1.
Chapter one
An overview of social marketing
Chapter objectives
• After completing this chapter students will be able
to understand:
• Concepts and definition of social marketing
• Social marketing vs. commercial marketing
• Social marketing mix
• Social marketing environment

2.
Concepts and Definition of social marketing
• Social Marketing is a process that involves (a) carefully
selecting which behaviors and segments to target, (b)
identifying the barriers and benefits to these behaviors, (c)
developing and pilot testing strategies to address these barriers
and benefits, and, finally, (d) broad scale implementation of
successful programs. (Doug McKenzie-Mohr, 2011 ).
• Social Marketing is the activity and processes for
understanding, creating, communicating, and delivering a
unique and innovative offering to overcome a societal
problem. —Sharyn Rundle-Thiele, 2011

3.
COND…
• Social Marketing is the use of marketing principles and
techniques to promote the adoption of behaviors that improve
the health or well-being of the target audience or of society as
a whole. (Nedra Weinreich, 2011)
• Social Marketing is the application of commercial marketing
principles and tools where the primary goal is the public good.
(Rob Donovan, 2011)

4.
COND…
 As indicated in the above definitions social marketing is:
• It is sub discipline of marketing-distinct discipline within the
field of marketing.
• It involves adoption of commercial marketing philosophy and
adaptation of Commercial Marketing Technologies /tools
• It aims for voluntary behavior change
• Social Marketing Programs Influence Behavior
• It Seeks to Benefit Target Consumers and/or the Society as a
Whole

5.
Social marketing elements
• The following are social marketing elements which are
borrowed from the field of commercial marketing.
• Audience orientation
• To be competitive in a market environment it demands a
steadfast commitment to understanding consumers, the
people whose behaviour we hope to change.
• Primary target audience: a group of individuals whose
behaviour needs to change to positively impact the problem,
or those who can make policy or environmental changes.
• Secondary audience: A group of individuals who exert
influence on the primary target audience's behaviour.

6.
• For example, if social marketers wanted children to
get more physical activity by walking to school each
day, children would be primary audience. They need
to change their behaviour to impact the problem
(lack of physical activity). But, the majority of the
marketers’ program activities may be designed to
intervene with parents who play a significant role in
influencing the behaviour of their children secondary
audience .

7.
• Audience segmentation
Social marketers know it is not possible to be
“all things to all people. They should avoid a
‘one size fits all’ approach.

8.
• Influencing Behaviour
• Social marketing focuses on behaviour (what people actually do, a
pattern of actions over time; the action or reaction of something
under specific circumstances) .
• Social marketers typically want to influence target
audiences to do one of four things:
• (a) accept a new behaviour (e.g., composting food waste);
• (b) reject a potentially undesirable behaviour (e.g., starting
smoking),
• (c) modify a current behaviour (e.g., increase physical
activity from three to five days of the week or decrease the
number of fat grams consumed); or
• (d) abandon an old undesirable behaviour (e.g., talking on a
cell phone while driving

9.
• Competition
• Social marketing, like commercial marketing, takes
place in a competitive environment. In commercial
marketing, competition refers to products and
companies that try to satisfy similar wants and needs
as the product being promoted.
• current or preferred behavior of the target audience
and the perceived benefits and costs of that behavior
change

10.
• Exchange
• For every choice we make, there is an exchange that
occurs: we give one thing up in return for something
else. Marketing is an exchange.

11.
Commercial Marketing Vs Social Marketing
commercial marketing social marketing
• the primary aim is
financial gain.
• aims to sell a tangible
product or service
• choose target audiences;
the greatest volume of
profitable sales
• competitors as other
organizations offering
similar goods and
services,
• The primary aim is
individual or societal gain.
• Aim to sell a desired
behavior.
• the greatest amount of
behavior
• current or preferred behavior
of the target audience and
the perceived benefits and
costs of that behavior change

12.
• The Marketing mix (4 P’s)
• Product
• The social marketing product might be very
intangible like a belief or behavior and it is a lot
harder to formulate a product concept. The social
product can either represent an idea, a practice or a
concrete object.

13.
• Price
• Price doesn’t necessarily to be monetary but can also
be non monetary like time, effort, and change in life
style
• Place
• Place is where and when the target marketing will
perform the desired behavior,

14.
• Promotion
• Promotion involves persuasion to influence attitudes
or/and behavior
• To persuade effectively the social marketer should
capture the attention of the target audience

15.
• WHAT SOCIAL MARKETING IS NOT
 Don’t confuse social marketing with social
advertising.
 Understand that the term “social marketing” is not the
same as “social networking” or “social media,”
although these are promotional tactics that social
marketers may use.
 Social Marketing is not Legislative Intervention-One
approach adopted by governments to change
behaviour is to pass legislation

16.
Social Marketing Applicable Areas
• Social marketing should be used when voluntary
behaviour change is the social marketer’s goal and
he/she desire an audience-focused program.
 There are four major arenas that social marketing
efforts have focused on over the years: health
promotion, injury prevention, environmental
protection, and community mobilization.

