August 7th, 2016 SuttonShane
MYER have created The Giving Registry – Are program to donate goods to women who have been displaced due to Family Violence in conjunction with The Salvation Army.
What Marketing processes – Segmentation, Targeting and Positioning have been utilized in this instance.
Family violence has a history since families begun, but now it continues to gain more prominence in the media. Politicians, celebrities all claim to highlight this matter in order to help victims, as well as, rid society of this evil issue.
The marketing campaign involves MYER customers buying a household item for themselves, then buying the same item a second time and donating the second item to women who have been displaced by family violence. MYER will also donate the same good to the charity involving The Salvation Army.
Segmentation the art of defining a particular part of the market to which our product or service would be appealing, suitable to the consumer and profitable to the business. Which segment of the market would MYER have depicted when putting the campaign together. Considerations would have included demographics- maybe gender, income, geographics – locations of MYER stores, attitudes towards family violence, knowledge of family violence issues. Would a decision on the market segment come from as Iacobucci D, 2013 (p 34) suggested “a managerial top down ideation or from a customer based needs assessment”. MYER considering the contentious issue of family violence is donating goods up to the value of $475,000.
MYER The Giving Registry Advertisement
Targeting is selecting a particular segment to market to. MYER is in the sector of retail goods thus considered a particular strength of theirs. The prospect of getting consumers to donate retail goods would be within their domain. Would it be a good corporate fit would have to be considered. The corporate fit of being involved with the more media prevalent family violence issues and partnering with The Salvation Army organization. Obviously with such a campaign MYER would de wanting to extend its appeal to current non-customers of theirs. External opportunities and threats would need to be considered. Opportunity appears to be first to market with this concept hopefully to bring in new customers to the MYER brand and appeal to loyal existing customers. Threats would be for the competition to do a similar campaign, maybe with a different charity slant which may entice new MYER customers back to competitors. The other if loyal, repeat MYER customers were lured to competitors.
Other opportunities and threats, which are external, are how this campaign is perceived by consumers. Will they see it as a community service of MYER aiding women affected by family violence or will consumers view it adversely as MYER trying to increase its brand on the back of women who have been victims.
Positioning – where to position this campaign in respect to the 4Ps of Product, Price, Place and Promotion. Price is straightforward as it is up to the consumer how much the value of a product they wish to donate. Thus it can appeal to the wealthier customer who can choose a high value, high quality gift or a less wealthy consumer who can choose a lower value good to donate.
Place is interesting as the Myer Giving Registry has to be done in store. There is no mention of online customers being able to donate. Thus MYER is trying to increase foot traffic in their retail outlets.
Promotion has seen MYER place advertisements on Social Media with Facebook in particular being adopted. The Salvation Army website is also prominent with articles about The MYER Giving Registry.
Place – MYER has also elected to distribute all goods to The Salvation Army and to bear all costs, such as transaction costs, associated with donations.
Whilst the marketing concepts of Segmentation, Targeting and Positioning have been considered I must mention the alternative view. Wright M (1996) when writing about Mitchell V (1995) article purports “that underlying assumptions are usually false no matter what sort of segmentation and targeting is attempted”. Basically Wright (1996) was limiting the applauded effects of Segmenting.
In conclusion, MYER must have summed the opportunities to be involved with The Salvation Army, the support of women affected by family violence and the benefits to their Corporate Social Responsibility. As a program the donation of $475,000 worth of goods plus costs associated with distribution of donations MYER would not be making a profit. However considerations of Corporate Social Responsibility and the general positivity around the MYER brand supporting women affected by family violence must have proved beneficial.
Iacobucci Dawn, (2013) Marketing Management. Cengage Learning, USA
Wright Malcolm (1996) The dubious assumptions of segmentation and targeting. Management Decision, MCB University Press.
Author Shane Sutton 213555376