Social Marketing

Social Marketing

Stop Smoking Campaign
Regulated by the Department of Health

The Marketing team of the stop smoking campaign want to focus on what people actually do. The aim here is to understand the behaviour of individuals concerning quitting or not quitting smoking. Another area where the marketers will be focusing is on the decision individuals will make regarding the benefits of quitting or not quitting smoking. The psychology of individuals will require understanding in order to gain research for the prevention of smoking. Eventually, leading the marketers to successful promotional tactics, this will be used to build awareness on the disadvantages of smoking.

Market segmentation is the task of achieving a customer focus, before explaining this it is important to understand who will be benefiting and who will be funding it. The government in this case is the non profit organisation sending out the awareness to the general public via means of marketing. Unlike commercial marketing it should be understood the sole beneficiary will be the individual within society and not the campaign. The aim of the campaign is to influence a target audience to “voluntarily abandon a behaviour for the benefit of the individual or groups in society as a whole.” (Kotler et al 2002).

To understand what the target audiences or smokers already know believe or do, market research will need carrying out. This will allow social marketers to determine the market segments and what each segments potential needs, wants, beliefs, problems concerns and behaviours are. The marketers will then find the best suitable target market and can establish clear marketing goals and objectives. Segmentation is important as certain groups might find the service appealing and others not so appealing. The diversity of the people’s needs and wants will surely make it difficult for the campaign to maximise its benefits it can offer its customers.

Kotler defines market segmentation as...