societal marketing by gauravjindal

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									Parinita Achari
Sakshi Joshi
                AGENDA
• Societal Marketing

• Why Companies do Societal
Marketing

• Mc Donald’s Societal
Marketing Programs

• How it helped Mc Donald’s

• ITC’s Societal Marketing
Programs

• Conclusion
         societal marketing
“Societal Marketing
concept,
which holds that the
organization’s task is to
determine the needs,
wants, and interests of
target markets and to
deliver the desired
satisfactions more
effectively and efficiently
than competitors in a way
that preserves or
enhances the consumer’s
and the society’s well-
being.”
                   BENEFITS
• Improved public image

• Increased brand loyalty

• Increased sales over the long run

• Avoidance of costs of non-compliance
Mc Donald’s
Programs

• Teacher Convention

• Donation

• Hearing and Speech
  Program

Packaging

• consumer package designs
      Environment friendly
            programs
• Reuse

• Recycling

• Managing electrical
  energy

• Effective water
  management
          How it helped????
• Consumers wanting environment friendly products

• Company's environmental reputation influenced
  consumer’s choice of brands

• Companies' long run profits

      Environmental responsibility is now a
              corporate function .
           ITC’s Belief




“Envisioning a larger societal purpose has
always been a hallmark of ITC. The company
sees no conflict between the twin goals of
shareholder value enhancement and societal
value creation. “
ITC’s Societal Marketing
ITC invested in Mission Sunehra Kal

•natural resource management

•economic empowerment of
  women

•community development

•ITC has set up the CII-ITC Centre of
   Excellence for Sustainable
   Development

•ITC takes rural development
   initiatives
ITC’s Societal Marketing
•introduced community
development initiatives in
Orissa and Andhra Pradesh

•Choupal Fresh and
Choupal Sagar are 2 recent
initiatives

•ITC fills the gaps between
the farmer, the grower and
the exporter

• The vision is to eventually
convert these villages into
vibrant economic entities
        ITC E- Choupal Project
• initiated in 2000

•enables internet access
to four million farmers

•6,500 kiosks conveniently
situated in agricultural
communities

• allows cultivators see the
actual reality of world
demand
                Conclusion
•Societal Marketing can be a viable option

• companies can earn profits as they fulfill their social
obligations to eventually emerge as corporate citizens

• Bottom of the pyramid philosophy-Futuristic Approach

• Highly profitable companies have proven that their
social initiatives are both sustainable and have
generated wealth creation

• Companies that can address the needs of the
consumers and the society have the potential to
become social entrepreneurs and good corporate
Citizens

								
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