Final Retail Mgmt

8/3/2019 Final Retail Mgmt

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Social Marketing V/s Commercial MarketingS CIAL MARKETING


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Team

Santosh Suvrana 30

Smita Shetty 24

Chitrasen Maharana 15

Pinky Swamy 31

Shailesh Pokhare 21

Clifford Edward 0 7


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Topics Covered What is Social Marketing?

Evolution

Social Marketing Mix Social Marketing: Planning Process

Barriers of Social Marketing

Social V/s Commercial Marketing

Case study


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Social Marketing - DefinedThe design, implementation, and control of programmes seeking toincrease the acceptability of a social idea or practice in a target group isknown as Social Marketing.

Concept

All of the above to maximize target group response

Idea Configuration

Market Segmentation

Consumer Research

Facilitation

Incentives

Exchange Theory

Communication


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The Evolution

of Social marketing Social marketing model evolved & shaped in real-time as more

individuals participated, more companies incorporated it into theirmarketing practices, more technologies started becoming available,

and thus everyone started adapting it for their unique purposes.

The concept is evolving at a lightning pace.

Social marketing is a growing buzzword in marketing and publicrelations circles as well as companies intrigued by online media'spromise of building direct relationships with customers.

social marketing is a lot like defining a landscape as you race by on a

speeding train.


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ACCORDING TO JULY 29, 2010 STATISTICS


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Social Marketing MixProductNot necessarily a physical offering.

Tangible - Physical products toservices to practices

Intangible ideas

Place

Tangible product - distributionsystem

Intangible productInformation &training channels.

Price

Refers to what the consumer must doin order to obtain the social marketingproduct.

Monetary, or intangibles, such astime or effort, or disapproval.

Promotion

Advertising, public relations,promotions.

Sustaining demand for the product.

Not social marketing as whole

4 Ps


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Purse strings

Funds provided by sourcessuch as foundations,governmental grants or

donations.

Public

External - targetaudience/secondaryaudiences/policymakers

Internal- people involved

Policy

-Government support

-Media

-Difficult to sustain

Partnership

Complex -one agency

PartnerOrganizations withsimilar goals

Additional

Ps

Product

Promotion Price

Place

Social Marketing Mix


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Example :Breast Cancer screening campaign for older women

Product: Getting an annual mammogram, seeing a physician each year for a breastexam and performing monthly breast self-exams.

Price : Monetary costs of the mammogram and exam, potential discomfort and/orembarrassment, time and even the possibility of actually finding a lump.

Place : Mobile van, local hospitals, clinics and worksites Promotion: Public service announcements, billboards, mass mailings, media events . Public : Target audience ( LIG women age 40 to 65), the people who influence their

decisions like their husbands or physicians, policymakers, public service directors atlocal radio stations, as well as your board of directors and office staff.

Partnerships : Local or national women's groups, corporate sponsors, medicalorganizations.

Policy : Increasing access to mammograms through lower costs, requiring insuranceand Medicaid coverage of mammograms or increasing federal funding for breastcancer research.

Purse strings: Governmental grants, such as from the National Cancer Institute orthe local health department, foundation grants or an organization like the AmericanCancer Society.


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Social Marketing Planning Process

1. Analyze the social marketing environment2. Select target audience

3. Set goals and objectives

4. Understanding the target audience and the competition

5. Determine Strategies Ps-Product, Price, Place, Promotion

6. Develop Evaluation & monitoring strategy

7. Establish budgets & find funding sources

8. Complete an implementation plan


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Step 1.

Analyze the Social Marketing Environment Choose a campaign focus

Evaluate each potential approach & choose focus

Behavior change potential- is there a clear behavior that can be promotedto address the issue?

Market Demand-how many people would benefit from behavior changecampaign w/ this focus?

Market Supply-is this issue already being addressed by other org. &campaigns?

Organizational Match-Is this a good match for the sponsoring org.?

Funding Source & Appeal-which approach has the greatest fundingpotential?

The best focus would have high potential for behavior change, fill asignificant need and void in marketplace, match org. capabilities, & have

high funding potential.


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Analyze Social Marketing Environment

Clarify the purpose (broad) impact of campaign, dont confuse withcampaign objectives which focus on behavior, or what we wantaudience to do

What is the potential impact of a successful campaign? Whatdifference will it make?

Our campaign purpose is ultimate impact/benefit of adopting thebehavior to target market and/or society.

