Marketing Management: Child's i Foundation - Essay Example

?Marketing Management Introduction: The study is an evaluation of marketing practices and the marketing mix of the Child's i Foundation. It is one ofthe UK based charity foundations. This is the one of the leading charities in UK with regard to growth of children's. This Foundation is the only charity foundation to have been named in a listing of the foremost "social brands" put jointly by the brand consultancy Headstream. And also this foundation is a non profit motive organization. This foundation mainly thinks about their growth with the intention of enhance the charity activities. Presently the foundation is functioning in UK and Uganda, so now they are thinking of offering their charity activities other than these two states. The charity, which assists Ugandan kids, who have been deserted as a consequence of scarcity, illness and aggression, was ranked 16th in the table. Child’s i foundation is having their strong presence and network in Uganda. But as a charitable organization they have to develop their networks across boundaries. Aim and Objective of the Charity Foundation: 1) To make North East kids and eventually kids in the UK pleased, well and Safe. 2) Support and promote every person (either adult people or children) who have any type of disorders relating to growth, and their relationships, in any means which is charitable in reference to the law of the UK. 3) Promote and finance study into the cause and heal of development disorders in children in the area of advantage and to publish the outcome of such study. 4) Teach the public in universal and staff in the medical job in particular, about the harms and troubles encountered by those with disorders relating to growth. 5) Promote the regular examination of development and growth criterion by medical experts, at every level, and assist such monitoring by recognizing and creating obtainable on loan or for buy equipment appropriate for the purpose. Vision Statement: Vision of the child i foundation is to take care of the health and happiness of children and youthful populace in North East England to be the most excellent in the United Kingdom. Mission Statement: Mission of the Child’s i foundations is to help abandoned children and give good care to them and to return them to appropriate families who can assure a better future life to these children. Activities of Child's i Foundation: Child's i Foundation engages into various activities to enhance their charity activities in various countries other than Uganda and UK. Every activity of this foundation is geared in the directions of the development of comfort of the most disadvantaged kids. These consist of: - Education, Counseling, Community Education, Advocacy and Relief/ Aid. All these above mentioned activities of the foundations help to support the disadvantaged children of the country. Transitional home of the Child's i Foundation and family support centre offer superiority short-term care for children; at the same time the social work division of the foundation guarantees all kids an environment of care grows in a loving family. Marketing Mix: Child’s i Foundation is one of the inspirational examples of a charitable trust with commitment at the heart of its tactic. From the start, creator and foremost TV maker Lucy Buck aimed to construct a world-wide society. Marketing Mix and the extent of integration between the elements of the mix help to the wider marketing practices of the organization. Marketing mix consists of Product, Price, Place, Promotion, People, Processes and Physical Evidence. Integration of all these marketing mix of the charity foundation helps to wider their marketing activities. Product: Product of the Child’s i Foundation includes hotels, child care centres and and various other conveniences that accommodate children in their day to day course of dealing. It is the one of the leaders of supplying infant furnishings items in the world. A service means anything which is capable to satisfy the need of the individual. Here the service offered by the foundation is to protect and pleased the Children. Promotion: Promotion of any product /service represents the various view of communication in the marketing activity. Child’s i Foundation nowadays commences a high-profile media campaign to discover new adoptive families for deserted kids. It helps to generate positive as well as negative reaction about the service. “Child’s i Foundation is promoting the issue of domestic adoption through the use of media, with billboard, television and radio adverts starting from July 4th 2011” (Press Release: Child’s i Foundation Adoption Campaign 2011). Promotion activity of the foundation mainly includes, promoted through Publish Medias, TV, broadcasting, internet, leisure program etc… Place/ Distribution: Place is one of the important marketing mix of the product. Place of the Child’s i Foundation at present is UK and Uganda. Nowadays, they plan to start its functioning and services in various other countries than these two countries. A great charitable organization like this has the responsibility to serve abandoned children in other countries too.  