Assignment on

“Social Marketing Planning on

Accepting the Free Movement of Third Gender Community”

Course Name: Social Marketing; Course Code: MKT-510

Submitted to:
Mohamad Raihanul Hasan

Guest Faculty

Department of Marketing

Faculty of Business Studies

Jahangirnagar University.

Submitted by:
Team Benchmark

Name of Group Member Registration No

Ahmed Tanjila Musharraf 40887

Afrin Ahmed 40895

Nowrin Abdullah Trina 40900

Nowshin Jahan 40905

Sharmin Layla Roon 40908

Ajoy Mittra 40926

Md. Mahomudul Hasan 40932

 Table of Contents

Serial Page
Contents
No. No.
- Executive Summary 1
- Introduction 2
The Social Issue, Organization(S), Background, Purpose and Focus
3
of our plan
1.1 Our Social Issue 3
Step-1 1.2 Our Organization (Human Rights & Peace for Bangladesh) 3
1.3 Third Gender Community in Bangladesh 4
1.4 Purpose of Our Campaign 5
1.5 Focus of Our Campaign 5
Situation Analysis 5
2.1 Strengths 6
Step-2 2.2 Weakness 7
2.3 Opportunities 7
2.4 Threats 8
Step-3 Select Priority Audience 8
Set Campaign Objectives and Goals 9
4.1 Behavior Objective 9
Step-4 4.2 Knowledge Objective 10
4.3 Belief Objective 10
4.4 Campaign Goal 11
Identification of Barriers, Benefits and Motivators; the Competition
11
and Influential Others
5.1 Perceived Barrier 11
Step-5
5.2 Key Benefits 12
5.3 Potential Motivators 15
5.4 The Competition 16
 5.5. Influential Others 19
Develop a Positioning Statement 19
Step-6
6.1 Positioning Statement 19
Develop Marketing Strategies 20
7.1 Product: Creating Product Platform 20
7.1.1 Core Product 21
7.1.2 Augmented Product 22
7.2 Price: Fees and Monetary & Nonmonetary Incentives &
22
Disincentives
7.2.1 Monetary Incentives 22
7.2.2 Non-Monetary Incentives 22
Step-7 7.2.3 Monetary Disincentives 23
7.2.4 Nonmonetary Disincentives 23

7.3 Place: Develop the Place Strategy 23

7.4 Promotion: Decide on Messages, Messengers, Creative Strategies
26
and Communication Channels
7.4.1 Messages 26
7.4.2 Messengers 28
7.4.3 Creative Strategies 28
7.4.4 Communication Channels 29
Develop a Plan for Monitoring and Evaluation 31
8.1 Purpose of Evaluation 31
8.2 Report Presentation 31
Step-8 8.3 Input, Output, Outcome and Impact 31
8.4 Technologies and Methodologies 33
8.5 Time Frame 33
8.6 Cost of Monitoring and Evaluation 33
Step-9 Establish Budgets and Fund Finding Sources 34
Step-10 Complete an Implementation Plan 35
- Conclusion 36
 Social Marketing Planning

on

Accepting the Free Movement of Third

Gender Community
 Executive Summary

(Gender Identity is Not Sexual Identity)

With the tag line “Gender Identity Is Not Sexual Identity” we are planning a marketing plan
for the third gender people in order to improve their condition in the society.

Our organization Human Rights and Peace for Bangladesh is an organization which works for
establishing the right of human being in the society. It was established by some lawyers who
want to establish equality in the society.

Our target audience will be the people from the age of 20-40 years. The behavior objective of our
plan is to influence our priority audiences to treat third gender people as a normal human being
without any judgment and to accept their free movement in our society. In our knowledge
objective we have found out the percentage of people who are suffering from this problem in
different sectors. Our belief objective is to make our priority audiences believe that gender
identity is not sexual identity and being Third gender is not a problem, flaw or mistake. It is just
one facet of life and they deserve to be treated as equals and to live in a welcoming and
accepting world”.We have identified our psychological, skills, knowledge, attitude, beliefs
barriers and have identify our social, mental, economic benefits. For our positioning we are
doing behavior focused positioning as we want our audience to believe that third gender is not a
problem. For this plan our core products will the benefits that our target audience will receive.
We have selected places which are convenient and pleasant for our target audience. We have
used both electronic and printed media for our promotion. We have adopted a monitoring plan
and then have prepared a budget to execute the plan and then we have our implementation plan.

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Introduction
Society is a place where we live in. As a human being we all have the right to live here happily
with proper respect. But not everyone in our society can fulfill this want.

In our society third gender people do not get the social rights they deserve. Society always looks
down upon them. In Bangladesh this community remains socially excluded, living on the fringes
of society, harassed by the police and abused by the public. Most make a living by singing and
dancing at weddings or child birth, many have moved to begging and prostitution. Violence
against third gender, especially third gender sex workers, is often brutal and occurs in public
spaces, police stations, prisons, and their homes. Third gender people in most of the world face
extreme discrimination in health, housing, education, employment, immigration, law and any
bureaucracy that is unable to place them into male or female gender categories.

We want to change their current situation. We want to make the society a better place for them.
For this reason, we have design a social marketing plan so that we can change the point of view
of the society towards the third gender Community

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STEP 1: The Social Issue, Organization(S), Background, Purpose and Focus
of our plan

This is the first step of social marketing planning which describes the social issue, background
information and purpose o a marketing planning.

