Discuss about the Marketing Plan Analysis for Promotion and Advertising.
The marketing plan of the company sketches the upcoming plans and effort of the company for promotion and advertising. The marketing plan of the company describes the activities of the company in alignment with the marketing objectives. For every business organization, marketing plan is essential for customer acquisition and customer retention. It is an integral part of the net sales and profit of an organization (Pearson, 2013). Likewise, several social cause initiatives also implement marketing plan so that their campaign can reach to the maximum people. There are five essential components of a marketing plan, namely, current situation analysis, defining target audience, determination of marketing objectives, development of a marketing communication strategy and at the last assigning budget to the marketing plan (McDonald, 2007). While developing the market communication strategy, the marketing mix should be considered for its successful development. It is a crucial tool to understand how to devise a successful product offering. In essence, the following paper examines the marketing plan of RSPCA ‘Adopt a pet campaign’ and WWF ‘Adopt an animal campaign’.
RSPCA is an independent social care organization of Australia. It provides community based charity services to all kinds of animals. The organization collects most of the funds from public donations, fundraising initiatives, business partnerships and grants. It aims to control animal cruelty by promoting the values of animal care. It also encourages awareness regarding inhumane treatment of the animals. Around the year, the company runs several campaigns to promote animal care (RSPCA, 2016). In this regard, the campaign of the RSPCA for animal adoption is examined. In the campaign, the excitement of the upcoming festivals is exploited. As Christmas and Easter are about to come at this time of the year, people are likely to give each other gifts. As per the strategy, the company is trying to promote pet gifting to its target customer base. The 4 Ps of the marketing are evaluated in the following section:
Product: In the campaign, the product is pets and the animals. The augmented product that the company is offering are vaccinated, council- registered, microchipped and desexed animals. It is a social campaign; therefore, it also promotes donation for the animal welfare. Along with the Christmas and the New Year wave, the company is promoting pet gifting.
Price: In the campaign, the price of the services is not mentioned; however, the prices of the products will be kept low as the company is not for profit organization. However, with the pet care several costs are associated which the customer has to bear in future. It includes food, pet boarding, veterinary care, grooming and exercise.
Place: The campaign is focused on the citizens of Australia.
Promotion: In the promotion technique, the company has used the theme of upcoming festivals. At, the PCYC Gladstone Christmas market RSPCA has organized Santa Paws, where the customers can click the photos of their pets with Santa. Along with it, it is also promoting pet buying by suggesting the picture perfect scenario of puppies under Christmas tree or at Easter.
WWF is a leading national social cause organization. WWF constantly collaborates with governments and other supporting communities that aim to protect the environment. It has a wide range of operations and work to protect the animals, wildlife and both land and oceans. It was established in 1961 and has operations in over hundred countries (WWF, 2016). At this Christmas, the organization has launched a campaign to promote animal buying. The WWF Christmas gifts campaign is evaluated in the following section by the 4Ps of the marketing mix.
Product: The organization has promoted pet buying in this campaign. It is the tradition of the people to gift each other gifs at Christmas. WWF has used this notion to promote animal buying as it promotes the theme of meaningful gifts. The augmented feature of the product is that it provides conservative animals for buying. In addition to it, it has also added a Christmas gift option in which the animal lovers will have opportunity to gift their loved ones snow leopard, a vulnerable species with snow leopard fact book, bag and living plant magazine. WWF has not promoted actual animal buying but buying a soft toy of a vulnerable animal will contribute to the protection efforts (WWF, 2016).
Price: As WWF is a not-for-profit organization, the cost price determined for the pet toys and the gift pack will also be low. With gift buying, the organization has also initiated the opportunity of donating for the animal welfare. In comparison to the gift scheme offered by RSPCA, the price of the gift is low.
Place: The place for the implementation of the marketing plan is Australia. The people of the entire Australian continent can buy pets or donate through online mediums.
Promotion: For the promotion of the marketing campaign and attracting maximum number of customers, it has aligned the theme of animal welfare. The organization has attached in its marketing campaign that by buying a pet, an individual can contribute to the animal protection efforts of the company. The promotional slogan of the organization has stated that by buying or donating in this campaign, a person can support conservation dogs. These dogs can sniff the poo of the vulnerable species, who are on the verge of extinction.
