Social Marketing: Class-10 & 11

Audience Segmentation and Product

24th January 2017

Dr. M.K Satish

Example-Spring Health
 Choose Audience Segment

After analyzing the scenario of the social issue based on market research/ secondary
research you will choose a specific target audience segment : For e.g Dengue
Awareness in Mumbai/ Delhi/ Specific Areas..?
The process of audience segmentation will help you divide the audience into more
homogeneous segments

Your choice is also influenced by:

Available resources

Stakeholder and partner wishes

Political climate

Funding requirements

For example, if your funding source dictates that you should work with a low-income
population, then that consideration should be factored into your segmentation
framework
Determining which segment to target and how to do so is the heart of
Social Marketing

The more your program

strategy can be tailored to
meet an audience segment's
unique wants or needs, the
more likely the audience
segment will respond
positively
Different audience segments will
have different wants and needs so
This focus on the audience determining which segments to
and the delivery of target and how to do so lies at the
something of unique value to heart of social marketing
them is what enhances
marketing effectiveness
Examine

Current behaviors Influencers

Barriers to change/ Knowledge and
Benefits can attract
education
Demographic
characteristics Competing behaviors
Channels to reach the Accessibility
audience How much they are
Partner or stakeholder affected by the
enthusiasm for working
with a particular group
problem
Political concerns or Likeliness to change
factors behavior
How to segment effectively?

MARKETING :HEALTHY LIFESTYLE

The key to audience Consider two 35-year-old women in
segmentation is to Mumbai. Both have similar educational
backgrounds and income levels. Both are
divide your audience married and have young children.

by meaningful One has a supportive husband who

encourages her to go on walks with her
factors that are friends. She enjoys eating healthy and
cooking meals for her family.
relevant to the
The other enjoys watching TV, going to see
adoption of the

movies, and working on the computer. Her
desired behavior husband is not supportive of an active
lifestyle. She is busy and does not enjoy
cooking, so the family will often go out for
What separates the fast food.
people who do the It is impossible to tell from demographic
desired behavior characteristics alone anything about the
individuals' behavior, attitudes, or
from those who interests

don't?
 Choose a Segmentation Framework by Behaviour

Consistency in Behaviour Attitudes and Motivation

Those who do the desired
behavior consistently
Those who do the desired
behavior but somewhat
inconsistently
Those who occasionally or
rarely do the desired behavior
Those who never do the
desired behavior
Or, you could choose to segment based
on attitudes and motivation
Those who want to do the desired
behavior and are successful at doing so.
Those who want to do the desired
behavior but have some common
difficulties or barriers to overcome.
Those who have no interest in the desired
behavior and no motivation to adopt it

Any number of frameworks can be used. Other examples include stage of

change, perceptions, intentions, lifestyles, common benefits, common barriers,
or geography

The framework you use depends on your broad audience, what you know about
them, and the behavioral theory you are using. Each segment in your framework
should be different enough from the others to make a different program
approach necessary
Another important consideration is the size of your segment
 Secondary audience

Group of individuals who influence your target audience in

some way. They are not individuals who may be secondarily
exposed to part of your program's activities

Anytime you are dealing with children, especially young

children, you'll need to collect information from parents (or
other influential adults, depending on your situation) as it is
likely they will end up being an influential group. Especially
with young children, your program activities will likely be
directed at adults to encourage their influence on the
children
Eg: Using Children in Swacch Bharat Abhiyaan
Segmenting for Environmental and Policy Level Changes

Policy makers as audience

The goal of your program may be to persuade policymakers to

change a law or to get an environmental change approved
The concept of audience segmentation can still apply here, but the
audience and behaviors are somewhat different. Instead of an
audience of "end users" your audience is likely to be made up of
people who are legislators, policymakers, business owners, and so
forth
Therefore, the frameworks for segmentation are somewhat
different. You may want to segment based on receptiveness to your
proposed change or by common objections to the change. In some
cases, the group you are trying to persuade is small enough that
you can individually tailor your messages
 What we know What we dont know Remarks
(existing data) (information gaps)
What is the problem?
PROBLEM Anything else we need to
know?
Whom do we want to reach?
(Potential ways to segment):
Current behavior
Future intentions
AUDIENCE Readiness to change
Demographics
Where to reach them
Other variables

What are we asking them to

BEHAVIOR do?
(Behavior recommendation)
What factors must we
address?
Perceived benefits
(product)
Perceived costs (price)
Perceived barriers
Competition
Access, locations (place)

STRATEIGES What are effective promotion

strategies?
Where can we reach
them? (place)
How can we reach them?
(promotion)
Spokespersons/
information resources
Information channels
Strategies/ activities
When will the audience be ready to
change behaviour?
For a person to perform a given behavior one or more of the following must be true :

1. The person must have formed a 5. The person perceives more

strong positive intention (or made social (normative) pressure to
a commitment) to perform the perform the behavior than not
behavior perform the behavior
2. There are no environmental 6. The person perceives that
constraints that make it impossible performance does not violate
to perform the behavior personal standards that
activate negative self-actions
3. The person has the skills
7. The persons emotional
necessary to perform that behavior reaction to performing the
4. The person believes that the behavior is more positive
advantages (benefits, anticipated than negative and
positive outcomes) of performing 8. The person perceives that
the behavior outweigh the he/she has the capabilities to
disadvantages (costs, anticipated perform the behavior
negative outcomes)
 Once you have made decisions about the
audience and behavior, it is time to think
about the marketing mix to determine how
behavior change will occur with your
audience. So the first step is : Product."
What are the Key Tactics to create Competitive Advantages?

