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    Societal Marketing

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    Ravi Sahoo
    The document discusses societal marketing, which holds that companies should consider consumers' wants, a company's needs, and society's long-term interests when making marketing decisions. It emphasizes social responsibility and suggests developing strategies that provide value to customers and society. The concept aims to create a favorable company image and increase sales while benefiting customers and society more than competitors.

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    Societal Marketing

    Uploaded by

    Ravi Sahoo
    224 views13 pages
    The document discusses societal marketing, which holds that companies should consider consumers' wants, a company's needs, and society's long-term interests when making marketing decisions. It emphasizes social responsibility and suggests developing strategies that provide value to customers and society. The concept aims to create a favorable company image and increase sales while benefiting customers and society more than competitors.

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    The document discusses societal marketing, which holds that companies should consider consumers' wants, a company's needs, and society's long-term interests when making marketing decisions. It emphasizes social responsibility and suggests developing strategies that provide value to customers and society. The concept aims to create a favorable company image and increase sales while benefiting customers and society more than competitors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    224 views13 pages

    Societal Marketing

    Uploaded by

    Ravi Sahoo
    The document discusses societal marketing, which holds that companies should consider consumers' wants, a company's needs, and society's long-term interests when making marketing decisions. It emphasizes social responsibility and suggests developing strategies that provide value to customers and society. The concept aims to create a favorable company image and increase sales while benefiting customers and society more than competitors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 13

    SOCIETAL MARKETING

    INTRODUCTION
     It is a marketing concept that holds that a company should
    make good marketing decisions by considering consumer’s
    wants, company’s requirements and society’s long term
    interests .
     It is a term closely related to CSR and sustainable
    development.
     It emphasizes on social responsibilities and suggest that to
    sustain long term success ,the company should develop a
    marketing strategy to provide value to the customer’s to
    maintain and improve both the customers and society’s well
    being better than the competitors.
     It is done to create a favorable image for the company and
    increase the sales.
     It is not same as the terms social marketing and social media
    marketing.
    EVOLUTION
    Started in 1970’s to provide marketing concepts which
    involve ethical practices and tune with the social
    needs.
    In 1960’s and 70’s the unethical practices of many
    companies became public.
    These concepts evolved from older concepts of CSR
    and sustainable development and implemented by
    several companies to improve their public image
    through activities of customer and social welfare.
    CONCEPT
    The societal marketing concept can be defined as
    the organizations task which tries to identify the
    needs and interests of the consumers and delivers
    quality services or products as compared to its
    competitors and in a way that consumer's and
    society's well being is maintained. In other words
    organizations have to balance consumer
    satisfaction, company profits and long term welfare
    of society.
    THREE CONSIDERATIONS OF
    SOCIETAL MARKETING
    Societal marketing can be achieved by following
    principles

    1. It should always be remembered that consumer's needs are of


    paramount interest.
    2.Improvements in products which are both real and innovative
    should be carried out to give long term value to the product;
    3. Do what is good for the society with a sense of mission and
    trust.
    4.Focus shifts from transaction to relationships.

    5.Should have ethical and environmental policies and back them


    up with actions and regulations.
    OBJECTIVES
    To maintain long term relationship with customers.
    To create a better image in the society for the company
    than it’s competitors.
    To carry out it’s social responsibilities.
    Developing community awareness towards it’s brands.
    To increase the consumer base and market share.
    AREAS OF APPLICATION
    Environmental-producing biodegradable products ,
    reduce emission of hazardous substances and proper
    disposal of wastes.
    Educational-creating awareness about various social
    issues through promotional campaigns.
    Technological-new innovative products having unique
    features may serve the consumer’s as well as the
    whole society’s interest.
    BENEFITS
    It helps to build a better image of the company.
    Gives a competitive advantage over the competitors.
    Useful in customer retention and long term
    relationships.
    Increases the sales and market share.
    Facilitate expansion and growth in long term.
    DRAWBACKS
    Useful for mass marketing products but difficult to
    implement for products aimed at a specific target
    market.
    Social conscience is not present in all companies.
    Lack of adequate encouragement from the
    government.
    Companies adopting societal
    marketing
    CONCLUSION
    Societal marketing is a concept which is a supplement
    to CSR and sustainable development directed towards
    image building and long term customer relationships.
    It involves understanding the needs of the consumers
    and the society as a whole and then matching it with
    the objectives of the company and develop a strategy
    to fulfill these needs and serve the interests of
    everyone by benefitting the society and consumers
    along with achieving the goals set by company.
    THANK YOU

    Presented By: ISHA MUKHERJEE


    SATYABRATA PANDA
    RAVI KANT SAHOO

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