• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21

BTEC FIRST BUSINESS UNIT 1: Exploring Business Purpose

Extracts from this document...


CONTENTS Pages... 1. Introduction 2 2. Background 3 2.1 Oxfam 3 2.2 Comic Relief 4 2.3 Christian Aid 4 3. Research Question 1: How Oxfam and its competitors, Comic relief and Christian Aid, are using new media as part of their marketing strategies 5 3.1 Oxfam's new media marketing strategies 5-6 3.2 Comic Relief's new media marketing strategies 6-7 3.3 Christian Aid's new media marketing strategies 7 4. Research Question 2: Evaluating the extent to which Oxfam's current new media marketing activities appeal to the youth 8-9 5. Recommendations 9-10 6 Conclusions 12 7. References 13 8. Appendices 14-18 8.1. Appendix one 14-16 8.2.Appendix two 17 8.3.Appendix three 18 1. Introduction Organisations are continuously attempting to incorporate the advantages of employing new media into their marketing campaigns to enhance their brand, which inevitably creates a stronger consumer base. With such aggressive marketing being carried out in the profit sector of the business world, the non-profit organisations are being left behind. To meet up with such demands, these charitable organisations need to latch on to the hype of new media, if any success of attaining consumers/supporters is to be made. Although the understanding of new media still extends little further that the internet, the term actually covers a wide range of new developments, including WAP, interactive television, kiosks and bluetooth technologies (www.cim.co.uk). The new media has presented increased opportunities for charities in allowing them to target the youth market (18-21 year olds). With the existing generation of volunteers, campaigners and donators ageing the need at attract the youth market is becoming imperative. This report will investigate into detail how the non-profit organisation Oxfam is making use of new media as part of their marketing strategies and will evaluate its effectiveness in targeting the youth market. Furthermore, Comic Relief and Christian Aid will also be briefly touched upon in order to assess how they're using new media in comparison to Oxfam's marketing strategies. ...read more.


3.2 Comic Relief's new media marketing strategies Comic Relief are using their website to provide free learning resources and teaching ideas for teachers, in order to foster favourable community relations with schools, which would help to raise brand awareness amongst students and teachers. For example, the charity's downloadable 'Everybody Inc.' online teaching pack consist of PowerPoint presentations and stories, workshops, and lesson plans on Fair-trade in Ghana and games (www.comicrelief.com). The 'Have a laugh' interactive section on Comic Relief's website is specifically targeted at raising the charity's awareness and appeal amongst the youth, which features fun and innovative fundraising ideas, free downloadable screensavers, games (e.g. Chain Reactor, Snake Escape, Annex, Boxers vs. Jockeys, Desktop Mate, Stress Buster, Pant Flinger, Red Nose 3D, Pantathalon), Real Player video clips of stand-up funny shorts (e.g. featuring Davina McCall and Geri Halliwell), celebrity briefs (e.g. featuring Ali G, Kylie Minogue and Kevin and Parry), celebrity interviews (e.g. featuring Jonathan Ross, Skinner and Badiel, ant and dec, and Ali G vs. Posh and Becks), and highlights of past Red Nose Days (www.comicrelief.com). Comic Relief is using its website (www.comicrelif.com) to accept donations. According to Amanda Horton-Mastin, Marketing director at Comic Relief, 'new media is now a fundamental instrument for fundraising and one that Comic Relief intends to fully embrace'. In 2001, �3.5 million were raised through online donations. Kevin Cahill, Comic Relief CEO has commented that online donating has 'given Comic Relief the potential to reach the hearts and minds of people not just in the UK, but throughout the world' (www.comicrelief.com). 3.3 Christian Aid's new media marketing strategies While many charities have teamed up with for-profit companies, such as Oxfam's association with Yahoo, Christian Aid has taken a different stance. Christian Aid targets the ethically minded Internet user, and has developed surefish.co.uk, which is an ISP with an ethical stance, promoting openness and trust for its users. All profits from surefish go to Christian Aid's campaigning and development work towards the elimination of poverty and injustice worldwide. ...read more.


