Week #8

Social Marketing

Place: making access convenient and pleasant

Prof. Alicia Gonzlez-Sparks
StepsStepto
#1 develop a social marketing plan
Week 3
Step #2
Describe the plan background, purpose
Step #3 and focus
Conduct a situation analysis Week 4

Select target markets Step #4

Week 4
Set objectives and goals
Identify the competition and targetStepmarket
#5 Week #5
barriers and motivators
Craft a desired positioning Step #6 Week #6
Develop a strategic marketing mix
Outline a plan for monitoring and evaluation
Establish budgets and find funding sources
Complete an implementation plan
Social Marketing - Week 8 2
Steps to develop a social marketing plan
Describe the plan background, purpose and focus
Conduct a situation analysis Product
Select target markets Price
Set objectives and goals Place
Promotion
Identify the competition and target market
barriers and motivators
Craft a desired positioning
Develop a strategic marketing mix
Outline a plan for monitoring and evaluation
Establish budgets and find funding sources
Complete an implementation plan
Social Marketing - Week 8 3
Social Marketing - Week 8 4
 Place
When and where the target market will:
perform the desired behavior, What does this
mean? What
acquire any tangibles objects, and do we value?
receive any associated services
Reality live in a convenience-oriented world

Our time

Our favorite
Our family
leisure activities

Our friends
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Place the distribution channel
Physical locations
Phone
Mail
Mobile unit
Where people shop
Where people hang out
Home delivery / house calls
Kiosks
Vending machine
Place
Walking trails
Domestic violence help line
Immunization wallet card to keep track
For hazardous wastes
Mammograms in a department store
HIV/AIDS tests at gay bars
Home energy audits
For determining your body mass index (BMI)
Condoms
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 Developing the place strategy
Make the location closer
Extend hours
Be there at the point of decision making
Make the location more appealing
Overcome psychological barriers
Be more accessible than the competition
Make access to the competition more difficult or
unpleasant
Be where your target audience shops
Be where your target audience hangs out
Work with existing distribution channels
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1 Make the location closer

Dental office on wheels

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2 Extend hours

Vote by Mail

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3 Be there at the point of
decision making
Ecstacy pill testig in nightclubs

4 Make the location more

appealing
Bicycle paths and lanes

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5
Overcome psychological barriers
Pets on net
Name:

Sex:

Breed:

Color:

Personality profile:

CASE #:

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6 Be more accessible than the
competition

School vending machine

reform.

Use of regulatory systems to

aid in accessibility

Attractive,
attention geter

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7 Make access to the competition
more difficult or unpleasant

Laws banning indoor smoking in public places and

workplaces

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8 Be where your target audience shops

Mammograms in the mall / shopping center

Free or subsidized vaccination for cats and dogs
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9 Be where your target audience hangs
out

HIV/AIDS tests in gay clubs

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10
Work with existing distribution
channels
Influencing the return of unwanted drugs to
pharmacies

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Traditional distribution channels

Zero-level channel

One-level channel

Two-level channel

Three-level channel

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Managing Distribution Channels
Commercial marketing
Number of levels (types of
intermediaries we will work
with)
Specific intermediaries (specific
companies we will work with)
How will we manage those
relationships - rules

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Distribution channel choices
Variables
Number of potential target Focus:

adopters Choosing the most

efficient and cost-
Storage facilities effective option for
achieving program goals
Retail outlet opportunities and reaching target
audiences.
Transportation costs

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Distribution channel choices

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 Guiding principles
Purpose of channel marketing is to satisfy end
1 users, which makes it critical that all channel
members have their attention on this focus and
that channels are selected on the basis of the
unique characteristics of each market segment.

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 Guiding principles
Marketing channels play a role of
2 strategic importance in the
overall presence and success a
company enjoys in the
marketplace.
They contribute to the products
positioning and the
organizations image along with
the products features, pricing,
and promotional strategies.
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 Guiding principles
Marketing channels are more
3 than just a way to deliver the
product to the customer.
Can also be an effective means
to add value to the core/basic
product.
Employees often willing to pay a slightly
higher price for the convenience of bottled
water at a vending machine at work site than
they would in a retail store

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 Guiding principles
Issues currently challenging managers
4
include:
Increasingly demanding
consumers
Management of multiple
channels
Globalization of markets

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 Ethical considerations
Common issues when planning access
strategies:
Equity
Unintended consequences
Strategy for addressing the potential for
unintended consequences
Conduct a pilot and measure actual behavior
changes, both intended and unintended

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