Social Marketing Final

8/6/2019 Social Marketing Final

1/14

SaveEarthDo Start Now!

Reliance Communication

EXECUTIVE SUMMARY

The increase in the average temperature ofEarth's near-surface air and oceans since the mid-

20th century and its projected continuation is known as Global Warming. Global surface

temperature increased 0.74 0.18 C (1.33 0.32 F) during the 20th century. The Sponsorof this social marketing plan is the well known company Reliance Communications. The

problems that have led to the development of this plan are Increase in Pollution, Climate

Change, Changes in Atmospheric Temperature, Increase in Natural Calamities, Imbalance of

Ecosystem and Increase in sea water level because Glaciers are melting continuously.

The causes for Global Warming are the cars we drive, use of paper & wood, eating

supermarket meat, using earth - unfriendly appliance, Urbanization and Industrialization. The

effects of Global Warming are Extreme weather, Sinking landmass, Health effects and

increased animal extinctions. Solutions and Effective Ways to Minimize the Global Warming

are Clean Energy, Responsible Governance, Responsible citizens, Offsets & Credits, Choose

clean power, Unplug the freezer, Light bulbs matter and Plant a tree.

Our Target Market includes Industries, Common People, Metro Cities, Government, Society

and Paper and Wood Industries. The General Objective of the plan is - To Make a Pollution

Free Environment. The Specific Objectives includes cutting 50% Carbon Emission By 2030

and to increase 20% Forest Area By 2020. Competition and Target market Barriers are the

Paper Industries, Government, and Increase in Per Capita Income, Publication House, Soft

Drink Industries, Transportation and Cold Houses.

The Desired Positioning is that we want common people and industries should minimize

carbon emission and contribute truly to spot a global warming. The Core Product is- SafeEnvironment if they will minimize carbon emission, Good Health if they will do plantation

and saving of money if they will switch off the power after uses.

The Program Related costs are Physical effort, Reward and incentive, Monetary Benefit, Fine

for Carbon Emission and Carbon Credit. The Places for our Social Marketing Campaign

would be Society, Commercial Places, Factory Area, Common People and Metros. The Key

Messages for Our Social Marketing Campaign are Stop Global Warming, Bad Effect of

Global Warming, Plant a Tree, Minimize Carbon Emission, Make less use of Papers and

Plastic, and Use Public Transport for travelling and Make aware about Global Marketing. The

Messengers Who will Deliver Our Message includes Actors, Players, Ministers, Sponsor

(Anil Dhirubhai Ambani ) and Partners. The Communication Channels would be Television,Roadway Sign, Radio, Publicity, Videos, Special Event, Internet and Through SMS. The

Output Measure is the Campaign Activity. The Outcome Measure are the Target Market

Responses and Changes in knowledge, belief and behavior. The Impact Measure is the

Contribution to the plan purpose such as stop Carbon Emission.

The Major Costs Will be Associated with Advertising with the help of Television, Radio, and

Special Events. The Major Sources of Fund would be Reliance Communication, Reliance

Group, and Their Partners. Three phases are identified for our social marketing plan for 5-

years. The First and Second year, the Efforts are concerned on creating awareness about

Global warming. The Third and Fourth Year, sustain this effort as well as add element that

are key for belief and behavior change. The Fifth Year, Evaluation of effort whether ouractual result match with the Desired Result.

