Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing

Abstract

The product strategy is a cornerstone of the product, price, place, and promotion (four Ps) of the marketing mix that has undergone significant scrutiny and critique. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how product has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 88 articles published from 1973 to 2015, representing work in 18 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that authors offering formal definitions of product have placed heavy emphasis on conceptualizing the product P as the prescribed behavior for the target audience in a social marketing initiative. Analysis of the operationalization of product strategies revealed more balance across the literature in thinking about product as beneficial outcomes and tangible goods as well as behaviors. Discussion focuses on consideration of the findings in the context of the call from several thought leaders in recent years to steer away from talking about the product as behavior and concentrate more on goods, services, and product features. The results also inspire discussion about the future utility of conceptualizing product within a three-tiered frame of actual, core, and augmented products.

The Use of Willingness to Pay in Determining Customer Preferences for Improved Flame-Based Cookstove Features in Two South African Study Areas

“…Indirectly, this will result in contributions to the global human development goal of reducing poverty (Barnes, Khandker, & Samad, 2011; Puzzolo et al, 2013; WHO, 2014). Social marketing is a process that applies marketing elements and processes to create, communicate, and deliver value to influence consumer behavior for the benefit of the larger community (Edgar, Huhman, & Miller, 2017; Rothschild, 2009; Smith, 1999). The key to a social marketing strategy is the identification of customer preferences (Lee & Kotler, 2011) and converting these preferences into viable stove features (MacFadyen, Stead, & Hastings, 2003).…”

The Development of an Interdisciplinary and Integrated Model of Occupational Safety

“…In line with Edgar et al (2017), IIMOS identifies the core product of an OSH intervention as the relevant benefits that will be obtained via behavioral adoption. Although context specific, core OSH products could include corollary benefits such as keeping oneself or others safe or avoiding occupation-related disabilities that impede gainful employment (Cullen et al, 2008).…”

Giants, Silos, and Bridges

“…However, they do expect to see the "giants" instead of or in addition to whatever source first brought the idea to the attention of the author(s). Review articles often identify major scholars in an area, either implicitly or explicitly (e.g., Edgar, Huhman, & Miller, 2017), as do articles seeking to expand a discipline's theoretical base (e.g., Rothschild, 2001).…”

“…Positioning a paper within the literature typically begins in the introductory sections of the paper, where existing literature is reviewed and gaps are identified to set up the research questions (e.g., Edgar, Huhman, & Miller, 2015, 2017) or, for case studies, the need for the intervention (e.g., Glassman, Dodd, Miller, & Braun, 2010). Research papers and case studies complete this positioning in the discussion or implications sections of the paper.…”

“…Research papers and case studies complete this positioning in the discussion or implications sections of the paper. Depending on the content, authors may choose to overtly state the work’s contribution to the literature (e.g., Edgar, Huhman, & Miller, 2015) or discuss how the work contradicts, expands on, and/or reinforces previous work by the authors themselves or others (e.g., Edgar, Huhman, & Miller, 2017; Glassman, Dodd, Miller, & Braun, 2010; Kassirer, Korteland, & Pedersen, 2014).…”