The Carbon Reduction Pollution Scheme - Case Study Example

Executive Summary The Australian government which has looked towards spreading awareness about the rising carbon emission looks towards following the Carbon Reduction Pollution Scheme. Through this scheme the government looks to control emission of carbon and looks to provide certain tax benefits. To ensure maximum utilization of the scheme the government needs to spread awareness about it. This should be matched by the fact that every section of the society i.e. business, household, students and service sector is considered. Also, the government has to look towards communicating with the different sector differently. The communication objective thereby has been developed which is clear and looks towards spreading awareness and controlling the amount of emission. While doing so the government has also looked towards using different media like television, audio and video so that more and more consumers can be attracted and steps taken in the right direction. Working through the integrated marketing communication program developed will help to reduce the amount of carbon emission and ensure that the overall condition of the society is improved. Table of Contents Introduction 3 Objective of the Report 3 Background Information 3 Target Audience Analysis 4 Literature Review 5 Communication Objectives 6 Creative Strategies 8 Media Plan 10 Recommendations 12 Conclusion 12 References 13 Introduction The rapid rise in global temperatures, sising sea levels and the decrease witnessed in consumable water is an alarming concern for all. This has resulted in the government of different countries looking towards framing different rules and regulations so that carbon emission is controlled. The Australian government on this front has developed Carbon Pollution Reduction Scheme with the aim to reduce emission. The government to be able to make people aware about the manner the scheme will help in the tax structure and other areas need to spread awareness so that the society on a large can benefit. Objective of the Report This report looks to present the manner in which the Australian government looks towards spreading awareness in relation to Carbon Pollution Reduction Scheme so that people are aware to understand the importance of it. This will benefit the people in the tax structure and also enable them to conserve the society. This report further looks into the market segment that the Australian government looks to spread awareness and the different communication objectives, strategies and media the government is looking which will thereby help in achieving the objectives with which the Carbon Pollution Reduction Scheme has been constructed Background Information The Carbon Pollution Reduction Scheme was started by the Australian government in the year 2011 and looks towards reducing the carbon emission by 60% by 2050 (DAFF, 2010). Under this scheme the government has put a cap on the amount of amount of carbon that the industry can release and has further allowed carbon emission trading for the same (CRPS, 2010). The cap slowly reduces as year passes by which will further curtail the amount of carbon being released in the environment. This will help the companies emitting less carbon trade with others the amount of carbon remaining with them. This will thereby ensure better control and help to reduce the amount of carbon emission. Also, this will help to ensure that the business is able to gain returns and tax saving if they are able to reduce the amount of carbon emission. Under this scheme people were of the misconception that they are loosing but instead companies which are able to save on carbons are able to gain. Also, they receive special advantage with regard to the tax. This is an area which people are unaware of and being able to communicate clearly with them will help to spread awareness and benefit the society over a period of time. Target Audience Analysis The Australian government while looking to target the different sections of the society need to ensure that they are able to differentiate the different market segments and look towards identifying the correct ones so that the campaign can be directed against those. It is very important that the government is clearly able to identify the target audience based on different characteristics and usage so that the efforts provide correct justifications. The Australian Government as a result should look towards the following target customer base Targeted Class Class of Customer Customer Needs Business & Industries Working people in different industries, sectors High use of energy resulting in high carbon emission which needs to be controlled Household including Students Housewives and students Uses different objects which releases carbon in the environment and needs to be curtailed Service Sectors People working towards the benefit of the society Uses different objects which releases carbon in the environment and needs to be curtailed Thus, the Australian government on a whole needs to target everyone in the society through different methods so that awareness can be spread and people guided to reduce carbon emission so that the society on a whole is able to benefit. Literature Review The Australian government after being able to identify the target audience needs to understand the importance of developing a communication plan so that awareness regarding carbon emission can be spread among the common people. The prime objective is to ensure that a sound communication message and objective is developed which follows the correct channel so that the correct base can be aimed at. This is supported by a finding which states that developing an integrated marketing communication plan helps to influence and create awareness among companies and organizations working in the global arena (Holm, 2006). This will thereby help to ensure that people know about the Carbon Pollution Reduction Scheme better and will be able to understand the manner it will benefit them and thereby look towards spreading awareness among the common masses. Another finding shows that integrated marketing