DEFINING SOCIAL MARKETING

Done by : Basma El shimyMenna SalahEsraa El MowafyMariam Rasem Ola AshrafAbeer EzzatNoor Samir

Dr. Jihan El Bitar

Marketing Highlight Sustainable Malaria Prevention

Netmark’s Success Story in Africa(1999-2009)

Background in Africa-Almost 3,000 people die from malaria daily. More than 1 million every year.-The tragedy lies in that many of these illnesses and deaths can be prevented.

WHO and ITNsWHO recommends insecticide-treated nets as the best way for families to protect themselves from mosquitoes, and thus, prevent the risk of the infection of malaria up to 45% and the risk of death by 30%.

-By 2009, more than 60 million nets were sold in 7 countries.

Target Audiences and Desired Behaviors :

-Downstream (Primary audience)Pregnant women and children under the age of five. (the most-at-risk population)-MidstreamNational product distributers and retailers.-UpstreamPolicy Makers.

Barriers to purchasing and using ITNs

1-lack of awareness of ITNs.2-ITNs cost is high.3-little or no availability of commercial ITNs.4-concerns about potential adverse health effects from treated nets and perceived hotness when sleeping.

Strategies :- Product Strategies- Promotional efforts “MOSQUITOES KILL. KILL MOSQUITOES”

Outcomes- Creating Supply - Creating Demand- Ensuring Equity- Ensuring Sustainability

Definitions of social markingSocial marketing is a term that started to be used since 1970 and simply refers to affecting the behaviors of the audience.

(nancy R.lee ) social marketing is the process that uses marketing principles to affect the behaviors of the audience in a way that benefits society and individuals and society positively .

(alan andreasn ) social marketing is applying commercial marketing concepts to arise the voluntary side of target audience to help them live better.

(jay bernhardt ) social marketing is applying marketing principles in a systematic way for the sake of audience for a social good.

(rob Donovan ) social marketing is applying commercial marketing principles putting the public good in mind.

(jeff French ) social marketing is a set of experience and evidence , that provide understanding behavior and modifying it for the

sake of improving social good.

(gerard hastings ) social marketing is putting commercial marketing in front of it to benefit from weakness point s and

know how to succeed.

(craig Lefebvre ) social marketing is applying marketing principles to know how to deal with markets for the sake of audience at

the end.

(doug mckenzie ) social marketing is a process that includes a lot of steps

1-choosing specific behaviors to target.2-knowing the merits and demerits to these behavior

3-improving testing strategies to measure these merits and demerits. 4-finally , wide scale implementation of successful programs.

 We focus on behavior Commercial marketing objective is to sell goods and behaviors.Social marketing objective is to influence behaviors.

The reasons of influencing target audience are-:1-accept a new behavior. 2-reject undesirable one.

3-modify a current behavior. 4-abandon undesirable behavior.

*social marketing may be the encouragement of a onetime behavior or the establishment of a habit .

*adapting the behavior is considered the line for social marketer.*although marketing aims at rewarding a good behavior and punishing bad ones,

there is not a direct benefit after adapting good behavior.*the systematic plan of social marketing is inspired by the needs of audience.

We use a systematic planning process that applies traditional marketing principles and techniques-:

Customer orientation: is an application used to know the obstacles that an individual might face to adopt a specific behavior.HOW through some steps

1-environmenatl scan .‘ 6-setting the positioning statement.

2-sitution analysis ( SWOT ) 7-putting in mind 4Ps

3-choose target audience 8-evelaution methodology is established .

4-put the goals and objectives . 9-set the budget.

5-formative research is done to know the obstacles and benefits.

10-implementation plan .

 We select and influence a target audience

*people are different fron each other in their appeals , this led to dividing the market into ( market segments )

*measure the relative potential of each segments to meet the objectives and then choose segments to concentrate the efforts on them.

*thee is a view that says that targeting a specific group of people in any society who have the power will reflect positively in putting the institutional policy.

