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Marketing Management: Marketing Plan SKN
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Marketing Plan: Children Welfare Stamps May 26, 2014MAY 26, 2014
MARKETING PLAN: CHILDREN WELFARE
STAMPS
By: Bar Rubin (500679413), Joel Silverio (500681980), Paul
S
TICHTING
Hofman (500658713) KINDERPOSTZEGELS
and Michelle Shao (500681864)
Class: 1 IBM 10
Course: Marketing Management
Tutor: Simeona Petkova
pg. 1
,Marketing Plan: Children Welfare Stamps May 26, 2014
( Table of content )
Executive summary
SKN is a charity that has a mission of helping children in third world countries. we have made this report
to show SKN what I going wrong but also what is going good, what they can improve and what kind of
objectives they can set to improve their number of donations and how to reach the objective we have set
for SKN. The problem of SKN is that it does not have a lot of regular donors, and knowledge of existence
by people through the whole year and that is what gives SKN a low income. In the internal analysis we
have come up with some ideas of how SKN can change that and how they can attract new regular donors
throughout the whole year. Another 8000 structural donors with an average donation of at least 60 euro
a year in 2014-2016. By looking at the SWOT analysis this is possible by looking at the threats,
opportunities, weaknesses and strengths. Opportunities such as the collaboration with other
organizations, the use of new technology and high publicity during the Kinderpostzegels action can make
a big difference. When SKN works together with another organization it reaches a lot of new potential
donors that haven’t even known about the existence of SKN and attract many new donors. It also can
make an agreement of the amount of donors through the other organizations which can lead to more
donations. The other important thing is to eliminate the threats and strengthen the weaknesses. After we
have done this we have made an Marketing strategy. (Paul Hofman)
EXTERNAL ANALYSIS
Customer Analysis
Customer segments
The customer segments I looked are from the top 3 competitors of SKN.
1. Unicef
2. Plan Nederland
3. SOS Kinderdorpen
pg. 2
,Marketing Plan: Children Welfare Stamps May 26, 2014
Customer segments
1. Unicef
The segments that Unicef is using for reaching their targets are;
- Demographic segment
- Psychographic segment
There are four types of donors, which Unicef distinguishes with each other.
$5,00 - $74.99
$75,00 – $100,00
$100.01 - $4,999
Major Donors / Major Prospective Donors ($5,000+)
Unicef is getting money from many different ways.
Income Unicef
pg. 3
,Marketing Plan: Children Welfare Stamps May 26, 2014
You can see Unicef is also getting money from other charity companies and from selling their
products.
Own income Unicef
68 percent of the money unicef is getting is from structural donors. The structural donors are the
most important for Unicef. Next to the structural donors they get money from legacies,
partnerships, reccuring gifts and charity events.
Donors Unicef
Demographic
Male 36% (90)
Female 64% (107)
Average age 50 (101)
Married 47% (67)
Children in HH 15% (55)
College grad + 79% (105)
Employed full-time 50% (104)
Non-white 16% (137)
Median HH Income 67,777 (95)
pg. 4
,Marketing Plan: Children Welfare Stamps May 26, 2014
Want to feel a stronger connection to 51% (185)
people throughout the world
Would like to spend a year in a foreign 47% (146)
country
Have a good understanding of how the 45% (135)
world works culturally
Prefer to buy products made in this 34% (78)
country
Want to feel a stronger connection to 51% (185)
people throughout the world
Would like to spend a year in a foreign 47% (146)
country
Have a good understanding of how the 45% (135)
world works culturally
Prefer to buy products made in this 34% (78)
country
2. Plan Nederland
The 5 segments that Plan Nederland is using are:
- 60+
- Families with children
- Young adults
- Associations
- Institutional Donors and Businesses
These segments are based on demogrpahic characteristics. Plan Nederland is using
demographic segmentation. Plan Nederland has segmented their targets in various ways.
Children, teens and young adults from the age of 13-24 are contacted through multimedia
projects that Plan Nederland has planned.
