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Specialised & Cause Related Marketing (SCM812S)
UNIT 2 SOCIAL MARKETING SCM812S - Unit 2 -Efigenia Semente PON,
Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.)
2015 Unit Objectives At the end of this unit you should be able
to:
Identify social marketing, corporate social responsibility and
cause related marketing differentiate between social marketing and
commercial marketing discuss the nature and scope of social
marketing apply marketing mix concepts to social marketing define
competition in social marketing evaluate the ethical consideration
in social marketing SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
2.1 Introduction According to Smith (2013), aspects of public
relations, advertising, and marketing are being jointly applied to
many social issues and causes under the banner of Social Marketing,
sometimes called Cause Marketing. This is a planned process to
influence change via communication and relationships. It is a
conscious attempt to integrate strategic communication processes
and tools to promote ideas, issues, and concerns, in much the same
way that organisations traditionally have promoted products and
services. There is, however, differences between social marketing,
corporate social responsibility and cause related marketing as will
be shown in the sections below. SCM812S - Unit 2 -Efigenia Semente
PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide,
Simataa E.) 2015 2.2 Social Marketing Defined
Kotler and Zaltman (2011, p. 12) coined the term social marketing
and defined it as the use of marketing principles and techniques to
advance a social cause, idea or behaviour. Social Marketing is a
process that uses marketing principles and techniques to influence
target audience behaviours that will benefit society, as well as
the individual. This strategically oriented discipline relies on
creating, communicating, delivering, and exchanging offerings that
have positive value for individuals, clients, partners, and society
at large. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd
Social marketing seeks to develop and integrate marketing concepts
with other approaches to influence behaviours that benefit
individuals and communities for the greater social good. It seeks
to integrate research, best practice, theory, audience and
partnership insight, to inform the delivery of competition
sensitive and segmented social change programs that are effective,
efficient, equitable and sustainable. SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 Contd Although social marketing is
sometimes seen only as using standard commercial marketing
practices to achieve non-commercial goals, this is an
oversimplification. The primary aim of social marketing is social
good, while in commercial marketing the aim is primarily financial.
In developing countries, the use of social marketing expanded to
HIV prevention, control of childhood diarrhoea (through the use of
oral re-hydration therapies), malaria control and treatment,
point-of-use water sanitation methods and the provision of basic
health services. SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
Contd In Namibia, the field has rapidly expanded to include active
living communities, disaster preparedness and response, ecosystem
and species conservation, and environmental issues. Weve also seen
social marketing in financial literacy, government corruption,
improving the quality of health care, injury prevention, landowner
education, marine conservation and ocean sustainability, reducing
health disparities, sanitation demand, sustainable consumption,
water treatment systems and gambling problems, among other social
needs. Not all social marketing campaigns are effective everywhere.
For example, anti-smoking campaigns such as World No Tobacco Day
while registering some success, have not really curbed the demand
for tobacco products in Namibia. SCM812S - Unit 2 -Efigenia Semente
PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide,
Simataa E.) 2015 Reflection Is Social Marketing only restricted to
government and non-profit charitable organisations? Explain using
examples. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.3
Social Marketing Principles shared with other disciplines
Many of social marketings key characteristics have been widely
adopted by other fields, and in turn social marketing has
integrated practices developed elsewhere. According to Social
Marketing Quarterly (SMQ, 2014), among the important
characteristics it shares with others are: SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 Contd Shared Principles
Audience Orientation Social marketers view their audience as
decision-makers with choices, rather than students to be educated,
or incorrigibles to be regulated. Social Marketing begins with a
bottom-up versus a top-down perspective, and therefore rejects the
paternalist notion that experts know what is best and will tell
people how to behave for their own good in favour of an
audience-centred approach which seeks to understand what people
want and provides them support in acquiring it. Segmentation In
order to enhance efficiency and effectiveness, subsets of
populations are selected, evaluated, and then prioritised as
targets based on useful aggregation variables. The segments
selected are those most likely to adopt the intended behaviour or
most important to the organisations goals, and to provide value in
yielding societal benefit. Even among difficult to reach
