Marketing And Management Animal Adoptions - RSPCA And WWF Essay.

Discuss about the Marketing and Management Animal Adoptions.

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) is a charitable body promoting animal welfare in Wales and England. The body has over 1000 employees that help improving the lives of Australian animals. The money is generated from fundraising activities and donations, grants, business partnerships and RSPCA patrons. The body believes that the animals must be treated with humanity, care, consideration, sympathy, compassion and tenderness (Kb.rspca.org.au 2016). The World Wide Fund for Nature (WWF) is an international charitable organization that aims to stop the planet’s natural environment. Not only animals, but it also focuses on endangered species, oceans, forests and addresses climate change. This report aims at critically analysing the marketing mix for both the charitable bodies. The concepts of cause-related marketing are applied as both the bodies involve non-profit business and for-profit business (Siebert 2013). The promotional and funding strategy is related to charity or public cause (Donate.wwf.org.au 2016). Based on the marketing mix analyses, the target market for campaigns of both the bodies is identified. A justification for the same is given for the fit in the target market. This report aims at addressing the social causes based on which the businesses join campaigning for mutual benefit.

The marketing mix is a tool that is made of four interdependent variables. The four components of 4P’s- product, price, place and promotion helps in determining an effective and clear strategy that sets the elements in the right focus (Siebert 2013).

A product is something that satisfies a desire, want or demand. It may be a physical item, service or virtual offering. According to Kotler, there are three layers of product. Core product is the first level which defines the main or core product offerings to its customers. The second layer is actual product that has additional benefits and highlights USP. The third layer is augmented product which offers further benefits to the customers for loyal purchasing (Siebert 2013).

The core product offering of RSPCA are the animals like dogs, cats, rabbits, birds, rats, guinea pigs and various other small animals (Rspca.org.au 2016). Other additional benefits or highlights of the actual product are that RSPCA are shelters where the animals can begin their new life (Rspca.org.au 2016). The animals are rescued, rehabilitated and re-homed through the provision of such services. Not only adopting animals, but RSPCA also offers medical care and attention to the injured pets or wildlife. The local RSPCA helps in minimising exposure to injured animals as another service offering. Further, as augmented product, RSPCA offers a wide knowledgebase for different categories of animals. This knowledgebase comprises of literature regarding animal husbandry, farm management, circuses and performing animals, export and transport of livestock (Kb.rspca.org.au 2016). Not only literature, but another offering is pet insurance. These are annual routine expenses such as teeth cleaning, tick control, vaccinations, worm control and other diseases towards which the pets are prone. The RSPCA pet insurance helps in assisting with the best veterinary treatment that every pet deserves (Rspca.org.au 2016).

Product

The core product offering of WWF is to conserve the biological diversity and ensure sustainable use of natural resources. In comparison with RSPCA, WWF offers adoption of wild animals such as snow leopard, polar bear, penguin, tiger, orang-utan, panda, elephant, turtle and other endangered species (Donate.wwf.org.au 2016). These are the actual product offerings of WWF. Other augmented product offerings are wildcards in which the people can send an eGift (Donate.wwf.org.au 2016). WWF Wildcard gives the people an opportunity to celebrate the love for animals and make the friends and family feel extra special (Donate.wwf.org.au 2016). Another augmented product offering by WWF is that there are several adoption packages in which a pack with fact-book, adoption certificate, sticker, Living Planet magazine, bag and an animal toy is offered. The gift can be sent directly to the recipient that can help in generating awareness (Donate.wwf.org.au 2016).

Pricing is another important element of marketing mix as it generates turnover. However, in case of charitable organizations, the pricing strategy is different from for-profit organizations. There are several initial and ongoing costs involved while adopting pet (Siebert 2013).

All the shelters, pounds and rescues charge adoption fees. The initial cost depends on rescue cost, species, breed and ages of the animals. In case of RSPCA, no fee is charged for senior dog and cat who are aged more than ten years. Two kinds of packages are offered for single or adoption in pairs (Rspcavic.org 2016). Greater the age of pet, lesser is the price of adoption. There are fixed adoption prices for dogs, cats, guinea pigs, ferret, rat, poultry animals such as duck and chicken irrespective of their age or species. It is observed that the poultry animals such as chicken or duck cost the same, $20 whether they are adopted as single or in pair (Rspcavic.org 2016). However, it is further observed that the ponies and horses, goat and sheep have a range of price that again depends on their breed, species and age. The pony and horse range between $150- $500 while the livestock are at a price of $45-$60 (Rspcavic.org 2016). The adoption fee at RSPCA also includes a bag of premium pet food excluding the senior animals. Other one-time cost involves de-sexing and micro-chipping of animals. Further, the ongoing costs involve vaccinations, vet-check, dental care cost and x-rays (Rspcavic.org 2016). Other ongoing costs are sending to obedience school or training, grooming issues and medical care.