Page | 1
http://en.wikipedia.org/wiki/Instrumental_temperature_recordhttp://en.wikipedia.org/wiki/Earthhttp://en.wikipedia.org/wiki/Celsiushttp://en.wikipedia.org/wiki/Fahrenheithttp://en.wikipedia.org/wiki/Instrumental_temperature_recordhttp://en.wikipedia.org/wiki/Earthhttp://en.wikipedia.org/wiki/Celsiushttp://en.wikipedia.org/wiki/Fahrenheit


2/14



1-Describing the Plan Background, Purpose, and Focus

A - Social Issue- Global Warming

Global warming is the increase in the average temperature ofEarth's near-surface air and

oceans since the mid-20th century and its projected continuation. According to the 2007Fourth Assessment Report by the Intergovernmental Panel on Climate Change (IPCC), global

surface temperature increased 0.74 0.18 C (1.33 0.32 F) during the 20th century. Most

of the observed temperature increase since the middle of the 20th century was caused by

increasing concentrations of greenhouse gases, which results from human activity such as

fossil fuelburning and deforestation. Global dimming, a result of increasing concentrations of

atmospheric aerosols that block sunlight from reaching the surface, has partially countered

the effects of greenhouse gas induced warming.

Climate model projections summarized in the latest IPCC report indicate that the global

surface temperature is likely to rise a further 1.1 to 6.4 C (2.0 to 11.5 F) during the 21st

century. The uncertainty in this estimate arises from the use of models with differing

sensitivity to greenhouse gas concentrations and the use of differing estimates of future

greenhouse gas emissions. An increase in global temperature will cause sea levels to rise and

will change the amount and pattern ofprecipitation, probably including expansion of

subtropical deserts. Warming is expected to be strongest in the Arctic and would be

associated with continuing retreat of glaciers, permafrost and sea ice. Other likely effects

include changes in the frequency and intensity ofextreme weatherevents, species extinctions,

and changes in agricultural yields. Warming and related changes will vary from region to

region around the globe, though the nature of these regional variations is uncertain.

B - Sponsor- Reliance Communication

C - Problems that have led to the development of the plan

1. Increase in Pollution

2. Climate Change

3. Changes In Atmospheric Temperature

4. Increase in Natural Calamities

5. Imbalance of Ecosystem

6. Increase in sea water level because Glaciers are melting continuously

D - Causes for Global Warming

1. The cars we drive-Cars (especially SUV's) are big environmental pollutants. They

release toxic carbon dioxide and thus not just burn a hole in your pocket but also in

the ozone layer! So the next time you want to go somewhere, why not cycle instead?

