Social Marketing Campaigns and Its Impact on

Customers

TABLE OF CONTENTS
Executive Summary
CHAPTER 1- INTRODUCTION

1.1 Marketing in the 21st Century

10

1.2 A Synopsis of Social Marketing

14

CHAPTER 2- LITERATURE REVIEW

23

2.1 Industry: An Overview

24

2.2 Literature Review

36

CHAPTER 3- RESEARCH METHODOLOGY

45

3.1 Purpose of the Study

46

3.2 Research Objectives of the Study

47

3.3 Research Methodology of the Study

48

3.3.1 Research Design

49

3.3.2 Data Collection Techniques

50

3.3.3 Limitations

52

CHAPTER 4- ANALYSIS & INTREPRETATION

53

4.1 Analysis and Interpretation

54

CHAPTER 5- FINDINGS

68

5.1 Findings

69

CHAPTER 6- RECOMMENDATIONS & CONCLUSION

71

6.1 Recommendations

72

6.2 Conclusion

73

BIBLIOGRAPHY
Annexure

75

Executive Summary
I have completed this project SOCIAL MARKETING AND ITS IMPACT ON
CUSTOMERS after a in-depth analysis of the social marketing activities of the top
companies in the Indian market. I have studied the major players of this industry and
strategies the companies are following for the growth of their business as well as fulfilling the
social needs of the society.
In my study I have collected the data through the primary as well as secondary means of data
collection. I have relied upon a set of questionnaire which is asked to respondents and also
through various business magazines in order to do our comparative analysis and the main
source of our information is through website, helped us in getting a clear understanding of the
company strategies, its history and other various information. I also have referred many thesis
on various companies which gave me an idea how exactly to about research on this industry
and other data published in various newspapers which helped us to keep a track on the recent
development and the future strategies adopted by the companies with respect to social
marketing.

The expansion of the marketing concept combined with a shift in public health policy
towards disease prevention began to pave the way for the development of social marketing.
During the 1960s commercial marketing technologies began to be applied to health
education campaigns in developing countries ( Ling et al 1992, Manoff 1985). In 1971, the
Kotler and zaltman published their seminal article in the journal of marketing. Social
marketing: an approach to planned social change. This was the first time the term social
marketing had been used and is often headed as its birth.
They defined social marketing as the design, implementation and control of programs
calculated to influence the acceptability of social ideas and involving considerations of
product planning, pricing, communications, distribution and marketing research.
In my study I have collected the data through the primary as well as secondary means of data
collection. I have relied upon a set of questionnaire which is asked to respondents and also
through various business magazines in order to do our comparative analysis and the main
source of our information is through website, helped us in getting a clear understanding of the

company strategies, its history and other various information. I also have referred many thesis
on various companies which gave me an idea how exactly to about research on this industry
and other data published in various newspapers which helped us to keep a track on the recent
development and the future strategies adopted by the companies with respect to social
marketing.
In this report I have studied about the top companys strategies for social marketing, the
evolution of social marketing concept, different formats of social marketing, trends in social
marketing in India, challenges of social marketing that has been faced by the companies in
India and future perspectives of the social marketing in India and their short and long term
effect Indian Economy.
I conclude that Social Marketing today, is seen as something more far-reaching, engaging at a
much wider level with business operations and relations with communities. It is not only to
improve a companys economic performance, but to environmental and social impacts as
well. It is essentially about business contribution to sustainable development and how best to
maximize that contribution.
Thus, social marketing is becoming a fast developing mode of marketing by these but social
marketing has still a long way to go, companies still have a long way to go if they want to
create an impact on the people more effectively, social marketing still has a lot of potential
which has to explored by the companies

CHAPTER I
INTRODUCTION

MARKETING IN THE 21st CENTURY

The opening up and the globalisation of the economy is compelling companies to evolve an
altogether new approach to business. The marketing environment is changing rapidly
worldwide and therefore the traditional ways of marketing are no more able to produce the
desired results. There is currently a gap between marketing theory and practice that
companies struggle to bridge. Standard marketing tools rely on fixed, inflexible formats to
help firms decide how to position and promote their products. The coming times will witness
a fierce battle of brands. The communication strategy will therefore need to focus more on
building brands rather than on achieving short-term gains.
Marketing essentially encompasses several basic beliefs, like:
(a)
(b)
(c)
(d)

Those asses of the company have little value on their own.

That a companys livelihood is based on providing customer satisfaction.
That customer are attracted through promises but held by satisfaction.
That marketing can make the promises, but it requires an entire organisation to create

customer satisfaction.
(e) That marketing must permeate other organizational units and influence them to
contribute positively towards the attainment of marketing and, subsequently,
corporate objectives.
One of the most visible aspects of marketing is promotion. It includes all of the activities
carried out by business organisations in order to communicate with potential and existing
customers. There is different means promotion-marketing communication. These are
collectively referred to as, promotional mix. The four major tools in the traditional
promotional mix are advertising, sakes promotion, publicity and personal selling.

In the present scenario, these traditional promotional tools so not suffice the needs of an
organization. Hence most of them employ a broadened promotional mix, which apart from
above mentioned tools include sales talk,, bait promotion, shop garnishment, extensive
exposure, customer relations, impulsive mail, and emissary-style promotion.
In a competitive market, brands need to be supported through promotion throughout their
useful life. New brands need to be promoted to create awareness and a favourable
predisposition in the minds of the target audience. It is therefore not surprising with the rise
in competition media billing of the films has been raising exponentially.
7

With the proliferation of satellite channels the media availability has undergone a radical
change. A large percentage of population watches TV regularly and most of them have cable
connections. But, interestingly, the audience today is more fragmented and volatile as
compared to that in the early 1990s.
Today, noise levels have risen to the extent that advertising through mass media is in effective
unless it is innovative enough to draw the attention of the audience. Not prepared to take
anychance, firms are not only spending on advertising, they are also approaching that
prospects directly through mail and other communications. To avoid the risk of putting all
their eggs in one basket most of the firms are now pursuing the policy of multiple channels
and multiple media advertising.

CHALLENGES FOR MARKETERS

In the 21st century, marketers will need to contend with the five major challenges to be able to
cope successfully with the emerging turbulent environment, as well as to take advantage of
any existing and potential business opportunities in the environment.

These are:

The changing needs and expectations of consumers.

Changing expectations of the role of the business on society.
Harsh economic conditions.
Greater competitive pressures worldwide.
Conducting business in newly liberalized countries,, where important marketing
service anf facilities are either inadequate or non-existent.

SOCIETYS EXPECTATIONS
Citizens of liberal societies generally harbour very high expectations of business and other
institution. They, for example, expect businesses to fulfil their basic and traditional purpose
of creating economic values as well as perform the philanthropic role of social
responsibility. This basically implies that marketing and other executives should make a
sustained effort to relate their economic goals and activities to the changing needs and
expectations of the social environment in which they are a constituent part.
In order to cope up with the changing scenario and to take the advantage of emerging
opportunities, it is vital for the managers to incorporate new innovative ideas in the field of
marketing.
Thanks to the multi-media effort, while everyone seems to know about Stripey and may go
aaawww, chochweet to the TV commercial, it takes a lot more than that to save the Tiger.

