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