Running head: CANCER COUNCIL, NSW AUSTRALIA

Cancer Council, NSW Australia

Name:
Institution:

CANCER COUNCIL, NSW AUSTRALIA

Cancer Council, NSW Australia

Executive summary
This paper aims at discussing various marketing strategies used by cancer council Australia to
advance its brand among key associates. Importantly, cancer council Australia began in the early
60s as the country`s cancer society. It came into being after the six state cancer councils that
varied in name and brand came to an agreement of founding a national body to promote cancer
control nationwide. Following this, what was then known as ACT and the northern territory, were
subsequently formed and signed on as members of the society. In regard to the marketing
strategies, the company uses connection and impact as its key marketing strategies that have
worked effectively. Further, this paper will carry out evaluations to affirm the effectiveness of the
two strategies. At the same time the paper will offer various strategic recommendations, which
include; media promotion, merchandise positioning, consumer motivation, and entrant
distinction. These strategic recommendations are essential in making the organization unique and
well positioned in the market above its closest rivals.

CANCER COUNCIL, NSW AUSTRALIA

Cancer Council, NSW Australia

Background
Studies show, cancer council Australia began in the early 60s as the country`s cancer
society. It came into being after the six state cancer councils that varied in name and brand came
to an agreement of founding a national body to promote cancer control nationwide. Following
this, what was then known as ACT and the northern territory, were subsequently formed and
signed on as members of the society (Courtney 2009, p.35). However, state regional cancer
councils continued to undertake most of the establishments research, patient support and
education packages. In essence, the federal body`s main role was in the development of
independent nationwide cancer control strategies on a reasonably diffident gauge. Subsequently,
in late 90s, about eight jurisdictional members agreed to expand the society by renaming or
adopting a new name (Ryan 2007, p.49). Thus, it was called the cancer council Australia and it
appointed an expatriate chief executive officer, who led the organization`s push for advanced
nationwide cancer control strategy by building its profile. Soon afterwards, expert staffs in
communications, activism, corporate administration, promotion and other specialized roles were
conscripted, to come on board to promote the organizations mission (Maehara 2013, p.36). Over
the resultant years, associate organizations collectively adopted the name cancer council together
on the daffodil, a global symbol of hope, as their common logo. Furthermore, in early 2006, the
first chief executive retired and Professor Ian, who was previously the director of Adelaide
hospital cancer center, succeeded him and he was also a former chair of cancer council
Australias medical and scientific committee and bio-ethicist. Essentially, cancer council has a
network of advisory committees, encompassing professionals and consumers. These are people

CANCER COUNCIL, NSW AUSTRALIA

with expertise in communal health, clinical medicine, epidemiology, research, education and
patient support, who advise the organization on its evidence-based policy priorities.
Moreover, studies show that cancer council Australia is affiliated to the clinical oncology
society of Australia, which is mandated with the task of offering advice on medical and scientific
issues. Substantially, the council is also affiliated to the Australian chronic disease prevention
alliance and at the same time, it has ties with global collaborations, for instance, union of cancer
control organizations (Cancer Institute NSW 2011, p.95). In essence, cancer council has been in
the market for about fifty years and throughout this historical turn around, it has transformed
from a small secretariat to a strong federal body that has become Australias peak
independent authority on cancer control. Although self-governing, cancer council Australia is a
foundation of unprejudiced, indication founded information to the Australian central regime,
with the principal management, Professor Ian. The principal policymaker is presently leading
the consultative assembly of cancer Australia and offering official information to the
administration through numerous mediums.
Essentially, cancer council has been on the forefront of seeking to engage all Australian
citizens in the organization`s work to reduce the impact of cancer in Australia through advocacy,
research, education and support. Concerning cancer council`s portfolio, the organization has
many portfolio`s for instance the epidemiology research or the cancer research division. The
mission of the research division is the engagement in the highest quality research in
epidemiology to have a better understanding about the causes, management, outcomes, and
impact of the leading and emerging cancers (Ewing 2007, p.89). Accordingly, the cancer research
division investigates the causes, management, outcomes, and impact of the leading cancers. It
achieves this by substantially contributing to a reduction in the burden imposed by cancer

