Notes for “Master of Science”

Students
Level: M.SC. (Administrative Sciences)
Semester: (3rd) spring 2021
University: Allama Iqbal Open University
(AIOU)
Study Notes Course: (5012) Social Marketing
Prepared By: Sardar Umer Chaudhary
Department: Dept. Of Business Administration,
Islamabad main campus of AIOU.
Block-1: Understanding Social Marketing
 Defining Social Marketing
Social marketing is marketing designed to create social change,
not to directly benefit a brand. Using traditional marketing
techniques, it raises awareness of a given problem or cause, and
aims to convince an audience to change their behaviors. So,
instead of selling a product, social marketing “sells” a behavior or
lifestyle that benefits society, in order to create the desired change.
Social marketing is commonly used for causes like:
Health and safety, including:

 Anti-smoking
 Anti-drug
 Promoting exercise and healthy eating
  Safe driving
 Railroad station safety

Environmental causes, including:

 Anti-deforestation
 Anti-littering

 Endangered species awareness

Social activism, including:

 Illuminating struggles that people of color, people with

disabilities, etc. face, then inspiring people to fight against
mechanisms that create inequality
 Anti-bullying
 Fighting gender stereotypes

4p’s of social marketing:

 Product
 Place
 Price
 Promotion.
Where Did the Concept Originate?

The original definition of social marketing was coined in the 1970s

by Philip Kotler and Gerald Zaltman to describe a marketing
technique seeking “to influence social behaviors not to benefit the
marketer, but to benefit society”. An example of this might be an
anti-tobacco campaign or health services. In the 1960s and ’70s,
the unethical practices of many companies became public. The
concept of Social Marketing surfaced in 1972, a more socially
responsible, moral, and ethical model of marketing, countering
consumerism. Philip Kotler introduced the concept of social
marketing and societal marketing.
How Does Social Marketing Differ from Commercial Sector
Marketing?

Primary objective in commercial marketing is to satisfy customer

by selling products to them and fulfilling their needs and earn
profit. The primary objective of social marketing is to benefit
society in term of social gain. Focus on physical products or
services. ... In social marketing, marketers satisfy society needs.

Commercial marketing and social marketing differ fundamentally in

their purpose. Commercial marketers seek to influence purchasing
decisions – most often for financial gain. Social marketers seek to
influence behavior usually for the good of community or society.
(And yes we realize commercial marketing can have positive social
effects, too, and Civilian helps businesses invest in corporate
social marketing.)
How Is It Different from Nonprofit Marketing, Public Sector
Marketing and Cause Promotions?

The nonprofit marketing title refers to any advertising that

markets a socially-oriented offer. So-called nonprofit
organizations (NPO’s) are not economically oriented and are
therefore not concerned with profits or other economic goals, but
rather with creating social and societal projects.

Public sector marketing is about managing the relationships

between government organizations, the public sector, and
other parties that are seeking services from them. These
parties can include individuals, groups of individuals, organizations,
or communities.

Cause Promotions:

Cause promotion refers to a broad variety of ethical and social

activities. Mostly, it describes a scenario where a for-profit
 company raises awareness on a specific cause or support
fundraising, by allocation corporate resources, either cash or in-
kind contribution. It can also occur that management urges its
employees or customers to take part. Furthermore, it is important
to underline that a partnership with a non-profit organization is
not essential.
 Who Does Social Marketing?

Nonprofit organizations and charities run the majority of social

marketing campaigns. Government organizations, highway safety
coalitions, and emergency services (police, fire, and ambulance)
run them as well. But social marketing is not out of the question if
you’re a commercial business. Commercial brands will sometimes
run social marketing campaigns for causes they are passionate
about.
 What Social Issues Can Benefit from Social Marketing?

Social marketing is used to influence specific behaviors that will

improve health, prevent injuries, protect the environment and
contribute to communities. Major issues that social marketing can
benefit include:

 Health: tobacco use, binge drinking, obesity, physical activity,

immunizations, nutrition, sexually transmitted diseases, blood
pressure, oral health, high cholesterol, and skin, breast, prostate
and colon cancer
 Injury Prevention: traffic safety, drowning, safe gun storage,
falls, household fires, suicide, sexual assault, domestic violence,
disaster preparedness, and seat belt, car seat and booster seat
usage
 Environmental Protection: waste reduction, water
conservation, water quality, energy conservation, air pollution,
litter, wildlife habitat protection, forest preservation, disposal of
 hazardous waste, reducing single use plastic pollution, climate
change behaviors
 Community Engagement: organ donation, blood donation,
volunteering, voting, crime prevention, animal rights, literacy and
financial well-being
 What Are Other Ways to Impact Social Issues?

