The societal marketing concept is defined as a philosophy that calls for marketing strategies to preserve or enhance individual and societal welfare. The Societal Marketing Concept is based on the Triple Bottom Line approach which takes into account the social and environmental impact of business activities in addition to financial profitability. The Societal Marketing concept is one of the 5 Concepts of Marketing.
Philip Kotler first proposed the Societal Marketing Concept in the early 1970s. It is based on the belief that companies should be socially responsible and focus on meeting the needs of both consumers and society at large. In the words of Philip Kotler-
The societal marketing concept believes that the organization’s task is to define the needs, wants, and interests of target markets and to achieve the coveted satisfactions more efficiently and effectively than contenders in a way that protects or enhances the well-being.
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What is Societal Marketing Concept?
Societal marketing is a philosophy that organizations should make marketing decisions not only by considering consumers wants and the organization’s requirements but also by considering society’s long-term interests. Societal marketing goes beyond meeting basic needs and satisfies higher-order needs. Social media marketing is used by societal marketing firms to connect with current and potential customers through various online platforms to build strong long-term relationships.
The focus of societal marketing is on determining the needs, wants, and interests of target markets and delivering the desired satisfactions more effectively and efficiently than competitors while maintaining or improving the consumer’s and society’s well-being. It places human welfare as the ultimate goal of marketing activities.
Importance of Societal Marketing Concept
The environment, society, and companies are all affected by societal marketing. This idea was developed to combat consumerism and profit solely as a business objective.
Societal marketing is important because it aids sustainable development and takes a holistic marketing view of an organization. It also focuses on the wants and needs of all stakeholders and looks at the long-term effects of marketing decisions. It also encourages companies to be responsible for their actions and to make sure they are not harming society.
The societal marketing concept states that a company’s marketing decisions should take into account societal and environmental responsibility. This means that companies should create marketing strategies that are beneficial to society as a whole. Corporate social responsibility is one way that companies can implement societal marketing concepts. This involves creating marketing strategies that are designed to improve the lives of people in the community.
Society-oriented marketing strategies are another way to implement the societal marketing concept. These strategies are created to improve the lives of people in the community. Societal marketing strategies can be used to promote products that are beneficial to society or to improve the way that a company operates. Companies should take care of not getting involved with Green washing which can prove worse for them.
History of Societal Marketing Concept
Philip Kotler first proposed the Societal Marketing Concept in the early 1970s. Kotler believed that organizations should be responsible for more than just profits and that they should also consider the effects of their actions on society.
In a 1972 article “What Consumerism Means for Marketers”, Kotler suggested that a company should design its marketing strategy by taking into account what consumers desire, the company’s goals, and society’s best interests for the future.
Components of Societal Marketing Concept
The Societal Marketing Concept has three key components:
1. Consumer welfare
This refers to the needs, wants, and interests of consumers. Marketing activities should aim to satisfy these needs in a way that is beneficial to both the consumer and society.
2. Social welfare
It is associated with the impact of marketing activities on society as a whole. Marketing activities should aim to improve the overall welfare of society.
3. Environmental welfare
It refers to the impact of marketing activities on the environment. Marketing activities should aim to preserve or improve the environment.
The Societal Marketing Concept is based on the belief that organizations have a responsibility to society. Organizations should consider the needs of consumers and society when making marketing decisions. The Societal Marketing Concept is a voluntary approach that goes beyond meeting business and legal requirements.
The Societal Marketing Concept is also known as social marketing, cause marketing, or sustainable marketing.
Goals of Societal Marketing Concept
Some of the goals of the Societal Marketing Concept are as follows
- To meet the needs of consumers and society in a way that is beneficial to both
- To have a long-term view and focus on meeting the needs of future generations
- To focus on sustainable development
- To improve the quality of life
- To protect or enhance the environment
- To promote social and economic justice
Considerations of Societal Marketing Concept
Some of the considerations of the Societal Marketing Concept are as follows:
- The Societal Marketing Concept requires organizations to have a long-term view. Organizations should focus on meeting the needs of future generations.
- The Societal Marketing Concept is based on the belief that organizations have a responsibility to society. Organizations should consider the needs of consumers and society when making marketing decisions.
- The Societal Marketing Concept is a voluntary approach that goes beyond meeting business and legal requirements.
- The Societal Marketing Concept is also known as social marketing, cause marketing, or sustainable marketing.
How to execute a societal marketing concept for your company?
1. Adopting ethical business practices
The first step is to adopt ethical business practices. Organizations should make sure that their marketing activities are responsible and do not cause harm to consumers or society.
2. Campaigning for positive causes
The second step is to campaign for positive causes. Organizations should use their marketing activities to promote causes that are beneficial to society.
3. Committing to sustainable development
The third step is to commit to sustainable development. Businesses need to ensure that their marketing activities are environmentally friendly and do not cause harm to the environment.
4. Creating beneficial products
The fourth step is to create beneficial products. Organizations should make sure that their products are safe and meet the needs of consumers.