1.1: Our Social Issue

The Bangladeshi society remains a conservative society where traditional values, relationship to
the rest of the family, social circle and social expectations form an individual. Therefore,
emancipation of individual traits is almost impossible. Additionally, concepts such as shame and
honor play an important role in all contexts above and social obligations in order to protect the
family’s honor also include gender performance. In other words, someone that is perceived by
the masses as a traditional male should act in a manly manner in order to not bring shame on the
rest of the family. The stigma of being a third gender in the Bangladeshi society starts within the
family constellation. It has been shown that the reason many third gender seeks a life outside of
the normative constellations, is to protect their families from further societal stigmatization. This
has proven to be more visible as siblings enter into the institution of marriage, where the one
sibling whom does not get married is then perceived as conspicuous. Historically, there has been
a disconnect present between gay individuals and the third gender community in Bangladesh,
which is due to class, educational status, social standing, the language being used and visibility.

Third Gender

Third gender are male to their biological sex, but have refused their masculine identity to identify
themselves as women or as ‘not men’. Third gender usually identifies as ‘not men’ and prefers to
have sex with men, and they are commonly perceived as homosexuals by the rest of the society.

1.2: Our Organization (Human Rights and Peace for Bangladesh)

HRPB works to establish and promote human rights of all citizens of Bangladesh.

Human Rights and Peace for Bangladesh (HRPB) works to establish and promote the human
rights of all Bangladeshi citizens. HRPB helps to develop the institutional facilities necessary to
strengthen constitutional governance, democracy, peace and the rule of law for the

3
implementation of human rights. HRPB's main activities include legal aid, reconciliation,
mediation and arbitration.

This organization provides legal aid, helps secure the operation of the legal system, and promotes
access to justice. HRPB is also promoting study and research in order to work out a
comprehensive strategy for the implementation of human rights.

HRPB is trying to promote an understanding and belief in the protection of human rights and
international understanding and co-operation for the universal respect for their observance with
distinction as to race, sex, language, religion and color. This organization specially acts in cases
of the violation of human rights by the state.

Under HRPB we are launching a new campaign in order to establish the right for third gender
individual so that that can move freely in our society.

1.3: Third Gender Community in Bangladesh

There are nearly 100000 third gender individuals in our country. The number is increasing day
by day. But their situation is not same as any other person of our country. They are the deprived
community of our country. Though the Government of Bangladesh has recognized the third
gender community of Bangladesh as a third gender sex.” This circular represented a significant
step toward securing a range of human rights for Bangladesh’s third gender—people who,
assigned “male” at birth, identify as feminine later in life and prefer to be recognized as third
gender or a third gender.

This promising move, however, was undermined by what came next. Bangladesh does not have a
policy outlining the measures individuals must take to legally change the gender marker on their
official documents from “male” to “third gender,” and there is no clarity about who qualifies as a
Third Gender. Absent such guidelines, officials involved in implementing the third gender
circular have acted on their personal understandings of what third gender means.

Still the major portion of third gender community in our country are deprived from the right to
have proper education or job. We have found that approximately only 7% of the total third
gender community have completed their bachelor degree. 36% of the third gender community
said that they could not afford to complete their primary education because of the willingness of

4
their parents and their affordability together with the bulling and the harassment in the school.
79% of the total community dropout because they were not happy about the action taken by the
authority for their bulling in the educational institutions.

The working environment is same as the educational environment. They face harassments and
bulling at the work place as well. 64% of the total community expressed their interest in
government jobs as it has respectable position in the society but they do not have the opportunity
to perform the desire work because of the mentality of the people at workplace. Though they
earn money by doing their usual work like dancing and singing in different ceremonies but 49%
of them are unhappy about this work.

1.4: Purpose of Our Campaign

The purposes of the campaign are

 Ensure free movement of the third gender individuals

 Changing the mentality of majority people about the third community.
 Help them to ensure their fundamental rights as a human being.

1.5 Focus of Our Campaign

We are focusing on the behavior of our target group. We want to change their point of view
towards the third gender community

STEP 2: Situation Analysis

In this stage we have to conduct quick audit organizational strengths and weaknesses and
external opportunities and threats that are anticipated to have some impact on or relevance for
subsequent planning decisions.

This organization works for establishing the rights of human being so it has high resources in this
sector.

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 Organizational Factors

2.1: Strength

Strength is a resource or capacity the organization can use effectively to achieve its objectives.
Our organization works with human rights so it is well aware about the rights that a human
should have in this society. As our organization is working on the human rights already so our
strength is we are one of the concern parties we are already aware about the current situation of
third gender individual and as we already know about the problem it is easier for us to work on it
in order to solve the problem.

 Resources
 It has nine board of directors combine with advocates and lawyers
 An executive body of eight members who are either advocate or lawyer
 Panel of lawyers from supreme court
 Panel of lawyers from Dhaka judge court

Our organization provides different types of services to ensure human rise and it has expertise in
more than one wing.

 Service Delivery and Expertise

 Legal Aid

Legal aid is regarded as central in providing access to justice by ensuring equality before the law,
the right to counsel and the right to affair trial. Legal aid helps to ensure that welfare provisions
are enforced by providing people entitled to welfare provisions, such as access to legal advice
and the courts.

