Social Marketing

This is a brief presentation on social marketing, its examples, process and 4P's.

1. Social Marketing Presented by : Azad Khan UNIVERSITY SCHOOL OF MANAGEMENT STUDIES

2. History the beginning of the field of social marketing to an article published by G.D. Wiebe in the Winter 1951-1952 edition of  Public Opinion Quarterly .  Philip Kotler and Zaltman coined the term 'social marketing' and defined it as "the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research.

3. Social Marketing Introduction : It is a marketing function that is used by the organizations to commercially spread a social message which can benefit to individuals and the society by educating the people and society about a social cause to improve their wellbeing.

4. examples of social marketing Social marketing campaign like : GOVT. promotes for Pulse polio vacation campaigns Jago grahak jago campaign to make the consumer’s aware of their rights as a consumer. Ban on tobacco advertisements, ban on smoking in public places Lifebuoy’s swasthya chetana a five-year health and hygiene education program by HUL

5. process of social marketing Define Problem – Based on Analysis Identify actions that could reduce problems Identify potential audience for marketing intervention Identify segment and target market Conduct root cause analysis (Ask Why?) Establish goals for program Design appropriate strategy of manipulating 4 P’s Deliver program and monitor Evaluate the program

6. 4p’s of social marketing Product The social marketing "product" is not necessarily a physical offering. A continuum of products exists, physical product to services (e.g., medical exams), practices (e.g., eating a heart-healthy diet) and finally, intangible ideas (e.g., environmental protection). Price "Price" refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may be the consumer to give up intangibles, such as time or effort.

7. 4p’s of social marketing Place Here place For a tangible product, is the the distribution system--including the warehouse, trucks, sales force, retail outlets,. For an intangible product, place is refers to decisions about the channels through which consumers are know information ,This may include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations. Promotion Promotion consists of the integrated use of advertising, public relations, promotions, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public service announcements or paid ads are one .