The used of marketing principles and techniques to influence a target audience to voluntary accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, and society as a whole
Most often social marketing isu used to influence an audience to change their behavior for the sake of improving health, preventing injuries, protecting the environment, or contributing to the community.
Accept a new behavior Reject potential behavior Modify a current behavior Abandon an old behavior
Behavioral change is voluntary Social marketers cannot promise a direct benefit or immediate payback in return for a proposed behavior change. Apply a customer orientation to understand what target audiences currently know, believe, and do.
The process begin with marketing research to understand market segment and each segment’s potential needs, wants, beliefs, problems, concerns, and behaviors. Marketers then select target market they can best affect and satisfy. Establish clear objectives and goals. Use 4 major toolbox in the marketer’s toolbbox: 4P:product, price,place, promotion. (marketing mix)
Divide the market into similar groups (market segment), measure the relative potential of each segment to meet organizational and marketing objectives choose one or more segments.
Commercial marketing : sell goods and services Social marketing: sell behavioral change Commercial: primary aim is financial gain. Social: individual or society gain Competitors Commercial: often identified as other organization offering similar goods or services that satisfy similar needs. Social: competition is most often the current or preferred behavior of the target market and the perceived benefits associated with that behavior.
Give up an addictive behavior Change a comfortable lifestyle Resist peer pressure Go out of their way Be uncomfortable (take VCT test) Establish new habits (excercise 5 days a week) Spend more money
Be embarrassed Hear bad news (have your cholesterol tested) Risk relationship (take keys from a drunk driver) Give up leisure time (volunteer) Reduce pleasure (shorter showers) Give up looking good Spend more time
Customer orientation Exchange theory is fundamental Marketing research is used Audiences are segmented Marketing mix is applied Result are measured and use for improvement
Issues related to increasing quality of people’s life. According to the locus: Global Issues National Issues Local Issues
Jenis kekerasan2004200520062007Jumlah Kekerasan terhadap Istri 1.7824.8861.348 17.77 2 25.788 Kekerasan terhadap perempuan anak 2514215524691.693 Kekerasan terhadap pekerja rumah tangga 718773236467 Sumber: Komnas Perempuan (dalam Hasyim dkk, 2:2009)
Jenis kekerasanJumlah kasus(%) Perkosaan1.44832 Kekerasan Dalam Rumah Tangga1.25128 Kekerasan Dalam Pacaran69616 Prostitusi perempuan48211 Buruh migran3197 Perdagangan perempuan1403 Pelecehan seksual1373 Total4.473100 Sumber: LRC-KJHAM, 2009
Jenis kekerasanJumlah korban(%) Prostitusi perempuan7.18053 Perkosaan1.99015 Kekerasan Dalam Rumah Tangga1.81414 Buruh migran1.1639 Kekerasan Dalam Pacaran7145 Perdagangan perempuan2532 Pelecehan seksual2422 Total13.356 169 meninggal 100 Sumber: LRC-KJHAM, 2009
Jenis kekerasanKasuskorbanpelakuKeterangan Perkosaan2102323385 meninggal KDRT149 16 meninggal KDP10112611913 meninggal Prostitusi71434 Aparat, masyarakat Buruh migran447714 meninggal Perdagangan perempuan235954 Pelecehan seksual162122 Total614109148 Sumber: LRC-KJHAM, 2009
Tobacco use 1200 people die by tobacco (Thanks for smoking) Most of smokers in Indonesia are poor. (LP2K Semarang) Fruit and vegetables intake only few Indonesian consume enough fruit and vegetables everyday Osteoporosis 3 from 10 people in Indonesia potential in having osteoporosis