Domestic Violence Poster
May Day Team Work Poster Child Sex Abuse Poster
Adopting Grown up
Philip Kotler
Compiled by
S.Rengasamy
Contents Why Social Marketing ............................................................................................................................................ 3 Diagram - Social Marketing Framework ................................................................................................................. 4 What is Social Marketing ....................................................................................................................................... 5 Box: Social Marketing ............................................................................................................................................ 5 Box: Roots of Social Marketing .............................................................................................................................. 5 Box: 8 Social marketing Criteria ............................................................................................................................. 6 Picture: Breast Feed -Be a Star ............................................................................................................................... 6 Box: Commonality in social marketing definitions ................................................................................................. 7 Posters: Social Marketing Posters .......................................................................................................................... 7 Table: Overview of Social Marketing ..................................................................................................................... 8 Box: Why is social marketing needed? Stages of SM .............................................................................................. 9 Why is social marketing needed? ....................................................................................................... 9 How does social marketing work? ...................................................................................................... 9 Product ....................................................................................................................................................... 9 Price ............................................................................................................................................................ 9 Place............................................................................................................................................................ 9 Promotion .................................................................................................................................................. 9 Social Marketing - Stages of Change .............................................................................................................. 9 Table: Definition of Marketing and Sales ............................................................................................................. 10 Diagram: Key Attributes of Social Marketing ....................................................................................................... 11 Box: Activities related to Marketing Promotion ................................................................................................... 11 Box: Examples of Exchange .................................................................................................................................. 11 Box: Product, Price, Place and Promotion in Social Marketing ............................................................................. 12 Diagram: Behavior Change - Social Marketing Selling Behaviors .......................................................................... 12 Behavior Change - Social Marketing Selling Behaviors ................................................................................. 12 Box: A) Benefits people may want B) Social Marketing Logic Model C) Defining the Problem Correctly Box: Social marketing marketing – Basic Theoretical understanding .................................................................................... 14 Types of social change, by time and level of society ............................................................................................ 14 Social Marketing – Marketing – Basic Theoretical understanding .................................................................. 14 Table: Services Marketing ........................................................................................................................... 15 Box: A) Marketing Mix Decision C) Framework Segmenting the Audience .................................................. 17 Box: Phases/Steps in Social marketing campaigns ............................................................................................... 18 Box: Example of a social marketing campaign aimed at young people................................................................. 18 Example of a social marketing campaign aimed at young people ........................................... 18 What Social Marketing is and what is not ............................................................................................................ 19 Posters: Social Marketing Posters ........................................................................................................................ 19 Social Marketing and Family Welfare in India ...................................................................................................... 19 Evolution of Social Marketing in India.................................................................................................................. 20 Table: Social Marketing of Contraceptives in India : Milestones Mileston es ......................... ............ .......................... ........................... .......................... ..................... ......... 21 Achievements of the Social Marketing Programme in India ................................................................................. 21 Table: Achievements of the Social Marketing Program in India ........................................................................... 22
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Dr. Wiebe (1952) raised the question “Why can’t we sell brotherhood like we sell soap? This statement implies that sellers of commodities like soap are generally very effective while sellers of social causes are generally ineffective. Wiebe examined what conditions or characteristics accounted for the relative success or failure of social campaigns. He found that more the conditions of the social campaign resembled those of a product campaign, the more successful the social campaign. Joe McGinnes wrote a bestselling book,”The Selling of the President” and John K. Galbraith remarked that everything and anything can be sold by Madison Avenue. Social marketing is increasingly used to sell condoms to yoga.
Why Social Marketing These are the kinds of actions that can benefit an entire community. If people treat everyone equal there won’t be any an y communal tension. If people adopt healthy habits they will be definitely safer and healthier, 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. The Situation Couldn't Be Worse... But, if these things are ever going to happen, society An organization is facing a financial needs some help. All these actions require an individual, crunch. crunch. Membership is down, interest or a community, to change a behavior in order to in the programs is dwindling, organization profile in the community community improve the quality of life for that individual, or for the has never been lower, and attracting community as a whole. Individuals have to change their volunteers couldn't be more difficult. behavior. And behavior change is what social marketing The board members lie awake at is all about. night wondering, "what in the world can we do to turn things around?" If
Social change happens when you change internal you're responsible for marketing the attitudes, external structures, and/or work to make organization's organization's programs or activities, the answer may lie in two simple behavior unnecessary. Let’s use the example of highway words: social marketing. traffic safety. You can try to change internal attitudes about seat belt use by convincing people through education and persuasion. You can try to change external structures, those outside the individual’s control, by using public policy to mandate seat seat belt use. Or, you can move all the If you have a message that you want people to receive you can use social marketing techniques to get your message across
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way upstream and create cars and highways that are so safe you don’t need to convince or mandate that people use seat belts; thus, making the individual behavior unnecessary. Social change is a messy process and not the purposeful action of an architect. It is the synergy of efforts of multiple change agents. Many practitioners believe that permanent, large-scale behavior change is best achieved through changing community norms — a process that can require time and patience.
