Stop Smoking Tobacco - I selected this topic since this is the major cause of desease and deaths in America and aroung the world. This is in public behavior domain of social marketing. I took special interest in this topic because I read a case in which the marketing techniques used by the tobacco companies were discussed. The tobacco companies frame their advertisement very intelligently so that they sell more of their products and also do not break the local laws. This blog will indicate their traps and try to enhance awareness among the general public to refrain from smoking tobacco.
Big Picture Framework:
Part A:
Business Objective: Increase awareness among the people of the health and social impacts of smoking. Fundamental Entity: Health and public behavior improvement. Core Competence: Social responsibility - Collecting people with same mindset to resist smoking and spread awareness. Goal: Develop societies of healthy adults and kids.
Part B:
Category Definition: Public health and community service. Customer: Society. Adults and Kids. Marketing Objective: Bring prosperity in the society by avoiding habits injurious to health. Source of Volume: Tobacco companies by reducing their customers.
I prepared the draft of my approach and here it is (Anti-smoking campaign at Ford Motor Company assembly plants):
4 B’s: Bodies: Basically anyone who smokes. The emphasis on people who work at Ford plants and have entered into an addiction mode rather than style and cool look desire as is mostly the case with smokers in teens and 20’s. Beliefs: Anything that harms others should not be practiced. Behavior: Open mind, rational thinking, caring, information seeking. Benefits: Health, happiness, more friends, happy family, more time and resources for family needs.
Target Audience: Bill Edmunds is 39 years old and lives in Dearborn, Michigan. Bill works for Ford Motor Company as an assembly line worker in a Ford plant in Dearborn. He has three kids of age 13, 11 and 9. All the three kids go to school and they are in 8th, 6th and 4th grades. Bill and his wife have recently started thinking about their kids college education. Bill’s wife works part time in a doctor’s office in Troy as an office assistant. The family lives in a small 3 bedroom house in Dearborn. The total household income is $55,000 annually. In addition to the house mortgage, the couple has two car payments on a monthly basis. Bill smokes at least one packet of cigarettes a day. His co-workers also use tobacco to a great extent. The brand of cigarette he smokes costs about $6.50 a pack. Bill also smokes at home and particularly during parties at his home. He tried quit smoking couple of times for few days but all in vain. Bill and his family has a medical insurance provided by the company but after the co-pay was increased during the recession time, the Edmund family has not been getting routine check ups regularly.
Estimating Customer Value
Benefits: Reduced risk of cancer ($1500) Longevity ($100) Reduced pain and suffering for the family (in valuable) Less spending for tobacco ($200) More quality time with the family (in valuable)
Cost: Medical appointments ($100) Anxiety in the beginning ($100)
Channels: Word of mouth Information pamphlets at designated smoking areas in Ford plants E-mails Contact information for quit smoking programs through pamphlets Ford’s intranet web forecasts
Evaluating metric: Number of smokers in smoking lounges Number of smokers through health insurance (not names but numbers) Internal company surveys
Stop Smoking Tobacco - I selected this topic since this is the major cause of desease and deaths in America and aroung the world. This is in public behavior domain of social marketing. I took special interest in this topic because I read a case in which the marketing techniques used by the tobacco companies were discussed. The tobacco companies frame their advertisement very intelligently so that they sell more of their products and also do not break the local laws. This blog will indicate their traps and try to enhance awareness among the general public to refrain from smoking tobacco.
ReplyDeleteBig Picture Framework:
Part A:
Business Objective:
Increase awareness among the people of the health and social impacts of smoking.
Fundamental Entity:
Health and public behavior improvement.
Core Competence:
Social responsibility - Collecting people with same mindset to resist smoking and spread awareness.
Goal:
Develop societies of healthy adults and kids.
Part B:
Category Definition:
Public health and community service.
Customer:
Society. Adults and Kids.
Marketing Objective:
Bring prosperity in the society by avoiding habits injurious to health.
Source of Volume:
Tobacco companies by reducing their customers.
4B's:
Coming up shortly.
Current Belief:
ReplyDeleteIt is stylish to smoke.
Current Do:
Smoking costs health and puts financial burden.
Consumer Proposition:
Not smoking provides financial freedom, longevity and reduces health risks.
Desired Belief:
The benefits of quiting smoking are many.
Desired Do:
I don't smoke and spend more time with my family and friends.
I prepared the draft of my approach and here it is (Anti-smoking campaign at Ford Motor Company assembly plants):
ReplyDelete4 B’s:
Bodies:
Basically anyone who smokes. The emphasis on people who work at Ford plants and have entered into an addiction mode rather than style and cool look desire as is mostly the case with smokers in teens and 20’s.
Beliefs:
Anything that harms others should not be practiced.
Behavior:
Open mind, rational thinking, caring, information seeking.
Benefits:
Health, happiness, more friends, happy family, more time and resources for family needs.
Target Audience:
Bill Edmunds is 39 years old and lives in Dearborn, Michigan. Bill works for Ford Motor Company as an assembly line worker in a Ford plant in Dearborn. He has three kids of age 13, 11 and 9. All the three kids go to school and they are in 8th, 6th and 4th grades. Bill and his wife have recently started thinking about their kids college education.
Bill’s wife works part time in a doctor’s office in Troy as an office assistant. The family lives in a small 3 bedroom house in Dearborn. The total household income is $55,000 annually. In addition to the house mortgage, the couple has two car payments on a monthly basis.
Bill smokes at least one packet of cigarettes a day. His co-workers also use tobacco to a great extent. The brand of cigarette he smokes costs about $6.50 a pack. Bill also smokes at home and particularly during parties at his home. He tried quit smoking couple of times for few days but all in vain. Bill and his family has a medical insurance provided by the company but after the co-pay was increased during the recession time, the Edmund family has not been getting routine check ups regularly.
Estimating Customer Value
Benefits:
Reduced risk of cancer ($1500)
Longevity ($100)
Reduced pain and suffering for the family (in valuable)
Less spending for tobacco ($200)
More quality time with the family (in valuable)
Cost:
Medical appointments ($100)
Anxiety in the beginning ($100)
Channels:
Word of mouth
Information pamphlets at designated smoking areas in Ford plants
E-mails
Contact information for quit smoking programs through pamphlets
Ford’s intranet web forecasts
Evaluating metric:
Number of smokers in smoking lounges
Number of smokers through health insurance (not names but numbers)
Internal company surveys