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. Table of Contents What Is Societal Marketing? History of societal Marketing: Three Considerations of Societal Marketing: o o o Society or Human Welfare: Consumer Satisfaction and Long Term Interest with Consumers: Company Profit: Objectives of Societal Marketing: Advantages of Societal Marketing: Importance of Societal Marketing: Examples of Societal Marketing: Instruments of Societal Marketing: Difference between Societal Marketing and Social Marketing: Conclusion: Societal Marketing FAQ: What Is Societal Marketing? 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: 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. 5 Marketing Concepts – Marketing Management Philosophies The marketing concept is the strategy that firms implement to satisfy customers’ needs, increase sales, maximize profit and beat the competition. There are 5 marketing concepts that organizations adopt and execute. These are; (1) production concept, (2) product concept, (3) selling concept, (4) marketing concept and (5) societal marketing concept. Ad by Valueimpression Marketing is a department of management that tries to design strategies that will build profitable relationships with target consumers. Marketers must answer 2 important questions. Ad by Valueimpression 1. what philosophy is the best for a company in setting marketing strategies? 2. What will be the importance for organization, customers and society’s interests? To answer these; there are five alternative concepts under which organizations design and carry out their marketing strategies. These 5 alternative marketing concepts are also called marketing management philosophies. Marketing Management Philosophies or 5 Marketing Concepts are; 1. Production Concept, 2. Product Concept, 3. Selling Concept, 4. Marketing Concept, 5. Societal Marketing Concept. These concepts are described below; Production Concept The idea of production concept – “Consumers will favor products that are available and highly affordable”. This concept is one of the oldest Marketing management orientations that guide sellers. Ad by Valueimpression Companies adopting this orientation run a major risk of focusing too narrowly on their operations and losing sight of the real objective. Most times; the production concept can lead to marketing myopia. Management focuses on improving production and distribution efficiency. Although; in some situations; the production concept is still a useful philosophy. Production Concept example:You see in Amazon or retail stores; the market is flooded with cheap products from china. Everything from the cheap plastic product from China is on your cart now. The best example of the production concept is Vivo, the Chinese smartphone brand. Their phones are available in almost every corner of the Asian market. You can walk in any phone shop in Asia and can walk out with the latest and greatest smartphone from Vivo. Product Concept The product concept holds that the consumers will favor products that offer the most in quality, performance and innovative features. Here; under this concept, Marketing strategies are focused on making continuous product improvements. Product quality and improvement are important parts of marketing strategies, sometimes the only part. Targeting only on the company’s products could also lead to marketing myopia. Ad by Valueimpression For example; Suppose a company makes the best quality Floppy disk. But a customer does need a floppy disk? She or he needs something that can be used to store the data. It can be achieved by a USB Flash drive, SD memory cards, portable hard disks, etc. So that the company should not look to make the best floppy disk. They should focus to meet the customer’s data storage needs. Product Concept example:When you think of high-quality products; Apple will be one of the top ones. Their products are so good that they set industry trends and standards. Logitech makes very high-quality computer products such as keyboard, mouse, and webcams. These high-quality products are priced higher but people still buy and they get almost free advertisement from independent reviews. Selling Concept The selling concept holds the idea- “consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort”. Here the management focuses on creating sales transactions rather than on building long-term, profitable customer relationships. In other words; The aim is to sell what the company makes rather than making what the market wants. Such an aggressive selling program carries very high risks. Ad by Valueimpression In selling concept the marketer assumes that customers will be coaxed into buying the product will like it, if they don’t like it, they will possibly forget their disappointment and buy it again later. This is usually a very poor and costly assumption. Typically the selling concept is practiced with unsought goods. Unsought goods are that buyers do not normally think of buying, such as insurance or blood donations. These industries must be good at tracking down prospects and selling them on a product’s benefits. Selling Concept example:Every saw an ad online or TV commercial that you almost can’t escape and hide from? The Selling Concept is in play. Almost all companies eventually fall into this concept. “Mountain Dew” ads are hard to miss. If people like Mountain Dew or not, that is debatable but you can see that PepsiCo is pushing it hard using ads. Almost all soft drinks and soda drinks follow the selling concept. These drinks have no health benefits ( actually harm your health more), you can easily replace them