Bhuvana

8/3/2019 Bhuvana

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Social Marketing

Assignment

Why do not use DRUGS:

Millions of Indians are dependent on alcohol, cannabis, and opiates, and

drug misuse is a pervasive phenomenon in Indian society. Drug abuse is

a complex phenomenon, which has various social, cultural, biological,

geographical, historical and economic aspects. The disintegration of theold joint family system, absence of parental love and care in modern

families where both parents are working, decline of old religious and

moral values etc lead to a rise in the number of drug addicts who take

drugs to escape hard realities of life.

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DRUGS USERS IN INDIA:

In the national household survey more than 40 000 men and boys (aged

12 to 60 years) were interviewed, while subsidiary studies looked at

drug misuse among women and prison inmates and in rural populationsand border areas.

Alcohol, cannabis, opium, and heroin are the major drugs misused in

India.

Applying estimates of prevalence to population figures, the survey

estimated that in India, whose population is just over a billion,

• 62.5 million people use alcohol,

• 8.75 million use cannabis,

• 2 million use opiates, and 0.6 million use sedatives or hypnotics.

• Seventeen per cent to 26% of these people can be classified as

dependent users who need urgent treatment, says the report.

• About 25% of users of opiates and cannabis are likely to seek

treatment, while about one in six people who drink alcohol are

likely to do so.

The planning process

Planning process takes this consumer focus into account by addressingthe elements of the marketing mix.

1. Product

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Here product is the concept of Conveying the message of doesn’t use

DRUGS.

2. Price

Here "Price" refers to what the consumer must do in order to obtain this

message.. It may require the consumer to give up intangibles, such as

time or effort, or to risk embarrassment and disapproval. Here the

benefits are perceived as greater than their costs, chances of trial and

adoption of the product is much greater, so the product will be likely to be adopted.

3. Place

"Place" describes the way that the product reaches the consumer. Here

the place includes Roads, highways, Radio, public place, colleges and

places where bars, pubs, clubs and liquor shops are located.

4. Promotion

Promoting through bumper Stickers, Placing Banners, television

Advertisements, short films, Radio, Conducting Road Shows, Outdoor

signs like Placing Sign Boards, face book, and web sites and

Newspapers, Hospitals.

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Segmenting, Targeting and Positioning

Segmentation:

• Demographic segmentation ( drugs causes the problems not only the

people who knows about drugs, its also affects the baby which is in

his mother womb, the pregnancy women if she use dregs it also cause

problem to her child.

Target:

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• Those who using drugs and the age group of (12 to 60.)

• College students.(male and female)

• Pregnant women.

• Addicts.

Position:

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Drugs will cause unexpected problems both mentally and physically not

only to the users also Family, Careers and Friends who very closed to us.

Programs

1. Victims Message

Organizing health care centre with the victims of Drug users (who

admitted for their treatment. Saviour causes. ) and their family members

will give a strong message to others. Their grief can bring a positive

change in society. The media should cover the event to ensure that it will

reach a large set of audience.

2. Educating Students

In this case many of the students are knowingly and unknowingly

using the DRUGS, so we can stop them By educating School and

college students, make them to watch so of cautioning videos, short

films and dangers of drug uses and also conducting some events like

debate and mono acting this types of competition will help them to

involve and help them to understand the importance of healthy life.

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3. Outdoor Advertising

• Banners, Digital displays and wall posters that displaying anti

drug addict slogans can be placed in road sideways, school

and college, hospitals, places near bars and pubs.

•

Electronic board messages can be placed on the highways

4. Ambient Media

Reflective stickers with anti drug addict slogans can be given to all age

groups, especially to school and college students.

Free t-shirts, bumper stickers, key chains, magnetic stickers like in

the below pictures can be given to drivers to communicate the message.

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5. Media Advertising

• The Importance of avoiding drug use can be conveyed through

newspapers, television and Radio.

• By playing some videos in television about dangers and showing

the victims of drug use and their families’ loss of victim in

television can make a fear on target audience and their families by

which they can advice to the drivers to avoid using drugs in any

case.

• Distributing pamphlets and booklets of anti drug to all segment

people.

6. Other Activities

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The health care organisation and NGOs can organize street plays

across the city to make people aware of drug’s cause and as well as drug

free protection pamphlets can given to the public.

Individual Responsibility:

This issue causes the problems not only the users it’s also spread to

everyone’s life. If one wants to have drug, he/she has engaging others to

try this drug in their family or friends circle. It just needs a little

planning and focus on this users to control consuming drugs by givingtreatment and counselling. If we see a known person who has been

using drug, we have to make sure they don't use drug. By that we just

may save a lot of lives - including upcoming drug users and our next

generation. Drugs: You use, you lose

Bhuvana

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