How Cause Related Marketing Can Be A Win-Win-Win Situation? -An Analysis Of P&G-Shiksha Campaign In Indian Context.

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Anjali K, Dr. S. Ranjith Kumar

Abstract

The purpose of the research is to figure out the Cause Related marketing (CRM) implementation strategy of P&G through shiksha campaign and its present Indian scenario and to study about the association of CRM with companies, non-profits also customers, it explains the win-win –win situation. The data was collected from 62 consumers in Mysore, India by using snowball sampling method. SPSS software version 21 is used for the analysis. The area taken for the study was the township of Bharatiya Reserve Bank Note Mudran Pvt.Ltd. (BRBNMPL TOWNSHIP).The research outcome revealed that P&G Shiksha campaign is helpful for the progression of education infrastructure and economic as well as social improvement of a developing nation like India. This also benefits company, non-profit organisation as well as customers.it is found that awareness of consumers is less with respect to CRM campaigns. If consumers are more involved in this cause, CRM will be a huge success and it will be helpful for the development of organisation and for the society. This study helps the importance of giving more awareness to consumers.it also provides the information regarding the perception of generation y consumers towards CRM and thus adds some valuable information to the Marketing researchers to give awareness of CRM to consumers.

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