Marketing Mix Strategies - Term Paper Example

 «Marketing Mix Strategies» Executive Summary: The purpose of this Marketing Campaign would be to create mass awareness amongst the people of the United Kingdom that Drinking too much is bad for them. Studies show that rising crimes and deaths caused by reckless driving originate from one common problem which is Alcohol Abuse. Throughout this Campaign, our Organization will try to motivate the general public for quitting this harmful habit not only their own sake, but for their families’ as well. (Office for National Statistics (2008)). A SWOT analysis will be done to gauge what kind of difficulties can be expected by the company and what strengths and opportunities does it possess to overcome them. The Target Market size will be determined and the markets will be segmented according to the Demographics and Psychographics. (Office for National Statistics (2008)). Marketing goals and Objectives of this campaign will be defined in accordance with what it plans to achieve through this Social Marketing Campaign. How the Idea is to be positioned in the market, what Marketing Strategies will be adopted, how the idea will be presented, what desired behavior does it expect from the Target Market and how the Target Market would possible react to the message. Whether the Target Market would be willing to accept the idea or to block it out, how and when do we have to present the idea in order for them to really consider it? (Kotler & Lee 2008 and Kotler & Roberto 1989). The campaign would also include an Evaluation plan and this report discusses how the campaign will be evaluated and what research would be done after the launch of the campaign. A rough Budget of the expenses that might be incurred for this Campaign is also made to aware the company about the monetary costs would it have to incur in order to launch this long-term image building marketing campaign. (Kotler & Lee 2008 and Kotler & Roberto 1989). At the end of the report, an Implementation plan lays the guidelines for what course of action would be taken to run this campaign. (Kotler & Lee 2008 and Kotler & Roberto 1989). 1.0 Background, purpose and Focus: The occurrences of domestic violence and road accidents are primarily the cause of concern for most governments around the globe. Even the developed nations report to have the most disheartening rate of injuries caused by domestic violence and drunk driving. Not only this, there are various other pests of society that stem through one single condition which is excessive use of alcohol. According to research, 3.8 million of the people in the United Kingdom are reported with a drinking problem. Deaths caused by drunk-driving, homicide, cancer, cirrhosis of the liver, etc are a direct consequence of excessive drinking (BBC News (2003)). The purpose of launching and the Primary Focus of this Social Marketing campaign is to create mass awareness amongst the people of the United Kingdom (including their families to act as Influencers) about the dire consequences of alcohol abuse. It is to trigger a responsible behavior amongst the citizens and aware them of the fact that excessive drinking and alcohol abuse is one of the major problems faced by the society and that it is likely a root cause of all the other societal mishaps that the society face (BBC News (2003)). 2.0 Situation Analysis 2.1 SWOT: Strengths, Weaknesses, Opportunities and Threats: The Strength of this campaign is the Statistics that reveal the relationship between alcohol abuse and road accidents, cancer, cases for domestic violence etc. As the numbers would provide overwhelming proof that the use of excessive alcohol is really a problem, the Idea of “Drinking too many units of alcohol is bad for you” would very well be adopted by the masses. And as this would be a social cause, the Idea would be the strength itself. (Lader, D., et al (2006)). However one weakness that our Organization can face is the lack of funds for this campaign. As Social Marketing campaign would be a long-term investment on our image and our relations with the society, this campaign would be less likely to generate business/ returns in the shorter run as a fully fledged consumer marketing campaign would. (Chattananon et al 2007). However this Weakness can be overcome by the Opportunity of the governments and other agencies’ collaboration with us. This campaign, being for a social cause and an image building activity for the company, our organization can get all the support it can from the government, political activists, advertising agencies, and channels of promotion (both digital and non-digital) in forms of huge discounts in advertisement slots and spaces in magazines and newspapers. The available budget can be used to spread the cost over a mass media campaign to reach the target audience as many places as possible. (Hoeffler et al 2002). The Threats that this campaign is likely to face would be the opposition from alcoholic beverage companies as they would be the direct stakeholders of this decision. Their sales would be liable to go down and that might trigger a more aggressive response from these companies in the form of more intensive promotional activities. This threat can be offset by the advantage our organization would have of a mass awareness. 