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Adopting Grown up
Philip Kotler
Compiled by
S.Rengasamy
S.Rengasamy Social Marketing for Social /Development Workers
Contents
Why Social Marketing ............................................................................................................................................ 3
Diagram - Social Marketing Framework ................................................................................................................. 4
What is Social Marketing ....................................................................................................................................... 5
Box: Social Marketing ............................................................................................................................................ 5
Box: Roots of Social Marketing .............................................................................................................................. 5
Box: 8 Social marketing Criteria ............................................................................................................................. 6
Picture: Breast Feed -Be a Star ............................................................................................................................... 6
Box: Commonality in social marketing definitions ................................................................................................. 7
Posters: Social Marketing Posters .......................................................................................................................... 7
Table: Overview of Social Marketing ..................................................................................................................... 8
Box: Why is social marketing needed? Stages of SM .............................................................................................. 9
Why is social marketing needed? ....................................................................................................... 9
How does social marketing work? ...................................................................................................... 9
Product ....................................................................................................................................................... 9
Price ............................................................................................................................................................ 9
Place............................................................................................................................................................ 9
Promotion .................................................................................................................................................. 9
Social Marketing - Stages of Change .............................................................................................................. 9
Table: Definition of Marketing and Sales ............................................................................................................. 10
Diagram: Key Attributes of Social Marketing ....................................................................................................... 11
Box: Activities related to Marketing Promotion ................................................................................................... 11
Box: Examples of Exchange .................................................................................................................................. 11
Box: Product, Price, Place and Promotion in Social Marketing ............................................................................. 12
Diagram: Behavior Change - Social Marketing Selling Behaviors .......................................................................... 12
Behavior Change - Social Marketing Selling Behaviors................................................................................. 12
Box: A) Benefits people may want B) Social Marketing Logic Model C) Defining the Problem Correctly
Box: Social marketing – Basic Theoretical understanding .................................................................................... 14
Types of social change, by time and level of society ............................................................................................ 14
Social Marketing – Basic Theoretical understanding .................................................................. 14
Table: Services Marketing ........................................................................................................................... 15
Box: A) Marketing Mix Decision C) Framework Segmenting the Audience .................................................. 17
Box: Phases/Steps in Social marketing campaigns ............................................................................................... 18
Box: Example of a social marketing campaign aimed at young people................................................................. 18
Example of a social marketing campaign aimed at young people ........................................... 18
What Social Marketing is and what is not ............................................................................................................ 19
Posters: Social Marketing Posters ........................................................................................................................ 19
Social Marketing and Family Welfare in India ...................................................................................................... 19
Evolution of Social Marketing in India.................................................................................................................. 20
Table: Social Marketing of Contraceptives in India : Milestones ......................................................................... 21
Achievements of the Social Marketing Programme in India ................................................................................. 21
Table: Achievements of the Social Marketing Program in India ........................................................................... 22
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Untouchability is a crime against human &God. Smoking is Injurious to health பபோதையில் பயணம்
போதையில் மரணம் Fasten your seat belt. Eat more fruit. Don‟t litter. Get a mammogram.
Dr. Wiebe (1952) raised the question “Why can’t we sell brotherhood like we sell soap? This
statement implies that sellers of commodities like soap are generally very effective while sellers of
social causes are generally ineffective. Wiebe examined what conditions or characteristics
accounted for the relative success or failure of social campaigns. He found that more the conditions
of the social campaign resembled those of a product campaign, the more successful the social
campaign. Joe McGinnes wrote a bestselling book,”The Selling of the President” and John K.
Galbraith remarked that everything and anything can be sold by Madison Avenue. Social marketing
is increasingly used to sell condoms to yoga.
If you have a message that you want people to receive you can use social marketing techniques to
get your message across
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S.Rengasamy Social Marketing for Social /Development Workers
way upstream and create cars and highways that are so safe you don’t need to convince or
mandate that people use seat belts; thus, making the individual behavior unnecessary.
Social change is a messy process and not the purposeful action of an architect. It is the synergy
of efforts of multiple change agents. Many practitioners believe that permanent, large-scale
behavior change is best achieved through changing community norms — a process that can
require time and patience.