with water ( the most available substances in the earth). And the soft drink companies know it, and they run ads 24×7, spending millions, Marketing Concept The marketing concept holds- “achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do”. Here marketing management takes a “customer first” approach. Under the marketing concept, customer focus and value are the routes to achieve sales and profits. Ad by Valueimpression The marketing concept is a customer-centered “sense and responds” philosophy. The job is not to find the right customers for your product but to find the right products for your customers. The marketing concept and the selling concepts are two extreme concepts and different from each other. Marketing Concept example:Restaurants and startups do follow the marketing concept. They try to understand the consumer and deliver the best product or service, which is better for the competition. Dollar shave club is the best example. They changed the Men’s grooming market. They have understood that people are not happy with their previous grooming products and their prices. Where other company’s grooming products will cost hundreds to buy for just one month. Dollar shave club charges a couple of bucks a month with higher quality products and convenience of home delivery. Difference between Selling Concept and Marketing Concept No. The Selling Concept The Marketing Concept 1 undertakes a large-scale selling and promotion effort undertakes activities such as; market research, 2 The Selling Concept is suitable with unsought goods—those that buyers do not normally think of buying, such as insurance or blood donations. The Marketing Concept is suitable for almost any type of product and market. 3 Focus on the selling concept starts at the production level. Focus on the marketing concept starts at understanding the market. 4 Any company following selling concept undertakes a high-risk Companies that are following the marketing concept require to bare less risk and uncertainty. 5 The Selling Concept assumes – “customers who are coaxed into buying the product will like it. Or, if they don’t like it, they will possibly forget their disappointment and buy it again later.” Instead of making an assumption, The marketing concept finds out what really the consumer requires and acts accordingly to them. 6 The Selling Concept makes poor assumptions. The marketing concept works on facts gathered by its “market and customer first” approach. Societal Marketing Concept Societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare. The societal marketing concept holds “marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being”. It calls for sustainable marketing, socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. The Societal Marketing Concept puts Human welfare on top before profits and satisfying the wants. The global warming panic button is pushed and a revelation is required in the way we use our resources. So companies are slowly either fully or partially trying to implement the societal marketing concept. Societal Marketing Concept example:While large companies sometimes launch programs or products that benefit society; it is hard to find a company that is fully committed socially. We can see Adidas doing great as they continue to support Colin Kaepernick despite pressure from various parties. Tesla is promising a big push for green energy with electric cars and solar roof panels/tiles. Conclusion: Companies Follows a mix of Marketing Concepts in Real-world Companies don’t follow a single marketing concept rigidly. They usually use a mix of marketing concepts or change it depending on the market situation, competition and sales numbers. Let’s overview the 5 basic marketing concepts with this infographic. Company Orientations to the Marketplace What philosophy should guide a company marketing and selling efforts? What relative weights should be given to the interests of the organization, the customers, and society? These interest often clash, however, an organization’s marketing and selling activities should be carried out under a well-thought-out philosophy of efficiency, effectiveness, and socially responsibility. Five orientations (philosophical concepts to the marketplace have guided and continue to guide organizational activities: 1. 2. 3. 4. 5. The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept The Five Concepts Described The Production Concept. This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. The Product Concept. This orientation holds that consumers will favor those products that offer the most quality, performance, or innovative features. Managers focusing on this concept concentrate on making superior products and improving them over time. They assume that buyers admire wellmade products and can appraise quality and performance. However, these managers are sometimes caught up in a love affair with their product and do not realize what the market needs. Management might commit the “better-mousetrap” fallacy, believing that a better mousetrap will lead people to beat a path to its door. The Selling Concept. This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling company’s products. The organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that consumers typically sho9w buyi8ng inertia or resistance and must be coaxed into buying. It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. The Marketing Concept. This is a business philosophy that challenges the above three business orientations. Its central tenets crystallized in the 1950s. It holds that the key to achieving its organizational goals (goals of the selling company) consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its selected target customers. The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability. Distinctions between the Sales Concept and the Marketing Concept: 1. The Sales Concept focuses on the needs of the seller. The Marketing Concept focuses on the needs of the buyer. 