17.
• Health promotion–tobacco use, teen pregnancy,
HIV/AIDS, cancers,, blood pressure,
• Injury prevention–drinking and driving, seatbelts,
school violence, fires..

18.
• Environmental protection– waste reduction,
wildlife habitat protection, forest destruction,
water conservation, air pollution from
automobiles and other sources
• Community mobilization– blood donation,
literacy, and animal adoption.

19.
SOCIAL MARKETING ENVIRONMENT
objectives
• What is marketing environment?
• What are the two key marketing environments?
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20.
• The elements of social marketing mix can be
controlled by the social marketer.
• all marketing activities are subject to the
reactions and influences of the environments
in which it is implemented
• environmental forces can only be monitored
and responded to.
• There are two key environments in which
marketing operates – the micro environment
and the macro environment
20

21.
Conducting situation analysis
• The purpose of the environmental analysis is
to understand and monitor the environmental
factors
to predict the impact of these factors on the
organisation’s performance and make
strategic decisions that will enhance
competitiveness
21

22.
Classification
22

23.
The Microenvironment: Internal Factors
• It consists of factors related to the
organization sponsoring or managing the
social marketing effort—ones therefore
considered internal.
Resources: How are your levels of funding for
the project? Is there adequate staff time
available? Do you have access to expertise
related to the social issue or target
populations that you can easily tap?
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24.
Service Delivery Capabilities: Does the
organization have distribution channels available
for current products and services or ones you
might develop? Are there any concerns with the
current or potential quality of this service
delivery?
Management Support: Does management
support this project?
Issue Priority: Within the organization, is the
social issue your plan will be addressing a priority
for the organization? Are there other issues you
will be competing with for resources and support,
or is this one high on the list?
24

25.
Internal Publics: Within the organization, who is
likely to support this effort? Who might not? Are
there groups or individuals whose buy-in will be
needed in order to be successful?
Current Alliances and Partners: What alliances
and partners does the sponsoring organization
have that could potentially provide additional
resources such as funding, expertise, access to
target populations, endorsements, message
delivery, and/or material dissemination?
Past Performance: How is the organization’s
reputation relative to projects? What successes
and failures are relevant?
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26.
STRENGTHS
• Make a (bulleted) list of major organizational strengths
relative to your plan, based at least in part on an audit of
the above internal factors.
• These points will be ones your plan will want to maximize.
• What you should be aware of is that this list will guide you
in many subsequent decisions such as
 target markets you can best reach and serve,
 products (programs and services) you have the resources
and support to develop
 prices you will (need to) charge, incentives you will be able
to afford to offer,
 existing alliances you might be able to tap for delivery of
products, services, promotional materials, and messages.
26

27.
WEAKNESSES
• On the flip side, a similar list is made of factors
that don’t look as positive for your effort
• This bulleted list is also constructed by reviewing
each of the same internal factors, noting ones
that stand out as a potential concern for
developing and implementing a successful plan.
• Most frequently for governmental agencies and
non-profit organizations (the likely sponsors of a
social marketing effort), concerns are in the area
of resource availability and issue priority.
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28.
The Macro environment: External Forces
Cultural Forces: Trends and happenings
related to values, lifestyles, preferences, and
behaviours often influenced by factors such as
advertising, entertainment, media, consumer
goods, fashion, religious movements, health
concerns, environmental concerns
28

29.
• Technological Forces:
• The technological environment refers to the
application of science to develop new ways of
doing things.
• Changes in the technological environment can
have a wide ranging impact on social marketing in
terms of both the management of social
marketing
• and the content or focus of social marketing
activities
29

30.
Demographic Forces: Trends and changes in
population characteristics, including age,
ethnicity, household composition, occupation,
income, and education
Economic Forces: Trends affecting buying
power, spending, and perceptions of
economic well-being
Natural Forces: Forces of “nature,” including
ones such as famine, fires, drought,
hurricanes, energy supply, water supply, and
floods
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31.
Legal Environment
• As is the case for all marketers, there are a
number of legal restrictions that social
marketers must take into consideration in the
creation of any campaign.
• Given the sensitive nature of many of the
topics that fall within the domain of social
marketing, legal restrictions may impede the
effective development and implementation of
communications and distribution strategies
31