Social marketing is the utilization of marketing theories and techniques to influence behavior in
order to achieve a social goal. In other words, social marketing is similar to commercial
marketing, except that its goal is not to maximize profits or sales; the goal is a change in
behavior that will benefit society – such as persuading more people to use efficient lighting. Of
course, there are thousands of ways to work towards social goals, not all of which involve social
marketing. Attempts to accomplish social goals can be divided into two categories: behavioral
and non behavioral. For example, to prevent highway fatalities, one could install air bags in cars
(non behavioral) or one could persuade more people to wear seat belts (behavioral). Non
behavioral solutions tend to be in the area of technology. Behavioral solutions, on the other hand,
often require social marketing.
Diagram - Social Marketing Framework
So how does social marketing work? Take a look at figure below. Everything above the dotted line is involved in
changing behavior; this is social marketing. The behavior is the goal – the specific action you want a specific audience
to undertake. Whether people engage in a behavior is based on how they view that decision, or their perceptions: What
are the benefits? Does it seem difficult to do? Can someone like us do it? Are other people doing it? Will people laugh
at us if we do it?
People don’t change behaviors easily. In fact, people are more
Social Marketing Framework 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
Education Information/ It can be “tried out”
Message
Determinants,
Benefits, Barriers
Behaviour
Services,
Products External Structure
& Policy Social Benefit
Social Marketing
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Regulation Policy Non Behavioral
S.Rengasamy Social Marketing for Social /Development Workers
Although 'social marketing' is sometimes seen only as using standard commercial marketing
practices to achieve non-commercial goals, this is an over-simplification.
The primary aim of 'social marketing' is 'social good', while in 'commercial marketing' the aim is
primarily 'financial'. This does not mean that commercial marketers cannot contribute to
achievement of social good.
Increasingly, social marketing is being described as having 'two parents' - a 'social parent' =
social sciences and social policy, and a 'marketing parent' = commercial and public sector
marketing approaches.
Box: Roots of Social Marketing
The Roots of Social Marketing. Both areas contribute valuable expertise, skills, techniques and theory
Two Parents
Social marketing must not be confused with Social media marketing or social advertising .
Social marketing has been defined in many different ways since the original offering by Kotler &
Zaltman in 1971. Central to most of them is that social marketing is the application of the ideas,
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processes and practices of the marketing discipline to improve conditions that determine and
sustain personal, social and environmental health and well-being.
Social marketing is constantly evolving from ―influencing ideas‖ as presented by Kotler &
Zaltman (1971) to 'large scale, broad-based, behavior change focused programs' offered by
Lefebvre & Flora (1988).
Box: 8 Social marketing Criteria
Richard Manoff, suggested that… social marketing is more than research, product design and
distribution, diffusion of information, or the formulation and implementation of a
communication strategy. It may include introduction of a new product (e.g., oral rehydration
salts), the modification of existing ones (e.g., iodized salt), restricted consumption of others (e.g.,
cigarettes, infant formula), and promotion of structural change in existing institutions (e.g., food
stamps, hospital practices). Social marketing may be exclusively educational (e.g., restriction of
sodium consumption) yet still be obliged to do missionary
work with food companies for sodium-reduced products
(Manoff, 1985,)
Picture: Breast Feed -Be a Star
In the development community, social marketing has often
been defined as the procurement, distribution and promotion
of health products (condoms, oral contraceptives, malaria
nets for example) for sale at donor subsidized prices. This
'social marketing' approach has been contrasted with efforts
to distribute commodities for free or to offer products at their
full costs (plus margins) in the commercial marketplace.
Kotler, Roberto and Lee (2002) defined social marketing as the use of marketing principles and
techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a
behavior for the benefit of individuals, groups or society as a whole.
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Donovan & Henley (2003) define it as the application of the marketing concept, commercial
marketing techniques and other social change techniques to achieving individual behavior
changes and social structural changes that are consistent with the UN Declaration of Human
Rights.
In 2006, the National Social Marketing Centre in the UK produced an updated and more
inclusive definition to recognize the different influences on social marketing:
"Social marketing is the systematic application of marketing, alongside other concepts and
techniques, to achieve specific behavioral goals, for a social good".
They also go on to describe an additional element of 'health related social marketing' as:
"the systematic application of marketing, alongside other concepts and techniques, to achieve
specific behavioral goals, to improve health and reduce inequalities".
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Social Marketing
The basic goal of marketing is to influence behavior Conditions that favor Social Change Campaigns
Whether it be a Monopolization - Could you be the only message or
Using a new “green” product only use that medium exclusively?
