Social marketing is the adaptation of commercial marketing techniques to influence behaviors for social good. The objectives of social marketing are to promote adoption of beneficial health behaviors and improve access to quality health information and affordable services, especially for rural and low-income populations. Social marketing involves six phases: problem description, formative research, strategy development, intervention design, implementation, and evaluation.

1. Social Marketing
presented by : Shaina Chhabra

2. What is Social Marketing….???
• Social Marketing is adaptation of commercial
marketing technologies
• to influence the behavior of target audience
• To improve their personal welfare and that of
society which they are a part.

3. Social
marketing
Behavioral
objective
Willingness
to change
the offer
Marketing
Mix
competition

4. Objectives of social marketing
• To promote the acceptability and adoption of
socially beneficial, voluntary health behaviour.
• To improve access to and availability of a wide
range of quality health information, affordable
product and services for the rular, under
served , low income etc.
• To decentralise the social marketing
programme.

5. Examples of Social Marketing

8. Six phases of social marketing
Problem
description
Formative
research
Strategy
development
Intervention
design
Evaluation Implementation

9. BENEFITS
• It helps to build a better image of the
company.
• Gives a competitive advantage over the
competitors.
• Useful in customer retention and long term
relationships.
• Increase the sales and marketing share.
• Facilitate expansion and growth in long term.

10. DRAWBACKS
• Useful for mass marketing products but
difficult to implement for product aimed at a
specific target market.
• Social consciences is not present in all
companies.
• Lack of adequate encouragement from the
government.