Karachi’s famous Agha’s supermarket has come up with an interesting societal marketing idea. They are providing grocery and other day to day items to customers in nicely designed Newspaper bags made by needy women, these newspaper bags are provided to Agha’s by NGO Rana Liaquat Craftsmen Colony Welfare Program (RLCC), such newspaper bags would not only help women keep their homes running but at the same time address the conservation issue as well.
Basically the concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be suitable in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and the society’s well-being.
I am glad that Pakistani marketers on retail level have also started realizing their social responsibility as ethically and socially responsible practices are simply good business, resulting not only in favorable image, but ultimately in increased sales.