Practice Random Acts of Kindness

Small, random acts of kindness—like smiling at a stranger or

holding the door open for someone.

Create a Mission-First Business

A mission-first business is a way business owners can make a

social change impact. A mission-first business can still operate
as a for-profit enterprise, but is oriented around a socially
impactful mission.

Volunteer in Your Community

You don’t have to start a new organization to make a positive

impact on your community.

Vote With Your Wallet

Any business knows buyers have power. This means that

consumers can create a social change impact by only buying
goods from socially conscious companies.

What Is the Social Marketer’s Role in Influencing Upstream

Factors?
Social marketing has been used to influence individual behavior in
many areas. Two areas have been road safety, and more recently,
the current childhood obesity epidemic. The aim of any upstream
social marketing intervention designed to curb the rate of death
 and injury for young road users would be to focus on addressing
the environmental factors that contribute to the risk behavior of
young drivers. These include such factors as young people's
access to alcohol and powerful cars, their freedom to drive at night
and lack of restrictions on the number of passengers a new driver
can carry in a car. The initiation of social marketing campaigns to
address these issues through changes to public policy and
legislation would be an example of upstream social marketing.
Upstream social marketing addresses how we change the policies,
laws, regulations, and physical environments that can marginalize
or render worthless our best efforts as social marketers at getting
individuals to change their behaviour if there are too many
environmental barriers.

Block-2: Strategic Marketing Planning Process

the use of marketing disciplines to achieve organizational goals by developing and
maintaining a sustainable competitive advantage.
Steps in the Strategic Marketing Planning Process
Step one: Plan your mission, goals and objectives
As you’re planning these elements, remember, be SMART about it:
That is to say, your goals should be:

 Specific.
 Measureable.
 Aspirational.
 Realistic.
 Time-bound.
 Step two: Analyze industry positioning

Swot analysis.
 Step three: Establish marketing tactics

4p’s (Product, Price, Place, Promotion)

Step four: Put your process to work

This step will see you and your content marketing team:

1. Obtaining resources, including the required financial backing and

subject matter experts, when necessary.
2. Developing schedules for each tactic and campaign. Be as
specific as possible with these tasks to ensure they can be
accomplished effectively.
3. Executing the process.

Step five: Evaluate, modify, and repeat

Evaluation of all planning process.

Marketing Planning: Process and Influences

Marketing planning & strategic marketing planning process is

same. Macro & Micro factor influencing planning process.

Stakeholders – e.g. shareholders who will hold a view on

company direction and rate of progress, and perhaps
intermediaries and employees, and of course customers.
• Corporate governance – companies have to observe
guidelines on corporate governance, which can influence what they
can and can’t do e.g. regulations affecting financial services and
the duties of directors
• Business ethics – likewise individuals are expected to serve
with integrity and honesty.
• Organizational culture – organizations are a complex mixture
of cultural and political groups and processes. These may influence
the way a company views its mission statement and decides on its
objectives.
Marketers need to be aware of the whole mix of factors that will
influence the planning process and the development of mission
and corporate and marketing objectives.

Steps to Develop a Social Marketing Plan

Step 1: Define Your Audience

Step 2: Identify Evaluation Measures

Step 3: Identify Channels

Step 4: Identify Benefits

Step 5: Identify Obstacles

Step 6: Determine the Message

Step 7: Test and Refine

Step 8: Collect Data

Step 9: Modify Your Work, Based on the Data

Step 10: Write an Evaluation Report.

Why Is a Systematic, Sequential Planning Process Important?

Systematic planning is the process for determining where an

individual or organization is going, how they are going to get there,
and how they will know if they got there or not.

There are certain benefits that result from using a Systematic

Planning Process. The benefits include:

• Encouraging comprehensive, careful planning by soliciting input

from concerned customers and stakeholders;

• Addressing costs and schedule in the design phase, the critical

time to address total project constraints;

• Communicating and documenting proposed activities and

decisions to be made so that everyone has a common
understanding of requirements when considering the data
collection or work design, strategies, and the end use of products;

• Addressing the concerns of customers, suppliers, and relevant

technical experts for products, services, and activities, thus
minimizing the possibility of repeating work because of
inappropriate or inadequate project implementation; and

• Facilitating the application of promising innovative technology by

reconciling technology capabilities with site-specific considerations.

