Counter Anti Social Marketing

What is antisocial marketing?

Let me give you two examples.

In early December 2001, there were two very popular news.

One of the EPSON cartridges prompted to replace the cartridge is actually more than half of it. It's dark enough.

The other is Zhao Wei's indignation with the clothes on the Japanese flag.

People, including Zhao Weimi, have asked Zhao Wei to apologize.

The magazine and Zhao Wei insist on each other and shirk their responsibilities.

In fact, neither Zhao Wei nor magazine can take the blame.

Zhao Wei has no noble feelings, we can understand it, but at least we must observe the bottom line of social values and moral values.

As a public figure, its words and deeds attract much attention. It should be checked everywhere. It is useless to stall with "carelessness" and "inconsiderate". Magazines do not care about the feelings of the people, but raise the circulation with curiosity.

Coincidentally, not long ago, a department store launched two warship models, namely, "Da he" and "Musashi", which built invaders in the Second World War. Another photo studio used "Japanese devil" props to attract customers, causing a great stir.

The disgraceful behavior of EPSON, magazine, department store and photo studio is, in the final analysis, a marketing activity as a profit making organization. It only goes into the misunderstanding of selfish interests, which is a typical "antisocial marketing".

Social marketing mainly refers to the fact that enterprises consciously integrate the interests of enterprises, consumers' interests (more emphasis on the long-term interests of consumers) and social interests, and social marketing is the most advanced stage of marketing.

Because the lack of social marketing consciousness always brings harm to the society, consumers and enterprises themselves, so that people can not help but have an urge to shout.

Covert anti social marketing behavior

Authoritative environmental experts pointed out that the destructive power of individual consumers to the environment is limited. As a profit making organization, enterprises pursue the antisocial marketing of "selfish interests and supremacy", which is a major enemy of environmental pollution.

It is imperative to protect natural environment, control environmental pollution and implement sustainable development strategy.

From the macro aspect, the implementation of sustainable development strategy requires the government to attach importance to the overall objectives, guidelines and specific measures for formulating and implementing sustainable development strategies. From the micro aspect, it requires all kinds of enterprises to link the marketing activities with the development of natural environment and social environment consciously, so that the marketing activities of enterprises are conducive to the benign cycle development of the environment, that is to say, enterprises are required to carry out social marketing from the perspective of implementing the strategy of sustainable development.

With the perfection of the national laws and the stricter enforcement of environmental protection, the antisocial marketing of poisonous gas and sewage will be less and less.

More worthy of our vigilance and concern is recessive anti social marketing behavior.

Recessive antisocial marketing does not directly contradict the laws and regulations of the state, and its harm is also indirect. It has a strong concealment and is not easy to be perceived.

Recessive anti social marketing behaviors are mainly as follows:

First, advocating mistakes, decadent values and spreading backward culture.

For example, the Zhao Wei incident is a typical example of such covert anti social marketing behavior.

In today's China, cultural pollution and misleading values can be found everywhere in marketing campaigns.

如不健康的店名、品牌名稱，上海曾出現過“泡妞”牌蝦條，克林頓與萊文斯基性丑聞滿城風雨的時候有一家酒店曾推出過一款“克林燉斯基”的菜；不少廣告瘋狂宣揚“及時行樂”、“物質主義”、“色情”、“地位”、“高消費”、“暴力”等觀念；有的營銷廣告活動公然挑戰人類的基本價值觀和良知的底線，某廣告公司的廣告居然以美國世貿大廈被飛機撞擊的照片作為背景，配以“我們同樣震撼”的口號推廣其公司，用人神共憤的事件投機取巧，這種喪失良知的創意簡直是以恥為榮了；還有如某商店開業時聘請毛澤東的特型演員，伴隨著“東方紅”的樂曲,“毛主席”向群眾親切握手，并祝賀該商場開業，嚴重抵毀了領袖形象。

Two, manufacturers make big money, but society has paid a heavy price.

The products of some enterprises are widely welcomed by consumers, while they earn a lot of money. At the same time, they often cause greater social costs, and enterprises often do not undertake corresponding social responsibilities in this regard.

For example, in 90s, Shanghai once issued a license for millions of two stroke gasoline powered cars. The production and sale of the moped made money. The magical figure who got the license of the cheap gasoline powered motor vehicle through black box operation was a huge profit, and a license plate could earn more than 2200 yuan, while the ex factory price of a naked car was less than 2000 yuan.

You know that the emission of a motor car is equivalent to four Santana.

Excessive marketing and excessive packaging are also increasing social burden.

A pack of 50 grams of American ginseng tablets is packed into 500 pages of magazines, which are full of bubbles.

Its purpose is to let consumers purchase the illusion of "very much" at the moment of purchase. The environmental pollution caused by this way is not clear. How much is the increase in pportation cost, oil pollution in pportation, and the occupancy cost of storage and shelf display space?

All these are not only wool but also valuable and scarce social resources.

In fact, consumers are still ungrateful. They also find it hard to open up and throw so many bulky bubbles.

Three, products give consumers a temporary pleasure but not conducive to long-term physical and mental health.

Products that can produce instant gratification and happiness, but may be harmful for a long time, are called pleasure products, such as cigarettes, which is a typical pleasure product.

In the children's food industry, I don't know how many products are not nutritious, which has little or no beneficial effect on the long-term health and psychological development of children.

