Analysis Of Social Marketing: RSPCA And WWF Campaigns

Description of Organizations and Pets

Discuss about the Analysis of social Marketing.

The current study concentrates on cause marketing or else cause related marketing (CRM) that indicates towards a category of marketing that essentially involves cooperative efforts and collaboration between a for profit as well as non-profit corporation. The cause marketing are necessarily designed to boost the sales of the former and the cause of the latter. The present assessment concentrates on cause-related marketing that upholds a cause or else social marketing that again furthers another cause. In addition to this, the present study also carries critical evaluates and carries out a comparative study of the website of RSPCA regarding “Adopt a pet campaign” and and WWF concerning “Adopt an animal”.

RSPCA is essentially a self-governing, non-government public-based charity delivering animal care as well as protection services. Again, RSPCA Australia is also a federal unit of the eight different autonomous state-run as well as region Australian Member Societies (Events and Fundraising, 2016). This organization intends to avert brutality to animals by dynamically endorsing animal care as well as protection. WWF Australia is a non-profit organization headquartered in Ultimo, New South Wales that partners with different entities such as governments, corporations, communities as well as individuals to counter a wide range of demanding environmental problems (Donate to WWF to help train conservation detection dogs, 2016).

The information regarding the “Adopt a pet campaign” can be availed and accessed from the official website of RSPCA. The analysis of the information available from the website reveals the fact that the product of the organization in this case are the adoption of animals as pets. Therefore, pets are the products in this case for the organization RSPCA (Events and Fundraising, 2016).  RSPCA has launched a website “adopt a pet” as a part of the campaign for promoting the cause of animal care as well as protection that boosting adoption.

The different types of pets that can be treated as products of RSPCA include the following:

• Dog & Puppy
• Cat & Kitten
• Amphibian
• Bird
• Cattle
• Crab or else fish
• Farm
• Ferret
• Fowl
• Goat
• Guinea Pig
• Horse
• Pig
• Rabbit
• Reptile
• Rodent
• Sheep (Events and Fundraising, 2016)

The information available from the website of WWF reflects the fact that WWF promotes a campaign for animal care and protection by means of donation (Wildlife & Environmental Conservation Organisation - WWF - WWF-Australia, 2016).  In this case, the product that WWF intends to market include acquirement of donations for dogs and their conservation, protection of Australian endangered species such as Bilbies, Koalas, Numbats and many others.

Core Benefit: The core benefit of the campaign launched by RSPCA for boosting adoption of animals can make certain protection of animals and savings lives and providing homes to pets (Events and Fundraising, 2016). The campaign launched by WWF for gathering donations for Australian species can ensure protection of several endangered species and gain wider benefit of maintaining balanced populations of different types of animals on planet and bio diversity in the ecosystem (Wildlife & Environmental Conservation Organisation - WWF - WWF-Australia, 2016).

Product Definition

Expected Product: Expected product refers to the attributes of the particular products or else services that normally anticipate to receive at the time of making purchases (Lefebvre, 2012). Again, the marketers in this case the non-profit organizations RSPCA and the WWF also keep in mind different attributes of expected products that the target consumers intend to purchase at the time of planning of the campaigns (Domegan et al., 2013).

Augmented Product: The products of both RSPCA and the WWF has can be considered to be augmented products that has both the physical as well as non-physical attribute that can be further added to augment the overall value of the products (McKenzie-Mohr, 2013).

Initial Cost:  The information available from the official website of WWF reveals the fact that the campaign for donation permits the target audience to select an amount of donation from a range of alternatives that include $47, $62, $98,$134  and other (Wildlife & Environmental Conservation Organisation - WWF - WWF-Australia, 2016). This can be regarded as the cost of supporting the cause. Again, the information divulged from the official website of RSPCA reflects the fact that the RSPCA as a charitable organization also depends on donations as well as support from the community. As per the Australian Veterinary Association, the “Family Pooch Index” has reflected that during the mean lifetime of a dog, owners need to expend on average in excess of $25,000 each animal (Wildlife & Environmental Conservation Organisation - WWF - WWF-Australia, 2016). The initial are essentially incurred for initially purchasing the animal, council registration, deseing, flee as well as worm treatments, micro chipping, vaccinations, car restraints, grooming and training as well as toys and treats. The items for the ongoing costs include the annual health check-up, flee and worm treatments, food, grooming and toys and treats.

Figure 1: Costs for adoption

(Source: Events and Fundraising, 2016)

The official websites of WWF and the RSPCA provides the online platform for carrying out the campaign that in turn can attract the attention of the target audience of the company. In order to make the process of adoption simpler, RSPCA has launched “Adopt a Pet”, countrywide website that can let the target audience of the firm to view the animals that are to be adopted at different locations of RSPCA through Australia. Similarly the donation campaign of the WWF also uses the online platform that is the official website and social media to inform the target audience of the company (Bakan, 2016). WWF gathers the donations for protecting different types of habitats at vulnerable Koala populations, saving endangered Numbets in particularly Western Australia and providing indigenous rangers in especially the Kimberly (Donate to WWF to help train conservation detection dogs, 2016). Therefore, for both the organizations, the target customers who intend to adopt or else donate for the cause of protection as well as care of animals can access the organizations through online platforms such the official websites and social media campaigns (Rice & Atkin, 2012). This helps to know about the details of the adoption and donation. The target customers can get to know about the locations of RSPCA and WWF from where people can make their contributions. 

