cancer council complete paper

Running head: CANCER COUNCIL, NSW AUSTRALIA 1

Cancer Council, NSW Australia

Name:

Institution:

CANCER COUNCIL, NSW AUSTRALIA 2


Executive summary

This paper aims at discussing various marketing strategies used by cancer council Australia to

advance its brand among key associates. Importantly, cancer council Australia began in the early

60s as the country`s cancer society. It came into being after the six state cancer councils that

varied in name and brand came to an agreement of founding a national body to promote cancer

control nationwide. Following this, what was then known as ACT and the northern territory,

were subsequently formed and signed on as members of the society. In regard to the marketing

strategies, the company uses connection and impact as its key marketing strategies that have

worked effectively. Further, this paper will carry out evaluations to affirm the effectiveness of

the two strategies. At the same time the paper will offer various strategic recommendations,

which include; media promotion, merchandise positioning, consumer motivation, and entrant

distinction. These strategic recommendations are essential in making the organization unique and

well positioned in the market above its closest rivals.



Background

Studies show, cancer council Australia began in the early 60s as the country`s cancer

society. It came into being after the six state cancer councils that varied in name and brand came

to an agreement of founding a national body to promote cancer control nationwide. Following

this, what was then known as ACT and the northern territory, were subsequently formed and

signed on as members of the society (Courtney 2009, p.35). However, state regional cancer

councils continued to undertake most of the establishment’s research, patient support and

education packages. In essence, the federal body`s main role was in the development of

independent nationwide cancer control strategies on a reasonably diffident gauge. Subsequently,

in late 90s, about eight jurisdictional members agreed to expand the society by renaming or

adopting a new name (Ryan 2007, p.49). Thus, it was called the cancer council Australia and it

appointed an expatriate chief executive officer, who led the organization`s push for advanced

nationwide cancer control strategy by building its profile. Soon afterwards, expert staffs in

communications, activism, corporate administration, promotion and other specialized roles were

conscripted, to come on board to promote the organization’s mission (Maehara 2013, p.36). Over

the resultant years, associate organizations collectively adopted the name cancer council together

on the daffodil, a global symbol of hope, as their common logo. Furthermore, in early 2006, the

first chief executive retired and Professor Ian, who was previously the director of Adelaide

hospital cancer center, succeeded him and he was also a former chair of cancer council

Australia’s medical and scientific committee and bio-ethicist. Essentially, cancer council has a

network of advisory committees, encompassing professionals and consumers. These are people


with expertise in communal health, clinical medicine, epidemiology, research, education and

patient support, who advise the organization on its evidence-based policy priorities.

Moreover, studies show that cancer council Australia is affiliated to the clinical oncology

society of Australia, which is mandated with the task of offering advice on medical and scientific

issues. Substantially, the council is also affiliated to the Australian chronic disease prevention

alliance and at the same time, it has ties with global collaborations, for instance, union of cancer

control organizations (Cancer Institute NSW 2011, p.95). In essence, cancer council has been in

the market for about fifty years and throughout this historical turn around, it has transformed

from a small secretariat to a strong federal body that has become Australia’s peak

independent authority on cancer control. Although self-governing, cancer council Australia is a

foundation of unprejudiced, indication founded information to the Australian central regime,

with the principal management, Professor Ian. The principal policymaker is presently leading

the consultative assembly of cancer Australia and offering official information to the

administration through numerous mediums.

Essentially, cancer council has been on the forefront of seeking to engage all Australian

citizens in the organization`s work to reduce the impact of cancer in Australia through advocacy,

research, education and support. Concerning cancer council`s portfolio, the organization has

many portfolio`s for instance the epidemiology research or the cancer research division. The

mission of the research division is the engagement in the highest quality research in

epidemiology to have a better understanding about the causes, management, outcomes, and

impact of the leading and emerging cancers (Ewing 2007, p.89). Accordingly, the cancer

research division investigates the causes, management, outcomes, and impact of the leading

cancers. It achieves this by substantially contributing to a reduction in the burden imposed by


cancer through provision of extensive or comprehensive evidence bade responses to current and

future needs of local and global cancer control packages. On the other hand studies reveal that

cancer council of Australia launched on of the most successful health campaigns in the country`s

history in 80s. The best and all time slogan of the organization have been “slip, slop, slap! You

can stop skin cancer-say “slip, slop, slap.”

