Social Marketing: An Approach to Promoting Sustainability - Dissertation Example

? Social Marketing: An Approach to Promoting Sustainability Introduction/Background One of the most interesting facts about the modern day marketing is the development of social marketing. Instead of product or service, social marketing market attitudes and behavior etc. The major difference between the traditional marketing and social marketing is that traditional marketing always brings advantages to the seller whereas social marketing brings advantages to the buyer. “Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors” (Weinreich, 2010). Ideas, attitudes and behaviors are new commodities entered into the commercial world which was dominated by products and services in the past. Entrepreneurs are waiting for new ideas, concepts, behaviors etc to beat the competitors and to gain upper hand in the market. Social marketing differs from other types of marketing only in the objectives. Aim Marketing principles are undergoing huge changes over the last few decades. Traditional marketing methods have given way for new marketing principles because of the huge development in science and technology. The major aim of this paper is to get deep insights into the topic social marketing. Objectives Since social marketing is relatively a new marketing concept, many people do not have proper idea about the definitions of social marketing. My first objective of this research is to get proper knowledge about the definitions of social marketing. The applications of social marketing are growing day by day. Since social marketing is all about changing social behaviors, it can be applied in many areas of our social life to cultivate desired behaviors and attitudes. The second objective of this proposal is to identify the major areas in which social marketing can be applied. Social marketing has close relations with economy, society and environment. It can affect all these parameters in one way or other. The third objective of this proposal is to identify the ways in which social marketing can cultivate changes in economy, society and environment. Traditional marketing mixes and social marketing mixes have some similarities and differences. The fourth objective of this paper is to identify the similarities and differences between the marketing mixes of traditional marketing and social marketing. Methodology The methodology that will be applied by this study has been chosen in order to acquire information about the development of social marketing in the present century and its role in bringing social changes in a community or country. This research will make use of the findings of previous researches in order get specific knowledge about the different topics in social marketing. Many of the previous researches concentrated only on some specific aspects of social marketing whereas this research is intended to concentrate on the general aspects of social marketing. Data Collection Data collection is the most important part of any research. In fact the success of any research depends on the quality of data collected. In order to conduct a research properly, primary data, secondary data, quantitative data and qualitative data are essential. Credible resources should be selected for data collection. In this research, I tried to collect data only from credible sources. Both primary and secondary data will be used for this research. Primary data is the backbone of any research as the name indicates. It provides information from direct sources and therefore it is more reliable than secondary data. Primary data will be collected with the help of semi structured interviews conducted among sociologists, psychologists, environmentalists and marketers. Online surveys and questionnaires will also be used to collect primary data. The purpose of secondary data is to supplement the primary data. In other words, the major duty of secondary data is to underline the findings of the primary data. Secondary data will be collected from internet, books, periodicals, newspapers and other published studies regarding social marketing. Both qualitative and quantitative data will be used getting proper awareness about the topic. Time Frame This research is intended to complete within 30 days. The first 10 days will be used for collecting primary data. Interviews and surveys will be conducted during this period. The second 10 days will be used for collecting secondary data. In order to collect secondary data, I decided to visit some of the reputed academic libraries nearby. Moreover, I have to go through internet to collect previous research findings on the same topic. The last 10 days will be used for data analysis and writing of the paper. Literature Review “Kotler and Andreasen defined social marketing as a marketing method to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society" (Weinreich, 2010). In the case of all the other marketing methods, the ultimate beneficiary would be the seller; however, in the case of social marketing, the beneficiaries would be the society