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PRESENTATION ON SOCIAL MARKETING

PRESENTED BY,

POOJA HIRANI

MBA 2C

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HEALTH ISSUES IN SOCIETY

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DO YOU KNOW????????

An estimated 1.3 billion people are smokersworldwide and every 6.5 seconds a current or formersmoker dies.(according to the World HealthOrganization).

It's estimated that around 2.4 million people arecurrently living with HIV in India.

The total number of drugusers inthe world is nowestimated at some 185 million people(WDO).

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HERE ONLY EMERGES THE

CONCEPT OF SOCIAL

MARKETING............

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SOCIAL MARKETING IS.

To influence social behaviours not to benefit themarketer, but to benefit the target audience and thegeneral society."

The use of marketing principles to influence humanbehavior in order to improve health or benefitsociety.

It is the marketing of socially desirable ideas.

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It is allabout to bring a-

And to benefit thesociety

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3 ways to bring a socialchange:

Education.

Coercion.

Social marketing.

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OBJECTIVES OF SOCIAL

MARKETING: benefit target individuals orsociety.

influencingbehavior, inmost casesbringingab

ou

t a change

in

be

havioUr.

The target audience has the primary roleinthesocialmarketing process

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PUBLICor

PEOPLE

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SOCIAL MARKETINGCAMPAIGNS

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COGNITIVE CAMPAIGNS:

INFORMATION IS PROVIDED TO THE

INDIVIDUALS

Ex-regarding nutritional value.

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ACTION CAMPAIGNS

MOTIVATING PEOPLE TO TAKEACTIONS AND DO GOOD.

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BEHAVIORAL CAMPAIGNS:

Demotivating peopleon their bad habits

and changing their

behavior.

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MICRO LEVEL GROUP LEVEL MACRO LEVEL

SHORT TERM

CHANGE

BEHAVIOR CHANGE CHANGE IN NORMS POLICY CHANGE

LONG TERM

CHANGE

LIFESTYLE CHANGE ORGANISATIONAL

CHANGE

SOCIO-CULTURAL

EVOLUTION

IMPACT OF SOCIAL

MARKETING

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Corporates entering in social marketing

Tata tea-Voting education

(jaago re)

Idea-education,health

(walk when u talk,what an idea sirjee)

Lifebuoy-health awakening

(swasthya chetna)

Saffola-healthy heart

(miss the bus and walk)

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EMPHASISSATISFY CUSTOMER WANTS

AND NEEDS

OBJECTIVE

HOW

PROTECT SOCIETY INTEREST

,EARN PROFIT

FOCUS ON SOCIAL MARKETING MIX WITH SOCIAL

CONCERN

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DIFFERENCE BETWEEN TWO

SOCIETAL

The main focus of the

organization is still earning

profits, but by still keepingthe interest of the society in

mind.

Ex-body shop,Ariel.SOCIAL

Focuses on improvement inliving standards of peopleliving in societies by makingimprovements in the waythey live their lives.

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SOCIAL MARKETING

PLANNING PROCESS

Where are we?

Where do we want to go?

How will we get there?

How will we stay on course?

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23/23THANK YOU