (RSPCA Adopt a pet, 2016). Further, the well-developed adoption plan of the company enables customers to find out their suitable choices and be sure of them. The availability of rare and uncommon animals proves to be an impacting aspect of the firm.
As opined by Rosenbloom (2012), it is noted that there is a differentiation of price in case of adopting and campaigning initiatives. Despite of a zero initial cost, the clients are asked to pay an ongoing price. Also, the prices of pet insurance option depend on the type of animals. Managers increasingly focus on costing of the products and services to successfully attract customers and also build up competitive advantage factors.
The distribution system of RSPCA proves to be one of the most significant characteristics of the organization (RSPCA Adopt a pet, 2016). In addition to a diversification of the channelling systems, the management focuses on ensuring a secured delivery of the pets. It is noted that enterprise places itself in most parts of Australia like North South Wales, Victoria, NT, southern and western parts (Terpstra, Foley & Sarathy, 2012).
With a positive and successfulness of past events, the organization tends to effectively use the stories as promotions. Further, the company seeks to advertise the fulfilled goals and objectives concerning the animals (RSPCA Adopt a pet, 2016). In order to attract clients towards the firm, the management also tend to involve in online advertisements as well. Also, a spread of their motives and benefits of adoptions provides a better scope for the firm.
Comparing the marketing mix strategies of WWF and RSPCA it is inferred that there lies several difference between the two. As compared to WWF which focuses on proving safety to the wildlife animals, RSPCA majorly focuses on the wellbeing of domestic animals (Wwf.org.au, 2016). Moreover, the initiative of RSPCA to allow the people of Australia to adopt a pet tends to be more efficient than asking donations for ensuring a sustainability of the endangered species (Wilson et al., 2012). However, WWF with its well-developed marketing strategies performs extraordinarily across the globe. On the other hand, WWF pricing policy tends to a competitive advantage factor over RSPCA.
It is noted that the people have a greater acceptance of a onetime payment in contrast to an ongoing regular interval cost. Concerning product and promotional factors, the worldwide spread of WWF helps the organization to perform on a global level, whereas the geographical location of RSPCA is limited to Australia and thereby limits growth. It is noted that WWF invites customers from all around the world, while RSPCA is able to serve the Australians only (RSPCA Adopt a pet, 2016).
Based on the marketing mix strategies of WWF and RSPCA it is seen that social activists and people with a social cause approach will be the main target segments for the organizations. As stated by Jobber & Ellis-Chadwick (2012), the firms mainly target the earning individuals and pet lovers as well. Further, the diversified location of WWF will allow the firm to develop a much larger target segment as compared to RSPCA.
In absence of pet lovers, RSPCA might be unable to garner an increased number of clients (Hair Jr & Lukas, 2014). Additionally, the people often opt for a onetime payment as compared to disbursement at intervals, and hence WWF will develop a much larger segment that RSPCA. While on the other hand, people it is noted that the Australians who want to adopt a pet are a concern for the RSPCA (RSPCA Adopt a pet, 2016).
Conclusion
Analyzing the several aspects of the project it can inferred that both World Wildlife Fund (WWF) and Royal Society for Prevention of Cruelty to Animals (RSPCA) greatly depend on their self developed marketing mix strategies. Further, it can also be understood that the enterprises tend to depend on the developed policies not only to heighten revenue generation, but also to fulfil their objectives. Among the several differences that lay between the two organizations, the use of online sites for product selling and payment transactions acts as the only similarity. Moreover, the organized strategies also lend a hand towards developing competency levels and abilities to serve the society in a much better manner.
In addition to helping in developing the target market for the company, the managers tend to focus on controlling and managing utilization of the available resources. On the other hand, with a critical evaluation of the two firms it can be seen that the two firms despite of performing towards developing the society, have several differences. Lastly, with an analysis of the various aspects and concepts it can be concluded that both WWF and RSPCA look forward to develop business conditions with a successful development of the strategies and target markets.
References
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.
Goi, C. L. (2015). Marketing Mix: A review of’P’. The Journal of Internet Banking and Commerce, 2005.
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal (AMJ), 20(2), 122-126.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research. McGraw-Hill Education Australia.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education.
Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
McKenzie-Mohr, D. (2013). Fostering sustainable behavior: An introduction to community-based social marketing. New society publishers.
Rosenbloom, B. (2012). Marketing channels. Cengage Learning.
RSPCA Adopt a pet,. (2016). RSPCA ADOPT A PET. RSPCA Adopt a pet. Retrieved 15 December 2016, from https://www.adoptapet.com.au/why-adopt
Terpstra, V., Foley, J., & Sarathy, R. (2012). International marketing. Naper Press.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm. McGraw Hill.
Wwf.org.au,. (2016). The Brief History Of WWF Australia – WWF – WWF-Australia. Wwf.org.au. Retrieved 15 December 2016, from https://www.wwf.org.au/about-us/history
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