Professional Documents
Culture Documents
Rengasamy's Introduction To Social Marketing
Rengasamy's Introduction To Social Marketing
Adopting Grown up
Philip Kotler
Compiled by
S.Rengasamy
Contents
Why Social Marketing ............................................................................................................................................ 3 Diagram - Social Marketing Framework ................................................................................................................. 4 What is Social Marketing ....................................................................................................................................... 5 Box: Social Marketing ............................................................................................................................................ 5 Box: Roots of Social Marketing .............................................................................................................................. 5 Box: 8 Social marketing Criteria ............................................................................................................................. 6 Picture: Breast Feed -Be a Star ............................................................................................................................... 6 Box: Commonality in social marketing definitions ................................................................................................. 7 Posters: Social Marketing Posters .......................................................................................................................... 7 Table: Overview of Social Marketing ..................................................................................................................... 8 Box: Why is social marketing needed? Stages of SM .............................................................................................. 9 Why is social marketing needed? ....................................................................................................... 9 How does social marketing work? ...................................................................................................... 9 Product ....................................................................................................................................................... 9 Price ............................................................................................................................................................ 9 Place............................................................................................................................................................ 9 Promotion .................................................................................................................................................. 9 Social Marketing - Stages of Change .............................................................................................................. 9 Table: Definition of Marketing and Sales ............................................................................................................. 10 Diagram: Key Attributes of Social Marketing ....................................................................................................... 11 Box: Activities related to Marketing Promotion ................................................................................................... 11 Box: Examples of Exchange .................................................................................................................................. 11 Box: Product, Price, Place and Promotion in Social Marketing ............................................................................. 12 Diagram: Behavior Change - Social Marketing Selling Behaviors .......................................................................... 12 Behavior Change - Social Marketing Selling Behaviors................................................................................. 12 Box: A) Benefits people may want B) Social Marketing Logic Model C) Defining the Problem Correctly Box: Social marketing Basic Theoretical understanding .................................................................................... 14 Types of social change, by time and level of society ............................................................................................ 14 Social Marketing Basic Theoretical understanding .................................................................. 14 Table: Services Marketing ........................................................................................................................... 15 Box: A) Marketing Mix Decision C) Framework Segmenting the Audience .................................................. 17 Box: Phases/Steps in Social marketing campaigns ............................................................................................... 18 Box: Example of a social marketing campaign aimed at young people................................................................. 18 Example of a social marketing campaign aimed at young people ........................................... 18 What Social Marketing is and what is not ............................................................................................................ 19 Posters: Social Marketing Posters ........................................................................................................................ 19 Social Marketing and Family Welfare in India ...................................................................................................... 19 Evolution of Social Marketing in India.................................................................................................................. 20 Table: Social Marketing of Contraceptives in India : Milestones ......................................................................... 21 Achievements of the Social Marketing Programme in India ................................................................................. 21 Table: Achievements of the Social Marketing Program in India ........................................................................... 22
Dr. Wiebe (1952) raised the question Why cant we sell brotherhood like we sell soap? This statement implies that sellers of commodities like soap are generally very effective while sellers of social causes are generally ineffective. Wiebe examined what conditions or characteristics accounted for the relative success or failure of social campaigns. He found that more the conditions of the social campaign resembled those of a product campaign, the more successful the social campaign. Joe McGinnes wrote a bestselling book,The Selling of the President and John K. Galbraith remarked that everything and anything can be sold by Madison Avenue. Social marketing is increasingly used to sell condoms to yoga.
