Social marketing - Essay Example

? SOCIAL MARKETING FIRST EXCECUTIVE SUMMARY: This report focuses mainly on ways and techniques for social marketing. Social marketing is a source of creating awareness regarding any essential issue in a society and works for social benefits by means of various campaigns which are usually non-profit seeking. It is a way to change behavior of individuals in a society and strive for their good. These issues could be health related or may be associated with behavioral changes needed by a society. Social marketing must not be puzzled or mingled with “societal marketing “or “social media marketing” as these are entirely separate marketing techniques.(Kotler, Roberto, Lee, 2002) Social marketing may include various significant campaigns like stop smoking, and it should be avoided in public places and where kids are present in a family places like restaurants. Awareness regarding syringes to be disposed immediately after the use, to avoid HIV transmission. Here it also involves educating people to observe the laboratory technician or hospital staff whether they dispose the syringe in front of you in the trash can or not. Another health issue is the use same shaving razor in saloons that may lead to catch jaundice or hepatitis infections and skin diseases. (Ewing, 2001) Hence the aim of social marketing is to use commercial techniques for the betterment of society and common people regardless of considering the financial profit. HEALTH CARE INDUSTRY: One of the healthcare industries is a pharmaceutical industry that manufactures drug substances including tablet, capsule, injections, syrups, suspensions, creams and ointments. The label of a drug is one of the most important protocols that should contain all relevant information including generic name of the drug, weight of the active ingredient, batch number, date of manufacture, expiry date , manufacturer’s name, dose, and other useful information which stands as a key factor in marketing of these medicinal agents. Another healthcare industry is a hospital where a patient is admitted for treatment and gets cured. These days many hospitals are occupied in social marketing related to human health like arranging free eye camps for treatment of cataract and free diabetes check up etc. Certain NGO’s and government healthcare departments are organizing various social marketing campaigns like prevention of drug addiction and counseling of such addicted individuals. PRODUCTS FOR SOCIAL MARKETING: Social marketing products are non-tangible objects and are important for health, safety and environments benefits. There are many examples of social marketing products like, water conservation, keep the environment clean and green etc. (Vella, 2008) EXERCISE: Here we shall consider the example of “exercise” as a social marketing product. Exercise is considered as one of the most important aspect of human life style. It helps you staying fit and healthy. This act is very essential for prevention of various diseases like myocardial infarction, blood pressure, diabetes, arthritis etc. Even pregnant women are advised for mild exercises during the period of gestation to keep themselves active. Exercise boosts your stamina and helps in ailment of numerous diseases. A brisk walk is supposed to be the best exercise for age groups. Nowadays there is a trend of going to gym for aerobics and use of fitness machines. Therefore exercise as one of social marketing product where different companies are also engaged in bringing people towards health and fitness and changing their views, plays a vital role in prevention and cure of a number of health related issues. There are four Ps of marketing: product, place, price and promotion. (Kotler, 2003) Product: means the preferred attitude that the marketing company anticipates from the consumers. This is usually a non-tangible object but could be physical as well (e.g. weight reduction pill). Price: The price should be affordable, like offering special packages for gym, swimming pool, games such as tennis, badminton, etc. Place: For tangible products the place could be specific like hospital or clinics and for non-tangible objects there may be a use passing the information at common people spots like distributing pamphlets, and brochures. Promotion: This means how a public demand could be increased. This could be carried out using media like magazine, newspaper, website adverts or by PR department. BARRIERS TO SUCCESS: Price and lack of knowledge could be the barriers in running the campaign. There may be other factors like noise, traffic block, weather conditions etc. MONETARY INCENTIVES AND DISINCENTIVES: The workers running the campaign should be given extra allowance considering the monetray aspect, or they may not be paid for their efforts (monetary disincentive). Monetary is linked to pay and income related benefits.(Hastings, 2007) NON-MONETARY INCENTIVES AND DININCENTIVES: Workers are given other benefits such as easy working hours, promotion, health benefits (non-monetary incentives) or vice versa. TECHNIQUES OF SOCIAL MARKETING: a.Adverts: Adverts or advertisements play a vital role in carrying out some promotional activity as well as creating awareness and change within a society for their betterment. Television however plays a significant part in this regard. TV considered as most commonly used appliance for social marketing where ads are brought on air for public viewing. Examples are: The father is made aware to stop smoking if he wants a healthy and safe family otherwise this habbit maybe transferred to the kids and will end up regretting over cease of this practice earlier. Prevention for HIV where television creates awareness like“Donot use already used syringes”. Use of birth control methods to avoid raising of population in few countries like China and india.