Social Marketing Care Australia

Question: Discuss about theSocial Marketingfor Care Australia. Answer: Introduction Care Australia is a non for profit organization that is situated in Australia. The main function of the organization is to assist the disaster relief efforts and fight against the poverty globally. The projects of CARE Australia are to raise funds for the poor people via the community donation, Governmental donation and individual donation. In 1987, the organization was established to help the people who are in need of help (CARE Australia - defending dignity, fighting poverty. 2017). The focus of the projects or campaign of Care organization is described to identify the necessity of the organization. However, the report took a look on the target market of the organization so that it can be easier to done the assignment. The 4-P model (price, place, product and promotion) tries to identify the market for the social marketing (E. Carroll et al., 2014). SWOT analysis helps to identify the strength, weakness, opportunities and the threats of CARE Australia. In 2016, CARE Australia worked for twenty three countries and 2.3 million people to improve the lifestyles of those people (care.org.au. 2017). Program/ Campaign Focus Mission of CARE Australia is described below: Strengthening the capacity of people for the self help Delivering the relief in any emergency case Providing the economic opportunities Addressing the discrimination Influencing the policy decisions Providing education and shelter to the needy people (care.org.au. 2017) SOWT Analysis Strength The main strength of CARE Australia is the capabilities of the organization. The organization is very popular in Australia because of their works with the poor people. CARE has an efficient team of employees that provide the immediate relief fund and rehabilitation to the community (care.org.au. 2017). CARE Australia helps in the social marketing that is they provide the concern to the people to become active and develop their lifestyle. Strength of the organization is the expertise employees. It is one of the largest global emergency organization that help people, which make the organization strong. CARE Australia selects the regional people as the employees, which is effective for the organization. This provides strengths to the organization. 94 percent employees of CARE belong to Australia who works for the poor people worldwide. They select their employees from the Australian locality that is strength of CARE Australia. Weakness The weakness of the organization is that they do not have proper marketing plans that can damage the reputation. Another weakness of CARE Australia is that they are lack in using the technologies. Undifferentiated service lines can be another weakness of the organization. They appoint employees from the country origin, which can be a weakness as well as the strength (Scott, 2015). Another weakness can be the problem between staffs and management, which can create a big issue and affect the reputation of the organization. Opportunities The organization has various opportunities for the development. The worldwide reputation of the organization can provide opportunities to the organization and motivate the employees to work hard. They are trying to implement new technologies in their organization for the wellbeing of general people and poor people. Kotler et al. (2012) mention that CARE Australia does not have such competitor; therefore it has great opportunities to grow up internationally. They can use the social marketing to campaign their service and also can help people. Threats CARE Australia has very few threats. The competitors can grow up if they cannot provide innovative service. Another threat of organization is the economic shift and change in rules and regulation. Loss of key staffs and increased competition are the another threats for CARE Australia. The market demand can be changed that is the requirement of people can change. The organization needs to follow the trend of social marketing that can help the organization to overcome the threats. Justification of the Appropriate Target Market The target people of CARE are the aboriginal people and the poor people. They provide 88 percent of the total expenditure to the overseas programs in the year 2016. They help the poor aboriginal children in their education and treatment. They provide shelter to them who do not have shelter and provide foods and other necessary things also. They work to save lives of people and fight against the poverty. They try to develop the dignity of people and reduce the financial inequality. They want to gain the social justice for the development of the poor aboriginal people. They mainly focus on the girls and women so that they are not neglected and are not harassed due to poverty. According to Ananda, Hernndez-Garca and Lamberti (2014), the justice cannot be achieved until people get the equal rights, opportunities and comfort. Another focus of CARE Australia is the community who need helps and other facilities. Product CARE Australia provides the service to the people who fights with poverty and do not get