Gropu 2_Social Marketing Presentation - 07th March 2014

8/12/2019 Gropu 2_Social Marketing Presentation - 07th March 2014

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Social Marketing

• Introduction To Social Marketing

• Case Study: Being Human

•

Major Disadvantages Of Social Marketing • Major Drawbacks In Social Marketing In India

Roll No. Name (Group 2)

3 Sameer Ashar

4 Sapna Bangera

19 Nikhil Jamnare

29 Amit Maisheri

42 Prasenjit Paul

52 Nilesh Singh



Introduction to Social Marketing

•Systematic application of marketing to achieve specificbehavioral goals for a social welfare

•Primary aims of 'social marketing' is 'social good'

•Links values with product / service

•Sell product with cause

•Instead of selling products, social marketing focus onbehavior change for social good

•Example:- environment, health, anti-drugs, wearing seat belts



Being Human

• Being Human is a registered charitable trust which is set up by Salman Khan for

helping cause of underprivileged

• Mandhana Industries has brought out a clothing line with a heart where royalties

from clothing line support the cause

• Foundation has two focus areas, education and healthcare

• To increase the reach and corpus of Foundation, Salman Khan has undertaken

initiatives such as Being Human art and Being Human merchandise

• Brand ‘Salman Khan’ connects well with the Indian Youth, kids and masses as a

whole Being Human required a strong social presence

• Important to first establish credibility and transparency, and secondly clearly

differentiate this from a Bollywood gossip and fan page



How it all started……

•

1998 – Arrested for killing wild animal while shooting Hum SaathSaath Hain

• 2002 – Hit & Run Bandra Case, killing one man and injuring others.

He also faces charges of drunk driving and not having a valid license

• 2002 – Break up with Aishwarya Rai in March 2002; Rai accused him

of harassing her. And was hounding her; her parents lodged a

complaint against him

• 2003 – Salman called Vivek Oberoi 41 times in one night to threaten

him with death as well



Birth of “Being Human”

• 2004 – Phir Milenge he played role of an ADIS Patient & it was well appreciated by World

health organization (WHO) for presenting problems of AIDS patient in today’s world

• 2007 – Lunch Being Human charitable trust to support underprivileged in education &

health area

• Frequently visited sick children in hospitals, and also goes often to donate blood

• Salman Khan contributed in the life of various actors helping them in their personal and

professional endeavors

• Played major role in launching various actors and actress

• 2011 – He Lunched Salman Khan Being Human (SKBH Production) and funds generated by

the SKBH Production will be used in “Being Human charitable trust”

• 1st film under “Being human” Chillar Party, which went on to win 3 National Awards for

Best Children's film, best original screenplay and Child Artist's Award







The Veer

Veer is an initiative which encourages every Indian citizen to play the role of an enabler and help

people with disability unleash their true potential.

Veer aims to attain three broad objectives:

•

Raise funds to provide training to 1000 disabled people in order to make them employable.•To sensitize the nation at large about the true potential of people with disabilities.

•To advocate various policy decisions aimed at bettering the life of people with disabilities.

All it takes is Rs. 7500 to provide skill based training to one person with disability and the

initiative aims at raising Rs. 75 Lacs in order to train 1000 people with disabilities.

The American India Foundation – a stakeholder in the initiative will provide this training to 1000

individuals.

https://www.theveer.in/







Hindustan Coca-Cola Beverages Pvt. Ltd

(HCCBPL)., partnered with actor Salman

Khan’s Being Human Foundation, to scale

up Career Development Centre (CDC), an

initiative to empower rural, educated and

underserved youth. The initiative, inassociation with NIIT Foundation and NGO

Gram Niyojan Kendra.



Potential Drawbacks



Drawbacks• The Brand is more of associated with commercialization compared to other

working NGO’s

• The funds raised by Being Human charitable trust is not actually reaching the needy

• Focuses more on publicity rather than actual work

• One major disadvantage can occur if public perception of relationships sours. For

example, your reputation can be harmed if your target audience sees your

alignment with a non-profit as a marketing policy

• You can also face problems if the non-profit you are supporting does something

unethical or controversial. Then you run the risk of being perceived negatively as

well



• Lack of Government Support

• Lack of Mass involvement

• Corporate do not take it seriously

• Short term gains are negligible

• Skepticism and resistance by the Management/Trustees indonating Funds for implementation of Social Marketingstrategy

Drawbacks In Social Marketing In India





Thank You



Back Up



Source

• http://www.coca-colaindia.com/presscenter/Being-Human.html

•

https://www.facebook.com/BeingHumanOnline

• https://www.theveer.in/

• http://www.beinghumanonline.com/

• http://www.beinghumanfoundation.in/

http://www.coca-colaindia.com/presscenter/Being-Human.html




http://www.beinghumanonline.com/

http://www.beinghumanfoundation.in/

http://www.beinghumanfoundation.in/

http://www.beinghumanonline.com/










Autism Awareness Week





Disadvantages

• In addition, there has been considerable

concern about nonprofits lending their good

names to for-profit activities. Does it weaken

the trustworthiness of a nonprofit? Does itblur the lines between business and

philanthropy? Could a nonprofit "sell out" by

lending its support to products that are lessthan benign for the public?



Disadvantages

• Does buying products for a cause take the place ofwriting a check to a charity or going online and signingup for a monthly gift?

• Do large, national nonprofits that have becomemarketing powerhouses take attention and moneyaway from smaller but just as worthy charities?

• Since cause-marketing is usually handled by themarketing department of participating corporations, do"product strategies" outweigh humanitarian ones?

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Gropu 2_Social Marketing Presentation - 07th March 2014