Why Social Marketing These are the kinds of actions that can benefit an entire community. If people treat everyone equal there wont be any communal tension. If people adopt healthy habits they will be definitely safer and healthier, put less of a strain on the health care system. If people use mass transit, the highways will not be clogged and the air will be cleaner. The Situation Couldn't Be Worse... But, if these things are ever going to happen, society An organization is facing a financial needs some help. All these actions require an individual, crunch. Membership is down, interest or a community, to change a behavior in order to in the programs is dwindling, improve the quality of life for that individual, or for the organization profile in the community community as a whole. Individuals have to change their has never been lower, and attracting behavior. And behavior change is what social marketing volunteers couldn't be more difficult. The board members lie awake at is all about. night wondering, "what in the world Social change happens when you change internal you're responsible for marketing the attitudes, external structures, and/or work to make organization's programs or activities, behavior unnecessary. Lets use the example of highway the answer may lie in two simple traffic safety. You can try to change internal attitudes words: social marketing. about seat belt use by convincing people through education and persuasion. You can try to change external structures, those outside the individuals control, by using public policy to mandate seat belt use. Or, you can move all the
If you have a message that you want people to receive you can use social marketing techniques to get your message across
can we do to turn things around?" If
S.Rengasamy Social Marketing for Social /Development Workers way upstream and create cars and highways that are so safe you dont need to convince or mandate that people use seat belts; thus, making the individual behavior unnecessary. Social change is a messy process and not the purposeful action of an architect. It is the synergy of efforts of multiple change agents. Many practitioners believe that permanent, large-scale behavior change is best achieved through changing community norms a process that can require time and patience.
Social marketing is the utilization of marketing theories and techniques to influence behavior in order to achieve a social goal. In other words, social marketing is similar to commercial marketing, except that its goal is not to maximize profits or sales; the goal is a change in behavior that will benefit society such as persuading more people to use efficient lighting. Of course, there are thousands of ways to work towards social goals, not all of which involve social marketing. Attempts to accomplish social goals can be divided into two categories: behavioral and non behavioral. For example, to prevent highway fatalities, one could install air bags in cars (non behavioral) or one could persuade more people to wear seat belts (behavioral). Non behavioral solutions tend to be in the area of technology. Behavioral solutions, on the other hand, often require social marketing.
Diagram - Social Marketing Framework
So how does social marketing work? Take a look at figure below. Everything above the dotted line is involved in changing behavior; this is social marketing. The behavior is the goal the specific action you want a specific audience to undertake. Whether people engage in a behavior is based on how they view that decision, or their perceptions: What are the benefits? Does it seem difficult to do? Can someone like us do it? Are other people doing it? Will people laugh at us if we do it? People dont change behaviors easily. In fact, people are more Social Marketing Framework likely to adopt a new idea quickly if it exhibits these characteristics: It has a relative advantage over what exists Its compatible with social norms Its not too complex It can be tried out Education Information/ Message Determinants, Benefits, Barriers Services, Products & Policy
Behaviour
Regulation
Policy
Non Behavioral
S.Rengasamy Social Marketing for Social /Development Workers What is Social Marketing In basic terms, it's the selling of ideas. In more complicated terms, it's the creation, execution and control of programs designed to influence social change. It uses many principles of commercial marketing - from assessing needs to identifying audiences, developing products and measuring results. But it's also quite different. The Social Marketing .. goal of social marketing is not just a The product benefits individuals and society not onetime business transaction. The goal of shareholders social marketing is to build a long-term Focuses on developing customer / consumer insight relationship between your organization and It is one of a number of interventions, not instead of other interventions its different audiences.
Box: Social Marketing
Social marketing is the systematic be used to inform and enhance strategy development application of marketing, along with other It borrows techniques and tools from commercial concepts and techniques, to achieve marketing that influence purchasing behaviour to specific behavioral goals for a social good. influence social behaviour The aim is to move people to action, Social marketing can be applied to promote not just give them information merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. Although 'social marketing' is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification. The primary aim of 'social marketing' is 'social good', while in 'commercial marketing' the aim is primarily 'financial'. This does not mean that commercial marketers cannot contribute to achievement of social good. Increasingly, social marketing is being described as having 'two parents' - a 'social parent' = social sciences and social policy, and a 'marketing parent' = commercial and public sector marketing approaches.