Social marketing is the utilization of marketing theories and techniques to influence behavior 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 behavior that will benefit society – such – such as persuading more people to use efficient lighting. Of course, 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: behavioral and non behavioral. For example, to prevent highway fatalities, one could install air bags in cars (non behavioral) or one could persuade more people to wear seat belts (behavioral). Non behavioral solutions tend to be in the area of technology. Behavioral solutions, on the other hand, often require social marketing. Diagram - Social Marketing Framework So how does social marketing work? Take a look at figure below. Everything above the dotted line is involved in changing behavior; this is social marketing. The behavior is the goal – the specific action you want a specific audience to undertake. Whether people engage in a behavior is based on how they view that decision, or their perceptions: What are the benefits? Does it seem difficult to do? Can someone like us do it? Are other people doing it? Will people laugh at us if we do it? Social Marketing Framework
Education
Information/ Message
People don’t change behaviors easily. In fact, people are more likely to adopt a new idea quickly if it exhibits these characteristics: It has a relative advantage over what exists It’s compatible with social norms It’s not too complex It can be “tried out”
Determinants, Benefits, Barriers Services, Products & Policy
Behaviour
External Structure Social Benefit Social Marketing
4 Regulation
Policy
Non Behavioral
What is Social Marketing In basic terms, it's the selling of ideas. In more complicated terms, it's the creation, execution and control of programs designed to influence social change. It uses many principles of commercial marketing - from assessing needs to identifying audiences, developing products and measuring results. But it's also quite different. The Social Marketing ….. goal of social marketing is not just a The product benefits individuals and society not onetime business transaction. The goal of shareholders social marketing is to build a long-term Focuses on developing customer / consumer insight relationship between your organization and It is one of a number of interventions, not instead of other interventions its different audiences. Box: Social Marketing
It can be an planned intervention approach but can also be used to inform and enhance strategy development It borrows techniques and tools from commercial marketing that influence purchasing behaviour to influence social behaviour The aim is to move people to action, not just give them information
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. Although 'social marketing' is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification. The primary aim of 'social marketing' is 'social good', while in 'commercial marketing' the aim is primarily 'financial'. This does not mean that commercial marketers cannot contribute to achievement of social good. Increasingly, social marketing is being described as having 'two parents' - a 'social parent' = social sciences and social policy, and a 'marketing parent' = commercial and public sector marketing approaches. Box: Roots of Social Marketing
The Roots of Social Marketing. Both areas contribute valuable expertise, skills, techniques and theory Two Parents
Social marketing must not be confused with Social media marketing or social advertising . Social marketing has been defined in many different ways since the original offering by Kotler & Zaltman in 1971. Central to most of them is that social marketing is the application of the ideas, 5
processes and practices of the marketing discipline to improve conditions that determine and sustain personal, social and environmental health and well-being. Social marketing is i s constantly evolving from ―influencing ideas‖ as presented by Kotler & Zaltman (1971) to 'large scale, broad-based, behavior change focused programs' offered by Lefebvre & Flora (1988). Box: 8 Social marketing Criteria
8 point social marketing National Benchmark Criteria 1 : Clear focus on behavior and achieving specific behavioral goals 2: Centered on understanding the customer using a variety of customer and market research 3: Is theory-based and informed informed 4: Is 'insight' driven 5: Uses 'exchange' 'exchange' concept and analysis 6: Uses 'competition' 'competition' concept and analysis 7: Has a more developed 'segmentation' approach (going (going beyond basic targeting) 8: Utilizes an 'intervent 'i ntervention ion mix' or 'marketing mix' (rather than relying on single methods)
Richard Manoff, suggested that… social marketing is more than research, product design and distribution, diffusion of information, or the formulation and implementation of a communication strategy. It may include introduction of a new product (e.g., oral rehydration salts), the modification of existing ones (e.g., iodized salt), restricted consumption of others (e.g., cigarettes, infant formula), and promotion of structural change in existing institutions (e.g., food stamps, hospital practices). Social marketing may be exclusively educational (e.g., restriction of sodium consumption) yet still be obliged to do missionary work with food companies for sodium-reduced products (Manoff, 1985,) Picture: Breast Feed -Be a Star
In the development community, social marketing has often been defined as the procurement, distribution and promotion of health products (condoms, oral contraceptives, malaria nets for example) for sale at donor subsidized prices. This 'social marketing' approach has been contrasted with efforts to distribute commodities for free or to offer products at their full costs (plus margins) in the commercial marketplace.
Breast Feed -Be a Star
Andreasen, (1995) defined social marketing as:"the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that
of their society." Kotler, Roberto and Lee (2002) defined social marketing as the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups or society as a whole.