 Reconciliation

Through reconciliation people who were at enmity with each other make an effort to walk in
intimacy together. In order for intimate relationship to be restored between people, there are
several components to the process that must be included- those components can be difficult and
complicated. They include, but are not restricted to, revelation of the problem, admission of the

6
issues (or confession), apology/repentance, reformation (reforming how people regard on
another), restitution, strategic restoration of relationship and celebration.

 Mediation

Mediation is a form of alternative dispute resolution (ADR), a way of resolving disputes between
two or more parties with concrete effects. Typically, a third party, the mediator, assists the
parties to negotiate settlement. Disputants may mediate disputes in a variety of domains, such as
commercial, legal, diplomatic, workplace, community and family matters. In mediation usually a
third party helps others reach agreement.

 Arbitration

Arbitration, a form of alternative dispute resolution (ADR), is a technique for the resolution of
disputes outside the courts, where the parties to a dispute refer it to one or more persons (the
“arbitrators”, “arbiters” or “arbitral tribunal”), whose decision (the “award”) they agree to be
bound. It is a resolution technique in which a third party reviews the evidence in the case and
imposes a decision that is legally binding for both sides and enforceable.

2.2 Weakness

Weaknesses stop an organization from performing at its optimum level.

For our campaign our weakness is we cannot measure the effect of our campaign as it cannot be
seen at the same time changing behavior is a lengthy process in our society. So we will go for
continuous assessment in order to measure our situation.

External Factors

2.3 Opportunities

Opportunities refer to favorable external factors that could give an organization a competitive
advantage.

For our work the opportunity is government is also aware about the inequality and is working to
resolve it. In this situation we can get government help to promote our motto.

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2.4: Threats

Threats include anything that can negatively affect the organization.

For our organization that can be the situation. By situation, we mean for a long time people are
seeing this type of lifestyle of third gender individual so when people are used to with the
situation so they may not be able to understand the need of changing the current situation of third
gender individual.

STEP 3: Select Priority Audiences

We have selected our priority audience based on demographic segmentation.

Demographic Segmentation

Demographic segmentation divides the market into smaller categories based on demographic
factors, such as age, gender, family size, lifestyle and income.

Figure 1.1 Dividing the Total Population on the Basis of Age

We have selected our target audience based on the age.

Age: We have selected the people aged between 20-40. From the total population 40.8% people
are from this age group.

8
We have selected this segment because most of them are university going student and job
holders and if we can change their mentality towards the third gender individual they can freely
avail the higher education and they can set their career so that they can have financial support to
lead a healthy life.

Step 4: Set Campaign Objectives and Goals

Every social marketing campaign should start with a clear campaign objectives and goals.

So we have identified a Specific, Measurable, Attainable and Time Sensitive (SMART)

objectives and goal for our campaign. By setting SMART goals and objectives we will be able
to monitor our campaign progress and evaluate its outcomes.

Campaign Objectives

Campaign objective can be defined as the dependent variables (Behavior, Knowledge and
belief) which we will design our independent variables (Marketing Intervention Mix) to
influence.

Three types of objectives associated with our campaign are as follows:

4.1: Behavior Objective

A social marketing campaign always has a behavior objective which should be very specific
behavior that we want our s to accept, modify, abandon, reject, switch or continue as a result
of a campaign.

Through our campaign, we want to influence our priority audiences to continue a desired
behavior. We have formed our behavior objective by considering the following five criteria;

 Impact.
 Willingness.
 Measurability.
 Market Opportunity

9
  Market Supply.

The behavior objective of our campaign is –

“To Influence Our Priority Audiences to Treat Third Gender Individuals as a Normal
Human Being without Any Judgment and to Accept Their Free Movement in Our
Society”.

4.2: Knowledge Objective

Knowledge objectives are those related to statistics, information or facts that a social marketer
wants the market to be aware of.

The knowledge objective of our campaign is to make our priority audiences aware about the
following facts:

 86.79 percent of Third Gender Community is facing different forms of bullying.

 35 per cent of Third Gender Community has experienced physical attack.
 13 percent of Third Gender Community has experienced sexual assault.
 27 percent of Third gender young Community has attempted suicide.

4.3: Belief Objective

Belief objectives are related to feelings, attitudes, opinion or values held by the priority
audiences. They may have current beliefs that the marketer may need to alter in order for them
to act.

The belief of objective of our campaign is –

“To Make Our Priority Audiences Believe That Gender Identity is Not Sexual Identity and
Being Third gender is Not a Problem, Flaw or Mistake. It is Just One Facet of Life and
They Deserve to be Treated as Equals and to Live in a Welcoming and Accepting world”.

10
Through our belief objective we want to make our priority audiences to believe that:

 Their individual behavior can make a huge difference and

 They will not be viewed negatively by others if they adopt this desired behavior.

4.4: Campaign Goal

Campaign goal can be defined as setting the desired level of behavior change that will be
achieved by campaign strategy.

The goal of our campaign is –

“To Shrink the Percentage of Harassments, Abuse and Bullying towards Third Gender
Community from 86.79 percent to 43.57 percent”.

Step 5: Identification of Barriers, Benefits and Motivators; the Competition

and Influential Others

In this stage social marketer gain deeper understanding about how their priority audiences
perceive their offering. Proper understanding about the insight of priority audience improves
campaign effectiveness.

