Situation Analysis for

Pink Ribbon Cup Race Day

2017

Author Dimitee Coventry

SID s5092896

1003MKT Introduction to Marketing

Trimester 1 2017

Word Count: 1891

Pink RIbbon Situation Analysis- Dimi Coventry Page 1

Table of Contents

Table of Contents............................................................................................................... 2
Introduction and Company Background.............................................................................3
Introduction.................................................................................................................... 3
Company Background..................................................................................................... 3
Situation Analysis............................................................................................................... 4
Market Analysis............................................................................................................... 4
Macro Environment Analysis........................................................................................... 5
Pestle........................................................................................................................... 5
Micro Environment Analysis............................................................................................ 6
Company Analysis....................................................................................................... 6
Competitor Analysis........................................................................................................ 7
Competitive market Summary.....................................................................................7
Consumer Analysis...................................................................................................... 7
SWOT Analysis............................................................................................................. 8
Objectives.......................................................................................................................... 9
Marketing Objectives...................................................................................................... 9
Reference List.................................................................................................................. 10

Pink RIbbon Situation Analysis- Dimi Coventry Page 2

Introduction and Company Background

Introduction
Pink Ribbon have raised $30.6 million since just 2012 which has all gone into helping and raising
awareness for those who suffer from breast and gynaecological cancers. Pink Ribbon is one of the
most well-known not for profit organisations in Australia. With such a successful reputation, its no
doubt Pink Ribbon could raise record breaking amounts to support those affected by such an
unrelenting disease. This marketing plan aims to discuss and find ways to further improve the
popularity and growth of the Pink Ribbons annual function, Pink Ribbon Cup Race Day 2017.

Company Background
Pink ribbon is a not for profit, Australian based organisation with the primary goal of raising funds to
help the cancer council provide the support, prevention programs and of course research for those
who are affected by both breast and gynaecological cancers (Pink Ribbon, 2017). With $30.6 million
already been raised for Pink Ribbon since just 2012, a successful and extraordinary reputation has
been crafted for the organisation. With around 600,000 not for profit organisations estimated to be
functioning within Australia, these outstanding earnings would most definitely put Pink Ribbon in the
running to be one of the most successful not for profits in the country (ourcommunity, 2013).

Pink Ribbon could not be the organisation it is today without the help of Cancer Council. Cancer
council oversees coordinating all the countries leading territory and state cancer organisations (Pink
Ribbon, 2017). Cancer council also specialises in providing evidence-based facts which are up-to-
date about the numerous aspects of cancer to doctors, the general community, cancer patients and
several other health professionals (Pink Ribbon, 2017). Over 100,000 people contact the Cancer
Council each year for both support and information, mostly via the Cancer Council support number
(Pink Ribbon, 2017). Both Pink Ribbon and its governing body Cancer Council are efficacious in
achieving their goals of increasing awareness and providing support to people around Australia who
are affected one way or another by cancer.

Pink RIbbon Situation Analysis- Dimi Coventry Page 3

Situation Analysis
Market Analysis
The not for profit sector has experienced tremendous growth over the years in Australia particularly.
With an estimated 600,000 not for profit organisations operating around the country, there is no
denying there is a healthy amount of competition for Pink Ribbon (ourcommunity, 2013).

There are many charities country wide which focus on raising money for cancer and health research
which appear as threats to Pink Ribbon. Greater numbers of the community are directly or indirectly
affected by many health-related diseases in diverse forms (Australian Government Cancer Council,
n.d.). With many steps being taken in a positive direction in relation to technology and consumer
exposure, an opportunity for individuals to locate and access the not for profit sectors general
information and organisational success, persuading women who suffer or have been affected by
breast cancer to support and contact Pink Ribbon.

With the number of people being affected by cancer both directly and indirectly increasing, the need
for not for profit, informative organisations such as Pink Ribbon is growing. 17,500 more people die
from cancer each year as opposed to 30 years ago in Australia alone (Cancer Council, 2017). It is
estimated 3,114 people will die from breast cancer in 2017 in Australia (Cancer Australia, n.d.). This is
270 more people as opposed to the death rate in 2014 (2,844). Breast cancer is said to be the second
most common cancer in Australia, behind
prostate. With such high statistics as
these its clear to see just how important
Pink Ribbon is to those suffering with
cancer or suffering with friends and family
who have breast cancer. As the number of
people affected by cancer increases so
dramatically, younger individuals are
forced to research and become aware of
early prevention techniques which are
made available by Pink Ribbon.