32.
External Publics: Groups outside the
organization other than current partners and
alliances that could have some impact on your
efforts (good or bad) and/or your target
audience, including new potential partners
32

33.
OPPORTUNITIES
• A major purpose for scanning the external
environment is to discover opportunities that
you can take advantage of and build into your
plan.
33

34.
THREATS
• On the other hand, some of these forces will
represent potential threats to your project
and will be something your plan will want to
address or prepare for in the event it happens.
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35.
 Competitive Environment
• Although commercial interests are often
intimately involved, competition in social
marketing is very different to competition in
commercial marketing.
• The social marketing product is conceptual
therefore the competition is not as clear cut
as it is in the case of relatively simple tangible
products
35

36.
• Since the ultimate aim of social marketing is
behavioural change, the competing product is
also behaviour
• Again while physical products may facilitate
the behaviour that social marketers are trying
to change, the physical product and the
commercial businesses which produce them
are not the competition
36

37.
CHAPTER two
SOCIAL MARKETING PLANNING
PROCESS
Chapter objectives
By the end of this chapter students
will be able to:
Identify and discuss the steps in
developing social marketing plan

38.
• To set the stage for developing a tactical social
marketing plan In theory, there is a logical
process to follow when developing a marketing
plan—whether for a commercial enterprise, non
profit organization, or public sector agency.
1 Steps in developing a Social marketing plan
• This chapter outlines the 10 distinct and
important steps to developing a strategic social
marketing plan. They are described briefly in this
chapter and provide more detailed information
on each step.

39.
• Step 1: Describe the Background, Purpose, and Focus
• Step 2: Conduct a Situation Analysis
• Step 3: Select Target Audiences
• Step 4: Set Behaviour Objectives and Goals
• Step 5: Identify Target Audience Barriers, Benefits,
the Competition, and Influential Others
• Step 6: Develop a Positioning Statement
• Step 7: Develop a Strategic Marketing Mix (4Ps)
• Step 8: Develop a Plan for Monitoring and Evaluation
Step 9: Establish Budgets and Find Funding Sources
• Step 10: Complete an Implementation Plan

40.
• Although this outline for the most part mirrors
marketing plans developed by product managers in
for-profit organizations, three aspects of the model
stand out:
• 1. Target audiences are selected before objectives
and goals are established. In social marketing, our
objective is to influence the behaviour of a target
audience.

41.
• 2. The competition isn’t identified in the situation
analysis. Because we haven’t yet decided the specific
behaviour that will be encouraged, we wait until Step
4, when we conduct audience research related to the
desired behaviour.
• 3. Goals are the quantifiable measures of the plan
(e.g., number of seniors you want to join a walking
group) versus the broader purpose of the plan. In this
model, the plan’s purpose statement (e.g., increase
physical activity among seniors)

42.
• Step 1: Describe the Background, Purpose,
and Focus
• Begin by noting the social issue the project
will be addressing and then summarize
factors that have led to the development of
the plan. What’s the problem? What
happened?

43.
• Step 2: Conduct a Situation Analysis
• Now, relative to the purpose and focus of the
plan, conduct a quick audit of factors and
forces in the internal and external
environments that are anticipated to have
some impact on or relevance in subsequent
planning decisions. Often referred to as a
SWOT (strengths, weaknesses, opportunities,
and threats).

44.
• Step 3: Select Target Audiences
• In this the third step of the plan. Provide a rich
description of your target audience using
characteristics such as stage of change (readi-
ness to buy), demographics, geographic,
related behaviours, psychographics...

45.
• Step 4: Set Behaviour Objectives and Goals
• Social marketing plans always include a
behaviour objective—something we want to
influence the target audience to do. It may be
something we want our target audience to
accept , reject, modify ...

46.
• Step 5: Identify Target Audience Barriers,
Benefits, the Competition, and Influential
Others
• At this point you know who you want to
influence and what you want them to do. You
(theoretically) even know how many, or what
percentage, of your target audience you are
hoping to persuade.

47.
• Step 6: Develop a Positioning Statement
• In brief, a positioning statement describes
how you want your target audience to see the
behaviour you want them to buy, relative to
competing behaviours. Branding is one
strategy to help secure this desired position.
Both the positioning statement and brand
identity are inspired by your description of
your target audience and its list of
competitors, barriers, and motivators to
action.

48.
• Step 7: Develop a Strategic Marketing Mix
(4Ps)
• This section of the plan describes your
product, price, place, and promotional
strategies. It is the blend of these elements
that constitutes your marketing mix, Be sure
to develop the marketing mix in the sequence
that follows, beginning with the product and
ending with a promotional strategy.

