Social Marketing Assignment

Why do not use DRUGS:

Millions of Indians are dependent on alcohol, cannabis, and opiates, and drug misuse is a pervasive phenomenon in Indian society. Drug abuse is a complex phenomenon, which has various social, cultural, biological, geographical, historical and economic aspects. The disintegration of the old joint family system, absence of parental love and care in modern families where both parents are working, decline of old religious and moral values etc lead to a rise in the number of drug addicts who take drugs to escape hard realities of life.

DRUGS USERS IN INDIA: In the national household survey more than 40 000 men and boys (aged 12 to 60 years) were interviewed, while subsidiary studies looked at drug misuse among women and prison inmates and in rural populations and border areas. Alcohol, cannabis, opium, and heroin are the major drugs misused in India. Applying estimates of prevalence to population figures, the survey estimated that in India, whose population is just over a billion, 62.5 million people use alcohol, 8.75 million use cannabis,

2 million use opiates, and 0.6 million use sedatives or hypnotics. Seventeen per cent to 26% of these people can be classified as dependent users who need urgent treatment, says the report.

About 25% of users of opiates and cannabis are likely to seek treatment, while about one in six people who drink alcohol are likely to do so.

The planning process Planning process takes this consumer focus into account by addressing the elements of the marketing mix. 1. Product

Here product is the concept of Conveying the message of doesnt use DRUGS. 2. Price Here "Price" refers to what the consumer must do in order to obtain this message.. It may require the consumer to give up intangibles, such as time or effort, or to risk embarrassment and disapproval. Here the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater, so the product will be likely to be adopted. 3. Place "Place" describes the way that the product reaches the consumer. Here the place includes Roads, highways, Radio, public place, colleges and places where bars, pubs, clubs and liquor shops are located.

4. Promotion Promoting through bumper Stickers, Placing Banners, television Advertisements, short films, Radio, Conducting Road Shows, Outdoor signs like Placing Sign Boards, face book, and web sites and Newspapers, Hospitals.

Segmenting, Targeting and Positioning Segmentation:

Demographic segmentation ( drugs causes the problems not only the people who knows about drugs, its also affects the baby which is in his mother womb, the pregnancy women if she use dregs it also cause problem to her child.

Target:

Those who using drugs and the age group of (12 to 60.) College students.(male and female)

Pregnant women. Addicts.

Position:

Drugs will cause unexpected problems both mentally and physically not only to the users also Family, Careers and Friends who very closed to us.

Programs

1. Victims Message
Organizing health care centre with the victims of Drug users (who admitted for their treatment. Saviour causes. ) and their family members will give a strong message to others. Their grief can bring a positive change in society. The media should cover the event to ensure that it will reach a large set of audience.

2. Educating Students
In this case many of the students are knowingly and unknowingly using the DRUGS, so we can stop them By educating School and college students, make them to watch so of cautioning videos, short films and dangers of drug uses and also conducting some events like debate and mono acting this types of competition will help them to involve and help them to understand the importance of healthy life.

3. Outdoor Advertising

Banners, Digital displays and wall posters that displaying anti drug addict slogans can be placed in road sideways, school and college, hospitals, places near bars and pubs.

Electronic board messages can be placed on the highways

4. Ambient Media Reflective stickers with anti drug addict slogans can be given to all age groups, especially to school and college students. Free t-shirts, bumper stickers, key chains, magnetic stickers like in the below pictures can be given to drivers to communicate the message.

5. Media Advertising
The Importance of avoiding drug use can be conveyed through newspapers, television and Radio. By playing some videos in television about dangers and showing the victims of drug use and their families loss of victim in television can make a fear on target audience and their families by which they can advice to the drivers to avoid using drugs in any case. Distributing pamphlets and booklets of anti drug to all segment people.

6. Other Activities

The health care organisation and NGOs can organize street plays across the city to make people aware of drugs cause and as well as drug free protection pamphlets can given to the public.

Individual Responsibility:
This issue causes the problems not only the users its also spread to everyones life. If one wants to have drug, he/she has engaging others to try this drug in their family or friends circle. It just needs a little planning and focus on this users to control consuming drugs by giving treatment and counselling. If we see a known person who has been using drug, we have to make sure they don't use drug. By that we just may save a lot of lives - including upcoming drug users and our next generation.

Drugs: You use, you lose