What is social marketing?
Social marketing programmes comprise the largest and most diverse collection of MDAs and therefore merit discussion as part of the background on MDAs. Since the late 1960s, social marketing has been used to expand access to reproductive health supplies and, later, services. Social marketing also provides some basic concepts that have framed much of the thinking around MDAs.
Recognising the failure of markets to meet contraceptive needs, social marketing was employed as a means to market development. The assumption (based on some degree of empirical evidence) was that commercial entities (i.e. condom, injectable and pill manufacturers) would not enter developing country markets without added incentives. Assistance to commercial entities was intended to kick-start the commercial sector involvement.
Traditionally, there have been two theoretically opposing approaches to social marketing: the 'Manufacturer's Model' and the 'NGO Model.' While both terms are now outdated and few, if any, interventions fall squarely into one or the other box any more, it is worth using these terms as a starting point to explore the dimensions of MDAs in some more detail.
The Manufacturer's model has relied to a large extent on an established commercial partner (or supplier), who is provided with incentives (e.g. marketing support) to enter a new market, but who continues to operate as an independent, commercial, for-profit player. The manufacturer maintains control over the brand, and is usually responsible for sales and distribution. A manufacturer's model can have varying degrees of market intervention: large subsidies can support brand building, distribution, product price reduction, etc over a long period of time; alternatively temporary brand building and market support with quick transition to independence and subsidy withdrawal can be provided.
The NGO model also uses a commercial approach and works with commercial suppliers, but is reliant on building an entity which is both commercially-oriented and not-for-profit (typically the NGO or an affiliate). The entity usually conducts its own procurement and creates its own brand, marketing and sometimes distribution systems and research.
One of the reasons for the move away from the two models relates to proving where and why the models are successful. Ends versus means provides some comparison of the models. Additionally, with PSP One's When donor support ends reviews the long-term success of the manufacturer's model brands that were supported by donor funds for a limited time.
Meadley et al, in Review of DFID approach to social marketing, provide a thorough analysis of social marketing, including an overview of social marketing.
Recognising the failure of markets to meet contraceptive needs, social marketing was employed as a means to market development. The assumption (based on some degree of empirical evidence) was that commercial entities (i.e. condom, injectable and pill manufacturers) would not enter developing country markets without added incentives. Assistance to commercial entities was intended to kick-start the commercial sector involvement.
Traditionally, there have been two theoretically opposing approaches to social marketing: the 'Manufacturer's Model' and the 'NGO Model.' While both terms are now outdated and few, if any, interventions fall squarely into one or the other box any more, it is worth using these terms as a starting point to explore the dimensions of MDAs in some more detail.
The Manufacturer's model has relied to a large extent on an established commercial partner (or supplier), who is provided with incentives (e.g. marketing support) to enter a new market, but who continues to operate as an independent, commercial, for-profit player. The manufacturer maintains control over the brand, and is usually responsible for sales and distribution. A manufacturer's model can have varying degrees of market intervention: large subsidies can support brand building, distribution, product price reduction, etc over a long period of time; alternatively temporary brand building and market support with quick transition to independence and subsidy withdrawal can be provided.
The NGO model also uses a commercial approach and works with commercial suppliers, but is reliant on building an entity which is both commercially-oriented and not-for-profit (typically the NGO or an affiliate). The entity usually conducts its own procurement and creates its own brand, marketing and sometimes distribution systems and research.
One of the reasons for the move away from the two models relates to proving where and why the models are successful. Ends versus means provides some comparison of the models. Additionally, with PSP One's When donor support ends reviews the long-term success of the manufacturer's model brands that were supported by donor funds for a limited time.
Meadley et al, in Review of DFID approach to social marketing, provide a thorough analysis of social marketing, including an overview of social marketing.