CONSUMER DEMANDS

A liberalized economy elicits greater expectations for high-quality goods and services at
affordable price. Unless they are satisfactorily met. Such expectations can very easily
culminate in consumerism that is, a movement evoked by a desire to augment the rights
and powers of the buyers in relation to those of producers and sellers. Besides, consumers
and other members of the society expect marketers to conduct their operations in ways that
have been negligible or no potential to exacerbate the already alarming depreciation of the
quality of the physical environment, and to create products that have minimum negative
impacts on the fragile ecosystem upon which humanitys future is so dependent.

10

A SYPNOSIS OF SOCIAL MARKETING

Introduction
The term social marketing was first coined by Kotler and Zaltman in 1971to refer to the
application of marketing to the solution of social and health problems. Marketing has been
remarkably successful in encouraging people to buy products such as Coca Cola and Nike
trainers, so , the argument runs, it can also encourage people to adopt behaviors that will
enhance their own- and their fellow citizens-lives. Many social and health problems have
behavioral causes: the spread of AIDS, traffic accidents and unwanted pregnancies are all the
result of everyday, voluntary human activity. The most dramatic example of this is tobacco
use, which kills one in two smokers ( Peto 1994) an estimated 6 million people in the UK
alone since the health consequences were first established in the early 1950s. Social
marketing provides a mechanism for tracking such problems by encouraging people to adopt
healthier lifestyles.
However, health problems have a social, as well as an individual, dimension. This
phenomenon is most clearly demonstrated by the epidemiological data which shows that
poverty is one of the most consistent and basic predicators of ill-health in the UK (Smith
1997, Jarvis 1994, Marsh and MacKay 1994), Europe ( Whitehead and Diderichsen 1997),
the USA (McCord and Freeman 1990, Pappas et al 1993) and the southern hemisphere
( WHO 1995). The lack of opportunity, choice and empowerment it generates prevents people
from adopting healthy lifestyles. Social marketing also has a great deal to offer here by
influencing the behavior, not just of the individual citizen, but also of policy makers and
influential interest groups. Social marketers might target the media, organizations and policy
and law makers.
Social marketing, like generic marketing is not a theory in itself. Rather, it is a framework or
structure that draws from many other bodies of knowledge such as psychology, sociology,
anthropology, and communications theory to understand how to influence peoples
behavior(Kotler and Zaltman, 1971). Like generic marketing, social marketing offers a
logical planning process involving consumer oriented research, marketing analysis, market
segmentation, objective setting and the identification of strategies and tactics. It is based on
the voluntary exchange of costs and benefits between two or more parties (Kotler and
Zaltman, 1971). However, social marketing is more difficult than generic marketing. It
11

involves changing intractable behaviors, in complex economic, social and political climates
with often very limited resources (Lefebvre and Flora, 1988). Furthermore, while, for generic
marketing the ultimate goal is to meet shareholder objectives, for the social marketer the
bottom line is to meet societys desire to improve its citizens quality of life. This is a much
more ambitious and more blurred bottom line.

12

THE DEVELOPMENT OF SOCIAL MARKETING

Social marketing evolved in parallel with commercial marketing. During the late 1950s and
early 1960s marketing academics considered the potential and limitations of applying
marketing to new arenas such as the political or social. For example. In 1951, Wiebe asked
the question, Can brotherhood be sold like soap? and suggested that the more a social
change campaign mimicked that of a commercial marketing campaign, the greater likelihood
of its success.
To many, however, the idea of expanding the application of marketing to social causes was
abhorrent. Luck (1974) objected on the grounds that replacing a tangible product with an idea
or bundle of values threatened the economic exchange concept. Others feared the power of
the marketing, misconceiving its potential for social control and propaganda ( Laczniack et al
1979). Despite these concerns, the marketing concept was redefined to include the marketing
of ideas and the consideration of its ethical implications.
The expansion of the marketing concept combined with a shift in public health policy
towards disease prevention began to pave the way for the development of social marketing.
During the 1960s commercial marketing technologies began to be applied to health
education campaigns in developing countries ( Ling et al 1992, Manoff 1985). In 1971, the
Kotler and zaltman published their seminal article in the journal of marketing. Social
marketing: an approach to planned social change. This was the first time the term social
marketing had been used and is often headed as its birth.
They defined social marketing as the design, implementation and control of programs
calculated to influence the acceptability of social ideas and involving considerations of
product planning, pricing, communications, distribution and marketing research.
In practice, social marketing was being explored by a number of people at the same time,
including Paul Bloom, Karen Fox, Dick Manoff, BillNovello. Early examples of social
marketing emerged during 1960s as part of international development efforts in third world
and developing countries ( Manoff 1985, Walsh et al 1993). For example family planning
programs in Sri Lanka moved away from clinical approaches and examined the distribution
of contraceptives through pharmacists and small shops (Population services international
1977). They began to experiment with marketing technicians such as audience segmentation
and mass communications. Similarly, rehydration projects in Africa began to take a more
13

consumer oriented approach to program development. Important initiatives in the developed

world included the Stanford Heart Disease Prevention Program, the National High Blood
Pressure Prevention program,, and the Pawtucket Heart Health program. While many of these
early programs were primarily exercised in the social communications, they were important
for the inception of the social marketing. By the 1980s academics were no longer asking if
marketing should be applied to social issues, but rather how could this be done? During this
period, practioners shared their experiences and made suggestions for the development of the
social marketing theory and practice ( Ling et al 1992). Fox and kotler (1980) explored the
evaluation of social marketing project sand found that many studies were poorly designed
and conducted. In 1981, Bloom and Novelli reviewed the first ten years of social marketing
and advocated more research to dispel criticism that social marketing lacked rigor or theory.
They identified a need for research to examine audience segmentation, choosing media
channels and designing appeals, implementing long term positioning strategies, and
organizational and management issues ( Bloom and Novelli, 1981).
Lefebevre and Flora (1988(and Hastings and Haywood ( 1991,94) then gave social marketing
widespread exposure in the public health field, generating lively debates about its
applicability and contribution. While social marketing was being practiced in many countries
by this time, the publication of these papers was followed by the widespread growth in the
popularity (Lefebre, 1996). Centers of expertise began to merge, most notably at the College
Of Public Health at the university of South Florida, the centre for Social Marketing in
Scotland and Et Carleton University in Canada.

