social maketing in family planning is important as population increases rapidly but resources are limited.

1. SOCIAL
MARKETING
Presented by
DR.VAISHALI TALAPE Guided by
DR. DEO MADAM
DR. MANE SIR

2. CONTENT
 INTRODUCTION
 HISTORY
 DEFINITION
 NEED FOR SOCIAL MARKETING
 PRINCIPLES OF SOCIAL MARKETING
 SOCIAL VS COMMERCIAL MARKETING
 STEPS OF SOCIAL MARKETING
 SOCIAL MARKETING IN INDIA
 LIMITATIONS OF SOCIAL MARKETING
 BEHAVIOR CHANGE COMMUNICATION

3. INTRODUCTION
• Social marketing - the process of motivating
people (through application of marketing
techniques) to voluntarily adopt behaviour which
is beneficial to them, over other ‘potentially’
harmful behaviour.
• Social marketing is a means to assist in gaining
acceptance and willingness on the part of the
concerned individuals to adopt a particular
behaviour.

4. INTRODUCTION
 Effective social marketing
- promoted by different sectors, such as healthcare
providers, local health departments, NGOs, or national
government offices
- use different communication channels like mass
media, message placement in clinics
- community-level outreach to influence health
behaviour among target populations and audiences

5. INTRODUCTION
• Social Marketing offers a unique opportunity for
public health specialists to bridge the gap between
the health care delivery systems and those who are
unaware or unwilling to use it.

6. HISTORY
 'Social marketing" emerged as a subject in the 1970s.
 In 1971, Kotler and Zaltman published a very
influential article in the Journal of marketing 'Social
marketing: an approach to planned social change’.
 Philip Kotler and Gerald Zaltman broke new ground in
transposing commercial marketing principles into the
NGO sector with one strong belief.
 The same concepts that were being used to sell
"products" for profit were seen to be applicable to "sell"
trends and skills that could bring about changed
attitudes and behaviors.

7. • The authors show how social causes can be
advanced more successfully through applying
principles of marketing analysis, planning
and control to problems by social change.
• The application of the logic of marketing to
social goals is a natural development and on
the whole a promising one.
“THE IDEA WILL NOT DISAPPEAR BY
IGNORING IT OR RAILING AGAINST
IT”.

8. DEFINITION
• The application of commercial marketing concepts,
tools, resources, skills and technologies to encourage
socially beneficial behavior among those segments of
population not served or not adequately served by
existing public or private systems.
 "The societal marketing concept holds that the
organisation's task is to determine the needs, wants,
and interests of target markets and to deliver the
desired satisfactions more effectively and efficiently
than competitors, in a way that preserves or enhances
the consumer's and the society's wellbeing" (Kotler,
1994).

9. DEFINITION
 The branch of marketing that is concerned with
the use of marketing knowledge, concepts, and
techniques to enhance social ends, as well as
the social consequences of marketing
strategies, decisions, and actions (Journal of the
Academy of Marketing Science).
 Marketing designed to influence the behavior
of a target audience in which the benefits of
the behavior are intended by the marketer to
accrue primarily to the audience or to the
society in general and not to the marketer.
(American Marketing Association).

10. DEFINITION
Social marketing is being described as having
'two parents’
 Social parent - social sciences and social
policy
 Marketing parent - commercial and public
sector marketing approaches.

11. NEED FOR
SOCIAL
MARKETING
 Classical health education ways and Traditional
methods –
limited penetration, especially ‘Hard to reach
group’.
Do not reach a large portion of population, those at
the low end of the cash economy.
Commercial entities – sell products at high cost
and affordable only to a small portion of
population.

12. NEED FOR
SOCIAL
MARKETING
Over-burdened public health system and
Generic product / service – Do not have enough
outlets and not valued by the consumer.
Social marketing approaches used to help engage
end-user in the development, implementation and
evaluation of policies and programmes.

13. Principles of
Social
Marketing
 In 1953 Neil Borden, President of the American
Marketing Association coined the term 'Marketing-
Mix’.
 In 1960 E. Jerome McCarthy proposed the four-P
classification which is popular today.
Promotion
Price
Place
Product

14. PRODUCT
• The product may be a tangible material or an
intangible/non-standardised service.
• Tangible material - linked strongly to a larger
campaign
• Intangible/non-standardised service - aimed at
changing habits and practices

15. PLACE
• Important for success of social marketing that the
product/service should be located where users are
most likely to find them without any stigma.
 The way that the product reaches the consumer -
from a warehouse, transportation, sales people,
retail outlets etc.
• Marketing of STD clinics as a separate entity has
largely been a failure because of stigma attached to
such clinics, hence poor utilization of such services.
• Social marketing of Immunization and Breast
feeding - an antenatal clinic of a hospital.

