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decisions not only by considering consumers' wants, the company's requirements, but also society's
long-term interests.
The societal marketing concept holds that the organization's task is to determine the needs, wants,
and interests of a target market and to deliver the desired satisfactions more effectively and
efficiently than competitors in a way that preserves or enhances the well being of both the individual
consumer and society in general. Therefore, marketers must endeavor to satisfy the needs and
wants of their target markets in ways that preserve and enhance the well-being of consumers and
society as a whole. [1] It is closely linked with the principles of corporate social responsibility and
of sustainable development.
Societal marketing can be defined as a "marketing with a social dimension or marketing that includes
non-economic criteria". [1] Societal marketing "concerns for society's long term interests".[2] It is about
"the direct benefits for the organization and secondary benefit for the community". [3] Societal
marketing distinguishes between the consumer's immediate satisfaction and longer term consumer
and social benefits. Accordingly, Andreas Kaplan defines societal management as "management
that takes into account society's overall welfare in addition to mere profitability considerations." [4] It is
a 3 dimensional concept of marketing – social welfare, individual welfare, company profits.
Objectives[edit]
Various attempts to define the objectives of societal marketing have been noted,[5] such as:
"Social responsibility implies that a business decision maker... is obliged to take actions that also
protect and enhance society's interests.
"Business has the responsibility to help [the consumer] ... It is the duty of business to promote
proper consumption values."
"Business leaders are mandated to adopt roles of leadership in the advancement of our society
to new levels of moral conduct."
History[edit]
The concept of societal marketing emerged in the early 1970s, promoting a more socially
responsible, moral and ethical model of marketing in an effort to counter some of the more serious
criticisms of marketing that had arisen out of the consumerist movement around that time. [6]
Philip Kotler is generally credited with introducing the societal marketing concept to the literature in a
1972 article "What Consumerism Means for Marketers" in the Harvard Business Review of
1972.[7] Certainly Kotler believed that he had coined the term, "societal marketing" and was the first
to codify it within the marketing literature. [8] Some marketing historians, notably Wilkie and Moore,
have argued that a societal perspective was not new, and that evidence for it could be found in
marketing theory and in marketing texts, since the discipline's inception in the early 1900s. [9] Kotler
introduced both the concept of social marketing (extending marketing technologies into non-
business areas) and societal marketing, arguing that the marketing concept and its technologies
must be tempered and ultimately revised by adopting a more explicit social orientation.[10] The novelty
of Kotler's concept was the idea of "long-run consumer welfare", emphasizing that the short-term
desires might not support the consumer's long term interests or be good for the society as a whole.
The societal marketing concept adopts the position that marketers have a greater social
responsibility than simply satisfying customers and providing them with superior value. Instead,
marketing activities should strive to benefit society's overall well-being. Marketing organisations that
have embraced the societal marketing concept typically identify key stakeholder groups including:
employees, customers, local communities, the wider public and government and consider the impact
of their activities on all stakeholders. They ensure that marketing activities do not damage the
environment and are not hazardous to broader society. Societal marketing developed
into sustainable marketing.[11] Societal marketing requires businesses to include social, ethical and
ecological considerations in product and market planning. [12]
Instruments[edit]
Kotler identified four categories of products, classified in terms of long term benefits and immediate
satisfaction: [13]
Cigarettes are typically classified as a pleasing products since they deliver immediate benefits with long-term
social harm
Examples[edit]
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.
The Body Shop: The Body Shop International plc is the original, natural and ethical beauty
brand. The company uses only plant-based materials for its products. It is against Animal
testing, supports community trade, activate Self Esteem, Defend Human Rights, and overall
protection of the planet. They have also their own charity, The Body Shop Foundation, to assist
those working to achieve progress in the areas of human and civil rights, environmental and
animal protection. Thus Body shop is really following the concept of Societal Marketing.[14]
AVON Product inc. has started an initiative known as Avon breast cancer awareness crusade in
1993 in partnership with National Alliance of breast cancer Foundation (NABCO).They started
selling pink ribbon pins which depicts the international symbol for breast cancer for$2 and
donates $1 to NABCO. Through the crusade, Avon sales representatives have raised billion of
dollars for breast cancer education and access to early detection services for underserved
women. In addition, Avon's 45,000 US salespeople have been trained to discuss breast cancer
and the importance of early detection with their customers and distributed 80 m
1- The Body Shop follows the societal concept in being against animal testing and in
offering products that have not been animal tested.
2- Johnson and Johnson: In 1982 when someone tampered with their Tylenol capsules
causing casualties, instead of ignoring or denying the incident, or only recalling the batch
with the problem, they recalled all of the Tylenol sold at the time and later urged customers
to exchange their stock of Tylenol capsules with tablets for free. It caused them losses but
they were committed to fulfilling their business credo.
3- HP are very committed to enviornmental sustainability. They try to reduce waste from
their internal operations and have launched initiatives to help reduce and recycle electronic
waste.