populations, strategies are developed that appeal to those within
the chosen population that are the most ready for action. SCM812S -
Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie,
Kottler, Lee, COLL Guide, Simataa E.) 2015 ContdShared
Principles
Behaviour focus Behaviour is defined as an individuals observable
action or lack of action. Social marketing is interested in
behaviour that results in societal benefit. Many marketing
strategies also have intermediate responses, but Social Marketing
success is ultimately measured on whether the desired behaviour was
adopted. It is not sufficient to merely change awareness,
knowledge, attitudes, or behavioural intentions. Evaluation Efforts
are evaluated, focusing on ongoing measurement of outcomes (levels
of target audience behaviour change), and the intended impact this
has had on societal benefits. Social Marketing is a continuous
process in which evaluation and monitoring provide data on the
audiences preferences and the environmental changes necessary to
maintain and expand the impact of programs SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 ContdShared Principles
Consideration of upstream and midstream target audiences Efforts to
influence individuals downstream are often enhanced by also
targeting those who are upstream (policy makers, corporations),
and/or those who are SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
2.4 Unique Principles of Social Marketing
While social marketing integrates many characteristics common to
other forms of behaviour change, four core principles remain truly
unique to social marketing as follows: SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 Contd Unique Principles
Value exchange Social Marketing is unique with respect to other
behaviour change tools in that the offer that is made is based on
an understanding of the target audience's perceived self-interest
that will be rewarded for performing the desired behaviour. The
concept of value exchange states that consumers will choose
behaviour in exchange for receiving benefits they consider valuable
and/or reducing barriers that they consider to be important. An
exchange may result when the marketer has created a program that is
perceived by each side to provide value. SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 Contd Unique Principles
Recognition of competition In a free-choice society there are
always alternative options available. Competition can be described
in terms of choice offerings available in the environment that lead
to alternative behaviours. Social Marketing strategies lead to a
unique exchange offering that is perceived by the audience to have
greater value than that of any other available option. SCM812S -
Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie,
Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Unique
Principles
The 4Ps of marketing The 4Ps of marketing: Product, Place, Price
and Promotion represent the fundamental building blocks of Social
Marketing interventions. These tools are used to reduce the
barriers that make it difficult for people to behave as desired,
and to increase the benefits that induce people to be more likely
to behave. The tools are used in order to develop a favourably
perceived relationship that is more appealing than all alternate
choices. Social marketers assess and then balance the need for, and
use of, these four elements to influence optimal change.
Sustainability Sustainability results from continuous program
monitoring and subsequent adjustment to changes occurring in the
audience and environmental condition. This is necessary to achieve
long run behaviour. SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
2.5 Social marketing and commercial marketing
There are a few important differences between social marketing and
commercial marketing. In the commercial sector, the primary aim is
selling goods and services that will produce a financial gain for
the corporation (Kotler & Lee, 2005). In social marketing, the
primary aim is influencing behaviours that will contribute to
societal gain. Given their focus on financial gain, commercial
marketers often favour choosing primary target audience segments
that will provide the greatest volume of profitable sales. In
social marketing, segments are selected based on a different set of
criteria, including prevalence of the social problem, ability to
reach the audience, readiness for change, and others. In both
cases, however, marketers seek to gain the greatest returns on
their investment of resources. SCM812S - Unit 2 -Efigenia Semente
PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide,
Simataa E.) 2015 Contd Although both social and commercial
marketers recognise the need to identify and position their
offering relative to the competition, their competitors are very
different in nature. Because, as stated earlier, the commercial
marketer most often focuses on selling goods and services, the
competition is often identified as other organisations offering
similar goods and services. In social marketing, the competition is
most often the current or preferred behaviour of the target
audience and the perceived benefits associated with that behaviour,
including the status quo. This also includes any organisations
selling or promoting competing behaviours (e.g. the tobacco
industry). For a variety of reasons, social marketers believe
social marketing is more difficult than commercial marketing.
