The paper “ Carbon Reduction Pollution Scheme – Background, Target Audience, Communication Objectives, and Creative Strategies" is a thoughtful version of a case study on marketing. The rapid rise in global temperatures, rising sea levels, and the decrease witnessed in consumable water is an alarming concern for all. This has resulted in the government of different countries looking towards framing different rules and regulations so that carbon emission is controlled. The Australian government on this front has developed a Carbon Pollution Reduction Scheme with the aim to reduce emissions.
The government to be able to make people aware of the manner the scheme will help in the tax structure and other areas need to spread awareness so that the society on a large can benefit. The objective of the ReportThis report looks to present the manner in which the Australian government looks towards spreading awareness in relation to the Carbon Pollution Reduction Scheme so that people are aware to understand the importance of it. This will benefit the people in the tax structure and also enable them to conserve society.
This report further looks into the market segment that the Australian government looks to spread awareness and the different communication objectives, strategies, and media the government is looking which will thereby help in achieving the objectives with which the Carbon Pollution Reduction Scheme has been constructed Background InformationThe Carbon Pollution Reduction Scheme was started by the Australian government in the year 2011 and looks towards reducing the carbon emission by 60% by 2050 (DAFF, 2010). Under this scheme, the government has put a cap on the amount of carbon that the industry can release and has further allowed carbon emission trading for the same (CRPS, 2010).
The cap slowly reduces as the year passes by which will further curtail the amount of carbon being released in the environment. This will help the companies emitting less carbon trade with others the amount of carbon remaining with them. This will thereby ensure better control and help to reduce the amount of carbon emission. Also, this will help to ensure that the business is able to gain returns and tax savings if they are able to reduce the amount of carbon emission. Under this scheme, people were of the misconception that they are loosing but instead companies that are able to save on carbons are able to gain.
Also, they receive a special advantage with regard to the tax. This is an area in which people are unaware of and being able to communicate clearly with them will help to spread awareness and benefit the society over a period of time. Target Audience AnalysisThe Australian government while looking to target the different sections of the society needs to ensure that they are able to differentiate the different market segments and look towards identifying the correct ones so that the campaign can be directed against those.
It is very important that the government is clearly able to identify the target audience based on different characteristics and usage so that the efforts provide correct justifications. The Australian Government, as a result, should look towards the following target customer base Targeted Class Class of Customer Customer Needs Business & Industries Working people in different industries, sectors High use of energy resulting in high carbon emission which needs to be controlled Household including Students Housewives and students Uses different objects which releases carbon in the environment and needs to be curtailed Thus, the Australian government on a whole needs to target everyone in society through different methods so that awareness can be spread and people guided to reduce carbon emission so that the society on a whole is able to benefit.