CANCER COUNCIL, NSW AUSTRALIA

through provision of extensive or comprehensive evidence bade responses to current and future
needs of local and global cancer control packages. On the other hand studies reveal that cancer
council of Australia launched on of the most successful health campaigns in the country`s history
in 80s. The best and all time slogan of the organization have been slip, slop, slap! You can stop
skin cancer-say slip, slop, slap.
Marketing strategies followed by Cancer council for Branding
Every organization uses numerous strategies in branding; such marketing strategies are
very essential in pushing any given organization to another level. Thus, a critical evaluation of
every strategy is important for an organization for it position itself in the market for growth and
profitability while influencing its target customers positively (Centre for Epidemiology and
Research 2009, p.64). As such, Cancer council Australia has made its brand distinctive among
Australian charities by employing various marketing strategies to bring the news home by
painting the right picture. It is an extensive work but the management has focused on achieving
this through lying of appropriate frameworks (Olver et al 2011, p. 480). To begin with, the first
strategy revolves around connection; here cancer council has the mandate of linking people to
each other and to the cause. Based on the organization`s leadership, in the cancer world, which
rests on connecting people together and linking them top ideas, resources, and knowledge, the
company has set itself different among the crowds.
Accordingly, this exclusive way of involving to individuals importantly intensifies the
prospective of persons and establishments to comprehend the society`s dream of cancer
defeated. The organization has shifted its focus in the community as a way through which it
will use to Improve the reach and breadth of cancer services, and the channels people use to
access this support. Through this, cancer council will definitely involve societies in the contest

CANCER COUNCIL, NSW AUSTRALIA

of averting and dealing with cancer. Accordingly, cancer council Australia does this by
developing contacts with the community to respond top diversity in culture and its influences on
the cancer experience. On the other hand, cancer council Australia focus is in the professional
sphere, which targets at bringing people affected by cancer, researchers, and clinicians together
around all cancers. This includes even that which has remained difficult to treat and these
efforts aims at boosting access by researchers to powerful information resources and research
infrastructure. In consequence, this helps in encouraging collaboration with the best in the field
globally.
On the other hand, another key marketing strategy regards impact, where cancer council
is committed in making a recognizable difference. Studies affirm that cancer council Australia is
an agent of change. Its drive is to alter the cancer scenery by implementation alteration that is far
triumphant and unrelenting. Cancer council Australia subsists to brand an honest influence on the
progression of cancer and the survival of those victimized. Subsequently, in the public arena, the
organization`s impact includes achievement of consideration of cancer which is informative,
rational and compassionate. Over the next coming years, the impact of the organization is set to
be felt in the readily availability of information and support tools for all cancer patients and
cancers during and after a cancer diagnosis. This will be achieved through the improvements
engineered in health care infrastructure, services, and defrayals.
Substantially, in cancer prevention, the company gauges its capacities by the judgments
imposed on the changes it generates in settings and workplaces, retail, marketing and building
environments to reduce leading causes of cancer death (Munro 2009, p.336). The organization
has projected that in the next five years ion research it will foresee the establishment of powerful
platform infrastructure for population research in cancer and result in multidisciplinary,

CANCER COUNCIL, NSW AUSTRALIA

collaborative research, including poor outcome cancers and intractable cancer problems. This
important strategies help in creating value on the services and products offered by cancer council
Australia, thus it advances the brand name across social setups in the target market in a way that
cannot be matched up other competitors (Savy 2011, p. 97). In essence, the strategies shows how
the organization has centered its interests on people and the especially, the community,
researchers and partners to extend its brand dominance among the key players in regard to the
organization`s business.
Evaluation of the strategies
The two strategies employed by cancer council Australia are important in advancing the
brand of the organization in the market amid competition (National Health and Medical Research
Council 2009, p. 78). It is therefore important to evaluate the strategies to find out their
applicability in or strengths in advancing the organization`s brand. To start with, the first strategy
concerning connection, it has been found that this marketing strategy facilitates, supports and
partner with multidisciplinary research teams and networks in priority cancer areas. Thus, it
helps in developing clear and world class platforms by engaging all cancer researchers in their
use. Furthermore, this strategy helps the organization to capitalize on international, national and
local partnerships in cancer research and population studies of cancer. Through this strategy, the
organization connects with and harnesses health information assets in north south Wales and the
country as a whole for population research. Essentially, through this strategy formulation,
community members are connected to information and resources that allows them to improve
their knowledge of preventable cancer risks. This strategy acts as a bridge that links the
organization to likeminded organizations.

