Thinking Like a Marketer for Social Change

1. Social Products
Marketing
Lecture Module 2
Thinking like a
Marketer for
Social Change
By
Chowdhury Golam Kibria
IBA-JU
2014

2. Why Social Marketing
Is Social Marketing a Panacea?
Are not there other ways?
Which makes Social Marketing
different from others?
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3. Why Social Marketing
 Eat your vegetables. Wear your seat belt. Forget your
car; take the bus.
 These are the kinds of actions that can benefit an entire
community. If people are safer and healthier, they will
put less of a strain on the health care system.
 If people use mass transit, the highways will not be
clogged and the air will be cleaner. But, if these things
are ever going to happen, society needs some help.
 Individuals may need to change their behaviour. And
behaviour change is what social marketing is all about.
 CAUTON: Social Marketing Can be used for immoral
purposes as was used by Goebbels in Nazi Germany
and also by many other notorious rulers and leaders.
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4. Why Social Marketing
 As Smith and Strand (2009) claims, Social
marketing is the utilization of marketing theories
and techniques to influence behaviour in order to
achieve a social goal.
 In other words, social marketing is similar to
commercial marketing,
 except that its goal is not to maximize profits or
sales;
 the goal is a change in behaviour that will
benefit society – such a s persuading more
people to use efficient lighting.
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5. Why Social Marketing
 Smith and Strand (2009) cites that there are thousands
of ways to work towards social goals, not all of which
involve social marketing.
 Attempts to accomplish social goals can be divided
into two categories: behavioural and non-behavioural.
 For example, to prevent highway fatalities, one could
install air bags in cars (non-behavioural) or one could
persuade more people to wear seat belts (behavioural).
 Non-behavioural solutions tend to be in the area of
technology. Behavioural solutions, on the other hand,
often require social marketing.
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6. How does Social Marketing Work
Is Social Marketing all about
Advertising and Promotion?
If not, what else are there?
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7. How does Social Marketing Work
 According to Donovan and Henley (2010), many health
and social change professionals view social marketing
as synonymous with the use of media advertising and
publicity to promote socially desirable causes.
 Young (1989) suggests that such view is not unexpected
as the basic ‘product’ or primary resource of many
social marketing campaigns is information (Young 1989 )
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8. How does Social Marketing Work
 However, the use of media is only one component of a
total marketing process:
 The product or service must be designed to meet the
customer’s needs;
 It must be packaged and priced appropriately;
 it must be easily accessible; it should be ‘trial-able’ (if a
large commitment is required);
 Intermediaries such as wholesalers and retailers must be
established; and,
 Where relevant, sales staff must be informed and
trained .
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9. How does Social Marketing Work
 AN EXAMPLE
 A campaign that aims to promote improved parenting
behaviour must be based on more than just advertising that
perhaps models positive practices as a replacement for
coercive practices.
 Programmes and strategies are required at community level;
 Parenting courses must be developed and offered;
 Self-instruction materials made available;
 The activities promoted must be ‘do-able’ (that is, within the
target group’s capacities) or ‘learn-able’ (that is, skills must be
defined and training must be available for specific activities);
and
 The courses and materials must be easily accessible and
affordable .
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10. How does Social Marketing Work
 Smith and Strand (2009) Model emphasizes on identifying the
‘determinant’ of behaviour.
 Trying to figure out which perceptions influence a behaviour
(they call these determinants) is at the heart of social
marketing.
 If one is unaware of which determinants influence a behaviour,
he can’t know what type of marketing solution is necessary.
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11. How does Social Marketing Work
 These critical determinants are influenced by outside forces,
such as information - what people know and believe - and
external structures - such as the availability of efficient lighting
or the quality of a compact fluorescent lamp (CFL).
 It is the social marketer’s job to affect those outside forces (by
providing information, for example) to change the
determinants that influence behaviour.