2.2 Past or Similar Efforts and Stakeholder Analysis: The company has been involved in CSR activities before to strengthen its bond between its society and itself. These activities do not result into an increase in the short-run but it builds strong long-term relationships with its Stakeholders which translate into consistent monetary benefits for the company in the long-run (Chattananon et al 2007). There are two types of Stakeholders that get affected directly and indirectly by the decisions an organization make; namely Internal Stakeholders and External Stakeholders. The Internal Stakeholders of our Organization would be the employees. With the decision to take on a Social Marketing Campaign, the Marketing department would have to engage in taking on the responsibility. Moreover, the Finance department employees would have to work on the available Budget the organization would have to take the initiative. Secondly, the as such campaign would not require any increase or decrease in the production in the short-run; the Suppliers will not be affected directly by the Social Marketing campaign. The Customers on the other hand, would develop a positive image of the company and this Campaign would increase their loyalty and ensure a long-term loyal customer base for the company (Zakhem et al 2008). The External Stake Holders are most likely to be affected through this campaign. The Rehabilitation centers for excessive drinkers will expect a rise of demand in their services. The Government would act favorably to this campaign and would offer all the collaboration we will need in terms of Legislation, Social events, lobbyists and Senators occurrences as guest speakers or endorsers in Social Events and Advertisement campaigns which will prove to be a more successful campaign. Apart from that, the competitors would likely to stage a pull-strategy campaign after the Social Marketing Campaign is launched. The community as a whole would also support this idea as it would be to promote their welfare. They will react favorably to such a campaign and would also be motivated to act as Influencers towards helping the victims of alcohol overuse to reduce their consumption. (Zakhem et al 2008). 3.0 Target Market Profile: 3.1 Size: The Target Market would be the mass market of the United Kingdom where 3.8 million of the total population is reported to have a drinking problem. This figure comprises of all age groups and is especially popular amongst the youth. The size of the Target Market is therefore approximately 3.8 million people of the United Kingdom. (Office for National Statistics (2002)). 3.2 Demographics, Geographical Segmentation and Psychographics: The drinking Population of the United Sates is from 14 – above. Despite the fact that the minimum age where an individual be legally eligible to purchase an alcoholic beverage is not 14, internet research by the U.S Census Bureau shows that alcohol is consumed during the age of adolescence. The alcohol use is common amongst all Social Economic Classes. However the brands differ from one SEC to other depending on the income of the consumers (Lader, D., et al (2006)). The research also shows that this use of alcohol has increased in the United Kingdom over the past years. North East, North West, Yorkshire and the Humber, East Midlands, West Midlands, East, London, South East, South West, Scotland and Wales report to have experiencing alcohol abuse problems among the population. These figures of Alcohol consumption mean that the Geographical location of the Target Market spreads out to the places stated above in the United Kingdom. (Office for National Statistics (2002) and Lader, D., et al (2006)). There are a certain instances where people are psychologically forced to have alcohol. The most common one the Peer Pressure where the people feel obliged to drink. The Psychographic Segmentation would revolve around the psychological factors that lead to excessive drinking. People often succumb to drinking in different situations which are beyond their threshold. They take the support of alcohol which makes them feel relaxed who get addicted after a while. These preferences have to be changed amongst the target market and the Psychological Segmentation will be done on the basis of how the Target Market of drinkers behave when in stress and what pattern of consumption do they adopt. (Lader, D., et al (2006)). 3.3 Stage of Change The readiness to “buy” of the Target Market will be very rigid because addicts do not give up certain habits easily unless they experience the consequences themselves. The element of fear of the Target Market will be manipulated with, in the promotional campaigns which will prompt a positive response amongst them. 4.0 Market Objectives and Goals: 4.1 Social Marketing Objectives: The Objectives of this Campaign would be based on SMART approach. Specific, Measurable, Achievable, Realistic and Time driven. The Objective would be to trigger the Desired Behavior in the minds of the Target Market and get them to realize their drinking problem and recognize the need for change. Moreover, it would be to help them reduce their consumption of Alcohol and make them visit the Rehabilitation Centers if they cannot quit themselves. 4.2 Goals: The Goal of this Campaign would be to reduce the Sale of Alcoholic Beverages throughout the United Kingdom especially in the places which report to have populations with drinking problem. It would be to create mass awareness amongst the people that Drinking too much would cause harm not only to them but to their families too. (Office for National Statistics (2010)). 5.0 Target Market Barriers: 5.1 Perceived Barriers to Desired Behaviour: The difficulties that the organization might face in making a successful Social Marketing Campaign are that it would not generate enough motivation for the Target Market to discontinue established habits. People, who are addicted to alcohol, would find it hard to respond to the message. The Social Marketing Campaign would run for only a short term whereas changing the habits of addicts are a comparatively longer period of transformation. Moreover, the desired behaviour targeted for might even be blocked out by the alcohol addicts as we by nature, only pay attention to what interests us and unless the people have already recognized the problem of over-drinking, they will not be receptive to the information (Andreasen 1995).  