DEFINING SOCIAL MARKETING

A social marketing campaign or program contains the following elements: a consumer
orientation (Lefebvreand Flora 1988, Lefebvre 1992b, Anderson 1995), an exchange
(Lefebvre and Flora 1988, Leefebvra 1996,Leather and Hastings 1987) and a long term
planning outlook (Anderson 1995).
a) A Consumer Orientation
Consumer orientation is probably the key element of all forms of marketing,
distinguishing it from selling and product and expert driven approaches
( Kotler et al 1996). In social marketing, the consumer is assumed to be an active
14

participant in the change process. The social marketer seeks to build a relationship
with the target customers overtime and their input is sought at all stages in the
development of a program through formative, process and evaluative research.
In short, the consumer centered approach of social marketing asks not what is wrong
with these people, why wont they understand? but, what is wrong with us? What
dont we understand about target audience?
b) An Exchange
Social marketing not only shares generic marketings underlying philosophy of
consumer orientation, but it also its key mechanism, exchange (Kotler and Zaltman
1971). While marketing principles can be applied to a new and diverse range of
issues- services, education , high technology political parties, social change- each with
their own definitions and theories, the basic principle of exchange is at the core of
each(Bagozzi 1975). Kotler and Zaltman argued that: marketing does not occur
unless there are two or more parties, each with something to exchange, and both able
to carry out communications and distributions (p4).
Exchange is defined as an exchange of resources or values between two or more
parties with the expectation of some benefits. The motivation to become involved in
an exchange is to satisfy the needs (Houston and Gassenheimer, 1987). Exchange is
easily understood as the exchange of goods for money, but can also be conceived in a
variety of other ways: further education in return for fees; a vote in return for lower
taxes; or immunization in return for the peace of mind that ones child is protected
from rubella.
Exchange in social marketing puts a key emphasis on voluntary behavior. To facilitate
voluntary exchanges social marketers have to offer people something that they really
want. For example, suppose that during the development of a programme to reduce
teenage prevalence of sexually transmitted diseases (STDS) by encouraging condom
use, research with target finds that they are more concerned with pregnancy than
STDs. The social marketer should consider highlighting the contraceptive benefits of
condoms, rather than, or at least as well as, the disease prevention ones. In this way
consumer research can identify the benefits which are associated with a particular
behavior change, thereby facilitating the voluntary exchange process.
c) Long- term Planning Approach
15

Like generic marketing, social marketing should have a long term outlook based on
continuing programs rather than one- off campaigns. It should be strategic rather than
tactical. This is why the marketing planning function has been a consistent theme in
social marketing definitions, from kotler in 1971 to Andreasen in 1996.
The social marketing planning process is the same as in generic marketing. It starts
and finishes with research, and research is conducted throughout to inform the
development of the strategy. A situational analysis of the internal and the external
environment and of the consumer is conducted first. This assists in the segmentation
of the market and the targeting strategy. Further research is needed to define the
problem, to set objectives for the program and to inform the formulation and
marketing strategy. The elements of social marketing mix are then developed and
pretested, before being implemented. Finally, the relative success of the plan is
monitored and the outcome evaluated.
d) Moving Beyond the Individual Customer
Social marketing seeks to influence the behavior not only of the individuals but also
of groups, organizations and societies (e.g. Hastings et al 1994c, Lawther and Lowry
1995, Lawther et al 1997, Murray and Douglas 1988). Levy and Zaltman (1975)
suggest a sixfold classification of the types of change sought in social marketing,
incorporating two dimensions of time (short term and long term) and three dimensions
of level in society ( micro, group, and macro). In this way social marketing can
influence not just individual consumers, but also the environment in which they
operate.
Group and macro level changes are important because they also impact on health and
lifestyle decisions. For example, peoples choices about taking up exercise may be
limited by their income, local service provisions or social mores. Macro- level factors
can also have a more direct impact on health: for example, the presence of fluoride in
the water (whether natural or artificial) can improve dental health, especially among
children. This example demonstrates that there are many measures that can be taken
to improve peoples health without the individual citizen having to do anything at all.
Better roads, reduce industrial pollution and improved safety standards on cars are
similar examples.

16

Departures from Commercial Marketing

There are some important differences between social and commercial marketing.
Specifically, in social marketing:

The products tend to be more complex

The demand is more varied

The target groups are more challenging to reach.

Consumer involvement is more intense.

The competition is more subtle and varied.

1. THE PRODUCTS ARE MORE COMPLEX

The marketing product has traditionally been conceived of as something tangible- a physical
good which can be exchanged with target market for a price and which can be manipulated in
terms of characteristics such as packaging, name, physical attributes, positioning and so on.
As marketing has extended its scope beyond physical goods, marketers have had to grapple
with formulating product strategy for less tangible entities such as services. In social
marketing, the product is extended even further from the tangible to encompass ideas, and
behavior change. This complexity makes social marketing products difficult to conceptualize.
As a consequence, social marketers have a bigger task in defining exactly what their product
is and the benefits associated with its use.

2. Varied Demand
Marketing cannot create needs but commercial marketers do manage to harness needs
previously unknown for new product categories such as CDs catalytic converters and new
washing powders. Social marketers must not only uncover new demand, but in addition must
frequently deal with negative demand when the target group is apathetic about or strongly
resistant to a proposed behavior change. Young recreational drug users, for instance, may see
no problems with their current behavior (Anderson 1997). In this situation, social marketers
must challenge entrenched attitudes and beliefs. Demarketing approaches may help here
( Lawther et al 197, Hastings et al 1998).

17

Rangun et al (1996) suggest a typology of the benefits associated with a behavior change.
The benefits may be: tangible, intangible, relevant to society. Demand is easier to generate
where the benefits are both tangible and personally relevant. In those situations where the
product benefits are intangible and relevant to society rather than the individual (as with
CFCS in aerosols), social marketers must work much harder to generate a need for the
product. This, they argue, is the hardest type of behavior change, as the benefits are difficult
to personalize and quantify.

3. Challenging Target Groups

Social marketers must often target groups who commercial marketers tend to ignore: the least
accessible, hardest to reach and least likely to change their behaviour. For example, health
agencies charged with improving population health status must, if they are to avoid widening
health inequalities further in the general population (whitehead 1992, Smith 1997), target
their efforts to those groups with the poorest health and the most needs (Hastings et al
1998b). Far from being the most profitable market segments, these groups often constitute the
least attractive ones: hardest to reach, most resistant to changing health behaviour, most
lacking in the psychological, social and practical resources necessary to make thechange,
most unresponsive to interventions to influence their behaviourand so on. This poses
considerable challenges for segmentation and targeting.

4. Greater Consumer Involvement

Marketing traditionally divides products into high and low involvement categories, with the
former comprising purchases for items such as cars or mortgages which are expensive,
bought infrequently, risky and highly self-expensive (Kotler 1994) and the latter comprising
items such as confectionery or cigarettes which are much more habitual. High involvement
products typically command careful consideration by the consumer (central processing) and
demand detailed factual information from the marketer. Low investment products are
consumed much more passively, with very limited (or no) search and evaluation peripheral
processing, and simple advertising emphasizing visual symbols and imagery (ibid) is
called for.
Both the categorization scheme- high and low- and its marketing implications need to be
extended in social marketing. Social marketing frequently deals with products with which the
18

consumer is very highly involved (complex lifestyle changes such as changing ones diet fall
into this category). While high involvement can result in a motivated and attentive consumer,
high involvement may be associated with feelings of anxiety, guilt and denial which inhibit
attempts to change. At the other extreme, social marketers might seek to stimulate change
where there is very low or no involvement for example, persuading Scots to save water.

