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

nvo l ve ment
I
t
& Inpu

d e r st anding
Un
M o t ivation
&

nes s
are
Aw
Type of engagement
ow l edge n su l tation
tion Kn tion Co Partnering
m a a rate
Info r
otion Ed u c Delibe e with citizen
o m ls u
&p r & Too dialog
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)