Funeral Pres 2

8/6/2019 Funeral Pres 2

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We belong to the earth, we come from the earth and to the earth we return.

Ancient American Indian Proverb


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CONTENTS

D Introduction

D First Ideas

DMarket ResearchOverview

D Competitors

D Swot analysis

DMarket opportunities

DWorldwide inputs

D Conclusion & Recommendations


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D Introduction

D First Ideas

D Market Research Overview

D Competitors

D Swot analysis

D Market opportunities

D Worldwide inputs

D Conclusion & Recommendations

INTRODUCTION


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FIRSTIDEAS

D Ethno funeral

The first idea was to create the Ethno funeral in Tasmania giving the opportunity to overseas immigrants toprovide a funeral following their culture or religion. This ethnical tailor made funeral would provide a funeral

ceremony according to their ritual and in their own language. The first propositions were:

Buddhist (Chinese, Indo-chinese, Vietnamese and Thai)

India (Hinduism, Sikhism)

Orthodox (Greek, Armenian, East Europe) African religions (Yoruba, Orishas, Akan)

Islam


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FIRSTIDEAS

D Funky funeral

The second idea was to create the Funky funeral giving the opportunity to people to express themselves with

creative ideas. The Funky funeral would propose many original ideas for coffins and urns and would give the

opportunity for people to create the ceremony of their dreams. 2 inspiring funeral companies:

www.myfunkyfuneral.com

You are going to die, so why not die with us?

The inspiring tagline of this US funeral company could give great ideas to adapt to the Tasmanian market.

Coffins & Urns

www.funkyfunerals.com.au

This funeral company based in QLD is a soft version of

My Funky Funeral which seems to me more adapted

to the Australian market.


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FIRSTIDEAS

Why the ideas were abandoned?

D Ethno funeral

According to Australian Bureau of Statistics (ABS) the Tasmanian region doesnt have enough people from

the required overseas countries. The main overseas immigrants in Tasmania are from England (4.0%), New

Zealand (0.9%), Scotland (0.6%), Netherlands (0.5%) and Germany (0.4%) and those countries have similar

religious beliefs and funeral traditions as Australia. In the 2006 ABS Census, 83.2% of Tasmanian residentswere born in Australia and only 10.6% were born overseas.

However the Ethno Funeral may be a success in New South Wales and Victoria where the blend of

culture is higher with the immigration increasing each year. In 2009, ABS recorded 83,800 immigrants

in NSW and 77,500 in VIC.


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FIRSTIDEAS

Why the ideas were abandoned?

D Funky funeral

This idea still an exploitable idea in the Tasmanian territory, because all competitors have a similar portfolio

of propositions. They all propose the same kind of funeral, they all are very traditional and their website are

boring or even depressing. There is no funeral company in Tasmania which propose a original and funny

funeral ceremony.

The average age of the Tasmanian population is higher than average age of the national population, but it

shouldnt be a break to go forward with this idea. Even if old people are more classic and traditional, it could

be a great idea to propose something different and original. The results could be surprising.


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MARKET RESEARCHOVERVIEW

D

InvoCare is Australias largest provider of funeral services. We are an Australian company.

The funeral industry in Australia has begun to change in recent years for a number of reasons. As Australia increases thevariety of ethnic cultures, which form its multicultural base, these cultures bring with them different approaches to theway we perceive death. The days of only one form of traditional service being the norm have long passed. Each culturehas its own traditions. We have successfully delivered culturally appropriate funeral services to families from the followingcommunities:Protestent(Western, Pacific Islander, Anglican, Baptist, Methodist)Buddhist (Chinese, Indo-chinese, Vietnamese and Laotian)Catholic (Filipino, Italian, Polish)Orthodox (Greek, Armenian)

The modern perception of a funeral can also be different from the traditional. Today many people view a funeral as moreof a celebration of a life. Its the chance for family and friends to reflect and enjoy the achievements of the life passed.Over the years, InvoCare has identified through research, four major segments of the market to cater to needs within thecommunity. White Lady Funerals are staffed purely by women. They offer a more modern approach to the serviceprovided along with a womans understanding.


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D Population

ABS recorded 4,188 deaths in 2009 in Tasmania.


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D


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D


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CONTENTS

D Introduction

D First Ideas


D Competitors

D Swot analysis


D Worldwide imputs

D Conclusion & Recommandations


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CONTENTS

D Introduction

D First Ideas


D Competitors

D Swot analysis


DWorldwide imputs



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COMPETITORS - SOUTHERNTASMANIA

D Communication

Funeral Tagline & Logo Despcription of the company

GrahamFamily

We celebrate life. Traditional family funeral Established since 1896. Service proposed:24 hour service, chapel with capacity for over 200 people at NewTown and Kingston and offices at New Norfolk, repatriationservices, female funeral directors, prepaid funeral plans. IMAGE:Simple and traditional website with classic communication andadvertisements. www.grahamfamilyfunerals.com.au

TurnbullFamily

Friends when youneed them most.

Turnbull family funerals established since 1936. The funeral buildingis located in North Hobart and they propose: 24 hour service, all-inclusive personalised funeral, prepaid funeral plans and personalinformation records for printing. IMAGE: Old fashion website,homemade pictures not inspiring, classical communication andadvertisements. www.prepaidfuneral.com.au

Millingtons

Say Good bye, your

way.