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Box: Commonality in social marketing definitions
The commonality in social marketing definitions is as follows 1. Social marketing as the primary aim of achieving a particular 'social good' (rather than a specific commercial commercial benefit), through the use of specific behavioral goals clearly identified and targeted. 2. Social marketing is a systematic s ystematic process phased to address short, medium and long-term issues. 3. Social marketing utilizes a range of marketing techniques techniques and approaches
Donovan & Henley (2003) define it as the application of the marketing concept, commercial marketing techniques and other social change techniques to achieving individual behavior changes and social structural changes that are consistent with the UN Declaration of Human Rights. In 2006, the National Social Marketing Centre in the UK produced an updated and more inclusive definition to recognize the different influences on social marketing: "Social marketing is the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioral goals, for a social good". They also go on to describe an additional element of 'health related social marketing' as: "the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioral goals, to improve health and reduce inequalities". Posters: Social Marketing Posters
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Table: Overview of Social Marketing
Social Marketing The basic goal of marketing is to influence behavior Whether it be a Using a new “green” product Adopting a new pr actice Getting our children/cattle children/cattle immunized Socially desirable behavior can be achieved as the marketing people convince the people to use new product. When we achieve desirable behavior using marketing methods it is called as Social marketing Since Social Marketing covers a wide range of issues not necessarily connected to commercial considerations considerations it has a wider, if not commercially, desirable perspectives. Understanding, creating, communication and delivering customer value and satisfaction are at the very heart of modern marketing – (Kotler and Armstrong). For the past two decades, the focus has been on ‘marketing’ ‘marketing’ Social Social issues – using the concepts of exchanges, transactions, segmentation, target marketing, consumer research and positioning Social Change Campaigns often fail because People are uninformed and this makes them harder to reach through conventional media Response to new information increases with audience involvement or interest; if few people are interested, few will respond Response to new information increases with information’s compatibility with audience attitudes. People tend to avoid disagreeable information information People read different things in information, depending on their beliefs and attitudes Why does this happen? Researchers have cited several factors that dilute mass media effect Audience factors - apathy, defensiveness, cognitive disability Message factors – factors – attention, comprehension, perception Media factors – factors – appropriateness appropriateness of media Response- mechanism factors – factors – making it easy for the audience to respond customer/prospect prospect In order to bring about change in customer/ behavior, the marketer has to first understand the barriers against change by positioning himself/herself in the shoes of the prospect/customer
Conditions that favor Social Change Campaigns Monopolization - Could you be the only message or only use that medium exclusively? Canalization - Favorable public attitude attitude base helps to channel existing attitudes and behavior Supplementation – Supplementation – mass media communication supplemented by face-to-face communication So for any Social Change program, the marketing challenge is to identify Cause – social objective to provide a desirable answer to a social problem Change agent – whoever attempts to bring about the social change Target adopters – individuals/groups/entire population Channels - communication and distribution pathways which help exchange influence and response between change agents and target adopters Change strategy – program adopted to effect change in target adopters’ attitudes and behaviors Any social (marketing) program attempts to market a social product What is a Social Product? It could be an idea practice tangible object Social marketing requires knowledge of each target – adopter group Socio-demographic Socio-demographic characteristics characteristics Psychological profile Behavioral characteristics characteristics These help make accurate predictions Predictions are prerequisites to the ability to influence outcomes Social marketing would have to identify ‘influentials’ The aim is to neutralize, the opposition and gain support of ‘influentials’ Influential’s could be Permission granting groups Support groups Opposition groups Evaluation groups
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Box: Why is social marketing needed? Stages of SM
Why is social marketing needed? Social marketing is important because its aim is to improve people‟s lives by encouraging positive behaviors and discouraging unhealthy or harmful behaviors. By trying to influence people to adopt sustainable lifestyles, social marketing programs can take the pressure off from environment and health system so that limited resources can be used more effectively. Examples of social marketing campaigns that have targeted health behaviors are: Quit campaign drink driving SunSmart. How does social marketing work? Social marketers need to understand their target audience before they can figure out how to influence them. Just letting people know about an issue is not enough. They have to research the target audience and find ways to reach them with messages to which they can relate. The issues involved in social marketing are generally more complex than in other types of marketing, and involve a number of other disciplines such as psychology, communication communication,, economics and sociology. However, there are some basic principles of marketing that apply in social marketing; for example the four Ps: product, price, place and promotion. Product In order for people to want a product, they have to feel that they are missing something or have a problem that needs to be solved. Products that are part of social marketing campaigns campaigns can include: physical products (sunscreen) ideas that have direct or indirect benefits (environment protection, staying out of the sun at certain times of the day) Social Marketing - Stages of Change services (health checks) Pre contemplation – Not even thinking behaviors (eating healthy food) about it Price Contemplation – Thinking about it but The price refers to what a haven’t done anything about it person is willing to do to obtain Preparation – Planning to act the product. In a social marketing Action – Have made a move but not yet campaign the price may be: a habit money Maintenance – Have established a time behavior but aren’t aren’t committed to it Stages of Change effort risk of embarrassment. embarrassment. If the costs outweigh the benefits it is not very likely that the person will try a product or change their behavior. The perceptions of cost and benefits can be determined through research. Place Place refers to the way that a product reaches the target audience. For a physical product this means where people can get the product. For products like health messages, this refers to decisions about how the target audience will be reached with information or training (for example, advertising or conferences). conferences). It also means providing a way for people to act when they are motivated to do so. Promotion Promotion refers to advertising, public relations and media support. The focus is on creating and sustaining demand for the product. Social marketing campaigns often use mass media because they can reach and influence a large group of people. Mass media campaigns involve film, television, radio, information brochures, brochures, billboard advertising and the Internet.