A marketing plan is based on the marketing mix. The marketing plans are developed with a focus on the target market strategies as well as focusing on the advantages over the competitors. One of the most critical components of the marketing plan is market segmentation. Every customer has his unique need and desires in respect to some product; however, it is impossible to customize product according to the requirements of each individual. Market segmentation is the process of dividing the customer base into different sections based on their different needs and demands. In essence, it can be scrutinized from the marketing mix of both WWF and RSPCA that the target customer for both the companies is different (Dibb and Simkin, 2008).
Target customer Base for RSPCA: RSPCA is promoting pet buying in this marketing campaign. It has used the themes of Christmas festivities and gift purchasing for this campaign.
The Company has focused its marketing plan to the people who are capable of buying and taking care of the pets. In this section of targeted customers, the affluent or well-to-do families or youngsters are chosen. It is due to the fact that only such families would be able to bear the expenses associated with keeping and taking care of the pets. In addition, these families would be able to better take care of the expenses and other requirements of pets (Wenderoth, 2009). The marketing campaign has taken into account the expenses and has discussed in detail the expenses associated with pet buying. The campaign has also shed light on the targeted customer base should be pet lovers, because several times the animals are later neglected. The targeted customers are geographically separated as only in Australia (Richter, 2012). The organization will provide all the pets vaccinated, council- registered, microchipped and desexed. Therefore, the customers will not have to indulge in any hassle for buying pets. Therefore, the targeted customer base includes the people who want little hassle or are short of time. In order to take care of the pets, the customers are needed to be responsible and careful. For this the organization has targeted customer base that are above twenty, independent and with a regular income source.
As Christmas and Easter are nearby festivals, the organization used this theme to promote itself and bring donations from the customers. It has promoted giving soft toy packages as a gift so that, an individual can contribute to the animal welfare. These toys and magazines are simple, attractive and do not require care and responsibility as for the actual pets. Also, they are quite attractive to the young children and teenagers (Lamb, Hair and McDaniel, 2008). The young children love their environment and surroundings; however, they cannot always buy things on their own. The parents can buy these gifts for their children without any tension about further responsibilities. In addition, an individual can also give this gift to anyone without considering that they would be able to handle such gifts. WWF has promoted the notion of animal welfare without any hassles and only by making donation. Any person can buy these products and make a donation according to his financial condition. Therefore, the targeted customer base for this company is individuals from 16-60 years age group and animal lovers.
In the personal opinion, I belong to the target customer group of WWF. I like animals and support the cause of their welfare; however, I am not ready to take responsibility of a young animal myself. Being a student, I do not have a consistent income source.
Conclusion
In the above paper, the marketing plan of animal welfare groups, namely, RSPCA and WWF has been evaluated. The marketing plan of both the organization has been targeted at different target customers. RSPCA has promoted animal buying; therefore, they have targeted the customer base of families and young independent people with a consistent source of income. It can be evaluated that the target customer base can provide the care and protection to the animals that the pet buying require. Both the companies have exploited the themes of the Christmas for the promotion of their marketing plan. In addition to it, the organizations have also targeted different customer base. WWF have targeted a wide range of customers who want to contribute to the animal welfare irrespective of the fact that whether they are capable of taking a responsibility of a pet.
References
Dibb, S. and Simkin, L. (2008). Marketing Planning: A Workbook for Marketing Managers: Cengage Learning EMEA.
Lamb, C.W., Hair, J. F. and McDaniel, C. (2008). Essentials of Marketing. Cengage Learning.
McDonald, M. (2007). Marketing Plans: How to Prepare Them, how to Use Them. Butterworth-Heinemann.
Pearson, D. (2013). The 20 Ps of Marketing: A Complete Guide to Marketing Strategy. Kogan Page Publishers.
Richter, T. (2012). International Marketing Mix Management: Theoretical Framework,Contingency Factors and Empirical Findings from World-Markets. Logos Verlag Berlin GmbH.
RSPCA. (2016). About us. Retrieved on 15 December 2016 https://www.rspca.org.au/
Wenderoth, M. (2009). Particularities in the Marketing Mix for Service Operations. GRIN Verlag.
WWF Christmas Gifts. (2016). Retrieved on 15 December 2016 https://donate.wwf.org.au/campaigns/christmas/
WWF. (2016). What We Do. Retrieved on 15 December 2016 https://www.wwf.org.au/what-we-do
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