Discuss about the Promotional Tools and Situational Factors Management.
This report critically analyzes the various marketing strategies of Open Family Australia along with providing them with proper recommendation to the organization. There are different Promotional Marketing Mix strategies that will benefit Open Family Australia to concentrate on their potential market segment in Australia. Open Family Australia is a nonprofit making organization that deals with changing the living standard and lifestyle of homeless individuals of Australia. The organization also provides intensive care towards youth those who suffer from drugs and alcoholic problems. The primary goal of the organization is to provide homeless deserted individuals to overcome their situation of poverty and make their future-enriching maneuver to them. Open Family Australia started incorporation in Melbourne 1978. In the year 2005 November, the organization became the Registered Australian Body collaborating with Australian Securities and Investment Commission (ASIC). Open Family Australia microenvironment consists of people those are within the age group of 12 and 26, and are generally isolated from the society. The client’s base of Open Family Australia includes 65% of clients that are below the age of 18 years. The groups of client are alienated in the ratio of 60% male and 40% female clients respectively (King 2017).
The clients of Open Family Australia are isolated from the society due to conflicts in the family and breakdowns. The organizations take these critical issues and address them respectively to enlighten their clients with better standard of living and healthier environment. Open Family Australia macro environment consists of the government, distinct socio-economic groups and the various political facet of Australia. According to the researcher, the number of clients represented by Open Family Australia is the isolated and homeless youth populations of Australia, so the researcher needs to concentrate on areas where there are huge youth potentials.
There is also environmental impact on Open Family Australia, the organization needs to regulate and maintain their operations in the alignment of Environment Protection Act and must try to keep the environment and the society pollution free. According to the researcher, as Open Family Australia clients are mostly homeless youths their target market segment should be consumer shopping malls, railways stations, public entertainment places and lodging houses (King 2017).
It is necessary for each organization to have an effective promotional strategy to make progress in their company operations. The brand value of any product and services are ascertained by how well they are communicated in the market place (Kotler et al. 2015). According to the researcher, the various promotional mix strategies of Open Family Australia are as follows:
Advertising: Advertising is one of the most effective tools of promotion. It is a paid form of communication, which creates awareness of products and services are increased in front of the customers. According to the researcher, Open Family Australia must provide focus on advertising on those places where there is a huge gathering of youth individuals (Kutay and Ozturk 2013).
Such as advertising close to railway stations, public entertainment parks, shopping malls and boarding houses with tools like brochures, hoardings and media will ascertain enough brand awareness and recognition for Open Family Australia. The advertisement must provide enough attraction towards the homeless individuals and it must convey them sense of trust that will enable the clients to move towards Open Family Australia. The vision of the organizations must be thoroughly communicated in the advertisement that will gather potential clients for Open Family Australia. An effective advertising campaign will provide the isolated individuals to accumulate more information about the organization and its various services (Ashraf, Rizwan and Khan 2014).
Public Relations: Public Relations are all the relations that the organization enforces sound relationship with the media and the social communities. Public relation not only creates good relationship opportunities but also lowers the negative situations prevailing in the market place. According to the researcher, Open Family Australia needs to make positive relationship with the society through ways of asking for donations from people and corporate houses, searching adequate sponsors and target potential investors to make their organization successful. Open Family Australia needs to merge their company with other renowned organizations to create a competitive advantage in them and expansion of their operations across Australia effectively. The organizations should take proper initiatives to deliver healthy meals to homeless young individuals. Moreover, with proper food packs and nutritional meals, the organization will be able to ascertain an emotional attachment with their clients and that will lead towards a successful campaign of public relations. The organization must also provide the isolated youths with free groceries and information regarding nutritional benefits to them (Meo et al. 2014).
Sales Promotion: Sales promotion is one of the tools of promotional marketing mix that is used to create short-term boost in Sale and provide added remuneration in their product and services. According to the researcher, Open Family Australia provides different types of services to their clients respectively so their promotional strategies should focus on adding new features and experiences according to the youth’s customer requirements and desires. The organizations can take proper initiatives in giving rewards to their clients respectively, generating sense of accomplishment towards them and providing them a healthy environment to live and create better standard of living for them (Ashraf, Rizwan and Khan 2014).
Personal Selling: Personal Selling is a method by which the organization address individual clients are give them services accordingly. Open Family Australia is non-monetary base organization that means the organization motive is not monetary benefits but to provide good quality of services to their respective clients. The organization can offer individual attention to their clients by congregating them individually and discussing their problems, sharing their griefs and giving them mental hold up. Moreover, Open Family Australia should consider in using social media platforms to magnetize new clients and imitate higher level of interaction with them by using the tool of personal selling (Salvi 2013).
Direct Mailing: Direct mailing or direct mail includes sending letters and emails to youth service providers and isolated individuals respectively. According to the researcher, Open Family Australia needs to target all the youth homeless individuals, send them mails concentrating on delivering the organizations message, and create interest among them accordingly. The organization must put their entire focus on the youth centric areas while sending mails to their clients (Tuten and Solomen 2014).
