Societal marketing concept

• Societal marketing concept is the latest concept of marketing.
• It is the combination of two words: societal and marketing.
• It focuses that the organizational objectives should be obtained through the satisfaction of customer's need and society's well being.
• It also suggests to the organization to maintain the balance among the three considerations. They are company profit, consumer satisfaction and society's interest.
• It should deliver superior value to customer in a way that it maintain the consumers' and society's well being. Company should aware on pollution control, employment opportunities, after sales services ,public awareness etc.

Three considerations of societal marketing concept

The main features of the societal concept

• Social responsibility:-This concept is socially responsible. Marketers took social responsibility as an important issue of the organization.
• Customer needs satisfaction :-This concept gives higher priority to customer need satisfaction.
• Profit through customer and social well-being: The main goal is to earn profit through customers' and social welfare. The societal concept considers the profits as the return or Prasad of consumer satisfaction.
• Integrated marketing efforts:-It integrated all the activities that affect to the customers and society through organization wide marketing think.

Example: 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 product on animals. So, this product is a perfect example of societal marketing.