- Fundraising and Marketing Charity Marketing Practice of We...
Fundraising and Marketing Charity Marketing Practice of Wetherspoon
Take a partnership with charities is one of most popular way to
practice public relations. Today, there are numbers of businesses
associating themselves with charity organizations to market their
businesses. Affiliating with charities is a primary method for
developing and improving strong network for businesses. It is
important for companies to create and send out the right image of
the firms as this will affect how people perceive and feel toward
organizations (Burnett 2002, p. 13).
- Differentiation Strategy: Porter (1985) (see Campbell
et al 1999, p. 134-140) argued that commercials should position
themselves by using string differentiation from rivals through cost
leadership or focus. This is true for Wetherspoon and it should
focus on low cost and high customer value leadership.
- Total Quality Management: there are communities in the
for-profit fundraising products (food & drink), Wetherspoon
must ensure that the reliability, product and service quality,
appearance of facilities and personnel performance is at the high
level in order to build brand corporate image, differentiate itself
from competitors and gain trust from customers (Manning et al 2006,
The understanding of marketing is important for both organizations
and staffs to create and develop their missions successfully.
Charity marketing tells companies how to put customers at the core
of the organizational activities and can help them to become more
effective at identifying the needs of the customers. Wetherspoon
pursues a different strategy by offering the most comprehensive
range of product and services to customers (McLeish 1995, p. 42).
Cheap quality food and drink is pursuing a lowest-cost strategy is
pursuing a niche strategy in focusing on customers, who can enjoy
daily food and drink promotions in any outlets in the UK. To make
it more competitive, Wetherspoon needs to goes in details of each
key to make them better, not just lowering the price, but also
improve the quality of the service performance and product quality
for customers (Brinckerhoff 2003, p. 12-13)