Cancer Council, NSW Australia
Studies show, Cancer Council Australia began in the early 60s as the country`s cancer society. It came into being after the six state Cancer Councils that varied in name and brand came to an agreement of founding a national body to promote cancer control nationwide. Following this, what was then known as ACT and the northern territory, were subsequently formed and signed on as members of the society. However, state regional Cancer Councils continued to undertake most of the establishment’s research, patient support and education packages. In essence, the federal body`s main role was in the development of independent nationwide cancer control strategies on a reasonably diffident gauge. Subsequently, in late 90s, about eight jurisdictional members agreed to expand the society by renaming or adopting a new name (Ryan 2007, p.49).
Thus, it was called the Cancer Council Australia and it appointed an expatriate chief executive officer, who led the organization`s push for advanced nationwide cancer control strategy by building its profile. Soon afterwards, expert staffs in communications, activism, corporate administration, promotion and other specialized roles were conscripted, to come on board to promote the organization’s mission. Over the resultant years, associate organizations collectively adopted the name Cancer Council together on the daffodil, a global symbol of hope, as their common logo. Furthermore, in early 2006, the first chief executive retired and Professor Ian, who was previously the director of Adelaide hospital cancer center, succeeded him and he was also a former chair of Cancer Council Australia’s medical and scientific committee and bio-ethicist. Essentially, Cancer Council has a network of advisory committees, encompassing professionals and consumers. These are people with expertise in communal health, clinical medicine, epidemiology, research, education and patient support, who advise the organization on its evidence-based policy priorities.
Branding Theories for Cancer Council NSW Australia
Overview of the theory
This theory is used to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. It seeks to assimilate exploration, best preparation, philosophy, addressees, and corporation understanding to notify the distribution of rivalry subtle and segmented communal alteration packages that are operative, well-organized, reasonable and justifiable (Weinreich 2010, p. 75). Social promotion philosophy and practice has received development in several states like the UK, Canada, and New Zealand. For instance, in UK wellbeing contest England in 2006 signified stages to attain a tactical and working use of communal promotion.
Social marketing employs the benefits of doing social good to secure and retain customer engagement. In social marketing, a distinguishing feature is the primary focus on social good and it is not a tributary consequence. In essence, most community and not-for-profit promotion employ communal promotion. In consequence, a campaign aimed at reminding people to get regular check-ups and all their vaccinations when they are supposed to encourage a long term behavior change that benefits the society, is termed as a social marketing ((Weinreich 2010, p. 98)). The key mechanisms of the theory include a stress on the intentional relations of possessions and amenities between suppliers, users, and an end user alignment to realize administrative or communal objectives. The other constituent is research in addressees` examination and subdivision approaches.
Market segmentation theory
a) Broad overview of the theory
Market segmentation is the process of dividing the target market into groups to better understands their current behaviors, evaluating each segment, selecting target, and then developing an appropriate marketing mix for the selected segments. The marketing mix developed in this scenario includes developing messages and tailoring programs to meet their specific needs. Accordingly, segmenting markets assists the involved parties in grouping those with commonalities as well as gain a better understanding of their specific wants, needs, barriers, and behaviors (Sandra 2005, p. 144). Many variables exist, which may be used in segmenting markets; stages of change and trans-theoretical model. This array out phases of alteration that individuals go through in altering a health related conduct.
c) Key strand of the theory
After the target markets have been segmented, they get evaluated according to the criteria which have emerged from social marketing and impotently health promotion or health education. There are about four effective segmentations, which include problem incidence and prevalence; this regards how many people in the selected segment experience such problem or people who are not engaged in the desired behavior. The second one is problem severity, which relays the consequences that could occur for the group if the problem is not addressed or if they do not adopt the desired behavior (Sandra 2005, p. 144). Thirdly, selectivity regards the influence of the problem on the group in a specific way and it concerns how easy it may be to define or select the group.
