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Social Marketing STRATEGY 

 

Contents

  • Listening to the Customer

  • Backward Research: Decisions- Information – Report –Analysis - Questions

  • Formative

  • Quantitative

    (Targeting, Behavior- Resource allocation)

    • How many is doing the desired behavior? (Resource Allocation)

    • Which subgroup arc more affected (Resource Allocation)

    • Level of awareness (Resource Allocation or Narrowing Segment)

    • Characteristic of subgroups (choose Course of Action)

    • Media to reach audience in times, places and circumstance where they have great receptivity

    • KAPB (Knowledge- Attitudes, Practices, Beliefs)

    • Quantitative

    • Ethnographic studies

    • Depth Interview

    • Focus Groups

    • Pretesting

    • Monitoring & Evaluation

  • Listening to the Organization

  • Non-behavioral Objectives

  • Conflicting Objectives

  • Hidden Objectives

  • Non-quantified Objectives

  • Unrealistic Objectives

  • Listening to the competition

  • Desire Competition

  • Generic Competition

  • Service form Competition

  • Enterprise Competition

  • Mission: is to bring about changes in the [specific behavior] of [target population] using [Social Marketing approach] in order that the live of target population and the welfare of society as whole will be significantly improved.

  • Goals

  • Objectives

  • Core Market Strategy

    • Target Market: Segmentation Scheme (geographic, demographic,..) & Sequencing

    • Basic Behavior-Change Approach:

      • What Benefits to emphasize

      • What Cost to reduce

      • What Social Pressures

      • What Distribution System

      • What Communication to target consumers

    (Organization, Procedures, benchmarking, and feedback)

  • Alternative Organizational Structures:

    • Functional Organization

    • Program Centered Organization

    • Customer Centered Organization

  • Using Alliance

  • Clear delegation, Careful spec. of tasks and timeline for their accomplishment, consistent follow-up.

  • Monitoring main Questions?

    • Investigating Problems (Representative sample)

    • Program Direction (Baseline Methodology)

  • Techniques:

    • Routine Surveys

    • Periodic focus Groups (p 115)

    • Periodic one-on-one conversation with target audience members