how can companies be responsible social marketers?
TRANSCRIPT
How can companies be
responsible social
marketers?
By,Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur
Based on Chapter 21: Managing a Holistic Marketing Organisation for the Long Run
OfMarketing Management: A South Asian
PerspectiveBy Kotler, Keller, Koshy and Jha
Effective internal marketing must be matched by a strong sense of
Effective internal marketing must be matched by a strong sense of
Ethics
Values
Social Responsibility
• Rising customer expectations• Evolving employee goals and ambitions• Tighter government legislation and pressure• Investor interest in social criteria • Media scrutiny• Changing business procurement practices
are driving companies to practice a higher level of social
reponsibility.
There are
4Ways for companies to become socially responsible marketers.
1.
Corporate Social
Responsibility
Corporate Social
Responsibility
Legal Behaviour
Ethical Behaviour
Social ResponsibilityBehaviour
Sustainability
Legal Behaviour
Organizations must ensure every employee knows and observes
relevant laws.
Ethical Behaviour
Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behaviour, and hold their people fully responsible for observing ethical guidelines.
Social Responsibility Behaviour
Individual marketers must exercise their social conscience in specific
dealings with customers and stakeholders.
Sustainability
Is the ability to meet humanity’s needs without harming future generations. Sustainability now tops many corporate agendas.
2.Socially
Responsible
Business Models
The Future holds a wealth of opportunities.
Yet the socioeconomic, cultural and natural environments will impose
new limits on marketing and business practices.
Companies that innovate solutions and values in a socially responsible
way….
are most likely to succeed.
These groups have traditionally demonstrated socially responsibility
behaviour.
Companies such as…
contribute significantly to education and health related services.
3.
Cause Related
Marketing
Cause related marketing links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue producing transactions with the firm.
Some excellent examples of Cause Related Marketing are…
The British Airways through it’s Change for Good programme
encouraged passengers to donate foreign currency left over from their
travels to UNICEF programmes.
Tesco has created a “Tesco for Schools and Clubs” program in which customers receive a voucher for ever 10 pounds spent which they can donate to a school of their choice or any registered club for children.
P&G’s Dawn dishwashing liquid, has long highlighted its unusual benefit of cleaning up birds caught in oil
spills. Dawn has marketed itself as “the only bird cleaning agent that is recommended because it
removes oil from feathers, it is non toxic and does not leave a residue.
McDonald’s Ronald McDonald Houses in 30 plus countries offer more than 7200 rooms each night to families needing support while their child is in the hospital.
Cause Marketing Benefits include…
• Builds brand awareness• Enhances brand image• Evokes brand feelings• Creates a sense of brand community• Establishes brand credibility• Elicits brand engagement
How to design a Cause Program
?
Positive impact of cause related marketing is reduced by sporadic involvement with numerous causes.
Instead most companies focus on a few main causes to simplify
execution and maximize impact.
Limiting support to a single cause may limit the pool of consumers or stakeholders who can transfer positive feelings from the cause to the firm.
Opportunities may be greater with “orphan causes” – diseases that affect
fewer than 200,000 people.
For Example: The American Heart Association’s “Go Red for Women” program heighted awareness towards heart diseases in women.
4.
Social
Marketing
Cause-related marketing supports a cause.
Social marketing by non-profit or government organizations furthers a
cause.
Such as…
“Say No to Drugs”
“Smoking Kills”
The Social Marketing Planning Process
1. Where are we?
• Determine program focus.• Identify campaign purpose.• Conduct a SWOT analysis.• Review past and similar efforts.
2. Where do we want
to go?
• Select target audiences.• Set objectives and goals.• Analyse target audiences and
competition.
3. How will we get there?
• Product: Design the market offering• Price: Manage costs of behaviour change• Distribution: Make the product available• Communication: Create messages and
choose media
4. How
will we stay on course?
• Develop a plan for evaluation and monitoring.
• Establish budgets and find funding sources.
• Complete an implementation plan.
Objectives of Social
Marketing
• Explain the nutritional importance of different foods.
• Demonstrate the importance of conservation.
Cognitive Campaigns
Cognitive Campaigns
Action Campaigns
• Attract people for mass immunization.
• Inspire people to donate blood.
• Motivate women to take a pap test.
Cognitive Campaigns
Action Campaigns
Behavioural Campaigns
• Demotivate cigarette smoking.
• Demotivate use of hard drugs.
• Demotivate excessive alcohol consumption.
Cognitive Campaigns
Action Campaigns
Behavioural Campaigns
ValueCampaigns
• Alter ideas about abortion.
• Change attitudes of bigoted people.
Objectives of Social
Marketing
Cognitive Campaigns
Action Campaigns
BehavioralCampaigns
ValueCampaigns
Thank You!
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Based on “Marketing Management: A South Asian Perspective”By Kohler, Kelter, Koshy and Jha