2. The Sales Concept is preoccupied with the seller’s need to convert his/her product into cash. The Marketing Concept is preoccupied with the idea of satisfying the needs of the customer by means of the product as a solution to the customer’s problem (needs). The Marketing Concept represents the major change in today’s company orientation that provides the foundation to achieve competitive advantage. This philosophy is the foundation of consultative selling. The Marketing Concept has evolved into a fifth and more refined company orientation: The Societal Marketing Concept. This concept is more theoretical and will undoubtedly influence future forms of marketing and selling approaches. The Societal Marketing Concept. This concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors (this is the original Marketing Concept). Additionally, it holds that this all must be done in a way that preserves or enhances the consumer’s and the society’s well-being. This orientation arose as some questioned whether the Marketing Concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. Are companies that do an excellent job of satisfying consumer wants necessarily acting in the best long-run interests of consumers and society? The marketing concept possibily sidesteps the potential conflicts among consumer wants, consumer interests, and long-run societal welfare. Just consider: The fast-food hamburger industry offers tasty buty unhealthy food. The hamburgers have a high fat content, and the restaurants promote fries and pies, two products high in starch and fat. The products are wrapped in convenient packaging, which leads to much waste. In satisfying consumer wants, these restaurants may be hurting consumer health and causing environmental problems. The production concept When the production concept was defined, a production oriented business dominated the market. This was from the beginning of capitalism to the mid 1950’s. During the era of the production concept, businesses were concerned primarily with production, manufacturing, and efficiency issues.Companies that use the production concept have the belief that customers primarily want products that are affordable and accessible. The production concept is based on the approach that a company can increase supply as it decreases its costs.Moreover, the production concept highlights that a business can lower costs via mass production. A company oriented towards production believes in economies of scale (decreased production cost per unit), wherein mass production can decrease cost and maximize profits. As a whole, the production concept is oriented towards operations. The product concept This concept works on an assumption that customers prefer products of greater quality and price and availability doesn’t influence their purchase decision. And so company develops a product of greater quality which usually turns out to be expensive. One of the best modern examples would be IT companies, who are always improving and updating their products, to differentiate themselves from the competition.Since the main focus of the marketers is the product quality, they often lose or fail to appeal to customers whose demands are driven by other factors like price, availability, usability, etc. The selling concept Production and product concept both focus on production but selling concept focuses on making an actual sale of the product.Selling concept focuses on making every possible sale of the product, regardless of the quality of the product or the need of the customer. The selling concept highlights that customers would buy a company’s products only if the company were to sell these products aggressively.This philosophy doesn’t include building relations with the customers. This means that repeated sales are rare, and customer satisfaction is not great. The marketing concept A company that believes in the marketing concept places the consumer at the center of the organization. All activities are geared towards the consumer.A business,aims to understand the needs and wants of a customer. It executes the marketing strategy according to market research beginning from product conception to sales. By focusing on the needs and wants of a target market, a company can deliver more value than its competitors. The marketing concept emphasizes the “pull” strategy”. This means that a brand is so strong that customers would always prefer your brand to others’. The societal marketing concept This is a relatively new marketing concept. While the societal marketing concept highlights the needs and wants of a target market and the delivery of better value than its competitors, it also emphasizes the importance of the well-being of customers and society as a whole (consumer welfare or societal welfare). The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer want satisfaction, and public interest. Conclusion The five marketing concepts are a good example of how marketing has changed throughout the years. It has shifted its focus from products to users. Modern companies have to put users first, and build not only a good product (or service), but also a good experience around it.If you need help with creating marketing strategy, contact us today and we’ll be glad to help you.