16. PRICE
• The demand for health care is dependent on the price
and personal income.
• Life threatening situations - Individual seeks the
required surgical/ medical care at whatever cost it is
available, irrespective of his personal income.
• For promotive/preventive health care - demand is
more if the price is low and personal income is high.

17. PRICE
• Social marketing - associated with ‘convenience
costs’ and ‘response costs’
• Convenience costs - cost of loss of work, pay or
travel if the individual has to visit a clinic.
• Response costs - embarrassment in case of
purchase of condoms in market place or exposure
of a particular personal problem in case of visit to
a STD clinic in the neighborhood.
• The ‘perceived value’ of the health service/
behaviour also determines the demand

18. PROMOTION
Visibility & Timing :
• High visibility - reminds the user of the
existence of a product/service.
• Timing – the reminder when the user is most
likely to accept the idea, product or the service.
People at different times vary in their readiness
to receive information and accept new ideas.
 In rural area -
- Do not use fancy urban methods.
- Use the right kind of language and visuals.
 For certain "products" individual visits or home
groups may be better than mass campaigns.

19. Designing the
message
 A message for any social marketing
Depends on local sensitivities rather than on
any strict rules.
Able to educate the target group about the
existence of the health problem.
Its understanding, empower the group to
undertake action/ behavior recommended.
Explain to the target group about benefits of a
particular recommended behavior.
The social message must also overcome any
cultural, social and traditional practices, which
resist change.

20. Principles of
Social Marketing
 Nedra Kline Weinrich - an expert in the field
of social marketing and author of the classic
book "Hands-On Social Marketing“
proposes some additional Social Marketing
"P's"..
Purse
Strings
Policy
Partner -
ship
Publics

21. PUBLICS
 "Publics“ - the external and internal groups
involved in the program.
 External publics - include the target audience,
secondary audiences, policymakers, and
gatekeepers.
 Internal publics - are those who are involved
in some way with either approval or
implementation of the program.

22. PARTNER-
SHIP
 Social and health issues are so complex that one
agency can't make a dent by itself.
 Need to team up with other organizations in the
community to really be effective.
 Need to figure out which organizations have
similar goals to yours - not necessarily the same
goals and identify the ways you can work
together.

23. POLICY
 Social marketing programs - for motivating
individual behavior change, but that is difficult
to sustain unless the environment they’re in
supports that change for the long run.
 Policy change is needed, and media advocacy
programs can be an effective complement to a
social marketing program.

24. PURSE
STRINGS
 Most organizations that develop social
marketing programs operate through funds
provided by sources such as foundations,
governmental grants or donations.
 This adds another dimension to the strategy
development namely, where will you get the
money to create your program?

25. PASSION
 No matter how professionally a social
marketing has been designed, unless there is
"passion" in those who are delivering this
programme, there will be nothing more than
a good report at the end of the campaign.
 Social marketing agents should engage in the
programme with a passion to see change, there
is need for empathy and compassion.

26. SOCIAL VS
COMMERCIAL
MARKETING
SOCIAL MARKETING
For community or societal gain
Segmentation – at the extent of need, the social problems,
the readiness of the people to change.
 Aim - seeks to benefit the target audience and the general
society
 Competition – competing with conflicting desires
COMMERCIAL MARKETING
 For personal and financial gain
 Segmentation - on the basis of most profitable segment.
 Aim - to make a profit and improvement of personal
business of marketer.
 Competition – competing with other brands and similar
products that satisfy similar needs.

27. STEPS OF
SOCIAL
MARKETING
 1.Establish management and operating
procedures.
 2. Select the products to be marketed.
 3. Identify the consumer population.
 4. Decide on brand names and packaging.
 5. Fix appropriate price.
 6. Identify distribution system.
 7. Recruit sales outlets (shops).
 8. Implement sales promotion programmes.

28. MANAGEMENT
Establish management
and operating procedures
 The management may rest with a governmental
agency as in India. The flexibility of private
business and inflexibility of bureaucratic
public administration have to be balanced for
success of the programme.
 Identifies the supporting and opposing factors –
competitors, influencers and barriers.

29. MANAGEMENT
 A successful programme requires adequate
financial resources, strong support from
government, and professional competence in
marketing and adequate organizational
authority for decision making and action
without delays.

30. MANAGEMENT
Techniques of knowing about the social
marketing environment includes
CNA - To know the needs of the community.
SWOT Analysis – A quick audit of the
organizational strengths, weakness and
environmental opportunities and threats.
The planned SMP – respect all principles of
health education.

31. PRODUCT
MARKETED
Select the products to
be marketed
• Social marketing of health products involves
issues like product/service branding, packaging,
positioning, form, life cycle and product
development.
• Pretesting and obtaining feedback from users
can reduce some obstacles in social marketing.

