social marketing - Diponegoro University | Institutional Repository (UNDIP-IR)
Nuriyatul Lailiyah
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 kekerasan
Kekerasan
Istri
Kekerasan
perempuan
Kekerasan
pekerja
tangga
2004
200 2006 200
5
7
terhadap 1.782 4.88 1.348 17.7
6
72
terhadap 251
421 552 469
anak
terhadap 71
87
73
236
rumah
Sumber: Komnas Perempuan (dalam Hasyim dkk,
2:2009)
Jumla
h
25.78
8
1.693
467
Jenis kekerasan
Perkosaan
Kekerasan Dalam Rumah
Tangga
Kekerasan Dalam Pacaran
Jumlah kasus
1.448
1.251
(%)
32
28
696
16
Prostitusi perempuan
Buruh migran
Perdagangan perempuan
482
319
140
11
7
3
Pelecehan seksual
Total
137
4.473
3
100
Sumber: LRC-KJHAM, 2009
Jenis kekerasan
Prostitusi perempuan
Perkosaan
Kekerasan Dalam Rumah
Tangga
Buruh migran
Kekerasan Dalam Pacaran
Perdagangan perempuan
Pelecehan seksual
Total
Sumber: LRC-KJHAM, 2009
Jumlah korban
7.180
1.990
1.814
(%)
53
15
14
1.163
714
253
242
13.356
169 meninggal
9
5
2
2
100
Jenis kekerasan
Perkosaan
KDRT
Kasus korban pelaku
210
232
338
149
149
149
KDP
101
126
119
Prostitusi
71
434
Aparat,
masyarakat
Buruh migran
44
77
Perdagangan
23
perempuan
Pelecehan seksual
16
Sumber: LRC-KJHAM, 2009
Total
614
Keterangan
5 meninggal
16
meninggal
13
meninggal
14
meninggal
59
54
21
1091
22
48
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
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 kekerasan
Kekerasan
Istri
Kekerasan
perempuan
Kekerasan
pekerja
tangga
2004
200 2006 200
5
7
terhadap 1.782 4.88 1.348 17.7
6
72
terhadap 251
421 552 469
anak
terhadap 71
87
73
236
rumah
Sumber: Komnas Perempuan (dalam Hasyim dkk,
2:2009)
Jumla
h
25.78
8
1.693
467
Jenis kekerasan
Perkosaan
Kekerasan Dalam Rumah
Tangga
Kekerasan Dalam Pacaran
Jumlah kasus
1.448
1.251
(%)
32
28
696
16
Prostitusi perempuan
Buruh migran
Perdagangan perempuan
482
319
140
11
7
3
Pelecehan seksual
Total
137
4.473
3
100
Sumber: LRC-KJHAM, 2009
Jenis kekerasan
Prostitusi perempuan
Perkosaan
Kekerasan Dalam Rumah
Tangga
Buruh migran
Kekerasan Dalam Pacaran
Perdagangan perempuan
Pelecehan seksual
Total
Sumber: LRC-KJHAM, 2009
Jumlah korban
7.180
1.990
1.814
(%)
53
15
14
1.163
714
253
242
13.356
169 meninggal
9
5
2
2
100
Jenis kekerasan
Perkosaan
KDRT
Kasus korban pelaku
210
232
338
149
149
149
KDP
101
126
119
Prostitusi
71
434
Aparat,
masyarakat
Buruh migran
44
77
Perdagangan
23
perempuan
Pelecehan seksual
16
Sumber: LRC-KJHAM, 2009
Total
614
Keterangan
5 meninggal
16
meninggal
13
meninggal
14
meninggal
59
54
21
1091
22
48
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