SOCIAL ENTREPRENEURSHIP ACS 3063 SOCIAL ENTREPRENEURSHIP MANAGEMENT: Marketing Management Dr Anis Amira Ab Rahman 2015
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Dr Anis Amira Ab Rahman 2015
SOCIAL ENTREPRENEURSHIP
ACS 3063SOCIAL ENTREPRENEURSHIP
MANAGEMENT:
Marketing Management
Dr Anis Amira Ab Rahman 2015
Dr Anis Amira Ab Rahman 2015
BASIC MARKETING DEFINITION
Marketing is essentially ALL activities and programs that draws interest into your product/ brand/ services and creates ‘intent to buy’
Sales on the order hand deals ONLY with the follow through of the ‘intent to buy’
Dr Anis Amira Ab Rahman 2015
Where Does Marketing Fit?
Dr Anis Amira Ab Rahman 2015
SOME DEFINITION Social Marketing ~ is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
(Wikipedia) Cause Marketing ~ (or cause-related marketing) is a mutually beneficial collaboration between a corporation and a nonprofit in which their respective assets are combined to
(1) creates shareholder & social value(2) connect with a range of constituent’s (be they consumers, employees or suppliers)(3) communicate the shared values of both organizations
Jocelyn n Daw (marketing Consultant) ~ cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductable, while cause marketing is a marketing relationship generally not based on a donation
(Wikipedia) Sustainable Marketing ~ is the process of planning, implementing and controlling the development, pricing, promotion and distribution of products in a manner that satisfies the following three criteria : (1) customer needs are met (2) organizational goals are attained, and (3) the process is compatible with ecosystems
Donald Fuller (Sustainable Marketing Consultant)
~ sustainable marketing encourages the process of innovation by turning the marketing process into an experimental, iterative process that has close ties to the customer. Individuals and interactions on a daily basis are important. Customer Collaboration over customer transactions. Responding to change over blindly following a plan.
Ivan Storck (Founder, Sustainablewebsites.Com)
Dr Anis Amira Ab Rahman 2015SOCIAL MARKETING
DELIVER SATISFACTION
REALIZE ASPIRATION
PRACTICE COMPASSION
PROFITABILTY RETURN ABILITY SUSTAINABILYTY
BE BETTER DIFFERENTIATE MAKE ADIFFERENCE
IndividualMind Heart Spirit
Mission (why)
Vision (what)
Values (how)
Socia
l Ente
rprise
Dr Anis Amira Ab Rahman 2015
Examples of Social Marketing…
Dr Anis Amira Ab Rahman 2015
Examples of Cause Marketing…
One of the first…
Another… Most recently…
Dr Anis Amira Ab Rahman 2015
Another Examples of Cause
Marketing…
Dr Anis Amira Ab Rahman 2015
Dr Anis Amira Ab Rahman 2015
Sustainable marketing … is tricky …
Dr Anis Amira Ab Rahman 2015SUSTAINABLE MARKETING
TOOLKITCHECKLIST 1
Dr Anis Amira Ab Rahman 2015SUSTAINABLE MARKETING
TOOLKITCHECKLIST 2
Dr Anis Amira Ab Rahman 2015SUSTAINABLE MARKETING
TOOLKITCHECKLIST 3
Dr Anis Amira Ab Rahman 2015
4 Ps Marketing
Product Coke PET
PriceN150
Placement
• Shoprite• TFC• Ozone
Promotion‘bring 3
caps get 1 free
bottle!’
What are you
offering?
What is the value to
me?
Where will I see/
touch it?
How will you entice me to it?
Dr Anis Amira Ab Rahman 2015A Good Marketing Plan
Analyze opportunities set objectives
Research, select target markets
Design strategies
Develop tactics Plan programOrganize,
implement & control efforts
Dr Anis Amira Ab Rahman 2015
Always remember
Trying to be everything to everybody will only leave you
being nothing special to anybody!
Dr Anis Amira Ab Rahman 2015
INTEGRATED MARKETING
Dr Anis Amira Ab Rahman 2015
Integrated Marketing
Objective
Strategy
Tactic
Execution
“ I want to increase sales of my designer work shirts”
“ Every bank worker on Herbert Macaulay must buy at least one of my shirts”
“ Road show 7 Handbills”
“ hire students to hand out handbills : hire road show company to parade Macaulay on Monday for 2 5 weeks”
Dr Anis Amira Ab Rahman 2015
Marketing Tactics
Integrated Marketing
Mix
Advertising
Personal Selling
Public Relations Press
Sales Promotions / Discounts
Conferences / Events
Dr Anis Amira Ab Rahman 2015
Advertising Tactics
Low Cost : BE CREATIVE! Handbills Email Marketing Bulk SMS T-shirts Facebook Ads Other Online Marketing Roadshow Business Cards Vehicle Ads – Stickers Blog Newspaper Columns Referals & Endorsements!
Key (and fun!) is to be creative. Almost anything can work if you know your target audience VERY WELL.
You can also use low cost advertising tactics in between big campaigns for continuity.
Dr Anis Amira Ab Rahman 2015
Advertising Tactics
High Cost : SCRUTINIZE! Billboards TV Ads Some Online Advertising Roadshows Newspaper / Magazine DStv Sponsorships Cinema Advertising Outdoor Marketing
Always schedule high cost campaigns in groups for maximum impact. Sustain them during down times with low cost campaigns
You can also use low cost advertising tactics in between big campaigns for continuity
Dr Anis Amira Ab Rahman 2015
REFERENCES
http://www.slideshare.net/socialentrepreneurship/07-entr-aps-1015-h-class-7-business-model-considerations-for-social-enterprise?qid=ad96cbb9-33e3-4b75-a965-6f23d22dbbdc&v=qf1&b=&from_search=4
http://www.slideshare.net/BRENTTConsulting/entrepreneurs-workshop-marketing-for-smes?qid=1f50dd79-dbae-427d-a1f3-fd5529b3485c&v=qf1&b=&from_search=1
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