SOCIAL MARKETING

SOCIAL MARKETING

THE MIX UP

THE ISSUES

One person in India dies from cancer every 50 seconds.

According a latest report of  WHO/UNICEF Indians use open

place for defecation, the highest in the world.

Just one out of nine children finishing school joins a college.

Today India has officially 269 million (or 22 percent) people

under the poverty line.

In India 47% girls are already married before the legal age of

18.

..THE LIST IS ENDLESS..

THE BRAND & THE SOCIAL CAUSE

There is no paucity of social causes for which brands are seeking support or donations from consumers in India.

COMPANIES SAY THAT THEY

DEFINITION Social/Societal marketing is the use of commercial marketing

principles and techniques to improve the welfare of people and the physical, social and economic environment in which they live.

It is a carefully planned, long-term approach to changing human behavior.

Social marketing can be applied to promote, for example, merit goods, make the society avoid demerit goods and thus to promote that considers society's well being as a whole.

This may include asking people not to smoke in public areas, for example, ask them to use seat belts, prompting to make them follow speed limits. 

CONCEPT-SOCIETAL MARKETING

A concept in marketing that emphasizes social consciousness as part of the overall marketing plan.

Societal marketing is when a company markets a product not only with consumer and company needs in mind, but also the long-term well being of society as a whole.

Companies that produce effective societal marketing campaigns incorporate social and ethical considerations into the marketing plan.

PURPOSE

The purpose of societal marketing is for a company to meet its needs and the needs of a consumer while considering the long-term good of society.

In this type of marketing, a company uses its socially conscious stance as a way to attract consumers who may appreciate the company's desire to market its products with consideration for society.

As a result, the company's concern for society, seemingly over profit, positions the company in a favorable light and may help sell more products.

DIFFERENCE

Social Marketing       Commercial Marketing  

Meets the needs of the priority  population

Creates a need for the priority population

Society and consumer profit    Marketer profits more than consumer 

Organizations with similar goals cooperate  

Businesses with similar goals compete 

Campaigns take longer to change behavior   

 Shorter time needed to sell a product

Consumer involvement and commitment needed

Shorter term commitment and involvement

DIFFERENCE

CSR

Corporate social responsibility is when the firm tries to give back to the society what it gains from it.

SOCIAL MARKETING

Social marketing is when it invests time and money towards a particular cause for earning profit.

RESEARCH SAYS

The Indian consumers obtained the highest Greendex score in “The National Geographic Globescan Greendex” survey, which measured the environmental sustainability of consumption across 17 countries.

This survey also says that Indian consumers feel the highest levels of personal guilt about the environment with 45% of them admitting to feeling bad about their impact compared with a global average of 28%.

The “Edelman Good Purpose” study conducted across 16 countries suggests that 71% of Indian consumers (compared with a global average of 43%), are willing to pay a premium to purchase products which support causes.

The “Nielsen Global Socially Conscious Consumer” report also indicates that the Indian consumers score the highest on the willingness to spend more on products from socially responsible companies.

EXAMPLES

INTERNATIONAL SCENARIO

UNILIVER-DOVE

Dove Campaign for Real Beauty (2004 to present):

Unilever didn't adopt a cause; it created one with breakthrough creative that sparked an international discussion of beauty stereotypes.

It developed the Dove Self-Esteem Fund and

hoped to reach 5 million young women with information on positive body image by the end of 2010.

WHIRLPOOL

Whirlpool and Habitat for Humanity (2004 to till date):

Whirlpool and Habitat for Humanity continue to work together to create decent, affordable housing around the world.

Over the past 13 years, Whirlpool has contributed more than $78 million in cash and product to support the mission of Habitat for Humanity.

LEE

Lee National Denim Day (1996 to the present):

A traditionally male brand, Lee made huge inroads with women by embracing the breast cancer cause in a unique way.

It empowered consumers to organize workplace drives at which employees contributed $5 for the right to wear jeans to work on the first Friday in October.

Over 13 years, the program has raised nearly $75 million for breast cancer research and advocacy.

NIKE

Live Strong Bracelet (2004 to present):

When the Nike and Lance Armstrong Foundation came up with this idea to raise funds and awareness for the super cyclist's cancer charity, no one dreamed it would become a worldwide fashion item worn by presidential candidates, movie stars, kids and grandmothers.

To date, more than 70 million of the glorified yellow rubber bands have been sold for $1 each.

INDIAN SCENARIO

Indian consumers find social marketing campaigns more novel and attribute higher levels of altruistic motives for companies engaging in this tactic.

Indian consumers are also more positive when campaigns are undertaken by an Indian company versus a multinational corporation.

PROJECT DRISHTI

Project Drishti was aimed to restore sight for nearly 250 blind girls across the country.

It was the first ever sight restoration corporate project which was undertaken in association with the National Association for the Blind (NAB).

As a part of this, for every pack of Whisper sold, Re 1 went for the project. 

SHIKSHA

Shiksha is a program by P&G, in association with Child Rights and You (CRY) and Sony Entertainment Television, which aims to support the education of children in India.

JAAGO RE

Tata Tea, one of India’s largest tea brands, started Jaago Re.

The Jaago Re One Billion Votes campaign, which was well-timed (in terms of launch) with the Indian elections, spread the message of the need to vote among citizens.

It is estimated that over 6.5 lakh Indians used the platform to register as voters.

'PROJECT SARASWATI'

'Project Saraswati' undertaken by the Fair & Lovely Foundation, promoted economic empowerment of India’s young women.

Under the project, scholarships of up to a lakh were awarded to young deserving girls from across the country to pursue their graduate and postgraduate course. 

AHAAR ABHIYAN

Horlicks Ahaar Abhiyan is an initiative that aims to increase awareness among mothers, families and communities about the issue of malnutrition among children in the age group of 3 – 6 years.

The initiative will be implemented in a phased manner beginning with a pilot project, in partnership with CARE India, in the state of West Bengal and with Save The Children, in the state of Tamil Nadu.

UNILEVER’S DOMEX TOILET ACADEMY

Unilever’s Domex Toilet Academy (DTA) campaign which started in 2013, seeks to build 24,000 toilets by 2015 in areas facing the problem of open defecation.

For every consumer who clicks on the DTA website, Unilever contributes 5 Rupees (5p) towards the construction of toilets.

SOCIAL ISSUE ADS

UCB

BACARDI

NICOTINELL-NOVARATIS

IDEA

LIFEBUOY

AMUL

P&G

SOCIAL ORGANISATIONS ADS

BANGALORE TRAFFIC POLICE-INDIA

FEED SOUTH AFRICA

LICRA-International League against Racism and Anti-Semitism 

THAI HEALTH

ANTI CHILD TRAFFICKING ORG-US

UN WOMEN ORG

PETA

AUSTRALIAN FOUNADATION FOR HOMELESS

UNKNOWN ??

CONCLUSION

Social marketing is not always a success.

If the attitudes and behavior changes you are encouraging are still not perceived as beneficial, acceptable and attainable by the priority population, it may not be worthwhile to develop a social marketing campaign.

In this situation, it is better to introduce a behavior change recommendation by developing connections with community and agreeing on a unified goal before planning a social marketing campaign.

What did we miss? 

What do you think are the most influential social marketing campaigns of all time? 

THANK YOU CLASS

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