5. More Varied Competition

Social marketers like their commercial counterparts, must be aware of their competition
(Andreasen 1995). The most obvious source of competition is social marketing is the
consumers tendency to continue in his or her current behavioral patterns, especially when
addiction is involved. Inertia is a very powerful competitor. Other sources of competition
involve alternate behaviors. For example, time spent donating blood is a time which the
consumer could spend doing other more enjoyable, more convenient and more personally
beneficial activities.
Competitive organizations include other health promoters, educators or government
organizations trying to use similar methods to reach their target audiences. For example, the
typical doctors surgery in the UK displays such a plethora of leaflets and posters that any
message or idea stands little chance of being noticed. Social marketers must then be
innovative and careful not to overwhelm target audience. Finally, one of the most serious
forms of competition comes from commercial marketing itself where this markets unhealthful
or unsocial behaviours. The most obvious examples are the tobacco and alcohol industry.

CHAPTER II
19

LITERATURE REVIEW

20

Literature Review to Inform Social Marketing Objectives, and Approaches, and

Behavioural Change Indicators
Matamua&Kahukura(2010)hasanalysed the current relevant domestic and international
literature that concerns social marketing. In particular this report concentrates on the
effectiveness of regeneration initiatives to grow the status and awareness, acquisition, uptake,
proficiency, use, maintenance and continued growth of an indigenous language through
intergenerational transmission. The study has focused on the impact of social marketing
activities and their value on language promotion and use. The literature suggests that there are
probable benefits for
Implementing a social marketing programme. However, such a programme will need to be
well structured, focused on a targeted and researched based.A social marketing programme
must involve the basic Ps of marketing, including product, promotion, price, placement and
people. Furthermore, it would be advantageous to implement a framework similar to the 10
stage process included in this report which includes defining the product, investigating
customer needs, defining the market, making the product attractive, promoting the product,
anticipating and challenging counter propaganda, distributing the product, pricing and yields,
evaluating the product and marketing strategies and revising the marketing strategy.A social
marketing programme focusing on needs to have a defined product and concentrate on a
particular target audience. The evidence shows that language use is a priority area for, which
can also be influenced by social marketing. In addition, a programme related to increasing the
use would be best marketed at individuals who have existing language proficiency, but who
are not utilising their abilities.
Social Marketing
Kotler and Zaltman (1971) first defined social marketing as,
The design, implementation and control of programmes calculated to influence the
acceptability of social ideas involving considerations of product planning, pricing,
communication, distribution, and marketing research.
Some thirty plus years later, Kotler along with Roberto and Lee (2002) redefined social
marketing in the following manner,

21

Social marketing is the use of marketing principles and techniques to influence a target
audience to voluntarily accept, reject, modify, or abandon behaviour for the benefit of
individuals, groups, or society as a whole.
In essence, social marketing involves using existing traditional marketing principles and
techniques such as product, price, promotion and placement, to influence behavioural change
and to achieve socially desirable goals. As Andreasen (2006: vii) states,
Social marketing is simply about influencing the behaviour of target audiences.
Donovan & Henley (2003) further develop the definition of social marketing describing the
processas,The application of commercial marketing technologies to the analysis, planning,
execution, and evaluation of programmes designed to influence the voluntary or involuntary
behaviour of target audiences in order to improve the welfare of individuals or society
Social marketing differs somewhat from commercial marketing which relies on legal,
economic and coercive forms of influence. Rather, social marketing is reliant on voluntary or
involuntary compliance with no guarantee that a direct benefit or immediate payback will
result from the proposed behavioural change. The key difference between social marketing
and commercial marketing is its purpose (Weinreich 1999: 4), (Donovan, 2005).
Commercial marketing highlights the benefits for the individual or the marketers, e.g. sales,
profit, returns, etc, whereas social marketing concentrates on gains for a society (Andreasen,
1995). Furthermore, social marketing does not focus on profit and organisational benefits,
butrather the level of influence and behavioural change that occurs. It must also be noted that
this type of behavioural change is more than just awareness or attitude change (Lefebvre
&Rochlin. 1997). Therefore this means that social marketing tends to be more complex than
commercial marketing, and the issues that social marketing attempts to address are often
complex and difficult. Perece, Bellringer& Abbott, (2005: 23) state,
The issues are likely to be far more complex (e.g. reducing harmful gambling or smoking
behaviours versus purchasing products such as a can of coke or a bike). The number and
nature of relationships can be far more complex (e.g. buying shelf space in a supermarket
compared to negotiating with politicians, Government agencies, General Practitioners and
service providers to fund and deliver specific services; trying to get industry to restrict
22

products that can contribute to harmful behaviours, particularly were it adversely affects their
bottom line)
Even with the complexities of the issues, social marketing still provides tools and concepts
that can be used to impact upon the social influence process. All that is needed is a target
audience and a behaviour that one wants to influence (Andreasen, 2006: 6). Social marketers
are also well aware of the fact that societies are constantly in a state of change and are
continually seeking ways to influence their development and evolution. Social marketing is
therefore in a prime position to impact upon the development of society and its various
behaviours

A DAY SOCIAL MARKETING CONCEPT

A Review of the Literature
Social marketing, or using commercial marketing techniques to design and implement
programs to promote socially beneficial behavior change has increased within the public
health sector in recent years (Grier & Bryant, 2005, p. 319). Social marketing is a
continuous process consisting of planning, formative research, development of strategies,
development of the program, pre-testing of the materials or products intended to be used,
implementation and evaluation (Grier & Bryant, 2005). While similar to education in that it
provides information to consumers, social marketing functions as an outlet of choice. Social
marketing intends to influence the choices of consumers relative to behavior change. Social
marketing is intended to facilitate the process among consumers of accepting and adopting or
rejecting and abandoning specific behaviors (Grier and Bryant, 2005). Primary theories
behind social marketing include the health belief model, stages of change theory and social
learning theory (Heimdinger and VanDuyn, 1995). The Health Belief Model attempts to
explain, but also predict health behaviors by examining current attitudes and behaviors held
by individuals. Further, it maintains that individuals will engage in specific health behaviors
if in fact they feel that it will avoid a negative consequence, can identify a positive outcome
associated with adopting the health behavior, and believe that they can actually adopt the
behavior (Glanz, Rimer& Lewis, 2002). Stages of Change Theory, also known as the
Transtheoretical Model place individuals in a continuum of stages of readiness related to
change (Prochaska, DiClemente& Norcross, 1992). Stages range from pre-contemplation to
23

maintenance, with the ability to vacilate between stages as well. External variables, as well as
internal variables can also affect the individuals stage of readiness. Exchange Theory (Social
Learning theory) provides additional theoretical background related to the motivation for
change. Exchange Theory maintains that participants act out of self-interest and must give up
something (a particular behavior) in exchange for something else (the new behavior) (Grier &
Bryant, 2005).

