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MBA503 - Marketing for ManagersAssessment 2
Kamal Krishna
Introduction
Overview
Case # 1 NSW Nurses & Midwives Association Xmas Party Movember Stunt
Case #2 Getup!! Woolworths Xmas Campaign
Case #3 The Smith Family 2015 Xmas Appeal
Case #4 The Apheda Festive Season Cards
Case #5 The Sydney Alliance Highlights of 2015 Email
https://youtu.be/Q-jzNvV5pZo
Case # 1 NSW Nurses & Midwives Association Xmas Party Movember Stunt
Matt Dougherty, Movember participant relating his experience of the eventhttps://youtu.be/awwYShDmd5k
Case # 1 NSW Nurses & Midwives Association Xmas Party Movember Stunt
Organisational overview Nurses & Midwifery Union with 61,000 members in NSW
Internal organisation for marketing A small communications team reporting directly to leadership.
STP Segment: external customers of organisation, Target: a big donor, Positioning: “you can have some fun on stage and share the limelight and for good cause.”
Effectiveness of concept A distraction for customer need to network and socialise at an industry Xmas event, product offer not appealing.
Marketing Mix Offer overpriced and stunt considered inappropriate for the place and professional image of nurses, November promotion competed for attention over core interests such as Saving Penalty Rates campaign, leadership involvement in stunt was another a barrier to participation and partnership with Movember inconsistent with 90% female constituency. Signage and logos and Xmas decorations conflicted with the barber shop style physical staging for stunt, the process for engaging audience into the stunt was opportunistic and poorly conceived.
NSW Nurses & Midwives Association Nurse Xmas Campaign Promotion Video
https://www.youtube.com/watch?v=zBxC0yi0iGg
Case #2 Getup!! Woolworths Xmas Campaign
https://www.youtube.com/watch?v=maH1ELpwSHU
Case #2 Getup!! Woolworths Xmas CampaignOrganisational overview An independent movement to build a progressive
Australia, with over 1 million members
Internal organisation for marketing Organised internally to coordinate members to take targeted, strategic action to make real change.
STP Segment: Australian consumers, shareholders, membership, progressives . Target: various Positioning: framing issue in terms of “betray of Australian families by big business” hence it is a social justice and economic fairness issue.
Effectiveness of concept Offer did meet needs of the member – to take a stance on the issue , 9000 Face book shares /posts in 48 hours by members after Channel Nine refused to play the TV ad. Effective use of viral marketing. Influenced 257 Woolworths shareholders to urge for an EGM. No legal cost sought by Woolworths.
Marketing Mix Price is attention and time for posting the video by members. Product is the opportunity to act. Promotion is the video itself. Place is online, Utube. People are the members acting together- 51,000 Australians signed a petition as well which is the process of gauge support for the issue, and providing social proof or physical evidence.
Case #3 The Smith Family 2015 Xmas Appeal
Case #3 The Smith Family 2015 Xmas AppealOrganisational overview A charity for disadvantaged Australian children
Internal organisation for marketing Communications team, not marketing.
STP Segment: geodemographic- Ashfeild Target : the householder Positioning: framing issue in terms of “ the future of an Australian child is in your hands”
Effectiveness of concept The letterbox distribution is differentiating from other competing charities but is invasive -High chance of rejection, not effective.
Marketing Mix Price is suggested at $50. Product is the opportunity to give, a free product is included in package, a Xmas decoration to encourage reciprocation. Promotion is emotionally charged letter, with slogans. Place is direct mail. People are the children that benefit, who feature in the brochure. Process is an explanation of programs in the brochure, which also aims to provide validation of the work of the organisation.
Case #4 The Apheda Festive Season Cards
Case #5 The Sydney Alliance Highlights of 2015 Email
voice
Organisational overview Sydney Alliance is a civil society that is acting in the common good to build a fairer sustainable city.
Internal organisation for marketing Grassroots organisation with only two fulltime staff, no internal organisation for marketing.
STP Segment: the whole market made of community organisations, faith groups, environmental groups in Sydney. Target: undifferentiated. Positioning: highlights of 2015
Effectiveness of concept Communication, rather than marketing concept, as there is no exchange of value, other than one-way transfer of information.
Marketing Mix Price is involvement in a community organisation. Product is the opportunity to act for better civil society.Promotion is the email with 8 screen pages worth of content.Place is Sydney City.Select people are featured in pictures in email, not everyone involved gets a mention. 45,000 people attended climate change rally, which should have headlined the email.Process of the alliance is community organising around issues through relationship building, a call to action is ignored.Social proof or physical evidence is evident in the participation of people, and involvement of the partners of the Alliance.
Case #5 The Sydney Alliance Highlights of 2015 Email
Conclusion
Thank you for you attention and I hope you found the presentation as informative,Kamal Krishna
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save-a-bro/ NSW Nurses & Midwives Union. (2015, December 18). NSWNMA: Save Our Weekend- Nurse Christmas. Retrieved from You Tube:
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fails-to-corral-old-boys-club-as-liberals-attract-quality-candidates-20150824-gj67tf.html Roy Morgan. (2015). Image of Professions Survey . Retrieved from http://www.roymorgan.com/findings/6188-roy-morgan-image-of-professions-2015-
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