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The University of Newcastle
The report aims to create a new brand purpose for the WithOneSeed initiative by Xpand Foundation. The initiative has already created a strong brand presence based on its combination of core and augmented services. However, the market intelligence report has indicated certain scopes of expansion in terms of activities, involvement of volunteers, and addressing necessities of the community members. These factors have been taken into consideration while designing a sustainable brand purpose in the long run.
The key aspects of the brand strategies adopted by WithOneSeed can be referred to in this context. The four distinct pillars, based on which the organization has designed its strategies are as follows:
As a not-for-profit initiative, the organization has attempted to create a brand persona based on the holistic development of the community members. The core brand persona has been based on a perception of sincerity, a down-to-earth approach, and collaboration. One of the key brand strategies developed through the WithOneSeed initiative has been the creation of shared values (Withoneseed n.d.). Shared value, in this context, refers to benefits that can offer a mutual value proposition. The core business objective of WithOneSeed has been to ensure reforestation in selected regions of Australia. To achieve this objective, Xpand Foundation, the umbrella organization, has adopted a social marketing strategy based on collaboration and coordination (Withoneseed n.d.).
The local community members, in this case, have been included as the active participants. The voluntary labor offered by the local communities has been rewarded by adequate financial compensation by the organization (Withoneseed n.d.). Moreover, the organization has attempted to expand its value creation mechanism beyond financial rewards only. As a part of the shared value creation, Xpand Foundation has initiated a focused strategy to raise the standard of living of the community members. Economic sustenance and education have been the two effective tools in this context (Withoneseed n.d.). Therefore, value exchange has been one of the core brand strategies to implement social marketing approaches over the years (Edgar, Huhman, and Miller 2017).
The current brand strategy is aimed at maximizing cooperation from the community members. One of the prime goals of the organization has been to gradually transform the behavioral aspects of the community members through active participation. Transformation of the behavioral aspects, in this context, refers to a deep-rooted change in the overall thought process and standard of living (Lee and Kotler 2015). However, the organization aims to expand beyond Timor Leste, one of its core operating areas (Withoneseed n.d.). Based on its overall value proposition, Xpand Foundation seeks to connect with the other regions of Asia Pacific and beyond. Value proposition, in this context, refers to the range of attributes or benefits that the potential consumers or beneficiaries can perceive to be attractive (Key et al. 2020). The Market Intelligence assessment has indicated certain constraints in terms of brand strategy implementation. One of the limitations in this context has been the lack of an adequate number of volunteers to expand its presence across the selected regions.
The current brand strategy addresses specific areas of co-creation with the community members. The proactive participation of the community members has been accommodated as part of the overall strategies implemented by the brand (Kao et al. 2016). However, the brand strategy may prove to be limited in terms of global expansion in the long run. In the context of holistic improvement of the living standards of the community members, the economic and educational aspects have been specifically addressed. One of the most significant aspects of holistic welfare should ideally accommodate the hygiene practices, emotional and physical wellbeing of the community members. Xpand Foundation, so far, has not addressed the aspects of health and welfare of the local representatives. Consequently, as an initiative, WithOneSeed has not been able to achieve brand recognition up to its full potential. The core value of the brand, in this context, will be assessed based on the holistic nature of the value proposition offered to the beneficiaries (Napoli et al. 2014). Therefore, it can be stated that the inclusion of the well-being of the community members should be accommodated as a necessary criterion to create a revised brand purpose.
An assessment of the current brand strategy reveals a limitation in terms of the usage of technology. In terms of open education to the community member, the organization has incorporated the use of technology, to a certain extent. However, technology can be further introduced in terms of stakeholder collaboration. Stakeholders, in this context, can be referred to as the members of the business environment that enable the entire mechanism ranging from procurement, operations, and delivery (Uribe, Ortiz-Marcos, and Uruburu 2018). The primary stakeholders or channel partners, in this case, involve the farmers and the community members ((Withoneseed n.d.). A unified technological platform will help the stakeholders to communicate and collaborate. Moreover, the unified technological platform can be leveraged to provide consolidated suggestions about improving standards of lives, training the farmers, providing the latest industry-related global updates, among others. The revised brand purpose, in this case, would be:
The core mission, in this case, will be the holistic improvement of the environment and living standards of the community through adequate technological integration.
The core proposition, in this case, is based on the perception that the organization is one of the collaborators that seeks to ensure continuous improvement in the living standard of its partners.
The current range of product strategies can be assessed to explore any feasible scope of improvement in terms of brand purpose. In this context, Kotler and Lee’s five levels of product attributes can be referred to.
The Core benefit of a product can be described as the essential or fundamental range of attributes that a product promises to deliver to its customers (Anser et al. 2020).In this case, Xpand Foundation has espoused reforestation as the core benefit of the range of services. The collaboration with the farmers and other community members of the local region has been designed accordingly. The perceived benefit, in this case, is related to the betterment of the overall environment through reforestation.
This can be described as the product attributes and delivery mechanisms that are required to provide the core benefits to the intended customers (Akbar, French, and Lawson 2019). In this case, the collaboration with the farmers and other associated regional associates can be considered part of the generic product delivery mechanism. The technology associated with the systemic assessment of the surrounding areas, training related to advanced farming techniques, are among the generic product delivery mechanisms delivered by Xpand Foundation over the years.
The stakeholders, in this case, will tend to expect a higher scope of perceived benefits and participation in the overall value creation mechanism (Ballings, McCullough, and Bharadwaj 2018). The generic product delivery and the core benefits will create a limited perception of value proposition among the customers. However, the strategies, in this case, will lead to limited success as the community members will prefer a range of tangible benefits through the operations of the organization. In this case, the effects of reforestation maybe long-term and substantial. However, the stakeholders will prefer short-term and tangible ranges of benefits.
