Social marketing

Copyright Atomic Dog Publishing, 2002
“differing from other areas of marketing only with
respect to the objectives of the marketer and his or her
organization. Social marketing seeks to influence social
behaviors not to benefit the marketer, but to benefit the
target audience and the general society."
-Kotler and Andreasen
• Social marketing was "born" as a discipline in the 1970s, when Philip
Kotler and Gerald Zaltman realized that the same marketing principles
that were being used to sell products to consumers could be used to
"sell" ideas, attitudes and behaviors. This technique has been used
extensively in international health programs, especially for
contraceptives and oral rehydration therapy (ORT), and is being used
with more frequency in the United States for such diverse topics as drug
abuse, heart disease and organ donation.

Cause marketing occurs when the
charitable contributions of a firm are tied
directly to the customer revenues
produced through the promotion of one of
its products.
Cause Marketing

Social Marketing
Cause-related marketing links the firm’s contribution to
designated cause to
- customer’s engaging directly or indirectly in revenue-producing
transactions with the firm.
- Cause Marketing is a part of corporate societal marketing
(noneconomic objective related to social welfare)
- use the resources of the company/or of its partners.
- ----------------------------------------------------------------------------------------------
• Cause-related marketing is done by a company to support a
cause.
• Social marketing is done by a nonprofit or government
organization to further a cause.

• The societal [social] marketing concept
holds that the organization's task is to
determine the needs, wants, and interests of
target markets and to deliver the desired
satisfactions more effectively and efficiently
than competitors, in a way that preserves or
enhances the consumer’s and the society’s
well-being.”

Ethical and social considerations are
built in marketing concept in a way
that penetrates consumer’s attention
and motivates them to make the
change.

 Product
 Price
 Place
 Promotion

• Target Audience -who will be beneficiaries/ effected
• Action- creating awareness, shifting attitude,
strengthening knowledge related to event.
• Exchange-giving-up/modifying certain behaviour or
accepting new.
• Competition- Junk foods VS Native Foods
Focal Points in Social Marketing

• Product-
Desired behaviour communicated to the audience, the
associated benefits, tangible objects and/or services that
support behavior change.
Ex. Eradication of Child Labour, Giving up Drinking
• Price- Cost ( Financial, emotional, Psychological or
Time-related), Barriers.
Ex. Loss of friend’s company
Marketing Mixes

• Place
Where the audience will perform the desired behaviour.
Ex. Immunization in neighborhood, mobile clinic, offering
nutritional information on a restaurant menu or grocery
store
• Promotion
Communication through media channels
Marketing Mixes

• Publics
• Partnership
• Policy
Additional Social Marketing
Mixes

Additional Social Marketing "P's“
• Publics--Social marketers often have many
different audiences that their program has to
address in order to be successful. "Publics" refers
to both the external and internal groups involved
in the program.
• External publics include the target audience,
secondary audiences, policymakers, and
gatekeepers, while the internal publics are those
who are involved in some way with either
approval or implementation of the program.

• Partnership — TEAMING up with other org. having similar goals
Social and health issues are often so complex that one agency can't
make a dent by itself. You need to team up with other organizations in
the community to really be effective. You need to figure out which
organizations have similar goals to yours--not necessarily the same
goals--and identify ways you can work together.
Purse Strings -Most organizations that develop social marketing programs
operate through funds provided by sources such as foundations,
governmental grants or donations. This adds another dimension to the
strategy development-namely, where will you get the money to create
your program?

• Policy-
Removing Barriers
Social marketing programs can do well in motivating individual behavior
change, but that is difficult to sustain unless the environment they're in
supports that change for the long run. Often, policy change is needed,
and media advocacy programs can be an effective complement to a
social marketing program.

