Transcript Social marketing - Cengage Learning

Chapter 18
Marketing Nutrition and
Health Promotion
© 2006 Thomson-Wadsworth
Learning Objectives
• Develop a marketing plan.
• Conduct a situational analysis.
• Describe how to apply the four P’s
of marketing to the development
of a marketing strategy.
• Explain how social marketing is
used to promote community
interventions.
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Introduction
• The same basic principles are behind
both the commercial and social
approaches to marketing.
• The aim of both approaches is to
strengthen the fit between the
products, services, and programs
offered and the needs of the population.
• Marketing is for everyone, regardless of
their job description.
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What Is Marketing?
• Peter Drucker is credited with
demonstrating the benefits of
marketing to business.
• Selling and promotion are only
part of marketing.
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What Is Marketing?
• Marketing - the process by which
individuals and groups get what
they need and want by creating
and exchanging products and
values with others.
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What Is Marketing?
• Social marketing
– Draws on many of the techniques and
technologies of commercial marketing, but
seeks to increase the acceptability of an
idea, a practice, a product, or all three
among the target population.
– A strategy for changing consumer behavior
and it combines the best elements of
consumer behavior theory with marketing
tools and skills.
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What Is Marketing?
• Purpose of marketing = to find a
problem, need, or want and to
fashion a solution to it.
• Solution to the problem, need, or
want is outlined in the marketing
plan.
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Develop a Marketing Plan
• Marketing plan outlines the steps for
achieving the goals and objectives of
the overall intervention strategy and
program plan.
• Describes how and in what form the
nutrition and health messages will be
delivered to the target population.
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Steps in Developing a
Marketing Plan
• Determine the needs and wants of the
target population because marketing
always starts with the customer.
– Ideas about the needs and wants can be
gleaned from the community needs
assessment and from focus group sessions.
– Additional information can be collected by
asking questions of the target group.
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Steps in Developing a
Marketing Plan
• Specify the benefits of the product
or service to the target population.
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Steps in Developing a
Marketing Plan
• Conduct a situational analysis.
– Analyze your potential market, the
environment in which your product or
service will be positioned, and the
competition.
– Select a target market which will be the
primary, distinct customer group for your
product, program, or service.
– You may want to split your target
population into smaller groups at this point
in time.
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Steps in Developing a
Marketing Plan
• Develop a marketing strategy for
ensuring a good fit between the
goals and resources of the
organization and the needs and
wants of the target population.
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Steps in Developing a Marketing
Plan – Marketing Strategy
• The marketing strategy specifies a
target market and four distinct
elements known as the four P’s:
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–
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Product
Place
Price
Promotion
• Requires setting goals and objectives to
indicate what the marketing strategy is
expected to accomplish.
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Steps in Developing a
Marketing Plan
• Develop a budget and timetable.
• Implement the plan according to
the original design and then
evaluate its effectiveness.
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Conduct a Situational
Analysis
• Situational analysis - a detailed
assessment of the environment
including an evaluation of the
consumer, the competition, and
any other factors that may affect
the program or business.
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Conduct a Situational
Analysis
• This step is sometimes referred to
as a SWOT analysis which stands
for:
– Strengths
– Weaknesses
– Opportunities
– Threats
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Getting to Know Your Market
• Categories of consumers:
– Users of services who are the clients
themselves.
– Referral sources that include
physicians, social workers, teachers,
and former clients.
– Other decision makers such as family
members and third party payers.
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Market Research: Target
Markets
• Each target market should be viewed as
a separate and different audience.
• Ideally you would develop a specific
marketing strategy for each target
audience.
• Actual and potential markets should be
divided further into distinct and
homogeneous subgroups, which is a
process called market segmentation.
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Market Segmentation:
The 45+ Consumers
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Market Research: Target
Markets
• Market segmentation offers several
advantages:
– A more precise definition of consumer
needs and behavior patterns.
– Improved identification of ways to provide
services to population groups.
– More efficient utilization of nutrition and
health education resources through a better
fit among products, programs, and services
and consumers.
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Market Research: Market
Segmentation
• Market research enables
community nutritionists to target
specific groups in terms of their
geography, demography, and
psychography.
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Market Research: Market
Segmentation
• Four classes of variables are typically
used for market segmentation:
– Geographical segmentation - grouping of
people according to the location of their
residence or work.
– Demographic segmentation - grouping
based on such variables as income, age,
sex, occupation, family size, religion,
marital status, and life cycle stage.
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Market Research: Market
Segmentation
• Four classes of variables (continued):
– Psychographic segmentation - based on
criteria such as personal values, attitudes,
opinions, behavior, lifestyle, and level of
readiness for change.
