Societal Marketing Concept

Societal Marketing concept:
Societal Marketing emphasizes social responsibilities and suggests that to sustain long-term
success, the company should develop a marketing strategy to provide value to the customers to
maintain and improve both the customers’ and society’s well-being better than the competitors.
This concept is also termed “the human concept,” “the intelligent consumption concept,” and the
“ecological imperative concept.”
Societal Marketing creates a favorable image for the company increases sales. It is not the same
as the terms of social marketing and social media marketing. It is a term closely related to CSR
and sustainable development. It emphasizes social responsibilities and suggests that to sustain. It
calls for sustainable marketing, socially and environmentally responsible marketing that meets
consumers’ and businesses’ present needs while also preserving or enhancing future generations’
ability to meet their needs.
The global warming panic button is pushed, and a revelation is required to use our resources. So
companies are slowly, either fully or partially, trying to implement the societal marketing
concept.
Considerations of Societal Marketing Concept
Companies should balance three considerations in setting their marketing strategies: company
profits, consumer wants, and society’s interests.
1. Society (Human Welfare)

Companies must make sure the products, services, actions, investment innovations
servers society first.
2. Consumers (Satisfaction)
Products and services should be satisfying the consumer’s needs.
3. Company (Profits)
Building long-term customer relationships, being socially responsible, and providing
satisfactory products are important for profit-making and wealth maximization.
Objectives of Societal Marketing Concept
Objectives of societal marketing concept includes is to maintain a long-term relationship with

customers, to create a better image in the society for the company than its competitors, to carry
out its social responsibilities, Developing community awareness towards its brands.
Benefits of Societal Marketing Concept
 It helps to build a better image for the company.

 It gives a competitive advantage over the competitors.
 Useful in customer retention and long-term relationships.
 Increases sales and market share
 Societal marketing raises the living standard of people in society.
Importance of Societal Marketing Concept
Societal Marketing is essential to society, the environment, and businesses. This concept was
developed to tackle consumerism and profit, only the motive of business.
The societal marketing concept helps to maximize profits for the organization and creates a long-
term relationship with customers.
It encourages developing products that benefit society in the long run and satisfies consumers.
Surf excel matic liquid and societal marketing concept:
As a responsible organization, surf excel is committed to taking smaller steps to collectively and
positively impact climate change. Surf excel is trying to achieve their company’s objectives by
focusing on both human needs and society well-being.
Largest laundry brand, Surf excel, advances in the journey towards a Clean Future by
introducing Surf excel Matic Liquid with 100% biodegradable actives in the product formulation
and 50% recycled plastic in packaging – a great start to reducing the environmental footprint in
the product life cycle.
The product, pack and communication change are a slight nudge from Surf excel to the citizens
to believe their choices make a difference in creating a world we all wish for. HUL partnered
with Banyan Nation to innovate and create bottles that are less dependent on virgin plastic
thereby reducing the net plastic generated. One of the most successful brands in India and the
leader in Laundry category wanted us to devise a packaging that would communicate the
transformation that the brand was driving by taking a step into sustainability.
The challenge was to give them a face that elevates the image of Surf Excel to the next level,
outstanding than following the smaller products addressing specific needs.
The fundamental task in our hands was to maintain the liquid packaging equity of Surf Excel
Matic and to develop sustainable packaging throughout. We started the packaging by examining
the elements affecting people when we called “Green Planet.” We wanted to visually introduce
the ‘Green Earth,’ therefore we gave it a center stage in our packaging design. The packaging
also included graphics of children planting saplings and collecting plastic rubbish to represent
children taking tiny steps toward a green future.

By infusing the Globe in 100 percent, the top portion emphasised the ‘Green earth’ element. It
also mentions the product’s and packaging’s USPs, such as 100 percent biodegradable actives
and 100 percent recyclable bottles. In total, the brand team liked the greatly beloved Surf Excel
Matic liquid bottles in the face of new sustainability.
#Sustainable #UniquelyUnilever #PackagingDesign

Societal Marketing Concept

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Societal Marketing concept:

Considerations of Societal Marketing Concept

1. Society (Human Welfare)

Objectives of Societal Marketing Concept

Objectives of societal marketing concept includes is to maintain a long-term relationship with

Benefits of Societal Marketing Concept

 It helps to build a better image for the company.

 Useful in customer retention and long-term relationships.

 Increases sales and market share

 Societal marketing raises the living standard of people in society.

Importance of Societal Marketing Concept

Surf excel matic liquid and societal marketing concept:

#Sustainable #UniquelyUnilever #PackagingDesign

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