Price Definition

The management of WWF sends messages for the promotion of their campaign for donation from potential customers through the official websites, sends mails to the visitors of the page that fill the contact forms. The main types of message that are sent to the target audience of WWF comprises of the information regarding the crisis, wildlife conservation and donation details. In addition to this, the management of WWF can pass on their messages to public for generation of particularly public awareness through innovative ads (Binggeser et al., 2015). Furthermore, the WWF also undertakes digital marketing and social media campaigns, different commercials as well as hot news for sending the messages to the target audience. The social media strategy of WWF includes the usage of the Hootsuite’s augmented process of demographic targeting as well as geo fencing to concentrate on the target audience of specific country offices by language as well as locations (Cross et al., 2015). WWF also used the Snapchats for sending photos of endangered species that can be viewed only once signifying that the endangered species can similarly disappear and will not be seen again (Donate to WWF to help train conservation detection dogs, 2016).

Figure 2: Promotional campaigns of RSPCA

(Source: Events and Fundraising, 2016)

Again, the management of RSPCA sends messages for the promotional campaign of adoption of pet through the official website, social media platforms, videos, posters as well as television ads. The company also makes use of direct marketing actions such as the direct emails, different electronic messages as well as sms. In addition to this, the promotional activities of the firm also includes digital campaigns for raising the awareness among the public in general and to persuade people to come forward and make their contributions towards this cause (Crouch & Housden, 2012). The different channels selected for the promotional campaigns have different types of messages depending upon the channels that are used (Hair Jr & Lukas, 2014).

The main message of the campaign or else idea behind the campaign of RSPCA is to assist all the unwelcome animals to get another home with a new family that necessarily wants those animals. Therefore, the primary message is to raise public awareness and to donate and thereby help the deprived and harmless animals to get rid of their pitiable conditions and get a brighter future by giving them a home to live in (Kotler et al., 2015). In addition to this the management of RSPCA also wants to persuade and at the same time inform the entire public to come forward and make monetary contributions for these animals and to adopt a pet for bring about a change for the better in the lives of these animals as well as the lives of the people (Perreault Jr et al., 2013).

Place Definition

Figure 3: Promotional campaigns of RSPCA

(Source: Events and Fundraising, 2016)

The target audience of RSPCA are the teenagers, pensioners, family persons, young children or else any famed person. Nevertheless, the families are the main target audience of the firm RSPCA as they have the largest propensity to adopt pets and allow them to join a family (De Mooij, 2013). Families can also provide the pets an improved lifestyle and better conditions for living and proper care. However, children can be regarded as a subset of the target segment family. Nevertheless, children find pets cute and treat them in a friendly manner and treat them with love and share love and friendship.

Figure 4: Target audience

(Source: Events and Fundraising, 2016)

Again, the target audience of WWF includes people aged between the 18-to-25-year of both the genders. Particularly, WWF also targeted Millennials , the audience who were much dynamic on both the social as well as mobile media, specifically Twitter plus Snapchat. Again, the management of WWF also carried out research and studied the behaviour of the targeted segment on various channels. They also followed the way people shared contents in Snapchats and even the types of images with the intention of understanding the target group and institute long-term associations (Donate to WWF to help train conservation detection dogs, 2016)

Fitting in the target market

I myself also fit in the target market as I too have a family and can be positioned in the segment of family that can adopt a pet and look after it. At the same time, I too have the awareness regarding the endangered species and can contribute for saving the endangered species.

Conclusion

The above mentioned elucidates in detail the cause based marketing of two different non-profit organizations RSPCA and WWF. The present study also critically evaluates the websites for gathering the information related to the 4Ps of marketing. The above study expounds in detail the products of the two companies and illustrates both the initial as well as the ongoing price that customers need to pay for the products that is essentially for the adoption and donation in both the cases.  In addition to this, the above report also explicates illustratively the place from where the products can be obtained and analyses the manner in which the customers can make a purchase. Furthermore, the study expounds in detail the promotional strategies that are used for sending the messages of the company.

References

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Crouch, S. & Housden, M., (2012). Marketing research for managers. Routledge.

De Mooij, M., (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Domegan, C., Collins, K., Stead, M., McHugh, P. & Hughes, T., (2013). Value co-creation in social marketing: functional or fanciful?. Journal of Social Marketing, 3(3), pp.239-256.

Donate to WWF to help train conservation detection dogs. (2016). Donate.wwf.org.au. Retrieved 15 December 2016, from https://donate.wwf.org.au/campaigns/christmas2016/

Events and Fundraising. (2016). RSPCA Australia. Retrieved 15 December 2016, from https://www.rspca.org.au/get-involved/events-and-fundraising

Hair Jr, J.F. & Lukas, B., (2014). Marketing research. McGraw-Hill Education Australia.

Kotler, P., Burton, S., Deans, K., Brown, L. & Armstrong, G., (2015). Marketing. Pearson Higher Education AU.

Lefebvre, R.C., (2012). Journal of Social Marketing. Journal of Social Marketing, 2(2), pp.130-137.

McKenzie-Mohr, D., (2013). Fostering sustainable behavior: An introduction to community-based social marketing. New society publishers.

Perreault Jr, W., Cannon, J. & McCarthy, E.J., (2013). Basic marketing. McGraw-Hill Higher Education.

Rice, R.E. & Atkin, C.K., (2012). Public communication campaigns. Sage.

Wildlife & Environmental Conservation Organisation - WWF - WWF-Australia. (2016). Wwf.org.au. Retrieved 15 December 2016, from https://www.wwf.org.au/