communication helps the industries and organizations to understand the manner market-situational and organizational factors have on their working (Zvobgo & Melewar, 2011). This will thereby help the Australian government to influence the organizations and make them understand the importance of carbon reduction and the benefits they have get in the tax structure. Further, since it is relevant for all organizations so developing a structure where the market situational forces helps the organizations to understand the manner in which the carbon reduction pollution scheme is affecting them will help to ensure better awareness. Another study substantiates the same which states that the use of integrated marketing communication has increased and is used in practice as it helps to spread awareness about the product or service thereby leading towards better growth opportunities (Kitchen, Kim & Schultz, 2008). This will thereby ensure that the Australian government is able to spread awareness regarding the carbon reduction program and will help the society to reduce greenhouse emission. Communication Objectives The Australian government while looking to spread awareness regarding the rising carbon emission needs to develop a communication objective which they will look to spread. Developing a communication strategy will help the Australian government to be able to communicate clearly and will provide the direction which will help them to ensure that the objectives are achieved. This helps to identify the following communication objectives which the Australian government needs to address through their communication plan The most important communication objective for the Australian government is to spread awareness regarding the carbon pollution reduction scheme. This awareness program needs to be directed across all section of the society. Also, through the communication plan the government should look towards educating the people in the manner the carbon pollution reduction scheme will benefit them. While doing so the benefits with regard to tax implications and the manner the scheme works should be explained. Communicating it clearly will ensure that the efforts provides the required returns and will help to guide the people by spreading awareness. The other communication objective should be to promote the use of carbon pollution reduction scheme as it will benefit them in different manners. The government through this objective should look towards ensuring that more and more people and organization commit towards the carbon pollution reduction scheme. The government on this front should highlight the manner in which the carbon pollution reduction scheme will help them in carbon trading and tax subsidy so that more and more industries are inclined towards it which will help to reduce carbon emission The other communication objective is to make the society and people influence so that their attitudes are directed towards reducing carbon emission. In this objective the government can look towards highlighting the manner in which carbon emission will affect them in the future. This will make the people realize the own role and look towards reducing carbon emission on their own front. This objective can be directed towards household and students so that they realize their own responsibility and look towards reducing carbon emission. Another area where the communication objective can be directed is towards influencing the purchasing habits (Barnes & Greenwood, 2010). This objective can be directed towards household, students and service sector by highlighting them that the can look towards purchasing products and appliances which helps to reduce the amount of carbon emission. This will help to create a positive effect and bring about a change in purchasing habits. This will thereby lead towards reduced pollution in the future and will act as a tool to control the degree of carbon being emitted in the environment. Creative Strategies The Australian government after identifying the communication objective needs to be creative in developing a strategy which will help them to communicate towards the correct customer base. In this strategy the government needs to identify the target audience to whom the communication objective will be directed at and also look towards providing the things that will be communicated to the targeted customers so that awareness can be created. Following is the creative strategy that the Australian government needs to develop against their communication objectives (Popp, 2000) The Australian government while looking to spread awareness through their communication objective should look to eye all segment of the society. In this communication objective the strategy of the government should be to highlight the benefits of the carbon reduction pollution scheme and the tax subsidy they will receive. While looking towards developing the strategy the government should look to ensure that the manner carbon is affecting society is highlighted and awareness created. The government in their strategy to promote the use of carbon reduction pollution scheme should look towards the business and the industries. Since, business houses look towards spreading maximum environmental pollution so promoting the scheme for them will help to ensure better strategy. Also, the government should look towards ensuring that while promoting the carbon reduction pollution scheme special care should be led to highlight the manner in which carbons can be traded. Along with it the government should look to highlight the tax benefits that the organization will receive. Also, bringing forward the punishments and fines that will be imposed on organizations not adhering to the carbon reduction pollution scheme will help to promote the scheme and will ensure that the efforts are directed towards reducing carbon emission The government through their third communication objective which is to influence people to take steps on their own part should be directed towards the household and the society. It is seen that it is a common phenomenon in houses and other places where people switch on the lights