BC Cancer Foundation Branding and Marketing Strategy Report

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BRANDING- MRKT-610
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Table of Contents
Introduction to the organisation.......................................................................................................3
Global attributes and strategic plan (market conditions).................................................................4
Marketing strategy of BC cancer agency.........................................................................................5
Branding aspects of the company....................................................................................................6
Conclusion and recommendation....................................................................................................7
References........................................................................................................................................8
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Introduction to the organisation
The report explores the branding aspects of the BC Cancer Foundation, which was established in
1935, and officially opened on 5th November 1938 in Vancouver. This is one of the largest
charitable organisation present in Canada. The company has 6 main official centres where the
majority of Chemotherapy and Radiotherapy services are available which help in fighting with
cancer (BC agency, 2019). The official centers of the BC Cancer Foundation are in Kelowna,
Surry, Vancouver, Victoria, Abbotsford, and Prince George. BC officially works with local
health authorities through which cancer solutions are provided in main remote areas. At present,
BC Cancer Foundation has covered the overall area of rural British Colombia and main areas of
Yukon. As per the recent results based on 2018, BC Cancer Foundation has provided BC cancer
with nearly $70 million. The company has recently developed metastatic castration sensitive
solutions for cancer patients (BC agency, 2019).
The strategic plan was developed by the BC Cancer Foundations, in which strategic plan has
been developed to overcome cancer problems for the patients. The company has raised the
steward resources which provide a breakthrough and compassionate care at BC Cancer solutions.
BC has developed some effective relationship with small health-related organisations which help
in providing better care to the patients (BCcancerfoundation, 2019).
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Global attributes and strategic plan (market conditions)
Market conditions always playing an essential role as it results in productive result for the
organisation. The market conditions at that time are reflecting on some dangerous challenges
which are faced by society at that time in Canada. One of the critical challenges which are
creating a negative impact on the living being as cancer is the harmful stage at which a person
may lose his life. At that, it is essential to develop an effective relationship with other small
health organisations and to develop a charitable organisation which may help in providing better
care and cancer solutions to those people who can't able to afford money for operations (BC
cancer, 2019). The directors of BC agency has decided ha to launch a charitable organisation
which will be quite helpful for the cancer patients and may also help in preventing such harmful
diseases from society. The essential and global attributes of BC are the operational fundamentals,
treatments to the patients, human and technical resources at the time of performing the
operations (BC cancer, 2019). The essential aspect is financial resources which are playing an
essential role in every non-profit and charitable organisation. In the foundation history of BC
Cancer Foundation has raised over $ 9.5 million for the cancer research and get the most
successful fundraising event at BC. This charitable organisation has developed a systematic
process where cancer disease can be knock out in an effective and efficient manner. The strategic
plan of BC Cancer Foundation is developing for 5 years which includes several areas to cover
such as proper health care delivery to right people, provide education and support as per their
needs and requirement (BC cancer, 2019). Provide proper facilities, equipment and training
programmes to staff to develop better development in the organisation which helps in developing
every possible chance in providing the best care to cancer patients.
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Marketing strategy of BC cancer agency
The marketing strategy is going to be playing a very crucial role in the success of the
organisation and the main motive of the BC is to enhance the futuristic operations which might
help in accomplishing the objective of the organisation. The essential objective of the BC Cancer
is to provide proper health care to the society which might develop its brand image in the market
as a charitable organisation.
The mission of the company: The main mission and vision of the company are to enhance the
solutions for the cancer patients and the main motive of There are some essential objectives
which are developed by the BC Cancer agency which can be accomplished with the help of
marketing mix strategy. For implementing the marketing mix strategy, it is essential to develop a
goal by analysing each aspect of the marketing sector. The essential strategies of BC cancer are:
 To develop and complete the strategic recruitment of scientists and to complete specific
arrangements with proper techniques. This required implementation of preclinical
models, as per the formal toxicological studies as per the cancer drugs in the existing
rodents (Freshgigs, 2017).
 To develop maintenance and expansion of Current investigational drug programme.
 To develop effective market and economic condition of the company (Freshgigs, 2017).
 To implement several operational activities which help in managing cancer drug research
development (Freshgigs, 2017).
These are the main objectives of the BC cancer foundation and to accomplish the goals the
company has to develop an effective marketing strategy.
