SOCIALLY RESPONSIBLE MARKETING

TEAM MEMBERS
ANAF KHAN

ANWITA PAL

AREEJ KHAN

ASIF KHAN

BHAVYA TYAGI

BIBIN JOSEPH

GEETANJALI SHARMA

HASAN WAHEEDI

MOHAMMAD SUHAIL

SHUBHAM JAIN
Socially responsible
marketing
INTRODUCTION
• Socially responsible marketing is a kind of marketing philosophy that company should take into
consideration; What is in the best interest of society in present and long term.
• These are some practices that are adopted by the company to acknowledge the larger social and
environmental impacts of their products and services.
• It signals the customers that the company takes responsibility for and aims to reduce
consequences of its operation.
• Such practices fall under the category of CSR (CORPORATE SOCIAL RESPONSIBILITY)
• These are also known as green marketing

• On the other hand, there is also socially irresponsible marketing (SIM)

• This is also known as greenwashing
• It means corporate practice of making poor social/environmental records with deceptive
advertisements that only boast about their socially responsible behaviour
• Whereas there are some misleading advertisements as well that
claim something else and results state otherwise.
• For example:
• Some shampoos that claim they will provide complete dandruff free
scalp without use of any harsh chemicals in the product and 0% hair
fall within a week etc.
• Such ads easily attract the customers but don’t provide with what is
being promised in the ad.

• Some successful companies that abide by high standards of business

and marketing conduct that dictate serving people’s interest not
only their own.
• For example:
• P&G had launched many award winning cause programs to support its brands,
such as TIDES :- LOADS OF HOPE.
• This program provided a mobile laundry program for families that were
affected by natural disasters with clean clothes.
• This shows that they remain devoted to providing relief through clean clothes
to communities in need.

• Another recent example could be of fair & lovely fairness cream which
states that people who use it will get a fairer looking skin in very few
days.
• The advertisement creates a wrong impression on the minds of people
that only fair skin is being demanded by the people
• It creates a wrong impact that could lead to racism amongst people.
• It could also make darker toned people feel inferior due to their skin
tone
DETERMINANTS OF SOCIALLY RESPONSIBLE MARKETING

CONSUMERS

Consumers play an important role in making a

businesses responsible to social obligations. In a cut
throat competition, a consumer has a wide choice for
selecting the goods. Those who adhere to strict ethical
standards find market for their products. Market forces
are helpful in making the businessmen aware of their
social obligations.
 GOVERNMENT INTERVENTION

1.State plays an important role in making a business responsive to society. A number of legislations are enacted to make it

obligatory for the businessman to obey them. Government fixes and revises wages and other amenities a business

should pay to its employees.

2.There are a number of laws regarding security of workers at work and for controlling pollution from industrial units.

There are regulations for fixing of prices of various products. All such legislations compel a businessman to work

according to the prescribed guidelines.

3.Besides various regulatory measures if the businessman still tries to exploit employees and consumers then there is a

threat to nationalization. When government feels that a particular industry is not behaving responsibly and ignores its

social obligations then it can nationalize the whole industry or may take over a particular unit for this reason. Bank

nationalization was a step in this direction.

PUBLIC SCRUTINY

The working of business houses is open to public scrutiny these days. People may not
be interested in the working of a small number of proprietary and partnership
concerns but they do feel concerned about the performance of joint stock companies.

The final accounts of every company are filed with the Registrar of Companies every
year and anybody paying a nominal fee can study them. The exposure of business to
the public has made it conscious about its role. Business enterprises try to improve
their image in the eyes of the public by undertaking social welfare measures.
 CORPORATE SOCIAL RESPONSIBILITY
DEFINITIONS
• Corporate social responsibility is the continuing commitment by business to behave ethically and contribute to economic
development while improving the quality of life of the workforce and their families as well as of the local community and
society at large (World Business Council for Sustainable Development, 1998).

• Corporate social responsibility encompasses the extent to which companies should promote human rights, democracy,
community improvement and sustainable development objectives throughout the world (confederation of British industry,
2001).

• Corporate social responsibility is the commitment of businesses to contribute to sustainable economic development working
with employees, their families, the local community and society at large to improve the quality of life in ways that are both
for business and good for international development (world bank, 2004).

