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24100 Applied Project in Marketing (Capstone) John Burke Tuesday 4:00pm Group 4 Dianne Tran 10581015 Hunter Prostate Cancer Alliance (HPCA) Assignment 2 Section B

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Table of Contents 1. Analysis 1.1 Quantitative Analysis 1.1.2 Raise Money 1.2 Qualitative Research 1.2.1 Take Action 1.2.2 Raise Money 1.2.3 Recruit Volunteers 2. Interpretation 2.1 Objective One 2.2 Objective Two 2.3 Objective Three 3. Limitation 3.1 Internal 3.2 External 4. Conclusion 5. Recommendation 5.1 Take Action 5.2 Raise Money 5.2.1 Individual 5.2.2 Corporate 5.3 Recruit Volunteers 6. Bibliography 7. Appendices 7.1 Perceptual Map 3 3 3 3 3 4 5 5 5 6 6 7 7 7 8 8 8 9 9 10 11 13 14 14

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1. Analysis In order to achieve HPCAs three targeted objectives (Section A, 1.3 Objectives) through repositioning, analysis is conducted to provide probabilistic estimates and themes. 1.1 Quantitative Analysis The results of the survey and findings are presented in section A. ( 4.1.1 Survey) By conducting a frequency and descriptive analysis of the survey, hypotheses can be deemed valid or null when interpreting the results. 1.1.2 Raise Money To understand the determinant factors for the corporate donations and sponsorships compared to other not for profit charities. The main focus of the survey was to understand objective two, however objective one was touched upon. Less than 25% (Section A, Figure 4.2) of the respondents knew that prostrate cancer was the second greatest cause of cancer death in men and the only campaign heard of was Movember which is not a charity but instead a fundraising event. HPCA was not mentioned; along with PSA testing and more than 80% (Section A, Figure 4.4) of the respondents were unaware of any prostate cancer related charities. The corporate sector is a strong charity supporter with 90% of companies donating on a voluntary basis. (Section A, Figure 4.6) However, of this 90%, only 5% are willing to donate to the HPCA or other prostate cancer related charities. (Section A, Figure 4.7) Contrasting this to other charities, whether it being medical, children, social or environmental totaling 85% shows the insignificance of prostate cancer to other charities. (Section A, Figure 4.8) The corporate sector in addition to donations is an attractive sponsorship partner as seen with the companies greatest motivation to be linked to a charity is public relations. Companies are 100% likely to donate of their names is mentioned and recognised by the charity. (Section A, Figure 4.9) However, when asked in conjunction with other notable charities, the HPCA only obtained 3% of the total suggesting their lack of positioning advantage over other charities. 1.2 Qualitative Research The results of the focus group are presented above. (Section 1, 4.1.2 Focus Group) By conducting a content and theme analysis on the male and female focus group, several themes can be extracted. 1.2.1 Take Action Aims to measure the awareness level of previously untargeted segments. There is a low level of awareness concerning the HPCA and PSA especially in the younger age group, which had a hundred percent unawareness rate for both the female and male as the recurring answers were no, havent and none. The older age groups were split with views of yes and no repeating for the majority.

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The main areas to notice the advertisements were mainly medical centres such as hospitals, GP and it was highlighted these are mainly from respondents working in the profession, or had previously suffered an illness and became health conscious. In addition, there is a lack of discussion surrounding the HPCA, PSA tests in general as many of the under forty females and males stated it was irrelevant, unnecessary, and too sensitive. This suggests a slightly negative association with the cause of prostate cancer itself. Also aims to measure the increased levels of PSA tests through raised awareness of its current and past marketing campaigns. To measure the reach and impact of its marketing efforts the previous Little Prick campaign videos were shown. The responses were split with half of the younger females and males under forty agreeing it increased their awareness but initiated little impact on their follow up action. Whereas the above forty male and female were more influenced stating got my attention, influenced me positively and early detection makes a difference showing positive reaction to the vide Although the impact varied across the age segments, a general theme about the videos was its lack of credibility with all age groups and gender mainly stating it was tacky, unprofessional, and too staged. Besides media advertising other influential factors, which contribute, to raised PSA test levels were analysed. The females under forty tended to respect their partners decision but stated not immediately whereas the male under forty were more easily influenced with majority stating yes if asked upon because of love. Similar to the doctors advice, the females under forty would delay according to immediacy. However, the male under forty were less reluctant with half stating no. The females above forty and males above forty were more easily accepting of the issue with the majority saying yes and would. However, a theme not prevalent in the under forty males and females which was recurrent was the sensitivity to price with the respondent asking follow up questions stating does Medicare cover it and how much does it cost. 1.2.2 Raise Money Aims to determine the level of individual donations to the HPCA, compared to other not for profit charities. The under forty across both genders are highly willing to donate money to charities, however there is lack of awareness for prostate cancer related charities as the majority would rather donate to other charities, Cancer Council, Breast Cancer Foundation. This reflects the perception of the under forty with many stating the reasons being the other charities are more well known, reputable and more serious. HPCA was not mentioned at all in this age group emphasisng the recurring theme of the under forty feeling a lack of relevance to any prostate cancer related cause.

