March 6 Lecture Slides

Marketing Mix 4Ps

Overview

• Definition: Marketing Mix 4Ps are key elements that influence marketing strategy and consumer behavior.

• Components: Product, Price, Place, Promotion.

• Focus: Understanding how each area affects marketing efforts.

Product Concepts

Three Levels of the Social Marketing Product

• Core Product: The essential benefit or value perceived by the target audience.

  • Example: In a smoking cessation campaign, the core product is health/improved well-being.

• Actual Product: The tangible goods/services offered to fulfill the core benefit.

  • Example: Free nicotine patches, counseling services, or a quit smoking helpline.

• Augmented Product: Additional elements that enhance the core and actual products, supporting behavior change.

  • Example: Social support groups, ongoing check-ins, rewards for milestones.

Detailed Breakdown of Product Levels

1. Core Product

• Definition: Represents the primary benefit that the target audience gains.

• Function: Addresses the fundamental need or issue, driving engagement.

• Example in Campaign: For smoking cessation, the campaign emphasizes improved health outcomes.

2. Actual Product

• Definition: Refers to the specific goods/services being promoted.

• Characteristics: Provides concrete solutions that deliver the core benefit.

• Examples:

  • Tangible Offerings: Nicotine patches or quit smoking helplines that directly facilitate quitting smoking.

3. Augmented Product

• Definition: Comprises support features that enhance the overall experience of the campaign.

• Importance: Adds value and makes the offering more appealing/easy to use.

• Examples:

  • Customer support, incentives, follow-up programs, community involvement.

COVID-19 Social Marketing Example

Product Strategies (2020-2022)

• Core Product: Aimed to stop COVID-19 spread and provide protection.

  • Goal: Protect oneself and others from infection.

• Actual Products:

  • Immunizations

  • Masks

• Augmented Products:

  • Hand sanitizers

  • Personal protective equipment (PPE) for workers

  • Exposure notification apps

  • At-home test kits

  • Signage for social distancing

  • Telemedicine services

  • Support groups for those affected by loss

  • Contact tracing implementations

  • Vaccine verification QR codes

Case Study Activity: Group Discussion Guidelines

• Key Questions for Discussion:

  • What is the core benefit or need addressed by the campaign?

  • What tangible product/service is offered to the audience?

  • How does the campaign enhance its offerings through additional services/incentives?

  • How do the different product levels influence the intended behavior change?