SOCIAL MARKETING

MUJI SULISTYOWATI

PEMASARAN

Kotler : Proses sosial & manajerial Pemenuhan kebutuhan dan keinginan Pertukaran Produk/ barang/ nilai

Berbagai upaya yang terencana untuk meningkatkan penerimaan suatu produk oleh masyarakat sasaran melalui proses sosial dan manajerial sehingga terjadi transaksi sukarela

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

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

PEMASARAN SOSIAL

PEMASARAN SOSIAL :Desain, implementasi, dan kontrol dalam meningkatkan penerimaan ide/perubahan sosial untuk suatu kelompok targetProduk yang dipasarkan ‘ide’ atau pelayanan sosial

Kotler & Zaltman, 1971 :The use of marketing principles and techniques to advance a social cause, idea, or behavior

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)

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

Continuum of Interventions

Unaware/ Considering change/ Maintaining Behavior

Aware/ Not Considering Change

Entrenched/ No desire to change

Education Social Marketing

Law

This shows you where social marketing fits in with other interventions to support behavior change

The differences………

1. Objectives

2. Profit oriented

3. Produk

4. Jangka waktu perubahan

Key concept = exchangeYou Give Me You Get

Rp. 5000,- A pepsi

• A thirst quencher• good taste • fun• youthfull feeling

Rp.2500,- A Condom

EmbarrassmentLoss of pleasure

• protection against pregnancy• protection against STD’s• peace of mind• sense of control• hope of the future

Money An immunization

TimeMomentary discomfort

• better health• avoidance a greater discomfort (sickness• ability to go school, work, etc

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

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

Pendekatan dalam Perubahan (Pemasaran) Sosial

1. Pendekatan legal/ hukum

2. Pendekatan teknologi

3. Pendekatan ekonomi

4. Pendekatan informasi

Tipe Perubahan dalam Bidang Kesehatan

Perubahan kognitif Perubahan aksi Perubahan perilaku Perubahan nilai

The Social Marketing Process

William D. Novelli

2Planning

6Feedback to stage 1

1 Analysis

3Develop test,

refine plan elements

4Implemen-

tation

5Assess in-

marketeffectiveness

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?

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

Cont’d

The possible hazards, without adequate market research :

1. The program would be direct to the wrong market

2. The potential user may NOT fully understand it

3. Hazards on the investment of substantial time, energy, and money

4. The demand for the program cannot be accurately estimated

Riset pasar sebagai bagian dari Analisis Pasar akan memberikan gambaran / deskripsi dari komposisi dan ukuran dari segmentasi pasar yang akan dilakukan

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

Institutional analysis The own organization and other institutions and

agencies that are directly or indirectly involved in the market

2 - Planning

Setting marketing program objectives Market target segmentation Marketing mix strategies

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 :1. Geographic : urban >< rural

2. Demographic : age, sex, income, race, ethnic, etc.

Easily identifiable group.

Lanjt…..3. Attitudinal :

Positive-negative-neutral; AIETA; KPDIC can be determined through research To be used in conjunction with demographics

4. Behavioral : It relates to actions

1. Life-styles : activities, interests & opinions of indiv

2. Usage rate : how often a product or services is used ex : nonuser-light-moderate-heavyuser

3. The consumers benefits

Strategy to segment 3 requirements to be successful in

segmenting :1. Measurability : the size of potential market

2. Accessibility : how easily a segment can be reached & served

3. Substantiality : relates to whether a particular segment warrants separate marketing attention

3 Strategies :1. Undifferentiated marketing

2. Concentrated marketing

3. Differentiated marketing

3 – Develop test, refine plan elements

In this steps, the elements of the marketing mix are developed and tested,

And the program is refined

4 - Implementation

Execute action plan Monitor marketing progress Monitor institutional performance

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

6 - Feedback

Review Program revisions Feedback to analysis

Marketing Research Procedure

1. Problem definition or opportunity identification

2. Exploratory researcha. Internal sources

b. External sources

c. Secondary sources

3. Sampling plana. Sampling unit specification

b. Sampling method selection

c. Sample size determination

4. Questionnaire design

5. Collecting primary dataa. Observation

b. Survey-telephone, mail, personal

c. Experiments

6. Data analysisa. Data reduction

b. Statistical analysis

7. Interpretation and implementation of findings

The Social Marketing Mix

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

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

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

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.

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)

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

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

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

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

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

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

Example cont’d…

Kotler

1. Problem definition

2. Goal setting

3. Target market segmentation

4. Consumer analysis

5. Influence channels analysis

6. Marketing strategy and tactics

7. Implementation and evaluation

Kuis Diskusikan segmentasi yang akan disusun

berdasarkan analisis pasar yang telah dilakukan kelompok : Sebutkan variabel segmentasi Alasan pembagian segmen

Tulis dalam bentuk Laporan Singkat :

1. Masalah kesehatan

2. Analisis pasar (singkat)

3. Segmentasi (variabel & alasan)

4. Nama-nama anggota kelompok + NIM +TTD