Company Benefits and Social Benefits: Exploring Strategies for FMCG Companies to Implement Mutually Beneficial Social Marketing Programs

The aim of this study was to present social marketing to multinational fast-moving consumer goods (FMCG) companies as a concept that, unlike commercial marketing, not only benefits the company but also benefits society. Through in-depth interviews and document analysis, this thesis qualitatively analyzed two social marketing campaigns, one launched by Nestle Pakistan and the other by Henkel Egypt. Using the social exchange theory as a framework for analysis, this thesis offers examples and types of benefits that companies and society gain from social marketing. Additionally, this thesis illustrates some of the challenges of social marketing, demonstrating ways and strategies to address these challenges and maximize the benefits of social marketing for the company and society. Most importantly, this study identifies ways in which consumer goods companies can fund social marketing campaigns without increasing their overall budgets.