TOPIC

SOCIAL MARKETING, EVENT MARKETING &

MEDIA MARKETING

GROUP MEMBERS

RANJEET THANVI

52

ASHISH MAKWANA

23

PADMABHUSHAN

SHARMA 42

PRAKASH YADAV

58

CHETAN SALIAN

NIKHIL AGARWAL

01

SHIVANI MANDANI

25

VANDANA KABRA

19

SMITA SHELAR

45

PRIYANKA MEENA

26

TEJASHREE

SHIRODKER 46

RICHA AGARWAL

02

SOCIAL MARKETING

EVENT MARKETING

MEDIA MARKETING

Promotion

Promotion

WHAT IS SOCIAL MARKETING?

Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.

Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole.

For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.

HISTORY OF SOCIAL MARKETING

Social marketing began as a formal discipline in 1971, with the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by marketing experts Philip Kotler and Gerald Zaltman.

Craig Lefebvre and June Flora introduced social marketing to the public health community in 1988, where it has been most widely used and explored.

APPLICATIONS OF SOCIAL MARKETING

Health promotion campaigns in the late 1980s began

applying social marketing in practice. Notable early

developments took place in Australia. These included the

Victoria Cancer Council developing its anti-tobacco

campaign "Quit" (1988), and "SunSmart" (1988), its

campaign against skin cancer.

On a wider front, by 2007, Government in the United

Kingdom announced the development of its first social

marketing strategy for all aspects of health.

CONTD…

Social marketing theory and practice has been progressed

in several countries such as the U.S, Canada, Australia,

New Zealand and the UK, and in the latter a number of

key Government policy papers have adopted a strategic

social marketing approach. Publications such as 'Choosing

Health' in 2004.

In India, especially in Kerala, AIDS controlling programs

are largely using social marketing and social workers are

largely working for it. Most of the social workers are

professionally trained for this particular task.

4 P’S OF SOCIAL MARKETING

PRODUCT

The social marketing "product" is not necessarily a physical offering.

A continuum of products exists, ranging from tangible, physical

products (e.g. car), to services (e.g., medical tests), and finally, more

intangible ideas (e.g., environmental protection).

In order to have a viable product, people must first perceive that they

have a genuine problem, and that the product offering is a good solution

for that problem.

The role of research here is to discover the consumers' perceptions of the

problem and the product, and to determine how important they feel it is

to take action against the problem.

PRICE

"Price" refers to what the consumer must do in order to obtain the social

marketing product. This cost may be monetary, or it may instead require the

consumer to give up intangibles, such as time or effort, or to risk

embarrassment and disapproval.

If the costs outweigh the benefits for an individual, the perceived value of the

offering will be low and it will be unlikely to be adopted.

If the product is priced too low, or provided free of charge, the consumer may

perceive it as being low in quality. On the other hand, if the price is too high,

some will not be able to afford it.

Social marketers must balance these considerations, and often end up charging

at least a nominal fee to increase perceptions of quality and to confer a sense

of "dignity" to the transaction.

PLACE

"Place" describes the way that the product reaches the consumer.

For a tangible product, this refers to the distribution system-

including the warehouse, trucks, sales force, retail outlets where

it is sold, or places where it is given out for free.

For an intangible product, place is less clear-cut, but refers to

decisions about the channels through which consumers are

reached with information or training. This may include doctors'

offices, shopping malls, mass media vehicles or in-home

demonstrations.

Another element of place is deciding how to ensure accessibility

of the offering and quality of the service delivery.

PROMOTION

Finally, the last "P" is promotion. Because of its visibility, this element is often

mistakenly thought of as comprising the whole of social marketing.

Promotion consists of the integrated use of advertising, public relations, media

advocacy, personal selling and entertainment vehicles.

The focus is on creating and sustaining demand for the product. Public service

announcements or paid ads are one way, but there are other methods such as

coupons, media events, editorials, "Tupperware"-style parties or in-store

displays.

Research is crucial to determine the most effective and efficient vehicles to

reach the target audience and increase demand.

The primary research findings themselves can also be used to gain publicity for

the program at media events and in news stories.

ADDITIONAL P’S

PUBLICS

"Publics" refers to both the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.

PARTNERSHIP

Social and health issues are often so complex that one agency can't make a dent by itself. You need to team up with other organizations in the community to really be effective. You need to figure out which organizations have similar goals to yours--not necessarily the same goals--and identify ways you can work together.

CONTD…

POLICY

Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they are in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program.

PURSE STRINGS

Most organizations that develop social marketing programs operate through funds provided by sources such as foundations, governmental grants or donations.

