societal marketing

1. Presentation Title
Your company information
ABHERI DAS
Roll - 01
1

2. Content
• Definition & objective
• Concept
• Three Considerations
• Instruments
• Importance
• Company example 2

3. Societal marketing concept
• Definition
marketing decisions by considering
consumers' wants,
the company's requirements, and
society's long-term interests
• Objective
 To maintain a long-term relationship with
customers
 To create a better image in the society for
the company than it’s competitors.
 Developing community awareness towards
its brands
 To increase the consumer base and market share.
 profit-making and wealth maximization.
3

4. Three Considerations of Societal Marketing
Concept
4

5. Deficient products
5

6. Pleasing products
6

7. Salutary products
7

8. Desirable products
8

9. Indian Tobacco
Corporation
• Industry - Conglomerate
• Founded - 24 August 1910
(as Imperial Tobacco Company of India)
• Headquarters - Kolkata, West Bengal, India
• Key people - Yogesh Chander Deveshwar, (Chairman),
Sanjiv Puri, (Chief Executive Officer)
• Products - Consumer goods
Tobacco
Hotels
Agribusiness
Paperboards & specialty papers
Packaging
Information technology
• Revenue - 53,748 crore (US$8.0 billion)₹
9

10. • ITC’s One Paisa Campaign
• ITC has partnered with the National Highway Authority of
India (NHAI) in its initiative to develop eco-friendly
National Highways (NH) by spearheading an extensive
tree plantation initiative along the highways
10

11. Social initiative by ITC
e – Choupal
 link directly with rural farmers via the Internet for
procurement of agricultural
and aquaculture
11

12. Social & farm Forestry
 13,000 hectares of wasteland under Social forestry benefiting more than
16,000 poor households in 466 villages.
12

13. • Agricultural development
 form agri-business societies,
 pool Knowledge and resources,
 improve productivity and quality
 reach out beyond local markets to sell
at better margins.
13

14. Small -Scale and Cottage Units
FMCG sector, the company Commenced marketing agarbattis
sourced from small-scale and cottage
units in 2003 14

15. NGOs
• Banwasi Seva Ashram
•
Lotus Medical Foundation, Kolhapur
•
Nana Palkar Smruti Samiti (NPSS), Mumbai
•
Step Up Foundation, Pune
•
SOS Children's Villages of India
•
ADHAR - Association for Development of Human and Community
Rebuilding - Kolkata, West Bengal
•
Just Being Center
15

16. 16

17. 17

18. 18

19. 19