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Societal Marketing

Definition

Societal marketing is used by companies that contribute to social well-being and the

health of their community. When it is used, an organization builds their campaigns

around the good that they do for the world: environmental or humanitarian.

http://3.bp.blogspot.com/-EZOq7XmwoyQ/Tl02NJlmWFI/AAAAAAAABFY/SXi6WKstqtg/s1600/Water+drops+on+leaf+001.jpg

Purpose• To make consumers feel better about

buying your product

• To contribute to global well-being

http://www.tallahasseegrapevine.com/file/sns_uploads/847/images/grocery-store-checkout-customer.jpg

Purpose Continued

• To reduce your company's ecological footprint and impact on global warming

• To give back to the community

• To give a clear direction to your marketing strategy

http://ak9.picdn.net/shutterstock/videos/2729375/preview/stock-footage-caucasian-female-lecturer-and-young-university-students-e-learning-online-education-system.jpg

Background

• Introduced in 1972 by Philip Koetler

• Countered the consumerist mindset of the time

• Intended as a long-term solution not a short-term one

Philip Koetlerhttp://www.kellogg.northwestern.edu/~/media/242C199DF14D4178A6FDF6AE0D6F0769.ashx

Example: Dove

• Dove has been an advocate for self esteem since it started its Self Esteem Fund in 2006

• They have created many campaigns and short films around this cause

• Dove is partnered with The National Eating Disorder Information Centre, Because I Am A Girl, and Anorexia and Bulimia Quebec

• Their website holds a lot of self esteem resources and information

http://www.dove.ca/en/TD/Images/dove_movement233-49558.jpg

"Evolution"Created by

Dove

This video was produced by Dove as part of their self esteem campaign. It employs the societal marketing concept by supporting the social cause of body image issues and eating disorders,

primarily in young girls.

http://www.youtube.com/watch?v=iYhCn0jf46U

Example: The Body Shop

• The Body Shop supports a large variety of causes, as they say on their website: "Our values have always been at the heart of our business. In fact, they’re at the heart of everything we do."

http://loreal-dam-front-resources-corp-en-cdn.brainsonic.com/ressources/afile/2147-dd48b-picture_photo-the-body-shop-obeauty-with-hearto-campaign.html

The Body Shop ContinuedCauses that The Body Shop supports:

• Against Animal Testing (They support Cruelty Free International)

• Community Fair Trade (Many of their ingredients are supplied by artisans in developing nations)

• Human Rights (They raise awareness about domestic violence and support the victims of it, raise awareness about HIV/AIDS, fund youth sexual health education programs, and created the Stop The Trafficking of Children and Young People campaign

The Body Shop Continued (2)

• Self Esteem (They use positive images in their marketing, have a program called LOVE: Learning is of Value to Everyone which provide education and workshops to their staff, and have a global volunteering policy which gives their staff a minimum of three paid days off to volunteer each year)

• Protect The Planet (The Body Shop is heavily involved in various conservation efforts)

The Body Shop's Campaigns

They created a doll called Ruby, intended to celebrate different-sized women and support

positive body image

http://absenceofalternatives.com/wp-content/uploads/2011/06/The-Body-Shop-anti-barbie-ad.jpg

This video shows one of their many community fair trade initiatives

http://www.youtube.com/watch?v=NrM8ivhU8bg

Referenceshttp://

www.youtube.com/watch?v=omBfg3UwkYMhttp://

www.youtube.com/watch?v=NrM8ivhU8bghttp://

www.thebodyshop.ca/en/values/index.aspxhttp://

www.dove.ca/en/Social-Mission/default.aspxhttp://

www.businessdictionary.com/definition/societal-marketing.html

http://www.marketing91.com/societal-marketing-concept/