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SOCIETAL MARKETING IN QANTAS AND MYER

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Introduction
In the competitive world of modern corporate, marketing has become a means of
sustainability
...
The imperative need of marketing is much acknowledged by the
companies today to ensure running of business and beat the competition
...
The companies are now marketing their
products and services in the ‘PULL’ form of marketing instead of initial ‘PUSH’ form (Faulds,
2009)
...
The companies around the world are using the societal marketing
approach as imperative concept, specifically the Australian companies
...
The core of societal
marketing lies in the belief to give back to the society in a way of providing goods and services
aimed at the welfare of the society
...
The availability of internet and social sites like Facebook and Twitter, social
media has become powerful
...
These channels are proving to be the quickest methods to reach to the
maximum number of consumers and potential customers in the cheapest possible way
...
A company
can use social media and with a small post on Facebook or a tweet on Twitter, millions of
customers can be reached out to at the lightening speed and low cost
...
Thus

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we can say that over the time marketing has emerged as an established and steady task for
companies
...
The marketing also incorporates awareness generation among consumers and
societal marketing serves this purpose
...
The companies could utilize the theories of societal
marketing and reduce the margin between its perception of society’s expectation and actual
expectations of the society
...
The requirement of the societal marketing is that the organisation commit
to the marketing decisions guided by the wants of customers, requirements of the company and
long term interest of the society at large
...
Company focuses for the sustainable growth with this concept at core
...
Rather we can put in another words that the societal marketing
assist corporate to relate their vision and mission with the payback that they can convey to
society at large by making use of the CSR initiatives and activities
...
Myer
Inc
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Myer is a major company in the retail industry and Qantas is a famous
airline serving in Australia and other countries
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Myer has around 15,000 employees
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The company believes in keeping its customers as well as employees at the heart
of the entire decision making
...
However, the customers are external to
the company and therefore Myer cannot have express power over its customers
...
This is one of the prime reasons for the Myer
constant focus on the relationship marketing (Mitchell, 2014)
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Therefore in some recent years, Myer
undertook several programs to project itself as a responsible company and Brand name in
Australia
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For instance the advertisement of Myer lays emphasis on the
use of renewable sources of energy like solar energy in its stores
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Established in 1920, the Qantas Airways Limited is a famous Australian airline
operating globally
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Due
to very high competition in the aviation industry, the companies in this industry have to keep in
mind several internal as well as external factors
...
Since in aviation industry the triggers
differentiating one airline from the others are not many, it becomes increasingly difficult for the
company to separate out from the crowd of competitors
...
If the customer or user base of Qantas is restricted it would become very

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difficult for it to make desired profits (Gardiner, 2015)
...

Qantas promises to uses only clean fuels in its flights and avoid air pollution
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Hence, it enabled
its passengers to use tickets on their mobiles to obtain the boarding pass
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The company enjoys
an image in the market associated with thoughtful company involved in several responsible
steps to help the society at large
...
Qantas is dedicated to establish the
operational activities aimed to restrict the negative influence on the environmental
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for societal marketing and thus enjoys great
customer relationships (Creedy, 2015)
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Conclusion
In the recent years around the world the societal marketing approach has come up as
imperative concept for the organisations, specifically as we saw for the Australian firms
...
The societal marketing also offers opportunity for the corporate
to give back to the society at large
...
We also saw, that there is involvement of customers in the
marketing programs of both Myer and Qantas
...
The
Australian society is very much concerned with the corporate fulfilling their social and
ecological duties
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The idea of keeping customers
involved in the societal marketing campaigns using social media has proved to be a great
assistance to create a distinctive brand identity (Sally, 2015)
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There is an unavoidable initial
investment in the approach of societal marketing
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It has been a rewarding experience
for both Myer and Qantas, who have made connections between their marketing and
sustainability goals
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References
Bonnie Gardiner
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Qantas: External partnerships crucial to customer loyalty
growth
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cmo
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au/article/570077/qantas-external-partnershipscrucial-customer-loyalty-growth/
Sally Wood (July 3, 2015) Statistics for Social Media Usage in Australia: What They Mean for
Your Online Marketing Efforts
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com
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The Sydney Morning Herald
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smh
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au/business/retail/myer-launches-new-marketing-campaign-with-findwonderful-slogan-20141026-11bzsw
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(May 26 2015) Qantas market share of international flights dips sharply
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Retrieved from: http://www
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com
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G
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J
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Social media: The new hybrid element of the promotion
mix
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Shao, J
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, Li, Z
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, & Hu, M
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(2014, August)
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In Management Science & Engineering (ICMSE), 2014
International Conference on (pp
...
IEEE

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