Download 3-Social Marketing.

NMIMS-2-Social Marketing.
Unique Responsibilities Of
Social Marketers.
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Differences In Social Marketing.
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Social Marketing differs from other areas of Marketing only with
respect to the Objectives of The Marketer and of His or Her
Organization.
Social Marketing seeks to influence Social Behaviors not to Benefit
the Marketer, but to Benefit the Target Adopters and the General
Society.
Social Marketing Programs, then, by definition, are Generic
Marketing Programs carried out to change Behaviors that are in the
Individual’s or Society’s Interest.
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Social Marketers have the following Unique
Responsibilities:
1)
They Face Intense Public Scrutiny: Since Social Marketers have as
their Goal the Improvement of the Target Adopter’s or General
Society’s Welfare, it is typical that some sort of Formal or Informal
Public Scrutiny is accorded to Marketer’s Performance.
This Scrutiny, may be by the Government, a Funding Source, and or
General Public as represented by the Press or Academic
Research/Critics
This Scrutiny, among other effects, makes Risk Taking more difficult
in Social Marketing and increases the importance of “Politics” and “
Public Relations” in the Social Marketing Mix.
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Unique Responsibilities Of Social Marketers.
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They must meet Extravagant Expectations:
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In Commercial Markets, Marketers are often given Responsibility for
improving Market Shares a few Percentage Points or Launching a
New Product or Brand that will yield to a Firm a Reasonable Return
on Investment.
In Social Marketing, the Challenges may be for Complete
Eradication of a Problem or Universal Adoption of some Desirable
Behavior.
Social Marketers must spend at least some of their time reducing
Expectations of Key Oversight Public.
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They are often asked to Influence Non Existing Demand:
Many of the Attitudes and Behaviors Social Marketers are
attempting to influence may be entirely New to their Target
Adopters.
Households who think that Children come “Naturally” or as “Part Of
God’s Plan”, Need to Learn that Children are not Inevitable.
This must take place long before any Behavioral Change Marketing
can be done about Child Spacing, Particular Contraception
Methods, Distribution Points and so on.
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Unique Responsibilities Of Social
Marketers (Cont’d).
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They are often asked to Influence Negative Demand:
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It is sometimes the case that Social Marketers must attempt to
Promote a Behavior for which Target Adopters have a Clear Distaste
For example, driving 55 KMPH or Wearing a Seat Belt is restricting
to moat people.
Exercising is not anticipated Positively by those who have never
done it before.
Drug or Alcohol Addicts are often afraid to Quit their Habits.
Conserving Water, Separating Garbage for Recycling are Behaviors
most Consumers would rather avoid.
Private Sector Marketers are rarely challenged to Promote a Product
or Service that Consumers Consciously or Unconsciously Detest.
They Often Target Non- Literate Adopters:
Many Social Marketing Programs take place in developing Countries
and or with Populations with limited Reading Skills.
This restricts the kind of Media and Messages that can be used and
creates Major Creative Challenges for Social Marketers.
In some Markets, Cartoon Characters are used to achieve
Identification among Non Literate Adopters
Special Problems are presented, when complex information must be4
Communicated.
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Unique Responsibilities Of Social
Marketers (Cont’d).
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They Must Understand Highly Sensitive Issues:
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Most of the Behaviors that Social Marketers are asked to influence are much
more highly involving the most of those found in the Private Sector.
Asking a Rural Mother to regularly weigh her Child and Expose the fact that
her Family has little Food is more Personal than asking someone to Buy a
Maruti Car.
One Consequence of this very high level of Involvement is that, it makes
hard for Social Marketers to carry out the Customer Research that they
stress is essential to their approach.
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The Behaviors to be Influenced often have Invisible Benefits:
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Whereas in the Private Sector, it is usually clear what Benefits one is likely
to get with a Hilton Hotel Room, or a New Xerox Machine, Social Marketers
are often encouraging Behaviors, where nothing happens.
Immunization is supposed to Prevent Disease in Future.
The Trouble is that the Consumer has difficulty knowing whether Behavior
has worked!
Often the Consumer who agrees to the Behavior has the Nagging Feeling
that same outcome would have occurred if he had not taken the
Recommended Course of Action.
It is much harder to Market Behaviors without Visible Consequences than
Behaviors with them.
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Unique Responsibilities Of
Social Marketers (Cont’d).