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Table: Definition of Marketing and Sales
Definition of Marketing and Sales Marketing is creating a demand and sales is fulfilling those demand. Definition of Sales Definition of Marketing? It is a process by which It is a process by which One identifies i dentifies the people, who have a need. One identifies identifies the needs & wants of the people people Prospecting Needs. One determines the needs of the people Needs One determines and creates a product/service product/service to One determines a way of finding a solution to meet the needs and wants. Product the prospect's problem. Propose One determines a way of taking One determines the way of communicating your the product/service to the marketplace-Place marketplace-Place product as a solution s olution.. Recommending One determines the way of communicating communicating the One determines the value for the product product to the market place. Promotions for the prospect. Advocating prospect. Advocating Your Product. Product. One determines the value for the product- Price One determines determ ines / sells benefits benefit s of the product product to One determines the people, who have needs/ the prospect. Selling Benefits wants- People and then creating a transaction for exchanging the and then creating a transaction transacti on for exchanging product for a value. Closing the Sale the product for a value .and thus creating a and thus creating a satisfaction s atisfaction to the buyer's satisfaction to the buyer's needs/wants. needs/wants. Creating Customer Satisfaction Terms to understand. 1. Product/Service means a product or service or How You Will Sell to a Customer? idea to satisfy the people's needs / wants. Stage 1 --Establishing Yourself 2. Needs mean when a person feels deprived of How you will introduc i ntroduce e yourself to the customer. something. How you will approach ap proach the customer customer 3. Wants mean when a person's need is formed / How you will create interest for the customer shaped by personality, culture, and knowledge. How you will grab the attention attention of the customer customer 4. Value means the benefits that the customer How you will establish rapport with the customers customers gains from owning and using the product and Stage 2 --Developing Customer Needs the cost of the product. How you will you profile profile the customer customer 5.Satisfaction means the extent to which a How you will define the the needs of the customer product's perceived performance matches a How you will probe the customers buyer's expectation. expectation. How you will determine the customer needs 6. Exchange means the act of obtaining a Stage 3 --Proposing Your Product As needed/wanted object by offering something Solution in return How you will advocate your solution 7.Transactions 7.Transactions mean a tradeoff between a How you will recommend recommend your your products as a buyer / a seller that involves an exchange at solution / How you will sell benefits of your agreed conditions. products /How you will motivate the customer customer to Marketing is based on identifying, anticipating and make a decision in your favor satisfying customer needs effectively and Stage 4 --Handling Objections profitably. It encompasses encompasses market research, How you will manage customer customer resistance resistance pricing, promotion, distribution, customer care, How you will handle the customer customer objections your brand image and much more. Stage 5 - Close The Sales How you will seek customer commitment commitment How you will help the customer to close the sale /How you will take the order.
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Diagram: Key Attributes of Social Marketing
Key Attributes of Social Marketing Ma rketing Box: Activities related to Marketing Promotion
Marketing promotion includes the following major activities Advertising: Any paid form of non personal presentation and promotion of products, services, or ideas by an identified sponsor Personal selling: Any paid form of personal presentation and promotion of products, service, or ideas by an identified sponsor Publicity: Any unpaid form of non personal presentation and promotion of products, services, or ideas where the sponsor is unidentified. Sales Promotion: Miscellaneous paid forms (special programs, incentives, materials, and events) designed to stimulate audience interest and acceptance of a product Box: Examples of Exchange
Examples of Exchange You give me $.1.00 You give Me Momentary discomfort Money /Time
You Get A Pepsi /A thirst quencher quencher /Good taste /Fun /Youthful feeling Girl /Boyfriend You get A nicer community /Better recreation areas / Better environmental & physical health / The same wild fruits that our grandparents enjoyed
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Box: Product, Price, Place and Promotion in Social Marketing
Product, Price, Place and Promotion in Social Marketing In business, these terms speak for themselves. The product product is what you sell, the price is what the customer pays, the place is where the product is sold, and the promotion is what you do to attract the buyer. Social marketers have added another factor - participation - and added a different slant. The social marketing "Ps" are defined below: Product: The idea, belief or habit your target audience must accept, adopt or change to meet its needs. Example: The idea you want the public to accept is that membership in your organization is personally rewarding. Price: The cost in terms of modified habits, changed beliefs, time or money that your target audience will have to bear to meet its needs. Example: You tell the public the cost of joining the group is limited to time only. There is no fee, but members must attend a weekly meeting. Place: The location or medium through which your audience will receive the message. Example: Your group holds a meeting of potential members at the municipal office so people can judge the organization for themselves. Promotion: The medium or message that attracts attention to your product. product. Example: The local radio station s tation advertises the rewarding experiences you'll have if you become become a member at the meeting. Participation: The input your audience has in planning, pl anning, developing developing and implementing a 'product' 'product' it needs. Example: The event planners consulted potential members to see what rewarding experiences experiences they were seeking. Diagram: Behavior Change - Social Marketing Selling Behaviors
Behavior Change - Social Marketing Selling Behaviors Accept a new behavior (e.g. composting) Reject a new potentially undesirable behavior (e.g. starting smoking) Modify a current behavior (e.g. increasing physical activity from 3 to 5 times a week) Abandon an old undesirable behavior (e.g. talking on mobile whilst driving)
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Box: A) Benefits people may want B) Social Marketing Logic Model C) Defining the Problem Correctly
Soc Social ial Ma Marketin etin Lo ic Mod Mode el 1. Social Problem Epidemiological Behavioral & Market Research
Benefits people may want:
Define Behaviors & Audiences
Savings Comfort Safety/security Humor/fun Efficiency Health Beauty/sex appeal Happiness Romance Excitement Rest Admiration/recognition Popularity Sympathy Pleasure/avoidance of pain Entertainment Dependability Peace of mind Convenience Reward
Analysis of Competing Behaviors
Education
Regulation
Productn
Price
Motivation
Place
Promotion
Prototyping and Pre-testing Research Tactical Selection, Execution & Monitoring
Impact Evaluation
Defining the Problem Correctly If you define the problem incorrectly, it doesn’t matter how good your mar keting program is. Use this checklist as a tool to carefully think about the behavior you propose to introduce and the behavior you propose to change.