Pricing:   Pricing is one of the marketing mixes of the product, which influences purchasing decision process of the consumers pricing of any product to be undeniable to the consumer. Here this foundation is mainly provides various charity services. And also this Child’s i foundation is a non profit motive organization. People of the foundation are mainly children and process is the various ways which the foundation has adopted to fulfil the activities and Physical Evidence of the charity foundation is its material part. Iintegrated marketing communications (IMC) is a course for organizing consumer relations that drive value of brand mainly in the course of communication efforts. Such efforts frequently consist cross-functional procedures that generate and encourage profitable relationships with consumers and other stakeholders by tactically scheming or influencing every message sent to these groupings and supporting data-driven, focused dialog with them. Marketing activities of the Child's i Foundation are contributing to the achievement of their marketing goals. All the projects of this foundation have its own importance to achieve the overall aim. Company nowadays enlarges its duty and responsibility to widening its charity activities across the various states than Uganda and UK. We are presently investigating: Poverty and Education: Closing the achievement gap among richer and poorer kids. The future of the labor market in UK: Generating a labor marketplace that delivers inferior poverty and understanding the function of skills. Bendable and part time working. How customs of the particular country affects its poverty. All these marketing activities are helps to better understanding of the general situation of the children’s and customs in the country, so that it will help to make better provisions to overcome the problems of the children and give a proper support to them. Recommendations: Child’s i foundation has good marketing practices and their marketing plans are giving enough satisfaction. The main thing we should keep in mind is Child’s i foundation is a non profit motive organization. It is a charity based organization and the mission of Child’s i foundations is to help abandoned children and give good care to them. The slogan of Child’s i foundation itself says that ‘We make families, not orphans’.        But the main focus should be given to enhancement of charity network. As a charity organization Child’s i foundation should really think about their growth in order to enhance the charity activities. They could really develop their presence in other countries besides UK and Uganda. Child’s i foundation is having their strong presence and network in Uganda. But as a charitable organization they have to enhance their networks across boundaries. Charity does not have boundaries, because in charity supreme value is given to Human beings. Child’s i foundation’s projects are really good and have great intentions. One of the main recommendations that I have to suggest is regarding the enhancement of networks. A great charitable organization like this has the responsibility to serve abandoned children in other countries too. Many of the supporters are working for free, but there is a huge demand for money, so there comes the role of fundraising projects. At present Child’s i foundation has certain fundraising programs. By making celebrities and famous personalities as part of fundraising and charitable activities, Child’s i foundation can make better difference in both acquiring money and acquiring participation. By participating celebrities and famous personalities in various fields, the main advantage is that people all over the globe would be aware about the charity activities of the organization and many of them would be willing to participate and to donate in such fundraising activities. Importance should be given to public’s participation, and this kind of participation could be really helpful for the charitable foundation and orphan children. Money can be acquired from different sources or from a single source. For instance, if this foundation needs a certain amount of money for charity activities, that certain amount of money could be collected from an individual or a group of people or village. In my opinion, the effective and efficient way to collect money is by approaching a group of people or villages. Because, the charity foundation could convey the messages and demands of them and they could ensure participation of that whole village or group. The main focus should be given to publicity of the charitable foundation, and then only they can assure the participation and co operation of the remaining world. This kind of positive publicity could help Child’s i foundation to spread their networks to other countries too. There are thousands of kids that need help and protection, so it would be a great milestone for the foundation to achieve such kind of goals by helping and protecting children around the globe. Main focus on one single country should be modified and should try to spread charity activities to more countries, marketing strategies need to be amended. At present, Child’s i foundation have connections and good relationships with corporate world, it is a very good strategy to keep such kind of relation with Corporate. But they should try to establish good relation with multinational companies and employees in those companies. Multinational companies have strong presence and networks in other countries, so this kind of relation would definitely help charity foundation to contact with other countries and to reach their help in other countries. By giving more publicity and creating awareness on the society Child’s i foundation could really help more children and families who really deserve help. Money is not the ultimate thing that we can give to those children; they need love, care and time. So this message should be conveyed to everybody who is willing to give money, care, love and time. Campaigns should be conducted in order