Basis Of Social Marketing

Basics of Social Marketing

What is Marketing? marketing is the process of planning and executing the conception , pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. marketing is an organizational function and set of processes of creating , communicating and delivering value to customers and managing the customer relationship in ways that benefit the

The concept of exchange

Two or more parties involved Each seeks value to satisfy needs. Each willing to offer something of value to the other.

Marketing……. is a managerial process aims to create voluntary exchanges compromises 4 components often refer as “4 p’s” : 1.product 2.pricing 3.promotion 4.place (distribution)

What is social marketing?

the application of marketing technologies develop in the “Commercial sector’ to the solution of ‘ Social problems ’ where the bottom line is the Behaviors change”. it involves “the analyses , planning, execution and evolutions of project design to influence the voluntary behavior of target audience to improve their personal welfare and that of

The social marketing differences The objective: social marketing seeks to influence and changes social behaviors to benefit the target audience and the society. Can be carried out by any one Its different from of education in that its ultimate goal is to influence behaviours. May seeks to change values and attitudes as a means to influencing behaviours A call to action is essential

The social marketing approach The social marketing create an exchange situation 1. the target audience will perceive the benefit of changing behaviour as superior to the cost 2. requires adopting a customer orientation – you analyzes the behaviour from the point of view of target audiences so that you must know them 3. recognizes the markets are compromises

Social marketing planning… Decide what u want to do Analysis the environment Understand behaviourof clients/target --identify the barriers and benefits desire activity from their view point. Develop a strategy that utilizes tool shown to be effective in a change behaviour Evolution the strategy once it has been implemented or during implementation – change might required

Four strategies of behaviour changes To adopt a new social behaviour , the target audience evolves through 4 stages.. 1. Pre- contemplation stages (need awareness) 2. Contemplation stage (have awareness – moving to understanding/ motivation)

Level of engagement

Informed Decision & Action ment e v l o v n I t & Inpu anding t s r e d Un ivation t o M &

s

nes e r a Aw

tion a m r Info otion m o r &p

edge l w o Kn tion a c u Ed ls & Too

ation t l u s n Co rate Delibe e u dialog

Type of engagement Partnering with citizen

Remember the purpose of social marketing….

If don’t understand what target audience wants, how they think , feel and make decision , you are unlikely to develop a successful social marketing / behaviour change programmed.

Who is the target audience? The target can be individual or group such as families or organization / sector (private or public) You need to learn/ understand the differences then do research to confirm where you will get the maximum return on investment

Scope & focus on social marketing Social management is domain of the Government and non profit organization. Focus on health promotion, road safety, environment protection and improving citizen’ quality of life.

Purpose of social marketing social marketers are not promoting a particular organization but rather seeking socially positive benefit and prevention of social harm caused by human behaviour..

Goals , tools and process of S&M SM : Govt . And non profit sector Goals: to influence the social behaviour : driving, purchasing , dominating, voting, protecting the the environment, preservation of health. Tools: communication, information , persuasion techniques and practice. Process for campaign: 1. situation analysis- research to identify public,

Origin of SM & PR SOCIAL MARKETING Father: - Marketing confusing identity with the commercial sector, extensive use of market research and advertising. Mother:- social justice- positive reputation. PUBLIC RELATION Father: - Journalism and media studies, spin manipulation of public opinion. Mather :- Management CSR = recognition

Lines of difference: PR & SM Kotler & Andreasen (1966) argue that PR seeks to influence attitudes, where marketing ties to influence specific behaviours. PR is organization – centred instead of audience centered PR relies on communication approaches raising awareness and influencing attitude.

Social marketers are involved in actually creating benefits and providing services to consumers as a

Confusion with CSR Corporations sometimes initiate SM campaigns as part of CSR programmed but the goal is the business bottom line through improved image success is not measured in social change. Example:- Dove’s “real beauty” campaign promoting sales of cosmetics. Social marketers goal for a similar campaign would be reducing anorexia

What is social marketing plan?

Written document containing the guidelines for the organizations social marketing programs and allocations over the planning period

Social Marketing Plan 1. Executive summary 2. Strategic Analysis situation Target audience- barriers and benefits of the desired behaviour Competitors/ Competing Behaviours Organization current/ past Strategies Organization internal strengths & weakness External environment – opportunity and threats

Social Marketing Plan 3. Mission and Objective, Goals. 4. Strategy and Plans….. ü Segmenting markets and selecting target audience ü Product strategy ü pricing strategy ü promotion strategy üPlace strategy 5. Action plans 6. Evaluation

Thank you…………………..

ISBR-MBA (Dip Kumar)