Societal Marketing is basically a marketing concept that is of the view that a company must make good marketing decisions after considering consumer wants, the requirements of the company and most of all the long term interests of the society.
Societal Marketing is actually an offshoot of the concept of Corporate Social Responsibility and sustainable development. This concept urges companies to do more than having an exchange relationship with customers, to go beyond delivering products and work for the benefit of the consumers and the society.
Following are the three examples of Societal Marketing Concept:
1: Body Shop: Body Shop is a cosmetic company found by Anita Roddick. The company uses only vegetable based materials for its products. It is also against Animal testing, supports community trade, activate Self Esteem, Defend Human Rights, and overall protection of the planet. Thus it is completely following the concept of Societal Marketing.
2: Ariel: Ariel is a detergent manufactured by Procter and Gamble. Ariel runs special fund raising campaigns for deprived classes of the world specifically the developing countries. It also contributes part of its profits from every bag sold to the development of the society.
3: British American tobacco Company: BAT is a British based Tobacco company. It was found in the year 1902. BAT is involved in working for the society in every part of the world. It conducts tree plantation drives as part of its societal marketing strategy.
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.
This is a new marketing philosophy and tries to reduce the inequalities at various levels. This theory emphasizes that organizations should not only think of cut-throat policies to achieve targets and jump ahead of competitors but should have ethical and environmental policies and then back them up with action and regulation.
Societal marketing can be achieved by following a few principles. It should always be remembered that consumer's needs are of paramount interest. Improvements in products which are both real and innovative should be carried out to give long term value to the product; do what is good for the society with a sense of mission and trust. In this way the focus shifts from transaction to relationships. If a client 'repeats business' a bond is created between him and the product and is worth its while for the organization to nurture this bond.
It may sound appropriate and ethical, but societal marketing concept is hard to implement as not all companies have a social conscience. Whether it is legal and essential in industries like the tobacco and liquor industry needs analysis as they have a tremendous influence on consumer welfare.
The societal marketing concept is an enlightened marketing concept that holds that a company should make good marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. It is closely linked with the principles of corporate social responsibility and of sustainable development.
The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be suitable in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being.
Societal marketing is relationship marketing in the sense that societal marketing deal with company selling and the same time caring for the welbeing of the customers while relationship marketing emphasis on building rappor with your customers. It doesn't require much when you are building relationship among few friends on like wanting to make the whole society your friend... I think that is really odd.
Well, that is societal marketing for you, but I think to me I really don't see it as a mad avenue, better still I see it like approaching a business with a good conscience. Today, many organization engage in corporate social responsibility simply because they want government to relief them of those heavy tax not for goodwill... But, societal Marketing can help businesses to attain greater height with much gain and less expenses.
The marketer is adopting the societal marketing concept of which the marketer must comply with concept on the protection of environment when they produce a product. For example take precaution on the air pollution, water pollution, take good care of the employees
The societal marketing holds that the organization should determine the needs, wants, and interests of target markets. It should then deliver superior value t customers in a way that maintains or improves the consumer's and the society's well being. The societal marketing concept is the newest of the five marketing management philosophies.
The societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental problems, and neglected social services. It asks if the firm that sense, serves and satisfies individual wants is always doing what's best for consumers and society in the long run. According to the societal marketing concept, the pure marketing concept overlooks possible conflicts between consumer short run wants and consumer long run welfare.
Consider the fast food industry. Most people see today's giant fast food chains as offering tasty and convenient food at reasonable prices. Yet many consumer and environmental groups have voiced concerns. Critics point out that hamburger, fried chicken, French fries and most other foods sold by fast food restaurants are high in fat and salt. The products are wrapped in convenient packaging, but this leads to waste and pollution.
The societal marketing concept embodies a higher and more enlightened plane of marketing thought and practice. The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being.
Most companies recognize that socially responsible activities improve their image among customers, stockholders, the financial community, and other relevant publics. Ethical and socially responsible practices are simply good business, resulting not only in favorable image, but ultimately in increased sales.
Societal marketing is the concept of market which advocates that such marketing techniques should be adopted which may help to achieve social good. In other societal marketing promotes the goods that may have benefits for the society and it does not promote the goods which have demerits for the society. The concept of the Corporate Social Responsibility has increased in the recent years therefore, the organizations are utilizing the societal marketing concept so that they may build an image of socially responsible organization.
Societal Marketing seeks social approval and is a marketing strategy to get consumers to believe that the product has the consensus/approval of the public.