49.
• Product
• Describe core, actual, and augmented product
levels.
• Price
• Mention here any program-related monetary
costs (fees) the target audience will pay and,
if offered, any monetary incentives such as
discount coupons or rebates that you will
make available.

50.
Place
• In social marketing, place is primarily where
and when the target audience will perform
the desired behaviour and/or acquire any
campaign-related tangible goods.

51.
• Promotion
• In this section, describe persuasive
communication strategies, covering decisions
related to key messages (what you want to
communicate), messengers (any
spokespersons, sponsors, actors, or influential
others you use to deliver messages), and
communication channels (where promotional
messages will appear). Include decisions
regarding slogans and taglines as well.

52.
Step 8: Develop a Plan for Monitoring and
Evaluation
• Your evaluation plan outlines what measures
will be used to evaluate the success of your
effort and how and when these
measurements will be taken.

53.
Step 9: Establish Budgets and Find Funding
Sources
• On the basis of draft product benefits and
features, price incentives, distribution
channels, proposed promotions, and the
evaluation plan, summarize funding
requirements and compare them with
available and potential funding sources.

54.
• Step 10: Complete an Implementation Plan
• The plan is wrapped up with a document that
specifies who will do what, when, and for how
much. It transforms the marketing strategies
into specific actions. Some consider this
section “the real marketing plan,” as it
provides a clear picture of marketing activities
(outputs), responsibilities, time frames, and
budgets.

55.
• Thanks…

56.
• Developing Social Marketing Strategies
• The Social Marketing Mix
• The marketing mix is the core framework of marketing
management that has been adopted across all areas of
marketing practice.
Product
• Product is the first element of the marketing mix. Unlike
the popular conception of a product as a physical “thing”
product in the marketing sense is more broadly defined as
being the “bundle of benefits” that the marketer offers to
the market for exchange.

57.
• In social marketing the term product refers to
the "bundle of benefits" that form the basis of
the campaign, and which marketers are hoping
that their target markets will adopt.
• It refers to the desired behaviour and all of
the benefits, services,
• And tangible items that lead the target
audience to adopt the desired behaviour
57

58.
• It is also the tool the social marketers use to
make the behavior easier to adopt or more
rewarding when compared to the competition
• The ultimate product of any social marketing
campaign is a change in behaviour.
• However, in order to achieve this change, a
series of facilitating products are usually
involved which can include physical goods or
services
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59.
• Example: The product is physical activity and
all the benefits that children truly want:
having fun, being with friends, being cool, and
trying new skills
• Product Levels
59

60.
Level of social marketing product
 There are three levels of a social marketing product.
 The "core product" or innermost level is made up of the
benefits of the desired behaviour
 the "actual product" is the behaviour itself
 the "augmented product" contains any objects or services
created to support behaviour change.
 For example, the behaviour of eating fruits and vegetables
would be the actual product, the fruits and vegetables
themselves and a new farmer's market that sells fruits and
vegetables would be augmented products
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61.
Components of the Social Product
• Social marketing product can consist of
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62.
• The first step in a social change campaign is
convincing the targeted individual that the
behavioural change being recommended is worth
adopting.
• To do this, existing ideas about the issue need to be
addressed so that the person moves from being either
having no fixed attitude (apathy) or a negative
attitude (active opposition) to the proposed change to
being persuaded that it is a good idea (positive
support)
62

63.
• Behavioural change is the ultimate bottom line of any
social marketing campaign.
• However attitudinal change is often a pre-requisite to
behavioural change.
• In the early stages of a social marketing program the
emphasis may be on the idea product even though the
ultimate product is behaviour
63

64.
element of the idea product which itself is divided into three
elements
1. Belief – a belief is what the target market believes to be true
about an issue.
• Where beliefs amongst the target market are inaccurate, it is
not unusual to set the initial focus of the campaign around an
education campaign designed to modify beliefs as a pre-
requisite for behaviour change.
2. Attitude – refers to what the target market feels towards an
issue irrespective of what they know to be true.
• Attitudes are therefore more emotionally based than beliefs
• Value – values are more deep seated than either beliefs or
attitudes and refer to overall ideas as to what is right and what
is wrong.
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65.
Practice
• Behavioural change is the ultimate goal of any
social marketing campaign and is therefore
the true product of the campaign.
• It consists of two types of practice:
1. Act: which is a social product that requires a
single act to achieve the social outcomes
being promoted, for example, presenting a
child for immunisation.
65

