Transcript 6-Social Marketing.

NMIMS-7(R)-Social Marketing.
Establishing Target Adopters,
Objectives And Goals And Selecting
Target Adopters And Marketing Tools In
Social Marketing.
1
Selecting Target Markets For Social
Marketing.
•
1)
2)
3)
•
Selecting Target Markets is a 3 Step Process:
Segment the Market.
Evaluate the Segments.
Choose one or more Segments for Targeting.
Traditional Variables used to describe Consumer Markets include
Demographics, Geographics, Psychographics, and Behavior Variables.
•
Two additional Models frequently used by Social
Marketers include the Stages of Change Model,
originally developed by Prochaska and DiClemente
in 1983, and Health Styles Segmentation System.
•
1) Stages Of Change Model: The Stages of Change Model, also referred
to as the Transtheoretical Model has been tested and refined over past
Two Decades.
In a 1994 Publication, Changing For Good, Prochaska, Norcross, and
DiClemente describe Six Stages that People go through to Change
Behavior.
Examples to illustrate each Stage are given in the next Slides.
•
•
2
Social Marketing Models For
Segmentation.
• Two Models used by Social Marketing Practitioners
Illustrate the use of a Combination of Variables to
define a Segment for Strategy Development.
• In both cases, the Market is Segmented Primarily
relative to Behavior Variables: Knowledge, Beliefs, and
Current Behaviors.
• Because we are “Selling” a Behavior, Segmenting our
Market relative to the Behavior we are Selling proves to
be one of the Most Relevant and Powerful Strategies.
• Then, each Segment can be profiled and further
defined using other Important Variables, such as Age,
Family Size, Personality Type, and so on.
3
Stages Of Change Model.
1)
•
2)
•
3)
•
•
Precontemplation: People at this stage usually have no intention
of changing Behavior, and typically deny having a problem.
In the Case of an effort to convince People to Quit Smoking, this
Segment is not thinking about Quitting, and they probably do
not even consider their Tobacco Use a Problem.
Contemplation: People acknowledge that they have a Problem
and begin to think Serious about Solving it.
This Segment of Smokers is considering Quitting for any
number of reasons but have not definitely decided they will Quit
and have not taken any steps.
Preparation: Most People in the Preparation Stage are Planning
to take action within the very next month, and are making the
Final Adjustments before they begin to change their Behavior.
In this Segment, Smokers have Decided to Quit and may have
told others about Intentions.
They probably have decided how they will Quit and by when.
4
Stages Of Change Model (Cont’d).
4)
•
•
5)
•
6)
•
Action: The Action Stage is one in which People mostly Overtly
Modify their Behavior and their Surroundings. They Stop
Smoking Cigarettes, remove all Deserts from home, Pour the
Last Beer Down the drain, or Confront their fears.
In short, they make the Move for which they have been
preparing.
This Segment has recently Stopped Smoking. It may not be,
however, a new Habit.
Maintenance: During Maintenance (Individuals) work to
Consolidate the Gains attained during the Action and other
Stages and Struggle to Prevent Lapses and Relapse.
This Segment has not had a Cigarette for perhaps 6 Months or a
Year and remains Committed to Not Smoking. They work to
remind themselves of the Benefits they are experiencing and
Distract themselves when Tempted to Relapse.
Termination: The Termination Stage is the Ultimate Goal for all
Changers. Here a Former Addiction or Problem will no longer
present any Temptation or Threat.
This Segment is not Tempted to Return to Smoking. They are
now “Non Smokers”.
5
Health Styles Segmentation System.
• Another Segmentation Model used for Health Related Program
Planning is shown in the next coming up slides.
• This System incorporates several Segmentation Variables,
including Demographics, Psychographics, and Behaviors (
Knowledge, Attitudes, and Behaviors related to Personal Health).
• Resulting Segments provide Planners with a Rich and Memorable
Pictures of each Potential Target Adopter, aiding in the
development of Winning Strategies for that Market.
• For Example, a Physical Activity Campaign wanting to influence
“Decent Dolittles”, who may not have confidence in their abilities
to exercise, might emphasize the Benefits of Moderate Physical
Activity, how it can fit into everyday life and Activities and
Opportunities to “Hang out with their friends” while doing it.