Marketing mix strategy consist of 4 principles and such marketing strategy helps in enhancing
the branding level of BC Cancer Foundations. Through this strategy, company can develop
collaborative programmes related to health patients and for preventing the cancer-related
problems. The main motive of implementing the marketing mix strategies is to enhance the
market of company in an effective manner (Firestone, Rowe, Modi, & Sievers, 2017). To
implement the marketing mix strategy, the first company has to analyse the main principles of
marketing mix strategy. The essentials of marketing mix strategy can be developed and
implement as follows:
Product: The products and services of the BC cancer agency of the company are health
treatments, patients care, cancer solutions, and radiotherapy and chemotherapy services. The
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essential motive of the company is to analyse the requirement of its product and services among
customers and all these products and services may lead to sustainable growth for the company.
Place: The BC cancer foundation is going to be launching its charitable branch in the Canadian
market, there is an essential need to resolve the cancer-related problems. The location required
some authentic way to launch such a charitable organisation which helps in providing cancer
solutions to the public at low rates. As higher rates of cancer solutions at large hospitals are not
affordable for societies.
Promotion: The promotion is the main process of marketing strategy which helps in reducing
the challenges faced by society and will develop an effective brand image in the front of the
societies. The essential way to promote the products services and brand in the market, the BC
Cancer Foundation has adapted to launching health programmes (Freshgigs, 2017). In such
programmes, the essential aspects of the charitable organisation will be reflected customers and
to the societies. Along with this these programmes help in developing awareness among people
about the policies and procedures which help in developing the awareness about chemotherapy
and radiotherapy services. Such aspects of marketing mix strategy help in engaging more people
and will create a good impact on the social and political environment (Firestone, Rowe, Modi, &
Sievers, 2017).
Price: The price is the best segment which is going to be helpful in promoting the brand of the
organisation. BC Cancer Foundation is one of the big charitable organisation with a group of
small health-related organisations. These aspects of branding strategy help in enhancing the
branding level of BC Cancer Foundation in the market.
Branding aspects of the company
The company needs to implement a branding strategy which should consist of branding elements
and medical instruments which are used at the time of treatments. Consumer awareness should
be a specific goal of the branding aspects as it will help in increasing the demands of the services
of the company. These branding aspects will be going to welfare for societies. The techniques
which are applied by the BC Cancer Foundations should have a better branding extension for
future and should develop an effective marketing strategy (BC cancer, 2019). The essential
objective should be to develop effective customer awareness. Support programs should be
launched regularly by the company which helps in mitigating the solutions for the company. The
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current research reflects that launching programs of BC Cancer Foundations will help in
increasing the demand of the company.
Conclusion and recommendation
From the above report, it is concluded that the BC Cancer agency has developed effective market
growth and all the branding aspects and current brand strategy has reflected on the success of the
charitable organisation in the Canadian market.
It is highly recommended to the BC Cancer Foundation that it is essential to develop product
identification with services which might help in enhancing the operations for cancer solution.
The company should promote regular programmes which help in developing brand efficiency in
the future. The marketing mix strategy should be developed regularly on the basis of consumer
awareness and should provide healthy tips to society which will help in developing a brand
image.
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References
 BC cancer, (2019). Annual reports. Retrieve from: https://bccancerfoundation.com/about-
us/annual-report-donors
 BCcancerfoundation, (2019). About. Retrieve from: https://bccancerfoundation.com/
 BC agency, (2019). Experimental Therapeutics. Retrieve from:
http://www.bccrc.ca/dept/et
 Freshgigs, (2017). Promotion Specialist Web and Social Media. Retrieve from:
https://www.freshgigs.ca/jobs/promotion-specialist-web-and-social-media-vancouver-bc
 Firestone, R., Rowe, C. J., Modi, S. N., & Sievers, D. (2017). The effectiveness of social
marketing in global health: A systematic review. Health policy and planning, 32(1), 110-
124.
 Heinrich-Morrison, K., McLellan, S., McGinnis, U., Carroll, B., Watson, K., Bass, P., ...
& Cheng, A. C. (2015). An effective strategy for influenza vaccination of healthcare
workers in Australia: experience at a large health service without a mandatory policy.
BMC infectious diseases, 15(1), 42.
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