Updated 28 February 2013 Team member | Student ID | Sections completed | Contribution* | | | | % | 1. Team Captain | | | | 2. | | | | 3. | | | | 4. | | | | Should the Team Captain receive a 10% loading? Please delete one response | Yes | No | | | Turnitin Score | % |
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CURRENT MARKETING SITUATION
In Australia, cancer is the leading cause of death among children. Every year, more than 600 children are diagnosed with cancer and every week three children die (CCIA 2013). Cancer patients are only one of the beneficiaries of blood donation and their chances of living longer or get cured rests in the hands of strangers who opt to respond to their call.
Helping to prevent this statistics to grow is only one of the myriad of reasons why individuals donate blood. However, there are overwhelming inhibitors that discourage eligible donors to donate which can be minimized if not totally eradicated. As the need for blood steadily increase, recruiting new and maintaining blood donors is paramount that it has to widen its reach to target the under represented potential donors—the young adults.
Our market consists of individuals belonging to Generation Y or the Millenials(aged 18-26). In Australia, a subgroup of Gen Y ages 18-24 constitute 9.6% (2.2 mil) of the entire 23 million population(ABS, 2012).A study described this generation as technology adopters as they grew up with computers at home, multi-channel TVs, mobile phones, music downloads and instant messaging. They are online community dwellers, communicating with peers through social networking sites such as MySpace and YouTube. They constitute a huge market for on-line retailers and marketers and are inclined to viral marketing campaigns. An interesting feature of the Gen Y is its openness to unorthodox lifestyle. Many men belonged to a group described as ‘metrosexual’, a term used to describe a heterosexual male who like shopping, fashion, fitness and personal grooming. They are also more receptive to gay marriages and interracial relationships. They are civic-minded and socially conscious as individual and consumer(Passport 2007).
Motivations and Deterrents for Blood Donation
Many studies that were made investigating blood donor and non-donor motivations and deterrents yielded similar conclusions despite it being conducted in different countries and at different periods. Below are major reasons and hindrance for donating blood:
Current and Return Donors
* Altruism(Sojka&Sojka 2008; Boenigk et al 2011; Boe 2009; Hupfer et al 2005; Zaller et al 2005; Maghsudlu&Nasizadeh 2011, Reid & Wood, 2008) * Responsibility/obligation (Sojka&Sojka 2008; Boenigk et al 2011; Boe 2009;Gader et al 2011) * May need blood in the future/blood credits (Sojka&Sojka 2008; Boenigk et al 2011; Boe 2009;Gader et al 2011) * Positive effects such as feeling better & proud, self-satisfaction; improvement in health (Sojka&Sojka2008; Boenigk et al 2011; Maghsudlu&Nazizadeh, 2011; Gader et al 2011) * Efficacy & trust in the quality standards of the blood donation centre (Boenigk et al, 2011) * Satisfaction with the whole process of blood donation is one of the factors why donors continue to donate (Boenigk et al, 2011) * Awareness of need (Boenigk et al 2011; Boe 2009; Hupfer et al 2005) * Tokens or gifts (Boenigk et al 2011; Gader et al 2011) * In countries like Iraq and Saudi Arabia, one of the driving factors for blood donation is religious beliefs and duty. Maghsudlu&Nasizadeh’s (2011) study shows that Iranians vow to God that they will donate blood if their wishes came true so they make donations at special times of the year. In Saudi Arabia, motivation is influenced by the advice of the most respective