Societal Marketing Concept Definition, Advantages, Examples, Importance

Societal Marketing Concept

The societal marketing concept is all about the development of human and society’s welfare. The concept of societal marketing holds that a marketer has to make better marketing strategies by considering society’s welfare, company requirements, and customer demand.

Societal marketing creates a big public image of the company in its customer’s minds by this, increases sales. It holds the company’s responsibility to look upon societyʼs welfare.

It shows that a marketer should always take care of society’s welfare to achieve its mission and vision. In the modern world, the government bans those companies whose actions are against society’s well being.

It is always asked questions by the government that most of the companies only focus on their customer satisfaction but what about the societyʼs welfare?

Ex- Lots of people liked tobacco products but these types of products are full of health concerns.

So, the companies have to put societyʼs welfare at the top then the consumers need and the company’s requirements.

The societal marketing concept is different from the concept of social marketing and social media marketing and an extension of the marketing concepts.

It is one of the most important components of the holistic marketing concept. This concept is applied by several marketers.

Before we get to the nitty-gritty of societal marketing, let us first clarify what societal marketing really is.

What Is Societal Marketing?

Societal Marketing Concept
Societal Marketing Concept

It means how marketers gave a try to change social policy, how they will take part in social activities, how they will invest their time and money to grow their business. Societal marketing is about the development of society’s welfare.

History of societal Marketing:

The concept of societal marketing arrived in the early 1970s introducing a more socially based marketing concept.

This is almost a new marketing concept giving a three-dimensional picture of the society. It was Philip Kotler who introduced the concept of societal marketing to literature in a 1972s article “What Consumerism Means For Marketers” in the Harvard Business Review.

In societal marketing, the products must have social, ethical, and ecological value. The concept of societal marketing is an advanced form of CSR(corporate social responsibility)and sustainable marketing.

Hope you get the idea of societal marketing, then this is the time to understand the considerations of societal marketing.

Three Considerations of Societal Marketing:

Societal Marketing
Considerations of Societal Marketing Concept

(1) Society or human welfare

(2) Customers satisfaction and long term investments with customers

(3) Company profits

Companies should have to keep a perfect balance on these three considerations of societal marketing to create their marketing strategies.

Society or Human Welfare:

The companies have to see that their products, services, investment plans do not harm society.

Consumer Satisfaction and Long Term Interest with Consumers:

A marketer should always produce products that can fulfill the consumer’s needs and demands to build up a long term interest with customers.

Company Profit:

A marketer having social responsibility and delivering satisfactory products to customers and fulfilling their needs and wants are very necessary to increase company profit in long term interest with customers.

After knowing the three major considerations of societal marketing, then you should know the objectives and advantages of societal marketing.

Objectives of Societal Marketing:

There are some major objectives of societal marketing. which are –

(1) To sow the seeds of a relationship with customers.

(2) To go a step further in the marketing profession.

(3) To fulfill the duty of social responsibility

(4) To make a bigger image of the company to his customers.

(5) Increasing community awareness towards its products.

Advantages of Societal Marketing:

The societal marketing approach has a number of advantages. These include:

(1) It makes sure that the investments are on the right path.

(2) It helps to defeat the competitors in the marketing field.

(3) It helps to give customer satisfaction and helps to maintain long term relationships with customers.

(4) It helps to increase the companyʼs profit and market shares.

(5) It increases the living standards of people in society.

(6) It makes economical growth more symbolic and more beneficial to a person’s life.

Importance of Societal Marketing:

The societal marketing is a very important concept.

It can increase or decrease the profit of a company. This concept was developed to beat the competitors and to develop social awareness. It helps to inspire marketers to develop products for the benefit of society and for customer satisfaction.

This creates profit throughout the long run.

This is the time to watch who is doing societal marketing in the real world.

Examples of Societal Marketing:

Socially based marketing or societal marketing not only helps to create a bigger image of a company but also increased sales. Recently the super bowl 2017 ads of several companies are the well-known examples of societal marketing.

There are some examples of societal marketing is given below.

(1) The Body Shop: The body shop is a natural cosmetic, skincare, perfume Company.

The company uses plant-based ingredients to make its products and it does not test its products on animals. So this product is a perfect example of societal marketing.

(2) Avon products: Avon has raised millions of dollars fund for Breast Cancer in 1993 in a partnership with NABCO (National Alliance Of Breast Cancer Foundation).

Avon started to sell a pink ribbon pink cost 2$ and started to give 1$ to NABCO for the treatment of breast cancer. Avon’s 45000 workmen have been trained to discuss the threats of breast cancer among their customers.

(3) Coca-Cola: Coca-Cola published the song ‘America is beautiful ‘in different languages which shows the cultural harmony at a larger point of view.

(4) Kia: kiaʼs “Hero’s journey “Melissa McCarthy was a good example of societal marketing.

(5) Airbnb: Airbnbʼs 2017 super bowl ad was an important example of societal marketing.

Instruments of Societal Marketing:

The modern marketing genius Philip Kotler identified four categories of products related to short term and long term benefits,

(1) Deficient products: It brings neither short term nor long term benefits to consumers.

(2) Pleasing products: It brings instant satisfaction to customers but it can also harm society in the long run.

(3) Salutary products: It doesn’t bring satisfaction to consumers or bring very low satisfaction but benefits society in the long run.

(4) Desirable products: Besides bringing long-term benefits it also brings immediate satisfaction to customers.

According to Philip Kotler, the societal marketing concept is for the comfort of society’s well-being.

He advised eliminating deficient products from marketing. Marketers have to improve the pleasing and salutary products so that they both can give long term benefits and instant satisfaction to their consumers.

Marketers should not focus on the selling of their products but think about society’s welfare.

Difference between Societal Marketing and Social Marketing:

Societal marketing and social marketing are the two different branches of a tree.

So, one should not be mixed up with societal marketing and social marketing. Societal marketing is that kind of philosophy that informs the marketers about marketing decisions but social marketing informs about the marketing discipline.

Social marketing is all about ‘social good’ but societal marketing is all about societal benefits.

Conclusion:

I hope this helps you understand how to take care of society by marketing and how to grow it.

This describes the important role of societal marketing concepts to increase sales and profit.

What did you think of this? Do I miss something? Come on! Let us know if you want to add something to the list.

Societal Marketing FAQ:

What is Societal Marketing Concept?

Societal marketing means how marketers gave a try to change social policy, how they will take part in social activities, how they will invest their time and money to grow their business. Societal marketing is about the development of society’s welfare.

What are considerations of Societal Marketing:

(1) Societyʼs or human welfare
(2) Customers satisfaction and long term investments with customers
(3) Companyʼs profits

What is Societal Marketing example?

The Body Shop: The body shop is a natural cosmetic, skincare, perfume Company.
The company uses plant-based ingredients to make its products and it does not test its products on animals. So this product is a perfect example of societal marketing.

9 Replies to “Societal Marketing Concept Definition, Advantages, Examples, Importance

  1. I have to thank you for the efforts you have put in writing this blog.
    I really hope to check out the same high-grade content from you
    later on as well. In truth, your creative writing abilities has
    encouraged me to get my very own website now 😉

  2. Having read this I thought it was very enlightening. I appreciate you taking the time and effort to put this article together. I once again find myself personally spending way too much time both reading and commenting. But so what, it was still worthwhile!

  3. Hey! This is my first visit to your blog!
    We are a team of volunteers and starting a new project
    in a community in the same niche. Your blog provided us valuable
    information to work on. You have done a outstanding job!

Leave a Reply

Your email address will not be published. Required fields are marked *