SOCIAL MARKETING

Social Marketing Plan for GSK

Executive Summary

This paper presents the variegated aspects of a social marketing plan. In this paper, a social marketing campaign is discussed in great detail for Glaxo Smith Kline. This social marketing campaign is to be launched in South Africa. The main ambition of the social campaign is to run a campaign that would lend a hand in reducing the rate of maternal death. First and foremost an attempt has been made to analyze the overall situation related to the issue that is going on in the country. This paper enlists some facts and figures regarding this analysis of the situation. After analyzing the situation this paper talks about the social marketing campaign by describing the target market and by enlisting the significant objective that this campaign aims to accomplish. The most intriguing and captivating part of the paper is the recommendations that are made related to the promotional plan and other P's of the marketing plan. The last part of the paper talks about the financial aspect of the implementation of the social marketing campaign.

Social Marketing Plan for GSK

Introduction

Life is beautiful! It is the privileged right of all human beings to enjoy life. To get the best of the life people indulge in relationships and share camaraderie, eternal love and form families. Formation of the family is not an easy task to do. On one hand, where this process provides immense pleasure and joys of life in terms of love, care, belonging and children on the other hand, this process of forming families also involves responsibilities and dedication. One such responsibility is of mothers to take proper care of them so that they can provide better care for their families. Women have always been challenged with scores of issues. One such issue is of increased number of maternal deaths. This paper also revolves around the same phenomenon of increased rate of maternal death. In this paper, a social marketing plan is discussed in great detail for Glaxo Smith Kline to reduce the maternal death in South Africa.

Background, Purpose and Focus of the Plan

The World Health Organization defines maternal mortality as the death of a woman during her pregnancy, childbirth, or within 42 days after termination, for any cause related to or aggravated by pregnancy, childbirth its management but not from accidental causes. Usually a distinction is made between direct, maternal death, which is a complication of pregnancy itself, childbirth or its management, and an indirect cause of death which is a pregnancy-related death in a patient with a problem pre-existing health or emerging. Other death occurred during pregnancy and not related to it is called accidental, incidental or non-obstetric. Maternal mortality is a sentinel event that monitors the quality of health systems in states and countries. Factors associated with maternal death shows a satisfactory or poor general health status (Government Report 2003, 108). The maternal death rate linked to clandestine abortion is 2.95 times higher than that of pregnancies that ...