CANCER COUNCIL, NSW AUSTRALIA

Hence, this assists in creating cancer-preventing environments for staff, clients, students,
and disadvantaged communities, parents and children. This strategy is a framework through
which cancer council supports community leaders and professional networks to engage with
cancer prevention issues and it incorporates them into their usual business like parent bodies for
sun protection and healthy eating. Through this strategy, the organization is able to extend and
deepen coalitions with like-minded individuals, companies, policy researchers and affected
communities to identify where and how advocacy needs mobilization (Tovey 2009, p.75). It has
been easy for the organization to link and collaborate with cancer control advocates in Australia
and overseas. As such, the organization links with, focuses local regions, volunteers, and
advocates in promoting effective cancer action locally. In this light, it helps in building local
relationships to enhance the relative contribution and weighing of local cancer services,
volunteers, cancer council regions and local resources to connect with and support cancer
patients and care takers. Based 0on this strategy the organization gets an avenue to pool efforts
with other non-governmental organizations and counterparts to tackle common supportive care
challenges more effectively. Essentially, this strategy is good because of many positive attributes
contained in it for improvement of services and products of the organization.
Furthermore, concerning the second strategy, impact, this calls for evaluation to see its
credibility for the future of the organization as its key marketing approach to extend the brand.
The influence of the organization`s research will be visible in terms of improvements in cancer
outcomes. Through this strategy, the organization is capable of challenging cancer myths through
evidence based community campaigns. This receives great backings from a wider adoption
capacity of package innovations in research, development, and evaluation. Strategy is a game
changer in that it has spearheaded changes in policy and cancer control practice as a result of

CANCER COUNCIL, NSW AUSTRALIA

cancer council research efforts. This has led to enhanced productivity and power of cancer
population studies linked to biomedical research. Based on this strategy there is high influence in
public spending and policy because of forecasts and estimates of health benefits gained by
changes and improvements in practice (Smith 2007, p.74). Subsequently, there has been
increased community knowledge of preventable risk factors and increased support for legislative
and regulatory changes.
Thus, changes to legislation and policies, which create cancer preventing communities,
involve an increased smoking bans in outdoor areas. There have been also increased restrictions
in tobacco retaining, sun protective environments in schools and early childhood services.
Further still, based on the effectiveness of this policy, there are effective restrictions on
marketing unhealthy food and beverages targeted to children; on top of this there is mandatory
food labeling in a form that optimizes healthy food choices (Brin 2008, p.78). Moreover,
widespread dialogue concerning cancer prevention and preventable risk factors through the
media and audience communication channels has increased the impact of the organization`s
efforts. In essence, people and organizations are set to enforce cancer-preventing behavior
through increased exposure to workplaces, organization and settings. In consequence, enhanced
and deepened understanding and support among policy makers for changes needed to reduce the
incidence and impact of cancer around specific advocacy outcomes. Based on this a number of
issues emerged, for instance, an expanding range of smoke-free outdoor areas. The influence of
this policy is set to reduce the proportion of cancer patients experiencing moderate to severe
levels of unmet needs since inequality among various groups will not be in existence. Essentially,
this strategy has caused an increased proportion of individuals diagnosed with cancer, who will
receive multiple services and support during their diagnosis and management.

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Strategic Recommendations
Media promotion
Studies indicate that, the first strategic recommendation involves media publication,
where through creation of commercials, which astonishes, amuse and even make audiences
acclimate. Concerning Cancer Council, often times people seen on the shorelines of Sydney
sunbaking without using of appropriate suntan lotion (Higgs 2008, p.56). Such people disregard
the conceivable probabilities of skin malignancy (Williams 2009, p. 38). Subsequently, Cancer
Council should advance media content, which will reach target audience at various times of the
day; at the beach or in the house. Such ads should aim at promoting skin protection products and
the issue of cancer. Support may come from frolicking testimonies of persons who have been
affected by cancer. Thus, this induces expressive rejoinders such as understanding initiation in
audiophiles. Nonetheless, Cancer Council needs to scrutinize commercials to ensure they are
effective in inducing sentiments and increasing deals. Subsequently, Cancer Council should use
manifold sources within one commercial to construct product excellence, reliability, deliberation
and dominance through marque conclusions.
Consumer involvement
It is essential that Cancer Council incorporates brands as a reflection of the past at the
organization to help in measuring all spending on manufacturing and promotion of merchandises
annually to evaluate what shoppers perceived, felt and experienced about the brand. Hence, in
order to generate brands as a course for prospect, Cancer Council needs to inspire lively
consumer rendezvous concerning contributions and merchandises (burton 2004, p. 49). This
starts the growth of contemporary amenity contributions or the advance of completely new
facilities by efficiently interacting, expounding an instigating promotion engagements. This will

