Transcript Outlining the Strategic Marketing Planning Process

Outlining the Strategic Marketing
Planning Process
Chapter 2
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The Problem is how to make sure we
are really using marketing to the fullest
extent and not dropping into advertising
alone, product development alone, or
ignoring the consumer because we
think we know more than they do.
- William Smith, Executive Director
Academy for Educational Development
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The Nature and Role of Social
Campaigns
• "A social change campaign is an
organized effort conducted by one group
(the change agent) which intends to
persuade others (the target adopters) to
accept, modify, or abandon certain
ideas, attitudes, practices, and
behaviour." (Kotler & Roberto 1989:6)
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Target Adopter
• Target adopter is what in traditional
Marketing we call the "target market",
whose behaviour or thinking the
change agent is trying to change.
• We are usually asking the target
adopters to do one of three things
with respect to the social issue:
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Action
Example
accept
to accept that people who suffer from AIDS
are just as deserving of treatment with
dignity as those with any other disease
Modify
to not overeat; to not drink while driving.
Note that we don't ask to abandon eating
or drinking, just to do it in moderation or
not in certain circumstances
Abandon to quit smoking, littering, abusing children –
anything which just should not be done at
any time (in the mind of the change agent;
these are almost always value judgments)
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Marketing Highlight
Lowering Blood Pressure
• Background and Situation
– Coordinated by the National Heart, Lung,
and Blood Institute of the National
Institutes of Health. The ultimate program
purpose is to reduce death and disability
related to high school pressure.
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• Several hypertension control issues are part of
this program.
– Excessive stroke mortality in the southeastern US
– Effective treatment practices
– Utility of lowering the systolic blood pressure in
order Americans
– Role of lifestyle changes in preventing and treating
hypertension
– Issues regarding special populations and their
situations
– Educational strategies directed at professional,
patient, and public audiences and community
organizations
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• Target Audiences
–
–
–
–
–
Women taking birth control pills
Older persons
African Americans
People with diabetes
People with high blood cholesterol
Following segmentation principles, the
unique characteristics of each of these
segment would be analyzed relative to a
variety of factors: current knowledge, beliefs
and behaviors; perceived benefits and costs
of current and healthier lifestyles.
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• Objectives and Goals
– Have your blood pressure checked.
– Lose weight if you are overweight
– Be physically active
– Choose foods low in salt and sodium
– Limit your alcohol intake
– Take prescribed high blood pressure
medication
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• Understanding Target Markets and the
Competition
– It’s hard for me to change my diet and to find the
time to exercise
– My blood pressure is difficult to control
– My blood pressure varies so much, it’s probably
not accurate
– Medications can have undesirable side effects
– It’s too expensive to go to the doctor just to get my
blood pressure checked
– It may be the result of living a full and active life.
Not everybody dies from it
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• Strategies
– Product
• Behaviors as products.
• Some programs may include promoting
services and tangible objects. E.g., home
monitoring instruments.
• Distinguish between the product (desired
behavior) and the product’s positioning (the
benefits are equal or greater if the target
customer adopts the target behavior)
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– Price
Perceived costs of adopting the desired
behavior (entry costs) and of abandoning the
current one (exit costs)
• Don’t have to make all the changes immediately.
Focus on one or two at a time. Once achieved, go
onto the next change. One change can lead
naturally to another.
• Keep your track of your blood pressure outside
doctor’s office, e.g., at home.
• Don’t have to run marathons to benefit from
physical activity. Any activity, if done at least 30
minutes a day over the course of most days, can
help.
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– Place
Places are chosen to make it easy for
people to monitor their blood pressure,
such as health clinics, community
health centers, doctors’ offices, malls,
and even in homes.
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– Promotion
Key messages on increasing awareness and
understanding of the importance of knowing
your blood pressure and the benefits of
following recommended lifestyle changes.
Media channels have included the following:
• Facts sheets, pamphlets and brochures with
recommendations for managing high blood
pressure that are available from health care
providers, by mail and over the internet.
