A presentation for social marketing class.

1. Presenter: Shahzad Amin
ID. 11169
Marital status: “single”
shahzadamin845@gmail.com

3.  Money, property and
other things that the
“bride” brings from her
parents house is Dowry
(Jahez).

4.  Many women have
committed suicide due to
abuse and tease from the
husband’s family for not
bringing sufficient
dowry.
 Women are burnt just
because of not bringing
dowry in India and are
subjected to extreme
violence in Pakistan.

5.  The practice of giving
dowry (jahez) is not
part of Islam.
 It is in fact the total
opposite that Islam has
ordained in a marriage
and that is the giving
of the dower (mahr) by
the husband to the
wife in order to show
symbolically that he
has accepted her
financial responsibility

6. Accept a new behavior
(Dowry free marriages)
Abandon an old
behavior (No dowry any
more)
Rejecting a potential
behavior (Not taking
dowry)
Modify a current
behavior
(Concentrating on
Mehr)

7.  Here the target audience will be the whole
community.
 Specially the parents of the “brides” and the
bridegroom.
 So-called educated people or parents
demanding dowry.
 College or University students specially boys.

8.  We’ll segment the market on geographic
bases. And start from the urban areas like
Hayatabad first and then reaching the rural
areas. At last to the whole KPK.

9. Our strengths are:
 Human resources.
 Chances of maximum volunteers
involvement,
Our weaknesses are:
 Financial crisis.
 Low skills.

10.  Our opportunities are:
 Support from a major portion of the society.
 Support from Islamic scholars.
 A spirit of struggling for a good cause.
Our threats are:
 Resistance from some parts of society.
 Political pressure.
 Justification of dowry from illiterate people.

11. Perceived benefits:
 Here the perceived benefits of our desired
behavior are a peace in society, no more
violence because of dowry, ease in getting
married to our sisters, daughters etc.
 No more teasing by Bad mother-in-laws.
 No more suicides.
 And specially the easiest process of “getting
married”. 


12.  Here the percieved barriers are:
 Criticism from the evils of society.
 No more extra benefit to the looser boys
(beggars) who need welth from Father in law,


13. Product:
 Our product is the dowry free social behaviour. And all the
benefits with it
Price:
 Here the percieved cost or price is criticism from some parts of
society, and a loss of great financial aid specially to coming
soon “Dulha’s”.
 Place:
 Here the channel through which we can communicate with target
audience are Islamic scholars, celebrities and teachers.
 Also universities.
 Promotion:
 Here the promotion tool will be advertisement , through social
media and electronic and print media.
 We can also provide no dowry printed shirts to students I guess.

14.  To stop the dowry system we firstly need to
change our views and thinking's.
 For money we should not tease the girl.
 We should also make pressure on the
government to make strict laws to completely
eliminate this evil.


15. Thanks for listening.