social marketing in india

8/10/2019 Social Marketing In India

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Social Marketing


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Social marketing principles and techniquesare most often used to improve public

health, prevent injuries, protect theenvironment, and increase involvement inthe community.


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Those engaged in social marketingactivities include professionals in public

sector agencies, nonprofit orgnizations,foundations, corporate marketing,community relations, advertising, public

relations, and market research.


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Social marketing is the use of marketingprinciples and techniques to influence a

target audiences to voluntarily accept,reject, modify, or abandon a behaviour forthe benefit of individuals, groups, orsociety as whole.


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Other approaches to changing behaviourand having an impact on social issues

include technological innovations,economic pressures, laws and education


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Steps in the Social MarketingPlanning Process

Analyze the Social Marketing Environment Select Target Audiences Set Objectives and Goals Understanding the Target Audiences and the

Competition Determining Strategies- The 4ps Develop Evaluation and Marketing Strategy Establish Budgets and Find Funding Sources Complete an Implementation Plan


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Steps of Marketing Plan fit intothese broader strategic planning

phase: Where are we? Where do we want to go?

How will we get there? How will we keep on track?


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A Systematic Process

A systematic planning process isrecommended; we must resist the

temptation to develop strategies andtactics prior to doing our homework.


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At the same time, a spiral process isacknowledged, allowing for adjustments to

the draft plan when investigations insubsequent steps reveal reasons to alter aprior step.


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Finally, a strong case can be made for theuse of marketing research throughout this

planning process: analyzing theenvironment. Selecting target markets,establishing goals and objectives,

understanding audience perspective,developing winning strategies, andmeasuring results.


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WHAT IS SOCIAL MATKETING?

Social marketing is the use of marketingprinciples & techniques to influence a targetaudiences to voluntary accept, reject modify, or

abandon a behaviour for the benefit ofindividuals, groups, or society as a whole.

Most often, Social Marketing is used to influencean audience to change their behaviour for the

sake of improving health, preventing injuries,protecting the environment, or contributing tothe community.


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There are four major social arenas

Selling a Behaviour Use of traditional marketing principles and

techniques Selecting & Influencing a Target Audience The Beneficiary is the Individual, Group,

or Society as a whole


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Selling a Behaviour

Similar to commercial sector marketers who sellgoods & services, social marketers are sellingbehaviour change. Change agents typically want

target audiences to do one of four things: (a)accept a new behaviour(b) reject a potential behaviour(c) modify a current behaviour

(d) abandon an old behaviour


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Use of traditional marketingprinciples and techniques

The most fundamental principle underlying marketing is to apply a customerorientation to understand what target audiences currently know, believe,and do. The process begins with marketing research to understand marketsegments and each segments potential needs, wants, beliefs, problems,concerns & behaviours. Marketers then select target markets they can best

affect and satisfy. They establish clear objectives and goals. They can usefour major tools in the marketers toolbox, the 4Ps, to influence targetmarkets: product, place and promotion, also referred to as the marketingmix. They carefully select product benefits, features, prices, distributionchannels, message, and media channels. The product is positioned toappeal to the desires of the target market to improve their health, preventinjuries, protect the environment, or contribute to their community moreeffectively than the competing behaviour the target market is currentlypracticing or considering. Once a plan is implemented, results aremonitored and evaluated and strategies are altered as needed.


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Selecting & Influencing a TargetAudience

Marketers know that the marketplace is rich collage ofdiverse populations, each having a distinct set of wantsand needs. They know that what appeals to one

individual may not appeal to another. Marketers dividethe market into similar groups (market segments),measure the relative potential of each segment to meetorganizational and marketing objectives, and thenchoose one or more segments (target markets) for

concentrating their efforts and resources. For eachtarget, a distinct mix of the 4Ps is developed, onechosen to appeal to the targeted market segment.


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The Beneficiary is the Individual,Group, or Society as a whole

Unlike commercial sector marketing, inwhich a primary intended beneficiary is

the corporate shareholder, the primarybeneficiary of the social marketingprogram is the individual, a group, or

society as whole.


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How does social marketing differfrom commercial sector

marketing?

There are a few important differencesbetween social marketing andcommercial sector marketing


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Most agree that a major distinguishing factor liesin the type of product sold. In the case ofcommercial sector marketing, the marketingprocess revolves primarily around the selling ofgoods and services. In the case of socialmarketing, the marketing process is used to sell

behaviour change. Yet the principles and thetechniques of influencing are the same in botharenas


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In the commercial sector, the primary aimis financial gain. In social marketing, the

primary aim is individual or social gain.