Internet Marketing: Internet marketing is one of the modern methods of promotional strategies opted by organizations to reach a large audience in quick time. According to the researcher, Internet Marketing is one of the most effective tools for Open Family Australia as their client base is youth centric and most of the youth groups are concerned with online activities. The organizations focus should be on advertising their vision and goals virtually with sound digital presence to acquire more clients for Open Family Australia. Moreover, the youth population of Australia is very much active in the digital world so it will be beneficiary for the company to gather clients (Tuten and Solomen 2014). Therefore, with the help of marketing in the internet and creating websites that can be accessed easily Open Family Australia will gain several numbers of clients for them eventually. The websites must portray all the information about the organizations objectives and goals and how the organizations safeguards and protects their isolated clients accordingly (Pauser, Wagner and Ebstar 2016).
Social Media: Social Media marketing is a promotional strategy through which the organization promotes their brand in different social media platforms that helps the brand to gain appreciation and recognition in the social media market platform. Moreover, the effect of globalization has initiated most of the companies to advertise their products and services digitally to attain large number of customers towards them. Open Family Australia, must communicate their advertisements on social media platforms like Google Plus, Facebook and Twitter to keep their clients aware of their offerings and their charitable maneuver (Ashraf, Rizwan and Khan 2014). The organization must implement to use Flash Sale promotional strategies in the social media to gather potential clients for them (Banerjee, Saha and Yadav 2013).
Sponsorship: In order to sustain an organization in the long run and to increase their business operations it is necessary to find valuable sponsors. Sponsorship is like investing in the organization for a motive of social cause. Open Family Australia, must promote them in the market to gather sponsors, sponsorship will help the organization to create awareness of the organization and generate brand value respectively. According to the researcher, Open Family Australia should ask for corporate donations in their websites, which will provide them enough amounts of funds to run their organization smoothly and create a better working environment around them (Pauser, Wagner and Ebstar 2016).
According to the researcher, Open Family Australia must increase their brand awareness with the useful tools like Internet Marketing, Social Media Marketing and Advertising. Social media is one of the most influential factors in promotional mix as most of the youth centric population has a very strong dominance in social media platforms. The organizations must focus in providing more messages in the social media as it will help Open Family Australia is acquire respective clients.
Moreover, Open Family Australia being a charitable organization they should portray their organization missions and visions must be properly stated in their messages that will provide to the clients the clear understanding of the organizational goals. Internet marketing strategies of Open Family Australia is to create a social app through which the organization can monitor and address the needs of their clients individually and in an efficient way to provide better quality of services to them. Open Family Australia, needs to create more number of successful advertisements that are more socially accepted in the society.
A sound advertisement will create an emotional bonding and provide sense of trust and integrity within their client’s minds and more number of homeless isolated youths will be attracted towards Open Family Australia.
Moreover, the organization Open Family Australia is a progressive organization with a motive to provide social service so it is mandatory for them to gather information from youth centric service providers and make proper promotional strategies to them.
The objective of Open Family Australia is to ascertain their clients with expertise in improving their skills and provide them mental support to overcome different hurdles of life and make a better future for them. Open Family Australia make enables their clients to select their own challenges; the organizations also provide very little number of rules and regulations and initiate better level of engagement and interactions with their clients (Shank and Lyberger 2014). Therefore, this provides Open Family Australia to achieve a competitive position in front of its competitors.
According to the researcher, Open Family Australia must increase their brand awareness with the useful tools like Internet Marketing, Social Media Marketing and Advertising. Social media is one of the most influential factors in promotional mix as most of the youth centric population has a very strong dominance in social media platforms. The organizations must focus in providing more messages in the social media as it will help Open Family Australia is acquire respective clients.
This report consists of critically analyzing the various promotional tools with the help of which Open Family Australia will be able to identify their target market. The primary objective of Open Family Australia is to provide valuable services to homeless isolated youth by providing them long term support and creates a better future for them. The researcher has identified the target market segment that consists of youth population. The opportunities prevailing in the organization are to create more number of volunteers towards their organization and should target corporate clients under their brand name to prosper in the business. The threat towards Open Family Australia is high level of competition from their competitors and the challenges are very time consuming for the organization. Moreover, to overcome all this challenges Open Family Australia needs to implement promotional strategies that will benefit the organization in acquiring potentials clients in the future. The internal environment of Open Family Australia requires development that will provide them in getting a competitive advantage over other rival firms. The only drawbacks of the organization are that there is a huge distance between the level of understanding between the clients and the volunteers. Therefore, it is necessary to solve this issue and recruit more volunteers keeping in mind the same age group of clients.
References:
Ashraf, M.G., Rizwan, M. and Khan, M.A., 2014. The promotional tools and situational factors’ impact on consumer buying behaviour and sales promotion. Journal of Public Administration and Governance, 4(2), pp.179-201.
Banerjee, S., Saha, S. and Yadav, P., 2013. Brand personality creation through advertising–A study on food & beverages brands. ZENITH International Journal of Multidisciplinary Research, 3(2), pp.216-230.
BOX, B.I.A., 2015. The internet marketing.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
King, M. (2017). Our History – Open Family Australia. [online] Openfamily.org.au. Available at: https://www.openfamily.org.au/who-we-are/our-history.html [Accessed 10 Jan. 2017].
King, M. (2017). Our Structure – Open Family Australia. [online] Openfamily.org.au. Available at: https://www.openfamily.org.au/who-we-are/our-structure.html [Accessed 10 Jan. 2017].
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson Higher Education AU.
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