Cause Related Marketing Promotional Strategies

Question: Discussabout the Cause Related MarketingFor Promotional Strategies. Answer: Introduction Globalization and rise of pollution has degraded our environment to a high extent endangering several animals and plant species, that are almost on the verge of extinction(Visschers, 2009). Several non-governmental body in the area is providing care and protection to such species by donations and raising funds for such needs. There has been significant rise in torture and concerns over home pet animals as well. The scope of this report is to study and analyze RSPCA adopt pet campaign and WWF saves endangered species campaign. The report analyses the 4Ps of marketing, product, price, place and promotion for the bodies in order to arrive at the cost and expected benefits, price, place and promotional strategies adopted by these bodies. RSPCA a non-governmental independent community based charity animal provider and protection service center. Currently the body has 40 shelters, employing 1,000 staffs. The body caters to Australian animals primarily(rspca.org.au, Retrieved on 14th December 2016). WWF on the other hand has its presence globally; it saves the planets degradation by protection of natural environment. WWF Australia is a leading independent conservationist organization. The body had been established in 1961 and is present in over 100 countries, working with governments, communities and businesses. Its mission is to treat and protect threatened animals and plant species(wwf.org.au, Retrieved on 14th December 2016). Product Definition, Core benefits, Expected product, Augmented product RSPCA has several dogs, kittens and other smaller animals for adoption from their shelter homes. The body saves several tortured animals and provides shelter to them and then provides them for adoption. They have a wide range of pet animals that they cure and provide proper nutrition as well as treatment. These animals are often taken by many households in the Australian region, especially kids come with their parents to adopt them(Alberthsen, 2013). The core benefits occurring from adoption of such animals is a satisfactory feeling and caring for pets as well as animals. Most of the times recovered animals in the shelter are at a young age but at other times they are older age. People who adopt animals from the shelter are generally satisfied and happy with the overall product offering. WWF offers a variety of animals as well as plant, fish species, unlike RSPCA the company also provides adoption option of Tigers and other dangerous animals for adoption as well. The body has a wider area of operation in terms of species and people who adopt from the body have wider choice of products. There are several people who consider adoption of endangered species as a step towards saving the environment and planet(Deegan, 2006). The product offering at WWF is strikingly different compared to RSPCA as it does not cater to saving kittens, dogs and other smaller pet animals. Its mission is wider ranged and based on saving the planet and maintaining a balance as well as variety amongst species of fish, animals and plants. There is a limited scope for adoption in the body as against RSPCA, which offers all the animals for adoption. WWF aims to protect environment and is currently protecting fish species along Australian coasts, which is beyond the scope of RSPCA. Price Definition, Initial Cost, Ongoing Cost RSPCA has a high cost structure in terms of the protection and services they offer. Annually it incurs around AUD$100 million for providing such services to the community. Its initial set of costs was also high involving developing facility and structure for providing shelter to the animals. Each facility set up across the country also involves costs. The body primarily functions on donations and other charitable contributions received. Its costs involves feeding, offering treatment and salaries to individuals who work at the body. WWF costs are particularly are particularly high all over the world as they encompass a wider range of activities(Leung, 2010). WWF is a worldwide organization hence its major sources of earnings through donations and other charitable programs are done centrally. All fund allocation on regional and worldwide basis is undertaken by central authority of the body. The body has a huge costs proposition that involves several millions of dollars and its revenue is Euro 654 which is distributed amongst its multiple operations. The body employs a diversified types of scientists, deep-sea divers, animal doctors and other skilled professionals, whose salary is a major costs for the body along with taking care of the endangered species. Place/Distribution Definition, where can you Obtain the Product, how Easy to Purchase the Product RSPCA caters only for pet animals and its area is restricted to Australia. There are several centers for the body set up across the country from where pets and animals can be purchased or adopted. RSPCA saves and provides protection against any reported cases of animal torture and animal abuse. Thus, animals present at the RSPCA centers can be easily purchased following certain procedures. WWF caters to a wide range of activities and encompasses fish, plants as well as animals(Hawkins, 2011). Adopting from the body can be done only through procedure specified and at the center for WWF. WWF has its set up center in Australia as well that is currently protecting sustained fishing and ocean life. WWF also has centers all worlds over and adoption is done centrally utilizing procedures and methods as specified by the body. Promotion Definition, Messages Sent to Potential Customers, Types of Messages Sent RSPCAs promotional strategies are limited as they make use of hoardings, posters, banners and social media marketing for its promotions. There are also other promotional strategies adopted by the company which is word of mouth advertisement in order to attract potential customers. The body have sent several pictorial and other attractive messages that can touch hearts and customers feel like adopting or purchasing the animals from the center(HAROLD, 2009). RSPCA have a team of potential marketers and advertisers who work in the field in order to develop signs and advertisement campaigns such as to attract potential customers to their campaigns and centers. WWF has a worldwide based marketing campaign aimed at attracting worldwide based customers. The various works and programs conducted by the body attract attention from world based media. The body covers extensive campaigns that are often filmed and documented and shown in television all across the world(Lau, 2009). The body has an exclusive marketing department that designs T-Shirts, logos, cups and various other souvenirs for customers who purchase or makes donations or adopts, products at the body. Such souvenirs acts as a promotions for the body. The body also adopts mass marketing campaigns by raising awareness regarding various species, their levels of endangerment and the potential threats facing them. The body is a leadings charitable organization that has tie-ups with several governmental agencies and hence easily has access to a wide options for fund raising programs. The body also resorts to banners, posters, media marketing in television and social media(Jennings, 2010). Justify who is the Target market, Explain if you Fit within that Target Market For RSPCA the target market constitutes demographically market in Australia, in the age group of 5-50 years. The body caters to both genders for providing their services and the psychographic group that it caters to, is the ones to cares for animals and have affinity to keep them as pets(Shiladitya, 2009). WWF on the other hand has a worldwide market base. In Australia the body caters to entire geographical area, with all age groups above 18 years. The body caters to both gender segment. Its target market in terms of psychographic variable is a bit different when compared to that of RSPCA as it encompasses endangered animals, plants and other species unlike RSPCA which caters to home pets for its services. WWF target customer group is often corporates, investors, and other potential individuals from adult population. As the body does not offer pets that are domestic hence a large investment is required to keep them as well as purchase them(McEachern, 2007). The promotional strategies adopted by the body are also targeted at those individuals. Conclusion RSPCA and WWF both save animals but their scope of animals are different. RSPCA caters to home pets animal group based whereas WWF has a larger motive to cater to wider range of animals, plants, fishes and several other species. Both their target market, product propositions widely vary as both aims to save animals and other species. RSPCA works on a limited scope saving animals from cruelty and torture in Australia. Whereas WWF caters to saving of endangered species hence employs a wide range of scientists and other potential employees in the area. Their marketing 4Ps might offer certain similarities in their nature but differs widely in their aims and objectives. References Alberthsen, C. R. (2013). Cat admissions to RSPCA shelters in Queensland, Australia: description of cats and risk factors for euthanasia after entry. . Australian veterinary journal, 35-42. Deegan, C. . (2006). 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