Introduction to the Case Study Brand
Studies show that, Cancer Council Australia is affiliated to the clinical oncology society of Australia, which is mandated with the task of offering advice on medical and scientific issues. Substantially, the council is also affiliated to the Australian chronic disease prevention alliance and at the same time, it has ties with global collaborations, for instance, union of cancer control organizations. In essence, Cancer Council has been in the market for about fifty years and throughout this historical turn around, it has transformed from a small secretariat to a strong federal body that has become Australia’s peak independent authority on cancer control. Although self-governing, Cancer Council Australia is a foundation of unprejudiced, founded information to the Australian central regime, with the principal management, Professor Ian. The principal policymaker is presently leading the consultative assembly of cancer Australia and offering official information to the administration through numerous mediums.
Essentially, Cancer Council has been on the forefront of seeking to engage all Australian citizens in the organization`s work to reduce the impact of cancer in Australia through advocacy, research, education and support. Concerning Cancer Council`s portfolio, the organization has many portfolio`s for instance the epidemiology research or the cancer research division. The mission of the research division is the engagement in the highest quality research in epidemiology to have a better understanding about the causes, management, outcomes, and impact of the leading and emerging cancers (Ewing 2007, p.89). Hence, the cancer investigation branch examines the grounds, administration, results, and influence of the foremost cancers. It achieves this by substantially contributing to a reduction in the burden imposed by cancer through provision of extensive or comprehensive evidence bade responses to current and future needs of local and global cancer control packages. On the other hand, studies reveal that Cancer Council of Australia launched on of the most successful health campaigns in the country`s history in 80s. The best and all time slogan of the organization have been “slip, slop, slap! You can stop skin cancer-say “slip, slop, slap.”
Two Branding Strategies Employed by Cancer Council
Every organization uses numerous strategies in branding; such marketing strategies are very essential in pushing any given organization to another level. Thus, a critical evaluation of every strategy is important for an organization for it position itself in the market for growth and profitability while influencing its target customers positively. As such, Cancer Council Australia has made its brand distinctive among Australian charities by employing various marketing strategies to bring the news home by painting the right picture. It is an extensive work but the management has focused on achieving this through lying of appropriate frameworks.
a) Connection as Branding Strategy
To begin with, the first strategy revolves around connection; here Cancer Council has the mandate of linking people to each other and to the cause. Based on the organization`s leadership, in the cancer world, which rests on connecting people together and linking them top ideas, resources, and knowledge, the company has set itself different among the crowds.
Accordingly, this exclusive way of involving to individuals importantly intensifies the prospective of persons and establishments to comprehend the society`s dream of ‘cancer defeated.’ The organization has shifted its focus in the community as a way through which it will use to Improve the reach and breadth of cancer services, and the channels people use to access this support. Through this, Cancer Council will definitely involve societies in the contest of averting and dealing with cancer. Accordingly, “Cancer Council Australia” does this by evolving association with the public to rejoin top assortment in philosophy and its inspirations on the cancer familiarity. On the other hand, Cancer Council Australia focus is in the professional sphere, which targets at bringing people affected by cancer, researchers, and clinicians together around all cancers. This includes even that which has remained difficult to treat and these efforts aims at boosting access by researchers to powerful information resources and research infrastructure. In consequence, this helps in encouraging collaboration with the best in the field globally.
b) Impact as a Branding Strategy
On the other hand, another key marketing strategy regards impact, where Cancer Council is committed in making a recognizable difference. Studies affirm that Cancer Council Australia is an agent of change. Its drive is to alter the cancer scenery by implementation alteration that is far triumphant and unrelenting. Cancer Council Australia subsists to brand an honest influence on the progression of cancer and the survival of those victimized. Subsequently, in the public arena, the organization`s impact includes achievement of consideration of cancer which is informative, rational and compassionate. Over the next coming years, the impact of the organization is set to be felt in the readily availability of information and support tools for all cancer patients and cancers during and after a cancer diagnosis. This will be achieved through the improvements engineered in health care infrastructure, services, and defrayals.
