Analyse the marketing mix of social marketing campaign

1. JUSTIN MATHEW
The Kerala government has launched a mass hand washing campaign named ''break the
chain''.The campaign aims to educate people about the importance of public and personal
hygiene.
Marketing mix
Product: people must first perceive that they have a genuine problem, and that the product
offeringis a goodsolutionfor that problem.
Hand sanitizer is a liquid or gel generally usedto decrease infectious agents onthe hands.
Price: The Union Minister Ram Vilas Paswan, said, “The retail price of a 200 ml bottle of
hand sanitizer will not exceedRs 100. Other sizes of bottles will also be pricedin the same
proportion. These prices will be applicable throughout the countrytill June 30, 2020."
Place: Under this campaign, the Kerala government has installedwater taps at public spots
such as at the entryand exit gates of the railway stations with hand wash bottles.
It is also urging people to use hand sanitizers when theyare outdoors. Sanitizers have also
been made available in all offices.
Promotion: The youth organizations should carryforward the campaign and use social
media to promote the break the chain Campaign and all celebrities are promotingthis
campaign
four questions will add value to your social cause marketingcampaign:
1. Do I reallyunderstand my target audience and see things from their perspective? Yes, I
reallyunderstand my target audience and see things from their perspective By giving a
better product for their problem and easy to use in day to day life.
2. Am I clear about what I would like my target audience to do? Yes I am clear about what I
would like my target audience to do Wash the hands with sanitizer when theyare outdoors
3. For my target audience, do the benefits of doingwhat I would like them to do outweigh
the costs or barriersto doingit? Price of the product at low cost and availability of the
product to all targetedaudience.4. Am I using a combinationof activities inorder to
encourage people to achieve the desiredaction? All celebrities are the part of this campaign
The 'Break the Chain' concept was mootedby Mohammed Asheel, the executive director of
Kerala Social SecurityMission.