Social marketing
Striving for a cause

Prof. A V Ramana
18/01/2014
XIME
Some random
references
• The family planning campaign(s) – through the Nineteen Fifties to
the 21st century
• The child ma...
Witnessing a gradual
shift…1
• in the needs of working of an NGO:
• Paddy growers’ coops – Telangana
• How to eliminate de...
Witnessing a gradual shift…2
• Women’s coops – Milam Glacier area, Uttarakhand:
•
•
•

How to safeguard women from vulnera...
What are the social marketing
challenges?
• Who are my target customers?

• What do I offer them as my service or product?...
The three related concepts
• 1. Societal Marketing
• Societal Marketing: concept that holds that an
organization’s task is...
2. Cause Related Marketing
• Cause related Marketing: refers to corporate
philanthropy, undertaken to gain quantifiable
in...
3. Non-Profit Marketing
• Non-profit marketing: this is concerned about the
application of marketing concept to organizati...
Social Marketing concept
• Social marketing involves:
• Changing attitudes, beliefs, and behaviors of
individuals or organ...
Social Marketing elements
• Social marketing may be focused at one or more of
the below:
• Behavior change programs for in...
The axiom for
Involvement
of people

social change

Primary Benefits of the behavior change
The individual

Both

Low
invo...
Social marketing challenge
• Objective: social change
• Challenge: how to market behavioral change
• Tools that can be use...
Management implications
• How to engage with multiple stake holders

• In-bound marketing – with supply stakeholders
• How...
Use of media, advocacy and
internet
• Conventional media such as newspapers, radio and tv –
offer a positive mindset towar...
Strategies for social marketing
for an NGO
• Identify the target customers

• Understand their needs for connecting with a...
Any questions?
Thank you!

(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com

16

18/01/14
Upcoming SlideShare
Loading in …5
×

Social marketing an overview as in 2014

312 views

Published on

an overview of how the social marketing evolved over the years and how the drive to bring in social change through voluntary action gave way to building the social marketing concepts and tools over the last few decades. The presentation then moves to discuss the basic steps through which a voluntary organization or a social enterprise can rev-up its presence and make an impact through its services

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
312
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social marketing an overview as in 2014

