The document discusses social marketing strategies for promoting measles, mumps, and rubella (MMR) vaccination among young children in developing countries. It covers key concepts in social marketing like consumer orientation, audience segmentation, communication channels, and process tracking. A social marketing model is presented involving 6 steps: planning strategies, selecting communication channels, generating and pretesting materials, implementation, assessment, and feedback. The overall approach aims to address misgivings about the MMR vaccine and encourage its administration through education and awareness campaigns.

1. Social marketing applies commercial marketing strategies to
promote public health.
Social marketing is widely used to influence health behavior.
Social marketers use a wide range of health communication
strategies based on mass media, they also use mediated
(example, through a healthcare provider), interpersonal, and
other modes of communication, and marketing methods such as
message placement (for example, in clinics), promotion,
dissemination, and community level outreach. Social marketing
encompasses all of these strategies.
Courtesy: NIH
Application of social marketing strategies for measles, mumps
and rubella (MMR) vaccination. in young children’s. People in
many developing countries have misgivings, fear and other
reasons against MMR vaccination resulting in resurgence or
disease epidemics. Social marketing theory work well in
countering these obstacles while encouraging administration of
the vaccine to improve the health of the society.
Concepts-
1. Consumer orientation- In this approach planning,
implementation and evaluation strategies of consumer marketing
is employed to motivate the parents for vaccination of their
children’s against MMR. We took advice from people to what
change we make to adopt this healthy behavior. Needs
assessment this message is appropriate from them what barrier
environment we have to take. Also take care how people
respond to the healthy behavior. Citizen advisory panels help to
get feedback.
2. Audience segmentation- . Parents of the children are selected
that largely influences the success of MMR vaccination in the
children. Positive behavior change to vaccinate their children is

2. encouraged by educating them and creating awareness about the
complications associated with MMR viral epidemics. We target
the group which have similar variable and advise them.
3. Channel analysis- Method to deliver the required message
and the desired place to target the population/desired audience
(parents). Usage of print ,news and online social media to
convey the benefits and the risks associated with vaccinating
and not vaccinating with MMR Other places that can be
targeted are gynecologic and pediatrics hospitals while utilizing
other public places with posters to spread the awareness and
the benefits of MMR. We also have to find appropriate time
when to advertise and advice these desired population.
4. Strategy- In this stage of planning the idea is to meet the
objectives. We can use different strategies like making the
vaccine available in every hospital facility for easy access,
making vaccine cost effective to eliminate the barriers of our
target population.
5. Process tracking- In this evaluation phase of the program we
check and monitor if the applied interventions are rightly
executed to achieve the objectives. After undertaking surveys,
reviewing and revisiting the steps, progress can be tracked. We
can also obtain feedback from the target population to improve
and enhance the performance of the program.
· Social Marketing wheel- various steps are employed for
implementing the social marketing program.
Courtesy: NIH.
Flow chart displaying social marketing strategies and the
application of health behavior constructs.
Step1- planning and strategy – for every technique that’s
planned and every strategy that’s exercised, we decide which
strategy can be used according to our goals and objectives. Our
goal is to ensure every child gets MMR vaccine, if any barriers
exists, any issues persists, we tailor the strategies accordingly,
so as to immunize the population to the maximum against those
lethal infectious diseases developing due to lack of or

3. insufficient MMR vaccination and the social marketing
strategies.
Step2- selecting various media channels and using print
materials- in this step, we make use of mass media and the role
model to target our audience. Utilization of pamphlets and
different advertisement methods to educate, bring awareness
and motivate the people.
Step3- Generating material and pretesting- we draft lectures,
distribute pamphlets regarding why it is essential to vaccinate
the children, the benefits of MMR vaccine and the risks
associated with avoidance of vaccination. We can also get the
feedback from the target population for pretesting.
Step4- Implementation- we have to begin communication
program. We have to run mass media campaigns and educate the
people. Also engage in one on one discussion about their
experiences toward receiving the vaccine. This way we can
encourage them to take the vaccine and also facilitate others
doing so.
Step5- Assessing effectiveness- to assess the effectiveness of
the program we have to see how well the targeted population
knows about the disease, associated complications and the risks
and are they taking precautions or not against the disease along
with their responses and reaction to the program which is vital
for the program’s success and effectiveness.
Step6- Feedback to refine the program- we collect the feedback
from our target population and ask for the ways to improve and
understand the flow for future communication and effective
implementation of the social marketing strategies.
This theory is quite effective at changing the behavior at
population level by utilizing the social marketing model.
Courtesy: NIH.
MARKETING PLAN

