Transcript SOCIAL MARKETING - Keluarga IKMA FKMUA 2010

SOCIAL
MARKETING
MUJI SULISTYOWATI
PEMASARAN
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Kotler :
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Proses sosial & manajerial
Pemenuhan kebutuhan dan keinginan
Pertukaran
Produk/ barang/ nilai
Berbagai upaya yang terencana untuk
meningkatkan penerimaan suatu produk oleh
masyarakat sasaran melalui proses sosial dan
manajerial sehingga terjadi transaksi sukarela
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Kebutuhan :
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Keinginan :
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Hasrat akan pemuas tertentu dari kebutuhan
tersebut
Produk (barang & jasa) :
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Keadaan merasa tidak memiliki kepuasan dasar
Sesuatu yang ditawarkan untuk dapat memenuhi
kebutuhan dan keinginan
Pertukaran :
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Cara mendapatkan suatu produk yang diinginkan
PASAR…. ?
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Wilayah Sasaran Pemasaran di mana ‘pembeli’
berada/berdomisili
Terdiri dari pelanggan potensial yang mempunyai
kebutuhan tertentu serta mau dan mampu turut dalam
pertukaran untuk memenuhi kebutuhan atau keinginan.
Pasar mempunyai ciri-ciri tertentu
Tiap ciri membutuhkan pendekatan tersendiri
Diperlukan adanya analisis pasar
PEMASARAN SOSIAL
PEMASARAN SOSIAL :
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Desain, implementasi, dan kontrol dalam
meningkatkan penerimaan ide/perubahan
sosial untuk suatu kelompok target
Produk yang dipasarkan ‘ide’ atau pelayanan
sosial
Kotler & Zaltman, 1971 :
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The use of marketing principles and
techniques to advance a social cause, idea, or
behavior
Concept
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… A process for influencing human behavior
on a large scale using marketing principles
for the purpose of societal benefit rather than
commercial profit” (W. Smith)
… Social marketing seeks to influence social
behaviors, not to benefit the marketer, but to
benefit the target audience and the general
society” (Kotler & Andreasen)
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Social marketing is basically applying
commercial marketing principles to health
and human service programs
BEHAVIOR CHANGE FOR SOCIETAL
BENEFIT! – not profit
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Everything you do should be in the service of
behavior change
The primary focus is on the consumer, on
learning what people want and need rather
than trying to persuade them to buy what we
happen to be producing
Continuum of Interventions
Unaware/
Considering
change/
Maintaining
Behavior
Education
Aware/ Not
Considering
Change
Social
Marketing
Entrenched/
No desire to
change
Law
This shows you where social marketing fits in with other
interventions to support behavior change
The differences………
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Objectives
Profit oriented
Produk
Jangka waktu perubahan
Key concept = exchange
You Give Me
You Get
Rp. 5000,-
A pepsi
• A thirst quencher
• good taste
• fun
• youthfull feeling
Rp.2500,-
A Condom
Embarrassment
Loss of pleasure
• protection against pregnancy
• protection against STD’s
• peace of mind
• sense of control
• hope of the future
Money
An immunization
Time
Momentary discomfort
• better health
• avoidance a greater discomfort
(sickness
• ability to go school, work, etc
What sOcial marketing is not
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Not social advertising
Not driven by organizational expert’s
agendas
Not promotion or media outreach only
Not about coercing behaviors
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Through punishment
Not a “one approach” model
Mengapa dilakukan Pemasaran
Sosial di bidang kesehatan?
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Berbagai penyebab penyakit bersumber pada perilaku
Untuk menanggulangi perlu intervensi perilaku.
