more words , less pictures

1. Done by :
Basma El shimy
Menna Salah
Esraa El Mowafy
Mariam Rasem
Ola Ashraf
Abeer Ezzat
Noor Samir
Dr. Jihan El Bitar

2. Marketing Highlight
Sustainable Malaria Prevention
Netmark’s Success Story in Africa
(1999-2009)
Background in Africa
-Almost 3,000 people die from malaria daily. More
than 1 million every year.
-The tragedy lies in that many of these illnesses and deaths
can be prevented.

3. WHO and ITNs
WHO recommends insecticide-treated nets as the best way for families to
protect themselves from mosquitoes, and thus, prevent the risk of the
infection of malaria up to 45% and the risk of death by 30%.
-By 2009, more than 60 million nets were sold in 7 countries.

4. Target Audiences and Desired Behaviors :
-Downstream (Primary audience)
Pregnant women and children under the age of five. (the most-
at-risk population)
-Midstream
National product distributers and
retailers.
-Upstream
Policy Makers.

5. Barriers to purchasing and using ITNs
1-lack of awareness of ITNs.
2-ITNs cost is high.
3-little or no availability of commercial ITNs.
4-concerns about potential adverse health effects from
treated nets and perceived hotness when sleeping.

6. Strategies :
- Product Strategies
- Promotional efforts
“MOSQUITOES KILL. KILL MOSQUITOES”
Outcomes
- Creating Supply
- Creating Demand
- Ensuring Equity
- Ensuring Sustainability

7. Definitions of social marking
Social marketing is a term that started to be used since 1970 and simply
refers to affecting the behaviors of the audience.
(nancy R.lee) social marketing is the process that uses marketing principles to
affect the behaviors of the audience in a way that benefits society and
individuals and society positively .
(alan andreasn ) social marketing is applying commercial marketing concepts
to arise the voluntary side of target audience to help them live better .
(jay bernhardt) social marketing is applying marketing principles in a
systematic way for the sake of audience for a social good.
(rob Donovan) social marketing is applying commercial marketing principles
putting the public good in mind .

8. (jeff French ) social marketing is a set of experience and evidence that
provide understanding behavior and modifying it , for the sake of improving
social good .
(gerard hastings ) social marketing is putting commercial marketing in front of
it to benefit from weakness point s and know how to succeed .
(craig Lefebvre) social marketing is applying marketing principles to know
how to deal with markets for the sake of audience at the end .
(doug mckenzie ) social marketing is a process that includes a lot of steps
1-choosing specific behaviors to target.
2-knowing the merits and demerits to these behavior
3-improving testing strategies to measure these merits and demerits .
4-finally , wide scale implementation of successful programs .

9. We focus on behavior
Commercial marketing objective is to sell goods and behaviors.
Social marketing objective is to influence behaviors.
The reasons of influencing target audience are:-
1-accept a new behavior .
2-reject undesirable one .
3-modify a current behavior .
4-abandon undesirable behavior .
*social marketing may be the encouragement of a onetime behavior or the
establishment of a habit .
*adapting the behavior is considered the line for social marketer.
*although marketing aims at rewarding a good behavior and punishing bad ones,
there is not a direct benefit after adapting good behavior.
*the systematic plan of social marketing is inspired by the needs of audience.

10. We use a systematic planning process that applies traditional marketing principles and
techniques:-
Customer orientation: is an application used to know the obstacles that an individual
might face to adopt a specific behavior.
HOW through some steps
1-environmenatl scan .‘ 6-setting the positioning statement .
2-sitution analysis ( SWOT ) 7-putting in mind 4Ps
3-choose target audience 8-evelaution methodology is established .
4-put the goals and objectives . 9-set the budget .
5-formative research is done to know the obstacles and benefits .
10-implementation plan .

11. We select and influence a target audience
*people are different fron each other in their appeals , this led to dividing the market
into ( market segments )
*measure the relative potential of each segments to meet the objectives and then
choose segments to concentrate the efforts on them .
*thee is a view that says that targeting a specific group of people in any society who
have the power will reflect positively in putting the institutional policy .
So influencing the powerful individuals who in return will influence other people
indirectly .
The primary beneficiary is society
The primary beneficiary in commercial marketing is the corporate shareholder
The primary beneficiary in social marketing is the society.

