Building Human Capital for Better Lives

Department of Family http://ikk.fema.ipb.ac.id

and Consumer Sciences
(IKK)

K5
PRODUK SOSIAL

PEMASARAN SOSIAL
IKK 333/3(2-3)2
 Building Human Capital for Better Lives

Department of Family http://ikk.fema.ipb.ac.id

and Consumer Sciences
(IKK) Koordinator

Ir. MD.Djamaluddin, M.Sc

Prof. Ir. Ujang Sumarwan, M.Sc Dr. Irni Rahmayani Johan, S.P.,
MM
LEARNING OUTCOME

Mahasiswa mampu menjelaskan berbagai

unsur pokok pemasaran sosial: strategi
pengembangan produk dalam pemasaran
sosial

Building Human Capital for Better Lives

POKOK BAHASAN

1. Tingkatan Produk Pemasaran Sosial

2. Jenis Produk Sosial
3. Kesesuaian Produk-Pasar
4. Penyebarluasan Kesesuaian Produk-Pasar

Building Human Capital for Better Lives

 MARKETING MIX
Kotler, Roberto, Lee, Weinreich, 2011 Lefebvre, 2013
2002
Product (Core Product Product
Product, Actual (Behavior,
Product, Augmented Services)
Product: Tangible,
Services)
Price Price Price
Place Place Place
Promotion Promotion Promotion
Publics
Partnership
Policy
Building Human Capital for Better LivesPurse Strings
 I. Produk dalam Pemasaran Sosial

1. Desired behavior (perilaku yang

diinginkan)
2. Associated benefits (manfaat yang
diperoleh)
3. Tangible object and services (produk dan
layanan yang diperlukan untuk merubah
perilaku

Building Human Capital for Better Lives

• Desired behavior: Keep blood alcohol content
(BAC) below 0.08% if you are going to drive
• Associated benefits: Avoid a citation for Driving
under the Influence (a DUI), serious accidents,
impounded car, and increased car insurance
• Tangible object: A Breathalyzer sold over the
internet
• Service: Free taxi service on New Year’s

Building Human Capital for Better Lives

 Jenis Produk Sosial
 Sesuatu yang dapat dipasarkan untuk memenuhi
kebutuhan konsumen
Kepercayaan
Ide-ide Sikap
Nilai-nilai
Tindakan
Produk sosial Praktik

Kebiasaan

Benda Nyata

Building Human Capital for Better Lives

1. Ide-ide/Gagasan
a) Kepercayaan (Belief): Persepsi seseorang/ kelompok
tentang sesuatu yang nyata, didalamnya tidak
termasuk penilaian.

b) Sikap (Attitude): Penilaian Positif/negatif terhadap

orang, benda, peristiwa, ide-ide.

c) Nilai-nilai (Values): Mengacu kepada konsep yang

bersifat universal tg salah dan benar.

Building Human Capital for Better Lives

2. Praktik
a) Tindakan yang dilakukan sesekali (Single Act)

b) Tindakan yang dilakukan secara rutin yang

menunjukkan suatu kebiasaan (Behaves)

3.Tangible object: Bukan produk utama, tapi meru-

pakan kelengkapan dari gagasan atau praktik

Building Human Capital for Better Lives

II. Tingkatan Produk Pemasaran Sosial

Tangible Objects and Services

to Support Behavior Change
Actual Product
The Desired Behavior

Core product
Benefits of
Desired Behavior

Building Human Capital for Better Lives

 II. Tingkatan Produk Pemasaran
Sosial

Three Levels of the Social Marketing Product

Building Human Capital for Better Lives
Tingkatan Produk
1. Core Product: . “what’s
in it for the customer to buy our product?” “what
benefits will they receive?” “what needs will the desired
behavior satisfy?” “what problems will it solve?”
2. Actual Product: It is what is
required in order to achieve the benefits identified as
core product.
3. Augmented Product: this level includes any tangible
objects and services the social marketers promotes
along with the desired behavior.

