BRANDING PROPOSAL“a.c.s-Social marketing strategies”

INDEX

• Acknowledgement• Social marketing,

• Introduction• Background

• Application of social marketing,• Marketing strategy,

• Types of strategies,• Strategies for changing

•Public behavior,•CONCLUSION,•Bibliography

Social Marketing Strategies for changing consumer behavior

Social marketing

INTRODUCTION

• Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.

• Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole.

• For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.

BACKGROUND

•Social marketing began as a formal discipline in 1971, with the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by marketing experts Philip Kolter and Gerald Zaltman.

•However, earlier, social marketing had already been used as a tool for birth control in India, where a persuasion based approach was favored over a legislative approach.

Marketing strategy

•Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Social marketing: strategies for changing public behavior

•Literacy campaigns, family planning, and programs to combat teenage pregnancy, drug abuse, and AIDS represent only a fraction of the social campaigns launched by agencies throughout the world in an effort to change public behavior.

•These agencies hope that social campaigns may be the way to achieve social goals without repressive legislation, costly incarceration, or the resigned acceptance of defeat by society's ills.

•And yet, as marketing experts Philip Kotler and Eduardo Roberto find, most of these well-intentioned campaigns have had little effect.

changing public behavior

•Now, for the first time, Kotler and Roberto provide a comprehensive, straightforward guide for planning and effectively implementing social campaigns. Using real world examples, Kotler and Roberto show how organizations devoted to social change can use their resources far more efficiently and effectively than has been the case to achieve maximum results.

•. In probing the how's and whys of failed campaigns and the requirements for successful ones in modern industrialized nations and in developing parts of the world, Kotler and Roberto focus on the methods and tools needed to market social change efficiently.

•The process of effectively influencing the beliefs, attitudes, and actions of individuals relies on communicating the right kinds and mix of offers, facilities, information, and promotion to target markets.

•The authors present new techniques for setting measurable objectives, researching the needs of different target markets, preparing appropriate products, services, and promotions, controlling ongoing performance, and assessing results.

•However, as Kotler and Roberto caution, social policy managers must also reconcile their proposed campaign features with the capabilities of their own organization and the political realities surrounding them.

•Unfolding the different developmental stages of such recent social programs as the AIDS education campaign; the Condom Social Marketing Program in the Philippines; and antismoking, alcohol abuse, and environmental protection campaigns, Kotler and Roberto illustrate how developing the right marketing strategies can successfully sustain a social campaign.

•By following Kotler and Roberto's expert guidance, social policy managers will recognize the growing possibilities and advantages of using a social marketing approach rather than restrictive legislation or undifferentiated mass advertising to change public behavior

•Kotler and Roberto show how organizations devoted to social change can use their resources far more efficiently and effectively than has been the case to achieve maximum results.

•Kotler and Roberto illustrate how developing the right marketing strategies can successfully sustain a social campaign. By following Kotler and Roberto's expert guidance, social policy managers will recognize the growing responsibilities and advantages of using a social marketing approach rather than restrictive legislation or undifferentiated mass advertising to change public behavior.

Social marketing can help achieve sustainable behavior change

•Taking a consumer-centered approach through using social marketing to communicate sustainability helps you understand people and their behavior

• Do you understand the reasons why people behave in certain ways?

•If you don't, then achieving sustainable behavior change may not be possible. Simply trying to tell people to change, or giving them information and expecting them to act on it, may not work if you forget to consider the benefits people derive from certain behaviors.

•But by taking a truly consumer-centred approach, social marketing enables you to understand people and their behavior

•Social marketing has long been confused with advertising and social media. But social marketing is much more than just promotion; it is a discipline, which draws on psychology, sociology, economics and anthropology in an attempt to fully understand people

•Once this understanding has been gained, it develops products, services and messages which provide people with an exchange they will value.

•This is because we do not always behave in our best interest. In recent years a range of programmers, funded by the public sector, have tried to "educate" the consumer around a number of important health and environmental issues, hoping to bring about behavior change.

• An example of one of these campaigns is the Department of Health's five-a-day initiative. The UK government, in line with World Health Organization guidance, recommends an intake of at least five portions of fruit or vegetables per person per day. Hazel Blears, who was minister for public health in 2003 when the campaign was launched, said: "The evidence shows that eating at least five portions of fruit and vegetables each day could help prevent up to 20% of deaths from our nation's biggest killers such as heart disease and some cancers.“

•This is a great example of how social marketing was able to identify an exchange that changed the behavior of people jaded by decades of message-based appeals

5 essential strategies for changing consumer behavior

•Consider how to motivate people to make the desired changes.

•Choose ways to help them remember to do the new actions.

•Find ways of making it easier for people to take each next step.

•Decide how you will build motivation and social momentum over time.

•Create an effective marketing mix by carefully choosing appropriate combinations and sequences of the tools.

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