Box: Roots of Social Marketing
The Roots of Social Marketing. Both areas contribute valuable expertise, skills, techniques and theory Two Parents
Social marketing must not be confused with Social media marketing or social advertising . Social marketing has been defined in many different ways since the original offering by Kotler & Zaltman in 1971. Central to most of them is that social marketing is the application of the ideas,
5
S.Rengasamy Social Marketing for Social /Development Workers processes and practices of the marketing discipline to improve conditions that determine and sustain personal, social and environmental health and well-being. Social marketing is constantly evolving from influencing ideas as presented by Kotler & Zaltman (1971) to 'large scale, broad-based, behavior change focused programs' offered by Lefebvre & Flora (1988).
Box: 8 Social marketing Criteria
8 point social marketing National Benchmark Criteria 1 : Clear focus on behavior and achieving specific behavioral goals 2: Centered on understanding the customer using a variety of customer and market research 3: Is theory-based and informed 4: Is 'insight' driven 5: Uses 'exchange' concept and analysis 6: Uses 'competition' concept and analysis 7: Has a more developed 'segmentation' approach (going beyond basic targeting) 8: Utilizes an 'intervention mix' or 'marketing mix' (rather than relying on single methods)
Richard Manoff, suggested that social marketing is more than research, product design and distribution, diffusion of information, or the formulation and implementation of a communication strategy. It may include introduction of a new product (e.g., oral rehydration salts), the modification of existing ones (e.g., iodized salt), restricted consumption of others (e.g., cigarettes, infant formula), and promotion of structural change in existing institutions (e.g., food stamps, hospital practices). Social marketing may be exclusively educational (e.g., restriction of sodium consumption) yet still be obliged to do missionary work with food companies for sodium-reduced products (Manoff, 1985,)
Picture: Breast Feed -Be a Star
In the development community, social marketing has often been defined as the procurement, distribution and promotion of health products (condoms, oral contraceptives, malaria nets for example) for sale at donor subsidized prices. This 'social marketing' approach has been contrasted with efforts to distribute commodities for free or to offer products at their full costs (plus margins) in the commercial marketplace. Andreasen, (1995) defined social marketing as:"the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that
Kotler, Roberto and Lee (2002) defined social marketing as the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups or society as a whole.
The commonality in social marketing definitions is as follows 1. Social marketing as the primary aim of achieving a particular 'social good' (rather than a specific commercial benefit), through the use of specific behavioral goals clearly identified and targeted. 2. Social marketing is a systematic process phased to address short, medium and long-term issues. 3. Social marketing utilizes a range of marketing techniques and approaches
Donovan & Henley (2003) define it as the application of the marketing concept, commercial marketing techniques and other social change techniques to achieving individual behavior changes and social structural changes that are consistent with the UN Declaration of Human Rights. In 2006, the National Social Marketing Centre in the UK produced an updated and more inclusive definition to recognize the different influences on social marketing: "Social marketing is the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioral goals, for a social good". They also go on to describe an additional element of 'health related social marketing' as: "the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioral goals, to improve health and reduce inequalities".
