By Kamal Krishna

1. Assessment 2
Kamal Krishna

2. Overview
Case # 1 NSW Nurses & Midwives Association Xmas Party Movember Stunt
Case #2 Getup!! Woolworths Xmas Campaign
Case #3 The Smith Family 2015 Xmas Appeal
Case #4 The Apheda Festive Season Cards
Case #5 The Sydney Alliance Highlights of 2015 Email
https://youtu.be/Q-jzNvV5pZo

3. Matt Dougherty, Movember participant relating his experience of the event
https://youtu.be/awwYShDmd5k

4. Organisational overview Nurses & Midwifery Union with 61,000 members in NSW
Internal organisation for marketing A small communications team reporting directly to leadership.
STP Segment: external customers of organisation, Target: a big donor, Positioning:
“you can have some fun on stage and share the limelight and for good
cause.”
Effectiveness of concept A distraction for customer need to network and socialise at an industry Xmas
event, product offer not appealing.
Marketing Mix Offer overpriced and stunt considered inappropriate for the place and
professional image of nurses, November promotion competed for attention
over core interests such as Saving Penalty Rates campaign, leadership
involvement in stunt was another a barrier to participation and partnership
with Movember inconsistent with 90% female constituency. Signage and
logos and Xmas decorations conflicted with the barber shop style physical
staging for stunt, the process for engaging audience into the stunt was
opportunistic and poorly conceived.

5. https://www.youtube.com/watch?v=zBxC0yi0iGg

6. https://www.youtube.com/watch?v=maH1ELpwSHU

7. Organisational overview An independent movement to build a progressive
Australia, with over 1 million members
Internal organisation for marketing Organised internally to coordinate members to take targeted,
strategic action to make real change.
STP Segment: Australian consumers, shareholders, membership,
progressives . Target: various Positioning: framing issue in
terms of “betray of Australian families by big business”
hence it is a social justice and economic fairness issue.
Effectiveness of concept Offer did meet needs of the member – to take a stance on the
issue , 9000 Face book shares /posts in 48 hours by members
after Channel Nine refused to play the TV ad. Effective use
of viral marketing. Influenced 257 Woolworths shareholders
to urge for an EGM. No legal cost sought by Woolworths.
Marketing Mix
Price is attention and time for posting the video by members.
Product is the opportunity to act. Promotion is the video
itself. Place is online, Utube. People are the members acting
together- 51,000 Australians signed a petition as well which
is the process of gauge support for the issue, and providing
social proof or physical evidence.

9. Organisational overview A charity for disadvantaged Australian children
Internal organisation for marketing Communications team, not marketing.
STP Segment: geodemographic- Ashfeild Target : the
householder Positioning: framing issue in terms of “ the
future of an Australian child is in your hands”
Effectiveness of concept The letterbox distribution is differentiating from other
competing charities but is invasive -High chance of
rejection, not effective.
Marketing Mix
Price is suggested at $50. Product is the opportunity to give,
a free product is included in package, a Xmas decoration to
encourage reciprocation. Promotion is emotionally charged
letter, with slogans. Place is direct mail. People are the
children that benefit, who feature in the brochure. Process is
an explanation of programs in the brochure, which also aims
to provide validation of the work of the organisation.

10. https://youtu.be/F8jp9mnAw1k

13. voice
Organisational overview Sydney Alliance is a civil society that is acting in the
common good to build a fairer sustainable city.
Internal organisation for marketing Grassroots organisation with only two fulltime staff, no
internal organisation for marketing.
STP Segment: the whole market made of community
organisations, faith groups, environmental groups in
Sydney. Target: undifferentiated. Positioning: highlights of
2015
Effectiveness of concept Communication, rather than marketing concept, as there is
no exchange of value, other than one-way transfer of
information.
Marketing Mix
Price is involvement in a community organisation.
Product is the opportunity to act for better civil society.
Promotion is the email with 8 screen pages worth of content.
Place is Sydney City.
Select people are featured in pictures in email, not everyone
involved gets a mention. 45,000 people attended climate
change rally, which should have headlined the email.
Process of the alliance is community organising around
issues through relationship building, a call to action is
ignored.
Social proof or physical evidence is evident in the
participation of people, and involvement of the partners of
the Alliance.

14. Conclusion

15. Thank you for you attention and I hope you found the presentation as
informative,
Kamal Krishna

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