Comprehensive Marketing and Communications Plan for Cancer Research UK

This report presents a detailed marketing plan for Cancer Research UK, a charitable organization focused on cancer research and health policies. The report begins with an introduction and table of contents, followed by a situation analysis using SWOT and PEST analyses to assess the internal and external environments. It then addresses segmentation, target audiences, and positioning strategies, clarifies objectives using SMART goals, and outlines marketing strategies including global expansion, events, and online mediums. The marketing mix is examined through the 7 Ps (Product, Price, Promotion, Place, People, Process, and Physical Evidence). The report concludes by discussing the use of the promotional mix, relevant marketing theories, and the importance of theory in decision-making, and includes a sample brochure. The report emphasizes communication effectiveness for the success of the marketing plan. The marketing plan includes various aspects such as market analysis, segmentation, target audience selection, and marketing mix strategies.

Marketing and communications

Table of Contents
INTRODUCTION...........................................................................................................................3
PART I.............................................................................................................................................3
1. Situation analysis ....................................................................................................................3
2. Segmentation, Key target audiences and positioning..............................................................5
3. Clarification of Objectives.......................................................................................................6
4. Setting Strategy........................................................................................................................7
5. Marketing mix..........................................................................................................................8
6. Means to measure performance...............................................................................................9
PART II..........................................................................................................................................10
Rational Explaining...................................................................................................................10
1. Use of promotional mix in decision making..........................................................................10
2. Theory used for decision making...........................................................................................11
3. Importance of theory..............................................................................................................11
4. Brochure.................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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Index of Tables
Table 1: SWOT analysis..................................................................................................................4
Table 2: PEST analysis....................................................................................................................5
Illustration Index
Illustration 1: SMART Goals...........................................................................................................7
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INTRODUCTION
Marketing plan is documentation or outlining the blueprint of the coming year's
marketing and advertising activities. The plan is created to communicated the details of the
product and services in front of the renders. Proper communication is the key for the success of
the market plan. The effectiveness of the plan totally depends over the way of communicating
the plan (Smith and Zook, 2011). The present report is based on the Cancer Research which is a
charitable organization situated in UK. The NGO spend millions of funds in helping the cancer
research projects. It focuses mainly over the cancer related research and health policies (Cancer
Research UK. 2016).
The below presented report is based on the identifying and explaining the marketing
concepts in order to create a better marketing plan. The impact of marketing environment over
the decision making of the organization and the consumer's behavior is been discussed below.
Furthermore the theories, concepts and models are introduced to create effective communication
for the organization's marketing plan.
PART I
1. Situation analysis
The situation analysis is based on the organization's internal and external environment's
analysis (Zeithaml, Bitner and Gremler, 2010). The analysis will be done by SWOT and PEST
analysis.
SWOT analysis
The analysis of internal environment of the Caner Research is the SWOT analysis where
S stands for Strengths, W for Weaknesses, O for Opportunities and T for Threats.
Table 1: SWOT analysis
STRENGHTS
 Dedicated workforce
 Strong commitments
 Wide numbers of Doctors and nurses
 Handles 28500 cases every year
WEAKNESSES
 Small amount of funds raised
 Lengthy process
 Incur lots of cost
 Cannot force people for funding
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OPPORTUNITIES
 Innovation of new cancer relief drugs
 Global recognition help in raising more
funds
 More doctors, scientists and nurses
came forward to be a part of the house
THREATS
 PEST analysisResearch depend purely
on public funding
 Low funding will stop the process of
research
 Scientists and doctors may not be the
part for longer period
PEST analysis
The analysis of macro environment of Cancer Research will help the organization in
finding the political, economical, social and technological factor which may affect the situation
of the organization (Rice and Atkin, 2012).
Table 2: PEST analysis
Political
The Cancer Research get the donation fro the
private donor and also by the government
which help the NGO in organizing campaigns
about providing awareness about cancer. The
parliamentary candidates where ask to sign up
with Cancer commitment which contains same
policies. Organization have sent commitment
card to the participants and allowed to be part
of the campaign
Economical
The economical factor of the NGO is to raise
fund for two reasons first is fro freedom to
provide human-centered help when and
wherever is needed and second is to remain
independent of political, economical and
religious interests (Albarracin, Johnson and
Zanna, 2014). The organization is affected by
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the disposable income where immediately. The
funding is affected by the purchasing power of
the NGO.
Social
The work of cancer research is affected by the
different people with shared values. The NGO
is an non profit making organization and at
time of seeking help NGO does not see the
religion of the person. They treat every human
being will equality.
Technological
The Cancer Research is having the highly
equipped and updates technology which help
them to curing different diseases (Khan and
Khan, 2012). For treating cancer they have
new and development medicare facilities.
2. Segmentation, Key target audiences and positioning
The segmentation is dividing the key areas where the NGO can create awareness and also
can raise the funds. The Cancer Research will segment the general public groups creating
awareness and will segment the hospitals, research centers and big businesses for raising funds.