4. Student name: Course: JWI518
1
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Table of Contents
s

5. es
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Executive Summary
-Packard, commonly referred to as HP, is an
American multinational
information technology company. It develops a wide variety of
hardware
components as well as software and related services to
consumers, small-
and medium-sized businesses, and large enterprises, including
health and
education sectors.
es worldwide and annual
revenues of
$138.854 billion. What distinguishes the corporation among
competitors
such as Dell, Lenovo and Xerox, are its international quality
standards,
state-of-the-art designs and after-sales service.
huge potential for expansion to enterprise
solutions in the
networking, storage and cloud computing markets as well as in
the imaging
and printing solutions markets.

6. recommended for HP to
expand its customer base in the tablet market, and to create a
strong
competitive advantage through product differentiation and
enhanced
customer experience through the innovative and high-
performance Spectre
x360.
3
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Description of Product/Service
Sprectre x360 is a new laptop introduced by Hewlett-Packard:
-of-the-art product re-launched on January 2016.
-screen resolution and enhanced processor performance.
wireless speed.
for
more portability
and varied uses:

7. 4
Stand Mode
for watching
Tablet Mode
for surfing
Notebook Mode
for working
Tent Mode
for sharing
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Life Cycle
Stage.
5
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Features and Benefits

8. Features
easy articulation
-hours of battery
-Fi antenna
splay6
6
Benefits
different modes

9. -like use of screen
-quality audio equipment
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Marketing Objectives
7
Current Marketing Objectives
• Launch a new product
• Target new customers
• Enter the tablet market
• Create an innovative product to
compete with Apple
• Boost revenues and profitability
Suggested Marketing Objectives
• Build up brand awareness
• Create competitive advantage

10. through product differentiation
• Enhance customer experience
• Raise shareholders’ value
• Increase stock price
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Target Markets
i. The markets currently targeted by HP with this new laptop are
a combination of
B2B and B2C.
-to-Business (B2B): though worldwide retailers. This
market depends to
a great extent on the B2C market and both are interrelated.
-to-Consumer (B2C): though the Official HP Stores
which sell directly to
customers.
ii. The recommendation would be for HP to also target the
Business-to-Government
(B2G): HP can target government buyers for high-volume sales
contracts, or state,
county and federal agencies in developed countries to add
efficiency to
government operations.
iii. In the case of HP, the approach taken is undifferentiated or
mass marketing.

11. 8
http://www.montblanc.com/
http://www.montblanc.com/
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Geographic Segment of Market
Bases for Segmentation
Demographic
Europe, Middle East
Alto
Upper Crust, Networked
Neighbors, Movers and Shakers,
Winner’s Circle, Gray Power

12. 9
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Segmenting Audience by Demographics
Bases for Segmentation
-
$150K+)
-2 person(s)
-aged,

13. mostly w/o kids
Buddhist
Japanese
ocial class: Upper uppers
10
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Segmenting Audience by Psychographics
Bases for Segmentation
phic
-oriented, goal-seeker,

14. money-minded, high standards of living
hiking, reading
(Acura, BMW, Lexus, Cadillac,
Mercedes-Benz), travelling (Alaska,
Europe), shopping (5th Avenue,
Nordstrom)
dedicated, passionate, innovative,
efficient, motivated
inventiveness, reliability, versatility, style
11
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15. Behavioral Targeting Segmentation
Bases for Segmentation
graphic
state-of-the-art product
-readiness: informed,
interested and intending to buy
enthusiastic
12