facilities to lead a normal lifestyle. Care Australia is trying to organize a program on the protein deficiency disease. They want to provide education to the aboriginal people who are suffering from the protein malnutrition disease. They can promote a campaign for the poor people to check the medical condition and provide medication (Xu, 2015). The aboriginal children suffer mainly from the disease that cannot get proper foods like protein. They also provide the environmental protection to the poor people as malnutrition disease has a link with environmental condition. The poor aboriginal people need modification in their diets so that they do not suffer from under nutrition diseases. The staffs of CARE Australia are committed for the improvement of the lives of the poor people and communities that brings the compassion. Price According to Velema, Vyth and Steenhuis (2017) price is the thing that an organization needs to consider in order to gain the social marketing products. This can include the time, money and effort that an organization gives to achieve the products. However, CARE Australia will try to raise funds for the poor people so that they can get a normal lifestyle. They want to arrange the campaign and perform various activities for collecting the fund. To provide the facilities to the poor people, the organization needs to do various activities. The program costs of CARE Australia include the 90 percent of the expenditure (Brooks, Heffner Henderson, 2014). They can spend 3 percent of the funding to the talented people. This includes the educational and health programs. To organize the campaign, the organization needs a particular amount of money that is donated by the stakeholders. Moreover, they want save money from the campaigns also for the future campaigns. Approximately 7% of the fundin g they save to organize the future campaigns. They need to contact with their stakeholders as they need huge amount of money to provide medication and low cost diet. Place and Distribution CARE Australia mainly works all over the world where people need help. Mainly the working area CARE is the aboriginal places like the territories areas and refugee camps and aboriginal areas. The specific areas where they want to perform the campaign are the aboriginal areas of Middle East, Africa, Asia Pacific countries (care.org.au. 2017). The Asia Pacific countries are Cambodia, Myanmar, Indonesia, Laos, Sri Lanka, Vietnam and Papua New Guinea. The African countries include Ethiopia, Niger, Kenya, Uganda, South Sudan and Tanzania. The Middle East counties involve Afghanistan, Pakistan, Palestinian territories and Jordan (Santos Laczniak, 2015). Promotion Hollensen (2015) mentioned that promotion is the final P of the social marketing. Due to the visibility, sometimes it is thought as the comprising of entire social marketing. Promoting refers to the use of public relation, advertising, media advocacy, promotions and personal overview. The main focus of the promotion is the certain demands that can be created and sustained. CARE Australia can promote their campaign via the social media like Facebook and twitter to attract more people (Kotler et al., 2012). They can arrange meeting with media to promote their campaign. The organization arranges various promotional ads for TV and radio to attract people. Attention Grabbing Message The attention grabbing message of CARE Australia is it starts with equal. Evaluation of Effectiveness of the Message The attention grabbing message of CARE Australia provides a clear about the organization. It always tries to develop the condition of the poor, aboriginal people and women regarding health and economical status. The aim of Care Australia is very clear to provide equal right to everyone. The message suits the function of the organization. The efficient employees provide education to people and arrange campaigns for them so that inequality can be reduced (Kotler Zaltman, 2012). Conclusion From the above discussion, it can be concluded that social marketing has a great impact on CARE Australia. They mainly raise funds for the poor people who are suffering from malnutrition and expense those funds in the wellbeing of the poor and aboriginal people. However, they select their employees only from Australia, which can be international to understand the international culture. The organization has various strengths with the weakness. Moreover, the organization has many opportunities to fight against the threats. They spend the money gained from the campaign for the development of poor people. However, they also try to save some amount of money for the future campaigns. They provide services internationally like in Asia Pacific countries, Middle East counties, African countries and emergency locations. It can be hoped that their social marketing campaign will develop the condition of poor people. References Ananda, A. S., Hernndez-Garca, ., Lamberti, L. (2014, June). RENL: A framework for social media marketing strategy. In1st Annual EDIM PhD Conference, Milan, Italy(pp. 11-12). Brooks, G., Heffner, A., Henderson, D. (2014). 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