Do you know the term social marketing? Unlike many marketing methods, at first glance it may seem that these activities are not directly linked to profits. However, it is said that social marketing is essential for a company to continue its activities permanently.
What kind of marketing method is social marketing? In this article, we will introduce an overview and examples.
What is social marketing?
Social marketing
is a marketing method proposed by American business scientist
Philip Kotler
in 1971. The basic idea is that companies increase their value by fulfilling their social responsibilities, gain the trust of consumers, and contribute to sales.
In the United States since the late 1960s, aggressive sales and promotions that ignored the wishes of consumers were frequently carried out, and the prevailing trend was to do whatever it took to increase sales. Furthermore, because economic activity was supported by mass production and mass consumption, there was little awareness of environmental issues, and photochemical smog and pollutants from factory exhaust were causing a lot of pollution. Kotler called attention to this type of corporate-centered thinking and advocated social marketing, which states that companies should also fulfill their social responsibilities as members of society.
- What are the benefits of social marketing?
The purpose of social marketing and CSR activities is to pursue profits for society as a whole, and it may seem that there are no benefits for companies. However, in today’s world, companies that neglect their social responsibilities will not be accepted by consumers or other companies. Not being conscious of social responsibility is already a disadvantage in itself. With that in mind, the benefits of social marketing can be summarized as follows:
- Appealing effect to investors
Social marketing’s activities increase the value of a company’s existence in society. If investors have confidence in the sustainability of a company, it will lead to securing stable shareholders and stabilizing the stock price.
- Strengthening competitiveness
Being active in social marketing and CSR activities increases corporate value. Consumers and stakeholders evaluate a company’s attitude of not only pursuing its own profits but also returning profits to society.
Social marketing case study
So what is actual social marketing? Let’s look at some examples.
- Toyota Environmental Challenge 2050
Toyota Motor Corporation announced the Toyota Environmental Challenge 2050 in 2015 in order to realize a society where people, cars, and nature coexist in harmony. By 2050, we aim to “reduce CO2 emissions from new cars by 90%”, “zero CO2 emissions throughout the entire process (life cycle) from manufacturing to use to disposal”, and “minimize the impact on the water environment”. We are promoting sustainability activities by setting six challenge items.
- nepia thousand toilet project
Oji Napia, famous for its toilet paper and tissue boxes, has been building toilets in Timor-Leste since 2008. Around the world, 800 children die every day from contaminated water caused by open defecation. Oji Napia donates a portion of its sales to UNICEF activities. For 12 years, we have built 19,000 toilets in Timor-Leste and helped improve the sanitary environment. This activity, which is still ongoing, is steadily producing results, including a reduction in the mortality rate of children under the age of five.
- Volvic 1ℓ for 10ℓ
This is a social contribution project where for every liter of Volvic mineral water purchased, 10 liters of safe water will be supplied to the Republic of Mali in Africa. Specifically, the project included constructing wells equipped with hand pumps, training human resources to manage the wells, and carrying out educational activities on water and sanitation over a period of 10 years. This activity ended in 2016, the 10th anniversary of the campaign, but it is said that the easy-to-understand system and active advertising led to an increase in Volvic sales.
In addition, for example, one company certifies companies that cooperate with green procurement (efforts to procure raw materials and parts with low environmental impact) when outsourcing parts manufacturing as excellent partners, and gives priority orders to them. . Social marketing not only promotes corporate value to general consumers, but also contributes to strengthening competitiveness in BtoB.
summary
◆Social marketing is a marketing method for companies to fulfill their social responsibilities and increase their value.
◆Social marketing does not directly lead to profits, but it is an essential activity for a company to survive.
◆Social marketing also contributes to strengthening competitiveness in BtoB