case on Non – business marketing the

NSPCC

MALAYSIAN GRADUATE SCHOOL OF

ENTERPERENEURSHIP & BUSINESS

Presented by:AZHAR NAIMA p14 d487fSHIVAN SALEEM p15d082fWIJDAN IBRAHIM p15d088fAWS SALAH p15d085f

submitted to

Dr. Bidin Chee Bin Kifli

Introduction:The NSPCC Brighton & Hove Business Group has been created to harness the enormous goodwill that exists amongst the region’s business community towards the charity. Its aim is to develop a strong and vibrant network of business supporters to raise funds for NSPCC services that will directly benefit vulnerable local children and young people. The group is committed to: Developing an influential business supporters’ network coordinating corporate fundraising efforts Growing the group’s membership through advocacy . Promoting the NSPCC’s ‘Cruelty to children must stop. FULL STOP message’ Picture posed by model, photography by Paul Close. Registered charity number 216401 and SC037717 Introducing the NSPCC Brighton & Hove Business Group The money this group raises will protect children from abuse and neglect. Voluntary donations made to the group will help fund vital services operated by the NSPCC.

Q1: why is it more difficult to promote a charity or service than a consumer good such as a Sony Walkman?

The main reason, for a product customer pay price and received the goods, but for charity, if they pay don't received back anything,Second reason, if any product or service coming to the market before itself, people are giving preview about new product and services, it develops curiosity because they are showing interest.For the charity, only some body pay attention, most of the people not showing the interest,Third reason, for the charity cost going to incorporate and informal structure based persons, it may lead to corruption, because they don't maintain proper records for that.

Q 2: Which ingredient (s) of the promotional mix might be most appropriate in promoting a charitable cause? Why?

1- In march 16 : three-week TV and poster campaign began. sixty-second adverts in the first week were followed by thirty and ten second version. 48-sheet poster in 3,500 sites delivered 55% national coverage with 21 opportunities per person be seen. 4000 sites for 6-sheets posters were also used.

2- In March 22: Personalized letters to just under one million existing donors went out. Delivery of door drop letter and pledge document to 23 million homes began. Press advertisements appeared, offering an alternative vehicle for signing the pledge.

Because TV and poster are seen by huge people as well a personalized letter people pay attention for that this mix better than other promotion mix.

Conclusion:The NSPCC hoped that 20% of its donations would come from businesses. There were many ways in which businesses could become involved. The NSPCC develop a special toolkit that explained some of the sponsorship opportunities and cause related marketing possibilities.

Microsoft, which sponsors the NSPCC advertising and holds fundraisers for the charity, is one company that already had links with the charity. The software business was happy to be associated with a cause that supports child welfare. The NSPCC campaign’s scale and use of the promotional mix of ingredients were certainly impressive and award winning.

Recommendation:The National Society for the Prevention of Cruelty to Children (NSPCC) is the UK's leading charity specializing in child protection and the prevention of cruelty to children. The NSPCC's purpose is to end cruelty to children. We seek to achieve cultural, social and political change—influencing legislation, policy, practice, attitudes and behaviors for the benefit of children and young people. This is achieved through a combination of service provision, lobbying, campaigning and public education.The NSPCC exists to end cruelty to children through a range of activities which aim to:

help children who have suffered abuse overcome the effects of such harm; prevent children from suffering abuse.prevent children from suffering significant harm as a result of ill-treatment;help children who are at risk of such harm; andprotect children from further harm. We have teams and projects throughout England, Wales and Northern Ireland. Their work includes:Providing telephone support for C&YP via ChildLine. Providing telephone support for adults concerned about the welfare of a child Providing support for vulnerable children, young people and their families to help keep these C&YP safe and well cared for Providing services for children, young people who need help to overcome the impact of abuse