66.
2. Behaviour: which refers to ongoing and
sustained changes to an individual’s activities
• such as modifying diet to include 5 servings of
fruit and vegetables a day or
• taking 30 minutes exercise three times a week,
consistently over a sustained time period.
• Behaviours are more difficult to 'sell' than acts
in that they require ongoing reinforcement
and motivation as well as a change in lifestyle
66

67.
Tangible products
• The primary product of any social marketing is
never a physical product.
• However, to achieve the behavioural
outcomes of a campaign, physical goods are
sometimes required as facilitating products.
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68.
• Safe drive (minimizing traffic accident)
• Effective safe(drive)campaigns rely on an integrated adoption
of all levels of the social marketing product. At the idea level,
target adopters need to believe that they are at risk and that
safe drive practices such as the use of seat belt will reduce
level of road accident.
• Second, as a precondition to sustained behaviour rather than
occasional use (adoption of the positive behaviour), the target
market must see the use of seat belt as a positive practice
rather than focussing on negative attributes. And use it
consistently
• as the physical product required to facilitate(safe drive)
practices, seat belt, cars must have seat belts and must be
readily available and affordable for the target market.
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69.
Branding
• Branding in the commercial sector is pervasive
and fairly easy to understand and recognize. A
brand is a name, term, sign, symbol, or design
(or a combination of these) that identifies the
maker or seller of a product.
• Branding social marketing is not as common,
although we would like to encourage more of
it, as it helps create visibility and ensure
memorability.

70.
• In these cases, brand names that have been used
to identify programs and products are used
consistently in an integrated way. Most are
accompanied by additional brand elements,
including graphics and taglines:
• The following list includes a few of the stronger
brands.
• Nutrition: 5 a Day
• Waste reduction: Reduce, Reuse, Recycle.
• Protected sex: Number one condoms
• Energy conservation: ENERGY STAR

71.
5.3 Promotion
• Promotion refers to any communication that
occurs between the originator of the program
and the public
• Promotion is communication that uses various
methods to reach a targeted audience with a
certain message in order to achieve specific
objectives
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72.
• To be successful, a social marketing campaign
has to reach people with a message that will
help them decide to change their behavior.
• If the message isn't understandable, if it
doesn't reach its audience, if it scares or
offends them too much they won't respond.
What is effective social marketing
promotion?
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73.
 Communication is a two-way street. You have to
be sure that what your audience understands is
the message that you meant to send.
• There are several issues that can provide
difficulties here.
• Language. Is the message in a language that
people can understand?
• Effective communication may require putting
your message in a language of your target
audiences
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74.
• Non-verbal communication. Your body
language, tone and pitch of voice, and
clothing .
74