SOCIAL MARKETING

EVENT MARKETING

MEDIA MARKETING

Promotion

Promotion

EVENT MARKETING

WHAT IS EVENT MARKETING

Event marketing involves simultaneous canvassing and studying the

brand prints; understanding what the brand stands for, its positioning and

values, identifying the target audience and cooperation with the

creative conceptualizes to create an event for a prefect mesh with the

brand’s personality.

It involves all activities like –

planning

organizing

staffing

implementation

evaluation of the event

E.g.- starting with the selection of the required infrastructure facilities,

co-ordination with artists, ticket sales, promotion.

IMPORTANCE OF EVENT MARKETING

Events are helpful in brand building-as the hundreds of new

products or brands are being launched every month, an

outstanding event will help to create awareness about the launch

of new products or brands by catching the attention of the target

audience.

Events help the company in focusing the target market – they

provide an interactive mode of dialogue between buyers ad

sellers.

Events help in implementation of marketing plans – events also

serve as tools for motivating sales person, to generate immediate

sales, generate instant publicity and developing new contacts with

potential distributors.

Events help marketing research surveys conducted during events can create a panel of consumers for further research or creating a database. It facilitates instant feedback and opportunity for instant and authentic market research.

Even have an important role in relationship building events also create a forum for career matchmaking.

Events are used for advertising – many a times direct marketing is not allowed from government regarding some products, then event helps to promote them E.g. Tobacco and liquor.

CONCEPT OF MARKETS IN EVENTS

In the context of events, there are two types of customers involved-

REVENUE GENERATING CUSTOMERS

The organizer receives money for organizing an event from the customers which are of two types-

Clients – needs event for marketing communication Target audience – needs event to satisfy the need of entertainment, information etc.

E.g. sports organization.

NON-REVENUE GENERATING CUSTOMERS

Non-revenue generating customers- indirect customers- who help clients through positive word of mouth publicity but do not generate monetary gain E.g. – government regulatory bodies, GO, pulse polio

TARGETING OF EVENT MARKETING

Market targeting will be based on the evaluation of the segment as to its attractiveness, company objectives and availability of resources.

Event specialization is another way of targeting . The organizer creates a particular concept within and event category for several segments.

POSITIONING OF EVENT MARKETING

It involves establishing and communicating the vent and its major benefits to the market.

The brand identity associated with consumer products as its parallel concept in event marketing known as event property.

According to the requirements of the market, some conditions in the event could be incorporated by the organizers.

PRODUCT CONCEPT

Competitive events

Test of physical strength, mental ability and talent or a combination of these

E.g.- Sports

Artistic Expressions

Artistic talent as entertainment to the audience like singing, dancing ,etc.

E.g. –Jagit Singh night

Cultural Celebrations

Core concept evolves around mythological or religious significances.

E.g. –Khumbh mela

CONTD..

Exhibition Events

Presentation of goods and service at a common location for the purpose of display and sale

E.g., Trade shows, Agricultural export

Charitable Events

Fund raising for welfare organization and awareness creation for a worthy social cause .

E.g., Pulse polio campaign.

Special business Event

Used by corporate to promote image and for direct commercial gain.

E.g. In Star Voice Of India, Recently Deepika Padukone had come to promote her film KCK

PROMOTION

Print media

Radio and TV

Internet

Cable network

Outdoor media

Public relation

PRICING Pricing will be

Fully sponsored - carry least risk Partially sponsored - Medium risk Fully ticketed events – High Risk

The pricing options will depend on the corporate strategy and marketing strategy adopted by the agency of the growth.

The local tax laws and other relevant rules should also be considered in pricing.

Feedback is important.

Negotiation skills are essential to discuss pricing with clients and reach a win-win settlements.

WHY EVENT MARKETING

BRAND BUILDING

Creating awareness about the launch of new products/brand

Presentation of brand description to highlight the added features of

product/services

Helping in rejuvenating brands during the different stages of product life cycle

Helping in communicating the repositioning of brands/products

Associating the brand personality of clients with the personality of target

market

Creating and maintaining brand identity

IMAGE BUILDING

Over and above the brand identity that a company encourages,

events such as The Great Escape conceived by Mahindra and

Mahindra, exclusively for the owners of their four wheelers,

the Armada, are an attempt to build a specific image of not only

the corporate, but also the product, to let owners experience the

thrill of four wheel driving, M&M charts out an off beat

route that emphasizes the difference between normal and four

wheel driving, and lets the participant experience the high, one

feels when steering and navigating an Armada.

Coke is associated with Olympics since 1928, the rationale

behind this is similar values and ideologies: International peace,

brotherhood, standard of excellence and fun.