Successful social marketing programs have utilized these theories in

combination with social marketing techniques to elicit long term health behavior changes.
Examples include campaigns to reduce smoking rates, increase work place safety, increase
physical activity among adolescents, increase incidence of early detection of breast cancer
through increased mammograms and others (Grier & Bryant, 2005).
Audience segmentation reinforces the concept that social marketing cannot be everything to
everyone. Target audiences are imperative in documenting effective programming (Grier&
Bryant, 2005). Consumer research functions as one of the most important aspects of social
marketing, with an emphasis on understanding the needs of the target audience to maximize
effectiveness of the program. Also considered are the perceptions of the product, benefits,
costs and other factors that may serve as barriers to adopting the behaviors (Grier& Bryant,
2005). Social marketing consists of the four Ps: product, place, promotion and price. In
terms of health behavior changes, the product is the new behavior that health professionals
would like consumers to adopt. In traditional or commercial marketing, the alternative to the
product would be analyzed. In the case of social marketing, the competition is the behavior
that is being exchanged for the new behavior. In social marketing, the product refers to the
set of benefits associated with the desired behavior or service usage (Grier & Bryant, 2005,
p. 323). In commercial marketing, place refers to the location of goods or services that are
purchased. In social marketing, place is in fact where and when the target market will
perform the desired behavior, acquire tangible objects or receive associated services (Grier
& Bryant, p 323). This includes the actual physical location of the outlets for services, but
also the hours the outlet is in operation, the attractiveness of the facility, and accessibility to
the services. Organizations and people that may provide the services identified may also be
included in consideration of place (Grier & Bryant, 2005). Price refers to the cost or
sacrifice exchanged for the promised benefits (Grier & Bryant, 2005, p. 323). The aspect of
price couples with Social Learning Theory in that a consumer must give up a particular
behavior in exchange for a new one. The price involved may refer to the financial cost of the
behavior change, but also the social or emotional price, physical cost or other perceived
24

sacrifice in exchange for benefits from adopting the new behavior. Promotion consists of the
communication mechanisms used to share the benefits of the product (intended behavior), as
well as any associated goods and services associated with the product (Grier & Bryant, 2005).

LITERATURE

REVIEW

TO

INFORM

SOCIAL

MARKETING

OBJECTIVES
(Lana Perese, Dr Maria Bellringer and Professor Max Abbott, 2005)
This chapter details the review of literature, covering the eight areas indicated within the
terms of reference. The review starts with overarching definitions of social marketing and
discusses the effectiveness of social marketing and public health approachesin areas other
than gambling. Thisleadsinto the public health implications of gambling and problem
gambling and is followed by a section on risk and protective factors for gambling harm at
individual, community and environmental levels together with a comment on where there are
information gaps in the knowledge base. A description of gambling behaviours and attitudes/
perceptions towards gambling. Relevant behaviour change theories that could be applied to
social marketing approaches to prevent and minimise gambling harm are identified. This
leads into a section detailing the identification of information that could inform the
development of behaviour change indicators (benchmarks) for measuring the impact of
public health and social marketing approaches to prevent and minimise gambling harm. This
chapter concludes with an overview of the competition particularly amongst target audiences
(e.g. industry marketing strategies) followed by identification of the context of services and
coordination of them for preventing and minimising gambling harm in New Zealand.
3.1 Social Marketing
In this section the concept of social marketing in the context of informing the current
literature review to prevent and minimise gambling related harm, is examined. In particular,
thissection seeksto:
Define social marketing
Discuss key principles and practices ofsocial marketing

25

 Describe how the discipline differs from commercial marketing and other public health
efforts
Briefly describe social marketing efforts(in the context of public health) applied to other
areas and their effectivenessfor different population groups
Discuss the implications for the application of social marketing to prevent and minimise
gambling-related harm within the New Zealand context
3.1.1 Defining social marketing
The origin ofsocial marketing stemsfrom the discipline of commercial marketing, with Wiebe
in 1952 posing the question Why cant brotherhood be sold like soap? Wiebe reached the
conclusion that societys aspirations could benefit from applying commercial marketing
techniques (Wiebe, 1952). Since itsinception in 1971, the term social marketing has been
redefined and subject to debate and discussion amongst academics and practitioners
(Andreasen, 2002; MacFadyen et al, 1999; Smith, 1997; Walsh et al., 1993). However, the
common element to all definitions of social marketing is the application of the marketing mix
(Product, price, promotion and placement) to achieve socially desirable goals. Moreover,
most definitions discuss an element of design and control of programmes.
For the purpose of this report we use Donovan & Henleys (2003) adapted version of
Andreasens(1995) definition ofsocial marketing:
The application of commercial marketing technologies to the analysis, planning, execution
and evaluation of programmes designed to influence the voluntary or involuntary behaviour
of target audiences in order to improve the welfare of individuals and society.
Donovan & Henley further extend this definition by proposing that the United Nations
Universal Declaration of Human Rights be used as the baseline definition for the common
good.
Donovan (2005a) proposesthatsocial marketing operates on the following levels:
Identifies and targets individuals to change their behaviour via information and persuasion
Identifies and targets environmental factorsthat minimise harm

26

 Identifies and targets those in power to make structural changes that: remove barriers, give
individuals the capacity and resources for change and facilitate the adoption of desired
behaviours
Seeks changesin structuresin society that inhibit attaining human rights
A key distinction separating Donovan &Henleys(2003) definition ofsocial marketing from
most other definitions is the notion of supporting involuntary behaviour changes amongst
target audiences. Donovan & Henley suggest that an influence on upstream decisions that
impact on involuntary audience behaviours is appropriate and a legitimate use of social
marketing. For example, a social marketing approach with the objective of individuals
consuming less saturated fat may do so by persuading food manufacturersto substitute
saturated fat products with polyunsaturated fats. Whilst the behaviour of the manufacturer is
voluntary, the impact on the end users consumption ofsaturated fat intake isinvoluntary.
Likewise Donovan & Henley argue that as part of a social marketing approach, legislators
can be lobbied to voluntarily enforce such substitutions (which assume involuntarily
behaviour changes amongst food manufacturers and target audiences). Donovan (2005b)
notes that commercial marketers use of sponsorship to obtain exclusive merchandising rights
at sporting events results, for example, in only the brewer sponsors beer being available at
say football league sporting events; i.e. involuntary behaviour change on the part of beer
drinkers who wish to consume beer at the event.

