Designing the Social Product
| The part of the Social Marketing
Plan that deals with the review of the social product includes
"an inventory of the social product's past performance and
its impact on target-adopter markets. This section analyzes the
needs of each segment of the target-adopter population that the
social product aims to satisfy." (Kotler and Roberto p.
276) |
The Concept of Social
Product
New
Product satisfies a need no other product
meets
(Latent Demand) |
 |
Superior
Product satisfies a need better than others
(Under-filled Demand) |
 |
Substitute
Product satisfies an underlying instead of perceived need
(Unwholesome Demand) |
 |
| Tangible Product
Base |
|
| Intangible Product Base |
 |
Idea
(Abstract Demand) |
 |
| Single Act |
 |
| Sustained Behaviour |
|
 |
Exercise
Nicorette |
Why
does Nicorette gum (an aid to quitting smoking) show up
in each of these categorizations of social product?
|
|
| Types of Demand |
 |
| Latent
Demand |
|
| Under-filled
Demand |
|
| Unwholesome
Demand |
|
| Abstract
Demand |
|
| Irregular
Demand |
 |
| Faltering
Demand |
 |
Dual-Single
Demand
for both idea/practice and tangible product |
|
Positioning The Social
Product
 |
| Segmenting |
| Segmentation Variables |
| Market Targeting |
| Product Positioning |
|
Positioning
the Tangible Product Base
Similar to positioning a traditional
good, we need to consider branding and packaging and think
about promoting the tangible object at the same time as
the concept
|
Positioning
the Organization and Programme of the Social Marketing
Campaign
Somewhat like corporate advertising in
traditional marketing, you not only have to market your
social product, you also may have to market your
organization
|
Social Marketing of Services
 |
| Issues
in Services Marketing |
| Intangibility |
| Inseparablity |
| Variability |
| Perishability |
|
|
|
Exercise
Peace Corps |
We will
work in class in groups to identify all these items
first for the "Peace Corps" case in Kotler/Roberto,
and then for your social products |
|
|