Consider the financial resources required to change behaviour i.e.
smoking, use of papers in offices, less use of fuel and
electricity, etc. SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
Class Activity Give up an addictive behaviour (e.g., stop smoking,)
Resist peer pressure (e.g., be sexually abstinent) Establish new
habits (e.g., exercise five days a week) Spend more money (e.g.,
buy recycled paper) Give up leisure time (e.g., volunteer) Reduce
pleasure (e.g., take shorter showers) Spend more time (e.g.,
flatten cardboard boxes before putting them in recycling bins)
Remember something (e.g., take reusable bags to the grocery store)
What do you think will be the challenges facing a social marketer
when trying to influence people to do any of the following and
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.6 Applying
the marketing mix concepts to social marketing
Product, Place, Price and Promotion represent the fundamental
building blocks of Social Marketing interventions. These tools are
used to reduce the barriers that make it difficult for people to
behave as desired, and to increase the benefits that induce people
to be more likely to behave. The tools are used in concert to
develop a favourably perceived relationship that is more appealing
than all alternate choices. Social marketers assess and then
balance the need for, and use of, these four elements to influence
optimal change. Social marketing also adds a few more "P's" (Kotler
& Lee, 2005). SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
Product The social marketing "product" is not necessarily a
physical offering. A continuum of products exists, ranging from
tangible, physical products (e.g. condoms), to services (e.g.
medical exams), practices (e.g. breastfeeding or eating a
heart-healthy diet) and finally, more intangible ideas (e.g.
environmental protection). In order to have a viable product,
people must first perceive that they have a genuine problem, and
that the product offering is a good solution for that problem. The
role of research here is to discover the consumers' perceptions of
the problem and the product, and to determine how important they
feel it is to take action against the problem. SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 Price Price refers to what the
consumer must do in order to obtain the social marketing product.
This cost may be monetary, or it may instead require the consumer
to give up intangibles, such as time or effort, or to risk
embarrassment and disapproval. If the costs outweigh the benefits
for an individual, the perceived value of the offering will be low
and it will be unlikely to be adopted. However, if the benefits are
perceived as greater than their costs, chances of trial and
adoption of the product is much greater. In setting the price,
particularly for a physical product, such as contraceptives, there
are many issues to consider. If the product is priced too low, or
provided free of charge, the consumer may perceive it as being low
in quality. On the other hand, if the price is too high, some will
not be able to afford it. Social marketers must balance these
considerations, and often end up charging at least a nominal fee to
increase perceptions of quality and to confer a sense of "dignity"
to the transaction. These perceptions of costs and benefits can be
determined through research, and used in positioning the product.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Place Place
describes the way that the product reaches the consumer. For a
tangible product, this refers to the distribution system--including
the warehouse, trucks, sales force, retail outlets where it is
sold, or places where it is given out for free. For an intangible
product, place is less clear-cut, but refers to decisions about the
channels through which consumers are reached with information or
training. This may include doctors' offices, shopping malls, mass
media vehicles or in-home demonstrations. Another element of place
is deciding how to ensure accessibility of the offering and quality
of the service delivery. By determining the activities and habits
of the target audience, as well as their experience and
satisfaction with the existing delivery system researchers can
pinpoint the most ideal means of distribution for the offering.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Promotion
Finally, the last P is promotion. Because of its visibility, this
element is often mistakenly thought of as comprising the whole of
social marketing. However, as can be seen by the previous
discussion, it is only one piece. Promotion consists of the
integrated use of advertising, public relations, promotions, media
advocacy, personal selling and entertainment vehicles. The focus is
on creating and sustaining demand for the product. Public service
announcements or paid ads are one way, but there are other methods
such as coupons, media events, editorials, in-store displays.
