aspects of social marketing

8/4/2019 Aspects of Social Marketing

1/10


2/10

What is social marketing?Social marketing is not merely motivated by profit but is concerned

with achieving a social objective. It goes beyond marketing alone as it

is also concerned with how the product is used after the sale has beenmade. The aim is, for example, not only to sell latrines but to

encourage their correct use and maintenance.

In other way it can be defined that Social

marketing is the systematic application of marketing alongwith other concepts and techniques, to achieve specificbehavioral goals for a social good. Social marketing canbe applied to promote merit goods, or to make a society

avoid demerit goods and thus to promote society's wellbeing as a whole. For example, this may include askingpeople not to smoke in public areas, asking them to useseat belts, or prompting to make them follow speed limits

and etc.


3/10

The key components of social marketing are:a. systematic data collection and analysis to develop

appropriate strategies;b. making products, services, or behaviours fit the felt needs

of the different consumers/user groups;c. strategic approach to promoting the products, services or

behaviours.d. methods for effective distribution so that when demand is

created, consumers know where and how to get the products,

services, or behaviours with the different groups;

e. improving the adoption of products, services, or

behaviours and increasing the willingness of

consumers/users to contribute something in exchange; and

f. pricing so that the product or service is affordable.


4/10

What are the basic characteristics of social

marketing?

As in commercial marketing, the four Ps are the basiccharacteristics of the social marketing approach (see box

below). Successful social marketing depends on good

research to define each of the four Ps carefully.

Examples

Product

Decide on what is

the product, its

form, format, and

presentation in

terms of packaging

and characteristics

The marketed product can be:

physical item e.g. a VIP

latrines, SanPlats; or a

practice or behaviour: wash

hands after using latrines; or an

idea: clean environment,

good sanitation for health


5/10

Price

Decide on what the

consumer would bewilling to pay, both in

terms of direct and

indirect costs andperceptions of benefits:

make the product worth

getting

The price can be :

monetary or direct costs: cost of

products (with or without subsidies),social cost

opportunity/indirect costs: time

lost from other activities, missedopportunities, transport, loss in

production or income

psychological or physical costs:stress in changing behaviour, effort

involved in maintaining latrine or

obtaining additional water required


6/10

Place

Where will the product

e available to

consumers, including

where is it displayed or

demonstrated

The place is every location where the

product will be available, e.g at tea

shops, builders yards and suppliers,

at clinics, pharmacies, clubs and local

businesses

Promotion

How the consumers will

now the product exists, its

benefits, costs, and where

and how to get it.

Promotion relates to the ways of delivery of

the information about the product.

For example this can be done through

television, radio, newspapers, posters,

billboards, banners, folk singers or

dramatists, public rallies,

interpersonal/counselling


7/10

Additional Social Marketing "P's"Publics--Social marketers often have many different

audiences that their program has to address in order to be

successful. "Publics" refers to both the external and internalgroups involved in the program. External publics include the

target audience, secondary audiences, policymakers, and

gatekeepers, while the internal publics are those who are

involved in some way with either approval or implementationof the program.

Partnership--Social and health issues are often so complex

that one agency can't make a dent by itself. You need to teamup with other organizations in the community to really be

effective. You need to figure out which organizations have

similar goals to yours--not necessarily the same goals--and

identify ways you can work together.


8/10

Policy--Social marketing programs can do well in motivating

individual behavior change, but that is difficult to sustain

unless the environment they're in supports that change for

the long run. Often, policy change is needed, and mediaadvocacy programs can be an effective complement to a

social marketing program.

Purse Strings--Most organizations that develop social

marketing programs operate through funds provided bysources such as foundations, governmental grants ordonations. This adds another dimension to the strategydevelopment-namely, where will you get the money tocreate your program?


9/10

What are the key steps in designing a social

marketing campaign?

1. A sample of the intended audience is divided into different

groups and questioned about needs, wants and aspirations

(sometimes, existing consumer groups may be used to

provide the same information). The groups collaborate in the

development of feasible, attractive solutions. This datacollection and testing is crucial to orienting the promotional

activities.

2. Overall marketing (or promotion) objectives are developed.

3. The data are analyzed and used to develop an overallmarketing plan in collaboration with key stakeholders.4. The audience is divided into discrete units with common

characteristics.


10/10

TH

AN

K OU

aspects of social marketing

Documents