social marketing prjct

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  • 8/6/2019 Social Marketing Prjct



    What is Social MarketingSocial Marketing is the Practice of Utilizing the

    Philosophy, Tools, and Practices of Commercial

    Marketing for Health and/or Social Programs.

    Social Marketing Sells a Behavior Change to a

    Targeted Group of Individuals

    - Accept a New Behavior

    - Reject a Potential Behavior

    - Modify a Current Behavior

    - Abandon an Old Behavior

  • 8/6/2019 Social Marketing Prjct



    Social marketing was "born" as a discipline in the 1970s, when

    Philip Kotler and Gerald Zaltman realized that the same marketing

    principles that were being used to sell products to consumers could

    be used to "sell" ideas, attitudes and behaviors.

    Kotler and Andreasen define social marketing as "differing from

    other areas of marketing only with respect to the objectives of themarketer and his or her organization.

    Social marketing seeks to influence social behaviors not to benefit

    the marketer, but to benefit the target audience and the general

    society.The technique has been used extensively in international health

    programs, especially for contraceptives and oral rehydration therapy

    (ORT), and is being used with more frequency in the United States for

    such diverse topics as drug abuse, heart disease and organ donation.

  • 8/6/2019 Social Marketing Prjct


    Like commercial marketing,the primary focus is on theconsumer--on learning whatpeople want and need ratherthan trying to persuade themto buy what we happen to be

    producing. Marketing talks tothe consumer, not about theproduct.

    The planning process takesthis consumer focus intoaccount by addressing theelements of the "marketingmix." This refers to decisionsabout 1) the conception of aProduct, 2) Price, 3)distribution (Place), and 4)Promotion. These are oftencalled the "Four Ps" ofmarketing. Social marketingalso adds a few more "Ps

  • 8/6/2019 Social Marketing Prjct


    Social Marketing- An Effective Tool in

    the global response to HIV/AIDS

    Contents At a glance


    Social marketing approach Condom social marketing

    Distribution and communication

    Research and evaluation

    Measuring the success of social marketing program

    Distribution and consumer profile Communications and behavioral change

    The challenges

    The responses

    The role of UNAIDS

  • 8/6/2019 Social Marketing Prjct


    Best Practice

    CollectionIn countries where the health infrastructure is both underdeveloped andunderfunded, a social marketing approach makes the product availableand affordable, utilizing commercial marketing techniques, while linking itto a communications campaign geared to sustainable behavior change.

    In response to the HIV/AIDS epidemic, social marketing programmershave made condoms accessible, affordable and acceptable to low-incomepopulations and high-risk groups in many of the worlds developingcountries.

    This presentation is intended to provide a clear understanding of socialmarketing, its key components and the role social marketing can and

    continues to play in preventing and slowing the spread of HIV/AIDS.

    It defines the rationale for social marketing, provides practicalexamples of its effectiveness and addresses many of the issues

    currently being raised by the donor community, including cost,competitiveness and sustainability. It concludes by advocating the

  • 8/6/2019 Social Marketing Prjct


    At a glance

    Social marketing has becomeincreasingly popular among

    governments and donors as a way

    of addressing serious healthissues in developing countries.

    While the concept has its roots in

    family planning, much of theattention has been due to the use

    of social marketing the HIV/AIDS

    i mi .

  • 8/6/2019 Social Marketing Prjct



    Social marketing. is the adaptation of commercial marketing

    techniques to social goals. Using traditional commercialmarketing techniques, social marketing makes needed

    products available and affordable to low-income people, while

    encouraging the adoption of healthier behavior.

    In many developing countries, public sector health systemsare unable to ensure that products and services reach a largepart of the population and in particular, those at the low end of

    the cash economy. Clinics are limited in number.

    This is especially true for HIV/AIDS, where staff need tohave a thorough understanding of the means of transmission

    and its prevention. In many countries, cultural norms,

    geography, and low literacy levels compound the problems.

    There exists, therefore, an unmet need for a regular supplyof high quality health products, which are both accessible and

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    The Social Marketing Approach

    The social marketing approach addressesboth supply and demand issues.

    Programmers utilize the existing

    commercial where they are needed.Infrastructure to make products available

    to low-income consumers when and when

    they are needed.

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    Condom social marketing (CSM)

    Distribution and communications.

    Two sides of the same coin

    Condom Social Marketing (CSM) emerged as

    an effective tool in combating the spread of

    HIV/AIDS in the mid 1980s In 1996 social marketing more than 783 million

    condoms in over 50 countries and conducted

    targeted communications campaigns in

    countries as economically and culturally diverse.

