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.