The one that tipped the community scales

Written by mcmjca

A long term campaign focusing on our social responsibilities is the advertising and accessibility of drugs and alcohol. Advertising/sponsorship bans, regulations on packaging and explicit TV advertising campaigns has been able to curb negative trends of social issues in Australia.

The latest campaign launched in April 2016 was a $500M Victorian Government initiative to tackle family violence. However, this launch coincided with an application for Dan Murphy’s store in the City of Casey, for which even the Police had unsuccessfully protested the application.

Going by the headlines below, Dan Murphy’s are in the thick of it.

“Andrews Government under fire after approving Dan Murphy’s liquor store at Cranbourne East” 3AW

“Police oppose a new Dan Murphy’s liquor barn in Melbourne because it is a ‘domestic violence hotspot” Daily Mail

“Liquor licensing must consider family violence say councils after booze barn approved in hot spot” The Age

The media have used the latest application of 1400 liquor outlets in Melbourne to highlight alcohol consumption as being a major contributor to the ongoing social problem. This has directly linked Dan Murphy’s with Domestic Violence. This is a link between the product that they choose to retail and its relationship with domestic violence and has been proportionally attributed to one of the largest contributors to packaged alcohol sales.

Could Dan Murphy’s have conducted their positioning in a different way at a different time to avoid the branding it has received? We must pose the question as to what Risk Management procedures had taken place by their marketing team when it embarked on an application for a 5th outlet in the City of Casey.

Risk can be defined as the combination of the probability of an event and its consequences. The table below categorises the consequences and what could be considered as 5 of the main areas that the team may have looked at in relation to opening a new outlet in Cranbourne East

Risk_Assessment

Areas of risk highlighted in high to extreme would tend to rate higher with a major brand like Dan Murphy’s and the expectation is that the controls in place are well matured. Going forward, this realisation of the risk to Image and Reputation must play a part in the firm’s targeting and positioning for future outlets. At the time of writing, no response has been sought or provided by Dan Murphy’s and no mention has been made of its competitors.

Please take your time to familiarise yourself with the current situation of domestic violence in Victoria.

References.

  1. Article The Age Online April 2016

Liquor licensing must consider family violence say councils after booze barn approved in hot spot.http://www.theage.com.au/victoria/liquor-licensing-must-consider-family-violence-say-councils-after-booze-barn-approved-in-hot-spot-20160413-go5be8.html#ixzz468qHz0By

  1. Article 3AW Online April 2016

Andrews Government under fire after approving Dan Murphy’s liquor store at Cranbourne East. http://www.3aw.com.au/news/andrews-government-under-fire-after-approving-dan-murphys-at-cranbourne-east-20160413-go5v42.html

  1. Article Daily Mail Online April 2016

Police oppose a new Dan Murphy’s liquor barn in Melbourne because it is a ‘domestic violence hotspot :http://www.dailymail.co.uk/news/article-3539059/Victorian-Government-slammed-approving-Dan-Murphy-s-violence-hot-spot-Cranbourne-East.html#ixzz468BXrDxd

  1. Definition of Risk – International Organisation for Standardisation. ISO/IEC Guide 73 Risk management – Vocabulary – Guidelines for use in standards. Geneva: ISO, 2002.
  2. Australian Bureau of Statistics
    1. Estimates of Personal Income for Small Areas, 2012-13
    2. 3218.0 – Population by Specialised Area March 2016

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