BACKDROP – SBM AND SOCIAL MARKETING COMMUNICATION
The Swacch Bharat Mission (SBM henceforth) is a behavior change campaign targeted at promotion of hygienic practices among individuals in India. Influencing behavior related to sanitation and hygiene is the important aspect of Swacch Bharat Mission. The approach of the campaign had been to educate people regarding the advocated behavior, i.e. practice of sanitary and hygienic measures in their day to day life and generating awareness regarding the facilitating conditions which can help them to develop the advocated behavior. This reflects a logical planning process involving market research, market analysis, objective setting, and identification of strategies and development of facilitating …show more content…
toilet or dustbin or clean utensil etc., (2) the core product or the advocated behavior i.e. using toilet for defecation, keeping drinking water utensils clean, keeping the environment clean and disposing garbage in proper place etc., and (3) the actual product i.e. the benefit which someone may get out of the practice of these behavior. Specifically they mention about honor in the society due to avoidance of open defecation, prevention of diseases due to use of clean utensil for drinking water etc. However, the advertisements did not mention about the price; monetary as well as nonmonetary, a consumer has to bear. Use of toilets can’t solve the problem unless the toilet itself is kept clean. Beneficiaries who struggle to collect clean water for drinking may not like the idea of toilets. Likewise beneficiaries with limited land access may not find construction of toilet cost effective. Similar is the case with clean drinking water practices. People in many places in India struggle to collect clean drinking water. Even in many cities during summer getting drinking water is a struggle. Under those circumstances motivating people for sanitary practices in the name of health and family honor is really a difficult task. Time, convenience and expenses in terms of capital and land are the different categories of price a customer has to bear in an attempt to adopt the advocated behavior. These prices vary with the categories of customer. The third part of the analysis relates to the “place” component of social marketing mix. There has been no mention of the source and place for further information on sanitation and hygiene practices. However, the major problem in this regard relates to the advertisement - “crown of shame”- where the act of spitting on the roads, disposing wastes on the road and urinating at abandoned places are identified as shameful. In the process the social communication
The Swacch Bharat Mission (SBM henceforth) is a behavior change campaign targeted at promotion of hygienic practices among individuals in India. Influencing behavior related to sanitation and hygiene is the important aspect of Swacch Bharat Mission. The approach of the campaign had been to educate people regarding the advocated behavior, i.e. practice of sanitary and hygienic measures in their day to day life and generating awareness regarding the facilitating conditions which can help them to develop the advocated behavior. This reflects a logical planning process involving market research, market analysis, objective setting, and identification of strategies and development of facilitating …show more content…
toilet or dustbin or clean utensil etc., (2) the core product or the advocated behavior i.e. using toilet for defecation, keeping drinking water utensils clean, keeping the environment clean and disposing garbage in proper place etc., and (3) the actual product i.e. the benefit which someone may get out of the practice of these behavior. Specifically they mention about honor in the society due to avoidance of open defecation, prevention of diseases due to use of clean utensil for drinking water etc. However, the advertisements did not mention about the price; monetary as well as nonmonetary, a consumer has to bear. Use of toilets can’t solve the problem unless the toilet itself is kept clean. Beneficiaries who struggle to collect clean water for drinking may not like the idea of toilets. Likewise beneficiaries with limited land access may not find construction of toilet cost effective. Similar is the case with clean drinking water practices. People in many places in India struggle to collect clean drinking water. Even in many cities during summer getting drinking water is a struggle. Under those circumstances motivating people for sanitary practices in the name of health and family honor is really a difficult task. Time, convenience and expenses in terms of capital and land are the different categories of price a customer has to bear in an attempt to adopt the advocated behavior. These prices vary with the categories of customer. The third part of the analysis relates to the “place” component of social marketing mix. There has been no mention of the source and place for further information on sanitation and hygiene practices. However, the major problem in this regard relates to the advertisement - “crown of shame”- where the act of spitting on the roads, disposing wastes on the road and urinating at abandoned places are identified as shameful. In the process the social communication