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Despite some differences, there arealso some similarities

A customer orientation is applied Exchange theory is fundamental

Marketing research is used throughout theprocessAudiences are segmented

All 4Ps are considered Results are measured and used forimprovement


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In the planning process, we havecompleted a situation analysis:

A focus for one plan (e.g., use of cell phones while driving) A clear purpose (e.g., reduce injuries statistics on accidents

involving cell phone use) Strength to maximize (e.g., impressive statistics on accident

involving cell phone use) Weaknesses to minimize (e.g., those who argue that the cell phonewasnt at fault)

Opportunities to capture (e.g. new hands-free models on themarket)

Threats to prepare for (e.g., telecommunication lobbyists)

Possible discovery of existing campaigns that will be useful for oureffort


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Steps involved in target marketing

Segment the market Evaluate segments

Choose one or more segments fortargetting


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Criteria for Evaluating Segments

Segment Size Problem Incidence Problem Severity Defenselessness Reachability General Responsiveness

Incremental Costs

Responsiveness to Marketing Mix Organizational Capabilities


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What is the product in a social

marketing effort?In social marketing, our product is what we are selling,the desired behaviour and the associated benefits ofthat behaviour. It also includes any tangible objects

and service developed to support and facilitate thetarget audiences behaviour change.


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Using a drinking and drivingcampaign as an example:

Desired behaviour: Keep blood alcohol content(BAC) below .08% if you are going to drive.

Associated benefits: Avoid a citation for drivingunder the influence, serious accident,impounded car, and increased car insurance.

Tangible Object: A Breathlyzer sold over the

Internet. Service: Free taxi service on New Years Eve.


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Three levels of the product

Core Product (Benefits of DesiredBehaviour)

Actual Product (The Desired Behaviour)Augmented Product (Tangible Objects and

Services to Support Behaviour Change)


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What is the price of a socialmarketing product?

The price of a social marketing product isthe cost that the target market associates

with adopting the new behaviour.


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Monetary Costs

Most commonly, monetry costs are theprices charged for purchasing tangible

objects and services that accompany thecampaign. In some cases, it is the actualcost of the product or service, and in

others, it is any increases in price relativesto current products and services beingused.

E l f t ibl bj t ith


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Examples of tangible objects withpotential monetary costs include

the following: Bike helmets, life vests, & booster seats Earthquake preparedness kits

Blood pressure monitering equipment Birth control pills Natural fertilizers (versus regular fertilizer) Recycled paper (versus regular paper) Energy saving appliances


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Examples of sevices with potentialmonetary

Fees for family planning services Swimming classes

Smoking cessation classes Sucide prevention workshopAthletic club fees Nurse consultations Taxi rides


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Nonmonetry Costs

Target audiences will also facenonmonetry costs that will be associated

with adopting the new behaviour, andexamples have been organized in threemajor categories.

Ti ff t d i l d i


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Time, effort, and energy involved inbehaviour such as the following:

Sorting garbage Pulling over to use the cell phone

Cooking a balanced meal Finding the box at the office for mixed paperrecycling

Putting together an earthquake preparedness kit

Reusing grocery bags Waiting for a bus and then transferring to get to

work


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Psychological risks (e.g. embarrassment,rejection, or fear) and losses

(e.g.,aesthetics or familiarity) associatedwith behaviours such as following:

Finding out whether a lump is cancerous Letting a lawn go brown in the summer Saying no to a second glass of wine Having a cup of coffee without a cigrette

Listening to the chatter of others in a car pool Telling your husband you think he drinks too

much

Asking your son whether he is consideringsuicide

Ph i l di f t l f


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Physical discomfort or loss ofpleasure from activities such as the

following: Taking shorter showers Exercising

Craving a cigarette Pricking a finger to monitor blood glucose


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Major Strategies for ManagingCosts:

Decrease costs of adopting the newbehaviour, those associated with exiting

the current behaviour as well as enteringnew one.

Increase benefits of adopting the new

behaviour.


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Five major pricing-related tacticsthat can be used to manage costs:

Decrease monetary costs. Decrease nonmonetary costs.

Decrease costs relative to the competition Increase monetary benefits. Increase nonmonetary benefits.


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The 1sttask is to determine pricingobjectives. Kotler & Roberto outline several

potential objectives Maximizing profits where the primary consideration is money

making. Recovering costs where revenue is expected to offset a portion of

costs

Maximizing the no. of target adopters where the primary purpose isto influence as many people as possible to use the service and/orbuy the product.

Social equity where reaching underprivileged or high-risk segmentsis a priority & different prices might be charged according to abilityto pay.

Demarketing where pricing strategies are used to discourage peoplefrom adopting a particular social product


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Once the pricing objective is clarified,specific prices can be set. Three

options are available:


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Cost based pricing where prices are based ondesired or established profit margin.

Competitive based pricing where prices are moredriven by the prices for competing (similar)products & services.

Value based pricing where prices are based on

an analysis of the target adopters pricesensitivity, evaluating demand at varying pricepoints.


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How do we make access to the


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How do we make access to thesocial marketing product more

convenient? Make the location closer

Extend hours Make the location more appealing Be there at the point of decision making

Make performing the desired behaviourmore convenient than the competingbehaviour


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Now that our product is developed, prices areestablished, & distribution channels are inplace, we are ready to create promotions,persuasive communications designed and

delivered to highlight the following:


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Product benefits, features, & associatedtangible objects & services.

Pricing strategies, including an emphasison value relative to the competition, aswell as any incentives, recognition, &rewards

Place components that offer convenienceof access


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Message Strategy:What do we want to say?