rather than the seller. For example, social marketing is used extensively to avoid drug abuse, heart problems etc. It should be noted that these problems can be tackled effectively if people are ready to make certain changes in their life styles, behaviors and attitudes. Social marketing is intended to make desired changes among the public. The major objective or goal of Social marketing is to “influence human behavior in order to improve health or benefit society” (The Basics of Social Marketing, n. d. p.3). For example, alcoholism, drug abuse and smoking are some of the most dangerous human behaviors which are capable of producing individual as well as social problems. It should be noted that the manufacturers of tobacco, alcohol and drugs may not be interested in forcing the people to change their abusive behaviors. They will use every tactics to increase the selling of their products using traditional marketing methods. On the other hand, the objective of social marketing is to prevent people from using drugs, alcohol and tobacco. The term ‘social marketing’ can be used in two different ways: first as ‘a set of concepts and principles’ used to inform the development and implementation of strategies aimed at behaviour change, that is a theory or ‘a frame of reference or a mindset for helping examine, understand and provide insight into issues and enhance impact and effectiveness’ of interventions aimed at behavior change; and second ‘as a specific intervention method or planned process’ to achieve targeted behavioural goals. Given that behaviour change is central to tackling obesity, the use of social marketing is, on the face of it, an attractive option (Rayner, 2006, p.195) Obesity is one of the major health problems facing by the people all over the world irrespective of the differences in ages of people. The popularity of computers, social networks and internet forced people to spend lengthy hours in front of computers instead of spending some time for physical workouts. These habits often cause obesity or over weight and subsequently health problems like, high blood pressure, cholesterol, diabetes, coronary problems etc may develop. Traditional marketing methods have nothing to do with the prevention of such habits. Only social marketing is capable of educating the people about the dangers associated with their changing life styles and habits. A growing body of evidence shows that social marketing programs can make an important contribution to the reproductive health of the target population. In 2002, social marketing programs in 69 countries sold almost 1.6 billion condoms accounting for more than half of all condoms available from public sources (Meekers & Rahaim, 2005). It should be noted that AIDS/HIV is causing huge economic problems in developing and underdeveloped countries. The rehabilitation of HIV patients is becoming a big social problem in such countries. People always like to avoid contacts with AIDS patients because of the fear of spreading of disease. Governments in such countries are spending huge amounts for the treatment and rehabilitation of AIDS patients. It is better to prevent AIDS or HIV than trying to treat after it strikes people. AIDS prevention programs can be conducted only with the help of social marketing. “Social change happens when you change internal attitudes, external structures, and/or work to make behavior unnecessary” (The Basics of Social Marketing, n. d. p.3). As an example, consider the concept of obeying traffic rules while driving. It should be noted that crazy driving habits can cause injuries or death not only to the driver, but also to other innocence people. If all drivers obey traffic rules, the chances of accidents are rare. Social marketing can be used to force drivers to obey traffic rules and driving rules. Sustainable business practice is another goal of social marketing. “Giving communities tools to evaluate, prompt and monitor commitments toward sustainability leads to plain language outreach that is rooted and effective in the community” (Laulainen, 2007). For example, current generation is using too much electronic devices, such as mobile phones, computers, music instruments etc. People have a habit of disposing this equipment carelessly when they gone out of order. It should be noted that these materials may have batteries which can spoil the environment. Social marketing can educate people with respect to the disposal of such materials and thereby cultivate sustainable life practices in their minds. According to Andreasen and Herzberg (2005), “Business people should make necessary changes in their business policies and media should extend all the necessary assistance to the all the stakeholders in spreading the message of social marketing” (Andreasen and Herzberg, 2005, p.4). Even though social marketing is all about making changes in individual behaviors, society may get more benefits than the individual as a result of the behavioral change. At the same time, for the success of social marketing the combined effort of the individuals, legislators, police, executives, business