Portfolio Article Analysis on Pet power

Question

Task: For this assessment, each student will be analysing two news articles for tutorial discussion and submission on two separate weeks (3 & 5). The emphasis is on identifying the marketing implications for the events or incidents described in the article.

Students are required to choose ONE of the news articles (from the list below) that focuses on one of the United Nations Sustainable Development Goals (UNSDGs) and write marketing implications of the news. The first two tutorial weeks are designed to discuss how to analyse the sample news articles that focuses on UNSDGs. Specific questions that students need to answer include:

(1) Which of the UNSDGs does the new article relate to?
(2) Who are the important stakeholders?
(3) What potential marketing issues can be identified from the article?
(4) How would you respond to these issues and why
For the last question students are required to include minimum of 5 references for each submission. This is an individual assessment with a maximum word limit of 1000 for each article analysis.

Answer

Relation of UNSDG with the article
There are 17 Sustainable Development Goals which has been initiated by the United Nations. The article which has been chosen is “Pet power”. The main objective of the article is to describe how pet can help an individual to have good health. It is mentioned in the article that pets help to release stress of individuals. From the article it can be found that a pet listens to children and this helps to increase the mental well-being of children.Thus, from the article it can be easily concluded that Goal 3 of UNSDG aligns with the article which has been chosen for the report. The objective of this goal is to ensure healthy life of people and promotion of well-being for people of all ages (United Nations, 2020). One of the main element of this goal is owning any pet can improve the physical as well as the psychological condition of a human being. Along with physical health condition, there are patients across the world whose mental health conditions are not well. From this goal it can be understood that doctors across the world focus on animal-assisted therapy in order to release stress as well as improve the physical condition of patients who are suffering from any kind of serious disorders.

Important stakeholders
An individual or group of individual who have monetary or non-monetary interest with an organization or a goal is termed as stakeholders. There are two types of stakeholders. They are internal and external stakeholders. This part of the report focus on finding out the stakeholders from the case study.

Children
Children is the primary stakeholder of this news articles. In this news articles, the well-being of children when they are with their pets are majorly highlighted. From the news article it can be found that stress of children is released by pets and it also increases a huge sense of responsibility among children. Thus, it can be said that children are getting non-monetary benefit which makes them an important stakeholder.

Pets
Pets here are responsible for releasing the stress of children. From the case study it can be also found that pets have made the life of pet owner easier during this time of pandemic because owners are now spending time more time with their pets.

Dr. Christian
This case study has been formed by the research done by Dr. Christian. Each and every aspect of well-being of humans in contact with their pets have been researched and proved by him and presented in this case study. Therefore, he is also considered to be one of the important stakeholder.

Potential marketing issues
The main objective behind conducting these goals are to promote sustainability and to make this world a better place (Delabre, et.al, 2019). This part focus on several marketing issues which has been identified by me from the case study. In this article I can see that Segmentation of marketing to identify the potential customers is not done properly. If the case study is read thoroughly it can be seen that there is an absence of strong message and this can be also one of the potential issue of marketing. In the case study I have found that hit is mentioned that how pets can release stress of human beings but one of the major issue which I have been identified in the article is that the needs and demands of the potential customers have not been identified. If the needs and demands of patients are not identified, then it is difficult for the marketers to place the goal in the market.Therefore, absence of needs and demands of potential customers is also considered to be one of the major marketing issue or challenge of the selected news article.

Responding to the issues
The above part of the report focus on describing some marketing issues of the news article. There are several challenges which are often faced by marketers and it has a significant impact on the societal culture, religious and norms (French, et.al, 2010). This part of the report focus on discussing ways in which the above mentioned issues can be responded strategically. First, I will focus on the target market which needs to be divided into various homogenous segments on the basis of their purchasing behavior, usage rate, patterns, attachment to pets, number of pets in the house, frequency of buying pets and other relevant factors. This can help to attract potential buyers. This would also help in identifying the needs and demands of the customers in an effective way and accordingly, such requirements and expectations can be fulfilled (Goyat, 2011). Furthermore, I have observed the fact that segmentation of the target market has not been done. I will focus on segmenting the target market into various groups whichwould also help in identifying the suitable marketing strategies that can be directed towards them for attracting more number of customers and inducing individuals to adopt more number of pets. Besides, it would also help the marketers in evaluating the emotional needs of the target customers and consequently, cater to such needs with the pets. I can also focus on undertaking another effective strategy for addressing the marketing issues is to strengthening the advertising message or promotional content (Ansar& Riasi, 2016). I recommend that a strong and clear advertising message that addresses the emotional expectations of the customers would be helpful in connecting them with the brand. This would increase the brand awareness and loyalty amongst the target customers. Furthermore, as per my opinion it would also create a relationship with potential customers by changing their perceptions about the brand. They would feel more attached to it and analyze how engaging in adoptions from Pet Power would meet their emotional needs. Besides, a strong advertising message would also persuade the target customers to adopt pets from the particular brand in the future (Lai, et.al, 2015).In my opinion, providing relevant information of the product or service is considered to be one of the major strategy of marketing. Real information of the product helps the user to take relevant decisions and actions (Pruitt & Adlin, 2010). So, to take decisions carefully several information like vaccination, cost of having a pet, pet training and socialisation with the pet has to be provided. This can help the potential buyers to make purchasing decision and can reduce several marketing challenges which has been discussed above.

References
Ansari, A., & Riasi, A. (2016). An investigation of factors affecting brand advertising success and effectiveness. International Business Research, 9(4), 20-30.
Delabre, I., Alexander, A. and Rodrigues, C., (2019). Strategies for tropical forest protection and sustainable supply chains: challenges and opportunities for alignment with the UN sustainable development goals. Sustainability Science, pp.1-15.
French, J., Blair-Stevens, C., McVey, D., & Merritt, R. (Eds.). (2010). Social marketing and public health: Theory and practice. Oxford University Press.
Goyat, S. (2011). The basis of market segmentation: a critical review of literature. European Journal of Business and Management, 3(9), 45-54.
Lai, Y. F., Lai, C. Y., & Chiang, H. S. (2015). The Advertising Effectiveness of Advertising Message and Product Placement on Video Advertisement. Recent Researches in Applied Computer Science, 113, 112-121.
Pruitt, J., & Adlin, T. (2010). The persona lifecycle: keeping people in mind throughout product design. Elsevier. United Nations, 2020. Department of economic and social welfare. [online]. Retrieved from