abhishreshthaa
Abhijeet S
Steps in Social Marketing
(a) The problem to be solved.
(b) The population which suffers the problem.
(c) The message.
(d) The channels which may be used for this.
This will aid in providing a thorough background for social marketing.
Components/Marketing Mix for Social Marketing
This refers to decisions about:
The conception of a
Product
Price
Place or the distribution mix
Promotion
These are called the 4 Ps. In Social marketing, there are a few additional Ps namely,
Policy
Partnership
Politics
Purse-strings
Publics
Product:
Price:
Place:
Promotion:
Politics:
Publics:
Purse Strings:
Stages Of Change:
Steps in Social Marketing Campaign:
Define and understand
II) Choose Appropriate Strategies:
III) Implement and evaluate:
Conduct market research & find out:
Develop a strategy :
- Steps in Social Marketing: In order to be effective, the social marketing program must be based on extensive research.
- The research must consider:
(a) The problem to be solved.
(b) The population which suffers the problem.
(c) The message.
(d) The channels which may be used for this.
This will aid in providing a thorough background for social marketing.
- II) Determination of a specific goal. The focus should be a single goal which is taken up for public campaign.
- III) The creation of awareness- the main step in social marketing.
- IV) Reaching out to the target audience.
Components/Marketing Mix for Social Marketing
- Social marketing makes use of commercial marketing theories, tools & techniques to social issues. It applies a customer-oriented approach.
- The planning process takes ‘consumer focus’ into account by addressing the elements of the marketing mix.
This refers to decisions about:
The conception of a
Product
Price
Place or the distribution mix
Promotion
These are called the 4 Ps. In Social marketing, there are a few additional Ps namely,
Policy
Partnership
Politics
Purse-strings
Publics
Product:
- The social marketing ‘Product’ is not necessarily a physical offering.
- A continuum of products exists, that range from the tangible/ physical products (e.g. condoms) to services (medical examinations), practices (e.g. breast –feeding, ORT, eating a nutritious/healthy diet) and finally more intangible ideas (e.g. environmental protection).
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- In order to have a product that is viable, it is essential that people must first perceive that they have a genuine or serious problem and that the product offering is a good/correct solution for that problem.
- The role of research here is to discover the consumer’s perception of the problem and the product & to determine how important they deem fit to take the necessary action against the problem.
Price:
- This refers to what the consumer must do in order to obtain the social marketing product.
- The cost maybe monetary, or may require the consumer to give up intangibles, such as time, or effort, or to risk embarrassment & disapproval.
- If the cost outweigh the benefits for an individual, the perceived value of the offering will be low is unlikely to be accepted.
- However, if the benefits are perceived as greater than their costs, then the chances of trial and adoption of the product is much greater.
- E.g. a smoker who is being persuaded to give it up must be convinced that he is giving up smoking for his own well-being.
- Must be able to appeal to an existing set of values already in society.
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- In setting the price, particularly for a physical product, such as contraceptives, many issues must be considered.
- If the product is priced too low, or provided free of charge, the consumer may perceive it as low quality. And, if the price is too high, some will not be able to afford it.
- Important to balance these considerations.
Place:
- Place describes the way that the product will reach the consumer/target audience.
- For a tangible product, ‘place’ refers to the distribution system- warehouse, trucks, sales-force, retail-outlets or places where it is given out free.
- For an intangible product, place refers to decisions about channels through which consumers are reached with information or training.
- This may include doctor’s clinics, hospitals, shopping malls, mass-media vehicles, schools, clubs, institutions etc.
- Another element in ‘place’ is deciding how to employ the accessibility of the offering & quality of service delivery.
Promotion:
- this consists of the integrated use of advertising, Public Relations, Personal selling, Media advertising and entertainment vehicles.
- The focus is on creating and sustaining demand for the product.
- Public Service Announcements (PSAs) or paid ads are one way but there are other methods such as coupons, editorials, media events, in-store displays, demos etc.
- Policy: Social marketing aims at providing mental guidelines for future behavior. It must motivate individual behavior change.
- It involves the determination of specific policies as a part of the goals to be achieved.
- The policy should not violate ethical, cultural or religious norms that exist in a given society.
Politics:
- Since social marketing is associated with the community in general, political and governmental patronage is required to make it a success.
- It makes marketing easier and effective.
Publics:
- Social marketers often have many different audiences that their programs has to address in order to be successful.
- Publics refers to both the external and internal groups involved in the program.
- External publics includes the target audience, the secondary audiences, policy makers & gatekeepers; while the internal publics are those who are involved in some way with either approval or implementation of the program.
Purse Strings:
- Most organizations that develop social marketing programs operate through funds provided by services such as foundations, governmental grants or donations.
- It is important to consider from where money will be generated to create the program
Stages Of Change:
- Create awareness & interest.
- Change attitudes and conditions.
- Motivate people to want to change their behavior.
- Empower people to act.
- Prevent backsliding.
Steps in Social Marketing Campaign:
- Identify behaviors you want to change.
- Identify your audience
- Identify & reduce barriers
- Pretest your ideas
- Publicize actions & benefits
- Assess your results
Define and understand
- (a) Define the problem
- (b) Define your goals
- (c) Definea your audience
- (d) Understand your audience.
II) Choose Appropriate Strategies:
- (a) Brainstorm strategies
- (b) Decide the amount of time & resources for each subgroup
- (c) Define to create different strategies for each segment, or just different messages & mediums
- (d) Choose specific strategies
- (e) Design messages
- (f) Select channels of communication
- (g) Pretest ideas & messages.
III) Implement and evaluate:
- (a) Establish a tracking system
- (b) Continuously modify your work based on results
- (c) Celebrate your accomplishments.
Conduct market research & find out:
- The real reasons people are willing to contemplate changing their behavior.
- How people would prefer to accomplish behavior change.
- Whether opinions of others would sway the target audience’s decision.
- What benefits or costs would actually push people to make the desired change.
- What kind of support would make it easier for people to change.
Develop a strategy :
- Think about what the target audience needs to make change possible.
- Decide how to maximize benefits.
- Decide how to minimize costs.
- Learn about and counter the competitors.
- Make the new behavior socially desirable.
- Make the change easily done.