Seminar on Social Marketing

Date: 10th June 2016

Avant Garde Solutions organized a one-day seminar on social marketing to disseminate the techniques and case studies findings to people engaged in programs of uplifting the lives of the people. The seminar focused on developing social marketing plans which include targeting audience and developing marketing mix to maximize behavioral changes with minimum resources for maximum social benefits.

The program emphasized the opportunities for applying them in health improvement and family planning, protecting the environment, enhancing financial wellbeing and contributing in communities. Further, in order to achieve social marketing objectives in the downstream market as ultimate target customers, this presentation highlights the relevance of upstream and midstream markets to create opportunities for people to adopt desirable behavior.

Case study findings based on research and planning on three lively subjects of social marketing were presented during the seminar.

  1. Case study on Demand other than plastic shopping bags in retailers.
  2. Case study on Electrify houses with solar energy.
  3. Case study on Sustainable water solution through rainwater harvesting.

The methodology adopted in the research and findings were beneficial for social marketers, development partners, researchers, and academicians. These findings were helpful to promote social marketing practices of Nepali social organizations and contribute in the welfare of the people.

  1. CASE STUDY ON DEMAND OTHER THAN PLASTIC SHOPPING BAGS IN RETAILERS

Authors: Ms. Jasmine Karanjit, Mr. Utkrista Nepal and Prof. Binod Krishna Shrestha

Research findings suggested “unavailability of alternatives” and “additional cost to bear” as major perceived barriers to “Say No to plastic bags” behavior change objective. Based on the findings, barrier focused positioning statement “सहज र सस्तोमा पाउने विभिन्न घरेलु झोलाको प्रयोग” for the campaign was developed that would be executed by making people aware about the availability of affordable eco-friendly alternatives to plastics. The ultimate focus of the campaign would be to reduce the use of plastic bags by replacing it with the use of eco-friendly bags. This would require communicating cost-effectiveness value of eco-friendly bags like multipurpose use, the augmented value like recognition and appreciation certificate to plastic-free institution etc. among many other tactics.

  1. CASE STUDY ON ELECTRIFY HOUSES WITH SOLAR ENERGY

Authors: Ms. Unita Shrestha, Mandeep Karn, and Prof. Binod Krishna Shrestha

Research Findings suggested, “high-cost expense” as the major perceived barrier to solar energy system use for electricity and “No Power Failure” as the perceived benefit with solar system use. Based on the findings, benefit and barrier focused positioning statement “Power Cut No Problem: Solarize Your Life. It’s easier to go solar” was developed. The behavior change objective to install and use Solar Energy System as sustainable and renewable alternative energy source would be implemented by communicating benefits i.e. low electricity use, continuous power supply etc. to the target audience. The campaign would also focus on reducing perceived barriers by communicating the availability of collateral free loan, cash subsidies, subsidized interest etc. during the promotion.

  1. CASE STUDY ON SUSTAINABLE WATER SOLUTION THROUGH RAINWATER HARVESTING

Authors: Ms. Neeta Kumari Singh, Sonam Murarka and Prof. Binod Krishna Shrestha

As per the research, “High cost”, “Uncertainty of rainfall” and “sophisticated” were the most common response as perceived barriers to installation and use of rainwater harvesting system. Based on the findings, barrier focused positioning statement “Providing sustainable water solutions with easy financing, setup, and use” was developed. To promote a sustainable way of reducing water scarcity problem by using rainwater harvesting system, the campaign would focus on communicating augmented benefits like installment opportunity, after sale service, home delivery of the system, free filtration, certificates of installation etc. through different communication channels.

Other Links:

myRepublica – Seminar on Social Marketing