March 4th Lecture

Overview

• The lecture covers the transition into the marketing mix, specifically the Four P's of social marketing: Product, Price, Place, and Promotion.

• The session emphasizes understanding the distinctions between commercial marketing and social marketing strategies.

Introduction

• Apologies for the absence in Tuesday's class; looking forward to returning to in-person classes.

• Open invitation for students to reach out via email with any questions prior to the next class.

The Ten-Step Social Marketing Framework

• Steps one through six have been previously covered; the focus shifts to step seven.

• Introduction of the marketing mix as a key component of social marketing.

The Four P's Overview

• The Four P's in commercial marketing include Product, Price, Place, and Promotion.

• Social marketing adapts these elements differently since it focuses on behavior change rather than sales.

• Discussion on potentially expanding to seven or eight P's based on course experience (e.g., service marketing).

The First P: Product

Definition of Product in Social Marketing

• Social marketing differs from commercial marketing by not simply selling a product for profit.

• In the context of social marketing, Product refers to the desired behavior and the benefits associated with adopting that behavior.

Strategies for Identifying Product in Social Marketing

• Prior steps involve understanding the target audience and defining behavioral objectives.

• It's critical to avoid treating the desired behavior itself as the product; instead, the focus should be on adding value and addressing barriers to adoption.

Levels of Product in Social Marketing

• Three levels of product must be understood: Core Product, Actual Product, and Augmented Product.

Core Product

• Describes the main benefit to the target audience from adopting the desired behavior.

• Not tangible; focuses on individual benefits rather than campaign goals.

• Example: In a road crew campaign, the core product is creating a fun and exciting experience through alternative transportation.

Actual Product

• Tangible goods or services that enable the target audience to perform the desired behavior.

• Focuses on reducing barriers to adoption by providing concrete solutions.

• Example: The limousine service in the road crew campaign provides a safe ride, thus facilitating the desired behavior.

Augmented Product

• Additional goods or services enhancing the campaign, improving the target audience's experience.

• Supports the actual product and makes the overall offering more appealing.

• Example: The road crew campaign included a call center to connect people with drivers, improving logistics and user experience.

Summary of Product Levels

• Understanding the core, actual, and augmented product levels allows for a tailored approach to encourage behavior change.

• All levels should align with the overall target audience experience and campaign goals while emphasizing user benefits.

• Discuss specific examples such as anti-smoking and COVID-19 campaigns to illustrate points.

Group Work and Next Steps

• Group work in the next class to practice identifying core, actual, and augmented products.

• The next P (Price) will be discussed following the product analysis.

• Students are encouraged to bring questions for discussion in the next class.