S CIAL MARKETING

Social Marketing V/s Commercial Marketing

Team
Santosh Suvrana Smita Shetty 30 24

Chitrasen Maharana
Pinky Swamy Shailesh Pokhare Clifford Edward

15
31 21 07

Topics Covered
What is Social Marketing?
Evolution Social Marketing Mix Social Marketing: Planning Process Barriers of Social Marketing Social V/s Commercial Marketing Case study

Social Marketing - Defined

The design, implementation, and control of programmes seeking to increase the acceptability of a social idea or practice in a target group is known as Social Marketing.

Concept

Market Segmentation Consumer Research Idea Configuration

Exchange Theory Incentives Facilitation

Communication

All of the above to maximize target group response

The Evolution of Social marketing

Social marketing model evolved & shaped in real-time as more

individuals participated, more companies incorporated it into their marketing practices, more technologies started becoming available, and thus everyone started adapting it for their unique purposes.
The concept is evolving at a lightning pace. Social marketing is a growing buzzword in marketing and public

relations circles as well as companies intrigued by online media's promise of building direct relationships with customers.
social marketing is a lot like defining a landscape as you race by on a

speeding train.

ACCORDING TO JULY 29, 2010 STATISTICS

Social Marketing Mix

Product
Not necessarily a physical offering. Tangible - Physical products to services to practices Intangible ideas

Price
Refers to what the consumer must do in order to obtain the social marketing product.
Monetary, or intangibles, such as time or effort, or disapproval.

4 Ps
Place
Tangible product - distribution system Intangible product Information & training channels.

Promotion
Advertising, public relations, promotions. Sustaining demand for the product. Not social marketing as whole

Social Marketing Mix

Policy
-Government support -Media -Difficult to sustain

Partnership
Complex -one agency

Product

Partner Organizations with similar goals

Promotion

Additional Ps
Place

Price

Public
External - target audience/secondary audiences/policymakers Internal- people involved

Purse strings
Funds provided by sources such as foundations, governmental grants or donations.

Example :Breast Cancer screening campaign for older women

Product : Getting an annual mammogram, seeing a physician each year for a breast exam and performing monthly breast self-exams.

Price : Monetary costs of the mammogram and exam, potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump.
Place : Mobile van, local hospitals, clinics and worksites Promotion: Public service announcements, billboards, mass mailings, media events . Public : Target audience ( LIG 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 : Local or national women's groups, corporate sponsors, medical organizations. Policy : Increasing access to mammograms through lower costs, requiring insurance and Medicaid coverage of mammograms or increasing federal funding for breast cancer research. Purse strings: 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 Planning Process

1.
Analyze the social marketing environment 2. Select target audience 3. Set goals and objectives 4. Understanding the target audience and the competition 5. Determine Strategies Ps-Product, Price, Place, Promotion 6. Develop Evaluation & monitoring strategy 7. Establish budgets & find funding sources 8. Complete an implementation plan

Step 1. Analyze the Social Marketing Environment

Choose a campaign focus Evaluate each potential approach & choose focus Behavior change potential- is there a clear behavior that can be promoted to address the issue? Market Demand-how many people would benefit from behavior change campaign w/ this focus? Market Supply-is this issue already being addressed by other org. & campaigns? Organizational Match-Is this a good match for the sponsoring org.? Funding Source & Appeal-which approach has the greatest funding potential?
The best focus would have high potential for behavior change, fill a significant need and void in marketplace, match org. capabilities, & have high funding potential.

