marketing final topic[1].ppt 2003 smita
TRANSCRIPT
TOPIC
SOCIAL MARKETING, EVENT MARKETING &
MEDIA MARKETING
GROUP MEMBERS
RANJEET THANVI
52
ASHISH MAKWANA
23
PADMABHUSHAN
SHARMA 42
PRAKASH YADAV
58
CHETAN SALIAN
NIKHIL AGARWAL
01
SHIVANI MANDANI
25
VANDANA KABRA
19
SMITA SHELAR
45
PRIYANKA MEENA
26
TEJASHREE
SHIRODKER 46
RICHA AGARWAL
02
SOCIAL MARKETING
EVENT MARKETING
MEDIA MARKETING
Promotion
Promotion
WHAT IS SOCIAL MARKETING?
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole.
For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.
HISTORY OF SOCIAL MARKETING
Social marketing began as a formal discipline in 1971, with the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by marketing experts Philip Kotler and Gerald Zaltman.
Craig Lefebvre and June Flora introduced social marketing to the public health community in 1988, where it has been most widely used and explored.
APPLICATIONS OF SOCIAL MARKETING
Health promotion campaigns in the late 1980s began
applying social marketing in practice. Notable early
developments took place in Australia. These included the
Victoria Cancer Council developing its anti-tobacco
campaign "Quit" (1988), and "SunSmart" (1988), its
campaign against skin cancer.
On a wider front, by 2007, Government in the United
Kingdom announced the development of its first social
marketing strategy for all aspects of health.
CONTD…
Social marketing theory and practice has been progressed
in several countries such as the U.S, Canada, Australia,
New Zealand and the UK, and in the latter a number of
key Government policy papers have adopted a strategic
social marketing approach. Publications such as 'Choosing
Health' in 2004.
In India, especially in Kerala, AIDS controlling programs
are largely using social marketing and social workers are
largely working for it. Most of the social workers are
professionally trained for this particular task.
4 P’S OF SOCIAL MARKETING
PRODUCT
The social marketing "product" is not necessarily a physical offering.
A continuum of products exists, ranging from tangible, physical
products (e.g. car), to services (e.g., medical tests), and finally, more
intangible ideas (e.g., environmental protection).
In order to have a viable product, people must first perceive that they
have a genuine problem, and that the product offering is a good solution
for that problem.
The role of research here is to discover the consumers' perceptions of the
problem and the product, and to determine how important they feel it is
to take action against the problem.
PRICE
"Price" refers to what the consumer must do in order to obtain the social
marketing product. This cost may be monetary, or it may instead require the
consumer to give up intangibles, such as time or effort, or to risk
embarrassment and disapproval.
If the costs outweigh the benefits for an individual, the perceived value of the
offering will be low and it will be unlikely to be adopted.
If the product is priced too low, or provided free of charge, the consumer may
perceive it as being low in quality. On the other hand, if the price is too high,
some will not be able to afford it.
Social marketers must balance these considerations, and often end up charging
at least a nominal fee to increase perceptions of quality and to confer a sense
of "dignity" to the transaction.
PLACE
"Place" describes the way that the product reaches the consumer.
For a tangible product, this refers to the distribution system-
including the warehouse, trucks, sales force, retail outlets where
it is sold, or places where it is given out for free.
For an intangible product, place is less clear-cut, but refers to
decisions about the channels through which consumers are
reached with information or training. This may include doctors'
offices, shopping malls, mass media vehicles or in-home
demonstrations.
Another element of place is deciding how to ensure accessibility
of the offering and quality of the service delivery.
PROMOTION
Finally, the last "P" is promotion. Because of its visibility, this element is often
mistakenly thought of as comprising the whole of social marketing.
Promotion consists of the integrated use of advertising, public relations, media
advocacy, personal selling and entertainment vehicles.
The focus is on creating and sustaining demand for the product. Public service
announcements or paid ads are one way, but there are other methods such as
coupons, media events, editorials, "Tupperware"-style parties or in-store
displays.
Research is crucial to determine the most effective and efficient vehicles to
reach the target audience and increase demand.
The primary research findings themselves can also be used to gain publicity for
the program at media events and in news stories.
ADDITIONAL P’S
PUBLICS
"Publics" refers to both the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.
PARTNERSHIP
Social and health issues are often so complex that one agency can't make a dent by itself. You need to team up with other organizations in the community to really be effective. You need to figure out which organizations have similar goals to yours--not necessarily the same goals--and identify ways you can work together.
CONTD…
POLICY
Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they are in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program.
PURSE STRINGS
Most organizations that develop social marketing programs operate through funds provided by sources such as foundations, governmental grants or donations.