Tujuan pemasaran adalah perubahan perilaku
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PEMASARAN : PERUBAHAN SUKARELA
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Pemasaran lebih dapat diterima masayarakat
Pendekatan dalam Perubahan
(Pemasaran) Sosial
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Pendekatan legal/ hukum
Pendekatan teknologi
Pendekatan ekonomi
Pendekatan informasi
Tipe Perubahan dalam Bidang
Kesehatan
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Perubahan kognitif
Perubahan aksi
Perubahan perilaku
Perubahan nilai
The Social Marketing Process
William D. Novelli
1
Analysis
6
Feedback
to stage 1
5
Assess inmarket
effectiveness
2
Planning
3
Develop test,
refine plan
elements
4
Implementation
1- Analysis
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Market Analysis
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To define what/who the market is
Making quantified estimates of the current and future
sizes of the market
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Market definition :
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depend on the boundaries of (health) organization’s business
Geographical scope
distribution and sales outlets :
 How do current product offerings now reach the target?
 What are the places, or outlets, in which these offerings are
exchanged and/ consumed?
Marketing Research
is a systematic process of gathering, analyzing, and
interpreting relevant information for decision making
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Systematic process infers to used of the systems
approach in the research procedure, and that is
consists of a series of steps
Specific informational needs must be stated
The information must be gathered by one or several
techniques
The relevant-information that needs to be researched
Cont’d
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The possible hazards, without adequate market
research :
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The program would be direct to the wrong market
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The potential user may NOT fully understand it
3.
Hazards on the investment of substantial time,
energy, and money
4.
The demand for the program cannot be accurately
estimated
Riset pasar sebagai bagian dari Analisis Pasar akan
memberikan gambaran / deskripsi dari komposisi dan
ukuran dari segmentasi pasar yang akan dilakukan
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Consumer analysis
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is the individual in the marketing exchange
The attributes are :
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Demographic characteristic are : age, sex, income,
education & literacy, social class, family size and life cycle,
occupation, religion, culture, ethnicity
Geographic attributes : the region. size of place, population
density, climate, mobility
Psychographic attributes :
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behavioral characteristics: how, why, when ‘market’ engage the
exchange
life-styles and personalities
Consumer-reported responses to current marketplace offerings
User status
The readiness stage of consumers
Media patterns
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Institutional analysis
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The own organization and other institutions and
agencies that are directly or indirectly involved in the
market
2 - Planning
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Setting marketing program objectives
Market target segmentation
Marketing mix strategies
Market Target Segmentation
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refers to the focusing of marketing efforts on
a particular group
breaking down the total heterogeneous
market into smaller, more homogeneous
groups that profitably satisfy
VARIABLES :
1. Geographic : urban >< rural
2. Demographic : age, sex, income, race, ethnic,
etc.
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Easily identifiable group.
Lanjt…..
3. Attitudinal :
 Positive-negative-neutral; AIETA; KPDIC
 can be determined through research
 To be used in conjunction with demographics
4. Behavioral :
 It relates to actions
1. Life-styles : activities, interests & opinions of
indiv
2. Usage rate : how often a product or services is
used  ex : nonuser-light-moderate-heavyuser
3. The consumers benefits
Strategy to segment
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3 requirements to be successful in
segmenting :
1. Measurability : the size of potential market
2. Accessibility : how easily a segment can be
reached & served
3. Substantiality : relates to whether a particular
segment warrants separate marketing attention
 3 Strategies :
1. Undifferentiated marketing
2. Concentrated marketing
3. Differentiated marketing
3 – Develop test,
refine plan elements
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In this steps, the elements of the marketing
mix are developed and tested,
And the program is refined
4 - Implementation
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Execute action plan
Monitor marketing progress
Monitor institutional performance
5 – Market Effectiveness
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The purpose is to gather, process, and report
timely, adequate and accurate data for
marketing decision making
Example in contraceptive marketing
programs :
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Consumer response
“retailer” response
Health professional response
Communication
Sales and financial
6 - Feedback
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Review
Program revisions
Feedback to analysis
Marketing Research
Procedure
Problem definition or opportunity
identification
Exploratory research
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Internal sources
External sources
Secondary sources
Sampling plan
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Sampling unit specification
Sampling method selection
Sample size determination
Questionnaire design
Collecting primary data
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Data analysis
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b.
