Presentation on Socially Responsible Marketing - MKT600

This presentation provides an overview of Socially Responsible Marketing (SRM), defining it as a marketing strategy that integrates ecological and community partnerships into commercial business activities. It emphasizes the importance of ethical considerations, including social, legal, and environmental responsibilities in marketing. The presentation explores the benefits of SRM, such as enhanced brand goodwill and consumer trust, and highlights real-world examples like Nestle's SRM initiatives. It also addresses challenges like consumer skepticism and the potential for greenwashing. The presentation covers the influence of marketing on society, the importance of avoiding unethical practices, and the triple bottom line criteria for organizational success. It concludes by emphasizing the need for companies to acknowledge their societal impact and embrace responsible marketing practices. References from Kharchenko (2019), Stankovic, Djukic & Popovic (2012), and Ghanekar (2019) are included.

SOCIAL
RESPONSIBILITY OF
MARKETING

Social Responsibility of
Marketing
 Socially Responsible Marketing (SRM) is a
marketing strategy for any commercial business
activity through partnerships with more
ecologically aware and community organizations.
 It basically involves the broader sensible
responsibilities, such as social, legal, ethical &
environmental responsibilities in the context of
marketing activities.
 It is a way to ensure that marketers accept the
responsibility and give equal weight to profit,
consumer satisfaction, and social well being in
evaluating their company’s overall performance.

Influence of marketing on
society
Source- www.slideshare.net

Why go for Socially responsible
Marketing?
 To avoid unethical marketing.
 Racist marketing that can be deceptive
and aggressive in nature. It can prove to
be violent and bad for the society, thus
organizations need to ensure non-
discriminated marketing.
 Any form of marketing that can hurt
religious sentiments has to be avoided.

SRM by Nestle
 The CEO of Nestle, Peter Brabeck says that
they believe That a business shluld create
value over society in long term, and their
investments should be good for the countries
they invest in, as well as their company.
 Their slogan is good food, good life. Pointing
towards having a good life for everyone.
 Even nestle’s baby powder box, says that
mothers milk is the best, stating that they
are just an alternative and not wholesome, to
gain more profits.

Benefits of SRM
 Any business that does socially responsible marketing
implies that it is not interested not just in monetary
profits. This is good for the goodwill of the company
on the consumer front (Kharchenko, 2019).
 Nestle’s investments are in developing countries,
where they improve lives of farmers they work with.
 It also means that the company or firm knows where
it stands in the local economy and ecology. Thus, the
organization seems reliable, sustainable and mature.
In addition, the employees feel good about
themselves, as they contribute to the environment
and social welfare.

 The motive of any company is to ultimately boost sales,
by following SRM, it makes a positive impact on the
consumers’ mind. Thus, creating a good word, brand
awareness and a good socialization of corporate
messages. According to a report 83% of consumers
trust a company more if it is involved with Socially
Responsible Marketing.
 Maximum consumers now want a better environment. It
implies that they are more likely to switch to a product
that follows marketing in a socially responsible way.
 Nestle has installed water plants, and uses 5% less
water thus creating sustainability.
 Employees who feel good in contributing to the
environment considerably have a high level of job
satisfaction. This pride at work boosts morale and
motivation.

Challenges for SRM
 More than half of the shoppers just don’t care
about organization being socially responsible.
They want a good product and value for money.
They do not think of the environment.
 Many companies make false claims and this
practice get the other organizations jeopardized
too.
 Also, there is never enough evidence or
understanding of evidence that the product is
eco-friendly.
 Too much emphasis on eco-friendliness can
distract the focus from main product.

Challenges for SRM
 There is a trend and evidence to support
the fact that, the main beneficiaries of
the campaigns that are public-spirited are
the alcohol and tobacco industries in
order to clear their name from the
socially irresponsible products they
create. Thus, social marketing takes up
the shape of commercial marketing.
When these to are co-joined, the
environment ideologies become
irrelevant.

 Going overboard with social issues only boosts
a company’s image and goodwill. It does not
help with its in-house problems that they can
do to create a healthy environment. By leaving
in-house problems aside, the companies lose
employee satisfaction and as a result employee
engagement (Stankovic, Djukic & Popovic,
2012).
 A firm is a profit-making enterprise; SRM may
derail a firm from its goal to make money for its
owners. It also comes under criticism because it
is disposable or reversible.

Conclusion
 Companies ought to remember of their
impact on society and take responsibility
for any edges or damages they produce.
In doing it via
socially accountable promoting,
organization shouldn’t forget the Triple
Bottom Line criteria for structure success.

References
 Kharchenko, T. (2019). SOCIALLY RESPONSIBLE
MARKETING AS THE BASIS FOR THE
DEVELOPMENT OF ENTERPRISES. Efektyvna
Ekonomika, (6).
 Stankovic, L., Djukic, S., & Popovic, A. (2012).
The development of socially responsible
marketing. Marketing, 43(3), 181-190.
Image reference
Ghanekar, m. (2019). Socially Responsible
Marketing. Retrieved 25 August 2019, from
https://www.slideshare.net/mandarghanekar/gr
oup-assignment-1-11363760