Posters: Social Marketing Posters
Social Marketing
The basic goal of marketing is to influence behavior Whether it be a Using a new green product Adopting a new practice Getting our children/cattle immunized Socially desirable behavior can be achieved as the marketing people convince the people to use new product. When we achieve desirable behavior using marketing methods it is called as Social marketing Since Social Marketing covers a wide range of issues not necessarily connected to commercial considerations it has a wider, if not commercially, desirable perspectives. Understanding, creating, communication and delivering customer value and satisfaction are at the very heart of modern marketing (Kotler and Armstrong). For the past two decades, the focus has been on marketing Social issues using the concepts of exchanges, transactions, segmentation, target marketing, consumer research and positioning Social Change Campaigns often fail because People are uninformed and this makes them harder to reach through conventional media Response to new information increases with audience involvement or interest; if few people are interested, few will respond Response to new information increases with informations compatibility with audience attitudes. People tend to avoid disagreeable information People read different things in information, depending on their beliefs and attitudes Why does this happen? Researchers have cited several factors that dilute mass media effect Audience factors - apathy, defensiveness, cognitive disability Message factors attention, comprehension, perception Media factors appropriateness of media Response- mechanism factors making it easy for the audience to respond In order to bring about change in customer/prospect behavior, the marketer has to first understand the barriers against change by positioning himself/herself in the shoes of the prospect/customer Conditions that favor Social Change Campaigns Monopolization - Could you be the only message or only use that medium exclusively? Canalization - Favorable public attitude base helps to channel existing attitudes and behavior Supplementation mass media communication supplemented by face-to-face communication So for any Social Change program, the marketing challenge is to identify Cause social objective to provide a desirable answer to a social problem Change agent whoever attempts to bring about the social change Target adopters individuals/groups/entire population Channels - communication and distribution pathways which help exchange influence and response between change agents and target adopters Change strategy program adopted to effect change in target adopters attitudes and behaviors Any social (marketing) program attempts to market a social product What is a Social Product? It could be an idea practice tangible object Social marketing requires knowledge of each target adopter group Socio-demographic characteristics Psychological profile Behavioral characteristics These help make accurate predictions Predictions are prerequisites to the ability to influence outcomes Social marketing would have to identify influentials The aim is to neutralize, the opposition and gain support of influentials Influentials could be Permission granting groups Support groups Opposition groups Evaluation groups
10
Marketing promotion includes the following major activities Advertising: Any paid form of non personal presentation and promotion of products, services, or ideas by an identified sponsor Personal selling: Any paid form of personal presentation and promotion of products, service, or ideas by an identified sponsor Publicity: Any unpaid form of non personal presentation and promotion of products, services, or ideas where the sponsor is unidentified. Sales Promotion: Miscellaneous paid forms (special programs, incentives, materials, and events) designed to stimulate audience interest and acceptance of a product
Box: Examples of Exchange
Examples of Exchange
You give me $.1.00 You give Me Momentary discomfort Money /Time You Get A Pepsi /A thirst quencher /Good taste /Fun /Youthful feeling Girl /Boyfriend You get A nicer community /Better recreation areas / Better environmental & physical health / The same wild fruits that our grandparents enjoyed
11
Box: Product, Price, Place and Promotion in Social Marketing Product, Price, Place and Promotion in Social Marketing In business, these terms speak for themselves. The product is what you sell, the price is what the customer pays, the place is where the product is sold, and the promotion is what you do to attract the buyer. Social marketers have added another factor - participation - and added a different slant. The social marketing "Ps" are defined below: Product: The idea, belief or habit your target audience must accept, adopt or change to meet its needs. Example: The idea you want the public to accept is that membership in your organization is personally rewarding. Price: The cost in terms of modified habits, changed beliefs, time or money that your target audience will have to bear to meet its needs. Example: You tell the public the cost of joining the group is limited to time only. There is no fee, but members must attend a weekly meeting. Place: The location or medium through which your audience will receive the message. Example: Your group holds a meeting of potential members at the municipal office so people can judge the organization for themselves. Promotion: The medium or message that attracts attention to your product. Example: The local radio station advertises the rewarding experiences you'll have if you become a member at the meeting. Participation: The input your audience has in planning, developing and implementing a 'product' it needs. Example: The event planners consulted potential members to see what rewarding experiences they were seeking.
Diagram: Behavior Change - Social Marketing Selling Behaviors
Behavior Change - Social Marketing Selling Behaviors Accept a new behavior (e.g. composting) Reject a new potentially undesirable behavior (e.g. starting smoking) Modify a current behavior (e.g. increasing physical activity from 3 to 5 times a week) Abandon an old undesirable behavior (e.g. talking on mobile whilst driving)
12
Education
Regulation
Motivation
Productn
Price
Place
Promotion
Impact Evaluation
Education Problem It is a simple behavior. Does not require new skills to perform. Benefits are immediately visible. Behavior requires no equipment to perform. Behavior not associated with any social stigma. Barriers to change are not seen as high.