Conduct a SWOT analysis

Review past and similar efforts


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Selecting Target Markets

Segment the market

Traditional variables-demographics, geographics,psychographics, behavioral variables

2 other models

Stages of Change

Healthy styles segmentation system


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Step 2.

Select Target Markets

Evaluate the segments

Segment size

Problem incidence

Problem severity Defenselessness-care for self vs. need help from others

Reachability-audience easily identified and reached

General responsiveness-ready, willing, able

Incremental cost-est. cost to do this group vs. another

Responsiveness to marketing mix (Ps) Organizational capabilities-staff expertise, outside resources


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Selecting Target Markets

Choose one or more segments for targeting

Undifferentiated marketing-same strategy for allsegments

Differentiated marketing-different strategy for differentaudiences

Concentrated marketing-a few segments are targetedwith unique strategies


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Selecting Target MarketsTarget markets emerge as those with the greatest need andare the most ready for action, easiest to reach and bestmatch for organization.

Targeting markets of greatest opportunity may runcounter to a planner natural desire and inclination ormandate to either ensure that all constituents are reachedand served or to focus resources on segment of audience

with greatest need.


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Step 3.

Setting Goals & Objectives Primary objective of social marketing campaign is

behavior change.

Need specific behavior objective in mind, something youwant your target audience to do.

Behavior objectives should be clear, doable, which thetarget audience will know they completed.


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Setting Goals & Objectives Two additional objectives that may also need to be

established:

Knowledge objectives-stats, facts, other info that maybe helpful, motivating to audience

Belief objectives-attitudes, opinions, or values held bythe audience (change current belief, or need them togain a belief in order to help them make the change).


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Setting Goals & Objectives Goals

Are quantifiable, measurable, and related to campaignfocus, target audience and time frame

Establish a desire level of behavior change as a result ofcampaign.

When establishing & measuring behavior change is notpractical/economical, alternatives can be considered-measure campaign awareness, response, process and/orincrease in knowledge, beliefs and intentions.


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Cell Phone Usage: Potential Campaign Objectives &

Goals to Decrease Traffic Accidents/Injuries Focus: cell phone usage in cars

Purpose: reduce accident assoc with cell phone usagein cars

Campaign objectives: Behavior: to pull over to use phone

Knowledge: to know % of accidents that involve cellphones

Belief: to believe that talking on cell phones. Even hands-free can be a distraction

Campaign goal: increase # of people who pull over by25%


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Step 4.

Understanding Target Audience

After establishing objectives and goals, we need toreturn to target audience and explore current behavior,knowledge & beliefs related to specific objectives/goals.This is critical to develop customer oriented strategies.

Research is important-doesnt need to be new. Use info

that already exists


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Step 4.


What would they rather do than the behavior we arepromoting & why?

What benefits do they see in their current behavior?

What costs do they see in their current behavior? What do the know about the desired behaviors?

What do they believe?

What are their values/attitudes relative to the desired

behaviors?

Folic acid example.


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Several social marketing theories/modelsregarding behavior change can it helpful in our

work: Knowledge, Attitude, Practices & Beliefs (KAPB)

Health Belief Model

Innovations diffusion model

Social cognitive theory/social learning theory Social Norms approach


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Understanding Target Audience The competition is tough. It includes these

challenges: Behaviors our audience would prefer to do &

pleasures/benefits associated with them Behaviors that are lifelong

Strong messages and messengers that are counter tobehaviors being promoted

An in-depth analysis of perceived benefits, barriers,and cost of the desired and competing behaviors iskey .


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Step 5.Determine Strategies-Ps


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Step 6.

Evaluation & Monitoring Strategy

Key components of plan

What will be measured? How will it be measured?

When will it be measured?

How will results be used?


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Evaluation & Monitoring Strategy

Measure

outcome (results)

Changes in behavior, knowledge, beliefs, campaign awareness,customer satisfaction, responses to campaign

processes (activities)

Changes in policy and infrastructure, media coverage,dissemination of materials, participations, contributions from

sources, assessment of program and campaign implementation


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Evaluation & Monitoring Strategy Measuring techniques:

Quantitative-telephone, mail, in-person survey

Qualitative-focus groups, formal interviews, anecdotalcomments

Observation research

Records and databases

In general, outcome will use target audience surveys and

process rely more on records and reports.