We have identified five important insights for our campaign.

5.1: Perceived Barriers

Perceived barriers are the reasons for which priority audiences have not done the desired
behavior in the past, might not want to do the behavior or don’t think they can.

We have identified the following perceived barriers of our priority audiences through focus
group interview.

 Psychological

Most of our priority audiences have irrational fear bout Third Gender Community and feel
uncomfortable around them. They think being Third Gender is an illness.

11
 Skills

Some of our priority audiences want to cooperate with Third Gender Community. But they don’t
know exactly how to cooperate with this community to make them feel comfortable.

 Knowledge

Most of our priority audiences are not aware about the laws that are made to protect the right of
Third Gender Community.

 Awareness

People are not aware about the struggle of Third Gender Community. They are socially excluded,
living on the fringes of society, harassed by the police, abused by the public and surrounded by
myths and fear from the society. Violence against this community especially against the third
gender sex worker is often brutal, and occurs in public places, police stations, prisons, and their
homes. They face extreme discrimination in medical facilities, housing, education, employment,
immigration, law, and any bureaucracy that is unable to place them into male or female gender
categories.

 Attitude

People shows negative attitude towards Third Gender Community based on their sexuality or
gender disorder.

 Belief

Some of our priority audiences believe that as a significant proportion of young Third Gender
women engage sex works, they are harmful for a society. This is often a result of social
exclusion, economic vulnerability and difficulty in finding employment.

5.2: Key Benefits

Key benefits are the answer of the question “What is in it for me?” Key benefits are those that s
want in exchange for performing the desired behavior.

12
By performing the desired behavior which is treating Third Gender Community as a normal
human being without any judgment through accepting their free movement, our priority
audiences will get the following benefits:

 Mental Satisfaction

Our priority audiences will feel mental satisfaction by treating Third Gender Community
appropriately. Because when they will see that their simple initiative and willingness to support
Third Gender Community can make the life of this community smooth, then our priority
audiences will feel a different form of pleasure.

 Societal Peace

If we carefully observe, we can see that, since our society doesn’t treat third gender community
in proper way, this community doesn’t treat our society in right way either. That’s why
sometimes we experience chaos between us and third gender community. So if our priority
audiences adopt the desired behavior, they will be able to avoid this type of chaos because we all
know that courtesy returns courtesy.

 Avoidance of Uncomfortable Situation

In different places of our society like foot over bridge, public transport, market, many of our
target audiences feel uncomfortable by third gender individual. Because they move here and
there to collect money as they face social exclusion and find difficulty in employment. So if our
priority audiences accept the fact that this community deserve to be treated in proper way, this
will form a new road for Third Gender Community to be accepted and they will stop bothering
people here and there. So this will benefit our priority audiences who feel uncomfortable around
Third gender.

 Economic Development

If our priority audiences start to believe that, being Third gender is not a problem and accept
their free movement in every sector of our society including health care, education, work place
etc, this will increase the manpower of our country, which will be added to our economic
development. So this will be beneficial for our priority audiences and our society as a whole.

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 Societal Benefit

If our priority audiences accept the fact that Third Gender Community can take part in any sector
of our society and they deserve to be treated as equals, then we will see that we can get help from
Third Gender Community in many emergency situations.

Third Gender Individuals are Helping Covid-19 Infected Patient

Recently we have seen that as soon as an ambulance stopped in front of the Corona Unit of
Dhaka Medical College, three or four people rushed with placards in their hands and took the
patient out of the ambulance. They carried the patient inside the hospital. They are Third Gender
and they work as a volunteer of the voluntary organization Brihannala. When relatives boycott a
patient with Corona, these Third Gender Individual hold the patient’s hand with utmost care.

So by highlighting these benefits to our target audiences we will try to attain our objectives and
to make our priority audiences accept that no Third Gender Individual should die without
treatment, lack of shelter or without clothing. They can take part in the development of economy
and society can work correspondingly with their heads held high. If denied, it would be a clear
violation of human rights.

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5.3: Potential Motivators

Motivators are different from audience benefits. They are ideas that the priority audiences will
shares with us about what they think would make it more likely that they would adopt the desired
behavior.

We will ask them the following questions to identify if there is something we can give them, say
to them, or show them that would help them. Their answers to four questions will provide insight
regarding intervention strategies (the 4Ps):

 “What could someone SAY to you that would make it more likely that you would
consider adopting this behavior?”
 “What could someone SHOW you that would make it more likely that you would
adopt this behavior?”
 “Is there anything someone could GIVE you that would help you adopt this
behavior?”
 “Is there anything someone could DO for you that would help you adopt this
behavior?”

Responses are likely to fall into one of the 4P categories.

For our campaign our 4ps will be

 We will TELL our priority audiences about the hardship of the third gender community
 We will SHOW them documentaries about the people from the community who have
achieved a successful life with a little help and support from our society
 We can GIVE small local farms as some incentives so that they give third gender
individual jobs into their farms.
 We will PROVIDE training and education to third gender individuals so that they can be
competent for any jobs.

15
5.4: The Competition

Identifying the Competition

In social marketing the competition is primarily the behavior that our priority audiences are
doing instead of the one we are promoting.

The competitions that Social marketers have to face are given below:

 Behaviors our priority audiences would prefer over the ones we are promoting.

