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 What is Marketing?
d Õ
 is a process of performing market research , selling products and/or
services to customers and promoting them via advertising to further enhance
sales.
d Marketing focuses on meeting needs profitably
d Areas generally categorized broadly under marketing are:
Goods
Services
Events
persons
Places
Properties
Organizations
Information
ideas
 What is Social marketing?
d m
 

 is the systematic application of marketing, along with other
concepts and techniques, to achieve specific behavioral goals for a social good
d Philip Kotler introduced the term social marketing by introducing ͞no smoking
campaigns͟
d It is a global phenomenon started long back in year 1950.
d India also started family planning campaigns in 1950
d Sweden implemented social marketing to convert nation into non-smokers and
non-drinkers.
 Úange of possible objectives
d Cognitive campaigns
Explain the nutritional value of different food

d Action campaigns
Motivate people to donate blood

d Behavioral campaigns
Demotivate cigarette smoking

d Value campaigns
Alter ideas about abortion
Change attitudes of bigoted people
 Characteristics of Social marketing

d Primary goal is ͞social good͟.

d It has two parents : ͞social parent͟- social sciences and social policy
͞marketing parent͟ ʹ commercial and public sector marketing approach.
d 4 P͛s of marketing strategy
d Additional 3 P͛s of social marketing strategy
d It sells a behavior change to a targeted group of individuals.
-Accept a new behavior
-Úeject a potential behavior
-Modify a current behavior
-Abandon an old behavior
 {amous Social marketing examples
d Anti-tobacco campaign
d Skin cancer and breast cancer awareness
d Child education awareness
d No smoking campaign
d AIDS controlling programs
d Wear seat belt and wear helmet awareness program
d {amily planning awareness programs
d ͞Avoid Gender discrimination͟ awareness programs
d Environmental control programs
 SMAÚ -social marketing and assessment response tool
d SMAÚ is a social marketing initiative
d It focuses on a key environmental issue i.e. waste of water and its overlooked
threats
d Its objective is to engage small communities in water source protection and
planning
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d Social marketing can be the best platform
for spreading awareness
d Large mass of audience can be targeted to
reach for social cause
d It encourages people to do social good
d Areas like adult education, child
education, no smoking , HIV AIDS are
widely educated through social marketing
d Private entities are encouraged to go for
social marketing as it helps them to
market their product best along with a
social cause
 Bibliograpghy
d www.socialmarketing.org
d www.socialmarketing.com
d Úeference from ͞marketing management͟ by Philip Kotler
d IC{AI case study reference