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The over forty felt it was important, serious and well known however this was directed at prostate cancer itself and not the HPCA. Only when mentioning the HPCA did majority of the over forty agree yes and okay. When asked what activities of would interest them to participate and donate the under forty males and females agreed mainly on outdoor and evening events such as fairs, music festivals, sporting events and charity dinners. The over forty and chose more convenient venues such as community auctions, bingo and raffle selling. This reflects the difference in attraction to events across the age groups. 1.2.3 Recruit Volunteers Aims to determine the factors of interest for volunteer recruitments especially the males and females under forty. Across both genders the under forty seemed reluctant to undertake any volunteer work in general with reasons mainly being lack of time, not interested and work comes first. Respondents state they are only willing to slightly sway this emphasis only when offered incentives by the HPCA to volunteer such as certificate of participation which could assist their career. The other forty male and females were more willing with a staggering three quarter of participants across both genders saying yes and would be influenced to help the HPCA when asked upon. Although the answer is mainly yes, the answer may change if the charitys image is inconsistent with their own perceptions as stated by half depends on what the charity stands for. 2. Interpretation By interpreting the analysed results, we can determine if information from the literature review and secondary data is consistent with our primary data findings. 2.1 Objective 1 HPCA is aiming to increase PSA testing rates amongst men, particularly those in their 40s. In the literature review 92% of surveyed men had heard of prostate cancer but were basically uninformed about prostate cancer (Hagen, 1994, p.217). This was the general consensus as found in the focus groups especially the under forty who showed signs of blankness when mentioning the HPCA and PSA test. Similarly, the survey results reinforced this with only 5% thinking of donating to the HPCA. (Section A, Figure 4.7) This means that HPCAs current advertising campaigns and marketing efforts are lacking reach and impact compared to other charities, as the respondents were more receptive when mentioning other charities. The cognitive processes of the response levels are not impacted hard enough. (Belch, 2010) This means HPCA lacks the brand awareness, recall, recognition and associations compared to other more notable charities. (Wells, 2008) On a perceptual map,

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other charities would have a higher brand awareness and association level. (Appendix 1, Figure 1) Too close this gap, HPCA would need to increase its media and print advertising, charity relations and reach to the general public. (Walker, 2008) In the literature review the accepted age for testing was 50 for so many years has made it difficult for public perception regarding the risk of onset to be altered. In the focus group this was overturned as seen with the increased HPCA media advertising, changing social perceptions and economical changes. Males under fifty were more ready to accept PSA tests as awareness levels are raised. This is the effects of the AIDA response hierarchy were increased awareness leads to increased desire to take action. (Belch, 2009) Although some men under forty are reluctant, when influenced through emotive appeal by loved ones or reference appeal by medical doctors, they are easily persuaded. (Belch, 2009) There is a small portion of men under fifty who are reluctant however, they answer was firm rather a delay in action due to the lack of relevance. 2.2 Objective 2 HCPA is aiming to achieve an increase in corporate and individual donations and sponsorships. The literature review states that prostate cancer awareness levels have not yet reached the levels of more publicly known diseases. This is reinforced by the focus groups especially the females under forty that say Breast Cancer is a more reputable cause in need of support. From this we can extract the make orientation of the HPCA in its reach to the target audience. This is also reiterated with its focus on male dominated corporation to raise donations and sponsorship. Similarly, the vocal natures of women are more willing to talk about their health than men (May, 2010). This is seen with the focus groups, as the majority of females are less sensitive to mention the issue, whereas 40% of the males in corporations are too embarrassed to mention the problem. Based on our findings, many men and women tend to place HPCA and prostate cancer causes lower emphasis due to the uncomfortable association with the image. As seen with the launch of the Little Prick campaign, although effective in creating awareness, not everyone was comfortable, as the advertisements had to be reviewed. Compared to the sexual appeal, respondents from the focus group were more influenced and ready to accept a more serious, informative and advertisements full if emotive appeal and model aspirations. (Belch, 2009) 2.3 Objective 3 HPCA is aiming to increase under forty volunteers that will assist HCPA in its endeavors of support for sufferers of the disease and awareness raising programs. From the HPCA briefing, it is understood that the HPCA lacks many young female and male volunteers who have the strength ad momentum to carry out larger scale fundraising events or volunteer at the HPCA. This was also reiterated with the focus groups as young female and males under forty did not feel satisfaction or self-esteem boosts towards charity work.

