SOCIAL MARKETING

1. SOCIAL MARKETING MUJI SULISTYOWATI

2. PEMASARAN

3. Kotler : • Proses sosial & manajerial • Pemenuhankebutuhandankeinginan • Pertukaran • Produk/ barang/ nilai • Berbagaiupaya yang terencanauntukmeningkatkanpenerimaansuatuprodukolehmasyarakatsasaranmelalui proses sosialdanmanajerialsehinggaterjaditransaksisukarela

4. Kebutuhan : • Keadaan merasa tidak memiliki kepuasan dasar • Keinginan : • Hasrat akan pemuas tertentu dari kebutuhan tersebut • Produk (barang & jasa) : • Sesuatu yang ditawarkan untuk dapat memenuhi kebutuhan dan keinginan • Pertukaran : • Cara mendapatkan suatu produk yang diinginkan

5. PASAR…. ? • Wilayah Sasaran Pemasaran di mana ‘pembeli’ berada/berdomisili • Terdiri dari pelanggan potensial yang mempunyai kebutuhan tertentu serta mau dan mampu turut dalam pertukaran untuk memenuhi kebutuhan atau keinginan. • Pasar mempunyai ciri-ciri tertentu • Tiap ciri membutuhkan pendekatan tersendiri Diperlukan adanya analisis pasar

6. PEMASARAN SOSIAL

7. PEMASARAN SOSIAL : • Desain, implementasi, dankontroldalammeningkatkanpenerimaan ide/perubahansosialuntuksuatukelompok target • Produk yang dipasarkan ‘ide’ ataupelayanansosial Kotler & Zaltman, 1971 : • The use of marketing principles and techniques to advance a social cause, idea, or behavior

8. Concept • … A process for influencing human behavior on a large scale using marketing principles for the purpose of societal benefit rather than commercial profit” (W. Smith) • … Social marketing seeks to influence social behaviors, not to benefit the marketer, but to benefit the target audience and the general society” (Kotler & Andreasen)

9. Social marketing is basically applying commercial marketing principles to health and human service programs • BEHAVIOR CHANGE FOR SOCIETAL BENEFIT! – not profit • Everything you do should be in the service of behavior change • The primary focus is on the consumer, on learning what people want and need rather than trying to persuade them to buy what we happen to be producing

10. Continuum of Interventions Unaware/ Considering change/ Maintaining Behavior Aware/ Not Considering Change Entrenched/ No desire to change Social Marketing Education Law This shows you where social marketing fits in with other interventions to support behavior change

11. The differences……… • Objectives • Profit oriented • Produk • Jangka waktu perubahan

12. Key concept = exchange

13. What sOcial marketing is not • Not social advertising • Not driven by organizational expert’s agendas • Not promotion or media outreach only • Not about coercing behaviors • Through punishment • Not a “one approach” model

14. Mengapa dilakukan Pemasaran Sosial di bidang kesehatan? • Berbagai penyebab penyakit bersumber pada perilaku Untuk menanggulangi perlu intervensi perilaku. Tujuan pemasaran adalah perubahan perilaku • PEMASARAN : PERUBAHAN SUKARELA • Pemasaran lebih dapat diterima masayarakat

15. Pendekatan dalam Perubahan (Pemasaran) Sosial • Pendekatan legal/ hukum • Pendekatan teknologi • Pendekatan ekonomi • Pendekatan informasi

16. Tipe Perubahan dalam Bidang Kesehatan • Perubahan kognitif • Perubahan aksi • Perubahan perilaku • Perubahan nilai

17. The Social Marketing Process

18. William D. Novelli

19. 1- Analysis • Market Analysis • To define what/who the market is • Making quantified estimates of the current and future sizes of the market • Market definition : • depend on the boundaries of (health) organization’s business • Geographical scope • distribution and sales outlets : • How do current product offerings now reach the target? • What are the places, or outlets, in which these offerings are exchanged and/ consumed?

20. Marketing Research is a systematic process of gathering, analyzing, and interpreting relevant information for decision making • Systematic process infers to used of the systems approach in the research procedure, and that is consists of a series of steps • Specific informational needs must be stated • The information must be gathered by one or several techniques • The relevant-information that needs to be researched

21. Cont’d • The possible hazards, without adequate market research : • The program would be direct to the wrong market • The potential user may NOT fully understand it • Hazards on the investment of substantial time, energy, and money • The demand for the program cannot be accurately estimated • RisetpasarsebagaibagiandariAnalisisPasarakanmemberikangambaran / deskripsidarikomposisidanukurandarisegmentasipasar yang akandilakukan

22. Consumer analysis • is the individual in the marketing exchange • The attributes are : • Demographic characteristic are : age, sex, income, education & literacy, social class, family size and life cycle, occupation, religion, culture, ethnicity • Geographic attributes : the region. size of place, population density, climate, mobility • Psychographic attributes : • behavioral characteristics: how, why, when ‘market’ engage the exchange • life-styles and personalities • Consumer-reported responses to current marketplace offerings • User status • The readiness stage of consumers • Media patterns

23. Institutional analysis • The own organization and other institutions and agencies that are directly or indirectly involved in the market

24. 2 - Planning • Setting marketing program objectives • Market target segmentation • Marketing mix strategies

25. Market Target Segmentation • refers to the focusing of marketing efforts on a particular group • breaking down the total heterogeneous market into smaller, more homogeneous groups that profitably satisfy • VARIABLES : • Geographic : urban >< rural • Demographic : age, sex, income, race, ethnic, etc. • Easily identifiable group.

