Lesson 8 : Concept and Philosophy of Social Marketing
Market mix of social marketing
Like commercial marketing, the primary focus is on the consumer and on learning what people want and need rather than trying to persuade them to buy whatever is produced. Marketing talks to the consumer, not about the product. The planning process takes this consumer focus into account by addressing the elements of the "marketing mix."
The commercial marketing mix is a composition of "Four Ps" - Product, Price, Place and Promotion. In addition to these four P' s, Social marketing has four more "P's."
Product: The social marketing "product" is not necessarily a physical offering. A continuum of products exist ranging from tangible physical products (e.g., condoms) to services (e.g., medical exams), practices (e.g., breast feeding, ORT or eating a heart-healthy diet) and finally more intangible ideas (e.g., environmental protection). In order to have a viable product, people must first perceive that they have a genuine problem and that the product offering is a good solution for that problem. The role of research here is to discover the consumers' perceptions of the problem and the product and to determine how important they feel it is to take action against the problem.
Price: "Price" refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary or it may instead require the consumer to give up intangibles, such as time or effort or to risk embarrassment and disapproval. If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted. However, if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater.
In setting the price particularly for a physical product such as contraceptives, there are many issues to consider. If the product is priced too low or provided free of charge, the consumer may perceive it as being low in quality. On the other hand, if the price is too high, some will not be able to afford it. Social marketers must balance these considerations and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of "dignity" to the transaction. These perceptions of costs and benefits can be determined through research and used in positioning the product.
Place: "Place" describes the way that the product reaches the consumer. For a tangible product, this refers to the distribution system--including the warehouse, trucks, sales force, retail outlets where it is sold or places where it is given out for free. For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training. This may include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations. Another element of place is deciding how to ensure accessibility of the offering and quality of the service delivery. By determining the activities and habits of the target audience, as well as their experience and satisfaction with the existing delivery system, researchers can pinpoint the most ideal means of distribution for the offering.
Promotion: Finally, the last "P" is promotion. Because of its visibility, this element is often mistakenly thought of as comprising the whole of social marketing. Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public service announcements or paid ads are one way, but there are other methods such as coupons, media events, editorials, "Tupperware"-style parties or in-store displays. Research is crucial to determine the most effective and efficient vehicle to reach the target audience and increase demand. The primary research findings themselves can also be used to gain publicity for the program at media events and in news stories..
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