Social marketing is a methodology inspired by commercial marketing that has proven effective in changing behaviors and increasing access to needed health products. Social marketers combine product, price, place (distribution), and promotion to maximize use by specific population groups. This basic methodology is central to all social marketing programs, but its implementation varies from one project to another. This document provides a comparative analysis of product-based social marketing approaches, specifically, the so-called non-governmental organization (NGO) and manufacturer’s models and increasingly common variations on these models. The analysis is followed by context-specific design guidelines for donors and implementing organizations.