• By Contrast, a Strategy to influence the “Tense But Trying”
Segment would Switch the emphasis to the Health Benefits of
Exercise, especially for Stress Related Illnesses.
6
Healthstyles Segmentation System American
Healthstyle Adopter Segmentation Project.
1)
•
•
2)
•
•
3)
•
•
Decent Dolittles:(24%). They are one of the less Health Oriented
Groups. Although less likely to Smoke or Drink, they are also less likely
to Exercise, eat Nutritiously and work to stay at their Ideal Weights.
Decent Dolittles know that they should be performing these Behaviors
to Improve their Health, but they do not feel they have the ability.
Their Friends and Family tend to avoid these Behaviors as well. They
describe themselves as “Religious”, Conservative” and “Clean”.
Active Attractives.(13%) They place a high emphasis on looking Good
and Partying. Active Attractives are Youthful and Moderately Health
Oriented.
They tend not to Smoke and limit their Fat Intake more than do other
Groups. They are highly Motivated, intending to Exercise and keep
their weight down, but they do not always succeed at this.
Alcohol Consumption is an important part of their Lifestyle, and Active
Attractives are Sensation Seekers, consistently looking for Adventure.
They describe themselves as “Romantic”, “ Dynamic”, and “Vain”.
Hard Living Hedonists.(6%). They are not very interested in Health
and tend to Smoke and Drink Alcohol more heavily and Frequently
than do other Groups.
They also enjoy eating High Fat Food and do not care about limiting
their Fat Intake.
They are more likely to use Stimulants and Illicit Drugs. They describe
themselves as “Daring”, “Moody” “Rugged”, Exciting”
7
Healthstyle Segmentation System (Cont’d).
4)
•
5)
•
6)
7)
•
Tense But Trying (10%). They are similar to the more Health Oriented
Segments except that they tend to Smoke Cigarettes. They are Average
in the amount of Exercise they get and in their other efforts to control
their fat inputs and weight.
They have a Moderate desire to Exercise more, eat better, and control
their weight more effectively as well. They are Tense but Trying and
have Highest Rate of Ulcer. They describe themselves as “Tense”,
“High-Strung”, “Serious”.
Non Interested Nihilists (7%). They are the least health oriented
Group and do not feel that people should take steps to improve their
health.
Accordingly they Smoke heavily, actively dislike Exercise, eat High Fat
Food. However they do not drink heavily. They describe themselves as
being “Depressed”, “Moody”, and “Home bodies”.
Physical Fantastics (24%) . They are the most Health Oriented Group,
leading a Consistently health Promoting Lifestyle. They Smoke less,
Drink less, and do their exercises regularly. They follow Physicians
Advice regarding Diets, Exercise etc.
Passively Healthy( 15%). They are in Excellent Health, although they
are sometimes indifferent to living healthfully. They do not Smoke or
Drink Heavily and are one of the most Active Segments. Although they
eat a High Amount of Dietary Fat, they are the Trimmest of all the
Groups.
The Passively Healthy do not place much value on Good Health and
Physical Fitness and are not Motivated to make any changes in their
Behaviors.
8
Ideal Segmentation Strategies.
• It is rare that a Market will be Segmented using only one Variable.
• However, one Base is often used as a Primary way to Group a
Market (Ex-Age for Immunization), then , each Segment is further
Profiled, and perhaps narrowed, by using additional important
and relevant Variables that predict Response to Strategies. (Ex:
Education and Income Levels within each of the Age Segments for
Immunization).
• The Most Appropriate Segmentation Variables are those that best
Capture Differences in Behavior of Target Adopters.
• For Social Marketing Planning, we encourage Planners to consider
using Behavior Related Segmentation Variables as the Primary
Base for Profiling the Market, similar to the ones in the Stages of
Change Model discussed earlier.
9
• Segments are then Profiled using other meaningful Variables.
Criteria Used For Evaluating Segments.
