Analysis of Lifeblood's Marketing: Brand Purpose, Strategy, and Value

This report provides a comprehensive analysis of the Australian Red Cross Lifeblood's marketing strategies, focusing on its brand purpose, product/service strategy, and value proposition. It highlights the company's mission to provide plasma and blood for patients in Australia, emphasizing its monop...Read More

Marketing for manager

TABLE OF CONTENTS
Executive summary..........................................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Industry Partner’s brand purpose................................................................................................4
Company product/service strategy...............................................................................................6
Value proposition.........................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

EXECUTIVE SUMMARY
This report include the information analysis about Australian red cross life blood a blood
donor and plasma donor. Lifeblood is
fully funded division of Red Cross. Company need plasma product for cancer patient. In
assessment 1 already discuss about the company internal and external factors and their market
strategy etc.
This assessment include the information about industry partner's value proposition which include
company brand purpose, product and service strategy by using Kotler and Lee’s
Five product levels model and canvas model in value proposition.

INTRODUCTION
Marketing is a process of communication and interaction and exchange of thoughts that
value for the public and target customer of the company. Marketing for manager report is for
Australian Red Cross Lifeblood an organisation who deals with a plasma and blood donor,
transplantation and biological products for world-leading health
outcomes. Company are striving to grow their presence in the Australia health and medical
sector. This report will focus on the growth and development of the company with new
innovation by using brand purpose of the industry partner's while applying the brand strategy,
value and brand champion. Product/ service strategy by using Kotler and lee's five level of
product and last one is value proposition by using canvas model.
MAIN BODY
Industry Partner’s brand purpose.
The company brand purpose is to provide the plasma and blood for sick patients in
Australia and giving Australian people best biological products and increase the humanity power
through this work. As Australia red cross life blood is an federally funded company. Good thing
about their brand is, it has a monopoly and there's no competition in the market. Red cross life
blood work with honesty and trust with the people an d also from the government. Because they
want healthy environment and as well as people of the country.
Red cross is a 90+ year old company who deals with sick patient as a donor of plasma and
transplant, blood with national footprint of approx 3500 personnel.
Issue arises in company when the pandemic arise because of that less inclined in donor of
plasma and blood. People afraid to come out from their houses and as the guidelines given by
government people follow the advice to stay at home. If this virus spread more in a country then
less people will be eligible to donate (Seturi, M. and Urotadze, E., 2017). Because has to be
aware of this virus the transmission of blood even the plasma is more dangerous if the donor is
sick then there has to be some precaution that company need to do. Why company need plasma
and blood because there's a lot of sick patient and infant especially cancer patient who need
plasma and blood every day and some cases cases of surgery that also need transplantation and
blood that's why company decided to help them through this business.

Approx 900 people who is donor, daily cancel their appointments. Because of the COVID-19
donor need to wait at least 12 weeks for donating the plasma and blood that's why there's decline
in number of donor in the country.
Brand value
brand value is the financial/monetary value of the firm from which firm will recognize it's brand
value. Company is fully funded by Australian government for their health and medical product
and services. Australia red cross life blood company provide 978196 blood product to the
hospitals. Over a 96 blood donor centre provided by company millions of patients were treated.
Over a 400 infant babies received the best nutrition milk (The life blood of Australia,2021). Each
year 736,361 tonnes of plasma received by the company and as days passes number increases
rapidly each year. Company need to trust the gain of their clients for betterment of their
company. Brand value has 4 chain that help the company to build it's brand value in the market.
Marketing:- marketing help the company to build trust and recognition in the people of their
brand and about their product and services.
Sponsorship:- company is federally funded and Lifeblood is
fully funded division of Red Cross. With this company build a brand trust and give people a
awareness and it's also linked with the brand purpose of the company.
Customer review:- for building the brand value of the company they need to built a good
customer base and take their review to boost the brand equity.
Brand champion
Mainly the business owner/ partner is fall under the criteria of brand champion. Because of them
and their connections and hard work to make a team and work together to achieve company
goals company is running (Daou, A., and et.al 2020). Company can also start a campaign for
more awareness of the product and services they provide to the people and for the donor's also.
Company can also appoint a PR officer for developing their company growth.