SOCIAL MARKETING
EVENT MARKETING
MEDIA MARKETING
Promotion
Promotion
EVENT MARKETING
WHAT IS EVENT MARKETING
Event marketing involves simultaneous canvassing and studying the
brand prints; understanding what the brand stands for, its positioning and
values, identifying the target audience and cooperation with the
creative conceptualizes to create an event for a prefect mesh with the
brand’s personality.
It involves all activities like –
planning
organizing
staffing
implementation
evaluation of the event
E.g.- starting with the selection of the required infrastructure facilities,
co-ordination with artists, ticket sales, promotion.
IMPORTANCE OF EVENT MARKETING
Events are helpful in brand building-as the hundreds of new
products or brands are being launched every month, an
outstanding event will help to create awareness about the launch
of new products or brands by catching the attention of the target
audience.
Events help the company in focusing the target market – they
provide an interactive mode of dialogue between buyers ad
sellers.
Events help in implementation of marketing plans – events also
serve as tools for motivating sales person, to generate immediate
sales, generate instant publicity and developing new contacts with
potential distributors.
Events help marketing research surveys conducted during events can create a panel of consumers for further research or creating a database. It facilitates instant feedback and opportunity for instant and authentic market research.
Even have an important role in relationship building events also create a forum for career matchmaking.
Events are used for advertising – many a times direct marketing is not allowed from government regarding some products, then event helps to promote them E.g. Tobacco and liquor.
CONCEPT OF MARKETS IN EVENTS
In the context of events, there are two types of customers involved-
REVENUE GENERATING CUSTOMERS
The organizer receives money for organizing an event from the customers which are of two types-
Clients – needs event for marketing communication Target audience – needs event to satisfy the need of entertainment, information etc.
E.g. sports organization.
NON-REVENUE GENERATING CUSTOMERS
Non-revenue generating customers- indirect customers- who help clients through positive word of mouth publicity but do not generate monetary gain E.g. – government regulatory bodies, GO, pulse polio
TARGETING OF EVENT MARKETING
Market targeting will be based on the evaluation of the segment as to its attractiveness, company objectives and availability of resources.
Event specialization is another way of targeting . The organizer creates a particular concept within and event category for several segments.
POSITIONING OF EVENT MARKETING
It involves establishing and communicating the vent and its major benefits to the market.
The brand identity associated with consumer products as its parallel concept in event marketing known as event property.
According to the requirements of the market, some conditions in the event could be incorporated by the organizers.
PRODUCT CONCEPT
Competitive events
Test of physical strength, mental ability and talent or a combination of these
E.g.- Sports
Artistic Expressions
Artistic talent as entertainment to the audience like singing, dancing ,etc.
E.g. –Jagit Singh night
Cultural Celebrations
Core concept evolves around mythological or religious significances.
E.g. –Khumbh mela
CONTD..
Exhibition Events
Presentation of goods and service at a common location for the purpose of display and sale
E.g., Trade shows, Agricultural export
Charitable Events
Fund raising for welfare organization and awareness creation for a worthy social cause .
E.g., Pulse polio campaign.
Special business Event
Used by corporate to promote image and for direct commercial gain.
E.g. In Star Voice Of India, Recently Deepika Padukone had come to promote her film KCK
PROMOTION
Print media
Radio and TV
Internet
Cable network
Outdoor media
Public relation
PRICING Pricing will be
Fully sponsored - carry least risk Partially sponsored - Medium risk Fully ticketed events – High Risk
The pricing options will depend on the corporate strategy and marketing strategy adopted by the agency of the growth.
The local tax laws and other relevant rules should also be considered in pricing.
Feedback is important.
Negotiation skills are essential to discuss pricing with clients and reach a win-win settlements.
WHY EVENT MARKETING
BRAND BUILDING
Creating awareness about the launch of new products/brand
Presentation of brand description to highlight the added features of
product/services
Helping in rejuvenating brands during the different stages of product life cycle
Helping in communicating the repositioning of brands/products
Associating the brand personality of clients with the personality of target
market
Creating and maintaining brand identity
IMAGE BUILDING
Over and above the brand identity that a company encourages,
events such as The Great Escape conceived by Mahindra and
Mahindra, exclusively for the owners of their four wheelers,
the Armada, are an attempt to build a specific image of not only
the corporate, but also the product, to let owners experience the
thrill of four wheel driving, M&M charts out an off beat
route that emphasizes the difference between normal and four
wheel driving, and lets the participant experience the high, one
feels when steering and navigating an Armada.
Coke is associated with Olympics since 1928, the rationale
behind this is similar values and ideologies: International peace,
brotherhood, standard of excellence and fun.