75.
• Culture. Different cultures communicate in different
ways, so you have to understand the culture of your
target audience to communicate effectively
• It's important to be culturally sensitive in order both
to be understood and not to offend
 Communication has to be accessible. No matter how
creative and potentially effective your message is, it
can't do much good if your audience isn't exposed to
it.
• message should be placed in the right channels
• using the channels they're most likely to pay
attention to.
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76.
 Communication has to be noticeable.
• People not only have to be exposed to it, but
they have to pay attention to it for it to have
any effect.
Promotional mix elements
• Advertising
Paid form of non personal communication about
an organization or its products that is
transmitted to a target audience through a
mass/broadcast medium
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77.
• marketer total control over the message and
placement of the advertisement.
• it has less credibility in the market place.
• advertising is generally the most cost effective
method on a per person reached basis and is
therefore very suitable for whole of population
campaign
• Publicity
• publicity is considered a more credible form of
communication as it is distributed through a third
party, usually the media.
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78.
• Personal selling
• communication methods whereby a marketer or sales
person directly speaks with target audience members.
• Personal selling has the advantage of being a two way
communication process which allows the marketer to
modify the message to suit the audience
Personal selling is more expensive on a per person
reached basis
• using volunteers and partners for personal selling, it
can be an effective way of spreading social messages.
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79.
• Web based promotion
• The internet provides marketers with a unique
ability to simultaneously engage in the mass
communication of a single message with the
option of creating a unique personal
interaction.
• Each visitor to a website will read different
levels of information according to their needs,
thereby customising the message and, if
necessary
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80.
• Direct Marketing
• Where an issue has a clearly defined target
market which is known and relatively easy to
access, direct marketing whether by email or
traditional mail, is an effective way of getting
information to potential adopters.
• Direct marketing is usually accompanied by
some form of print material such as
pamphlets or brochures which add to
persuasive or reminder messages.
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81.
SALES PROMOTION
• Sales promotion describes promotional methods using
special short-term techniques to persuade members of
a target market to respond or undertake certain
activity.
• persuade members of a target market to respond or
undertake certain activity.
• Major Sales Promotion Tools
• Samples are offers of a trial amount of a product.
Sampling is the most effective—but most expensive—
way to introduce a new product.
• Some samples are free; for others, the company
charges a small amount to offset its cost.
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82.
• Coupons are certificates that give buyers a
saving when they purchase specified products
• Advertising specialties are useful articles
imprinted with an advertiser's name given as
gifts to consumers. Typical items include pens,
calendars, key rings, matches, shopping bags,
T-shirts, caps, etc
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83.
6.2. Place
• Social marketing efforts make it easier to change
behavior by making sure the necessary supports
are not only available, but also easily accessible
to the most people possible
• Place: Where the audience is located or gathers,
performs the desired behavior
• It refers to the channels by which behaviour
change is promoted, and the places in which the
change is supported and encouraged.
• It is channels and locations for distributing the
product and related information and support
services
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84.
• The following list includes the range of potential
distribution channels, with examples related to social
marketing:
• •Physical location. A community clinic for a malaria
screening
• •Phone. A domestic violence hotline
• •Fax. A physician faxes a patient request for a call to a
tobacco quit line
• •Mail. An immunization schedule on a wallet-sized card
• •Mobile units. To deliver high-yield seeds and fertilizers
• •Home delivery/house calls. To observe patients taking
tuberculosis drugs
•Kiosks/vending machines. Condoms available in vending
machines at bars
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85.
• When tangible objects are included in your
campaign or program, a network of
intermediaries may be needed to reach your
market
Channel level
• We will use the number of intermediary levels to
designate the length of a channel.
• There are four channels
1. zero– level channel(direct marketing channel)
2. one level channel
3. two level channel
4. three level channel
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86.
1. zero– level channel –consists of a
manufacturer selling directly to the final
customer.
• Example door- to-door sales, home parties,.
mail order.
• 2. One level channel; contains one selling
intermediary, such as retailer.
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87.
3. Two- level channel; contains two
intermediaries
• 4. Three – level channel: contains three
intermediaries
• M -----A-----W----R------C
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88.
Chapter four
3. Segmentation in social marketing
Chapter Objectives:
By the end of this chapter students will be
able to:
• Understand segmentation
• Identify Segmentation criteria in social
marketing
• Identify barriers to segmentation in social
marketing

89.
3.1. Audience segmentation
• Audience segmentation is a process of dividing
people into more similar subgroups based upon
defined criteria.
• In social marketing, audiences are segmented
into subgroups and assumed to have similar
interests, needs and behavioural patterns and
this assumption allows social marketers to design
relevant health or social messages that influence
the people to adopt recommended behaviours.

90.
STEPS INVOLVED IN SELECTING TARGET AUDIENCES
A. Segment the market
• First we divided the population into smaller groups
who likely require unique strategies in order to be
persuaded to change their behavior.
• B. Evaluating segments.
• Each segment is then evaluated based on a variety of
factors that will assist us in prioritizing / perhaps
even eliminating some/ segments.
C. Choose one or more segments to target

91.
Segmentation and targeting process provide
number of benefits
1. Increased effectiveness; address your target
audience’s unique wants and preference
2. Increased efficiency; outcomes relative to
outputs/resource expended/ are also likely to be
greater
3. Input for resource allocation; it will assist you in
distributing your resource
4. Input for developing strategies; it will then provide
critical insights into what will influence an audience
and audience to buy your behavior.

92.
VARIABLES USED TO SEGMENT MARKETS
• Segmentation variables typically used to categorize and
describe consumer market are also applicable to social
marketing environment/ marketplace/ as well.
• Demographic segmentation:
Demographic segmentation divides the market into groups based
on variables such as age, gender, family size, family life cycle,
income, occupation, education, religion, race.
• Geographic segmentation
• Geographic segmentation divides a market according to
geographic areas, such as continents, countries, states, ,
regions, cities and neighborhoods...

93.
• Psychographic segmentation.
• Psychographic segmentation divides the market in
to different groups on the bases of social class,
lifestyle, value, or personality characteristics.
• Behavioral segmentation
• Behaviour segmentation divides the market on the
base of knowledge, attitudes, and behaviors related
to the product being sold, segmenting according to
occasion (when the product is used or decided on),
benefit sought (what the segment wants from using
the product), usage levels (frequency of use),
readiness stage (relative to buying) and attitude
(towards the product/offering).

