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The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.

This concept is also termed as “the human concept,” “the intelligent consumption concept,” and the “ecological imperative concept.”

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To maintain a long-term relationship with customers.

To create a better image in the society for the company than it’s competitors.

To carry out its social responsibilities.

Developing community awareness towards its brands.

To carry out its social responsibilities.

To increase the consumer base and market share.

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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.

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CocaCola releases an ad that shows people of different ethnicities and singing “America is Beautiful” in different languages.

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1. Society (Human Welfare)
Companies must make sure the products, services, actions, investment innovations servers society first.

2. Consumers (Satisfaction)
Products and services should be satisfying the consumer’s needs.

3. Company (Profits)
Building long-term customer relationships, being socially responsible, and providing satisfactory products are important for profit-making and wealth maximization.

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It helps to build a better image for the company.

It gives a competitive advantage over the competitors.

Useful in customer retention and long-term relationships.

Increases sales and market share.

Facilitate expansion and growth in the long term.

Products and company policies should prioritize social welfare and society in general.

Economic resources are properly used.

Societal marketing raises the living standard of people in society.

It ensures economic planning more significant and more fruitful to society.

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Societal Marketing emphasizes on social responsibilities and suggests that to sustain long-term success, the company should develop a marketing strategy to provide value to the customers to maintain and improve both the customers and society’s well being better than the competitors.

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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.

CocaCola releases an ad that shows people of different ethnicities and singing “America is Beautiful” in different languages.

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Philip Kotler identified four categories of products based on long-term benefits and immediate satisfaction:

Deficient products bring neither long-run nor short-term benefits.

Pleasing products bring a high level of immediate satisfaction but cause long-term harm long in society.

Salutary products bring low short-term satisfaction, but Benefit society in the long run.

Desirable products bring both long-run benefits and immediate satisfaction.

Based on societal marketing, Kotler suggested deficient products must be eliminated from the market.

The pleasing and salutary products need modification to bring both long-run benefits to society and immediate satisfaction to the consumer.