Corporate social responsibility is a self-regulating business model involving practices by corporations to have a positive
influence on the society. It makes a company socially accountable—to itself, its stakeholders and the public. Corporate social
responsibility allows companies to be conscious of the kind of impact they have on all aspects of society including economic,
social and environmental. The idea is for corporations to pursue pro-social objectives including minimizing environmental
MODELS OF CORPORATE SOCIAL
RESPONSIBILITY
PYRAMID MODEL
MODELS OF CORPORATE SOCIAL
RESPONSIBILITY
INTERSECTING CIRCLES MODEL
MODELS OF CORPORATE SOCIAL
RESPONSIBILITY
CONCENTRIC CIRCLE MODEL
 CURRENT TRENDS IN CORPORATE SOCIAL
RESPONSIBILITY
• INCREASED TRANSPARENCY- Heighted government oversight, readily available information has lead to
increased transparency relating to the internal functioning of a company.

• GREEN TECHNOLOGY- Companies are investing in green technologies and reducing their dependency on non
renewable resources to make their business sustainable.

• GLOBAL COMPANIES ACTING LOCALLY- Initiatives aimed at activities to benefit the local communities.

• DIVERSITY AND INCLUSION- Recruiting members of minority and

disadvantaged communities.
 CORPORATE SOCIAL RESPONSIBILITY IN INDIA
India is the first country in the world to make corporate social responsibility mandatory following an amendment to
the companies act, 2013 in april 2014. Following activities qualify as corporate social responsibility expenditure:

• Eradicating hunger, poverty and malnutrition; promoting preventive healthcare and sanitation.
• Promoting education including special education and employment enhancing vocational training.
• Empowering women; taking measures to reduce inequality faced by socially and economically backward
communities.
• Ensuring environmental sustainability and conservation of natural resources.
• Contributions to central government funds for socio-economic development and
welfare of weaker sections.
• Protection of national heritage as well as traditional arts and handicrafts.
• Rural development.
THE NEED AND BENEFITS OF
SOCIALLY RESPONSIBLE
MARKETING
 SOCIALLY RESPONSIBLE
MARKETING
• SOCIALLY RESPONSIBLE MARKETING IS DEFINED AS A STRATEGY THAT
AIMS TO GROW FOR-PROFIT BUSINESS THROUGH PARTNERSHIPS WITH
PHILANTHROPIC ENDEAVOURS AND ENGAGING WITH COMMUNITIES.

• IT INVOLVES BROADER CONCERNS OF THE SOCIETY LIKE LEGAL ,

SOCIAL, ETHICAL AND ENVIRONMENTAL ISSUES IN THE CONTEXT OF
MARKETING ACTIVITIES.

•SRM IS ESSENTIAL TO STOP PREDATORY PRACTICES LIKE AGGRESSIVE,

DECEPTIVE AND UNETHICAL PROMOTIONS.

•SRM LESSENS ENVIRONMENTAL IMPACT DUE TO INCREASED

AWARENESS.

•PREVENTS UNAUTHORISED USE OF CONSUMERS PRIVATE DATA AND

THEIR PERSONAL DETAILS.
 THE NEED FOR SOCIALLY
RESPONSIBLE MARKETING
• BEING A SOCIALLY RESPONSIBLE COMPANY PORTRAYS AN IMAGE THAT
THE BUSINESS IS NOT JUST INTERESTED IN MAKING PROFITS BUT ALSO
CONCERNED ABOUT THE SOCIAL FACTORS LIKE ENVIRONMENT AND
SUSTAINABILITY WHICH ADDS CREDIBILITY AND TRUST TO THE BUSINESS.

•SOCIALLY RESPONSIBLE COMPANIES ARE AWARE OF THEIR PLACE IN THE

LOCAL ECONOMY, ECOLOGY AND THE HUMAN COMMUNITY. BEING
SOCIALLY RESPONSIBLE SHOWS A LEVEL MATURITY, RELIABILITY AND
CREATES A SENSE OF “DOING GOOD” FOR SOCIETY.