Substantially, in cancer prevention, the company gauges its capacities by the judgments imposed on the changes it generates in settings and workplaces, retail, marketing and building environments to reduce leading causes of cancer death. The organization has projected that in the next five years ion research it will foresee the establishment of powerful platform infrastructure for population research in cancer and result in multidisciplinary, collaborative research, including poor outcome cancers and intractable cancer problems. This important strategies help in creating value on the services and products offered by Cancer Council Australia, thus it advances the brand name across social setups in the target market in a way that cannot be matched up other competitors. In essence, the strategies shows how the organization has centered its interests on people and the especially, the community, researchers and partners to extend its brand dominance among the key players in regard to the organization`s business.
Critical Evaluation of the Branding Strategies
The two strategies employed by Cancer Council Australia are important in advancing the brand of the organization in the market amid competition (National Health and Medical Research Council 2009, p. 78). It is therefore important to evaluate the strategies to find out their applicability in or strengths in advancing the organization`s brand. To start with, the first strategy concerning connection, it has been found that this marketing strategy facilitates, supports and partner with multidisciplinary research teams and networks in priority cancer areas. Here, the strategy employed a key strand of social marketing that centers on voluntary participation or involvement in activities that are geared towards attaining social good (Weinreich 2010, p. 145). Thus, it helps in developing clear and world class platforms by engaging all cancer researchers in their use. Furthermore, this strategy helps the organization to capitalize on international, national and local partnerships in cancer research and population studies of cancer. Through this strategy, the organization connects with and harnesses health information assets in north south Wales and the country as a whole for population research. Essentially, through this strategy formulation, community members are connected to information and resources that allows them to improve their knowledge of preventable cancer risks. In this regard, social market as a whole is employed here based on its strand for long term behavioral change as communities get standard information that will help them change completely (Weinreich 2010, p. 150). This strategy acts as a bridge that links the organization to likeminded organizations.
Hence, this assists in creating cancer-preventing environments for staff, clients, students, and disadvantaged communities, parents and children. This strategy is a framework through which Cancer Council supports community leaders and professional networks to engage with cancer prevention issues and it incorporates them into their usual business like parent bodies for sun protection and healthy eating. Through this strategy, the organization is able to extend and deepen coalitions with like-minded individuals, companies, policy researchers and affected communities to identify where and how advocacy needs mobilization. At this point, research in audience analysis as a strand of social marketing was instrumental in finding like-minded associates to realize the social good goals of the organization (Weinreich 2010, p. 152). It has been easy for the organization to link and collaborate with cancer control advocates in Australia and overseas. As such, the organization links with, focuses local regions, volunteers, and advocates in promoting effective cancer action locally. In this light, it helps in building local relationships to enhance the relative contribution and weighing of local cancer services, volunteers, Cancer Council regions and local resources to connect with and support cancer patients and care takers. Based on this strategy the organization gets an avenue to pool efforts with other non-governmental organizations and counterparts to tackle common supportive care challenges more effectively. Consumer orientation to realize organizational or social goals is a major part of social marketing theory that the strategists employed at this point to achieve the desired results (Weinreich 2010, p. 160). Essentially, this strategy is good because of many positive attributes contained in it for improvement of services and products of the organization.
Furthermore, concerning the second strategy, impact, this calls for evaluation to see its credibility for the future of the organization as its key marketing approach to extend the brand. The influence of the organization`s research will be visible in terms of improvements in cancer outcomes. Through this strategy, the organization is capable of challenging cancer myths through evidence based community campaigns. Market segmentation theory was used in understanding the current behaviors, by evaluating each segment, selecting target; hence, the strategist were able to formulate and develop an appropriate marketing mix for the selected target group (Sandra 2005, p.144). This receives great backings from a wider adoption capacity of package innovations in research, development, and evaluation. Strategy is a game changer in that it has spearheaded changes in policy and cancer control practice as a result of Cancer Council research efforts. In the same veil, by employing market segmentation study as part of theory, it has led to enhanced productivity and power of cancer population studies linked to biomedical research (Sandra 2005, p. 144). Based on this strategy there is high influence in public spending and policy because of forecasts and estimates of health benefits gained by changes and improvements in practice. Subsequently, there has been increased community knowledge of preventable risk factors and increased support for legislative and regulatory changes.
