Discuss about the Social Marketing for Market Segmentation and Targeting.
The major aim of this study is to implement and analyze the social market planning process. The social market planning in this study is based on the social campaigning regarding the prohibition of the use of mobile phones while driving. Moreover, this campaign is going to be organized by Optus, which is one of the largest telecommunication companies in Australia. Moreover, this study also focuses on the reason and the target of this campaign along with demonstrating the SWOT analysis of Optus. On the other hand, this study also highlights the target market for this campaign and demonstrates the 4Ps of marketing mix in regards to this campaign. At the end, this study also provides an attention-grabbing message and evaluates this message with respect to the objective of this campaign.
Optus is the second largest telecommunication organization in Australia and since 2001, it is completely a owned subsidiary of Singtel. It was established in 1981 as AUSSAT and headquartered in Sydney, New South Wales, Australia (Optus, 2017). Primarily this organization trades under the Optus brand during managing numerous owned subsidiary brands like Alphawest in the ICT services, Uecomm in the network services market and virgin mobile Australia. Optus mainly operates as well as owns its own network infrastructure for providing services. Moreover, it also utilizes the wholesale services of Telstra and National Broadband Network. It provides the wholesale services incorporating 4G mobile and satellite along with providing wireless internet services and broadband services. Moreover, Optus is the biggest satellite wholesaler in Australia. Therefore, in this regard, this telecommunication organization has been selected for this study.
Recently, Optus has planned to run a campaign in regards to the social marketing planning. This campaign is about discouraging the utilization of mobile phone while driving.
This campaign has mainly two key purposes such as social and business purposes. Use of mobile phones while driving has become a delicate issue for every human being. Worldwide awareness is being tried to be established among people regarding this matter (Huang & Sarigöllü, 2014). This kind of activity often results in severe accidents and even it can be reason of life risks of people. Thus, major reason or the social purpose of this campaign is to create a social awareness among people including new and existing customers regarding the consequences of using mobile phones while driving (Jones et al., 2016). Moreover, in case of the business purpose, people would like to more prefer this mobile brand as this organization is directly concerned about the safety awareness of the customers.
For the campaign of creating social awareness among customers to discourage mobile usage while driving, Optus has targeted all the existing as well as the new customers who purchase or are willing to purchase their mobile phones. Moreover, this organization has tried to seek attention of those people who have to drive at least once a day (Leonidou et al., 2013). Furthermore, the people with middle and high income level are the major focus of this campaign.
Strengths –
Weaknesses –
Opportunity –
Threats –
The major target market of Optus mobile mainly aligns with the business group especially the corporate offices as well as the residential group. Moreover as per the demographic segmentation of Optus mobile’s market, people within the age group of 15-40 years are the target group for this particular brand (Kumar & Zia, 2016). On the other hand, people with middle and high income level are also the target group for this particular brand.
Now, the question is how the target market of this brand fits with this specific campaign in Australia. The major purpose of this campaign is to create an awareness regarding the negative aspects of using mobile phones while driving. Numerous people within the age group of 22-40 and with high and middle income level generally drive cars or bikes to reach their offices or any other destination (Austin & Gaither, 2016). All of these people are the target customers for Optus. Therefore, it is a significant responsibility of this organization to take an important initiative to save their customers’ lives by creating awareness regarding the harmfulness of the use of mobile phones while driving.
Marketing mix is referred to the set of tactics or actions that an organization utilizes for promoting its product or brand within the market (Kandhway & Kuri, 2016). A typical marketing mix is made up of 4Ps such as product, promotion price and place.
Product – It is referred to the item, which would actually being sold and it should deliver a minimum level of performance. Hence, the creation of social awareness regarding the negative aspects of the mobile phone usage during driving can be considered as the product or more specifically the intangible product for this particular campaign (Schlegelmilch, 2016). The core value of this campaign is to let people know about the consequences of using mobile phones while driving cars and to stop such habit of people.
Price – Pricing can be utilized as the demarcation for enhancing and differentiating the product’s image. However, in this particular scenario, the pricing factor may not be considered as the product for this campaign is intangible. Nevertheless, for this campaign, opportunity cost factors can be considered as the opportunity cost can be referred to the benefit of promoting their products that Optus can receive by executing this campaign. Moreover, the community cost can also be considered in this study as it permits Optus for customizing the preference of local route and influences the selection of the best path by assigning cost values to particular routes.
Promotion – Promotion of this campaign incorporates awards, commissions, incentives, press reports, word of mouth and advertising to the trade. The major medium of the promotion for this campaign motive is advertizing though social media (Andaleeb, 2016). Optus can make the advertisements of this campaign while selling the mobile phones to the customers. This organization can also send messages to the registered email addresses of their new or existing customer regarding the safety concerns of not using mobile phones while driving.
Place – Place is referred to the point of sale. Gaining the consumer’s attention is the major focus of the place strategy or the good distribution. Moreover, it is the channel or route through which goods move from the source towards the final user. In this scenario, place is virtual as the product of this campaign is intangible (Hoffmann et al., 2014). For this campaign, intermediaries such as the social media can be considered as the place for the successful accomplishment of this campaign. On the other hand, Optus is the Australian organization and primarily, cities and places all over this country can be considered as the significant places for the continuation of this campaign.
Attention-grabbing message is such a message, which is intended for making people notice a particular activity or to seek attention of people towards the activity (Biroscak et al., 2014). Moreover, the attention-grabbing message for this particular campaign is a rational tagline. The tagline of this campaign of creating social awareness regarding the negative aspects of using mobile phones while driving is “Steering and mobile cannot be together”.
Slogans or the taglines always have a great role in terms of implementing a successful campaigning (Deshpande, 2016). Hence, in this scenario, the tagline “Steering and mobile cannot be together” is effectively capable of seeking the attention of the audiences. Steering is the most significant part of the two wheelers and four wheelers as well which must be properly controlled by both the hands of the drivers. If one of the hands gets engaged with other activities, then there would be chance of losing control, which ultimately results in severe accidents. Many times, mobile phone utilization can cause such distraction for the drivers. Therefore, it is a quite obvious fact that people must avoid rather stop using the mobile phones while driving cars. Thus, this tagline or the attention-grabbing message for this campaign organized by Optus can effectively create a cautiousness regarding the strict prohibition of mobile utilization during bike or car driving.
The effectiveness of the campaign lies within its moral and social aspect. Many people are getting affected due such activity of using mobile phone. From the survey of Community Attitudes to Road Safety, it has been showed that 32% people are becoming the victim of the accidents due to the usage of mobile phones while driving. Therefore, by creating this social awareness through this campaign, the number of accidents can be reduced or even the chances of occurrence of the accidents would be stopped.
Conclusion
After discussing the entire study, it can be noticed from this study that a renowned mobile phone company of Australia, Optus is organizing such kind of social campaign for creating awareness regarding the safety concerns of mobile phone utilization during driving. By organizing such social marketing campaign, both the social and the business objectives of this organization would be properly accomplished. As per the social objective, awareness would be created among people regarding the prohibition of mobile phone use and thus, the number of road accidents would hopefully be minimized. Moreover, as per the business objective, this organization would be able to promote their mobile phones among their target audiences to enhance their market share. Furthermore, such kind of crucial social awareness cannot be created worldwide as the business service of this business is limited within Australia.
References
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