Specialised & Cause Related Marketing (SCM812S)
UNIT 2 SOCIAL MARKETING SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Unit Objectives At the end of this unit you should be able to:
Identify social marketing, corporate social responsibility and cause related marketing differentiate between social marketing and commercial marketing discuss the nature and scope of social marketing apply marketing mix concepts to social marketing define competition in social marketing evaluate the ethical consideration in social marketing SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.1 Introduction According to Smith (2013), aspects of public relations, advertising, and marketing are being jointly applied to many social issues and causes under the banner of Social Marketing, sometimes called Cause Marketing. This is a planned process to influence change via communication and relationships. It is a conscious attempt to integrate strategic communication processes and tools to promote ideas, issues, and concerns, in much the same way that organisations traditionally have promoted products and services. There is, however, differences between social marketing, corporate social responsibility and cause related marketing as will be shown in the sections below. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.2 Social Marketing Defined
Kotler and Zaltman (2011, p. 12) coined the term social marketing and defined it as the use of marketing principles and techniques to advance a social cause, idea or behaviour. Social Marketing is a process that uses marketing principles and techniques to influence target audience behaviours that will benefit society, as well as the individual. This strategically oriented discipline relies on creating, communicating, delivering, and exchanging offerings that have positive value for individuals, clients, partners, and society at large. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Although social marketing is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification. The primary aim of social marketing is social good, while in commercial marketing the aim is primarily financial. In developing countries, the use of social marketing expanded to HIV prevention, control of childhood diarrhoea (through the use of oral re-hydration therapies), malaria control and treatment, point-of-use water sanitation methods and the provision of basic health services. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd In Namibia, the field has rapidly expanded to include active living communities, disaster preparedness and response, ecosystem and species conservation, and environmental issues. Weve also seen social marketing in financial literacy, government corruption, improving the quality of health care, injury prevention, landowner education, marine conservation and ocean sustainability, reducing health disparities, sanitation demand, sustainable consumption, water treatment systems and gambling problems, among other social needs. Not all social marketing campaigns are effective everywhere. For example, anti-smoking campaigns such as World No Tobacco Day while registering some success, have not really curbed the demand for tobacco products in Namibia. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Reflection Is Social Marketing only restricted to government and non-profit charitable organisations? Explain using examples. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.3 Social Marketing Principles shared with other disciplines
Many of social marketings key characteristics have been widely adopted by other fields, and in turn social marketing has integrated practices developed elsewhere. According to Social Marketing Quarterly (SMQ, 2014), among the important characteristics it shares with others are: SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Shared Principles
Audience Orientation Social marketers view their audience as decision-makers with choices, rather than students to be educated, or incorrigibles to be regulated. Social Marketing begins with a bottom-up versus a top-down perspective, and therefore rejects the paternalist notion that experts know what is best and will tell people how to behave for their own good in favour of an audience-centred approach which seeks to understand what people want and provides them support in acquiring it. Segmentation In order to enhance efficiency and effectiveness, subsets of populations are selected, evaluated, and then prioritised as targets based on useful aggregation variables. The segments selected are those most likely to adopt the intended behaviour or most important to the organisations goals, and to provide value in yielding societal benefit. Even among difficult to reach populations, strategies are developed that appeal to those within the chosen population that are the most ready for action. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 ContdShared Principles
Behaviour focus Behaviour is defined as an individuals observable action or lack of action. Social marketing is interested in behaviour that results in societal benefit. Many marketing strategies also have intermediate responses, but Social Marketing success is ultimately measured on whether the desired behaviour was adopted. It is not sufficient to merely change awareness, knowledge, attitudes, or behavioural intentions. Evaluation Efforts are evaluated, focusing on ongoing measurement of outcomes (levels of target audience behaviour change), and the intended impact this has had on societal benefits. Social Marketing is a continuous process in which evaluation and monitoring provide data on the audiences preferences and the environmental changes necessary to maintain and expand the impact of programs SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 ContdShared Principles
Consideration of upstream and midstream target audiences Efforts to influence individuals downstream are often enhanced by also targeting those who are upstream (policy makers, corporations), and/or those who are SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.4 Unique Principles of Social Marketing
While social marketing integrates many characteristics common to other forms of behaviour change, four core principles remain truly unique to social marketing as follows: SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Unique Principles