Thus, changes to legislation and policies, which create cancer preventing communities, involve an increased smoking bans in outdoor areas. There have been also increased restrictions in tobacco retaining, sun protective environments in schools and early childhood services. Accordingly, segmentation theory came in here through the strand of selectivity. This was used to determine the influence of the problem on the group and the focus was on how tobacco and lack of using sun protections in schools has caused cancer cases to increase (Sandra 2005, p.144). Further still, based on the effectiveness of this policy, there are effective restrictions on marketing unhealthy food and beverages targeted to children; on top of this there is mandatory food labeling in a form that optimizes healthy food choices. At this point, the strategists borrowed from market segmentation theory by employing one of the key strands (Sandra 2005, p. 145). Hence, severity, which relays the consequences that could occur for the group if the problem is not addressed or if they do not adopt the desired behavior, was an instrumental element behind the activities relayed in the strategy as detailed above. Moreover, widespread dialogue concerning cancer prevention and preventable risk factors through the media and audience communication channels has increased the impact of the organization`s efforts. In essence, people and organizations are set to enforce cancer-preventing behavior through increased exposure to workplaces, organization and settings. In consequence, enhanced and extended indulgent and provision among dogma makers for vicissitudes needed to condense the occurrence and impression of cancer around precise activism consequences. Based on this a number of issues emerged, for instance, an expanding range of smoke-free outdoor areas. The influence of this policy is set to reduce the proportion of cancer patients experiencing moderate to severe levels of unmet needs since inequality among various groups will not be in existence. Essentially, this strategy has caused an increased proportion of individuals diagnosed with cancer, who will receive multiple services and support during their diagnosis and management.
In comparing the two theories in terms of their theoretical effectives, it has been realized that the applicability of the two is not equal. In this light, social marketing theory is more appropriate in terms the impact and influence it causes among target groups. The ability of the strategists to employ this theory in persuading people to participate voluntarily in the activities of the organization including purchase of necessary products like sun screen protection is a great advantage. Consumer orientation as a focal point of operation has allowed many people to realize the social good of having the right attitude and materials to protect people against cancer. Thus, this theory is more appropriate and it is therefore good for application in all areas of the brand and its strategies.
Studies indicate that, the first strategic recommendation involves media publication, where through creation of commercials, which astonishes, amuse and even make audiences acclimate. Concerning Cancer Council, often times people seen on the shorelines of Sydney sun-baking without using of appropriate suntan lotion. Such people disregard the conceivable probabilities of skin malignancy. Subsequently, Cancer Council should advance media content, which will reach target audience at various times of the day; at the beach or in the house. Such ads should aim at promoting skin protection products and the issue of cancer. Support may come from frolicking testimonies of persons who have been affected by cancer. Thus, this induces expressive rejoinders such as understanding initiation in audiophiles. Nonetheless, Cancer Council needs to scrutinize commercials to ensure they are effective in inducing sentiments and increasing deals. Subsequently, Cancer Council should use manifold sources within one commercial to construct product excellence, reliability, deliberation and dominance through marque conclusions.
It is essential that Cancer Council incorporate brands as a reflection of the past at the organization to help in measuring all spending on manufacturing and promotion of merchandises annually to evaluate what shoppers perceived, felt and experienced about the brand. Hence, in order to generate brands as a course for prospect, Cancer Council needs to inspire lively consumer rendezvous concerning contributions and merchandises. This starts the growth of contemporary amenity contributions or the advance of completely new facilities by efficiently interacting, expounding an instigating promotion engagements. This will influence impending acquisition conduct. In consequence, when Cancer Council inspires purchaser contribution promotion, this makes shoppers feel like they own the brand. Hence, if the Cancer Council is efficacious in meeting these prospects through superior customization, emotional rejoinders will be generated. Therefore, this reduces consumer swapping conduct and influences sales positively.
