Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 11 : Importance of Social Marketing in Development

Classification of developmental needs

Individual, family/group, community

1. Health epidemic requires social product as a solution
   
• Nutritional disorders require shift or change in food habits.
  Example: A behavioural change in terms of restricted diet is demanded for a diabetic to cope-up with routine work
  
• Diagnosis is essential to make a decision to treat any chronic disorders like cancer, cardiac problems etc., for which Individual needs readiness in terms of expenditure, time and effort as well as mental readiness
• Traumatic health episodes like Chicken guinea, Swine flu etc, demand preventive as well curative behaviours from society.
• Certain occurrences like ‘HIV/AIDS, leprosy etc., the diseased person needs family and societal help for day to day survival.
• Cultural practices counteract with health issues i.e., the present scenario demands change in culture to attain health.
  Example: Gender bias in food consumption
• Rehabilitation to overcome ill habits like alcoholism, drug addiction, pan and gutka chewing, smoking, gambling can be achieved through a behavioral change
• Counseling and guidance are gaining prime importance for control of behavioral disorders.


2. Industrial growth requires social awareness and action through SMP
   
• More products are appearing in the market claiming social benefits. Commercial products are using social market approach as a tool
  Example: Water purifier is claimed as health tool
• Industrial pollution calls collective social action
  Example: All residents within the vicinity of chemical and pharmaceutical factories need to take certain precautions while using ground water.
• Product imitation and adulteration are the burning issues for consumer education
• Recharge measures themselves answer the depletion of natural resources through adequate education
  Example : construction of water harvest structures.
• Unpredicted competition resulting product explosion; demanding consumer alertness.


3. Technology generation and interventions are to adopted through SMP
   
• Societal demands are to be converted into technology, which should ultimately reach the target audience for application and satisfaction. The entire process is social marketing approach.
• Increasing techno literacy needs
  Ex: online booking, shopping etc.
• High rationality in decision making while making a buying due to flooded products.
  
  
4. Consumer oriented marketing
   
• Changing life styles of people due to growth and development in various spheres
• Consumer needs soft skills to withstand natural shocks like suicides, atrocities etc.
• Changing definition for poverty in terms of knowledge and application apart from economic poverty.

The above listed issues may be felt either by the individual or family or a society, but ultimately they are for social good. Change at any of these three levels results in social change.