consider the consumer's wants, the company's own requirements but alsogive importance to society's long term interests. It is based on the concept of social responsibility. It has become important because of changing consumer trends. People are now more concerned about the overall doings of acompany. Consumers and investors increasingly appear to want to purchase products and services from and invest companies that act in socialresponsible ways. As a bonus, these companies earn both tangible andintangible in a socially desirable manner, it just makes good business senseto take actions the benefit society.E.g. People are really concerned about the use of child labor bycompanies such as Nike and it actually influenced the sales of its products.That is why, Nike is now trying to focus on the fact that it is not using childlabor for its products and it is doing a lot for third world communities whereits shoes are being manufactured.
COMPANIES EMPLOYING THE SOCIETAL MARKETINGCONCEPT
Coca- cola is a soft drink company started early in the 90’s in USA.After gaining a good market value in the world the company looked out for promoting large people towards their products. As a result they formulatedan awareness program in the African countries about the HIV awareness.
In the 2001 the Coco-Cola African foundations was formed to reduce theimpact of HIV – AIDS on coca-cola 60000 employees and 40independent bottlers in Africa. At present, 100 percent of the coca-cola’s