RELATIONSHIP BETWEEN GREEN MARKETIN AND SOCIETAL MARKETING CONCEPT FOR CORPORATE IMAGE BUILDING OF A FIRM (AS A MARKETING MANAGER)
CONCEPT OF SOCIETAL MARKETING
Societal marketing concept holds that the organisation is to determine the needs and interest of the target market and to deliver the satisfaction more effectively and efficiently than competitors in a way that preserves or enhance the consumers’ and society’s well being. Societal marketing aims towards optimising the needs of the consumers with relation to what the product offers. It concentrates on two major dimensions: 1.TIME DIMENSION: It emphasis that an organisation must differentiate between the short run and long run welfare of the society and thereby plan strategies in keeping with the long run welfare of both organisation and society, rather than purely having a short run view point. 2.TIME DIMENSION: It emphasis that market does not include only the buyers of the product but also some non users of these products who may be affected due to the production and consumption of these products.
CONCEPT OF GREEN MARKETING
Green marketing refers to an organisation’s effort at designing, promoting, pricing and distributing products that will not harm the environment. It include all the activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs with minimum detrimental impact on the natural environment. Green marketing generally involves:
• Ecologically safer products.
• Recyclable and biodegradable packaging.
• Energy efficient operations.
• Better pollution control.
Today’s consumers becoming more conscious of the natural environment. Thus the businesses are beginning to modify their own thoughts and behaviour in an attempt to address the concerns of consumers. Thus Green marketing is becoming more important to business because of the consumers’ genuine concern about limited resources on the earth.
Corporate image is the net results of the interaction of a person’s beliefs, ideas, feelings and impression about a company and exist in the mind of that person. Corporate image is the totality of different stakeholders’ expectation/perception of the way an organisation presents itself, either deliberately by controllable resources or accidentally by uncontrollable resources. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements etc. Similar to a firm’s reputation or goodwill, it is the public perception of the firm rather than a reflection of its actual state or position.
In today’s business environment, the integration of environmental concern into marketing theory and practice is viewed by some simple extension of the societal marketing concept. However it is more helpful to inter relate both the concepts by defining as follows-
“The holistic management process responsible for identifying , anticipating and satisfying the needs of consumers and society in a profitable and in an environmentally sustainable way and thereby enhancing the corporate image or into order to create a favourable impact about Corporate Social Responsibility(CSR) status”
Thus the underlying focus of these two concepts is to build a corporate image of a company in a sociably and environmentally responsible way.
ROLE OF GREEN MARKETING IN BUILDING CORPORATE IMAGE
Green marketing help to build a corporate image by adopting the following way: • Emphasizing on the physical sustainability of the marketing process. • Embracing a more holistic and interdependent view of the relationship between business, economy and environment. • Treatment of environment as something intrinsic value. • Focussing of global concerns.
Following efforts are considered in green marketing to build corporate image: