B324 - Marketing & Society: Marketing Strategies and Social Impact

This report delves into various aspects of marketing and society, focusing on a case study related to adolescent sun protection in Australia. It begins by outlining and evaluating the market segmentation and targeting strategies employed, highlighting the use of niche marketing to address the specific needs of adolescents and young adults regarding sunscreen usage. The report then applies the Social Cognitive Theory to analyze personal, environmental, and behavioral factors influencing adolescent sun protection, detailing how an intervention addressed these factors through advertising and community engagement. Finally, the report explains and evaluates the advertising and promotion methods used in the case study, assessing their success in achieving the target objectives of raising awareness and changing behavior related to sun protection. This assignment solution is available on Desklib, where students can find similar resources and study tools to support their academic endeavors.

Running Head: B324 – MARKETING & SOCIETY
B324 – MARKETING & SOCIETY
Student’s Name
University Name
Author’s Note

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Table of Contents
Question 1: Outline and evaluation of the market segmentation and targeting employed in the
Case Study.......................................................................................................................................3
Question 2: Using Social Cognitive Theory as a framework, discuss the personal, environmental
and behavioral factors that are important in addressing adolescent sun protection, and describe
how they were addressed in this intervention..................................................................................4
2.1 Personal..................................................................................................................................5
2.2 Behavioral..............................................................................................................................5
2.3 Environmental........................................................................................................................6
Question 3: Explanation of the advertising/promotion used in the case study and evaluation of its
success in achieving the target objectives.......................................................................................7
Reference List..................................................................................................................................9

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Question 1: Outline and evaluation of the market segmentation and targeting employed in
the Case Study
This case study identifies the children, adolescents as well as the young adults as the most
potential market segments. As highlighted in the problem statement of the case study, the issue
of increasing rate of skin cancer is a grave social problem that Australia has been facing. Again,
childhood and adolescence has been recognized as the most vulnerable time in the life of
Australians when they are likely to be exposed to skin cancer risks. However, the organization is
supposed to foster their product sales capitulating on this social issue only.
It has been justified that the adolescents and the young adults are in most need of sun
protection. Again, most of them portray positive intensions towards protecting them from the
sun’s direct rays. However, there are some social and psychological barriers that hinder them to
take proper self care with their pro tan attitude. Such issues, as this case study highlights, might
be unpreparedness, forgetfulness or at large laziness. Again other social norms like perceived
benefits of a tanned skin that helps to foster the peer group attitude and lastly, the uncool image
related to wearing the sun protective clothing, ultimately accounts to their sleuth attitude towards
taking protection against the sun. That is why, the current project chose to work with the
designated segment of customers comprising of adolescent population aged between 14 to 29
years. Special emphasis is on the customers of age between 14 to 16 years. This group of
customers is no aware of the definitive benefits of using the sunscreen. Hence they do not apply
sunscreen on a regular basis.
Among the four kinds of targeting strategies, as informed by Armstrong et al. (2015),
namely, mass market strategizing, differentiated market strategizing, niche strategizing and

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micro-market strategizing, the market targeting information in this case study shows the trends
towards acceptance of the niche marketing strategizing. In the marketing campaign discussed in
the case study, a subset of market has been selected, as advocated in the Niche market targeting
model also (Dibb and Simkin 2016). Again, since the targeting revolve around single product
that is sun screen, the related organization also only focuses on satisfying some specific
consumer needs only. The product quality as well as price range of the products are modified in
order to suit the specific target customers. There are other specific characteristic features of the
Niche market targeting strategy that have been religiously followed here. As highlighted by
Carlstrom, Fuerst and Paustian (2017), the first priority in this regard is studying the target
customer base, in and out. A significant part of the case study have been dedicated towards
analysis of the pro tan attitude of the adolescents and the young adults who comprise the specific
target community of consumers. The case study also analyses the basic challenges that hinders
the target consumers from regular usage of sun screen. Based on the understanding of the
problem, the marketing intervention has been planned. As informed by Nijssen (2017), another
prospect of the Niche targeting model is that the products or service of the organization are
projected as a one stop solution for major issues that the target customer community might have
been facing. As evident, in this case, regular usage of the sunscreen by the adolescent, teenagers
and the young adults might save them from the harmful sun burns and thus reduce the risk of
skin cancer which is a grave problem among the young aged Australians.
Question 2: Using Social Cognitive Theory as a framework, discuss the personal,
environmental and behavioral factors that are important in addressing adolescent sun
protection, and describe how they were addressed in this intervention.