The general pubic segment will help in creating awareness about the cancer, its treatment, its
effects and its symptoms (Kaplan and Haenlein, 2010). The awareness programs will help the
center in achieving more patients and can provide them with the best treatments. Through
hospitals and other research center, Cancer Research can raise the fund by providing them with
the trained and highly educated doctor's, nurse's and scientist's teams. Teams of the house will
help the other centers in order to raise awareness and also to raise the funds. The big businesses
of the area can be the big donors for the Cancer Research.
The targeting audiences is basically marking the key people in the segmented groups
which can help the organization in achieving the objective sooner and faster. The general
communities are the prior most target of the organization (Gao, Sultan and Rohm, 2010). They
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can help the NGO in creating awareness as person to person the knowledge and information is
travel which will help the organization in delivering the awareness and can reach to most of the
areas. For raising funds Cancer Research can target the other charitable and businesses as its key
audiences.
Positioning is the process of setting the mind of the target audiences in the favor of the
organization's objectives. The Cancer Research can position the targeted audiences by the
effective and ethical promotional activities. NGO can make use of emotional appeals in order to
attack the attention of the target audiences. The organization can also position itself by providing
timely and quality services (Mihart, 2012). By sticking over the commitment can also help in
positioning the target audiences. The positioning will help the NGO in creating awareness by
doing events and campaigns which will also help in raising funds by donations.
3. Clarification of Objectives
Cancer Research have the SMART objective which helps in maintaining a proper
structure and provide ways to achieve the desired goals and objectives.
(Source: How to Write a Meaningful Performance Objective, 2016)
The SMART objectives are broadly discussed in the below noted points where S stands for Specific: The specific goal is the clear state about the objective that what
exactly is to be achieved. The question here is who is to be involve and what is the
organization is to accomplish. The location and the time frame is established (SMART
goals, 2016). The Cancer Research have the specific objective that they have to serve the
research for cancer and also to provide health policies. NGO have the objective to create
awareness and raise funds.
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Illustration 1: SMART Goals

 M stands for Measurable: The setting up of the measurement and assess the performance
of the objective. The measuring criteria will help in analyzing the progress in quantitative
terms. The Cancer Research have shown a revenue of £422.67 million which it spend on
cancer research projects (Cancer Research UK, 2016). The measurable objective helps
the organization is analyzing the current performance and also forecast the future needs. A stand for Attainable or Agreed: The set goal will incur cost, time and effort of every
individual. To achieve the goal, organization will develop the ability, attitude, financial
capability and skills (Du, Bhattacharya and Sen, 2010). Cancer Research have manage to
maintain a workforce of skill and talented Doctors, nurses and scientist who serve in
worldwide areas. R stands for Relevant and Realistic: The goal set should be realistic and the willingness
and ability to work to achieve the goal is real. The goal set up should be give a
sustainable progress (Ballantyne and et.al., 2011). The Cancer Research have the realistic
goal of creating awareness and is relevant in raising funds.
 T stand for time bound: Each and every objective have the time limit which is to be
fulfilled till that particular time period (Kim and Ko, 2010). The Center Research have
the life long bond with the goal of creating awareness and a shot time goal of raising
funds.
4. Setting Strategy
The Cancer Research can effectively achieve its goal of creating awareness and raising
funds for future development by making several strategies. The major strategy that Cancer
Research can opt is to set a global move. The organization can start dealing internationally . This
will help in creating awareness in almost of the area and will also increase the number of people
who can join them for the future sustainability. The globalization will also help in increasing the
funds and donors (Kim and Ko, 2012). By more globalization the Cancer Research will be more
able to transfer its humanity of helping people to other countries. The other strategy of creating
awareness and raising funds can be through organizing events and campaigns on a wider level.
Through campaigns and events NGO can attract more people's attention towards the objective of
the organization. These strategies can develop more awareness and will also help in raising funds
by attracting more bigger businesses. It will incur cost for in planning the event and campaign
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but will also attract large investors. Organization can also make use of online medium in order to
gain more publicity and the followers. The online strategy will help in developing more a wider
network all over the world. Through this medium Cancer Research can serve to most of the
people who are not able to contact the head quarter (Shah, 2011). Over this medium the
organization can ensure the involvement of international investors and also entertain the
international donors.
5. Marketing mix
The Cancer Research have to manage their activities in an specific manner in an order to
create awareness in the outer world. The marketing mix elements will help the organization in
setting proper marketing mix plan. The major marketing mix elements involve the basic 7 P's.
 Product: The product and services which Cancer Research do render are the services of
research for the projects over cancer and provide the health policies. The NGO is raising
awareness for the cancer and doing research for the same (Smith and Zook, 2011).
 Prices: For the price that Cancer Research is paying for the research projects is £422.67
million. The price is almost 67% of the total income of the same year. The lost of cost is
incur in creating awareness and also being a large group have to pay lots of cost over
managing and developing the workforce.