– Behavioristic segmentation - based on
such criteria as purchase frequency and
occasion, benefits sought, and attitude
toward the product.
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Steps in Market
Segmentation/Target Marketing
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Market Research: Market
Segmentation
• The situational analysis demands a
significant amount of market
research which includes the use of
both primary and secondary data.
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Market Research: Market
Segmentation
• Primary data - new data collected for
the first time through random sampling
surveys, questionnaires, and qualitative
methods such as focus groups.
• Secondary data - data gathered by
government agencies, private market
research companies, and nonprofit
organizations.
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Market Research: Market
Segmentation
• Sources of secondary data
– Federal government: Bureau of Labor
Statistics, Census Bureau, National
Center for Health Statistics
– Private market research companies:
A.C. Nielsen, America’s Research
Group
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Analyzing the Environment
and Watching for Trends
• Such issues include health care
reform, legislative and regulatory
changes, shifting demographics,
and the competition.
• General age of the target area is
also influential in determining
needed programs.
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Analyzing the Environment
and Watching for Trends
• Analyzing the Competition
– You must now determine how your existing
competitors are positioned in the
marketplace and identify their strengths
and weaknesses.
– Your aim is to find a market niche for your
program or service in which your strengths
can be matched with the needs of your
particular target market.
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Analyzing the Environment
and Watching for Trends
• Analyzing the Competition
(continued)
– When you set your product or service
apart from other providers in the
same market, you improve your
competitive edge.
– Examples of competitive edge include
the following:
• Your area of expertise.
• Your professional image.
• Your size, location,
and customer service.
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Develop a Marketing
Strategy
• The 4 elements of the marketing
strategy are usually referred to as
the marketing mix.
• The development of the
appropriate marketing mix should
result directly from the analysis of
the consumer, environment, and
the competition.
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Develop a Marketing
Strategy
• Successful marketers get the right
product, service, or program to the
right place at the right time for the
right price.
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Product
• All of the characteristics of the product
or service that are to be exchanged
with the target market, such as:
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Style
Special features
Packaging
Quality
Brand names
Options designed to fit the needs and
preferences of the target market
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Product
• The product or service is viewed as a
collection of tangible and intangible
attributes that may be offered to a
market to satisfy a want or need.
• In community nutrition, the product is
often a service to be delivered.
– These services should be of high quality,
tailored to fit the needs of the target
market, and adapted to meet the
consumers’ social characteristics.
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Place
• The actual location where the exchange
takes place.
• Accessibility, convenience, and comfort
for the client are criteria to consider.
• Also includes the channels of
distribution required to deliver the
product or service to the consumer.
– Distribution channels vary depending on the
target market and service provided.
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Price
• Both tangible costs and intangible
commodities that the consumer
must bear in the marketing
exchange.
– Tangible costs - fee for service.
– Intangible commodities - time,
effort, and inconvenience.
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Price
• You must persuade the consumer that
the benefits to be received outweigh the
perceived costs.
• Incentives can be offered to increase
motivation and facilitate consumer
participation.
• Costs can be reduced (less waiting
time) or prices can be discounted to
certain groups.
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Promotion
• The organization’s informative or
persuasive communication with the
target market.
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Promotion
• Promotion has 4 objectives:
– To inform and educate consumers about the
existence of a product or service and its
capabilities.
– To remind present and former users of the
product’s continuing existence.
– To persuade prospective purchasers that the
product is worth buying.
– To inform consumers about where and how
to obtain and use the product.
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Promotion
• Advertising - any paid form of
non-personal presentation and
promotion of ideas, goods, or
services by an identified sponsor.
• Sales promotion - coupons, free
samples, point-of-purchase
materials, and trade catalogs.
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Promotion
• Personal promotion - can be done
through small group meetings,
counseling sessions and nutrition
classes, displays and booths at health
fairs, and telephone conversations with
the public.
• Public relations - used to create a
positive image of an individual or
organization.
– a.ka. publicity
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Promotion
• Publicity Tools
– Articles in newsletters or newspapers
– Informational brochures
– Radio and television interviews
– Internet Web sites
– Public service announcements (PSAs)
– Direct mail
– Word-of-mouth
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Brand Name Dietetics
• Brand image
– A mirror reflection of the brand
personality or product being
marketed
– What people believe about a brand:
their thoughts, feelings, and
expectations
• Branding Works
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Brand Name Dietetics
• Approaches in beginning the
brand-creation process:
– Getting one’s name out there
– Eye-catching logo
– Discovering a niche market
– Accepting speaking engagements
– Consulting marketing
communications specialists
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Monitor and Evaluate
• Evaluation is the key to the success of
any marketing program.