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The Social Cognitive Theory can be used for addressing the personal, environmental as
well as behavioral factors, through schematization of triadic reciprocal causation. Reciprocation
of observed behavior (developing regularity in habit of using sun screen), as suggested by The
Social Cognitive Theory, depends up on the interaction of three essential determinants. These
are:
2.1 Personal
The primary personal factor in addressing this problem is adolescents still engage in to
lesser sun protective strategies compared to the adults. This is a grave issue since; the risk of skin
cancer is most, in the adolescent age. The empirical data highlighted in this case study identifies
a market survey conducted among 14 focus groups comprising of students aged between 9 and
10 years revealed that the Pro tan attitude among the Australians of this age group is the most
important personal factor that calls for social marketing interventions for addressing sun
protection among the adolescents and the young adults of Australia. The personal factors among
the adolescent that hinders them from repetitive usage of sunscreen are self efficacy issues like
forgetfulness, laziness or unpreparedness. People of a slightly higher age group are trapped by
the personal habits of prioritizing the perceived benefits of developing a tanned skin and the
positive attitude of their peer group against that.
2.2 Behavioral
The current project was aimed to launch a sun protection offering to the target consumer
section, and thereby positioning sun protection as beneficial. Behavioral change is very
important in this context, because most of the young people grow a bit of tan deliberately. They
are also aware of the harmful cancerous impacts of direct harmful UV exposure. However, they

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perceive this risk to be long way off and are not concerned with the damage that they are doing
to their skin already. Influnecd from the findings of Font, Garay and Jones (2016), and after
analyzing the case study, it is evident that some external motivating factor is necessary to drive
the target population towards behavioral change.
In order to drive change, the campaigners sought the help of an advertising agency to spread the
message to the target group of customers to change their immediate appearance concerns.
Portraying the faces of young male and females, the advertisements showed how the faces of
people with tan on face look when shot with a regular and a UV camera. This social intervention
(advertisement) can be perceived as an attempt to influence the anticipated outcomes of the
young people for sun protection and the value placed by the target customers’ group on such
outcomes (Lowry, Zhang and Wu 2017). The campaigners attempted to drive this behavioral
change by portrayal of visual images of the UV photographed models. This campaign has been a
visual enforcement of the harmful effect of the UV rays that is normally unforeseen for the
young Australians.
2.3 Environmental
It is essential to develop a positive setting that would help the targeted consumers to
successfully change their behavioral outcomes (Davis et al. (2015). This implies that it is
necessary to develop a setting where they can realize the flaws in their behavior and attitudes
towards defending them from sun-tan. An obvious step towards changing the setting was to offer
the real product that is highly effective in mitigating the problem of sun-tan and thereby save
them from risks of developing skin cancer. Other than that, augmented products like image and
efficacy were also offered to make the environment favorable for the consumers to accept the

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behavioral change. Image refers to eradication of the stigmatization allured to using sun screen
and making the concept of using sun screen seem “cool” to the society. Efficacy development
incorporated advertisement campaigns reflecting how sunscreens have made sun protection
easier. The last aspect of augmented product offering is resolving the issue of forgetfulness,
which prevented the user to apply sunscreen regularly. Products like sunscreen sample sachets,
UV wristbands as well as bookmarks and laptop stickers have been offered to customers. These
products have nothing to do with sun protection. However, they would remind the users that they
need to use sunscreen whenever they would recall the source of these products.
Another step of community intervention included distribution of UV photographs to
young people in the local community joints (Happé, Cook and Bird 2017). This made the people
aware of the harms of sun-tan and also reminded them that in order to develop their UV image,
they needed to apply sunscreen.
Representation of the Social Cognitive Framework

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(Source: Developed by the Researcher)
Question 3: Explanation of the advertising/promotion used in the case study and evaluation
of its success in achieving the target objectives
In this case, the campaign marketers were not fighting with market competition. Rather, they
needed to change the behavioral aspects so that the target customers used their product more
regularly. The communications program is very significant in spreading the awareness against
risks of skin cancer as an outcome of not using sunscreen regularly (Andrews and Shimp 2017).
In order to evaluate the marketing communication program that has been launched in the
campaign, the reference of the Advertising Exposure Model can be taken. This model proposes
that the target of an advertisement campaign is to create awareness. Awareness will lead the
customers to perceive the promotional message in a better way (Hoban and Bucklin 2015).
Secondly, the model proposes that the marketing communication plan is supposed to vest the
product/brand with certain feelings. In this case the feeling is to be “cool” with using sunscreen
and feel safe from the risks of skin cancer by using sunscreen regularly from the adolescence
age. The communication program also successfully fulfilled all the criteria of the LAVIDGE
AND STEINER MODEL. This model professes development of consumer relation as the most
influential customer communication channel. This model further conveys that communication
with the customers should be aimed at developing their knowledge and thereby creates
awareness about using the product.