94.
• Stage of Change
A. Precontemplation : ‘’ people at this stage usually have no intention of
changing their behavior
B. Contemplation: ‘’ people Acknowledge that have a problem and being
think seriously about solving it.
C. Preparation: ‘‘most people in the preparation stage are(now) planning to
take action… and are making the final adjustments before they begin to
change their behavior.
D. Action: ‘’the action stage is one in which people most overtly modify their
behavior and their surroundings.
E. Maintenance: ‘’ during maintenance (individuals) work to consolidate the
gain attained during the action and other stages and struggle to prevent
lapses and relapse
F. Termination: ‘‘the termination stage is the ultimate goal for all changers.
Here, a former addiction or problem is will no longer present any
temptation or treat

95.
• Healthstyles Segmentation
• It is another segmentation model used for health-
related program planning. This segment incorporates
several segmentation variables including
demographics, psychographics, and knowledge and
attitudes, and current behavior related to personal
health.

96.
• Combination variables
• 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 market ( e.g., age for
immunization); then each segment is further profiled,
and perhaps narrowed, by using additional important
and relevant variables that predict response to
strategies( education, income levels within each of
the age segments for immunization).

97.
CRITERIA FOR EVALUATING SEGMENTS
• Once the marketplace has been grouped into meaningful
population segments, the next task is to evaluate each segment
in preparation for decisions regarding selection of target
audiences.
• For social marketers, Andreasen cites nine factors for
evaluating segments relative to each other.
• Segment Size: how many people are in this segment? What
percentage of the population do 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 the levels of consequences of the
problem behavior in this segment?

98.
• 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 reach?
• General Responsiveness: how’’ ready, willing, and able’’ to
respond are those in this segment? How
• Incremental Cost: who do estimated costs to reach and
influence this segment compare with those for other segment?
• Responsiveness to Marketing Mix: how responsive is the
market like to be to social marketing strategies (product, price,
place, and promotion)?
• Organizational Capabilities: how extensive is our staff
expertise or availability to outside resource to assist in the
development and implementation of activities for this market

99.
HOW TARGET AUDIENCE ARE SELECTED
• Three approaches are typically for commercial sector
marketers and are useful concepts for the social marketer to
consider:
 Undifferentiated marketing: the organization decides to use
the same strategy for all segment, focusing on what is
‘’common in the needs of consumer rather than on what is
different.’
 Differentiated marketing: the organization developed
different strategies for different audience.
 Concentrated marketing: in this approach, some segments
are eliminated altogether, and resources and efforts often
concentrate on developing the ideal strategy for one or only a
few key segments.

100.
Barriers to segmentation in social
marketing
• Despite the importance of segmentation, many social
marketing programmes employ ‘undifferentiated target
marketing’ treating the target group as a relatively
homogeneous mass for whom a single strategy is developed,
or adopting relatively basic segmentation approaches based on
simple demographic variables such as age or gender.
 This limited application of segmentation is attributable to a
number of factors:
• Ambitious objectives. Social marketing is typically concerned
with ambitious objectives (e.g. immunization) which involve
targeting very large populations (e.g. all parents of children
under five).

101.
• The operating environment. Social marketing organizations
are much more subject to political and policy demands than
commercial organizations.
• Culture. There may be cultural and philosophical resistance to
the idea of segmentation
• Resources. Finally, social marketing organizations may lack
an understanding of the potential of more sophisticated
segmentation approaches, the information on which to base
such approaches, or the skills and resources to implement
them.

102.
Pricing in social marketing
• The amount of money charged for a product
or service,
• The price is the cost to adopting the behaviour
• The price in social marketing is not always
monetary
• Social price is the sum of all the different costs
that a person incurs to adopt a new behaviour.
Eg. loss of time, loss of self-esteem, loss of
respect from peers or embarrassment

103.
• Type
1. Psychic prices. the mental cost of having to
change an attitude or behaviour
Eg. cultural belief in the appropriateness of the
activity
2. Time prices. The amount of time required to
undertake a behavior.
3. Energy prices: the amount of effort required
to undertake the behaviour
103

104.
Managing The monetary and Nonmonetary Costs Of
Adoption & Social Marketing Of Services
• Increase Nonmonetary Benefits for the Desired
• Behavior There are also ways to encourage
changes in behavior that don’t involve cash or
free discounted goods and services with
significant monetary value. Instead, they provide
a different type of value.
• In the social marketing environment, they often
take the form of a pledge/commitment,
recognition, and or appreciation acknowledging
the adoption of a desired behavior

105.
• Increase Monetary Benefit for the Desired Behavior
• Monetary rewards and incentives can take
many forms familiar to you as a consumer and
include rebates, gift cards, allowances, cash
incentives, and price adjustments that reward
customers for adopting the proposed behavior

106.
Decrease Monetary Costs for the Desired
• Behavior Methods to decrease monetary costs
are also familiar to most consumers: discount
coupons, gift cards, trial incentives , cash
discounts, seasonal discounts, promotional
pricing (e.g., price based on geographic
locations). Many of these tactics are also
available to you as a social marketer to
increase sales.

