According to the marketing concept, marketers focused on customer need and want in their marketing decision, for
long term profitability. However, they realized that unless they include societal interests in their marketing decisions, they will not be able to make profit in the long run.
The customer and society are interrelated; therefore, whatever the company offers to the customer has a direct bearing on the society. According to the societal marketing concept, apart from
determining the needs, wants and interest of the target market and providing quality products, organization must also help maintain and improve the society's well being. It questions the adequateness of company's marketing efforts
towards addressing environmental and economic problems, such as shortage of resources and increase in global pollution. The societal marketing concept calls for striking the balance between the company's profit, the customer's
wants and society's interest.
As a social corporate citizen, Kodak has always taken initiatives to protect the environment. Since the 1920, Kodak has been implementing the practice of recovery and reuse of silver and
manufacturing solvent. Kodak started the practice of recycling acetate film in its plants in 1950s and has built the first polyester plastic recycling facility as early as in 1970s. In the early 1990s, Kodak started worldwide
recycling program for its container and disposable single use camera and had recycled more than 250 million camera by the mid of 1999.
Societal marketing manager believe that companies that act in socially responsible
manner gain goodwill, apart from reaping profit. Customers react unfavorably to companies which they do not perceive as good corporate citizen. This gives socially responsible company a competitive advantage over their competitors.
Companies like HUL are successfully achieving their commercial goal and fulfilling their social responsibilities while serving the society.
As a part of its corporate social responsibility, HUL has taken steps to improve the
condition of society. In Mumbai, it supports and contributes to the smooth functioning of ' Asha Daan ' . Asha Daan is a home for destitute, handicapped children and people suffering from AIDS. At Doom Dooma plantation in Assam, it
run Ankur- a centre for special education for physically and mentally challenged children. In Bachua Taluka of Gujrat , HUL help in reconstruction of a village named Nani Chirai which has destroyed in the massive earthquake . HUL
has provided the village with a school building, a multipurpose community centre, a healthcare centre and village administration office.
The fast food hamburger industry always faces criticisms about their unhealthy food.
Recognizing these criticisms, companies like McDonald have added healthier item to their menu and introduced environmental initiative (replacing polystyrene foam sandwich clamshells with paper wraps and lightweight recycled boxes).
A number of companies have achieved a notable sales and profit gains by adopting and practicing a societal marketing concept. Companies need to act in socially responsible behavior. They might cease to make a product
or product line but their relationship with the people and the natural environment will help them grow over time. Therefore, for a company to be successful in the long run, it must contribute towards the well being of the society
and the environment.