Introduction to Introduction to MarketingMarketing

Uttam Raj RegmiUttam Raj Regmi

Meaning of MarketingMeaning of Marketing

According to American Marketing According to American Marketing Association, “ Marketing is the process of Association, “ Marketing is the process of planning and execution the conception, planning and execution the conception, pricing, promotion, and distribution of pricing, promotion, and distribution of ideas, goods and services to create ideas, goods and services to create exchanges that satisfy individual and exchanges that satisfy individual and organizational objectives”organizational objectives”

Concept of MarketingConcept of Marketing

People Need Want

Marketing Transaction Exchange

ProductDemand

Market

What is social marketing ?What is social marketing ?

Social Marketing is the application of Social Marketing is the application of commercial marketing principles to commercial marketing principles to influence the voluntary behavior of target influence the voluntary behavior of target audiences to achieve social objectivesaudiences to achieve social objectives

The Social Marketing approach The Social Marketing approach to social changeto social change

Campaigns for social change are not a new Campaigns for social change are not a new

phenomenon, for examplephenomenon, for example

Campaigns to free slaves in ancient Greece Campaigns to free slaves in ancient Greece and Romeand Rome

Campaigns to abolish debtor prisons and child Campaigns to abolish debtor prisons and child laborlabor

Campaigns to grant voting rights to womenCampaigns to grant voting rights to women

The Social Marketing approach The Social Marketing approach to social changeto social change

In recent time, social change campaigns have In recent time, social change campaigns have focused on issues such asfocused on issues such as HealthHealth EnvironmentEnvironment EducationEducation EconomicsEconomics

Examples of Social Marketing Examples of Social Marketing ActivitiesActivities

TobaccoTobacco Alcohol and other drugsAlcohol and other drugs EnvironmentEnvironment VitalityVitality FitnessFitness Breast feedingBreast feeding Condom promotionCondom promotion ORSORS HandicraftsHandicrafts

Anti smoking ad campaignsAnti smoking ad campaigns

An Abstract ProductAn Abstract ProductAttitudes & Behavior Attitudes & Behavior

Condom CampaignCondom Campaign

Social CampaignSocial Campaign

Commercial Products Commercial Products

Social Marketing vs. Commercial MarketingSocial Marketing vs. Commercial Marketing

Marketing Marketing

ToolsTools

Commercial Commercial MarketingMarketing

Social Social

MarketingMarketing

ProductProduct Satisfies Satisfies existing existing consumer needconsumer need (high (high demand)demand)

Satisfies Satisfies public needpublic need (little/no demand)(little/no demand)

PricePrice Aims to cover all Aims to cover all costs/generate a costs/generate a profitprofit

Often Often subsidizedsubsidized to to guarantee access for guarantee access for low-income groupslow-income groups

PlacePlace Focus on cost efficiencyFocus on cost efficiency Focuses on accessFocuses on access for for target grouptarget group

PromotionPromotion Aims to build and defend Aims to build and defend market sharemarket share

Aims to Aims to increase increase overall marketoverall market, , requires demand requires demand creation activitiescreation activities

WhatWhat social marketing is social marketing is notnot

Organization-centeredOrganization-centered ““We know what’s best”We know what’s best” Problem is with the target audienceProblem is with the target audience Focus is on information/educationFocus is on information/education Target audience is blamed for program failureTarget audience is blamed for program failure All people are treated the sameAll people are treated the same Research is not important or not usedResearch is not important or not used

What social marketing isWhat social marketing is

Customer-focusedCustomer-focused Behavioral goalsBehavioral goals Targeted interventionsTargeted interventions Use of both marketing techniques and Use of both marketing techniques and

behavioral science theoriesbehavioral science theories Use of researchUse of research

BenefitsBenefits

Focuses on end usersFocuses on end users Encourages proper market segmentationEncourages proper market segmentation Facilitates comprehensive analysis and use Facilitates comprehensive analysis and use

of researchof research Highlights the need for prioritization and Highlights the need for prioritization and

strategic choicesstrategic choices

Example- Social MarketingExample- Social Marketing

The Four P’sThe Four P’s

In Social Marketing, Promotion and Place are key variables of the marketing mix

Place

Promotion

Product

Price

Distribution Channels

Communications

idea, behavior, or adoption of new idea and behavior

Value

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