So influencing the powerful individuals who in return will influence other people indirectly.

The primary beneficiary is societyThe primary beneficiary in commercial marketing is the corporate shareholder

The primary beneficiary in social marketing is the society .

WHERE DID THE CONCEPT ORIGINATE?- When we think of social marketing as “influencing public behavior,” it is clear that this is not a new phenomenon. Consider efforts to free slaves; abolish child labor, influence women’s right to vote, and recruit women into the workforce.- The use of marketing principles and techniques to advance a social cause, idea or behavior.- In intervening decades, growing interest in and use of social marketing concepts, tools, and practices has spread from public health and safety to use by environmentalists, community advocates, and poverty workers, as is evident in the partial list of seminal events, texts, and journal articles. Example …

Social Marketing and Commercial Marketing

Differences

Similarities

•Selling Goods and services Commercial Marketing

•Influencing behaviors Social Marketing

Differences 1)Primary Aim

•Financial Gain Commercial Marketing

•Societal GainSocial Marketing

2) Gain

• Audience that will provide great sales and profits

Commercial Marketing

• There is a criteria for choosing Target audience (Spread of social problems-are they ready for this change?- how to reach them?)

Social Marketing

3) Target Audience

• Competitors offers same goods and services… Commercial Marketing

• The current or preferred behavior of your audience..The challenge is how you influence and let them change their behavior…

Social Marketing

4)Competition

Similarities Focus on

customer Exchange Theory

Marketing Research

Audience are segmented 4 PsFeedback

Why Social Marketing is more difficult than Commercial Marketing???

Be un comfortable

Spend more

money

Give up an addictive behavior

Risk retaliation

Establish New

HabitsYou don’t

give something in return

Sponsored by non-profit and public sectors

Support the benefits of organization’s services

Support governmental agency services and products

Raise awareness and concern about social issues.

Try to change behavior

How Social marketing differs from…….??!!

Most commonly addressed issues by social marketing fall under one of these categories:

- Health issues.- Injury prevention.- Environmental protection.- Community involvement.- Financial behaviours.

Don’t forget :A campaign is only successful when it increases the adoption of desired related behavior.

Health-related behaviors a campaign can seek to impact.Examples : Tobacco use. HIV/AIDS. Breast Cancer.

HIV/AIDS.In the United States about a fourth of Americans living with HIV are unaware of their infection.

Let’s watch ..

This video was described by Donald Steel* as :“The worst public information film made in history”

Injury prevention behaviors a campaign can seek to impact.

Examples :Seatbelts.Gun storage.Household poisons.Domestic violence.

We will explore one example :Seatbelts :

surveys in USA showed that at least 16% of people do not wear a seatbelt.

Let’s watch

WHAT ARE OTHER WAYS TO IMPACT SOCIAL ISSUES?Social marketing is clearly not the only approach to impacting a social issue, and social marketers are not the only ones who can be influential.

1- Technology: Many new gas pumps inhibit the ability to top off the tank, thus avoiding ozone-threatening spillage.

2- Science: Medical discoveries may eventually provide inoculations for certain cancers.

3- Legal/political/policy making: Sometimes when all else fails, the laws have to get tougher,

4- Improved infrastructures and built environments: If we really want more people to ride bikes to work, we’ll need more bike lanes, not just bike paths.

5- Changes in corporate policies and busi ness practices: In 2010, the American Beverage Association announced their Clear on Calories initiative in support of First Lady Michelle Obama’s anti-obesity campaign.

6- Schools: School district policies and offerings can contribute significantly in all social arenas, providing channels of distribution for social marketing efforts: health, safety, environmental protection, and community involvement.

7- Education: The line between social marketing and education is actually a clear one, with education serving a useful tool for the social marketer, but one that does not work alone.

8- Media: News and entertainment media have powerful influences on individual behaviors as they shape values, are relied on for current events/trends, and create social norms.