Plan Nederland has a lot of projects who involve children. As an example the ‘ Schaatsen voor
water project ‘. This was a project which let children go ice skating to get money from sponors for
other children in third world countries which don not have clean water to drink.
Plan has a trustfull image and is using media for publications and for people to be more aware of
Plan Nederland.
Plan works for and with children in their immediate environment to fight poverty. Permanent
Children's rights are the starting point. Therefore, Plan pays particular attention to girls, because
they are in many countries subordinated and discriminated.
Plan thinks that girls can break the cycle of poverty, if they have the same rights and
opportunities as boys.
pg. 5
,Marketing Plan: Children Welfare Stamps May 26, 2014
Plan pays special attention to girls in all projects. Girls are subordinated and discriminated in
many countries. Plan aims to give girls the same rights and opportunities as boys. That is not
only fair, but additionally the best way to break the poverty cycle. Educated girls can give a
greater economic contribution and allow for better future opportunities for their daughters and
sons. So does their development through all generations.
Plan works in 50 countries in Africa, Asia and Latin America.
3. SOS Kinderdorpen
Customer segments
SOS Kinderdorpen uses an demorgraphic segmentation based on avage for their donors and
volunteers. They try to reach their volunteers trough social media.
For their projects around the world SOS Kinderdorpen uses an geographic segmentation
because for every place they have different working teams.
SOS Kinderdorpen segment their customers in to:
Individuals: Who give structural support by donating monthly through door-to-door recruitment,
telemarketing, direct mailings and online activities.
Companies and organizations who form partnerships with SOS Kinderdorpen to help with
actions to raise money and give more awareness.
SOS Kinderdorpen works with many volunteers. The volunteers can organize charity actions, get
more donors and participate in new ideas to help the charity. In Holland the schools can invite an
volunteer of SOS Kinderdorpen to inform them about the charity and to organize, together with
the school, new charity actions for bigger funds.
pg. 6
,Marketing Plan: Children Welfare Stamps May 26, 2014
SOS Kinderdorpen works worldwide. As donor you can choose to donate to a specific country.
Customer needs
1. Unicef
The customers of Unicef are the people who buy the products of Unicef and donate money to
Unicef. Unicef is al about helping children and charity projects. So if you are donating to Unicef
you are participating in doing something good for children in the world who really need your help.
Making people more aware of the different and bad circumstances some children are in in this
world is what Unicef is all about. Unicef has a very tustfull image so people know there money
will me uses for the good reasons and that is why Unicef has so many donors.
It is proved that humans feel really happy when having an idea they helped other people.
2. Plan Nederland
Customers want to participate in fighting poverty, and help in improve the rights of the girls and
woman in countries where girls are subordinated
3. SOS Kinderdorpen
The customers of SOS Kinderdorpen want to give children a safe and healthy environment for a
child to develop, SOS Kinderdorpen helps weak familys so that their child will have a good youth.
And they provide a good place for children without a home or family.
SOS Kinderdorpen donors think family is very important that is why they support SOS
Kinderdorpen, for every child to have a family.
pg. 7
, Marketing Plan: Children Welfare Stamps May 26, 2014
Customer behavior
1. Unicef
The behaviour of the customers of Unicef is that they are most of the time are loyal to the brand.
Unicef has a lot of fixed donors who donate every month for the rest of their lives.
This is because of their innovation and strong brand awareness.
2. Plan Nederland
Customers of Plan Nederland want to get as many information as they can. In 2001 Plan was
negatively in the news because of some people accusing Plan Nederland of fraude, which
caused a big drop of donors for Plan Nederland. Since then Plan is providing even more info
about what they are doing because they are feeling a big need of doing so.
3. SOS Kinderdorpen
SOS Kinderdorpen has more donors who give a one-time donation then structual donations. In
this time people are very focused on costs because of a bad economic situation in Holland and
that is the reason that the amount of donors is decreasing.
pg. 8
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