•SRM INCREASES CORPORATE GOODWILL, BUILDS BRAND AWARENESS,

SOCIALIZES THE CORPORATE MESSAGING AND LEADS TO BOOST IN SALES.
 BENEFITS OF SOCIALLY
RESPONSIBLE MARKETING
• EXPANDS POTENTIAL CUSTOMER TARGET MARKET

•IMPROVES TEAM MOTIVATION AND PRODUCTIVITY

•INCENTIVISES CUSTOMERS TO PAY A PREMIUM PRICE

•INCREASES CUSTOMER ADVOCACY AND LOYALTY

• BUILDS YOUR BRAND THROUGH GOODWILL AND TRUST

•MAKES BUSINESSES MORE ATTRACTIVE TO INVESTORS

•IMPROVES EMPLOYEE RETENTION AND ATTRACTS BETTER CANDIDATES

•PROVIDES FLEXIBILITY AND MAY LEAD TO FINANCIAL GRANTS FROM THE GOVERNMENT
 CONCLUSIONS
• IN TODAY’S WORLD COMPANIES
SHOULD BE AWARE OF THEIR
IMPACT ON SOCIETY AND TAKE
RESPONSIBILITY FOR THE
BENEFITS OR DAMAGE THEY
CREATE
• WHILE INDULGING IN SOCIALLY
RESPONSIBLE ACTIVITIES
COMPANIES MUST NOT FORGET
THE TRIPLE BOTTOM LINE OF
SUSTAINABLE ORGANIZATION
SUCCESS PEOPLE , PLANET AND
PROFIT
 Greenwashing (a compound word
modelled on “whitewash”), also called
“green sheen”is a form of marketing
spin in which green PR (green values)
and green marketing are deceptively used
to persuade the public that an
organization's products, aims and policies
are environmentally friendly.
• 1.The sin of suggestive pictures
• 2.The sin of the hidden trade off
• 3.The sin of no proof
• 4.The sin of vagueness
• 5.The sin of irrelevance
• 6.The sin of lesser of two evils
• 7.The sin of fibbing
 THE IMPACT OF SOCIALLY RESPONSIBLE MARKETING ON
WORKFORCE

• To be socially responsible is when the organization is

concerned about people, society and environment with
whom and where it conducts business which impacts the
workforce too in a positive way.
•In it’s most basic form, socially responsible marketing is
taking moral actions that encourage a positive impact on
all the company’s stakeholders, including employees.
•social responsibility programs can boost employee
morale and lead to greater productivity in the workforce.
 The Impact of Socially Responsible
Marketing on Workforce

•CSR effects on employees‘ attitudes and behavior which in turn

affects their loyalty and commitments to the company.

•A company dedicated to CSR can create a friendly and ethical

working environment, which reflects organizational practices
with moral consequences.

•Social responsibility empowers employees to leverage the

corporate resources at their disposal to do good.
Socially Responsible Marketing and
Customer Relations & Response
 Socially Responsible Marketing and its
inter-relation to Consumer Response

89% of consumers 83% of consumers New Media has

are likely to switch trust a company made the
from one brand to more if it is consumers more
another if one is involved with aware of who they
associated with a Socially Responsible do business with
cause in which he Marketing. and not just what
consumer believes. the company does.

Source: www.WillMarketforFun.com
Customers’ Actions in response to Companies’ behavior
Customer Satisfaction
mediates the
relationship between
Corporate Social
Responsibility and
Firm Market Value
SOME EXAMPLES OF SOCIALLY RESPONSIBLE
MARKETING
 TATA TEA “JAAGO RE”

“ELECTION KE DIN AGAR AAP VOTE NAHIN KAR RAHEN HAIN

TOH AAP SO RAHE HAIN” 
CAMPAIGNS UNDER “JAAGO RE” :-

• 2009 - 2010 : One Billion Votes

• 2010 - 2011 : Khilana Bandh, Pilana Shuru

• 2011 - 2012 : Soch Badlo

• 2012 - 2013 : Simplify

• 2012 - 2013 : Choti Shuruaat

• 2013 - Ongoing : Power Of 49

 KFC “ADD HOPE”

KFC’s Add Hope campaign has not only had a big impact on
the lives of thousands of kids, but also on the KFC brand. It
commands awareness levels of over 75% amongst consumers,
which leads to increased affinity for KFC.
 LIFEBUOY “HELP A CHILD REACH 5”

Resulted in an overwhelming drop of diarrhoea incidences from

35 % to 5 % in the first village it was released in. The campaign
was ranked #4 in the ‘Warc 100: The world’s best marketing
campaigns’ in 2015. Since 2010 Lifebuoy has changed the
handwashing behaviours of 337 million people across 28
countries.
THANK YOU