The paper “ Carbon Tax Legislation - Analysis of the Target Market, Communication Objectives, Creative Strategies, and Media Plan” is a thrilling version of a case study on marketing. Australia is one of the regions in the world that is already experiencing the negative effects of global warming and climatic changes. These effects are accelerated by industrialization and natural causes in the country. Mining and manufacturing among other man-made activities are the main causes of pollution of the country’ s environment; hence boosting global warming and ecological alterations. With the introduction of the carbon tax law, the country will minimize impurities in the atmosphere, hence, creating a favorable and conducive living and working environment.
However, it is vital for the government to change public’ s poor image of carbon tax law, and inform them of its possible advantages, and persuade them to voluntarily support the government’ s implementation of the law, by use of various promotional vehicles. Background of Carbon Tax Legislation According to Sridhar (2012), a carbon tax is planned to take effect from July 1, 2012, with the intention of aiding the country’ s fight against global warming.
The Australian government’ s need to reduce Green House Gases production by 2020 stimulated its need to launch the carbon tax legislation. The tax will be initiated at A$ 23 per CO2-e ton flat rate. Numerous Australian polluting industries and companies will be expected to pay the tax as per the fixed-rate, which will be increased by 2.5% yearly, above the country’ s inflation rate. The government has also has allocated A$ 9billion of the carbon tax proceeds will be used in compensating and supporting jobs in the worst affected industries.
Moreover, the tax will benefit about 90% of the country’ s homes in that they will be recompensed in away. The government will also assign A$ 14billion of the tax proceeds to purchase technologies and pure energy sources. A$ 3 billion will be allocated to renewable energy, while A$ 1billion will be used in the promotion of energy efficiency. Additionally, the government has projected that about A$ 10billion will be useful in clean energy investment (Sridhar 2012). In spite of the several benefits of carbon tax law, there are certain complaints raised by its opponents.
For instance, they claim that the new tax law will negatively influence low-income earners; it will lead to joblessness; it will cause domestic investors to move their businesses to other parts of the globe where such laws do not exist (Sridhar 2012). Therefore, the government needs to change the people’ s perceptions of a carbon tax, inform them of its benefits, and convince them to get involved in its effective enforcement. Analysis of the target market This promotional campaign is designed to incorporate politicians, young people, firms and business administration, and working people in the country.
The firms’ market segments are vital in that they contribute to the country’ s pollution levels. The young people's market segment will entail students whose opinions greatly affect their future. Besides, they are the key stakeholders in the implementation of carbon tax law. Politicians’ market segment is indispensable in that they determine whether the bill is passed or not, and the success of its implementation. Professionals are also important in the implementation of the carbon tax since they make the majority of the tax’ s stakeholders.
These segments are necessary for that their opinions determine the successful enforcement of carbon tax law in Australia.