The PIE training offered by St. Basil’s Charity is quite dominant in this change approach. It is meant to improve the psychological awareness of the organizations and understand the prevailing market insights. In line with sustainability and efforts to expand operations, creating the Ansoff Matrix will play a strategic role in analyzing the marketing strategy. The model outlines four growth strategies: crossing the border, building a viable market, product expansion, and line addition. St. Basil’s could deploy these approaches to advertise its Psychologically Informed Environment (PIE) training services (St Basils 2023, para. 3). Market penetration is focusing on the efforts to market upcoming needs in the markets that have already been entered. On the other hand, market development means adding the company’s products to the previously unconquered fields. The essay entails an analysis of theoretical models for the process of marketing charity services.
The product development process involves introducing a new service to the existing markets, and diversification deals with different services and market exploration of new services. Through the process of the Ansoff Matrix, marketers of St. Basil’s can identify the challenges and opportunities of the organization. The process will involve defining the available options, guiding how to segment resources, and focusing on areas that bring them the most ROI (Clarissa 2020, 18). The approach assists realization of customized initiatives that help stakeholders attain long-term sustainability and impact on the organization. The charity can also use a social marketing model to promote behaviours that benefit society. The organization will create value between service providers and customers using service-dominant logic.
Strategic Market Analysis
Market Penetration: Charity of St. Basil’s can leverage market penetration strategies to optimize its presence in the existing markets. Grassroots efforts of increasing promotion among current clients using mailing them directly through targeted marketing. Some approaches to use are campaigns, newsletters, and testimonials, which will benefit the charity by strengthening its message. Developing discount schemes for clients who repeat sessions and creating customer loyalty programs (Aaker & Moorman, 2023, 10). It will motivate customers to engage in PIE training services long-term, paving the way for creating a substantial and long-term client base and generating significant revenue streams.
Market Development: If St. Basil’s Charity needs to increase its operation scale, it can utilize the market development strategies by offering PIE training in new industries. The diversification strategy can target market segments, including education, healthcare, or corporate entities (Koay et al. 2020, 58). The charity can add value by utilizing its expertise to meet a wide range of needs and exploiting the spaces that have not been tapped for more impact. Measuring PIE training programs with the specific needs of every industry could attract new customers. Those industries will end up perceiving St. Basil as a credible partner whose purpose is to implement psychologically informed practices.
Product Development: St. Basil’s has a chance to become a leader by committing to the total development of its products, which are intended to improve its services. Advanced personal improvement programs in the form of dedicated training modules and specific workshops. Certification programs can provide the required level of skill development to existing client groups and attract new customers looking for added value content (Czinkota et al. 2021, 350). St. Basil’s will create a pivotal advantage to become a front-runner in the constantly evolving field. Its main aim will be meeting the unmet needs of the charity’s customers through its continued innovation and differentiation of services.
Diversification: Experimenting with diversifying strategies will allow St. Basil’s Charity to grow in what impact it has and the revenue it generates. Through the formation of collaboration with mental health organizations or governmental agencies, the charity may provide a wide range of mental health programs, including psychological support, to operate in new offers to the market (Lahtinen, Dietrich & Rundle-Thiele 2020, 365). By interacting with already established entities within the complementary fields, it is possible to attract new target market segments easily while augmenting Saint Basil’s overall credibility and the quality of mental health services.
Marketing Recommendations
St. Basil’s Charity’s Psychologically Informed Environment (PIE) services could incorporate fresh ideas for positive change. Using the combination of Ansoff Matrix and custom marketing strategies can cause a distinct rise in the organization’s visibility and performance. The approach will increase the organisation’s online presence to its potential customers. Digital marketing is central to St. Basil’s Charity’s fast interpersonal communication sphere. Using social media can allow us to share success stories and educate about the impact of PIE-based training on people (Varadarajan 2020, 92). Moreover, Search Engine Optimization (SEO) would be our strategic method to enhance our online visibility to ease the access of donors needing psychological support. The ability to become competitive in the market will be improved by standing out and making the targeted audience aware of the services offered.
Another critical path supporting growth could be networking and partnerships. A partnership with universities, professional associations, and government institutions offers the platform for joint workshops, conferences, and research forums that lead to increased community awareness and credibility. In addition, establishing referral relationships with psychologists and local community centres will build up a clientele who knows where they can seek such services. The fight to gain market popularity, where St. Basil’s Charity is viewed as the pioneer in implementing psychologically informed practices, demands that thought leadership be emphasized. The organization can showcase its proficiency by preparing various whitepapers, research, and presentations and contributing beautiful experiences in the field through it. Collaborating with industry leaders and prominent media channels increases its reach and impact. By doing so, the charity could affect considerable public awareness, leading to gaining support.
In conclusion, a client-focused approach to the organization’s approaches ensures that the company remains updated about the current needs and preferences of the consumers. Arranging frequent surveys, feedback forms, and virtual sessions contributed significant value to PIE program customization and up-to-date documentation. The outlined marketing strategies will enable St. Basil’s Charity to promote its services properly, feature in a much wider area and secure the funds for continuous existence. In the process, the organisation’s mission will be realized by creating psychologically informed communities for society’s good.
Reference List
Aaker, D.A. and Moorman, C., 2023. Strategic market management. John Wiley & Sons.
Clarissia, S.M.S., 2020. A study on Ansoff Matrix Technique: As a growth strategy and an adaptive learning technique adopted in the leading brand of products. BIMS Journal of Management, 18.
Czinkota, M.R., Kotabe, M., Vrontis, D., Shams, S.R., Czinkota, M.R., Kotabe, M., Vrontis, D. and Shams, S.R., 2021. Product and service decisions. Marketing Management: Past, Present and Future, pp.341-397.
Koay, K.Y., Ong, D.L.T., Khoo, K.L. and Yeoh, H.J., 2020. Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), pp.53-72.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), pp.357-375.
St Basils. (2023). PIE Training (for Organisations). [online] Available at: https://stbasils.org.uk/projects/pietraining/.
Varadarajan, R., 2020. Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, pp.89-97.
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