Research is crucial to determine the most effective and efficient
vehicles to reach the target audience and increase demand. The
primary research findings themselves can also be used to gain
publicity for the program at media events and in news stories.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Other Ps
Publics: Social marketers often have many different audiences that
their program has to address in order to be successful. "Publics"
refers to both the external and internal groups involved in the
program. External publics include the target audience, secondary
audiences, policymakers, and gatekeepers, while the internal
publics are those who are involved in some way with either approval
or implementation of the program. Partnership: Social and health
issues are often so complex that one agency can't make a dent by
itself. You need to team up with other organisations in the
community to really be effective. You need to figure out which
organisations have similar goals to yours--not necessarily the same
goals--and identify ways you can work together. SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 Other Ps Contd Policy: Social
marketing programs can do well in motivating individual behaviour
change, but that is difficult to sustain unless the environment
they're in supports that change for the long run. Often, policy
change is needed, and media advocacy programs can be an effective
complement to a social marketing program. Purse strings: Most
organisations that develop social marketing programs operate
through funds provided by sources such as foundations, governmental
grants or donations. This adds another dimension to the strategy
development-namely, where will you get the money to create your
program? SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.7
Competition in social marketing
In commercial marketing, the competition is often identified as
other organisations offering similar goods and services. In social
marketing, the competition is most often the current or preferred
behaviour of the target audience and the perceived benefits
associated with that behaviour, including the status quo. This also
includes any organisation selling or promoting competing
behaviours(e.g. the tobacco industry) SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 2.8 Not for Profit Marketing Defined
What is Not for Profit Marketing? Not-for-profit marketing refers
to the marketing of a product or service in which the offer itself
is not intended to make a monetary profit for the marketer.
Not-for-Profit marketing (sometimes called non-business marketing)
is defined quite simply as the application of marketing concepts
and management to not-for-profit organisations. In other words,
organisations use the tools of marketing managers such as the
marketing mix in order to meet those goals. In the non-profit
sector, marketing is more often used to support utilisation of the
organisations services (e.g. ticket sales), purchases of ancillary
products and services (e.g. at museum stores), volunteer
recruitment, advocacy efforts, and fundraising. In the public
sector, marketing activities are also used to support utilisation
of governmental agency products and services (e.g. the post office,
community clinics) and engender citizen support and compliance.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 2.9 Nature and
Scope of Not for Profit Marketing
Not-for-profit marketing involves the marketing of people
(politicians and entertainers), places (museums and operas), ideas
(right to life, safe driving) and organisations (Kotler & Lee,
2005). There are many different issues, for example, drunk driving,
mental health, suicide hot lines, and so forth, that have been and
continue to be marketed for non-profit objectives. A non-profit
organisation can approach marketing in the same way as a for-profit
business. It should identify its target market (the one it wants to
reach), develop marketing materials to send to that target market,
and determine the objectives that a marketing campaign should meet.
In this sense, the non-profit organisation follows the four P's of
marketing: product, place, price and promotion. Not-for profit
marketing is built upon many of the traditional processes and
principles of commercial marketing, especially customer
orientation, exchange theory, competition, segmentation, the 4Ps,
relationships, and a service orientation. SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 2.10Types of Exchanges in the Not for
Profit Setting
There are two basic requirements of exchange transactions (Kotler
& Lee, 2005). The first is that there be at least two parties
involved. The second is that each party involved has something of
potential value to the other(s). In some transactions, money is
exchanged for products (goods or services); in others, goods and
money are exchanged for good feelings and tax benefits; in still
others, time and effort are exchanged for money and feelings of
comfort and/or responsibility. Thus exchange is involved in a
variety of transactions, many (or maybe most) of which do not
include commercial transactions. The concept of exchange clearly is
broader than the way in which we have defined marketing previously;
it goes beyond the exchange of money for goods and services.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Types of
ExchangesContd
The willingness of one party to become involved in an exchange
transaction with another can be analysed through a cost-benefit
analysis. The benefits or utilities can be categorised into five
groups (Kotler & Lee, 2005): Sensory benefits are derived from
the senses of taste, smell, sound, feel, appearance, and so on.