FOCUSING THE TARGET MARKET

Helping in avoidance of clutter

Enabling interactive mode of communication

SOCIAL MARKETING

EVENT MARKETING

MEDIA MARKETI

NG

Promotion

Promotion

MEDIA MARKETING

MEDIA MARKETING

Media marketing is a term that describes use of

various media like print, electronic, outdoor, for

marketing sales, public relations and customer

service.

It is a managerial device to promote mass media

so that concerned organizations succeed in

having a flair blending of social and commercial

considerations.

Television:

Reaches more people than any other medium; costs the most.

Cable TV:

Better equipped to target a specific audience; more cost efficient.

Radio:

Able to target specific audiences with higher frequency of the message.

Newspaper:

Communicates details about arts organization's events; can geographically target a city/communities; lots of ad clutter, especially in the entertainment section; expensive for a "page-dominant" ads.

Magazines:

Reach upscale audiences; higher quality graphics and environment; based on a weekly or monthly publishing cycle, it is difficult to develop an adequate frequency level; costly, especially since a color ad is necessary for impact.

Outdoor Billboards and Transit:

Good image or reminder medium; can't communicate many details.

Internet:

Good support medium; communicates lots of information for events; open 24/7; need to promote website address; must keep information current.

NEWSPAPERS

AdvantagesAdvantages

● Year-round readership

● Geographic selectivity

● Immediacy

● High individual market coverage

DisadvantagesDisadvantages

● Limited demographic selectivity

● May be expensive

● Clutter

● Mass market medium

MAGAZINES

● Good reproduction

● Demographic selectivity

● Regional/local selectivity

● Long advertising life

AdvantagesAdvantages

● Higher cost per contact

● Long-term advertiser commitments

● Slow audience build-up

● Long lead time

DisadvantagesDisadvantages

AdvantagesAdvantages

● Selectivity and audience segmentation

● Immediate and portable

● Geographic flexibility

● Entertainment carryover

DisadvantagesDisadvantages

● No visual treatment

● Short advertising life

● Commercial clutter

● Background distractions

RADIO

AdvantagesAdvantages

● Wide, diverse audience● Low cost per thousand● Creative and

demonstrative● Immediacy of messages● Entertainment carryover● Demographic selectivity

with cable

DisadvantagesDisadvantages

● Short life of message● Expensive with high

campaign cost● Little demographic

selectivity with network● Long-term advertiser

commitments● Long lead times● Clutter

TELEVISION

OUTDOOR MEDIA

AdvantagesAdvantages

● High exposure frequency

● Moderate cost

● Flexibility

● Geographic selectivity

● Broad, diverse market

DisadvantagesDisadvantages

● Short message

● Lack of demographic selectivity

● High “noise” level

INTERNET

● Fast growing

● Ability to reach narrow target audience

● Short lead time

● Moderate cost

AdvantagesAdvantages

● Difficult to measure ad effectiveness

● Ad exposure relies on “click through”

● Not all consumers have access to internet

DisadvantagesDisadvantages

EXAMPLES OF ALTERNATIVE MEDIA

ADS IN MOVIES AND VIDEOS

ADS IN MOVIES AND VIDEOS

COMPUTER SCREEN SAVERS

COMPUTER SCREEN SAVERS

FAX MACHINESFAX MACHINES

PRICING FOR MASS MEDIA

To be more specific for the newspaper and magazines, the pricing dimension occupies a place of outstanding significance.

The mounting establishment and intermediation cost have been found increasing the total cost but the demand side is not showing positive trend.

The information media thus need to include habits of buying newspapers and magazines among the prospects which would increase circulation vis-à-vis would make possible cost effectiveness in the services. For entertainment media, this dimension is found insignificant.

PROMOTING MEDIA

Like other organization, the mass communication

organizations also need to promote their business so that

they serve the society in right fashion and at the same

time also succeed in maintaining there commercial

viability.

Inter media promotion may help them in optimizing the

promotion budget.

While promoting, they are supposed to protect the socio-

cultural values.

DISTRIBUTION STRATEGY FOR MEDIA

The information media in particular need to assign due weightage to this dimension of marketing since the distributors and agents play here an outstanding role.

Both the information and entertainment media need an intensive care on reception, enquiry and service distribution centers.

STRATEGIC MARKETING

Marketing that is designed to make the future position of a company stronger.

This is a formulation of strategic decisions keeping pace with the emerging trends in the social environment.

Strategic Planning should have a holistic approach.

HOLISTIC MARKETING

Holistic Marketing is the idea that to truly be successful, an organization must have a holistic approach to marketing where each facet of the organization is focused on how to add value to the customer and communicate that value.

Case: Red Bull Energy Drink

EXAMPLE

SOCIAL MARKETING

EVENTMARKETING

MEDIA MARKETING

AIDS IPL TV

GO GREEN AWARDS TV