5. Meeting consumer needs
The fifth step is to meet consumer needs. Businesses should ensure that their marketing activities are responsible and capable of satisfying the needs of consumers.
Examples of Societal Marketing Concept
1. Body Shop
The Body Shop is a cosmetics company that is committed to sustainable development. The company uses sustainable ingredients and packaging and does not test its products on animals. The Body Shop also campaigns for positive causes, such as environmental protection and animal rights.
Patagonia is a clothing company that is committed to sustainable development. The company uses sustainable materials and practices, such as using recycled materials and using renewable energy. Patagonia also campaigns for positive causes, such as environmental protection.
3. Beyond Meat
Beyond Meat is a food company that produces plant-based meat products. The Beyond Meat team aims to positively impact four growing global issues such as climate change, human health, resource constraints, and animal welfare by using plant-based meats.
4. Green Toys
Green Toys is a toy company that produces toys made from sustainable materials. The company uses recycled milk jugs and other sustainable materials to make its products. Green Toys also focuses on reducing its environmental impact, such as by using recycled packaging.
Pela is a phone case company that uses sustainable materials. The company makes its cases from plant-based bioplastic, which is compostable and recyclable. Pela also focuses on reducing waste, such as by using packaging that is made from recycled materials.
Adidas is one of the world’s most well-known sports apparel firms. Adidas is dedicated to producing its goods in a way that they may be repurposed over and over.
Coca-Cola is the leading soft drinks company that provides its products to people of all ethnicities and backgrounds across the globe. In addition to excellent customer service, Coca-Cola is also committed to social-environmental responsibilities.
Kia’s “Hero Journey” Kia’s “hero journey” demonstrates the company’s dedication to society by eliminating the use of spirit from its organization. The company also donates a portion of its proceeds to support underprivileged children around the world.
L’Oréal is the world’s largest cosmetics company that sells its products in over 130 countries. The company also focuses on creating products that are safe for consumers and have a positive impact on society.
Instruments of Societal Marketing
Societal marketing is based on the belief that organizations have a responsibility to society.
Organizations should consider the needs of consumers and society when making marketing decisions. Philip Kotler classified four categories of products based on the benefits they provide
- Deficient products – Deficient products are those that do not meet the needs of consumers. These products can cause harm to consumers and society.
- Pleasing products – Pleasing products are those that meet the needs of consumers. These products are safe and provide benefits to consumers.
- Salutary products – Salutary products are those that not only meet the needs of consumers but also have positive effects on society. These products can improve the quality of life for consumers and society.
- Desirable products – Desirable products are those that not only meet the needs of consumers and have positive effects on society but also contribute to sustainable development. These products are environmentally friendly and do not cause harm to the environment.
Kotler suggested that societal marketing should aim to produce desirable products and eliminate deficient products.
Advantages of Societal Marketing Concept
Some of the upsides of this marketing strategy are as follows:
- Societal marketing leads to the development of products that satisfy both consumer needs and social objectives
- Societal marketing helps to build strong relationships between an organization and stakeholders, such as consumers, employees, and shareholders
- Societal marketing can help to create a positive image for an organization, which can lead to increased sales and profits
- Societal marketing can help to create a competitive advantage for an organization.
- Societal marketing can help to ensure the long-term viability of an organization.
Disadvantages of Societal Marketing Concept
There are some potential downsides to using the societal marketing concept. Some of the disadvantages of this marketing strategy are as follows:
- Societal marketing can be costly and time-consuming.
- Societal marketing can be challenging to implement.
- Societal marketing can be complex, and it can be tough to measure the success of a societal marketing campaign.
- Societal marketing can be controversial, and it can be difficult to win over skeptics.
- Societal marketing can backfire if not executed properly.
Despite these potential disadvantages, a societal marketing concept is a powerful tool that organizations can use to create products that meet the needs of both consumers and society.
Societal marketing can help organizations to build strong relationships with stakeholders, create a positive image for the organization, and ensure the long-term viability of the organization. When used properly, societal marketing can be a win-win for both consumers and businesses.
Difference between Societal Marketing Concept and Social Marketing Concept
Societal marketing links commercial marketing strategies to social responsibility. Social marketing connects issues in society to commercial marketing strategies. Societal marketing is used to produce desirable products, while social marketing is used to eliminate deficient products.
Societal marketing is a proactive marketing approach, while social marketing is a reactive approach. Societal marketing is concerned with the long-term effects of marketing activities, while social marketing is only concerned with the immediate effects.
Societal marketing efforts are one of the most effective tools for economic planning as it takes into account not only the wants of the customer but also account society’s overall welfare as well as long-run consumer welfare
Societal marketing focuses on creating long-term customer relationships and being beneficial to both the customer and the company. Societal marketing is a difficult concept to execute, but when done correctly, it can be an extremely effective way to market products.
What do you think of the societal marketing concept? Do you think businesses should focus on creating a long-term, sustainable impact on society, or is profit the only goal that matters? Let us know in the comments!
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