Sequential Planning is a client focused planning process that

improves our clients' everyday life.

When using this simplified planning process, the client benefits

from the ability to compare costs and features of available financial
products and/or professional services in a comprehensive and
collaborative manner. The client is encouraged to use these
learned strategies to protect themselves going forward.

Where Does Marketing Research Fit in the Planning Process?

Market research plans define an existing problem and/or outline

an opportunity. Thus, marketing research is almost indispensable in
planning and executing the marketing strategies because,
it collects, analyses and interprets the relevant data thus,
reinforcing the hands of the decision-maker in making sound and
timely decisions to kick the threats and kiss the opportunities.
Marketing Dialogue
Dialogue marketing refers to a specific type of marketing strategy
that involves developing a friendly rapport with prospective
customers. If done properly, dialogue marketing could not only land
new customers, but it can also create repeat customers. The word
dialogue means a conversation that is held between two or more
people. When applied to marketing, a dialogue involves businesses
and consumers conversing with each other. This type of marketing
came onto the scene in the early part of the 21st century when
companies began engaging their customers in ongoing
conversations in order to build more powerful and lasting
relationships. Since its inception, many businesses have had a
great deal of success with dialogue marketing.
Block-3: Success Marketing
Discovering Keys to Success Marketing
1. Make as mostly of your products and services available
online as possible

2. Include content marketing as part of your

strategy

Content marketing generates demand for your business,

helps build awareness of your brand, and signals expertise
in your field. It’s also more effective than you might
realize.

3. Focus marketing efforts on digital channels

There’s still a place for traditional marketing through channels such

as print, direct mail, and broadcast media, but a successful digital
marketing strategy has never been more crucial.

4. Adopt software to automate and simplify

your workflows

Marketing automation software streamlines marketing

campaigns by automating and tracking repetitive marketing
tasks.

5. Increase your marketing budget—even a small amount

could make a big difference

The number and variety of marketing channels has exploded in

recent years, complicating and straining marketing budgets.

Principles for Success

According to forbs three principle of success:

 Be passionate.
 Love to fail.
 Remove excuses.
Extra principles of success:

 Think Big. Think little goals and expect little

achievements. ...
 Develop Focus. It's impossible to be successful unless
you master the art of focus. ...
 Remove False Beliefs. ...
 Develop an Internal Locus of Control. ...
 Set Goals. ...
 Overcome Fear. ...
 Be Determined.

Analyzing the Social Marketing Environment

As with marketing in general, the success of a social marketing
campaign depends in part on the marketer’s accurate analysis of
the complex environment in which the campaign appears. The
purpose of the environmental analysis is to understand and monitor
the environmental factors, predict the impact of these factors on
the organisation’s performance and make strategic decisions that
will enhance competitiveness. Environmental factors include:
political–legal; demographic–economic; social– cultural; and
technological–physical environment factors.

Block-4: Research Needs and Options

 Determining Research Needs and Options
Common myths regarding MKTG research ?-I’m already doing
enough research.-Research is only for big decisions.-Market
 research is simply conducting surveys and surveys are
expensive.-Most research is a waste.

Types of research

Descriptive research

Exploratory research

Casual research.

Some time another types:

Primary & Secondary research.

The main purposes of research are to inform action, gather

evidence for theories, and contribute to developing knowledge in a
field of study.

Research need:

1. It's a tool for building knowledge and facilitating learning.

2. It's a means to understand issues and increase public awareness.
3. It helps us succeed in business.
4. It allows us to disprove lies and support truths.
5. It is a means to find, gauge, and seize opportunities.
6. It promotes a love of and confidence in reading, writing, analyzing,
and sharing valuable information.
7. It provides nourishment and exercise for the mind.
 Exploratory research is usually conducted when a researcher has
just begun an investigation and wishes to understand the topic
generally. Descriptive research aims to describe or define the topic
at hand. Explanatory research is aims to explain why particular
phenomena work in the way that they do.

Causal research, is the investigation of (research into) cause-

effect relationships

Primary research is information gathered through self-conducted

research methods, while secondary research is information
gathered from previously conducted studies.