leaders media personnel etc are necessary. Individuals should respond positively to the efforts of social marketers. Legislative bodies should formulate laws suitable for social marketing and police forces should implement it properly. “The lack of clear-cut personal benefits, especially in the short term, is one of the greatest challenges facing social marketers who work on environmental issues”(Social Marketing and Energy Efficiency, 2007). For example, social marketers often ask the public to reduce automobile usages in order to protect our environment. It should be noted that automobiles are emitting lot of toxic gases and carbons to the atmosphere which in turn increases the atmospheric temperature. As a result of atmospheric temperature rise, climate changes, floods, droughts, melting of ice from polar region, sea level rise etc is happening. However, it is difficult for the social marketers to convince the public since all these consequences of atmospheric temperature rise may occur only in the long run. As a result of that people may not give up their usual habits easily for the protection of the environment. “Social marketing has already been used to address issues as diverse as non-point source water pollution, sustainable forests, decreasing fertilizer run-off, watershed protection, reducing automobile idling etc” (Caveat, 2009). Environmental protection is one of the major areas in which social marketing can be used effectively. For example, current world is facing immense energy shortage. Irrespective of developing, developed or underdeveloped, all countries are facing severe energy shortages now. Many of the available energy sources are exhausting rapidly while the demand for energy increases as time goes on. Oil stocks are believed to be last for another 30 to 40 years only. Even though solar energy is proposed as an alternate energy source for our energy needs, the technologies to exploit solar energy are still not developed properly. As a result of that energy crisis remains to be a problem with no answers. “Social marketing is mostly applied for energy conservation; academics focus mostly on recycling” (Social Marketing for the Environment: A Comparative Analysis of Theory and Practice, n.d). Energy conservation and recycling are equally important topics as far as environmental protection and social marketing are concerned. Energy conservation is all about reducing our usage of energy. “It should be noted that energy can neither be created nor be destroyed, but can be transformed from one form into another. Moreover, total energy available in the universe is a constant according to scientific principles. However, some portion of the available energy is getting converted to a non- reusable form when we do every activity” (Kostic, 2011, p.330). Thus total energy available for useful work is getting decreased as time goes on according to the principles of science. Under such circumstances, energy conservation is becoming one of the most important challenges facing by humans. Social marketing should be used effectively to make the awareness among the people about the necessities of reducing their energy usages. “Many of the most engaging behavior change campaigns abide by the old adage, “think globally, act locally” by forming partnerships with local governments, schools, non-profits, churches, and other community groups to deliver the program on a local level” (Hummer, 2010). Many people have the habit of keeping the lights and fans switched on even when it is not needed. Even for travelling smaller distances, people have the habit of using their cars. All these activities are spoiling the energy and environment. It is important to avoid such behaviors which cost us in the long run. Recycling is another area in which social marketing can be used effectively. All the industrial units or manufacturing sectors are producing wastes which are usually dumped to seas, rivers, and streams. As a result of such industrial waste dumping, both water and land are getting polluted. At the same time, we cannot think in terms of stopping all industrial activities to avoid pollution. Recycling of industrial waste is the only way to avoid pollution. Individuals also have a responsibility to protect our environment. Plastic material usages should be reduced as much as possible and plastic wastes should be recycled properly instead of burning it. Burning of plastic can cause damage to the environment. Social marketing can be used effectively to create awareness among the public about the necessities of environmental protection and recycling of wastes. Product, price, place and promotion are usually considered as the four P’s of marketing mix which helps marketers to formulate their marketing strategies. In other words, these four parameters needed to be mixed properly to conduct and effective marketing campaign. However, recently many other P’s such as People, partnerships, process, physical evidence, packaging etc have been added to the existing four P’s. “Moreover, Robert Lauterborn (1990) claims