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PRESENTATION ON SOCIAL MARKETING
PRESENTED BY,
POOJA HIRANI
MBA 2C
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HEALTH ISSUES IN SOCIETY
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DO YOU KNOW????????
An estimated 1.3 billion people are smokersworldwide and every 6.5 seconds a current or formersmoker dies.(according to the World HealthOrganization).
It's estimated that around 2.4 million people arecurrently living with HIV in India.
The total number of drugusers inthe world is nowestimated at some 185 million people(WDO).
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HERE ONLY EMERGES THE
CONCEPT OF SOCIAL
MARKETING............
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SOCIAL MARKETING IS.
To influence social behaviours not to benefit themarketer, but to benefit the target audience and thegeneral society."
The use of marketing principles to influence humanbehavior in order to improve health or benefitsociety.
It is the marketing of socially desirable ideas.
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It is allabout to bring a-
And to benefit thesociety
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3 ways to bring a socialchange:
Education.
Coercion.
Social marketing.
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OBJECTIVES OF SOCIAL
MARKETING: benefit target individuals orsociety.
influencingbehavior, inmost casesbringingab
ou
t a change
in
be
havioUr.
The target audience has the primary roleinthesocialmarketing process
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PUBLICor
PEOPLE
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SOCIAL MARKETINGCAMPAIGNS
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COGNITIVE CAMPAIGNS:
INFORMATION IS PROVIDED TO THE
INDIVIDUALS
Ex-regarding nutritional value.
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ACTION CAMPAIGNS
MOTIVATING PEOPLE TO TAKEACTIONS AND DO GOOD.
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BEHAVIORAL CAMPAIGNS:
Demotivating peopleon their bad habits
and changing their
behavior.
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MICRO LEVEL GROUP LEVEL MACRO LEVEL
SHORT TERM
CHANGE
BEHAVIOR CHANGE CHANGE IN NORMS POLICY CHANGE
LONG TERM
CHANGE
LIFESTYLE CHANGE ORGANISATIONAL
CHANGE
SOCIO-CULTURAL
EVOLUTION
IMPACT OF SOCIAL
MARKETING
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Corporates entering in social marketing
Tata tea-Voting education
(jaago re)
Idea-education,health
(walk when u talk,what an idea sirjee)
Lifebuoy-health awakening
(swasthya chetna)
Saffola-healthy heart
(miss the bus and walk)
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EMPHASISSATISFY CUSTOMER WANTS
AND NEEDS
OBJECTIVE
HOW
PROTECT SOCIETY INTEREST
,EARN PROFIT
FOCUS ON SOCIAL MARKETING MIX WITH SOCIAL
CONCERN
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DIFFERENCE BETWEEN TWO
SOCIETAL
The main focus of the
organization is still earning
profits, but by still keepingthe interest of the society in
mind.
Ex-body shop,Ariel.SOCIAL
Focuses on improvement inliving standards of peopleliving in societies by makingimprovements in the waythey live their lives.
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SOCIAL MARKETING
PLANNING PROCESS
Where are we?
Where do we want to go?
How will we get there?
How will we stay on course?
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