Book: Social Marketing Philip Kotler & Nancy Lee Summary of Chapter 2 For Ahram Canadian Universty (ACU) /Faculty of Mass Comm

1. Strategic Marketing Planning
Process
Dr. Samir Al-Alfy
Senior Communication Advisor
JHU/CCP
February 2010

2. Traditional planning models rely too much on
tactical interventions and too little on strategy
needed to sustain long-term change. In social
marketing, consumer research provides the gene
pool and strategy serves as the DNA structure
needed to bring that information to life.
-Carol Bryant
University of South Florida

3. Strategic Marketing Planning Process
“A logical process to follow when developing a
marketing plan- whether for a for-profit corporation,
nonprofit organization, or public sector agency”
1. Why are you doing this?
2. Where are you today?
3. Where do you want to go?
4. How are you going to get there?
5. How will you keep on track?

4. Strategic Marketing Planning Process
Marketing Concepts (customer-centered mind-set)
• The Production Concept: widely available & inexpensive
• The Product Concept: build it and they will come
• The selling Concept: selling & promotion efforts
• The Marketing Concept: sense-and-respond
• The Holistic Marketing Concept: - Relationship marketing
- Integrated marketing
- Internal marketing

5. Strategic Marketing Planning Process
Shift in Marketing Management
• From Marketing does the marketing to everyone does the
marketing
• From organizing by product units to organizing by customer
segments
• From building brands through advertising to building brands
through performance and integrated communications
• From focusing on profitable transactions to focusing on customer
lifetime value
• From being local to being “glocal”

6. STEPS OF SOCIAL MARKETING PLAN

7. STEPS OF SOCIAL MARKETING PLAN

8. STEPS OF SOCIAL MARKETING PLAN
Differences from commercial plans
1. Target markets selected prior to
establishing objectives & goals
2. Competition isn’t identified in
situation analysis
3. Goals are the quantifiable measures
of the plan

9. STEPS OF SOCIAL MARKETING PLAN
Step 1: Background, Purpose, and Focus
What’s the problem?
What happened?
(Epidemiological, scientific, research data)
Purpose statement: reflects the benefit of a successful campaign
Focus: to narrow the scope of the plan

10. STEPS OF SOCIAL MARKETING PLAN
Step 2: Conduct Situation Analysis
SWOT analysis:
Strengths,
Internal Factors
Weaknesses,
Opportunities,
External Factors
Threats
Review existing: § Health & demographic data
§ Survey results
§ Study findings
§ Any available data
§ Past or similar efforts

11. STEPS OF SOCIAL MARKETING PLAN
Step 3: Select Target Markets
Look for: § Geographic, demographic, economic, and social factors.
§ Knowledge, attitudes, practices, and advocacy.
§ Community variables.
§ Mass media exposure.
1- Segmentation: 2- Evaluate Segments: 3- Targeting:
1ry Target Audiences 2ry Target Audiences
Profile : Prepare an audience profile.

12. STEPS OF SOCIAL MARKETING PLAN
Step 4: Objectives & Goals
• Behavior Objectives:
Behavior to do, Accept, Reject, Modify, Abandon
• Knowledge Objectives: Information, facts
• Belief Objectives: feelings, attitude
SMART Objectives Specific ‫ﻣﺤﺪدة‬
Measurable ‫ﻗﺎﺑﻠﺔ ﻟﻠﻘﯿﺎس‬
Appropriate ‫ﻣﻼﺋﻤﺔ‬
Realistic ‫واﻗﻌﯿﺔ‬
Time bound ‫ﻣﺤﺪده ﻟﻔﺘﺮة زﻣﻨﯿﺔ‬

13. STEPS OF SOCIAL MARKETING PLAN
Step 5: Competition, Barriers & Motivators
What target market is currently doing or prefer to do (competition)
What real and/or perceived barriers to the desired behavior
What would motivate them to “buy” it.
Step 6: Positioning
How you want your target audience to see the behavior
you want them to buy – relative to competing behavior. Branding

14. STEPS OF SOCIAL MARKETING PLAN
Step 7: Marketing Mix (4Ps)
Product: Core Product: Benefits of desired behavior
Actual Product: desired behavior
Augmented product: additional tangible objects/services
Price: monetary costs, incentives, disincentives
nonmonetary incentives, disincentives
Place: your delivery system or distribution channel
Promotion: Communication Strategy
messages, messengers, communication channels.
+ Logos, Slogans, Taglines

15. STEPS OF SOCIAL MARKETING PLAN
Step 8: Plan for Monitoring & Evaluation
Measures will be used to evaluate the success of your effort
Desired levels of changes in behavior, knowledge, beliefs
Categories of evaluation:
Output: measures campaign activities
Outcome: target market responses & changes in knowledge,
beliefs, behavior
Impact: contribution to the plan purpose

16. STEPS OF SOCIAL MARKETING PLAN
Step 9: Budget & Funding Sources
Final budget delineating secured funding sources &
reflecting any contributions from partners.
Step 10: Implementation Plan
Who will do what, when, for how much
• Marketing activities (outputs)
• Responsibilities
• Time frames
• Budgets

17. STEPS OF SOCIAL MARKETING PLAN
Marketing Research