(Kotler, Lee, 2008) Other issues like obesity in adults and children, recycling, pollution, hygiene etc. b.Banners and Billboards: These sources immediately catch public eye while passing by a street or road e.g. “Keep smiling it will make u feel better”, “keep the country green”, “ wear seat belts”, “ use helmet”, prevention of drug addiction etc. c.Articles: Article writing in newspaper, magazines or at websites also help is social marketing. It is a habbit of educated people in all fields to read about something informative specially where human good is concerned. d.Public Relations( PR): It is essential to make public relations stronger in order to run a flourishing marketing campaign. It means how you can enhace your relationship with public and what measures shall be taken to make a strong and trusworthy bond with them. It should be considered to take care of all public interests and needs. Thus PR is an important administration task that depends of a discussion and shared understanding.(Weinreich, 1999) COMMUNICATION AND MOTIVATION STRATEGY: Motivation is the force that encourages to act in a posituve way e.g. drive theory stimulates us to act while goal-setting theory means it is easy to achieve something when we make up our mind and focus on it. The campaigns for social marketing require motivation by the public so that marketing staff will produce effective results. Hence communication with public and employer ought to strong enough along with motivation. (Andreasen,2001). THEORY FOR SOCIAL MARKETING: This theory is a blend of hypothetical aspects and marketing procedures. The theory makes use of ideas, innovative concepts, motivation, and convenience for consumers and how to increase public demands. The theory states that common people are willing to accept positive changes in their lives by the aid of dealer who works for mutual benefit.(Wiebe,1950) As a result of this theory various campaigns were started in a number of countries like in England, a campaign for awareness about the driving by drunken people. In Australia, a campaign for tobacco prohibition was started and even in Phillipines, a campaign against fire works ran that caused various mishaps.(Donovan, Henley, 2010) CRITIQUE VIEW: Since social marketing is mainly a combination of norms and not any specific theory the focus stays mainly on an individual only and not on person’s huge surrounding.Even though the campaign runs by the individuals support,it is criticized that this remains uncertain in what way the individual’s attitude is affected by the surrounding of him. RECOMMENDATIONS: 1.The marketers are supposed to work for the sake of humanity and give less consideration to the financial profit. 2. The campaign for keeping the city clean and green is of great importance as this will obviously transferred to our off spring when they will see and learn the importance of green belts and tree plantation. This will teach them the importance of healthy air they breathe and the environment they live in and hence will follow this campaign in future. 3. Awareness for hygiene among children keeps them safe from various diseases such as diarrhea, flu, stomach ache , urinary tract infection etc. 4.Smoking prohibition is important to prevent lung cancer.5. It is commonly said that a written way is the most effective method to communicate your message which should be brief and precise otherwise long texts loose the public interest. (Alters, Sciff, 2010) CONCLUSION: *Social marketing whether tangible or intangible, is an important tool that works for the benefit of consumer as well as the marketer. *It works on four Cs for consumer benefits: Customer value: in what way the consumer values the product Cost: It means price as well as travelling and voyage cost. Convenience: the ease and accessibility. Communication: mutual discussion between marketer and consumer. *An emphasis is given to the need of change which is essential for common people especially when it comes to their health. There are plentiful health issues that cannot be ignored like smoking, HIV, birth control, exercise, recycling, avoid using plastic bags, enhancement of greenery, children health, hygiene etc .and all relevant information and messages could be circulated by means of social marketing techniques. BIBLIOGRAPHY: Kotler Phillip, Roberto Ned, Lee Nancy, Social marketing: improving the quality of life, Sage Publications, UK. Kotler Phillip, Lee R.Nancy, Lee Nancy, Social marketing: influencing behaviors for good,Sage publications,UK Weinreich Kline Nedra, Hands-on social marketing: a step-by-step guide, Sage Publications,UK. Andreasen R. Alan, 2001 ,Ethics in social marketing,Georgetown University Press, USA. Donovan Rob, Henley Nadine, 2010, Principles and Practice of Social Marketing:An International….Cambridge University Press, UK. Vella Mark, 2008, Anatomy For Strength and Fitness Training , New Holland Publishers, Uk Ewing T. Micheal, 2001, Social Marketiing,The Haworth Press, USA. Green Jackie, Tones Keith, 2010, Health Promotion: Planning and Strategies, Sage Publications ,UK. Devere E.Alan, 1991, Community Health Analysis:global awareness at the local level, Aspen Publishers, USA. Kotler Phillip, 2003, Marekting Insights from A to Z: 80 concepths every manager needs to know, John Wiley & Sons, USA Read More