Page | 2
http://en.wikipedia.org/wiki/Instrumental_temperature_recordhttp://en.wikipedia.org/wiki/Earthhttp://en.wikipedia.org/wiki/IPCC_Fourth_Assessment_Reporthttp://en.wikipedia.org/wiki/Intergovernmental_Panel_on_Climate_Changehttp://en.wikipedia.org/wiki/Celsiushttp://en.wikipedia.org/wiki/Fahrenheithttp://en.wikipedia.org/wiki/Attribution_of_recent_climate_changehttp://en.wikipedia.org/wiki/Greenhouse_gashttp://en.wikipedia.org/wiki/Anthropogenichttp://en.wikipedia.org/wiki/Fossil_fuelhttp://en.wikipedia.org/wiki/Deforestationhttp://en.wikipedia.org/wiki/Global_dimminghttp://en.wikipedia.org/wiki/Aerosolshttp://en.wikipedia.org/wiki/Climate_modelhttp://en.wikipedia.org/wiki/Surface_temperaturehttp://en.wikipedia.org/wiki/Climate_sensitivityhttp://en.wikipedia.org/wiki/Special_Report_on_Emissions_Scenarioshttp://en.wikipedia.org/wiki/Special_Report_on_Emissions_Scenarioshttp://en.wikipedia.org/wiki/Sea_level_risehttp://en.wikipedia.org/wiki/Precipitation_(meteorology)http://en.wikipedia.org/wiki/Subtropicshttp://en.wikipedia.org/wiki/Deserthttp://en.wikipedia.org/wiki/Arctic_shrinkagehttp://en.wikipedia.org/wiki/Retreat_of_glaciers_since_1850http://en.wikipedia.org/wiki/Permafrosthttp://en.wikipedia.org/wiki/Sea_icehttp://en.wikipedia.org/wiki/Extreme_weatherhttp://en.wikipedia.org/wiki/Extinction_risk_from_climate_changehttp://en.wikipedia.org/wiki/Agricultural_yieldhttp://en.wikipedia.org/wiki/Instrumental_temperature_recordhttp://en.wikipedia.org/wiki/Earthhttp://en.wikipedia.org/wiki/IPCC_Fourth_Assessment_Reporthttp://en.wikipedia.org/wiki/Intergovernmental_Panel_on_Climate_Changehttp://en.wikipedia.org/wiki/Celsiushttp://en.wikipedia.org/wiki/Fahrenheithttp://en.wikipedia.org/wiki/Attribution_of_recent_climate_changehttp://en.wikipedia.org/wiki/Greenhouse_gashttp://en.wikipedia.org/wiki/Anthropogenichttp://en.wikipedia.org/wiki/Fossil_fuelhttp://en.wikipedia.org/wiki/Deforestationhttp://en.wikipedia.org/wiki/Global_dimminghttp://en.wikipedia.org/wiki/Aerosolshttp://en.wikipedia.org/wiki/Climate_modelhttp://en.wikipedia.org/wiki/Surface_temperaturehttp://en.wikipedia.org/wiki/Climate_sensitivityhttp://en.wikipedia.org/wiki/Special_Report_on_Emissions_Scenarioshttp://en.wikipedia.org/wiki/Special_Report_on_Emissions_Scenarioshttp://en.wikipedia.org/wiki/Sea_level_risehttp://en.wikipedia.org/wiki/Precipitation_(meteorology)http://en.wikipedia.org/wiki/Subtropicshttp://en.wikipedia.org/wiki/Deserthttp://en.wikipedia.org/wiki/Arctic_shrinkagehttp://en.wikipedia.org/wiki/Retreat_of_glaciers_since_1850http://en.wikipedia.org/wiki/Permafrosthttp://en.wikipedia.org/wiki/Sea_icehttp://en.wikipedia.org/wiki/Extreme_weatherhttp://en.wikipedia.org/wiki/Extinction_risk_from_climate_changehttp://en.wikipedia.org/wiki/Agricultural_yield


3/14



2. Using paper & wood- Using paper is not good as you think it is. Deforestation is

responsible for 25% of all carbon dioxide release entering the atmosphere so when we

cut down trees for making paper it increase global warming. The next time, use cloth

bags instead of paper/plastic.

3. Eating supermarket meat - The digestive tracts of some animals like goats; cows

and lambs produce methane, a major greenhouse gas. In addition animal husbandry is

responsible for 18% of global greenhouse gas emissions. So the next time you crave

meat, think twice!

4. Using earth - unfriendly appliance -Most of the electrical appliances in your house,

such as the A/C, refrigerator and yellow bulbs are using up loads of non renewable

resources, releasing greenhouse gases and increasing global warming at this verymoment! So, switch them off if there is no need!

5. Urbanization- As we all us know that the urban areas are increasing at very fast rate

since last 10 year from which the forest areas are becoming small and people are

cutting tree to building a residential place and to develop an infrastructure.

6. Industrialization- After liberalization many foreign and domestic companies areestablishing their plant in urban as well as rural areas and they are cutting forest area

from with forest area are shrinking at very fast rate and also companies are spreading

environmental pollution. So Increase Plantation!

E- Effect of Global Warming:-

Extreme weather- When the temperature in summer hits a blistering 50 -55 degrees you

know things aren't what they used to be. When global warming rises, summers get

hotter, winters get colder, drought and floods become even more common. It may

not matter to you when youre sitting in your air conditioned apartment, but maybeyour overheated monthly energy bills will clue you in to the problem.

Page | 3


4/14



Sinking landmass- The Himalayas are melting. And with it our cities and even countries are

sinking. Want to go to Maldives? Well in a few years, places like Maldives and

Venice will be buried many leagues under the sea. Global warming as caused

melting ice caps and rising sea levels resulting in the slow sinking of many land

masses. This leads to large scale migration and with it, dire economic consequences.

