Discuss about the Project Report Abu Dhabi Transmission & Despatch Company.
Abu Dhabi Transmission & Despatch Company commonly known as TRANSCO is based in Dubai which deals in transmission of electricity and power within Abu Dhabi. It is the subsidiary of ADWEA i.e. Abu Dhabi Water & Electricity Authority (TRANSCO, 2008). The company being a government entity who works for the public welfare the same ways carrying out social campaigns promoting cause like don’t drink and drive is also in the public welfare. The central idea of the company is to protect the society and environment therefore; social campaigns for the public interest are to be taken over by the companies as this will persuade people to follow the same.
According to Muthu, (2016) social activities which are commonly known as the corporate social responsibility (CSR) activities performed by companies in order to invest some of the share of profits of the company for the benefit of environment and society. Such campaigns are also an extension to such activities. The social marketing is done with the goal to find a solution to the problem here the social problem is drink and drive which one of the most common social problem among people that needs to be changed in the target segment (Muthu, 2016).
The focus of the social campaign is to demotivate the people to not drink and drive. As this is one of the major reasons of accidents taking place all over therefore; the TRANSCO Company has come up with a social campaign to promote individuals to never drive after drinking. The idea behind the campaign is to focus on making the people understand the importance of their loved ones who must be waiting for them. The campaign focus is aligned to the motive of the company which is to provide safe and efficient network of supplying power and water to the society the same way campaign is to motivate people to not drink and drive (Rice & Atkin, 2012).
The SWOT analysis covers the strengths and weaknesses, opportunities and threats of the social campaign which is don’t drink and drive. The strengths of the campaign is the strong support of the society as people these days have become much supportive for such campaigns which is for the betterment of the society (Tuten & Solomon, 2014). Such campaigns are also successful because the Transco Company carries a reputation with itself therefore; the brand name will motivate more and more people to participate and show a positive change in favour of the campaign. The major weaknesses of such campaigns is that the motto of the campaign is mostly not achieved as there exists a big misconception among people that this will lead to major change but it creates awareness. The after effect of such campaigns are never measured which result into an ineffective campaign. Gone are the days when people use to believe in such old campaigns which created only awareness with fear and shock appeal as now they respond to the positive ads because people have become more responsible towards the idea of making the world a better place to live (Lee & Kotler, 2011).
The opportunities for the campaign will be the effective utilisation of social media platform to communicate the message among large number of audience. Another is the improvement that will be brought in the society by these kinds of initiatives. This will also improve the quality of living of the community which will make the world a better place to live in. In addition to this, the social marketing enables the audiences to be interactive as this is one of the biggest advantages of the social media. The threats to the campaign are the increase in the competition as nowadays every other company is organising some or the other such campaign. The cost involved in organising such campaigns. The repetition of the same kind of campaign has led to less interest of people (Okoro & Nwafor, 2013).
The target market for the social campaign is especially the people (males and female) from the age group from 17 years to 30 years. There are some statistics which explains the statistics of accidents taking place are because of drunk driving, which can be seen in the picture below. The statistics explains the tests that were taken by police in North South Wales previous year. They found out that 90 per cent of the drunk drivers were males.
(Source: Benjamin & Leonardo, 2015).
This is the most vulnerable group who are attracted by the offers and discounts that are provided by the alcohol companies which may compel them to pay a bigger price for their life. These segments are the ones who enjoy social gatherings a lot and believe that celebrations and get togethers are incomplete without drinks. Therefore; in order to change the behaviour it is required to induce fear which can persuade them to change their behaviour moreover, this group is open for the positive changes taken place around them (Weinreich, 2010). The behaviour that the campaign has tried to create is the positive change among people when it comes to drink and driving. Apart from this, people those who are intoxicated then the vehicle in their hands are not a convenience to them rather it is a weapon which can harm them and others as well. The benefits of the behaviour that the campaign will create are the safe and secure environment for people around the city. In addition to this, it will benefit the whole society moreover, if people will reduce their drinking habits especially before driving this will result in decrease in the health problems.
Marketing mix
Marketing mix includes the 4Ps of marketing that are product, price, place and promotion which are discussed as follows.
The very first product mix deals with the attributes of the product that is to be sold. Since, this report is being prepared on social marketing campaign; it includes the idea of the campaign to be promoted in place of product. In the product mix the information is required to be promoted. There is no tangible product which will give benefits but the intention behind the campaign will bring a big change in the society (Eagle, et al., 2013).
The price mix deals with the monetary return that a customer pays for buying a product but since, there is no actual product therefore; there would not be any price that can be demanded. Moreover, it is a social campaign which is organised for the societal benefit and since there is no product there will be no price also (Boone & Kurtz, 2013).