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influence impending acquisition conduct. In consequence, when Cancer Council inspires

purchaser contribution promotion, this makes shoppers feel like they own the brand. Hence, if
the Cancer Council is efficacious in meeting these prospects through superior customization,
emotional rejoinders will be generated. Therefore, this reduces consumer swapping conduct and
influences sales positively.
Merchandise positioning
Studies indicate that, Cancer Council products are used to protect consumers against
radiation and prevent cancer; however, clients may spontaneously be more engrossed to
splendour brands such as sunscreen. Using the word cancer creates fear and thus, people tend to
be more attracted to beauty enhancement products by evading fear infringing products. Entrants
gorgeous commercials may also play a vital role in increasing customer confidence through
related publicizing and thus, encouraging action-oriented promoting for skin fortification and
cancer deterrence products (Australian Institute of Health and Welfare 2013, p.65). Therefore,
Cancer Council requires an exclusive vending proposal for suntan lotion, caps, shades and the
SPF cosmetics. For example, through creation of sexual oriented commercials to escalate
attractiveness and consciousness of the merchandises (Fanany2012, p. 120). Subsequently,
studies show that, shoppers recognize non-profit organisations to be sincerer but less capable and
thus, less eager to buy their merchandises. Substantially, when Cancer Council positions its
merchandises using sensual incentives, this may create advanced stages of psychosomatic
provocation rejoinders and the creation of both sentimental and intellectual rejoinders.
Consumer motivations
Various studies indicate that, worth is the clients insight of the equilibrium between
reimbursements expected from a merchandise or package and the detriments made to

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understanding such welfares. Accordingly, imminent conducts might be founded on the client
investigation of impartiality or objectivity through biased integrity contributions. This may
encompass time, money, exertion and prospect charge against impartiality consequences
comprising gratification and recompenses (Wonder 2004, p.56). At this point, Cancer Council
and consumers want to maximize recompenses and minimize charges through intervention
(Australian Institute of Health and Welfare, Australasian Association of Cancer Registries 2010,
p.56). Thus, Cancer Council needs to generate the correct equilibrium between humane welfares
and purchaser prospects such as association, personalization, appreciation, hazard lessening and
status to avoid anguish. Sports persons may be good ambassadors of cancer council when they
apply sunscreen at their gaming activities. Hence, this is a good strategy, which may be utilized
to increase contributions of audiences.
Entrant distinction
Regarding entrant distinction, it is vivacious for the Cancer Council to evaluate their
prospects to know if there is any variance between their organization and its contiguous entrants.
At this point, the organization will be able to tell if the positioning is preventive, defendable and
problematic to invade. At the same time, it will be essential to know if the brand connotation can
be strengthened and fortified through description and interaction of the modest frame of
orientation for operative brand arrangement. Accordingly, rivalry is snowballing because of
globalisation, low-valued rivals, and ensemble postponements and feruling; this may damagingly
impend the existing foundations of returns for the Cancer Council (Australian Communications
and Media Authority2010, p.45). This distinction can take the form of additional collaborating to
the objective hearers and the broad community. In essence, Cancer Council targets examination

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about cancer, cancer deterrence and patient sustenance by offering their own cancer deterrence
merchandises such as suntan lotion, caps, maquillages, and pedalling equipment.
Conclusion
From studies it was revealed that, cancer council Australia began in the early 60s as the
country`s cancer society. Hence, it came into being after the six state cancer councils that varied
in name and brand came to an agreement of founding a national body to promote cancer control
nationwide. In consequence, what was then known as ACT and the northern region, were
successively fashioned and signed on as members of the society. It was also revealed that, the
state regional cancer councils continued to undertake most of the establishments research,
patient support and education packages. The studies affirmed that, cancer council Australia uses
two important marketing strategies to advance its interests. Throughout the discussion it found
that cancer council Australia as a non-governmental organization uses, connection as a
marketing strategy that links important associates together and hence help in advancing the
organization`s brand. The other key strategy that was found useful concerns the impact
marketing strategy, where cancer council uses it to create an impact among the communities,
cancer patients, and researchers, thereby advancing the companys brand. Accordingly,
evaluation of the two strategies proved that the two strategies were rightly selected and they have
outstanding influence on the organization`s efforts in extending its brand name among
consumers. However, this study offered various strategic recommendations that were deemed
necessary in advancing the organization`s brand and hence the products, including level of
contributions from donors.

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