Education Problem It is a simple s imple behavior. Does not require new skills to perform. Benefits are immediately visible. Behavior requires no equipment to perform. Behavior not associated with any social stigma. Barriers to change are not seen as high.
Regulation Problem Education and Motivation have failed to change behavior. Behavior causes serious damage to individual & society. Social consensus is that the behavior should be regulated. Behavior is observable by others. Behavior is susceptible to effective regulation.
Marketing Problem Complicated behavior often require lifestyle change or new skills. Visible benefits are delayed. Behavior requires external resources to perform. perform. There is an effective e ffective behavioral alternative. Behavior is stigmatized, addictive or already illegal. There is a preferred competing behavior. Barriers to behavior are perceived as high.
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Box: Social marketing – Basic Theoretical understanding Social Marketing – Marketing – Basic Theoretical understanding 'Insight'
Developing a genuine insight into the reality of the everyday lives and experiences of the audience is critical Understanding the motivations
'Exchange'
What the person has to give in order to get the proposed benefit (e.g. time, effort, money, social consequences, loss of pleasure etc) Maximize the benefits, while working to minimize barriers
'Competition' competition, external and internal competition competition (e.g. the Whatever is being „offered‟ will always face competition,
power of pleasure, habit, addiction etc). Can include direct counter messages and competing offers Or simply competition for the time and attention
Focusing on the positive and problematic Types of social change, by time and level of society
Education and awareness are necessary but not sufficient strategies for changing behavior. Social marketing uses psychological tools to increase motivation to change.
Types of social change, by time and level of society Micro level (individual consumer) Short term change
Behavior change Attendance at Stop smoking clinic
Long term change
Lifestyle change Smoking cessation
Group level (group or organization)
Change in norms Administrative change Removal of tobacco advertising from outside a school Organizational change Deter retailers
Macro level (society)
Policy change Banning of all forms of Tobacco marketing 'Socio-cultural evolution' Eradication of from selling cigarettes to Minors all 14 tobacco related disease
Table: Services Marketing
Services Marketing Services Marketing The service sector The services sector has been growing at a rate of 8% per annum in recent years More than half of our GDP is accounted for from the services sector This sector dominates with the best jobs, best talent and best incomes “There is no such thing t hing as service industries. There are only industries whose service components are greater or less than those of other industries. Everybody is in service.” -Theodore LevittWhat is a service? It is the part of the product or the full product for which the customer is willing to see value and pay for it. What is a service? It is intangible. It does not result in ownership. It may or may not be attached with a physical product Difference between physical goods and services
Physical goods Tangible Homogeneous Production and distribution are separated from consumption A thing Core value processed in factory Customers do not participate in the production process Can be kept in stock Transfer of ownersh ownership ip
Services Intangible Heterogeneous Production,, distribution Production and consumption are simultaneous processes An activity or process Core value produced in the buyer-se buyer-seller ller interaction Customers participate in production Cannot be kept in stock No transfer of ownership
Services could meet needs – haircuts, tuition, massage Personal needs – parlors needs – courier services, office cleaning Business needs – services, delivering fresh flowers Characteristics of services Intangibility Inseparability Perishability Variability Determinants of service quality Reliability – delivering on promises Reliability – Responsiveness – willing to help Responsiveness – Assurance – inspiring trust and confidence Assurance – Empathy – individualizing customers Empathy – Tangibles- physical representation Moments of truth customer – service encounter It is the customer – Every positive or negative experience of the consumer would have fall-out on the overall service experience In services, the last experience remains uppermost in your mind. Therefore, it is not enough to be good, you have to be consistently good Service quality is directly proportional to employee satisfaction When customers visit a service establishment Their satisfaction will be influenced by Encounters with service personnel Appearance and features of service facilities – exterior and interior Interactions with self service equipment Characteristics and behavior of other customers Customer Service Expectations Service – the ‘wished for’ service Desired Service – Service – the service that would be Adequate Service – acceptable Zone of Tolerance Difference between the desired service and the adequate service
Most products have a service component They could be Equipment based based – varying skill levels People based –
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A satisfied consumer speaks to an average of 3 people on his her experience A dissatisfied consumer gripes to on an average 11 persons about his/her unpleasant experience Companies that pay importance to resolving customer complaints Pay attention to quality and training of manpower recruited Have clear benchmarks on service quality and communicate to employees Take remedial steps to improve customer satisfaction and prevent repeats of customer dissatisfaction Have a data base on customer complaints that is periodically analyzed and policies adjusted Satisfied employees will produce satisfied customers Morale Motivation Mood Managing Service Productivity Giving quality service is an expensive business Not every consumer is willing to pay extra for service quality Service providers would have to find their optimum service quality/cost ratios Can technology substitute part of the labor content? Can customers substitute part of the labor content? Making services obsolete by product innovations
Recovery Don’t Do Ignore customer Acknowledge problem Blame customer Explain causes Leave customer to fend Apologise for himself /Downgrade Compensate/upgrade Act as if nothing is Lay out options wrong /‘pass the buck’ Take responsibility Adaptability Promise and fail to Recognise the seriousness keep them Acknowledge /Anticipate Show unwillingness to Accommodate/Adjust try / Embarrass the Explain rules/policies customer / Laugh at the customer Avoid responsibility Spontaneity Exhibit impatience Take time /Be attentive Yell/laugh/swear Anticipate needs/Listen Steal from customers Provide information Discriminate /Ignore Show empathy Coping Take customer’s Listen dissatisfaction Try to accommodate personally Explain Let customer’s Let go of the customer dissatisfaction affect others Types of complainers Passives Voicers Irates Activists Customer complaints It pays to resolve customer complaints On an average only 5 % dissatisfied customers complain. Others simply go over to the competitor
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Box: A) Marketing Mix Decision C) Framework Segmenting the Audience
Marketing Mix Decision Framework Product Add Benefit Does it work to make the behavior more rewarding? Does it provide more benefits than the competition? Is it branded and recognizable? Is it related to the behavior emotionally? emotionally? Is it fun?
