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Marketing presentation (1)
Social marketing applies marketing principles and techniques to influence behaviors that benefit society. It began in the 1950s with ideas around using marketing to promote public health and social issues. Government agencies, non-profits, and corporations now use social marketing. The "4 P's" of social marketing are product, price, place, and promotion. A recent study found many junk foods contain high levels of trans fats, salt, and sugar that can negatively impact health, especially in youth, contradicting nutritional claims made by companies. Strict adherence to product quality guidelines is important for foods and other products that directly impact consumer health.
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Marketing presentation (1)
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- 2. INTRODUCTION “Social marketing isa process that applies marketing principles, tools and techniques to create, communicate and deliver value in order to influence target audience behaviors that benefit society (public health, environment)” -Kotler & Lee, Social Marketing Sage, 2008
- 3. History Of SocialMarketing Many scholars ascribe the beginning of the field of social marketing to an article published by G.D. Wiebe in the Winter 1951-1952 edition of Public Opinion Quarterly In it, Wiebe posed a rhetorical question: "Why can’t you sell brotherhood and rational thinking like you can sell soap?”
- 4. What Groups UseSocial Marketing Government Agencies Non Profit Organizations Corporations Media Companies
- 5. THE 4P’s of(Social) Marketing Product Price Place Promotion
- 6. Product Our product iswhat we are selling, the desired behavior and the associated benefits of that behavior Objects and services… desired behavior benefit to support behavior change
- 7. Price The price ofa social marketing product is the cost that the target audience associates with adopting the new behavior Monetary costs Non-monetary costs
- 8. Place Place is whereand when the target market will perform the desired behavior, acquire any related tangible objects, and receive any associated services. Make access to the social marketing product easy and convenient
- 9. Promotion Persuasive communications designedand delivered to highlight: pricing strategies product benefits ease of access (place) Creating messages What to say How to say it Placing messages (media)
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- 12. Communication process Analyze Target Audience Encourage Them to Listen Helpthem to believe the message Encourage them to act on that belief
- 13. Medium Advertising • • • • • • Radio TV Print Out of Home Internet YellowPages Public Relations • Social Media • Media Relations • Buzz
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- 15. Are Fun FoodsAffecting Productivity We do not think twice before stuffing ourselves with burgers, pizzas, colas and the other junk food items that are seductively displayed at malls and their food courts. These are often accompanied by attractive signs and innocuous looking mascots such as a clown or a retired portly colonel. The urban youth including adolescents and kids are particularly enamored with this fast food habit. A recent research conducted by the Delhi-based NGO Centre for Science and Environment (CSE) suggests that we are often blindsided by misleading information about these food items’ nutritional values. Not only are they empty calories with no benefits but it seems that the fast food chains and leading MNCs are not very honest about the harmful effects of these foods either. Most junk foods in India, including the popular brands of noodles, burgers, and aloo bhujia, contain very high levels of trans fats, salt, and sugar, which inevitably lead to severe ill health and diseases such as obesity and diabetes in young people, according to a study by CSE. ‘The younger generation, hooked to junk food, are vulnerable to heart disease in the prime of their life’.