•
•
1)
2)
3)
4)
5)
6)
7)
8)
9)
Once the Market Place has been grouped into meaningful Population
Segments, the next Task is to Evaluate each Segment in preparation for
decisions regarding Selecting Target Markets.
For Social Marketers, Andreasen cites several factors for Evaluating
Segments Relative to each other as detailed below:
Segment Size. How many People are in this Segment? What percentage
of Population they represent?
Problem Incidence. How many People in this Segment are either
engaged in the “Problem related Behavior” or not engaged in the
“Desired Behavior”?
Problem Severity. What are Levels of Consequences of the Problem
Behavior in this Segment?
Defenselessness. To what extent can this Segment take care of
themselves Versus needing Help from Others?
Reachability. Is this an Audience that can be easily identified and
reached?
General Responsiveness. How “Ready, Willing, and Able” to Respond
are those in this Segment?
Incremental Costs. How do estimated costs to reach and influence this
Segment compare with those for other Segments?
Responsiveness to Marketing Mix. How Responsive is this Market
likely to be to Social Marketing Strategies/
Organizational Capabilities. How extensive is our Staff Expertise or
Availability of Outside Resources to assist in the Development and
Implementation of Activities for this Market?
10
Criteria Used For Evaluating Segments (Cont’d).
•
•
1)
•
2)
•
One Potential Evaluation Methodology would use these Nine
Factors to Quantitatively score each Segment, creating a
Rational Way to Rank and Prioritize them.
Two Major Steps are involved, the First calculating a Potential
for Effectiveness Score and the Second, a Potential for
Efficiency Score.
Effectiveness Scores are determined from Statistics and
Incidence Data on Four of the Factors: segment Size, Problem
Incidence, Problem Severity, and Defenselessness.
The Segment’s Population Size is multiplied by Percentages of
Incidence, Severity, and Defenselessness (I.E., Size x Incidence x
Severity x Defenselessness). The Resulting number becomes the
Segments “True” Market Size relative to Potential Effectiveness.
Efficiency Scores are determined from Assessment of Segments
on the next Five Factors: Reachability, Responsiveness,
Incremental Costs, Responsiveness to Marketing Mix Elements,
and Organizational Capabilities.
This Process would require Assigning some Quantitative Value
or Score for each Segment relative to each Factor.
11
How Are Target Markets Selected?
•
•
•
1)
•
Market Segmentation has identified and described relevant
Market Segments.
Evaluation Activities provided information on each Segment
that will help the Planner take the next Step, deciding which and
how many Segments will be Target Markets for the Campaign
or Program being Planned.
Three Approaches are Typical for Commercial Sector Markets
and are useful Concepts for the Social Marketer to consider.
Undifferentiated Marketing: The Organization decides to use
the Same Strategy for all Segments, focusing on what is
“Common in the Needs of Consumers rather than on what is
different”. This approach is also sometimes referred to as Mass
Marketing and is trying to reach and influence the most people
at one time.
Example: Undifferentiated Campaigns include those Promoting
Issues of Concern to a Large Cross Section of the Population :
Drinking Eight Glasses of Water a Day, Wearing Seat Belts, not
Drinking and Driving, Flossing Teeth, Sun Protection, Water 12
Conservation, Voting etc.
How Are Target Markets Selected? (Cont’d).
2)
•
•
3)
•
Differentiated Marketing: The Organization develops Different
Strategies for Different Target Adopters. This Approach often
includes Allocating more Resources to Priority Segments.
Example: Campaigns that will benefit from a Differential
Strategy are those in which Segments have clear and
distinguishable Wants and Needs, as well as Recommended
Behaviors.
This Approach might be used for Campaigns Promoting Water
Safety, Physical Activity, Breast Cancer Screening etc.
Concentrated Marketing: In this Approach, sometimes referred
to as Niche Marketing, some Segments are Eliminated
altogether, and Resources and Efforts often Concentrate on
Developing the Ideal Strategy for one or only a few Key
Segments.
Example: Campaigns with Narrow and Concentrated Focuses
may Include Promoting Folic Acid to Women in Child Bearing
Years, encouraging Horse Farmers to cover Manure Piles to
avoid Contamination of Streams, Aids Prevention outreach
Programs to Drug Abusers, or Recruiting Young Single Men as
Volunteers for Mentoring Youth at Risk.