27

3.1.2 Key principles and practices ofsocial marketing

Behaviour change focus A defining characteristic ofsocial marketing includes the notion of a
behaviour change focus. Andreasen (2002) advocates for behaviour change as the bottom line
in any social marketing design and evaluation of interventions. An emphasis on behaviour
Change implies that the strategic integration of all elements of the marketing mix will
facilitate an exchange process taking place. While communication elements may induce
favourable positive attitudesonwardsbehaviour, the environment must provide opportunities
for the adoption of the behaviour with minimal barriers (Donovan, 2005b). Donovan & Owen
(1994) propose the following concepts, principles and features of marketing which apply to
the social marketing concept:
Fundamental concepts
Consumer orientation
Exchange concept
Overarching principles
Consumer value (use of the marketing mix)
Selectivity and concentration (marketsegmentation)
Differential advantage (competition)
Defining features
Use of marketresearch
Integrated approach to implementation
Monitoring and influencing environmentalforces
Consumer orientation approach Consumer orientation forms the basis for many of the other
marketing concepts and distinguishessocial marketing from other frameworks which are used
to achieve social change and social benefits. For example, Weininger (2003) argues that the
consumer orientation approach is different from the approach that many public health
practitionerstake in assuming they know what is best for the public. Utilising the marketing
conceptual framework requires an understanding of the people (consumers or target
28

audiences) whose behaviours are the focus of social marketing efforts (Grier & Bryant,
2005). Consumer orientation implies that the consumer is central to, and an active participant
in, the social marketing process (MacFadyen, Stead & Hastings, 1999). Therefore, social
marketers must be aware of, and responsive to, consumer needs and aspirations(Lefebvre &
Flora, 1988). Application of the exchange concept Described as a core concept of marketing,
exchange refersto the transmission of value between two or more parties. Each party must
benefit, or at least perceive to be no worse off, by the exchange (Kotler&Andreasen, 1987).
Therefore, the challenge that social marketersfaceisto maximise the perceived benefits and
minimise the perceived costsfaced by the target audiences (Andreasen, 2002). Donovan &
Henley (2003) suggest the exchange concept offers these key lessons for social marketers:
Offer benefits that the target audience values
Recognise the resources (e.g. time, money, physical discomfort) that consumers must outlay
for the promised benefits
Acknowledge that all exchange participants, including intermediaries, must receive valued
benefitsin return for their efforts

29

CHAPTER III
RESEARCH METHODOLOGY

30

OBJECTIVES OF THE STUDY

The main objectives of this project can be briefly summarized as:

To find out the need of social marketing for the companies in the present

scenario.
To find out how effective are these social marketing campaigns.
To find out the different types of medium used by the companies.
To find out how and what impact these campaigns are having on the buying

decision of the consumers.

To study the consumer perception and the mental impact of the marketing
strategies.

31

RESEARCH METHODOLOGY

Research methodology is the way to systematically solve the research problem. Research is a
scientific and systematic search for pertinent information on a specific topic. Research is an
art of scientific investigation.

The data collection is an important part of the project. The projected objectives were
considered and as per the requirement a market survey was done.

PROCESS ADOPTED
Gaining knowledge about the term. Reading about social marketing was the first step
undertaken. This gave not only in-depth knowledge about what is been offered by various
companies but also proved useful while developing the questionnaire.

DATA COLLECTION

Customer Survey

The people play an important part as a clear perception of people about the product can be
estimated and known. Studying the need levels of the people regarding the product can be
observed. It was very useful in knowing about the requirements of the people.

Referred to brochures and websites:

To understand the concept and various strategies and campaigns, brochures and websites of
various companies were referred and an analogy of all the information is been made.

32

RESEARCH DESIGN
The research design adopted was Exploratory in nature. Information has been collected from
a given sample of population only once. Only one sample of respondents is drawn from the
target population.

A two stage Research was conducted:

1. Secondary Research:
Data was collected from websites and catalogues to understand the various social
marketing strategies and campaigns of various companies.
2. Primary Research:
A primary research was conducted:
The questionnaire was prepared and following areas were covered:
Attraction in the campaigns.
Types of media for these campaigns.
Influence of these campaigns in purchase decisions.
Importance of social marketing.
Impact on customers mind set.

33

SAMPLING PLAN
The target population of the study included the general population above the age of 21yrs. It
will further be based on Stratified Random Sampling.
I approached the customers directly and requested them to fill the questionnaire.
Sample size: 100 people (of 21 years and above)
Sampling method: Random

METHOD OF DATA COLLECTION

PRIMARY DATA COLLECTION METHOD
Questionnaire
I have used a questionnaire for data collection. The questionnaire consists of questions that
are a mix of both close-ended and open-ended questions. I tried to make is as simple as
possible so that customers have no problems in understanding it.

SECONDARY DATA COLLECTION METHOD

The secondary data was collected from the following sources:

WEBSITES
JOURNALS
BOOKS

In this, information about different companies, their strategies were collected.

For the conclusive research, questionnaires were developed on the basis of secondary data to
gather information on the research objective.
A pilot study was conducted to test these questionnaires. In this sample of 10 people was
picked up from the target population on convenience basis, so as to determine the limitation
and deficiencies in the questionnaire.
34

The final draft of the questionnaire (Enclosed as Anexure-1 ) was then prepared on the basis
of the observations from the pilot study. These were then finally filled by 100 consumers, for
the conclusive study.

35

LIMITATIONS
1. Non co-operation of people during the field survey- People were not willing to fill the
entire questionnaire due to less time available to them.
2. Small area for field survey- Due to the geographical constrain, most of the respondents
to the questionnaire are from the nearby places only i.e. mainly National Capital Region,
Small sample size may not represent the entire country. Result in these cities may not be
true for the entire nation.
3. Limited time- Due to the less time available, researcher could not able to devote much
time to the research part thus able to get the response from 100 respondents only.
4. Wrong information given by the respondents- Sometimes respondents gave wrong
information about their demographic factors like age etc.
5. Limited number of respondents- It was difficult to trap customers living in different
location of the city.

36

CHAPTER IV

DATA ANALYSIS
AND
INTERPRETATION

37

Q1. Are you aware of some Social Marketing campaigns going on at present?
Yes

No

2%

YES
NO

98%

The graph shows that out of 100 people surveyed, 98 know about the Social marketing
campaigns in the market while only 2 out of 100 have not heard about them.
From the above we can see that almost have heard about the social marketing campaign
going at present.

38

Q2. Where have you seen these promotional campaigns?

TV

NEWSPAPERS

ROADSHOWS

INTERNET

OTHERS
50
45
40
35
30
25
20
15
10
5
0

45

25

10

10

10
Column1

The graph is al about where these people have responded in yes have seen/heard these
campaigns.
45% amongst the population feels that they have seen the campaigns through Televisions,
25% of them feels through newspapers/magazines, 10% feels that through road shows,
whereas another 10% feels through internet and the rest 10% feels from other sources.

39

Q3. Do you think that Social Marketing campaigns are just to create a Noise And Create
Excitement?
Yes

No

35%
Yes
No
65%

The above graph shows the percentage of respondents who either agree that these campaigns
are just to create noise and excitement in the market to promote their products.
Out of 100, 65% respondents think that, yes these campaigns are to create noise and
excitement in the market while 35% think otherwise.

40

Q4. Do you think Social Marketing campaigns Trigger a strong PR and Word-Of-Mouth
Publicity that is able to sustain the brands long enough to induce significant purchases?

Yes

No

Yes

46%
54%

No
4th Qtr

The above is the graphical representation of the response to the question that whether these
campaigns a strong PR and word-of-mouth publicity that is able to sustain the brands long
enough to induce significant purchase by the consumers.
The response was almost equal to both the views. Out of 100, 54% people said that these
campaigns do induce a strong PR and word-of-mouth publicity that is able to sustain the
brands long enough to induce significant purchase while 46% did not agree with ties fact.