Timing important-measure prior to campaign launch, duringimplementation and post-campaign


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Step 7.

Budget/Funding

Preliminary budgets are determined by usingobjective and task method: Review specific objectives

Identify tasks that must be performed to achieveobjectives

Estimate costs associated with performing tasks

Make sure to review desired goals/objective& those withcost implications will be added to preliminary budget.

Make sure that all objectives/task are critical forsuccess, as well as competitive and cost-effective.


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Budget/Funding If budget exceed current funding, look for

additional funding

If proposed budget still exceeds funding sourceseven after exploring additional sources, need toconsider developing campaign phases, strategicallyreducing cost and/or adjusting campaign goals


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Step 8.

Implementation Plan

Idea plan identifies activities over 2-3 years and are oftenpresented in phases

Frameworks for organizing plan: Target audiences, geographic areas, campaign objectives/goals, Ps, &

funding Key components:

What will we do?

Who will be responsible?

When will it be done?

How much will it cost?

Not only change behavior but sustain these changes into the future(reminders, recognition, infrastructure)


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Barriers in Social Marketing

VARIETY of barriers exist for most energy-savingbehaviors, and the barriers differ for each

behavior

Barriers can be physical, emotional, social, monetary, ortime-oriented

Barriers can be subconscious


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Steps to overcome barriers

in Social Marketing Identifying the barriers to a behavior;

developing and piloting a program to overcome thesebarriers;

implementing the program across a community;

evaluating the effectiveness of the program.


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Example of a Social Marketing

Barrier and Solution.For Eg: Barrier research on the issue of vehicle idlingsuggests that an effective social marketingstrategy would:

Remind drivers to turn their engines off;

Clarify the brief length of time that a vehicle should

be idled before being turned off (10 seconds);

Address the myths about vehicle idling;


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Example of a Social Marketing

Barrier and Solution Develop community norms that support turning off

an engine as "the right thing to do"; and

Be delivered during the warmer months, sincecomfort and safety are important reasons why idling

occurs in colder months.


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Social v/s Commercial MarketingSocial Marketing

A Process for influencinghuman behavior on a largescale, using marketingprinciples for the purpose of

societal benefit rather thancommercial profit.

Directly benefits individuals orsociety.

I.e. A social or behavior change

strategy Most effective when it activates

people

Commercial Marketing

The performance of businessactivities that direct the flow ofgoods and services from

producers to consumers. Directly targets profits, sales

Just advertising

A clever slogan or messagingstrategy


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Social v/s Commercial Marketing

Social Marketing

Targeted to those who have areason to care and who areready for change

Integrated, and works ontheinstallment plan

Bottom Line: Behaviorchange for societal benefit

not profit. Everything you doshould be in the service ofbehavior change.

Commercial Marketing

Reaching everyone through amedia blitz

An image campaign A quick process


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Example of Commercial Marketing

You give me

Rs. 20You get

A Pepsi

a thirst quencher good taste

fun

youthful feeling youngistan


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Example of Social Marketing

You give me

Money

Time

Momentary discomfort

You get

An immunization (Poliocampaign)

Better Health

Avoidance of greaterdiscomfort (sickness)

Ability to go to school, work,

Travel


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Condom Social Marketing:

Case Studies


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Condom social marketing Condom social marketing programmers have made

condoms more accessible,

affordable and acceptable in many of the worldspoorest countries.

In 1997 these distributed about 900 million male andfemale

condoms. By 1999, at least 71 different socialmarketing programmers

for male and female condoms were active in 59developing countries.


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Community-based social

marketing in India


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Relevant facts about India

73% live in rural areas; 49% of the population is belowthe age of 20.

Hindi and English, and male/female literacy rates areestimated

at 66/38%. The principal religions are Hindu (83%)and Islam (11%).

The prevalence of HIV infection amongst Indiansaged 15-49 years is estimated at 0.70% by the end of1999, with an estimated 3 700 000 people, includingchildren, currently living with HIV/AIDS


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This is more than any other country in the world

except South Africa The first case of AIDS in India was reported in Madras

(now Chennai) in 1986.

HIV infection has risen significantly; for example,

rates among pregnant women tripled between 1995and 1997 to 1.25%. Bold safe-sex campaigns, includingintensive condom promotion, in Tamil Nadu haveresulted in dramatic increases in condom use in risky

sexual encounters.


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Final Retail Mgmt

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