Price Place Reduce Barriers Increase access Does it reduce barriers Does it make the product that the audience cares more accessible? about? Is it easier to find? Does it make the Is it available at barriers competitive competitive convenient times? against other Are there other reasons behavioral choices? for the consumer to want Does it add value to to go there? the behavior?
Promotion Clarify/Persuade Do consumers: Know about the benefits? Understand the benefits? Believe they will benefit personally? Trust the Spokes person? Believe these benefits beat competing benefits?
Is it easy to use?
Is it popular?
Is it easy to find?
Segmenting the Audience Target Audience
Step 1: First consider who needs to be persuaded to change their behavior. No need to target women to be examined for prostrate cancer. Also, think about whether certain segments of the audience engage in the behavior differentl .
General Public Who might use/buy?
Step 2: Consider what your audience “wants” not just what it “needs.”Does one part of the audience want something different than another part -- a certain benefit, some some kind of approval, a way around a barrier? Maybe that would be a good way to separate your audience into segments.
How they engage in the behavior Wants
Perceptions How to Segment: You can’t speak to everybody. Different people respond to different messages. To narrow your target audience, consider some of the factors to the right. Slice your audience into “segments.” The idea is to narrow the audience into a distinct group, but one still big enough to significantly further your ultimate goal (the social benefit). Then you can talk right to that segment of the audience. Often marketers will start by working on the easiest segment first -- those you think you can win over -- then move on to those more difficult to change.
Demographics
Psychograph ics
Other Issues
Individual
Step 3: To continue segmenting your target audience, look at other ways to group them, such as shared perceptions, demographics or pyschographics. For example, white girls often smoke believing it will control their weight; this isn‟t true of most boys, as well as many African American girls. So to get white girls to reject tobacco, you might want to address their concern about weight gain. The key is to make sure there is a reason for your segmentation strategy -- some reason this group needs to be addressed differently than everyone at risk.
Step 4: Once the audience is narrowed, clearly state the profile. Go back and make sure there are reasons for breaking the audience down this way for this behavior. Then, decide which segment or segments to target first Warning: Don‟t make your audience segment so narrow it won‟t justify your budget. You don‟t need a whole campaign to talk to one person.
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Box: Phases/Steps in Social marketing campaigns Phases/Steps in Social marketing campaigns 1.Define 1. Define the problem (e.g. the behavior you want to change) 2.Identify 2. Identify possible solutions 3.Identify 3. Identify and segment your audience 4.Conduct 4. Conduct a SWOT analysis, which looks at a campaign sponsor‟s internal strengths and weaknesses, as well as external factors that can impact a campaigns outcome. outcome. These are labeled as opportunities and threats, 5.Understand 5. Understand your audience through marketing research (the positioning strategy starts to become clear) Identify the barriers to change Identify ways to reduce the barriers to change Refine selection of action/behavior to promote 6. Select medium and messages 7. Pretest your campaign ideas and messages 8. Implement 9. Evaluate your results to see if you have created the desired change 10. Make adjustments as needed
Box: Example of a social marketing campaign aimed at young people
Example of a social marketing campaign aimed at young people Youth Solutions is a non-government, non-government, not-for-profit not-for-profit organization that aims to prevent and reduce drug use and related harm among young people in Macarthur, Macarthur, Winge carribee and the wider community of New South Wales. In 2003, they held a youth forum for young people living in the Macarthur and Wingecarribee regions, focusing on issues of concern about young people‟s use of cannabis. This resulted in a program to provide a locally relevant campaign that involved young people and the general community. The campaign called for an understanding about the “real issues” for young people in the region, so 165 young people were asked about their concerns through focus groups and surveys. Issues about personal safety (including health, violence violence and sexual assault) were the most common issues raised in the surveys and focus groups. This made it possible to determine what the important issues were and how young people wanted health messages delivered to them. A further 189 young people were then consulted consulted about the types of campaign message that would be relevant to them. They came up with “Dope EFX u”. Following this, 12 young people participated in an intensive one-day one-day “creative workshop” to choose the promotional materials for the campaign. The following resources were chosen by the young people: T-shirts wristbands posters three weeks of half-page newspaper advertisements as well as various editorial coverage two weeks of radio advertisements on two commercial commercial radio stations letterbox drop of postcards promoting the message and the community forum to over 40 000 residents web-based fact file.