5.2 Perceived Benefits for Desired Behaviour: The benefits that the Desired Behaviour carries are favourable for the society on the whole. With reduced Alcohol abuse and more people motivated to control their drinking habits, deaths caused by drunk-driving, cancer, falls and cases of domestic violence etc will go down. People who would be willing to get rid of their excessive drinking habits would now hope to look for alternatives for their reasons for drinking in order to lead a better quality life with their family. If for once they realize their irresponsible behaviour towards drinking, their loyalty towards the company would be marvellous owing to the Organization’s efforts to promote a good cause which would help them (Andreasen 1995). 5.3 Competing Behaviours: The competing behaviour that the Organization would face, would be coming from beverage companies which would try to promote their brands in order to not lose sales as a direct impact of our Social Marketing Campaign. This would trigger a counter behaviour amongst the Target Market luring them to drink and hence a competing behaviour. These companies can also reduce the prices of their brands to attract more customers. (Kotler & Roberto 1989). 6.0 Positioning Statement The Positioning Statement of the Idea would create fear in the mind of the Target Market so that they may realize the dire consequences which they have to face inevitably if they do not control their drinking behaviour. The message will be accompanied by visuals showing a totalled car and a bottle of beer under the black hood with a dialogue box saying: “Oops, I did it again! Sorry” followed by a statement like “A sorry never brings a dead person alive”. (Kotler & Lee 2008). 7.0 Marketing Mix Strategies: 7.1 Product: The Product of this Social Marketing Campaign is an intangible one. It is the Idea that “Drinking too much is bad for you” is what we are selling. The Core benefit of buying this product/idea is that the people with a drinking problem would consider reducing their consumption for a greater good if not deciding to quit altogether. Along with the idea, there would be celebrity endorsers or people from the general public who had a drinking problem before but now confirm to the fact that their lives have taken a more pleasant turn after they quit/control their consumption especially after an accident or a mishap (Kotler & Lee 2008 and Kotler & Roberto 1989). 7.2 Price: As it is the idea that we are selling, there is no monetary fees or incentives that can be asked from and offered to the Target Market. In Social Marketing, the Price is usually the Desired Behaviour that it plans to obtain in return of the campaign. In this campaign, the Price would be the Desired Behaviour to reduce the consumption of alcohol and kill one’s desire/addiction towards alcohol and join Rehabilitation Centres. The non-monetary incentives which the Price would carry are the positive changes in the lives of excessive drinkers that they can expect after paying the price of killing their addiction to drink more. (Kotler & Lee 2008 and Kotler & Roberto 1989) 7.3 Place: The right time to display this statement will depend upon when the Target Market is at a desired state and receptive to the message. It would hence be preferable to advertise during work hours where the people would be the least likely to drink. The right aperture at which the message is to be displayed would summon the best results because if not, the Target Market would either be too drunk to notice or not care to register that they really have a problem. Hence, the most reachable time and place would be early in the morning when most people are getting ready for work. The second best slot would be in the noon during lunch breaks. That way, even if the people who do not work, can be reached out as that would be the time they’d be waking up after a hangover from the previous night. Then the third best time slot would be a little before dinner time as that is the time when people are usually relaxing with the family. The right message communicating that they are not only putting their but their families’ life too in jeopardy; would trigger a response and help the Target Market recognize the gap between a happy life that they want and their current state (Kotler & Lee 2008 and Kotler & Roberto 1989). Moreover, pamphlets and broachers can be distributed over Point of Sale at fast-food restaurants, retail shops etc educating the recipients about the dangers of over-drinking and referring someone they know with a drinking problem to a Rehabilitation Centre before things get out of control for them because as the message would say, “It’s never too late”. (Kotler & Lee 2008) 7.4 Promotion: The Messages of this Social Marketing Campaign would aim to generate fear amongst the excessive drinkers by educating them about the dangers of alcohol abuse. As stated previously, the print ads can bear images of a crashed car and a bottle of beer apologizing peevishly. Secondly, the messages will also influence the Target Market into making them think that by choosing alcohol over their families; they are on the road to not only self-destruction, but also leading their families and their close ones into it. (Kotler & Lee 2008) The modes of communication that will be used will be both electronic and print where out-of-home advertising such as, Streamers and Hoardings will be placed. Moreover, flyers, broachers and pamphlets will also be placed in Rehabilitation Centres and will also be given out to public Restaurants and Retail outlets to be distributed to the Customers. Placing print ads in newspapers and magazines will also be a part of this campaign. TVCs and Radio ads will also be on-aired on various channels at the right aperture of the Target Market. (Wells et al 2006). 