Health effects- Erratic weather patterns and climate change contributes to disease andpremature deaths. From malnutrition to disease and injury from forest fires, storms,

droughts and heat waves, we are all going to be sick more than before. According to

a 2009 study by University College London academics, climate change and global

warming pose the biggest threat to human health in the 21st century.

Increased animal extinctions- Climate change is a big threat to species diversity. A doubling

of present carbon dioxide levels (as predicted by many climatologists) and rising

temperatures could potentially eliminate 56,000 plant and 3,700 animal species in

the 25 hot spot regions. That means no polar bears, and subsequently no animals in

the entire arctic.

F- Solutions and Effective Ways to Minimize the Global Warming:-

Clean Energy: - Something as simple as changing a regular light bulb to a CFC one goes a

long way towards helping the environment. Other clean energy solutions like wind,

solar & even water will help us move towards a sustainable way of living. Where

you can help is simply by making the right choices. When consumers demand green

energy, investment increases and the entire system is sustainable.

Responsible Governance, Responsible citizens: - New laws & regulations to control

climate change can make a real difference. Simple but far reaching initiatives such

as governance, stricter rules against pollution & emission, reducing traffic &

congestion can go a long way towards a cooler planet. As a citizen demand more

from your leaders and spread the word amongst people you know.

Offsets & Credits:- Global solutions such as carbon offsets and carbon credits have been

proposed to control climate change. Using these instruments, individuals can

exchange carbon credits for fuel / electricity. One carbon offset represents the

reduction of one metric ton of carbon dioxide or its equivalent in other greenhouse

gases.

Choose clean power- More than half the electricity we consume comes from polluting coal-

fired power plants. And power plants are the single largest source of heat-trapping

gas.Unplug the freezer- When you're not using your refrigerator, remember to pull the plug.

You'll be reducing your family's carbon dioxide emissions by almost10%.

Light bulbs matter- At home, replace your incandescent bulbs with more efficient compact

fluorescents. Youll cut back on heat-trapping pollution & electricity.

Plant a tree - Plant a tree. Trees provide for cooler and cleaner air, shade, and reduce our

energy requirements and most importantly, fossil fuel use.

There is a need to work collectively towards controlling global warming. Small steps such as

replacing incandescent bulbs with fluorescent bulbs or compact fluorescent lamp (CFLs),

turning off appliances when not in use, switching off TVs, computers, lights, etc. that are not

being used and unplugging electronic items after use (that consume electricity even when not being used), including TVs, video and audio systems, computers, and chargers (for cell-

Page | 4


5/14



phones and other electronic equipment) can make a considerable difference to energy

consumption.

Pictures

Page | 5


6/14


Reliance Communication Page | 6


7/14



2-Conducting a Situation Analysis:-

SWOT Analysis of Reliance Communication

Strengths

Mobile Communications Arm of a Large, Well-Funded, Well-Connected and

Ambitious Indian Conglomerate

Economies of Scale From Large Subscriber Base

Expertise in a Business Model That Allows It to Maintain High Profitability From

Lower-Yielding Subscribers

Weaknesses

Cost Structure Disadvantage With Subscribers Spread Across Two Different Mobile

Networks

Low ARPU Compared With Competitors

Weakness in Rural Markets Brand Positioning

Page | 7


8/14



Limited Availability of Value-Added Services

Opportunity

Aggressive Move Into the Rural Market

Use Upcoming Mobile Number Portability as "Launching Pad" to Grab Market Shareof Higher ARPU Users and Ramp Up Focus on Data Revenue

