Social marketing vs Social Responsibility

...

Conclusion

The implementation of SR and SM programs, reflects the needs of organizations and their stakeholders, in the specific case of this research, imply that consumers no longer measure the companies or organizations from the products and services they receive from them but are interested in and support companies and organizations that generate welfare to the community. (Gautan, 2007) (Kotler, 2006) (Zaltman, 1970)

---------------------------------------------------------------

Examples in my country

In Ecuador in the province of Cotopaxi there is a community company that produces different inputs CRAC YP is a nonprofit organization facilitating reforestation and sustainable rural development in an agricultural area affected by extreme poverty which includes more than 200 communities in the foothills of the western Andes. "Progreso Verde" is a CRAC YP long term project, in which the agency CADO pays its shareholders a fair price for their organic alcohol and a "social reward" for community projects developed. They also receive a share of the profits as partners. Some of the younger members receive training in marketing and quality control. Other communities are in process for joining CADO, so that more than 280 families now have the opportunity to fight poverty without losing their lifestyle nor destroying traditional environment. CADO has an organic certification (BCS Öko-Garantie) and also fair trade recognition (IMO Fair for Life), and commercializes the sale of fair-trade organic alcohol. Among its clients there are The Body Shop and Dr. Bronner's. Both, small and large companies can make arrangements according to SR interests.

Corporación La Favorita have many lines of business, one of them is Megamaxi, they sell some kind of bags that customers can use to carry home the products that they sell, with the idea of not using plastic bags (even though those bags are biodegradable), so that will reduce plastic use and co2 emissions.

Another good example of social marketing is that campaign that Coca Cola is making with recycle machines placed of many grocery stores (such as Megamaxi) where people can leave the empty plastic bottles to be recycled and reused.

Bibliografía

Kash Rangan, L. A. (2012). Why Every Company Needs a CSR Strategy and How to Build It.

Institute of Medicine (US), Roundtable on Environmental Health Sciences, Research, and Medicine. (2007). Global Environmental Health in the 21st Century: From Governmental Regulation to Corporate Social Responsibility: Workshop Summary. Washington, DC.

Zaltman, Kotler. a. (1970). Social Marketing: An approach to planned social change.

Gautan, R. (2007). Corporate Social Responsibility Practices in India: A Study of Top 500 Companies. India.

Kotler, P. (2006). Social Marketing: Influencing Behaviors for Good.