• Problem Identification
• Designing Action
• Identification of Public
• Knowing Benefits expected by Public for accepting
• Check the Trust level- is it real or true?
• Who is competitor?
• Identifying the best timing and Place to reach Public-
when they are most disposed off.
• Determining the frequency and sources of intervention
• Integrate Interventions
• Fining out the availability of resources and deciding
whether to carry out the strategy alone or in partnership

• NRHMC – Safe Mother Hood
Chiranjeevi Yojna in Gujrat
Ayushmati Sceme in W Bengal
Mamta friendly hospital in Delhi
Suabhagyawati in UP
These are some schemes that are designated under PPP
model to the BPL

• Family Planning
• USAID (Agency for International Development funds)
ICICI Bank implemented Bindaas Bol campaign in nine
states.
• Child Care
Ankur Project in Maharashtra
Punchamrit in Rajasthan

Example of a Marketing Mix Strategy
As an example, the marketing mix strategy for a breast
cancer screening campaign for older women might
include the following elements:
 The product could be any of these three behaviors: getting
an annual mammogram, seeing a physician each year for
a breast exam and performing monthly breast self-exams.
 The price of engaging in these behaviors includes the
monetary costs of the mammogram and exam, potential
discomfort and/or embarrassment, time and even the
possibility of actually finding a lump.
 The place that these medical and educational services are
offered might be a mobile van, local hospitals, clinics and
worksites, depending upon the needs of the target
audience.

As an example, the marketing mix strategy for a breast cancer screening campaign for older women might include the following
elements:
 Promotion could be done through public service announcements,
billboards, mass mailings, media events and community outreach.
 The "publics" you might need to address include your target audience
(let's say low-income women age 40 to 65), the people who influence
their decisions like their husbands or physicians, policymakers, public
service directors at local radio stations, as well as your board of
directors and office staff.
 Partnerships could be cultivated with local or national women's
groups, corporate sponsors, medical organizations, service clubs or
media outlets.
 The policy aspects of the campaign might focus on increasing access
to mammograms through lower costs, requiring insurance and
Medicaid coverage of mammograms or increasing federal funding for
breast cancer research.
 The purse strings, or where the funding will come from, may be
governmental grants, such as from the National Cancer Institute or
the local health department, foundation grants or an organization like
the American Cancer Society.

As an example, the marketing mix strategy for a breast cancer screening
campaign for older women might include the following elements:
 The product could be any of these three behaviors: getting an annual mammogram,
seeing a physician each year for a breast exam and performing monthly breast self-
exams.
 The price of engaging in these behaviors includes the monetary costs of the
mammogram and exam, potential discomfort and/or embarrassment, time and even
the possibility of actually finding a lump.
 The place that these medical and educational services are offered might be a mobile
van, local hospitals, clinics and worksites, depending upon the needs of the target
audience.
 Promotion could be done through public service announcements, billboards, mass
mailings, media events and community outreach.
 The "publics" you might need to address include your target audience (let's say low-
income women age 40 to 65), the people who influence their decisions like their
husbands or physicians, policymakers, public service directors at local radio stations,
as well as your board of directors and office staff.
 Partnerships could be cultivated with local or national women's groups, corporate
sponsors, medical organizations, service clubs or media outlets.
 The policy aspects of the campaign might focus on increasing access to
mammograms through lower costs, requiring insurance and Medicaid coverage of
mammograms or increasing federal funding for breast cancer research.
 The purse strings, or where the funding will come from, may be governmental grants,
such as from the National Cancer Institute or the local health department, foundation
grants or an organization like the American Cancer Society.

Social marketing campaigns may have objectives related to changing people’s
cognitions, values, actions, or behaviors.
Cognitive campaigns-
Explain the nutritional value of different foods.
Explain the importance of conservation.
Action campaigns-
Attract people for mass immunization.
Motivate people to vote on a certain issue.
Blood Donation
Motivate women to take a pap test.
Behavioral campaigns-
Demotivate cigarette smoking.
Demotivate usage of hard drugs.
Demotivate excessive consumption of alcohol.
Change attitude towards the girl child.
Value campaigns-
Alter ideas about abortion.
Change attitude of bigoted people

Management of Nature, Produces of Nature and Creations
of Nature-human, animal, birds, and trees- are playing
together. No instrument, no weapon, only leaps and
bounds happens. No smoke from the chimney, no
crackle sound outside the home, no sparkling or buzzing
noise from any electric or electronic equipments as they
would have been thrown away.
IMAGINATION- utterly imagination. Can it be happen?
Yes! And it should be. If it would not happen as a
human I can’t think my existence if I am not a friend
to air, to water to trees and to earth.

Social marketing

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