Analyze Social Marketing Environment

Clarify the purpose (broad) impact of campaign, dont confuse with

campaign objectives which focus on behavior, or what we want audience to do What is the potential impact of a successful campaign? What difference will it make? Our campaign purpose is ultimate impact/benefit of adopting the behavior to target market and/or society. Conduct a SWOT analysis Review past and similar efforts

Selecting Target Markets

Segment the market
Traditional variables-demographics, geographics,

psychographics, behavioral variables 2 other models

Stages of Change Healthy styles segmentation system

Step 2. Select Target Markets

Evaluate the segments
Segment size Problem incidence Problem severity Defenselessness-care for self vs. need help from others Reachability-audience easily identified and reached General responsiveness-ready, willing, able Incremental cost-est. cost to do this group vs. another Responsiveness to marketing mix (Ps) Organizational capabilities-staff expertise, outside resources

Selecting Target Markets

Choose one or more segments for targeting Undifferentiated marketing-same strategy for all segments Differentiated marketing-different strategy for different audiences Concentrated marketing-a few segments are targeted with unique strategies

Selecting Target Markets

Target markets emerge as those with the greatest need and are the most ready for action, easiest to reach and best match for organization. Targeting markets of greatest opportunity may run counter to a planner natural desire and inclination or mandate to either ensure that all constituents are reached and served or to focus resources on segment of audience with greatest need.

Step 3. Setting Goals & Objectives

Primary objective of social marketing campaign is

behavior change. Need specific behavior objective in mind, something you want your target audience to do. Behavior objectives should be clear, doable, which the target audience will know they completed.

Setting Goals & Objectives

Two additional objectives that may also need to be

established:
Knowledge objectives-stats, facts, other info that may

be helpful, motivating to audience Belief objectives-attitudes, opinions, or values held by the audience (change current belief, or need them to gain a belief in order to help them make the change).

Setting Goals & Objectives

Goals
Are quantifiable, measurable, and related to campaign

focus, target audience and time frame Establish a desire level of behavior change as a result of campaign. When establishing & measuring behavior change is not practical/economical, alternatives can be consideredmeasure campaign awareness, response, process and/or increase in knowledge, beliefs and intentions.

Cell Phone Usage: Potential Campaign Objectives & Goals to Decrease Traffic Accidents/Injuries
Focus: cell phone usage in cars Purpose: reduce accident assoc with cell phone usage in cars Campaign objectives:
Behavior: to pull over to use phone Knowledge: to know % of accidents that involve cell

phones Belief: to believe that talking on cell phones. Even handsfree can be a distraction

Campaign goal: increase # of people who pull over by 25%

Step 4. Understanding Target Audience

After establishing objectives and goals, we need to

return to target audience and explore current behavior, knowledge & beliefs related to specific objectives/goals. This is critical to develop customer oriented strategies. Research is important-doesnt need to be new. Use info that already exists

Step 4. Understanding Target Audience

What would they rather do than the behavior we are

promoting & why? What benefits do they see in their current behavior? What costs do they see in their current behavior? What do the know about the desired behaviors? What do they believe? What are their values/attitudes relative to the desired behaviors? Folic acid example.

Understanding Target Audience

Several social marketing theories/models regarding behavior change can it helpful in our work:
Knowledge, Attitude, Practices & Beliefs (KAPB) Health Belief Model Innovations diffusion model Social cognitive theory/social learning theory

Social Norms approach

Understanding Target Audience

The competition is tough. It includes these challenges:
Behaviors our audience would prefer to do &

pleasures/benefits associated with them Behaviors that are lifelong Strong messages and messengers that are counter to behaviors being promoted An in-depth analysis of perceived benefits, barriers, and cost of the desired and competing behaviors is key .

Step 5. Determine Strategies-Ps

Step 6. Evaluation & Monitoring Strategy

Key components of plan What will be measured? How will it be measured? When will it be measured? How will results be used?

Evaluation & Monitoring Strategy

Measure outcome (results)

Changes in behavior, knowledge, beliefs, campaign awareness, customer satisfaction, responses to campaign Changes in policy and infrastructure, media coverage, dissemination of materials, participations, contributions from sources, assessment of program and campaign implementation

processes (activities)

Evaluation & Monitoring Strategy

Measuring techniques:
Quantitative-telephone, mail, in-person survey
Qualitative-focus groups, formal interviews, anecdotal

comments Observation research Records and databases In general, outcome will use target audience surveys and process rely more on records and reports. Timing important-measure prior to campaign launch, during implementation and post-campaign

Step 7. Budget/Funding
Preliminary budgets are determined by using objective and task method:
Review specific objectives Identify tasks that must be performed to achieve

objectives Estimate costs associated with performing tasks

Make sure to review desired goals/objective& those with cost implications will be added to preliminary budget. Make sure that all objectives/task are critical for success, as well as competitive and cost-effective.

