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MARKETING MIX INSOCIAL MARKETING

Chapter 11

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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 pricedWhere and how products are made available to

customers and

How it is known to the people and motivated

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So how many Ps?

Product

Price

Place

Promotion

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So how many Ps? (Contd)

In social marketing we may add

people

Policy

Partnerships

Some DS!!!

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Stanford Heart Disease Prevention Program

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Stanford Heart Disease Prevention Program

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Product

In SM it can be tangible or intangible product

Customer benefits and product attributes

Some additional considerations in the contextof SM: Inflexibility, intangibility, complexity,

controversial, weak personal benefits,

negative frame

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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

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Place

Ensuring and facilitating accessibility to

products/services by customers

Place decisions involve matters such as

physical distribution, number and type ofoutlets, opening hours, availability of public

transport, availability and ease of parking,

atmosphere in outlets and other environmental

aspects such as cleanliness

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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 isin addition to their regular task

Control sometimes become difficult Religious sites, worship places, Internet/phone

etc can be considered as additional places

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Price

Price in social marketing includes monetarycosts, but most costs for most campaignsinvolve 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

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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).

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Promotion

Promotion is the range of activities that createawareness of the product (or a reminder that theproduct exists) and its attributes, and persuadesthe buyer to make the purchase (Thackeray,

Neiger and Hanson 2007 ). The promotion mix includes advertising, sales

promotion, sponsorship, publicity and publicrelations, free merchandising (giveaways) andpersonal selling. It may involve mass media,

localized media, outlet point-of-sale materials, in-store promotions, promotions and incentives tointermediaries, Internet sites, cross-promotionswith other organizations and so on.

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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 lowlypaid and undervalued) can make a substantial

contribution to an organisations image and

repeat business

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People (contd)

People should have

Interpersonal skills

Product knowledge skills

Process skills

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Partnerships

Collaboration b/w different types of

organizations

Becoming more important as governments

through out the world cannot access itscitizens by itself

Principles of; networking, coordinating,

cooperating, collaboration are becomingimportant