Social Marketing: Importance & Applications
Uploaded by
Saptarshi BagchiSocial Marketing: Importance & Applications
Uploaded by
Saptarshi BagchiIMPORTANCE AND
APPLICATION OF SOCIAL
MARKETING
Presented by: Om Prakash Chaudhary
Submitted To : Mrs Ritu Malhotra (Professor)
OBJECTIVES
To understand marketing in social marketing
What is it ; What it isn’t
Who use social marketing
What issues have been advertised with social
marketing
Importance of social marketing
Application of social marketing
Understand target market and competition
Social Marketing as Corporate tool
Social Marketing contrasts with Commercial Marketing – as its
objective is social good – rather than profit.
Definition
“Social Marketing is a process for influencing human behaviour on a large
scale, using marketing principles for the purpose of societal benefit rather
than for commercial profit.”
Major Social Problems
What is’ Social Marketing’ ?
Social marketing is the use of commercial
marketing technique to promote the adoption of a
behavior that will improve the health or well being
of the targeted audience or of society as a whole
The key characteristic that distinguishes social
marketing from commercial marketing is its
purpose; that is, the benefits accrue to the
individual or society rather than to the marketer’s
organization
What is it ; What it is Not
SOCIAL MARKETING IS: SOCIAL MARKETING IS NOT:
A social or behaviour change strategy Just advertising
Most effective when it activates people A clever slogan or messaging strategy
Targeted to those who have a reason to Reaching everyone through a media blitz
care and who are ready for change
An image campaign
Strategic, and requires efficient use of
resources Done in a vacuum
Integrated, and works on the “instalment A quick process
plan”
Who use Social Marketing
This is just the sample of many types of organization who use
social marketing in their Education and Prevention efforts.
Centre for discretion and prevention
National cancer institute
National Heart ,Lung, and Blood Institute
Environment protection Agency
Department of Agriculture
Agency for international Development
Foreign Health Minister
Who use Social marketing
State Health Minister
Local Health Department
Communities Based
Organization
National Non Profit
Organization
Universities
Social service agency
Private foundation
Community coalitions
What issues have been Addressed with Social
Marketing
HIV / AIDS
Breast cancer
Family Planning
Immunization
High blood pressure
Cholesterol
Nutrition
Panic, Disorder
Asthma
Two wheeler Helmet
Depression
Issues addressed with Social Marketing
Breast feeding
Drug abuse
Smoking
Oral rehydration
therapy
Volunteerism
Child Abuse
Osteoporosis
Physical Activity
School Enrolment
Social Marketing Application
Social marketing concept are extremely versatile we can
use these technique for many different purpose
To develop a public awareness or education campaign
To create promotional or Educational materials
To improve the service organization provide
To create New Programme
The social Marketing Approach
Social Product: Ideas and Practices
that may take the form of a belief, attitude or
value.
“Cancer can be cured if detected early enough
Cigarette smoking is hazardous to one’s health,”
The social idea also may be a value, such as
“Human Rights,” which is promoted by the many
projects of Amnesty International.
Social Product: social practice
It may be the occurrence of a single act,
such as showing up for a vaccination
turning out for a vote
it may be the establishment of an altered pattern of
behavior, such as quitting
Social Product: Tangible Object
The tangible-product base refers to physical products
that may accompany a campaign.
such as a contraceptive pill, condom,
foam that is distributed in family planning campaigns
the safety belt for marketing defensive-driving
practices.
These are tools to accomplish a social practice, which in
this case is the practice of family planning or the
practice of defensive driving.
Social Marketing
Social marketers promote ideas as well as social
practices; their ultimate aim is to change
behaviour. Thus, the purpose of a nutrition
campaign is not simply to help consumers know
about the desired better nutrient, but to change their
eating habits. Social advertisers maybe content to
work at the informational or attitudinal level.
Social marketers aim to bring about “purchase and
use” and to “close the sale.”
Social Marketing for Behavior Change
How can Social Marketing help increase more
sustainable lifestyles?
Beha
Know your Target Audience
Pre Test Materials
Environmental education and
communication for a
Sustainable world
Types of channel
Diffusion of Innovation
The 7 Doors Model for designing and
evaluating behaviour change programs
The 7 Doors is a model of personal voluntary
change that's useful as a checklist for program
design and evaluation. It began with a thought
experiment carried out in 1998.
‘What it would take to get me to change my own
behavior ???’
Thank you