The Funeral Centres are located at Mornington, Moonah and

Cornelian Bay. IMAGE: Millingtons is definitely the most modernfuneral in Southern Tasmania. Their website looks professional,providing theirTVC, Radio advertisements and press release. Thecompany also provide online: View funeral notices, freeremembrance candle if you are unable to attend the funeral, freecondolence message, charity donations in the memory of thedeceased and a feedback form. www.millingtons.com.au


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Funeral Tagline & Logo Despcription of the company

LethborgFuneral

Making funeralsmeaningful.

No Logo

Situed in Launceston, Longford and Deloraine Northern Tasmania,the company offers the same standard services as the competitors.IMAGE: The locally owned and operated company has a traditionalwebsite with classical pictures and doesnt have a logo.www.lethborgfunerals.com.au

J. A. DunnFuneral

Giving you the time... Family owned business offering a standard funeral services to the

Northern Tasmanian community. IMAGE: Classic website but looksprofessional, nice pictures but standard to the Tasmanian market.www.jadunnfunerals.com.au

FinneyFuneral

Over 90 years ofcommunity service.

Based in Launceston, this family company offers a traditional andstandard funeral services. IMAGE: Their website is simple, butprofessional, providing various information about funeral such astitles of books for adults and children as well as ideas for hymns and

songs. www.finneyfunerals.com.au/index.htm

VincentFuneral

No tagline. Vincent Funeral Services is a family business which operates on theNorth-West Coast of Tasmania since 1868. Vincent Funeral haschapels at Burnie, Ulverstone, Devonport and Latrobe. The companyprovide all classical service funeral. IMAGE: The website is a bitconfusing giving to much information and pictures are quitedepressing. The company doesnt have a tagline. www.vfs.com.au

COMPETITORS - RESTOF TASMANIA

D Communication


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SWOT ANALYSISStrengths

B Creative and original proposition Green Funeral .

B Tasmanian legislation authorises the natural burialB Natural burial sites available in Tasmania.

B Market well developed in Europe (288 natural

burial in Britain1) and can be adapted in Tasmania

Opportunities

B Market very traditional and homogeneous.

B Good market opportunity in long term.

B Eco-friendly trend is increasing in all activities.

http://www.smh.com.au/news/environment/green-reapers-grave-new

world/2008/04/19/1208025548013.html

Weaknesses

B Some funerals propose already the natural burial.

B It takes time for people to change their behaviour.B About 8 out of 10 Tasmanians are cremated.

Threats


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CONTENTS

D Introduction

D First Ideas


D Competitors

D Swot analysis


DWorldwide imputs



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MARKETOPPORTUNITIES

D Introduction

D First Ideas


D Competitors

D Swot analysis


D Worldwide imputs

D

Conclusion & Recommandations


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WORLDWIDEINPUTS

D In Ireland Green Coffins proposes an extended variety of eco coffins: www.greencoffinsireland.com

Willow coffin, Water Hyacinth, Banana Leaf, Bamboo coffins, Ecopods, cardboard coffins and urn

manufactured from 100% moulded recycled paper.


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CONCLUSION & RECOMMENDATIONS

D Introduction

D First Ideas


D Competitors

D Swot analysis


D Worldwide imputs

D

Conclusion & Recommandations


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Text books:

Rix, Peter, 2007, Marketing: A Practical Approach 6th ed. McGraw-Hill, NSW, Australia.

Schiffman, Leon; Bednall, David; OCass, Aron; Paladino, Angela; DAlessandro, Steve and Kanuk, Leslie, 2007,Consumer Behaviour 4th Edition, Pearson, Australia.

Articles:

Loved ones get modern farewell, MERCURY MAGAZINE, March 20, 2010

Hottest place in town, SUNDAY TASMANIAN, May 23, 2010

Radio podcasts:

Natural burial - Science Show - 17-May-2008 - http://www.abc.net.au/rn/scienceshow/stories/2008/2247398.htm

Bipod - The New Inventors - 3 June 2009 - http://www.abc.net.au/tv/newinventors/txt/s2585919.htm

REFERENCES:


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Internet:

www.abs.gov.au

www.obits.com.au

www.ecodirectory.com.au

www.greencoffinsireland.com

www.thegreenfuneralcompany.co.uk/p/coffins

www.ecodirectory.com.au/index.php/biodegradable-coffins/onearth-australia/view-details

www.ecofunerals.net.au/page/about_us.html

www.lifeart.com.au/faq/cat/capabilities/7.html

www.lifeart.com.au

www.naturalearthburial.com/Media.html

www.smh.com.au/news/environment/green-reapers-grave-new-world/2008/04/19/1208025548013.html

www.kinkaraco.com/index.html

www.funeralcomparisons.com.au/natural-burial-2

www.investsmart.com.au/shares/asx/InvoCare-IVC.asp www.invocare.com.au/driver.asp

www.whiteladyfunerals.com.au/driver.asp?page=/home

www.ibisworld.com.au/industry/default.aspx?indid=675

REFERENCES:


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Funeral Pres 2

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