Marketing strategies followed by Cancer council for Branding

Every organization uses numerous strategies in branding; such marketing strategies are

very essential in pushing any given organization to another level. Thus, a critical evaluation of

every strategy is important for an organization for it position itself in the market for growth and

profitability while influencing its target customers positively (Centre for Epidemiology and

Research 2009, p.64). As such, Cancer council Australia has made its brand distinctive among

Australian charities by employing various marketing strategies to bring the news home by

painting the right picture. It is an extensive work but the management has focused on achieving

this through lying of appropriate frameworks (Olver et al 2011, p. 480). To begin with, the first

strategy revolves around connection; here cancer council has the mandate of linking people to

each other and to the cause. Based on the organization`s leadership, in the cancer world, which

rests on connecting people together and linking them top ideas, resources, and knowledge, the

company has set itself different among the crowds.

Accordingly, this exclusive way of involving to individuals importantly intensifies the

prospective of persons and establishments to comprehend the society`s dream of ‘cancer

defeated.’ The organization has shifted its focus in the community as a way through which it

will use to Improve the reach and breadth of cancer services, and the channels people use to

access this support. Through this, cancer council will definitely involve societies in the contest


of averting and dealing with cancer. Accordingly, cancer council Australia does this by

developing contacts with the community to respond top diversity in culture and its influences on

the cancer experience. On the other hand, cancer council Australia focus is in the professional

sphere, which targets at bringing people affected by cancer, researchers, and clinicians together

around all cancers. This includes even that which has remained difficult to treat and these

efforts aims at boosting access by researchers to powerful information resources and research

infrastructure. In consequence, this helps in encouraging collaboration with the best in the field

globally.

On the other hand, another key marketing strategy regards impact, where cancer council

is committed in making a recognizable difference. Studies affirm that cancer council Australia is

an agent of change. Its drive is to alter the cancer scenery by implementation alteration that is far

triumphant and unrelenting. Cancer council Australia subsists to brand an honest influence on the

progression of cancer and the survival of those victimized. Subsequently, in the public arena, the

organization`s impact includes achievement of consideration of cancer which is informative,

rational and compassionate. Over the next coming years, the impact of the organization is set to

be felt in the readily availability of information and support tools for all cancer patients and

cancers during and after a cancer diagnosis. This will be achieved through the improvements

engineered in health care infrastructure, services, and defrayals.

Substantially, in cancer prevention, the company gauges its capacities by the judgments

imposed on the changes it generates in settings and workplaces, retail, marketing and building

environments to reduce leading causes of cancer death (Munro 2009, p.336). The organization

has projected that in the next five years ion research it will foresee the establishment of powerful

platform infrastructure for population research in cancer and result in multidisciplinary,


collaborative research, including poor outcome cancers and intractable cancer problems. This

important strategies help in creating value on the services and products offered by cancer council

Australia, thus it advances the brand name across social setups in the target market in a way that

cannot be matched up other competitors (Savy 2011, p. 97). In essence, the strategies shows how

the organization has centered its interests on people and the especially, the community,

researchers and partners to extend its brand dominance among the key players in regard to the

organization`s business.

Evaluation of the strategies

The two strategies employed by cancer council Australia are important in advancing the

brand of the organization in the market amid competition (National Health and Medical Research

Council 2009, p. 78). It is therefore important to evaluate the strategies to find out their

applicability in or strengths in advancing the organization`s brand. To start with, the first strategy

concerning connection, it has been found that this marketing strategy facilitates, supports and

partner with multidisciplinary research teams and networks in priority cancer areas. Thus, it

helps in developing clear and world class platforms by engaging all cancer researchers in their

use. Furthermore, this strategy helps the organization to capitalize on international, national and

local partnerships in cancer research and population studies of cancer. Through this strategy, the

organization connects with and harnesses health information assets in north south Wales and the

country as a whole for population research. Essentially, through this strategy formulation,

community members are connected to information and resources that allows them to improve

their knowledge of preventable cancer risks. This strategy acts as a bridge that links the

organization to likeminded organizations.


