Social Marketing

Commercial and Social Marketing Commercial Marketing: The Make Profit

MotiveMarketing is a system of interrelated activities designed to

develop, price, promote and distribute goods and services to groups of customers.

In most cases marketing attempts to generate profits from the sale of good and services created to fill customer needs.

Social Marketing: The Do Good Motiveis different from commercial marketing in substance and objective

but not in methodology.

Social Marketing ConceptMARKETING TECHNIQUES

USED

TO ENHANCE SOCIAL ENDSOR

PROMOTE PRO SOCIAL BEHAVIOUR

INVOLVES THE DESIGN,IMPLEMENTATION AND

CONTROL OF PROGRAMS

Social Marketing Concept

It is the explicit use of marketing skills to help translate present social action efforts into more effectively designed and communicated programs that elicit desired audience responses.

Social Marketing Concept SM puts emphasis not so much on getting

ideas out or transforming attitudes but influencing behavior.

Behavior change is social marketing's bottom line.

Centers on communication campaigns designed to promote socially beneficial practices or products in a target group.

Social Marketing Concept SM is not about targeting the general public

rather it focuses on a target audience. Participation of people is critical SM determines the core wants and needs

of its customers through market research methods and focuses on them.

Four Ps of Social Marketing

1. PRODUCTSTangible Products

Seat belts Nutritious weaning foods

Practice

Vaccinate childrenAvoid smoking

Idea

Human RightsEquality

Four Ps of Social Marketing

2. PRICEMonetary

Cost of subsidized productsSocial cost

Opportunity

Time lost from other activitiesMissed opportunity if innovation not beneficial

Psychological and Physical

Stress in giving up smokingEffort involved in obtaining clean water

Four Ps of Social Marketing

3. PLACE / 4. PROMOTIONDelivery of product

Tea shopsClinics and pharmaciesHouseholdsWork place

Delivery of message

TV/ Radio/ NewspapersPosters/ billboards/ bannersFolk songsPublic ralliesInterpersonal / counseling

Uses of Marketing TechniquesExchange Theory of Marketing: Exchange is the central concept underlying

marketing. It calls for the offering of value to someone in

exchange for value. Through exchanges various social units – individuals,

small groups, organizations, whole nations – attain the inputs they need.

By giving up something, they acquire something else in return. This something else is normally more valued than that which is given up. This explains the motivation for the exchange.

Uses of Marketing Techniques

Audience Segmentation: Knowing your target audience is very important in

social marketing. Social marketers learn specific facts about the target

audience such as gender, age, income levels, social class and lifestyle in order to price and promote the product.

Example: Primary audience in a family planning program is couples within a certain income range

Research Methods in SM Several research techniques are used in

SM to find out about the target audience.

QUANTITATIVE METHODS

Cross sectional and longitudinal

Sample surveys.

Archival data analysis

Structured Interviews

Mail / Telephone surveys

(How many people think orDo something)

QUALITATIVE METHODS

Focus Group Discussions

Unstructured Interviews

Direct Observation

(Why people think or do What they do)

Stages of Social Marketing

Read Notes for detailed informaton