Social Marketing Report: Mexican Gangs

Thèmes abordés

Transtheoretical Model - method SMART - 4Ps

Résumé du document

For this report, I chose to study Mexico. I think this country is one of the best examples concerning gang culture. Indeed, this problem isn't a problem of the past, but is a current problem.

In the beginning of the twentieth century, the USA banned opium consumption. That permitted the development of gangs in Mexico, the main border country with the US, and the main supplier of drugs and others illegal products. An increase of gangs after the Second World War was notified. Then, the start of lots of other gangs led to the birth of huge criminality. Especially with lots of people dying in the country, the situation took another direction. Thus, the government with the new President Felipe Calderon elected in 2006 has decided to stop this gang culture.

Now we can talk about the current actuality and different problems inside the country. Thus, we can separate the problems of the country concerning several aspects:
•The major gangs could be classified as "generational" gangs, indeed lots of families have belonged to those gangs. It is not unusual for a young person to be in a gang which his father or his uncle was part of.
•In prisons, there is a development of gangs. With the example of the prison system in California, it is responsible for the development of gangs and has led to the development of the Mexicana Mafia.

Extraits

[...] But especially the adolescent who are the first victims of gangs in Mexico. But also the families, because when there are a very younger people inside the gang, there are lots of risks that parents or others family member belong to the gang. The adolescents become perfect targets to be recruited by gang. Thus, they using the destitution and recruit these lost adolescent in the world around them. And after these adolescent find in this criminal activity: a certain social mobility, certain self-esteem and sources of incomes. [...]

[...] Especially with lot of died in the country, the things take another direction. Thus, the government with the new President elected in 2006 Felipe Calderon has decided to stop this gang culture, above all their power on the country. Now than we have talking about the story and reasons who have conducted at development of gangs in Mexico. We can talking about the current actuality and different problem inside the country. Thus, we can separate the problems for the country in several problems: The major parts of gangs could be classified like "generational" gangs, indeed lots of families have belonged at those gangs, crossing generation. [...]

[...] There are lots of barriers to attitude and behaviour change among the population Mexican. Indeed those barriers restrain the people to change his attitude to stop forming part of gang. Firstly, we can begin with some statistics allowing understanding why the people prefer to join a gang. As reported by the website "www.vivamexico.info", the unemployment rate is 5%. The gangs being a way to win money easily.A huge difference between wages. Thus of the Mexican population lives with 2 USD$ per days. [...]

[...] Achievable: This objective seem enough ambitious. It's a huge challenge who going to ask us a lot of effort. But these efforts will be profitable for the Mexican population who suffer of gangs problems since to much time. Realistic: I think the context of our campaign will be not a surrealist problem to succeed our objectives. Indeed if we taking the Montreal example. According to web site "www.journalmetro.com", the criminality rate because of gangs has decreased of 26% in 2009. [...]

[...] We could pass at social marketing campaign. For this, we are going to use all elements of the social marketing mix.Like commercial marketing, the goal is on the consumer, on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. The planning process takes this consumer focus into account by addressing the elements of the "marketing mix." This refers to decisions about the conception of a Product, Price, Place, and Promotion. [...]