Adopting a new practice Canalization - Favorable public attitude base helps
Getting our children/cattle immunized to channel existing attitudes and behavior
Socially desirable behavior can be achieved as the Supplementation – mass media communication
marketing people convince the people to use supplemented by face-to-face communication
new product. When we achieve desirable behavior So for any Social Change program, the marketing
using marketing methods it is called as Social challenge is to identify
marketing Cause – social objective to provide a desirable answer
Since Social Marketing covers a wide range of issues to a social problem
not necessarily connected to commercial considerations Change agent – whoever attempts to bring about the
it has a wider, if not commercially, desirable social change
perspectives. Understanding, creating, communication Target adopters – individuals/groups/entire
and delivering customer value and satisfaction are at population
the very heart of modern marketing – (Kotler and Channels - communication and distribution pathways
Armstrong). For the past two decades, the focus has which help exchange influence and response between
been on ‘marketing’ Social issues – using the concepts change agents and target adopters
of exchanges, transactions, segmentation, target Change strategy – program adopted to effect change
marketing, consumer research and positioning in target adopters’ attitudes and behaviors
Social Change Campaigns often fail because Any social (marketing) program attempts to market a
People are uninformed and this makes them harder social product
to reach through conventional media What is a Social Product?
Response to new information increases with It could be an
audience involvement or interest; if few people are idea
interested, few will respond practice
Response to new information increases with tangible object
information’s compatibility with audience attitudes. Social marketing requires knowledge of each target –
People tend to avoid disagreeable information adopter group
People read different things in information, Socio-demographic characteristics
depending on their beliefs and attitudes Psychological profile
Why does this happen? Behavioral characteristics
Researchers have cited several factors that dilute mass These help make accurate predictions
media effect Predictions are prerequisites to the ability to
Audience factors - apathy, defensiveness, cognitive influence outcomes
disability Social marketing would have to identify ‘influentials’
Message factors – attention, comprehension, The aim is to neutralize, the opposition and gain
perception support of ‘influentials’
Media factors – appropriateness of media Influential’s could be
Response- mechanism factors – making it easy for the Permission granting groups
audience to respond Support groups
In order to bring about change in customer/prospect Opposition groups
behavior, the marketer has to first understand the Evaluation groups
barriers against change by positioning himself/herself
in the shoes of the prospect/customer
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Box: A) Benefits people may want B) Social Marketing Logic Model C) Defining the Problem Correctly
Epidemiological
Behavioral
& Market Research
Benefits people Studies
may want: Define Behaviors & Audiences
Savings
Comfort
Safety/security Analysis of Competing Behaviors
Humor/fun
Efficiency
Health
Beauty/sex appeal Education Regulation Motivation
Happiness
Romance
Excitement
Rest
Productn Price Place Promotion
Admiration/recognition
Popularity
Sympathy
Pleasure/avoidance of pain Prototyping and Pre-testing Research
Entertainment
Dependability
Peace of mind Tactical Selection, Execution & Monitoring
Convenience
Reward
Impact Evaluation
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Education and awareness are necessary but not sufficient strategies for changing behavior. Social
marketing uses psychological tools to increase motivation to change.
Types of social change, by time and level of society
Micro level Group level Macro level
(individual consumer) (group or organization) (society)
Short Behavior change Change in norms Policy change
term Attendance at Administrative change Banning of all forms of
change Stop smoking clinic Removal of tobacco advertising Tobacco marketing
from outside a school
Long Lifestyle Organizational 'Socio-cultural evolution'
term change change Eradication of from selling
change Smoking cessation Deter retailers cigarettes to Minors all 14
tobacco related disease
S.Rengasamy Social Marketing for Social /Development Workers
Services Marketing
Services Marketing Services could meet
The service sector Personal needs – haircuts, tuition, massage
The services sector has been growing at a rate of parlors
8% per Business needs – courier services, office cleaning
annum in recent years services, delivering fresh flowers
More than half of our GDP is accounted for from Characteristics of services
the services Intangibility
sector Inseparability
This sector dominates with the best jobs, best Perishability
talent and best Variability
incomes Determinants of service quality
“There is no such thing as service industries. There are only Reliability – delivering on promises
industries whose service components are greater or less than Responsiveness – willing to help
those of other industries. Everybody is in service.” -Theodore Assurance – inspiring trust and confidence
Levitt- Empathy – individualizing customers
What is a service? Tangibles- physical representation
It is the part of the product or the full product Moments of truth
for which the It is the customer – service encounter
customer is willing to see value and pay for it. Every positive or negative experience of the
