Date post: | 18-Nov-2014 |
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Social Marketing Mix
Ps
• Conventional marketing mix (4Ps)1. Product2. Price3. Place4. Promotion
Ps
• Social marketing mix involve some other Ps.– Publics– Partnership – Policy– Purse strings
Product
• Behavior or offering that you want the target audience to adopt.
• First people must feel they have some problem
• Second they must feel that product is good to solve their problem
Product (continue)“what’s in it for me”
• Refine your product– Reducing problem– Easier to use– More attractive
• Must be appealing – Highlight attractive features– Creating niche– Identifying benefits
Product (continue)position your product
• Link various attributes to their associated benefits.
• Showing key benefits relative to the competion
Price
• What the target audience has to give up to adopt the behavior?
• Price could be monetary, time, efforts, old habits, or emotional cost.
• Develop marketing mix to reduce this cost
• Find out barriers to adopt the product.
Place
• Where and how are the customers going to get the product?
• Where to expose target audience with program’s message.
• Message should reach at place where people make decision related to behavior
Promotion
• How you get your message about product out to the target audience?– Advertising– Public relations– Promotions– Personal selling– Special events– Entertainment
Publics
• External publics– Primary audience_ target audience– Secondary audience_ group members who have
influences over primary audience– Another audience_ policymakers– Gatekeepers
• Internal publics– Staff and supervisors
• Educate them• Inform them
Partnership
• Organization with similar audience or objectives.
Policy
• To sustain environment surrounding the target audience supports that change for long run.
• Policy from organization or federal
Purse strings
• Where will get money to create program?– Funding organization – Government grants– Donations
• Marketing plan
End of chapter