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
Participants