 Behaviors they have been doing “forever” such as a habit that they would have to give

up.
 Organizations and individuals who send messages that counter or oppose the desired

behavior.

In order to identify our competitors we need to find the answers of the following questions

 What are the major competing alternative behaviors?

 What benefits do your audiences associate with these behaviors?
 What costs do your audiences associate with these behaviors?

The table given below illustrates the challenges we will face

16
 Table 1.1: What and With Whom We Competing

Competing Competing Messages and

Objectives
Behaviors Messengers
Treating third gender
Abusing them and Orthodox and narrow minded
individual as a
Behavior seeing them as a people who cannot accept third
normal human being
Objective burden to the grander people as a normal
without any
society human being
judgment
Many people have limited
Create awareness interactions with third gender and
Not being interested
Knowledge about the struggle and when they do, it is often within
in or empathetic to
Objective sufferings of Third the context of third gender
the community
Gender Individul soliciting money or bestowing
blessings
The popular press playing a role
Thinking that it’s a
in perpetrating stereotypes about
Believe that Being huge flaw and some
third gender As one Bengali-
Third gender is Not a of them are just
Belief language newspaper headline put
Problem, Flaw or pretending the
Objective it in 2015: “They became third
Mistake. condition to get
gender and turned into
facilities
millionaires overnight”

After identifying our competitors, we have followed the following framework provided by
McKenzie-Mohr and Smith to develop our product positioning and 4Ps marketing intervention
mix strategy. McKenzie-Mohr and Smith propose four ways (tactics), which are not mutually
exclusive, to accomplish this:

 Increase the benefits of the target behavior.

 Decrease the barriers (and/or costs) of the target behavior.
 Decrease the benefits of the competing behavior(s).
 Increase the barriers (and/or costs) of the competing behavior.

17
An important component of this research process is attempting to prioritize these benefits and
barriers/costs within each of the quadrants. Our priority audiences are most interested in the
“higher values”—the key benefits to be gained or costs that will be avoided by adopting the
desired behavior.

The table given below illustrates the perceived barriers and benefits associated with competing
behavior:

1.2: Identification of Perceived Benefits and Barriers or Costs of the Competition

Desired Behavior Competing Behavior

Abusing Third Gender

Audience Treating Third Gender Community as a Normal
Community and Seeing
Perception Human Being without Any Judgment by
Them as a Burden to
Accepting Their Free Movement in Our Society
the Society

 Mental satisfaction.  Can remain

Perceived  Societal peace. indifferent about
Benefits  Avoidance of uncomfortable situation. third gender
 Economic development community.
 Irrational fear and thinking that being third  Societal Chaos.
gender is an illness.  Experiencing
 Lack of awareness about their struggle Uncomfortable
Perceived  Negative attitude based on their sexuality. Situation.
Barriers or  Lack of understanding about the way to
Costs communicate with third gender community
 Belief that as a significant proportion of
young transgender women engage in sex
works, they are harmful for a society.

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5.5: Influential Others
In this stage we have considered about those whom our priority audiences listens to, watches,
and/or looks up to, especially related to the desired behavior we have in mind. We think of them
as midstream audiences.

The influential others for our target audiences are:

 Social groups our by priority audiences belongs to.

 Coworkers.
 Classmates.
 Neighbors.
 Family members.
 Physicians.
 Counselors
 The media and entertainers.

Knowing what these groups and individuals are saying and doing or might say and do regarding
the desired behavior will have significant implications.

Step 6: Develop a Positioning Statement

A positioning statement is a concise description of target market as well as a compelling picture
of how we want that market to perceive our brand. It helps to maintain focus on brand and its
value proposition while we work on market strategies and tactics.

6.1: Positioning Statement

To develop our positioning statement we have considered following two factors:

 Type of Positioning

We have applied “Behavior-focused Positioning” for our campaign as the main objective of our
campaign is to influence our priority audiences to continue a desired behavior. “Behavior
focused positioning” focuses on the behavior that is targeted to change or adopt.

The positioning statement of our campaign is –

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“We Want Our Priority Audiences to Believe that Being Third gender is not a Problem or
Mistake and Treating Them as a Normal Human Being Without Any Judgment and
Accepting Their Free Movement can Make Our Society a More Better Place to Live”.

Step: 7 Develop Marketing Strategies

Marketing strategy can be defined the overall plan to reach the priority audiences to achieve the
main objectives and goals. In this stage we have to develop marketing strategy for product, price,
place and promotion.

7.1 Product: Creating the Product Platform

Product is the most important feature in marketing and the strategy for product is described
below:

Three product decisions that is required to be made in this stage are:

 Core Product
 Actual Product.
 Augmented Product.

As we are not focusing on tangible goods or services, we don’t need to make decision about
actual product. We have to make decision about core product and augmented product

The figure given below shows the levels of product decision.

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 Augmented Product

Documentary, Monetary and Nonmonetary Incentives

Actual Product

As we are not focusing on tangible goods or

services, we don’t have any actual product

Core Product

Mental Satisfaction, Societal Peace,

Avoidance of Uncomfortable
situation, Economic Development
Societal Benefit .

Figure1.2: Levels of Product

7.1.1 Core Product

Core product is the benefits that our priority audiences will get by performing the desired
behavior.

In our case, by accepting the free movement of transgender community in our society, our
priority audiences will get the following benefits which is our core products.

