Building a marketing plan
The components of a marketing strategy outlined below were designed to be adapted and used to:
- raise awareness on the concept of insurance
- launch of a new insurance product
- "build a brand" around an existing insurance product
- develop a plan to extend the coverage of an insurance scheme
I. Planning - Definition of problem
- Setting goals and objectives
- Market analysis and segmentation
- Member analysis
- Competitor analysis
- Environment analysis
- The stages of behaviour change
- The 8Ps
- What pretesting is used for
- Steps in pretesting
- refining the social marketing mix
- Organizational design
- Key questions to ask and answer
From theory to practice:
Follow the Social marketing activites for the MSS in Benin./in FR only/
Sources:
Churchill, C. and Cohen, M.(2006) ¿Marketing Microinsurance.¿ in Churchill, C. ed., Protecting the Poor. A Microinsurance Compendium. Geneva : International Labour Office.
Kotler, P. and Andreasen, A.(2003) Strategic Marketing for Nonprofit Organizations.New Jersey: Prentice Hall.
Kotler, P., Roberto, N., and Nancy Lee (2002) Social Marketing. Second Edition. London: Sage.
MacFayden, L., Stead, M. and Hastings, G. (1999).A Synopsis of Social Marketing.
Marketing in Microfinance Institutions. Technical Note No. 2. Bamako 2000: Innovations in Microfinance. Development Alternatives and Wiedemann Associates.
Pink Book ¿ Making Health Communication Programmes Work. US Department of Health and Human Services.
Available at : http://www.cancer.gov/pinkbook/allpages
Promoting Health Micro-Insurance Schemes to Local Communities. Workshop Documentation. ILO/STEP 25-28 May 2004.
The Role of Micro-insurance as a Tool to Face Risks in the Context of Social Protection ILO/STEP ¿ GTZ, May 2006.
Van Laethem, N., and Body, L. (2004) Le Plan Marketing.Paris: Dunod.
Wright, G., Cracknell, D. Muteasasira, L. and Rob Hudson (2003) Strategic Marketing for MicroFinance Institutions MicroSave: Nairobi.