an overview of how the social marketing evolved over the years and how the drive to bring in social change through voluntary action gave way to building the social marketing concepts and tools over the last few decades. The presentation then moves to discuss the basic steps through which a voluntary organization or a social enterprise can rev-up its presence and make an impact through its services

1. Social marketing
Striving for a cause
Prof. A V Ramana
18/01/2014
XIME

2. Some random
references
• The family planning campaign(s) – through the Nineteen Fifties to
the 21st century
• The child marriage prevention campaign(s)
• The DWCRA and Self Help Groups Promotion – Micro Finance
Institutions
• The Polio eradication campaign
• The AIDS Control and Prevention Campaign
• The Common Service Centers and Banking Correspondents
• The CRY campaign for recruiting teachers
• The Naandi Foundation – Bayer’s Children Education Initiatives
• The working of Oxfam. Action Aid, CAPART, CRS, Action Aid etc.
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

3. Witnessing a gradual
shift…1
• in the needs of working of an NGO:
• Paddy growers’ coops – Telangana
• How to eliminate destitute life of a village…
• How to sell the processed paddy for a better price –
creating market linkages
• Groundnut growers’ coops – oilseeds coops –
• How to create a fair price mechanism for farmers…
• How to fight against the market place
malpractices
• Salt farmers coops – forest coops –Gujarat and Rajasthan
–
•
How to develop a livelihood alternative for women in the
remote areas
• How to build a economic life around a livelihood
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

4. Witnessing a gradual shift…2
• Women’s coops – Milam Glacier area, Uttarakhand:
•
•
•
How to safeguard women from vulnerable livelihood
How to convince companies like Hawkins to take rubust appliances
and service to remote areas and ensure their reach to the women
How to offer a global role model on eco-friendly livelihood development
• Slum women coops –Hyderabad city –
•
•
how to create an identity and gain acceptance to the women’s groups
and allow access to market resources
How to lead the communities to eradicate AIDS and educated family
life
• Organic Farmers’ Coops:
•
•
How to Promote organic farming as a sustainable alternative…
How to promote organic products patronage and consumption
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

5. What are the social marketing
challenges?
• Who are my target customers?
• What do I offer them as my service or product?
• How to enlist their participation?
• What gains for the involved people? What gains for
the organization? What gains for the staff?
• Why should they patronize me?
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

6. The three related concepts
• 1. Societal Marketing
• Societal Marketing: concept that holds that an
organization’s task is to deliver the customer
satisfaction (for commercial benefit) in a way that
preserves or enhances the consumers’ as well as
society’s well being
• E.g. Companies using paper bags instead of plastic, so as
to be “green” companies; Firms using LEED Building
concepts to conserve energy utilisation
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

7. 2. Cause Related Marketing
• Cause related Marketing: refers to corporate
philanthropy, undertaken to gain quantifiable
incremental sales
• Companies maintain that cause-related efforts
attract new business, generate poitive
publicity, improve corporate image and motvate
employees
• Unlike societal marketing, the key beneficiary of
such a campaign is the corporate sponsor itself
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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8. 3. Non-Profit Marketing
• Non-profit marketing: this is concerned about the
application of marketing concept to organizations
whose goals are defined not by profit, but by the
yardsticks of performance
• The goals of the organization may or may not be to
influence social change.
• Many non-profit hospitals, educational institutions that use
marketing principles to raise revenues are examples of
non-profit marketing
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

9. Social Marketing concept
• Social marketing involves:
• Changing attitudes, beliefs, and behaviors of
individuals or organizations for a social benefit, AND
• The social change is the primary purpose of the
campaign by an organization, and not the secondary
purpose.
• Social Marketing is different from the earlier discussed
Societal Marketing, cause related marketing and also
Non-profit Marketing
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

10. Social Marketing elements
• Social marketing may be focused at one or more of
the below:
• Behavior change programs for individual benefit
• Behavior change programs for mutual benefit
• Behavior change programs for societal benefit
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

11. The axiom for
Involvement
of people
social change
Primary Benefits of the behavior change
The individual
Both
Low
involvement
Sign-up for group
medical insurance
Self-examination for
breast cancer
Don’t litter streets Blood donation
Buy government
Contribute to
bonds/ Savings
charity
certificates
Immunize against
diseases
High
Involvement
Go to
school/college
Better nutrition
Use sanitation
Say “no” to
drugs
Drive safely
Protect against
AIDS
Quit smoking
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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The society
Family planning
practice
Reducing
tobacco
production
Curtailing CFC
production by
industries
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12. Social marketing challenge
• Objective: social change
• Challenge: how to market behavioral change
• Tools that can be used: conventional marketing tools
– No Use
• Social marketing tools:
•
•
•
•
•
Advocacy
Adoption costs mitigation
Opinion leaders’ exemplification
Role of change agents
Transparency of the mission of the change agents
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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13. Management implications
• How to engage with multiple stake holders
• In-bound marketing – with supply stakeholders
• How to enlist the support of funding agencies;
government, other collaborating agencies
• Out-bound marketing
• How to motivate target groups to participate and
involve in the business activities of the voluntary action
• How to motivate general population to be
supportive, encouraging and patronizing to the cause
of the voluntary organization
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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18/01/14

14. Use of media, advocacy and
internet
• Conventional media such as newspapers, radio and tv –
offer a positive mindset towards the voluntary action –
• Use of paid media – through advertising on tv, radio jingles
and news advertisements – give a focused platform and attract the
attention to society in general
• Use of internet – offers a ubiquitous and 24x7 access to the
causes and activities of the organization
• Use of social media networks provides an opportunity to
interact and engage with specific people, groups and communities, whose
involvement/ support or whose response is being targeted at
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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15. Strategies for social marketing
for an NGO
• Identify the target customers
• Understand their needs for connecting with an NGO
• Categorise whether it is a low involvement engagement or a
high involvement engagement
• Develop an out-reach platform
• Create mechanisms to engage with
• Fulfill/ meet the explicit/ implicit promises
• Re-connect and reinforce with the customers cultivated
• Seek their support to reach to likeminded and supportive
(c) communities
Prof. A V Ramana, 2014.
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contact: avr.xime@gmail.com

16. Any questions?
Thank you!
(c) Prof. A V Ramana, 2014.
contact: avr.xime@gmail.com
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