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What Social Marketing is and what 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 the “installment plan”
Just advertising advertising A clever slogan or messaging strategy Reaching everyone through a media blitz An image campaign Done in a vacuum A quick process p rocess
Posters: Social Marketing Posters
Social Marketing and Family Welfare in India Social marketing is globally recognized as a key strategy for improving access to a wide range of products and services that directly and positively impact the outreach and coverage of health care. From conceptualizing product development, testing and targeted communication to consumer research and market segmentation, social marketing looks at the provision of health care products and services not as a medical problem, but as a sociological issue, and a marketing challenge. Social marketing in the health sector seeks to bring about changes in health seeking behavior by creating access to, and improving the demand for products and services, needed for sustaining the sought after change in behavior. Generally speaking, many products and services for reproductive and child health (RCH) care are commercially sold at prices affordable only by the well-off segments of society. The less well off segments currently rely on public health systems for (typically free of charge) access to RCH products and services. Increasingly however, people with some ability to pay are seeking better quality health care facilities, products, and services at affordable prices. However, this segment of the population, though economically active, usually cannot afford the prices charged by commercial marketing firms. Accordingly, social marketing for RCH aims to distribute commonly needed products at affordable prices to the less well-off ( but not necessarily the poorest who may continue to rely solely on distribution by the public health delivery system), segments of the population, through 19
commercial networks, and community / NGO based distribution systems. These channels are motivated to stock and sell products on the basis of the financial margins received by them. In this manner, social marketing seeks to provision for health care products through multiple channels. Ideally, the socially marketed products should be available in all pharmacies and other retail outlets in cities, small towns, and rural areas, so as to enhance availability and visibility in every possible manner. Additionally, the product be priced low to enhance affordability and increase outreach and coverage. As the consumer’s ability to pay increases, he will graduate from relying upon the public health network to the multiple social marketing outlets for the same products, and eventually to commercially marketed products for meeting their needs. Facilitation of this shift is the rationale of the NSSM.
Evolution of Social Marketing in India India was one of the first countries globally to adopt the social marketing of contraceptives to extend the coverage and outreach of the then family planning program. By the end of the sixties, commercial marketing of condoms was two decades old. However, these were stocked in a few hundred drugstores / retail outlets known for selling high priced speciality goods to the upper income groups in large cities. Market prices of condoms were very high, and private manufacturers were unable to generate expansion in consumer sales. In the early 1960’s, India had introduced a brand of condom, known as "Nirodh" for free supply through government hospitals and primary health centres. There were at the time, comparatively few doctors and clinics, mostly concentrated in urban areas. Six to seven years into the program, it became clear that significantly wider coverage was necessary, if the vast numbers in the rural areas are to be motivated to use the condom, which must be reached out to them. Exclusive reliance on government machinery was proving inadequate, and clearly, the family planning administered through doctors and clinics could not accomplish this task alone. By 1968, private sector companies with extensive distribution networks for consumer products were invited to promote Nirodh ' Nirodh' in the market. Union Carbide, a manufacturer and distributor of flashlight batteries, Hindustan Lever and Tata Oil Mills, competing manufacturers for cooking oil and bath soap, India Tobacco Company, the premier distributor of cigarettes, and Brooke Bond Tea, the major distributor of tea, were given responsibility for operations within assigned geographic territories. Collectively they covered the entire country. During the eighties, Government launched an oral contraceptive pill called " Mala-D". At the same time, Government initiated massive advertising and awareness campaigns. Up to the late eighties, the campaign spoke of " do ya teen bus", highlighting an average family size of five members. By the nineties, the message was changed to " hum do hamare do", emphasizing the two child norm. Non-Government Organizations (NGOs) also began to participate in the social marketing program, with funding from Government as also from other organizations. In 1987, Parivar Sewa Sanstha. was the first NGO to introduce its own branded condoms in the market. By the early nineties however, most of these private firms had withdrawn from the social marketing program. They were aggrieved that they had not received adequate media support, for which reason they perceived sales as not significantly improving. The cost of distribution was also high. The program was being implemented more and more by social marketing organizations (SMOs) only. SMOs would rather promote their own products than Government’s branded products. Moreover, distribution in the urban areas was easier and more cost-effective. 20
