S0CIAL
MARKETING
Presented by Aman Goyal
DEFINATION
Social marketing is about using marketing strategies to
encourage people to adopt behaviors that benefit both
themselves and society. It draws from fields like psychology,
sociology, and communication to promote positive change.
The term was coined by Kotler and Zaltman in 1971. Social
marketing applies principles from the commercial sector to
influence a target audience to voluntarily accept, reject,
modify, or abandon a behavior for the benefit of individuals,
groups, organizations, or society as a whole. Its intent is to
create positive social change. This approach can involve
promoting good products and services or discouraging
harmful ones, all aimed at making life better for individuals
and communities.
DEFINITIONS FROM A FEW SOCIAL MARKETING VETERANS
Social Marketing is a process that uses marketing principles and
techniques to influence target audience behaviors that will benefit society as
well as the individual. This strategically oriented discipline relies on creating,
communicating, delivering, and exchanging offerings that have positive value
for individuals, clients, partners, and society at large.-Nancy R. Lee, Michael L.
Rothschild, and Bill Smith, 2011.
Social Marketing is the application of commercial marketing concepts and tools
to influence the voluntary behavior of target audiences to improve their lives or
the society of which they are a part.-Alan Andreasen, 2011
ELMENTS OF SOCIAL
MARKETING
Social marketing is about changing behavior
and promoting social causes, not just
convincing people to act differently. Both public
and private sectors can be involved, but for
private businesses, social change is usually not
the main goal. Another term for social
marketing is Cause-related marketing. Here are
the key points:
1.Customer Orientation: Like regular marketing, social
marketing focuses on understanding the target audience's
needs and concerns, called 'target adopters' instead of
consumers.
2.Behavioral Focus: It's not just about changing behavior
temporarily, but making sure positive behaviors last. Goals
should be clear and measurable.
3.The Notion of Exchange: Social marketers need to offer
benefits that the target audience values, whether tangible or
intangible.
4.Competition: Social marketers need to offer something better than
what others provide, even if they're not direct competitors.
5.Long-term Planning: Change takes time and commitment, so planning
for the long term is crucial. There's competition from both external
factors and internal feelings or attitudes.
6.Marketing Mix: Social marketing isn't just about promotion anymore.
It's a mix of strategies, like considering the product (behavior change or
idea promotion), price (costs to individuals), place (distribution or service
locations), and promotion (like in commercial marketing).
So, social marketing involves groups like NGOs trying to change the
behavior
IMPORTANCE
There are three major advantages, however,
which suggest that social marketing is
worthy of consideration:
1. It helps you reach the target audiences
you want to reach.
2. It helps you customize your message to
those targeted audiences; and by doing so,
3. It helps you create greater and longer-
lasting behavior change in those audiences.
APPLICATION
Social marketing focuses on promoting social good, while commercial
marketing is mostly about making money. However, commercial
marketers can still help with social causes. Here are some examples of
social marketing:
1. Health campaigns, like promoting health in Kerala or raising AIDS
awareness, often involve social workers who are trained for this.
2. Campaigns against tobacco and drugs.
3. Efforts to reduce pollution.
4. Promoting road safety.
5. Fighting against the practice of dowry.
6.Protecting girls' rights.
7.Encouraging people to stop using plastic bags.
8.Green marketing campaigns, promoting environmentally friendly
products.
In social marketing, the approach is customer-focused, using similar
tools and strategies as commercial marketing to achieve social goals,
like reducing smoking or raising funds for NGOs.
ADVANTAGES
1. Promotes consumption of socially desirable products.
2. Promotes health consciousness in people and helps them adopt a
healthier lifestyle.
3. It helps in green marketing initiatives.
4. It helps to eradicate social evils that affect the society and quality of
life.
5. Social marketing is one of the cheapest ways of marketing.
6. One of the best advantages of social marketing is that anyone can
take advantage of it, even from their own home.
STEPS
1.Identify what Behavior you want to Change: (for
example, increase prenatal counseling among expectant
mothers).
2.Identify your Audience: Whose behavior do you want
to change? It may be that youwant to change the
behavior of several different groups, in that case, you
may want to influence them in different ways to bring
them closer to the desired behavior. Such groups are
often separated, or segmented, by age, gender, level of
education, or race.
3.. Identify the Barriers to Change: through interviews, surveys,
focus groups or other methods, you'll want to find out what makes it
difficult or unattractive for people to make these changes. Do
pregnant women feel uncomfortable at the area clinic, or are they
made to feel stupid when they talk to the doctor? Is the clinic too far
away? Can they not take the time away from their jobs?
4.Reduce the Barriers to Change. Plan ways to make it easier, more
accessible, andmore attractive. Can the clinic stay open longer
hours? Can physicians and nurses be better trained to discuss
problems with women? This step might even be taken a step farther.
Your organization might provide incentives for making (and
sustaining) changes. Mothers who come to the clinic regularly
through their pregnancy might receive coupons for free baby food,
for example.
5.Pretest your Ideas on a Small Number of People, then
modify your plan according to your results.
6.Publicize both the Benefits of Change, and also your
efforts to make change easier in a way that will draw people
to take advantage of your efforts. Let people know what
you're doing to help them the best program in the world
won't be used if people don't know about it. And of course,
people need to understand the benefits of the behavior
change. A pregnant woman will probably want to do what's
best for her child, but may not know that she needs extra
iron during her pregnancy. It's up to your organization to tell
her.
CASE STUDIES
Case Study: Dettol's Banega Swasth India
Campaign
Background:
- Dettol partnered with NDTV in 2014 for the
"Banega Swasth India" campaign.
- Aimed to promote hygiene and sanitation
practices, focusing on handwashing with
soap.
Strategies:
1. Mass Media Campaigns: Utilized TV, radio, print, and digital platforms for wide
reach.
2. Community Engagement:** Conducted on-ground activities, workshops, and
health camps.
3. Partnerships:** Collaborated with government, NGOs, and local authorities for
implementation.
4. Digital Outreach: Used social media, websites, and mobile apps for educational
content and engagement.
5. Measurement: Conducted surveys and studies to assess impact on handwashing
frequency and disease prevention.
Results:
- Increased awareness and adoption of hand hygiene practices.
- Improved sanitation facilities and reduced incidence of communicable
diseases.
- Collaborative approach and innovative strategies led to positive behavior
change and improved public health outcomes.
Conclusion:
Dettol's "Banega Swasth India" campaign demonstrated effective social
marketing by leveraging various channels and partnerships to promote hygiene
and sanitation practices, leading to positive impact on public health in India.
