Social marketing summarized

A Consumer Orientation An Exchange Long-term Planning Approach Moving Beyond the Individual Consumer

seven essential components of social marketing

A consumer orientation to realize organizational (social) goals An emphasis on the voluntary exchanges of goods and services between providers and consumers Research in audience analysis and segmentation strategies The use of formative research in product and message design and the pretesting of these materials An analysis of distribution (or communication) channels Use of the marketing mixutilizing and blending product, price, place and promotion characteristics in intervention planning and implementation A process tracking system with both integrative and control functions

Types of social change, by time and level of society

Micro level (individual consumer) Short term change Behavior change Group level (group or organization) Change in norms Administrative change Organizational change Macro level (society)

Policy change

Long term change

Lifestyle change

'Socio-cultural evolution'

Differences from commercial marketing

the products tend to be more complex. demand is more varied. target groups are more challenging to reach. consumer involvement is more intense. the competition is more subtle and varied.

The social product

Family planning in india

Family planning in India is based on efforts largely sponsored by the Indian government. In the 1965-2009 period, contraceptive usage has more than tripled (from 13% of married women in 1970 to 48% in 2009) and the fertility rate has more than halved (from 5.7 in 1966 to 2.7 in 2009), but the national fertility rate is still high enough to cause long-term population growth

Family planning in india

Low female literacy levels and the lack of widespread availability of birth-control methods Vast majority of married Indians (76% in a 2009 study) reported significant problems in accessing a choice of contraceptive methods Meghalaya, at 20%, had the lowest usage of contraception among all Indian states. Bihar and Uttar Pradesh were the other two states that reported usage below 30%.

Family planning in india

Although the fertility rate (average number of children born per woman during her lifetime) in India has been declining, it has not reached replacement rate yet. The replacement rate is defined as the total fertility rate at which newborn girls would have an average of exactly one daughter over their lifetimes

Family planning in India

Seven Indian states have dipped below the 2.1 replacement rate level and are no longer contributing to Indian population growth - Andhra Pradesh, Goa, Tamil Nadu, Himachal Pradesh, Kerala, Punjab and Sikkim. Four Indian states have fertility rates above 3.5 Bihar, Uttar Pradesh, Meghalaya and Nagaland. Bihar has a fertility rate of 4.0, the highest of any Indian state