Overseas Investments

Lease Spare Capacity on Its CDMA Network to Mobile Virtual Network Operators

Threats

Quicker Than Expected Slowing of Growth in the Indian Marketplace

Mobile Number Portability Risks Accelerating Churn of Subscribers From CDMA to

GSM

New Competitors

3-Select Target Markets:-

Our Target Segment:-

1- Industries

2- Common People

3- Metro Cities

4- Government

5- Society

Page | 8


9/14



6- Paper and Wood Industries

4-Set Objective and Goal:-

Social Marketing plan always include a behavior objective something we want to influence

the target market to do. It may be something we want our target audience to accept

(Example. Start Plantation) reject (Example: Carbon Emission) and modify

(Example- Minimize the wastage of Papers) or Abandon (Example: - Cutting trees) .Often

market needs to know or believe in order to be motivated to act knowledge Objective include

information of fact we want the market to be aware of (Example:- Earth surface temperature

is likely to rise a further 1.1 to 6.4 C (2.0 to 11.5 F) during the 21st century)-ones that might

make them more willing to perform the desired behavior ( Example- Switching off TVs,

computers, lights, etc. that are not being used and unplugging electronic items after use).

Belief Objective relates more to feeling and attitude. A normal people should know the

Excess use of home appliances like TV, Refrigerator and AC are Harmful for EnvironmentBut may believe that using it limited in a day wont make that much difference.

This is also the point in the marketing plan where we establish quantifiable measures (goals

relative to our objectives. Ideally goal are established for behavior objective as well as any

knowledge and belief objective-ones that are specific , measurable , attainable , relevant and

time sensitive (SMART).You should recognize that what you determine here will guide your

subsequent decision regarding marketing mix strategies . It will also have significant

implementation for budgets and will provide clear direction for evaluation measures later in

the planning process.

Objective-

General Objective - To Make a Pollution Free Environment

Specific Objective-

To Cut a 50% Carbon Emission By 2030

To increase 20% Forest Area By 2020.

5-Identify the competition and Target Market Barriers and Motivators

Competition and Target market Barriers:-

1. Paper Industries- Paper industries are the big competitor for our marketing campaign

because they are producing more and more papers with economy of scale to maximize

their profit and market share.

Page | 9
http://en.wikipedia.org/wiki/Surface_temperaturehttp://en.wikipedia.org/wiki/Surface_temperature


10/14



2. Government- Govt. is also a big competitor for our market campaign because Govt.

is encouraging the industrialization and urbanization to Development of Economy.

And Govt. is not making any strict rules and regulation against Global Warming

because it will effect in development of Economy.

3. Increase in Per Capita Income Our country are growing at very fast rate from

which the per capita income of individuals are increasing continuously and their living

standard is increasing and they are using Car, TV , Heater, computer , refrigerator, AC

and Other electronic Item. From which the emission of green house gases are

increasing at very high rate.

4. Publication House

5. Soft Drink Industries

6. Transportation

7. Cold Houses

Motivators-

1- Government

2- International Bodies

3- Common Public being Conscious about Global Warming

4- Big Organizations are working toward to minimize the global warming

5- Society are Becoming aware about Global Warming

6-Craft a Desired Positioning

In Belief a positioning statement describes how want your target audience to see the behavior

you want them to act-relative to competing behavior.

We want that common people and industries to minimize carbon emission and contributetruly to stop a global warming.

Page | 10


11/14



7- Develop a Strategic Marketing Mix (4ps)

This section of plan describes our product, price, place and promotional strategies.

It is blend of these element that constitutes our marketing mix, also thought of as the

determinants (independent variable) used to influence behaviors (the dependent variable). Besure to present the marketing mix in the sequence that follows, beginning with the product

and ending with a promotional strategy. After the entire promotional tool is the one you count

on to ensure that target markets know about your product, its price, and how to access it.

These decisions obviously then need to be made prior to promotional planning.

4 Ps

1- Product

2- Price

3- Place

4- Promotion

1-Product:-

A-Core Product:-The core product consists of benefits the target audience values that they

believe they will highlight. Your list of motivators and positioning statement is a great

resource for developing this component of the product platform.

