Societal marketing

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Information about Societal marketing

Published on March 15, 2014

Author: TejKiran2


Societal marketing

Societal marketing Kotler identified four categories of products, classified in terms of long term benefits and immediate satisfaction :  Deficient products, which bring neither long-run or short term benefits  Pleasing products, which bring a high level of immediate satisfaction, but can cause harm to the society in the long run  Salutary products, which bring low short term satisfaction, but benefit the society on the long run  Desirable products, which combine long-run benefit and immediate satisfaction This way, rather than focusing on selling a products, which can be good or bad for the consumers, the main focus is on consumer and society well-being

Societal Vs Social marketing

Bodyshop  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

Avon  Started an initiative known as Avon breast cancer awareness crusade 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 woman.  In addition, Avon’s 45000000 US sales people have been trained to discuss breast cancer and importance of early detection with their customers and distributed 80 million flyers on breast cancer detection

Relationship marketing

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