The key is knowing what those determinants are and what
outside forces might change those determinants, and hence
that behavior.
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12. How does Social Marketing Work
 ANOTHER EXAMPLE
 Often, the most important determinant is not the one that we expect.
 A campaign in Florida tried to reduce youth tobacco use. For years,
teens had been told that tobacco was bad for their health. Their
reaction? Smoking increased. Why? Health wasn’t the determinant.
 In fact, teen smokers already knew the health risks (and some even
believed them to be worse than they really are). A closer look revealed
that the determinants motivating the teen smoking were the benefits of
smoking, such as looking cool and rebelling against authority. To these
teens, those benefits outweighed the risks.
 So, the state developed a campaign focused on the determinants
motivating the behaviour, instead of just repeating the health risks.
 The result: a 19 percent decline in middle school smoking rates.
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13. How does Social Marketing Work
 What is important to remember about the social marketing framework
shown by Smith and Strand (2009) is this:
 Before one is able make a decision about the interventions needed –
the information or external structures shown above – one must know
which determinants are important to the behaviour.
 This is why Smith and Strand (2009) thinks audience research is a critical
part of the social marketing process.
 Good social marketing is rooted in behavioural science, not in
guesswork or slick copy.
 A strategy must be developed, one based on research that drives
everything else – from the target audience, to a PSA script, to what
types of services you decide to offer.
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14. How does Marketing Work
 Marketing is all about satisfying one’s customers. Marketing
therefore permeates (or should) all areas of an organisation:
 It affects the finance department with regard to prices
customers are prepared to pay, how they would like to pay
(online, cheque, credit card or cash), and what sort of credit
terms are desired;
 It affects the production department in terms of desired
product varieties and packaging;
 It affects transport and distribution in terms of where customers
prefer to buy the product, and the attitudes of retailers to
stocking arrangements and in-store promotions;
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15. How does Marketing Work
 It affects staff training in terms of what factors enhance or detract from
customer satisfaction – for example, how the receptionist treats a
customer, how staff are dressed and how clean are the premises – can
have as much to do with customer satisfaction as the actual service the
organisation provides.
 And it is customer satisfaction that will ensure the success and
profitability or otherwise of an organisation.
 Given that marketing is often defined in terms of delivering products
and services that meet customers’ needs, and that profitability results
from customer satisfaction, British author Nigel Piercy (2008 ) considers
that any organisation with customers (or clients) relies on a marketing
process, whether they call it that or not .
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16. Marketing Basics from a Social
Marketer’s viewpoint
Why Marketing for Social Change?
Can it really work?
What components of marketing
can really work for social change?
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17. Marketing Basics from a Social
Marketer’s viewpoint
 There is much jargon and perhaps some mystique attached to the term
‘marketing’.
 According to Donovan and Henley (2010), some social change
practitioners are cynical about its philosophical appropriateness and its
potential effectiveness, while
 Others have a blind, optimistic faith in its ability to achieve all sorts of
objectives.
 Each of these views stems from an objectification of marketing as either
an individual-based, capitalistic approach or a bag of highly
successfulmanipulative techniques, or both.
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18. Marketing Basics from a Social
Marketer’s viewpoint
 Piercy ( 2008 ) takes a very pragmatic view on what marketing really is
and he reasons in the following way:
 As every organisation has customers,
 At the end of the day the only thing that really matters is the long-term
satisfaction of customers (when it mean long term sales to customers).
 Hence, every organisation relies on a marketing process - but the most
important marketing tasks are not necessarily carried out by a specialist
marketing department or person, but by front-counter staff, telephone
answering staff or delivery staff.
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19. Marketing Basics from a Social
Marketer’s viewpoint
 Donovan and Henley cites a survey which shows that very few
marketers (around 16%0 think their company had a successful
marketing strategy.
 Both Piercy, and Donovan and Henley agree that the reason is a lack
of real commitment by senior management.
 How many public sector heads actually spend time at the front
counter?
 How many take the time to attend community meetings?
 How many read whatever customer research their department does
undertake?
 In these authors’ experience,very few .
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20. Marketing Basics from a Social
Marketer’s viewpoint
 Donovan and Henley (2010) uses the following model to identify the
most important factors in marketing:
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21. Marketing Basics from a Social
Marketer’s viewpoint
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22. Marketing Basics from a Social
Marketer’s viewpoint
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o Why one may need Consumer
Orientation for Social Change

23. Marketing Basics from a Social
Marketer’s viewpoint
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o Piercy (2008) views marketing as what makes an
organization focus on identifying it’s customers and it’s
customers’ needs and can therefore direct it’s resources to
meet this needs.
o Donovan and Henley terms this approach as ‘consumer
orientation’ and claim that this orientation along with
associated principles and concepts be used in social
marketing.
o This view is supported by Beverley Schwartz of Ashoka in
Washington DC who thinks consumer orientation in social
marketing is important ‘because the problem is not what to tell
the people, but what to Offer them want to change.’

24. Marketing Basics from a Social
Marketer’s viewpoint
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•What is exchange in Marketing?
•Can there really be any exchange in
social marketing?
•What would be the nature of exchange
in social marketing?

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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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•What is customer value in
Marketing?
•How do 4 or more P relate to
Customer Value?
•Why Customer Value is important in
Social Marketing?

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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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• If we are aiming at betterment of
society, why then we consider
segmentation?
•How the concept of market
segmentation fits the goals of social
marketing?

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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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If Social marketing is not aiming at
making profits, why then we have to
consider the issue of competition and
differential advantage?

39. Marketing Basics from a Social
Marketer’s viewpoint
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In Marketing, the issue of competition and differential
advantage refers to
•An analysis of the marketer’s resources versus those of the
competition
•So that it can be determined where the company enjoys a
differential advantage over the competition.

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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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Marketer’s viewpoint
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49. Thinking Like a Marketer for Social
Change
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Smith and Strand (2009) shows how to think like a marketer for social
change.

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69. End of Lecture Module 2
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