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Behaviors To Be Influenced Often Have Benefits Only To
Third Parties:
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Some Behaviors advocated by Social Marketers have Pay Offs for
Third Parties such as Poor People or Society in General and not to
the Person undertaking the Behavior.
Example: Energy Preservation and Obedience to Speed Laws. It is
difficult to Motivate people to take actions, where they do not
personally Benefit.
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The Behaviors Often Involve Self Rewards out of Self Efforts:
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Commercial Marketers of Products and Services, have Major
Control over the Benefits offered to their Consumers. They can
manipulate the Qualities of their Offerings and change the Benefit
Bundles they provide.
However in Social Marketing, Managers often must try to encourage
Behaviors like Dieting or Exercise where the Marketer can only hold
out Promises. It is Consumer’s own actions that ultimately generate
the Benefits.
Thus the Nature and Quality of those Benefits are largely out of the
Marketer’s Control and very difficult to Manipulate.
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Unique Responsibilities Of Social
Marketers (Cont’d).
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Behaviors Often Involve Intangibles That Are Difficult To Portray:
Because the Consequences of Social Behavior Change are often
Invisible, Long Term Self Generated, and or apply only to others,
They are much more difficult to Portray in Promotional Messages.
Marketers must be highly creative to develop Advertising indicating
the Benefits to the Families of something like Growth Monitoring.
Because Symbols in Communications became highly central to
success, there is often the risk of sending wrong Signals, as when
Rural Consumers in developing countries are Alienated by
Promotions that seem too Western.
Long Term Changes Are Central:
Because many of the proposed Behavior Changes are highly
involving and or entail Changing Individuals from Negative to
Positive Demand, the process for achieving Behavior Change can
take a very long time.
This will be because a) Often very large amount of Basic
Information will have to be communicated. b) Basic Values will have
to be changed. c) A great many Opinion Leaders and or Support
Agencies will have to be “Brought on Board”.
Marketers accustomed to Shorter Term Objectives, such as those
found in Consumer Packaged Goods Markets can find the
complications and length of time involved in Social Marketing very 7
Frustrating.
Unique Responsibilities Of Social
Marketers (Cont’d).
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There Are Fewer Opportunities To Modify:
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If Business People or Consumers want a Faster, More Flexible Computer,
Apple will invent a better Macintosh. If a Commercial Marketer cannot satisfy
a Customer with one Product, he or she simply creates another.
But if Women want a Diarrhea Remedy that stops the Diarrhea, as well as
Dehydration, it does not exist. Years of Research is required to develop such
a Product.
The Responsiveness of Many Social Marketers to Consumer Demand
regarding Health Care is limited by Science.
Products such as ORS ( Oral Dehydration Solution), which meets important
Public Health Criteria for effectiveness, must be Marketed “Despite Inherent
Disadvantages or Obstacles from Consumers point of view.
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There are Severely Limited Budgets:
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Traditional Marketers are accustomed to working with relatively generous
Budgets to meet a given Challenge or being able to convince Superiors on
the Justice of enlarged Budgets and the need to take economic risks to
achieve clearly defined Goals.
Social Marketers have severely Restricted Budgets partly because there is
not enough to go around and partly because of an implicit understanding
that a Project that is too well funded is somehow not being Frugal with
donated or Tax Payer’s Money.
As a Consequence, Social Marketers must spend much time and effort,
leveraging their meager Budgets by adding the assistance of Distributors,
Advertising Agencies, Broadcast or Print Media, Business Firms, Unions,
and so forth to carry out their Programs.
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Unique Responsibilities Of Social
Marketers
(Cont’d).
Social Marketers Often Need To Work With Those With A Suspicion
Of Marketing:
Social Marketers almost always work with those trained in other
disciplines.
It is not uncommon for such Individuals to have a Mistrust of
Marketing and, often, of what they see (Negatively) as the
“Business Mentality” in general.
The Domain Of Social Marketing:
It is clear that the outer bounds of Social Marketing’s Legitimate
Domain are potentially extremely broad. They comprise any planned
effort to influence any human behavior, where Change Agent’s
Motives are on balance, more Selfless than Selfish.
In practical terms, at any point the real potential Domain is only
where members of Society will sanction its application.
At present time, for example, most private sector Physicians, many
Lawyers, and even a few Politicians do not feel it is “Appropriate”
for certain Programs to use Marketing Techniques.
To some extent, overcoming these reservations becomes a Social
Marketing Task itself.