How do we compete? We use the same principles and techniques used in the
commercial sector. We position our product relative to the competition so that
our audience perceives the following :
GREATER BENEFITS in the behavior we are promoting than in their current or
preferred behaviors.
LOWER COSTS and FEWER BARRIERS to adapting the desired behavior
than their current or preferred behavior.
SOCIAL PRESSURES or NORMS that signal this as an acceptable cultural
value.
 Product Strategy
Part of your product strategy comes from the behavior you've
chosen but the behavior alone isn't your total product. You are
not only selling the behavior, but a package of benefits that
comes along with the behavior.
Choosing a behavior that is relevant and attainable for the
target audience is the first step in developing a product
strategy.
You may need to use, create, or modify some tangible
products or actual services in addition to the behavior you
want to change for example for changing nutritional habits
you may consider:
Cookbooks
Food diaries
Nutrition counseling
After-school care
 Product: Designing the Market Offering

What is the Product in a Social Marketing Effort?

In a social marketing, our product is what we are
selling, the desired behavior and the associated
benefits of that behavior. It also includes any
tangible objects and services developed to support
and facilitate the target audiences behavior change.
What are Three Levels of The Product ?

Augmented Product
Tangible Objects and Services to
Support Behavior Change

Actual Product
The Desired Behavior

Core Product
Benefits of
Desired Behavior
Core Product
The core product, should answer the questions : Whats
in it for the customer to buy our product? What benefits
will they receive? What needs will the desired behavior
satisfy? What problems will it solve?
e.g., moderate physical activity will make me feel better,
look better, and live longer
Actual Product
Surrounding the core product is the specific behavior we
are promoting (e.g., exercise 5 days a week, 30 minutes
a day, at least 10 minutes at a time).
It is what is required in order to achieve the benefits
identified as the core product. Additional components at
this level may include any brand names developed for the
behavior
Augmented Product
This level includes any tangible objects and services the social
marketer promotes along with the desired behavior. Although they
may be considered optional, they are sometimes exactly what was
needed to provide encouragement (e.g., walking buddy), remove
barriers
(e.g., detailed resource guide for yoga, organized walking programs),
or sustain behavior (e.g., a journal for tracking exercise levels) They
may also provide opportunities to brand and to tangibilize the
activity, creating more attention, appeal, and memorability for target
audiences.
Core, Actual and Augmented Product
iPhone
Starbucks
Air conditioner
 Examples of Three Product levels

Core Product Actual Product Augmented Product

(Benefits) (Behavior) (Tangible Objects and Services)
For Health Promotion
Reduction of stress, Engage in moderate Community walking clubs
cholesterol, and chances physical activity 30 minutes
for heart disease and a day, 5 days a week, at
colon cancer least 10 minutes at a time.

Prevention of unintended Use a condom. Condoms with different colors and

pregnancies and STDs patterns.
(sexually transmitted
diseases)

Improved general health Drink eight glasses of Durable plastic bottles of various
water a day. mls.

Protection from Immunize children on time. Wallet-size immunization card

preventable diseases.

Reduced risk of heart Monitor your blood Home blood pressure monitoring
attack pressure regularly. equipment
Contd.,
Core Product Actual Product Augmented Product
(Benefits) (Behavior) (Tangible Objects and Services)

For Injury Prevention

Prevention of injury for Dont drink and drive Free taxi rides on New Years Eve
self and others
Protection from physical Call for help if you are Help Line for domestic abuse.
abuse being abused.
To Protect the
Environment
Avoidance of electric Conserve electricity. New energy-saving lightbulbs.
power blackouts
Avoidance of costly fines Use of litterbag. Litterbags that are leak-proof and
and penalties that seal.
For Community
Involvement
Saving someones life Become a donor. Donor Card.

Helping members of your Volunteer 5 hours a week. Training for crisis line.
community.
 Product Strategy
Link core benefits to your product or
behavior
What benefits can/should you
highlight? Look back at your data
and research results to determine
what your audience values. These
are the characteristics to attach to In return, the individual is
the desired behavior
Give immediate benefits of the
desired behavior. Public health
professionals (who care greatly
about the health of others) can get
too focused on the long-term health
benefits, especially of nutrition- and
physical activity-related behaviors.
We want people to give up current
pleasures for some long-term
benefit that they aren't sure will
ever come. That's a hard sell
Nutritionist asks individuals to
begin to exercise and eat more
vegetables while watching less
television and eating fewer high-
fat foods
promised some vaguely lower
probability of having a heart
attack that may or may not occur
at some undetermined time in the
future
Such a message proposes an
exchange that offers neither a
temporally close transaction nor
an explicit payback
 Product Strategy
Once you have chosen the benefits to promote
with your product, you must also consider how
you will support those claims
Telling the target audience the benefits of
changing behavior is only effective if they
experience those benefits.
Your messages, materials, and activities should
combine to support your claims about the
behavior
Thank You