The current marketing strategy of NSPCC is that the organization tends to spend a lot of money on its marketing activities. The marketing plan of the company is not properly explained therefore it had to face a lot of criticism. The company is spending more on the marketing strategy rather than focusing on saving the children from cruelty. It is reported that the company has spent around £ 43 million on its marketing strategy and has only spent £32 million on its services towards the children. Several people have criticized the organization for not allocating the funds properly.
The marketing department of the organization has a different mindset towards the marketing strategy for the organization. The marketing department is focused towards a long term objectives that will be achieved with the help of their current marketing strategies. The goals of the company are to provide awareness in the public. The marketing department considers that involving celebrities in the marketing campaigns will attract more people towards this cause. The marketing department considers it important to provide awareness in a larger population first so that it is easier for them to prevent children cruelty.
The aim of the marketing department of NSPCC is to provide awareness and for that purpose they spent more on fundraising, campaigning and publicity. They came in contact with famous celebrities so that they can visit the website of the organization and write message for the public as these celebrities have a huge fan following. The organization even contacted with sportsmen to show their support for the organization’s cause. The strategy behind this was to bring more and more awareness in people so that every person must show their support for this cause of the organization and by doing so the organization will be able to earn more funds for the children .
There are several ways of bringing awareness in people, even simple television commercials (TVCs) are gather the attention of large population. Though for the success of the product or services marketing of that product or services is equally important and it must be done effectively. The result derived from the marketing strategies must be visible so that the organization has trust on the spending of its marketing department .
According to the information provided in the case study, the problem faced by the marketing department was that they had spent a lot of money in advertising and campaigning rather than on helping out the children. In addition to it, they were not even able to show what benefits the organization has derived from the marketing activities on which they have spent heavily. The marketing department had made a strategic plan and implemented it so that the organization is able to gain attention of more people towards the cause in the long run. The marketing department must be able to explain their marketing strategy to the organization so that if questioned, the management of the NSPCC is able to share their tactics of marketing strategy and assure the public that their funds are being rightly utilized.
Aaker, David A. and Damien McLoughlin. Strategic Market Management: Global Perspectives. Hoboken: John Wiley & Sons, 2009. Print.
Ferrell, O. C. and Michael Hartline. Marketing Strategy. Mason: Cengage Learning, 2012. Print.