32. PRODUCT
MARKETED
 The social marketing programmes have to
consider legal provisions, feasibility, cost,
popularity and quality of various products.
 It is advantageous to give a choice of methods
and products to the consumer to choose from.

33. CONSUMER
POPULATION
Identify the consumer
population
 Target groups – people for whom the product
is offered and those who influence service
utilisation.
 Target group are segmented into homogenous
group to plan the type of intervention
 Target consumer population - to be identified
and its characteristics known, e.g. geographical
distribution, age composition, educational level,
purchasing power, knowledge, attitudes and
practices, etc.

34. CONSUMER
POPULATION
 Marketing research carried out systematically
will help identification of buyer habits,
preferences and ways of reaching them for a
successful programme.
 If segmentation not done – may miss out the
hard to reach populations – assumption that
“they all have same problems”.

35. Brand name and
packaging
Decide on brand names and packaging
 The packaging used not only should protect the
material from damage, light, moisture and dust but
also be attractive with a consumer appeal and yet
not too expensive.
 Cheap drab packing may affect sales unfavourably.
 Packaging also has the advantage of standardizing the
product size and shape and facilitating storage and
transportation.

36. Brand name and
packaging
 Packaging With A Brand Name
- helps the identification of a product
- attracts attention to product
- helps in developing consumer loyalty and
satisfaction.
 According to communication experts, Brand name
advertising - most powerful means of communication,
particularly in cultures where the discussion of
contraceptives is difficult.

37. PRICE
Fix appropriate price
 The price is heavily subsidized in most
countries to make the contraceptives
inexpensive. The actual subsidy absorbing the
loss between the actual price and commercial
price is variable.
 It will depend upon the price level, which is
acceptable to the consumer and the
commissions payable to distributors.

38. IDENTIFY
DISTRIBUTION
SYSTEM
 An established well-organized existing distribution
system is essential for the distribution of goods.
Commercial distribution networks
more effective than governmental channels but they
may not be willing to take up the task.
They may have to be given incentives to accept this
responsibility or persuaded by government to take up
contraceptive distribution.
The reluctance of commercial distributors is usually
more in the initial phases if the product is
controversial or if public acceptance is uncertain

39. IDENTIFY
DISTRIBUTION
SYSTEM
 This is less expensive and more effective than
government setting up a separate marketing
organization.
 The stocks are supplied by Government Medical Store
Depots to these marketing companies at their
warehouses or directly to their stockist who then
distribute the contraceptives to the retail shops through
their marketing network.

40. RECRUIT SALES
OUTLET
 The shops serving should be distributed all over
area, especially covering rural area.
 These include in pharmacists, general stores
and other shops, restaurants, stalls at bus
stations, etc.
 An advantage of entrusting the responsibility to
already operating commercial distribution
networks is that shop owners accept this
product like the other products and thus the
time required to persuade them to sell the same
is saved

41. IMPLEMENT
SALES
PROMOTION
PROGRAMMES
 Sales promotional programme is an integral and
essential part of any marketing operation.
 In countries where oral contraceptives are
marketed in this fashion there was an objection
from pharmacists that they should be issued
only under medical supervision and not without
medical check-ups.

42. IMPLEMENT
SALES
PROMOTION
PROGRAMMES
 In case of condoms, some objected that a free
availability will lead to sexual promiscuity and
promote immorality.
 Some were concerned with the impact of free
availability of contraceptives on young children
and teenagers. There was also reluctance in
government about taking up strong promotional
drives in the early period.

43. MARKETING
IN A HEALTH
 Social marketing takes scientific evidence on
health and through the methods of commercial
marketing creates education and action
programmes.
 SM approach used to help combat many of the
major fatal illnesses, especially in children, that
can be prevented by vaccination, hygiene or
nutrition.
 Health education becomes of paramount
importance where there are insufficient doctors for
the number of patients. Social marketing can assist
workers in the field where staffing is very limited.

44. Social Marketing
in India
Family
planning
Reduced
osmolarity
ORS
IFA
tablets
Sanitory
napkins

45. FAMILY
PLANNING
 Social marketing agencies and NGOs use already
existing distribution network and retail shops to
make the subsidized commodities available to
target population.
 1960 : Time bound and target oriented approach –
to promote the use of IUDs and condoms.
 1968 : Condom marketed by 6 SM organizations
– HLL, HLFPPT, PSI, PSS, DKT India, PHSI.
 1987: Launch of Mala-D as OTC drug

46. FAMILY
PLANNING
 1990 : Method-specific targets were removed, and
the program focused on the unmet needs of
clients,
 1991: Introduction of Centchroman, ‘Saheli’,
through HLL
 1996/97: Oral contraceptive pills were made
available without prescription.