13
What Approach Should Be Taken?
• Most Organizations involved in Social Marketing ( Public Sector
Agencies and Non-Profit Organizations) are faced with Limited
Budgets.
• Segments will need to be Prioritized, with a Disproportionate
Amount of Resources Allocated to the Most Effective and Efficient
Segments.
• Some Segments will need to be Eliminated from the Plan.
• Target Markets (Markets of Greatest Opportunity) emerge as
those with Greatest Need and are the Most Ready for Action,
easiest to Reach, and Best match for the Organization. Measures
used to Assess each of these are as follows:
• The Greatest Need: Size, Incidence, Severity, and Defenselessness.
• Most Ready For Action: Ready, Willing, and Able to Respond.
• Easiest To Reach: Identifiable Venues for Distribution Channels
and Communication.
• Best Match: Organizational Mission, Expertise, and Resources.
14
What Approach Should Be Taken? (Cont’d).
• Targeting Markets of Greatest Opportunity may run counter to a
Social Marketer’s natural Desire and Inclination (or Mandate)
either:
• a) To ensure that all Constituent Groups are reached and Served
(Markets are Treated Equally) or
• b) To Focus Resources on Segments in which Incidence and
Severity of the Problem is the Gravest, (Markets of Greatest
Need).
• Concerns can be addressed by Emphasizing that this is the most
Effective and Efficient Use of Scarce Resources, reassuring others
that Segmentation enables Plans to be developed that are likely to
Succeed with Individual Segments, and Explaining that additional
Segments can be addressed over time.
• We are simply Prioritizing Resources and Efforts in an Objective,
Systematic, and Cost Effective Way.
15
Types Of Social Products.
•
1)
2)
3)
•
•
Social Marketers typically find themselves in one of the three
situations:
They may offer a Social Product that satisfies a need that no other
Product is offering.( Type 1)
They may offer a Social Product that satisfies a need that other Social
Products are addressing, but that satisfies it better.( Type 2)
They may offer a Social Product that cannot satisfy a need that Target
Adopters currently perceive or have but that nevertheless addresses a
real underlying need of people.( Type 3)
In terms of the behavior of Target Adopters, the three types of Products
represent increasing levels of difficulty in adoption and penetrating the
Market.
Type 1 is the least difficult, type 2 is medium difficult and type 3 is the
hardest to the Market.
16
Types Of Social Products(Cont’d).
•
•
•
•
It is also useful to distinguish between a Social Product that has a tangible
base( such as Methadone Treatment for Heroin Addicts) and a Social
Product that is largely intangible( training in Literacy, the Cessation of
Cigarette Smoking, Human Rights etc.)
In general, the former entails a more complex Social Marketing Task than
does the latter.
Another way to distinguish Social Products is according to the objective
or end result of adoption.
There are three Idea Products- a Belief, an Attitude, and a Value-as well
as two Practice Products- one that calls for the performance of a single
act(such as acceptance of a single smallpox Immunization) and the other
that requires the sustained performance of a Behavior made of repeated
acts( for instance,-Acceptance of a continuous pattern of Family Planning
Behavior).
17
Product Concept Vs Tangible
Product Positioning.
• Social Marketers normally plan their Product-Diffusion Campaign
for Tangible Products by Adoption of the Product Concept and
then by Adoption of the Tangible Product.
• Example: Social Marketers will first try to advance the Social
Product Concept “ Smoking is Injurious to your Health” and then
try to push Tangible Products like Chewing Gum, Anti Smoking
Pills, Cigarettes containing less tobacco etc.
• Proceeding in this sequence can require a long time, similar to the
pit falls involved in efforts to change attitudes first before
influencing Behavior.
• Promoting both the Social Product Concept and a related Tangible
Product will bring about earlier Trial Adoption, and possibly a
change in attitude.
18
Designing The Social Product.
•
•
•
1)
2)
Designing the Social Product is the foundation on which all the
elements of the Marketing Mix are built.