4- Companies with strong Corporate Social Responsibility programs all follow societal
marketing.
5- Organizations that adopt a social stance or advocate for positive social behaviors (like
inclusion, anti-discrimination, eliminating rasicm, etc…) in their marketing communications
(as in ads and press releases for example) all follow societal marketing.
Societal Marketing creates a favorable image for the company increases sales.
It is not the same as the terms of social marketing and social media marketing.
It is a term closely related to CSR and sustainable development.
The global warming panic button is pushed and a revelation is required in the
way we use our resources. So companies are slowly either fully or partially
trying to implement the societal marketing concept.
The societal marketing concept evolved from older concepts of CSR and
sustainable development and implemented by several companies to improve
their public image through activities of the customer and social welfare.
Three Considerations of Societal Marketing
Concept
2. Consumers (Satisfaction)
Products and services should be satisfying the consumer’s needs.
3. Company (Profits)
Building long-term customer relationships, being socially responsible, and
providing satisfactory products are important for profit-making and wealth
maximization.
To create a better image in the society for the company than it’s competitors.
Products and company policies should prioritize social welfare and society in general.
It encourages developing products that benefit society in the long run and satisfies
consumers.
Most ads took on issues like the environment and immigration. These come after
President Donald Trump implemented executive orders that raised controversies.
Kia’s “Hero’s Journey” commercial starring Melissa Mccarthy is the prime example of
societal marketing.
CocaCola release an ad that shows people of different ethnicity and singing “America
is Beautiful” in different languages.
Societal marketing policies are what making companies actively trying to change
social policy, taking part in social activities, investing time and money in corporate
social responsibility.
Societal marketing concept questions whether the pure marketing concept overlooks
possible conflicts between consumer short-run wants and consumer long-run welfare.
The societal marketing concept holds “marketing strategy should deliver value to
customers in a way that maintains or improves both the consumer’s and society’s
well-being”.
Pleasing products bring a high level of immediate satisfaction but cause long-term
harm long in society.
Salutary products bring low short-term satisfaction, Nut Benefit society in the long
run.
The pleasing and salutary products need modification so that they can bring both
long-run benefits to society and immediate satisfaction to the consumer.
Meaning that these products should be launched on the market without turning them
into desirable products.
This way, rather than focusing on selling products, the focus is on consumer and
society well-being.
Societal Marketing is based on the principle of societal welfare. It emphasizes that an organization
must make strategic marketing decisions keeping in mind the consumer wants, the organizational needs
and most important the long term interests of the society.
Societal Marketing is nothing but an outgrowth of the principles of Corporate Social Responsibility and
Sustainable development. It underlines that an organization should not ignore the society’s long term
welfare so as to achieve it’s mission and vision. An organization should have moral and environmentally
friendly strategies and should ensure that proper acts and laws are implemented.
Consider example of a fast food industry. They do provide yummy food but this food is full of health
concerns. The burgers are rich in fat and so are the fries and pies too. Such products are packed in
handy form and packaging generating lot of waste. Thereby, in the process of satisfying customer, these
fast food outlets are creating increasing health concerns as well as environmental issues.
The Societal marketing concept is significant because of the following advantages it has:
It ensures that all the economic resources are channelized in the right direction.
It develops enterpreneurs as well as managers in a specified society.
It raises the living standard of the people.
It increases the speed of economic development of society.
It makes economic planning more significant and more fruitful to people’s life.
The closer the organizations move towards their customers, the more evidently they realize the fact that
the objective of any organizational business lies outside the business, i.e. in the society. Thus, this drives
the organizations to make a remarkable contribution for the society’s welfare and upliftment.
A very good example of an organization following societal marketing concept is the Body Shop: Body
Shop is a cosmetic company founded by Anita Roddick in 1976.. The company uses only natural,
vegetable based materials as ingredients for it’s products. It is totally against animal testing, advocates
community trade, as well as complete protection of planet. Thus it totally engrosses the concept of
Societal Marketing.
Another example is Ariel. It is a detergent produced by Procter and Gamble. Ariel runs special fund
raising campaigns for less privilege classes of the world, mainly the developing countries. It also
contributes a share of its profits from every bag sold for the societal development.
To conclude,we can say that societal marketing concept states that a company’s job is to assess the
needs and wants of the target markets and to provide optimum satisfaction to it’s customers ensuring
both consumers as well as societal welfare.In short,an equilibrium has to be maintained by the marketers
among organizational profits,consumers satisfaction as well as social well being.
It is a marketing concept with social dimension to it. The focus is on to reduce equalities at
various levels.
Societal marketing concept forces the company to shift its focus from transaction to
relationships.
Examples:
(1) The body shop: The Body Shop is a well known cosmetic brand which has followed
societal marketing concept rigorously. The company uses only plant based materials for its
products. It is against animal testing, defends human rights, supports community trade, and
works for overall protection of the planet. They have set up their own charity foundation to
help the cause.