Value exchange Social Marketing is unique with respect to other behaviour change tools in that the offer that is made is based on an understanding of the target audience's perceived self-interest that will be rewarded for performing the desired behaviour. The concept of value exchange states that consumers will choose behaviour in exchange for receiving benefits they consider valuable and/or reducing barriers that they consider to be important. An exchange may result when the marketer has created a program that is perceived by each side to provide value. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Unique Principles
Recognition of competition In a free-choice society there are always alternative options available. Competition can be described in terms of choice offerings available in the environment that lead to alternative behaviours. Social Marketing strategies lead to a unique exchange offering that is perceived by the audience to have greater value than that of any other available option. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Unique Principles
The 4Ps of marketing The 4Ps of marketing: Product, Place, Price and Promotion represent the fundamental building blocks of Social Marketing interventions. These tools are used to reduce the barriers that make it difficult for people to behave as desired, and to increase the benefits that induce people to be more likely to behave. The tools are used in order to develop a favourably perceived relationship that is more appealing than all alternate choices. Social marketers assess and then balance the need for, and use of, these four elements to influence optimal change. Sustainability Sustainability results from continuous program monitoring and subsequent adjustment to changes occurring in the audience and environmental condition. This is necessary to achieve long run behaviour. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.5 Social marketing and commercial marketing
There are a few important differences between social marketing and commercial marketing. In the commercial sector, the primary aim is selling goods and services that will produce a financial gain for the corporation (Kotler & Lee, 2005). In social marketing, the primary aim is influencing behaviours that will contribute to societal gain. Given their focus on financial gain, commercial marketers often favour choosing primary target audience segments that will provide the greatest volume of profitable sales. In social marketing, segments are selected based on a different set of criteria, including prevalence of the social problem, ability to reach the audience, readiness for change, and others. In both cases, however, marketers seek to gain the greatest returns on their investment of resources. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Although both social and commercial marketers recognise the need to identify and position their offering relative to the competition, their competitors are very different in nature. Because, as stated earlier, the commercial marketer most often focuses on selling goods and services, the competition is often identified as other organisations offering similar goods and services. In social marketing, the competition is most often the current or preferred behaviour of the target audience and the perceived benefits associated with that behaviour, including the status quo. This also includes any organisations selling or promoting competing behaviours (e.g. the tobacco industry). For a variety of reasons, social marketers believe social marketing is more difficult than commercial marketing. Consider the financial resources required to change behaviour i.e. smoking, use of papers in offices, less use of fuel and electricity, etc. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Class Activity Give up an addictive behaviour (e.g., stop smoking,) Resist peer pressure (e.g., be sexually abstinent) Establish new habits (e.g., exercise five days a week) Spend more money (e.g., buy recycled paper) Give up leisure time (e.g., volunteer) Reduce pleasure (e.g., take shorter showers) Spend more time (e.g., flatten cardboard boxes before putting them in recycling bins) Remember something (e.g., take reusable bags to the grocery store) What do you think will be the challenges facing a social marketer when trying to influence people to do any of the following and SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.6 Applying the marketing mix concepts to social marketing
Product, Place, Price and Promotion represent the fundamental building blocks of Social Marketing interventions. These tools are used to reduce the barriers that make it difficult for people to behave as desired, and to increase the benefits that induce people to be more likely to behave. The tools are used in concert to develop a favourably perceived relationship that is more appealing than all alternate choices. Social marketers assess and then balance the need for, and use of, these four elements to influence optimal change. Social marketing also adds a few more "P's" (Kotler & Lee, 2005). SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Product The social marketing "product" is not necessarily a physical offering. A continuum of products exists, ranging from tangible, physical products (e.g. condoms), to services (e.g. medical exams), practices (e.g. breastfeeding or eating a heart-healthy diet) and finally, more intangible ideas (e.g. environmental protection). In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem. The role of research here is to discover the consumers' perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Price Price refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may instead require the consumer to give up intangibles, such as time or effort, or to risk embarrassment and disapproval. If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted. However, if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. In setting the price, particularly for a physical product, such as contraceptives, there are many issues to consider. If the product is priced too low, or provided free of charge, the consumer may perceive it as being low in quality. On the other hand, if the price is too high, some will not be able to afford it. Social marketers must balance these considerations, and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of "dignity" to the transaction. These perceptions of costs and benefits can be determined through research, and used in positioning the product. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Place Place describes the way that the product reaches the consumer. For a tangible product, this refers to the distribution system--including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free. For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training. This may include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations. Another element of place is deciding how to ensure accessibility of the offering and quality of the service delivery. By determining the activities and habits of the target audience, as well as their experience and satisfaction with the existing delivery system researchers can pinpoint the most ideal means of distribution for the offering. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Promotion Finally, the last P is promotion. Because of its visibility, this element is often mistakenly thought of as comprising the whole of social marketing. However, as can be seen by the previous discussion, it is only one piece. Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public service announcements or paid ads are one way, but there are other methods such as coupons, media events, editorials, in-store displays. Research is crucial to determine the most effective and efficient vehicles to reach the target audience and increase demand. The primary research findings themselves can also be used to gain publicity for the program at media events and in news stories. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Other Ps Publics: Social marketers often have many different audiences that their program has to address in order to be successful. "Publics" refers to both the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program. Partnership: Social and health issues are often so complex that one agency can't make a dent by itself. You need to team up with other organisations in the community to really be effective. You need to figure out which organisations have similar goals to yours--not necessarily the same goals--and identify ways you can work together. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Other Ps Contd Policy: Social marketing programs can do well in motivating individual behaviour change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program. Purse strings: Most organisations 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? SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.7 Competition in social marketing
In commercial marketing, the competition is often identified as other organisations offering similar goods and services. In social marketing, the competition is most often the current or preferred behaviour of the target audience and the perceived benefits associated with that behaviour, including the status quo. This also includes any organisation selling or promoting competing behaviours(e.g. the tobacco industry) SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.8 Not for Profit Marketing Defined
What is Not for Profit Marketing? Not-for-profit marketing refers to the marketing of a product or service in which the offer itself is not intended to make a monetary profit for the marketer. Not-for-Profit marketing (sometimes called non-business marketing) is defined quite simply as the application of marketing concepts and management to not-for-profit organisations. In other words, organisations use the tools of marketing managers such as the marketing mix in order to meet those goals. In the non-profit sector, marketing is more often used to support utilisation of the organisations services (e.g. ticket sales), purchases of ancillary products and services (e.g. at museum stores), volunteer recruitment, advocacy efforts, and fundraising. In the public sector, marketing activities are also used to support utilisation of governmental agency products and services (e.g. the post office, community clinics) and engender citizen support and compliance. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.9 Nature and Scope of Not for Profit Marketing
Not-for-profit marketing involves the marketing of people (politicians and entertainers), places (museums and operas), ideas (right to life, safe driving) and organisations (Kotler & Lee, 2005). There are many different issues, for example, drunk driving, mental health, suicide hot lines, and so forth, that have been and continue to be marketed for non-profit objectives. A non-profit organisation can approach marketing in the same way as a for-profit business. It should identify its target market (the one it wants to reach), develop marketing materials to send to that target market, and determine the objectives that a marketing campaign should meet. In this sense, the non-profit organisation follows the four P's of marketing: product, place, price and promotion. Not-for profit marketing is built upon many of the traditional processes and principles of commercial marketing, especially customer orientation, exchange theory, competition, segmentation, the 4Ps, relationships, and a service orientation. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.10Types of Exchanges in the Not for Profit Setting
There are two basic requirements of exchange transactions (Kotler & Lee, 2005). The first is that there be at least two parties involved. The second is that each party involved has something of potential value to the other(s). In some transactions, money is exchanged for products (goods or services); in others, goods and money are exchanged for good feelings and tax benefits; in still others, time and effort are exchanged for money and feelings of comfort and/or responsibility. Thus exchange is involved in a variety of transactions, many (or maybe most) of which do not include commercial transactions. The concept of exchange clearly is broader than the way in which we have defined marketing previously; it goes beyond the exchange of money for goods and services. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Types of ExchangesContd