Hence, this assists in creating cancer-preventing environments for staff, clients, students,

and disadvantaged communities, parents and children. This strategy is a framework through

which cancer council supports community leaders and professional networks to engage with

cancer prevention issues and it incorporates them into their usual business like parent bodies for

sun protection and healthy eating. Through this strategy, the organization is able to extend and

deepen coalitions with like-minded individuals, companies, policy researchers and affected

communities to identify where and how advocacy needs mobilization (Tovey 2009, p.75). It has

been easy for the organization to link and collaborate with cancer control advocates in Australia

and overseas. As such, the organization links with, focuses local regions, volunteers, and

advocates in promoting effective cancer action locally. In this light, it helps in building local

relationships to enhance the relative contribution and weighing of local cancer services,

volunteers, cancer council regions and local resources to connect with and support cancer

patients and care takers. Based 0on this strategy the organization gets an avenue to pool efforts

with other non-governmental organizations and counterparts to tackle common supportive care

challenges more effectively. Essentially, this strategy is good because of many positive attributes

contained in it for improvement of services and products of the organization.

Furthermore, concerning the second strategy, impact, this calls for evaluation to see its

credibility for the future of the organization as its key marketing approach to extend the brand.

The influence of the organization`s research will be visible in terms of improvements in cancer

outcomes. Through this strategy, the organization is capable of challenging cancer myths through

evidence based community campaigns. This receives great backings from a wider adoption

capacity of package innovations in research, development, and evaluation. Strategy is a game

changer in that it has spearheaded changes in policy and cancer control practice as a result of


cancer council research efforts. This has led to enhanced productivity and power of cancer

population studies linked to biomedical research. Based on this strategy there is high influence in

public spending and policy because of forecasts and estimates of health benefits gained by

changes and improvements in practice (Smith 2007, p.74). Subsequently, there has been

increased community knowledge of preventable risk factors and increased support for legislative

and regulatory changes.

Thus, changes to legislation and policies, which create cancer preventing communities,

involve an increased smoking bans in outdoor areas. There have been also increased restrictions

in tobacco retaining, sun protective environments in schools and early childhood services.

Further still, based on the effectiveness of this policy, there are effective restrictions on

marketing unhealthy food and beverages targeted to children; on top of this there is mandatory

food labeling in a form that optimizes healthy food choices (Brin 2008, p.78). Moreover,

widespread dialogue concerning cancer prevention and preventable risk factors through the

media and audience communication channels has increased the impact of the organization`s

efforts. In essence, people and organizations are set to enforce cancer-preventing behavior

through increased exposure to workplaces, organization and settings. In consequence, enhanced

and deepened understanding and support among policy makers for changes needed to reduce the

incidence and impact of cancer around specific advocacy outcomes. Based on this a number of

issues emerged, for instance, an expanding range of smoke-free outdoor areas. The influence of

this policy is set to reduce the proportion of cancer patients experiencing moderate to severe

levels of unmet needs since inequality among various groups will not be in existence.

Essentially, this strategy has caused an increased proportion of individuals diagnosed with

cancer, who will receive multiple services and support during their diagnosis and management.


Strategic Recommendations

Media promotion

Studies indicate that, the first strategic recommendation involves media publication,

where through creation of commercials, which astonishes, amuse and even make audiences

acclimate. Concerning Cancer Council, often times people seen on the shorelines of Sydney

sunbaking without using of appropriate suntan lotion (Higgs 2008, p.56). Such people disregard

the conceivable probabilities of skin malignancy (Williams 2009, p. 38). Subsequently, Cancer

Council should advance media content, which will reach target audience at various times of the

day; at the beach or in the house. Such ads should aim at promoting skin protection products and

the issue of cancer. Support may come from frolicking testimonies of persons who have been

affected by cancer. Thus, this induces expressive rejoinders such as understanding initiation in

audiophiles. Nonetheless, Cancer Council needs to scrutinize commercials to ensure they are

effective in inducing sentiments and increasing deals. Subsequently, Cancer Council should use

manifold sources within one commercial to construct product excellence, reliability, deliberation

and dominance through marque conclusions.

Consumer involvement

It is essential that Cancer Council incorporates brands as a reflection of the past at the

organization to help in measuring all spending on manufacturing and promotion of merchandises

annually to evaluate what shoppers perceived, felt and experienced about the brand. Hence, in

order to generate brands as a course for prospect, Cancer Council needs to inspire lively

consumer rendezvous concerning contributions and merchandises (burton 2004, p. 49). This

starts the growth of contemporary amenity contributions or the advance of completely new

facilities by efficiently interacting, expounding an instigating promotion engagements. This will


influence impending acquisition conduct. In consequence, when Cancer Council inspires

purchaser contribution promotion, this makes shoppers feel like they own the brand. Hence, if

the Cancer Council is efficacious in meeting these prospects through superior customization,

emotional rejoinders will be generated. Therefore, this reduces consumer swapping conduct and

influences sales positively.

