societal marketing
DESCRIPTION
explains the concept customer concept and societal marketing concept with examplesTRANSCRIPT
CUSTOMER CONCEPT
Marketing concept Customer concept
Today many companies are moving beyond marketing concept to the customer concept ,growing number of today’s companies are now shaping separate offers ,services and messages to individual customers. By building high customer loyalty and focusing on customer lifetime value they hope to achieve profitable growth.
deals with all aspects of acquiring, keeping and growing customers
Customer retention” and “customer loyalty
Relationship building blocks
increase “consumer lifetime value
EXAMPLE
Dilip chhabria is well known car designer.His coampany dilip chhabria design pvt. Ltd customizes car as per customer requirements. He has designed Vanity Van for many stars such as Sanjay Dutt, Shah Rukh Khan. He has also designed the car used in the movie Taarzan: The Wonder Car. In 2010 he designed a special version of Tata Nano.
SOCIETAL MARKETING
SOCIETAL MARKETING
Societal marketing is an approach that a companies take when they are socially responsible.
An approach of launching products or services
Companies philosophy
Potential client
DEFINITION
SOCIETAL MARKETING
SUSTAINABLE DEVELOPMENT
CORPORATE SOCIAL RESPOSIBILITY
WHY SOCIETAL MARKETING ?
The reason is that the past two decades have led to tremendous degradation
of the environment. The issue of global warming has become the central
topic of debates in almost all international conferences. Moreover, increasing
awareness about pollution has created a mass awareness in citizens of
various nations. Now as aware customers, people are purchasing products
that are eco-friendly. From light bulbs to plastics, today's consumers ensure
that they can at least, to some extent, contribute in curbing of the threats of
pollution.
EXAMPLE
Body shop is a cosmetic company found by ANITA RODDICK . 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. Thus Body shop is really following the concept of Societal Marketing.
Eco conscious symbol
Respects aquatic environment
Meets strict biodegradability standard
Limits packaging waste
CONSIDERATIONS UNDERLYING THE SOCIETAL MARKETING CONCEPT
Societal marketing
Society(human welfare)
Consumers(want satisfaction)
Company (Profit)