3. Introduction
The term “social marketing” was first used by
Kotler and Zaltman (1971) to refer to the
application of commercial marketing principles in the
context of socially desirable
goals.
4.
5. Definition of Social Marketing
« Social marketing is a process that applies
marketing principles, tools and techniques to create,
communicate and deliver value in order to influence
target audience behaviors that benefit society (public
health, environment…)
Kotler and Lee (2008), Social marketing,
Sage.
6. Definition of Social Marketing
it's defined as, "the application of commercial
marketing techniques to social problems." It means to
take the same principles used in selling goods--such as
shoes, television shows, or pizza--to convince people to
change their behavior
7. what is the difference between social marketing
and commercial marketing?
commercial marketing tries to change people's
behavior for the benefit of the marketer;
social marketing tries to change people's behavior for
the benefit of the consumer, or of society as a whole.
8. Why Social Marketing?
‘It would be easy to give the public information and
hope they change behavior but we know that
doesn’t work very satisfactorily.
Otherwise none of us would be obese, none of us
would smoke and none of us would drive like
lunatics’
9. BASIC PRINCIPLES OF MARKETING:
THE "4 PS"
Product -- the "product" is a certain behavior you are
trying to change.
Example: ending child abuse and neglect, or stopping
people from committing suicide, or convincing people to
not throw trash on the ground--or any other behavior
that members of your community want to modify.
Price -- "Price" refers to what the consumer must do
in order to obtain the social marketing product. This
cost may be monetary, or it may be the consumer to
give up intangibles, such as time or effort.
10. Place -- Social marketing efforts make it easier to
change behavior by making sure the necessary
supports are not only available, but also easily
accessible to the most people possible. The less
people need to go out of their way to make a change,
the more likely they are to make it.
BASIC PRINCIPLES OF MARKETING:
THE "4 PS"
11. Promotion --Promotion consists of the integrated
use of advertising, public relations, promotions,
media advocacy, personal selling and entertainment
vehicles.
BASIC PRINCIPLES OF MARKETING:
THE "4 PS"
12. Additional Social Marketing "P's"
Publics--External and Internal groups involved in the
social marketing intervention
Partnership--Collaboration with other community
organizations in order to increase accessibility and
demand
Policy--Using media advocacy to encourage policy
change
Purse Strings--Where you will get the money for your
program and who the involved stakeholders are
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14.
15.
16. Social Marketing Key Principles
Know your CUSTOMER – put them at the center of
every program decision you make. Social marketing
begins and ends with your customer / target audience.
Talk to them to understand their needs, knowledge,
beliefs, and attitudes along with the social context in
which they live.
Understand BEHAVIOUR - understand your target
audience’s current behavior and key influences on it.
It’s about ACTION - increasing awareness, shifting
attitudes, and strengthening knowledge is valuable only
if it leads to action. Be clear in what you want your target
audience to do.
17. Social Marketing Key Principles
There is a mix of INTERVENTIONS - use a
range of interventions or methods to achieve your
behavioral goal.
Who are your key SEGMENTS? – target your
programs to key audiences.
There must be an EXCHANGE. If you want
someone to give up, or modify, an old behavior or
accept a new one, you must offer that person
something very appealing in return. What benefits
can you offer to help them to change their behavior?
How can you make it easier for them
18. Social Marketing Key Principles
COMPETITION always exists. Your target
audience can always choose to do something else.
Many factors impact on them and compete for their
attention and time.
Source: National Social Marketing Centre. Customer
Triangle. www.nsms.org.uk
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20.
21.
22. Societal marketing
Definition:
The societal marketing is a marketing concept that
holds that a company should make marketing
decisions by considering consumers' wants, the
company's requirements, and society's long-term
interests.
It is closely linked with the principles of corporate
social responsibility and of sustainable development
23. Why Societal Marketing ?
The reason is that the past two decades have led to
tremendous degradation of environment.
The issue of global warming has become central topic of
debates in almost all international conferences . Moreover,
increasing awareness about pollution has created amass
awareness in citizens of various nations. Now as aware
customers, people are purchasing products that are eco-
friendly. From light bulbs to plastics.
Today’s consumers ensure that they can at least, to some
extent, contribute in curbing of the threats of pollution.
24.
25. Societal Marketing Purpose and Strategy
The purpose of societal marketing is for a company
to meet its needs and the needs of a consumer while
considering the long-term good of society. In this
type of marketing, a company uses its socially
conscious stance as a way to attract consumers who
may appreciate the company's desire to market its
products with consideration for society. As a result,
the company's concern for society, seemingly over
profit, positions the company in a favorable light and
may help sell more products.
26. There are many ways a company can accomplish
Societal Marketing
1-Consumer Health
Marketing campaigns that emphasize consumer
health are campaigns that fall into the societal
marketing strategy. This concern for consumer
health becomes a strong point in the marketing
process. Products that place a high value on
consumer health fulfill the societal marketing criteria
of meeting consumer needs, company needs and the
long-term benefit of society or its members.
27. 2-Eco-Friendly Marketing
Companies that place an emphasis on recycled products
and organic products that aren't going to damage the
ozone layer fall under the societal marketing strategy.
Companies that make products from recycled materials
can market themselves as a company concerned about
the long-term impact on society.
28. 3-Supporting Farms and Local Business
Companies that don't import raw materials practice a
more contained form of societal marketing by
marketing products made with materials obtained from
local sources.
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30.
31.
32.
33.
34. basis of difference between social and societal
marketing
Societal mkt. is concerned
about the consumer and
long term benefit of the
company.
Social mkt. is entirely
focused on the society
FOCUOS
It is the business driven profit
oriented way of change world
means developing revenue
based product.
It is about changing behaviors
for the benefit of the broader
society,
SCOPE
Corporate house & business
firms
GOVT. & non profit org.OPERATION CARRIED BY
The primary goal is to earn
profit & social welfare is comes
as secondary goal.
Social gain & welfare is the
primary goal & profit motive is
always a secondary goal.
PRIMARY &SECONDARY
GOAL