Psychic benefits come from spiritual upliftings, a sense of
accomplishment or achievement, and so forth. Place benefits such
things as convenience, comfort, and attractiveness. Time benefits
include convenience and speed. Monetary benefits include actual or
potential monetary gain. These same five groups illustrate costs:
Sensory costs are negative sensory attributes. Psychic costs
include bad feelings, unhappiness, depression, and so on. Place
costs are inconvenient or unattractive locations. Time costs
represent effort. Monetary costs are out-of-pocket outlays SCM812S
- Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie,
Kottler, Lee, COLL Guide, Simataa E.) 2015 Type of exchanges in Non
profit marketing Contd
Volunteers Credit card donations Moral support Membership Cash
Goods Lobbying Grants Private donations Fundraising Vouchers
(charity shopping) SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
2.11 Corporate Social Marketing
Introduction Corporate Social Marketing is a means whereby a
corporation supports the development and/or implementation of a
behaviour change campaign intended to improve public health,
safety, the environment, or community well-being. Behaviour change
is always the focus and the intended outcome (Kotler & Lee,
2005, p. 114). Corporate Social Marketing is most similar to Cause
Promotion initiative, where the corporation is providing funds,
in-kind contributions, or other corporate resources to increase
awareness about a cause or to support fundraising or volunteer
efforts for a cause. When, however, campaign goals, objectives,
messages, and related activities are selling a particular desired
behaviour, this is categorised as a Corporate Social Marketing
initiative and specific program planning and implementation
principles are recommended. SCM812S - Unit 2 -Efigenia Semente PON,
Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.)
2015 Definition of Corporate Social Marketing
Kotler & Lee (2005) describe Corporate Social Marketing as the
use of marketing principles and techniques to influence a target
audience to voluntarily accept, reject, modify, or abandon a
behaviour for the benefit of individuals, group, or society as a
whole. For example, the Stop Cholera campaign by the Ministry of
Health and Social Services which encourages people to wash their
hands with soap or ash and water. SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 2.12 Corporate Social Responsibility
Introduction It is a known fact that consumers today believe that
companies have obligations beyond making money for their owners. In
fact, it is getting more difficult for a company to connect with
customers and prosper if it doesnt stand for something more than
its bottom line. Many firms are beginning to realise that they are
members of the wider community and therefore must behave in an
environmentally responsible fashion. This translates into firms
that believe they must achieve environmental objectives as well as
profit related objectives. This results in environmental (including
socio-economic, community, etc.) issues being integrated into the
firm's corporate culture. SCM812S - Unit 2 -Efigenia Semente PON,
Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.)
2015 What is Corporate Social Responsibility?
According to Kotler & Lee (2005), Corporate Social
Responsibility is defined as: a commitment to improve community
well-being through discretionary business practices and
contributions of corporate resources. SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 Differences between Corporate Social
Marketing and corporate social responsibility
Corporate Social Marketing is a means whereby a corporation
supports the development and/or implementation of a behaviour
change campaign intended to improve public health, safety, the
environment, or community well-being, while Corporate Social
Responsibility is a commitment to improve community well-being
through discretionary business practices and contributions of
corporate resources. Social marketers can use corporate social
marketing to create awareness of the companys corporate social
responsibility. At the same time Corporate Social Responsibility
can be an integral part of corporate social marketing (Kotler &
Lee, 2005). SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
Reflection In your own opinion what are the differences between
Corporate Social Marketing and Corporate Social Responsibility?
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Note! As you
have noticed, Corporate social marketing is broad and incorporates
corporate social responsibility. SCM812S - Unit 2 -Efigenia Semente
PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide,
Simataa E.) 2015 Some of the Best CSR companies in the World
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Why Corporate
Social Responsibility
Participating in and implementing Corporate Social Responsibility
initiatives has many benefits. Some of these benefits are:
Increased sales and market share Strengthen brand position Enhanced
corporate image and clout Increased ability to attract, motivate,
and retain employees Decreased operating costs Increased appeal to
investors and financial analysts SCM812S - Unit 2 -Efigenia Semente
PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide,
Simataa E.) 2015 Corporate social Marketing
initiatives/options
Do you know that Corporate Social Marketing can be undertaken
through different initiatives. Lets now see what these initiatives
are. According to Kotler and Lee (Kotler & Lee, 2005, p. 23),
major initiatives under which most social responsibility-related
activities fall are: SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
Contd Cause Promotion: Can you think of an example of Cause
Promotion in Namibia? What about Bank Windhoeks Cancer Apple
project. Cause Promotion is when a company provides funds, in-kind
contributions, or other corporate resources to increase awareness
and concern about a social cause or to fundraising, participation,
or volunteer recruitment for a cause. The corporation may initiate
and manage a cause on its own. Cause Related Marketing: This is
when a company commits to making a contribution or donating a
percentage of revenues to a specific cause based on product sales.