 Mental Satisfaction.
 Societal Peace.
 Avoidance of Uncomfortable situation.
 Economic Development.
 Societal Benefit.

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7.1.2 Augmented product

Augmented product can be defined as any additional goods or services that any campaign
promotes to support the desired behavior.

In our campaign the augmented products are follows:

 We will TELL our priority audiences about the hardship of the third gender community
 We will SHOW them documentaries about the people from the community who have
achieved a successful life with a little help and support from our society
 We can GIVE our priority audiences some monetary and nonmonetary incentives.
 We will PROVIDE training and education to third gender individuals so that they can be
competent for any jobs.

7.2 Price: Fees and Monetary and Nonmonetary Incentives and Disincentives

It is the cost that the priority audiences are associated with adopting the desire behavior.
Adopting cost can be both monetary and nonmonetary. For our social marketing plan we have
some monetary and nonmonetary costs as well. They are:

7.2.1 Monetary Incentives

This cost in social marketing environment is related to the goods and services associated with
adopting any particular behavior. In our social marketing planning we are not providing any
tangible benefit to our priority audience so we do not have to incur this cost.

7.2.2 Nonmonetary Incentives

They encourage to adopt the behavioral change but it does not have any monetary value instead
they have different types of value. Most of the time the benefits are psychological and personal
in nature.

For our marketing planning the benefits that our priority audiences will receive are-

 Our priority audiences will feel Mental Satisfaction by treating Third Gender
Community appropriately.

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  In different places of our society like foot over bridge, bus, market, many of our target
audiences feel uncomfortable by third gender people. Because they move here and there to
collect money as they face social exclusion and find difficulty in employment. If our audiences
accept third gender people then they can easily Avoid Uncomfortable Situation.
 Since our society doesn’t treat third gender community in proper way, this community
doesn’t treat our society in right way either. That’s why sometimes we experience chaos between
us and third gender community. So if our priority audiences adopt the desired behavior, they will
be able to Avoid This Type of Chaos because we all know that courtesy returns courtesy.

7.2.3 Monetary Disincentives

Monetary disincentives are used to influence the target audience to adopt any particular behavior.
As we know there are laws about the rights of third gender people but the implementation of the
laws are not highly maintained. At the same time, we can find that if anyone violet any law
which is established to ensure the rights of the third gender people he/she has to pay fine for that.
We will follow that law with the help of government support.

7.2.4 Nonmonetary Disincentives

For now, we are not providing any nonmonetary disincentives to our priority audience.

7.3 Place: Develop the Place Strategy

Place is where and when the priority audience will perform the desired behavior, acquire any
related goods, and receive any associated services.

Today we live in a convenience-oriented world in which many people place an extremely high
value on their time, trying to save some of it for their families, friends, and favorite leisure
activities. As a social marketer, we want to be clearly aware that our priority audience will
evaluate the convenience of our offer relative to other exchanges in their lives.

Developing Place Strategy

Our objective with the place marketing intervention tool is to develop strategies that will make it
as convenient and pleasant as possible for our priority audience to perform the behavior, acquire
any goods, and receive any services. It is especially helpful in reducing access-related barriers,

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time-related barriers, and psychological barriers. We will also want to do anything possible and
within reason to make the competing behavior less convenient. We will determine each of the
following, at the point of decision making.

 Where will we encourage and support the priority audience to perform the desired
behavior and when?
 Where and when will the priority audience acquire any related tangible goods?

 Where and when will the priority audience acquire any associated services?

 Are there any groups or individuals in the distribution channel that we will target to
support efforts?

The strategies that we will imply as our place strategies are given below.

 Closer Location

We will set booths to the places where our target audiences go regularly like- schools, colleges,
universities, shopping malls etc. there we will provide leaflets containing information about our
agenda.

 Extend Hours

We will send short SMS to our target audience in order to inform them about the third gender
community and encourage them to treat the community with equality.

 Being There at the Point of Decision Making

Many social marketers have found that an ideal moment to speak to the priority audience is when
they are about to choose between alternative, competing behaviors. They are at a fork in the
road, with the desired behavior in one direction and their current behavior, or a potential
undesirable one, in the other. Presenting the offer at a priority audience’s point of decision
making can be powerful, giving us one last chance to influence their choice. We will place some
volunteers in the places where the third gender individuals are found most. So the volunteers can
encourage people to do the desired behavior.

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  Make Location More Appealing

In our office, booths and on the volunteers’ uniform we will print positive pictures of and quotes
about the third gender community.

 Overcome Psychological Barriers With Place

We will develop a website where people can visit at any time and know about the third gender
community. We will provide free counseling service for people who really want to change their
perspective about the community. Besides, there will be updates about third gender individual
whose’ life became better with a little help from us.

 Be More Accessible Than Competition

We will give flower or chocolates to the people who will show kindness to the third gender
individual. Also a thank you message will be given in advance so that people feel bad about
being rude to the community.

 Make Access to the Competition More Difficult, Unpleasant

We will try to stop all the negativity that is spread by some orthodox narrow minded people. This
will prevent to adopt the competitive behavior to some extent. We will also send massages that
will discourage our target audiences to choose the unwanted behavior.

 Work With Existing Distribution Channels

We will work with organizations that are already working on the betterment of third gender
community. It will help us to achieve our goals.

