Name: Nguyen Thi Thanh Nghia
Class: English 2- International Finance Major A- F&B Faculty- Course 46
ESP Assignment
Topic: Social marketting planning process
Going along with the development of mass production, marketing now play such an important part in doing business. The marketing process, a very important task with any firm, costs them a bundle of effort, a giant amount of time and a big quantity of money. According to the experts, social marketing planning process includes many steps that we should follow.
Let’s get started with the background of social marketing. In general, the social marketing approach differs greatly from how public health agencies have typical gone about developing programs or materials. In the past, health educator often focus on providing information to the general public about a particular topic, with the hope that the people who needed it would realize they are at risk and change their behavior as a result. In contrast, social marketers and the firm must find a way to discover unfulfilled customer needs and bring to market products that satisfy those needs, which is called Social marketing planning process. That process require you to answer 4 main questions: Where are we? Where do we want to go? How will we get there? And how will we stay on course?
The first question is “Where are we?” In fact, so as to build an effective social marketing, each company has to make a determination about program focus and identification of campaign purpose, preventing that from misleading choices in process of marketing. In addition, SWOT analysis- strengths, weaknesses, opportunities, and threats covering both internal and external situation can be helpful to condense the situation analysis into a list of the most relevant problems as well as chances and to assess how well the firm is equipped to deal with them. Particularly, in SWOT, strengths and weaknesses are internal factors. For example: A strength could be: your specialist marketing expertise, a new, innovative product or service, location of your business, quality processes and procedures or any other aspect of your business that adds value to your product or service. A weakness could be: lack of marketing expertise, undifferentiated products or services (i.e. in relation to your competitors), location of your business, poor quality goods or services and damaged reputation. opportunities and threats are external factors. For example: An opportunity could be:a developing market such as the Internet, Mergers, joint ventures or strategic alliances, moving into new market segments that offer improved profits, a new international market, a market vacated by an ineffective competitor.A threat could be: a new competitor in your home market, price wars with competitors, a competitor has a new, innovative product or service, competitors have superior access to channels of distribution, taxation is introduced on your product or service.
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Secondly, finding the answer to the second question “Where do we want to go?” is an important task. As a consequence of the fact that each kind of product has its own customer, only when the firm can select target audience and set objectives & goals can they buy product with the biggest quantity. Moreover, 5C analysis- company, customers, competitors, collaborator, climate should yield a summary of problems and opportunities, leading to the match the firm’s capacity with the opportunities in order to satisfy customer need better than the competitions. With “company”, we take advantage of imformation about product line, image in the market, technology and experience, culture, goals. With collaborator, we reseach on distributors, suppliers, alliances. Customers seem tobe the most important element with market size and growth, market segments, benefits that consumer is seeking, tangible and intangible, motivation behind purchase; value drivers, benefits vs. costs, decision maker or decision-making unit, and retail channel – where does the consumer actually purchase the product?, consumer information sources – where does the customer obtain information about the product?, buying process; e.g. impulse or careful comparison, frequency of purchase, seasonal factors, quantity purchased at a time, trends – how consumer needs and preferences change over time. Added to that, competitors is about positioning, market shares, strengths and weaknesses of competitors.
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That brings us to another question” How will we get there and stay on course ?” .With the hope that reaching the planned objectives and goals, the quality and price of product must be high appreciate. Added to that, the success of products also depends on its own distribution and communication. The more popular it is, the more famous it gets. Furthermore, the creation of constant message and choice of wise mass media will very useful for building a branding as well as branding loyalty. In order to stay on course, at this point of the process, the marketing plan has been developed and the product has been launched. Creating and developing an evaluation and monitoring system are the best way for the firm to remark the result of the marketing effort. Along with that, the firm should establish budges as well as find funding sources, coming to a good foundation and financial power to your own marketing plan. After that, finishing an implementation plan is necessary to ensure that every element process work as planned. However, actually, the marketing process does not end with implementation – continual monitoring and adaption is required to fufill customers’ demand consistently over the long term.
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In summary, with carrying out 8P in Professional English marketing: Product, Price, Place, Promotion, Process, People, Physical evidence and Packaging, and conducting 5C analysis with SWOT carefully and step-by-step, a successful marketing campaign will be in your hand.