FOCUSING THE TARGET MARKET
Helping in avoidance of clutter
Enabling interactive mode of communication
SOCIAL MARKETING
EVENT MARKETING
MEDIA MARKETI
NG
Promotion
Promotion
MEDIA MARKETING
MEDIA MARKETING
Media marketing is a term that describes use of
various media like print, electronic, outdoor, for
marketing sales, public relations and customer
service.
It is a managerial device to promote mass media
so that concerned organizations succeed in
having a flair blending of social and commercial
considerations.
Television:
Reaches more people than any other medium; costs the most.
Cable TV:
Better equipped to target a specific audience; more cost efficient.
Radio:
Able to target specific audiences with higher frequency of the message.
Newspaper:
Communicates details about arts organization's events; can geographically target a city/communities; lots of ad clutter, especially in the entertainment section; expensive for a "page-dominant" ads.
Magazines:
Reach upscale audiences; higher quality graphics and environment; based on a weekly or monthly publishing cycle, it is difficult to develop an adequate frequency level; costly, especially since a color ad is necessary for impact.
Outdoor Billboards and Transit:
Good image or reminder medium; can't communicate many details.
Internet:
Good support medium; communicates lots of information for events; open 24/7; need to promote website address; must keep information current.
NEWSPAPERS
AdvantagesAdvantages
● Year-round readership
● Geographic selectivity
● Immediacy
● High individual market coverage
DisadvantagesDisadvantages
● Limited demographic selectivity
● May be expensive
● Clutter
● Mass market medium
MAGAZINES
● Good reproduction
● Demographic selectivity
● Regional/local selectivity
● Long advertising life
AdvantagesAdvantages
● Higher cost per contact
● Long-term advertiser commitments
● Slow audience build-up
● Long lead time
DisadvantagesDisadvantages
AdvantagesAdvantages
● Selectivity and audience segmentation
● Immediate and portable
● Geographic flexibility
● Entertainment carryover
DisadvantagesDisadvantages
● No visual treatment
● Short advertising life
● Commercial clutter
● Background distractions
RADIO
AdvantagesAdvantages
● Wide, diverse audience● Low cost per thousand● Creative and
demonstrative● Immediacy of messages● Entertainment carryover● Demographic selectivity
with cable
DisadvantagesDisadvantages
● Short life of message● Expensive with high
campaign cost● Little demographic
selectivity with network● Long-term advertiser
commitments● Long lead times● Clutter
TELEVISION
OUTDOOR MEDIA
AdvantagesAdvantages
● High exposure frequency
● Moderate cost
● Flexibility
● Geographic selectivity
● Broad, diverse market
DisadvantagesDisadvantages
● Short message
● Lack of demographic selectivity
● High “noise” level
INTERNET
● Fast growing
● Ability to reach narrow target audience
● Short lead time
● Moderate cost
AdvantagesAdvantages
● Difficult to measure ad effectiveness
● Ad exposure relies on “click through”
● Not all consumers have access to internet
DisadvantagesDisadvantages
EXAMPLES OF ALTERNATIVE MEDIA
ADS IN MOVIES AND VIDEOS
ADS IN MOVIES AND VIDEOS
COMPUTER SCREEN SAVERS
COMPUTER SCREEN SAVERS
FAX MACHINESFAX MACHINES
PRICING FOR MASS MEDIA
To be more specific for the newspaper and magazines, the pricing dimension occupies a place of outstanding significance.
The mounting establishment and intermediation cost have been found increasing the total cost but the demand side is not showing positive trend.
The information media thus need to include habits of buying newspapers and magazines among the prospects which would increase circulation vis-à-vis would make possible cost effectiveness in the services. For entertainment media, this dimension is found insignificant.
PROMOTING MEDIA
Like other organization, the mass communication
organizations also need to promote their business so that
they serve the society in right fashion and at the same
time also succeed in maintaining there commercial
viability.
Inter media promotion may help them in optimizing the
promotion budget.
While promoting, they are supposed to protect the socio-
cultural values.
DISTRIBUTION STRATEGY FOR MEDIA
The information media in particular need to assign due weightage to this dimension of marketing since the distributors and agents play here an outstanding role.
Both the information and entertainment media need an intensive care on reception, enquiry and service distribution centers.
STRATEGIC MARKETING
Marketing that is designed to make the future position of a company stronger.
This is a formulation of strategic decisions keeping pace with the emerging trends in the social environment.
Strategic Planning should have a holistic approach.
HOLISTIC MARKETING
Holistic Marketing is the idea that to truly be successful, an organization must have a holistic approach to marketing where each facet of the organization is focused on how to add value to the customer and communicate that value.
Case: Red Bull Energy Drink
EXAMPLE
SOCIAL MARKETING
EVENTMARKETING
MEDIA MARKETING
AIDS IPL TV
GO GREEN AWARDS TV