BUSINESS AND CAUSE FOR THIS PAPER: 

Research Bogo Bowls Campaign by adding a marketing education campaign. Their current campaign donates a bag of dog food to shelters to help shelters keep dogs longer and help feed them. 

In this revised plan, Bogo Bowl would donate a percent of proceeds to teach shelters how to market adoption programs to get more animals adopted. 

Company: http://www.bogobowl.com/

PREPARE AND SUBMIT YOUR SOCIAL ISSUE MARKETING PAPER 

This individual assignment focuses on the important issues to be found in the fourth element[(1) Corporate Social Responsibility, (2) Socially Responsible Business Models, (3) Cause-Related Marketing, and (4) Social Marketing)] of Socially Responsible Marketing.

This individual assignment focuses on the important issues to be found in the fourth element of Socially Responsible Marketing which is Social Marketing (see Kotler/Keller, pages 663-674). The Week #4 Social Marketing Plan assignment is intended to be based on a social issue but not to directly benefit a for-profit firm in terms of a cause-related marketing effort to support a product line. Cause-related marketing can be incorporated into the term marketing plan for this course, if appropriate, but this type of cause-related marketing is not the intent of the Week #4 assignment. Cause-related marketing related to for-profit firms will lead us to develop marketing mixes that will focus more directly on the objectives of a firm. That is not to be the subject for this paper. The marketing strategy including the product (social problem/cause) positioning for this assignment’s selected (social problem/cause) needs to focus on the competing social issues not a firm’s competitive products. This paper is to focus on a marketing plan to eliminate or alleviate a social issue. To do so, people associated with the social issue need to be made aware and convinced to behave in a manner other than that in which they are now behaving. Such as wearing seat belts rather than NOT wearing seat belts.

Using the Social Marketing Planning Process to further a cause (Kotler/Keller, Table 23.4, page 674) develop a campaign from any of the cognitive, action, behavioral, or value campaigns of your choice (see Kotler/Keller, page 673). You should create your own plan, however, your plan may focus on any well-known social cause or problem. You should as part of your plan describe how you plan to segment your market/population, target certain segments(s), and position your product/experience/idea in the minds of consumers relative to competitive products. You should demonstrate a good understanding of initial as well as subsequent targets. You need to (employ STP) segment a population, target a segment, position your product (in this case a behavior changing message or instructions) in the minds of the potential consumers based on the major attributes of your selected product category (area of study), and finally, develop tactics which include the 4Ps (BE SURE TO USE THE OLD 4Ps MODEL) to execute the STP strategy. To be complete, you need to specifically address what the product (the social marketing/cause program), the price (what is exchanged), the manner of message distribution (the channels for delivering/forwarding) your selected program, and the marketing communications (what specific messages will you use which are based on your positioning statement and tailored to your target market?).

As part of your plan, describe how you plan to segment market/population, target certain segments, and position your product/experience/idea in the minds of consumers relative to competitive products. You should demonstrate a good understanding of initial as well as subsequent targets.

ALL PAPERS WILL INCLUDE YOUR NAME, NUMBERED PAGES, A PAGE HEADER, QUESTION/TOPIC SUBHEADINGS, AND A SHORT EXECUTIVE SUMMARY. Your social marketing paper will be posted as a either an Adobe (PDF) or Word document in this week’s Discussion area by Sunday at midnight. All pages submitted will be LETTER size (8 1/2″ x 11″). This is a 5 page paper not including the cover page, executive summary, references, or appendices.