social marketing 3

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SOCIAL MARKETING

Influencing Behaviors for Good3rd edition

6Selecting Target Markets

Kotler Lee


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Develop a Social Marketing Plan Ten Steps1. Describe the Plan Background, Purpose and Focus

2. Conduct a Situation Analysis

3. Select Target Markets4. Set Objectives and Goals

5. Identify Competition & Target Market Barriers & Motivators

6. Craft a Desired Positioning

7. Develop a Strategic Market Mix

8. Outline an M&E Plan

9. Establish Budgets & Find Funding Sources

10. Complete an Implementation Plan

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Selecting Target Markets

A set of buyers sharing common needs orcharacteristics that the company decides to serve.

STEPS1. Segment the market

2. Evaluate segments

3. Choose one or more segments for targetting

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Advantages Increased effectiveness

Outcomes Increased efficiencies

Outcomes relative to outputs Input for resource allocation

Input for developing strategies

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Segmenting MarketsVariables Demographic segmentation

Age, gender, family size, income, occupation,

education, religion, race, generation, nationality Geographic segmentation

World, region, country, city, metro size, density,climate

Psychographic segmentation Social class, lifestyle, personality

Behavioral segmentation

Occasions, benefits, user status, usage rate, loyaltystatus, attitude towards conduct

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Stages of Change Model(Prochaska, Norcross & DiClemente. 1994) Precontemplation Contemplation Preparation Action Maintenance

Termination

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Diffusion of InnovationTarget-

AdopterSegment

Hypothetical Size %

TimingSequence

of

Adoption

Motivationfor

Adoption

Innovators 2.5 First Need for Novelty

EarlyAdopters

13.5 Second Influenced by Innovators

EarlyMajority

34.0 Third Need to Imitate

Late Majority 34.0 Fourth Need to join thebandwagon

Laggards 16.0 Last Need to respecttradition

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Healthstyles Segmentation

Decent dolittles Active attractives Hard-living hedonists Tense but trying Non-interested nilhilists Physical fanatics Passive healthy

24%

13%

6%10%

7%

24%

15%

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Cluster Systems: PRIZM NE 66 clusters Zip Codes birds of the feather flock together

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VALS

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THINKERS ACHIEVERS EXPERIENCERS

BELIEVERS STRIVERS MAKERS

INNOVATORS

SURVIVORS

High ResourcesHigh Innovation

Low ResourcesLow Innovation

Ideals Achievement Self-expression

PrimaryMotivation


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More Segmentation Segmenting Target Audiences Upstream Combination of variables

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Evaluating SegmentsCriteria1. Segment size

2. Problem incidence

3. Problem severity

4. Defenselessness

5. Reachability

6. General responsiveness7. Incremental costs

8. Responsiveness to marketing mix

9. Organizational capabilities

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Evaluating SegmentsCriteria Effectiveness scores

Size x incidence x severity x defenselessness Efficiency scores

Reachability Responsiveness Incremental costs Responsiveness to marketing mix elements Organizational capabilities

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Selecting Target Markets Undifferentiated marketing Differentiated marketing Concentrated marketing

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What Approach Should BeChosen? Greatest need Most ready for action Easiest to reach Best match

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Click to edit Master subtitle style

SOCIAL MARKETING

Influencing Behaviors for Good3rd edition

7Setting Objectives & Goals

Kotler Lee


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Develop a Social Marketing Plan Ten Steps1. Describe the Plan Background, Purpose and Focus

2. Conduct a Situation Analysis

3. Select Target Markets

4. Set Objectives and Goals5. Identify Competition & Target Market Barriers & Motivators

6. Craft a Desired Positioning

7. Develop a Strategic Market Mix

8. Outline an M&E Plan9. Establish Budgets & Find Funding Sources

10. Complete an Implementation Plan

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Setting Objectives & Goals

1. Behavior Objectives Something you want your audience to do

2. Knowledge Objectives Something you want your audience to know

3. Belief Objectives Something you want your audience to believe or

feel

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Behavior Objectives

1. Impact

2. Doable

3. Measurable

4. Market Demand

5. Market Supply

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Knowledge Objectives Relating to statistics, facts, and other information

and skills your target audience would find

motivating or important Statistics on the risks associated with currentbehavior

Statistics on benefits of proposed behavior Facts on attractive alternatives Facts that correct misconceptions Facts that might be motivating Information on how to perform the behavior Resources available for assistance

2020

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Belief Objectives Those relating to attitudes, opinions, feelings or

values held by the target audience. Experience the benefits Risk Ability to perform the desired behavior

successfully Can make a difference No negative perceptions about the behavior by

others Worth it Minimal negative consequences

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social marketing 3

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