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Competitive Analysis Chart
HP Spectre x360 Apple MacBook Air Dell Inspiron 13 7000
OVERVIEW:
• Thinnest laptop in the market (0.41 inches)
• Colors available: silver, ash-black-and-copper
• Made of carbon fiber and aluminum
• 3.75 x 2.15-inch glass touchpad (roomy, smooth
scrolling and accurate text selection)
• Supports three USB Type-C ports for fastest
speeds possible
• Operating system: Windows 10
• Target segment: Upper uppers, middle-aged,
graduates plus
OVERVIEW:
• Smallest laptop (0.14 to 0.52 inches thick)
• Colors available: silver, gold and space grey
• Made of aluminum
• 4.4 x 2.7-inch Force Touch trackpad
(significantly larger and easier to use)
• Lone USB Type-C port
• Operating system: MacOS
• Target segment: Upper uppers & middle-
uppers, young & middle-aged, graduates &
graduates plus

17. OVERVIEW:
• Thin laptop 0.75 inches
• Colors available: red, blue, white, silver
• Made of brushed aluminum
• Backlit 1.3mm keyboard.
• 3 USB 3.0 (1 power share)
Headphone/Microphone Combination Port
• Operating system: Windows 10
• Target segment: middle-uppers, lower-middle
class, young and middle-aged, graduates &
graduates plus
COST:
HP Spectre can cost around $1,169+
COST:
MacBook Air can be bought for $1,300+
COST:
Dell Inspiron costs around $600+
DETAILS:
• Display:13-inch,Corning Gorilla Glass IP,1920 x
1080 resolution, full HD touchscreen
• Specifications: Intel Core i7 processor, HD
Graphics 520 card and up to 16 GB of RAM
• Size and Weight: 3.2 lbs. and 15.9 mm
• Webcam: 1280 x 720 pixels
DETAILS:
Display: 13.3-inch widescreen, LED-backlit glossy,
1440 x 900 pixels resolution

18. Specifications: 1.6 GHz dual-core Intel Core i5
processor, Intel HD Graphics 6000 card, 8 GB RAM
Size and Weight: 2.96 lbs. and 17.2 mm
Webcam: 640 x 480 pixels
DETAILS:
Display: 13.3 inch, full HD LED touchscreen
(1920 x 1080), 10-finger multi touch support
Specifications: 2.4 GHz Intel Core i7, Intel HD
Graphics 520 card 8G RAM
Size and Weight: 3.68 libs. and 19.925mm
Webcam: Integrated Central 2.0
ADDITIONAL VALUE:
• Larger, brighter display
• Bends in four positions
• Extra large touchpad
• Touchscreen and active pen
ADDITIONAL VALUE:
• Image with more accurate skin tones and better
detail
• Smallest in the market
• Shared computing with iPhone
ADDITIONAL VALUE:
• Two-in-one laptop (laptop and tablet)
• Touchscreen
• Sketch, take notes or retouch photos on screen
• Lowest cost
13

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SWOT Analysis
Strengths
•Global Presence: 315,000 (Q2, 2015)
employees worldwide.
•Recognizable brand name.
•Innovative designs.
•Good after-sales service that helps
maintain good consumer relationship.
•International quality standards
•Competitive technological expertise.
Opportunities
•Expand enterprise solutions division
(servers, networking and storage).
•Expanding presence in cloud computing
market.
•Expanding portfolio of imaging and
printing solutions.
•Acquisition of more companies
specializing in smartphones and their

20. operating softwares.
Threats
•Strong competition in software services
from incumbent firms such as Oracle or
IBM.
•Hyper-competitive, satured and slow
growth rate of the laptop market (Apple,
DELL, Lenovo, Cisco, Microsoft).
•Rapid technological change and
pressure to release new innovative
products faster.
Weaknesses
•Strong reliance on sales from PC,
especially laptops (29% of income).
•Poor presence in the tablet market
(unable to compete successfully in this
lucrative market with companies like
Samsung and Apple).
•Problems with imitation products.
•Lack of software products and consulting
services.
S W
TO
14

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Pricing Strategy
15
Manufacture
Costs
• Sum of components (plastic, glass, metal, rubber, fiber optics,
camera, chip,
hard drive, microphone, battery, software, processor, mother
board, light bulb,
gr
Assembly &
Labor
Costs
• Sub-
Distribution &
Marketing
Costs
• The distributors then mark their price up accordingly with
their own margins,
which might equal around $790.