Colorful packaging, delicious taste, strong advertising and all kinds of promotional items and promotional cards are very attractive to children.

The young and inexperienced children follow the feeling, quarrel, shout, and do not buy. Parents know that these things are not good for children's health. In order to coax a good child, they have to frown and buy it.

What's more, because toys and promotional cards in the packaging are so attractive, children often take the promotional cards and toys, and the crisp noodles, jelly and shrimp strips are thrown away.

It has caused huge waste of social resources.

We do not know how many times we laugh at the joke of "buying a friend and returning a pearl" again and again.

Four, deliberately let consumers consume more and consume less effectively.

Some companies use false information to prompt consumers to update their products earlier. For example, EPSON printer, which has been severely criticized by the media recently, is doing it with a black heart.

Some manufacturers deliberately reduce the life of a part of a product or make consumers dissatisfied with the existing product styles, encourage them to discard the use of products when they can be used, and speed up the cycle of product replacement; some manufacturers have thought a lot of wrong ideas, such as toothpaste manufacturers deliberately open their mouth to a large extent, squeezing out toothpaste that is far more than the actual demand, so that the market capacity of toothpaste can be expanded; hotels use the vanity of guests in business entertainment to guide guests to order a big table to eat.

In addition, some industries, such as multi-level pyramid schemes and health care salesmen, are trained by systematic marketing skills. Their "mind taking" often lets customers passively buy products and services that they do not need or want to buy under "hypnotism".

Pick up the weapon of social marketing.

Some people may say that social marketing is really important, but because social marketing should take into account the interests of society, then the profitability of enterprises is not greatly reduced?

In fact, we can not simply view the gains and losses in a straight line.

Consumers will think that an enterprise attaches great importance to the social interests which are not directly related to their interests. Then the importance of consumers' interests that are directly related to their interests can not be said. Invisible consumers have respect and trust for enterprises, and enterprises can save a lot of advertising fees.

Numerous cases show that social marketing is not the burden of enterprises, but the sharp weapon of marketing. Even a lot of enterprises are coming back to life because of adopting social marketing strategy.

The American McDonald's fast food chain group enjoys a prominent position in the world fast food industry. The president of the McDonald's pointed out that "environmental protection measures for waste reduction, reuse and recycling" are important reasons for its success.

Reebok, once threatened by Nike sports shoes, has been in a predicament. Its sales, revenue and share prices have dropped sharply. So it began to adopt a new social marketing strategy, which was issued to those third world countries to produce sports shoes for Reebok.

Unlike Nike, he no longer emphasizes sports celebrities, but concentrates on women and children's shoes that are well done by the company.

The Reebok International Ltd has published a detailed report on the labor conditions of factories in third world countries for processing by the third party.

Based on a survey of 950 workers, the study represents about 25000 Asian workers who produce sports shoes for Reebok Co.

Those records of improper use of employees include: rash caused by chemicals not being protected against arms and hands; headache due to poor ventilation; time and time cards to handle the normal and overtime hours of employees; although women have accounted for 80% of the total labor force, toilets for women are far less than men; improper sitting muscles and back pain.

To solve these problems, Reebok announced that it would provide gloves, masks, protective items for eyes and arms to workers, build and improve toilets, check workers' timetables, introduce safety regulations in local languages and make other improvements.

Reebok has yet to meet its improvement measures. It is displaying its political capability on the stage of human rights.

"We want to encourage multinational companies that may not be willing to open factories for their products," said Reebok public relations official. "We want to have a comprehensive inspection of the multinational companies that we may not be willing to open for their production. We want to change the view that has been prevalent for many years in many companies: they are not responsible for the treatment of workers who are not working in their factories or employees of the company."

It makes Reebok pay no attention to the practice of sports stars.

Reebok's social marketing strategy keeps its sales growth in the main target consumer groups, women and children's shoes market.

Women and children are the most likely triggering social repercussions.

Reebok has caught the big fish of human rights, women are the backbone of human rights, and the children themselves are idealists who want to do something good for the world.

All this has led Reebok to rise again under the strong competitive pressure of Nike.

Not only do western developed countries adopt successful social marketing cases, but also many enterprises in China have launched a social marketing strategy with a forward-looking vision.

As mentioned earlier, the children's food industry is a serious industry that provides "pleasure products" and antisocial marketing activities that waste social resources.

However, jeva jelly, with its far sighted social marketing, has become the second brand of the jelly industry, and its advertising rate is less than two percent.

Jeva realizes that relying on delicious taste, colorful packaging and attractive advertisements to attract children is a disrespect for consumers' long-term physical and mental health as a general enterprise. The jelly as a "cheerful product" can manage to gain temporary profits but will eventually be disliked by consumers.

Jeva decided not to take the marketing route of attracting children by aggressive advertising, instead of taking a solid social marketing approach. Jin Wa fully followed the "nutrition" principle, emphasizing that every jelly should add nutrition to children, not just tasty, so that the product not only let children enjoy the taste when they eat, but also help their children's long-term physical and mental health, so that their parents are also happy to buy for their children.

In order to carry out the concept of social marketing, Jin wa has increased investment in research. The use of preservatives and pigment in jelly is far lower than the national standard; the first one in the country has developed brain jelly, fruit pudding and aloe beauty jelly.