41

Q5. What methods have you noticed that the companies are using to spread their Social
Marketing initiatives? (Please check all that apply).
Direct Mail

Tele Calling

Print Media (Newspapers/Magazines)

Electronic Media (TV/Radio)

Any Other

60%

0.55

50%
40%

0.35

30%
20%
10%

Column3
0.05

0%

0.05
0

The above graph is about the various methods that companies are using which our
respondents have noticed.
5% of them feel that companies use direct mailing to spread their social marketing initiatives,
0% feel through tele calling, 35% of them feel through print media,, 55% of them feel
through electronic media and 5% feel through other sources.

42

Q6. How do you rate the following objectives sought by the companies through Social
Marketing campaigns?
To boost sales

to raise brand awareness

They are socially responsible

Improve the companys reputation

To gain governments aid

To Gain Governments aid

Improve the Company's reputation

They Are being socially responsible

10

15

No Of Respondents

To Raise Brand Awareness

35

To Boost Sales

35
0 5 10 15 20 25 30 35 40

One of the most important questions is what reasons that customers perceive the reason
behind their social marketing campaigns. Again it is a question where respondents can choose
all the options which they think might be the reason.
Out of 100 sample size 5 of them feel the objective is to gain governments aid, rest 10 of
them feel that it is to improve the companys reputation, rest 15% feel that it is they are being
socially responsible and 35% fee it is to raise brand awareness and the other 35% feels that it
is to boost sales.

43

Q7. Have you ever mentioned them to anyone or discussed about these campaigns?
Yes

No

34%
66%

Yes
No

A very simple question but which is very relevant to social marketers. To know whether the
respondents have discussed the campaigns with anyone. This is important as it can tell the
impact of the campaigns on the people.
Out of 100, about 65% people said that yes they have discussed about these with others while
33% respondents said that no they have not discussed with anyone.

44

Q8. How well did these social marketing campaigns catch you attention?
Very Well

Somewhat Well

Cant Say

Not at all

8%
13%

33%
Very Well
Somewhat Well
Cant say
Not at all

46%

The above is one of the most important graphs. It is to know how well these campaigns have
attracted their attention.
The majority of them said that it had attracted their attention but only a little. While 33% said
that it had caught their attention very well. 13% people were not sure that how well these
campaigns have attracted their attention while a small no. of respondents said that they
havent attracted their attention at all.

45

Q9. How convincing did you find these social marketing campaigns?
Very Convincing

Somewhat Convincing

Cant Say

Not at all
34%

35%
30%

26%
22%

25%

18%

20%
15%
10%
5%
0%

Again one of the questions which can measure the impact on the consumers was how
convincing these campaigns are to the consumers.
The response was pretty divides here. 26% said that they found them very convincing. 34%
said that they found it a little convincing while 22% was not sure how convinced that was,
while 18% were not convinced at all.

46

Q10. Based on their campaigns, how likely would you like be to purchase their products in
the future?
Very Likely

Somewhat Likely

Cant say

Not likely

16%

Not Likely

36%

Cant Say

25%

Somewhat Likely

23%

Very Likely

0%

5%

10%

15%

20%

25%

30%

35%

40%

The above is the graphical representation of the response to the question whether the
respondents would buy the companys products inspired by these campaigns.
The response was again divides here. While 23% respondents said its very likely that they
will buy the product, 25% said they might buy it, a majority of the consumers were still not
sure whether they would buy the companiesproduct based on these campaigns. 16%
respondents also said that they wont buy the products just based on these campaigns.

47

Q11. If deciding between this product and a competing product, how much would this
campaign influence you to buy this product?
Surely
May be
No

19%

25%
Surely
May Be
No

56%

This question was to ask the customers whether they will buy the companys product if they
had to choose between their company and a competing company.
The majority of the respondents were not sure as to what will they do. 25% respondents said
that they would prefer to buy their companies product than the rival company while 19% said
they will not buy their companies product just based on these campaigns.

48

Q12. How much has the campaign improved the image of the company in your eyes?
Very Much

Somewhat

Cant Say

Not at all

46%

50%
45%
40%
35%

31%

30%
25%
20%

13%
10%

15%
10%
5%
0%
Very Much

Somewhat

Cant Say

Not At All

Again one of the most important questions about the impact of these campaigns on
customers. 30% respondents said that yes these campaigns have improved the companys
image in their eyes; while 45% said that it has slightly improved the image of the company in
their eyes. 13% were not sure whether there is a change in the companys image. 10% said
that it didnt have any impact on the companys image in their eyes.

49

Q13. Have these campaigns influenced you to buy products of companies which are socially
responsible?
Yes
Cant Say
Not Necessarily

15%
33%
Yes
Cant Say
Not Necessarily

52%

This is a general question about the impact of social marketing campaigns.

Majority of respondents, 52% were not sure whether they will buy the product of socially
responsible companies. 33% said that yes they would prefer to buy products of the companies
which are socially responsible. 15% respondents said that its not necessary for a company to
be socially responsible for them to buy their products.

50

Q14. Which of the following would you use to describe the campaigns that are being used?
(Please check all that apply.)
Appealing

Honest

Credible

Convincing

Creative

Attractive

Believable

Touching

Professional

10%

Professional
3%

Touching

5%

Believable

7%

Attractive
5%

Creative
Convincing

15%

Credible

15%

Honest

20%

Appealing

20%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

This was the question about the various attributes these campaigns have.
10% of the population feel that they are being professional, rest 3% of them feel that they are
touching, 5% of them feel that they are believable, 7% of them feel that they are attractive,
5% of them feel they are creative, the rest 15% feels that they are convincing and at the same
time they are credible and 20% of them feel that they are honest and the other 20 % feel that
they are appealing as well.

51

CHAPTER V
FINDINGS

52

FINDINGS
From the survey, the following findings were made: Social marketing campaigns are on a rise these days as almost everyone is aware of
these campaigns.
Among the channels used for communicating these campaigns, television is the most
popular medium, followed by newspapers and magazines. Internet and road shows are
also used to promote them but still have to be used in an effective way so it can reach
the public.
Most of the people think that these campaigns are just to create noise so that
companies can promote themselves as a socially responsible company.
As much as people think that these campaigns are effective in the word-of-mouth
publicity, almost equal no. of people does not agree with them.
Most of the people think that these campaigns are just to boost their sales and to
increase their brand awareness while in comparison less people think that the
companies do it because they are socially responsible.
Most of the respondents have discussed about these campaigns this means that these
campaigns have somewhere caught their attention.
When It came to find that how convinced the people were from these campaigns, the
response was evenly divided, while 25% said that they found they were convincing.
33% said that they found it a little convincing while 22% were not sure how
convinced they were, while 18% were not convinced at all.
The majority of the respondents were not sure as to what will they do. Only
25%respondents said that they would prefer to buy their companies product than the
rival company while 19% said they will not buy their companies product just based on
these campaigns.
Based on the survey, we can say that these campaigns have helped companies in
improving the companys image but not that much. The companies still have to work
hard to improve their image.

