Kaya Palat Kaya Palat “Go Jogging, jogging every day keeps healthy way”Proposed By: Gautam Dua 10

Sweta Nim 29 Vaibhavi Randeria 42

Proposed to: Mrs. Tanu Narang

“Go Jogging, jogging every day keeps healthy way”Proposed By: Gautam Dua 10

Sweta Nim 29 Vaibhavi Randeria 42

Proposed to: Mrs. Tanu Narang

Where are we???Where are we???

Step 1 Analyze social marketing environment

I. Determine program focus

The program manager of “Kaya Palat” of Surat city is responsible for supporting community efforts to reduce obesity, diseases, and promote healthy wealthy living life.

Step 1 Analyze social marketing environment

I. Determine program focus

The program manager of “Kaya Palat” of Surat city is responsible for supporting community efforts to reduce obesity, diseases, and promote healthy wealthy living life.

II. Identify campaign purpose II. Identify campaign purpose

a) Reduce obesity in children, teenager, adult(women) & old age Surat citizen

b) Reduce diseases like heart attack, blood pressure, diabetes, psychological diseases.

c) Healthy Living of Surat citizen

a) Reduce obesity in children, teenager, adult(women) & old age Surat citizen

b) Reduce diseases like heart attack, blood pressure, diabetes, psychological diseases.

c) Healthy Living of Surat citizen

SWOTSWOTLow investment No side effect Healthy livingSocial networking

Time Adulteration

Increasing diseasesRise in obesity amongst Surties

Fast food restaurantFast life

Review past and similar efforts

Review past and similar efforts

• Construction of jogging path at God Dod road, Vesu and Rander(proposed)

• Surat municipal corporation is organizing marathon race

• Yoga sessions by Baba Ramdev

• Construction of jogging path at God Dod road, Vesu and Rander(proposed)

• Surat municipal corporation is organizing marathon race

• Yoga sessions by Baba Ramdev

Where do you want to go?Where do you want to go?

Step2: select target audience

• Teenagers

• Adults (women)

• Old age group

Step2: select target audience

• Teenagers

• Adults (women)

• Old age group

Step3: Set objectives and goals• Goal of campaign: To bring about a social

change in the life style “Kaya Palat of inactive to active” through Social marketing in Surat city.

Objective of campaign: To reduce the overweight & obesity (34%) by 15-20 % in the community in 2 years time.

Step3: Set objectives and goals• Goal of campaign: To bring about a social

change in the life style “Kaya Palat of inactive to active” through Social marketing in Surat city.

Objective of campaign: To reduce the overweight & obesity (34%) by 15-20 % in the community in 2 years time.

Statistics Statistics

Step4: Analyze target audiences and the competition

Step4: Analyze target audiences and the competition

• Sliming supplements (pills, injections, powder)

• Sliming equipments

• Fitness center

• Surgery center

• Sliming supplements (pills, injections, powder)

• Sliming equipments

• Fitness center

• Surgery center

How will you get there?How will you get there?

Step 5: social marketing strategy

product

• Augmented product:“Go jogging” T-shirts, Mineral water, Glucose, Yoga book, Pamphlets (benefits of jogging and yoga)

Step 5: social marketing strategy

product

• Augmented product:“Go jogging” T-shirts, Mineral water, Glucose, Yoga book, Pamphlets (benefits of jogging and yoga)

Mineral water, Glucose, Yoga book

“Go jogging” T-shirts,

Pamphlets (benefits of jogging and yoga)

Augmented Product

Loose Weight

Longer & Healthier Life

PricePrice

• ·          Time

• ·          Labor

• ·          Land

• ·          Knowledge

• ·          Time

• ·          Labor

• ·          Land

• ·          Knowledge

Place Place

• Jogging path

• Garden

• Roads & bridges for Cycling

• Home

• Jogging path

• Garden

• Roads & bridges for Cycling

• Home

PromotionPromotion

• Pamphlets • Local News Paper Ad• Radio• Local Cable• Banners• Skywriting • Public Place i.e. SMC Book Fair• Direct marketing ( SMS, E-mail, Social website)

• Pamphlets • Local News Paper Ad• Radio• Local Cable• Banners• Skywriting • Public Place i.e. SMC Book Fair• Direct marketing ( SMS, E-mail, Social website)

Go Jogging

Mobile Bill BoardsMobile Bill Boards“ I am also Joining”

The above will be the slogan on elephant that will be roam around the city for 5 days.

“ I am also Joining”

The above will be the slogan on elephant that will be roam around the city for 5 days.

PublicsPublics• Teenagers

• Adults (women)

• Old age group

• Teenagers

• Adults (women)

• Old age group

PartnershipPartnership

• We will join our hands with Surat Medical Association

• SMC

• SVNIT

• We will join our hands with Surat Medical Association

• SMC

• SVNIT

PolicyPolicy

• To reduce obesity, diseases, and promote healthy wealthy living life.

• To reduce obesity, diseases, and promote healthy wealthy living life.

Purse StringsPurse Strings• Reebok for T-shirts

• Ronak for Water

• Dabur for Glucose

• Surat Medical Association for Check up• Star Insurance for Administration

• Reebok for T-shirts

• Ronak for Water

• Dabur for Glucose

• Surat Medical Association for Check up• Star Insurance for Administration

Campaign Campaign

• Seminars @ SVNIT & Town Ships on 13th Feb

• Check up for participants• 14th Feb 2010 – Marathon Race

“ healthy way of living” in month of June• 28st Feb 2010 Cycling• 7th March 2010 Yoga & Laughing Club

• Seminars @ SVNIT & Town Ships on 13th Feb

• Check up for participants• 14th Feb 2010 – Marathon Race

“ healthy way of living” in month of June• 28st Feb 2010 Cycling• 7th March 2010 Yoga & Laughing Club

Develop a Plan for Evaluation & Monitoring

Develop a Plan for Evaluation & Monitoring

• Club Membership increment

• Feedback via post and E-mails

• Walk in at centre

• Toll free numbers

• Club Membership increment

• Feedback via post and E-mails

• Walk in at centre

• Toll free numbers

BudgetBudget

Sr. No. Unit Name Per unit price No. of Unit Total

1 Passes .10 25000 2500

2 Flex 10000 5 50000

3 Hoarding charge 1000X5 15 Days 75000

4 Balloon 10000 1 10000

5 Pamphlets .10 50000 5000

6 Volunteer 25 3000/ project 75000

7 Water / first aid Stalls 3000 6 18000

8 Stationary (misc.) XX 1000 1000

9 Petrol Allowance -Daily 75 Km 1 1000 KM 1000

10 T-shirt 40 20000 800000

11 Water 17 2000 34000

12 First Aid 1000 6 6000

13 Prize money XX XX 35000

14 Total ------- ------ 1112500

Cash in FlowCash in Flow

• Ronak for water 34000 + 8500 = 42500

• Reebok for T-shirt 80000

• Dabur for Admin 162500

• Medical association for First Aid : all

• Ronak for water 34000 + 8500 = 42500

• Reebok for T-shirt 80000

• Dabur for Admin 162500

• Medical association for First Aid : all

Our Major PromotionOur Major Promotion

Your Queries Please?? Your Queries Please??

Thank you