22. • Marketing costs might add up to $869.
End-
user/retail
value
• So the sell price here to the end-user/retail value is $1,169.
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Value Proposition
-Packard provides middle-aged professionals living in
the Silicon Valley Area, CA (Palo Alto, Stanford, Los Altos,
among others) who earn $150,000+ a year with state-of-the-
art, stylish, high-quality and high-performance tech products
like Spectre x360.
nsory appeal and design/aesthetics.

23. 16
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Marketing Promotion Budget:
Traditional Media
Marketing Activity (2016-2017) Budget Estimates
Television/Cable TV (NBC, 8:00 PM - Week Night 30 Second
Ad Slot: $264,575 $12,700,000
Print Media -newspapers (1/8th page advertisement)
Washington Post Sunday rate
(cost per column inch) $17.46
$12,900
Billboard at Dulles International Airport (Gate/Terminal and
Baggage Claim)
$3,500 per ad per 4 week
$42,000
Radio (30- -Fri
10am-7p $60.00 $2,880
Movie Theater-Cinema Ads - 4'x6' back-lit posters in the lobby
$250 per month $3,000

24. Direct Marketing – Mailings, Flyers (10,000) - 4 X 6 FLYERS
$100.95 per 1,000 $1009.5
Telemarketing $45 per hour per 1,000 hours $45,000
Demonstrations, Exhibits, Catalogs, Magazines $1,000 per
month $12,000
Coupons, Rebates, Gift Vouchers - 4" X 6" black full color
coupons $0.50 x3,000 $1,500
Billboard on Washington DC Metrobus - Backlit Diorama:
$1,950 per ad per 4
week period
$23,400
Total $12,843,689.5
17
We estimate a budget of $13,942,449.5 for marketing in 1 year
($12,843,689.5 for traditional and for $1,098,760 digital)
Traditional Media Budget Allocation for 1 Year
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Marketing Promotion Budget:
Digital Media

25. Marketing Activity (2016-2017) Budget Estimates
Website design, set-up, storage and monthly maintenance for
one
year (GoDaddy.com, Amazon Web Services) Custom Website
design and setup $45,800 + Monthly maintenance (10 hr. of
monthly support ($120/hr.):$14,400
$59,400
Email marketing campaign using MailChimp 10,000 names
(Upgraded option $10/month) + Design + Overhead
$1,260
Google AdWords ( @$1 per click) – Cost per click $360,000
Google AdWords – CPM Cost per thousand impressions- $4
$315,000
Text blasts to 5,000 names ($50/month, using Eztexting.com)
(https://www.eztexting.com/pricing)
$700
Facebook ads (Average @0.24 per click) $86,400
Twitter ads – promoted trends $700 CPM $252,000
Mobile app(s)-CPM price is $0.25 2000 impressions $24,000

26. Total $1,098,760
18
Digital Media Budget Allocation
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Measure – Marketing Metrics
Sales Metrics
promoted products
Customer Readiness to
Buy Metrics

27. te
-Through
Customer Metrics
Recommend
-customer gains
Distribution Metrics
point of sale
Communication Metrics
-through Rate

28. Index
19
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References
Dulles International Airport. (2016). Retrieved on November
18, 2016 from
www.flydulles.com.
Farris, P.W., Bendle, N.T., Neil, T., Pfeifer, P.E., & Reibstein,
D.J. (2006).
Marketing metrics. Pearson Education, Inc.
GoDaddy. (2016). Retrieved on November 18, 2016 from
www.godaddy.com.
Google Adwords. (2016). Retrieved on November 18, 2016 from
www.adwords.google.com.

29. Hewlett Packard. (2016). Retrieved on September 6, 2016 from
www.hp.com.
Hewlett Packard Store. (2016). Retrieved on September 6, 2016
from
www.store.hp.com
Kotler, P., & Keller, K.L. (2016). A framework for marketing
management (6th
ed.). Pearson Prentice Hall.
20
MAKE IT MATTER.
www.hp.com
References (Cont’d)
NBC. (2016). Retrieved on November 18, 2016 from
www.nbc.com.
PRIZM. (2016). Retrieved on October 4, 2016 from
www.segmentationsolutions.nielsen.com.
The Washington Post. (2016). Retrieved on November 18, 2016
from
www.washingtonpost.com.
Washington Metropolitan Area Transit Authority. (2016).
Retrieved on

30. November 18, 2016 from www.wmata.com.
Washington’s Top News. (2016). Retrieved on November 18,
2016 from
www.wtop.com.
21
Social marketing applies commercial marketing strategies to
promote public health.
Social marketing is widely used to influence health behavior.
Social marketers use a wide range of health communication
strategies based on mass media, they also use mediated
(example, through a healthcare provider), interpersonal, and
other modes of communication, and marketing methods such as
message placement (for example, in clinics), promotion,
dissemination, and community level outreach. Social marketing
encompasses all of these strategies.
Courtesy: NIH
Application of social marketing strategies for measles, mumps
and rubella (MMR) vaccination. in young children’s. People in
many developing countries have misgivings, fear and other
reasons against MMR vaccination resulting in resurgence or
disease epidemics. Social marketing theory work well in
countering these obstacles while encouraging administration of
the vaccine to improve the health of the society.
Concepts-
1. Consumer orientation- In this approach planning,
implementation and evaluation strategies of consumer marketing
is employed to motivate the parents for vaccination of their
children’s against MMR. We took advice from people to what

31. change we make to adopt this healthy behavior. Needs
assessment this message is appropriate from them what barrier
environment we have to take. Also take care how people
respond to the healthy behavior. Citizen advisory panels help to
get feedback.
2. Audience segmentation- . Parents of the children are selected
that largely influences the success of MMR vaccination in the
children. Positive behavior change to vaccinate their children is
encouraged by educating them and creating awareness about the
complications associated with MMR viral epidemics. We target
the group which have similar variable and advise them.
3. Channel analysis- Method to deliver the required message
and the desired place to target the population/desired audience
(parents). Usage of print ,news and online social media to
convey the benefits and the risks associated with vaccinating
and not vaccinating with MMR Other places that can be
targeted are gynecologic and pediatrics hospitals while utilizing
other public places with posters to spread the awareness and
the benefits of MMR. We also have to find appropriate time
when to advertise and advice these desired population.
4. Strategy- In this stage of planning the idea is to meet the
objectives. We can use different strategies like making the
vaccine available in every hospital facility for easy access,
making vaccine cost effective to eliminate the barriers of our
target population.
5. Process tracking- In this evaluation phase of the program we
check and monitor if the applied interventions are rightly
executed to achieve the objectives. After undertaking surveys,
reviewing and revisiting the steps, progress can be tracked. We
can also obtain feedback from the target population to improve
and enhance the performance of the program.
· Social Marketing wheel- various steps are employed for
implementing the social marketing program.
Courtesy: NIH.
Flow chart displaying social marketing strategies and the

