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Hp Slate

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Social Marketing was officially born as phenomena in 1971 with an article in the “Journal of Marketing” by Kotler and Zaltman, where they discussed the use of commercial marketing methods for social issues. Kotler et al (2002) defined Social Marketing as “Social Marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.” Social Marketing in a developing country context has been widely used to promote social changes in for example family planning, public health and HIV/AIDS. Some of the programs have been very successful such as The Brazilian Breast feeding program. Organizations like UNICEF, The World Bank, USAid and governments have used Social Marketing methods for different purposes with varied success rates all over the world.

The main areas that are challenging for Social Marketing are organizational issues, sustainability of the programs and lack of marketing skills in organization.

The biggest benefits that aid programs in a developing country context could gain from social marketing are a tool to set SMART objectives and also as a strategic tool to analyze, plan and implement successful social change project.

The conclusion is that the hypothesis is true “Social Marketing is a useful tool for social change in aid programs in developing countries.” With the conditions that they are given the appropriate resources and that the methods are applied correctly.

HERE ARE SOME EXAMPLES OF PROGRAMS TAKEN
UP AND CONDUCTED BY GLOBAL ORGANIZATIONS.

•Proctor & Gamble has introduced the brand of fat free oil to prevent the growing ratio of heart disease.

•Various automobile manufacturers are focusing more on producing CNG cars that is not only environmental friendly but it is also very economical. So this trend is getting popular very quickly. One can verify it by observing the increasing number of CNG stations.

•There are various companies that are favoring the use of recycled paper to aid more life to trees.

*ADIDAS has embarked on a number of projects , all community based.
-better pay for local workers in the under-developed countries.
-avoiding under-age employees.
-support for local community sports.
-offer of free sports gears for talents.
-sports events sponsorship.
-supporting the construction of sports grounds.
-cheaper brands for selected countries etc etc.

By adapting societal marketing philosophy , organization tries to gain corporate image for itself both in real / perceptive terms.
With the help of societal marketing, the organization
-establishes closeness to the society/community people.
-solidifies its relationship with the local government
-builds it corporate citizenship.

The only way to decipher this is to conduct a qualitative in-depth psychological research on the people who receive these promotional messages,
-BOTH REAL AND PERCEPTIVE MESSAGES.

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