1. Social Marketing Strategy for CleanCook Stoves Sector.
Objectivesof Social MarketingStrategy.
1. To increase favorable behavioral response tendenciestowardsthe adoption,motivationand
use of clean cook stoves.
2. To heightenpublicawarenesscampaigns and to argument swing effortsfrom traditional
cooking to cook clean approach.
3. Many end-usersare not aware of the healthhazards and environmental degradation,or may
not understand how severe these issueshence toenlighten,fosteringunderstandingand
educationto breach the lack of awarenessgap.
4. Campaign and advocate for environmental sustainability,climate change,livelihood
empowerment,healthofrural communitiesthroughleveraginggovernmental or non
governmental support gearingtowards mass adoption ofclean cook stoves.
Social Behavioral ProblemStatement
Low marketing drive of acceptabilityand use of clean cook stoveswith increasedproliferationof
healthramifications by insidioushealthhazards as well as excruciatingburns induceduncleancooking
among women and girl child.There are behavioral change gaps for the adoption of clean cook stoves
in local communitiesinGhana not forgettingthe price sensitivityof cook stoves salesby the enduser.
The Target Audience
Target Audience involvesall major stakeholdersalong the value change of cleancook stoves from
manufacturing, marketing,sales,and distributionsto the endusers. It involves: womengroups and
associations,market queens,traditional catering groups, community and option leaders,rural
community financial susu groups,district and local governance representatives,NGO’samongothers.
Targeted Behaviors.
The goal is to informpeople in the rural communitiestovoluntarily and strategiesthey can use to
change theirbehaviors. Therefore behaviorchange through comprehensive,multifacetedapproaches
that provide coordinatedinterventionstospecificaudienceswouldbe perused. Focusactivities
involves:
1. Communicatingand working on Psychic for behavioral change metamorphosesinto accepting
clean cook stovesaway from gradual ingrainedcultural preference oftraditional cooking
which are fire/smoke combustive and energyinefficient.
2. Changingthe mind setto gradual appreciationof economic,social and environmental benefits
of cleancook.
3. Highlightvideoand or pictorial evidence baseddocumentaryon cost of behavioral non
adherence to rural communities
4. Influencingdesirable behavioral deportmentswayfrom price sensitivityaffectinginitial first
time purchase towards making financial contributions to buy clean cook stoves.

2. Startegies.
StrategiesforChange:marketingmix or4 Ps,whichstandsfor product,price,place,andpromotion?
These variableswouldbe usedtocreate opportunityandmotivation foranaudience toadoptthe
desiredbehavioroverthe existingbehavior.
The strategiesfor change also incorporate two additional concepts:
• Exchange:This concept refersto maximizingthe benefitsandminimizingthe costs of the new
Behavior. (or maximizingthe costs and minimizingthe benefitsofthe existingbehavior).Both benefits
and costs should be determinedfromthe perspective ofthe audience.
• Competition:Thisconcept refersto understandingwhat factors compete for the time and attention
of the target audience and why the target audience prefersthe current behavior.
PlannedActionsandExamples
End user/community rationalization, education,and stakeholderconsultation.
Ignitingcommunity basedawareness,validation and stakeholderendorsementisinextricablylinked
to a successful cleancook stove adoptionand subsequentrolloutviability.There are two areas that
are critical: message and channel of delivery .
The Message:
1. Communicate benefitsinducedpropositionof livelihoodempowerment,real lifeeducationand
possible healthbenefits, andeconomicempowerment
2. Message must be resonatingwithtargetaudience bycreatingclearpictorial orimaginary
discrepanciesin theirmindsaboutthe currentunhelpful behaviors/methods,practicesof cooking
hence swingingtowardsadoptingthe rightbehavioraldesirabilityof usingcleancookstove.
3. The message mustfocusinimprovingcultural diversity andconformance inenhancingalready
ingrained religious/traditional practices withoutconflictinginferences.Total behavioral change in
adoptionforthe cleancook stove wouldbe influencedbyperceived economicemancipation(directand
indirectmonetarybenefitsormoneysavingrelevance)–Major determinantfactor.
The Channel of delivery:
1. A respectable local hero,celebrity,influentiallocal/religiousauthoritywithgreatinfluence
wouldinitiate aswell asfacilitate the deliveryof the message withthe local folks.
2. Local householdfoldsmobilizationinmarketingactivitiesdeeplyengages the communityowing
the program conceptisextremelyeffective strategytosensitizationandexpedites sales.