Interactive Digital Television * Interactive Digital Television (iDTV) can be used by Oxfam, which would involve interacting with the youth via a television set. As cited in Harris and Dennis (2002), Forrester Research (2001) predicts that more people will access the Internet through a television than through a PC by the end of 2004. * According to Harris and Dennis (2002), the benefits of this media channel are that it ensures interactivity, whereby viewers can respond immediately to request further information or to take part or sign up for a promotion. Oxfam can screen youth-orientated TV commercials on TV channels such as MTV, which appeal to the youth, to help raise brand awareness amongst the target youth market. Oxfam's brand recognition amongst the youth can also be achieved by sponsoring TV shows, which are popular amongst this group, such as 'Friends' and 'Top Of The Pops'. These recommended new media marketing strategies may provide the foundations on which Oxfam can start to achieve its prime objectives of appealing to the youth. Due to cost considerations, Oxfam may not be able to adopt all of the above recommended new media marketing strategies. Thus, the charity needs to assess and decide upon the strategy that will be the most cost-effective in helping to appeal to the youth market. 6. Conclusions Oxfam are under immense pressure to operate commercially, in order to raise awareness and appeal to the newly emerging youth market. The charity market is increasingly competitive, whereby charities such as Comic Relief and Christian Aid are also attempting to focus their marketing activities on appealing to the youth. If charities such as Oxfam are to differentiate from competitors and fight off competition for attracting youth campaigners, volunteers and fundraisers, they need to exploit the growing importance of electronic media, and incorporate new media strategies in to their marketing activities, which offer cost-effective ways of engaging with the target youth market, enhance the scope of customer service provided, and provide opportunities for cross-selling (Harris 7 Dennis, 2002), retention and acquisition. 7. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Economy & Economics section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Economy & Economics essays

  1. Marked by a teacher

    functional areas in oxfam and sainsburys

    4 star(s)

    They can also: * Purchase supplies of office stationary and equipment * Respond promptly to enquires * Make arrangement for events, such as sales conferences and interviews. * Organize meetings and prepare meeting documents. ICT ICT is very important within a buss9ines.

  2. Marked by a teacher

    aims and objectives of sainsburys and oxfam

    3 star(s)

    SAINSBURYS Sainsbury's aim: * To improve the performance of Sainsbury's. * To appeal to more customers Target ones business objectives may be * Improve the customer service of Sainsbury's by putting the employees on a 2-day course of how to deal with customers politely and how to be helpful.

  1. Business Studies Edexcel Coursework

    The business needs to conduct market research using a variety of techniques to be able to obtain this data and produce the products and services according to the customer's wants. Market research is inevitable for Errol as he is a starting business - even though he is a sole trader

  2. Boots Coursework

    Aim 3 - Boots also set aims to become more competitive, this means out selling other businesses like Superdrug. It becomes a success you would need to separate yourselves from the other businesses like yours. By offering something that another business doesn't offer gives you a competitive edge on the opposition.

  1. Tesco Research

    Task 4 Describe the use of creative corporate communication techniques in a selected business. CORPORATE COMMUNICATION: This is a management tool that tunes all intentional forms of internal and external communications. This is in away the organisation creates and keeps its corporate image towards its major target groups in form

  2. Functional Areas Report

    * Delivery - A delivery service is another example of what a firm can do to make it easier for a customer to make a purchase. Businesses buying large qualities form other businesses find transport costs are expensive and will also be attracted to suppliers who are able to offer a free or low-cost delivery service.

  1. Contrast the ownership and purposes of two different business organisations - Oxfam and Tescos.

    The differences are that Tesco borrow loans from banks of specialist whereas Oxfam do fundraising to raise money Profit Tesco have profits which are paid as dividends to shareholders. Oxfam makes no profit because they are a non-profit-organisation There are no similarities between the organisations for profit.

  2. Business Studies- Unit 1- Stakeholders

    to the Coca Cola Wakefield), and the customer- which is seen most commonly as the most important of all external stakeholders. It is the conflict which occurs between internal and external stakeholders that will be the main focus of this assignment- starting with the conflict occurring between customers and employees.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work