Pink RIbbon Situation Analysis- Dimi Coventry Page 4

Macro Environment Analysis

Pestle
POLITICAL
The increase of goods and services tax (GST). This caused the average spending per
Australian household to increase due to
products being more expensive and the
disposable income of these households to
decrease resulting in less ability to donate.

Abolishment of participation in political Not for profits are banned from participating in
rallying/activities. any political campaigns as this affects their
ability to present legitimate and correct facts to
the community.

Australian Taxation Office (ATO) regulates the Companies who donate to not for profit
suitability of tax exemptions for not for profit organisations regularly can be eligible for
organisations. exemptions including fringe benefits tax (FBT),
refundable goods/services and GST
concessions.
ECONOMICAL
Smaller proportion of Australians donating to In comparison to ten years ago, there has been
charities, but an increase in median amount a decrease in
being donated. the number
of individuals
who choose
to donate. On
the contrary,
there has
been an
increase in the amount being donated
(Philanthropy au, n.d.).

According to Trading Economics (2017), there is

Australian consumer spending spike forecast for going to be a rise in Australia consumer
next few years. spending which can result in consumers being
more likely to donate to not for profit
organisations.

SOCIAL
Diversity in the workforce is imperative for the It is important for the not for profit sector to
not for profit sector. openly support diversity in the workplace and
openly include people who wish to be involved
in the organisation regardless of their culture,
previous experiences and their backgrounds
(Koenig, 2014).

Ethical advertisement and promotional methods.
TECHNOLOGICAL
Pink RIbbon Situation Analysis- Dimi Coventry
Not for profits meet social standards in
advertisement and promotions i.e. ethically
acceptable practices are put in action and
socially acceptable choices are made.
Page 5
Social Media use. Social media is one of the best ways for not for
profit organisations to communicate with its
consumers (Not for profit Law, n.d.)

Online donation platforms make it easier for the

community to directly donate money to a not for
Online donation platforms. profit organisation (NonProfit Hub, 2014).

Volunteers now have the power to work from

home thanks to the array of technology
available to society. Data bases can now allow
Flexibility for volunteers thanks to technology. work to be uploaded from home and examined
off premises.

LEGAL
Not for profits must be conscious of the state
and national laws applicable when operating
their organisation.
ENVIRONMENTAL
Fundraising events, environmental awareness.
There are several rules and regulations put in
place by both national and state legal bodies
which must be complied to and implemented.
Not for profit organisations need to be mindful
when conducting fundraising events that the
event is environmentally and socially friendly to
the community affected in the area.

Micro Environment Analysis

Company Analysis
Positives:

Strong reputation - the company name is a common and well heard of name that most
Australians would have heard of before. The organisation has a reputation of doing good
things and raising a lot of money in support of breast cancer.

A number of successful research projects Pink Ribbon undertake plenty of successful

projects and are known for supplying medical professionals with up to date, relevant facts
about breast cancer.

Easily identifiable goal it is easy to identify and understand the goal which is a major
positive in terms of success within a not for profit organisation.

Negatives:

Market saturation there is a high number of cancer organisations around who are equally as
popular. This makes it difficult for Pink Ribbon to compete in the not for profit sector with
Australians having a large choice as to who to donate funds to to support cancer.

Lack of Ambassador several not for profits have celebrity ambassadors who help the
organisation to gain popularity and promotion. Pink Ribbon does not have an ambassador.
Pink RIbbon Situation Analysis- Dimi Coventry Page 6
 Pink Ribbon does not have exclusion rights.

Overall, the positives do outweigh the negatives however, by addressing the negatives an
improvement in the organisations performance would no doubt be seen.

Competitor Analysis
Competitive market Summary
Competit Target Positioning Product Price Promotional Distributio Strength/
or Market n Weakness
McGrath Australian Australian Books. Free of Television Allocating Strengths:
Foundatio women who established High tea charge, advertisemen nurses Popular/ well heard of.
n are in one foundation, event. donations ts. around Celebrity endorsement.
way or focuses on McGrath accepted. IPhone app. Australia to Modern approach to
another raising money active. Social media. women who fundraising.
affected by to place breast Merchandise. are affected Weaknesses:
breast cancer nurses Mosaic by breast Lack of breast cancer
cancer. around event. cancer. nurses in regional
Australia. areas, focuses on big
cities.

