Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

IV: Strategy for ChangeDevelop Price Strategy

Your pricing strategy should address the costs or barriers to behavior change. Commercial marketers are concerned with the monetary cost to obtain the product. Social marketers usually have other costs to address. You should have identified the relevant barriers or costs from your secondary data and formative research. Now, think about how you can minimize the costs or barriers to the desired behavior; or how you can increase the costs of competing behaviors.