MKT 420 Contemporary Issues in Marketing

Chapter 5

Social Marketing

Objective

Define Social Marketing Analyze marketing mix elements for

social marketing. Identify the distinctive features of the

social marketing approach. Identify the steps that comprise the

social marketing process.

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What is Social Marketing?

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What it is not…

Social Media Marketing using

Facebook, Twitter and other social networks

Can be used for social marketing, but mostly used for profit

E.g.: Facebook fan page

CSR Linking for-profit

organizations with obligations beyond profit motives

Societal impact, philanthropy etc.

E.g.: Sponsorship of cultural events

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What is Social Marketing?

Social Marketing and Social Media Marketing are different.

Born as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors.

Kotler and Andreasen define social marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization”.

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“Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society”

Andreasen6

Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.

This technique has been used extensively in international health programs (Anti Smoking, Polio Eradication, Oral Rehydration Therapy), and is being used with more frequency in the United States for such diverse topics as drug abuse, heart disease and organ donation.

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Social Marketing Issues

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Issue Magnitude Alcohol use during pregnancy Estimated 5000 infants born with fetal alcohol syndrome each

year Sexually transmitted diseases 40% of sexually active high school students report not using a

condom Diabetes About 1/3 of the nearly 16 million people with diabetes are not

aware they have the disease Skin cancer Approximately 70% of American adults do not protect themselves

from the sun’s dangerous rays Breast cancer More than 20% of females aged 50 and over have not had

mammograms in the last two years Prostate cancer Only about half of all prostate cancers are found early Colon cancer Only about 1/3 of all colon cancers are found early Seat belts An estimated 30% of drivers and adult passengers do not always

wear their seat belts Fires Almost 50% of fires and 60% of fire deaths occur in the estimated

8% of homes with no smoke alarms Magnitude (in the USA) of issues social marketing may contribute towards alleviatingSource: Kotler, P., Roberto, N. and Lee, N. (2002) Social Marketing: Improving the Quality of Life. Thousand Oaks, CA: Sage Publications.

Distinctive Features

Consumer orientation Use commercial marketing

technologies and theory Voluntary behavior change Targets specific audiences Focus is on personal welfare and that

of society

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Interdisciplinary Approach

Commercial Marketing Social Anthropology Behavioral Psychology Communication Theory Education

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Marketing Mix in Social Marketing Product Price Placement Promotion

Public Partnership Policy Purse

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Marketing Mix- Product

Not necessarily a physical offering. Can range from intangible to actual physical

products, services (Human rights violation), practices (Cancer awareness) or more intangible ideas (Environmental protection).

To have a viable “product”, the target segment must first perceive a genuine problem or a need, and that the product or service being marketed is a good solution for that problem.

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Marketing Mix- Price

Refers to what the consumer must do or pay (in terms of financial, physical effort time or any other resource) in order to obtain the social marketing product or service.

Just like product marketing, if the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted, but if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater.

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Marketing Mix- Place

Describes the way that the product reaches the consumer.

For a tangible product, this refers to the distribution system--including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free.

For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training.

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Marketing Mix- Promotion

Use of extensive market research is necessary to determine the communication channels that will best reach your audience for easy adoption of the products or services.

It becomes crucial to understand which advertising or public relations media would play a greater role (e.g., radio, newspaper, postcard racks) since that will vary depending on the product/service and also on the target segment.

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Marketing Mix- Public

Marketers would have different audiences that their program has to address in order to accelerate adoption of the products and ideas.

“Public” could be both the external and internal groups.

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Marketing Mix- Partnership

Lifestyle and Social issues are often so ingrained into the consumer that change becomes a real challenge.

Teaming up with organizations in the community helps to be effective.

Co-creation of market even with a competitor is sometimes necessary.

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Marketing Mix- Policy

Social marketing campaigns could do well in stimulating individual behavior change, but for sustainability, environmental change is necessary.

Thus policy changes from the government is often important and so is pitching your product and/or service to the policy makers crucial for the sustainability of your campaign.

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Marketing Mix- Purse

Most social marketing campaigns operate through funds provided by sources such as NGOs, foundations, governmental grants, private donations and CSR funds.

This adds another dimension to the strategy development and sustainability of campaigns, namely, planning the funding process well in advance in different stages of the program.

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Summary and Discussions

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