- 16. Contd.. The study tested16 major brands of junk foods relished by people, particularly the young, including Maggi and Top Ramen noodles, MC Donald‟s foods, KFC‟s fried chicken, and Haldiram‟s aloo bhujia, among others. ‘It was shocking that companies resort to large scale misbranding and misinformation. Many say their products contain zero trans fats, but CSE finds heavy doses of it, which is not good for health,’ Sunita Narain, Director General of CSE, said. CSE, which is known for some ground-breaking studies on food and contamination, said this is the first comprehensive Indian study to have looked at nutritional claims made by junk food makers. ‘Our findings are pretty damning,‟ said Chandra Bhushan, Deputy Director General of CSE, who also heads the pollution monitoring lab which conducted the study. He said the normal 80g packet of Maggi noodles that many of us gobble almost on a daily basis has over 3.5g of salt, enough to take care of over 60% of our permitted daily salt intake as per the National Institute of Nutrition and the World Health Organization. He said that salt is not the real or only problem. The real problem is trans fat or the bad fats. ‘CSE’s study reveals a dirty truth of misinformation, misbranding, wrong labeling, and obfuscation indulged in by companies, some of whom are on the top of the charts. They show that many junk foods claim they have zero trans fats, some don’t even bother to mention how much trans fats the have,’ he said. For example, Top Ramen Noodles claims there is zero Trans fats in every 100g. But CSE study found 0.7g per 100g. Similarly, Haldiram‟s aloo bhujia says it has no trans fats, but the study found 2.5g per 100g. „CSE study found as much as 3.7g of trans fats per 100g in PepsiCo Lays (snack smart) in a March 2012 batch, which is a dangerously high dose. But PepsiCo never bothered to inform consumers ,’ he said.
- 17. Contd.. The CSE researcherssaid the heavy doses of trans fats, combined with that of salt, which comes from all so-called fun foods, work together to trigger ill health which can lead to death. „And there is global evidence to suggest that more young people are succumbing to problems of the heart at a much earlier age. At an age when they should have been at their productive best, they are losing productive life by eating this junk,’ Bhushan said. A PepsiCo spokesperson, however, said all products manufactured by the company in India are fully compliant with all the regulations, including those on labelling, prescribed by the Food Safety and Standards Authority of India (FSSAI).
- 18. Questions From CaseStudy 1. Why is product labelling specifically important in this category of consumer products? 2. Why do you think the urban youth and children are most vulnerable to the damage caused by this kind of misinformation? 3. What other products require strict adherence to product quality guidelines? Why?
- 19. Why is productlabelling specifically important in this category of consumer products ? It‟s a food items, information about food contents and its nutritious value is mandatory as consuming it have a direct implications on one‟s health Consumed mainly by children and youth of age group ranging from 7yrs to 18yrs and consumptions of these items have a retarding impact on their growth & health Misbalances the nutritious requirement in one‟s minimum required daily diet Attract attention span of youth and children shifting their focus from a “Healthy meal” to “Tasty Meal” hampering their natural growth It makes the consumers addicted to the product leading to more consumption per person making them prone to cardiovascular diseases, Obesity & gastronomical Problems These products contain contents whose presence or excess of presence in the food can make person sick like Trans fat, Excess Salt, high content of caffeine & Sugar etc.
- 20. Why do youthink the urban youth and children are most vulnerable to the damage caused by this kind of misinformation? Fast pace of life and intense competition, more work per hour has led the youth esp. children and teenagers to consume a major proportion of their diet supplementing through Fast food aka Junk Food Rise in the per capita income of parents, giving more money to be spend open up the doors for such products in their life style Rise in the number of dual working parents, hectic work schedules and dead lines, as a result neglecting child's nutritious Aggressive advertisements and creative promotion schemes, majorly targeting the youth catches their imagination and makes them their “loyal customers” Peer pressure and social group pressure also tend to push children towards this drudgery Easy availability of these products in the nearby market also makes it easy for the children to “savor the taste of the junk”
- 21. What other productsrequire strict adherence to product quality guidelines? Why The major areas that need to be administered strictly and to be made sure the companies do adhere to the product quality guidelines are the followings Administered Drugs Alcoholic Beverages Cigarettes & Hookah Mobile Phones Automobile FMCG Food & Health Supplements
- 22. Conclusion “Telling people whatthey think right is wrong and to change their attitude towards the actual right is very hard but not impossible, it just requires little courage, self devotion, spirit of brotherhood and all of these backed by effective government policies…. Thus a new world is born devoid of evils.”
Editor's Notes
- #13 Anlayze Target AudienceEncourage Them to ListenHelp them to believe the messageEncourage them to act on that belief