Social marketing in India

 

Social marketing

Definition

“ Social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective , efficient, equatable, fair and sustained social transformation” - Saunders, Barrington and Sridharan( 2015)

Objectives of Social marketing

• Creating a good social environment

• Influence individuals and communities to have a favorable image about the society.

• To market sustainable and efficient products that facilitate social change.

• Promoting socio- cultural and structural changes pertaining to social issues.

Stakeholders involved in the social marketing

• NGO’s

• State Government

• Central Government

• Corporations

• Co-operatives

• Communities.

Importance of social marketing

1. Creating awareness about social issues through creativity and innovation.

2. It develops creative ideas of reaching people.

3. It brings public private  partnership.

4. It influences public policy and public funding.

Difference Between Social Marketing, Societal marketing and Social Media marketing

Areas of social marketing

8P’s Social Marketing

• Product: Behavior change

( Physical products: Condoms), ( Services: Medical examination), (Practices: Breast Feeding), and (intangible ideas( environmental change).

• Price: Cost

( Monetary- Nominal Not low and Not high)

( Non Monetary:Time and services)

• Place: Location( Transit officers and Direct selling)

• Promotion: Campaign( Personal: Social Media;Non Personal: TV, Newspaper, Radio)

• Policy: Intent of influence policy

• Publics: Target audience, policy makers, and media publics.

• Partnerships: PPP/PPPP/Community-Government

• Pursestrings: Fundings.

8C’s of Social Marketing