Social marketing is a marketing technique used by organizations to spread social ideas and messages to improve public well-being. It was first coined in the 1950s and involves using traditional marketing principles like the 4 P's (product, price, place, promotion) to influence behavior. Some examples include government campaigns to promote polio vaccination, consumer awareness campaigns, and corporate programs to promote health and hygiene. The social marketing process involves defining the problem, identifying potential solutions, targeting audiences, developing strategies using the 4 P's, implementing programs, and evaluating results.

1. Social Marketing
Presented by : Azad Khan
UNIVERSITY SCHOOL OF
MANAGEMENT STUDIES

2. History
 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.
 Philip Kotler and Zaltman coined the term 'social
marketing' and defined it as "the design,
implementation, and control of programs
calculated to influence the acceptability of social
ideas and involving considerations of product
planning, pricing, communication, distribution,
and marketing research.

3. Social Marketing
Introduction:
It is a marketing function that is used by the
organizations to commercially spread a social
message which can benefit to individuals and the
society by educating the people and society about
a social cause to improve their wellbeing.

5. examples of social marketing
 Social marketing campaign like :
 GOVT. promotes for Pulse polio vacation
campaigns
 Jago grahak jago campaign to make the
consumer’s aware of their rights as a consumer.
 Ban on tobacco advertisements, ban on smoking in
public places
 Lifebuoy’s swasthya chetana
 a five-year health and hygiene education program
by HUL

6. process of social marketing
 Define Problem – Based on Analysis
 Identify actions that could reduce problems
 Identify potential audience for marketing
intervention
 Identify segment and target market
 Conduct root cause analysis (Ask Why?)
 Establish goals for program
 Design appropriate strategy of manipulating 4 P’s
 Deliver program and monitor
 Evaluate the program

7. 4p’s of social marketing
 Product
 The social marketing "product" is not necessarily a
physical offering. A continuum of products exists,
physical product to services (e.g., medical exams),
practices (e.g., eating a heart-healthy diet) and finally,
intangible ideas (e.g., environmental protection).
 Price
 "Price" refers to what the consumer must do in order to
obtain the social marketing product. This cost may be
monetary, or it may be the consumer to give up
intangibles, such as time or effort.

8. 4p’s of social marketing
 Place
 Here place For a tangible product, is the the distribution
system--including the warehouse, trucks, sales force, retail
outlets,. For an intangible product, place is refers to decisions
about the channels through which consumers are know
information ,This may include doctors' offices, shopping
malls, mass media vehicles or in-home demonstrations.
 Promotion
 Promotion consists of the integrated use of advertising, public
relations, promotions, personal selling and entertainment
vehicles. The focus is on creating and sustaining demand for
the product. Public service announcements or paid ads are
one .