What is a service? consumer would have fall-out on the overall service
It is intangible. experience
It does not result in ownership. In services, the last experience remains uppermost in your
It may or may not be attached with a physical mind. Therefore, it is not enough to be good, you have to be
product consistently good
Difference between physical goods and services Service quality is directly proportional to employee
Physical goods Services satisfaction
Tangible Intangible When customers visit a service establishment
Homogeneous Heterogeneous Their satisfaction will be influenced by
Production and Production, distribution Encounters with service personnel
distribution are and consumption are Appearance and features of service facilities –
separated from simultaneous processes exterior and interior
consumption An activity or process Interactions with self service equipment
A thing Core value produced in Characteristics and behavior of other customers
Core value processed in the buyer-seller Customer Service Expectations
factory interaction
Desired Service – the ‘wished for’ service
Customers do not Customers participate in
Adequate Service – the service that would be
participate in the production
acceptable
production process Cannot be kept in stock
Zone of Tolerance
Can be kept in stock No transfer of ownership
Difference between the desired service and the adequate
Transfer of ownership
service
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Step 3:
To continue segmenting your target audience, look at
Perceptions other ways to group them, such as
shared perceptions, demographics or pyschographics. For
How to Segment: example, white girls often smoke believing it will control
Demographics their weight; this isn‟t true of most boys, as well as many
You can’t speak to everybody.
Different people respond to African American girls. So to get white girls to reject
different messages. To narrow tobacco, you might want to address their concern about
your target audience, consider Psychograph weight gain. The key is to make sure there is a reason for
some of the factors to the right. ics your segmentation strategy -- some reason this group
Slice your audience into needs to be addressed differently than everyone at risk.
“segments.” The idea is to
narrow the audience into a
distinct group, but one still big Step 4:
enough to significantly further
Other Issues Once the audience is narrowed, clearly state the profile.
your ultimate goal (the social
Go back and make sure there are reasons
benefit). Then you can talk right
to that segment of the for breaking the audience down this way for this behavior.
audience. Often marketers will Then, decide which segment or segments to target first
start by working on the easiest
Individual
segment first -- those you think Warning: Don‟t make your audience
you can win over -- then move segment so narrow it won‟t justify
on to those more difficult to your budget. You don‟t need a whole
change. campaign to talk to one person. 17
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commercial networks, and community / NGO based distribution systems. These channels are
motivated to stock and sell products on the basis of the financial margins received by them. In
this manner, social marketing seeks to provision for health care products through multiple
channels. Ideally, the socially marketed products should be available in all pharmacies and other
retail outlets in cities, small towns, and rural areas, so as to enhance availability and visibility in
every possible manner. Additionally, the product be priced low to enhance affordability and
increase outreach and coverage. As the consumer’s ability to pay increases, he will graduate
from relying upon the public health network to the multiple social marketing outlets for the same
products, and eventually to commercially marketed products for meeting their needs. Facilitation
of this shift is the rationale of the NSSM.
Evolution of Social Marketing in India
India was one of the first countries globally to adopt the social marketing of contraceptives to
extend the coverage and outreach of the then family planning program. By the end of the sixties,
commercial marketing of condoms was two decades old. However, these were stocked in a few
hundred drugstores / retail outlets known for selling high priced speciality goods to the upper
income groups in large cities. Market prices of condoms were very high, and private
manufacturers were unable to generate expansion in consumer sales.
In the early 1960’s, India had introduced a brand of condom, known as "Nirodh" for free supply
through government hospitals and primary health centres. There were at the time, comparatively
few doctors and clinics, mostly concentrated in urban areas. Six to seven years into the program,
it became clear that significantly wider coverage was necessary, if the vast numbers in the rural
areas are to be motivated to use the condom, which must be reached out to them. Exclusive
reliance on government machinery was proving inadequate, and clearly, the family planning
administered through doctors and clinics could not accomplish this task alone.
By 1968, private sector companies with extensive distribution networks for consumer products
were invited to promote 'Nirodh' in the market. Union Carbide, a manufacturer and distributor of
flashlight batteries, Hindustan Lever and Tata Oil Mills, competing manufacturers for cooking
oil and bath soap, India Tobacco Company, the premier distributor of cigarettes, and Brooke
Bond Tea, the major distributor of tea, were given responsibility for operations within assigned
geographic territories. Collectively they covered the entire country. During the eighties,
Government launched an oral contraceptive pill called "Mala-D".