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(Belch, 2010). The career orientated age group would only be willing to conduct charity work due to social influences whether it be corporate recognition, or monetary payments. These respondents believed their work should be repaid for the time lost- opportunity cost. (Walker, 2008) From this interpretation we can extract that younger volunteers need some form of benefit to be able to have the incentive to perform charity work. Whether it is free food, discounts or materialistic benefit, the time used must be compensated. Also the type of events would need to be differentiated to encourage participation, as prostate cancer as found in the literature review is an old mans disease. 3. Limitation Applicable to all research projects, many unexpected problems that exist as limitations were evident. These limitations impacted the nature of the data collection and the following recommendations. These limitations can be classified as internal and external factors. 3.1 Internal Time Issues: The time constraint of fourteen weeks to comprehend the research objectives, appropriate research methodologies, gather the data, conduct analysis and interpretation of the data and conclude with strategy recommendations, is considered a tight schedule. Considering the full time study load of each individual member. Data may be skewed due to the lack of time, as compromises will have to be made. (Polonsky, 2011) Quality: University students conduct the research project and limited by our level of expertise in market research, findings and interpretation can be misappropriated and misinterpreted affecting the overall quality of the recommendations. (Polonksy, 2011) Communication: With different opinions and thoughts, group conflict was imminent. Email and meetings were used to eliminate communication barriers to ensure objectives were common. Potential for errors: The focus groups and survey formats could be subject to researcher and moderators inability and possible bias during the course of the research. The unintentional lead in types of question could influence the emotion and perceptions of respondent, which may provide us with less quality responses. (Polonsky, 2011) Sample size: The sample size of forty, and focus group of sixteen are considered representable, however limited by their demographics and common behavioural characteristics, the amount is still small in comparison to the target metropolitan population. (Polonsky, 2011) This fact will cause inaccuracy and overrepresentation of the findings. 3.2 External

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Data Collection: With lack of expertise in the field, literature review, focus groups and surveys would be subject to potential errors. Aside from the mentioned limitations above (Section A, 2.2 Limitations) the choice of data collection may cause respondents to answer differently. Respondents in focus groups would feel more restrained to express conflicting answers when placed in an unfamiliar environment, and surveys lack in-depth answers. (Polonsky, 2011) The literature review is limited by the lack of applicable resources affecting the overall relevance of secondary data. Recommendation: The recommendations are based on the researched and concluded perceptions of the project. Without knowledge of the HPCAs exact marketing plans, corporate capabilities and alliances, it is hard to be exact with the applicability of these strategic recommendations. With thorough secondary and primary research, this is minimalized. 4. Conclusion The level of PSA test is rising especially with the younger males more willing to undertake a PSA test when influenced upon. This is reflective of the changing social acceptance and influence. (Harper, 1964) Men are less afraid to express their concerns as seen with the literature review, as well known celebrities are sharing their influences to increase the awareness levels and need for early detection form PSA testing. This suggests for the HPCA to reposition its marketing campaigns for men over forty and their spouses to appeal to the under forty females and males. This is important in widening its target market and increases the general awareness and PSA test levels. The levels of donations and sponsorship to the HPCA Is a lot less in comparison to other not for charity organisations. The main difference between their competitive positions relies in the lack of reach and impact in building its brand equity. (Walker, 2008) The lack of brand awareness, recognition and particularly associations influences the general perception towards the severity of the cause. (Belch, 2009) This means the HPCA has to reposition its image to be less sexual and applicable to all genders and age groups. The under forty age group needs to have some form of benefit to cover their loss aversion (Walker, 2008) in order to give up their time or work. This means the HPCA has to include some form of benefit whether long or short term to increase the level of volunteers within this age groups. HPCA has to be repositioned to have a lively and young image as one of the respondents from the focus group said, changing the slogan to Little prick in a wink could make the image of the charity seem more fun and youthful. (Belch, 2009) 5. Strategy Recommendation Based on the analysis and interpretation of the research findings, strategic recommendations can be concluded upon, to assist in the repositioning of the HPCAs marketing campaign and as thus achieve its three targeted objectives.

