The Hong Kong Polytechnic University

Department of Applied Social Sciences

APSS331 - Management in Human Services

~ Marketing in human services ~

Arguments: Under the 4Ps Marketing Strategies,

Mothers Choice can fulfill the service targets needs

and lead to a sustainable development

Group Member
Lai Ka Sin, Carly 15054948D
Ng Pui Shan, Alice 15109654D
Wong Ka Wai, Agnes 15059682D
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 Content Page
A. Organization Background F. SWOT Analysis

Who are we?

G. Market Growth Strategies
Vision, Mission, Goal
What we do?-Three Pillars H.Conclusion
Rooted in eight core values
J. References
B. Market Segmentation

C. Targeting Market Segment

D. Positioning

E.Mothers choice-4Ps marketing

Product
Place
Price
Promotion
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Mothers Choice

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 Who are we?
Mothers Choice is a grassroots non-profit
organization provides and promotes loving,
nurturing care for babies and children
needing permanent homes, and for single girls
and their family facing crisis pregnancies

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 Vision, Mission, Goal
Vision: No girl or baby should be left alone

Mission: To join hands with our community to

transform lives and give hope

Goal: Building and enabling stronger families for

children in Hong Kong

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 What we do?
Three Pillars that drive Mothers Choice do

Advocacy
We lead the way in the community inchanging thoughts,
attitudes and policies relating to adoption, crises
pregnancies and special needs children.
Community
We believe in serving the community by working to together
with the community. We believe that everyone has
something to give whether its time, talent, money, personal
networks or expertise.
Education
Knowledge is power. Education is key to what we do to
change entrenched views, create awareness and take a
preventative stance.

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Rooted in eight core values

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 Market Segmentation
Age
Share Characteristic:
below16 16-25 35 or above Income
Crisis Pregnancies

Without financial
difficulties

With financial difficulties

Married

Marital
Unmarried Status

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Targeting Market Segment
Concentrated Marketing
Crisis Pregnancies

16-25 years old girl

Recent pro bono research conducted by Bain & Company
6,880 crisis pregnancies in Hong Kong each year,
the majority of which are to single girls
who are under the age of 25 years old

Single (Unmarried)

In financial difficulties

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 Positioning
Where are we in the mind of service users compare to other competitors?

Mothers Choice is the leader in providing non-judgmental services to young

single girls facing crisis pregnancy in Hong Kong, and the only organization that
provides services from conception through labour and delivery and post-
pregnancy care

Let every young girl who faces an unanticipated pregnancy knows the options available
to her
Mothers Choice are here to help, counsel, and walk alongside them

After years of operation, Mothers Choice knows that the best way for these
young women to move on with their lives is to feel empowered in the decision
that they made

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Crisis pregnant girls situation

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Crisis pregnant girls situation
Dont know the methods of contraception, and being pregnant again

emotional upheavals
induce black market abortion

nightmares
Depressed Get in lost
Worrying
Nervous

Fear
Afraid other's judements
Family conflicts

want to seek help

Dont know what to do and how to do hopless

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 Target users concerns
Target users barriers:

Lack of information
Psychological burdens
Financial difficulties
Privacy considerations
Family conflicts

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 Positioning Statment
We fight for the day to see that all girls
have a bright future and all babies have a
permanent, loving home. This vision is the
reason for our existence; it is the purpose
we wake up for every day and will continue
to pursue with tireless determination

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4Ps'Marketing

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Product

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 Services
Five services of Mothers Choice:

Direct intervention Service

1. Pregnant Girls Service

Extended intervention Services

2. Child Care Home

3. Foster Care Services

4. Adoption Services

5. Sexuality Education
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 Service delivery
Mothers choice approach:
By giving love and support and professional care to each girls so
that she can make one of the most challenging decisions of her life

2. To place a child for

1. To parent the child 3. To have an abortion
adoption

Pregnant Girls Service Pregnant Girls Service Pregnant Girls Service

Foster Care Services Child Care Home Sexuality Education
Sexuality Education Adoption Services
Sexuality Education

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Direct intervention: Pregnant Girls Service

Mothers Choice meets young girls at a point of decision and crisis, equipping
them with information, support and empowering them to make positive, life-
affirming choices.

