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Let’s first define that what societal marketing is:
“Societal marketing blends social, company and customers wants.”
The modern time is the time of information, peoples are more
aware of sensitive issues which the earlier generations did not
know, like shortage of resources, health issues, environmental
deterioration.
And the reason of this well learned society is ubiquity of
information, through the means of electronic media and print
media, and internet now is playing very important part in
providing up to date information at the rate of just one click.
So this generation have developed the ability to judge any
marketing strategy, whether it is correct or not?
Is Societal marketing contributing for the betterment of
Pakistani consumers?
Trend of societal marketing is growing rapidly by the time. Many
multinational companies are adopting this marketing philosophy
to get the attention of well learned customers of the society
and to educate normal citizen.
Societal marketing sidesteps the potential conflict between
customer wants, company interests and long run societal welfare.
For example:
•Proctor & Gamble Pakistan has introduced the brand of fat free
oil to prevent the growing ratio of heart disease. •Various
automobile manufacturers are focusing more on producing CNG cars
that is not only environmental friendly but it is also very
economical. So this trend is getting popular very quickly. One
can verify it by observing the increasing number of CNG
stations. •There are various companies that are favoring the use
of recycled paper to aid more life to trees.
But, Pakistan is an under develop country, there are 35%
Pakistani’s that are living below the poverty line, Availability
of Clean water, High Standard Education, Pollution are the big
concerns for Pakistan consumers.
•White collar person in Pakistani society can not buy a bottle
of mineral water for its supper unless it is in his economical
range. •Virtual University could not be successful if it had a
same fee criteria as that of others institutions. •People would
not use CNG cars if it was expansive.
Conclusion:
From Pakistani consumers’ point of view, I have come to the
conclusion that any marketing strategy, regardless of how
beneficent it can be for the betterment of human life, cannot
appeal Pakistani customers, unless it is economical.
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About the author:
Muhammad Ali Abid is student of virtual university of pakistan
of BS CS Honors Degree Program.
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