This refers to the additional perceived attributes of the products that may enhance its value proposition among the core customers or beneficiaries (Akbar, French, and Lawson 2019). The WithOneSeed program has ensured the education and employment of the local community members in the overall value creation process. This can be considered a part of the augmented product perception of the brand. Community members, the immediate beneficiaries of the social activities, have perceived the brand as one of the collaborators in improving their standards of living.
This refers to the overall scope of improvement of the product attributes that can be designed and implemented in the future (Eastman, Smalley, and Warren 2019). In this case, the potential product can be improved based on technological integration and addressing other related aspects of the holistic welfare of the community members. Ideally, all the related stakeholders, including the farmers and community members, should be able to collaborate through a unified technological platform. Moreover, the aspect of health and hygiene should be accommodated within the revised brand purpose.
Some of the findings from the TOWS Matrix can be referred to in this case. One of the significant findings in this context is that the organization should strategically aim to expand its range of volunteers to ensure a stronger presence across the globe. The product development strategy recommended by the organization can also be addressed and modified in this context. The product development strategy, for the revised brand purpose, may accommodate the following activities:
The aforementioned range of criteria will be accommodated to design the modified brand purpose. One of the prime objectives of the renewed brand purpose will be to enhance collaboration and a coordinated range of activities among the community members. However, apart from the primary objectives, the new brand purpose also aims to promote enhanced awareness through relationship marketing (Fujita, Harrigan, and Soutar 2018). The enhanced collaboration, through technological integration, will help the brand to enhance its importance among the relevant members of the community. The adoption of the benefits of technology and a mindset to improve the standards of living will ideally be embedded as part of the core mission of the organization. Based on the recommendations of the social identity theory, the best practices adopted by the initial volunteers will be replicated by the other members of the community (Sheth 2017). The uniformity, in this case, will further help to strengthen the social image of the brand.The proposed attributes and range of core services offered by WithOneSeed can be explained through the Value Proposition Canvas model. The relevant dimensions, in this context, can be summarized as follows:
The pain areas of the consumers or beneficiaries can be referred to in this context. In this context, the community members of Timor-Leste will be primarily considered, as it represents one of the core operational areas of the WithOneSeed initiative. An assessment of the socio-economic condition of the region reveals a reduction of approximately 7% in overall GDP, as an aftereffect of the COVID-19 pandemic (World Bank 2020). The Human Capital Index of the region is .45, which is significantly lower than that of the average of Asia-Pacific (World Bank 2020). This indicates that the overall scope of employability in the region has been adversely affected. A high level of poverty has been one of the defining characteristics of the region.
The modified brand purpose of Xpand Foundation will rely on certain core inclusions including healthcare facilities and community collaboration through technological integration. From this perspective, the community members will be empowered with access to upgraded industry-related knowledge and skill bases related to plantation and farming. Moreover, the compensation gained through the plantation and farming activities will create enhanced scope of employability among the community members.
In this case, the jobs accomplished, from the perspective of the customers, will include functional and social dimensions. The enhanced employability and preservation of climate through plantation can be considered among the functional value propositions offered by the organization. Value, in this case, will be derived partly from the tangible financial benefits of the project (MaRS 2015). Access to integrated mobile and web-based applications can also be considered among the functional jobs accomplished by the initiative. The access to education and empowerment of community collaboration will address the social need for inclusion.
The overall brand purpose of the WithOneSeed initiative will be based on an augmented bouquet of services that ensure climactic, social, educational, and economic welfare. The revised brand purpose will ideally address the perceived deficiencies of the beneficiaries. Moreover, the initiative promises to add positive value in terms of convenience and accessibility. However, the overall perceived value propositions can be compared to other relevant players in the industry.
The range of proposed product and services offered through the initiative are :
This aspect of the theoretical framework relates to the sustainable value that a range of products and services adds to the lives of the beneficiaries (Strategyzer's, 2017). One of the most significant value additions, in this case, has been the empowerment of a community, based on the voluntary participation of the members. However, the organization can offer further community support in the form of the health-related welfare of the community members. The collaboration of the Xpand Foundation with the local healthcare experts will provide the community with the additional facility to ensure their wellbeing. Co-creation will be leveraged as a platform based on which shared value will be realized by the business and community stakeholders (Sheth 2019). Access to technology and its associated benefits will be perceived as one of the sources of convenience for the community members.
The WithOneSeed Foundation seeks to minimize the crisis related to the economic and social backgrounds of the community members. Moreover, the coordinated efforts through reforestation seek to combat the adverse effects of climate.
WithOneSeed initiative reflects a brand voice based on sincerity, collaboration, transparency, and integrity. Brand value is based on the perceived role of the organization in alleviating the socio-economic crisis by the creation of sustainable value through employability and literacy. Moreover, the technological integration and strategic tie-ups related to healthcare will be a relevant attribute, especially in the backdrop of the COVID-19 pandemic.
Rainforest Rescue is another prominent organization that offers a similar range of social services including reforestation and preservation (Rainforest Rescue n.d.). The organization offers a focused range of services to the community. It offers a degree of diversity in terms of employability by engaging local community members to produce apparel and accessories. However, WithOneSeed offers a comparatively more sustainable form of employability through the collaboration of local farmers and focused literacy programs.
Overall, it can be concluded that the brand value WithOneInitiative can be enhanced through focused technological integrations. Moreover, strategic tie-ups with healthcare facilities can further strengthen the overall brand purpose. The enhanced brand purpose can be accommodated as part of the augmented services offered by the initiative. The collective strategy is leveraged to ensure a sustainable competitive advantage.
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