The willingness of one party to become involved in an exchange transaction with another can be analysed through a cost-benefit analysis. The benefits or utilities can be categorised into five groups (Kotler & Lee, 2005): Sensory benefits are derived from the senses of taste, smell, sound, feel, appearance, and so on. Psychic benefits come from spiritual upliftings, a sense of accomplishment or achievement, and so forth. Place benefits such things as convenience, comfort, and attractiveness. Time benefits include convenience and speed. Monetary benefits include actual or potential monetary gain. These same five groups illustrate costs: Sensory costs are negative sensory attributes. Psychic costs include bad feelings, unhappiness, depression, and so on. Place costs are inconvenient or unattractive locations. Time costs represent effort. Monetary costs are out-of-pocket outlays SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Type of exchanges in Non profit marketing Contd
Volunteers Credit card donations Moral support Membership Cash Goods Lobbying Grants Private donations Fundraising Vouchers (charity shopping) SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.11 Corporate Social Marketing
Introduction Corporate Social Marketing is a means whereby a corporation supports the development and/or implementation of a behaviour change campaign intended to improve public health, safety, the environment, or community well-being. Behaviour change is always the focus and the intended outcome (Kotler & Lee, 2005, p. 114). Corporate Social Marketing is most similar to Cause Promotion initiative, where the corporation is providing funds, in-kind contributions, or other corporate resources to increase awareness about a cause or to support fundraising or volunteer efforts for a cause. When, however, campaign goals, objectives, messages, and related activities are selling a particular desired behaviour, this is categorised as a Corporate Social Marketing initiative and specific program planning and implementation principles are recommended. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Definition of Corporate Social Marketing
Kotler & Lee (2005) describe Corporate Social Marketing as the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behaviour for the benefit of individuals, group, or society as a whole. For example, the Stop Cholera campaign by the Ministry of Health and Social Services which encourages people to wash their hands with soap or ash and water. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.12 Corporate Social Responsibility
Introduction It is a known fact that consumers today believe that companies have obligations beyond making money for their owners. In fact, it is getting more difficult for a company to connect with customers and prosper if it doesnt stand for something more than its bottom line. Many firms are beginning to realise that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives. This results in environmental (including socio-economic, community, etc.) issues being integrated into the firm's corporate culture. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 What is Corporate Social Responsibility?
According to Kotler & Lee (2005), Corporate Social Responsibility is defined as: a commitment to improve community well-being through discretionary business practices and contributions of corporate resources. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Differences between Corporate Social Marketing and corporate social responsibility
Corporate Social Marketing is a means whereby a corporation supports the development and/or implementation of a behaviour change campaign intended to improve public health, safety, the environment, or community well-being, while Corporate Social Responsibility is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources. Social marketers can use corporate social marketing to create awareness of the companys corporate social responsibility. At the same time Corporate Social Responsibility can be an integral part of corporate social marketing (Kotler & Lee, 2005). SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Reflection In your own opinion what are the differences between Corporate Social Marketing and Corporate Social Responsibility? SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Note! As you have noticed, Corporate social marketing is broad and incorporates corporate social responsibility. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Some of the Best CSR companies in the World
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Why Corporate Social Responsibility
Participating in and implementing Corporate Social Responsibility initiatives has many benefits. Some of these benefits are: Increased sales and market share Strengthen brand position Enhanced corporate image and clout Increased ability to attract, motivate, and retain employees Decreased operating costs Increased appeal to investors and financial analysts SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Corporate social Marketing initiatives/options
Do you know that Corporate Social Marketing can be undertaken through different initiatives. Lets now see what these initiatives are. According to Kotler and Lee (Kotler & Lee, 2005, p. 23), major initiatives under which most social responsibility-related activities fall are: SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Cause Promotion: Can you think of an example of Cause Promotion in Namibia? What about Bank Windhoeks Cancer Apple project. Cause Promotion is when a company provides funds, in-kind contributions, or other corporate resources to increase awareness and concern about a social cause or to fundraising, participation, or volunteer recruitment for a cause. The corporation may initiate and manage a cause on its own. Cause Related Marketing: This is when a company commits to making a contribution or donating a percentage of revenues to a specific cause based on product sales. In this scenario, a corporation is most often partnered with a non-profit organisation, creating a mutually beneficial relationship designed to increase sales of a particular product and to generate financial support for the charity. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Corporate Social Marketing: This is when a company supports the development and/or implementation of a behaviour change campaign intended to improve public health, safety, the environment, or community well-being. The distinguishing feature is the behaviour change focus, which differentiate it from cause promotion that focus on supporting awareness fundraising, and volunteer recruitment for a cause. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Corporate Philanthropy: this is when a company makes a direct contribution to a charity or cause, most often in the form of cash grants, donations, and/or in-kind services. This is perhaps the most traditional of all corporate social initiatives and for many decades was approached in a responsive, even ad hoc manner. Community Volunteering: This is when a company supports and encourages employees, retail partners, and/or franchise members to volunteer their time to support local community organisations and causes. Corporate Social Responsibility Business Practices: a company adopts and conducts discretionary business practices and investments that support social causes to improve community well-being and protect the environment. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Corporate efforts that do not change behaviour
Social Marketing or social change deals with behaviour (awareness, acceptance, and action) for the purpose of social change. The ultimate objective of Social Marketing is to affect behaviour (Kotler & Lee, 2005, p. 114). Behaviour is defined as an individuals observable action or lack of action. Social Marketing is interested in behaviour that results in societal benefit. Many marketing strategies also have intermediate responses, but Social Marketing success is ultimately measured on whether the desired behaviour was adopted. It is not sufficient to merely change awareness, knowledge, attitudes, or behavioural intentions. Public sector bodies can use standard marketing approaches for example to improve the promotion of their relevant services and organisational aims. This can be very important but should not be confused with Social Marketing where the focus is on achieving specific behavioural goals with specific audiences in relation to topics relevant to social good (e.g., health, sustainability, recycling, etc.). SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd For example, a 3-month marketing campaign to encourage people to get a polio vaccine is more tactical in nature and should not be considered Social Marketing. A campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to, encourages a long-term behaviour change that benefits society. It can therefore be considered Social Marketing. Not all public sector and not-for-profit marketing is Social Marketing. It is sometimes felt that Social Marketing is restricted to a particular spectrum of clientthe non-profit organisation, the health services group, the government agency. These often are the clients of social marketing agencies, but the goal of inducing social change is not restricted to governmental or non-profit charitable organisations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. At the same time some social marketing intervention such as cause related marketing or cause promotion has their primary focus on efforts to raise awareness and concern for a social issue (e.g. global warming, domestic violence) but typically stop short of charging themselves with influencing specific behaviours. These efforts are good but do not change behaviour and are not classified as Social Marketing. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Cause Related Marketing
Introduction Although the term cause related marketing has been in existence for more than 25 years, and there are debates about its specific meaning, in its purest form, it is an agreement between a business entity and a non-profit that is designed to raise money for a specified cause or charity (Kotler & Lee, 2005, p. 114). Cause Related Marketing (sometimes also referred to as cause promotion) primarily focus on efforts to raise awareness and concern for a social issue (e.g. global warming, domestic violence) but typically stop short of charging themselves with influencing specific behaviours. Cause marketing can be approached from two distinct perspectives. The company can either select the designated charity; or allow consumers to choose their preferred donation designees. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd The concept of cause related marketing is very simple. A business links up with a charity or cause for the benefit of itself as well as addressing a particular social issue. Cause Related Marketing has been referred to by many names. These include social marketing or corporate citizenship, charity marketing, corporate or strategic philanthropy, social investment, responsible marketing, passion marketing, affinity marketing, public purpose marketing, sponsorship, cause branding, sales promotion, PR and indeed simply marketing, to name but a few. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 What is Cause Related Marketing?
Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for profit business and a non-profit organisation for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organisations. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd According to Cause Marketing consultant Jocelyn Daw (2007), Cause Related marketing is: a mutually beneficial collaboration between a corporation and a non-profit in which their respective assets are combined to create shareholder and social value, connect with a range of constituents (be they consumers, employees, or suppliers), and communicate the shared values of both organisations. The Foundation Centre defines cause-related marketing as: "the public association of a for-profit company with a non-profit organisation, intended to promote the company's product or service and to raise money for the non-profit." According to Adkins (1999), Cause Related Marketing is about using marketing money, techniques and strategies to support worthwhile causes whilst at the same time building the business (Adkins, 1999). A company promotes its image, product and services in conjunction with a good cause, raining money for the cause whilst at the same time enhancing its reputation, demonstrating its values, enlisting consumer loyalty and purchase of its own products and services. A good example is the Sanlam Cancer Golf Challenge which collects money for cancer. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Difference between Cause Related Marketing, corporate philanthropy and corporate sponsorships?
