Seminar on Social Marketing

Date: 10th June 2016

Avant Garde Solutions organized a one-day seminar on social marketing. This seminar aimed to disseminate the techniques and case studies findings related to social marketing. Thus, the seminar discussed topics like targeting audience and developing marketing mix. The seminar also discussed on topics like maximizing behavioral changes with minimum resources for maximum social benefits.

Similarly, this program emphasized the opportunities of applying social marketing strategies in various sectors. For instance, the health sector, family planning, environment protection, enhancing financial well being and contributing to communities. Further, the presentations highlighted the relevance of upstream and midstream markets to create opportunities for people to adopt desirable behavior.

The seminar presentation included case study findings based on research and planning on three lively subjects of social marketing

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

The methodology and findings of this research benefit social marketers, development partners, researchers, and academicians. In addition, the findings help promote social marketing practices of Nepali social organizations. Lastly, it helps 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

The “unavailability of alternatives” and “additional cost to bear” are the perceived barriers to the “No plastic bags” behavior. Based on the findings, we developed a barrier focused positioning statement “सहज र सस्तोमा पाउने विभिन्न घरेलु झोलाको प्रयोग” for the campaign. And, this campaign would be executed by creating awareness on the availability of affordable eco-friendly alternatives to plastics. Thus, the ultimate focus of the campaign would be to reduce the use of plastic bags by replacing it with eco-friendly bags. Therefore, this research suggests communicating cost-effectiveness value of eco-friendly bags. For instance, multipurpose use, the augmented value like recognition and appreciation certificate to plastic-free institution etc. among many other tactics.

  1. A CASE STUDY ON ELECTRIFY HOUSES WITH SOLAR ENERGY

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

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

  1. A STUDY ON SUSTAINABLE WATER SOLUTION THROUGH RAINWATER HARVESTING

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

The perceived barriers to installation and use of rainwater harvesting system are “High cost”, “Uncertainty of rainfall” and “sophisticated”. Based on the findings, we developed barrier focused positioning statement. Thus, the positioning statement is “Providing sustainable water solutions with easy financing, setup, and use”. The campaign would aim to promote a sustainable way of reducing water scarcity problem by using rainwater harvesting system. To do so, the campaign would focus on communicating augmented benefits. For instance: installment opportunity, after sale service, home delivery of the system, free filtration, certificates of installation etc. through different communication channels.

Related Links:

myRepublica – Seminar on Social Marketing