Societal marketing concept states that the organization should identify the needs and interests of the target market and provide satisfaction more efficiently and effectively than competitors, while also preserving or enhancing consumer and societal well-being. The goal of societal marketing is to optimize consumer needs in relation to the product being offered.
This approach emphasizes two main aspects: the importance of considering the time dimension and recognizing that the market includes both product buyers and non-users who may be impacted by the production and consumption of these products.
Green marketing refers to an organization’s effort to design, promote, price, and distribute products that will not harm the environment. It includes all activities aimed at satisfying human needs or wants while minimizing negative impact on the natural environment. Green marketing typically involves ecologically safer products, recyclable and biodegradable packaging, energy efficient operations, and better pollution control. The increasing awareness of consumers regarding the natural environment has prompted businesses to modify their thoughts and behavior in order to address these concerns. Therefore, green marketing has become increasingly important as consumers genuinely worry about the limited resources on Earth.
Corporate image is the overall perception a person has about a company based on their beliefs, ideas, feelings, and impressions. This perception exists in the individual’s mind.
Corporate image is the overall perception of how an organization presents itself, whether intentionally through controllable resources or unintentionally through uncontrollable resources. It is a combination of psychological impressions that constantly evolves with the company’s situation, media coverage, performance, and statements. Like a company’s reputation or goodwill, it represents the public’s perception of the company rather than an accurate reflection of its true condition or position.
The incorporation of environmental considerations into marketing theory and practice is often seen as an extension of the societal marketing concept in today’s business world. However, it is more beneficial to connect both concepts by defining them as follows: “The comprehensive management process that identifies, predicts, and fulfills the needs of consumers and society in a profitable and environmentally sustainable manner, thereby improving the company’s image and promoting Corporate Social Responsibility (CSR).”
Green marketing plays a crucial role in building the corporate image of a company by adopting various approaches. These approaches include emphasizing the physical sustainability of the marketing process, adopting a holistic and interdependent view of the relationship between business, economy, and environment, treating the environment as something of intrinsic value, and focusing on global concerns.
Following efforts are considered in green marketing to build corporate image:
- GREEN PRODUCTS:
- The contend that a given product should not – Endanger the health of people or animals.
- – Damage the environment at any stage of its life, including manufacture, use and disposal.
- – Consume a disproportionate amount of energy and other resources during manufacture, use or disposal.
- – Cause unnecessary waste either as a result of excessive packaging or a short useful life.
- – Involve the unnecessary use of or cruelty to animals.
- – Use materials derived from threatened species or environments.
GREEN PROMOTION: This includes the following – Qualification and disclosures should be sufficiently clear and prominent – Environmental claims should clearly state whether they apply to the product, the package, or a component of either – Environmental claims should not exaggerate the environmental benefits. ECO SPONSORING: This includes the following – Affiliation with groups or projects that are involved in environmental improvements. – Contributing funds directly to an environmental organization. – Adopting a specific environmental cause to demonstrate the company’s interest in supporting environmental protection efforts. – Sponsoring educational programs, etc. ECO LABELLING: These programs are usually voluntary assessments by third-party experts on the environmental impacts of products. ROLE OF SOCIETAL MARKETING IN BUILDING CORPORATE IMAGE A business typically operates, develops, and expands within a society. Therefore, besides earning profits, a company also has a responsibility towards society. Additionally, a company should also fulfill its responsibilities towards all stakeholders in order to enhance its corporate image.
The text highlights the stakeholders that a firm needs to consider in order to enhance its corporate image. These stakeholders include customers, suppliers, media, community, special groups, creditors, employees, and government. The firm aims to improve its corporate image by protecting customers’ rights and safety, maintaining good relationships with creditors and suppliers, fulfilling employees’ needs, having cooperative relationships with media personnel, adhering to government rules and regulations, and actively participating in social issues.
In addition to these efforts, the company builds its corporate image through a societal marketing program as illustrated in the accompanying picture.
Under this program, corporate marketing communication plays a crucial role in conveying the company’s message about its societal marketing program to consumers. This communication consists of three types: Primary Communication which involves direct interaction between consumers and staff members or attending corporate seminars or events.
Secondary Communication, which includes advertising, public relations, and promotion, is a visual identification and formal corporate communication system that typically involves mass communication. Tertiary Communication, on the other hand, involves word of mouth and media interpretation through a third party. The corporate image can be influenced by the features of the specific societal marketing program adopted by the company. Societal marketing consists of three key components:
Symbols, such as logos or names, are used to visually identify a specific societal marketing program. Management behavior refers to the support and value given to the program by management, while employees’ behavior pertains to the quantity of services they provide in the program. SUMANTA MANNA (MBA) ROLL NO. O2 ———————– CORPORATE MARKETING COMMUNICATION (PRIMARY, SECONDARY, TERTIARY) SOCIETAL MARKETING PROGRAM – PROGRAM SYMBOLISM – MANAGEMENT BEHAVIOUR CORPORATE IMAGE
