Chapter 6 Social Marketing. Objectives To orient the readers to the concept of social marketing To...

Chapter 6

Social Marketing

Objectives

• To orient the readers to the concept of social marketing• To explore the various applications and scope of social marketing• To acquaint to and understand the components of a social marketing

plan

Social Entrepreneurship Chapter 6: Social Marketing

Applications of Social Marketing

• When new information and practices needs to be disseminated • When counter marketing is needed. • When Activation is needed


Scope of Social Marketing

• A social marketing campaign ideally targets or deals with what is addressed as a Social Issue. • It can be pertaining to public health problem, safety concerns,

environmental concerns or community issues. Then one has to move on to present information and facts that led the organization to take on the development of the chosen plan.• What’s the problem? How bad is it? What happened? What is

contributing to the problem? It may include epidemiological, scientific, or other research data from credible sources—data that substantiates and quantifies the problem for the reader.


Social Marketing Campaign

• A Social Marketing Plan is a synchronized approach to addressing a social issue. It necessarily requires to adequately plan for each of its stages. A successful campaign is a resultant of a meticulously designed plan and an overlooked implementation of the same.



Marketing Plan -Components

• Purpose• Focus• Segmentation• Targeting• Marketing Mix


Campaign-Purpose

• Given this background, you now craft a broad purpose statement for the campaign.• It answers the questions, what is the potential impact of a successful

campaign? And what difference will it make? The campaign purpose is the ultimate impact (benefit) that will be realized if your target audience performs the desired behaviors at the intended levels. • The nature of the campaign purpose will set the tone for the

marketing plan components.


Campaign-Focus

• Now a focus is selected to narrow the scope of the plan, choosing from the vast number of potential options to contribute to the plan’s purpose. • This decision-making process can begin with brainstorming several

major potential approaches (focuses) that might contribute to the plan’s purpose.• These may be approaches that the agency has discussed or undertaken

in the past; they may be new for the organization, recently identified as areas of greatest opportunity or emerging need; or they may be ones that other organizations have focused on and should be considered for your organization


Social Issue Campaign Purpose Approaches for FocusSmoking Increasing the number of people who quit

smoking Awareness Building about smoking and

cancer Rehabilitation Centre Increasing taxes on tobacco and

cigarettesHIV Infection Reducing the intensity of the spread of HIV

infection Practicing safe sex Educating about the ways the virus can

spread Blood transfusions and associated

concerns Pregnant women undergoing HIV test to

detect the infection to the foetus


Segmentation and Targeting in Social Marketing

• Social marketing offers a consumer centered approach and demands a thorough, well researched understanding of the target market, specifically their knowledge, attitudes and behaviours relevant to the behaviour change at hand).

• Key to this research is techniques for segmenting and evaluating target markets.• Market segmentation is the process of dividing the target market into groups to

better understand their current behaviours, evaluating each segment and selecting target segment(s) and then developing an appropriate marketing mix for those segments which includes developing messages and tailoring programs to meet their specific needs.

• Segmenting target markets helps us to group those with commonalities as well as gain a better understanding their specific wants, needs, barriers and behaviours


Variables Used to Segment Markets

• Demographic Variables: Age, Gender, Family Size, Marital status, Income, Occupation, Education and so on.• Geographic Variables: Continents, Countries, State, Regions,

Countries, Cities and Neighborhood• Psychographic Variables: Social Class, Lifestyle, Values, Personality

characteristic• Behavioural Segmentation: Knowledge, Attitude and Behaviour (KAP),

Occasion, Benefit sought, Usage level, Readiness and Attitude


The Trans theoretical Model

• Pre-contemplation (Not Ready)-"People are not intending to take action in the foreseeable future, and can be unaware that their behaviour is problematic"

• Contemplation (Getting Ready)-"People are beginning to recognize that their behaviour is problematic, and start to look at the pros and cons of their continued actions"

• Preparation (Ready)-"People are intending to take action in the immediate future, and may begin taking small steps toward behaviour change.”

• Action – "People have made specific overt modifications in modifying their problem behaviour or in acquiring new healthy behaviours"

• Maintenance – "People have been able to sustain action for a while and are working to prevent relapse"

• Termination – "Individuals have zero temptation and they are sure they will not return to their old unhealthy habit as a way of coping.”


Diffusion of Innovation Theory

1. Innovators 2. Early Adopters 3. Early Majority 4. Late Majority 5. Laggards


Evaluating the segments

• Segment Size: Is this segment large enough to be “profitable” – how many people, what percentage of population?• Problem incidence/prevalence: How many people in this segment

experience this• Problem/are not engaged in the desired behaviour?• Problem severity: What are the consequences that could occur for this

group if the• Problem is not addressed/they do not adopt the desired behaviour?

Defenselessness: How capable are the audience to defend themselves against the problem by themselves or will they be able to counter the problem with some external help in an effective way?


Segment Efficiency Score

• Reachability: Can we access and provide products/services this group?• General Responsiveness: What is the general response to your social

campaign? Do the audience positively perceive it and respond to it or not?• Incremental Costs: What is the incremental costs that you have to incur

to target this segment over and above the existing targets?• Responsiveness to Marketing Mix: How positively will the segment

respond to a certain set of marketing mix vis-à-vis others?• Organizational capabilities: Can we, given our current staff and

services, develop and implement activities for this market?Social Entrepreneurship Chapter 6: Social Marketing

Targeting

• Undifferentiated Marketing/Mass Marketing• Differentiated Marketing• Concentrated Marketing


Marketing Mix in Social Marketing

• The concept of the marketing mix was coined by Neil Borden.• The treatment mented to the 4Ps in social marketing context is different, given

the nature of the overall value that a social marketing campaign has to deliver. • Product• Product or the offering in Social marketing has two levels; an intangible product

level and a tangible product level. The core offering in a social marketing is no good or tangible product, it is the ‘behavioural change’ that the campaign is striking at. All social campaigns are designed to end up with a change in behavior. This objective can be accomplished in three forms.• Knowledge objective• Belief Objective• Behavioural Objective


Social Marketing Mix-Price

• The beneficiaries in social marketing have to pay a price in terms of the costs that they must bear to adapt a new behavior and the barriers they have to overcome to adopt the desired behavior. These costs are:• Psychological Costs• Cultural and Social Cost• Physical Cost• Time Cost • Financial


Social Marketing Mix-Place

• Place in social marketing are the channels by which behavior change is promoted and the places in which change is encouraged and supported. • There are two options:

1. The social marketer goes to the beneficiary: Like in case of awareness building programs, through the use of informative advertisements, the marketer directly approaches the target audience. Mobile health vans in the Rural India, offer preliminary health checkups.

2. The beneficiary comes to the marketer: In case of services like rehabilitation centers, the audience is required to visit the marketer and receive the benefit.


Social Marketing Mix - Promotion

• Promotion is the mechanism through which the intended behavior can be communicated to the audience. There are many avenues here like:• Advertising • Sales Promotion• Personal Selling• Direct Marketing• Word-of-Mouth• Public Relations


Summary

• Social Marketing is an evolving discipline.• It has been emerging as a standalone body of thoughts since the

recent past, which is a resultant of the ever growing research in this field across the world. • Though as of now the field breeds heavily on its progenitor, Marketing

Management, but a unique and tailored perspective to the field is close to reality now.


Chapter 6 Social Marketing. Objectives To orient the readers to the concept of social marketing To...

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