even when it is not required. This results in carbon emission which can be controlled if households and students play their role. This will ensure reduce carbon emission in the environment. In this strategy the government should look forward to bring the manner in which carbon emission is harming them and taking steps on their part will help to reduce carbon emission and help to improve the society where the future generations will be able to live a comfortable life. In this strategy the government can look towards highlighting the effects of environmental degradation and show the manner the earth surface has changed over the year which requires steps to be taken so that carbon emission is reduced. With regard to the communication strategy of influencing people to purchase products which releases less carbon in the environment should be aimed at household, and students along with the service sectors. On this front the government should look towards making people use products which reduce less carbon. This will indirectly help to reduce carbon emission and looking to almost all the sectors will help to have a big influence and control the rising carbon in the environment. Media Plan The Australian government while looking to spread awareness needs to ensure that the correct media is used. The government while looking to target the household and the service sector can use different forms of media like television advertisements, advertisement over internet and also through store promotion in different shopping malls and places where there is abundant people. Since, household and students are found at such locations and watch television so using this as a medium will be helpful (Duffy, 2005). Along, with it the Australian government can also look towards using different schemes and organize different promotional events at various universities and shopping malls where participants are provided with certain gifts and asked questions which will improve the understanding at the same time ensure that awareness is created among the targeted audiences. Further, during the same process the government can look towards promoting different products which result in less carbon emission and persuade people to purchase it by highlighting the benefits that will accrue to them. This will help the government in moving ahead in their objective of spreading awareness and create the required knowledge among the masses. The government while looking to communicate with the business sector and organizations needs to look towards developing a strategy where they look towards using different pamphlets and circulars which are provided to every individual offices. Along with it providing description in the newspaper will help to spread awareness and will make the business sector aware about the steps they will have to follow. Also, having a customer service number where the business sector is able to understand the scheme clearly and the manner it will benefit them and the society will help to ensure that businesses follow the carbon reduction program (Miller & Merrilees, 1999). Further, in this area the government has to ensure that even representative from the side of the governing body looks to prvide every help and make it compulsory for different business sector to work according to the required framework. The government by looking to develop a framework will be ensure that they are able to provide and sue the same media which helps to spread awareness and ensures that the business is able to reap maximum rewards. This strategy of using different media and looking towards each section of the target audience differently will act as a differentiating factor and will help to spread awareness which will help to ensure that the carbon reduction program provides benefit and helps to control carbon emission in the society. Recommendations The Australian government in their endeavour to spread awareness regarding rising carbon emission needs to look towards every sector and eye all section of the society. Along with it the Australian government needs to look towards communicating clearly with the target audience by using different media. The government has to look towards using television, print, and even in store promotions along with call centres which looks to spread awareness at the same time look towards solving the queries of the people. Working through this dimension will benefit the government in spreading awareness and making more and more people aware and take step regarding carbon reduction program. Conclusion The Carbon Reduction Pollution Scheme which has been framed by the Australian government to reduce carbon emission needs to be targeted across various section of the consumer. The government while looking to frame the rules need to look towards drawing a mechanism where they target every section of the society differently and looks towards communicating with them in a different manner. This will require the use of both print and video which will enhance productivity and ensure that the government is able to spread awareness about it. This will thereby help to reduce carbon emission and will ensure that the steps of the government provide maximum benefits to the society. References Barnes L & Greenwood G, (2010), “Fast fashion in the retail store environment”, International Journal of Retail & Distribution Management, 38 (10), pp 760-772 CRPS. 2012. Carbon Reduction Pollution Scheme. Government of Australia Undertaking. Retrieved on March 20, 2012 from http://sites.thomsonreuters.com.au/carbon/ DAFF. 2010. Carbon Reduction Pollution Scheme. Department of Agriculture, Fisheries and Forestry. Retrieved on March 20, 2012 from http://www.daff.gov.au/climatechange/carbon_pollution_reduction_scheme Duffy D, (2005), “Direct selling as next channel”, Journal of Consumer Marketing, 22 (1), pp 43-45 Holm, O. 2006. Integrated marketing communication: from tactics to strategy. Corporate Communications: An International Journal, 11 (1), pp.23 – 33 Kitchen, P. Kim, I. & Schultz, D. 2008. Integrated Marketing Communications: Practice Leads Theory. 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