107.
Decrease Nonmonetary Costs for the
Desired
• Behavior Tactics are also available for
decreasing time and physical or psychological
costs for suggests reducing usage time by
“embedding “a new behavior in to present
active ties.

108.
Increase Nonmonetary Costs for the
Competing Behavior
• Nonmonetary tactics can also be used to
increase actual or perceived nonmonetary
costs associated with choosing the competing
behavior. In this case, you may be creating or
emphasizing negative public recognition.

109.
Social Marketing in Services
• Social services are an adjunct and instrument
of social product marketing. The change agent
must not only market an idea, such as quitting
smoking, but provide clinics to serve
prospective target adopters who want to quit
smoking.

110.
Here are four distinguishing characteristics of
service-oriented social products
• Intangibility
• first-time blood donors cannot really sense what giving
blood is like. To reduce uncertainty, they will look for
signs or evidence of what the service will be like.
Therefore, the social marketer’s task is to “manage the
evidence,” to “tangibilize the intangible.’ Suppose that
a clinic wants to convey the efficiency and safety of
donating blood.
• To demonstrate efficiency, the clinic would answer
telephone calls without delay, schedule appointments
efficiently, and admit donors with a minimum of
waiting time…

111.
Inseparability
• Provider-client interaction is a special feature
of service marketing. For example, if a nurse
at a blood donor clinic is unfriendly, she can
affect the client’s perception of the quality of
the entire social campaign or service.

112.
Variability
• Services are highly variable because they depend on
who provides them and when and where they are
provided. Thus, two nurses in the blood-donor clinic
can create different impressions of the quality of a
clinic. Tangible goods or products, on the other hand,
are far more uniform.
• Marketers of services can take two steps toward quality
control. The first is to invest in high quality personnel
and their training. The second is to monitor the
satisfaction of customers continuously, by means of
suggestion and complaint systems, customer surveys,
and comparison shopping to detect and correct faulty
service.

113.
Perishability
• The perishability of services is not a problem when
demand is steady because it is easy to staff the services
in advance. When demand fluctuates, service
organizations face difficult problems. If they staff for
peak demand, their staff and resources will be idle
when the demand is not high.
• social marketing campaigns, particularly those that
market services, must create differentiated benefits
and features, offer high quality service, and find ways
to increase the productivity of the staff that provides
the social products and services.

114.
The Marketing Functions of Pricing
• In considering what price to charge for a specific social
product, social marketers should be aware of the
several functions that prices serve.
• The Accessibility Function Pricing affects the ability of
the target adopters to acquire the social product. In
general, the higher the price, the harder it is to acquire
the social product, and the lower the price, the easier
it is to acquire the social product.
• Product-Positioning Function The rule regarding price
is subject to some qualifications. However, Price can
serve as a symbol and a surrogate for a product’s
quality.

115.
The De-marketing function
• Another function served by price is to “de-
market” the demand when it is excessive or
undesirable. De-marketing occurs when the
demand exceeds the capacity of the social
program or when the social marketer wants to
discourage the use of a product by raising its
price, such as cigarettes or alcohol in
antismoking or anti drinking campaigns.

116.
Social marketing pricing objectives
• a) Maximizing retained earnings where the primary
consideration is money making
• b) Recovering Costs where revenue is expected to offset a
portion of costs (e.g., charging customers Birr 32 for a rain
barrel that cost the utility Birr 40)
• c) Maximizing the Number of Target Adopters where the
primary purpose is to influence as many people as possible to
use the service and/or buy the product (e.g., providing free
condoms to farm workers).
• ).

117.
Methods of Pricing
• Cost - based pricing where prices are based on a
desired or established profit margin or rate of
return on investment (e.g., condoms are sold at
community clinics at prices to cover purchase
costs).
• Competitive – based pricing, where prices are
more driven by the prices for competing (similar)
products and services
• Value – based pricing, where prices are based an
analysis of the target adopters’ “price sensitivity,”
evaluating demand at varying price points

118.
• Social Equity where reaching underprivileged
or high-risk segments is a priority and
different prices might be charged according to
ability to pay (e.g., a sliding scale fee for bike
helmet).
• Demarketing where pricing strategies are
used to discourage people from adopting a
particular social product (e.g., taxes on
cigarettes)

119.
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