Regulation Problem Marketing Problem Education and Motivation Complicated behavior often require have failed to change lifestyle change or new skills. behavior. Visible benefits are delayed. Behavior causes serious Behavior requires external damage to individual & resources to perform. society. There is an effective behavioral Social consensus is that alternative. the behavior should be Behavior is stigmatized, addictive regulated. or already illegal. Behavior is observable by There is a preferred competing others. behavior. Behavior is susceptible to Barriers to behavior are perceived as effective regulation. high.
13
Education and awareness are necessary but not sufficient strategies for changing behavior. Social marketing uses psychological tools to increase motivation to change.
Behavior change Attendance at Stop smoking clinic Lifestyle change Smoking cessation
Change in norms Administrative change Removal of tobacco advertising from outside a school Organizational change Deter retailers
Policy change Banning of all forms of Tobacco marketing 'Socio-cultural evolution' Eradication of from selling cigarettes to Minors all 14 tobacco related disease
Services Marketing
Services Marketing The service sector The services sector has been growing at a rate of 8% per annum in recent years More than half of our GDP is accounted for from the services sector This sector dominates with the best jobs, best talent and best incomes There is no such thing as service industries. There are only industries whose service components are greater or less than those of other industries. Everybody is in service. -Theodore LevittWhat is a service? It is the part of the product or the full product for which the customer is willing to see value and pay for it. What is a service? It is intangible. It does not result in ownership. It may or may not be attached with a physical product Difference between physical goods and services Physical goods Services Tangible Intangible Homogeneous Heterogeneous Production and Production, distribution distribution are and consumption are separated from simultaneous processes consumption An activity or process A thing Core value produced in Core value processed in the buyer-seller factory interaction Customers do not Customers participate in participate in the production production process Cannot be kept in stock Can be kept in stock No transfer of ownership Transfer of ownership Most products have a service component They could be Equipment based People based varying skill levels Services could meet Personal needs haircuts, tuition, massage parlors Business needs courier services, office cleaning services, delivering fresh flowers Characteristics of services Intangibility Inseparability Perishability Variability Determinants of service quality Reliability delivering on promises Responsiveness willing to help Assurance inspiring trust and confidence Empathy individualizing customers Tangibles- physical representation Moments of truth It is the customer service encounter Every positive or negative experience of the consumer would have fall-out on the overall service experience In services, the last experience remains uppermost in your mind. Therefore, it is not enough to be good, you have to be consistently good Service quality is directly proportional to employee satisfaction When customers visit a service establishment Their satisfaction will be influenced by Encounters with service personnel Appearance and features of service facilities exterior and interior Interactions with self service equipment Characteristics and behavior of other customers Customer Service Expectations Desired Service the wished for service Adequate Service the service that would be acceptable Zone of Tolerance Difference between the desired service and the adequate service
15
Recovery Dont Do Ignore customer Acknowledge problem Blame customer Explain causes Leave customer to fend Apologise for himself /Downgrade Compensate/upgrade Act as if nothing is Lay out options wrong /pass the buck Take responsibility Adaptability Promise and fail to Recognise the seriousness keep them Acknowledge /Anticipate Show unwillingness to Accommodate/Adjust try / Embarrass the Explain rules/policies customer / Laugh at the customer Avoid responsibility Spontaneity Exhibit impatience Take time /Be attentive Yell/laugh/swear Anticipate needs/Listen Steal from customers Provide information Discriminate /Ignore Show empathy Coping Take customers Listen dissatisfaction Try to accommodate personally Explain Let customers Let go of the customer dissatisfaction affect others Types of complainers Passives Voicers Irates Activists Customer complaints It pays to resolve customer complaints On an average only 5 % dissatisfied customers complain. Others simply go over to the competitor
16
Segmenting the Audience Target Audience General Public Who might use/buy? How they engage in the behavior Wants
Step 1: First consider who needs to be persuaded to change their behavior. No need to target women to be examined for prostrate cancer. Also, think about whether certain segments of the audience engage in the behavior differently. Step 2: Consider what your audience wants not just what it needs.Does one part of the audience want something different than another part -- a certain benefit, some kind of approval, a way around a barrier? Maybe that would be a good way to separate your audience into segments.