 Major Research Terminology:

Data Information gathered during the research process. ‘Raw’ data is
information which has not yet been analysed.
Empirical Research Research based on first-hand gathering of data
through interviews, questionnaires, ethnographies, participant
observation, action research and so on.
Ethnography The direct observation, description and analysis of the
activities and behaviour of members of a social group, for instance a
youth gang.
Informant Someone that participates in a research project, generally
through interview. Also referred to as a research participant or
interviewee.
Methods The tools used to gather research data, for instance a phone
questionnaire, face-to-face interview, gathering census data. Different
methods are used in quantitative research and qualitative research.
Quantitative Research Research discovering facts about social
experiences and trends where data is collected through measuring
things and is analysed through numerical comparisons and statistical
inferences. The process of collecting and analyzing numereical data
Data is represented numerically as a percentage, a mean, and average
etc. Commonly, data appears as a table, a graph, or a pie or line chart.
As data is presented as representative, the sample, that is the source of
the data, is extremely important.
Qualitative Research Qualitative research involves collecting
and analyzing non-numerical data to understand concepts
Research that is not presented as representative but as offering people’s
reflections or perspectives on an issue or experience. It is traditionally
conducted via interviews or observation.

Data is analysed by themes drawn from informants’ descriptions. Also

referred to as ‘interpretive’ and ‘grounded’, qualitative research is more
interested in questions of how and why than in how many.

Theory A substantiated (evidence based) explanation for the way

something is as it is. The body of rules, ideas, principles, and techniques
that applies to a particular subject.
 Transcript The typed record of an interview obtained from audio or
video recordings.

Sample A group of individuals selected by a researcher because they

possess particular attributes of interest to the research project. A
representative sample is one which is representative of a larger group. If
the sample is selected carefully, the resulting data can be applied to the
group as a whole.

Observation Observation is the systematic noting and recording of

events, behaviours and objects in the social setting chosen for the study.
The observational record is referred to as field notes, which are detailed,
nonjudgmental, concrete descriptions of what is being observed. A
participant observer is someone who is a part of the activity as well as
making the observations.

 When Research is used in the Planning Process

The research phase in the planning process begins with a need for more
information (“research question”) to shore up any deficiencies in his or
her knowledge about the planning task being addressed. Research most
commonly occurs during the research and eval-uation
junctures (Steps 2 and 5) in the planning process.

 Steps in Developing a Research Plan:

 Step 1: Define the problem statement. ...

 Step 2: Identify your objectives. ...
  Step 3: Choose the right research method. ...
 Step 4: Recruit participants. ...
 Step 5: Prepare the brief. ...
 Step 6: Establish the timeline. ...
 Step 7: Define how you'll present your findings.


 Block-5: Establishing Target Audiences

Objectives and Goals
 Mapping the Internal and External Environments

Swot Analysis.

Internal Factors of Microenvironment in Social Marketing

Resources: levels of funding, staffing and expertise

Past performance: prior successes and failures, issue and program

image and reputation

Service delivery: ability to deliver any programs or services that will be

off ered to target audiences

Management support: extent to which this effort will have management

attention and support 28 Cont.

Issue priority: extend to which the focus for the campaign is considered a
top priority by key publics
Internal publics: peers and colleagues within the agency, organisation, or
corporation who have interest and influence relative to program efforts
Current alliances and partners: coalitions, corporate partners, and task
forces addressing the social issue at hand with which there are existing
relationships

External Factors of Macroenvironment in Social Marketing

Cultural forces: trends and events affecting society’s basic values,

perceptions, preferences, and behaviours (norms)

Technological forces: potential for new technologies, products, and market

opportunities

Demographic forces: trends in population size, age, gender, race,

occupation, location, and other similar statistics 30 Cont.

Natural forces: current and emerging environmental issues and concerns

Economic forces: trends affecting buying power and spending

Political/legal forces: laws and actions of governmental agencies that could

affect campaign efforts and/or target audiences

External publics: groups outside the organization with actual or potential

impact on target audiences
 Selecting Target Markets
Target market represents a group of individuals who have similar needs,
perceptions and interests.

To select a target market, it is essential for the organizations to study the

following factors:

 Understand the lifestyle of the consumers

 Age group of the individuals
 Income of the consumers
 Spending capacity of the consumers
 Education and Profession of the people
 Gender
 Mentality and thought process of the consumers
 Social Status
 Kind of environment individuals are exposed to
 Steps Involved in Selecting Target Markets

