Social Marketing Pathway to Consumption Reduction

1. Social Marketing
Pathway to Consumption Reduction

2. Social Marketing
The design, implementation and control of programs
calculated to influence the acceptability of social ideas and
involving considerations of product planning, pricing
communication, distribution and marketing research."
Influence the acceptability of
social media.
Develop innovative solutions
to social problems.
Model for scaling up
effective programs.
Characteristics

3. SUSTAINABLE DEVELOPMENT
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PLANET PROSPERITY PARTNERSHIP
PEOPLE PEACE

4. Social Marketing approaches to influence the Behavior
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• Downstream Approach – Addresses Barriers and benefits on the individual
level.
• Midstream Approach – Attempts to reach individuals who have the ability
to influence others in target community.
• Upstream Approach – Attempts to alter policies, regulations and law to
influence social behavior change

5. 4 P’s of Social Marketing
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• Product – Propositions
• Price – Cost of involvement
• Place – Accessibility
• Promotion – Social Communication

6. Examples
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Some Examples of social marketing can be as follows:
• Reduce disposable plastic bag use in favor of reusable bag
use.(Designed by BBDO Ad Agency, Malaysia )
• Reducing paper use, especially paper towel use.(World Wildlife Fund)
• Reducing risky consumption behaviour of people such as Smoking,
Drinking and Gambling.
• Other example can be Mothers Against Drunk Driving(MADD)
Campaign(Red Ribbon)
• Police departments using slogans like Buckle up for life.