At the same time, Government initiated massive advertising and awareness campaigns. Up to the
late eighties, the campaign spoke of "do ya teen bus", highlighting an average family size of five
members. By the nineties, the message was changed to "hum do hamare do", emphasizing the
two child norm.
Non-Government Organizations (NGOs) also began to participate in the social marketing
program, with funding from Government as also from other organizations. In 1987, Parivar Sewa
Sanstha. was the first NGO to introduce its own branded condoms in the market.
By the early nineties however, most of these private firms had withdrawn from the social
marketing program. They were aggrieved that they had not received adequate media support, for
which reason they perceived sales as not significantly improving. The cost of distribution was
also high. The program was being implemented more and more by social marketing
organizations (SMOs) only. SMOs would rather promote their own products than Government’s
branded products. Moreover, distribution in the urban areas was easier and more cost-effective.
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There was intense competition among the SMOs, who began infiltrating into each others'
marketing territories, possibly leading to some unethical practices.
Table: Social Marketing of Contraceptives in India : Milestones
Social Marketing of Contraceptives in India : Milestones
1968 Social Marketing was launched with 6 leading consumer goods/oil companies with 3 lakh outlets,
with area allotted to each. (These were: Lipton, Brooke Bond, Union Carbide, Hindustan Lever,
Indian Tobacco Company, Tata Oil Mills).
Initially only unlubricated condoms under name „Nirodh‟ was launched.
1977 Introduction of Trade Bonus Scheme for retailers on purchase of condoms to encourage sale.
1983 Introduction of promotional incentive on sale of condoms to SMOs instead of trade bonus on
condoms.
1984 Lubricated Nirodh added on seeing consumer preference and was named „Deluxe Nirodh‟.
1987 A thinner variety, in multiple colours was added in the name „Super Deluxe Nirodh‟.
Oral Pills – the social marketing program was extended to include Oral Contraceptive Pills with
the brand name- Mala-D.
Initially, four leading pharmaceutical companies started marketing in the areas allocated to them.
These were, Parke Davis Ltd., Hoechst India Ltd., Rallis India Ltd. and Day‟s Medical Stores
(Manufacturing) Ltd.
1988 Voluntary Organizations included in SMP: Parivar Sewa Sanstha (Marie Stopes) a voluntary
organization joined the program and introduced their brand named "Sawan" and "Bliss" under
condom and "Ecroz" under Oral Pills. Another Voluntary Organization – Population Services
International also joined the program and introduced another brand of condom "Masti".
1991 Most of the Companies which had active participation and wide outreach withdrew from Social
Marketing program .
Another low priced Govt. brand of condom to meet the need of the poor section of the society,
by the name „New Lubricated Nirodh‟ was added to the program.
1993- Number of organizations, namely, Hindustan Latex Ltd., DKT, Parivar Kalyan Kendra, FPI etc.
1995 joined the program
Since then, following the cafeteria approach social marketing organizations‟ brands were
introduced in the program. The major prevalent brands under condoms are „Zaroor‟, „Mithun‟,
„Sawan‟, „Bliss‟, „Milan‟, „Masti‟, „Pick me‟, Mauj‟, „Sangam‟, „Ustad‟,and „Ahsaas‟. Under oral pills,
the major prevalent brands are Choice, Apsara, Ecroz, Pearl, Suvida, Arpan, and Sugam. Besides,
these brands are allowed to be marketed by the SMOs on all India basis as against the Govt.
brands (Deluxe Nirodh, Super Deluxe Nirodh and New Lubricated Nirodh) which are allowed to
be marketed in the specified territories only.
1994 Revision of sale promotion incentive on condoms; Introduction of sale promotion incentive on
SMOs‟ brands of condoms also.
1995 Introduction of Centchroman, a non steriodal weekly Oral Pill under the brand name „Saheli‟
through HLL under social marketing; Product & Promotional Subsidy on sale of Centchroman also
provided.
1996 Introduction of sale promotion incentive on oral pills.
1999 Working Group with all SMOs constituted for evolving the social marketing program strategy
The social marketing organizations currently participating in the program are listed at Annexure
II. SMOs market brands, owned
and promoted by them within
India, without geographic
limitation. However, SMOs also
market public-sector brands in
assigned geographical territories,
subject to terms and conditions
agreed in each case.
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