Price

In case of WWF, majority of the animals are wild and the people can make donations for them based on their rescue needs. The future of the species can be safeguarded by asking for donations. There are several price packages which can be used by the people for making donations starting at $15 on a monthly basis (Gifts.worldwildlife.org 2016). The pricing is made at the multiples of 5 up till $30 and any amount higher than that can be simply entered by the donor (Gifts.worldwildlife.org 2016). Apart from these, there are different donation packages amounting for $25, $55, $75, $100, $250 and higher than $250 (Gifts.worldwildlife.org 2016). All these amounts are valid for different species of animals so that a plush toy can be gifted accordingly (Gifts.worldwildlife.org 2016).

The third element of the marketing mix, place involves a destination where products or services are sold. This movement may involve intermediaries or distributors. Recently, internet has become a hot destination for increasing sales as correct placement is necessary to reach the targeted audience (Siebert 2013).

In case of RSPCA, an adoption process is followed. The services are available for adoption both at the RSPCA centre, telephone, website and email. The process further involves the owner’s background, details, and photos of backyard that shall provide the adoption centre with a glance of lifestyle. An application form can be filled and a 24-hour period is provided to the owner for thinking through about the decision made. The online shop is available for cat treats pet insurance, dog toys and pet friendly holidays. The products available on the internet also consist of gifts, clothing and other trusted animal products (Rspcavic.org 2016).

Similarly, in the case of WWF, the office has various staff members who answer the concerns and queries of the people. Not only in the physical office, but the queries can also be answered on the internet. The donations can be made both physically in the office and virtually on the internet. The goodies can be sent home through home delivery options. Therefore, it is easier to make purchases from the charitable organization (Donate.wwf.org.au 2016).

Promotion involves activities for communicating with customers regarding product features and benefits that also help in generating awareness, increasing sales and fostering brand loyalty. It helps in stimulating demand and providing information regarding the products and services (Siebert 2013).

In case of RSPCA, it is observed that emotional techniques are used by putting friendly picture of animals and how the donation can help change their lives. Regarding the campaign of caged hens, the promotional campaign assures the consumers that their voice counts and people must spare a moment in raising voice against battery cages. Several volunteering stories are also shared on the website that help in gaining a personal touch with the potential volunteers (Rspcavic.org 2016).

Place

Further, WWF lays emphasis on Christmas and appeals the website visitors to help conserve the dogs. The gifts are also based on Christmas theme as the festival is around the corner. Several appeal for whales and Solomon trees are also made so that the people make donations to conserve wildlife. Another strategy used by WWF is sending greeting cards to relatives and friends the eGift card (Donate.wwf.org.au 2016). It is a unique gift that shall help in conserving giant pandas, double the tiger numbers, protect orang-utan, and other marine species. Fundraising event can be organized where the people can join an event or create one of their own. These opportunities are unique that shall help in stimulating donation frequencies and amounts (Donate.wwf.org.au 2016).

RSPCA mainly targets children, teenagers, pensioners and families who would like to adopt pets for giving them a better lifestyle. RSPCA mainly offer smaller animals that highly attracts the children as they find them cute, look towards them as a friend and share love and loyalty in the family. The cause-related campaigns used by RSPCA are through persuasive techniques such as sympathy, emotional language and emotional techniques. The images used on their website emotionally persuade the children to request their parents for adopting a small pet (Rspcavic.org 2016).

There are several campaigns conducted by RSPCA such as ‘End the Battery Cage’ ending the battery cage as it is harmful for the animals and causes suffering. This campaign focuses on the issue where layer hens are caged and there needs to be action taken against it. Australia is falling behind as other countries have particular animal welfare laws to phase out the battery cage (Rspca.org.au 2016). The main target audience of this campaign are the egg consumers and the places that sell eggs. The supermarkets are encouraged to sell cage free eggs based on layer hen welfare. The consumers are now shifting towards a sustainable strategy of purchasing cage-free eggs (Rspcavic.org 2016).

