The Societal Marketing Concept advocates the idea of prioritizing social well-being and customer satisfaction over profits.
For more information on Societal Marketing Concept, check out this blog- https://marketingmontage.com/societal-marketing-concept-tesla-marketing/
Societal Marketing Concept and Tesla's Marketing Strategy
1.
2. The Societal Marketing Concept advocates the
idea of prioritizing social well-being and customer
satisfaction over profits. It focuses on strategies
that lead to the development of such products that
are eco-friendly and at the same time, provide the
utmost customer value. It emphasizes on
developing long term relationship with customers
and society as a whole.
3. Unlike other concepts of marketing, Societal
marketing concept takes into account the
importance of environmental and consumer well
being. This concept is the successor of the
Marketing concept which is further extended into
Green marketing.
4. Societal Marketing is based on 3 basic principles-
Ethical and Sustainable Marketing Practices
Utmost Customer Satisfaction
Long Term Customer and Societal Welfare
5. Kotler also identified instruments i.e. four categories of
products for the societal marketing concept, which are
classified based on long term benefits and immediate
consumer satisfaction-
Deficient Products: This category of products is the least
desirable because such products neither bring long term
benefits nor do they provide immediate satisfaction to the
consumer. For example- Ineffective Medicines.
Pleasing Products: Such products give a high level of
instant satisfaction but might have a negative impact in the
long run. For example- Alcohol, Junk Food Items.
Salutary Products: Salutary products bring a low level of
satisfaction in the short term but benefit society in the long
run. For example- Leafy Green Vegetables.
Desirable Products: Such products give the utmost level
of instant customer satisfaction and benefit society in the
long run.
6. To increase the life of the product and optimize the
product cycle to have ethical, social and ecological
value.
To constantly work on building a long-term
relationship with customers to create high-level
loyalty.
To focus on improving society’s standard of living
and well-being, over profit maximization, in the
long run.
7. Social marketing is majorly about changing and
maintaining people’s behavior and actions towards
a cause. It focuses on modifying human behavior
to bring a social change in society. Such type of
marketing is mostly practiced by Non-
Governmental Organisations (NGOs) and the
government to form new policies and development
strategies in the country.
8. Instead of selling a product or service, social
marketing promotes a ‘type’ of behavior to create
the desired change that benefits society. This
concept isn’t about competing with other products
in the market; it rather talks about competing
against undesirable behavior, thoughts and
actions.
9. To conclude, social marketing is about
changing prevailed behavior for a social cause
whereas societal marketing is about analyzing
customer requirements to and manufacture a
suitable product to maximize social welfare.
10. The closer the organizations move towards their
customers, the more they realize that the motive
of any organizational business should align with
the welfare of their stakeholders and society as a
whole. Such a decision-making approach then
leads to some exceptional marketing strategies,
like the ones listed below
11. To know how Tesla is using Societal Marketing
Concept as its marketing strategy- Click here
