Recommended
More Related Content
Similar to Business Marketing.pdf
Similar to Business Marketing.pdf (20)
Recently uploaded
Recently uploaded (20)
Business Marketing.pdf
- 1. Social Marketing TOPIC: COMMERCIAL MARKETING VS SOCIAL MARKETING GROUP 6
- 2. GROUP 6 MEMBER Bui Thu Thao Do Thu Phuong Nguyen Hanh Nhi Tran Hoai Thu Hoang Phi Yen Nguyen Phuong Anh Nguyen Thi Ha
- 3. Table of Content 01 Commercial Marketing VS Social Marketing 03 Common marketing techniques used in Social marketing 02 Principles of Social Marketing 04 Example of Social Marketing
- 5. Similarities Similarities Customer orientation is applied Exchange theory is fundamental Market research used throughout Audiences are segmented All 4Ps considered Results are measured and used for improvement
- 6. Differents Differents Feature Commercial Marketing Social Marketing Product Goods, services Behaviour change Primary goal To meet customer need and deliver profit to the organization To increase individual and social well being Target segment Most attractive in terms of potential sales and profits Selected on different criteria prevalence of a social problem e.g. Obesity, binge drinkingAbility to reach audiencesReadiness for change
- 7. Differents Differents Feature Commercial Marketing Social Marketing Competitors Other organizations offering similar goods and service The current or preferred behavior of the target market and the perceived benefits associated with that behavior Input Organizational budgetsStaffingInternal support Organizational budgetsStaffingVoluntee rsDonation & SponsorshipPartnering
- 8. Differents Differents Feature Commercial Marketing Social Marketing Performance Measured by profit, market share,... Difficult to measure performance (Behaviour change; Volunteers retention; Donation, funding, sponsorship levels,..) Levels of involvement of customer Often low involvement Often high involvement Target audience benefits Immediate or near term Far in the future
- 10. AUDIENCE ORIENTATION An audience- centered approach which seeks to understand what people want and provide them support in acquiring it. BEHAVIOR FOCUS Social Marketing is interested in behavior that results in societal benefit Social Marketing success is ultimately measured on whether the desired behavior was adopted. It is not sufficient to merely change awareness, knowledge, attitudes, or behavioral intentions. CONSIDERATION OF UPSTREAM & MIDSTREAM TARGET AUDIENCESUS Efforts to influence individuals downstream are often enhanced by also targeting those who are upstream and/or those who are midstream Principles Shared With Other Disciplines Principles Shared With Other Disciplines
- 11. EVALUATION Efforts are evaluated, focusing on ongoing measurement of outcomes and the intended impact this has had on societal benefits Social Marketing is a continuous process in which evaluation and monitoring provide data on the audience’s preferences and the environmental changes necessary to maintain and expand the impact of programs SEGMENTATION In order to enhance efficiency and effectiveness, subsets of populations are selected, evaluated, and then prioritized as targets based on useful aggregation variables The segments selected are those most likely to adopt the intended behavior or most important to the organization’s goals, and most likely to provide value in yielding societal benefit Principles Shared With Other Disciplines Principles Shared With Other Disciplines
- 12. Unique principles Unique principles This states that consumers will choose a behavior in exchange for receiving benefits they consider valuable and/or reducing barriers that they consider to be important May result when the marketer has created a program that is perceived by each side to provide value. VALUE EXCHANGE RECOGNITION OF COMPETITION Competition can be described in terms of choice offerings available in the environment that lead to alternative behaviors Social Marketing strategies lead to a unique exchange offering that is perceived by the audience to have greater value than that of any other available option
- 13. Unique principles Unique principles THE 4Ps OF MARKETING RECOGNITION OF COMPETITION Used to reduce the barriers that make it difficult for people to behave as desired, and to increase the benefits that induce people to be more likely to behave Used in concert to develop a favorably perceived relationship that is more appealing than all alternate choices Social marketers assess and then balance the need for, and use of, these four elements to influence optimal change Sustainability results from continuous program monitoring and subsequent adjustment to changes occurring in the audience and environmental condition This is necessary to achieve long run behavior.
- 15. Situation Analysis 1. Apply a SWOT model to identify the strengths to maximize and weaknesses to minimize, external opportunities and threats to prepare for. Apply the PESTEL model to analyze external factors and internal environment models in order to properly identify the situation.
- 16. 2. Audience Segmentation Identifying and dividing the target audience into distinct groups based on demographic, psychographic, or behavioral characteristics. For example, a campaign targeting smoking cessation may segment the audience into groups such as teenagers, pregnant women, or working professionals.
- 17. 3. Formative research Identifying audience barriers, benefits, motivators, competition and influential factors.
- 18. The marketing mix is always needed for a given behavior change effort. 4. Use the marketing mix to influence the priority audiences
- 19. 5. Evaluation methodology Creating compelling and persuasive messages tailored to the TA's needs and motivations. MESSAGE DEVELOPMENT Offering incentives or rewards to encourage the desired behavior change. INCENTIVES AND REWARDS Continuously monitoring the effectiveness of the social marketing campaign and making data-driven adjustments as needed. MONITORING AND EVALUATION Using various communication channels to deliver messages that encourage the adoption of desired behaviors. BEHAVIOR CHANGE COMMUNICATION PARTNERSHIPS AND COLLABORATION Collaborating with public and private organizations,... to amplify the reach and impact of social marketing campaigns
- 21. TV.PHARM GIVES FREE HEALTH INSURANCE AND FREE DRUG DISTRIBUTION TV.PHARM BRINGING CLEAN WATER TO THE PEOPLE IN THE BIEN VONG THUONG Trach Commune - QUANG BINH TV.PHARM Launches Project "Cung em den truong" TV.PHARM presents 2 suspension bridges to the people of Tra Nam Commune, Nam Tra My District, Quang Nam Province Humanitarian projects Poverty alleviation National Health Programs, Program 135, Program 139 of the Government Volunteer Program "Chung một tấm lòng" providing free medical examination and medicine to poor people ... TV.PHARM actively cooperates with other departments to organize the regular implementation of many:
- 22. Thank you