47. Condom Social
Marketing
(CSM)
 In 2004 - launched campaign focused on
married couples and its slogan 'Ek Duje Ke
Liye'
 In 2006 - The "Condom, Bindaas Bol''
(condom- Just Say It) campaign was launched..
 The 'KamaSutra' brand condom was launched
by J K Ansell Ltd (JKAL), Aurangabad in 1991
 The most significant barriers - lack of privacy
in stores and social stigma.

48. Barriers in SM of
contraceptives
1. Lack of convenient access to retail outlets by
the poor.
2. Lack of incentive to shop owner
3. Lack of up-to-date information among many
pharmacist about contraceptive methods.
4. Competition with low or no-cost
government programmes.
5. Discomfort or embarrassment client may
feel when purchasing certain product.
6. Failure to reach the lowest income group.

49. Reduced
osmolarity ORS
 Social marketing - useful results is in
programme for diarrhoeal disease control,
which promotes oral rehydration therapy
(ORT).
 Through mass media advertising and training
programmes for physicians and other health
workers, the Project created national awareness
and generated wide use of ORT.

50. Indicator
NFHS-1 NFHS-2 NFHS-3 NFHS-4 NFHS-5
1992-1993 1998-1999 2005-2006 2014-2015 2019-2020
Contraceptive Prevalence (%) 41 48 56 53.5 66.7
IFA Tablets received for 90 days 22 30.3 44.1
Children given ORS: sick with diarrhea 18 27 26 50.6 60.6
Knowledge about HIV/ AIDS
Women know condom can prevent 35 54.9 68.4
Men know condom can prevent 68 77.4 80

51. LIMITATIONS
OF SOCIAL
MARKETING
 Major structural barriers: Social marketing is
unsuitable where major structural barriers exist
against change in individuals. These include
poverty, lack of health facilities, political pressure,
discrimination.
 Decision-making: There are ethical difficulties as
to who should make the decisions or on what social
behaviours should be promoted
 Funding: Obtaining sufficient funding is always
difficult
 Lack of support for social marketing
programmes: Actual social marketing programmes
are sparse due to lack of information, demands on
personnel and financial stringencies.

52. Behavior
Change
Communication
 Neill McKee defined BCC as “Research-based,
consultative process of addressing knowledge, attitude
and practices through identifying, analyzing and
segmenting audience and participants in programs and
by providing them with relevant information and
motivation through well-defined strategies, usings an
appropriate mix of interpersonal, group and mass
media channels, including participatory methods”.

53. ROLE OF BCC
GOAL
• Prompt action among target audiences
TASK
• Mobilize societal and personal influences affecting
the target audience towards positive behavior
change.
PROCESS
• Implement a strategic mix of interventions through
various communication channels and methods
RESULT
• Positive behavior change

54. REFERENCE
 Sathe, P. V., & Doke, P. P. (2022). Epidemiology and
managment for health care (6th ed.). vora medical
publications.
 Bhalwar, R. (2009). Text book of Public Health and
Community Medicine (1st ed.). Dept. of community
medicine,AFMC, Pune and WHO, India office, New Delhi.
 Kishore, J. (2022). National Health Programs of India (14th
ed.). century publications.
 Weinreich, N. K., 1999. Hands-On Social Marketing: A Step-
by-step Guide,Sage Publications
 Kotler, P., Roberto, N., & Lee, N. (2002). Social Marketing:
Improving the Quality of Life. (2nd ed.) Sage Publications.
 Lee, Kotler (2011) Social Marketing: Influencing Behaviors for Good
 Kotler P, Zaltman G. Social marketing: an approach to planned
social change. J Mark. 1971;35(3):3–12.

56. WHAT SOCIAL
ISSUES CAN
BENEFIT FROM
SOCIAL
MARKETING?
 Table 1.2 presents 50 major social issues that could
benefit from the application of social marketing
principles and techniques.
 This is only a partial list but representative of the
aforementioned five major areas social marketing efforts
usually focus on: health promotion, injury prevention,
environmental protection, community involvement,
and financial well-being.
 For each of the social issues listed, the status could
improve if and when we are successful in increasing the
adoption of desired related behaviors.

62. I believe the genius of modern marketing is not the 4Ps, or audience research, or even exchange, but
rather the management paradigm that studies, selects, balances, and manipulates the 4Ps to achieve
behavior change. We keep shortening “the marketing mix” to the 4Ps. And I would argue that it is the
“mix” that matters most. This is exactly what all the message campaigns miss—they never ask about
the other 3Ps and that is why so many of them fail.
—Dr. Bill Smith
REFERENCE
Lee, Kotler (2011) Social Marketing: Influencing Behaviors for Good, Chapter 1, page no.11, 20-22

63. This Photo by Unknown Author is licensed under CC BY-NC
This Photo by Unknown Author is licensed under
CC BY-NC