Studies indicate that, Cancer Council products are used to protect consumers against radiation and prevent cancer; however, clients may spontaneously be more engrossed to splendour brands such as sunscreen. Using the word cancer creates fear and thus, people tend to be more attracted to beauty enhancement products by evading fear infringing products. Entrants gorgeous commercials may also play a vital role in increasing customer confidence through related publicizing and thus, encouraging action-oriented promoting for skin fortification and cancer deterrence products (Australian Institute of Health and Welfare 2013, p.65). Therefore, Cancer Council requires an exclusive vending proposal for suntan lotion, caps, shades and the SPF cosmetics. For example, through creation of sexual oriented commercials to escalate attractiveness and consciousness of the merchandises. Subsequently, studies show that, shoppers recognize non-profit organisations to be sincerer but less capable and thus, less eager to buy their merchandises. Substantially, when Cancer Council positions its merchandises using sensual incentives, this may create advanced stages of psychosomatic provocation rejoinders and the creation of both sentimental and intellectual rejoinders.
Various studies indicate that, worth is the client’s insight of the equilibrium between reimbursements expected from a merchandise or package and the detriments made to understanding such welfares. Accordingly, imminent conducts might be founded on the client investigation of impartiality or objectivity through biased integrity contributions. This may encompass time, money, exertion and prospect charge against impartiality consequences comprising gratification and recompenses. At this point, Cancer Council and consumers want to maximize recompenses and minimize charges through intervention (Australian Institute of Health and Welfare 2013, p.48). Thus, Cancer Council needs to generate the correct equilibrium between humane welfares and purchaser prospects such as association, personalization, appreciation, hazard lessening and status to avoid anguish. Sports persons may be good ambassadors of Cancer Council when they apply sunscreen at their gaming activities. Hence, this is a good strategy, which may be utilized to increase contributions of audiences.
Regarding entrant distinction, it is vivacious for the Cancer Council to evaluate their prospects to know if there is any variance between their organization and its contiguous entrants. At this point, the organization will be able to tell if the positioning is preventive, defendable and problematic to invade. At the same time, it will be essential to know if the brand connotation can be strengthened and fortified through description and interaction of the modest frame of orientation for operative brand arrangement. Accordingly, rivalry is snowballing because of globalisation, low-valued rivals, and ensemble postponements and feruling; this may damagingly impend the existing foundations of returns for the Cancer Council (Australian Communications and Media Authority 2010, p.45). This distinction can take the form of additional collaborating to the objective hearers and the broad community. In essence, Cancer Council targets examination about cancer, cancer deterrence and patient sustenance by offering their own cancer deterrence merchandises such as suntan lotion, caps, maquillages, and pedalling equipment.
From studies it was revealed that, Cancer Council Australia began in the early 60s as the country`s cancer society. Hence, it came into being after the six state Cancer Councils that varied in name and brand came to an agreement to develop a national body to promote cancer control nationwide. In consequence, what was then known as ACT and the northern region, were successively fashioned and signed on as members of the society. It was also revealed that, the state regional Cancer Councils continued to undertake changes in most of the establishment’s research, patient support and education packages. The studies affirmed that, Cancer Council Australia uses two important marketing strategies to advance its interests. Throughout the discussion it found that Cancer Council Australia as a non-governmental organization uses, connection as a marketing strategy that links important associates together and hence help in advancing the organization`s brand. The other key strategy that was found useful concerns the impact marketing strategy, where Cancer Council uses it to create an impact among the communities, cancer patients, and researchers, thereby advancing the company’s brand. Accordingly, evaluation of the two strategies proved that the two strategies were rightly selected and they have outstanding influence on the organization`s efforts in extending its brand name among consumers. However, this study offered various strategic recommendations that were deemed necessary in advancing the organization`s brand and hence the products, including level of contributions from donors.
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