The place mix deals as to where the product will be sold but since, there is no product there will be no place. However, in the current report the place for the social marketing plan will be the mediums (places) of marketing and promoting the campaign. According to the target market, the best place to promote the social campaign will be the social media as this will reach out to the target audience, In addition to this, people from the age group of 17 to 30 years of age have an access on various social media platforms (Donovan & Henley, 2010). This will also incur a minimal cost to the company.
The promotion mix involves the ways in which the product or service will be marketed to its target customers (Safko, 2010). However, for the social campaign in accordance with the place mix the promotions are recommended on Facebook, Twitter, Instagram and LinkedIn etc. Apart from this, it can also be promoted by uploading a small video including an attention grabbing message to attract people should be posted on YouTube. These mediums are very effective as they involve an interactive way of communication with its target audiences.
Attention grabbing message refers to the message which captures the attention or eye contact of the audience in order to end their decision by turning back to the place of the campaign taking place. A message includes the whole idea of the campaign along with an attractive tagline. The tone of the message is also a key factor of the message as it has to be specific. The tone of the current social campaign has to be direct but at the same time it should provide lot of information about the campaign. The approach of the message has to be fear based as the audience of the chosen target market respond more to the fear based messages (Aaker & Smith, 2010).
The message should have a tagline as ‘losers do drink driving’ and here the fear factor can be added by moulding and presenting the new meaning of ‘losers’ to them which addresses those people who lose something or the other when they drink and drive i.e. they may lose friends and family, they may lose their valuable human body, they may lose their right to drive and their licence etc. as this will create an horrifying image in their minds and therefore; will have an impact on their decisions and positive change in their behaviours (Hastings, 2007).
There are large numbers of tools that are used by the marketers for evaluating the effectiveness of the message or an ad. This is measured by how much influence the message was successful in making on the ear, eye, heart and mind of the target audience so that they turn up to you in a positive manner (Hendrix, Hayes & Kumar, 2012). The major benefit on being on social media is that millions of people have an access. The ways in which the effectiveness of the message can be evaluated are by monitoring traffic on the website, involvement of people by evaluating the number of pokes, comments, likes and shares initiated by your fans. Finally, it can be evaluated when people turn out to your campaign.
Conclusion
From the above report it can be concluded that companies going for the social campaigns which are for the societal welfare have different reputation. Further, it has been depicted that social campaigns are not for the earning purpose but for the positive change that has to been brought into the society by changing the behaviours of the target market. The above social campaign is for the social cause of motivating people to not drink and drive. Therefore; after discussing all the topics from SWOT analysis to the evaluation of effectiveness of the message it has found out that the campaign will help the company to work for a good cause with proper planning.
References
Aaker, J., & Smith, A. (2010). The dragonfly effect: Quick, effective, and powerful ways to use social media to drive social change. John Wiley & Sons.
Benjamin & Leonardo Criminal Defence Lawyers. (2015). Drink Driving Facts and Statistics. Viewed 9 February 2017. From https://www.thedefenders.com.au/articles/drink-driving-statistics/.
Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.
Donovan, R., & Henley, N. (2010). Principles and practice of social marketing: an international perspective. Cambridge University Press.
Eagle, L., Dahl, S., Hill, S., Bird, S., Spotswood, F., & Tapp, A. (2013). Social marketing. Pearson Education.
Hastings, G. (2007). Social marketing: Why should the devil have all the best tunes?. Butterworth-Heinemann.
Hendrix, J. A., Hayes, D. C., & Kumar, P. D. (2012). Public relations cases. Cengage Learning.
Lee, N. R., & Kotler, P. (2011). Social marketing: Influencing behaviors for good. Sage.
Muthu, S, S. (2016). Sustainability in the Textile Industry. Springer Nature Singapore Ltd. Singapore.
Okoro, N., & Nwafor, K. A. (2013). Social media and political participation in Nigeria during the 2011 general elections: The lapses and the lessons. Global Journal of Arts Humanities and Social Sciences, 1(3), 29-46.
Rice, R, E & Atkin, C, K. (2012). (ed, 4th). Public Communication Campaigns. Sage Publications, Inc. California, USA.
Safko, L. (2010). The social media bible: tactics, tools, and strategies for business success. John Wiley & Sons.
TRANSCO. (2008). Viewed 8 February 2017. From https://www.transco.ae/.
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.
Weinreich, N. K. (2010). Hands-on social marketing: a step-by-step guide to designing change for good. Sage Publications.
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