In this scenario, a corporation is most often partnered with a
non-profit organisation, creating a mutually beneficial
relationship designed to increase sales of a particular product and
to generate financial support for the charity. SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 Contd Corporate Social Marketing: This
is when a company supports the development and/or implementation of
a behaviour change campaign intended to improve public health,
safety, the environment, or community well-being. The
distinguishing feature is the behaviour change focus, which
differentiate it from cause promotion that focus on supporting
awareness fundraising, and volunteer recruitment for a cause.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd Corporate
Philanthropy: this is when a company makes a direct contribution to
a charity or cause, most often in the form of cash grants,
donations, and/or in-kind services. This is perhaps the most
traditional of all corporate social initiatives and for many
decades was approached in a responsive, even ad hoc manner.
Community Volunteering: This is when a company supports and
encourages employees, retail partners, and/or franchise members to
volunteer their time to support local community organisations and
causes. Corporate Social Responsibility Business Practices: a
company adopts and conducts discretionary business practices and
investments that support social causes to improve community
well-being and protect the environment. SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 Corporate efforts that do not change
behaviour
Social Marketing or social change deals with behaviour (awareness,
acceptance, and action) for the purpose of social change. The
ultimate objective of Social Marketing is to affect behaviour
(Kotler & Lee, 2005, p. 114). Behaviour is defined as an
individuals observable action or lack of action. Social Marketing
is interested in behaviour that results in societal benefit. Many
marketing strategies also have intermediate responses, but Social
Marketing success is ultimately measured on whether the desired
behaviour was adopted. It is not sufficient to merely change
awareness, knowledge, attitudes, or behavioural intentions. Public
sector bodies can use standard marketing approaches for example to
improve the promotion of their relevant services and organisational
aims. This can be very important but should not be confused with
Social Marketing where the focus is on achieving specific
behavioural goals with specific audiences in relation to topics
relevant to social good (e.g., health, sustainability, recycling,
etc.). SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd For
example, a 3-month marketing campaign to encourage people to get a
polio vaccine is more tactical in nature and should not be
considered Social Marketing. A campaign that promotes and reminds
people to get regular check-ups and all of their vaccinations when
they're supposed to, encourages a long-term behaviour change that
benefits society. It can therefore be considered Social Marketing.
Not all public sector and not-for-profit marketing is Social
Marketing. It is sometimes felt that Social Marketing is restricted
to a particular spectrum of clientthe non-profit organisation, the
health services group, the government agency. These often are the
clients of social marketing agencies, but the goal of inducing
social change is not restricted to governmental or non-profit
charitable organisations; it may be argued that corporate public
relations efforts such as funding for the arts are an example of
social marketing. At the same time some social marketing
intervention such as cause related marketing or cause promotion has
their primary focus on efforts to raise awareness and concern for a
social issue (e.g. global warming, domestic violence) but typically
stop short of charging themselves with influencing specific
behaviours. These efforts are good but do not change behaviour and
are not classified as Social Marketing. SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 Cause Related Marketing
Introduction Although the term cause related marketing has been in
existence for more than 25 years, and there are debates about its
specific meaning, in its purest form, it is an agreement between a
business entity and a non-profit that is designed to raise money
for a specified cause or charity (Kotler & Lee, 2005, p. 114).
