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Konsep Dasar Pemasaran Sosial
Week 2
Gregoria Arum Yudarwati
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id
Evolution
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1969 – Kotler and Levy: “Broadening the concept of marketing” --- konsep
tentang pemasaran sosial mulai didiskusikan
Kotler & Levy: “as a pervasive societal activity, marketing gives
considerably beyond the selling of toothpaste, soap, and steel, urging
marketing researchers and practitioners to consider whether traditional
marketing principles are transferable to the marketing of organisations,
persons, and ideas” (Cheng, Kotler, & Lee, 2009)
Pertama kali istilah social marketing dipergunakan di tahun 1971 oleh
Kotler & Zaltman ketika mendiskusikan: “can marketing concepts and
techniques be applied to the promotion of social objectives?”
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id
Definisi
 “The design, implementation, and control of programs calculated
to influence the aceptability of social ideas and involving
considerations of product of planning, pricing, communiaction,
distribution, and marketing research” (Kotler & Zaltman 1971).
 “A process that applies marketing principles and techniques to
create, communicate, and deliver value in order to influence target
audience behaviors that benefit society as well as the target
audience” (Cheng, Kotler, Lee 2009)
Main characteristics:
1. A distinct discipline within the field of marketing
2. It is for the good of society as well as the target audience
3. It relies on the principles and techniques developed by comercial
marketing (4P – product, price, place, and promotion)
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id
OBJECTIVES
1. Accept a new behavior
2. Reject a potential undesirable behavior
3. Modify a current behavior
4. Abandon an old undesirable one
(Cheng, Kotler, Lee 2009)
Social change happens only when :
1. You change the internal attitudes
2. You change the external structures
3. You work to make the individual behavior unnecessary
(Turning Point National Program, University of Washington)
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id
Do people change easily?
People do not change easily. People are ore likely to
adopt a new idea quickly if:
1. It has a relative advantage over what exists
2. It is compatible with social norms
3. It is not too complex
4. It can be “tried out”
5. You can see someone either doing or using it
(Turning Point National Program, University of Washington)
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id
APPLICATIONS
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Health promotion-related behavioral issues
Injury prevention-related behavioral issues
Environmental protection-related behavioral issues
Community mobilization-related behavioral issues
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id
Social marketing is
Social marketing is not
 A social or behavior change
strategy
 Most effective when it activates
people
 Targeted to those who have a
reason to care and who are
ready for change
 Strategic, and requires efficient
use of resources
 Integrated, and works on a
plan
 Just advertising
 A clever slogan or messaging
strategy
 Reaching everyone through a
media blitz
 An image campaign
 Done in a vacuum
 A quick process
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id
Basic elements
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Know your AUDIENCE and put them at the center of every decision you
make.
It is about ACTION
There must be EXCHANGE
COMPETITION always exists
Keep THE FOUR Ps of Marketing
- PRODUCT - the desired behavior you are asking your audience to do,
and the associated benefits, tangible objects, and/or services that
support behavior change
- PRICE is the cost (financial, emotional, psychological, or time-related)
or barriers the audience faces in making the desired behavior change
- PLACE is where the audience will perform the desired behavior, where
they will access the program products and services, or where they are
thinking about your issues
- PROMOTION stands for communication messages, materials,
channels, and activities that will effectively reach your audience
Jl. Babarsari 44 Yogyakarta 55281
Telp. +62-274-487711
Fax. +62-274-487748
www.uajy.ac.id