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5.1 Take Action Reposition the new marketing campaign to a more professional and credible approach with strong emotional appeal to widen the target audiences awareness and PSA test levels. The research finding revealed that most of our target audience had been aware of prostate cancer itself but was not aware of the HPCA and PSA test, especially in females and males under 40. This fact indicated that the HPCA has been limited in reaching a wider target market and raising the target audiences awareness levels with the exposure of its marketing campaign. The main reason for this fact was found in the qualitative research, primarily being the lack of credential influence of the television advertisements. In order to successfully expose the wider target audience to the PSA test and in effect cause the rate of PSA testing to increase, the HPCA has to rely on an effective, but also trustworthy media vehicle to communicate its messages in order to maximize frequency and reach levels. (Walker, 2008) According to the qualitative finding, most HPCA and PSA testing advertisements were seen on print medias such as posters at the hospital or local general practitioners. This is mainly due to the associated professionalism and trustworthy perceptions of the emotive appeal due to the placement of the advertisement. (Belch, 2009) Also the use of text heavy information causes wider target audience to emotionally perceive it as more serious compared to a picture and words. However, these will only raise awareness within the target audience. (Belch, 2009) Theres no guarantee it could catch the attention of the wider target appeal and create a positive attitude towards the follow up to take action and get a PSA test. Therefore, to increase the positive perception of the wider target audience would be the best way to gain their attention and create a positive attitude towards the PSA test. Using the AIDA model, a positive attention, interest and desire will lead to action taking. (Harper, 1964) According to the qualitative research, the main factor that could influence their level of receptive appeal is for the HPCA to approach the television advertisements, which is the preferable medium to reach a wider target audience with more professionalism and emotive appeal. I recommend the riddance of the staged dialogue and stiff interaction of the actors, and imputation of mass emotive appeal such a previously diagnosed favourable sportsperson would be of higher interest to the wider target audience. (Belch, 2009) The use of favourable sportsperson or information could increase the need for the PSA test due to the aspirational influence of the figures or induce a subsidy fee to limit the profit loss aversion, and make the PSA test a beneficial action. 5.2 Raise Money Differentiation of events helps to attract different sponsorship and donations of a wider target audience, including both individuals and corporations. 5.2.1 Individual

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Based on our qualitative finding prostate cancer is known, however the severity of the cancer is secondary to other more notable cancers. Compared to other charities, the HPCA is less attractive in terms of its marketing campaign mentioned above in its ability to raise awareness and positioning. The HPCA when compared to other charities within its own prostate cancer category, it is subordinate to events such as Movember. This is largely due to the limitation of its previous regional appeal, with competitors being Westpac Rescue Helicopter, Hunter Medical Research Institute and Hunter Breast Cancer mainly. However, to widen its collection of donations and funds form a wider target appeal, and the Sydney Metropolitan area, satisfaction levels must be increased. The wider target audience must feel donating to the HPCA elicits far greater satisfaction than other consumption spending. (belch, 2009) Based on our qualitative findings, differentiation of events is the main factor to attract different target segments to donate money. The female and male under 40s are highly attracted to formal charity events with professional guests speakers and auctions. This is a strong method to increase funds, as these events done a sense of conformism to be socially acceptable, and thus more willing to donate more money than usual to charity. (Belch, 2009) Similarly, more casual events such as fairs and music festivals increase donation incentives due to the environment influencing the target audiences cognitive response. Donation stall displays are more likely to attract the wider target audience especially if theirs is loose change available from purchasing at a previous stall. This emotive perception to spend money at events also triggers the impulse donations. (Belch, 2009) To attract the older audiences especially men and women aged over 65, local events are of a higher interest due to mobility and convenience restraints. Fortnightly bingo events, charity auctions or local fair are all of great interest to the targeted audience. This is mainly due to the positive relationship of donations to their preferable activities of leisure. This increases not only their level of satisfaction, but also self-esteem levels, as they are still able to help out in the community despite their age. 5.2.2 Corporate In the quantitative finding, corporate people are highly willing to donate to charities, however only a minimal will be willing to donate to a prostate cancer related charity due to the associated social stigma and its ranking of importance to other more well known charities. (Belch, 2009) This is a recurring issue, with the HPCA, despite its aim to be high profile. Based on the qualitative findings, the previous Little Prick Campaign was seen to be tacky, unprofessional and limited in reaching its wider target audience. Therefore, to reach out to the corporate sector for more donations, the image of the marketing campaign must be sophisticated, attractive and credible. As suggested by the quantitative findings the corporate sector is highly driven by public relations and benefits to the company. A highly recommended method to attract corporate donations is by establishing partnerships, which can be of mutual benefit to the HPCA and the corporation. This has

