Selecting Target Markets for

Social Marketing
Social Marketing

Nama Dosen : Johan Jang, M.Si

 Topics
 Steps in target marketing
 Variables in segmenting market
 Social marketing models for segmentation
 Evaluating segments
 Selection of target market

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 1. Steps in Target Marketing (1)

 Target market: a set of buyers sharing common needs or characteristics

that the company decides to serve.
 There are three steps process:
 Segment the market

 Audience for the campaign is divided into smaller groups who

might require similar strategies in order to change behavior.
 Evaluate segment

 Each segments is then evaluated on a variety of factors to assist

with prioritizing segments using a rational process
 Choose one or more segments for targeting

 A few segments are selected as targets for the campaign, and

strategies will then be developed to appeal uniquely to this
market.
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 1. Steps in Target Marketing (2)

 Process of deciding target marketing can benefits company because:

 Increased effectiveness

 Programs are designed to address a market’s unique needs, wants,

and behaviors.
 Increased efficiencies

 Resources strategically directed at a unique market are likely to

produce greater results.
 Input for resource allocation

 Evaluation of segments provides objective measures for distribution of

resources.
 Input for developing strategies

 Detailed profiles of a segment provide rich insights into what will

influence an audience to change a behavior

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 2. Variables in Segmenting
Market (1)

 Options for segmenting market could be decided

by these variables:
 Traditional variables
 Demographic: based on common census forms: age, gender,
marital status, family size, income, occupation, education,
religion, race, and nationality.
 Geographic: based on geographical areas: continents,
countries, states, regions, counties, cities, and neighborhoods.

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 2. Variables in Segmenting
Market (2)

 Traditional variables (cont’d)

 Psychographic: based on social class, lifestyle, values, or
personality characteristics.
 Behavior: based on knowledge, attitudes, and behaviors
relative to the product being sold. Also include in behavior:
occasion, benefit sought, usage levels, readiness stage, and
attitude toward the product/offering

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 2. Variables in Segmenting
Market (3)

Example

A campaign to reduce domestic violence might find it most important to develop

campaign programs based on levels of self esteem among potential victims:
 High self esteem: 20%
 Moderate self esteem: 50%
 Low self esteem: 30%

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 3. Social Marketing Models for
Segmentation (1)

 Because social marketers are selling a behavior,

segmenting our market relative to the behavior we
are selling proves to be one of the most relevant
and powerful strategies.
 After that, each segment can be profiled and
further defined using other important variables such
as age, income, family size, personality type, and so
on.

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 3. Social Marketing Models for
Segmentation (2)

 Stages of Change (1)

 The
stages of change model can be use as model for
segmentation for social marketing. The stages as follow:
 Precontemplation: people have no intention of changing their
behavior, and typically deny having a problem.
 Contemplation: people acknowledge that they have a
problem and begin to think seriously about solving it.
 Preparation: people planning to take action within the very
next month, and are making the final adjustments before
they begin to change their behavior.

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 3. Social Marketing Models for
Segmentation (3)

 Stages of Change (2)

 Action:people mostly overtly modify their behavior
and their surroundings.
 Maintenance: people work to consolidate the gains
attained during the action and other stages and
struggle to prevent lapses and relapse.
 Termination: people in this stage no longer present any
temptation or threat of doing the old behavior.

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 3. Social Marketing Models for
Segmentation (4)

Example

Maintenance: people who has not has a cigarette for perhaps 6 months or over
a year and remains committed to not smoking by reminding themselves of the
benefits.
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 4. Evaluating Segments (1)

 Various factors for evaluating segments as follow

(1):
 Segment size: how many people in this segment? What
percentage of the population do they represent?
 Problem incidence: how many people in this segment are
either engaged in the “problem-related behavior” or
not engaged in the “desired behavior?”
 Problem severity: what are levels of consequences of
the problem behavior in this segment?

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 4. Evaluating Segments (2)

 Various factors for evaluating segments as follow

(2):
 Defenselessness: to what extent can this segment take
care of themselves versus needing help from others?
 Reachability: is this an audience that can be easily
identified and reached?
 General responsiveness: how “ready, willing, and able”
to respond are those in this segment?

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 4. Evaluating Segments (3)

 Various factors for evaluating segments as follow

(3):
 Incremental costs: how do estimated costs to reach and
influence this segment compared with those for other
segments?
 Responsiveness to marketing mix: how responsive is this
market likely to be to social marketing strategies (the 4Ps)?
 Organizational capabilities: how extensive is our staff
expertise or availability of outside resources to assist in the
development and implementation of activities for this
market?

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 5. Selection of Target Market

 In selecting target market, several approaches can

be used:
 Undifferentiated marketing: using same strategy for all
segments, focusing on what is the common needs of
consumers rather than differences.
 Differentiated marketing: using different strategies for
different audiences. Organization will allocates more
resources to priority segments.
 Concentrated marketing: referred as niche marketing. Some
segments are eliminated altogether, and resources and
efforts concentrated to only a few key segments.

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Thank You

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