Company product/service strategy
Company work with an Business Growth & Innovation division within Lifeblood works on one
of the
additional services considered “non-blood”, which includes the support for a major Plasma drive
imperative.
Kotler's five product level model
the Kotler's five product level model found by economist Philip Kotler in 1960s.In his book
marketing management. In this model it shows the different level of perception and need of the
consumer. This model refer to the core benefit means basic need of the client and generic
product analyse the product feature. expected product is about the consumer expectation from the
company. augmented product means innovation the product. Potential product includes alter in
the product.
Kotler's five product level model mainly considered the customer need, customer demands and
customer wants. Consumer will choose the product and brand according to their perception and
expectation of that particular product. Detailed analysis of the Kotler's five level model:
core benefit:- core benefit is the basic want of consumer by which they satisfies while buying
that product. in the context of Australian red cross blood life, , it may benefited to all who are
suffering from critical health problems and it can improve their life expectancy Australian red
cross blood life provide the plasma, blood, organ and tissue, breast milk and bone marrow to the
needy people.

Generic product:- the generic product include all those essential version or things that needed
in that particular product to complete them. Like Australian red cross blood life provide a testing
before they sell the product such as, breast milk, bone marrow, organ and tissue etc. etc.
expected product:- expected product include additional things in the product that consumer
expected to have in it. Such as Australian red cross blood life take special advice before they
take any of the donor blood, tissue plasma etc. and after the COVID organisation also take a
donor under observation after testing for some days.
Augmented product:- the augmented product means variation or alter in any kind of product
that differentiate that particular product from others and their competitors. this product strategy
does not apply to the Australian red cross blood life because they cannot alter in any kind of their
product. They just check them and make them better by maintaining their temperature and
preserve them.
Potential product:- the potential product is after the augmentations products which provide
improvement in those products for the future benefits company should constantly improvements
in their style and way of developing the products. Such as Australian red cross blood life apply
biological storage and research and development programs for the products.
Strategy for implementing on new products/services
Product development strategy is set the linked for the new product or services that will be
launched by the company main aim for this strategy is to maintain company standard in the
market and in their clients (Vieira, V.A., and et.al 2019). For new product or product strategy
means to enhance the products and the customer base of the company and improve the sales of
the product by enhancing those product. Company can develop it's product and service strategy
by making a vision of the company and a strategic plan for the development and enhancing of
the product. Technology improvement and installation in the company.

Product and services of the Australian red cross life blood company linked up with Facebook
and increases the supply of the blood in the country by launching Facebook new feature of blood
donation between the age group of 18-65 ( Australian Red Cross Lifeblood, 2021). the feature
informed the user for blood donation and who so ever is interested can easily apply like the
image given below.
Value proposition
Value propositions the value that derive by the consumer for the company which
company promise to deliver to them. Value proposition is the companies overall marketing
strategy which involve internal and external factor as well ans-off matrix, (Hollebeek, L.D.,
Clark, M.K., Hammedi, W. and Arvola, R., 2021). product ans service strategy and Kotler's five
product level model. The value proposition of the company shows the brand and standard of the
company by analysis them that how company operates and why they deserve to be chosen.
Requirement of value proposition in the company is communication and this is the best example
of explaining that why the product and service of the company is best for the customer to choose.
A successful value proposition of the company depends upon the communication and interaction
with their customers. Value proposition mainly offer three things relevancy, quantified value of
the products and differentiation of the product and services from others.

Value proposition canvas
the value proposition canvas was formed by Dr. Alexander Osterwalder for make sure the
difference between product and market of the company (Osterwalder, and et.al, 2018). He
develop 2 model which is customer segment and value proposition. This model is used for an
alter an existing product and produce a new innovative product or service.
Customer profile:
gains:- from adopting the value proposition company will find the customer actual expectation
with the company and their needs. What make customer happy with the product.
Pains:- while the process of making product and service getting done. The negative impact of
this experience by the consumer of the company is known as pain in the value proposition. Like
in Australian red cross life blood company waiting for the blood, plasma if in case not available
in their company is negative impact of the company on the customer.
Customer jobs:- the functional and social task done by the customer for company is also
depend upon the brand value of the company such as Australian red cross life blood whenever
start a campaign the people come across all over the country and donate their blood and plasma
etc.
Value map;