• Methods:
– Tracking changes in volume or net profit
– Referral sources
– Customer satisfaction
• Marketing is an ongoing process and
situations change, sometimes affecting
your marketing strategy.
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Social Marketing: Community
Campaigns for Change
• Makes a comprehensive effort to
influence the acceptability of social
ideas in a population, usually for the
purpose of changing behavior.
– Examples: public service messages
produced by electronic and print media such
as messages intended to change behavior
related to hypertension, teenage pregnancy,
and drug use.
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Social Marketing: Community
Campaigns for Change
• Marketers identify 4 types of behavior
change, listed in order of increasing
difficulty:
– Cognitive change - a change in knowledge
and is the easiest to market.
– Action change - the individual must first
understand the reason for change and then
invest something of value to make the
change.
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Social Marketing: Community
Campaigns for Change
• 4 types of behavior change (continued):
– Behavior change - costs the consumer
more in terms of personal involvement on a
continuing basis.
– Value change - the most difficult to
market; an example would be population
control strategies to persuade families to
have fewer children.
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Social Marketing: Community
Campaigns for Change
• Social marketing seeks to bring
about changes in the behavior as
well as in the attitudes and
knowledge of the target audience.
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Social Marketing: Community
Campaigns for Change
• Social marketing can be applied to a
wide variety of social problems but is
particularly appropriate in three
situations:
– When new research data need to be
disseminated.
– When counter-marketing is needed to offset
the negative effects of a practice or
promotional effort.
– When action is needed to move people from
intention to action.
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Social Marketing at the Community Level –
Pawtucket Heart Health Program (PHHP)
• The PHHP “Know Your Cholesterol”
campaign was one of the earliest
cholesterol awareness and
screening efforts.
• Objectives for the campaign were
formulated based on national
random sampling data of both the
general population and physicians.
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Social Marketing at the Community Level –
Pawtucket Heart Health Program (PHHP)
• Early program development steps
included a pilot test of a self-help
“nutrition kit” on lowering cholesterol
levels and pretesting of the SCORE
(screening, counseling, and referral
events) protocol at the community
hospital.
• In the marketing mix, SCOREs were
initially priced at $5 per person for both
an initial and follow-up measurement.
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Social Marketing at the Community Level –
Pawtucket Heart Health Program (PHHP)
• Price reductions and specials were
also offered.
• The essential components of the
campaign’s marketing strategy
were integrated into the ongoing
activities of the PHHP.
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Social Marketing at the Community Level –
Pawtucket Heart Health Program (PHHP)
• During the first 2 years of the project,
over 10,000 persons had their blood
cholesterol measured, were given
information on dietary management of
high serum cholesterol, and were
referred to physicians when necessary.
• A survey of local physicians showed
they were more aggressive in initiating
either diet or drug therapy than
physicians in the neighboring
community.
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Social Marketing at the Community Level –
Pawtucket Heart Health Program (PHHP)
• The researchers concluded that
informed consumers had
influenced changes in their
physicians’ treatment of high
serum cholesterol levels.
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Motivating Children to Change Their
Eating and Activity Habits
• “Eat Well & Keep Moving”
– Applied the principles of social
marketing in the development of a
program to improve the nutrition
status and health of children
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Motivating Children to Change Their
Eating and Activity Habits
• Goals and Objectives
– Decrease students’ consumption of
total and saturated fat
– Increase their intake of fruits and
vegetables
– Reduce television viewing
– Increase moderate and vigorous
physical activity
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Motivating Children to Change Their
Eating and Activity Habits
• Target Audience
– 479 4th- and 5th-grade students in 6
intervention and 8 matched control
elementary schools in Baltimore
– 85% received free/reduced-price
school lunch
– > 90% were African American
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Motivating Children to Change Their
Eating and Activity Habits
• Rationale for the Intervention
– Multifaceted program encompassing
all aspects of the learning
environment
– Varied approach helped reinforce
important messages, and increased
the chance that students would eat
well and be physically active
throughout their lives
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Motivating Children to Change Their
Eating and Activity Habits
• Methodology
– Using the interdisciplinary approach, the
curriculum was integrated into the core
subjects over 2 years
– 13 lessons on nutrition and health-related
fitness concepts
– 4 of the lessons involved children practicing
a “safe workout” routine
– 5 supplementary physical education lessons
were taught
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Motivating Children to Change Their
Eating and Activity Habits
• Methodology (continued)
– Activities related to program goals:
• Freeze My TV
• 3 At School and Five a Day
• Walking Clubs
– Educational materials established links to
school food service
– Families received nutrition and fitness
information
– Teachers were motivated through a wellness
session during teacher training
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Motivating Children to Change Their
Eating and Activity Habits
• Results
– Students rated the lessons and activities
highly
– 100% of responding teachers said that they
would utilize the program again
– Diet was evaluated with 24-hour recall
measures
– Significant decreases in % of total calories
from fat/saturated fat
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Motivating Children to Change Their
Eating and Activity Habits
• Results (continued)
– Significant increase in fruit and
vegetable consumption
– Marginal reduction in television
viewing
– Student knowledge on nutrition and
healthful activity increased
significantly
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Motivating Children to Change Their
Eating and Activity Habits
• Lessons Learned
– Consider the school constituents’
needs, constraints, and motivations.
