Introduction to Social Marketing

Introduction
• Holds that:

• Organization’s task is to determine the needs

& wants & interests of target markets & to
deliver the desired satisfaction more
effectively & efficiently than competitors in a
way that preserves or enhances the
consumer’s & society’s well being..
 Introduction
• Related to determination of social needs &
wants

• Blend of social + commercial considerations

• Marketers to balance 3 considerations in

formulating mktg strategies:
 Introduction
• Company profits

• Customer satisfaction

• Public interest.

• Focus of social mktg: application of mktg strategies

keeping in view the public or social interests
 Dimensions of Social Mktg
• While taking Mktg decisions:
• Profit motive – serious
• Customers satisfaction – willing/unwilling
• Social interest – escape

• In pdt mix social consideration is last after

profits & Customer Satisfaction..
 Dimensions of Social Mktg
• Professional excellence – synchronizing

• Service industry – hospitals, educational institutions – fail to

deliver quality services

• Hospitals termed as not-for-profit organization, but pvt hospitals

earn huge profits

• TV programs invading on civilization & culture

• Financial institutions failing in motivation small savers..

 Dimensions of Social Mktg
• Promotion:
• Do we find any justification promoting tobacco
pdts??
• Alcohol pdts

• Statutory warning hardly serves the purpose

• Company’s using plastic material for packaging just

to add attraction – not in tune with social mktg
 Dimensions of Social Mktg
• Pricing:
• Buy 2 get 9 free
• Companys earning 200 to 300 % profit margin
• Fast food industry – high profit margin makes
price abnormally high

• Price wars..
 Dimensions of Social Mktg
• Distribution (Place):
• Exorbitant commission to be paid @ different
stages – aggravates magnitude of problem
Relevance of Social Marketing
 Relevance of Social Marketing
• To an Organization:
• If principles of social mktg is practiced in right
fashion – prospects increase – market size
increase – increase in organization strength

• Provides an opportunity to show professional

excellence vis-à-vis healthy env. to prosper
 Relevance of Social Marketing
• To the Customers:
• If organization works in tune with holistic
perspective – policy decision would have
social orientation

• Customers interest involved in quality goods

@ moderate prices
 Relevance of Social Marketing
• To The Society:
• Protection of society very much related to
protection & well being of all the living beings

• Mktg decisions should in no way ignore social

interest

• Water pollution, noise pollution, air pollution at

alarming stage