WWF launches a campaign ‘No Australian Wants to Say Goodbye’ for highlighting the damage done to the Great Barrier Reef by fossil fuel extraction and mining. The main target for the campaign is the Australian government as it plays a crucial role in protecting the reef. The mining groups and extraction groups are another target audience for this campaign as they are damaging the reef for extracting fossil fuel. These activities are increasing global warming which would increase the risk and diseases across the world (Mumbrella.com 2016).

Conclusion

The above report focuses on the different strategies and marketing mix analyses that have been adopted by two charitable organizations that work for animal welfare. Both RSPCA and WWF apply funding strategy related to charity or public cause. Not only literature, but another offering is pet insurance. WWF Wildcard gives the people an opportunity to celebrate the love for animals and make the friends and family feel extra special. Other ongoing costs are sending to obedience school or training, grooming issues and medical care. The services are available for adoption both at the RSPCA centre, telephone, website and email. Therefore, it is easier to make purchases from the charitable organization. Several volunteering stories are also shared on the website that help in gaining a personal touch with the potential volunteers. The cause-related campaigns used by RSPCA are through persuasive techniques such as sympathy, emotional language and emotional techniques. There are several campaigns conducted by RSPCA such as ‘End the Battery Cage’ ending the battery cage as it is harmful for the animals and causes suffering. WWF launches a campaign ‘No Australian Wants to Say Goodbye’ for highlighting the damage done to the Great Barrier Reef by fossil fuel extraction and mining.

References

Donate.wwf.org.au, 2016. Community giving - WWF-Australia. [online] Donate.wwf.org.au. Available at: <https://donate.wwf.org.au/campaigns/community/> [Accessed 17 Dec. 2016].

Donate.wwf.org.au, 2016. Donate to WWF-Australia. [online] Donate.wwf.org.au. Available at: <https://donate.wwf.org.au/campaigns/donate/> [Accessed 17 Dec. 2016].

Donate.wwf.org.au, 2016. WWF - Adopt an endangered animal. [online] Donate.wwf.org.au. Available at: <https://donate.wwf.org.au/campaigns/adopt-an-endangered-animal/#/> [Accessed 17 Dec. 2016].

Donate.wwf.org.au, 2016. WWF Wildcards!. [online] Donate.wwf.org.au. Available at: <https://donate.wwf.org.au/campaigns/wildcards/> [Accessed 17 Dec. 2016].

Gifts.worldwildlife.org, 2016. WWF Gift Center - Animal Adoptions, Apparel, and More from WWF. [online] Gifts.worldwildlife.org. Available at: <https://gifts.worldwildlife.org/gift-center/ItemsByLevel.aspx> [Accessed 17 Dec. 2016].

Kb.rspca.org.au, 2016. RSPCA Australia knowledgebase. [online] Kb.rspca.org.au. Available at: <https://kb.rspca.org.au/> [Accessed 17 Dec. 2016].

Mumbrella.com, 2016. WWF launches TVC campaign to save the Great Barrier Reef - Mumbrella. [online] Mumbrella. Available at: <https://mumbrella.com.au/wwf-launches-campaign-save-great-barrier-reef-374905> [Accessed 17 Dec. 2016].

Rspca.org.au, 2016. Adopt A Pet. [online] RSPCA Australia. Available at: <https://www.rspca.org.au/adopt-pet> [Accessed 17 Dec. 2016].

Rspca.org.au, 2016. End the Battery Cage. [online] RSPCA Australia. Available at: <https://www.rspca.org.au/end-the-battery-cage> [Accessed 17 Dec. 2016].

Rspca.org.au, 2016. Injured Animals. [online] RSPCA Australia. Available at: <https://www.rspca.org.au/what-we-do/locations-and-services/injured-animals> [Accessed 17 Dec. 2016].

Rspca.org.au, 2016. Pet insurance. [online] RSPCA Australia. Available at: <https://www.rspca.org.au/adopt-pet/pet-insurance> [Accessed 17 Dec. 2016].

Rspcavic.org, 2016. Adoption fees. [online] Rspcavic.org. Available at: <https://rspcavic.org/adoption/adoption-fees> [Accessed 17 Dec. 2016].

Siebert, S., 2013. Cause Related Marketing. A substitute for direct donations?. 1st ed. Munich: GRIN Verlag GmbH.