This study aims to explore social marketing obstacles in local community from Craftswomen point of view. To achieve this research endeavor, a case study approach was applied to a sample of craftswomen registered in Handicrafts Chamber of Bordj Bou Arréridj (Algeria). The samples -three (03) cases-were selected with purposefully way, all of them a specialized in natural soap-making. The data collection tools were; Participant observation, and semi structured interview. The findings indicate that craftswomen use several communicative tools in social marketing process: Traditional communicative tools such as: business cards, posters, telemarketing, partnerships, and Contemporary Communication Tools (Apps): Instagram, Facebook, Messenger, WhatsApp. However, the study cases have been faced by three kinds of social marketing obstacles in local community; as follows: The technical obstacles which are summarized in hardware availability; operational skills; and customer virtualization. The cultural obstacles are: local consumer's Temperament; local product Reputation; local environment and copying the marketing ideas. And the economic obstacles that are highlighted as: Poor marketing budget; Natural raw materials & packaging prices; logistics partners' poor performance.

Obstacle; Craftswoman; Social marketing; Local Community.