Social and societal marketing

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Information about Social and societal marketing

Published on March 18, 2014

Author: birupakshyamaharana

Source: slideshare.net

Social and Societal Marketing Presented by :1st.year MBA students 2013-14. Ganga Rajesh Biru GLOBAL INSTITUTE OF MANAGEMENT, BBSR

History • the beginning of the field of social marketing to an article published by G.D. Wiebe in the Winter 1951- 1952 edition of Public Opinion Quarterly. • Philip Kotler and Zaltman coined the term 'social marketing' and defined it as "the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research.

Social Marketing Introduction : It is a marketing function that is used by the organizations to commercially spread a social message which can benefit to individuals and the society by educating the people and society about a social cause to improve their wellbeing.

examples of social marketing • Social marketing campaign like : • GOVT. promotes for Pulse polio vacation campaigns • Jago grahak jago campaign to make the consumer’s aware of their rights as a consumer. • Ban on tobacco advertisements, ban on smoking in public places • Lifebuoy’s swasthya chetana • a five-year health and hygiene education program by HUL

4p’s of social marketing • Product • The social marketing "product" is not necessarily a physical offering. A continuum of products exists, physical product to services (e.g., medical exams), practices (e.g., eating a heart-healthy diet) and finally, intangible ideas (e.g., environmental protection). • Price • "Price" refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may be the consumer to give up intangibles, such as time or effort.

• Place • Here place For a tangible product, is the the distribution system--including the warehouse, trucks, sales force, retail outlets,. For an intangible product, place is refers to decisions about the channels through which consumers are know information ,This may include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations. • Promotion • Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public service announcements or paid ads are one .

societal marketing history : The concept of Societal Marketing emerged in 1972, promoting a more socially responsible, moral and ethical model of marketing, countering the consumerism way of thinking that had been promoted by then It was introduced in an article by Philip Kotler, “What consumerism means for marketers” in the Harvard Business Review Journal.

Introduction • The societal marketing is a marketing concept that holds that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests.

Examples of societal marketing • The redesigned logo of Videocon to green to show the consumers the importance of being green and telling them that the product designed by Videocon take care of the environment and don’t harm it at all • The ADIDAS/NIKE told that ,”All community based like better pay for local workers in the under develop countries, avoiding under- age employees offer of free sports gears for talents.

companies employs societal marketing concept McDonald's. KFC. Nestle. Body Shop. Nike. Coke. ADIDAS. P&G. Calvin Klien. IBM. Microsoft. Apple. Puma. Gucci. Nokia. Polo. Rolex. Omega. Prada. National.

basis of difference FOCUOS Social mkt. is entirely focused on the society Societal mkt. is concerned about the consumer and long term benefit of the company. SCOPE It is about changing behaviors for the benefit of the broader society, It is the business driven profit oriented way of change world means developing revenue based product. OPERATION CARRIED BY GOVT. & non profit org. Corporate house & business firms PRIMARY &SECONDA RY GOAL Social gain & welfare is the primary goal & profit motive is always a secondary goal. The primary goal is to earn profit & social welfare is comes as secondary goal.

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