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Observation
Survey-telephone, mail, personal
Experiments
Data reduction
Statistical analysis
Interpretation and implementation of
findings
The Social Marketing Mix
Product
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Tangible, physical products, services (e.g.
medical exams), practices (e.g. breastfeeding, ORT, eating a
heart-healthy diet), more intangible ideas (e.g.
environmental protection)
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To have Viable Products :
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People perceived that they have a genuine problem
That product offering is a good solution for that
problem
Role of research :
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To discover the consumers’ perceptions of the problem and the
product
To determine how important they feel it is to take action against
the problem
Price
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… What the consumer must do in order to obtain the
social marketing products…
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i.e. : monetary price; time of effort, to risk embarrassment,
and disapproval
If the costs outweigh the benefits  low value & not
to be adopted
If the benefits are greater than costs  chances of
trial & adoption is greater
Price cont’d
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For physical products, price must be balanced, not
too low or high, at least a nominal fee to increase
perceptions of quality and to present a sense of
“dignity” to the transaction  by research &
positioning
Research :
 to determine the perceptions of costs and benefits
Place
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…The way that the product reaches the
consumer
For tangible products : the distribution
system, i.e.: the warehouse, trucks, sales
force, retail outlets, etc
For intangible products : the decisions about
the channels through which consumers are
reached with information or training, i.e.:
doctor’s offices, shopping malls, mass media
vehicles or in-home demonstrations.
Place… cont’d
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Other elements:
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Decision on how to ensure accessibility of the
offering
Quality of the service delivery
Research :
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To identify the most ideal means of distribution (by
determining the activities, habits, experience, satisfaction of
target audience with the existing delivery system)
Promotion
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… consists of the integrated use of
advertising, public relation, promotions,
media advocacy, personal selling and
entertainment vehicles
The focus is on creating and sustaining
demand for the product
Research :
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To determine the most effective and efficient
vehicles to reach target audience and increase
demand
Additional P’s
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Publics
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Partnership
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Refers to both external (target audience, secondary
audiences, policymakers, gatekeepers) and internal publics
(those who are involved with approval or implementation of
the program
Other organizations that have similar goals and to identify
ways to work together
Policy
Purse strings :
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Where the funding will come from
Example…
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The marketing mix strategy for a breast
cancer screening campaign for older women
Product :
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Getting an annual mammogram
Seeing a physician each year for breast exam
Performing monthly breast self-exams
Price :
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Money to get the exam of mammogram
Potential discomfort &/or embarrasment
Example cont’d…
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Place :
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Medical and educational services are offered
might be a mobile van, local hospitals, clinics and
worksites, etc
Promotion :
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Could be done through public service
announcement, billboards, mass mailings, media
events and community outreach
Example cont’d…
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Publics :
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Low income women age 40 to 65, their husbands,
their physicians, policymakers, board of directors
and office staffs
Partnerships :
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Local or national women’s group, corporate
sponsors, medical organizations, media outlets,
etc
Example cont’d…
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Policy :
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Focus on increasing access to mammograms
through lower costs
Requiring insurance and Medicaid coverage
Increasing federal funding for breast cancer
research
Purse strings :
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Governmental grants, foundation grants, etc
Kotler
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Problem definition
Goal setting
Target market segmentation
Consumer analysis
Influence channels analysis
Marketing strategy and tactics
Implementation and evaluation
Kuis
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Diskusikan segmentasi yang akan disusun
berdasarkan analisis pasar yang telah
dilakukan kelompok :
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Sebutkan variabel segmentasi
Alasan pembagian segmen
Tulis dalam bentuk Laporan Singkat :
Masalah kesehatan
Analisis pasar (singkat)
Segmentasi (variabel & alasan)
Nama-nama anggota kelompok + NIM +TTD