What is social marketing ? “ An approach to societal problems involving the use of innovative and traditional market planning, market strategy, marketing.

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Presentation transcript:

What is social marketing ? “ An approach to societal problems involving the use of innovative and traditional market planning, market strategy, marketing analysis, and marketing management techniques to enhance the individual’s and society’s well being” (Wasek, UNICEF 1985) “The whole business from Consumer’s (client’s) point of view” (Drucker, 1986)

Description of Social Marketing Process Elements Phase I: Research and Planning Consumer Analysis Market Analysis Channel Analysis Phase II: Strategy Design Development of marketing strategy Communication strategy development Phase III: Implementation and Evaluation Implementation Process Evaluation Outcome Evaluation

Market Segmentation and Strategy Middle Low Economic Segments Delivery Mechanism Commercial High Public Social Marketing (From USAID / NEPAL, 2005)

JSI Market Tracking Model For New Products and Services Awareness Trial Retention (With Longer-Term Benefits) Satisfaction Desired Consumer Response Impacting Factors Media Advertising Promotional Events Merchandizing: Displays Direct Referrals Positive Word of Mouth Free Trails, Discounts, Special Offers Direct Referrals Stimulating “Perceived Need” Positive Word of Mouth Service/Product Features, Quality, Convenience Service/Product Meets Client Expectations Level of Follow-On Support Availability/ Accessibility/ Affordability Media Advertising, Events, Merchandizing Stimulating “Perceived Need” Direct Referrals

Methods for Evidence Based Marketing and Mobililization  Marketing Research + Communication Campaign Pre-Launch Post-Launch Consumer Research Store Audit Trade Analysis Media Analysis Consumer Research Store Audit Trade Analysis Media Analysis Consumer Research Store Audit Trade Analysis AD Monitoring Consumer Research Store Audit Trade Analysis AD Monitoring

Public Opinion Multi-Sector Involvement Local Participation “ HWG ” Creating The Climate for Change: Positive Word of Mouth & Impact in each Circle Social Marketing Public Relations Private Investors Public NGOs Other Donors Influentials Referrals Satisfaction JSI Circles of Solidarity: The New Model of Sustainable Social Mobilization Medical Assoc.