Marketing has been a traditional activity which is intended for business. The Business Organizations form with an objective to satisfy various needs of Consumers especially the material aspects. The term Marketing is described as the process in which the delivery of products and services happens as per higher standards. In the process of Marketing, the parties involved exchange something of value. (Kotler, 2003) has defined marketing as a societal process through which various Consumers procure products by involving various processes like creativity, exchange of products and services and by offering some value to the other Consumers or the Vendors.
This provides an insight into the concept of marketing that it is a system of exchange and it is also a critical function aspect of the economic system of a Country.
Critics have differentiated the types of Organizations into various categories like the profit organizations and the not for profit organizations (Lynch, 2009).The examples of these Organizations of the non – profit category are the Hospitals and some of the Universities. With the introduction of the concepts of non – profit, Organizations have started shifting their focus from the conventional methods of marketing to the societal concept of marketing (Belch, 2007).
Development of modern marketing
Modern marketing has evolved through various phases like the production phase, the sales phase and the final concept of marketing.
The production phase of marketing has involved various skills to produce and deliver the products and services within a limited period of time. Products were made with much focus on the quicker delivery than the quality of the products and the customer’s needs though they were made efficiently (Basu, nd).
Moving the produced merchandise to the markets and converting the products into cash was the main objective of the Sales Phase. This process has also involved aggressive selling.
The aggressive sales have persuaded a lot of Companies to act as per law and change their selling methodologies to avoid all the misleading advertising which can save the Consumers from various issues.
Shift of Selling Approach to Societal Marketing
The long term success of an Organization depends on the abilities of the Management. The process involves the planning and controlling the marketing strategy, designing the sales strategy and analysing the insights of marketing (Suttle, nd). The marketing executives are responsible for the marketing of their products and they control the marketing mix of the product which involves the product, price, place, promotion and people.
The analysis, planning, implementation and control of the marketing process are the subsequent stages to the 5 Ps cycle of the marketing process. These stages of the marketing process are influenced by the 5 PESTEL forces like the political, economic, social, technological, environmental and legal forces.
There have been remarkable changes in the marketing process where the Organizations have been competing with a lot other companies throughout the world. Different Countries in the World like the Asian Countries and Japan have been the major markets for the US Companies. The well established Companies like Mc Donalds and Coca – Cola are the leading examples who have set exemplary models of marketing in the world.
With such bigger brands trying to open newer Restaurants in various parts of the World, they would also have to cater to various needs of the Consumers from all sections of the Community which also involves various demographic trends in their Consumers (Basu, nd).
International Markets are critical for the survival of the products where the Companies have to look for immense growth opportunities which could depend on considering the societal forces of that specific Country (Irwin, Varki & Colgate 2001, p. 232 -40). In cases where the Companies target marketing their products to different Countries, they could target producing the products considering the entire population and their needs.
This aspect of marketing coincides with the concept of Societal Marketing which emphasizes on the aspects of social consciousness as a part of their marketing strategy in order to prove that they care for their Consumers than selling their products and services.
Societal Marketing is a process where the Companies market their products by considering the needs of their Consumers as well as the needs of the Communities. The brands which are conscious about the aspect of Societal Marketing incorporate effective societal marketing campaigns by including ethical statements in their production and marketing strategies (Kotler & Armstrong, 2013).
The purpose of the Societal Marketing aspect is to care for the well – being of the entire Community along with their Consumers (Flex study nd). This is a type of marketing where the Companies use their social consciousness in order to attract their consumers based on their tag lines that they “Care for the Community and their Consumers”. The environmental and the social forces constitute the societal forces of the marketing system (Thompson, Gamble & Strickland, 2004)
This conscious effort of the Companies helps them to achieve a greater place in the markets with their continuous effort to strive for delivering the best.
Two companies in Australia who has been very active in following societal marketing approach
There are various categories in which the Companies have been trying to market their products eco – friendly and supporting various business firms where they market using the societal marketing concepts. Trends have been seen in the companies related to recycling and packaging products which have emphasised on eco – friendly marketing (Reimer & Kuehn, 2005, p. 785 - 80). Their focus was to preserve the environment without causing any further damage under their societal marketing policies.
Spicers Paper comes under the Office and Stationery category of Companies and they have been servicing people for almost 100 years. Their commitment to quality has been commendable because they have been enthusiastic about the technology they have been using to make paper and also help those people who were using their paper (Spicers, 2014). Their interest in maintaining higher standards have helped them penetrate into the markets of New Zealand, Singapore and US apart from Australia.
Spicers Paper have been known for the best paper they produce as they pick on the latest trends of products in order to produce and deliver their products and services.
Spicers Paper have been contributing to the well – being of the Australian Communities by using impressive and higher grades of quality material including the industry supplies and plastics which are used in order to produce various paper materials (Spicers Limited 2016).
They have also been known for procuring materials from sustainable fibre sources in order to establish a greater relationship with their Customers.
The selection process of the materials used depends on the environmental factors where they select the most suitable materials for producing their products. They are also well – known for their infrastructure and they deliver their products by shipping them to invariable distances.
Eco – Friendly marketing
There are various Companies which have been trying to preserve the environment without causing much damage and they have also been making their products from various recycled products and materials. This is to ensure that they can market themselves to the world without any issues and they can also contribute to the communities in a positive way.
Eco – friendly marketing is not about producing their products in a sustainable way however it is to ensure that they also market themselves using the eco – friendly products in their marketing strategies and their day – day operations.
AMCOR is a global packaging company which has been known for its authenticity in Australia. It is an eco - company which produces a large variety of packaging materials for various business firms like agricultural industries and consumer product companies.
As a part of their sustainable packaging solutions they have also come up with a strategy where they have been recycling their products in order to develop a sustainable packaging business in the world.
AMCOR, in the process of their operations, focus on environmental sustainability in spite of their higher standards of business. They also report their environmental performance as a part of their operations on an annual basis (Amcor 2016).
All their operation sites have environmental management systems in place where they take care of their environmental discharges and cooling of their towers in order to reduce the overall impact on the communities.
Their focus is strong on managing their natural resources effectively which include managing their greenhouse gas emissions. Their annual reports have been showing incredible improvements where more than 55 – 65% of their companies have achieved ISO 14001 certification (Amcor 2016).
AMCOR has also set newer standards in order to contribute to the Australian Communities by focussing on reducing the Greenhouse gas emissions by 10% by the end of FY 2016. They have also been focussing on reducing the Greenhouse gas emissions by 60% by the end of FY 2030.
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