32. application of health behavior constructs.
Step1- planning and strategy – for every technique that’s
planned and every strategy that’s exercised, we decide which
strategy can be used according to our goals and objectives. Our
goal is to ensure every child gets MMR vaccine, if any barriers
exists, any issues persists, we tailor the strategies accordingly,
so as to immunize the population to the maximum against those
lethal infectious diseases developing due to lack of or
insufficient MMR vaccination and the social marketing
strategies.
Step2- selecting various media channels and using print
materials- in this step, we make use of mass media and the role
model to target our audience. Utilization of pamphlets and
different advertisement methods to educate, bring awareness
and motivate the people.
Step3- Generating material and pretesting- we draft lectures,
distribute pamphlets regarding why it is essential to vaccinate
the children, the benefits of MMR vaccine and the risks
associated with avoidance of vaccination. We can also get the
feedback from the target population for pretesting.
Step4- Implementation- we have to begin communication
program. We have to run mass media campaigns and educate the
people. Also engage in one on one discussion about their
experiences toward receiving the vaccine. This way we can
encourage them to take the vaccine and also facilitate others
doing so.
Step5- Assessing effectiveness- to assess the effectiveness of
the program we have to see how well the targeted population
knows about the disease, associated complications and the risks
and are they taking precautions or not against the disease along
with their responses and reaction to the program which is vital
for the program’s success and effectiveness.
Step6- Feedback to refine the program- we collect the feedback
from our target population and ask for the ways to improve and
understand the flow for future communication and effective
implementation of the social marketing strategies.

33. This theory is quite effective at changing the behavior at
population level by utilizing the social marketing model.
Courtesy: NIH.
Social Marketing
Health Behavior
What is Social Marketing?
“…the application of commercial marketing techniques to the
analysis, planning, execution, and evaluation of programs
designed to influence the voluntary behavior of target audiences
in order to improve their personal welfare and that of their
society” (Andreason, 1995).
CDC definition
Health marketing
“Creating, communicating and delivering health information
and interventions” (2006)
Key Aspects
Benefits individuals and society
Focus on behavior change
Primary target audience plays a primary role
Concepts

34. Consumer orientation
Audience segmentation
Channel analysis
Strategy
Process tracking
Consumer Orientation
Consumer driven approaches to research, planning,
implementation, and evaluation
Needs assessment
Pretest materials with target group
Citizen advisory panels
Audience Segmentation
Divide larger groups into small more homogeneous groups
SES
Cultural
Behavioral characteristics
General vs. Tailored Messaging
Identify individuals factors which may influence communication
strategies
Target message to groups with similar distinct variables
Channel Analysis
Determine where it is best to address target audience
Determine most appropriate time to reach audience
Determine the best methods to reach audience
When, where and how to most appropriately reach audience so
that they will be most likely to respond to the message

35. Strategy
What concepts will be used to reach identified objectives
Broad areas of program impact are refined by selecting related
tactics
Process Tracking
How one monitors program impact
Evaluation component
Process
Is program implemented as planned?
Feedback allows one to redirect, refine or revise how the
program is implemented
Social Marketing Wheel
Step 1: Planning and Strategy
Use behavioral theory to develop a overall program plan
Develop strategies which will allow one to reach objectives
Step 2: Selecting Channels and Materials
Base selection on behavioral change objectives
Use knowledge of target audience for selection
Consumer health status or behavior

36. Step 3: Developing Materials and Pretesting
Typically use qualitative methods to gain insights about
potential health messages
Focus groups
Interviews
Step 4: Implementation
Begin the communication program or “campaign”
Mass media campaign
Planned one-on-one communication
Step 5: Assessing Effectiveness
Examine factors such as:
Audience exposure
Awareness
Reactions to messages
Behavioral outcomes
Step 6: Feedback to Refine Program
Modify the materials for future communication
http://www.nihcm.org/pdf/NIHCM-SocialMarketing-FINAL.pdf

37. Effectiveness of Social Marketing
Effective at changing behavior at the population level
Research indicates social marketing may be more effective at
promoting single or occasional behavior
http://www.nihcm.org/pdf/NIHCM-SocialMarketing-FINAL.pdf
Example of Social Marketing
http://www.youtube.com/watch?v=TAIHeGHi5yM&feature=resu
lts_main&playnext=1&list=PL4F4F6B3EBDE1AA36