Cause Related Marketing (sometimes also referred to as cause
promotion) primarily focus on efforts to raise awareness and
concern for a social issue (e.g. global warming, domestic violence)
but typically stop short of charging themselves with influencing
specific behaviours. Cause marketing can be approached from two
distinct perspectives. The company can either select the designated
charity; or allow consumers to choose their preferred donation
designees. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd The
concept of cause related marketing is very simple. A business links
up with a charity or cause for the benefit of itself as well as
addressing a particular social issue. Cause Related Marketing has
been referred to by many names. These include social marketing or
corporate citizenship, charity marketing, corporate or strategic
philanthropy, social investment, responsible marketing, passion
marketing, affinity marketing, public purpose marketing,
sponsorship, cause branding, sales promotion, PR and indeed simply
marketing, to name but a few. SCM812S - Unit 2 -Efigenia Semente
PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide,
Simataa E.) 2015 What is Cause Related Marketing?
Cause marketing or cause-related marketing refers to a type of
marketing involving the cooperative efforts of a for profit
business and a non-profit organisation for mutual benefit. The term
is sometimes used more broadly and generally to refer to any type
of marketing effort for social and other charitable causes,
including in-house marketing efforts by non-profit organisations.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd According
to Cause Marketing consultant Jocelyn Daw (2007), Cause Related
marketing is: a mutually beneficial collaboration between a
corporation and a non-profit in which their respective assets are
combined to create shareholder and social value, connect with a
range of constituents (be they consumers, employees, or suppliers),
and communicate the shared values of both organisations. The
Foundation Centre defines cause-related marketing as: "the public
association of a for-profit company with a non-profit organisation,
intended to promote the company's product or service and to raise
money for the non-profit." According to Adkins (1999), Cause
Related Marketing is about using marketing money, techniques and
strategies to support worthwhile causes whilst at the same time
building the business (Adkins, 1999). A company promotes its image,
product and services in conjunction with a good cause, raining
money for the cause whilst at the same time enhancing its
reputation, demonstrating its values, enlisting consumer loyalty
and purchase of its own products and services. A good example is
the Sanlam Cancer Golf Challenge which collects money for cancer.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Difference
between Cause Related Marketing, corporate philanthropy and
corporate sponsorships?
Cause Related Marketing differs from Corporate Giving
(Philanthropy), as the latter generally involves a specific
donation that is tax deductible, while Cause Related Marketing is a
marketing relationship not necessarily based on a donation.
Corporate philanthropy takes place through direct monetary gifts to
a non-profit. It is often made through the corporation's own
foundation. These donations are usually for a particular program
that the non-profit will run and can be of short or long duration.
Corporate sponsorship is a bit closer to cause marketing since the
corporation gives the non-profit money to hold an event, run an art
exhibit, or other time-limited activity. The funds may come from
the community relations budget of the corporation or the marketing
budget and the corporation expects a certain amount of publicity in
the way of signage, promotional materials, etc. SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 Advantages of Cause Related
Marketing
The possible benefits of Cause Marketing for non-profit
organisations include an increased ability to promote the
non-profit organisation's cause via the greater financial resources
of a business, and an increased ability to reach possible
supporters through a company's customer base (Adkins, 1999). For
the non-profit, the contributions from a cause-related marketing
project can be significant, and those funds are usually
unrestricted so even overhead costs can be supported by them.
Besides actual monetary benefit is the intangible value of the
publicity and advertising that usually accompanies a cause-related
marketing program, which is often done by the corporation's public
relations and marketing departments in tandem with the non-profit's
own marketing. SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
Contd.. The possible benefits of cause marketing for business
include positive public relations, improved customer relations,
additional marketing opportunities, and making more money.