• Provide professional educational materials
guidelines for clinicians
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• Websites that include healthy diet and recipe
info and tips on how to achieve a healthy weight
• Provide a toll-free number, recorded info about
high blood pressure prevention and control
• Prepare special materials for high-risk
populations: women and Latin and African
Americans
• Mass media that include print ad, radio, and
posters
• Organized special events, e.g., ‘May is High
Blood Pressure Education Month’.
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• Evaluation
–
A reduction of mean blood pressures
between 1960 and 1991 shows that the
population had heard and acted on the
messages. More importantly, this has led to
a significant reduction of death rates from
heart disease and stroke.
– Team up national, state, and local
government agencies; nonprofit, voluntary
and professional organizations; business;
communities; and individuals to improve
the health of all, eliminate disparities in
health, and improve in years and quality of
healthy life.
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Social Marketing Plan Outline
What are the steps in the social marketing
planning process?
• Where are we?
Step 1: Analyze the Social Marketing
Environment
– Determine program focus
– Identify campaign purpose
– Conduct an analysis of SWOT
– Review past and similar efforts
(Details in Chapter 5)
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(Cont.)
• Where do we want to go?
– Target audience, objectives, and goals
• Step 2: Select target audience: begins with
segmenting the market and ends with
choosing one or more targets
• Step 3: Set objectives and goals: what we
want our target audience to do and what
they need to know and believe to make the
behavior change more likely; establish
quantifiable measures relative to our
objective.
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Cont.
• Step 4: Analyze target audience and the
competition: explores current knowledge,
beliefs and behavior or target audiences
relative to objectives and goals;
competition, perceived benefits and
barriers to action are identified and
understood.
(Details in Chapter 6-8)
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(Cont.)
• How will we get there?
– Step 5: determine Strategies
Product– Design the market offering; in social
marketing, desired behavior and associated
benefits of that behavior; may include
promoting tangible objects and services that
support or facilitate behavior change.
Price– Manage costs of behavior change
including money, convenience, time, effort,
and pleasures
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Place– Make the product available; this is
where the target audience perform the
behavior; acquire any tangible objects,
receive any services associated with the
campaign, and learn more about performing
the behavior.
Promotion– two components of promotional
strategies– create messages and Choose
media (communication) channels
(details in Chapter 9-13)
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(Cont.)
• How will we stay on Course? Social
Marketing program Management
– Step 6: Develop a plan for evaluation and
monitoring (what will be measured and
how will it be measured?) (Ch. 14)
– Step 7: Establish Budgets and Find
Funding Sources: this step may
necessitate revisions of strategies, target
audiences, and goals or the need to secure
additional funding sources.
– Step 8: Complete an Implementation Plan:
this will provide detailed info on ‘who will
do what, when, and for how much’.
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Why is systematic planning process
important?
• Through the systematic process of analyzing
the marketplace, we can select a appropriate
target audience for our efforts; only through
taking the time to know our target audience,
we can establish realistic goals and
objectives; only through developing an
integrated strategy, we can create real
behavior change by communication
(promotion), perceived benefits (product),
perceived costs )price) and perceived ease of
access (place).
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Cont.
• By taking time to establish how we will
measure our performance, we will
ensure that this critical step is taken to
contribute to future successes.
• The temptation, and often the practice,
is to go straight to advertising or
promotional ideas and strategies.
Questions we ask e.g.,:
– How can we know our slogan (message) if
we don’t know what we are selling
(product)?
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Cont.
– How can we know whether ads on the
sides of buses (a media channel) are a
good idea if we don’t know how long the
key message is?
– How can we know how to position our
product if we don’t know what our audience
perceives as the benefits and costs of their
current behavior compared with the
behavior we are promoting?
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Cont.
• Social marketers need to be flexible,
recognizing that there may be a good
reason to go back and adjust a prior
step before completing the plan. E.g.,
– Step 4 may reveal that goals are too
ambitious or that one of the target markets
needs to be dropped.
– Ideal media determined in Step 5 may turn
out to be cost prohibitive or not costeffective when more carefully examined in
Step 7 (budgets).
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