8.0 Evaluation Plan 8.1 Purpose and Audience for Evaluation: Keeping a pulse check on the Marketing campaign would tell us whether the promotional activities are working or not. Whether the desired behavior is being generated enough resulting directly from implementing the Social Marketing Plan and how well it is working. As there will be no sales figures to show a rise or fall in the popularity or effectiveness of the idea, the Target Market will be gauged according to the number of visitors rehabilitation centers get. (Raghubir et al 2010). 8.2 Performance Measurement: The performance of the Marketing Campaign will be gauged by monitoring the Sales Figures of Alcoholic Beverage Companies, Sales turnover of beer bars and social clubs, and the number of Clients that the Rehabilitation Centres would get after the launch of the campaign. (Raghubir et al2010). These measures will be taken after a month of the launch of the Campaign. Telephone calls will be made to these beer bars and clubs to enquire whether they are experiencing variations in their Sales Turnover or not. Moreover, where possible, online interviews and questionnaires can be distributed amongst the general population to enquire about the change of perception of alcohol use. These questionnaires may also be distributed by mail to the beer bars and social clubs asking them to return after filling them up (Raghubir et al 2010). 9.0 Budget: 9.1 Costs for Implementing the Marketing Campaign and Evaluation: * = Personnel expenses include the staff salary and wages of the people who will be devoted to this Campaign. **= The Market Research will be done as to evaluate the Marketing Campaign after a month of the campaign launch. ***= Promotional Expenses for TVSs are calculated @ £500/slot with 3 slots a day, 5 days a week for a three month campaign run on Electronic media; Internet Marketing constitutes for E-banners; Press Relations are calculated on the basis of once-a-week spaces to be bought in leading newspapers and magazines. Public Relations expenses constitute of the charges to be paid to celebrities and endorsers at a discount. All these figures are hypothetical and are subject to change with respect to changes in the Dollar value and Interest rates. This Campaign is to be run for three months. 10.0 Implementation Plan: The campaign is to be jumpstarted first by designing the print media, out-of-home advertisement visuals and TVCs. This would be outsourced to an Advertisement Agency. After approval, a Media Plan will be made and slots and spaces will be purchased. After that, the activity will be monitored and after a month, this campaign will be evaluated by engaging a research team coming from different places from the United Kingdom and a Sample Size, consisting of beer bars, clubs and Rehabilitation Centres from particular areas, will be selected which would be interviewed and given questionnaires to gauge how well the Social Marketing Plan is doing (Kotler & Lee 2008). References: BBC NEWS 2003. Alcohol abuse 'rife and ignored'. [Online] Available: http://news.bbc.co.uk/2/hi/health/2980824.stm [29 October 2010] LADER, D., GODDARD, E. (2006). OFFICE FOR NATIONAL STATISTICS Publication. London. Drinking: Adults’ Behavior and Knowledge in 2006. [Online] Available: http://www.statistics.gov.uk/articles/nojournal/Drinking_2006.pdf [29 October 2010] ANDREASEN, A. R. (1995). Marketing social change: changing behavior to promote health, social development, and the environment. San Francisco, Jossey-Bass. CHATTANANON, A., LAWLEY, M., TRIMETSOONTORN, J., SUPPARERKCHAISAKUL, N., & LEELAYOUTHAYOTHIN, L. (2007). Building corporate image through societal marketing programs. Society and Business Review. 2, 230-253. OFFICE FOR NATIONAL STATISTICS 2010. Alcohol Deaths: UK Rate increases in 2008. [Online] Available: http://www.statistics.gov.uk/cci/nugget.asp?id=1091 [29 October 2010] OFFICE FOR NATIONAL STATISTICS 2002. Alcohol consumption among people aged 16 or over: by sex, 2001/02: Regional Trends 38. [Online] Available: http://www.statistics.gov.uk/STATBASE/ssdataset.asp?vlnk=7775 [29 October 2010] Top of Form Top of Form HORGAN, C. M. (1993). Substance abuse: the nation's number one health problem : key indicators for policy. Princeton, NJ, The Foundation. HOEFFLER, S., & KELLER, K. L. (2002). Building Brand Equity through Corporate Societal Marketing. Journal of Public Policy &Amp; Marketing. 21, 78-89. KOTLER, P., & LEE, N. (2008). Social marketing: influencing behaviors for good. Los Angeles, Sage Publications. KOTLER, P., & ROBERTO, N. (1989). Social marketing: strategies for changing public behavior. New York, Free Press. Bottom of Form RAGHUBIR P., WINER R.S., ROBERTS J., & LEMON K.N. (2010). Why, when, and how should the effect of marketing be measured? A stakeholder perspective for corporate social responsibility metrics. Journal of Public Policy and Marketing. 29, 66-77. WELLS, W., MORIARTY, S. E., & BURNETT, J. (2006).Advertising: principles & practice. Upper Saddle River (N.J.), Pearson/Prentice Hall.Bottom of Form Bottom of Form ZAKHEM, A. J., PALMER, D. E., & STOLL, M. L. (2008).Stakeholder theory: essential readings in ethical leadership and management. Amherst, N.Y., Prometheus Books Top of Form Read More