 Social Franchising

Social franchising can be described as the application of the principles of franchising originating
in the commercial sector for companies like Starbucks and Subway to the nongovernmental
organization (NGO) and public sectors for social good. Fundamentally, it is a way to increase
distribution channels for an existing program or product, which then increases utilization by
offering convenience of access and quality assurance for users. It is a way of scaling up
successful solutions and often builds on existing private sector infrastructures including private

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clinics, pharmacies, and community providers. We will use NGOs and other public sectors for
our social franchising.

 Managing Distribution Channels

There are four types of distribution channels. They are-

 Zero-level channel
 One-level channel
 Two-level channel
 Three –level channel

One-Level Channel

In a one-level channel, there is one distribution intermediary, most commonly a retailer.

We will choose a one level channel where our volunteers will provide the ideas to the target
audiences

7.4 Promotion: Decide on Messages, Messengers, Creative Strategies and

Communication Channels

Promotion refers to the entire set of communication activities which is designed to make aware
the priority audiences about the product or services. The main idea is to inspire the priority
audience to take action.

In this stage we will develop strategies to highlight the desired benefits for performing the
behavior that we are promoting.

This stage includes the following four major decisions

7.4.1 Messages

What key messages do we want our campaign to communicate to our priority audiences, inspired
by what we want our priority audiences to do, to know and to believe.

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Basically through this message decision we will communicate our behavior objectives,
knowledge objective and belief objective to our priority audiences and we have explained these
objectives in the step four titled set campaign objectives and goals.

So through message decision we will communicate:

 What We Want Our Priority Audiences to Do?

We want our priority audiences to treat third gender individual as a normal human being without
any judgment and to accept their free movement in our society.

 What We Want Them to Know?

We want our priority audiences to know about the following facts or information regarding our
campaign.

 Statistics on Risks Associated with Competing Behavior

 86.79 percent of Third Gender Community is facing bullying.

 35 per cent of Third Gender Community has experienced physical attack.
 13 percent of Third Gender Community has experienced sexual assault.
 27 per cent of Third gender young Community has attempted suicide.
 Benefits We Promise

 Mental Satisfaction.
 Societal Peace.
 Avoidance of Uncomfortable Situation.
 Economic Development.
 Societal Peace.

 What We Want Them to Believe?

We want our priority audiences to believe that gender identity is not sexual identity and being
third gender is not a problem, flaw or mistake. It is just one facet of life and they deserve to be
treated as equals and to live in a welcoming and accepting world.

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7.4.2 Messengers

Who will deliver the messages or be perceived to be sponsoring or supporting our offer.

Six major options are as follows;

 Sole Sponsors.
 Partners.
 Spokespersons.
 Endorsement.
 Midstream Audiences.
 Mascot.

Among these six major messenger options, we will use midstream audiences.

 Midstream Audiences

Midstream audiences are those who typically have a closer relationship.

We will use following midstream audiences for our campaign.

 Social groups our by priority audiences belongs to.

 Coworkers.
 Classmates.
 Neighbors.
 Family members.
 Physicians.
 Counselors.

7.4.3 Creative Strategies

Creative strategy translates the content of desired messages to specific communications. It

summarizes, describes or highlights elements such as logos, taglines, copy, visuals, colors, script,
actors, scenes and sounds in broadcast media.

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So to develop communications that will capture the attention of our target audience and persuade
them to adopt the desired behavior we will try to focus on the following things.

 We will keep our message simple and clear.

 We will highlight benefits that our priority audiences want and expect in return for costs
associated with performing the behavior.
 We will present vivid, concrete and personalized message.
 We will make our message easy to remember through simplicity, unexpectedness,
concreteness, credibility, emotions and stories.
 We will make norms more visible.
 We will try to appeal to psychographic characteristics.

7.4.4 Communication Channels

It defines where messages will appear.

We will use the following communication channels.

 Advertising

Advertising is a non-personal communication directed at target audiences through various media

in order to promote product, service or ideas.

We will use advertisement through;

 Electronic Media: TV and Radio.

 Print Media: Newspaper and Magazine.

We have designed a Print Media Advertisement for our campaign which is given below.

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 Print Media Advertisement of Our Campaign

 Public Relation

Public relation refers to the variety of activities conducted by a company to promote the image of
the company, its product and policies in the eyes of the public.

We will try to raise awareness about our marketing plan and the desired behaviour that we are
promoting with the help of media personnel by developing rapport with the media people and by
working with opinion leaders, prominent bloggers, and celebrities.

 Special Event

Special events can generate visibility of our effort offering the advantage of interaction with our
priority audience.

As a special event we will initiate seminar to educate our priority audiences about third gender
community and to influence them to perform the desired behavior.

 Social Media

We will use different types of social media platforms to promote our campaign.

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Step: 8 Develop a Plan for Monitoring and Evaluation

In this stage we have to develop a plan for monitoring and evaluation.

8.1 Purpose of Evaluation

The main purpose of evaluation is to measure whether the campaign is going in a right track or
not.

The main purposes of evaluation of our campaign are as follows:

 To determine the relevance and level of achievement of project objectives.

 To identify campaign effectiveness, efficiency and impact.
 To identify where improvement is required.
 To identify how to prioritize and allocate resources.

8.2: Report Presentation

The evaluation will be conducted to identify whether the campaign is going in a right way and as
planned and to identify the effectiveness overall process.

