This document discusses social marketing and its applications for behavior change communication (BCC) and condom social marketing (CSM). It defines social marketing and its key elements, including the 4Ps of marketing (product, price, promotion, placement) plus an additional "P" for people. The document outlines an 8-step program management process for social marketing and provides examples of manufacturer and NGO models used in CSM programs. It also summarizes several case studies of successful social marketing programs around the world that increased socially beneficial behaviors like immunization and condom use.

1. Moderator: Dr. Chandra S. Metgud-Associate Professor
Presented by : Dr. Gautam Babu
12/6/2010

2.  Definition of Social Marketing
 Applications of Social Marketing-BCC &
Condom Social Marketing (CSM)
 4 + 1 Ps of Social Marketing
 8 steps of Social Marketing
 Models and Case Studies in CSM

3.  Social Marketing refers to the application of
commercial marketing concepts, tools,
resources, skills and technologies to
encourage socially beneficial behavior among
those segments of population not served or
not adequately served by existing public or
private systems (GOI-Draft policy, National
Strategy for Social Marketing)

4.  The systematic application of marketing
concepts and techniques to achieve specific
behavioral goals relevant to a social good
 The term “social marketing” denotes the
marketing of commodities enjoying
social priority (Neelanegham, 1994, p.836)

5.  1) Behavioural Change communication
‘If marketing can encourage us to buy a
Ferrari, it can persuade us to drive it safely’
eg. anti-smoking, safe driving,
immunization, ORS
 2) Contraceptive sales – esp. Condom Social
Marketing (CSM)

6.  Social Marketing for Behavior change
Communication

7.  USA :Click it or ticket’ – increased seat belt
use from 63-80 %
 Ecuador :PREMI - increased full immunization
coverage of highest risk infants at 1 year of
age from 5% to 28% in 18 months.9
 Honduras: Mass media and health practices-
increased correct use of ORS from 9.2% to
44.8% in 5 years.

9.  Late ‘90s –US National Anti –Drug Campaign
 Early Anti-Smoking campaigns
‘Got Milk’- $110 million ad campaign ran
over 5 years and showed no corresponding
increase in milk sales

13.  1)a program management process (sequenced action
steps)
 2)designed to influence human behavior on a large scale
 3)by creating benefits and reducing barriers that matter to
specific audiences
 4)through consumer oriented decision making (audience
behavior is key)- not just increased awareness
 5)leading to increased societal benefit (as defined by
somebody

14. Condom Social Marketing (CSM)

15. 1950s- Contraception was taboo
Private sector- aimed at urban/affluent
customers
Problems- govt regulations/competition,
societal acceptance –prevented market
expansion
1969 -1st National Program of Social Marketing
 Designed, Implemented –Ford Foundation
 Destigmatization of condom

16.  Product
 Packaging
 Positioning
 Promotion
 Social marketing- People

17.  Product :Socially important
 Price : balance between keeping customers
happy and distributors happy
 Positioning: Distribution network
Sales outlet
Condom vending machines

18.  Promotion
Packaging – cost effective but attractive
Mass media – advertising
Person
Genuine Insight
Segmentation
Policy environment
Partnership

19.  1.Establish management and operating
procedures –Government, NGO, company
 2.Select products – OCP, IFA, ORS
3.Identify Consumer population- market
research, audience segmentation
 4.Brand names Packaging- effective,
attractive

20.  5.Fix price -subsidized
 6.Identify distribution system- existing
commercial distribution system or alternative
systems
 7.Recruit sales outlets- widely distributed,
commonly frequented -shops, bus station,
cinemas, salons
 8.Sales Promotion- fuel demand

21.  Manafacturer model- providing condoms at
subsidized price with govt. support
 -more effective in urban areas
 Benefit – Sustainability
 Eg. The Futures Group International- SOMARC
project
 NGO Model (Own brand model)
 Eg. Community Based Distribution (CBD)
 Network marketing
 Targeted service delivery

22.  Eg. Haiti, Mozambique – by PSI
Highly effective in hard to reach areas-
mountainous terrain, poor transport
Sales agents recruited, trained and allowed to keep
a margin of profits- ‘microenterpreneurs’!
Advantages – credibility, availability, privacy,
effective counselling
Sustainability
Sales – 1.8 million to 8.5 million in 7 years

24. Developed in Chennai- International Family
Health (IFH), local NGO- Indian Institute of
Community Health (IICH)
Program – ‘aXess’
Network marketing approach
Incl. sale of soaps, sanitary napkins
Developed Software program for sales
structure

26.  Aimed at high risk , special priority groups-
not reached by traditional marketing
 Identified by market segmentation studies
Chosen when resources limited/special interest
 Eg. Cameroon –program ‘Horizon Jeunes’-
target:youth
 Condom sales -3.2 million -11.9 million
(1992-99)

28.  Social Marketing is commercial marketing
motivated by benefit to society
 2 major applications – BCC and CSM
 4+ 1 Ps –Product, Price, Packaging,
Promotion and Person
 Program management process- 8 steps
 2 basic models- Manufacturer m., NGO m.
 NGO models eg.- CBD, CBSM, TSD

29.  1. W Douglas Evans How social marketing works in
health care BMJ. 2006 May 20; 332(7551): 1207–1210.
 2. Gerard Hastings Putting social marketing into
practice BMJ. 2006 May 20; 332(7551): 1210–1212.
 3.W A Smith Social marketing: an overview of approach
and effects Inj Prev. 2006 June; 12(Suppl 1): i38–i43
 4.UNAIDS Best Practice Collection- Condom Social
Marketing: Selected Case Studies
 5. P V Sathe Management for Health Care