1. THE HISTORY & DOMAIN OF SOCIAL
MARKETING
PRINCIPLES OF SOCIAL MARKETING
Dosen Pembimbing M. Ghozali Moenawar
PR15B
Famesya Ramadhani 0802515064
Gentur Prihantino 0802515075
M Reza Rivandi 0802515112
Safa 0802515162
Shinta Aulya 0802515174
AL-AZHAR UNIVERSITY of INDONESIA
T.A. 2017-2018
2. SOCIAL MARKETING
The use of marketing principles and practices in the private sector has
proven to be the most important tool for solving core business problems in
achieving organizational success (generating profits) through satisfying the wants
and needs of consumers. Marketing goes beyond advertising and sales. When
properly implemented, this becomes a systematic way for management to build
relationships with consumers and stakeholders, from the products and experience it
offers, the incentive structures and costs associated with those products and
experiences, and their accessibility, how they are promoted in the marketplace by
pallets a growing communication tool. The same marketing management approach
should be adopted in the analysis, planning, implementation and support of
programs devoted to social issues.
by Mohammad Reza Rivandi
3. SOCIAL MARKETING
APSC identifies three ways to resolve the problem:
1. Authoritative (or top-down) strategies
2. Competitive strategy
3. Collaborative model
The reason why to use social marketing in a program or organization
• To facilitate value for individuals, sponsoring organizations, stakeholders, and communities in
meeting their individual and collective goals.
• Integrates evidence-based practices, social behavior theories, and insights from people who want to
be served into effective programs and offerings.
• Designing a more effective, efficient, sustainable, and equitable approach to improving public
health and social welfare.
• To facilitate measurable changes between individuals, organizations, social networks and social
norms, society, business, markets, and public policy.
by Mohammad Reza Rivandi
4. SOCIAL MARKETING
The use of marketing principles and practices in the private sector has
proven to be the most important tool for solving core business problems in
achieving organizational success (generating profits) through satisfying the wants
and needs of consumers. Marketing goes beyond advertising and sales. When
properly implemented, this becomes a systematic way for management to build
relationships with consumers and stakeholders, from the products and experience it
offers, the incentive structures and costs associated with those products and
experiences, and their accessibility, how they are promoted in the marketplace by
pallets a growing communication tool. The same marketing management approach
should be adopted in the analysis, planning, implementation and support of
programs devoted to social issues.
by Mohammad Reza Rivandi
5. HISTORY OF SOCIAL MARKETING
• Social marketing has been around since ancient Greek or Roman times. At that
time campaign was done by freeing slaves.
• Social marketing was done in India in the 1960s. The campaign focuses on
reducing population growth, which by then reached 12 million people per year. In
the campaign, the Indian government plans several programs such as the
distribution of birth control pills and contraceptives
• The term social marketing was first introduced by Kotler and Zaltman in 1971
by Gentur Prihantino
6. DEVELOPMENT OF SOCIAL MARKETING
Nowadays social marketing is growing with diverse goals and usually focuses on
changes in various fields, such as:
1. Health (Anti-smoking campaign, anti-narcotics)
2. Education (9 years compulsory, Reading campaign)
3. Environment (Water supply, Trees planting campaign)
4. Economics (Vocational Training, Investment)
by Gentur Prihantino
7. THE EFFECT OF OTHER MARKETING ON
SOCIAL MARKETING
1. Marketing System
It is a collection of institutions that perform the tasks of marketers of goods,
services, ideas, people and environmental factors that influence each other, and
shape and influence the relationships of companies and markets. With a unique and
innovative system, social marketing can work effectively.
2. Consumer Behavior
In social marketing, consumer behavior will determine the issues to be raised
and the concepts of social marketing to be executed.
by Famesya Ramadhani
8. THE EFFECT OF OTHER MARKETING ON
SOCIAL MARKETING
3. Macro Marketing
The macro environment is a broadly cangkupan environment such as
demography, geography, environment, economy, politics. So it is very influential on
social marketing such as affecting the theme of what will be appointed.
4. Exchange Concept
Currently the concept of exchange / sales has grown, no longer 2 parties who
transact goods or services to gain profit, but also transactions of other things such as
messages and news. It affects the increasingly necessary social marketing to send a
positive message to the executor.
by Famesya Ramadhani
9. AN INTEGRATIVE MODEL FOR SOCIAL
MARKETING
1. Social marketing is focused on people-their wants and needs, aspirations, and
lifestyles and honors their freedom of choice.
2. Social marketing aims for aggregated behavior change-priority ssegments of the
population or markets, not individuals, are the focus of programs.
by Famesya Ramadhani
10. DESIGNING INTEGRATED SOCIAL
MARKETING PROGRAMS
4 approach that revolve around and indentified benefit or value proposition for a priority
segment of the population:
1. Priority Group
2. Product, services and behaviors (PSB)
BRAND
PERSONALITY
3. The audience benefit
4. The marketing mix
PSB
PRICE
PLACE
PROMOTION
by Famesya Ramadhani
11. MARKETS AND SOCIAL MARKETING
• A network of individuals, groups and or entities
• Embedded in social matrix
• Linked directly or indirectly through sequential or shared participation in
economic exchange
• Which jointly and collectively create value with and for customers, through the
use of;
• Assortments of products, services, experiences, and ideas
• That emerge in response to or anticipation of customer demand
by Shinta Aulya
12. CHARACTERISTICS OF SOCIAL
MARKETING
French & Blair-Stevens (2010)
Customer
Orientation
Behavioral Goals Theory Based Insight
Exchange Competition Segmentation Marketing Mix
by Shinta Aulya
13. HOW CAN WE USE SOCIAL MARKETING?
“Programs that are developed to satisfy consumer needs, strategized to
reach as broad an audience as is in need of the program, and thereby
enhance the organization’s ability to affect population wide changes in
targeted risk behaviors”
by Shinta Aulya
14. STRATEGIC SOCIAL MARKETING
• MOTIVATION
• OPPORTUNITY
• ABILITY
Using education,
marketing, and law to
change social and health
behaviors
by Shinta Aulya
15. STRATEGIC SOCIAL MARKETING
Focuse not just on people but also on places also helps to make it a
framework for social change that positions the context, not just the
person, as a potential target for change.
by Shinta Aulya
16. EXAMPLE OF THE HEALTH INFORMATION
MARKETPLACE
• Fact
• Folklore
• Fallacies
Producer of Health
Information
Mediator Consumer
3 Main Role
by Safa
18. ETHICS FOR SOCIAL MARKETING
• Do no harm to others
• Treat everyone fairly and equally
• Be truthful and transparent
•Protect people’s privacy
•Avoid stereotyping and scape-goating
•Respect people’s dignity and free
choice
•Use research-based evidence to make decisions whenever possible
•Seek consensus on program goals, objectives and strategies from involved
parties and stakeholder
•Be inclusive during the program design phase
•Conduct an ethical review of the program before launch , preferably with
external representatives from the community and peer groups
by Safa
