The concept of societal marketing
The concept of societal marketing is a strategy that emphasizes marketing meeting the needs and requirements of society. Moreover, the idea places human welfare on top before benefits and fulfillment of obligations (Banu & Sami, 2014). It majorly stresses on social duties. Regarding this, the business has the mandate to assess the interests of the target society and designing the products which are suitable to the customers. The attention of the customers varies, for instance, from color, packaging, shape design to the size of the product. Nevertheless, society marketing works towards improving the livelihood of society by offering education and the provision of quality products. Besides, it ensures that the company engages in operations that preserve and uphold the long-term interests of the community (Banu & Sami, 2014).
To have successful societal marketing, the company must observe various considerations. These may include price, product, place, and promotion. Regarding the product, it is the good and service that is offered to the market by the company. The product should be legally accepted, healthy as well as environmentally friendly. Moreover, it must have good quality and designed in a way that meets consumer needs. Concerning the price, it is what the consumers offer to gain the product. The price should be affordable hence encouraging individuals to consume the product.
The place is the physical location of the societal marketing product. Regarding this, the position must be convenient, and there should exist secure and reliable distribution channels, shopping malls, and easy accessibility. Nevertheless, the company may decide to offer door to door services for delivering the product. Promotion is the act of increasing awareness of the product to the consumers. Therefore, it is the use of advertisements, media, public relations, roadshows, and public awareness as well as personal selling. The main aim of the promotion is to emerge and introduce the product to the existing market (Alam et al., 2013). As a result, it helps in creating and sustaining its demand. Moreover, promotion should be legal, peaceful, and must not interfere with the existing public peace.
Conclusively, with the existence of a good marketing strategy, a small business can grow into a more significant undertaking. Therefore, in achieving this, the company can apply the societal marketing concept through vthe customers‘ needs and delivering products that meet these needs, maintaining a good relationship with the customers, and also maintaining a strategic location that is easily accessible by the locals.