There was intense competition among the SMOs, who began infiltrating into each others' marketing territories, possibly leading to some unethical practices. Table: Social Marketing of of Contraceptives Contraceptives in India : Milestones Social Marketing of Contraceptives in India : Milestones 1968 Social Marketing Marketing was launched with 6 leading consumer consumer goods/oil companies companies with 3 lakh outlets, outlets, with area allotted to each. (These were: Lipton, Brooke Bond, Union Carbide, Hindustan Lever, Indian Tobacco Company, Tata Oil Mills). Initially only unlubricated condoms under name „Nirodh‟ was launched. 1977 Introduction Introductio n of Trade Bonus Scheme for retailers retail ers on purchase of condoms to encourage sale. 1983 Introduction of promotional promotional incentive incentive on sale of condoms condoms to SMOs SMOs instead instead of trade bonus bonus on condoms. 1984 Lubricated Nirodh added on seeing consumer preference and was named „Deluxe Nirodh‟. 1987 A thinner variety, in multiple colours was added in the name „Super Deluxe Nirodh‟. Oral Pills – Pills – the social marketing program was extended to include Oral Contraceptive Pills with the brand name- Mala-D. Initially, four leading pharmaceutical companies started marketing in the areas allocated to them. These were, Parke Davis Ltd., Hoechst India Ltd., Rallis India Ltd. and Day‟s Medical Stores (Manufacturing) Ltd. 1988 Voluntary Organizations included in SMP: Parivar Sewa Sanstha (Marie Stopes) a voluntary organization joined the program and introduced their brand named "Sawan" and "Bliss" under condom and "Ecroz" under Oral Pills. Another Voluntary Organization – Population Services International also joined the program and introduced another brand of condom "Masti". 1991 Most of the Companies which had active participation and and wide outreach withdrew from Social Marketing program . Another low priced Govt. brand of condom to meet the need of the poor section of the society, by the name „New Lubricated Nirodh‟ was added to the program. 1993- Number of organizations, namely, Hindustan Latex Ltd., DKT, Parivar Kalyan Kendra, FPI etc. 1995 joined the program Since then, following the cafeteria approach social marketing organizations‟ brands were introduced in the program. The major prevalent brands under condoms are „Zaroor‟, „Mithun‟, „Sawan‟, „Bliss‟, „Milan‟, „Masti‟, „Pick me‟, Mauj‟, „Sangam‟, „Ustad‟,and „Ahsaas‟. Under oral pills, the major prevalent brands are Choice, Choice, Apsara, Ecroz, Pearl, Suvida, Arpan, and Sugam. Besides, these brands are allowed to be marketed by the SMOs on all India basis as against the Govt. brands (Deluxe Nirodh, Super Deluxe Nirodh and New Lubricated Nirodh) which are allowed to be marketed in the specified territories only. 1994 Revision of sale promotion promotion incentive on condoms; condoms; Introduction Introduction of sale promotion promotion incentive on SMOs‟ brands of condoms also. 1995 Introduction of Centchroman, a non steriodal weekly Oral Pill under the brand name „Saheli‟ through HLL under social marketing; Product & Promotional Subsidy on sale of Centchroman also provided. 1996 Introduction Introducti on of sale promotion incentive on oral pills. 1999 Working Group with all SMOs constituted for evolving the social marketing program strategy
Achievements of the Social Marketing Programme in India Achievements of the social marketing programme are to be viewed in the context of a wider market structure, which also includes the free Government supply of contraceptives, and the commercial sector. Free distribution, Social Marketing, and Commercial Marketing share the market. While free supply was intended to address the unmet need of 40% of the Indian population below poverty line (BPL), social marketing focuses at the lower (20%), lower-middle (15%), and middle-middle (12%) income brackets, for a 47% share of the Indian population. Commercial marketing targets an estimated 8% upper middle class and 5% upper class. 21
The social marketing organizations currently participating in the program are listed at Annexure II. SMOs market brands, owned and promoted by them within India, without geographic limitation. However, SMOs also market public-sector brands in assigned geographical territories, subject to terms and conditions agreed in each case. The health care products being socially marketed in India include condoms, oral Family Planning Products Market Structure in India contraceptive pills, oral rehydration salts, iron-folic acid tablets, sanitary towels, and mosquito nets. These products are either procured at favorable rates in national or international markets, or sometimes, donated by private foundations or multi - lateral international organizations.
Table: Achievements of the Social Marketing Program in India Achievements of the Social Marketing Program in India 1. Since the introduction of the social marketing program in 1968, awareness regarding condoms and oral contraceptive pills has substantially increased. Current awareness among women of reproductive age is 80% for OCPs and 71% for condoms. 2. Social marketing products have registered large increases in sales s ince they were launched. Condoms increased from 16 million pieces sold in 1968-69 to 478 million pieces in 1999-2000, and the sales of OCPs increased from 7.24 lakh cycles in 1987 -88 to 349 lakh cycles in 1999-2000. 1999-2000. The share of Social Marketing now accounts for one third of all condoms condoms and all oral contraceptives contraceptives distributed annually in India. 3. This is in part reflected in the quadrupling in the Contraceptive Prevalence Rate (CPR) from 10 % of eligible couples in 1971 to 48% of eligible couples in 1998-1999 (NFHS-2), and in the consequent decline of the Total Fertility Rate (TFR) from an average of 5 children per woman of reproductive age in 1971 to 3.3 in 1997. However, condoms and OCPs only account for 10.8% of the current Contraceptive Prevalence Rate. 4. The SMP has helped provide a wider basket of choices and options within each product (condom and the OCP) for the consumer. 5. Number of new products, e.g. oral rehydration salts, iron-folic acid tablets, have recently been introduced, and are further widening the basket of health care products. 6. Several Area Projects in social marketing, commenced as pilot projects in Madhya Pradesh (by a trust of Hindustan Latex Limited) and i n Uttar Pradesh (by the State Innovations in Family Planning Services Agency) have clearly demonstrated that there is an unmet need for these products in rural areas, that can be successfully addressed and even gain immense popularity. 7. Over the years, the Government-owned brand name "Nirodh " (GoI-owned brand) also distributed through Social Marketing, has become a generic name for condoms in India.
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