Download - Marketing Mix in Social Marketing
-
8/13/2019 Marketing Mix in Social Marketing
1/16
MARKETING MIX INSOCIAL MARKETING
Chapter 11
-
8/13/2019 Marketing Mix in Social Marketing
2/16
Introduction
One of the best know concepts first used by
McCarthy (1960 ).
Also fundamental and very important for
planning.
Refer to;
What the company is making
How it is pricedWhere and how products are made available to
customers and
How it is known to the people and motivated
-
8/13/2019 Marketing Mix in Social Marketing
3/16
So how many Ps?
Product
Price
Place
Promotion
-
8/13/2019 Marketing Mix in Social Marketing
4/16
So how many Ps? (Contd)
In social marketing we may add
people
Policy
Partnerships
Some DS!!!
-
8/13/2019 Marketing Mix in Social Marketing
5/16
Stanford Heart Disease Prevention Program
-
8/13/2019 Marketing Mix in Social Marketing
6/16
Stanford Heart Disease Prevention Program
-
8/13/2019 Marketing Mix in Social Marketing
7/16
Product
In SM it can be tangible or intangible product
Customer benefits and product attributes
Some additional considerations in the contextof SM: Inflexibility, intangibility, complexity,
controversial, weak personal benefits,
negative frame
-
8/13/2019 Marketing Mix in Social Marketing
8/16
Additional considerations in
Products
Product Mix: The overall assortment of
products
Mosquito nets plus new medicines
Products for intermediaries e.g., Exercise Kit
for Nurses
Branding is also becoming important
-
8/13/2019 Marketing Mix in Social Marketing
9/16
Place
Ensuring and facilitating accessibility to
products/services by customers
Place decisions involve matters such as
physical distribution, number and type ofoutlets, opening hours, availability of public
transport, availability and ease of parking,
atmosphere in outlets and other environmental
aspects such as cleanliness
-
8/13/2019 Marketing Mix in Social Marketing
10/16
Additional Considerations in
Place
Intermediaries; may be teachers, employers,
community groups, parents, GPs, pharmacists,
other social and welfare professionals for
whom delivery of our products and services isin addition to their regular task
Control sometimes become difficult Religious sites, worship places, Internet/phone
etc can be considered as additional places
-
8/13/2019 Marketing Mix in Social Marketing
11/16
Price
Price in social marketing includes monetarycosts, but most costs for most campaignsinvolve time, effort, physical discomfort and
psychological costs.
Common pricing strategies in SM include;price discounting, price increase,
Minimize the price for desired behavior Maximize the price for unwanted behavior
Maximize the benefits for desired behavior
-
8/13/2019 Marketing Mix in Social Marketing
12/16
Additional considerations
(specifically in Public Sector)
Equity
Revenue production (governments can increase
their revenues by charging for previously
uncharged services); Efficiency (charging for services can reduce
unwarranted demand, discount pricing can be
offered in low demand times to encourage shifts in
demand);
Income redistribution (general taxation revenue
used to supply services free to disadvantaged
groups).
-
8/13/2019 Marketing Mix in Social Marketing
13/16
Promotion
Promotion is the range of activities that createawareness of the product (or a reminder that theproduct exists) and its attributes, and persuadesthe buyer to make the purchase (Thackeray,
Neiger and Hanson 2007 ). The promotion mix includes advertising, sales
promotion, sponsorship, publicity and publicrelations, free merchandising (giveaways) andpersonal selling. It may involve mass media,
localized media, outlet point-of-sale materials, in-store promotions, promotions and incentives tointermediaries, Internet sites, cross-promotionswith other organizations and so on.
-
8/13/2019 Marketing Mix in Social Marketing
14/16
People
The staff members with whom the client
interacts are generally the most important
influence on attitudes towards the
organisation.
For example, a friendly, pleasant and helpful
receptionist in an organisation (often lowlypaid and undervalued) can make a substantial
contribution to an organisations image and
repeat business
-
8/13/2019 Marketing Mix in Social Marketing
15/16
People (contd)
People should have
Interpersonal skills
Product knowledge skills
Process skills
-
8/13/2019 Marketing Mix in Social Marketing
16/16
Partnerships
Collaboration b/w different types of
organizations
Becoming more important as governments
through out the world cannot access itscitizens by itself
Principles of; networking, coordinating,
cooperating, collaboration are becomingimportant