The British Heart Foundation Research Assignment Paper (Essay Sample)

The British Heart Foundation
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Overview & Background
British Heart Foundation (BHF) is an organization in the United Kingdom that seeks to provide funds that assist in the improvement of treatment, diagnosis, and prevention of cardiovascular diseases that affect the heart of poor people.
Product Information
The British Heart Foundation provides funds for activities like cardiovascular research, education and health care for individuals suffering from heart diseases. The organization relies on funds from donations to meet its aims and increase its income by collaborating with other organizations to eliminate premature death and other problems that emanate from cardiovascular diseases (Wilson &   Gilligan, 2005).
Competitive Review
The digital Britain initiative by government might make BHF obsolete. They are using social media to target their clients unlike BHF that relies on direct communication which is less effective.
Audience Analysis
The marketing process of this organization adopts a differentiated strategy. The target group for this organization involves people living or recovering from heart diseases. Segmentation in British Heart Foundation depends on the donor market or the beneficiary. Therefore, the segmentation starts with the target beneficiaries and moves to raise donations (Kotler & Chernev 2011). This company gives it a priority to the behavioristic segmentation that involves interventions like seeking help to recover from heart disease, diet, and lifestyle improvement and being loyal to an alternative health charity (Harrington & Mackin, 2013). Other achievable benefits from segmentation entail the utilization of products and services from numerous health charities and acquisition of information related to caring for the people with heart disease.
Promotional and Media Vehicles Used
Personal contact is the primary communication channel that the organization to communicate its initiatives to the customers and other individuals that influence the development of the company’s initiative. In addition, the British Heart Foundation relies on subscribed magazine, emails and e-adverts to meet the needs of different individuals that require services from the organization (Gary, 2005). The social media channels for this organization focus on the establishment of a presence on platforms like Instagram and Pinterest to encourage an ...