gain creators:- it depends on the company brand value that how service and product create
impact on the customers of the company. Like, it depends on the company such as Australian
red cross life blood how create their services to their customers. They provide hygiene base
products and with assurance of specialist.
Pain relievers:- This is the description of the services and product by which availability the
customer feel relaxed. In Australian red cross life blood when the product that company needed
to the customer arrive or donated by someone then the pain of the customer who want that
product is released.
Product and services:- product and services fall under the criteria where it crates a gain for the
customer and relieve the customer pain by providing them a creation value of the product and
services. Like, Australian red cross life blood relieve their customer pain by giving them what
they want in services and product like plasma, blood etc.
Achieving fit between the value proposition and customer profile
After seeing the gain,pain and product and services this concluded that all depends on the
company customer base and their relation with the company (Karki, S., and et.al 2021). It is
important for the company to take a measure in their value and create a innovation in their
services and product for maintaining their brand value.
Element of the value proposition
newness:- some of the element involve the novelty factor of the value proposition of the
company this factor usually include a technology products like, Australian red cross blood life
innovate a new feature in Facebook with collaborating with Facebook.
Performance:- better product gives the customer satisfaction about the product and and
improvement also indicates the company value for the customer. Australian red cross life blood
perform very well in the last few year. With this they attract so many people, investor, and donor
and needy people also.
Customization:- now a days consumer believes in them self and self evaluation about the
company. Their expectation of the product is according to them and their preferences and their
choices. Whereas, old age consumer doesn't want change as they prefer personal touch and
depended on the economy as they does not want expensive products.
Status:- so many clients have trust issue especially in the medical sector that's why company
have to maintain their status and brand value with given superior quality of product and services

(Daou, A., and et.al 2020). like, Australian red cross life blood did with their brand they gain the
customer trust and loyalty with their testing and genuine products.
Price:- In value proposition price is one of the main element. There's also a threat from a new
entrants in the market but for a Australian red cross life blood it's benefit that they have no
competitors in the market but still they have to maintain their price according to customer and
their need.
cost reduction:- it is also depend on the customer base of the company like, Australian red cross
life blood does not that much of advertisement and increase their cost. because their customer
base is strong.
risk reduction:- this is evaluate with the customer segment that if company reduce their prices
or set a minimum price fair then their customer base become strong. Like, Life blood.
Accessibility:- this means to make the product and services available to all the customer
including new consumer also. This can be possible with the help of technology. Like, Australian
red cross life blood did to linked with Facebook.
convenience:- this highlight the ease of use by making product and services of the company
available easily in the company and convenient to the people. Australian red cross life blood can
do this by increasing the number of donors with the help of campaign.
CONCLUSION
Australian red cross life blood should focus on their brand value and strategy to create a
innovation above report conclude some of the strategy that they must follow for betterment of
their own company and company should start more technology in their company as they start
with Facebook donation feature with that they can easily reach out with those people who willing
to donate. Company should also collaborate with NBA for compensation policies for the donor's
that encourage other's also to donate. This report submit a strategy of product ans services and
business canvas model of value proposition and also Kotler's five product level model for
betterment and improvement of the Australian ref cross life blood company.

REFERENCES
Books and Journals
Daou, A., and et.al 2020. The Ecocanvas as a business model canvas for a circular
economy.Journal of Cleaner Production.258. p.120938.
Hollebeek, L.D., Clark, M.K., Hammedi, W. and Arvola, R., 2021. Cocreated brand value:
theoretical model and propositions. Journal of Brand Management.28(4). pp.413-428.
Karki, S., and et.al 2021. Willingness of blood donors in Australia to provide additional data and
blood sample for health research.Transfusion.
Osterwalder, and et.al, 2018.Value proposition design: How to create products and services
customers want (Vol. 2). John Wiley & Sons.
Seturi, M. and Urotadze, E., 2017. About Marketing Process Model and Relationship Marketing.
In Proceedings of International Workshop „Model-Based Governance for Smart
Organizational Future (pp. 169-171).
Vieira, V.A., and et.al 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science.47(6). pp.1085-1108.
online
Australian Red Cross Lifeblood, 2021. [online]. Available through;
<https://www.lifeblood.com.au/about>
The life blood of Australia,2021. [Online]. Available through;
<https://www.redcross.org.au/annual-reports/annual-report-2018-19/year-in-review/goal-6>