Developing a Social Marketing Plan

1. Social Products
Marketing
Lecture Module 3
Developing a
Social
Marketing Plan
By
Chowdhury Golam Kibria
IBA-JU
2014

2. What is a Social Marketing Plan
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3. What is a Social Marketing Plan
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• Like any marketing plans, social marketing plan is also a
kind of marketing plan. The major difference here is only
that a social marketing plan aims at achieving social
change.
• The following sections will present some models on how to
develop an effective social marketing plans.

4. Social Marketing Plan – Kotler and Lee Model
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• Philip Kotler and Nancy R. Lee offers a 10-step model
outlining a systematic process for developing a social
marketing plan.
• It begins with providing background on the purpose of the
project and analyzing the current situation and
environment.
• Next, it moves on to identifying target audiences,
determining desired behaviors, and designing a strategic
marketing mix (the Four Ps).
• It wraps up with developing evaluation, budget and
implementation plans.

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• Philip Kotler and Nancy R. Lee also uses a case story of
Peru’s social marketing efforts to decrease tuberculosis (TB).
• Peru’s social marketing effort was a success in reducing the
incidence of T B by an estimated 7& per year between
1990 and 2000, from about 190 per 100,000 to 140 per
100,000.
• The severity of TB can be understood by the fact that nearly
2 billion people around the world are infect with rod-
shaped bacterium that causes TB. THIS IS ALMOST ONE OUT
OF THREE HUMAN BEINGS.
• If TB is detected early and fully treated, people with the
disease quickly become noninfectious and eventually are
cured.

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• If we consider Marketing Planning as a systematic process,
then this 10-stepI model by Philip Kotler and Nancy Lee
provides a framework for developing strategic social
marketing plan.
• If you wish to apply this framework, you may use a free
electronic version of a planning document that can be
downloaded free from www.socialmarketingservice.com.

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A similar framework is offered by Cheng, Kotler and Lee. The
following section presents only the outline of that framework.
You will find that both has great similarities.

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42. Developing a Social Marketing Plan
For Campaigns or Programs
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Donovan and Henley address the issue of campaign or programs in
the following manner:

43. Developing a Social Marketing Plan
For Campaigns or Programs
Donovan and Henley
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• The term campaign is more applicable to limited scope, limited
duration interventions whereas
• The term program is more applicable to broad scope, longer
duration interventions.
• According to them, a comprehensive program can be viewed as
including a number of campaigns with limited scope and limited
durations.
• For example, a program against violence against women may
include a campaign for lawmakers, a campaign for police, a
campaign for women and a campaign for men.
• So, a program can have both broad and limited planning
models.

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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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In the foregoing model, educational and ecological
assessment is the heart of the model.
It identifies the factors that must be changed to initiate or
facilitate the desired behavior and environmental changes.
The model proposes three types of factors:
- Predisposing factors: Individual’s beliefs, attitudes and
perceptions that influence their decision to act.
- Reinforcing factors: Environmental factors that serve to
reward or punish expression of the behavior.
- Enabling factors: Individual and environmental factors that
make a behavior possible (or not possible) to occur.

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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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For Campaigns or Programs
Donovan and Henley
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58. End of Lecture Module 3
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