Perceptions
How to Segment: You cant speak to everybody. Different people respond to different messages. To narrow your target audience, consider some of the factors to the right. Slice your audience into segments. The idea is to narrow the audience into a distinct group, but one still big enough to significantly further your ultimate goal (the social benefit). Then you can talk right to that segment of the audience. Often marketers will start by working on the easiest segment first -- those you think you can win over -- then move on to those more difficult to change. Demographics
Psychograph ics
Step 3: To continue segmenting your target audience, look at other ways to group them, such as shared perceptions, demographics or pyschographics. For example, white girls often smoke believing it will control their weight; this isnt true of most boys, as well as many African American girls. So to get white girls to reject tobacco, you might want to address their concern about weight gain. The key is to make sure there is a reason for your segmentation strategy -- some reason this group needs to be addressed differently than everyone at risk.
Other Issues
Step 4: Once the audience is narrowed, clearly state the profile. Go back and make sure there are reasons for breaking the audience down this way for this behavior. Then, decide which segment or segments to target first Warning: Dont make your audience segment so narrow it wont justify your budget. You dont need a whole campaign to talk to one person.
Individual
17
18
SOCIAL MARKETING IS NOT: Just advertising A clever slogan or messaging strategy Reaching everyone through a media blitz An image campaign Done in a vacuum A quick process
Social Marketing and Family Welfare in India Social marketing is globally recognized as a key strategy for improving access to a wide range of products and services that directly and positively impact the outreach and coverage of health care. From conceptualizing product development, testing and targeted communication to consumer research and market segmentation, social marketing looks at the provision of health care products and services not as a medical problem, but as a sociological issue, and a marketing challenge. Social marketing in the health sector seeks to bring about changes in health seeking behavior by creating access to, and improving the demand for products and services, needed for sustaining the sought after change in behavior. Generally speaking, many products and services for reproductive and child health (RCH) care are commercially sold at prices affordable only by the well-off segments of society. The less well off segments currently rely on public health systems for (typically free of charge) access to RCH products and services. Increasingly however, people with some ability to pay are seeking better quality health care facilities, products, and services at affordable prices. However, this segment of the population, though economically active, usually cannot afford the prices charged by commercial marketing firms. Accordingly, social marketing for RCH aims to distribute commonly needed products at affordable prices to the less well-off (but not necessarily the poorest who may continue to rely solely on distribution by the public health delivery system), segments of the population, through
19
S.Rengasamy Social Marketing for Social /Development Workers commercial networks, and community / NGO based distribution systems. These channels are motivated to stock and sell products on the basis of the financial margins received by them. In this manner, social marketing seeks to provision for health care products through multiple channels. Ideally, the socially marketed products should be available in all pharmacies and other retail outlets in cities, small towns, and rural areas, so as to enhance availability and visibility in every possible manner. Additionally, the product be priced low to enhance affordability and increase outreach and coverage. As the consumers ability to pay increases, he will graduate from relying upon the public health network to the multiple social marketing outlets for the same products, and eventually to commercially marketed products for meeting their needs. Facilitation of this shift is the rationale of the NSSM. Evolution of Social Marketing in India India was one of the first countries globally to adopt the social marketing of contraceptives to extend the coverage and outreach of the then family planning program. By the end of the sixties, commercial marketing of condoms was two decades old. However, these were stocked