Social Marketing to Achieve Sustainability Management

Question: Discuss about the Social Marketing to Achieve Sustainability Management. Answer: Introduction: Cause-related marketing focuses on a type of marketing that involves combined efforts of a non-profit organization and a for-profit business for capturing mutual benefit. In fact, the term cause-related marketing is broadly used to refer any kind of marketing or promotional effort towards the charitable or social causes (Robinson, Irmak Jayachandran, 2012). Cause-related marketing also refers to the in-house marketing efforts by the several NGOs for fulfilling a social cause in an appropriate way. In this study, the focus will be on a social cause related to animal adoption process initiated by World Wildlife Federation (WWF) and Royal Society for the Prevention of Cruelty to Animals (RSCPA). The study will try to provide in-depth information regarding the marketing mix strategies implemented by the focus organizations in order to secure future of the animals. The study will also provide a comparison between the two marketing mix strategies implemented by WWF and RSCPA for fulfil al l the objectives related to animal adoption process. Furthermore, the study will also try to evaluate the effective target market for both the organizations for creating desired impact through the animal adoption process. 4Ps for RSPCA: Product: RSPCA has focused on providing superior type of help to the animals like dogs and cats so that they can able to lead a healthy life. The organization assists the people who are looking to adopt any pet within the household. Furthermore, the product of the organization also includes consulting services regarding the selection of the pet so that it can easily adjust with the lifestyle of the people. Furthermore, RSPCA also provides pet insurance services for reducing the level of cruelty happens against the domestic animals (Lancaster et al., 2015). Furthermore, RSPCA also tries to provide information related to responsibilities that people have to perform after adopting any domestic animals so that it can ensure the security level of the pets. Price: As per the article by Nerkar (2013), pricing strategy is extremely crucial for fulfilling any social objectives in an appropriate way. Now, the business objective of RSPCA is to ensure healthy life of domestic people. Therefore, they consciously try to keep the price level low for the pets so that people can able to choose pets efficiently (Alberthsen et al., 2013). Furthermore, the pricing scheme of RSPCA has tried to utilize price-skimming strategy for fulfilling all the objectives. Place: Place is another key aspect that can have major impact on the overall fulfilment of business objectives. Now, RSPCA is trying to prevent cruelty against the domestic animals from all across Australian region. Therefore, marketing strategy of RSPCA is focusing on the entire Australian region so that the organization can able to fulfil its social cause objectives (Alberthsen et al., 2013). However, RSPCA has focuses on the prime areas or major cities for creating maximum impact on the other portion of the market. Promotion: As per the article by Nicolau (2016), effective utilization of promotional technique is necessary for fulfilling any social objective in an appropriate way. Now, RSPCA has also tried to utilize different types of promotional campaign regarding the adoption of domestic animals. However, the prime focus was made on the direct marketing campaign so that potential customers can able to understand the significance of adopting a domestic animal. Therefore, RSPCA has developed different types of lift lets and handbills in order to reach to the target customers in an appropriate way. In addition, RSPCA has also tried to include social media promotional strategies for encouraging the people of Australia to adopt domestic animals. The promotional campaign of RSPCA has focused on the importance of selecting a right pet, as it often require time, planning and lots of research. 4Ps for WWF: Product: Business strategy of WWF is focusing on selling gift packs and soft toys of wild animal for the Christmas and other prime occasions for colleting fund for the conserving wildlife animal (donate.wwf.org.au, 2016). However, the product of WWF is not only has been developed for the attracting the young generation people. In fact, WWF has consciously targeted the all the age group people for providing more support to the wildlife animals so that they can able to lead a healthy life. Price: WWF has tried utilized comparatively higher pricing strategy for providing superior quality of support services to the wild animals. WWF has tried to highlight the purpose of selling gift packs to the customers so that it can influence people to spend more for the social cause. In fact, WWF also has developed a monthly scheme so that people can provide effective help for fulfilling all the requirements of the social cause. WWF has also initiated different pricing schemes so that people from various income groups can contribute effectively in the protection activity of wildlife animals (Lafferty Edmondson, 2014). Place: WWF has targeted entire Australian market for selling various gift packs in order to provide support for the protection of wildlife animals. However, the prime focus will definitely provided on the major cities of Australia for creating desired impact on the market (Kotler et al., 2015). In addition, as the prime organization in the wildlife animal protection sector, WWF has also tried to expand its reach to other developed countries in Europe as well. Promotion: WWF has tried to implement various promotional tools for educating people regarding the importance of maintaining diversity of life in earth. For that reason, WWF has tried utilized social media platforms for sharing detailed information about the wildlife animal protection services (Beachcroft-Shaw Ellis, 2016). Furthermore, it has also considered television, radio and print media in order to get close to the potential market. All the promotional campaign has been developed in such way so that the prime focus should remain on the social cause and not on the gift packs. Comparison between 4Ps of marketing between RSPCA and WWF: From the above discussion, it can be assessed that implemented strategies of RSPCA and WWF is not completely similar to each other. For instance, WWF has focused towards the protection of the wildlife animals whereas RSPCA has tried to reduce the amount cruelty happens against the domestic animals. In addition, RSPCA has also tried to assist the people regarding the right choice of pet so that they do not have to face any type of difficulties in handling daily activities of the domestic animals. On other hand, WWF is working on the reducing the possibility of human interaction with the wildlife animals (donate.wwf.org.au, 2016). Furthermore, the prime focus has provided on maintaining the rare animals so that life diversity can be mentioned at the optimum level. For that reason, PSPCA is focusing on consulting services, pet insurance for fulfilling their cause-marketing objective. On the other hand, WWF has tried to provide soft toys or gift pack for gathering funds for wild life pro tection. Now, RSPCA and WWF pricing strategy are different from each other. RSPCA has tried to implement economic pricing whereas WWF has focused premium-pricing strategy for fulfilling their business objective. RSPCA has tried to maintain low price strategy to ensure all the domestic animals in Australia can able to have a proper shelter to lead a healthy life. On the other hand, WWF has consciously kept the price level high so that optimum level of fund can be collected for protecting wildlife animals (Wapner, 2012). In case of place, RSPCA has primarily focused on the entire Australian region whereas cause-marketing strategy of WWF is also focused towards Australian market. In case of promotion strategy, WWF has tried to implement aggressive promotional strategy compared to RSPCA. The prime reason for implementing aggressive promotional strategy is to educating people regarding the significance of wildlife animals. Otherwise, people are not likely to pay premium price for the gift packs pr ovided by the WWF. On the other hand, RSPCA has focused on the effective utilization of direct marketing campaign so that people can understand benefit levels of keeping pets at households (www.rspca.org.au, 2016). In addition, direct marketing campaign of RSPCA has tried to highlight the significance of selecting right pet for fulfilling daily requirements of the animal in an appropriate way. Analysis of target market: As per the article by Sharma and Lambert (2013), proper selection of target market is necessary for fulfilling all the business objectives in an effective manner. Now, the above discussion has highlighted the fact that WWF and RSPCA has targeted two different geographical regions for fulfilling all the business objectives. However, the selection of target market heavily depends on the pricing strategy initiated by the organizations. Now, as WWF has focused on the development of premium pricing strategy, it had to target people with income above the average level. Therefore, it has to target independent working individuals from age between 22 to 55 years for creating desired impact on the wildlife animal protection purpose. On the other hand, economy-pricing strategy of RSPCA will allow the organization to target people from different income group. In fact, RSPCA will have to identify people who are looking for a pet for creating desired impact regarding the reduction of amount of cru elty happening against the street dogs or cats (Grogan Kelly, 2013). Thus, it needs to target animal lovers from the market in an appropriate manner, which will also help to utilize effective direct marketing strategy. Conclusion: The study has highlighted the fact that cause related marketing needs to establish its prime objectively effectively on the peoples mind for creating desired impact on the market. It has also highlighted that reducing violent activities against domestic and wildlife animals is necessary for creating a healthy environment. 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