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been the aim of the HPCA in the past; hence to attract an even bigger amount of sponsorship or donations, the target audience must be widened. HPCA can extend its reach to female orientated companies as opposed to mainly male dominated companies. As shown in our qualitative research partners and spouses are a high influence to the male. Similarly companies with a balance of female and male can assist in the cognitive response levels as the males can reinforce information to them. (Belch, 2009) This has been widely adopted by other charities, by having the opposite sex endorse their charity. In order to close the gap, HPCA also has to reach further than its current target audience. In the long term, mutual benefits such discounted services, free business prints and more will increase adding to the overall strength of the strength of the company as economies of scale can be maximized. (Appendix 7.1) Similarly, sponsorship can be increased by the HPCA inducting events, which appeal to a wider target audience. These can in the form of music and sporting events. Especially with sporting events as shown by the qualitative findings, they are easily favoured by men of all ages. Although the companies may accept the approach due to an ad hoc, as long as the relationship remains free of conflict with a strong mutual dependence, the relationship will release mutual benefits. Image is the key in establishing these events. (Walker, 2008) As seen with established brands, they are more highly associated with well-known events. To increase its industry positioning, HPCA needs to strengthen its brand allegiance and awareness by using the corporate names to draw in the media and publics attention. 5.3 Recruit Volunteers Repositioning the campaign to a more emotive appeal would raise the number of volunteers lowering the embarrassment of association. Based on our qualitative research, charity fundraising and volunteer work is of a low priority amongst men and females in the under forty age group. The HPCA aims to increase this age group in order to raise awareness of this age group. The main factors for the lack of volunteer is due to time constraints and work commitments. In order to increase the volunteer recruitment levels, the awareness campaigns must also be directed at the younger age group in order for them to feel a sense of relevance. The reason for the success of other charities is its target to an audience of all age groups, using emotive appeal of the children to influence the parents, the spouse to influence the partner and so on. (Belch, 2009) Especially with many young men and women feeling socially awkward approaching and delaying this issue, it can be seem there is a low incentive to promote let a lone be a face of this charity. To increase volunteers, there must be a higher level of need that can be satisfied as a red herring for volunteer recruitment. (Belch, 2009) Being highly career orientated, certificates of appreciation, community or corporate recognition to increase extra curricular activities can be seen to increase self-esteem. Only when there is a positive association will there be a greater incentive to undertake an activity, in this case volunteer work. (Belch, 2009)

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Similarly, a less sexual slogan such as the Little Prick campaign could be a lower barrier to volunteer as seen with both qualitative and quantitative data, a high percentage of male and females are embarrassed to be associated with this cause in public. Although the issue is not sensitive to talk amongst lobed ones, it is still hard to approach in public. Although it is not offensive when seen through media and print adverting, being the face of this cause in the CBD could be a little too much for the average person. To increase the positive reinforcements, the emotive appeal favoured by all individuals on the focus groups hints at greater acceptance levels if the HPCA approached the general public with a more emotive need.

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6. Bibliography Belch, G., & Belch, M. 2009, Advertising and Promotion: An Integrated Marketing Communications Perspective, 8th Edition, McGraw-Hill Irwin, Boston. Helson, H. 1964. Adaptation Level Theory, New York, Harper and Row Walker. (2008) Marketing Strategy: A Decision Focused Approach, McGraw-Hill Irwin, Boston. Wells, W., Spence Stone, R., Moriarty, S., Burnett, J., (2008) Advertising Principles and Practice Australian Edition. Pearson Education Australia.

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7. Appendices 7.1 Perceptual Map

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