in a few hundred drugstores / retail outlets known for selling high priced speciality goods to the upper income groups in large cities. Market prices of condoms were very high, and private manufacturers were unable to generate expansion in consumer sales. In the early 1960s, India had introduced a brand of condom, known as "Nirodh" for free supply through government hospitals and primary health centres. There were at the time, comparatively few doctors and clinics, mostly concentrated in urban areas. Six to seven years into the program, it became clear that significantly wider coverage was necessary, if the vast numbers in the rural areas are to be motivated to use the condom, which must be reached out to them. Exclusive reliance on government machinery was proving inadequate, and clearly, the family planning administered through doctors and clinics could not accomplish this task alone. By 1968, private sector companies with extensive distribution networks for consumer products were invited to promote 'Nirodh' in the market. Union Carbide, a manufacturer and distributor of flashlight batteries, Hindustan Lever and Tata Oil Mills, competing manufacturers for cooking oil and bath soap, India Tobacco Company, the premier distributor of cigarettes, and Brooke Bond Tea, the major distributor of tea, were given responsibility for operations within assigned geographic territories. Collectively they covered the entire country. During the eighties, Government launched an oral contraceptive pill called "Mala-D". At the same time, Government initiated massive advertising and awareness campaigns. Up to the late eighties, the campaign spoke of "do ya teen bus", highlighting an average family size of five members. By the nineties, the message was changed to "hum do hamare do", emphasizing the two child norm. Non-Government Organizations (NGOs) also began to participate in the social marketing program, with funding from Government as also from other organizations. In 1987, Parivar Sewa Sanstha. was the first NGO to introduce its own branded condoms in the market. By the early nineties however, most of these private firms had withdrawn from the social marketing program. They were aggrieved that they had not received adequate media support, for which reason they perceived sales as not significantly improving. The cost of distribution was also high. The program was being implemented more and more by social marketing organizations (SMOs) only. SMOs would rather promote their own products than Governments branded products. Moreover, distribution in the urban areas was easier and more cost-effective.
20
S.Rengasamy Social Marketing for Social /Development Workers There was intense competition among the SMOs, who began infiltrating into each others' marketing territories, possibly leading to some unethical practices. Table: Social Marketing of Contraceptives in India : Milestones
1968 Social Marketing of Contraceptives in India : Milestones Social Marketing was launched with 6 leading consumer goods/oil companies with 3 lakh outlets, with area allotted to each. (These were: Lipton, Brooke Bond, Union Carbide, Hindustan Lever, Indian Tobacco Company, Tata Oil Mills). Initially only unlubricated condoms under name Nirodh was launched. Introduction of Trade Bonus Scheme for retailers on purchase of condoms to encourage sale. Introduction of promotional incentive on sale of condoms to SMOs instead of trade bonus on condoms. Lubricated Nirodh added on seeing consumer preference and was named Deluxe Nirodh. A thinner variety, in multiple colours was added in the name Super Deluxe Nirodh. Oral Pills the social marketing program was extended to include Oral Contraceptive Pills with the brand name- Mala-D. Initially, four leading pharmaceutical companies started marketing in the areas allocated to them. These were, Parke Davis Ltd., Hoechst India Ltd., Rallis India Ltd. and Days Medical Stores (Manufacturing) Ltd. Voluntary Organizations included in SMP: Parivar Sewa Sanstha (Marie Stopes) a voluntary organization joined the program and introduced their brand named "Sawan" and "Bliss" under condom and "Ecroz" under Oral Pills. Another Voluntary Organization Population Services International also joined the program and introduced another brand of condom "Masti". Most of the Companies which had active participation and wide outreach withdrew from Social Marketing program . Another low priced Govt. brand of condom to meet the need of the poor section of the society, by the name New Lubricated Nirodh was added to the program. Number of organizations, namely, Hindustan