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    Social Marketing 3

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    Roydon D'mello
    This document provides an overview of key concepts for developing a social marketing plan, including selecting target markets and setting objectives and goals. The 10 steps for a social marketing plan are outlined. When selecting target markets, the document discusses segmenting the market, evaluating segments, and choosing one or more segments. Objectives can include behavior, knowledge, and belief objectives. Behavior objectives should be impactful, doable, measurable, address market demand and supply. Knowledge objectives relate to important facts and information. Belief objectives relate to attitudes, opinions, feelings or values of the target audience.

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    Social Marketing 3

    Uploaded by

    Roydon D'mello
    375 views21 pages
    This document provides an overview of key concepts for developing a social marketing plan, including selecting target markets and setting objectives and goals. The 10 steps for a social marketing plan are outlined. When selecting target markets, the document discusses segmenting the market, evaluating segments, and choosing one or more segments. Objectives can include behavior, knowledge, and belief objectives. Behavior objectives should be impactful, doable, measurable, address market demand and supply. Knowledge objectives relate to important facts and information. Belief objectives relate to attitudes, opinions, feelings or values of the target audience.

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    This document provides an overview of key concepts for developing a social marketing plan, including selecting target markets and setting objectives and goals. The 10 steps for a social marketing plan are outlined. When selecting target markets, the document discusses segmenting the market, evaluating segments, and choosing one or more segments. Objectives can include behavior, knowledge, and belief objectives. Behavior objectives should be impactful, doable, measurable, address market demand and supply. Knowledge objectives relate to important facts and information. Belief objectives relate to attitudes, opinions, feelings or values of the target audience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    375 views21 pages

    Social Marketing 3

    Uploaded by

    Roydon D'mello
    This document provides an overview of key concepts for developing a social marketing plan, including selecting target markets and setting objectives and goals. The 10 steps for a social marketing plan are outlined. When selecting target markets, the document discusses segmenting the market, evaluating segments, and choosing one or more segments. Objectives can include behavior, knowledge, and belief objectives. Behavior objectives should be impactful, doable, measurable, address market demand and supply. Knowledge objectives relate to important facts and information. Belief objectives relate to attitudes, opinions, feelings or values of the target audience.

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    You are on page 1of 21

    SOCIAL MARKETING

    Influencing Behaviors for Good 3rd edition


    6 Click to edit Master subtitle style Selecting Target Markets

    Kotler

    Lee

    22

    Develop a Social Marketing Plan Ten Steps


    1. 2.

    Describe the Plan Background, Purpose and Focus Conduct a Situation Analysis

    3.
    4. 5. 6. 7. 8. 9. 10.

    Select Target Markets


    Set Objectives and Goals Identify Competition & Target Market Barriers & Motivators Craft a Desired Positioning Develop a Strategic Market Mix Outline an M&E Plan Establish Budgets & Find Funding Sources Complete an Implementation Plan

    33

    Selecting Target Markets


    A set of buyers sharing common needs or characteristics that the company decides to serve. STEPS
    1. 2. 3.

    Segment the market Evaluate segments Choose one or more segments for targetting

    44

    Advantages

    Increased effectiveness

    Outcomes Outcomes relative to outputs

    Increased efficiencies

    Input for resource allocation Input for developing strategies

    55

    Segmenting Markets Variables

    Demographic segmentation

    Age, gender, family size, income, occupation, education, religion, race, generation, nationality World, region, country, city, metro size, density, climate Social class, lifestyle, personality Occasions, benefits, user status, usage rate, loyalty status, attitude towards conduct

    Geographic segmentation

    Psychographic segmentation

    Behavioral segmentation

    66

    Stages of Change Model


    (Prochaska, Norcross & DiClemente. 1994)

    Precontemplation Contemplation Preparation Action Maintenance Termination

    77

    Diffusion of Innovation
    TargetAdopter Segment Hypothetic Timing al Size % Sequence of Adoption 2.5 First 13.5 Second 34.0 34.0 16.0 Third Fourth Last

    Motivation for Adoption Need for Novelty Influenced by Innovators Need to Imitate Need to join the bandwagon Need to respect tradition

    Innovators Early Adopters Early Majority Late Majority Laggards

    88

    Decent dolittles Active attractives Hard-living hedonists Healthstyles Segmentation Tense but trying Non-interested nilhilists Physical fanatics Passive healthy

    24% 13% 6% 10% 7% 24% 15%

    99

    Cluster Systems: PRIZM NE


    66 clusters Zip Codes birds of the feather flock together

    1010

    VALS
    Primary Motivation

    INNOVATORS

    High Resources High Innovation


    Achievement Selfexpression

    Ideals
    THINKERS

    ACHIEVERS

    EXPERIENCERS

    BELIEVERS

    STRIVERS

    MAKERS

    SURVIVORS

    Low Resources Low Innovation

    1111

    More Segmentation

    Segmenting Target Audiences Upstream Combination of variables

    1212

    Evaluating Segments Criteria


    1. 2. 3. 4. 5. 6. 7. 8. 9.

    Segment size Problem incidence Problem severity Defenselessness Reachability General responsiveness Incremental costs Responsiveness to marketing mix Organizational capabilities

    1313

    Evaluating Segments Criteria

    Effectiveness scores

    Size x incidence x severity x defenselessness Reachability Responsiveness Incremental costs Responsiveness to marketing mix elements Organizational capabilities

    Efficiency scores

    1414

    Selecting Target Markets


    Undifferentiated marketing Differentiated marketing Concentrated marketing

    1515

    What Approach Should Be Chosen?


    Greatest need Most ready for action Easiest to reach Best match

    SOCIAL MARKETING
    Influencing Behaviors for Good 3rd edition
    7 Click to edit Master subtitle style Setting Objectives & Goals

    Kotler

    Lee

    1717

    Develop a Social Marketing Plan Ten Steps


    1. 2. 3.

    Describe the Plan Background, Purpose and Focus Conduct a Situation Analysis Select Target Markets

    4.
    5. 6. 7. 8. 9. 10.

    Set Objectives and Goals


    Identify Competition & Target Market Barriers & Motivators Craft a Desired Positioning Develop a Strategic Market Mix Outline an M&E Plan Establish Budgets & Find Funding Sources Complete an Implementation Plan

    1818

    Setting Objectives & Goals


    1.

    Behavior Objectives
    Something you want your audience to do

    2.

    Knowledge Objectives
    Something you want your audience to know

    3.

    Belief Objectives
    Something you want your audience to believe or feel

    1919

    Behavior Objectives
    1. 2. 3. 4. 5.

    Impact Doable Measurable Market Demand Market Supply

    2020

    Knowledge Objectives

    Relating to statistics, facts, and other information and skills your target audience would find motivating or important

    Statistics on the risks associated with current behavior Statistics on benefits of proposed behavior Facts on attractive alternatives Facts that correct misconceptions Facts that might be motivating Information on how to perform the behavior Resources available for assistance

    2121

    Belief Objectives

    Those relating to attitudes, opinions, feelings or values held by the target audience.

    Experience the benefits Risk Ability to perform the desired behavior successfully Can make a difference No negative perceptions about the behavior by others Worth it Minimal negative consequences

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