BY Ashan Musthakeem

Market Clark and Clark define a market as “A centre about which or an area in which the forces leading to exchange of title to a particular product operate and towards which the goods tend to travel”

Social Marketing Kotler and Andresen define social

marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society."

Non-Profit Marketing Non Profit marketing is marketing of a product or

service in which the offer itself is not intended to make a monetary profit for the marketer.

Social marketing uses the benefits of doing social good to secure customer engagement.

In social marketing the distinguishing feature is its "primary focus on social good”

It is not a secondary outcome. Not all public sector and not-for-profit

marketing is social marketing. And Social marketing is a non-profit

marketing.

Social marketing is Social marketing is not A social or behavior change

strategy Most effective when it

activates people Targeted to those who have a

reason to care and who are ready for change

Strategic, and requires efficient use of resources

Integrated, and works on the“installment plan”

Just advertising A clever slogan or messaging

strategy Reaching everyone through a

media blitz An image campaign Done in a vacuum A quick process

Micro Level(Individual)

Macro Level(Society)

Macro Level(Society)

Short-Term Change

Behavior Change Change in Norms(Administrative

Change)Policy Change

Long-Term Change

Lifestyle Change Organizational Change

Socio culturalEvolution

The Dimensions of Social Marketing

PRODUCT: represents the desired behavior benefits, tangible objects, and/or services that support behavior change.

PRICE: is the cost (financial, emotional, psychological, or time-related) or barriers the audience faces in making the desired behavior change.

PLACE: is where the audience will perform the desired behavior, where they will access the program products and services, or where they are thinking about the issue.

PROMOTION: stands for communication messages, materials, channels, and activities that will effectively reach your audience.

PARTNERSHIP

POLICY-SOCIAL

POLITICS

Additional Social Marketing "P's"Additional Social Marketing "P's"

Additional ‘P’s of Social Marketing

NGOs a group of people who work together to achieve a goal of rebuilding societies that are suffering from destructive legacies, they are non profit, non government. Many NGOs feel it is their job to raise public awareness and gain support. NGOs can be local, provincial, national, regional, or international. 

•The primary source of fund of NGOs is Donations•Events such as exhibitions and workshops also large amount of fund •Non-profit organizations can attract funds with the help of celebrities.

•The medium of marketing used by NGOs is divided into brochures, Newspapers, Websites, advertisements, and Television.•Most of the NGOs are using traditional marketing techniques like Newspapers and brochures,•They still lack the access to modern marketing mediums such as websites, advertising, etc.

Advantages They have the ability to experiment freely with innovative approaches and, if

necessary, to take risks. They are flexible in adapting to local situations and responding to local needs

and therefore able to develop integrated projects, as well as sectoral projects They enjoy good rapport with people and can render micro-assistance to very

poor people as they can identify those who are most in need and tailor assistance to their needs.

They have the ability to communicate at all levels, from the neighborhood to the top levels of government.

They are able to recruit both experts and highly motivated staff with fewer restrictions than the government.

Disadvantages Paternalistic attitudes restrict the degree of participation in program/project

design. Restricted/constrained ways of approach to a problem or area. Reduced/less reliability of an idea, due to non-representativeness of the project

or selected area, relatively small project coverage, dependence on outside financial resources, etc.

Territorial possessiveness" of an area or project reduces cooperation between agencies, seen as threatening or competitive.

Proper planning and ideas, analyses Segmentation of resources for effective use Marketing strategies are very important for a successive

social marketing Cheap and quick medium can be used to reach the

target audience Seeking help from Celebrities to attract more people Using of new and cutting edge technologies. Using of new mediums of marketing techniques. Social media is a very effective way to get more

audience. Social network such as Facebook, twitter etc. can be

used. Seeking help from Celebrities to attract more people

Social Marketing is a kind of non-profit marketing which helps organizations to maintain customer relationship. Social marketing enables organizations to experiment the needs of an individual or a group of people and help according to their needs.

Organizations such as Non-governmental organizations (NGO) which does not operate for the purpose of earning profit and which work for the benefit of the society can use social marketing as a tool to get into the society

For the success of the social marketing it is necessary to learn the principals of marketing. And the past strategies of social marketing should be well studied.