(2) Companies with emphasis on recycled products, green and organic products that
reduces/eliminates the damage to environment also fall under the societal marketing strategy.
(3) Food companies providing healthy, nutritional and natural products are also examples of
societal marketing strategy.
Hence, this concludes the definition of Societal Marketing Concept along with its overview.
A promotional process whereby a business first assesses the interests of targeted consumers and then
aims to deliver products more effectively and efficiently than its competition so that it benefits their
customer's and society's overall welfare. The societal marketing approach tends to balance the pursuit of
business profits with consumer desires and society's best interests.
The same paradigm exists today, though it's still common for many people to blur the line between
social marketing and societal marketing. They're related in some ways, but some key differences
separate the two.
Social marketing seeks to bring about social change by appealing to people's desire to do good by
embracing a worthwhile social cause. This quest is the primary goal of social marketing.
Specifically, societal marketing calls for businesses to create a marketing strategy driven by three
concerns – listed in this deliberate order:
Human welfare, or what is in the best interest of people first
Consumer needs, and not just their wants
Profit, which should be predicated on building long-term customer relationships that will maximize
this potential.
Societal Marketing Can Achieve Multiple Aims
If you're hearing the ticking of a clock, that may well be the same pendulum that kicked off societal
marketing in the 1970s. In other words, societal marketing is still a form of marketing. And as
marketing, it’s intended to enhance awareness of your brand, improve your image, differentiate you
from the competition and – yes – increase profits.
Some examples of companies that have employed societal marketing may help crystallize the notion
that you really can have the best of multiple worlds.
In the case of Budweiser, marketing executives insisted that the ad was intended to make a point
only about the “pursuit, the effort, the passion, the drive, the hard work, the ambition” of immigrants
and not about any particular political influence – or politician. Viewers weren’t so sure.
You may enjoy keeping your customers guessing, too. But remember one of the unspoken tenets of
societal marketing: sincerity. In other words, it’s vital to select a social cause that you’re passionate
about – at least half as much as you are about your small business.
ADVERTISEMENTS:
But from time to time, it has also been collaborating with private
advertising agencies, like Lintas for the Year of the Girl Child
Campaign, and Ogilvy and Mather for the Adult Literacy campaign
currently running in the press and on T.V.
ADVERTISEMENTS:
ADVERTISEMENTS:
Viewing the campaign from the marketing angle, one finds that only
advertising and promotional drives were used. The marketing
approach was incomplete as the campaign did not reach the social
class for which it is intended.
ADVERTISEMENTS:
ADVERTISEMENTS:
2. Market segmentation:
To achieve an effective social marketing mix, a heterogeneous market
needs to be divided into homogeneous groups. [The case under study
reveals that three major sections, namely illiterates, lower income
group people and housewives were marginally affected by the
campaign. They formed the largest and most important target group.
If they had been identified, the focus could have been on them and
campaigns developed to influence them specially].
3. Customer analysis:
ADVERTISEMENTS:
4. Marketing mix:
Here the four P’s of marketing come in. The product is the social
message. In this case it is to advocate equal treatment of the girl child
at par with boys. Research pinpointed certain factors like: girl’s
marriage in other family, higher education of a girl needs higher
dowry to find a suitable match, etc. These backward notions have to be
identified and campaigns developed and intensified to counter them.
Price:
ADVERTISEMENTS:
In the context of a girl child campaign, this includes the actual cash
expenditure on her, as well as energy spent and psychological costs of
developing her personality. The campaign should have been to con-
vince greater number of people to buy the proposed social product-
proper upbringing of the girl child.
Promotion:
It is the communication strategy which makes a product familiar and
acceptable to the target audience. [The case under study reveals that
the most popular medium was television followed by radio. These
media should be continued and other media should also be used for
the three identified target groups].
Place:
Strategies should include the necessary action outlets set up by the
government or social service organisations which are working towards
this aim.
On the whole proper monitoring and campaign effectiveness
evaluation systems need to be evolved by any sponsoring agency of a
social marketing campaign. These give an indication as to whether the
message is reaching the target audience and to what extent people’s
attitudes and values are being changed.
Henry Ford once said that he wanted to produce more cars in the
interest of society than profit. Mahatma Gandhi, in his theory of
trusteeship, advocated that businessmen should produce wealth for
the benefit of society and preserve such wealth as the trustees of
society.
Here, wealth does not mean profit but something more to include
socially desirable wealth. It is society that provides the necessary infra-
structure, facilities, security and opportunities for business. So the
marketing policies and objectives of business should be framed in a
way that would contribute liberally to the social well-being.
They produce these products with what objectives? Surely, profits are
not consumer satisfaction or consumer life style? Why do these
companies waste resources by this unethical practice?
And yet they say that they have good management. Good management
for what? Even some well-known magazines like Business India or
Business World give good images of these companies.
The truth is that it does not fit into the societal marketing concept. All
this needs change of business policy ate change of government policy.