Marketing and Management World Wildlife Fund

Question: Discuss about theMarketing and Managementfor World Wildlife Fund. Answer: Introduction Social marketing helps an organization to not only gain business but also look after the society. World Wildlife Fund (WWF) and Royal Society for the Prevention of Cruelty to Animals (RSPCA) are such organizations that specialize in social marketing. WWF started its operation in the year 1961 and it did not take much time for the organization to get appreciation in the society (Wwf.org.au, 2016). There has been a huge growth for the company ever since and currently it is operating in more than 100 countries. The main aim of the company is conservation of the environment. It started with a budget of $80,000 in the first year and currently possesses around 50,000 supporters from all around the globe. RSPCA mainly supported the fact that animals have no voice and worked as the voice of the animals (RSPCA Adopt a pet, 2016). They aimed at saving the animals from any kind of torture. The torture can range from small torture by the human beings and can be the testing that is being done on the animals. The company started working since the year, 1824. It was the first company to pass a law to stop the torture on the animals of the society. The write-up will throw light on the marketing mix of adopted by WWF and RSPCA. The marketing mix of the companies will be critically analyzed and compared to evaluate whether they would be able to attract the customers. The target market of the companies will then be evaluated based on the marketing mix. 4 Ps Marketing by WWF Product Product is defined as the benefit that a customer will get from a certain investment (Wilson et al., 2012). The core benefit of the product is that the customers will be able to help the environment and help saving the endangered species of the world. The customers will expect that he or she will get the recognition for the noble cause and join the goodwill for the society. The augmented product will be the brand name of World Welfare Foundation (WWF). Many other organizations demand money from the customers but do not use for the right cause. The name of WWF will give the customers the assurance that their money would not be wasted (Jobber Ellis-Chadwick, 2012). Price Price can be defined as the value of the products (Terpstra, Foley Sarathy, 2012). The customers should be satisfied that the money that they are paying for the product will give them the desired value of their contribution (Kotler, 2012). The customers will be paying the initial cost and there will be no ongoing cost for the products, which will be able to attract more customers (Rosenbloom, 2012). Once a customer has donated an amount or adopted an animal, there will be no ongoing cost. Later if the customer wants to donate another time, it will be another fresh new investment. Place/ Distribution As a customer, it will be easy to obtain the product because it is available online (De Mooij, 2013). The customer would not have to visit any office and the transactions of the cash can be done with any online payment method. The things that WWF will give in return for the adoption will also be delivered to the home of the customers. Promotion WWF is mainly concentrating on the seasonal promotions (Czinkota Ronkainen, 2013). They are promoting their business by asking the customers to adopt a wildlife animal by donating an amount of money and save the animal from getting extinct. As Christmas is associated with goodwill and gifting, the promotions with messages related to Christmas will help WWF to get more business from the adoption.v 4 Ps Marketing by RSPCA Adopt a pet Product The product will attract the pet lovers and the customers will be interested as the core benefit of the product will be to look after the animals and help them to save them from harmful testing (McKenzie-Mohr, 2013). The customers will expect that they might able to find certain breeds that are not available readily in the market. The name of Royal Society for the Prevention of Cruelty to Animals (RSPCA) will give them the assurance that as the company says that the animals are vaccinated will be done at the time, they will adopt the animals. Price The initial cost to purchase the product is nil but the customers have to pay the ongoing cost (Wilson et al., 2012). The customers can adopt a pet and take care of the pet. The customers might bale to adopt the pet but will have to take care of the poet with proper food, vaccination and take to doctors when the pet will be ill. Place/ Distribution The place where the customers will find the product is within the reach of the customers. the customers just have to tell the types of pet they want along with their place and they will get the desired pets of their choice (Jobber Ellis-Chadwick, 2012). Promotion RSPCA does the promotion by highlighting the stories of the past adoptions. They purposely do not promote the stories of the individuals but promote the stories of the animals. In this way, the needs of the animals are more highlighted to the customers and they will feel the urge to adopt more animals (Terpstra, Foley Sarathy, 2012). The stories include the way RSPCA found them and the present state of the animals. The customers will then get an idea about the positive side of the promotions and adopt a pet. Comparison and Target Market The main difference between the business of WWF and RSPCA is that the former is mainly about saving the wildlife and the latter is mainly about saving the domestic animals. the marketing styles is almost the same but the style of RSPCA is more nearer to the people because it is not asking for any money but asking the customers to adopt a pet that will for the welfare of the society. On the other hand, the advantage of WWF over RSPCA is that their campaign does not ask for any ongoing cost from the customers. On the other hand, RSPCA talks about adopting the pet that means, the customers will have to pay the ongoing cost. Another advantage of WWF over RSPCA is that it is present worldwide, whereas RSPCA can serve only the people of Australia. As a result, if any person wants to adopt an animal from another country as a pet, RSPCA would not be able to help. The target market for the above companies will be the social activists and consumers who are willing expend on social cause (Kotler, 2012). Pet lovers can also be the target market for the companies. As many customers would not be pet lovers, hence, it would be difficult for the customers to get attracted to RSPCA. On the other hand, WWF will be able to garner more customers. Adoption at WWF requires some amount of money but if any customer is fine with onetime payment and help the society, the customers will be interested in the adoption (Rosenbloom, 2012). Conclusion After going through the marketing mix of WWF and RSPCA, it can be said that the companies has tried hard to reach to the customers with seasonal offers and past stories. The online transactions would help the companies to get more customers as they will be able to see the products and pay online. The target market for the companies will be the customers who would are more interested in social services and pet lovers. References Czinkota, M. R., Ronkainen, I. A. (2013).International marketing. Cengage Learning. De Mooij, M. (2013).Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Jobber, D., Ellis-Chadwick, F. (2012).Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education. Kotler, P. (2012).Kotler on marketing. Simon and Schuster. McKenzie-Mohr, D. (2013).Fostering sustainable behavior: An introduction to community-based social marketing. New society publishers. Rosenbloom, B. (2012).Marketing channels. Cengage Learning. RSPCA Adopt a pet,. (2016).RSPCA ADOPT A PET.RSPCA Adopt a pet. Retrieved 15 December 2016, from https://www.adoptapet.com.au/why-adopt Terpstra, V., Foley, J., Sarathy, R. (2012).International marketing. Naper Press. Wilson, A., Zeithaml, V. A., Bitner, M. J., Gremler, D. D. (2012).Services marketing: Integrating customer focus across the firm. McGraw Hill. Wwf.org.au,. (2016).The Brief History Of WWF Australia - WWF - WWF-Australia.Wwf.org.au. Retrieved 15 December 2016, from https://www.wwf.org.au/about-us/history