MARKETING MIX IN SOCIAL MARKETING

Chapter 11

Introduction

One of the best know concepts first used by McCarthy (1960 ). Also fundamental and very important for planning. Refer to;
What

the company is making How it is priced Where and how products are made available to customers and How it is known to the people and motivated

So how many Ps?

Product Price Place Promotion

So how many Ps? (Contd)

In social marketing we may add

people
Policy Partnerships

Some

DS!!!

Stanford Heart Disease Prevention Program

Stanford Heart Disease Prevention Program

Product

In SM it can be tangible or intangible product

Customer

benefits and product attributes

Some additional considerations in the context of SM: Inflexibility, intangibility, complexity, controversial, weak personal benefits, negative frame

Additional considerations in Products

Product Mix: The overall assortment of products

Mosquito

nets plus new medicines

Products for intermediaries e.g., Exercise Kit for Nurses Branding is also becoming important

Place

Ensuring and facilitating accessibility to products/services by customers Place decisions involve matters such as physical distribution, number and type of outlets, opening hours, availability of public transport, availability and ease of parking, atmosphere in outlets and other environmental aspects such as cleanliness

Additional Considerations in Place

Intermediaries; may be teachers, employers, community groups, parents, GPs, pharmacists, other social and welfare professionals for whom delivery of our products and services is in addition to their regular task Control sometimes become difficult Religious sites, worship places, Internet/phone etc can be considered as additional places

Price

Price in social marketing includes monetary costs, but most costs for most campaigns involve time, effort, physical discomfort and psychological costs. Common pricing strategies in SM include; price discounting, price increase, Minimize the price for desired behavior Maximize the price for unwanted behavior Maximize the benefits for desired behavior

Additional considerations (specifically in Public Sector)

Equity Revenue production (governments can increase their revenues by charging for previously uncharged services); Efficiency (charging for services can reduce unwarranted demand, discount pricing can be offered in low demand times to encourage shifts in demand); Income redistribution (general taxation revenue used to supply services free to disadvantaged groups).

Promotion

Promotion is the range of activities that create awareness of the product (or a reminder that the product exists) and its attributes, and persuades the buyer to make the purchase (Thackeray, Neiger and Hanson 2007 ). The promotion mix includes advertising, sales promotion, sponsorship, publicity and public relations, free merchandising (giveaways) and personal selling. It may involve mass media, localized media, outlet point-of-sale materials, instore promotions, promotions and incentives to intermediaries, Internet sites, cross-promotions with other organizations and so on.

People

The staff members with whom the client interacts are generally the most important influence on attitudes towards the organisation. For example, a friendly, pleasant and helpful receptionist in an organisation (often lowly paid and undervalued) can make a substantial contribution to an organisations image and repeat business

People (contd)

People should have

Interpersonal

skills Product knowledge skills Process skills

Partnerships

Collaboration b/w different types of organizations Becoming more important as governments through out the world cannot access its citizens by itself Principles of; networking, coordinating, cooperating, collaboration are becoming important