    Condoms are procured using donor funding,

    attractively packaged and sold through the

    existing commercial infrastructure. Social

    marketing programs employ the same

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    Social Marketing

    Condoms are procured using donor funding, attractivelypackaged and sold through the existing commercialinfrastructure. Social marketing programs employ the samemethodology for distribution as commercial companies.

    Competitive profit margins, coupled with intensive brandpromotion, ensure that the product is made widely availablein a variety of outlets.

    As noted earlier, this greatly expands availability,

    contributes to the normalization of condoms, making themmore culturally and economically acceptable to potentialusers. For example, the Social Marketing for Change(SOMARC)/Uganda programs sells its. .Protector condomsthrough a commercial distributor, Twiga Chemical Industries,and supplements this with five sales persons devoted entirely

    to the program.

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    Research and evaluation

    A valuable element of a successful condom social marketingprograms is a strong research and evaluation component. Researchplays a significant role in the development of the brand, itspositioning and promotion .

    As social marketing programs mature, research plays anincreasingly important role. Behavioral and attitudinal changes aremonitored through knowledge, attitudes and practice (KAP) studiesand other population based surveys.

    Research is also conducted into the effectiveness of distributionnetworks and consumer profiles. While sales figures play animportant role in evaluating the success of social marketingprograms, distribution and consumer surveys allow projects to definewho purchases condoms and where. Based on this information,projects can expand and/or alter distribution and promotion

    strategies to reflect the needs identified.

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    Measuring the success

    of Social Marketing Programs

    SALES Programs use sales as a base line against

    which to measure success. The adoption ofthis criteria presumes that when someonepurchases a condom they will use it.

    In 1996, social marketing programsworldwide sold over 783 million condoms.Many of these sales took place in countries

    that had little or no exposure to condomsprior to the establishment ofCSM programs.

    The sales table in Appendix A highlightsgrowth in the number ofCSM programmesbeing supported, and the rapid increase in

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    Distribution and consumer profile

    Communications and behavioral

    changeSocial marketing programs also conduct research

    to assess whether condoms are available when and

    where consumers need them and whether AIDSprevention programs are reaching their targeted


    Distribution surveys are undertaken regularly and

    provide the project with an accurate picture of wherethe product is available, both geographically and by

    outlet. Information gathered from consumer-based

    surveys allows the project to evaluate whether the

    targeted group is buying the product and to amend

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    As awareness of HIV/AIDS has risen, such programs face a

    variety of challenges in continuing to limit the spread of thedisease. Among the most important of these is the need to move

    beyond awareness and to achieve sustained behavior change.

    Established programmes reflect increasing levels of AIDSawareness and can now concentrate on developing effective and

    targeted communications to tackle barriers to healthier behaviours.

    Efforts are being concentrated on highly vulnerable groups,

    women, adolescents and, increasingly, policy makers within hostcountries. In many countries, the latter represent a group whose

    views are respected within the community and their support is


    The ro rammatic challen es osed b the chan in nature of

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    Social marketing programmes have responded to thischallenge by improving cost effectiveness, diversifyingproducts and donors, and recovering an increasing

    percentage of costs. Such initiatives, while an integral part of

    any successful social marketing programme, are not an

    alternative to donor funding.

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    Social marketing may include advocating the inclusion ofsocial marketing in national health plans, the allocation of

    resources from multilateral donors and bilateral donors to

    social marketing programmes, and the facilitation of a positive

    legislative environment for social marketing initiatives.UNAIDScan also educate bilateral and multilateral

    donors, including its co-sponsoring agencies, on the need for

    and merits of social marketing for AIDS prevention, and can

    encourage them to support social marketing programmesdirectly or through national governments.

    In countries where social make offers an excellent meansof disseminating best practices and lessons learned in social

    marketing. ting programmes are being launched, UNAIDS

    can take an active role as fundraiser. Finally, the UNAIDS

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    Social marketing has been shown to be an effective andcost-efficient approach in addressing the health needs of low-

    income populations throughout the world.

    Condom social marketing programmes have madecondoms accessible, affordable and acceptable in many of the

    worlds poorest countries.

    Innovative communications campaigns havedisseminated prevention and behaviour change messages to

    thousands of individuals and their communities.

    Social marketing programmes in over 50 countries havemade condoms available, affordable and acceptable to those

  • 8/6/2019 Social Marketing Prjct



  • 8/6/2019 Social Marketing Prjct