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Marketing Mix for Social Marketing

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Marketing Mix for Social Marketing
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Sunanda K. Chavan
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Marketing Mix for Social Marketing - September 2nd, 2010

Social marketing makes use of commercial marketing theories, tools & techniques to social issues. It applies a customer-oriented approach.The planning process takes ‘consumer focus’ into account by addressing the elements of the marketing mix. This refers to decisions about:

The conception of a Product
Price
Place or the distribution mix
Promotion


These are called the 4 Ps. In Social marketing, there are a few additional Ps namely,
Policy
Partnership
Politics
Purse-strings
Publics



Product:

The social marketing ‘Product’ is not necessarily a physical offering. A continuum of products exists, that range from the tangible/ physical products (e.g. condoms) to services (medical examinations), practices (e.g. breast –feeding, ORT, eating a nutritious/healthy diet) and finally more intangible ideas (e.g. environmental protection).

In order to have a product that is viable, it is essential that people must first perceive that they have a genuine or serious problem and that the product offering is a good/correct solution for that problem.

The role of research here is to discover the consumer’s perception of the problem and the product & to determine how important they deem fit to take the necessary action against the problem.

Price:

This refers to what the consumer must do in order to obtain the social marketing product. The cost maybe monetary, or may require the consumer to give up intangibles, such as time, or effort, or to risk embarrassment & disapproval. If the cost outweigh the benefits for an individual, the perceived value of the offering will be low is unlikely to be accepted. However, if the benefits are perceived as greater than their costs, then the chances of trial and adoption of the product is much greater. E.g. a smoker who is being persuaded to give it up must be convinced that he is giving up smoking for his own well-being. Must be able to appeal to an existing set of values already in society.

In setting the price, particularly for a physical product, such as contraceptives, many issues must be considered. If the product is priced too low, or provided free of charge, the consumer may perceive it as low quality. And, if the price is too high, some will not be able to afford it. Important to balance these considerations.

Place:

Place describes the way that the product will reach the consumer/target audience. For a tangible product, ‘place’ refers to the distribution system- warehouse, trucks, sales-force, retail-outlets or places where it is given out free. For an intangible product, place refers to decisions about channels through which consumers are reached with information or training. This may include doctor’s clinics, hospitals, shopping malls, mass-media vehicles, schools, clubs, institutions etc. Another element in ‘place’ is deciding how to employ the accessibility of the offering & quality of service delivery.

Promotion:

this consists of the integrated use of advertising, Public Relations, Personal selling, Media advertising and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public Service Announcements (PSAs) or paid ads are one way but there are other methods such as coupons, editorials, media events, in-store displays, demos etc.

Policy:

Social marketing aims at providing mental guidelines for future behavior. It must motivate individual behavior change. It involves the determination of specific policies as a part of the goals to be achieved. The policy should not violate ethical, cultural or religious norms that exist in a given society.


Politics:

Since social marketing is associated with the community in general, political and governmental patronage is required to make it a success. It makes marketing easier and effective.
Publics: Social marketers often have many different audiences that their programs has to address in order to be successful. Publics refers to both the external and internal groups involved in the program. External publics includes the target audience, the secondary audiences, policy makers & gatekeepers; while the internal publics are those who are involved in some way with either approval or implementation of the program.

Purse Strings:

Most organizations that develop social marketing programs operate through funds provided by services such as foundations, governmental grants or donations. It is important to consider from where money will be generated to create the program.
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Jitendra Mazee
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Re: Marketing Mix for Social Marketing - January 21st, 2016

Quote:
Originally Posted by sunandaC View Post
Social marketing makes use of commercial marketing theories, tools & techniques to social issues. It applies a customer-oriented approach.The planning process takes ‘consumer focus’ into account by addressing the elements of the marketing mix. This refers to decisions about:

The conception of a Product
Price
Place or the distribution mix
Promotion


These are called the 4 Ps. In Social marketing, there are a few additional Ps namely,
Policy
Partnership
Politics
Purse-strings
Publics



Product:

The social marketing ‘Product’ is not necessarily a physical offering. A continuum of products exists, that range from the tangible/ physical products (e.g. condoms) to services (medical examinations), practices (e.g. breast –feeding, ORT, eating a nutritious/healthy diet) and finally more intangible ideas (e.g. environmental protection).

In order to have a product that is viable, it is essential that people must first perceive that they have a genuine or serious problem and that the product offering is a good/correct solution for that problem.

The role of research here is to discover the consumer’s perception of the problem and the product & to determine how important they deem fit to take the necessary action against the problem.

Price:

This refers to what the consumer must do in order to obtain the social marketing product. The cost maybe monetary, or may require the consumer to give up intangibles, such as time, or effort, or to risk embarrassment & disapproval. If the cost outweigh the benefits for an individual, the perceived value of the offering will be low is unlikely to be accepted. However, if the benefits are perceived as greater than their costs, then the chances of trial and adoption of the product is much greater. E.g. a smoker who is being persuaded to give it up must be convinced that he is giving up smoking for his own well-being. Must be able to appeal to an existing set of values already in society.

In setting the price, particularly for a physical product, such as contraceptives, many issues must be considered. If the product is priced too low, or provided free of charge, the consumer may perceive it as low quality. And, if the price is too high, some will not be able to afford it. Important to balance these considerations.

Place:

Place describes the way that the product will reach the consumer/target audience. For a tangible product, ‘place’ refers to the distribution system- warehouse, trucks, sales-force, retail-outlets or places where it is given out free. For an intangible product, place refers to decisions about channels through which consumers are reached with information or training. This may include doctor’s clinics, hospitals, shopping malls, mass-media vehicles, schools, clubs, institutions etc. Another element in ‘place’ is deciding how to employ the accessibility of the offering & quality of service delivery.

Promotion:

this consists of the integrated use of advertising, Public Relations, Personal selling, Media advertising and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public Service Announcements (PSAs) or paid ads are one way but there are other methods such as coupons, editorials, media events, in-store displays, demos etc.

Policy:

Social marketing aims at providing mental guidelines for future behavior. It must motivate individual behavior change. It involves the determination of specific policies as a part of the goals to be achieved. The policy should not violate ethical, cultural or religious norms that exist in a given society.


Politics:

Since social marketing is associated with the community in general, political and governmental patronage is required to make it a success. It makes marketing easier and effective.
Publics: Social marketers often have many different audiences that their programs has to address in order to be successful. Publics refers to both the external and internal groups involved in the program. External publics includes the target audience, the secondary audiences, policy makers & gatekeepers; while the internal publics are those who are involved in some way with either approval or implementation of the program.

Purse Strings:

Most organizations that develop social marketing programs operate through funds provided by services such as foundations, governmental grants or donations. It is important to consider from where money will be generated to create the program.
Hey sunanda, thanks for sharing such a nice information on social marketing and its various features. As we know social marketing is the systematic use of marketing in addition to other ideas and methods to accomplish specific goals for a social good. Sunanda, i added a document which can give some more better points on social marketing.
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amount of time, assess your results, brainstorm strategies, channels of communication, design messages, different messages, different strategies, identify behaviors, identify your audience, marketing, marketing campaign, mix, place marketing, pretest ideas, pretest your ideas, product marketing, publicize actions, reduce barriers, resources subgroup, social, social marketing, specific strategies
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