Four simple steps to defining and reaching your target market

One of the biggest challenges that small business owners face is
ensuring that they are talking to their target market. With limited
marketing funds, it is essential that you talk to the right people – your
potential customers.
It may sound obvious, but there are many business owners who give
little consideration to who will buy their products or services before
they begin their marketing. But how can you successfully market and
grow a business without this information? Follow these simple steps
to help you identity and reach your real target market.
Step 1: Define your target market
The first step you need to take is to define your target market. Having
a clear profile of your target customers will help you weed out the
‘maybes’ and ‘nevers’, and ensure that your marketing activities are
targeted and cost-effective.
 Take some time to note down the following about your target
audience:
o Demographics – who are they? What is their age, gender, profession
and income etc.
o Psychographics – How do they think? What are their interests, values,
attitudes, likes and dislikes etc?
o Behavioural – What do they do? How do they consume media? Is it
online or offline? What sites or publications?
It’s worth taking an extra step and thinking about what
your bullseye target market looks like. To do this, write a short
statement which describes your perfect customer.
Step 2: Reach your target market
You now need to give consideration to how you are going
to reach your target audience. Having spent time on profiling your
target market, you should find this step of the process much easier. To
maximise your marketing investment, you need to fish where the fish
are!
Some simple examples – if your target audience are 25-35 year-old
busy professionals, think about social media and online platforms, as
these are mediums that this demographic actively engage with.
Alternatively, if your products or services are aimed at 55-65 year-olds
who are largely retired, you may want to opt for print publications that
you know this demographic like to read.
Whether you decide on online or offline advertising, remember to ask
advertising managers for a breakdown of the demographic profile of
their readers. This information will help you to make decisions about
allocating your marketing funds effectively.
Note also that no matter who your target audience are, you need to
ensure that your content not only reaches them, but also engages with
them (‘how to write engaging content’ is a topic for another day!).
Step 3: Identify what type of customers they are
With each marketing outreach you undertake, remember to also think
about the type of customers you are trying to connect with. Are they
existing, new, lapsed or repertoire customers (repertoire customers
are those who are not loyal to one brand, but who may be influenced
by things like promotional offers)? This will impact on the messaging
and tone that you adopt for your communications.
Step 4: Tailor your marketing to your customers
When you really understand who you’re talking to, you can ensure that
all your communications are on-message and sent using the right
channels and media. Using the intelligence you have gained in the
right way ensures that your marketing budget has the most impact,
and is much more likely to lead to high value sales, and loyal, repeat
customers
Variables Used to Segment Markets:

Segmentation Variables:
The factors which are be used to segment a market are the
segmentation variables. Common variables include demographic,
geographic, psychographics and behavioural considerations.

Quantifiable population e.g University

characteristics, such as age, Educated, 20-
Demographic
gender, income, education, 25 year old,
family situation. Males

The physical location or e.g Living in

Geographic
region. New York City

Psychographic Lifestyle, social or e.g Self

s personality characteristics. assured,
 confident

The needs and wants of the

customer in relation to the e.g Social
Behavioural
product, including Activity
expectations and attitudes.



 Criteria for Evaluating Segments
identifiable
Your firm must determine who is within your market to be able to
design products or services to meet their needs. It is equally important
to ensure that the segments are distinct from one another in terms of
needs because too much overlap between segments means that
distinct marketing strategies aren’t necessary to meet segment
members’ needs.

Reachable
The best product or service cannot have any impact if that market is
not easily accessible or reached through persuasive communications
and product distribution. Consumers in the segment must be able to
receive your marketing messages to know the product or service
exists, understand what it can do for them, and recognize how to buy
it.

Responsive
 For a segmentation strategy to be successful, the customers in the
segment must react similarly and positively to your firm’s offering. Even
if a segment meets all the other criteria for a successful segment, you
should not pursue it if the market probably won’t be responsive to your
product due to the competitiveness in the market
 
Substantial and Profitable
 Once the firm has identified its potential target markets, it needs to
measure their size and growth potential. If a market is too small or its
buying power is insignificant, it won’t generate sufficient profits or be
able to support marketing mix activities. You must focus your
assessment on the potential profitability of each segment, both current
and future. Key factors to keep in mind in this analysis include market
growth (current size and expected growth rate), market
competitiveness (number of competitors, entry barriers, product
substitutes), and market access. Some straightforward calculations
can help illustrate the profitability of a segment. Segment profitability =
(Segment size x Segment adoption percentage x Purchase behaviour
x Profit margin percentage) – Fixed costs.

 How Target Markets are selected

Read above topic of target market.

 What Approach Should be Chosen

Marketing mix 4p’s

Strategy Target Market

Mass marketing Everybody everywhere

Differentiated marketing Large groups within the total market

Niche marketing High penetration within smaller, specialized segments

Individual customers or localized microsegments

Micromarketing

Demographic, Geographic, Pshycographic, Behavioral.