to spread strategies. The main thing we should remember is Child’s i foundation is a non profit motive organization that works for selfless services. So in order to raise the charity’s profile, there is a high demand for creating a one-year integrated marketing plan. This kind of plan should include all factors that help to raise the charity profile and to enhance the operations of charity foundation. For such kind of activities I would recommend a five step process that depends and derives from Sponsorship. That means sponsorship would be the core thing and other steps would be derived from it. Sponsorship is becoming the core part because, Child’s i foundation is a nonprofit charitable foundation and it does not have that much fund to plan and implement such one year integrated plans. As I mentioned earlier, sponsorship is the core part, other factors or steps are deriving from sponsorship in this case. The first step in this integrated plan is advertising, which is very essential for a charitable organization to collect and acquire sufficient funds to do charities. It creates awareness and reason for need for money. The second step is Public relations or publicity; this step has a significant role to play in this condition. Publicity through ads or through word of mouth is very important. Publicity through advertisements need money, but publicity through word of mouth are totally free and are more effective. People should be aware about such kind of a charitable organization and those who are willing to help poor kids and families would be able to approach Child’s i foundation easily. So the Second step that is PR/Public relations has an important role to play. The third step is media promotions; this is not related to profit motive corporate companies’ media promotions. This is for spreading the message and purpose of the charity foundation through Media. In this 21st century, Media and promotion through that has a major role to play. The fourth step is Internet, as I said earlier, in an era like this, major part of the contacts; relations, helping etc are done through internet. By using and taking advantage of social networking sites such as face book, twitter etc. large quantity of awareness could be conveyed and spread. There are many examples for supporting this statement. Internet and social networking sites could be used for the growth of Child’s i foundation. Now also they are utilizing the opportunities of internet and social networking sites, but more concentration could be given to this kind of facility. And the last and final step is society involvement, which is more important. The society need to involve in charity foundations, because the most needed thing in charity activities are love, affection, care and money too. So the involvement of society has the main importance. Society could give the love, affection, care and also money. The participation and contribution off society would be a big help for those orphan kids. So, in my opinion Society involvement has the most importance role to play amongst all these steps. And all these steps derive from sponsorship. One year market planning process is a creation strategic planning to achieve the target within a year. Marketing audit’ is considered as an important element of market planning process. It considers both internal and external elements for market plan. For the Child i foundation, PEST analysis is best suit to analyze the market. Here internal environment, micro environment and macro environment etc are the factors analyses by PEST analyze. In the PEST analysis political, economical, social and technological features are used for analysis. The important competitors are National society for the prevention of cruelty to children (NSPCC), Child line, Barnardo’s , Children’s society, NCH action for children, save the children, British Agency for Adoption and fostering, child hospice, National Autistic society etc, which are the main organization running in UK. The Missions & objective are to find out and protect the orphan child by this one year, improve the business value and expand the services to other countries. Segmentations of the organization are: Unsanctioned or orphan Childs – The children having no parents and may not live under lawful person. Mentally disabled children – The children may mentally abnormal, are allowed to keep care by child I foundation. The children who are suffering by poverty or calamities that may happen by the year may need help from the organization and are keep joining with child I foundation. Web marketing strategy is the best choose for child I foundation for this year. “The established web marketing industry has been built around a model of making a profit through selling goods and services, rather than bringing in donations and raising awareness” (Web Marketing for Charities n.d.). The management should aware about the critical social issues and keep engaged with children issues. They may keep the analyzing activity to the employees and pay more attention for the fundraising activities. This may ensure the target achievement by the end of the planning period. So these are the various steps that comes in the one-year integrated marketing plan for Child’s i foundation. These steps could be implemented for better results. Reference List Press Release: Child’s i Foundation Adoption Campaign. 2011. PressRelease.co.ug. [Online] Available at < http://pressrelease.co.ug/pressuganda/?p=4521> [Accessed on 08 January, 2012]. Web Marketing for Charities. n.d. TrickBox Marketing. [Online] Available at [Accessed on 08 January, 2012]. Read More