Essay on Social Marketing: Ceramic Water Purifier
Added on 2023-06-06
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Running head: ESSAY ON SOCIAL MARKETING: CERAMIC WATER PURIFIER
Essay on Social Marketing: Ceramic Water Purifier
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Essay on Social Marketing: Ceramic Water Purifier
Name of the university
Name of the student
Author note
1ESSAY ON SOCIAL MARKETING: CERAMIC WATER PURIFIER
This essay aims to analyse applied practices of social marketing critically which
serves commercial purpose as well, in order to address social, environmental and economic
sustainability in the case of rural poor population of Cambodia. It has been observed that
despite several efforts given by non-profit organisations and donors, access to pure water for
drinking still remains an issue for rural population of the nation. Consequently, the nation is
suffering from critical health hazards (Schär et al. 2014). In such a condition, NGO Inc. is a
non-for-profit organisation is looking for a significant and sustainable change in the society,
economy and environment by promoting ceramic water purifier (CWP) to the community
(Gutierrez-Jimenez et al. 2014).
Ceramic water purifier is extremely effective yet affordable product, which has
capability to purify water. The NGO Inc. has decided to begin a financially sustainable social
marketing programme to promote CWP to ensure better future (Dibb and Carrigan 2013).
Although, several health programmes were initiated in the early part of 1990, yet they have
realised donating heath kits does not create sustainability. Therefore, realising the need of a
long-term solution NGO Inc. has addressed the necessity of those poor people. However,
people experienced health improvements who had invested personally on preventive health
care. Acknowledging that, NGO Inc. has framed their agenda of promoting CWP in
underprivileged areas of Cambodia. The challenge is to maintain an affordable price
continuously, serving both the rural community and stakeholders of CWP.
Social marketing is not practiced by the business organisations rather organisations
who offer social and human services in order to make a significant change in social
behaviour. Governments take this interest seriously following the legislation yet there are
numerous social issues, which cannot be solved by them alone. Hence, non-for-profit
organisations like NGO Inc. opt for social marketing practices realising the long-term goals
(Van der Laan et al. 2014).
In order to do that marketing process needs to follow series of activities. At first, a
detail market research is necessary to identify the social issues or needs, which is related to
the human behaviour. According to that, marketers will set their objectives considering the
effectiveness of the campaign. Now the final part is crucial. Because in most of the cases,
NGOs serve a community, which is socially disadvantaged. Hence, considering the financial
capability of the target market pricing and promotion are executed. Implementing marketing
strategies and consistent monitoring would help to make the plan successful. The entire
process of marketing is similar in both the cases of social and commercial marketing
although, agendas are different.
This essay aims to analyse applied practices of social marketing critically which
serves commercial purpose as well, in order to address social, environmental and economic
sustainability in the case of rural poor population of Cambodia. It has been observed that
despite several efforts given by non-profit organisations and donors, access to pure water for
drinking still remains an issue for rural population of the nation. Consequently, the nation is
suffering from critical health hazards (Schär et al. 2014). In such a condition, NGO Inc. is a
non-for-profit organisation is looking for a significant and sustainable change in the society,
economy and environment by promoting ceramic water purifier (CWP) to the community
(Gutierrez-Jimenez et al. 2014).
Ceramic water purifier is extremely effective yet affordable product, which has
capability to purify water. The NGO Inc. has decided to begin a financially sustainable social
marketing programme to promote CWP to ensure better future (Dibb and Carrigan 2013).
Although, several health programmes were initiated in the early part of 1990, yet they have
realised donating heath kits does not create sustainability. Therefore, realising the need of a
long-term solution NGO Inc. has addressed the necessity of those poor people. However,
people experienced health improvements who had invested personally on preventive health
care. Acknowledging that, NGO Inc. has framed their agenda of promoting CWP in
underprivileged areas of Cambodia. The challenge is to maintain an affordable price
continuously, serving both the rural community and stakeholders of CWP.
Social marketing is not practiced by the business organisations rather organisations
who offer social and human services in order to make a significant change in social
behaviour. Governments take this interest seriously following the legislation yet there are
numerous social issues, which cannot be solved by them alone. Hence, non-for-profit
organisations like NGO Inc. opt for social marketing practices realising the long-term goals
(Van der Laan et al. 2014).
In order to do that marketing process needs to follow series of activities. At first, a
detail market research is necessary to identify the social issues or needs, which is related to
the human behaviour. According to that, marketers will set their objectives considering the
effectiveness of the campaign. Now the final part is crucial. Because in most of the cases,
NGOs serve a community, which is socially disadvantaged. Hence, considering the financial
capability of the target market pricing and promotion are executed. Implementing marketing
strategies and consistent monitoring would help to make the plan successful. The entire
process of marketing is similar in both the cases of social and commercial marketing
although, agendas are different.