Our services include:

a. Support line service
b. In-person counseling
c. Comprehensive assessment (Including physical, social, educational,
medical and legal needs)
d. Residential hostel
e. Parenting training
f. Pre-and post-adoption support
g. Referral services

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Direct intervention: Pregnant Girls Service
Services
Crisis Pregnancy
Situation / Decision-making

Support line service and In-person counseling

Continue Pregnancy End Pregnancy

Residential Wait for the Wait for the

Hostel birth at hostel birth at home Pre- and Post-abortion support

Take care of the Take care of the

baby by self baby by others

Referral: Family Service Centre Referral:Adoption Unit

20 Post-adoption support
Parenting Training
 Case Study
Name: Man Man
Age: 23 years old

Man Man induced abortion two times when she was 18 and 19 years old in unplanned situations. When
she was pregnant again in 22 years old, she decided to give birth because the baby was already in 3-
4months and the doctor advised her to give birth due to the health consideration. Then, the nurse in
hospital passed her case to the social worker from Mothers Choice.

When she was pregnat or after giving birth, she was

Without any information and suggestions of what should do
No ideas of what should do when she decided to give birth
Did not know how to take care of the baby
Confused whether take care of the baby or not
Suffered from emotional upheavals when she decided not to take care of the baby
In financial difficulties

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Direct intervention: Pregnant Girls Service
Services
Crisis Pregnancy
Situation / Decision-making

Support line service and In-person counseling

Continue Pregnancy End Pregnancy

Residential Wait for the Wait for the

Hostel birth at hostel birth at home Pre- and Post-abortion support

Take care of the Take care of the

baby by self baby by others

Referral: Family Service Centre Referral:Adoption Unit

22 Post-adoption support
Parenting Training
 Case Study
How mother's choice can fulfil Man Man's needs:

Support line services

A way to express her worries and discomort
To seek help from the professionals (e.g Social Worker)

In-person counseling
Get pros and cons in different choices, according to her current
situation
Let Man Man to think her best choice by herself

Comprehensive assessment
Understand her physical, social and medical needs
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 Case Study
Residential hostel
provide a safety place for Man Man to live and wait to give birth

Parenting training
Let Man Man know how to take care of her baby and get well
prepared

Referral services
To refer her baby to Adoption Unit, Social Welfare Department
To receive post-adoption support when she decided not to take
care of the baby

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Extended intervention services
1. Child Care Home
Provides a residential home for babies, toddlers and children with
special needs who are lovingly cared for while waiting for their
forever family
Provides some practical training for pregnant girls who are lack of
experience or nurturing skills.
2. Foster Care Services
Provides temporary family environment for children whose parents
cannot adequately care for them due to various reasons, with the
aim of enabling each child to join his/her permanent family as soon
as possible

Provides a method for a preganant girl to take care of the baby by

others when she is having any difficulties.
 Extended intervention services
3. Adoption Services
Offers education and knowledge on adoption so that pre-adoptive
families can be equipped in the readiness to adoption parenthood, while
adoptive families can be supported and empowered to parent their
children with a sensitivity of adoption issues.
Can equip and empower existing adoptive families

4. Sexuality Education

Provides opportunities to explore ones own values to build decision-

making, communication, and risk reduction skills in relation to many
aspects of sexuality.

Aims to reduce crisis pregnancy among youth in Hong Kong

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 Partnership
Adoptive Families of Hong Kong
Adoptive Families of Hong Kong (AFHK) is a non-profit, all-volunteer, parent-
run organization that connects and supports adopting parents, adopted
children and others whose lives have been touched by adoption

Happy Parents Association

Established in 1993, Happy Parents Association (HPA) is also a non-profit, all
volunteer, parent-run organization which aims at promoting support among
adoptive families, as well as the awareness and understanding of adoption in
the society. HPA organizes education and recreational events for adoptive
families

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 Product design
Core product 5.Sexuality Education

3.Adoption Services Actual Product

2.Child 1.Pregnant 4.Foster

Care Girls Service Care
Home Services

Augmented product

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Place

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 Place
Availability: to the agency (mothers choice)

Service delivery

Around 10 social workers work for Pregnant Girls Support Centre

2 social workers in the Centre

Support line service

Others have different duties

e.g. Education works in school, Visiting

In-person counseling (5 counseling rooms in the centre)

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 Place
Accessibility: for the service target
Pregnant Girls Support Centre
Loocated in Unit A, 21/F Legend Tower, 7 Shing Yip Street, Kwun Tong,
Kowloon
According to the research, Crisis Pregnancies mostly are in East
Kowloon
Accessible for clients (near the Kwun Tong MTR station)
Get access to the Services
There are counseling room in the centre for in-person counseling
Privacy Protected

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Price

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 Price
The amount clients pays for a product or service

Fees: Transportation fee, hostelservicecharge

Time: Spendtimetodoassessmentand thinkover

Effort: Needto contact with Social Worker

Cooperate with the Social Worker and explain the
current situations to her

Motivation: Responsibility (to the baby, herself, family)

Psychological costs: Emotional upheavals

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 Price on choosing a choices

