Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 13 : Market Oriented Strategic Planning

Phase - 3 : Pretest

• Step 7: develop a strategic marketing mix (4ps)
  This describes product, price, place, and promotional strategies for marketing of the behaviour.
  
  Example: Adoption of Safe drinking water by rural families



Product	:	Messages on need and importance of safe drinking water Conviction for use of safe drinking water Adoption of practice for safe drinking water- boiled water or water filter
Price	:	Time & Cost of message promotion materials Limitations on the part of the consumer in making decision Cost of incentives. Discomfort in pooling money
Place	:	Available filter brands, Market places
Promotion	:	Awareness programmes, Demonstrations, Subsidy schemes, Annual maintenance service schemes, channels of marketing