Cause-related marketing proves that it is socially responsible and
provides great public awareness of its values and willingness to
support good causes. SCM812S - Unit 2 -Efigenia Semente PON, Source
(Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015
Disadvantages of Cause Related Marketing
Unfortunately there are also disadvantages of Cause Related
Marketing. There is always the possibility that one of the entities
involved (non-profit or corporation) will do something that hurts
its reputation. In that case, the other party may be perceived
negatively as well. For that reason, corporations and non-profits
should choose their partners wisely. In addition, there has been
considerable concern about non-profits lending their good names to
for-profit activities. Hence the following questions arise: Does it
weaken the trustworthiness of a non-profit? Could a non-profit
"sell out" by lending its support to products that are less than
benign for the public? SCM812S - Unit 2 -Efigenia Semente PON,
Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E.)
2015 Reflection In your opinion what should companies take into
consideration when choosing a cause to align with? SCM812S - Unit 2
-Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee,
COLL Guide, Simataa E.) 2015 Public Policy and Ethics in
Marketing
Introduction Social marketers interfere with peoples lives, so
ethical considerations abound (Lee & Kotler, 2011). Social
marketers decides what their target audiences should do, devise
strategies to encourage them to do it, choose who should get the
benefits of their efforts (and who should not), criticise other
peoples campaigns and conduct endless research. All of these steps
present moral issues that have to be acknowledged and addressed. In
this section we discuss why ethics are so important in corporate
social responsibility and examine the principal dilemmas faced.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Why ethics in
Corporate Social Marketing
Ethical dilemmas arise because social marketers deal with people
and try to change what they do: the target clients, stakeholders,
competition and wider society are all impacted by their efforts.
Furthermore they focus on behaviours that are illegal, taboo or
culturally sensitive. Social marketing solutions often require
difficult and stressful behaviour-change options. For example,
giving up smoking addictive carries severe physiological and
psychological repercussions, while encouraging increased fruit and
vegetables consumption can have implications for the cost of a
familys monthly shopping basket and for family relationship,
particularly with fussy children. SCM812S - Unit 2 -Efigenia
Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL
Guide, Simataa E.) 2015 Contd Since social marketing is in one
sense merely a technology to be employed by those who wish to
achieve social good. As such, it can be used by anyone who claims
(or believes) that it is being used for such an end. The
determination of what is social good is entirely in the hands of
the would-be social marketer. This means that, inevitably, social
marketing technologies will be applied by partisans promoting their
own particular visions of social welfare, which can differ
significantly from those held by the general society. Thus, social
marketing could be used by both pro-life and pro-choice forces.
SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd This
possibility raises a critical ethical issue: How to ensure that
this exciting new technology is used for "good" ends? Those who
wish to promote the use of social marketing are faced with two
challenges. First, how to ensure that the characteristics of good
social marketing enunciated previously are adhered tothat is, to
teach and advise others in the very best social marketing practice.
Second, making personal ethical judgments about the kinds of
organisations and individuals to whom to offer social marketing
services. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Contd The
lesson to social marketers is that they must devote their energies
to building the best technology, but also owe it to themselves and
their communities to see that it is used for, what the targeted
community/individuals agrees is its own social good. Ethical issues
should be considered when setting objectives and target goals. They
should also be considered when selecting target audiences,
researching the target audience, marketing planning, in promotion
and selecting of communication channels, in establishing funding,
when implementing plans and projects, in selecting distribution
channels, related to creating product platforms, in pricing
strategies, when deciding on message, message and creative
strategies, and when developing a positioning statement. SCM812S -
Unit 2 -Efigenia Semente PON, Source (Adkins & Peattie,
Kottler, Lee, COLL Guide, Simataa E.) 2015 Class Discussion You are
a social marketer who has been commissioned to undertake and
evaluate an initiative on teenage sexual health in Windhoek. You
already know that there are above average levels of teenage
pregnancy and sexually transmitted infections among 14- to 16-year
olds in the area. What ethical dilemmas will you face with this
project? SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 Namibian
Case Studies of Social Marketing
NaSOMA Bank Windhoek Ministry of Health, SOS Childrens village SPCA
& etc.. SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins
& Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015 END Of
Unit 2 SCM812S - Unit 2 -Efigenia Semente PON, Source (Adkins &
Peattie, Kottler, Lee, COLL Guide, Simataa E.) 2015