Social Marketing of Processed Complementary Foods

Social marketing is the use of marketing techniques to achieve a public health goal. In the context of developing countries, social marketing has often been coupled with the availability of health products, allowing the use of other elements of the marketing mix: product, price, and distribution. The strength of social marketing, within a larger strategy, is its ability to harness existing private-sector infrastructure to create access to information and products. In this paper, issues related to targeting, pricing, and how to develop a social marketing programme for processed complementary foods are discussed.