Based on Chapter 21 of Marketing Management : An Indian Perspective by Kotler, Keller.

1. How can companies be
responsible social
marketers?

2. By,
Anurag Kar
B.Tech. Student
Department of E and ECE
IIT Kharagpur
Based on Chapter 21: Managing a Holistic
Marketing Organisation for the Long Run
Of
Marketing Management: A South Asian
Perspective
By Kotler, Keller, Koshy and Jha

3. Effective internal marketing must
be matched by a strong sense of

4. Effective internal marketing must
be matched by a strong sense of
Ethics
Values
Social
Responsibility

5. • Rising customer expectations
• Evolving employee goals and ambitions
• Tighter government legislation and pressure
• Investor interest in social criteria
• Media scrutiny
• Changing business procurement practices
are driving companies to practice
a higher level of social
reponsibility.

6. There are
4
Ways for companies to become
socially responsible marketers.

7. 1.
Corporate Social
Responsibility

8. Corporate
Social
Responsibility
Legal Behaviour
Ethical Behaviour
Social Responsibility
Behaviour
Sustainability

9. Legal Behaviour
Organizations must ensure every
employee knows and observes
relevant laws.

10. Ethical Behaviour
Companies must adopt and disseminate a
written code of ethics, build a company
tradition of ethical behaviour, and hold
their people fully responsible for observing
ethical guidelines.

11. Social Responsibility Behaviour
Individual marketers must exercise
their social conscience in specific
dealings with customers and
stakeholders.

12. Sustainability
Is the ability to meet humanity’s
needs without harming future
generations. Sustainability now tops
many corporate agendas.

13. 2.
Socially
Responsible
Business Models

14. The Future holds a wealth of
opportunities.
Yet the socioeconomic, cultural and
natural environments will impose
new limits on marketing and
business practices.

15. Companies that innovate solutions
and values in a socially responsible
way….
are most likely to succeed.

16. These groups have traditionally
demonstrated socially responsibility
behaviour.

17. Companies such as…
contribute significantly to education
and health related services.

18. 3.
Cause Related
Marketing

19. Cause related marketing links the
firm’s contributions to a designated
cause to customers’ engaging
directly or indirectly in revenue
producing transactions with the
firm.

20. Some excellent examples
of Cause Related Marketing
are…

21. The British Airways through it’s
Change for Good programme
encouraged passengers to donate
foreign currency left over from their
travels to UNICEF programmes.

22. Tesco has created a “Tesco for Schools and
Clubs” program in which customers receive
a voucher for ever 10 pounds spent which
they can donate to a school of their choice
or any registered club for children.

23. P&G’s Dawn dishwashing liquid, has long highlighted
its unusual benefit of cleaning up birds caught in oil
spills. Dawn has marketed itself as “the only bird
cleaning agent that is recommended because it
removes oil from feathers, it is non toxic and does not
leave a residue.

24. McDonald’s Ronald McDonald Houses in
30 plus countries offer more than 7200
rooms each night to families needing
support while their child is in the
hospital.

25. Cause Marketing Benefits
include…
• Builds brand awareness
• Enhances brand image
• Evokes brand feelings
• Creates a sense of brand community
• Establishes brand credibility
• Elicits brand engagement

26. How to design a Cause
Program
?

27. Positive impact of cause related
marketing is reduced by sporadic
involvement with numerous
causes.

28. Instead most companies focus on
a few main causes to simplify
execution and maximize impact.

29. Limiting support to a single cause may
limit the pool of consumers or
stakeholders who can transfer positive
feelings from the cause to the firm.

30. Opportunities may be greater with
“orphan causes” – diseases that affect
fewer than 200,000 people.
For Example: The American Heart Association’s
“Go Red for Women” program heighted
awareness towards heart diseases in women.

31. 4.
Social
Marketing

32. Cause-related marketing supports a cause.
Social marketing by non-profit or
government organizations furthers a
cause.

33. Such as…

34. “Say No to Drugs”

35. “Smoking Kills”

36. The
Social
Marketing
Planning
Process

37. 1.
Where
are
we?

38. • Determine program focus.
• Identify campaign purpose.
• Conduct a SWOT analysis.
• Review past and similar efforts.

39. 2.
Where
do we
want
to go?

40. • Select target audiences.
• Set objectives and goals.
• Analyse target audiences and
competition.

41. 3.
How
will we
get
there?

42. • Product: Design the market offering
• Price: Manage costs of behaviour change
• Distribution: Make the product available
• Communication: Create messages and
choose media

43. 4.
How
will we
stay on
course?

44. • Develop a plan for evaluation and
monitoring.
• Establish budgets and find funding
sources.
• Complete an implementation plan.

45. Objectives of
Social
Marketing

46. • Explain the nutritional
importance of different
foods.
• Demonstrate the
importance of
conservation.
Cognitive
Campaigns

47. Cognitive
Campaigns
Action
Campaigns
• Attract people for mass
immunization.
• Inspire people to donate
blood.
• Motivate women to take a
pap test.

48. Cognitive
Campaigns
Action
Campaigns
Behavioural
Campaigns
• Demotivate cigarette
smoking.
• Demotivate use of hard
drugs.
• Demotivate excessive
alcohol consumption.

49. Cognitive
Campaigns
Action
Campaigns
Behavioural
Campaigns
Value
Campaigns
• Alter ideas about abortion.
• Change attitudes of
bigoted people.

50. Objectives of
Social
Marketing
Cognitive
Campaigns
Action
Campaigns
Behavioral
Campaigns
Value
Campaigns

54. Thank You!

55. Credits
Pictures Sourced from:
www.flickr.com
www.pinterest.com
http://commons.wikimedia.org
www.theguardian.com
www.imgur.com
Fonts Sourced from:
www.fontsquirrel.com
Based on “Marketing Management: A South Asian Perspective”
By Kohler, Kelter, Koshy and Jha