2ESSAY ON SOCIAL MARKETING: CERAMIC WATER PURIFIER
Social marketing is more complicated as the objective is not merely to gain the profit
and maintain the long-term success. Social marketers intend to change societal behaviour by
promoting whereas commercial organisation promotes products or services only. Objectives
are different as well. Business organisations seek profit by fulfilling customers’ requirements
and on the contrary, NGOs try to make a significant social change for future benefit.
Focusing on the sale using marketing tools is comparatively easier than focusing on to
convince target audience in order to influence their behaviour (Sallis, Owen and Fisher
2015). Hence, NGO Inc. is looking forward to satisfy community needs unlike the business
organisations who concentrate on individual preferences.
The idea of promoting CWP revolves around two key activities (Rayner, Skinner and
Lantagne 2013). NGO Inc. needs to control and monitor the retail price consistently to ensure
poor people’s access and convince the stakeholders such as manufacturers and retailers to
consider social, economic and environmental issue. Social and economic issues are
understandable yet the commercial marketers occasionally consider the environmental issues.
However, as per Pasgaard (2013), in case of Cambodian crisis there is an environmental crisis
as people cut trees extensively to cook foods and mostly to heat water in order to purify.
Ethical dilemmas might occur while promoting CWP is different from issues of
commercial marketing. Commercial marketers are often penalised for being unethical while
promoting products (Leonidou, Leonidou and Kvasova 2013). Companies have a tendency of
manipulating customers based on their necessities to seek profitability through marketing
communication. In addition, some companies focus on social issues just to make it as a form
of marketing strategy just as Coca-Cola did by spending its marketing budget on
development of poor children. On the contrary, according to Scheidel, Giampietro and
Ramos-Martin (2013), NGO Inc. focuses on mass development of Cambodian rural
community by promoting CWP among them as they observed personal investment promote
social sustainability rather than donation.
The challenge is to maintain the retail price of the product, which differs from one
region to another depending on the distance from the factories. This difference occurs due to
the cost of transportation is not same for all the regions. People living in remote areas are
facing pricing issues more than the communities who live closer to the factories. On the
contrary, transportation costs are higher to the remote areas and as a result, they are unable to
invest in CWP. If the case is considered in terms of the stakeholders’ perspective like
considering manufactures’ and retailers’ interest then their perspective is not being served
here. Therefore, NGO Inc. has confronted with ethical dilemmas whether to serve the social
Social marketing is more complicated as the objective is not merely to gain the profit
and maintain the long-term success. Social marketers intend to change societal behaviour by
promoting whereas commercial organisation promotes products or services only. Objectives
are different as well. Business organisations seek profit by fulfilling customers’ requirements
and on the contrary, NGOs try to make a significant social change for future benefit.
Focusing on the sale using marketing tools is comparatively easier than focusing on to
convince target audience in order to influence their behaviour (Sallis, Owen and Fisher
2015). Hence, NGO Inc. is looking forward to satisfy community needs unlike the business
organisations who concentrate on individual preferences.
The idea of promoting CWP revolves around two key activities (Rayner, Skinner and
Lantagne 2013). NGO Inc. needs to control and monitor the retail price consistently to ensure
poor people’s access and convince the stakeholders such as manufacturers and retailers to
consider social, economic and environmental issue. Social and economic issues are
understandable yet the commercial marketers occasionally consider the environmental issues.
However, as per Pasgaard (2013), in case of Cambodian crisis there is an environmental crisis
as people cut trees extensively to cook foods and mostly to heat water in order to purify.
Ethical dilemmas might occur while promoting CWP is different from issues of
commercial marketing. Commercial marketers are often penalised for being unethical while
promoting products (Leonidou, Leonidou and Kvasova 2013). Companies have a tendency of
manipulating customers based on their necessities to seek profitability through marketing
communication. In addition, some companies focus on social issues just to make it as a form
of marketing strategy just as Coca-Cola did by spending its marketing budget on
development of poor children. On the contrary, according to Scheidel, Giampietro and
Ramos-Martin (2013), NGO Inc. focuses on mass development of Cambodian rural
community by promoting CWP among them as they observed personal investment promote
social sustainability rather than donation.
The challenge is to maintain the retail price of the product, which differs from one
region to another depending on the distance from the factories. This difference occurs due to
the cost of transportation is not same for all the regions. People living in remote areas are
facing pricing issues more than the communities who live closer to the factories. On the
contrary, transportation costs are higher to the remote areas and as a result, they are unable to
invest in CWP. If the case is considered in terms of the stakeholders’ perspective like
considering manufactures’ and retailers’ interest then their perspective is not being served
here. Therefore, NGO Inc. has confronted with ethical dilemmas whether to serve the social
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