Susan G. Komen for the Cure's denouncement of Planned Parenthood

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Susan G. Komen for the Cure's denouncement of Planned Parenthood

Executive Summary

Susan G. Komen for the Cure is one of the world's most well known organizations for funding breast cancer in the United States of America. The company was established in 1982, and in more than three decades, the company has spent over $1.5 billion on breast cancer funding, research, edification and sponsorship etc. However, in 2012, the company got into a controversial trap, where the company discontinued the funding of Planned Parenthood (PPFA) for breast cancer examination (Susan G. Komen for the Cure. 2012). This news got viral and both organizations blamed each other for the cause, however, it has dented the brand image of both organizations (Baker, S. 2012).

Susan G. Komen claims that Planned Parenthood is considerably an abortion consultancy organization, and it is under legal investigation therefore its funding has been discounting. Whereas, Planned Parenthood claims that due to political pressure, Susan G. Komen stopped its funding. The case has taken various turns and eventually defamed the prestige of both organizations. Later it is revealed that Planned Parenthood is actually involved into abortion business and has falsely associated their venture with breast cancer to secure their finances as well as fame (Bassett, L. 2012).

But on the other hand, the case has already dented Susan G. Komen's image and it is required to rebuild its brand image in the mind of its target audience. To successfully pursue this task, it is important to understand the business strategy, brand strategy and target audience of the organization and its competitors. On the basis of which analyses will be provided to restore the lost brand image of the company. However, after critically analyzing the case and understanding the branding strategy and target audience of the organization, various recommendations are generated, which would help the company in restoring its lost brand image (Walker, A. K. 2012). The recommendations are mostly related to the integrated marketing strategies and the incorporation of new media into marketing. It is expected that following the given recommendations, Susan G. Komen can rebuild its lost brand identity and value in the minds of the target audience.

Problem Statement

The organization was operating superbly until the advent of 2012. However, on 01st February, 2012, news got circulated against the operational program of Susan G. Komen for the Cure that it has stopped funding to Planned Parenthood for the clinical breast exams (Bassett, L. 2012).

Planned Parenthood Federation of America (PPFA) is principally a non-profit organization that severs American inhabitants with maternal, reproductive health and child care services. The organization is also one of its kind organization in its industry, and considerably the biggest parenthood advocacy organization in the United States (Walker, A. K. 2012).

On 2nd February, 2012, every media has charged upon Susan G. Komen for the Cure for this act of sabotage. Television and Print media have made various news in controversy to the Susan ...