This document provides an overview of social marketing, including its history, definition, key principles and techniques. Some of the main points covered include: - The origins and first documented uses of social marketing in the 1960s. - The definition of social marketing as the systematic application of marketing to achieve behavioral goals and improve health. - The key elements of the marketing mix used in social marketing including the 6Ps of product, price, place, promotion, partnership and policy. - The phases, components and typical focus areas of social marketing programs and initiatives.

2. Contents
• History.
• Definition.
• Approach.
• Principle & Techniques of social marketing.
• Components of social marketing.
• Phases in social marketing.
• Scope.
• Social marketing in India.
• Barrier in social marketing.
• Global SM challenges.

3. History
• Dr. G.D.Weibe in his article “Merchandising
commodities and citizenship on Telivision”.
• He asked a question ‘Can brotherhood be sold
like soap?’
• First documented evidence of its application in
1963.
• By K.T. Chandy at IIM Kolkata.
• For implementation of Family planning
programme.

4. Definition
• “Social marketing is the systematic application
of marketing concepts and techniques, to
achieve specific behavioural goals to improve
health and reduce health inequalities”(French
& Blair Stevens,p.33).

5. Approach
• Consumer as “king” of services.
• Consumer consultation- feed forward is
important.
• Precise delivery of precise product or service,
precise idea, to precise client at the precise
time of their precise need.
• Primary focus is on the consumer.

6. Principle & Techniques of Social
Marketing
• SM consist of four marketing elements
(marketing mix).
• 6Ps: Product, Price, Place, Promotion,
Partnership , Policy.
• The Product: (what we are offering
people?)
• Tangible material:(for example, Contraceptive)
• Intangible: (for example, counselling)

7. Price: It may be financial or other aspects.
Place: where user most likely to find them.
It should be identified and known to people.
Promotion: To create sustained demand.
It can be through mass media, dedicated websites,
etc.

8. • Partnership: To make an impact on large
scale level.
• Policy : Govt. policy must encourage and
support SMP.

9. Components of Social marketing
• Eight essential components :Craig and Flora,
1988.
• 1. Consumer orientation to realize social goals.
• 2. Voluntary exchange of goods & services.
• 3. Research in audience analysis and
segmentation strategy.
• 4. Use of formative research in product &
message design.

10. • 5. Analysis of distribution (or Communication
)channel.
• 6. Use of marketing mix in intervention
planning and management.
• 7. A process of tracking system with both
integrative and control function.
• 8. A management process that involves
problem analysis, planning, implementation,
and feedback function.

11. Phases in Social Marketing

13. Scope in Health System
• To promote the product and services.
• For example: ORS, Condom, CU-T, etc.
• To change the attitude and behaviour.
• For example : Use of seat belts, lifestyles
modifications, etc.

14. SMP in India
• NPP 2000 stressed the need for Social
Marketing Scheme.
• National Strategies on SMP:
• 1. Maximal use of health infrastructure in rural
and urban area.
• 2.Enhance partnership between NGO, Private
and public sector.
• 3. Expand the basket of products.

16. • 4. Social Franchise of health care sector.
• 5. Promote IEC for SMP.
• Achievements of SMP in India.
• 1. One third of total condom & OCP
distributed in India are through SMP.
• 2.NACP promoting the use of condom through
SMP.
• 3. NIRODH---became a generic name.

17. • National strategy for Social marketing 2001
• A strategy was developed for social marketing
of product and services of RCH.
• Social marketing focuses at the lower (20%),
lower middle (15%) and middle- middle
(12%), income bracket for a 47% share of
Indian population.
• Commercial marketing targets an estimated
8% upper middle class and 5% upper class,
total 13% share.

18. Govt. Subsidy to SMOs
• The DOFW buys OCPs from manufacturer at
Rs 3.55/ cycle.
• SMOs buy OCPs from DOFW t 1.60/cycle.
• SMOs receive promotional subsidy from GOI
of 0.25/ cycle sold.
• SMOs buy their own packaging with a Govt.
subsidy of Rs 0.35/cycle.

19. Barrier in social marketing
• Potential of social marketing is unappreciated.
• Heterogeneous consumer base, customization
of products is difficult.
• Privately owned Media, expensive.
• Product can not be easily changed, due to
policy level at national or state level.

20. Challenges at Global level
• Cutting Through the Noise: Thousands of
brands competing for user attention on social
media.
• Authentic Connections: Connecting with
their target audience on a personal and
individual level.
• Expanding Your Reach: Promoting your
content and generating attention is a big
challenge.

21. Thank You
For Your Attention