The Ration Challenge – Strategic Marketing and Segmentation Brief

This assignment focused on conducting an in-depth environmental analysis and market segmentation for The Ration Challenge an annual Australian fundraising event that immerses participants in a limited-food experience to simulate life in a refugee camp. Run by Act for Peace, the event aims to raise awareness and funds to support displaced communities. The project explored how this impactful event aligns with Sustainable Development Goal 10: Reduced Inequalities, and how strategic marketing can enhance its reach and long-term effectiveness.

My Role:
I led the research and analysis, applying SWOT and segmentation frameworks to identify the organisation’s strengths, limitations, and growth opportunities. I then developed actionable recommendations within the marketing mix (4Ps) to support strategic decision-making in future campaigns.

Key Elements:

SWOT Analysis: Identified core strengths such as community engagement and innovative event design, as well as challenges like limited appeal and seasonality. Opportunities included strategic partnerships and global expansion.

Segmentation Strategy: Focused on targeting urban-based, socially conscious young adults (18–30), with strong psychographic and behavioural alignment to the cause. Recognised the value of digital engagement and recurring donor behaviour.

4P Recommendations:

Product: Emphasise community storytelling and sponsorship milestones to deepen emotional investment.

Place: Focus on high-density urban areas to reduce logistical costs and maximise engagement.

Promotion: Leverage partnerships with influencers and ethical brands to scale digital reach and align with the behaviours of socially engaged audiences.

Outcome:
The project demonstrated how targeted marketing strategies grounded in environmental and segmentation analysis can increase the event’s financial impact and awareness. It provided a clear roadmap for enhancing donor engagement, expanding reach through digital platforms, and reducing reliance on a once-a-year campaign model.