1. SOCIAL
MARKETINGTING

2. INTRODUCTION

“Social marketing is a process that applies marketing
principles, tools and techniques to create, communicate
and deliver value in order to influence target audience
behaviors that benefit society (public health,
environment)”
-Kotler & Lee, Social Marketing Sage, 2008

3. History Of Social Marketing
Many scholars ascribe the beginning of the field of social marketing to an
article published by G.D. Wiebe in the Winter 1951-1952 edition of Public
Opinion Quarterly In it, Wiebe posed a rhetorical question:
"Why can’t you sell brotherhood
and rational thinking like you
can sell soap?”

4. What Groups Use Social Marketing
Government Agencies
Non Profit
Organizations
Corporations
Media Companies

5. THE 4P’s of (Social) Marketing
Product
Price
Place
Promotion

6. Product

Our product is what we are selling, the desired
behavior and the associated benefits of that
behavior
Objects and services…
desired behavior
benefit
to support behavior change

7. Price

The price of a social marketing product is the
cost that the target audience associates with
adopting the new behavior
 Monetary
costs
 Non-monetary
costs

8. Place

Place is where and when the target market will
perform the desired behavior, acquire any related
tangible objects, and receive any associated
services.
 Make
access to the social marketing product easy
and convenient

9. Promotion

Persuasive communications designed and delivered to
highlight:


pricing strategies


product benefits
ease of access (place)
Creating messages



What to say
How to say it
Placing messages (media)

10. Elements of Public
Campaign

12. Communication process
Analyze
Target
Audience
Encourage
Them to
Listen
Help them
to believe
the
message
Encourage
them to
act on that
belief

13. Medium
Advertising
•
•
•
•
•
•
Radio
TV
Print
Out of Home
Internet
Yellow Pages
Public
Relations
• Social Media
• Media Relations
• Buzz

14. Medium

15. Are Fun Foods Affecting Productivity
We do not think twice before stuffing ourselves with burgers, pizzas, colas and
the other junk food items that are seductively displayed at malls and their food
courts. These are often accompanied by attractive signs and innocuous looking
mascots such as a clown or a retired portly colonel. The urban youth including
adolescents and kids are particularly enamored with this fast food habit. A
recent research conducted by the Delhi-based NGO Centre for Science and
Environment (CSE) suggests that we are often blindsided by misleading
information about these food items’ nutritional values. Not only are they empty
calories with no benefits but it seems that the fast food chains and leading MNCs
are not very honest about the harmful effects of these foods either.
Most junk foods in India, including the popular brands of noodles, burgers, and aloo
bhujia, contain very high levels of trans fats, salt, and sugar, which inevitably lead to
severe ill health and diseases such as obesity and diabetes in young people, according
to a study by CSE. ‘The younger generation, hooked to junk food, are vulnerable to
heart disease in the prime of their life’.

16. Contd..
The study tested 16 major brands of junk foods relished by people, particularly the
young, including Maggi and Top Ramen noodles, MC Donald‟s foods, KFC‟s fried chicken, and
Haldiram‟s aloo bhujia, among others. ‘It was shocking that companies resort to large scale
misbranding and misinformation. Many say their products contain zero trans fats, but CSE finds
heavy doses of it, which is not good for health,’ Sunita Narain, Director General of CSE, said.
CSE, which is known for some ground-breaking studies on food and contamination, said this is the
first comprehensive Indian study to have looked at nutritional claims made by junk food makers.
‘Our findings are pretty damning,‟ said Chandra Bhushan, Deputy Director General of CSE, who
also heads the pollution monitoring lab which conducted the study. He said the normal 80g packet
of Maggi noodles that many of us gobble almost on a daily basis has over 3.5g of salt, enough to
take care of over 60% of our permitted daily salt intake as per the National Institute of Nutrition
and the World Health Organization. He said that salt is not the real or only problem. The real
problem is trans fat or the bad fats. ‘CSE’s study reveals a dirty truth of
misinformation, misbranding, wrong labeling, and obfuscation indulged in by companies, some
of whom are on the top of the charts. They show that many junk foods claim they have zero
trans fats, some don’t even bother to mention how much trans fats the have,’ he said. For
example, Top Ramen Noodles claims there is zero Trans fats in every 100g. But CSE study found
0.7g per 100g. Similarly, Haldiram‟s aloo bhujia says it has no trans fats, but the study found 2.5g
per 100g. „CSE study found as much as 3.7g of trans fats per 100g in PepsiCo Lays (snack smart)
in a March 2012 batch, which is a dangerously high dose. But PepsiCo never bothered to inform
consumers ,’ he said.

17. Contd..
The CSE researchers said the heavy doses of trans fats, combined with that of
salt, which comes from all so-called fun foods, work together to trigger ill health
which can lead to death. „And there is global evidence to suggest that more
young people are succumbing to problems of the heart at a much earlier age. At
an age when they should have been at their productive best, they are losing
productive life by eating this junk,’ Bhushan said.
A PepsiCo spokesperson, however, said all products manufactured by the
company in India are fully compliant with all the regulations, including those on
labelling, prescribed by the Food Safety and Standards Authority of India (FSSAI).

18. Questions From Case Study
1.
Why is product labelling specifically important in this category of consumer
products?
2.
Why do you think the urban youth and children are most vulnerable to the
damage caused by this kind of misinformation?
3.
What other products require strict adherence to product quality guidelines?
Why?

19. Why is product labelling specifically important in
this category of consumer products ?

It‟s a food items, information about food contents and its nutritious value is
mandatory as consuming it have a direct implications on one‟s health

Consumed mainly by children and youth of age group ranging from 7yrs to
18yrs and consumptions of these items have a retarding impact on their
growth & health

Misbalances the nutritious requirement in one‟s minimum required daily diet

Attract attention span of youth and children shifting their focus from a
“Healthy meal” to “Tasty Meal” hampering their natural growth

It makes the consumers addicted to the product leading to more consumption
per person making them prone to cardiovascular diseases, Obesity &
gastronomical Problems

These products contain contents whose presence or excess of presence in the
food can make person sick like Trans fat, Excess Salt, high content of
caffeine & Sugar etc.

20. Why do you think the urban youth and children are most vulnerable
to the damage caused by this kind of misinformation?

Fast pace of life and intense competition, more work per hour has led the
youth esp. children and teenagers to consume a major proportion of their diet
supplementing through Fast food aka Junk Food

Rise in the per capita income of parents, giving more money to be spend
open up the doors for such products in their life style

Rise in the number of dual working parents, hectic work schedules and
dead lines, as a result neglecting child's nutritious

Aggressive advertisements and creative promotion schemes, majorly
targeting the youth catches their imagination and makes them their “loyal
customers”

Peer pressure and social group pressure also tend to push children towards
this drudgery

Easy availability of these products in the nearby market also makes it easy for
the children to “savor the taste of the junk”

21. What other products require strict adherence
to product quality guidelines? Why
The major areas that need to be administered strictly and to be made sure the
companies do adhere to the product quality guidelines are the followings
Administered Drugs

Alcoholic Beverages

Cigarettes & Hookah

Mobile Phones

Automobile

FMCG

Food & Health Supplements

22. Conclusion
“Telling people what they think right is wrong and to
change their attitude towards the actual right is very hard
but not impossible, it just requires little courage, self
devotion, spirit of brotherhood and all of these backed by
effective government policies…. Thus a new world is
born devoid of evils.”