The social marketing is being done to aware the customers about the products and services. Some of corporate or government policies, new tech in market.

1. Presentation on
Social Marketing
Submitted to – Submitted by -
Mrs. Priyanka Lohani Mam Yamini Bhaguna
Shaifali Pandey
Diksha Rana
Bhavika Joshi
Tripti Mehra

2. SOCIAL MARKETING
Social marketing is a tool for influencing behaviour in sustainable
and cost effective way. It helps to decide:
• Which people to work with ?
• What behaviour to influence ?
• How to get about it ?
• How to measure it ?

3. EXAMPLE OF SOCIAL MARKETING
 Social marketing campaign like
 Govt. Promotes for pulse polio vaccination.
 Jago grahak Jago campaign make the consumer aware of their
rights as a consumer.
 Ban on tobacco advertisement, ban on smoking in public areas .
 Lifebuoy swastha Chetan.
 Five year health and hygiene education program by HUL.

4. OBJECTIVES OF SOCIAL MARKETING
1. To alter people’s belief, attitude and expectation.
2. To induce people to take certain action or to introduce changes
in their behaviour.
3. The major goal is to improve condition of public health and
safety.
4. To maintain long term relationship with customers .
5. Developing community awareness towards its brand.

5. WHO EMPLOYS SOCIAL MARKETING
 Social marketing is primarily used by non profit organisation, charity
foundation, public highway department and other government
agencies.
 Social marketing is also used by public sector agencies as a way to
encourage people to follow rules & regulations .
 Government agencies also use social marketing.

6. 4 P ‘S OF SOCIAL MARKETING
PRODUCT
 Social marketing product refers to the desired behaviour and All
of the benefits, services That lead to target audience to adopt it.
 The product is not necessarily a physical Offering,the product
can be in the former of services also
PRICE
 Social marketing helps to minimise the cost or barriers.
 The price in social marketing campaign usually involve
incontinence, risk or life style changes.

7. PLACE
 Make it accessible, convinent and comfortable to the customers
or targeting people.
 Think about where and when the audience will perform, the
behaviour or access the new product or services
PROMOTION
 In promotion We do market research toDetermine the
communication channels and activities that will best reach your
audience.
 To inform consumer about existence of the service, it’s location
and accessibility.

8. SOME ADDITIONAL SOCIAL MARKETING P’S ARE:
PUBLICS
social marketing may have different audience that the programme
to adress in order to be successful.
PARTNERSHIP
 Social and health issue are so much complex that one agency
can’t handle alone Itself they need to team up with organisation
in the community to be affective.
POLICY
Social marketing program can do well in motivating individual
behaviour but only in supporting environment.

9. MOST COMMON PROMOTIONAL TOOLS
 Advertising media
 Personal promotion
 Sales promotions
 Others: Poster, brouchers, T-shirt’S and mugs.

10. ADVERTISING MEDIA
 Any paid form of Non personal presentation of Service or idea.
 Newspaper , TV, radio , magazine, Internet or media interviews.
 Advantage is to access to large no. of people’s.

11. PERSONAL PROMOTION
 Small groups meeting , conference, workshops , telephone
conversation , letters etc.
 Advantages are:
 Direct contact or feedback from listener.
 Facilitate product demonstration.

12. SALES PROMOTION
 Short term incentives to encourage sale of service: free
samples coupon etc.
 Sales promotion is a type of Pull marketing technique.
 TYPES
 Consumer sales promotions
 Trade sales promotions

13. LIMITATIONS OF SOCIAL MARKETING
 Public health experts must realize the fact that the social
marketing has it’s limitations.
 Social marketing techniques are appropriate in certain
circumstances only.
 Focus on individual behavior rather than on the family or
community , village.
 Danger of perception of marketed behavior better than other
healthy behaviors.

14. ADVANTAGE OF SOCIAL MARKETING
 Promotes consumption of socially desirable products.
 Promotes health consciousness in people and help them to adopt
healthier life style
 It helps to eradicate social evils that effect the society and quality
of life style .
 Knew of the best advantage is that any one can take the
advantage of it even from their home.
 Targeting the specific groups.

15. SIX STEPS OF SOCIAL MARKETING PROCESS
1. Initial planning
2. Formative research
3. Strategy formation
4. Program development
5. Program implementation
6. Trading

16. INITIAL PLANNING
 Using existing data
 Use planning data to make preliminary expenses
 Source of existing data
 Format estimates

17. FORMATIVE RESEARCH
 Identify potential targeted audience.
 Determine difference between groups.
 Understand consumers wants and needs.
 Identify factor that influence behaviour.

18. STRATEGY FORMATION
 Select target audience.
 Set behavioural objectives for each segments.
 Design intervention to a dress behavioural determinants.

19. CAMPAIGN DEVELOPMENT
 Material development and pretesting
 professional training materials
 Develop system for monitoring And tracking progress

20. PROGRAM IMPLEMENTATION
 Sustainability.
 Training and development.
 Distribution of materials.
 Dissemination of information.

21. TRACKING AND EVALUATION
 Collect inflation in project process.
 Use tracking information to make needed mind course revision.
 Assessment program impact and cost effectiveness.
 Use finding to identify new problems.

22.  social marketing is ineffective if major barriers are present
as they resist change in individual behaviour.
 social marketing is ineffective if individual efforts are
inadequate .
 There are ethical and social issues in determining who must
make decisions on what behaviours to be promoted.

23. SUMMARY: SOCIAL MARKETING BASICS
 Are foundation as commercial marketing but goal is not revenue/profit
maximisation
 Focus on enhancing Perceived benefits and reducing perceived
barriers
 Audience are segmented / targeted
 Action will occur perceived benefits 》perceived cost
 Management 4 : market mix
 Results are evaluated

25. THANK YOU