Social Marketing Strategy

Executive Summary

The report demonstrates the social marketing strategy for RSPCA to protect the animals from cruelty and neglect. The problem statement of the report concentrates on the increments of cruelty complaints, lies in practical demonstration rather than the animal protection policies, and the issues related to the excessive amount of animal exhibitions. RSPCA encounters issues to illustrate animal welfare due to having health-oriented issues, animal exhibition, breeding, and cosmic testing on animals. The targeted market segment is a demonstration where both male and females are selected in 17-60 years age groups. The value proposition of the report concentrates on the value increments to attain more audiences. The cognitive objective and co-native objectives are the creative strategies to exemplify the market exchange planning.

Table of Content

Introduction

Background research

Campaign audit

Problem definition

Social changing problem statement

Scoping potential target market and market segments

Market exchange planning

Value Proposition

Conclusion

Reference list

Introduction

The report demonstrates social marketing that has the mission to achieve social welfare. RSPCA demonstrates the charity operating sector to promote a higher degree of animal welfare. There are more than thousands of negligence and cruel attacks on the animals recorded each year. The motto of RSPCA is to construct a strong foundation to protest against the cruel activities for protecting animals.

1. Background Research

RSPCA was established in 1981 for promoting animal welfare. Each Australian territory had an individual affiliation to protect the animals. The management of RSPCA demonstrates charity and fundraising activities to achieve the financial strengths to provide an excellent protecting texture for the animals. There are approximately 1000 staff members working in RSPCA and the yearly budget is about AUD 10 crores (Chernev, 2018). The Australian Government provides funding to animal welfare. The funding campaigns of RSPCA depend on fundraising events, corporate sponsorship, and voluntary donations. The management of RSPCA demonstrates the federation activities that encompass the eight independent state and RSPCA societies (Dolnicar, Grün & Leisch, 2018). The territory RSPCA appoints the employ inspectors under the state animal welfare act and the act provides the inspectors with the power to investigate the animal cruelty cases.

The management of RSPCA faces different challenges to demonstrate animal welfare. The cat and dog breeds affect the significant welfare system in Australia. The exaggerated physical features such as brachycephalic cats, exotic short-hair, flat-faced, many more are shown to the cat and dog. Sometimes, the animal welfare associations are not aware of the significant risk factors that are posed by the breed attributes. The brachycephalic cats and dogs have abnormal attributes due to their drainage system and tear ducts. Cruelty prevention requires the entire community approach and advocating animal welfare standards. It is regretful to state that animals are widely used in industrial experiment purposes and testing the invented prototypes that badly hamper their natural attitude and internal system (Eagle et al., 2017).

The management of RSPCA encounters serious issues to protect the farm animals like pigs, hens, goats, cows, and others due to their extensive use in battery facilities, meat production, and alternative reproduction that harms the animals a lot. The management of RSPCA strongly believes that the animals would not be demonstrated for exhibition, and entertainment purposes like circuses, race competition, zoos, and rodeos (RSPCA, 2020). RSPCA strongly opposes the concept of recreational hunting that pursues animals and hunting them cruelly.

2. Campaign Audit

RSPCA launched the online campaign in Australia to promote its animal welfare activities but there existed arguments about the meat supply context that possesses a greater economy for Australia. The overseas market of Australia would face difficulty if it can't export livestock that adversely affects the entire campaigning in Australia. RSPCA does not support the exportation of livestock and it causes huge injury to the animals. The online RSPCA campaign in Australia faced issues as RSPCA banned domestic pet ownership as it had a huge record of domestic pet negligence (RSPCA, 2020). RSPCA faced issues in the US campaigning as the US federal policies support the powerful meat industry in the US. It caused a huge amount of animal dedication and hunting the animals for this purpose. The meat business in the US demonstrated cattle ranchers and chicken farmers who supplied meat to different US restaurants and meat shops (Galik et al., 2017).

RSPCA focused on educating humans and spreading awareness among the population about the consequences of animal protection to successfully care and protect the animals. RSPCA captured the human attention to sign them in the animal welfare petition and used social media for spreading the campaign objectives through volunteer collaboration. The social marketing approach is used to improve the activities aimed at the people attitude and behaviour changes. The future social marketing approach will entice human behaviour towards animal welfare. The animal welfare policies and strategies will reform the future social marketing.

3. Problem Definition

The four marketing principles of social marketing is beneficial to define the identified issues. The product is contained in social marketing that points out the health-oriented issues of the animal due to the breeding or abnormal consequences. RSPCA focuses on medical assistance to define health-oriented issue terms (Key & Czaplewski, 2017). The cat and dog groups are concentrated to demonstrate the brachycephalic, exotic short-hair, and flat-faced issues. The price component measures the values of trained horses, bulls, and other race participant animals that create extensive destruction of their legs and other body parts.

The place component describes the location of cosmic testing and industrial experiment testing on the animals. It figures out the definition of animal trafficking preferences in the context of fulfilling the wrong intention (Key & Czaplewski, 2017). The promotion component defines the campaign risks in both international and local context to shed light on animal protection. The abuse and negligence of the domestic animals are increased by the pet owners and the animals are used for dedication purposes.