1. To parent the child

a. To bear the resposibilities for the baby
b. Sacrifice her precious youth time
c. Affect personal future development
2. To place a child for adoption
a. Emotionally hard to detach with her baby
3. To have an abortion
a. The surgery costs
b. The Physical and Psychological effects
c. Affect the relationship with partner

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 Hong Kong Law: Chapter 212 Section47A
Title: OFFENCES AGAINST THE PERSON ORDINANCE
Heading: Medical termination of pregnancy

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 Price Consideration
1.Free Services 2.Charge Services

Pregnant Girls Service Residential hostel

Support line service

In-person counseling If the service targets are in financial

Comprehensive assessment Physical
Parenting training
difficulties and they are receiving
the Comprehensive Social Security
Assistance (CSSA) Scheme, they can
use the services in lower price

Pre-and post-adoption support

Referral services

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Total Expenditure

88%
2013-2014 Mothers Choice Annual Report

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 Total income
Financial support

Donation 61%

Social Welfare Department 27%

Community Chest 6%

The HKIC Charities Trust 5%

Other Income 1%

2013-2014 Mothers Choice Annual Report

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Promotion

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 Activities Promotion
Fund Raising Activity

To Inform the public

Encourage public
participate the charity
activities and make
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donations
 Activities Promotion

Positive role model

Encouraging people to join the monthly
donation
they can be a hero to help people who in need
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Activities Promotion
Services

Promote the Vision of

Mothers Choice

Building a good image

NO girl or baby should

be left alone, which let
the girls who suffered
from crisis pregnancy can
see the hope, and attract
them to use our services

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Promotion via Advertising

Promoting message:
Let the public to aware the effects
of Crisis Pregnancy
Let the public know they can find
help when they are in difficulties 43
Promotion via Internet

Encourage online visitors to subscribe to the

organizations newsletter
Provide toll-free telephone numbers for
customers to call when they have questions of
44 face problems
 Promotion
Provide information
A way to reach people and deliever the message from Mothers choice
More effective in getting people to process the information
Generate awareness
Advertising medium
Demonstrate the product
Photos
Videos

The importance of building a good reputation and image

Attract the service users to use our services

Encourage peoples donation

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 SWOT Analysis
Positive/ helpful Negative/ harmful

Internal Origin Strenghts Weaknesses

Has a goodnameinthefield Manpower
Abundance of volunteer workers One social worker need
(internal support) to handle around 30
A multi-disciplinary team of cases within a month
professionals physiotherapist, Difficult to follow up the
occupational therapist, speech cases in Support line services
therapist, registered nurses, registered
social workers and child care workers
Partnership

External Origin Opportunities Threats

Abundance of volunteer workers Similar services provided by
(donation) the other organizations
Cases referral 1. Project Hyacinth-
2. Evangelical Lutheran Church
Social Service When Teens
Meet Angels


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Market Growth Strategies
1. New services
a. set up an outreaching team (active approach)
2. Adding features or added values
a. follow-up services
3.
a.

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 Conclusion
Can fulfil the needs of the service target (crisis pregnancy girl),
However, there are some limition:
Lack of Manpower
Difficult to provide follow up services
Support line services
The three main ways to approach the target users (passive)
Cases referral
Walk-in
Support line services
Mothers choice can use the market growth strategy for improvement

Ways to lead to a sustainable development

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 References
. (2013, November). . Retrieved
from http://www.swd.gov.hk/doc/fcw/intercountry_adoption/List%20of%20Accredited%20Bodies%
20for%20Intercountry%20Adoption%20in%20the%20HKSAR_Chi_Sept%202013_final.pdf

USC Marshall. Segmentation, Targeting, and Positioning. Retrieved from http://www.

consumerpsychologist.com/cb_Segmentation.html

Mothers Choice. Annual Report 2013-2014. Retrieved from http://www.motherschoice.

org/media/Annual-Report-2013-2014.pdf

..Retrieved from http://www.com.cuhk.edu.hk/ubeat_past/040160/city.

htm

Mothers Choice. Mothers ChoiceAnnual Report 2009-2010. Retrieved from http://theidonate.

com/media/filer/2013/05/07/0196443-fs2010.pdf

. (2012, June 20). . Retrieved from http://www.slideserve.

com/naida-alvarado/5997734

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 References
Brinckerhoff. P. C. (1997). Mission-Based Marketing: How your not-for-profit can succeed in a
more competitive world. Canada: John Wiley &Sons,Inc.

Jim. B. (2003). Marketing strategy.England: McGraw-Hill Education.

Yannopoulos.P.Marketing strategy.Toronto, Onc: Thomson Nelson.

Philip. K. Social marketing : influencing behaviors for good. Los Angeles : Sage Publications.

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