Stakeholder Marketing Approach in Behaviour Change Marketing

Initiatives

Sameer DeshpandeFaculty of Management,

University of Lethbridge, Canada

Thank You!

Zafer and Meltem Erdogan

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Socially Responsible Marketing

• CSR marketing– Social marketing– Community initiatives– Cause marketing– Philanthropy

• Social marketing– Corporate– Government– Nonprofit

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Key Points of Discussion

• Stakeholder marketing approach• Challenges in practice• Issue-management approach to stakeholder

marketing– Social marketing in India

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Poor effectiveness and efficiency of behaviour change initiatives

Could neglect of stakeholders be one of the reasons?

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Stakeholders

• Definition of stakeholders (Freeman 1984)

• Stakeholder relationships– Important in the corporate

sector– Necessary in the non-profit

and the government sector• Lack of resources and

infrastructure (Niblett 2005) • Promotion of culturally

sensitive products (Harvey 1999)

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BEYOND END CONSUMER ORIENTATION

Relationship Marketing

• Applied in commercial marketing (example, Morgan and Hunt 1994), but less in social marketing

• Primary objective (Kotler and Cunningham, 2004)

• Its usefulness (Kotler and Cunningham 2004, McAlister, Bolton, and Rizley 2006, Anderson, Hakansson and Johanson 1994)

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CASE 1:

Government of India

Third Round of National AIDS Control Program

CASE 2: HIV/AIDS in Africa

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Case 3: Sodium Reduction in Canada, 2009

Canadian Efforts

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Reasons for Lack of Stakeholder Marketing

• RESOURCES– Time– Money– Access– Ability

• Lack of motivation• Lack of orientation

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Implications of Lack of Stakeholder Marketing

• Effectiveness– Poor support– Strong opposition

• Efficiency• Delay in projects• Future prospects of behaviour change

initiatives– Funding

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What needs to be done?

• Stakeholder analysis• Stakeholder marketing initiatives– Downstream, midstream, and upstream

• Approaches to stakeholder marketing– Traditional approach– Issue-based approach

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Traditional Approach

• Four-step process (Freeman 1984) – Identify relevant stakeholder groups – Determine the stake and importance of each– Determine how effectively the ‘expectation’ of

each group is presently being met, and – Modify corporate policies and priorities to take

into consideration stakeholder interests

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Issue-Based Management Approach in Social Marketing

Igor Ansoff

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• TRADITIONAL– STAKEHOLDER ISSUE

• ISSUE-BASED– ISSUE STAKEHOLDER

• Numerous stakeholders• Similarity in stake• Efficiency and effectiveness

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CASE 4: CONDOM SOCIAL MARKETING IN INDIA

Background

• Population – 1.25 bn (2015)– Growth: 1.24% p.a. (2015)– TFR: 2.50 children born/woman (2012)• Steadily declining since 1960s

• HIV/AIDS– People living with HIV/AIDS: 2.4 mn (‘07)• Third largest (5.7 mn in S. Africa; 5,500 in Turkey)

– Prevalence among adults: 0.3% (‘07)• Ranked 167th (26% in Swaziland; <0.1% in Turkey)

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AFTER 50 YEARS OF PROMOTION IN INDIA,

CONDOM USE IS ONLY 6%

Method• 75 long-interviews in India (McCracken)• Managers recruited through snowball technique• Managers involved in contraceptive SM campaigns who held a senior

administrator position such as CEOs or heads of social marketing division. – Government of India: Ministry of Health and Family Welfare, National AIDS

Control Organization– City Government: MDACS– Funding Agencies: USAID, Gates, Packard– UN agencies: UNAIDS, WHO, UNFPA– Foreign private SM organisations: PSI, DKT, Janani, FHI, FPAI, IPAS– Indian private SM organisations: Parivar Seva Sanstha, HLFPPT, SOSVA– Community-based SM organisations: Humsafar– Academics, Research Institutes: IIPS, ICRW, JHU, Quantum, RCSHA, ORG– Media/Advertising: BBCWST, Lowe, Percept

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Results

• Morality• Patriarchy• Governance• Urban/rural divide

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PKAamir Khan

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https://www.youtube.com/watch?v=RHBndudwcLI(1:47:30 – 1:50:10)

Results

• Morality• Patriarchy• Governance• Urban/rural divide

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MoralityBindaas Bol BBC WST

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Other Contexts

Polio Eradication in Indiahttps://www.youtube.com/watch?v=qDrxJAS8ivs

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Issue Management in Bollywood

– Hinduism (330 million Gods/Goddesses)– Islam (Sunni, Shia, Sufi)– Christianity (Catholic, Syrian Orthodox, Greek

Orthodox)– Jainism– Buddhism– Sikhism• SPEAKING 400 LANGUAGES in 1,600 DIALECTS

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PKAamir Khanhttps://www.youtube.com/watch?v=UGWH0_AHerc

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Conclusions

• Underlying issues influence effectiveness of business, organizations, and social change efforts

• Efficient to address issues rather than individual stakeholders

• Organizations should be cognizant of what issues are prevalent in certain contexts

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Final Thoughts

• Stakeholder analysis is critical to success• Stakeholder marketing should become a

necessary step in behavior change efforts for corporate, government, and nonprofits

• Issue-based approach can provide efficient way to manage stakeholders

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