Merchandise positioning

Studies indicate that, Cancer Council products are used to protect consumers against

radiation and prevent cancer; however, clients may spontaneously be more engrossed to

splendour brands such as sunscreen. Using the word cancer creates fear and thus, people tend to

be more attracted to beauty enhancement products by evading fear infringing products. Entrants

gorgeous commercials may also play a vital role in increasing customer confidence through

related publicizing and thus, encouraging action-oriented promoting for skin fortification and

cancer deterrence products (Australian Institute of Health and Welfare 2013, p.65). Therefore,

Cancer Council requires an exclusive vending proposal for suntan lotion, caps, shades and the

SPF cosmetics. For example, through creation of sexual oriented commercials to escalate

attractiveness and consciousness of the merchandises (Fanany2012, p. 120). Subsequently,

studies show that, shoppers recognize non-profit organisations to be sincerer but less capable and

thus, less eager to buy their merchandises. Substantially, when Cancer Council positions its

merchandises using sensual incentives, this may create advanced stages of psychosomatic

provocation rejoinders and the creation of both sentimental and intellectual rejoinders.

Consumer motivations

Various studies indicate that, worth is the client’s insight of the equilibrium between

reimbursements expected from a merchandise or package and the detriments made to


understanding such welfares. Accordingly, imminent conducts might be founded on the client

investigation of impartiality or objectivity through biased integrity contributions. This may

encompass time, money, exertion and prospect charge against impartiality consequences

comprising gratification and recompenses (Wonder 2004, p.56). At this point, Cancer Council

and consumers want to maximize recompenses and minimize charges through intervention

(Australian Institute of Health and Welfare, Australasian Association of Cancer Registries 2010,

p.56). Thus, Cancer Council needs to generate the correct equilibrium between humane welfares

and purchaser prospects such as association, personalization, appreciation, hazard lessening and

status to avoid anguish. Sports persons may be good ambassadors of cancer council when they

apply sunscreen at their gaming activities. Hence, this is a good strategy, which may be utilized

to increase contributions of audiences.

Entrant distinction

Regarding entrant distinction, it is vivacious for the Cancer Council to evaluate their

prospects to know if there is any variance between their organization and its contiguous entrants.

At this point, the organization will be able to tell if the positioning is preventive, defendable and

problematic to invade. At the same time, it will be essential to know if the brand connotation can

be strengthened and fortified through description and interaction of the modest frame of

orientation for operative brand arrangement. Accordingly, rivalry is snowballing because of

globalisation, low-valued rivals, and ensemble postponements and feruling; this may damagingly

impend the existing foundations of returns for the Cancer Council (Australian Communications

and Media Authority2010, p.45). This distinction can take the form of additional collaborating to

the objective hearers and the broad community. In essence, Cancer Council targets examination


about cancer, cancer deterrence and patient sustenance by offering their own cancer deterrence

merchandises such as suntan lotion, caps, maquillages, and pedalling equipment.

Conclusion

From studies it was revealed that, cancer council Australia began in the early 60s as the

country`s cancer society. Hence, it came into being after the six state cancer councils that varied

in name and brand came to an agreement of founding a national body to promote cancer control

nationwide. In consequence, what was then known as ACT and the northern region, were

successively fashioned and signed on as members of the society. It was also revealed that, the

state regional cancer councils continued to undertake most of the establishment’s research,

patient support and education packages. The studies affirmed that, cancer council Australia uses

two important marketing strategies to advance its interests. Throughout the discussion it found

that cancer council Australia as a non-governmental organization uses, connection as a

marketing strategy that links important associates together and hence help in advancing the

organization`s brand. The other key strategy that was found useful concern’s the impact

marketing strategy, where cancer council uses it to create an impact among the communities,

cancer patients, and researchers, thereby advancing the company’s brand. Accordingly,

evaluation of the two strategies proved that the two strategies were rightly selected and they have

outstanding influence on the organization`s efforts in extending its brand name among

consumers. However, this study offered various strategic recommendations that were deemed

necessary in advancing the organization`s brand and hence the products, including level of

contributions from donors.


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cancer council complete paper

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