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Stages of the Lavidge and Steiner Model
(Source: Kumar 2018)
Liking and preference towards the product should also be fostered through the communication
program. These aspects are fulfilled by the two components of the Community Intervention
program. The last stage of the model is development of conviction among the users to buy the
product of a particular brand (Kumar 2018). Since there is no brand preference attached with this
campaign, the factor of conviction is redundant here. The marketing communication chose the
print and electronic media to spread their word. This is justified as print and electronic media can
communicate with big mass of people easily in the shortest possible span of time.

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Reference List
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education. Available at: http://allisbmbook.com/advertising-
promotion-and-other-aspects-of-integrated-marketing-communications-j-craig-andrews-free-and-
legally-digital-books.pdf [Accessed on: 19th March 2019]
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction. Available at:
http://131.193.209.39:8003/view_syllabi/static/view_syllabi/syllabus/MKTG%20360%20CRN
%2038150%20Trampas%20Spring%202018.pdf [Accessed on: 19th March 2019]
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145. Available at:
https://www.researchgate.net/profile/Rajeev_Batra/publication/305079910_Integrating_Marketin
g_Communications_New_Findings_New_Lessons_and_New_Ideas/links/
58499b8108ae686033a768be.pdf [Accessed on: 19th March 2019]
Carlstrom, C.T., Fuerst, T.S. and Paustian, M., 2017. Targeting long rates in a model with
segmented markets. American Economic Journal: Macroeconomics, 9(1), pp.205-42. Available
at: https://www.federalreserve.gov/econres/feds/files/2018004pap.pdf [Accessed on: 19th March
2019]
Davis, R., Campbell, R., Hildon, Z., Hobbs, L. and Michie, S., 2015. Theories of behaviour and
behaviour change across the social and behavioural sciences: a scoping review. Health
psychology review, 9(3), pp.323-344. Available at:

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https://www.tandfonline.com/doi/full/10.1080/17437199.2014.941722 [Accessed on: 19th
March 2019]
Dibb, S. and Simkin, L., 2016. Market segmentation and segment strategy. Markefing theory: A
student text, Sage, Los Angeles, pp.251-279. Available at: https://books.google.co.in/books?
hl=en&lr=&id=qhkFDAAAQBAJ&oi=fnd&pg=PA251&dq=Dibb,+S.+and+Simkin,+L.,
+2016.+&ots=iYvqRRHlF6&sig=1HxnBUpDdm5ebWFbFvmpmMw_oYo [Accessed on: 19th
March 2019]
Font, X., Garay, L. and Jones, S., 2016. A social cognitive theory of sustainability empathy.
Annals of Tourism Research, 58, pp.65-80. Available at:
http://eprints.leedsbeckett.ac.uk/2917/4/A%20SOCIAL%20COGNITIVE%20THEORY%20OF
%20SUSTAINABILITY%20EMPATHY.pdf [Accessed on: 19th March 2019]
Happé, F., Cook, J.L. and Bird, G., 2017. The structure of social cognition: In (ter) dependence
of sociocognitive processes. Annual Review of Psychology, 68, pp.243-267. Available at:
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SocialCognition.pdf [Accessed on: 19th March 2019]
Hoban, P.R. and Bucklin, R.E., 2015. Effects of internet display advertising in the purchase
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Kumar, R., 2018. SCALE FOR ADVERTISING EFFECTIVENESS: A STUDY ON
TRADITIONAL AND INTERACTIVE ADVERTISEMENTS AS PER THE LAVIDGE AND
STEINER MODEL. Indian Journal of Commerce and Management Studies, 9(1), pp.53-60.
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Lowry, P.B., Zhang, J. and Wu, T., 2017. Nature or nurture? A meta-analysis of the factors that
maximize the prediction of digital piracy by using social cognitive theory as a framework.
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March 2019]
Nijssen, E.J., 2017. Entrepreneurial marketing: an effectual approach. Routledge. Available at:
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Short_Course_Teaching_Notes.docx [Accessed on: 19th March 2019]