Social marketing

Copyright Atomic Dog Publishing, 2002

“differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the

target audience and the general society." -Kotler and Andreasen

• Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors. This technique has been used

extensively in international health programs, especially for contraceptives and oral rehydration therapy (ORT), and is being used

with more frequency in the United States for such diverse topics as drug abuse, heart disease and organ donation.


Cause marketing occurs when the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.

Cause marketing occurs when the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.

Cause Marketing


Social Marketing

Cause-related marketing links the firm’s contribution to designated cause to

- customer’s engaging directly or indirectly in revenue-producing transactions with the firm.

- Cause Marketing is a part of corporate societal marketing (noneconomic objective related to social welfare)

- use the resources of the company/or of its partners.- --------------------------------------------------------------------------------------------

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• Cause-related marketing is done by a company to support a cause.

• Social marketing is done by a nonprofit or government organization to further a cause.


• The societal [social] marketing concept holds that the organization's task is to

determine the needs, wants, and interests of target markets and to deliver the desired

satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the consumer’s and the society’s

well-being.”


Ethical and social considerations are built in marketing concept in a way

that penetrates consumer’s attention and motivates them to make the

change.


Product Price Place Promotion


• Target Audience -who will be beneficiaries/ effected• Action- creating awareness, shifting attitude,

strengthening knowledge related to event.• Exchange-giving-up/modifying certain behaviour or

accepting new.• Competition- Junk foods VS Native Foods

Focal Points in Social Marketing


• Product-Desired behaviour communicated to the audience, the

associated benefits, tangible objects and/or services that support behavior change.

Ex. Eradication of Child Labour, Giving up Drinking

• Price- Cost ( Financial, emotional, Psychological or Time-related), Barriers.

Ex. Loss of friend’s company

Marketing Mixes


• PlaceWhere the audience will perform the desired behaviour.

Ex. Immunization in neighborhood, mobile clinic, offering nutritional information on a restaurant menu or grocery store

• PromotionCommunication through media channels

Marketing Mixes


• Publics• Partnership

• Policy

Additional Social Marketing Mixes


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 internal groups 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 implementation of the program.



• Partnership — TEAMING up with other org. having similar goals

Social and health issues are often so complex that one agency can't make a dent by itself. You need to team up 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.

Purse Strings -Most organizations that develop social marketing programs operate through funds provided by sources such as foundations,

governmental grants or donations. This adds another dimension to the strategy development-namely, where will you get the money to create

your program?



• Policy-

Removing Barriers

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 media advocacy programs can be an effective complement to a social marketing program.


• Problem Identification• Designing Action• Identification of Public• Knowing Benefits expected by Public for accepting• Check the Trust level- is it real or true?• Who is competitor?• Identifying the best timing and Place to reach Public-

when they are most disposed off.• Determining the frequency and sources of intervention• Integrate Interventions• Fining out the availability of resources and deciding

whether to carry out the strategy alone or in partnership

Strategic Decisions


• NRHMC – Safe Mother Hood Chiranjeevi Yojna in Gujrat

Ayushmati Sceme in W Bengal

Mamta friendly hospital in Delhi

Suabhagyawati in UP

These are some schemes that are designated under PPP model to the BPL

Strategic Decisions


• Family Planning

• USAID (Agency for International Development funds) ICICI Bank implemented Bindaas Bol campaign in nine states.

• Child Care

Ankur Project in Maharashtra

Punchamrit in Rajasthan

Strategic Decisions


Strategic Decisions


Strategic Decisions


Example of a Marketing Mix Strategy As an example, the marketing mix strategy for a breast

cancer screening campaign for older women might include the following elements:

The product could be any of these three behaviors: getting an annual mammogram, seeing a physician each year for a breast exam and performing monthly breast self-exams.

The price of engaging in these behaviors includes the monetary costs of the mammogram and exam, potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump.

The place that these medical and educational services are offered might be a mobile van, local hospitals, clinics and worksites, depending upon the needs of the target audience.


Example of a Marketing Mix Strategy As an example, the marketing mix strategy for a breast cancer screening campaign for older women might include the

following elements:

Promotion could be done through public service announcements, billboards, mass mailings, media events and community outreach.

The "publics" you might need to address include your target audience (let's say low-income women age 40 to 65), the people who influence their decisions like their husbands or physicians, policymakers, public service directors at local radio stations, as well as your board of directors and office staff.

Partnerships could be cultivated with local or national women's groups, corporate sponsors, medical organizations, service clubs or media outlets.

The policy aspects of the campaign might focus on increasing access to mammograms through lower costs, requiring insurance and Medicaid coverage of mammograms or increasing federal funding for breast cancer research.

The purse strings, or where the funding will come from, may be governmental grants, such as from the National Cancer Institute or the local health department, foundation grants or an organization like the American Cancer Society.


Example of a Marketing Mix Strategy As an example, the marketing mix strategy for a breast cancer screening

campaign for older women might include the following elements:

The product could be any of these three behaviors: getting an annual mammogram, seeing a physician each year for a breast exam and performing monthly breast self-exams.

The price of engaging in these behaviors includes the monetary costs of the mammogram and exam, potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump.

The place that these medical and educational services are offered might be a mobile van, local hospitals, clinics and worksites, depending upon the needs of the target audience.

Promotion could be done through public service announcements, billboards, mass mailings, media events and community outreach.

The "publics" you might need to address include your target audience (let's say low-income women age 40 to 65), the people who influence their decisions like their husbands or physicians, policymakers, public service directors at local radio stations, as well as your board of directors and office staff.

Partnerships could be cultivated with local or national women's groups, corporate sponsors, medical organizations, service clubs or media outlets.

The policy aspects of the campaign might focus on increasing access to mammograms through lower costs, requiring insurance and Medicaid coverage of mammograms or increasing federal funding for breast cancer research.

The purse strings, or where the funding will come from, may be governmental grants, such as from the National Cancer Institute or the local health department, foundation grants or an organization like the American Cancer Society.


Social marketing campaigns may have objectives related to changing people’s cognitions, values, actions, or behaviors.

Cognitive campaigns-Explain the nutritional value of different foods.Explain the importance of conservation.

Action campaigns-Attract people for mass immunization.Motivate people to vote on a certain issue.Blood DonationMotivate women to take a pap test.

Behavioral campaigns- Demotivate cigarette smoking.Demotivate usage of hard drugs.Demotivate excessive consumption of alcohol.Change attitude towards the girl child.

Value campaigns- Alter ideas about abortion.Change attitude of bigoted people


Management of Nature, Produces of Nature and Creations

of Nature-human, animal, birds, and trees- are playing together. No instrument, no weapon, only leaps and bounds happens. No smoke from the chimney, no crackle sound outside the home, no sparkling or buzzing noise from any electric or electronic equipments as they would have been thrown away.

IMAGINATION- utterly imagination. Can it be happen? Yes! And it should be. If it would not happen as a

human I can’t think my existence if I am not a friend to air, to water to trees and to earth.