Budget/Funding
If budget exceed current funding, look for

additional funding If proposed budget still exceeds funding sources even after exploring additional sources, need to consider developing campaign phases, strategically reducing cost and/or adjusting campaign goals

Step 8. Implementation Plan

Idea plan identifies activities over 2-3 years and are often

presented in phases Frameworks for organizing plan:

Target audiences, geographic areas, campaign objectives/goals, Ps, &

funding

Key components:
What will we do? Who will be responsible? When will it be done? How much will it cost?

Not only change behavior but sustain these changes into the future (reminders, recognition, infrastructure)

Barriers in Social Marketing

VARIETY of barriers exist for most energy-saving behaviors, and the barriers differ for each

behavior
Barriers can be physical, emotional, social, monetary, or

time-oriented
Barriers can be subconscious

Steps to overcome barriers in Social Marketing

Identifying the barriers to a behavior;
developing and piloting a program to overcome these

barriers;
implementing the program across a community;

evaluating the effectiveness of the program.

Example of a Social Marketing Barrier and Solution.

For Eg: Barrier research on the issue of vehicle idling suggests that an effective social marketing strategy would: Remind drivers to turn their engines off;
Clarify the brief length of time that a vehicle should

be idled before being turned off (10 seconds);

Address the myths about vehicle idling;

Example of a Social Marketing Barrier and Solution

Develop community norms that support turning off

an engine as "the right thing to do"; and

Be delivered during the warmer months, since

comfort and safety are important reasons why idling occurs in colder months.

Social v/s Commercial Marketing

Social Marketing
A Process for influencing

Commercial Marketing
The performance of business

human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit. Directly benefits individuals or society. I.e. A social or behavior change strategy Most effective when it activates people

activities that direct the flow of goods and services from producers to consumers. Directly targets profits, sales Just advertising A clever slogan or messaging strategy

Social v/s Commercial Marketing

Social Marketing
Targeted to those who have a

Commercial Marketing
Reaching everyone through a

reason to care and who are ready for change

Integrated, and works on

theinstallment plan Bottom Line: Behavior change for societal benefit not profit. Everything you do should be in the service of behavior change.

media blitz An image campaign A quick process

Example of Commercial Marketing

You give me
Rs. 20 You get A Pepsi a thirst quencher good taste fun youthful feeling youngistan

Example of Social Marketing

You give me Money Time Momentary discomfort
You get An immunization (Polio campaign) Better Health Avoidance of greater discomfort (sickness) Ability to go to school, work, Travel

Condom Social Marketing: Case Studies

Condom social marketing

Condom social marketing programmers have made

condoms more accessible, affordable and acceptable in many of the worlds poorest countries. In 1997 these distributed about 900 million male and female condoms. By 1999, at least 71 different social marketing programmers for male and female condoms were active in 59 developing countries.

Community-based social marketing in India

Relevant facts about India

73% live in rural areas; 49% of the population is below

the age of 20. Hindi and English, and male/female literacy rates are estimated at 66/38%. The principal religions are Hindu (83%) and Islam (11%). The prevalence of HIV infection amongst Indians aged 15-49 years is estimated at 0.70% by the end of 1999, with an estimated 3 700 000 people, including children, currently living with HIV/AIDS

 This is more than any other country in the world

except South Africa The first case of AIDS in India was reported in Madras (now Chennai) in 1986. HIV infection has risen significantly; for example, rates among pregnant women tripled between 1995 and 1997 to 1.25%. Bold safe-sex campaigns, including intensive condom promotion, in Tamil Nadu have resulted in dramatic increases in condom use in risky sexual encounters.