3. 3. Examplesincludes:
a. Face to Face communityoutreachorstreetworks.Havingone or more staff members
spreadingyourmessage inthe communitycanbe veryeffective if theyhave the right
connectionsandnetworks.
b. Communityornational events.Communityeventscanserve toconveyamessage and
highlightissuesinfestivals,communitypublicgatherings,ceremoniesamongothers.
c. Communitypublicdemonstrations.Thisshouldbe undertakentodemonstrate the ease of use,
convenientandcommunicate todefusestereotypical misconceptionand perceptions.
d. Encourage of word of mouth referralsaswell asreferral inducedcontentswithcashthrough
retailersatleanperiodsof sales
Entertainment
•Movies.Various social marketing messageshave beenencapsulatedinmovieseversince the
beginningsofthe filmindustry
Examplesof thistype of engagementare local demonstrationswithcommunityleadersandproduct
‘road shows’.ImpactCarbon,anorganizationwhichhastestedanumberof community-based
marketinginitiatives,hasfoundthatengagingkeyinfluencerswithinthe communityforsales
demonstrationsandmessagingisoftenmore effective thanleveragingofficial local representatives.Key
influencersare people withinthe communitythatare heavilyengagedinlocal activities,whomothers
knowand trust.
It isalso critical toengage local governmentasmuchas possible.Theycanoftensupportmessagingand
educationinitiativesatthe local and/or national level.Inaddition,institutional networkssuchas
schoolsandhealthcenterscan be engagedtoshare healthmessagesaroundefficientcookstoveuse for
theircommunity.Organizationscanandshouldworkwiththese networkstosupplythemwith
marketingandeducational collateral todistribute onbehalf of the organization.All material shouldhave
clearcontact informationsothe audience canlearnmore if interested.
An interestingcase studyoncommunityengagementaroundcookstove distributioncanbe foundhere.
Thisemphasizesthe value of local roadshowsanduser testimonialsinmessagingandsensitization.
Base of the PyramidMarketing

4. Social marketingisthe use of marketingstrategiesandtechniquestoachieve asocial goal.Borrowing
heavilyfromtraditionalmarketingtechniquessuchasmarketresearch,brandingandmessaging,
demandcreation,andmarketinganalytics,socialmarketingcampaignsare able toencourage
populationstopurchase sociallybeneficial goodsandservices.
BoP marketingstrategiesshouldbe heavilyinformedbythe initial marketassessmentdiscussedearlier.
These insightswillbe critical tothe 4 P’s of Marketing:
cookstoves_marketing_4
Each of these piecesshouldbe carefullyanalyzedandkeydecisionsmade basedontargetusers, the
competitivelandscape,andmarketpositioning.One tool whichcanbe referencedtohelpwiththat
processfor eachof these majorcategoriesisthe Social Marketplace.The Social Marketplace Marketing
Toolkitoutlinesthe 4P’s of Marketing,above,as theyapplyto social goodsand servicessuchas
cookstoves.Social MarketinginIndia,areportdevelopedbyShell Foundation,alsoprovidesinformation
on social marketing.
Afterthe initial marketingstrategyisdesigned,organizationsshouldensurethatmarketingmessaging
and tacticsare continuallyupdatedandoptimizedbyevaluationa) monitoringcustomerfeedbackvia
the customerbasedsalesdatabase;b) bymeasuringthe returnoninvestmentof eachcampaignby
assessingthe costof salesvs.total revenue;andc) monitoringdistributorandretailerfeedbackonthe
efficacyandimplementationcostsof eachcampaignindifferentlocations.Todothis,the costof each
salestripshouldbe recorded,includingthe time andresourcescommittedascomparedtothe revenue
fromeach salesinitiative.Thisinformationenablesorganizationstofocusonthe mostcost effective
salescampaigns.Similartostandardmarketingpractices,continuousanalyticsandperformance
monitoringiscritical toensure successful marketing.