12. WHERE DID THE CONCEPT ORIGINATE?
- When we think of social marketing as “influencing public behavior,” it is clear that
this is not a new phenomenon. Consider efforts to free slaves; abolish child labor,
influence women’s right to vote, and recruit women into the workforce.
- The use of marketing principles and techniques to advance a social cause, idea or
behavior.
- In intervening decades, growing interest in and use of social marketing concepts,
tools, and practices has spread from public health and safety to use by
environmentalists, community advocates, and poverty workers, as is evident in the
partial list of seminal events, texts, and journal articles.
Example …

13. Social Marketing and Commercial Marketing
Differences
Similarities

14. •Selling Goods and servicesCommercial
Marketing
•Influencing behaviorsSocial
Marketing
Differences 1)Primary Aim

15. •Financial GainCommercial Marketing
•Societal GainSocial Marketing
2) Gain

16. • Audience that will provide
great sales and profits
Commercial
Marketing
• There is a criteria for choosing Target audience
(Spread of social problems-are they ready for
this change?- how to reach them?)
Social Marketing
3) Target Audience

17. • Competitors offers same goods and services…
Commercial Marketing
• The current or preferred behavior of your
audience..The challenge is how you influence and let
them change their behavior…
Social Marketing
4)Competition

18. Similarities
Focus on
customer
Exchange
Theory
Marketing
Research
Audience are
segmented 4 PsFeedback

19. Why Social Marketing is more difficult than
Commercial Marketing???
Be
un comfortable
Spend
more
money
Give up an
addictive
behavior
Risk
retaliation
Establish
New
Habits
You don’t
give
something
in return

20. Sponsored by non-profit and
public sectors
Support the benefits of
organization’s services
Support governmental agency
services and products
Raise awareness and concern
about social issues.
Try to change behavior
How Social marketing differs from…….??!!

22. Most commonly addressed issues by social marketing fall under
one of these categories:
- Health issues.
- Injury prevention.
- Environmental protection.
- Community involvement.
- Financial behaviours.
Don’t forget :
A campaign is only successful when it increases the adoption of desired
related behavior.
Health-related behaviors a campaign can seek to impact.
Examples :
Tobacco use. HIV/AIDS. Breast Cancer.

23. HIV/AIDS.
In the United States about a fourth of Americans living with HIV are unaware of
their infection.
Let’s watch ..
This video was described by Donald Steel* as :
“The worst public information film made in history”

24. Injury prevention behaviors a campaign can seek to impact.
Examples :
Seatbelts.
Gun storage.
Household poisons.
Domestic violence.
We will explore one example :
Seatbelts :
surveys in USA showed that at least 16% of people do not wear
a seatbelt.

25. WHAT ARE OTHER WAYS TO IMPACT SOCIAL ISSUES?
Social marketing is clearly not the only approach to impacting a social issue, and social
marketers are not the only ones who can be influential.
1- Technology: Many new gas pumps inhibit the ability to top off the tank, thus avoiding
ozone-threatening spillage.
2- Science: Medical discoveries may eventually provide inoculations for certain cancers.
3- Legal/political/policy making: Sometimes when all else fails, the laws have to get
tougher,
4- Improved infrastructures and built environments: If we really want more people to ride
bikes to work, we’ll need more bike lanes, not just bike paths.

26. 5- Changes in corporate policies and business practices: In 2010, the American
Beverage Association announced their Clear on Calories initiative in support of First
Lady Michelle Obama’s anti-obesity campaign.
6- Schools: School district policies and offerings can contribute significantly in all
social arenas, providing channels of distribution for social marketing efforts: health,
safety, environmental protection, and community involvement.
7- Education: The line between social marketing and education is actually a clear one,
with education serving a useful tool for the social marketer, but one that does not
work alone.
8- Media: News and entertainment media have powerful influences on individual
behaviors as they shape values, are relied on for current events/trends, and create
social norms.