Societal Marketing Concept - Essay Example

? Societal Marketing Concept Overview In this age of competitiveness, sustainability is the most essential requirement of any organization. To fulfill such desire, the only weapon that might be utilized by the organizations is relationship marketing and integrated marketing. This is because it’s an age of creating a customer rather than selling a product. As the entire concept of marketing or business mainly depend on customer satisfaction and reliability that might prove effective in enhancing the brand image and reputation of the organization in the market among others. This might also help in enhancement of the total sale and profitability of the organization in the entire market as compared to others. Hence, it might be depicted from the above mentioned points that customers act as the focal point of any organization operating in any segment. Thus, the motive of achieving organizational goals and profits might be attained mainly through customer satisfaction and loyalty as compared to other aspects. Characteristics of marketing concept According to Kotler & Armstrong (2010) the concept of marketing is changing rapidly in this age of globalization and industrialization. In this age, marketing concept is entirely dependent over customer values and satisfaction that might be witnessed in four different stages such as production concept, product concept, selling concept and societal marketing concept. Production concept According to the strategies of previous era, the demand of the product is entirely dependent over its features and price. This means that, if the underlining features of the product are praiseworthy or satisfactory then it would surely be liked by the customers of varied age groups and income groups. However, in today’s age, the concept of production has entirely changed. Now, the demand of any specific product might be retained in the market only by presenting the desired features within it. So that, the target customers of the product might get satisfied entirely thereby amplifying the efficiency and productivity of the organization to a certain extent (Kotler & Armstrong, 2010). Along with this, good customer service is also another important aspect that might act as a backbone in enhancing the reliability and loyalty of the product among other substitutes. For example: the management of Macdonald’s always tries to present varied types of nutrients such as cheese, chilies, nuts and many others so as to satisfy the changing demands of the customers. As well as the management also desires to present warm greetings to its customers so as to retain them for longer period of time. Only then, the popularity and demand of the products and the organization might remain dominant in the market among other and the rate of switch over costs of the customers towards other brands (Burger King) might be reduced significantly in this aggressive market among others. Thus it might be stated that relationship marketing and customer oriented products acts as the prime essence of today’s publicity concept. Product Concept In order to retain sustainability and competitive advantage, most of the organizations in this era desire to present value-added products at a lowest price. This strategy acts as a stimulating factor thereby enhancing the demand of the products of the organization such as HP as compared to others. Along with this, such a competitive strategy might also prove effective in satisfying the demands and needs of the customers thereby amplifying their level of loyalty (Tiddy & Bessant, 2010). Apart from this, the organization of HP also desires to implement the strategy of presenting qualitative products so as to retain its dominance and fame in the segment of electronics among many other existing rivals (Porter, 1986). Selling Concept In this age of stiff economy and tough competition, the insurance organizations such ICICI Prudential, Kotak Mahindra are striving hard to create a strong foothold in this market. However, this might be possible only by enhancing the rate of satisfaction of the customers by presenting value-added products. Only then, the level of reliability and consistency of the customers might get enhanced thereby developing a long-term relationship. This is the main cornerstone of the selling concept in this age of aggressiveness (Kotler & Armstrong, 2010). Apart from this, sales promotion or salesmanship might not prove effective for the insurance organization, in increasing the demand and sale of its products. Rather, customer satisfaction is the only strategy that might help in enhancement of the growth and total revenue of the organization in the market among others (Porter, 2008). Societal Marketing Concept Societal marketing concept is an entirely new phenomenon of this age. According to this concept, each and every organization desire to offer high level of concentration over societal and environmental issues so as to satisfy the health-conscious individual. Along with this, the organizations such as Burger King or KFC try to offer nutritious ingredients within their food stuffs so as to retain the loyalty and reliability of the customers (Jobber, 2012). And retention of the customers might also prove advantageous in enhancing the total sale and profit margin of the organization in the market among others. It might also enhance the level of sustainability and supremacy in the segment of fast foods among many other new entrants (Jain, 2010). Apart from this, the management of KFC also decided to offer eco-friendly packaging materials and tissues so as to enhance healthy life style and nutritious diets. Thus, it might be revealed that the concept of societal marketing enhanced significantly in this age due to extreme consciousness towards health. So, maximum extent of the organizations offers high level of concentration over health-related aspects as compared to others (Davenport, 2005). Recommendation The economic situation of this age is extremely sensitive and changing, and so to cope up with such challenges, customer relationship and satisfaction is the prime requirement. Without which, an organization may not prosper in the market as compared to other rivals. Therefore, in order to retain in this competitive market, the management of the organizations desire to satisfy the needs and requirements of the customers by presenting them value-added products at lowest possible price. Only then, the level of reliability and demand of the products of the organization might get enhanced thereby amplifying its portfolio and reputation in the market. References Davenport, T, H. (2005). Thinking for a living: How to get better performance and results from knowledge workers. Boston: Harvard Business School Press. Jain, A. (2010). Principle of Marketing. Delhi: FK Publications. Jobber, D. (2012). Principles and Practice of Marketing. New York: Springer. Kotler, P & Armstrong, G. (2010). Principles of marketing,13th ed. New Jersey: Pearson Education. Porter, M., E. (2008). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Springer. Porter, M, E. (1986). Competition in Global Industries. New York: Springer. Tidd, J. & Bessant, J. (2010). Managing Innovation: Integrating Technological, Market and Organizational Change. Germany: John Wiley & Sons. Read More