Siegel & Doner describe creating messagesas a a complex art. The final message atarget audience member receive is acombination of the communicationstrategy, how the message is executed inthe materials, & how it is processed by the

sender. Reeves recommends, Think ofan ad not as what you put into it, but aswhat the consumer takes of it.


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Steps in setting the messagestrategy:

Key Message Target audiences

Communication Objectives Benefits to Promise Support for Promise Openings Position


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Message Execution Strategy:How Do We Want To Say IT?

Now that we know what we want to say and why,our attention is turned to how we will say it. Ourgoal is to develop communication that willcapture the attention of our target audience andpersuade them to adopt the desired behaviour.Our task is to consider and choose from a

variety of potential communication elements,styles, tones, words, and formats.


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Rational, Emotional, Moral, andNonverbal Elements

First framework identifies four elements thatcan be considered for an execution

strategy: (1) rational(2) emotional

(3) moral, and

(4) nonverbal


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Rational Elements

Focus on delivering straightforwardinformation and facts. An example would

be a litter campaign that has message onroadway signs and litterbags that informmotorists about laws and fines forlittering.


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Emotional Elements

Are designed to elicit some negative feeling(e.g., fear, guilt, or shame) or positive

emotion (e.g., humor, love, pride, or joy)that will motivate the desired behaviour. Alitter prevention campaign for Texas, forexample, uses the slogan Dont MessWith Texas. For many, it engendersemotions of pride as well as humor.


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Nonverbal Elements

Rely on visual cues, graphic image, andsymbols and on the body language of

actors and models, including vocalexpression, facial expressions, bodymovements, eye contact, spatial distance,and physical appearance.


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Effective Communications (Partial

List from McKenzie Mohr &Smith)


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Make sure your message is vivid, personal, and

concrete Have your message delivered by an individual or

organization who is credible with the audienceyou are trying to reach.

Frame your msg to indicate what the individual is

losing by not acting, rather than what he/she issaving by acting. In threatening msg make sure that you couple it

with specific suggestions regarding what actionsan individual can take.

Make your communication, especially instructionsfor a desired behaviour, clear and specific. Make it easy for people to remember what to do,

and how and when to do it.


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Pretesting message and potential executionsis advised, especially when economic and

political implications are significant.Potential pitfalls in testing are real and canbe minimized with careful construction ofquestioning and briefing of respondents,as well as colleagues and clients.


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vehicles to carry out promotionalstrategies.The major decisions are:

Choosing types of media channels Selecting specific media vehicles Determining campaign timing

What are major media channels to


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What are major media channels toconsider?

Advertising Public Relations

Printed Materials Special Promotional Items Signage & Display

Personal Selling Popular Media


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Choosing Specific Media Vehicles

Specific media vehicles will also need to beselected and will include decisions such as

television programs, radio stations,sections of the Newspaper, and location ofbrochure distributions.

h d d b


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What timing decisions need to bemade?

Decisions will also need to be made onscheduling the communications over the

course of a year. This will involvespecifying months, weeks, days , andhours when communications will launchand be visible.

Media strategies will be developed


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Media strategies will be developedon the basis of several

considerationsIt include communication objectives andcampaign goals; desired reach andfrequency needed to meet theseobjectives & goals; advantages &limitations of each media type; targetmarket size, media habits, openings &

compatibility with the media type andvehicle; and comparative costs andavailable budgets for the program.

P i i l f idi d i i


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Principles for guiding decisionmaking:

Several principles can benefit decisionmaking and maximize media budgets: an

integrated approach, being there just intime or in the event of, maximizingpublicity and public serviceannouncements (PSAs) opportunities, andexploring alternative media.

Key components of an evaluation


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Key components of an evaluationand monitoring plan include

answers to the following questions: What will be measured? How will it be measured? When will it be measured? How will results be used?

K f t t b d


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Key factors to be measuredinclude:

Outcomes (results)And Processes (activities)

P t ti l i di t f


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Potential indicators for processmeasures include:

Change in behaviour Behaviour intent

Knowledge Beliefs Campaign awareness

Responses to campaign elementsAnd Customer satisfaction


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When will it be measured

Prior to campaign launch, sometimes referred toas precampaign or baseline measures.

During campaign implementation, thought of astracking or ongoing measures, one time only orover a period of years.

Postcampaign activities, referring to

measurements taking place when all campaignelements are completed.


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Developing an implementation plan is, thefinal step in the marketing planning

model. It turns strategies into actions andis critical to doing things right, even if wehave planned the right things.


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Implementation plans function as a conciseworking document that can be used to

share & track planned efforts. It providesa mechanism to ensure that we do whatwe said we would do, on time, and withinbudget.

K t f


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Key components of animplementation plan include:

What will we do? Who will be responsible?

When will it be done? How much will it cost?


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formats

Formats for plans vary from simple plansincorporated in the executive summary of

the marketing plan to complex plans usingsoftware programs. The ideal planidentifies activities over a period of 2 to 3years.

What f ame o ks can be sed to


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What frameworks can be used toorganize a plan in phase?

Plans are often presented inphases, usually broken down into

months or years. Severalframeworks can be used to

determine & orgnize phases,including:


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social marketing in india

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