4. The Social Changing Problem Statement

The social change raises the critical problem statement relevant to the animal welfare criteria that adversely impact on the entire activities of RSPCA. These are illustrated below.

Problem statements

Relevant information

Key findings

Impact of the problem on society

Increments of cruelty complaints

RSPCA has already investigated more than 141760 complaints and can secure 1492 convictions (RSPCA, 2020).

The number of complaints will be increased by 25% in the next year due to the social abuse and negligence of the animals (RSPCA, 2020).

High

Believe in practical solutions instead of animal welfare policies

The establishment of different social activities to prevent animals from cruelty holds the practical implantation of protecting animals

The animal welfare policies will not be implemented that physically and rationally protects the animals and provides the best care systems for them.

Moderate

The increment of animal exhibition

According to the record of an animal protection organisation, it configures that more than 7% of the animal exhibition is increased in Australia in recent years (RSPCA, 2020)

The increments of the animal exhibition will possess difficulty for RSPCA in the context of animal protection (RSPCA, 2020)

High

5. Scoping Potential Target Market and Market Segments

The target audience of the animal welfare preference is started from 17 years and more than 17 years older customers who have awareness about the existing animal cruelty situation. According to the survey on the animal lover, it proves that 18 years to 34 years age group have the maximum likelihood to own a pet (RSPCA, 2020). RSPCA targets both male and female and has medium to higher economic background regardless of the professions.

image shows Market segmentation

Figure-1: Market segmentation

Source: (Created by Author)

Market segmentation

Targeted segments

Demographic

Age-17-60

Gender- Male and female

Economic condition- Medium to higher

Occupation- Service, business, and students

Geographic

Location- Australia, UK, and the US.

Behavioural

Occasions- Perceived consequences, actual consequences.

Benefits- Attitudes, knowledge and beliefs of animal preserving.

Usage rate- Cultural beliefs and values, policies

The loyalty of animal welfare- Access, skills, hard-core loyalty.

Psychographic

The perceived risks preferences and self-efficacy to protect the animals. 

The demographic market segment is selected to highlight the targeted customers and observe their behaviour in the context of internal and external factor confrontation.

6. Market Exchange Planning

The cognitive objectives improve the in-depth understanding level through the education spectrum that educates the targeted customers. The cognition demonstrates the specified process of encoding, understanding, perceiving, and processing market information. The cognitive objectives create extensive behavioural changes that positively demonstrate the market entrance to promote animal welfare (Galik et al., 2017). It helps to access both tangible and intangible assets for protecting the animals. The social strategy contains three objectives that are clarified below.

  • To enhance both dog and cat adopting amount by 5%

  • To enhance the volunteer numbers by 10% for establishing a better fundraising system.

  • To enhance the overall donation amount by 10%

7. Value Proposition

The value proportion creates the value to regulate the effective behavioural changes to highlight the target market portfolio. The value propositions are clarified below to enhance the power of animal protection.

Value proposition

Description

Audience elaboration level

It is the first step to motivate the customers towards the animal protection context through the optimised routes (Chernev, 2018). It justifies the ability and motivation to demonstrate circulated values.

Evaluate social message attributes

The most significant information is provided to the customers in the context of uplifting the positive attitude of the targeted customers.

Message testing

The quality of the messages is checked to investigate the real information assessment for the audiences (Chernev, 2018). The authentic information regarding animal protection can uplift the target customer's behaviour and kind sympathy for the animals.

Conclusion

After the entire assessment of the report, it notifies that the management of RSPCA underpins an effective animal protection quality and their mission is to impose strict rules for animal protection. RSPCA indeed faces difficulties in Australia and the US campaign but RSPCA takes necessary steps to care for the animals and protect them. The targeted customer segmentation states that the behaviour and attitude of the targeted customers require modifying to exemplify the objectives of social marketing.

Reference list

Chernev, A. (2018). Strategic marketing management. Cerebellum Press.

Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation. In Market Segmentation Analysis (pp. 3-9). Springer, Singapore. https://link.springer.com/chapter/10.1007/978-981-10-8818-6_1

Eagle, L., Osmond, A., McCarthy, B., Low, D., & Lesbirel, H. (2017). Social marketing strategies for renewable energy transitions. Australasian Marketing Journal (AMJ)25(2), 141-148. DOI: https://doi.org/10.1016/j.ausmj.2017.04.006

Galik, C. S., BenDor, T. K., DeMeester, J., & Wolfe, D. (2017). Improving habitat exchange planning through theory, application, and lessons from other fields. Environmental Science & Policy73, 45-51. DOI: http://dx.doi.org/10.1016/j.envsci.2017.04.003

Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons60(3), 325-333. DOI: http://dx.doi.org/10.1016/j.bushor.2017.01.006

RSPCA, 2020. “RSPCA”¸Retrieved on 1st April, 2020, from: https://www.rspca.org.uk/

RSPCA, 2020. “Trustee’s report and accounts 2018”,Retrieved on 1st April, 2020.

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