Introduction to Introduction to Marketing Marketing Uttam Raj Regmi Uttam Raj Regmi
Introduction to Introduction to MarketingMarketing
Uttam Raj RegmiUttam Raj Regmi
Meaning of MarketingMeaning of Marketing
According to American Marketing According to American Marketing Association, “ Marketing is the process of Association, “ Marketing is the process of planning and execution the conception, planning and execution the conception, pricing, promotion, and distribution of pricing, promotion, and distribution of ideas, goods and services to create ideas, goods and services to create exchanges that satisfy individual and exchanges that satisfy individual and organizational objectives”organizational objectives”
Concept of MarketingConcept of Marketing
People Need Want
Marketing Transaction Exchange
ProductDemand
Market
What is social marketing ?What is social marketing ?
Social Marketing is the application of Social Marketing is the application of commercial marketing principles to commercial marketing principles to influence the voluntary behavior of target influence the voluntary behavior of target audiences to achieve social objectivesaudiences to achieve social objectives
The Social Marketing approach The Social Marketing approach to social changeto social change
Campaigns for social change are not a new Campaigns for social change are not a new
phenomenon, for examplephenomenon, for example
Campaigns to free slaves in ancient Greece Campaigns to free slaves in ancient Greece and Romeand Rome
Campaigns to abolish debtor prisons and child Campaigns to abolish debtor prisons and child laborlabor
Campaigns to grant voting rights to womenCampaigns to grant voting rights to women
The Social Marketing approach The Social Marketing approach to social changeto social change
In recent time, social change campaigns have In recent time, social change campaigns have focused on issues such asfocused on issues such as HealthHealth EnvironmentEnvironment EducationEducation EconomicsEconomics
Examples of Social Marketing Examples of Social Marketing ActivitiesActivities
TobaccoTobacco Alcohol and other drugsAlcohol and other drugs EnvironmentEnvironment VitalityVitality FitnessFitness Breast feedingBreast feeding Condom promotionCondom promotion ORSORS HandicraftsHandicrafts
Anti smoking ad campaignsAnti smoking ad campaigns
An Abstract ProductAn Abstract ProductAttitudes & Behavior Attitudes & Behavior
Condom CampaignCondom Campaign
Social CampaignSocial Campaign
Commercial Products Commercial Products
Social Marketing vs. Commercial MarketingSocial Marketing vs. Commercial Marketing
Marketing Marketing
ToolsTools
Commercial Commercial MarketingMarketing
Social Social
MarketingMarketing
ProductProduct Satisfies Satisfies existing existing consumer needconsumer need (high (high demand)demand)
Satisfies Satisfies public needpublic need (little/no demand)(little/no demand)
PricePrice Aims to cover all Aims to cover all costs/generate a costs/generate a profitprofit
Often Often subsidizedsubsidized to to guarantee access for guarantee access for low-income groupslow-income groups
PlacePlace Focus on cost efficiencyFocus on cost efficiency Focuses on accessFocuses on access for for target grouptarget group
PromotionPromotion Aims to build and defend Aims to build and defend market sharemarket share
Aims to Aims to increase increase overall marketoverall market, , requires demand requires demand creation activitiescreation activities
WhatWhat social marketing is social marketing is notnot
Organization-centeredOrganization-centered ““We know what’s best”We know what’s best” Problem is with the target audienceProblem is with the target audience Focus is on information/educationFocus is on information/education Target audience is blamed for program failureTarget audience is blamed for program failure All people are treated the sameAll people are treated the same Research is not important or not usedResearch is not important or not used
What social marketing isWhat social marketing is
Customer-focusedCustomer-focused Behavioral goalsBehavioral goals Targeted interventionsTargeted interventions Use of both marketing techniques and Use of both marketing techniques and
behavioral science theoriesbehavioral science theories Use of researchUse of research
BenefitsBenefits
Focuses on end usersFocuses on end users Encourages proper market segmentationEncourages proper market segmentation Facilitates comprehensive analysis and use Facilitates comprehensive analysis and use
of researchof research Highlights the need for prioritization and Highlights the need for prioritization and
strategic choicesstrategic choices
Example- Social MarketingExample- Social Marketing
The Four P’sThe Four P’s
In Social Marketing, Promotion and Place are key variables of the marketing mix
Place
Promotion
Product
Price
Distribution Channels
Communications
idea, behavior, or adoption of new idea and behavior
Value
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