Breast Women who Aims to ensure Mothers Day $5 pink Posters and 700 stores Strengths:
Cancer are affected a better journey appeal. bun carry flyers. internationall Partnership with
Network by breast for all Pink Bun bag. Online y. bakers delight.
Australia cancer. Australians campaign. advertisemen Popular name, easily
affected by Annual fun t. identifiable symbol.
breast cancer run. Social media. Weaknesses:
(BCNA, n.d.). Television Unhealthy main
advertisemen promotional product,
t. ruling out several
healthy possible
consumers.

Consumer Analysis
The primary consumers of Pink Ribbon are individuals who are suffering with breast cancer, know of
someone who is suffering with breast cancer or simply just wish to support the organisation and those
who are suffering. These people range from typical Australians to companies which want to publicly
support the organisation (Pink Ribbon, n.d.). Pink Ribbon focuses on targeting these people who are
in some way or another affected by breast cancer to offer them support, up to date information and
assistance.

The consumers are Australians who require assistance, support or information on the horrible disease
that is breast cancer.

Pink RIbbon Situation Analysis- Dimi Coventry Page 7

SWOT Analysis
Strengths
Successful reputation -
Pink Ribbon are very well
heard of and have a
successful reputation in
terms of completing their
goals.
Clear and identifiable
goals - Pink Ribbon have
realistic, clear goals which
they rarely fail to achieve.
Successful research
projects - Pink Ribbons
research projects are
conducted properly and
are rarely unsuccessful.
Opportunities
Promotional methods - as
previously mentioned, the
idea of having a celebrity
ambassador could work
as a potential promotional
method for pink ribbon
along with plenty of other
methods in the field of
promotion and
advertisement not
currently being utilised by
the organisation.
Pink RIbbon Situation Analysis- Dimi Coventry
Weaknesses
Lack of celebrity
ambassador - if there
were to be a celebrity
ambassador similar to
other organisations in the
field of cancer, Pink
Ribbon could generate a
lot more popularity and
potential for promotions.
Threats
The large number of
other cancer
organisations - there are
a large number of
functioning cancer
organisations in the not
for profit sector who all
appear to be doing well in
terms of finances and
popularity.
Page 8
Objectives
Marketing Objectives
Increase organisation awareness promotion and advertisement around Australia to
promote the organisation and their goals even more to the Australian public.
Improve interest in the Pink Ribbon Cup Race Day this can be done through
advertisement and successful promotion.
Increase amount being donated to Pink Ribbon yearly this can also be done via
targeting the Australian public through advertisement and the media.

These three objectives are very important and if they are successfully achieved, the organisation will
see great amounts of success.

Pink RIbbon Situation Analysis- Dimi Coventry Page 9

Reference List

Australia | Economic Indicators. (2017). Tradingeconomics.com. Retrieved 1 April 2017, from

http://www.tradingeconomics.com/australia/indicators

Australia, C. Facts and figures - Cancer Council Australia. Cancer.org.au. Retrieved 7 April 2017,
from http://www.cancer.org.au/about-cancer/what-is-cancer/facts-and-figures.html

Breast Cancer Network Australia Homepage. (2017). Bcna.org.au. Retrieved 2 April 2017, from
https://www.bcna.org.au/

Breast cancer statistics | Cancer Australia. (2015). Canceraustralia.gov.au. Retrieved 7 April

2017, from https://canceraustralia.gov.au/affected-cancer/cancer-types/breast-
cancer/breast-cancer-statistics

Cancer Australia. Canceraustralia.gov.au. Retrieved 1 April 2017, from

https://canceraustralia.gov.au/

Fast facts and statistics on giving in Australia Philanthropy Australia. Philanthropy.org.au.

Retrieved 7 April 2017, from http://www.philanthropy.org.au/tools-resources/fast-facts-and-
stats/

Koenig, M. (2014). 5 Online Donation Tools to Delight Your Donors. Nonprofit Hub. Retrieved 5
April 2017, from https://nonprofithub.org/nonprofit-technology/5-online-donation-tools-to-
delight-your-donors/

McGrath Foundation. Mcgrathfoundation.com.au. Retrieved 1 April 2017, from

https://www.mcgrathfoundation.com.au/OurMission/OurNurses/FrequentlyAskedQuestions.a
spx

Pink Ribbon. Pinkribbon.com.au. Retrieved 7 April 2017, from

https://www.pinkribbon.com.au/about-us/

Social Media | Not for Profit Law Information Hub. Nfplaw.org.au. Retrieved 1 April 2017, from
https://www.nfplaw.org.au/socialmedia

The Australian Not-for-Profit Sector - ourcommunity.com.au. (2013). Our Community. Retrieved 3

April 2017, from https://www.ourcommunity.com.au/general/general_article.jsp?articleId=103

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