Building Human Capital for Better Lives

 Contoh: merumuskan manfaat
Attribute Benefit Benefit Benefit
Increase heart rate Lose weight Look better Be sexier
helps to burn fat and Feel better about
increase metabolism yourself
Increase high-density Lowers Live a longer and Watch your
Lipoproteins/Decreases cholesterol level healthier life grandchildren
blood pressure Lowers risk of and great-
heart disease grandchildren
Lowers risk of grow up
stroke
Produces endorphins Reduce your Feel more Feel more
stress levels energetic freedom
Builds muscle strength Become stronger Be more Have fun
independent in
your daily
activities
Can be done with other Spend time with It is opportunity You deserve to
people your family and to socialize have private time
friends
Can be done alone Spend time for Get away from it People will
yourself all approve of you
Many people do it Join the trend You will fit in
toward exercise

Building Human Capital for Better Lives

 Examples of Three Product Levels
For Health Promotion
Core product Actual Product Augmented
(Benefits) (behavior) product
(tangible objects
and services)
Longer and Drink eight 64-ounce durable
healthier life glasses of water a plastic botle
day

Prevention of Drink in Breathalyzers in

alcohol poisoning moderation bars

Reduction of Engage in Community

stress, moderate physical Walking Club
cholesterol, and activity 30
chances for heart minutes a day, 5
disease and colon days a week, at
cancer least 10 minutes
at a time
Building Human Capital for Better Lives
 Examples of Three Product Levels
For Health Promotion
Core product Actual Product Augmented product
(Benefits) (behavior) (tangible objects
and services)

Prevention of Use a condom Condom with

unintended different colors and
pregnancies and patterns
STDs (sexually
transmitted
disease)
Improved general Drink eight 64-ounce durable
health glasses of water a plastic bottle
day
Natural immunities Breastfeed for at In-home nurse
for infants and least 6 months consultation
mother-child
bonding
Building Human Capital for Better Lives
 Examples of Three Product Levels
For Health Promotion
Core product Actual Product Augmented
(Benefits) (behavior) product
(tangible objects
and services)
Early detection Conduct a Laminated
and treatment of monthly self- instruction card
breast cancer breast exam for placement on
shower nozzle
Protection from Immunize children Wallet-size
preventable on time immunization
diseases card
Prevention of Floss your teeth Dental floss
decay, gum daily attached to
disease, and television remote
associated control
systemic blood
diseases
Building Human Capital for Better Lives
 Examples of Three Product Levels
For Health Promotion
Core product Actual Product Augmented
(Benefits) (behavior) product
(tangible objects
and services)
Reduced risk of Monitor your Home blood
heart attack blood pressure pressure
regularly monitoring
equipment
Reduce risk Wash hands and Colored chopping
salmonella work surfaces blocks: yellow for
poisoning thoroughly after poultry, res for
handling raw meat, and green
poultry for vegetables

Building Human Capital for Better Lives

 Examples of Three Product Levels
For Injury Prevention
Core product Actual Product Augmented
(Benefits) (behavior) product
(tangible objects
and services)
Prevention of Don’t drink and Free taxi rides on
injury for self and drive New Year’s Eve
others

Suicide Know when to Gatekeeper

prevention intervene and training for
what to say teachers,
counselors, and
youth group
leaders

Building Human Capital for Better Lives

 Examples of Three Product Levels
For Injury Prevention
Core product Actual Product Augmented
(Benefits) (behavior) product
(tangible objects
and services)
Sexual assault Walk with a friend University escort
prevention after class at service if yo
night u don’t have
someone to walk
with
Drowning Wear a life vest Slender,
prevention suspender-like
vests with
inflatable pull tab

Building Human Capital for Better Lives

Prinsip platform produk (inti, aktual, augmented):
1. Kenali kebutuhan, keinginan, dan preferensi sasaran
(perilaku saat ini adalah pesaing Anda).
2. Menawarkan manfaat lebih banyak dan lebih besar
dibandingkan perilaku saat ini.
Kotler dan Armstrong mendefinisikan posisi produk
“persepsi , kesan, dan perasaan yang dimiliki
konsumen terhadap produk"

Posisi produk
Jadikan perilaku menyenangkan (FUN), Mudah (EASY),
dan Populer (POPULER)

Building Human Capital for Better Lives

 Contoh
Tangible Object

Building Human Capital for Better Lives

Departemen Ilmu Keluarga dan Konsumen, Fakultas
BuildingEkologi
HumanManusia, IPB University
Capital for Better Lives