53

 When it comes to buying the products, most respondents said that they will not buy
their products just because they are socially responsible.

54

CHAPTER VI

RECOMMENDATIONS
AND
CONCLUSION

55

RECOMMENDATION
Companies are using electronic media and print media to promote these campaigns,
companies should use other ways also to create an impact like the road shows, this
can have a more personal touch and impact on the people.
People are aware of these campaigns but still are very convinced about the intentions
behind these campaigns. Companies should work in the direction as to convince the
people that these are not just to create hype and excitement instead they have much
more to these campaigns.
There is pretty mixed response when it came about the word-of-mouth publicity
which suggests that the companies are somewhat successful in creating an impact, but
still have a long way to go. So the companies should keep working in this direction to
have a deeper impact on them as word-of-mouth can be a powerful tool of promotion.

People seem to be attracted towards these campaigns but are not still not very much
convinced by these campaigns. So if the companies want to achieve this, the
companies must find out a way to convert this attraction into conviction.
For spreading the awareness and to get the people discussing about these campaigns,
the companies should organize some vents, competitions so that the people discuss
more about them, this will help the company achieve its dual objective of improving
the brand image and getting into the good books of the public.
Social marketing is an effective way of promotion which is used by the companies;
more companies should adopt this as the way of promotion as well is socially
responsible. It will not only improve the reputation of the company but also contribute
to the society.

56

CONCLUSION
Social marketing has not been a new concept, companies have always to some extent tried to
acknowledge the responsibility towards the community. Social marketing today, is seen as
something more far-reaching, engaging at a much wider level with business operations and
relations with communities. It is not only to improve a companys economic performance, but
to environmental and social impacts as well. It is essentially about business contribution to
sustainable development and how best to maximize that contribution.
Globalization of the economy is compelling companies to evolve an altogether new approach
to business. The marketing environment is changing rapidly worldwide and therefore the
traditional ways of marketing are no more able to produce the desired results.
Thus, social marketing is becoming a fast developing mode of marketing by these but social
marketing has still a long way to go, companies still have a long way to go if they want to
create an impact on the people more effectively, social marketing still has a lot of potential
which has to explored by the companies.

57

BIBLIOGRAPHY
BOOKS
1) Kothari C.R., "Research Methodology Methods and Techniques, 5 th edition, 2005,
VikasPublishing House Pvt. Ltd, New Delhi.
2) Berman B. Evans J.R., Social Marketing, 9th Edition, 2004, Pearson Education, New
Delhi.
3) Bajaj C; Tuli R., Srivanstava N.V., Social Marketing, 4th Edition, 2004, Oxford
university Press, New Delhi.
4) Dunne P.M, Lusch R.F. and David A., Societal Marketing, 4th edition, 2002, SouthWestern, Thomson Learning Inc.
ARTICLES
1) MatamuaDr Rangi, Kahukura Consultants (2010), Literature Review to Inform Social
Marketing Objectives, and Approaches, and Behavioural Change Indicators to Support
the Regeneration of Te Reo Mori, Jan 2010, Wellington.
2) Kotler, Philip & Zaltman, Gerald (1971): Social Marketing: An Approach to Planned
Social Change. Journal of Marketing, 35, 3-12.
3) Donovan, R. Henley N (2003) Social marketing: principles and practice. IP
communications. East Hawthorn, Victoria.
4) Andreasen, A. R. (1995) Marketing social change: Changing behaviour to promote health,
social development, and the environment. San Francisco, CA: Jossey-Bass
5) Andreasen, Alan R. (2001) Ethics in Social Marketing. Georgetown University Press.
6) Grier, S. and Bryant, C.A. (2005) 'Social marketing in public health', Annual Review of
Public Health, 26: 319339.
7) Heimendinger J, Van Duyn MA, Chapelsky D, Foerster S, and Stables G. The national 5A-Day for better health program: a large-scale nutrition intervention. J Public Health
Management and Practice, 1996;2(2):2735.
8) Perese Lana, Dr Maria Bellringer, Professor Max Abbott (2005). Literature Review To
Inform Social Marketing Objectives And Approaches, And Behaviour Change Indicators,
To Prevent And Minimise Gambling Harm, Health Sponsorship Council, Wellington,
New Zealand.
9) Hastings GB, Stead M, Whitehead M, Lowry R, MacFadyen L, McVey D, Owen L and
Tones K (1998b). Using the media to tackle the health divide: Future directions. Social
Marketing Quarterly, IV(3): 42-67.

58

WEBSITES AND SEARCH ENGINES

1)
2)
3)
4)
5)
6)

http://www.indiabiznews.com accessed on
http://www,fashion2fibre.com
http://www.indianfoline.com
http://www.imagesmarketing.com
http://www.socialtantras.com
http://www.indiaonestep.com

59

ANNEXURE
QUESTIONNAIRE

NAME-

___________________________

E-MAIL ADDRESS-

__________________________

Q1. Are you aware of some Social Marketing campaigns going on at present?
Yes

No

Q2. Where have you seen these promotional campaigns?

TV

NEWSPAPERS

ROADSHOWS

INTERNET

OTHERS

Q3. Do you think that Social Marketing campaigns are just to create a Noise And Create
Excitement?
Yes

No

Q4. Do you think Social Marketing campaigns Trigger a strong PR and Word-Of-Mouth
Publicity that is able to sustain the brands long enough to induce significant purchases?
Yes

No

60

Q5. What methods have you noticed that the companies are using to spread their Social
Marketing initiatives? (Please check all that apply).
Direct Mail

Tele Calling

Print Media (Newspapers/Magazines)

Electronic Media (TV/Radio)

Any Other

Q6. How do you rate the following objectives sought by the companies through Social
Marketing campaigns?
To boost sales

to raise brand awareness

They are socially responsible

Improve the companys reputation

To gain governments aid

Q7. Have you ever mentioned them to anyone or discussed about these campaigns?
Yes

No

Q8. How well did these social marketing campaigns catch you attention?
Very Well

Somewhat Well

Cant Say

Not at all

Q9. How convincing did you find these social marketing campaigns?
Very Convincing

Somewhat Convincing

Cant Say

Not at all

61

Q10. Based on their campaigns, how likely would you like be to purchase their products in
the future?
Very Likely

Somewhat Likely

Cant say

Not likely

Q11. If deciding between this product and a competing product, how much would this
campaign influence you to buy this product?
Surely
May be
No

Q12. How much has the campaign improved the image of the company in your eyes?
Very Much

Somewhat

Cant Say

Not at all

Q13. Have these campaigns influenced you to buy products of companies which are socially
responsible?
Yes
Cant Say
Not Necessarily

62

Q14. Which of the following would you use to describe the campaigns that are being used?
(Please check all that apply.)
Appealing

Honest

Credible

Convincing

Creative

Attractive

Believable

Touching

Professional

Q15. Any remarks you want to make about these campaigns.

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