Example of Core Product-

1- Safe Environment if they will minimize carbon emission

2- Good Health if they will do plantation

3- Saving of money if they will switch off the power after uses

B-Actual Product: - Actual product describes the desired behavior, usually in more specific

terms.

Examples of Actual Product:-

1- Stop carbon emission

2- Stop cutting of trees

3- Plant a tree

4- Switch off the power after uses

5- Minimize the use of soft drinks

6- Use Public Transport for traveling

C-Augmented Product: - Augmented Product refers to any additional tangible objects

and/or services that you will include in your offer or that will be promoted to the target

audience.

Page | 11


12/14



Examples of Augmented Product:-

1- Use CFL bulbs

2- Use Traditional soft drink

3- Less Uses of Papers

4- Bring Bags, when you will go to market to purchase a foods or vegetables.

2-Price-

Here the Program Related cost are following

1- Physical effort

2- Reward and incentive

3- Monetary Benefit

4- Fine for Carbon Emission

5- Carbon Credit

3-Place-In social marketing, place is primarily where and when the target market will

perform the desired behavior and/or acquire any campaign-related tangible objective

Places for our Social Marketing Campaign

1- Society

2- Commercial Places

3- Factory Area

4- Common People

5- Metros

4-Promotion- In this section, you will describe persuasive communication strategies,

covering decision related to key messages (What we want to communicate).

Key Message for Our Social Marketing Campaign

1- Stop Global Warming

2- Bad Effect of Global Warming

3- Plant a Tree

4- Minimize Carbon Emission

5- Make less use of Papers and Plastic

6- Use Public Transport for travelling

Page | 12


13/14



7- Make aware about Global Marketing

Messenger (Who Deliver Our Message)

1- Actors

2- Players

3- Ministers

4- Sponsor(Anil Dhirubhai Ambani )

5- Partners

Communication Channels

1- Television

2- Roadway Sign

3- Radio

4- Publicity

5- Videos

6- Special Event

7- Internet

8- Through SMS

8-Outline A Plan for Monitoring and Evaluation

Our Evaluation plan outlines what measure will be used to evaluate the success of our effort

and how and when these measurements will be taken. It is derive after first clarifying the

purpose and referring back to objective that were established for the campaign-the desired

levels of changes in behavior, knowledge, and beliefs established in step 4.

Measure Typically Fall into one of three categories:

Output Measures- Campaign Activity

Outcome Measures- Target Market Responses and Changes in knowledge, belief and

behavior

Impact Measures- Contribution to the plan purpose such as stop Carbon Emission

9-Establish Budget and Find Funding Sources

On the basis of draft product and features, price incentives, distribution channels, proposed

promotion and the evaluation plan, funding requirement will be summarized and compared

with available and potential funding sources. Outcomes at this step may necessitate revisionsof strategies, target audience, and objective or the need to secure additional funding source

Page | 13


14/14



.Only a final budget is presented in this section delineating secured funding sources and

reflecting any contribution from partners.

Major Cost Will be Associated with Advertising Television, Radio, and Special Events

Major Sources of Fund- Reliance Communication, Reliance Group, and Their Partners

10-Complete an Implementation Plan

The plan is wrapped up with a document that specifies who will do what, when and for how

much. It transforms the heretofore marketing plan the real marketing plan as it provides a

clear picture of marketing activities (output).responsibilities, time frames, and budgets.

Typically detailed activities are provided for the first year of a campaign .with broader

reference for subsequent year.

Three phases are identify for our social marketing plan for 5-year.

1-First and Second year- Effort are concerned on creating awareness about Global warming.

2-Third and Fourth Year-Sustain this effort as well as add element that are key for belief

and behavior change.

3-Fifth Year- Evaluation of effort weather our actual result match with Desired Result.

Page | 14

Date post:	08-Apr-2018
Category:	Documents
Upload:	parmanand-gupta
View:	217 times
Download:	0 times

Social Marketing Final

Documents