Only when Social Marketing is implemented where it has a clear
differential advantage and is implemented with the type of Customer
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Centered Philosophy, Structure, and Systems, will it come to be
seen as one of the Potentially Effective Social Change Techniques.
The Domain Of Social Marketing (Cont’d).
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Types Of Social Behavior Change Programs:
Social Marketing aims to produce an Optimal Plan
for bringing about Social Change. The fact that the
Plan is Optimal, however, does not guarantee that
the Target Change will be achieved. It depends on
how easy or difficult the Target Social Change is.
Some Social Changes are relatively easy to bring
about, others are supremely difficult to bring
about.
Three Major Dimensions determine the difficulty of
successfully changing Social Behavior.Here, we
need to make a distinction between Exchanges
that were:
Low Involvement or High Involvement.
One Time or Continuing and
By Individuals or Groups.
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A Taxonomy Of Social Behavior Change
Programs.
Low Involvement.
•One Time Behavior.
•Individual
High Involvement.
•Donating Money to a
Charity.
•Registering to Vote.
•Signing up Medicaid.
•Donating Blood.
•Voting for a change in a
State Constitution.
•Voting out
restrictive
membership rules in
a Club.
•Stopping Smoking
or Drug intake.
•Practicing Family
Planning.
•Supporting concept
of an all Volunteer
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Army.
•Group.
Continuing Behavior.
•Individual.
Group.
•Not smoking in
Elevators.
•Driving 50 KMPH.
•Driving on the correct
side of the road.
Basic Concepts Of Social Marketing.
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Good Social Marketing begins with a Philosophy deeply rooted in a
Customer or Adopter Orientation.
However, when developing Specific Programs and Strategies based on this
Philosophy, a Social Marketer brings to bear Central Concepts and
Processes that further differentiate their specific Orientation. Among these
are the following:
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Exchange is accorded a Central Role:
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Marketing Management involves influencing Exchanges.
Marketers conceive of Decisions Consumers make as choices among
alternative Behaviors that vary in the Benefits and Costs they will provide.
For each alternative, the Individual is contemplating giving up-that is,
exchanging-Costs for Benefits.
In Social Marketing Situations, these Exchanges are Complex, Personal, and
Anticipatory.
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There is willingness to change the Offer:
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A Customer Oriented Social Marketer, while convinced of the desirability of
the Behavior being promoted, is Totally Open to the Possibility that many
Customers may not agree.
If the Automobile Seat Belts offered are really uncomfortable and
Consumers are not just using this as an excuse for Personal Bravado, then
Seat Belts must be Re-Designed.
Many Mothers feel that ORS (Oral Rehydration Solution) can induce
Vomiting, and so Two Spoons are enough for a Sick Child. Marketers should
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Reposition ORS as a Tonic instead of Medicine, so that Mothers give more
than Two Spoons.
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Basic Concepts Of Social Marketing
(Cont’d).
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There is a Focus on Coordinated Programs:
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Target Adopters fail to respond to a Marketer’s Program, because
they see too few Benefits or too many Costs.
Usually Truth is a Complex Mixture Effective Marketing therefore
requires Coordinated attack on all the Major Benefits and Costs.
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Market Research is Given a Central Role:
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Placing Customer Needs and Wants at the Center of Marketing
Strategy puts a heavy reliance on the “Listening “ stage of planning.
Good Marketers recognize that such Research must be carried out
at the very start of the Strategy Development Process to find out
where Target Adopters are “Coming From” and then, as Program
Elements are put in place ( Ex: Specific Positioning Platforms,
Packaging, Advertising and so forth), they must continue to “ check
these out” with Target Adopters.
Since the Challenge in High Involvement Behaviors is to influence
Perceptions, Research must constantly check, what those
Perceptions are and how they are being formed/affected.
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There is a Predilection For Segmentation:
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Marketers who constantly keep attuned to their Target Adopters are
confronted again and again by Market Diversity.
As a consequence, they assume Markets almost always must be
Segmented with Strategies fine tuned to the Needs and Wants of 13
each Sub Population.
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Basic Concepts Of Social Marketing
(Cont’d).
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There Is a Bottom Line Orientation:
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Good Social Marketers are constantly mindful that their Goal is to influence
Behavior. They also recognize that they have limited Resources to do so.
These two features give them sometimes Brutal Yardstick against which to
evaluate many of the things they do and others would like to do: Cost
Effectiveness.
