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SOCIETAL MARKETING
INTRODUCTION
—  It is a marketing concept that holds that a company should make
good marketing decisions by considering consumer’s wants,
company’s requirements and society’s long term interests .
—  It is a term closely related to CSR and sustainable development.
—  It emphasizes on social responsibilities and suggest that to sustain
long term success ,the company should develop a marketing
strategy to provide value to the customer’s to maintain and
improve both the customers and society’s well being better than
the competitors.
—  It is done to create a favorable image for the company and increase
the sales.
—  It is not same as the terms social marketing and social media
marketing.
EVOLUTION
—  Started in 1970’s to provide marketing concepts which
involve ethical practices and tune with the social needs.
—  In 1960’s and 70’s the unethical practices of many
companies became public.
—  These concepts evolved from older concepts of CSR and
sustainable development and implemented by several
companies to improve their public image through activities of
customer and social welfare.
CONCEPT
—  The societal marketing concept can be
defined as the organizations task which tries
to identify the needs and interests of the
consumers and delivers quality services or
products as compared to its competitors and
in a way that consumer's and society's well
being is maintained. In other words
organizations have to balance consumer
satisfaction, company profits and long term
welfare of society.
THREE CONSIDERATIONS OF SOCIETAL
MARKETING
Societal marketing can be achieved by following principles
1. It should always be remembered that
consumer's needs are of paramount interest.
2.Improvements in products which are both real
and innovative should be carried out to give
long term value to the product;
3. Do what is good for the society with a sense of
mission and trust.
4.Focus shifts from transaction to relationships.
5.Should have ethical and environmental policies
and back them up with actions and regulations.
OBJECTIVES
—  To maintain long term relationship with customers.
—  To create a better image in the society for the company than it’s
competitors.
—  To carry out it’s social responsibilities.
—  Developing community awareness towards it’s brands.
—  To increase the consumer base and market share.
AREAS OF APPLICATION
—  Environmental-producing biodegradable products ,
reduce emission of hazardous substances and proper disposal
of wastes.
—  Educational-creating awareness about various social issues
through promotional campaigns.
—  Technological-new innovative products having unique
features may serve the consumer’s as well as the whole
society’s interest.
BENEFITS
—  It helps to build a better image of the company.
—  Gives a competitive advantage over the competitors.
—  Useful in customer retention and long term relationships.
—  Increases the sales and market share.
—  Facilitate expansion and growth in long term.
DRAWBACKS
—  Useful for mass marketing products but difficult to
implement for products aimed at a specific target market.
—  Social conscience is not present in all companies.
—  Lack of adequate encouragement from the government.
Companies adopting societal marketing
ADIDAS
NIKE
MC DONALDS
PROCTAR AND
GAMBLE
COCA COLA
CONCLUSION
Societal marketing is a concept which is a supplement to CSR
and sustainable development directed towards image building
and long term customer relationships.
It involves understanding the needs of the consumers and the
society as a whole and then matching it with the objectives of
the company and develop a strategy to fulfill these needs and
serve the interests of everyone by benefitting the society and
consumers along with achieving the goals set by company.
THANK YOU
Presented By: ISHA MUKHERJEE
SATYABRATA PANDA
RAVI KANT SAHOO