Latex Ltd., DKT, Parivar Kalyan Kendra, FPI etc. joined the program Since then, following the cafeteria approach social marketing organizations brands were introduced in the program. The major prevalent brands under condoms are Zaroor, Mithun, Sawan, Bliss, Milan, Masti, Pick me, Mauj, Sangam, Ustad,and Ahsaas. Under oral pills, the major prevalent brands are Choice, Apsara, Ecroz, Pearl, Suvida, Arpan, and Sugam. Besides, these brands are allowed to be marketed by the SMOs on all India basis as against the Govt. brands (Deluxe Nirodh, Super Deluxe Nirodh and New Lubricated Nirodh) which are allowed to be marketed in the specified territories only. Revision of sale promotion incentive on condoms; Introduction of sale promotion incentive on SMOs brands of condoms also. Introduction of Centchroman, a non steriodal weekly Oral Pill under the brand name Saheli through HLL under social marketing; Product & Promotional Subsidy on sale of Centchroman also provided. Introduction of sale promotion incentive on oral pills. Working Group with all SMOs constituted for evolving the social marketing program strategy
1988
1991
19931995
Achievements of the Social Marketing Programme in India Achievements of the social marketing programme are to be viewed in the context of a wider market structure, which also includes the free Government supply of contraceptives, and the commercial sector. Free distribution, Social Marketing, and Commercial Marketing share the market. While free supply was intended to address the unmet need of 40% of the Indian population below poverty line (BPL), social marketing focuses at the lower (20%), lower-middle (15%), and middle-middle (12%) income brackets, for a 47% share of the Indian population. Commercial marketing targets an estimated 8% upper middle class and 5% upper class.
21
The social marketing organizations currently participating in the program are listed at Annexure II. SMOs market brands, owned and promoted by them within India, without geographic limitation. However, SMOs also market public-sector brands in assigned geographical territories, subject to terms and conditions agreed in each case. The health care products being socially marketed in India include condoms, oral Family Planning Products Market Structure in India contraceptive pills, oral rehydration salts, iron-folic acid tablets, sanitary towels, and mosquito nets. These products are either procured at favorable rates in national or international markets, or sometimes, donated by private foundations or multi - lateral international organizations. Table: Achievements of the Social Marketing Program in India
Achievements of the Social Marketing Program in India 1. Since the introduction of the social marketing program in 1968, awareness regarding condoms and oral contraceptive pills has substantially increased. Current awareness among women of reproductive age is 80% for OCPs and 71% for condoms. 2. Social marketing products have registered large increases in sales since they were launched. Condoms increased from 16 million pieces sold in 1968-69 to 478 million pieces in 1999-2000, and the sales of OCPs increased from 7.24 lakh cycles in 1987-88 to 349 lakh cycles in 1999-2000. The share of Social Marketing now accounts for one third of all condoms and all oral contraceptives distributed annually in India. 3. This is in part reflected in the quadrupling in the Contraceptive Prevalence Rate (CPR) from 10 % of eligible couples in 1971 to 48% of eligible couples in 1998-1999 (NFHS-2), and in the consequent decline of the Total Fertility Rate (TFR) from an average of 5 children per woman of reproductive age in 1971 to 3.3 in 1997. However, condoms and OCPs only account for 10.8% of the current Contraceptive Prevalence Rate. 4. The SMP has helped provide a wider basket of choices and options within each product (condom and the OCP) for the consumer. 5. Number of new products, e.g. oral rehydration salts, iron-folic acid tablets, have recently been introduced, and are further widening the basket of health care products. 6. Several Area Projects in social marketing, commenced as pilot projects in Madhya Pradesh (by a trust of Hindustan Latex Limited) and in Uttar Pradesh (by the State Innovations in Family Planning Services Agency) have clearly demonstrated that there is an unmet need for these products in rural areas, that can be successfully addressed and even gain immense popularity. 7. Over the years, the Government-owned brand name "Nirodh" (GoI-owned brand) also distributed through Social Marketing, has become a generic name for condoms in India.
22