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Marketing Communication and Branding - Case Study Example

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Marketing Communication and Branding 2011 Answer 1. The National Blood Service in United Kingdom faces the problem of voluntary donations reduction. Thereupon, the NBS should target on such widespread segment of population as a layer of young and adult drinkers…
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Marketing Communication and Branding
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Download file to see previous pages Consequently, the initial objectives that intend to be achieved with effectively implemented marketing plan are the following: Raising people’s awareness of the necessity to follow healthy and active lifestyle; Inducing of the community to benefit the society; Forming moral principles and awareness of own importance and consequence for the social problem-solving; Developing mutual assistance and intention to help other people; Providing full information about donorship centers, opportunities and conditions to become a donor and possible privileges for new donors; Showing benefits of donorship to public; Substantiating the safety and hygiene of the donorship procedures; Providing confidentiality of test results; Cutting number of drinkers and accordingly increasing number of donors by 50 per cent during a scheduled period; Proposing new effective methods of donors’ stimulating and attracting. Achieving of the defined objectives should give results in three main aspects. First of all people must understand the importance and necessity of the donorship for the society and particular individual. It is essential to develop mutual assistance and feelings of responsibility in peoples’ deeds. Secondly, population of United Kingdom has to realize that the procedure of donorship is totally safe and harmless, if donor complies with required regulations. And the last urgent direction that is defined by mentioned objectives will be elaborating of the effective methods, which are aimed to raise the number of volunteers due to the demand of the hospitals and clinics. Answer 2. Taking into account all stated goals, several areas of the future performance should be outlined. In this respect, it is recommended for the National Blood Service, first of all, to make an emphasis on safety of the blood donorship. For example, it could be essential to ensure future donors with preliminary consultations, accentuating the usage of sterile needles and gloves by medical workers. It can help to convince people of a thought that they will not get infected with any disease during the procedure. The second crucial aspect of the strategy is to work out the most attracting motives for the future donors. With this aim it can be suggested to stimulate the rate of donors with financial support. The obligatory payment for each donor should be nominal, though easy money will be able to pull a lot of students and unemployed people into donorship. For the first time new donor will get minimal award, but for the following procedure organization may increase its payments. In addition, it can be important to reward each donor with a small bar of chocolate that helps to restore the haemoglobin level. From one side it is just a trifle, but on the other hand this sign of care will improve donors’ conditions and the process of rehabilitation. Moreover, to enhance number of volunteers for giving blood the NBS may guarantee them to be served in the local hospitals fully or partly free of charge. Also people may become more available for donorship if, for example, one of the benefits of being a blood donor will be a privilege and right to make appointment with dentist or laryngologist out of turn. For those people who cherish their time this benefit is going to be influential. To attain mentioned goals it is urgent to use special marketing tools that form push and pull strategies. First strategy can be implemented by means of mass ...Download file to see next pagesRead More
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