Demarketing: A Paradigm Shift or a Technique of Societal Marketing

Conventionally the term ‘Marketing’ has been associated with the creation and satisfaction of customers. Demarketing involves the use of marketing functions and operations for discouraging customers in general or a certain class of customers in particular on either a temporary or permanent basis. Demarketing, in this sense, is that part of marketing which discourages the consumption of scarce materials and harmful products. Hence, demarketing is not exactly the paradigm shift, but it is the part of societal marketing concept. Considering the changing natural environment, effective implementation of demarketing in chosen areas may be the ‘need of hour’. Although awareness towards the utility of demarketing is increasing in India, it has not achieved the desired results. Honest, wholehearted and integrated efforts on the part of government, non-government organizations and manufacturers are necessary for the success of demarketing strategy.