SOCIAL MARKETING

Social housing

Contents

The concept of social housing4

Current state of social housing5

Social housing and marketing6

Social marketing in social housing8

PEST analysis for social housing9

Political9

Economic9

Social9

Technological10

Theoretical framework10

Marketing management in social housing organization10

Segmenting, targeting and positioning10

Loyalty ladder11

USP11

Social marketing for social housing organization11

The total process planning model12

Customer insight and social housing13

The target market13

Anti social behaviour14

Myths15

Remedies and solution16

The social marketing plan16

The social marketing campaign18

Time scale19

Advertisement19

References21

Social housing

The concept of social housing

Amongst different colours of the blue planet, one most prevalent colour is the income and wealth disparities. At one end, there are masses living in abundance of wealth and luxuries, while at the other hand, people are deprived of physiological essentials encompassing of food, clothing and shelter. Social housing is defined as “affordable housing for rent usually provided by non-profit organizations, or the government to provide poor people with housing shelter”. Social housing is extremely lower rent, as well as, secure and perpetual basis (Reevs, 2005, pp. 110-122).

Social housing is emerging throughout the world, irrespective of the huge edifice of economic development. As evident, the world has not yet overcome the poverty, and therefore, according to the United Nations commission of Human rights, 200 million people are homeless. Therefore, it is essential to provide such huge number with a shelter for their livelihood. Social organization and non-profit entities have initiated the concept of 'social housing'. As discussed above, it pertains to low cost, affordable housing for low-income masses (Ashoka, 2012, pp. 9-12).

The idea of social housing bears huge affirmation, since; it provides the deprived masses with basic necessities and aids the physiological existence of mankind. The trend has been witnessed in the developed world, as well as, the developing world to some extent. The houses are rented, that are generally owner by the state, or the non-profit organizations, as well as, the housing associations or the landlords. They are managed in a streamlined flow of activities, as well as, around stringent accountability measures. Moreover, the initiative is based upon an altruistic initiate that fosters the societal well-being, as well as, providing the deprived once with better livelihood.

Current state of social housing

The phenomenon of social housing is increasingly accepted and implemented across the globe. In the developed world, the paradigm of social housing encompasses of providing people with housing that is situated in safer localities, as well as, encompasses of all facilities that are required for a sound and safe livelihood. This pulls the society towards the achievement of a more signified attainment of goals of social development. Global housing statistics for social or public housing are given in the chart. The chart depicts current number of housing inhabitant in different continents (Reevs, 2005, pp. 110-122).

The figures depict that a substantial share of population across all global continents are residing under the umbrella of public housing. The providence of shelter has now taken a permanent status of inhabiting the deprived ones. The table under has data that is extracted from the United Nations commission of human development. Highest population resides in public housing in Asia, ...