Social marketing

MD. IMTIAZ KHAN – 13DM058

ROHAN BHOWMICK – 13DM074

SOMIT SAMAL – 13DM089

SOCIAL MARKETING

Social Marketing applies the principles of marketing to address social problems by influencing behavior change.

Social marketing requires:

• A “customer” focused approach

• Voluntary behavior change

• An exchange

• Individual or societal benefit

TYPECOMMERCIAL MARKETING

SOCIAL MARKETING

PRODUCTSelling of tangible goods & services

Selling desired behavior

OBJECTIVESatisfy customers by selling products to them, fulfill their needs & earn profit

Benefit society in term of social gain

FOCUS Physical products & services Reach the target audience & change their behavior

MARKETING TOOLS Used for selling products Used for changing

behaviors

SATISFYING NEEDS

Marketers satisfy individual needs

Marketers satisfy society needs

USA BRAZIL

CHINA INDIA

GOALS OF SOCIAL MARKETING

Social marketing seeks to impact personal behavior by persuading target audiences to:

o Avoid risky practices (e.g., smoking)

o Discontinue antisocial actions (e.g., littering)

o Seek counseling

o Take preventive measures (e.g., safety belts)

o Join, give or organize for a specific cause

IMPORTANCE OF SM

Primary focus is on social good

Create positive social change

Applied to promote merit goods or to avoid demerit goods

Promote society's well being as a whole

Help people to change their behaviours to become healthier

Promote changes in diverse socially important behaviors i.e. drug use, smoking, family planning,etc

PROCESS OF SM

Problem Definition

Goal Setting

Target Audience Segmentation

Audience Analysis

Marketing Strategy & Tactics

Implementation & Evaluation.

MEDIUMS OF SM CAMPAIGN

TelevisionRadioNewspapers (Daily and weekly)Magazines InternetDirect marketing (mail and phone)Public appearancesPublic ralliesFilms

BARRIERS TO SOCIAL MARKETING

Potential of social marketing unappreciated

People are hard to change

Media is privately owned; airtime is expensive

Social marketing is often done poorly; it is NOT the

same as advertising

Lack of conceptual underpinnings

THANK YOU