Social Marketing

‘A Communication Tool For Development’

“For those who have a reason to

care and who are ready for change”
childlabour.flv
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 Social Marketing Can Be Defined
As…..
“The application of marketing technologies
developed in
The commercial sector to the solution of social
problems
Where the bottom line is BEHAVIOR CHANGE.”

It Involves
“The analysis, planning, execution and
evaluation of
programs designed to influence the voluntary
behavior
of target audiences to improve their personal
welfare and
that of society.”
SOCIAL MARKETING IS: SOCIAL MARKETING IS NOT:

 A social or behavior change strategy Just advertising

 Most effective when it activates people

 A clever slogan or messaging
strategy
 Targeted to those who have a reason to
care and who are ready for change  Reaching everyone through a
media blitz
 Strategic, and requires efficient use of
Resources  An image campaign

 Integrated, and works on the  Done in a vacuum

“installment plan”
A quick process
 BEHAVIOR CHANGE IS THE KEY TO SUCCESS
People are more likely to adopt a new idea quickly if it exhibits these
characteristics :
• It has a relative advantage over what exists
• It’s compatible with social norms
• It’s not too complex
• It can be “tried out”
•You can see someone either doing or using it

So, if we can figure out how to make behavior change EASY, FUN,
and POPULAR it becomes easier for us to encourage it.
‘Tata Tea launched Jaago Re campaign against corruption’

‘Pledge to make India a corruption-free country ‘

‘AAJ SE KHILANA BANDH, PILANA SHURU’

‘You should be the change you seek’.

P
R
O
P
Needs Assessment of
O Consumer
S
E
D
Consumer Research
M
A
O Audience Segmentation
D
E
L Social Marketing Mix
O
F
Develop and Pre-test your Material
S
O
C Implementation
I
A
L Evaluation
M
A
R
Feedback/Reconsideration
K
E
T
I
N
G
N
E 1. Needs Assessment - Gaps Analysis is important and can
E be calculated by knowing:-
D
• What the audience should know/would like to know?
A
S
S
• What the audience actually does know?
E
S • What is the GAP?
S
M
E
N
T

O
F

C
O
N
S
U
M
E
R
 2.Consumer Research:-A consumer
C
orientation
O
requires an examination of : N
• consumer perceptions of product S
U
benefits M
• competition's benefits and costs E
• Product price R
• other factors that influence
R
consumer E
behavior. S
E
A
“Program planners use consumer
R
research findings to identify the C
factors to address in promoting H
behavior change to the people they
hope to reach.”
READ INDIA & ASER :
The Pratham
Experience
 3.Audience Segmentation:-

A • Dividing a population into distinct

U groups
D based on characteristics that
I influence
E
their responsiveness to
N
C interventions.
E
• Segmentation is used to identify
S subgroups.
E
G • They can realistically be
M reached with available resources or
E
to
N
T determine the best
A
T • way to reach particular groups.
I
O • Segments may differ in terms of the
N benefits they find most attractive,
the
price they are willing to pay, the
 4.“THE FOUR P’s of Social Marketing,”
M
1.PRODUCT represents the desired behavior you are asking your audience to A
do, and R
The associated benefits, tangible objects, and/or services that support behavior K
change. E
T
I
2. PRICE is the cost (financial, emotional, psychological, or time-related) or N
barriers the G
audience faces in making the desired behavior change.
M
I
3. PLACE is where the audience will MEENA
perform the desired behavior,
IN MARKET.wmv.FLV
X
where they will access the program products and services, or where
they are thinking about your issue. O
F

4. PROMOTION stands for communication messages, materials, channels, S

and activities that will effectively reach your audience O
C
I
A
l
 5.Develop and Pre-test your
D material:
E
V • Develop message statements and
E concepts. Message concepts include its
L presentation style, the spokesperson or
O source, and the slogan or other essential
P
words or symbols.
Y
O • A message can appeal to a variety of
U emotions and perceptions such as logic
R and reason, self-esteem, fear, and
patriotism. Design the message to
M appeal
A to a variety of emotions and perceptions.
T
E
R • Use an engaging style.
I
A • Vocabulary, tone, and appeal should
L make the target audience feel that this
message is meant for them.
6.Implementation:-
Promote and distribute the idea
through all chosen channels. I
M
P
L
E
M
E
N
T
A
T
I
O
N
C
O 7.Continuous Monitoring and
N Revision:-
T
I • Social marketing relies on continuous program
N
O monitoring to assess program efficacy in
U encouraging the desired behavior changes.
S
• Monitoring also aids in identifying activities
M that are
O effective and those that are not, and in
N making
I midcourse corrections in program
T interventions.
O
R • There are constant checks with target
I audiences to
N gauge their responses to all aspects of an
G intervention, from the broad marketing
strategy to
specific messages and materials.
 8. Evaluation

F P O I
O R U M E
R O T P V
M C C A A
A E O C L
T S M T U
I S E A
V T
E I
O
N
To know Tracking Describes Focuses on
strengths & the Program’s long term
weaknesses program immediate impacts of
before activities effects the program
implementati
on
F
E
9. Feedback/Reconsideration:-
E
D • If the feedback turns out to be
B positive
A then ,the idea/service may be
C replicated
K
to separate target audience or
& separate
locale may be chosen.
R • In case any faults are pointed out
E then
C they may be
O rectified.
N
S
I
D
E
R
A
t
I
O
N
Six categories of behavior change tools

• Commitment:-The theory on commitment notes that once a

person
commits to a course of action, they are more likely to
undertake that action. People follow up on
commitments because they want to be perceived as
trustworthy and reliable, honest and people having
integrity

• Prompts :-when people intend to engage in a particular

activity, habit or
a busy lifestyle may mean they forget. Consumers may
forget to
read products’ warning or ingredients labels, for
example, even
after deciding they should heck this information before
they buy
 Cont…
• Norms :- People often look at the behaviors of others when
considering
how they will behave. They do things because others
believe it is
the right thing to do and because the behavior is
consistent with
that of their peers.

• communication:- Information is used to generate awareness of the

problem and
potential alternative behaviors, to make the audience
responsive
to efforts to change Behavior. Communication is critical
of
behavioral change strategies that focus too heavily on
communication (particularly mass communication).
 Cont…
• Incentives:- Behavioral change can be encouraged using incentives
to promote
the desirable behaviors and deterrents to discourage
unwanted
behaviors.
For example: Taxes on tobacco and alcohol discourage the
overconsumption of potentially harmful products.

• Convenience:-Even if consumers or traders wish to undertake an

activity, and
are ready to change their behaviour, external barriers
may prevent
them from carrying out their intentions .Eg:-
Low income
Reliable advice on the product.etc.
 Potential of Social
marketing
Effective social marketing/communications can:-
• Raise awareness
• Increase knowledge
• Influence attitudes
• Show benefits of behavior change
• Reinforce knowledge, attitudes, and behavior
• Demonstrate skills
• Prompt an immediate action
• Increase demand for services
• Refute myths and misconceptions
• Influence norms
• Raise the volume of the public health voice.
 Conclusion
To conclude, it can be said that Social Marketing has a major role to
play in the developing countries where there are several
problems.

People first need to be sensitized so that they become aware of

their problem and once they realize that the problem exists then
only they can work for it.

Thus, there is a need to use a combination of marketing and

communication mix emphasizing much on participatory
communication.
Please, Feel Free To Ask Any Question!!!!

Thank you
Presented By:Preeti
Source: National Council for Applied Economic Research, 2000