This Bottom Line Approach means constant attention to Efficiency and
Effectiveness.
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There is a Commitment To Planning:
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As a part of their sense of Responsibility for the “Bottom Line”, good Social
Marketers believe strongly in the need to Reasoned Action.
This encourages them to think Systematically through Major Steps they
undertake, both in determining Long Range Strategy and in making Tactical
Decisions.
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There is a Willingness to Take “Reasoned Risks”:
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Social Marketers recognize that they are operating in a Battle Ground for
Target Adopter’s Mind and while they attempt to use Research as much as
possible to understand where those “Minds” are now and/or how they might
respond to a course of action under consideration, they recognize that
Minds are imperfectly Knowable.
This recognition has two Consequences: First, Marketers realize that some
proportion of their actions are going to fail.
Good Marketers are rarely immobilized by that prospect, unlike those less 14
accustomed to living with day to day risk.
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Basic Concepts Of Social Marketing
(Cont’d).
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There Is a Willingness to Take Reasoned Risks (Cont’d):
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Social Marketers routinely take Reasoned Risks, often incorporating some
formal calculations of Inherent Risk into their Decision Making Processes.
Second, because they know their Environment is in many ways Unknowable
or at least Unpredictable, Good Social Marketers are by nature Experimental.
They do not always go ahead and make Major Irrevocable Commitments to
“One Best Strategy”. They always have Contingency Plans ready.
Group Behavior: Group Behavior is more difficult to Change than
Individual Behavior.
Social Marketers take the help of Opinion Leaders and Opinion Formers
while trying to Change Group Behavior.
Opinion Leaders: They are those Individuals, who have the ability to
Influence Behavior because of their Perceived Status within their Social
Group.
Opinion Formers: Unlike Opinion Leaders, Opinion Formers exert
Influence over Group Behavior, because of their Actual Authority, Education
or Status.
Thus Government Ministers, Community Group Leaders, News Paper
Editors etc can be viewed as Opinion Formers, who can be targeted by
Social Marketers.
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Cause Related Marketing.
• Cause Related Marketing is a form of Social Marketing Concept
with a slight difference.
• The Social Marketing Concept calls upon Marketers to build
Social and Ethical Considerations into their Marketing
Practices.
• They must Balance and Juggle the often Conflicting Criteria of
Company Profits, Consumer Wants, and Public Interest.
• Yet some Companies like Hindustan Lever, Air Tel, Rallies India,
etc have achieved notable Sales and Profits by Adopting and
Practicing some Social Marketing Process.
• These Companies Practice a form of Social Marketing Concept
called “Cause Related Marketing”.
• Pringle and Thomson define this as “ Activity by which a
Company with an Image, Product, or Service to Market, Builds a
Relationship or Partnership with a CAUSE or a Number Of
CAUSES, for Mutual Benefit”.
• Companies see Cause Related Marketing as an Opportunity to
Enhance their Corporate Reputation, Raise Brand Awareness,
Increase Customer Loyalty, Build Sales and Increase Press
Coverage.
• They believe that Customers will increasingly look for
Demonstrations of Good Corporate Citizenship that go beyond 16
Rational and Emotional Benefits.
Project “Shakti” From Hindustan Lever.
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Examples Of Cause Related Marketing:
Project Shakti Launched By Hindustan Lever:
This Project Shakti has been Launched by Hindustan Lever
in Rural Areas of India. The “CAUSE” is Developing Income
creating Capabilities of Underprivileged Rural Women by
providing them a Sustainable Enterprise Opportunity and to
improve Living Standards through Health and Hygiene
Awareness.
Typically, a Rural Woman from Self Help Group is selected as
“Shakti Entrepreneur” ( Distribution Model).
She is trained by Hindustan Lever and given their FMCG
Products for Distribution in the Village. She goes from Door
to Door and sells these Products to Rural Households and
earns Commission on the Sale made by her. On an average
she earns Rs 2000’ to Rs 3000” ( Distribution Model).
She is trained by Hindustan Lever and given their FMCG
Products for Distribution in the Village. She goes from Door
to Door and sells these Products to Rural Households and
earns Commission on the Sale made by her. On an average
she earns Rs 2000’ to Rs 3000/ month.
Air Tel Provides Mobile Phones to selected Rural Women to
use it as PCO for Rural People and earns a decent
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Commission.