Importancia del marketing social en Colombia

Abstract

Social marketing is all the initiatives that are carried out to design and implementprograms whose objective is to provide superior value to customers through the acceptability of a social idea or practice that improves the well-being of the consumer and society. The strategies must take into account public problems and socially relevant issues such as: alcohol consumption, drug addiction, road safety, pollution among others, problems that are experienced and that are a reality in Colombia; The objective of this research is to identify the benefits of implementing marketing and corporate social responsibility, at the business level and additionally determine the benefits it brings to the Colombian community, this research is built under a deductive research method, where the generalities of the marketing, when reaching the specificities of social marketing and impact in Colombia, with a qualitative approach as a mechanism for collecting information from primary and secondary sources. As a result, in the two cases of companies exposed to this study, the Social Group Foundation (made up of different companies, especially from the financial sector) and the Postobón Foundation, the importance and impact for Colombian society when carrying out different programs or social projects from there derives the importance on the part of companies and their commitment to transmit messages, ideas or behaviors that mitigate these problems or eliminate them. Regarding the aforementioned, the importance and also the relevance are concluded, given the number of difficulties that have to be resolved in Colombia and it is determined that the image of a company that shows social responsibility and empathy improves.