This document discusses social marketing and its use by non-profit organizations. It defines social marketing as using marketing principles to influence social behaviors for the benefit of audiences and society rather than for commercial gain. Non-profit marketing involves marketing products or services without the goal of monetary profit. The document outlines key elements of social marketing like the "four P's" - product, price, place and promotion. It also discusses additional factors like partnerships, policies and politics. Finally, it examines how non-governmental organizations can utilize social marketing strategies and challenges they may face.

1. BY Ashan Musthakeem

2.  Market
Clark and Clark define a market as “A centre about which or
an area in which the forces leading to exchange of title to a particular product
operate and towards which the goods tend to travel”
 Social Marketing
Kotler and Andresen define social marketing as
"differing from other areas of marketing only with respect to the
objectives of the marketer and his or her organization. Social
marketing seeks to influence social behaviors not to benefit the
marketer, but to benefit the target audience and the general
society."
 Non-Profit Marketing
Non Profit marketing is marketing of a product or service in
which the offer itself is not intended to make a monetary profit for
the marketer.

3.  Social marketing uses the benefits of doing social
good to secure customer engagement.
 In social marketing the distinguishing feature is its
"primary focus on social good”
 It is not a secondary outcome.
 Not all public sector and not-for-profit marketing is
social marketing.
 And Social marketing is a non-profit marketing.

4. Social marketing is Social marketing is not
• A social or behavior change
strategy
• Most effective when it
activates people
• Targeted to those who have a
reason to care and who are
ready for change
• Strategic, and requires
efficient use of resources
• Integrated, and works on the
“installment plan”
• Just advertising
• A clever slogan or messaging
strategy
• Reaching everyone through a
media blitz
• An image campaign
• Done in a vacuum
• A quick process
Micro Level
(Individual)
Macro Level
(Society)
Macro Level
(Society)
Short-Term
Change
Behavior Change Change in Norms
(Administrative
Change)
Policy Change
Long-Term
Change
Lifestyle Change Organizational
Change
Socio cultural
Evolution
The Dimensions of Social Marketing

5.  PRODUCT: represents the desired behavior
benefits, tangible objects, and/or services that
support behavior change.
 PRICE: is the cost (financial, emotional,
psychological, or time-related) or barriers the
audience faces in making the desired behavior
change.
 PLACE: is where the audience will perform
the desired behavior, where they will access
the program products and services, or where
they are thinking about the issue.
 PROMOTION: stands for communication
messages, materials, channels, and activities
that will effectively reach your audience.
PARTNERSHIP
POLICY-SOCIAL
POLITICS
Additional Social Marketing "P's"Additional Social Marketing "P's"
Additional ‘P’s of Social Marketing

7.  NGOs a group of people who work together to achieve a goal of
rebuilding societies that are suffering from destructive legacies,
they are non profit, non government. Many NGOs feel it is their
job to raise public awareness and gain support. NGOs can be
local, provincial, national, regional, or international.
•The primary source of fund of NGOs is Donations
•Events such as exhibitions and workshops also large
amount of fund
•Non-profit organizations can attract funds with the help of
celebrities.
•The medium of marketing used by NGOs is
divided into brochures, Newspapers, Websites,
advertisements, and Television.
•Most of the NGOs are using traditional
marketing techniques like Newspapers and
brochures,
•They still lack the access to modern marketing
mediums such as websites, advertising, etc.

8. Advantages
 They have the ability to experiment freely with innovative approaches and, if necessary, to
take risks.
 They are flexible in adapting to local situations and responding to local needs and
therefore able to develop integrated projects, as well as sectoral projects
 They enjoy good rapport with people and can render micro-assistance to very poor people
as they can identify those who are most in need and tailor assistance to their needs.
 They have the ability to communicate at all levels, from the neighborhood to the top levels
of government.
 They are able to recruit both experts and highly motivated staff with fewer restrictions than
the government.
Disadvantages
 Paternalistic attitudes restrict the degree of participation in program/project design.
 Restricted/constrained ways of approach to a problem or area.
 Reduced/less reliability of an idea, due to non-representativeness of the project or
selected area, relatively small project coverage, dependence on outside financial
resources, etc.
 Territorial possessiveness" of an area or project reduces cooperation between agencies,
seen as threatening or competitive.

9.  Proper planning and ideas, analyses
 Segmentation of resources for effective use
 Marketing strategies are very important for a successive social
marketing
 Cheap and quick medium can be used to reach the target
audience
 Seeking help from Celebrities to attract more people
 Using of new and cutting edge technologies.
 Using of new mediums of marketing techniques.
 Social media is a very effective way to get more audience.
 Social network such as Facebook, twitter etc. can be used.
 Seeking help from Celebrities to attract more people

10.  Social Marketing is a kind of non-profit marketing which helps
organizations to maintain customer relationship. Social marketing
enables organizations to experiment the needs of an individual or a
group of people and help according to their needs.
 Organizations such as Non-governmental organizations
(NGO) which does not operate for the purpose of earning profit
and which work for the benefit of the society can use social
marketing as a tool to get into the society
 For the success of the social marketing it is necessary to
learn the principals of marketing. And the past strategies of social
marketing should be well studied.