Ten steps of social marketing campaign explained . Social marketing campaign is about " Over population " growth in Pakistan. Social marketing campaign is steps are discussed in detail.

1. Presentation
Group Members
Muhammad Azhar
Rao Maaz Abdullah
Usman Anwar
Uzair Ali

2. Presentation Outline
 Background and
Focus
 Situation
Analysis
 Target Market
 Marketing
,Objectives and
goals
 Motivational
Steps in Planning Process
 Barriers and
Benefits
 Positioning
Statement
 Strategic
Marketing (Mix)
 Evaluation Plan
 Budget
Implementation
Plan
Conclusion

3. 510.1 million km2
4 or 16 billion
7.292 billion
9.3 billion (2050)

6. • Local workforce
• Technical Skills
• In-depth
knowledge on
subject
• Finance
• Time span (small)
• Less workforce
• IT enabled society
• Easy access to
social media tools
• Increase in
internet users.
• Illiteracy
• Diverse ethnicity
• NGO’s
• Negative
response

7. Marketing Objectives and Goals

8. Marketing Goal
“Providing education and awareness to people about
controlling the ever growing population monster.
Persuade them rationally in adopting a behavior that
results in the best interest for them and Pakistan.”

9. Continued
Behavior Objective
We want to influence the behavior of people
living in slums to prevent over population.
Knowledge Objective
Pakistan is the sixth populous country
60% Pakistanis are living under $ 2.

10. Belief Objective
 Fewer pre-term births
 Higher general health
 Reduce reproductive anxiety
 Lower health cost
 Less intra specific competition

11. Barriers, Benefits and
Competition

12. Barriers
Psychological and Cultural Barriers:
Joint Family System
Preference for male child
Big family circle
Early marriages
oppressed woman

14. Education Barrier
 Lack of education
 Less educated people tend to have more
children.
 Critical evaluation of problems.

16. Religious Barrier
 Pseudo religion doctrines
 Influential religious leaders use people for
their own nefarious aims.

17. Benefits
 Sustainable social infrastructure.
 Healthier and prosperous families.
 Distribution of wealth and resources.
 Improved economic conditions ,employment
 High standard of living ,life expectancy
 Less local rivalry
 Greater environment
 Less social problems

18. Competitors
 Society
 Large family size
 Child labor promoters
 Society dogmas

19. Positioning Statement
Imagine a prosperous Pakistan providing best to its
native by having population control for better
future, for healthy family, for developing Pakistan
and for Mother Nature.
Control the population monster before it eats you.
Start thinking “population matters”.

20. Strategic Marketing Mix
Product:
“Birth Control is blessing that will save the
Pakistan”

21. Price
Increased Monetary Benefits
High standard of living through extra money.
More resources available at disposal.
Additional money will be available to full fill
other desired wishes.

22. Decrease monetary cost
Financial burden for the unplanned
pregnancy/more children finished.
Education for all.
Low urbanization by the rural population.
High per capita income.

23. Non-monetary Benefits
 Less traffic congestion
 Late marriages
 House availability
 Degradation of environment reduced

24. Place
 Physical locations are Tench bata , Misriyal Road,
Sawan village etc.
 Shopping places like “Jumma Bazar” and “Sasta
bazar”.
 Our focus will also be on the diverse places where
our target market spends their most time.
 Phone numbers for interaction and feedback.

25. Promotion

26. Evaluation Plan

27. Process Evaluation
Inputs
 Financial Resources
 Time
 Volunteers
 Government resources
for big campaign.
Activities
 Door to door
awareness.
 Signage and Displays
 Radio ads and shows
 Local meetings held
 Tracking
 Lady health workers
involved.

28. Impact Evaluation
Short Term Outcomes
 Informed
 Preventing outcomes
 Preventing unintended
pregnancies
 Trying get out of
poverty cycle
 Family planning
Long Term Outcomes
 Small family size
 Standard of living
 Benefit of social
infrastructure
 Better human
development index
 Fewer births
 Early marriages avoided

30. Budgeting
 The amount allocated for the all the strategy
related cost is “3375000”.

31. Strategies Related Activities
Product Promotional Items
Financial Incentives
Traveling Expenses
Price No related cost
Place Health Workers salaries
Traveling
Booklets , local orientation sessions
Promotion Printed Materials
Signage and Displays
Door to door awareness
Evaluation Tracking Cost
Formative Research
Data Collection
Liaison Center for feedback

32. Implementation Plan

33. What
 We want to defuse the “population bomb”.
“Birth Control is blessing that will save the
Pakistan”.
Benefits
 Social infrastructure.
 Surplus resources.
 Better future.

34. Who
 Low middle class.
 Illiterate families living mainly in slums.
 Backward communities in twin cities.
 Human development index (HDI).

35. When
 Population figures 191.71 million in 2015.
 Need to practice the desired behavior to
prevent from big disaster.
 The implementation plan will be in effect from
2015-2017.

36. How Much
 Create awareness in the major target market.
 Positive word of mouth in a very short time
span of two years.
 The major target market once targeted will
convince other potential customers to adopt
the desired behavior.

37. Conclusion
 Critical understanding required.
 Ticking population bomb.
 Initiative to be taken by government.