26. Lanjt….. • Attitudinal : • Positive-negative-neutral; AIETA; KPDIC • can be determined through research • To be used in conjunction with demographics • Behavioral : • It relates to actions • Life-styles : activities, interests & opinions of indiv • Usage rate : how often a product or services is used  ex : nonuser-light-moderate-heavyuser • The consumers benefits

27. Strategy to segment • 3 requirements to be successful in segmenting : • Measurability : the size of potential market • Accessibility : how easily a segment can be reached & served • Substantiality : relates to whether a particular segment warrants separate marketing attention • 3 Strategies : • Undifferentiated marketing • Concentrated marketing • Differentiated marketing

28. 3 – Develop test, refine plan elements • In this steps, the elements of the marketing mix are developed and tested, • And the program is refined

29. 4 - Implementation • Execute action plan • Monitor marketing progress • Monitor institutional performance

30. 5 – Market Effectiveness • The purpose is to gather, process, and report timely, adequate and accurate data for marketing decision making • Example in contraceptive marketing programs : • Consumer response • “retailer” response • Health professional response • Communication • Sales and financial

31. 6 - Feedback • Review • Program revisions • Feedback to analysis

32. Marketing Research Procedure

33. Problem definition or opportunity identification • Exploratory research • Internal sources • External sources • Secondary sources • Sampling plan • Sampling unit specification • Sampling method selection • Sample size determination

34. Questionnaire design • Collecting primary data • Observation • Survey-telephone, mail, personal • Experiments • Data analysis • Data reduction • Statistical analysis • Interpretation and implementation of findings

35. The Social Marketing Mix

36. Product • Tangible, physical products, services (e.g. medical exams), practices (e.g. breastfeeding, ORT, eating a heart-healthy diet), more intangible ideas (e.g. environmental protection) • To have Viable Products : • People perceived that they have a genuine problem • That product offering is a good solution for that problem • Role of research : • To discover the consumers’ perceptions of the problem and the product • To determine how important they feel it is to take action against the problem

37. Price • … What the consumer must do in order to obtain the social marketing products… • i.e. : monetary price; time of effort, to risk embarrassment, and disapproval • If the costs outweigh the benefits  low value & not to be adopted • If the benefits are greater than costs  chances of trial & adoption is greater

38. Price cont’d • For physical products, price must be balanced, not too low or high, at least a nominal fee to increase perceptions of quality and to present a sense of “dignity” to the transaction  by research & positioning • Research : • to determine the perceptions of costs and benefits

39. Place • …The way that the product reaches the consumer • For tangible products : the distribution system, i.e.: the warehouse, trucks, sales force, retail outlets, etc • For intangible products : the decisions about the channels through which consumers are reached with information or training, i.e.: doctor’s offices, shopping malls, mass media vehicles or in-home demonstrations.

40. Place… cont’d • Other elements: • Decision on how to ensure accessibility of the offering • Quality of the service delivery • Research : • To identify the most ideal means of distribution (by determining the activities, habits, experience, satisfaction of target audience with the existing delivery system)

41. Promotion • … consists of the integrated use of advertising, public relation, promotions, media advocacy, personal selling and entertainment vehicles • The focus is on creating and sustaining demand for the product • Research : • To determine the most effective and efficient vehicles to reach target audience and increase demand

42. Additional P’s • Publics • Refers to both external (target audience, secondary audiences, policymakers, gatekeepers) and internal publics (those who are involved with approval or implementation of the program • Partnership • Other organizations that have similar goals and to identify ways to work together • Policy • Purse strings : • Where the funding will come from

43. Example… The marketing mix strategy for a breast cancer screening campaign for older women • Product : • Getting an annual mammogram • Seeing a physician each year for breast exam • Performing monthly breast self-exams • Price : • Money to get the exam of mammogram • Potential discomfort &/or embarrasment

44. Example cont’d… • Place : • Medical and educational services are offered might be a mobile van, local hospitals, clinics and worksites, etc • Promotion : • Could be done through public service announcement, billboards, mass mailings, media events and community outreach

45. Example cont’d… • Publics : • Low income women age 40 to 65, their husbands, their physicians, policymakers, board of directors and office staffs • Partnerships : • Local or national women’s group, corporate sponsors, medical organizations, media outlets, etc

46. Example cont’d… • Policy : • Focus on increasing access to mammograms through lower costs • Requiring insurance and Medicaid coverage • Increasing federal funding for breast cancer research • Purse strings : • Governmental grants, foundation grants, etc

47. Kotler • Problem definition • Goal setting • Target market segmentation • Consumer analysis • Influence channels analysis • Marketing strategy and tactics • Implementation and evaluation

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