 Promotion: Promotion strategies of the organization will involve organizing events and
campaigns (Albarracin, Johnson and Zanna, 2014). The campaigning helped the NGO in
achieving the success for the creating awareness among the general public in order to
raise funds and promoting cancer proof zone.
 Place: The promotion and the activities will take place among the areas of sick and
suffering people. The place of this service is the place where it is needed to be. The major
areas could be the general communities, hospitals, other research centers and big
investors (Gao, Sultan and Rohm, 2010). This placing will help in developing the
awareness and also raising the fund from the big investors.
 People: The people here are the doctors, nurses and scientist's who are offering services
on the behalf of the NGO. All the staff of the Cancer Research is well trained and skill
workforce. They all are to trained in order to present their services with peace and calm
manner.
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 Process: The process is how the organization will render all the services to the outer
environment. The process involve the timely delivery of the services with the quality
(Mihart, 2012). The research centers are needful of good quality of the research which
help in developing the awareness.
 Perception: This P of marketing mix involves the perception of the general public for
whom the event and campaign is been organized. Cancer Research will able to judge the
perception of the event by the funds raised after that. The perception of the people is
important in achieving the success for the event and campaign.
6. Means to measure performance
The measurement of the performance is necessary to in term of analyzing the success of
the event or the campaign. The performance of the event or the campaigns organize by the
Cancer Research can be measured by several means. Some of the means are discussed so far in
the below points. Benchmark performance: The major means of measuring the performance of the event is
by setting a prior standard of the event by which the present performance can be
measured (Kim and Ko, 2012). The benchmark set will help the organization in making
out the strategies to meet the set standard. Setting up the prior standards of the event and
campaign will also help in making the program effective and efficient in meeting the
goals of the NGO. Feedback: The other tool by which the performance can be measured can be the feedback
tool. It will help the Cancer Research in identifying the perception of the general public.
The feedback will help the organization in filling up the loopholes of the plan and will
also help in analyzing the performance of the marketing plan over the target audience. Monetary outcome: Rise in the fund will help the NGO in analyzing the performance of
the event or the marketing plan. The higher increment shown that the plan is hit and
decrease will show that plan is not working (Du, Bhattacharya and Sen, 2010). Earning
more profitability will in help the organization in producing more efficient activities.
 Registration numbers: The more the number of registration with the NGO states the
better performance of the plan. After the plan or the event of creating awareness if more
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people have started following and taking part in the campaign suggest the higher
performance and more satisfied public.
PART II
Rational Explaining
Cancer Research have created a marketing plan by which it can raise the awareness
regarding the cancer, its treatment and its effects among the local persons. The plan will also
help in raising the awareness about the working of the NGO. The plan will make the
organization to raise its funds in order to produce more services in the future. Cancer Research is
helping the local and international communities from fight with the disease. The NGO is also
helping in developing the cancer research projects so that more new drugs can be invented to
reduce the effects of cancer. Rationally the Cancer Research is helping the world from cancer
and also producing new studies to avoid the effects. The story board is created a modified
presentation of the marketing plan. The planning is been made to promote the details study of the
organization's efforts in creating awareness.
1. Use of promotional mix in decision making
The promotional mix plays an important role in developing the image of the plan and
creating more awareness by reaching to the public through different promotional mixes. The
several types of promotional mix includes advertising, personal selling, sales promotion, public
relations, and direct marketing. The objective of the research center is to create awareness and
raise funds for the same they can make use of advertising promotional mix (Shah, 2011).
Through the use of ethical and emotional advertising the NGO can attract large number of
followers and investors. The other mix can be used to achieve the objective is through personal
selling of the information. Under this organization can make use of events which they are only
organizing and also can sever the door-to-door information. The public relations can also be
helpful for the NGO where through creating relations the information can be carried forward.
2. Theory used for decision making
The Cancer Research can make use of pull theory which is a sales promotional theory.
The pull theory helped the NGO to make direct contact with the investors and encourage them to
make the investment and help in raising the funds. The theory made the organization to incur the
cost for promotion through advertising and events to attract the followers and investors. The
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successful strategy will help the Cancer Research in raising high funds and awareness among the
general public (Ballantyne and et.al., 2011). Theory is comprised of different strategies which
help the organization to meet the desired goals and objective with efficiency.
3. Importance of theory
The Pull theory is used to enhance the ways by which the NGO can lead to its success in
achieving the desired goals. The theory help the organization in raising funds for the future use
and also helped in creating awareness. The use of different and ethical promotional mix made the
theory more appropriate for the Cancer Research. The theory which is used to develop the
decision is because it helps in introducing new services, providing high quality services to the
existing investors and followers (Illia and Balmer, 2012). The theory's major role is by attracting
large and big investors who will be effective in raising funds. The theory also used in combining
the different promotional mixes together which will help the Cancer Research in achieving the
objective.
4. Brochure
CANCER RESEARCH
Newcastle cancer center
Creating awareness about cancer
Render services over research
Donor are invited to help the cause
“MAN HOOD FOR GOOD”
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