Social Marketing Strategies of Companies in Indian Economy custom essay
Social marketing is the systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good. Social marketing can be applied to promote, for example, merit goods, make the society avoid demerit goods and thus to promote that considers society’s well being as a whole. This may include asking people not to smoke in public areas, for example, ask them to use seat belts, prompting to make them follow speed limits.
Although ‘social marketing’ is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification. The primary aims of ‘social marketing’ is ‘social good’, while in ‘commercial marketing’ the aim is primarily ‘financial’. This does not mean that commercial marketers can not contribute to achievement of social good.
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Get Help Now!Increasingly, social marketing is being described as having ‘two parents’ – a ‘social parent’ = social sciences and social policy, and a ‘marketing parent’ = commercial and public sector marketing approaches.
Beginning in the 1970s, it has in the last decade matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.
Applications of social marketing:
Health promotion campaigns in the late 1980s began applying social marketing in practice. Notable early developments took place in Australia. These included the Victoria Cancer Council developing its anti-tobacco campaign “Quit” (1988), and “Sun Smart” (1988), its campaign against skin cancer which had the slogan Slip! Slap! Slop!
Work Safe Victoria, a state-run Occupational Health and Safety organization in Australia has used social marketing as a driver in its attempts to reduce the social and human impact of workplace safety failings. In 2006, it ran ‘Homecomings’ , a popular campaign that was later adopted in New South Wales, Queensland and Western Australia, and named the 2007 Australian Marketing Institute Marketing Program of the Year.
Dance Safe followed the ideas of social marketing in its communication practices…………………
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