– Obtain inputs from teachers, food
service staff, principals, students and
parents.
– Keep the program inexpensive.
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A Marketing Plan for “Heartworks for
Women”: Case Study 1
• The team responsible for the
nutrition intervention in the
“Heartworks for Women” program
reviewed results of
– the community needs assessment,
– the goals and objectives for the
intervention strategy,
– and the program goals.
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A Marketing Plan for “Heartworks for
Women”: Case Study 1
• Specific needs and wants of the
target population were identified,
such as:
– wanting to feel better,
– look better,
– and not have a heart attack.
• The benefits of the program
addressed these needs and wants.
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A Marketing Plan for “Heartworks for
Women”: Case Study 1
• The objectives for the marketing
strategy were designed to meet
the broad goals outlined for the
program:
– Increase women’s awareness of the
relationship of diet to CHD risk.
– Build skills related to heart-healthy
eating and cooking.
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A Marketing Plan for “Heartworks for
Women”: Case Study 1
• The marketing mix for the program
focused on worksites and universities as
the primary gates for delivering
program messages and promoting the
program.
• Promotion of the program occurred
through brochures, posters in company
cafeterias, press releases, the painted
city bus, and the Internet Web site.
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Marketing Timetable
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A Marketing Plan for “Heartworks for
Women”: Case Study 1
• Summative evaluation conducted
at 6 months after the launch
determined that:
– only 35 companies had signed on for
the program, and
– most of these were large companies
with a human resources department
and more than 200 employees.
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A Marketing Plan for “Heartworks for
Women”: Case Study 1
• The marketing strategy and program
format were redesigned to be attractive
to women who worked in light
manufacturing companies with no
human resources department and fewer
than 100 employees.
• Adjustments in the marketing strategy
would be made again in another 6
months when another evaluation was
planned.
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Entrepreneurship Leads the
Way
• The challenge for the present decade
will be to use the marketing strategies
described here to remind consumers of
the benefits of good health and to
motivate them to make behavior
changes.
• The important thing is to stay focused
on the needs and wants of the
consumer of health promotion activities.
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Entrepreneurship Leads the
Way
• Consumers can and should be
grouped into smaller, betterdefined categories, and the
Internet makes one-to-one
marketing a reality.
• Mass marketing is giving way to
selective, target marketing.
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Entrepreneurship Leads the
Way
• Tomorrow’s consumer promises to be:
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–
an independent thinker,
highly educated and sophisticated,
demanding,
a seeker of innovation,
and a pursuer of wellness.
• Marketing helps capture this changing
profile, and entrepreneurship helps plan
for it.
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The Art of Negotiating
• Principled negotiation
– Main precept = a decision about an
issue should be based on its merits,
not on what each side says it will or
will not do.
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The Art of Negotiating
• 4 basic elements of principled
negotiation:
– People - Separate the people from the
problem.
– Interests - Focus on interests, not
positions.
– Opinions - Generate a variety of
possibilities before deciding what to do.
– Criteria - Insist that the result be based on
some objective standard.
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The Art of Negotiating
• Separate the People from the
Problem
– Deal with relationship goals and
problem goals separately
– Recognize emotions and give them
legitimacy
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The Art of Negotiating
• Focus on Interests, Not Positions
– Interests motivate people to reach
certain decisions
– Begin by defining your own interests
– Allow the other participants to define
theirs
– Work through the discussion until
mutual interests are identified
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The Art of Negotiating
• Consider a Variety of Options
– Bring the participants together to
brainstorm about potential solutions and
options
– Consider the interests of both parties
• Use Objective Criteria
– Type of criteria you use will depend on the
nature of the issue being negotiated
– Choose an objective standard that all
parties are comfortable with
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The Art of Negotiating
• Build Good Relationships
– Do we want to work together?
– Are we reliable?
– Do we understand each other?
– Do we use our powers of persuasion
effectively?
– Do we communicate well?
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The Art of Negotiating
• Work toward Success
– Outcome advances both parties’
interests
– Seen as fair
– Efficient use of everyone’s time
– Neither party feels at a disadvantage
– Solution will be implemented
according to plan
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