We will present our evaluation report to those who are appointed for this campaign.

8.3 Inputs, Outputs, Outcomes and Impact

To achieve the purposes of our evaluation we have to identify the following things.

 Input.
 Output.
 Outcomes.
 Impacts.

The table given below shows the input, output, outcomes and impacts to be measured for our
campaign.

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 Table1.3: Inputs, Outputs, Outcomes and Impact

Inputs Outputs: Outcomes Impact

Indicators that Show
Program Activities Conducted Audiences Levels of Impact on
Resources Allocated
to Influence Audiences to Response to the Social Issue That
to the Campaign
Perform a Desired Behavior Outputs was the Focus of the
Effort
Level of Acceptance
Changes in
Money Events Held of Third Gender
Behavior
Community.
Number of New
Changes in
Staff Time Calls Made Employment
Knowledge
Opportunity Created.
Level of
Social Media Tactics Changes in Improvement of
Volunteer Hours
Developed Belief Livelihood of Third
Gender Community
The Level of Sex
Works, Begging and
Response to the
Communication Reach and Frequency of Theft as a profession
Campaign
Channels Communications has Decreased in
Elements.
Third Gender
Community
The Level of
Educational
Existing Materials Campaign
Media Coverage Opportunity
Used Awareness
Increased for This
Community
Training Implementation of Program
Opportunity Elements

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8.4 Techniques and Methodologies

We will use observation research as a technique and methodology for our campaign

Observation Research

This type of research is often more reliable than self-reported data and most appropriate
technique for visible behavior.

We will observe the following things:

 Level of Acceptance of Third Gender Community

 Number of New Employment Opportunity Created.
 Level of Improvement of Livelihood of Third Gender Community.
 Level of Improvement of Livelihood of Third Gender Community
 The Level of Educational Opportunity Increased for This Community

The Level of Sex Works, Begging and Theft as a profession has Decreased in Third Gender
Community

8.5 Time Frame

Timing for measurement efforts of our campaign is likely to happen as follows

 Prior to campaign launch, sometimes referred to as pre-campaign

 During campaign implementation, thought of as tracking and monitoring surveys.
 Post-campaign activities, referring to measurements taken when all campaign elements
are completed, providing data on short-term outcomes and long-term outcomes.

8.6 Cost of Monitoring and Evaluation

We have allocated 10000 taka for monitoring and evaluation purpose.

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Step 9: Establish Budgets and Find Funding Sources

A marketing budget documents how much business plans to spend on marketing over a specific
period, like a year, quarter, or month. When budgeting for marketing, consider all costs
associated with marketing business, such as paid ads, hiring costs, marketing tools, website
maintenance expenses, and more.

Our budgeting plan is given below-

Table 1.4: Budgets and Funding Sources

Marketing cost Amount
Website Development 120000
Social Media Promotion 100000
E-Newsletter 50000
Pamphlet 25000
Administrative Cost Amount
Human Resource 50000
Finance 25000
Utilities 200000
Marketing 295000(marketing cost)
Other expenses 30000
Project Cost Amount
Training Cost 200000
Space Rent 100000
Education 60000
Total 960000

In the marketing cost we have calculated the cost of promoting our plan in different media. In
the administrative cost we have calculated the human resource costs which is the number of
people we need to execute our plan. In the finance we have the cost we may incur to obtain ou
capital. Then we have our utility and the other costs. As we have decided to train the third gender
people so we have calculated our project cost for the training program as well.

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Step 10: Complete an Implementation Plan
Implementation plan can be described as the process that turns marketing strategies and plans
into marketing actions in order to accomplish strategic marketing objectives. Key components to
a comprehensive implementation include addressing the classic action planning elements of –

 What will be done?

 Who will be responsible?
 When will it be done?
 How much will it costs?

Table 1.5: Implementation Plan

Who will be How much will

What will be done? When will it be done?
responsible? it costs?
(Key Activities) (Timing)
(Responsibility) (Budget)
Project Coordination Appointed Staffs or
Every Quarter 10000
and Oversight Employees
Working with third
gender Community to
let people know their Appointed Staffs or Prior to Campaign
10000
views and insights about Employees Launch
the problem they face in
the society.
Arranging training and
education for third
Appointed Staffs or
gender community so Every quarter 260000
Employees
that they can be a part of
workplace.
Working with
government, business Appointed Staffs or
Yearly 10000
and society at large for Employees
behavior change.

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Conclusion

Third gender are socially excluded, living on the fringes of society, harassed by the police,
abused by the public and surrounded by myths and fear from the society. Violence against third
gender community is often brutal, and occurs in public spaces, police stations, prisons, and their
homes. They face extreme discrimination in every sector of our society. So through our
campaign titled - “Social Marketing Planning on Accepting the Free Movement of Third Gender
Community” – we want to make our priority audiences believe that gender identity is not sexual
identity and being third gender is not a problem, flaw or mistake. The main objective of this
campaign is to influence our priority audiences to treat third gender individuals as a normal
human being without any judgment and to accept their free movement in our Society. They
deserve to be treated as equals and to live in a welcoming and accepting world. We want to
establish the fact that no Third Gender Individual should die without treatment, lack of shelter or
without clothing. They can take part in every sector of our society and society can work
correspondingly with their heads held high. If denied, it would be a clear violation of human
rights.

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