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Top1. Introduction
A product should possess superior quality and features to attract customers and to sell in the market (Adusei & Tweneboah-Koduah, 2019). However, the success of a product does not depend only on superior quality or features. Success of a product depends on the choice of target markets and how marketing communications are directed towards the target markets (Kırcova & Enginkaya, 2019). Companies consider a number of factors when they choose target markets and when they consider how to promote their products through marketing communications in those target markets. Some of the factors include degree of product variability, differentiation in types of communications, concentrated communications, market variability, and competitors’ marketing strategies (Chowdhury & Narang, 2019).
Companies benefit from smart targeting and communications. Smart communications help companies become more efficient and effective by focusing on specific segments which they can satisfy best and most profitably (Han & Tsai, 2016). Such communications also help companies serve specific groups of customers with offers carefully tailored to their needs. However, in several instances, such communications generate controversy and concern (Carrillat, O’Rourke, & Plourde, 2019). Companies require satisfying not only the requirements and preferences of the target markets. They also require assuring that the strategies and initiatives adopted by them in targeting and communicating about their offerings to the target markets are done in a socially responsible manner. Their activities should not also have adverse effects on the society at large. Companies require realizing their responsibilities not only towards their target markets but also towards the society at large (Mandal & Banerjee, 2019). Companies try to address social issues in their marketing communications. However, companies also require satisfying their basic objectives of generating revenues and profits, beating the competition, and achieving business excellence. In many cases, it becomes difficult for companies to satisfy their business objectives and to ensure the welfare of the society at the same time (Bandyopadhyay & Ray, 2019). Issues arise when targeting individuals and marketing communications are not socially acceptable. The study focuses on various aspects of socially responsible target marketing and marketing communications.
It is imperative for companies to perform their business activities while ensuring the welfare of the society at large. Customers also prefer doing businesses with those companies which they feel and perceive to be ensuring the welfare of customers and also the welfare of the society at large. Although, companies and businesses have started realizing that it is not possible to establish themselves in the competition without taking care of the welfare of customers and of the society at large, it is important for companies to ensure this while targeting and doing marketing communications with the target markets. This can be achieved only when companies are made aware of the adverse effects of improper targeting and marketing communications. There are several issues of target marketing and marketing communications which are not socially responsible. There are advertising campaigns which are not socially responsible. Many advertisements are deceptive. Unethical practices are existing in fashion advertising, cosmetics industry, and marketing communications for social causes. Although the issues are of prime importance, literature has not dealt with the topic at great depth. The study aims to address this research gap.
The objective of the study is to conduct an analysis of the socially responsible target marketing and marketing communications done by companies and to understand the strategies and initiatives adopted by companies to be socially responsible while targeting and doing marketing communications.