Social Products MarketingLecture Module 2

Thinking like a Marketer for Social ChangeByChowdhury Golam KibriaIBA-JU2014

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Why Social Marketing

Is Social Marketing a Panacea?

Are not there other ways?

Which makes Social Marketing different from others?

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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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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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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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How does Social Marketing Work

Is Social Marketing all about Advertising and Promotion?

If not, what else are there?

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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Marketing Basics from a Social Marketer’s viewpoint

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o Why one may need Consumer Orientation for Social Change

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Marketing Basics from a Social Marketer’s viewpoint

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.’

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Marketing Basics from a Social Marketer’s viewpoint

•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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Marketing Basics from a Social Marketer’s viewpoint

•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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• 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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Marketing Basics from a Social Marketer’s viewpoint

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

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Marketing Basics from a Social Marketer’s viewpoint

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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Thinking Like a Marketer for Social Change

Smith and Strand (2009) shows how to think like a marketer for social change.

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End of Lecture Module 2