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22 CHAPTER 1 ■ Social Marketing for Public Health: An Introduction

Product Strategy
It is essential to have a clear description of the product in a social marketing cam-
paign, at core, actual, and augmented levels. A core product comprises the benefits
that the target audience will experience or expect in exchange for performing the
targeted behavior, or that will be highlighted in a social marketing campaign (e.g., a
healthier life and the reduction in the risk of becoming obese or overweight). An ac-
tual product is the desired behavior, often embodied by its major features and de-
scribed in specific terms (such as healthy foods or beverages available at vending
machines). An augmented product refers to any additional tangible objects and/or
services that will be included in the offer and promoted to the target market. An
augmented product helps perform the targeted behavior or increase its appeal (e.g.,
information on healthy products available in vending machines).

Price Strategy

A price strategy sums up the costs that the target audience will “pay” for adopting
the desired behavior that leads to the promised benefits. These costs could be mon-
etary in the real sense, such as those for tangible goods and services. Most of the
time, however, social marketers sell behaviors that require something else in ex-
change: time, effort, energy, psychological costs, and/or physical discomfort. A sen-
sible price strategy is aimed at minimizing these costs by maximizing incentives
(monetary and nonmonetary alike) to reward desired behaviors (again, monetary
or nonmonetary) or to discourage competing, undesirable behaviors. (The other
three Ps are also needed in the effort to reduce these costs.)

Place Strategy

Place is largely where and when the target audience will be encouraged to perform
the desired behavior and/or to obtain tangible products or services associated
with the campaign. As in commercial marketing, place can be regarded as the de-
livery system or a distribution channel for a social marketing campaign. Strategies
related to the system or channel management need to be provided here to ensure
that they will be as convenient and pleasant as possible for the customer to engage
in the targeted behavior and access related products and services.

Promotion Strategy
Information on product benefits and features, fair price, and easy accessibility
needs effective and efficient communications to bring to the target audience
and inspire action. Promotion strategy is needed to maximize the success of the
communications. The development of these communications is a process that