  1. 1. Social marketing Striving for a cause Prof. A V Ramana 18/01/2014 XIME
  2. 2. Some random references • The family planning campaign(s) – through the Nineteen Fifties to the 21st century • The child marriage prevention campaign(s) • The DWCRA and Self Help Groups Promotion – Micro Finance Institutions • The Polio eradication campaign • The AIDS Control and Prevention Campaign • The Common Service Centers and Banking Correspondents • The CRY campaign for recruiting teachers • The Naandi Foundation – Bayer’s Children Education Initiatives • The working of Oxfam. Action Aid, CAPART, CRS, Action Aid etc. (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 2 18/01/14
  3. 3. Witnessing a gradual shift…1 • in the needs of working of an NGO: • Paddy growers’ coops – Telangana • How to eliminate destitute life of a village… • How to sell the processed paddy for a better price – creating market linkages • Groundnut growers’ coops – oilseeds coops – • How to create a fair price mechanism for farmers… • How to fight against the market place malpractices • Salt farmers coops – forest coops –Gujarat and Rajasthan – • How to develop a livelihood alternative for women in the remote areas • How to build a economic life around a livelihood (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 3 18/01/14
  4. 4. Witnessing a gradual shift…2 • Women’s coops – Milam Glacier area, Uttarakhand: • • • How to safeguard women from vulnerable livelihood How to convince companies like Hawkins to take rubust appliances and service to remote areas and ensure their reach to the women How to offer a global role model on eco-friendly livelihood development • Slum women coops –Hyderabad city – • • how to create an identity and gain acceptance to the women’s groups and allow access to market resources How to lead the communities to eradicate AIDS and educated family life • Organic Farmers’ Coops: • • How to Promote organic farming as a sustainable alternative… How to promote organic products patronage and consumption (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 4 18/01/14
  5. 5. What are the social marketing challenges? • Who are my target customers? • What do I offer them as my service or product? • How to enlist their participation? • What gains for the involved people? What gains for the organization? What gains for the staff? • Why should they patronize me? (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 5 18/01/14
  6. 6. The three related concepts • 1. Societal Marketing • Societal Marketing: concept that holds that an organization’s task is to deliver the customer satisfaction (for commercial benefit) in a way that preserves or enhances the consumers’ as well as society’s well being • E.g. Companies using paper bags instead of plastic, so as to be “green” companies; Firms using LEED Building concepts to conserve energy utilisation (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 6 18/01/14
  7. 7. 2. Cause Related Marketing • Cause related Marketing: refers to corporate philanthropy, undertaken to gain quantifiable incremental sales • Companies maintain that cause-related efforts attract new business, generate poitive publicity, improve corporate image and motvate employees • Unlike societal marketing, the key beneficiary of such a campaign is the corporate sponsor itself (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 7 18/01/14
  8. 8. 3. Non-Profit Marketing • Non-profit marketing: this is concerned about the application of marketing concept to organizations whose goals are defined not by profit, but by the yardsticks of performance • The goals of the organization may or may not be to influence social change. • Many non-profit hospitals, educational institutions that use marketing principles to raise revenues are examples of non-profit marketing (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 8 18/01/14
  9. 9. Social Marketing concept • Social marketing involves: • Changing attitudes, beliefs, and behaviors of individuals or organizations for a social benefit, AND • The social change is the primary purpose of the campaign by an organization, and not the secondary purpose. • Social Marketing is different from the earlier discussed Societal Marketing, cause related marketing and also Non-profit Marketing (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 9 18/01/14
  10. 10. Social Marketing elements • Social marketing may be focused at one or more of the below: • Behavior change programs for individual benefit • Behavior change programs for mutual benefit • Behavior change programs for societal benefit (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 10 18/01/14
  11. 11. The axiom for Involvement of people social change Primary Benefits of the behavior change The individual Both Low involvement Sign-up for group medical insurance Self-examination for breast cancer Don’t litter streets Blood donation Buy government Contribute to bonds/ Savings charity certificates Immunize against diseases High Involvement Go to school/college Better nutrition Use sanitation Say “no” to drugs Drive safely Protect against AIDS Quit smoking (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 11 The society Family planning practice Reducing tobacco production Curtailing CFC production by industries 18/01/14
  12. 12. Social marketing challenge • Objective: social change • Challenge: how to market behavioral change • Tools that can be used: conventional marketing tools – No Use • Social marketing tools: • • • • • Advocacy Adoption costs mitigation Opinion leaders’ exemplification Role of change agents Transparency of the mission of the change agents (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 12 18/01/14
  13. 13. Management implications • How to engage with multiple stake holders • In-bound marketing – with supply stakeholders • How to enlist the support of funding agencies; government, other collaborating agencies • Out-bound marketing • How to motivate target groups to participate and involve in the business activities of the voluntary action • How to motivate general population to be supportive, encouraging and patronizing to the cause of the voluntary organization (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 13 18/01/14
  14. 14. Use of media, advocacy and internet • Conventional media such as newspapers, radio and tv – offer a positive mindset towards the voluntary action – • Use of paid media – through advertising on tv, radio jingles and news advertisements – give a focused platform and attract the attention to society in general • Use of internet – offers a ubiquitous and 24x7 access to the causes and activities of the organization • Use of social media networks provides an opportunity to interact and engage with specific people, groups and communities, whose involvement/ support or whose response is being targeted at (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 14 18/01/14
  15. 15. Strategies for social marketing for an NGO • Identify the target customers • Understand their needs for connecting with an NGO • Categorise whether it is a low involvement engagement or a high involvement engagement • Develop an out-reach platform • Create mechanisms to engage with • Fulfill/ meet the explicit/ implicit promises • Re-connect and reinforce with the customers cultivated • Seek their support to reach to likeminded and supportive (c) communities Prof. A V Ramana, 2014. 15 18/01/14 contact: avr.xime@gmail.com
  16. 16. Any questions? Thank you! (c) Prof. A V Ramana, 2014. contact: avr.xime@gmail.com 16 18/01/14

×