The Social Marketers aim to develop New Social Products that
satisfy the needs of Target Adopters better than those that are
available or adapt Social Products so that they fit the Adopters’
needs better than they did before.
The Tasks are two fold:
To identify the distinctive needs of Target Adopters that a
Specific Social Product can satisfy and to determine how to
present the defined Product effectively to the Target Adopters.
The second Task involves Positioning the Product, Dressing it
up, and positioning effectively the Social Marketing Campaign
and Program.
19
Pricing Of Social Products.
•
1)
2)
3)
4)
Pricing Objectives of Social Products are mostly as given below:
Optimizing Profits or Operating with as minimum profit as is practical
or sometimes operating at Cost.
Maximizing Number of Target Adopters.
Social Equity or Differential Pricing based on Affordability.
De Marketing.
•
Promotion Through Mass Communication:
1)
2)
3)
4)
5)
What Communication Objectives should be set?
What to to say in the Communication?
How to say it?
Where to place the Communication?
How to time the Communications?
20
Distribution Channel For
Social Products.
•
•
•
•
Social Products should be made available to Target Adopters to enable
them to act on information & persuasion presented through Promotional
Activities and Adopt the same on trial basis.
Distribution Channels( such as Health Clinics, Government Agencies,
Retail Stores and the Media) are the outlets for making Social Products
available.
First, we will discuss the Distribution Channels for Social Products with a
Tangible Product Base and subsequently Intangible Products. In Social
Marketing, the point of Production is the Social Change Campaign and
the point of consumption are the Target Adopters.
Managing a Distribution Channel involves Managing a Network of
Intermediaries Two issues have to be considered: How Intermediaries are
linked to both to the Marketing Campaign and to the Target Adopters and
what significant elements are, in managing Intermediary networks. The
figure shown in the next slide illustrates several Distribution Channels.
21
Distribution Channels At
Various Levels.
22
Distributing An Intangible Product.
•
•
•
How can Social Marketers make Intangible Products available to Individuals,
Groups or entire population of Target Adopters? What are the Channels for
Distributing such Products?
Advertising Researchers refer to Mass Communication Media as being engaged in
“Message Distribution” or “Message Delivery”. Therefore, the Media are the Prime
Channel for Marketing and Distributing Intangible Products. Advertising Media
are available in many different forms:
1) Television. 2) Radio. 3) News Papers. 4) Magazines. 5) Comic Books.
6) Trade Journals. 7) Foreign Publications. 8) Out Door Advertising-Hoardings,
Wall Paintings etc. 9) Cinema. 10) Transit Advertising- Buses, Commuter Trains
etc. 11) Point of Purchase Sign Boards.
Researchers of Mass Communication differentiate among three Models of flow: 1)
The one step model- Social Marketer-Media-Adopters. 2) The Two Step ModelSocial Marketer-Media-Initial Adopters-Later Adopters. 3) The Multi-Step Model
involving Social Marketer, Ad Agency, Media, Other social Marketers, Other Ad
Agencies, Other Media, Initial adopters and Later Adopters.
23
The Seven Ps Of Social Marketing.
•
1)
2)
3)
4)
5)
6)
7)
Seven Ps are used as Marketing Tools( Marketing
Mix) in Social Marketing as detailed below:
Social Product.
Price.
Promotion.
Place.
Presentation(Physical Evidence)
Personnel(People).
Process.
24
Adoption Processes.
•
Target adopters may accept a particular Idea or Practice for
different reasons.
•
After the first Oil Crisis in the 1970s, for example, some people
joined the car pools in a Company due to:
1)
Compliance Adoption.
2)
Identification Adoption.
3)
Knowledge Based Adoption.
4)
Internalization Adoption.
•
Adoption Process models; Social Marketers have identified four
different Models of how Target Adopters can be moved to the
final decision to adopt an Idea, Behavior or Tangible Product:
1) Learn-Feel-Do 2) Do- Feel- Learn. 3) Learn-Do-Feel. 4) Multi Path.
25
Conditions for Selecting Adoption Process Models.
26
Multi Path Adoption Model.
27