that the 4P’s should also be seen from a consumer’s perspective or 4’C’s. This is converting Product into “customer solution, Price into “cost to the customer”, Place into “convenience”, and Promotion into “communication” (The Marketing Mix, n.d). In the case of social marketing product means the desired behavior marketer intended to cultivate in the minds of the people whereas the price is the cost incurred by the consumers who receive social marketing product. Place is the medium of product distribution whereas promotions means all the advertising materials used for social marketing (Jayasinghe, n. d., p.1-2). The marketing mix of social marketing can be well understood using the following example. Breast cancer screening campaign for older women might include the following elements: The product could be any of these three behaviors: getting an annual mammogram, seeing a physician each year for a breast exam and performing monthly breast self-exams. The price of engaging in these behaviors includes the monetary costs of the mammogram and exam, potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump. The place that these medical and educational services are offered might be a mobile van, local hospitals, clinics and worksites, depending upon the needs of the target audience. Promotion could be done through public service announcements, billboards, mass mailings, media events and community outreach. The "publics" you might need to address include your target audience. Partnerships could be cultivated with local or national women's groups, corporate sponsors, medical organizations, service clubs or media outlets (Weinreich, 2010). Tentative Conclusions The tentative conclusion is that social marketing is entirely different from other types of marketing. Social marketing helps buyers whereas traditional marketing helps sellers. Social marketing can be used effectively to generate desired behaviors among the people. It has strong relationships with economy, society and the environment. The marketing mixes of social marketing are almost similar to that of traditional marketing. References 1. Andreasen A.R and Herzberg B. (2005). Social marketing applied To economic reforms SMQ / vol. Xi / no. 2 / summer 2005. [Online] Available at: http://www.publicprivatedialogue.org/papers/Social%20Marketing%20Quarterly%20-%20Andreasen-Herzberg.pdf [Accessed on 06 January 2012] 2. Caveat (2009). Natural Environment, [Online] Available at: http://www.socialmarketingpanorama.com/social_marketing_panorama/natural-environment/ [Accessed on 06 January 2012] 3. Hummer J. (2010). Using Social Marketing to Promote Energy Efficiency and Conservation. [Online] Available at: http://www.environmentalleader.com/2010/03/22/using-social-marketing-to-promote-energy-efficiency-and-conservation/ [Accessed on 06 January 2012] 4. Jayasinghe M. (n. d.). What makes up the marketing mix in a social marketing campaign in health?. [Online] Available at: http://www.asiantrendsmonitoring.com/wp-content/uploads/2010/10/social-marketing-supplement-1.pdf [Accessed on 06 January 2012] 5. Kostic MM (2011), Revisiting The Second Law of Energy Degradation and Entropy Generation: From Sadi Carnot's Ingenious Reasoning to Holistic Generalization . [Online] Available at: http://www.kostic.niu.edu/2ndLaw/Revisiting%20The%20Second%20Law%20of%20Energy%20Degradation%20and%20Entropy%20Generation%20-%20From%20Carnot%20to%20Holistic%20Generalization-4.pdf [Accessed on 06 January 2012] 6. Laulainen D. (2007). Social Marketing and Sustainability: Understanding Barriers. [Online] Available at: http://www.hopedance.org/cms/index.php?option=com_content&task=view&id=376&Itemid=32 [Accessed on 06 January 2012] 7. Meekers D & Rahaim S. (2005). The importance of socio-economic context for social marketing models for improving reproductive health: Evidence from 555 years of program experience [Online] Available at: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC548279/ [Accessed on 06 January 2012] 8. Rayner M. (2007). Social marketing: how might this contribute to tackling obesity? Obesity reviews (2007)8 (Suppl. 1), 195–199. Available at: http://www.bis.gov.uk/assets/bispartners/foresight/docs/obesity/195-199.pdf 9. Social Marketing for the Environment: A Comparative Analysis of Theory and Practice, (n.d.). [Online] Available at: http://piee.stanford.edu/cgi-bin/docs/behavior/becc/2007/posters/Takahashi.pdf [Accessed on 06 January 2012] 10. Social Marketing and Energy Efficiency, (2007). [Online] Available at: http://socialmarketing.blogs.com/r_craiig_lefebvres_social/environment/ [Accessed on 06 January 2012] 11. The Basics of Social Marketing, (n. d) [Online] Available at: http://www.turningpointprogram.org/Pages/pdfs/social_market/smc_basics.pdf [Accessed on 06 January 2012] 12. The Marketing Mix, (n.d). [Online] Available at: http://socialmarketing.wetpaint.com/page/The+Marketing+Mix [Accessed on 06 January 2012] 13. Weinreich K. (2010). What is Social Marketing?. [Online] Available at: http://www.social-marketing.com/Whatis.html [Accessed on 06 January 2012] Read More