Cause Related Marketing differs from Corporate Giving (Philanthropy), as the latter generally involves a specific donation that is tax deductible, while Cause Related Marketing is a marketing relationship not necessarily based on a donation. Corporate philanthropy takes place through direct monetary gifts to a non-profit. It is often made through the corporation's own foundation. These donations are usually for a particular program that the non-profit will run and can be of short or long duration. Corporate sponsorship is a bit closer to cause marketing since the corporation gives the non-profit money to hold an event, run an art exhibit, or other time-limited activity. The funds may come from the community relations budget of the corporation or the marketing budget and the corporation expects a certain amount of publicity in the way of signage, promotional materials, etc. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Advantages of Cause Related Marketing
The possible benefits of Cause Marketing for non-profit organisations include an increased ability to promote the non-profit organisation's cause via the greater financial resources of a business, and an increased ability to reach possible supporters through a company's customer base (Adkins, 1999). For the non-profit, the contributions from a cause-related marketing project can be significant, and those funds are usually unrestricted so even overhead costs can be supported by them. Besides actual monetary benefit is the intangible value of the publicity and advertising that usually accompanies a cause-related marketing program, which is often done by the corporation's public relations and marketing departments in tandem with the non-profit's own marketing. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd.. The possible benefits of cause marketing for business include positive public relations, improved customer relations, additional marketing opportunities, and making more money. Cause-related marketing proves that it is socially responsible and provides great public awareness of its values and willingness to support good causes. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Disadvantages of Cause Related Marketing
Unfortunately there are also disadvantages of Cause Related Marketing. There is always the possibility that one of the entities involved (non-profit or corporation) will do something that hurts its reputation. In that case, the other party may be perceived negatively as well. For that reason, corporations and non-profits should choose their partners wisely. In addition, there has been considerable concern about non-profits lending their good names to for-profit activities. Hence the following questions arise: Does it weaken the trustworthiness of a non-profit? Could a non-profit "sell out" by lending its support to products that are less than benign for the public? SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Reflection In your opinion what should companies take into consideration when choosing a cause to align with? SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Public Policy and Ethics in Marketing
Introduction Social marketers interfere with peoples lives, so ethical considerations abound (Lee & Kotler, 2011). Social marketers decides what their target audiences should do, devise strategies to encourage them to do it, choose who should get the benefits of their efforts (and who should not), criticise other peoples campaigns and conduct endless research. All of these steps present moral issues that have to be acknowledged and addressed. In this section we discuss why ethics are so important in corporate social responsibility and examine the principal dilemmas faced. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Why ethics in Corporate Social Marketing
Ethical dilemmas arise because social marketers deal with people and try to change what they do: the target clients, stakeholders, competition and wider society are all impacted by their efforts. Furthermore they focus on behaviours that are illegal, taboo or culturally sensitive. Social marketing solutions often require difficult and stressful behaviour-change options. For example, giving up smoking addictive carries severe physiological and psychological repercussions, while encouraging increased fruit and vegetables consumption can have implications for the cost of a familys monthly shopping basket and for family relationship, particularly with fussy children. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Since social marketing is in one sense merely a technology to be employed by those who wish to achieve social good. As such, it can be used by anyone who claims (or believes) that it is being used for such an end. The determination of what is social good is entirely in the hands of the would-be social marketer. This means that, inevitably, social marketing technologies will be applied by partisans promoting their own particular visions of social welfare, which can differ significantly from those held by the general society. Thus, social marketing could be used by both pro-life and pro-choice forces. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd This possibility raises a critical ethical issue: How to ensure that this exciting new technology is used for "good" ends? Those who wish to promote the use of social marketing are faced with two challenges. First, how to ensure that the characteristics of good social marketing enunciated previously are adhered tothat is, to teach and advise others in the very best social marketing practice. Second, making personal ethical judgments about the kinds of organisations and individuals to whom to offer social marketing services. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd The lesson to social marketers is that they must devote their energies to building the best technology, but also owe it to themselves and their communities to see that it is used for, what the targeted community/individuals agrees is its own social good. Ethical issues should be considered when setting objectives and target goals. They should also be considered when selecting target audiences, researching the target audience, marketing planning, in promotion and selecting of communication channels, in establishing funding, when implementing plans and projects, in selecting distribution channels, related to creating product platforms, in pricing strategies, when deciding on message, message and creative strategies, and when developing a positioning statement. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Class Discussion You are a social marketer who has been commissioned to undertake and evaluate an initiative on teenage sexual health in Windhoek. You already know that there are above average levels of teenage pregnancy and sexually transmitted infections among 14- to 16-year olds in the area. What ethical dilemmas will you face with this project? SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Namibian Case Studies of Social Marketing
NaSOMA Bank Windhoek Ministry of Health, SOS Childrens village SPCA & etc.. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 END Of Unit 2 SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015