Evaluating the effectiveness of the social marketing mix : a study of social marketing dynamics in Godrej Bangladesh

Abstract

The purpose of this thesis is to evaluate the effectiveness of Godrej Bangladesh's social marketing mix in promoting positive behavioural change for societal benefit. This assessment is conducted through a comprehensive mixed-methods approach. The study investigates the strategy, actions, and effectiveness of Godrej's social marketing initiatives, focusing on how the company strategically employs the 4Ps to influence behaviours related to health, safety, environmental conservation, and social issues. Respondents for this research include individuals who have encountered Godrej's social marketing campaigns. Utilizing SPSS and Excel data analysis tools, responses of the respondents are examined.

Survey findings indicate that a significant majority of respondents consider social issues when making purchases, indicating a growing trend towards ethical consumerism. Most respondents frequently encounter Godrej's social marketing campaigns and perceive them as moderately impactful on opinions and behaviors. Consumers generally view Godrej's social initiatives as moderately helpful for society, with overall satisfaction being positive. Qualitative analysis of interviews reveals that Godrej Bangladesh has effectively integrated social issues into the traditional marketing mix, leading to positive social change and business growth.

Recommendations for Godrej Bangladesh include developing targeted campaigns, optimizing social media platforms, enhancing online marketplace presence, and introducing product lines for budget-conscious consumers. By implementing these recommendations, Godrej Bangladesh can strengthen its social marketing efforts, foster a more loyal customer base, and make a positive impact on society.