Case  of  Jaywalking  along  Commonwealth  

4Ps  of  SM  Mix  

Positioning  statement  

“We  want  [target  market]  to  see  [desired  behavior]  as  [descriptive  phrase]  and  as  more  beneficial  than  [competition].”  

Product  

Price  

Place  

Promotion  

Designing  the  SM  Mix  Strategy  follows  a  sequence  

3  Product  levels  

Augmented  product  

Actual  product  

Core  product  

6  Strategies  for  Price  

• Increase  monetary  benefits  of  desired  behavior  

• Reduce  monetary  costs  of  desired  behavior  

• Increase  nonmonetary  benefits  of  desired  behavior  

• Reduce  nonmonetary  costs  of  desired  behavior  

• Increase  monetary  costs  for  competing  behavior  

• Increase  nonmonetary  costs  for  competing  behavior  

2  Key  issues  for  Place   q Make  the  location  closer  

q Extend  hours  

q Position  at  point  of  decision-­‐

making  

q Encouraging  ambience  

q Discourage  access  to  competition  

q Tap  existing  distribution  channels  

•  Access  

•  Time  

6  Ms  of  Promotion  

•  Market  

•  Mission  

•  Message  

•  Media  

•  Money  

•  Monitoring