SOCIAL

MARKETINGTING

INTRODUCTION

“Social marketing is a process that applies marketing

principles, tools and techniques to create, communicate

and deliver value in order to influence target audience

behaviors that benefit society (public health,

environment)”

-Kotler & Lee, Social Marketing Sage, 2008

History Of Social Marketing

Many scholars ascribe 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 In it, Wiebe posed a rhetorical question:

"Why can’t you sell brotherhood

and rational thinking like you

can sell soap?”

What Groups Use Social Marketing

Government Agencies

Non Profit Organizations

Corporations

Media Companies

THE 4P’s of (Social) Marketing

Product

Price

Place

Promotion

Product

Our product is what we are selling, the desired

behavior and the associated benefits of that

behavior

benefit

desired behavior

Objects and services…

to support behavior change

Price

The price of a social marketing product is the

cost that the target audience associates with

adopting the new behavior

Monetary costs

Non-monetary costs

Place

Place is where and when the target market will

perform the desired behavior, acquire any related

tangible objects, and receive any associated

services.

Make access to the social marketing product easy

and convenient

Promotion

Persuasive communications designed and delivered to highlight:

product benefits

pricing strategies

ease of access (place)

Creating messages

What to say

How to say it

Placing messages (media)

Elements of Public

Campaign

Communication process

Analyze Target Audience

Encourage Them to Listen

Help them to believe the message

Encourage them to act on that belief

Medium

Advertising

• Radio

• TV

• Print

• Out of Home

• Internet

• Yellow Pages

Public Relations

• Social Media

• Media Relations

• Buzz

Medium

Are Fun Foods Affecting Productivity

We do not think twice before stuffing ourselves with burgers, pizzas, colas and the other junk food items that are seductively displayed at malls and their food courts. These are often accompanied by attractive signs and innocuous looking mascots such as a clown or a retired portly colonel. The urban youth including adolescents and kids are particularly enamored with this fast food habit. A recent research conducted by the Delhi-based NGO Centre for Science and Environment (CSE) suggests that we are often blindsided by misleading information about these food items’ nutritional values. Not only are they empty calories with no benefits but it seems that the fast food chains and leading MNCs are not very honest about the harmful effects of these foods either.

Most junk foods in India, including the popular brands of noodles, burgers, and aloobhujia, contain very high levels of trans fats, salt, and sugar, which inevitably lead to severe ill health and diseases such as obesity and diabetes in young people, according to a study by CSE. ‘The younger generation, hooked to junk food, are vulnerable to heart disease in the prime of their life’.

Contd..

The study tested 16 major brands of junk foods relished by people, particularly the young, including Maggi and Top Ramen noodles, MC Donald‟s foods, KFC‟s fried chicken, and Haldiram‟s aloo bhujia, among others. ‘It was shocking that companies resort to large scale misbranding and misinformation. Many say their products contain zero trans fats, but CSE finds heavy doses of it, which is not good for health,’ Sunita Narain, Director General of CSE, said.

CSE, which is known for some ground-breaking studies on food and contamination, said this is the first comprehensive Indian study to have looked at nutritional claims made by junk food makers. ‘Our findings are pretty damning,‟ said Chandra Bhushan, Deputy Director General of CSE, who also heads the pollution monitoring lab which conducted the study. He said the normal 80g packet of Maggi noodles that many of us gobble almost on a daily basis has over 3.5g of salt, enough to take care of over 60% of our permitted daily salt intake as per the National Institute of Nutrition and the World Health Organization. He said that salt is not the real or only problem. The real problem is trans fat or the bad fats. ‘CSE’s study reveals a dirty truth of misinformation, misbranding, wrong labeling, and obfuscation indulged in by companies, some of whom are on the top of the charts. They show that many junk foods claim they have zero trans fats, some don’t even bother to mention how much trans fats the have,’ he said. For example, Top Ramen Noodles claims there is zero Trans fats in every 100g. But CSE study found 0.7g per 100g. Similarly, Haldiram‟s aloo bhujia says it has no trans fats, but the study found 2.5g per 100g. „CSE study found as much as 3.7g of trans fats per 100g in PepsiCo Lays (snack smart) in a March 2012 batch, which is a dangerously high dose. But PepsiCo never bothered to inform consumers ,’ he said.

Contd..

The CSE researchers said the heavy doses of trans fats, combined with that of

salt, which comes from all so-called fun foods, work together to trigger ill health

which can lead to death. „And there is global evidence to suggest that more

young people are succumbing to problems of the heart at a much earlier age. At

an age when they should have been at their productive best, they are losing

productive life by eating this junk,’ Bhushan said.

A PepsiCo spokesperson, however, said all products manufactured by the

company in India are fully compliant with all the regulations, including those on

labelling, prescribed by the Food Safety and Standards Authority of India (FSSAI).

Questions From Case Study

1. Why is product labelling specifically important in this category of consumer

products?

2. Why do you think the urban youth and children are most vulnerable to the

damage caused by this kind of misinformation?

3. What other products require strict adherence to product quality guidelines?

Why?

Why is product labelling specifically important in

this category of consumer products ?

It‟s a food items, information about food contents and its nutritious value is

mandatory as consuming it have a direct implications on one‟s health

Consumed mainly by children and youth of age group ranging from 7yrs to

18yrs and consumptions of these items have a retarding impact on their

growth & health

Misbalances the nutritious requirement in one‟s minimum required daily diet

Attract attention span of youth and children shifting their focus from a

“Healthy meal” to “Tasty Meal” hampering their natural growth

It makes the consumers addicted to the product leading to more consumption

per person making them prone to cardiovascular diseases, Obesity &

gastronomical Problems

These products contain contents whose presence or excess of presence in the

food can make person sick like Trans fat, Excess Salt, high content of

caffeine & Sugar etc.

Why do you think the urban youth and children are most vulnerable

to the damage caused by this kind of misinformation?

Fast pace of life and intense competition, more work per hour has led the youth esp. children and teenagers to consume a major proportion of their diet supplementing through Fast food aka Junk Food

Rise in the per capita income of parents, giving more money to be spend open up the doors for such products in their life style

Rise in the number of dual working parents, hectic work schedules and dead lines, as a result neglecting child's nutritious

Aggressive advertisements and creative promotion schemes, majorly targeting the youth catches their imagination and makes them their “loyal customers”

Peer pressure and social group pressure also tend to push children towards this drudgery

Easy availability of these products in the nearby market also makes it easy for the children to “savor the taste of the junk”

What other products require strict adherence

to product quality guidelines? Why

The major areas that need to be administered strictly and to be made sure the

companies do adhere to the product quality guidelines are the followings-

Administered Drugs

Alcoholic Beverages

Cigarettes & Hookah

Mobile Phones

Automobile

FMCG

Food & Health Supplements

Conclusion

“Telling people what they think right is wrong and to

change their attitude towards the actual right is very hard

but not impossible, it just requires little courage, self

devotion, spirit of brotherhood and all of these backed by

effective government policies…. Thus a new world is

born devoid of evils.”